When it comes to driving traffic to your business, there are more tools than ever before. With more options comes more complexity and many builders are left asking: What’s the right mix between traditional marketing tactics and the fast-evolving world of digital channels? There is no one-size-fits-all formula, just a winning approach: integration. Courtney Stewart, VP of client services at Denim Marketing, shares her tips for builders looking to upgrade their marketing strategy.

Traditional and Digital Marketing: Best of Both Worlds

Traditional marketing efforts like billboards, direct mail and print ads still play a valuable role, especially when it comes to brand awareness in specific local markets. A well-placed billboard can spark initial curiosity and create a lasting impression in a buyer’s mind.

Digital channels, on the other hand, are where you capture attention, engage prospects and drive conversions. Builders can utilize over-the-top or connected television (OTT/CTV) advertising, social media and email marketing to deliver targeted messages to the right people at the right time. The best part? These channels offer real-time performance tracking and flexibility!

To truly captivate consumers, it’s crucial to integrate a combination of traditional and digital methods. For example, a buyer may first notice a billboard, then later see a compelling streaming video ad that brings a builder’s community to life. This could be followed by a targeted email inviting them to schedule a tour. Each piece supports the next and guides the buyer along their journey.

Key Metrics That Matter

When builders use OTT/CTV and third-party email marketing, they need to look beyond vanity metrics. Here are the KPIs that provide real insight:

• Impressions: Understand how far your content is going
• Video Completion Rate: Gauge engagement and understand your audience’s attention span
• Click-Through Rate (CTR): Assess interest
• Conversions or Walk-Ins: Measure direct impact such as tour bookings and information requests
• Open Rate: Evaluate the subject line and timing of your email

Most importantly, connect these results to website traffic and new lead generation to see whether these efforts are translating into real opportunities.

What Conversions Really Count?

Website visits are important, but builders should also track meaningful actions such as online form fills, phone calls, live chat interactions, appointment bookings and onsite visits through geofencing tools. These conversions offer a clearer picture of buyer interest and intent.

Attribute Leads More Effectively

Attribution is a common challenge for builders. With so many channels involved in the buying journey, it is often difficult to know which touchpoint made the difference.

“Utilizing a lead attribution service is the best way to do this,” said Stewart. “Tracking measures such as UTM tracking codes, trackable phone numbers through services like CallRail or even unique landing pages are also great ways to connect actions to specific campaigns. You should also ensure proper source tracking is set up in your CRM system to tie leads back to online actions.”

While perfect attribution isn’t possible, combining these tools will get you closer to understanding what drives results.

Why OTT/CTV Advertising is a Game-Changer

The biggest advantage of OTT/CTV compared to traditional TV is targeting. Streaming platforms allow builders to serve ads to highly specific audiences based on location, behavior, income and even website or model home visits. Traditional TV simply cannot offer this level of precision. Streaming is also much more affordable than traditional TV advertising.

There are several targeting strategies that builders can implement, including retargeting website visitors with TV ads, geotargeting people who have toured your community or a competitor’s, and targeting consumers’ incomes, browsing behaviors and locations.

Best Practices for Creative Content & What to Avoid

Keep videos short and engaging! Most streaming TV ads are either 15 or 30 seconds long. Successful marketing campaigns include strong visuals and lifestyle-focused storytelling with clear branding and a call-to-action. Try to avoid overly broad targeting and vague messaging that take away from your brand’s unique character. Another mistake that builders often make is not providing a clear next step or CTA.

“We work with a builder who builds high-end homes in desirable lakeside communities, and adding streaming TV advertising to the marketing mix helped elevate their brand in a competitive market,” said Stewart. “The builder is in a market where TV advertising by home builders is virtually unheard of, so it really allowed them to stand out. In just the first month and with a budget of less than $1,000, over 14,000 people saw the commercials and at least two leads were attributed directly to the ads.”

Third-Party Email Marketing: Still a Valuable Tool

Third-party email marketing is a powerful tool for expanding reach and accelerating brand visibility. It allows builders to tap into new audiences and drive qualified traffic deeper into the buying funnel. By showcasing new community launches, immersive virtual tours and limited-time incentives, builders can capture attention and spark engagement. These emails should prioritize awareness and education, positioning the builder as a trusted resource and prompting recipients to take meaningful next steps, whether that’s scheduling a tour, signing up for updates or connecting with a sales team.

The first step toward a successful third-party email marketing strategy is choosing a reputable vendor that complies with privacy and email marketing laws. Keep the messaging of your content relevant, professional and respectful to maintain your brand’s credibility and, once you capture your first lead, make sure it is automatically added to your CRM. Have a process in place for timely and personal follow-up through a mix of email, phone calls and text messages to build trust and keep the buyer engaged.

Third-party lists are a great way to broaden your audience, while your own email list delivers better long-term engagement. Use third-party campaigns to support your list-building strategy while focusing on nurturing your first-party leads.

Getting Started

For builders who are just stepping into digital advertising, the most important part is to start small and stay flexible. Test your campaigns, monitor performance closely and be ready to adjust. This approach helps minimize risk while maximizing learning and generating meaningful results.

For builders entering the digital advertising space, the key is to start small and stay flexible. Begin with a focused, manageable budget and prioritize testing across channels and messages. Closely track performance metrics and be prepared to pivot based on real-time insights. This test-and-learn mindset not only reduces risk but also accelerates learning, helping builders uncover what drives results and scale success with confidence.

Ready to take your marketing strategy to the next level? Read more of our tips and tricks on the Blog page or contact us today to get started!