Custom Home Builder Marketing
For builders who'd rather break ground than chase leads.
Burrow Agency does custom home builder marketing out of Plant City, Florida. We run your Facebook and Instagram ads, cut your jobsite footage into video, and put qualified homeowners on your calendar. You keep pouring foundations.
The Difference
Custom home builder marketing isn't contractor marketing.
Most agencies sell one playbook to every trade. Run the same ad for a roofer, a fence company, and a custom home builder, then wonder why the builder gets buried in tire-kickers.
A homeowner hiring you isn't booking a weekend job. They're picking the person who will hold their money and their timeline for the next twelve to eighteen months. They'll sit on the decision for months. They'll talk to their spouse, their banker, and their brother-in-law before they ever fill out a form. Marketing that ignores that lag doesn't work for builders.
Handyman & Trade
Speed wins
Same-week job, a few hundred to a few thousand dollars. Whoever answers the phone first gets the work. Volume matters more than trust.
Remodeler
Proof wins
Thirty to ninety day decision, $30k to $150k. The homeowner needs to see finished work in a house that looks like theirs before they call.
Custom Home Builder
Patience and filtering win
Six to eighteen month decision, $400k and up. You can't rush it and you can't afford to spend your evenings on people without a lot, a loan, or a real number.
Selected Builds
The proof isn't a stock photo.
Real jobs, shot on site. They all run at once with the sound off. Click any one to bring the audio up and let it take the floor.
Click a tile for sound · Click again to release
The Gap
Why your build calendar has holes in it.
You didn't get into custom homes to spend your nights in Ads Manager. Here's what usually put the gap there.
01
Referrals went quiet
Last year's word of mouth built last year's backlog. It doesn't carry into a slower market, and you find out about it four months too late.
02
Dreamers, not buyers
People who've been saving Pinterest boards for six years and have no lot, no lender, and no intention of breaking ground this decade.
03
Three builders, one plan set
They shop your bid against two other guys on the same drawings. Now you're competing on price for work you would rather do right.
04
The long lag
The homeowner you meet in March signs in November. If you only start marketing when the schedule looks thin, you're already a year behind.
05
Your best work is invisible
Ten finished homes sitting in your phone that nobody outside the family has ever seen. The proof exists. It just never left the camera roll.
06
You became the marketer
Boosting posts at ten at night after a full day of walkthroughs and change orders. It's a second job and you aren't getting paid for it.
The System
How the Remodeler Authority Pipeline™ runs for custom home builders.
Four phases. Raw footage in, booked appointments out. Same order every time, the way a build runs.
Target
Days 1 to 7
We lock in the homes you actually want to build and the ground you want to build them on.
- Define your best square footage, style, and price band
- Map your service radius down to the zip code
- Set the minimum project size that makes a build worth your calendar
- Lay out the 90-day plan with weekly checkpoints
Capture
Days 5 to 14
Your finished homes become the ad. Pull your phone out at framing, at trim, at the final walk and send us the clips.
- Raw phone footage cut into short video ads
- Walkthroughs, framing, and finish work edited for a phone screen
- Multiple versions built so we can test instead of guess
- Captioned, since most homeowners watch with the sound off
Reach
Days 14 to 90
Those ads run to homeowners inside your radius who can actually afford to build.
- Facebook and Instagram campaigns aimed at your service area
- Targeted on household income, home value, and property behavior
- Daily budget managed so nothing leaks to clicks three counties over
- Retargeting for the ones who watched and didn't call yet
Filter
Days 14 to 90
Nobody reaches your calendar without answering the questions you would ask on the phone anyway.
- Lot status, financing, budget, timeline, and location
- Wrong-fit homeowners stop at the form, not at your truck
- Only qualified appointments land on your schedule
- Reminders go out so the people who book actually show
The Alternatives
Four ways builders buy work.
Nobody publishes these numbers, so here they are. Run them against what you're paying now.
Shared Lead Services
Angi · HomeAdvisor · Houzz
The same homeowner gets sold to three to eight builders at once, and you're all calling within minutes. Contractors report effective costs above $1,000 per booked job once you count the leads that went nowhere. Cancel early and some contracts bill 35% of what's left.
Full-Service Agency
The 12-month retainer
Most take another 15% to 20% off the top of your ad budget as a management fee, so your $1,500 buys $1,200 of reach. You're one of forty accounts, you talk to an account manager instead of the person doing the work, and the contract runs a year.
Hire It In-House
A marketing person on payroll
Three months to find somebody decent, another six before they know your market. Then they've got one set of hands and they've never run a builder's account before. It works at scale. At your size it's a bet on one hire.
Boost It Yourself
The 9pm approach
Boosting a post shows your work to whoever Facebook feels like showing it to. No radius you control, no screening, no calendar. It's the cheapest option on this list and the one that costs you the most hours.
The 90-Day Kickstart
What we do
Half is ad spend and it goes to Meta untouched. No markup, no cut. Ninety days, then month to month. You talk to Felipe every time. If we don't land 10 booked appointments in the sprint, we keep working and you don't pay the fee.
Figures are 2026 published ranges for US contractor lead services and marketing retainers
Your market will vary · Run your own numbers below
The Scope
What custom home builder marketing should cost.
No tiers, no packages, no retainer that quietly climbs. One number, split down the middle, and you can see both halves.
Deliverable 01 · Target
Planning session
We sit down and define the builds you want more of, the ground you want them on, and the minimum job size worth your time. You leave with a written 90-day plan.
Deliverable 02 · Capture
Ad creative production
You send raw clips off your phone. We cut them into short video ads with captions and pacing built for a phone, then build variations so we can test what actually books.
Deliverable 03 · Reach
Meta ads management
Hands-on daily management of your Facebook and Instagram campaigns. Targeting, budget, and creative rotation adjusted against real numbers, not a monthly check-in.
Deliverable 04 · Filter
Project filter form
A custom qualification form built to your criteria. Lot, budget, timeline, and project type verified before anyone can pick a slot on your calendar.
Goes to Burrow Agency
Goes direct to Meta
We never mark up your ad spend. Every dollar of the $1,500 budget goes straight to Meta. We take no cut and add no fee. The service fee is what Burrow charges to build and run the system.
Run your own numbers against the 10 appointments we guarantee
What a typical build bills out at, start to finish.
After materials, subs, and direct labor. Not sure? 20% is common on custom builds.
Of 10 good-fit homeowners you sit down with, how many sign?
Free · No email required · Nothing gets sent anywhere
On paper, this is a strong fit.
Your numbers against the 10 appointments we guarantee, over the 90-day sprint:
If we can't see a clear 3x gross-profit return on paper, we don't invite people to work with us. You clear that bar.
Apply for the Kickstart →We'll sanity-check these numbers together and see whether we can hit them in your market.
Conservative estimate · not a guarantee · ad spend paid directly to Meta
On The Record
Builders who've run it.
Real names, real companies. There are more on the main page if you want to hear it from them directly.
Felipe is an exceptional marketer. His abilities made an immediate impact for us at Palm Harbor Homes in Plant City. It took no time for him to start generating qualified leads and get them in the door.
Paul Roundtree III · General Manager · Palm Harbor Homes of Florida
Straight Answers
Questions custom home builders ask.
My build cycle is a year. Can ads really work that far out?
That long cycle is the reason to start, not the reason to wait. The homeowner who signs your contract in November is somebody you need in front of by spring. Ads let you be there during those months of thinking instead of hoping they remember your name.
Retargeting does the heavy lifting. Somebody watches your walkthrough, doesn't call, and keeps seeing your finished homes for the next several weeks. By the time they're ready, you're the builder they already know.
I've run Facebook ads and only got people with no lot and no money.
That's a filter problem, not an ads problem. Boosting a post puts your phone number in front of everybody, so everybody calls.
We put a form between the ad and your calendar. It asks about lot status, financing, budget, timeline, and location. People without a real answer stop right there. The ones who make it through have already told you what you would have asked on the phone.
I don't have professional video of my homes.
Good. Polished builder videos look like every other polished builder video. Raw footage off your phone outperforms them because it looks real.
Walk a house at framing. Walk it again at trim. Shoot two minutes at the final walk. Send us the clips and we handle everything after that.
Do you work with builders outside Florida?
Yes. Burrow is based in Plant City, Florida, and we run campaigns for builders across the country. Meta targeting doesn't care where our office is. It cares about the radius around yours.
Everything runs the same regardless of your market: same four phases, same filter, same guarantee.
What if you don't hit the 10 booked appointments?
We keep working for free until we do. If you follow the plan, send footage and answer the phone for qualified leads, and we don't land at least 10 qualified booked appointments in the first 90 days, you don't pay the service fee for the extra time it takes us to get there.
We can't make a homeowner say yes to your bid. The number and quality of appointments on your calendar is on us.
Who am I actually working with?
Felipe. Every time. No account manager, no call center, no handoff to a junior after the sale.
The person who builds your system is the person who runs it and the person who picks up when you call.