The Content Calendar That Drives Consistent Lead Generation

A bi-weekly round-up newsletter of the best new construction and real estate marketing, sales, and news in the industry.

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In This Issue:

💡 The Big Idea: Learn how to build an effective content calendar.
🐝 Industry Buzz: The latest marketing and real estate news updates.
🧠 Get Your Learn On: Learn how to market your content in an AI-first environment.
🏆 Quick Win: Develop a show home walkthrough checklist.
🧰 Tech Check: Use Enviz to create 3D walkthroughs of your homes.
🤖 A.I. Prompt Play: Create an engaging script for virtual property tours.
📚 Recommended Resource: 10 Simple Marketing Upgrades To Help You Sell More Homes Faster.
🎙️ From The Podcast: Some of our favourite episodes from the archive.
🏅 Marvellous Marketing: A standout social post from Riverwood Homes.
📈 Real Estate Market Update: a look at the market stats for July 2025.
... and more!

⭐️ ⭐️ ⭐️ ⭐️ ⭐️
"Love the easy-to-digest format. Gives me a quick pulse check on the industry and some new things to try."

The Big Idea 💡

The Content Calendar That Drives Consistent Lead Generation

Planning ahead isn't just about staying organized. It's about building a content system that generates quality leads month after month. This framework from HubSpot has helped teams improve content quality, reduce burnout, and create predictable growth.

Whether you're publishing weekly blog posts or managing multi-channel campaigns, you'll learn how to build a calendar that supports your sales goals instead of just checking boxes. In this article:

☑️ Build content consistency that establishes thought leadership.
☑️ Choose from 8 battle-tested templates and tools.
☑️ Create systematic workflows that reduce team stress and improve quality.
☑️ Scale your content planning as your business grows.

Industry Buzz 🐝

🏠 Canadian Home Sales Continue Strong Momentum Into Summer
Canadian home sales rose 6.6% in July compared to the same period last year, marking the fourth consecutive monthly increase. The Greater Toronto Area led the surge with transactions rebounding 35.5% since March, suggesting the long-anticipated post-inflation crisis recovery has finally arrived.

🌍 Trade War Tensions Create Uncertainty for Canadian Real Estate Industry
The Canadian real estate sector is bracing for potential fallout from the ongoing trade war with the United States, as 25% tariffs threaten to disrupt the market recovery. Industrial properties could face the biggest impact, with development projects likely to be postponed as demand drops for manufacturing and warehousing sectors.

💰 Foreign Capital Debate Reignites as B.C. Housing Market Slows
B.C. housing stakeholders are engaged in renewed debate over foreign capital restrictions amid an industry slowdown marked by stalled projects and insolvencies. While Premier Eby maintains the province won't return to the "old model," industry leaders are calling for allowing foreign ownership of new construction to unlock capital.

📉 Building Materials Giant Warns of Challenging U.S. Housing Market
James Hardie Industries saw its stock tumble 28% after warning that demand for repairs and new construction remains challenging, with homeowners deferring projects due to affordability concerns. The results underscore broader concerns about the U.S. housing sector's slowest spring selling season in over a dozen years.

Get Your Learn On 🧠 

🖥 How to Do Content Marketing in an AI-First World
Join marketing legend Neil Patel on September 2 at 8 am PST to discover how AI is transforming content creation without sacrificing authenticity. Learn proven strategies for AI-assisted ideation, production workflows that scale, and how to structure content so it performs in Gemini, Perplexity, and ChatGPT.

Register here: Advanced NP Digital Webinar

Quick Win 🏆

Develop a show home walk-through checklist. Create a systematic guide highlighting key features to showcase. Ensure consistent presentation across all sales teams.

Tech Check 🧰

Transform your show home checklists into immersive virtual experiences with Enviz, the multi-device XR platform for unbuilt properties. Create walkable virtual tours from your 3D models or floor plans.

This allows prospects to explore homes remotely while your sales team guides them through key features using the same systematic checklist approach. Perfect for reaching buyers who can't visit in person and ensuring every important selling point gets highlighted consistently.

AI Prompt Play 🤖

Welcome to AI Prompt Play, where we provide carefully crafted prompts you can copy, customize, and use immediately to create professional marketing content in minutes.

Tips for using these prompts:

• Replace text in [brackets] with your specific information

• Adjust tone and style descriptors to match your brand voice

• Use the generated content as a starting point and customize to your needs

VIRTUAL TOUR SCRIPT

Goal: Create an engaging script for virtual property tours

Prompt: Act as a professional real estate videographer and tour guide. I am a [CITY] home builder looking to create a virtual tour script for our newest show home. [Details of show home here]. Create a room-by-room narrative that includes: 1) An engaging introduction that hooks viewers, 2) Transition phrases between spaces, 3) Key features to highlight in each room, 4) Design elements to emphasize, 5) Lifestyle benefits to mention, and 6) Natural places to include buyer-focused commentary. Include camera angle suggestions and timing for each segment. The tone should be warm and inviting, like a friend showing someone around their dream home.

Marvellous Marketing 🏅

Stand-Out Social Post From Riverwood Homes
Today's stand-out social post comes from @riverwoodhomes over on Instagram. This dynamic post showcasing their upcoming Rupple Road community with spectacular drone footage is a perfect example of how to generate excitement for a new development before it even opens.

The aerial perspective gives potential buyers a bird's-eye view of the community layout and natural beauty of the location, helping them visualize life in this neighbourhood. Smart builders know that buyers don't just purchase a house - they're investing in a lifestyle, and this aerial content perfectly captures that emotional connection.

Real Estate Market Update 📈

US Market:
According to NAR, existing-home sales increased 2.0% month-over-month in July 2025 to a seasonally adjusted rate of 4.01 million. NAR Chief Economist Lawrence Yun noted that "The ever-so-slight improvement in housing affordability is inching up home sales. Wage growth is now comfortably outpacing home price growth, and buyers have more choices."

Canadian Market:
In Canada, CREA reported that home sales climbed 3.8% month-over-month in July 2025, marking the fourth consecutive monthly increase. Transactions are now up a cumulative 11.2% since March, with the Greater Toronto Area leading the recovery, rebounding 35.5% since March. CREA Senior Economist Shaun Cathcart observed that "the long-anticipated post-inflation crisis pickup in housing seems to have finally arrived."

From the Podcast 🎙

Discover proven marketing strategies and growth tactics on the Home Builder Marketing and Growth Show with Jeff Schneider. Here are some great episodes from the archive:

#015 | Home Builder Marketing Strategies: Expert Insights on Digital Marketing, Sales Training & Brand Messaging | Rob Krohn
Transform how your home builder marketing delivers results with Rob Krohn's proven strategies. Discover data-driven tactics, buyer persona insights, and emerging tech applications that can turn your marketing into a revenue-generating engine.

#012 | Digital Transformation in Home Building: How To Keep Up With The Pace of Technological Change And Avoid Becoming Obsolete In The Digital Age | Brent Bommes
Digital transformation consultant Brent Bommes shares battle-tested strategies from 13+ years of helping builders modernize their operations. Learn which emerging technologies are worth your attention in 2025 and how to ensure your company stays competitive in an increasingly digital industry.

#009 | Contact Type: A Custom HubSpot Property To Sort Contacts So Sales People Only Focus On Prospects | HubSpot for Home Builders
This episode provides actionable steps to enhance your HubSpot implementation. In it, Jeff shares a simple yet powerful trick to get your HubSpot database organized for your sales team.

Listen to the podcast on YouTube, Spotify, Apple Podcasts, Amazon Music or any of your favourite apps.

What We’re Reading 📖 🎥

Building Certainty: Content Marketing for Home Builders

Looking for a systematic approach to content marketing that actually drives results? Julie Jarnagin's comprehensive guide cuts through content marketing confusion to deliver a practical framework specifically designed for home builders.

With over 18 years of experience, Jarnagin brings real-world expertise to create a step-by-step roadmap that covers everything from determining the best topics and formats to distribution strategies and measuring success. What sets this guide apart is its laser focus on the home building industry, offering strategies that work specifically for builders navigating lengthy sales cycles and complex buyer journeys.

Just For Laughs 😂

Points of Interest 🧐

🗓 On this day
On this day in 1950, the first TV transmission from continental Europe aired on the BBC.

🚴 Putin Puzzler
An Alaska man has been left puzzled after being gifted a motorbike by Vladimir Putin for reasons unknown.

🚣 Wave Goodbye
After closing down a few months ago, an entire Hooters restaurant has been spotted floating down the Ohio river. According to news reports, it’s unclear where the restaurant is headed.

Whenever you’re ready, there are three ways we can help:

1. Complimentary 1-Hour Strategy Session: Let's get to know each other. We'll hop on a Zoom call to understand your goals and challenges and then provide actionable marketing recommendations tailored to your business. Walk away with strategies you can implement immediately. Schedule your no-cost strategy session.

2. HubSpot Audit & Optimization: Unlock the full potential of your HubSpot investment. Our thorough 60+ point check-up will identify what's working well and what needs attention in your setup. You'll receive a comprehensive report and a 90-minute review session to maximize your HubSpot performance. Request your HubSpot audit.

3. Complimentary Website & Marketing Check-up: Give your online presence a boost. We'll review your website and marketing channels, then conduct a 60-minute workshop to share our findings. You'll walk away with actionable tips to improve your digital marketing and attract more qualified leads. Sign up for your no-cost marketing check-up.

About Velocity23

Velocity23 is a growth agency and has been specializing in digital marketing for home builders for 13+ years. As one of the first HubSpot partner agencies to specialize in the home-building industry, we’ve helped builders across the country solve their challenges with content marketing, lead generation, lead nurturing, and marketing automation. Our experience has led to the development of the Growth Engine Framework™️, a marketing system that’s helped our clients achieve:

🖥 7.5M+ website sessions
🙋 112,500+ leads generated
🏠 9,720+ homes sold
💰 $3.4+ Billion in reported client revenue

If you’re experiencing marketing challenges or you want to sell more homes and grow your company, book a call today and let’s see how we can help.

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