As artificial intelligence reshapes how content is created and consumed, blogging and vlogging are not only alive, but they are also thriving. In the April 2025 edition of Sales & Marketing Power Hour, co-hosts Carol Morgan of Denim Marketing and Kimberly Mackey of New Homes Solutions dove into this essential topic with guests Jaime Godwin of Kolter Homes and Kaitlyn Fogle from French Brothers.

Together, the group tackled how builders can adapt their content strategies to stay competitive and connect authentically with buyers.

Blogging Isn’t Dead, It’s Just Getting Smarter

If you’ve been wondering whether blogging still matters, the panel’s answer was clear: it does. Jaime admitted she used to be a skeptic but now sees blogging as a cornerstone for both SEO and storytelling, especially in an age where AI-driven search results prioritize expertise, authority and trust.

Blogging helps companies showcase lifestyle, voice and customer perspective, all key to making a brand relatable and searchable.

AI is a Tool, Not a Crutch

The group emphasized using AI to supplement—not replace—content creation. From brainstorming blog topics to speeding up early drafts, AI has its place. But original thought, human perspective and brand authenticity still carry the most weight. As Carol noted, AI-generated content tends to sound robotic, repetitive and lacks soul. Google’s algorithms are evolving to prioritize content that meets E-E-A-T guidelines: experience, expertise, authoritativeness and trust.

Kaitlyn shared how French Brothers is planning blog content months in advance to get ahead of search trends, like posting “2025 Design Trends” in late 2024 to capture January traffic. This kind of proactive strategy allows blogs to marinate online and gain SEO traction before the search spikes.

OSC Insights + Local Flavor = Winning Topics

The most effective blog ideas often come from the people who talk to customers daily. Kaitlyn’s OSC background gives her a unique edge, as she understands buyer concerns before they’re typed into Google. Jaime highlighted how Kolter Homes uses input from current residents to create blog posts with real recommendations for dining, recreation and local lifestyle. This kind of user-driven content not only feels more authentic but also performs better in search results.

Keep It Human, Strategic and Future-Proof

Other best practices shared during the session included:

• Think ahead. Plan blog topics to match upcoming buyer searches.
• Use real images and original video for better Google rankings.
• Repurpose your content. Promote blog posts across email, social media and newsletters.
• Update instead of rewrite. Add to an existing post (like updating a “Coming Soon” post with Grand Opening details) to keep SEO value strong.
• Avoid silos. Break down walls between sales and marketing to better understand what buyers are asking and searching.

Final Takeaways

Don’t let perfection get in the way of progress. The advice from all panelists was clear: start blogging, keep going and stay consistent. Whether you’re creating lifestyle content, explaining construction processes or sharing customer stories, blogging and vlogging remain powerful tools, especially when combined with smart SEO and a little help from AI.

The age of AI isn’t killing original content; it’s raising the stakes. With the right strategy, your blog can be the answer to the questions buyers haven’t even typed in yet.

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Sales & Marketing Power Hour
Wednesday, August 13, 2025 | 12 p.m. ET

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Don’t miss this conversation packed with practical takeaways, expert insight, and creative inspiration for content marketers in the homebuilding industry.

Upcoming SMPH Dates, all are Wednesdays:

• August 13, 2025
• October 8, 2025
• December 10, 2025
• February 11, 2026

Sales & Marketing Power Hour is a webinar series hosted by the dynamic duo Carol Morgan of Denim Marketing and Kimberly Mackey of New Homes Solutions Consulting. Created for new home sales and marketing professionals, Sales & Marketing Power Hour is a Silver Nationals award-winner. With the mission to provide ideas, tips and solutions to both marketing and sales teams in the new home industry,

Sales & Marketing Power Hour offers efficient practices and helpful advice on what is working in today’s real estate market. This program is ideal for sales and marketing leadership, company visionaries, on-site sales professionals and anyone who wants to remain relevant as our industry grows its technological presence. We invite you to join the Sales & Marketing Power Hour Facebook group by clicking here. Look for updates on guest speakers and topics. This group is dedicated to sharing real-world wisdom and expertise on hot topics for growing your business in today’s market. Whether you are a sales or marketing professional or a homebuilding President or CEO, this webinar series is for you.