Successful home builder marketing requires more than visibility. Builders must understand what captures buyers’ attention, create content that prompts action and ensure their teams respond effectively when prospects reach out. At the 2027 International Builders’ Show (IBS), Carol Morgan, president and founder of Denim Marketing, will share strategies for addressing these challenges in two education sessions focused on social media and lead management. 

Presented by the National Association of Home Builders (NAHB), IBS takes place February 2-4, 2027, in Las Vegas, bringing together residential construction professionals for education, networking and industry insights. 

On Wednesday, February 3, Morgan joins Meredith Oliver of Meredith Communications to explore how video, Reels and paid social campaigns can help builders connect with prospective buyers and generate interest in their communities. 

Social That Sells: High-Impact Video, Reels & Paid Campaigns 

• When: Wednesday, February 3, from 10 to 11 a.m. 

• Where: LVCC – West 304 

Through real campaigns and case studies, Morgan and Oliver examine how to align content with buyer behavior, create short-form videos that drive traffic and inquiries, and use paid social media to strengthen campaign performance. The discussion includes ways to generate interest in aging inventory and communities with stalled sales. 

“Home builders are competing for buyers’ attention in an increasingly crowded market, and the strategies that worked a few years ago may not deliver the same results today,” said Morgan. “Staying effective requires a willingness to look closely at what the data reveals, rethink familiar approaches and adapt to buyer preferences. I look forward to sharing practical insights that builders can use to evaluate their current strategies and make more informed decisions.” 

On Thursday, February 4, Morgan and Leah Fellows of Blue Gypsy Inc.  turn to the next stage of the buyer journey: what happens after an online inquiry comes in. Their session examines how builders can close gaps in response times, follow-up and coordination between marketing and sales. 

Mystery Solved: 350 Shops Reveal Where Online Leads Get Lost 

• When: Thursday, February 4, from 12:30 to 1:30 p.m. 

• Where: LVCC – West 220 

Seven years of mystery shopping research involving 50 builders annually provides the foundation for Morgan and Fellows’ discussion. They share findings and examples that reveal common breakdowns in lead management, helping builders assess their processes and identify ways to improve the transition from initial inquiry to appointment and sale. 

Morgan founded Denim Marketing in 1999 and has spent more than 25 years working with home builders and real estate professionals. The agency provides public relations, content creation, social media, email marketing and advertising services tailored to the housing industry. 

Attendees must have an Expo + Education pass to participate in either session. Seating is available on a first-come, first-served basis. Visit www.BuildersShow.com for details about IBS 2027 and its education program. 

Contact www.DenimMarketing.com to learn more about having a Denim Marketing team member present or speak at events.