If you’ve been in home building marketing long, you’ve probably run into it. A well-meaning onsite person who is excited to create their own social media post. Maybe they’ve actually done it well as a Realtor or on their own accounts. You’re buried in work, so it’s hard not to at least consider it. However, it often leads to social media posts with no context, no brand voice, and no strategy. Just a post that may or may not reach the right people, or worse, one that reflects poorly on the company.
It’s almost always done with good intentions, but allowing your onsite team to run with content creation without support or oversight can quickly lead to inconsistent messaging, diluted brand identity, and missed opportunities. But that doesn’t mean they shouldn’t be involved. In fact, when done right, your onsite team can be one of your best tools for authentic, engaging content. The key is to shift their role from content creator to content contributor, and to do it in a way that supports your overall marketing strategy.
Why It’s a Problem to Let Sales Teams Create Content on Their Own
They aren’t marketers.
Salespeople are trained to close deals and follow up on leads, not to think about brand consistency, customer journeys, or funnel strategy. Their instinct is to promote the home that needs to sell today, not to create content that supports long-term marketing goals.
They focus on urgency, not clarity.
Sales teams are often focused on solving immediate problems. That means content may be reactive or rushed. Without clear guidelines, this can lead to confusion or miscommunication for the buyer. On-site sales often want to address objections they may face later too early in the sales and marketing funnel.
They don’t think in terms of campaigns.
Even if a post gets attention, there is usually no plan for how it fits into a larger strategy or how it will be repurposed across other platforms.
They may not represent the brand voice.
Your company has a tone, personality, and values that you’ve worked hard to define and communicate. Unfiltered content from multiple voices without alignment can create confusion and diminish trust.
Trends that get views aren’t always telling the right story.
A bored onsite salesperson in an empty model home doesn’t tell the story of urgency and activity we want our home shoppers to feel.
How to Involve Your Onsite Team the Right Way
So what’s the solution? Instead of expecting your sales team to be marketers, give them the structure and support they need to contribute effectively.
Ask them to gather raw content, not publish finished posts.
Let them be your eyes and ears on the ground. Ask them to send photos, short videos, or stories directly to marketing. Your team can then polish and distribute the content in a way that aligns with your strategy.
Provide clear templates and guidelines.
Give your onsite team simple frameworks to follow. A checklist like “three photos: exterior, kitchen, and primary suite” along with key details (community name, floor plan, unique feature) can ensure you receive usable content every time.
Create a bank of pre-approved post formats.
Develop sample captions or social templates they can pull from when they want to post on their own. This helps them stay on brand while still giving them some flexibility.
Celebrate their contributions.
If a team member provides a great homeowner story, shows initiative in capturing content, or helps drive engagement through their efforts, acknowledge it. Whether it’s in a company meeting or a quick message, recognition goes a long way in reinforcing the behavior you want to see.
Turn sales team questions into marketing opportunities.
Ask your sales team what questions buyers keep asking. Use those questions to create blog posts, videos, or FAQ pages that provide answers before the buyer ever steps foot in the model.
Bring them into the content planning process.
Invite a few top salespeople to your quarterly content brainstorming meetings. Let them share what they’re hearing from buyers. You’ll get valuable insights, and they’ll feel invested in the marketing process.
Set boundaries early.
Don’t be afraid to establish rules about what should and shouldn’t be posted. Be clear about what types of content require approval and what guidelines must be followed.
Final Thoughts
Your onsite team shouldn’t be left to create content on their own, but they should absolutely be part of your content strategy. With the right structure, direction, and collaboration, they can become one of your most effective assets.
Instead of trying to make your salespeople think like marketers, give them the tools to support your efforts in a way that works for everyone. When marketing and sales are aligned, content becomes more strategic, more consistent, and more effective.
And in the end, onsite sales can actually be your content secret weapon!
