By Aaron Ng, The Good Builder
Summary: Everyone uses the word “trusted” now. But back in 2015, nobody was. That’s when we launched a builder campaign that sparked a shift, and helped a national network rally behind one message that meant something real.
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It started with a call to Brent: “Hey mate, we’ve just won Product Review’s Builder of the Year for the third time…let’s do something wild and creative.”
What I got back wasn’t a graphic.
It was a campaign that changed how builders market themselves in Australia.
“What if we stop adding badges,” Brent said, “and start owning trust as a concept?”
From that moment, the “Most Trusted” campaign was born. Not just as a marketing asset, but as a rally cry. And I’ll be honest, it’s still one of the best brand moves I’ve been part of.
Why the Campaign Worked
Most campaigns stop at surface level. This one went deeper.
- It was true — backed by real customer data.
- It was clear — everyone from admin to franchisees could understand and repeat it.
- And most importantly, it was felt — by the people on the ground.
We rolled it out nationally at a G.J. conference in Hawaii, and the reaction was electric. But what made it special was what happened after, franchisees owned it.
“It wasn’t just a line,” Brent told me. “It became our identity. Culture. Confidence.”
Trust Became a Movement
I’d walk through display villages and hear clients refer to us as “the most trusted builder.” Franchisees posted about it. Clients shared their own reviews.
Suddenly, it wasn’t just a campaign. It was who we were.
To this day, that phrase “Most Trusted” still means something in the industry. And while others have jumped on the bandwagon since, we knew we were first to that space.
Lessons for Builders Today
If you’re thinking about your next campaign, here’s what I’d say:
- Start with truth – Build it around something you’ve earned, not just something you wish were true.
- Make it easy to own – The simpler the message, the more people can carry it.
- Deliver on it – If your business can’t back the words, it won’t stick.
“A campaign is only as strong as the culture that supports it,” Brent said — and he’s right.
The TGB Take
We didn’t set out to create an iconic builder campaign. We just wanted to tell the truth in a way people could rally around.
That’s what made it work…and that’s still what works today.
Been part of a builder campaign that made waves?
We’d love to hear your story.
Contact us at [email protected]
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