Home Building Marketing with Special Guests Tara Whiteley and Celeste Horton

After all the steps taken to secure land, develop it, and build a house, there’s still one more big piece of the puzzle that needs to be accounted for, and it also impacts the cost of a house. Marketing and getting a house sold is one of the last steps in the process, but it’s also one of the most important. In this episode of the Framing the Issue Podcast, hosts Aaron Kersey and Morgan Smith sit down with Tara Whiteley of Eastwood Homes and Celeste Horton of Classica Homes to explore the intricacies of marketing and sales in the home building industry, highlighting how visual content, digital strategies, and AI are transforming the way builders connect with buyers. Our guests also share insights on marketing timelines, budget allocation, and the impact of AI on consumer research and lead generation. Chapters 00:00 Introduction to Home Building Marketing 01:14 Visual Content and Its Impact 01:49 Marketing Timelines and Strategies 03:10 Target Audience and Renderings 03:57 Department Collaboration in Marketing 06:04 Timeline for Marketing Land and Communities 08:01 Decision-Making in Marketing Channels 09:27 Role of Analytics in Marketing 10:57 AI in Content Generation and Virtual Staging 12:50 Consumer Use of AI for Research 15:56 AI and SEO in Home Building 19:04 Balancing Content and Quantity on Social Media 22:06 Impact of Land Costs and Regulations 25:07 Social Media Strategies and Trends 27:46 Marketing Budget and Cost Breakdown 31:04 Affordability and Buyer Education 33:51 Market Growth and Future Outlook 37:01 Role of Builders in Market Advocacy 40:03 Final Advice for Buyers and Builders 43:04 Closing Remarks and Resources DFW3UNW2MWZWFTKV