It’s not that you don’t have ideas. You probably have too many!
Your social accounts are full of posts you’ve saved or sent to yourself. Your notebooks are full of brainstorming bullet points. Your whiteboard is covered with scribbles. Your phone has at least three voice memos that start with, “What if we did a video where…”
Sound familiar?
In home builder marketing, we often have more content ideas than we know what to do with. And while that kind of creativity can be a gift, it can also be a roadblock. The goal isn’t to chase every idea. The goal is to prioritize the ideas that will make the biggest impact for your builder right now.
Let’s talk about how to stop spinning your wheels and start moving forward with clarity.
The Real Problem Isn’t a Lack of Ideas
In our industry, things move quickly. Pricing shifts. Inventory changes. Priorities evolve. And it’s easy to get overwhelmed trying to do everything at once. But more isn’t better. Better is better.
The most effective marketers aren’t the ones publishing the most content. They’re the ones publishing the right content.
That means learning how to evaluate your ideas and focus on the ones that will actually help drive results.
What Makes a Content Idea Worth Pursuing?
You don’t need a complicated scoring system. Just ask yourself a few key questions.
1. Does this content reduce friction or build certainty?
Not every piece of content needs to walk buyers through every step of the process. But all content should serve a purpose. It should remove a roadblock, answer a question, build confidence, or build on your brand story.
If it helps your buyer feel more certain about taking the next step, it’s worth considering.
2. Is the idea grounded in real buyer behavior?
It’s tempting to create content based on what people inside the company are talking about, but anecdotal feedback can be misleading. Instead, look at patterns.
What questions are home shoppers asking your online sales specialists? What website pages are buyers on the most? What are they engaging with on social media? Those are the indicators that show you what buyers are truly interested in.
3. Does it support a current priority?
What’s most important to your builder right now? A new community that needs more attention? A financing incentive that isn’t getting traction? A page on your website that’s seeing traffic but not converting?
Content is most effective when it helps solve a real problem the business is currently facing.
4. Can it be used more than once?
Good content doesn’t have to be one and done.
If an idea can be turned into a blog post, a video, an email, a social media post, or a sales enablement tool, it has more value. The more ways you can use it, the more it’s worth investing your time and energy into.
Avoiding the Shiny Object Trap
It’s easy to get distracted by trends. But chasing the latest viral idea won’t make up for missing content on your website.
You don’t need to do more. You need to be more focused on what works. If you’re not sure where to begin, here’s a simple process to help you get started.
- Review your company’s current priorities.
- Choose one content goal that supports those priorities.
- Identify one or two formats you can consistently create.
- Build a short-term content plan around that goal.
You don’t need to plan the whole year. Start with a few weeks. See what works. Adjust as you go. The ideas aren’t the problem. In fact, you probably already have everything you need to move forward.
What matters most is what you choose to do with those ideas. Great content doesn’t come from brainstorming sessions. It comes from execution.
Focus on one idea that supports your goals, and give it the time and space it deserves. Then keep going.
