“Stop talking to everyone like they’re in the industry. Talk to them in ways that are going to evoke emotions and what’s important to them.”

In this video, we sit down with Laura De Ridder from Sorted Digital Marketing to chat about why so much of the construction marketing we see misses the mark, and what builders and tradies can do instead to attract the right clients.

We cover how to get clear on who you’re actually talking to, why storytelling builds trust faster than specs and spreadsheets, and how to use different platforms like Instagram, LinkedIn, and TikTok for different jobs. Laura also explains why authenticity matters more than polished ads, and why SEO is non-negotiable if you want to be found when people are searching for a builder.

If you’re tired of relying on referrals alone and want marketing that feels practical, honest, and aligned with the work you do, this conversation will help you sharpen your message and show your value in a way clients actually connect with.

👇 CHAPTER MARKERS 👇

0:00 - Introduction: Building Better Through Education

1:07 - Meet Laura from Sorted Digital Marketing

2:22 - Why High Performance Building Isn't Mainstream

3:29 - Laura's Background: Starting a Digital Marketing Agency

4:16 - Organic Social Media vs Paid Ads Explained

5:52 - Working with Passive House & High Performance Builders

8:42 - Stop Talking Numbers: Speak to Your Customer Avatar

10:10 - The Problem with Builder Social Media Content

10:55 - Content Pillars: Creating Diverse Marketing Strategy

12:03 - Understanding Different Social Media Platforms

15:32 - Instagram as a Search Engine: SEO & Keywords

20:20 - Copywriting Tips: Avoid ChatGPT Mistakes

22:03 - Hashtags in 2024: The New 3-Hashtag Rule

25:07 - Using AI Tools for Authentic Content Creation

25:28 - Passive House Marketing: Too Technical for Consumers

26:00 - Blower Door Tests: Making Technical Content Engaging

27:15 - Negative Hooks: Why They Work on Social Media

28:07 - Attention Spans & Social Media Dopamine Hits

29:51 - Technology, Patience & Frictionless Society

33:14 - Essential Marketing Channels: Website, Social & More

34:38 - AI Search & Website SEO Strategy

36:12 - Website Essentials: What Every Builder Needs

37:21 - High Quality Content vs Phone Content

37:45 - Blogs & Newsletters: Building Your Database

43:01 - Content Ideas: Health, Comfort & Cost of Living

63:25 - Diversity in Content Strategy

65:56 - 2026 Marketing Trends: Authenticity Over AI

67:27 - Personal Touch: Phone Calls & Client Check-ins

70:02 - Video Hooks: Visual & Audio Engagement

72:14 - Self-Filming Tips: Be Punchy, Don't Waffle

74:08 - ASMR Content: The Power of Sound

77:48 - Mindful Moment: Apprentice Development Guide

LINKS:

Sorted Digital Marketing:

https://sorteddigital.com.au/

Sorted Instagram:

https://www.instagram.com/_sorted/

Connect with us on Instagram: @themindfulbuilderpod

Connect with Hamish:

Instagram: @sanctumhomes

Website: www.yoursanctum.com.au/

Connect with Matt:

Instagram: @carlandconstructions

Website: www.carlandconstructions.com/