Stop Drowning in Content Ideas and Start Driving Results

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: How to prioritize your marketing ideas for the best results.
🐝 Industry Buzz: The latest marketing and real estate news updates.
🧠 Get Your Learn On: How to adapt to AI and produce AI-ready content.
🏆 Quick Win: Develop a first-time buyer FAQ guide.
🧰 Tech Check: Schedule your social media with Post Planner.
🤖 A.I. Prompt Play: Create a ‘Myth-Busting Monday’ educational series.
📚 Recommended Resource: 3 Fundamentals That Make Your Home Builder Marketing More Buyer-Friendly.
🎙️ From The Podcast: Some of our favourite episodes from the archive.
🏅 Marvellous Marketing: A standout social post from Bouwen Construction.
📈 Real Estate Market Update: a look at the market stats for May 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 💡

Stop Drowning in Content Ideas and Start Driving Results

Feeling overwhelmed by your endless list of content ideas? You're not alone. Most home builders struggle with having too many creative concepts and not enough clarity on which ones will actually move the needle. This insightful article reveals why more isn't better - and how to focus your limited time on content that delivers measurable results.

This way, you can get the most out of your marketing efforts without wasting time or money. In this article:

☑️ Learn the key questions that separate high-impact content from busy work.
☑️ Discover how to ground your content strategy in real buyer behaviour.
☑️ Learn how to avoid shiny object syndrome and stay focused on priorities.
☑️ Build a systematic approach to content planning that supports your current business goals.

Industry Buzz 🐝

🏠 CMHC Says Homebuilding Must Nearly Double to Restore Affordability
Canada Mortgage and Housing Corp. estimates that between 430 - 480,000 new housing units per year are needed to close the supply gap that has led to higher home prices. Montreal has the largest supply gap, while Edmonton is the rare market where no more supply is needed beyond current projections.

The focus is on restoring affordability to 2019 levels, as returning to levels from two decades ago is "no longer realistic."

📉 Condo Sales and Construction Crater in Canada's Major Markets
New data shows condominium sales fell 75% in Toronto and 37% in Vancouver from 2022 to Q1 2025. Toronto condo sales are down 21.7% year-over-year with inventory at over 20,000 units, while Vancouver sits at its highest listing inventory in 10 years.

New condo construction has hit its lowest level since 1996, with at least 28 projects totalling nearly 6,000 units cancelled or put on hold since 2024.

😟 US Homebuilder Sentiment Nears Pandemic Low Due to Economic Uncertainty
Builder sentiment dropped 2 points to 32 in June on the NAHB/Wells Fargo Housing Market Index, with anything below 50 considered negative. This represents one of the lowest readings since 2012, with 37% of builders reporting price cuts—the highest share since tracking began three years ago.

🏘️ New Home Sales Tank in May, Pushing Supply to 3-Year High
Sales of new single-family homes dropped 13.7% in May to 623,000 units on an annualized basis, 6.3% lower than May 2024. The median price rose 3% to $426,600, while supply jumped to a 9.8-month inventory at current sales rates—the highest level since the summer of 2022.

Mortgage rates hovering near 7% continue to impact buyer affordability and demand.

Get Your Learn On 🧠 

🖥 The Great Google Reset: How to Win in a World of AI
Still relying on outdated SEO tactics while your competitors adapt to AI-powered search? Neil Patel reveals why traditional strategies are failing and exactly how to build AI-ready content, feeds, and campaigns that drive real results. This isn't about chasing the latest trend - it's about future-proofing your marketing engine before you get left behind.

Watch here: The Great Google Reset Webinar

Quick Win 🏆

Develop a first-time buyer FAQ guide. Spend 90 minutes creating a comprehensive guide answering common first-time buyer questions. From there, you can break it into smaller pieces for blogs, social posts, and email content.

Tech Check 🧰

Save major time on social media management with Post Planner, the social media scheduler built for engagement. Transform your content strategy by accessing viral posts and articles from top sources in your industry, then schedule them across your different social networks.

Post Planner's AI-powered automation and content curation features help you publish scroll-stopping content that actually gets clicks, while the recycling feature ensures your best content continues working for you long-term.

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 it to your needs

MYTH-BUSTING MONDAY SERIES

Goal: Address common misconceptions about building a new home versus buying resale

Prompt: Act as a real estate educator and myth-busting expert. I am a [CITY] home builder looking to create a weekly series debunking common myths about building new homes. For the next 8 weeks of "Myth-Busting Monday" posts, provide: 1) A common myth about new construction, 2) An attention-grabbing way to introduce it, 3) Three key points that disprove the myth using data and experience, 4) A real-world example or mini case study that supports the truth, and 5) A call-to-action that encourages viewers to learn more. The tone should be authoritative but approachable, focusing on education rather than sales.

Marvellous Marketing 🏅

Stand-Out Social Post From Bouwen Construction
Today's stand-out social post comes from @bouwenconstruction over on Instagram. This post showcasing customer testimonials is a perfect example of how to leverage social proof to build trust and credibility.

The “swipe to read” on the first image encourages immediate interaction. And by sharing genuine feedback from satisfied clients, Bouwen Construction demonstrates the quality of their work and the positive experiences customers have had with their team.

Real Estate Market Update 📈

US Market:
According to NAR, existing-home sales rose 0.8% month-over-month to a seasonally adjusted rate of 4.03 million in May 2025. Year-over-year, sales declined 0.7%. NAR Chief Economist Lawrence Yun noted that "the relatively subdued sales are largely due to persistently high mortgage rates," with the average 30-year fixed-rate mortgage at 6.81% as of June 18.

Canadian Market:
In Canada, CREA reports that home sales climbed 3.6% between April and May 2025, marking the first gain in activity since November 2024. CREA's Senior Economist Shaun Cathcart observed that "May 2025 not only saw home sales move higher at the national level for the first time in more than six months, but prices at the national level also stopped falling." However, sales remained down 1.8% year-over-year.

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:

#010 | Leah Fellows | Online Sales Concierge Best Practices From One Of The Top Trainers In The Industry
In this value-packed episode, industry pioneer Leah Fellows shares battle-tested insights from 18 years of training top-performing OSCs. As the founder of Blue Gypsy Inc and one of the most respected voices in OSC development, Leah reveals what actually works to improve conversion rates and drive more sales.

#005 | Buyer Personas For Home Builders: How I Leverage Them To Increase Conversion Rates and Fill Sales Pipelines | Marketing Minute
Transform your home builder marketing with effective buyer personas as Jeff reveals proven strategies to identify, understand, and connect with your ideal customers, boost conversion rates, and create targeted marketing campaigns that actually work.

#007 | Digital Marketing Assets for Builders: Balancing Technology, Affordability and ROI | Kevin Weitzel
Join Outhouse's Kevin Weitzel to learn strategies for home builders to effectively balance technology costs, prioritize digital tools, and maximize ROI without overspending.

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

What We’re Reading 📖 

Building a StoryBrand: Clarify Your Message So Customers Will Listen by Donald Miller: Learn all about the marketing framework that transforms how businesses communicate. Donald Miller's bestselling book introduces the StoryBrand 7 (SB7) method, revealing how to create compelling marketing messages by making the customer the hero of their own story.

For home builders, this means crafting narratives that speak directly to homeowners' dreams and obstacles, rather than simply listing company achievements.

Just For Laughs 😂

Points of Interest 🧐

🗓 On this day
On this day in 1985 (40 years ago!), Back To The Future was released in theatres.

🥤 Cop Uses Pop For Special Op
A hostage standoff in Michigan was ended by police “dangling a beverage from a drone”, luring the suspect out of hiding.

🚽 Pee Reasonable
A doctor’s office in the UK has asked the public to stop sending unsolicited urine after receiving a “high volume” of unexpected samples.

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
🙋 112,300+ leads generated
🏠 9,685+ homes sold
💰 $3.3+ 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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