We build and run the lead generation that fills model homes and sales centers — search, paid social, SEO and AI search visibility — and we report qualified buyers and cost per lead by community, not impressions.
We’ll show you where your communities show up today, what a buyer sees when they search, and what AI assistants say when someone asks who builds homes in your market.
Most marketing agencies treat a home like any other purchase: run traffic, count form fills, call it a month. That falls apart on a builder account for three reasons, and every one of them is a measurement problem before it is a creative problem.
A buyer decides between communities, not between builders, so brand-level campaigns bury the thing they are actually choosing. The decision takes months, so the month the lead arrives and the month the contract is signed are rarely the same month. And your inventory changes underneath the campaign — a community with two homes left needs a different budget than one that just broke ground.
Fix the structure and the reporting stops lying to you. That is most of the job.
Illustrative — one blended number vs. four
Illustration only. Your free assessment uses your real communities and your real numbers.
Six areas of work. These are also the six things we report against every month.
Buyers search by place. New homes in a named city, quick move-in homes near me, a community name, a school zone. Each active community gets its own search campaigns and its own budget, so a slow one cannot hide behind a fast one.
How we run Google AdsFacebook and Instagram cover the part of the cycle that happens before anyone searches: renderings, floor plans, quick move-in inventory, and retargeting the people who toured once and went quiet.
How we run paid socialA model home or sales center is a real location and should rank like one. Google Business Profiles built out and maintained per sales office, plus community pages that keep earning traffic when you are not paying per click.
How we approach local SEORelocating buyers increasingly ask an assistant before they ask a search engine. When someone asks ChatGPT or Google’s AI who builds homes in your market, you want to be named. Included as standard, not sold as an add-on.
How AI search worksOne page per community, carrying floor plans, price bands, availability and a form that matches how buyers actually inquire. Instrumented so you can see which community earned the tour request and which one only earned a scroll.
Ad creative built from what you already have — renderings, floor plans, drone and walkthrough footage — then tested against itself, so you find out which elevation, plan or headline actually pulls before you scale the spend behind it.
Plenty of agencies will send a builder a traffic report. Fewer will tell you which community is losing money, and fewer still will set the tracking up so the answer is still available nine months from now.
What your monthly report answers
We look at how your communities show up in search today, what your site does with the traffic it already gets, and what AI assistants say about you. Free, and yours to keep.
Every active community gets its own plan: budget, keywords, creative angle and landing page. Pre-sale, actively selling and closing out are three different jobs.
Tracking goes in before spend does. Then we launch, test creative and search terms against each other, and move budget toward what is producing tours.
Monthly reporting on leads and cost per lead by community, plus what we are changing next month and why. Written for you, not for an analyst.
Real engagements, and what the work actually produced.
We rebuilt lead acquisition for INB Homes and moved their cost per lead from over $200 to under $20.
INB Homes, homebuilderA marketing program built to feed a cruise operator’s phone room with sub-$10 calls, which cut their cost per acquisition to less than half of what it had been.
Cruise operatorThis works best for private and regional builders selling from one to roughly a dozen active communities, where the owner or the VP of sales can still see the whole board. If you have an in-house team of twelve and a national media agency, we are probably not the right fit and we will say so on the call.
Central Florida is our home market, so we know the difference between selling in Winter Garden, Clermont and Lake Nona. Because the work is digital, we also run builder accounts elsewhere in Florida and across the United States.
Central Florida based. Working with builders across Florida and the US.
Two numbers matter: the media budget you put into the platforms, and the fee for managing it. Builders typically run a media budget per active community rather than one pooled brand budget, because a community with three homes left and a community in pre-sale need very different spend. We scope both after the free assessment, once we have seen how many communities you are selling, what your price bands are, and how much of the funnel your current site can actually handle.
Paid search and paid social can produce inquiries in the first two weeks, because you are buying demand that already exists. The honest part is what happens next: a new home decision often runs months from first inquiry to contract, so the first month tells you about lead cost and lead quality, not about sales. SEO and AI search visibility take three to six months to move and are the part that lowers your blended cost per lead over time.
By setting up the tracking before the first dollar is spent, not after. Every inquiry is tagged with the campaign, the community and the ad that produced it, and that tag travels with the record into your CRM. When a contract is signed nine months later, the source is still attached. Most builders lose attribution because tracking was added once the reporting questions started, by which point the early leads are already anonymous.
No, and you probably should not drop them. Portals put you in front of active shoppers and they are worth keeping while they perform. What they do not give you is a lead you own, a cost you control, or a buyer who came looking for your brand specifically. The point of your own search, social and SEO is to build a channel that does not raise its rates on you, running alongside the portals rather than instead of them.
Yes, and we think you should. Each active community gets its own campaigns, its own landing page and its own line in the report, with its own cost per lead. A single blended number hides the community that is quietly absorbing budget without producing tours. When a community sells out or a new one opens, we shift budget rather than letting it run on inertia.
Yes. The Google Ads account, the Meta assets, the analytics, the website and the lead history are yours and stay in your name. If the relationship ends you keep all of it, including the historical performance data that makes the next campaign cheaper to run. We do not hold accounts hostage and we do not require a long-term contract.
A free marketing and AI visibility assessment of your builder website. No cost, no contract, no obligation.
Prefer email? hello@marketingcounselors.com