Most builders are still trying to grow their business with the wrong engine — outsourced marketing that never truly understands the brand, the customer, or the day-to-day reality of running a building company.

In this episode, Az sits down with Anisha and Nayan from Scale Up Smart to unpack one of the biggest questions builders ask:

Do I build an internal marketing team, or should I use an agency?

Drawing on Az’s own experience launching a $24M building company off the back of smart marketing, the conversation dives into:

• Why internal marketers outperform agencies every time
• The exact three marketing roles every builder should hire
• The real cost difference between agencies and internal hires
• Why TikTok, YouTube, Insta and LinkedIn matter more than ever
• The branding mistakes nearly every builder is making
• How offshore talent can save you thousands and increase quality
• Why getting yourself out of admin is the first step to scaling
• The practical roadmap for building your own in-house marketing engine

Scale Up Smart break down what builders actually need to grow, how to stop being transactional, and how to build a brand that clients trust before they even pick up the phone.

This is a blueprint episode — for builders who want predictable leads, stronger brand presence, and a marketing function that actually works.

If you’re thinking about hiring a marketing team in 2026, start here.