The fOCUS360 team attended the NAHB International Builders’ Show 2025, where we had the opportunity learn about where the industry is headed and strategies for maximizing both marketing engagement and sales conversions. Here are some key insights our team took away:

1. Human Connection & Authenticity

Nikki Kirkland of GroupTwo Marketing highlighted the shift social media is taking back towards a more casual, authentic approach in her session Stop the Scroll. This prioritization of people over products in algorithms is due to buyers engaging more with content when they feel a real connection to the team behind the homes they’re purchasing. Builders can embrace this by:

• Sharing behind-the-scenes moments
• Showcasing the homebuilding process
• Featuring real team members to build trust with prospective buyers

2. Engaging, Value-Driven Marketing

The best marketing educates, entertains, and engages—or as Christopher Brown of Next New Home Group & Next Crafted, Inc put it in his session 10 Proven Social Media Content Strategies to Break through the Noise, “Stop Selling, Start Helping.” Make sure your marketing provides real value through:

• Short, informative videos
• Social polls and interactive content
• Partnering with realtors and happy homeowners to create authentic user-generated content

3. Creating ‘Wow’ Moments

With so many builders in the market, standing out is critical and telling your story is key according to Jennifer Cooper of Evolution Marketing and fractional CMO of fOCUS360, Diana Carroll of Hillwood Communities, and Bill Sievertsen of Milesbrand during their session What’s Your Hook? The Forgotten Art of Storytelling in New Home Marketing. Delivering memorable experiences at every touchpoint—from a buyer’s first website visit to well after their move-in day—creates long-term loyalty. Megan Eltringham of New Home Co. also brought this up in her talk at the Spotlight Room where she shared that making sure buyers felt heard Some impactful ideas include:

• Coffee chats for prospective buyers to meet future neighbors
• Showcasing tradespeople’s contributions in social media content
• Community events post-closing to foster ongoing engagement

4. Intentional, Measurable Processes

Success isn’t random—it’s a result of planning, tracking, and optimizing. Key tactics mentioned by Brandon Barelmann of Builder Designs, Robert Cowes of SmartTouch Interactive, and Matthew Wilson of Maronda Homes in their What’s in Your Digital Marketing Stack? session were:

• Content calendars and structured marketing workflows
  • We personally recommend Sprout Social! It allows us to plan out our content weeks in advance and keep track of analytics and post during optimal times for maximum engagement
• CRM tracking for lead follow-up and engagement analytics
  • Not only did they discuss this a bit in their education session, but we just released a TekTalk episode deep diving into the world of CRMs with Tyler Stouder
• A/B testing and performance reviews to refine strategies

5. Leveraging Technology & AI

Christopher Brown also shared the impact of integrated and efficient marketing stacks. He shared that the most successful teams are using:

• CRMs, SEO, and analytics tools that work together. Some featured examples included:
  • Microsoft, Meta, Mailchimp, Google Analytics, Salesforce, WordPress, and HubSpot
• AI-driven content creation
  • Riverside AI can create short form video content from scratch or pulling from uploaded long form videos.
• Geofencing and ad targeting for smarter outreach

6. Adaptability & Continuous Improvement

Lindsay Shookus, a legendary SNL Producer and engaging public speaker, emphasized that the most successful teams stay coachable—always seeking feedback, refining their approach, and embracing change. Whether it’s scaling a business, adjusting strategies, or integrating new technologies, adaptability is key to long-term success.

IBS 2025 was an incredible event, packed with insights and industry connections. If you couldn’t attend, we hope this recap helps spark new strategies for your business this year. Let’s make 2025 the best year yet!