You’ve probably heard the story. Back in the early days, Red Bull’s crew supposedly dropped empty cans everywhere, so it looked like everyone was already drinking the stuff.

As the urban myth goes, Red Bull’s marketers strategically placed empty cans of their energy drink in rubbish bins, outside popular nightclubs, and around university campuses to create the illusion that Red Bull was already wildly popular. People would see the discarded cans and assume that everyone was drinking it.

Now, whether that tale’s true or just a legendary marketing story is anyone’s guess (Red Bull’s never confirmed it), but it taps into something real: social proof.

That is, the idea that if people see something being used or talked about, they’re more likely to trust it. Booked-out restaurants, taxis all using the same brand of tools, or, yeah, a bin full of the same energy drink.

So, what’s this got to do with building homes?

A lot, actually.

What’s the story?

As you’ve heard again and again from our podcast guests and our TGB contributors, trust is everything. You’re not just pouring a slab and putting up walls and roofs, you’re asking people to back you with the biggest investment of their lives.

If they haven’t built before, they’re nervous. They don’t know where to start. So they look for signs, reviews, recommendations, and people talking. That’s social proof. It’s subtle but powerful.

The trick? You don’t need a warehouse of empty Red Bull cans to make your brand stick. You just need to be seen in the right places and heard by the right people.

Right now, the market’s crowded. Materials are expensive (although maybe Trump’s tariffs are set to change all of that). Timelines are tight. Everyone’s watching their wallet.

People are looking for:

• Builders they can trust
• Stories they can relate to
• Homes they’re proud to show off.

If your name doesn’t pop up (and stand out) along the way, you’re missing out on good leads.

Let’s borrow a few moves from the Red Bull playbook, minus the empty cans, and apply them to the building game.

1. Show up where people are looking

You want to be seen in the places where buyers are already scrolling, searching, and talking:

• Get listed on the main directories
• Make sure your Google My Business is sorted
• Show up at local expos or sponsor the kids’ footy team
• Get a few mentions in local news or community groups.

It’s widely acknowledged that the majority of Australian home buyers begin their property search online. If your website’s dusty or your socials are dead, you’re missing easy wins.

2. Let your happy clients do the talking

Nothing beats a real person saying, “These guys nailed it.”

• Ask for Google Reviews (don’t be shy, people are usually happy to help)
• Post video testimonials or build progress updates on Instagram
• Encourage your clients to share pics of the journey (and tag you).

Word of mouth is still king. We just have digital mouths now.

3. Make your builds visible

Red Bull wanted their cans to be seen. You’ve got something way better: homes.

• Put clean, clear signage up at build sites and finished jobs
• Share time-lapse vids from slab to handover
• Celebrate milestones, slab day, frame stage, roof on. Make it fun.

Every job is a billboard. Don’t waste the opportunity.

And look, we’ve heard stories (more than a few) of builders throwing up site signs on blocks they’re not actually building on. Just to look busier on socials. We’re not saying that’s the behaviour of a good builder, but it does show how powerful the idea of being “seen to be building” really is.

When people think “everyone’s building with them”, that’s when the enquiries roll in.

Just make sure you’re backing it up with real work, real quality, and real trust.

4. Become part of the conversation

You want people to say, “Have you seen what [Your Company] is building?”

• Run a social media challenge (“Show us your dream home”)
• Create a simple slogan that sticks
• Get involved in online forums or comment on industry topics
• Be the builder that local mortgage brokers, designers, and agents trust.

Don’t just be good. Be known for being good.

Was it all true?

Whether or not Red Bull ever actually planted cans in bins doesn’t matter. The brand is everywhere now. Tradies see it, smash it, believe it, and buy it. That’s social proof doing its job.

For the TGB community, we’re not trying to hype an energy drink. We’re simply facilitating conversations that help builders build people’s dream homes. That doesn’t mean we can’t learn a thing or two from how the big brands play the game.

In the end, you don’t need gimmicks.

Just be seen, be trusted, and give people something worth talking about.

Author: Jonathan Tibbits

Starting his career as a lawyer, Jonathan transitioned into project management, compliance, and certification for companies throughout the industry supply chain in Australia and New Zealand. With international experience in green building, sustainability and stakeholder communication, he is passionate about innovation and building transparency and trust.