Final episode of our 5-part marketing series, and we're talking about the stuff most builders want to start with—video and paid ads. But here's the thing: if parts 1-4 aren't solid, this stuff won't work no matter how much you spend.

We break down the 3 types of videos you actually need (awareness, lead generation, and conversion—they're all different), the truth about organic social media (it's not about going viral), and when to finally pull the trigger on paid advertising.

Real talk: Most ad agencies will treat you like a plumber or dentist. They don't understand 6-12 month sales cycles for $200K+ projects. You need someone who knows construction marketing specifically, or you'll burn through cash and quit before you see results.

KEY TAKEAWAYS:

Video Strategy

- Awareness videos = visibility (track reach and website visits, not likes)

- Lead gen videos = 20-60 seconds with ONE clear call to action

- Conversion videos = answer "why should I talk to you?"

- First 3-5 seconds determine if people keep watching

- Stop using the same video everywhere—they serve different purposes

Organic Social Media

- Post 3x per week minimum (consistency beats perfection)

- Show real people, real job sites, real faces—nobody wants staged photos

- Best platforms: Meta, YouTube, Google Business Profile, TikTok

- Boost one post weekly (pick the one with human element)

- It's NOT your top priority—fix your website and follow-up first

Paid Advertising Reality

- Budget minimum: $1,000/month per platform (Meta + Google = $2K/month)

- Testing period: 90 days minimum before judging results

- Commitment: 6 months of budget ready to go

- Lead in month 4 might not buy until month 12 (plan for this)

- Review monthly, make big moves quarterly

- Ad fatigue is real—test new creative every 90 days

Skip These for Premium Projects

- Angie, Thumbtack, Houzz Pro = waste for $50K+ projects

- They work fine for handyman services, not custom builds or high-end remodeling

- Put that budget into Google/Meta instead

What We Cover:

→ Why most builders are using the wrong video types

→ Metrics that matter vs vanity metrics (likes don't pay bills)

→ The secret to social media (hint: not about viral content)

→ When you're actually ready for paid ads (and when you're not)

→ The $1,000/month rule and why anything less is wasting money

→ How to avoid ad agencies that don't understand construction

PREVIOUS EPISODES:

Part 1 - Branding & Offerings

Part 2 - Pipelines & Budget

Part 3 - Website Optimization

Part 4 - Lead Magnets & Referrals

All episodes at: builderleadconverter.com/podcast

ABOUT THE SHOW:

Conversations That Convert is for custom home builders, remodelers, and design-build companies who are tired of generic marketing advice. Rick's been in construction since 1988—from carpenter to sales training to launching Builder Lead Converter in 2020. Dru runs digital marketing and knows what actually converts (not what sounds good in theory).

We focus on high-ticket projects with long sales cycles. No fluff, just strategies you can implement this week.

Want help building a marketing system that works for builders (not plumbers)? Schedule a call: builderleadconverter.com/schedule

Follow us:

Instagram: @builderleadconverter

Facebook: Builder Lead Converter

LinkedIn: Builder Lead Converter

"For my brothers and sisters in Christ, may the grace of the Lord Jesus Christ, the love of God, and the fellowship of the Holy Spirit, be with you all. Always."

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