What Builders Want from Partners: Quality, Communication, Corvin’s

Jesse Sampley • April 24, 2026

Introduction

If you’re a custom home builder or remodeling contractor, you already know the challenge: great craftsmanship alone isn’t enough to keep your pipeline full. Today’s buyers are more informed, more influenced by social media, and often come in with expectations shaped by HGTV, Pinterest, and online pricing that doesn’t always reflect reality. That’s where smart builder marketing and strong positioning come in. In this conversation with Tony and Megan McPeak, third-generation owners of a 50+ year family business, we get a real-world look at what actually drives trust, referrals, and long-term growth in construction-related industries. While their business focuses on flooring, cabinetry, and interiors, the lessons translate directly to custom home builder marketing, construction marketing, and marketing for home builders. This isn’t theory. It’s decades of experience working with builders, homeowners, and evolving market conditions. If you’re looking to attract better clients, build stronger relationships, and create a business that lasts, there’s a lot here worth paying attention to.

Lessons for Builders: What Actually Builds a Long-Term Business

One of the strongest themes from this conversation is simple: longevity comes from values, not tactics.

Tony shared how their business started with his grandfather purchasing a small general store before heading to Vietnam. That decision created a foundation that has lasted over 50 years, evolving across industries while staying grounded in a few key principles:

  • Treat people the way you want to be treated
  • Do the right thing, even when it costs you
  • Build relationships, not transactions

These aren’t marketing slogans. They’re operational standards.

For builders, this matters more than ever. In a world where online reviews, referrals, and reputation drive decisions, your construction marketing is no longer separate from your behavior. It is your behavior.

You can’t fake reputation over time.


Marketing Strategies That Work for Home Builders


1. Relationships Drive More Revenue Than Ads

One of the most important takeaways is how much business still flows through relationships.

Tony described their builder relationships as ongoing partnerships built on trust:

  • Builders know pricing will be fair
  • They trust communication will be clear
  • They rely on the team to guide homeowners

This is a huge insight for marketing for home builders.

Your best leads don’t always come from ads. They come from:

  • Architects
  • Designers
  • Suppliers
  • Past clients
  • Local businesses

If you’re not actively nurturing these relationships, you’re leaving deals on the table.


2. Make It Easier for Builders (or Clients) to Work With You

Tony highlighted something powerful:

Builders can’t hold every homeowner’s hand through every decision.

So their business stepped in to fill that gap.

They:

  • Educate homeowners on budget vs expectations
  • Help with design decisions
  • Provide full-service support under one roof

This is a major opportunity for builders.

If your process:

  • Reduces stress
  • Simplifies decisions
  • Speeds up timelines

That becomes your competitive advantage.

And that’s something worth highlighting in your builder marketing messaging.


3. Education Is Marketing

Homeowners often walk in with unrealistic expectations.

Why?

Because they’ve seen:

  • Social media inspiration
  • HGTV pricing
  • Pinterest-perfect homes

Tony explained how their team educates clients on:

  • Real costs
  • Product differences
  • Budget tradeoffs

This is one of the most underused strategies in construction marketing.

If you create content that explains:

  • What things actually cost
  • What affects pricing
  • What to prioritize

You instantly position yourself as the expert.

And people buy from experts.


Digital Marketing Ideas for Custom Home Builders


1. Authentic Content Beats Polished Ads

This was one of the clearest insights from the episode:

Highly produced commercials often lose to simple, real videos.

What works better?

  • Talking directly to the camera
  • Showing real projects
  • Explaining decisions
  • Being human

Tony and Megan’s team saw massive engagement from:

  • Casual social posts
  • Behind-the-scenes content
  • Even fun TikTok-style videos

For builders, this means:

  • You don’t need a production crew
  • You need consistency and authenticity


2. Show Your Personality

People don’t just hire a builder. They hire:

  • A personality
  • A communication style
  • A team they trust

Social media gives you the chance to show:

  • How you think
  • How you solve problems
  • What you value

That connection matters.

As Jesse pointed out in the conversation, people want to relate to who they’re buying from.


3. Use Reviews as Social Proof

Tony emphasized something builders often overlook:

Reputation isn’t what you say. It’s what others say about you.

And in today’s market, that lives on:

  • Google reviews
  • Facebook reviews
  • Testimonials

Responding to reviews, especially negative ones, shows:

  • You care
  • You listen
  • You solve problems

That builds trust before a customer ever contacts you.


4. Community Involvement Is Marketing

Not all marketing happens online.

The McPeaks invest heavily in their community:

  • Sponsoring local teams
  • Donating materials to schools
  • Supporting events

That visibility creates emotional connection.

And when it’s time to choose:

  • Box store vs local business

That connection often wins.

For builders, this can look like:

  • Supporting local events
  • Partnering with schools
  • Contributing to community projects

It’s marketing that compounds over time.


Common Mistakes in Builder Marketing


1. Ignoring the Gap Between Expectations and Reality

Homeowners often don’t understand:

  • Material costs
  • Labor complexity
  • Market conditions

If you don’t address this early:

  • You create frustration
  • You lose trust
  • You risk bad reviews

Education solves this.


2. Over-Relying on Price as a Differentiator

Tony made it clear: competing only on price is a race to the bottom.

Instead, focus on:

  • Experience
  • Guidance
  • Trust
  • Reliability

These are the things clients remember.


3. Not Leveraging Your Network

Builders often overlook:

  • Suppliers
  • Trade partners
  • Designers

These relationships can:

  • Refer business
  • Reinforce your reputation
  • Strengthen your brand


4. Treating Marketing as Separate From Operations

Your marketing promise must match your delivery.

If not:

  • Reviews suffer
  • Referrals drop
  • Reputation erodes

Your install crews, your communication, your follow-through — that is your marketing.


How Builders Can Grow Smarter


1. Focus on Systems, Not Just Sales

Growth doesn’t come from more leads alone.

It comes from:

  • Better processes
  • Clear communication
  • Strong partnerships

Tony’s business invested $1.2 million into infrastructure to:

  • Improve efficiency
  • Control pricing
  • Serve customers faster

That’s a long-term play.


2. Build Trust at Every Stage

From:

  • First conversation
  • To selections
  • To installation

Every touchpoint matters.

As Megan said, installers are often the final impression.

People remember the last experience.


3. Adapt to Market Changes

From tariffs to material sourcing, the industry is constantly shifting.

Builders who:

  • Stay informed
  • Communicate changes
  • Adjust expectations

Win more trust.


How to Get More Remodeling Leads Consistently

If you want more consistent leads as a builder or remodeler, focus on:

  • Content that educates: pricing, timelines, material choices
  • Simple, authentic videos: explain what you do and why
  • Reviews and testimonials: show real experiences
  • Local presence: be visible in your community
  • Partnerships: build referral pipelines

This combination creates a steady flow of:

  • Higher-quality leads
  • Better-informed clients
  • Less friction in sales


Key Takeaways for Builders

  • Build relationships first. Marketing follows trust.
  • Educate your clients early to avoid friction later.
  • Authentic content outperforms polished ads.
  • Your reputation is your most valuable asset.
  • Community involvement creates long-term brand equity.
  • Simplify the process for clients and partners.
  • Every touchpoint, especially the last one, matters.


FAQ About Builder Marketing


How do custom home builders get more leads?

Through a mix of referrals, SEO, social media content, and strong local relationships. The most effective builders combine digital marketing with real-world networking.


Do Facebook ads work for contractors?

Yes, but only when paired with strong messaging and follow-up systems. Authentic video content often performs better than polished ads.


How much should builders spend on marketing?

Most builders invest 5–10% of revenue into marketing, including ad spend, content creation, and systems.


Is SEO worth it for construction companies?

Absolutely. Ranking for terms like “custom home builder near me” or “remodeling contractor” can drive consistent, high-quality leads.


What is the best marketing for a remodeling contractor?

A combination of:

  • Local SEO
  • Reviews
  • Before-and-after content
  • Educational videos
  • Referral partnerships


Conclusion

The biggest takeaway from this conversation is simple:

Good marketing doesn’t start with ads. It starts with how you run your business.

If you:

  • Treat people well
  • Deliver on your promises
  • Build real relationships

Your marketing becomes easier.

If you want to grow, focus on:

  • Educating your audience
  • Showing your process
  • Building trust at every step

And if you need help refining your strategy, building your content, or creating a system that consistently brings in better leads, it may be worth exploring professional support.

  • Full Podcast Transcript

    Jesse Sampley (00:00.334)

    Welcome back to the Meridian Pursuit Builders Podcast. I'm your host Jesse Sampley, and this is where we sit down with home builders, developers, real estate professionals, and industry leaders who are out there doing the work. You'll hear real conversations about markets, design, mistakes, and lessons learned, and how builders can position themselves in a way that brings more customers to the table. Let's dive in.


    Jesse Sampley (00:32.142)

    I am Tony McPeak. I'm Megan McPeak. We are third generation owners of a family owned business. Our business started about a little bit over 50 years ago in the Hardin County area. My grandfather was military and was stationed here at Fort Knox and on his second or third tour of Vietnam.


    My grandmother, which is Japanese, they were married and she was wanting something for her and her kids to have in case something happened to my grandfather in Vietnam. Because you know, you go one tour, two tours, there's not a promise on anything. So they stopped in to this little grocery store, had it for sale by owner, little general store, and it was in Vine Grove. And they went in there, my grandfather.


    asked the gentleman, says, place for sale? And he said, yes. So the guy was gracious enough to own or finance it. And when my grandfather was off to war, that's what my mother and her siblings, and there was four kids, my mom's Joni, she's the oldest, and then there was Mark Corvin, and then Carl Corvin, and then Nancy Corvin. And from there, that's where Corvin's general store kind of stemmed from.


    I think the reason why the grocery store was just faked is because when my grandfather was growing up, his mother had a grocery store in Oak Hill, Ohio. And so as a young child, he grew up in a general store. So it was kind of a comfortable, natural fit, which I don't know if taking on debt is ever comfortable or risking something like that.


    That's kind of like how everything originated. And today we're blessed to have, you know, you know, going in, I'm third generation owner, but you have my mom, which was active in the business. My uncle Mark has two stores, one in Barstown and Lexington. My aunt Nancy, she has a nice furniture store here in Hardin County. And then my uncle has a furniture and moving company that we started in Radcliffe.


    Jesse Sampley (02:57.046)

    So that's kind of the back story. grandpa returned from Vietnam. You know, they are, were entrepreneurs at an early state, you know, so they started in that grocery store and then, you know, my grandfather got his real estate license, was able to, to come across some different real estate opportunities. And then they ended up selling, my grandmother sold. And that was something that


    she was very good at and then that kind of got us in the textile business in the carpet. They sold some used furniture and that's how we got into furniture business. And now, I mean, we, deal with on my side, we have, you know, a floor covering and cabinetry here and we have the furniture business. it's something that kind of like we just kind of stayed with, know, from the general store to the furniture side.


    to the textiles and the flooring, did it just, did one big thing happen or did it just kind of come naturally? No, it was, mean, I remember, you know, growing up very modest. You know, when I grew up, I was growing up in a trailer park. It was just a lot of hard work. And I think that with all of us working as a family, we weren't give up on each other.


    And I think that was the most important thing. My grandfather really instilled a hard work ethic that we still carry on to me and Megan's children. Me and Megan will be married for 30 years next year. We have another generation that's working with us here at the store, but them being able to hear the stories and the struggles and my family, they've been in all kinds of businesses and they successful to the point, yes,


    Did it work? But was it a work? Yes. And some of them just it was so hard to where we just couldn't do it anymore. Like we ventured into my dad. No, even my dad. His name is Mike and that's where the McPeak comes from. My dad, he I can remember as a kid, he used to pump gas out of gas station and he would.


    Jesse Sampley (05:20.014)

    worked there at nights and then he had an agricultural degree and he had a lawn carrying business that he started and he sprayed lawns during the day. My mom would help him and then come to the furniture store and work in the afternoon. And at one point we ended up getting into the restaurant business, which was a disaster. The only thing that I can take away from that was good from the restaurant business is I remember being in middle school and being able to watch the Arsenal Hall show because


    That's what time I got home at night. know, so, you know, there was just, there were sacrifices, but the sacrifices kept us close as a family. You know, it's kind of, you work together, you break bread together. You're going to have, you're going to be successful. That's a testament to the family character that you guys have being, it sounds like five generations in, you know, not, not only sustain what you guys had, but also grow.


    you know, with your family right there. That's, that's pretty amazing. have a sister, you know, she has a store in Texas. So the things that were, that were taught to us at a young age, you know, I didn't, did not. And, know, I spent a little bit of time at a community college, but I was learning and being educated by my grandfather and my parents from a early age of, you know, treat people like how you want to be treated, you know,


    It may cost you to do the right thing, but do the right thing. You know, it's just those values, somehow we've lost that a little bit. And I'm just fortunate that I was able to grasp and keep a hold of that and be able to pass that down to my kids. I would not let my kids have a job unless I knew they had to work. So they had to work for me first. So at an early age, they were working for us. Yeah. My dad, he was the same. So my dad was a home builder.


    And he, were on his job sites from as early as I can remember. And he did something that was pretty cool is he, if the project allowed for it, then he would say, Hey, instead of hiring a framing crew, I'll let you guys do this. And he said, I'll let you guys take over framing. I'm not going to pay you as much as I was going to pay the real contractors to come in and do it, but it's going to give you an opportunity to, learn. it was.


    Jesse Sampley (07:44.48)

    It was really, really hard work and we did that, you know, all the way up until high school, but really taught us, you know, really strong work ethic and to have pride in your work. She, she, she gets on me like, so we'll go on vacation and after three days I'm climbing the walls. I can't wait to get back to do this. You know, I am fortunate. get to, you know, wake up every day and not only do I get to do what I love, I get to.


    opportunity to help so many people, not just customers, but the people that I've been blessed to be a steward of that worked for me. when you can see people's lives transformed and change, that is really fulfilling. And you guys work a lot with just homeowners or you work with primarily builders or what is, what does that ratio look like?


    It's I mean We work with both honestly I would say probably percentage as we're probably 60 % homeowner and 40 % builder right now 2008 2009 changed a lot of that we used to be primarily a of building business and It just unfortunately that time period Cost a lot of livelihoods for a lot of builders and then


    There was just some people or some builders that were on the roster that really it wasn't good for our company to keep. So we built strong relationships with the builders that we do work for and it's an ongoing relationship. They know that if I tell them something, it's going to get done. They don't have to worry about the pricing with me. I'm not trying to.


    to take advantage of any situations. It's a lot of trust there. you know, and then the homeowner side, you know, we get, that's the nice thing with us. We are able to kind of play both areas of that market because we have a lot of salespeople and then me and Megan too, I mean, we have a lot of design backgrounds for doing this for so many years that we can help the woman or the gentleman that.


    Jesse Sampley (10:07.48)

    that needs that attention to help them just pick out colors. I help them pick out paint colors and I don't sell paint, but I want to make sure that their project turns out just exactly how they want it to. Yeah. What other kind of assets do you think you bring to the table from even a builder side? Because it sounds like you could alleviate a lot of stress or decisions just by your expertise that you guys have. I like it for my builders and I hope they feel this way, but


    I like it when they send their homeowner in, they have the confidence that one, I'm going to try to find something for that customer within their budget. And then two, I'm going to discuss like the differences between a budget and what they want. A lot of times homeowners have a hard time realizing that when a builder is, they're in competition with other builders in their area.


    So if they give you a budget that is 50 % higher than the next builder, then they may have not even got the opportunity to build that home for them. So we take an approach to where we take the budget in consideration, but we also with Pinterest and Howes and all these different apps that are available for people, we go and try to educate them on this is not what you standardly look at in a home, even in a custom.


    You know, we're doing a home right now that is it's in the Wolf area and so we're $5 million. And even their expectations on their budgets wasn't what they thought it was going to be. But until a homeowner shops for something, they really don't know what it's going to cost them. They just know that why get by when they see it. But to say what, why do you think that is? I think it's perception and,


    of what they're seeing on social media. And I think that a lot of times social media and networking on like HGTV and these programs, they will show a product, a finished product. And, you know, I've seen it many times on TV where they'll say this floor cost $1.50 a square foot. Well, I know for a fact that floor is $7 a square foot. it's just


    Jesse Sampley (12:25.612)

    But again, you know that their job is entertainment too. Here's Obi. This is our grand dog. You can't leave him out. our grand dog. But we, you know, it's just what people see. They don't realize the cost of what that's going to be. And that's where we come in because we don't want it to look like the builder did anything wrong when he was budgeting their home because he has no idea what you want when he's


    pricing two by fours and mills and concrete. mean, finishes in our market finishes just changed. Yeah, so much. Right now is a very challenging part because of the tariff situation. know, carpet is manufactured in the US. So you can control a lot of cost with carpet. But the hardwoods


    The hardwood manufacturers, a lot of them come out of Canada. A lot of them are even overseas in China and different in Vietnam. And with the tariffs, I mean, prices fluctuate. Fuel surcharges cause things to fluctuate. Tile business, tile comes from Italy. Even though that, you're shopping in a store in Hardin County, Kentucky, that product has came by ship, plane or rail. And there's a cost to that.


    And I think that's the perception. we just, we just this year we invested about 1.2 million in our own business for infrastructure to kind of help the consumers in our area. And what I mean by that is we did a huge warehouse expansion to where my warehouse is a 75 by 150 and we upped our stocking. So


    Like right now, I may have 15 different SKUs of different hardwoods that people can choose from. I may have 30 different types of click together vinyl, and we have probably over 200 rolls of carpet to select from in stock. See, when I can do that and use my buying power by buying truckloads, it helps the person coming in looking for a 12 by 17 bedroom. How much extra time does that give you to be able to control


    Jesse Sampley (14:45.986)

    the pricing by having so much bulk. Well, what it does is it helps us control the installation factor because we can, if someone comes in, you know, we are a buy it, receive it now type of generation or even mindset in America. If we see it, we want it, we buy it. I want to take it home with me. The carpet and floor covering is still a touch and fill a purchase. You want to touch it, you want to feel it, you want to experience it.


    So what that helps us do is we don't have to wait five to seven days for shipments to come in on ordering. If we have it here and now, then we could put it in in three days. We put it in before they special order would even think about coming in. So we order by the truckload. We get a discount for that for quantity. And then also instead of paying for one pallet of tile on a freight.


    we pay for 15 pallets of tile at one time and we can split that cost up between the 15 pallets. So it saves the end user money as well. Yeah, the cost will, you know, there's no, just because we're buying that much, it's not like we're making more money. We're extending those prices because we're in competition just like anybody else. So we keep our products in stock at very, very good margin.


    buy a truckload of something, you know, it could last us six months. But usually I will barter or bargain that pricing structure for that year. Yeah. So we'll say if we're going to buy this truckload, then we want to lock in this price for the entire year. So that way, if I have to, and I'm usually then I'll go in and I'll buy quantities of three pallets instead of just one pallet. And if you're buying that far in advance, are there trends that you're keeping up with?


    Yeah, we try to stay neutral. You know, we don't tend to go very exotic on one thing or the other and trends tend to be around for three to five years before they're going to change again. know, grays were like the craze, you know, five or six years ago. And now it's, it's coming back into the beige tones. Yeah. Have has the black and white has that gotten, is that trend over?


    Jesse Sampley (17:02.51)

    The farmhouse. No, it's still out there. I think it's still out there, but I think you're starting to see a little of it fading. People are going instead of whites. They're going to more creams, creams. Yes. We're gosh, we're seeing brass come back in chrome. You know, so if you keep it long enough, it'll come back. But you know, like I think with us like on carpeting back in the 80s.


    some of the carpets that manufacturers came out with with last 15 to 20 years. And so the repurchase of carpet, didn't have to happen that much. just, some of those carpets, they're just don't, with the surgence of hard surface, carpets just don't last that long anymore. Man. So we probably see people changing out their room every three to five years. And what's as nice is,


    I mean, how often does a woman keep her hairstyle for three years? How often do I keep a set of golf clubs? Probably every two years. So I get tired of things just like everyone else. So it gives you the opportunity to change something. Knowing that, what advice would you give someone that's building a custom home? They're at the part to where they've been given an allowance and they're choosing different products. Would you pass that on to them?


    Usually we'll start that by kind of getting to know them, seeing what their lifestyle is like. Do they have children? Do they have pets? What is their daily activity? What's your expectations on the flooring? Is it just a temporary until you want to put something in when your kids are older and they move out? You all those questions we kind of take into consideration. And then you have clients that


    they are dead set on, they want something that is, wears like steel. And then, you know, a lot of times we'll show them that and price it to them. Then they're like, okay, let's, let's kind of back off a little bit. But you know, with today, what the late finishes are on hardwood, the way they finished the pre-finished hardwoods and some of these new, innovative products on the vinyl, vinyl lines, they are very durable.


    Jesse Sampley (19:21.78)

    And I think that people would be shocked of what they have to spend just to get to get a good product. They don't have to reinvent the wheel or go pull a separate mortgage on something to buy a nice flooring. What's the most important spec that you're looking for with a good flooring? it millware or there's something different people should look at? Well, I think wear layer has a lot to do with it and what type of wear layer it is. You know, a lot of


    You know, like when people do a lot of sand and finish hardwood, that urethane is going on that floor only to the temperature and the environment that it is installed in. When you go with a pre-finished hardwood, and normally sand finish, they can only put three coats of poly on it, and it's just straight urethane. So it's softer. On these pre-finished hardwoods, these engineered hardwoods, or even if it's a solid, manufactured hardwood,


    They're putting seven to 10 coats of sprayed finish on it with aluminum oxide, which is very scratch resistant. It's better for UV lights. So it's a lot more durable. On the LVPs, if it was me, I probably wouldn't buy an LVP product if it was under eight millimeters thick total thickness. And I would try to find something with a 20 mil layer minimum.


    We've had a surge of inexpensive LVP and a lot of that has been stemmed from the box stores and you'll have these vinyl clicked products that are $1.99 and you have to, I sell, I have to carry them because I have people looking for them, but I can guarantee you within three years those products will fail and they will come apart. It may not even take three years. And that's probably not even factoring in


    And if you have a poor, a more poor installation job than another, then there may be a defect on the floor from me from the very first time it was installed, you know, a little buck or something like that, that yeah, the lock and fold floors, there's so many, they, if you read the instructions and the limited warranty on the instructions of the lock and fold floor, there is not a floor.


    Jesse Sampley (21:42.624)

    in the building industry that is within tolerance. You only way to get that floor within tolerance is a poor self-leveler because I don't know anything that can be within a sixteenth of and four foot. So it has to be almost level. So manufacturers and that goes to like manufacturers will warranty a product, but your warranty is only as good as the store you buy it from. If you buy it from a reputable store and something


    Preferably probably a small business instead of a box stores just going to give you a way I'm to call and try to get your problem. Take care Like you come to us you're dealing with one of our sales representatives a manager or if it gets to a point you let you'll talk to me the owner or Megan the owner Warranties are only as good as the store you buy it from on the carpet side You know carpet is changed a bunch and the carpet today is softer


    It's more stain resistant. We have carpet that's in this display sitting behind us. You could spill bleach on it and it won't take the color out of it. So some of the products that are out there are just amazing, especially for an active household that even has pets. You know, these carpets now, they're the pet proof ones. It is very hard to stain them. So it is, you know, I'm a carpet guy. I like.


    you know, stepping on carpet versus something hard. Now she wins and we put hardwood in our house. then rugs on top of Put rugs on top of it. So we also sell a lot of area rugs and Oriental rugs as well. Okay. You guys do installation? Yes. We do. Everything we sell, we install. I would imagine that the relationship is pretty well with builders to say, Hey, you guys are going to, I'm going to send my customer in. You're going to help them pick out the product.


    And then after they pick the product out, then I'm just going to coordinate with you guys to come and install it. And I don't know if this factors into it or not, but since you also have the furniture side, it seems like you've got your position so perfectly for a builder to say, Hey, you can take care of so much for us all in one time and under one umbrella. Tell me about a little bit of the relationship that you have with builders from all of that. think the builders.


    Jesse Sampley (24:05.184)

    Some of the builders choose to just do flooring with us. And you know, we're happy to have that business. And then more and more than we've over the years that we've done custom cabinetry, we have a lot of builders that we handle with the cabinetry, the countertops and the flooring. And what's nice about that is you can send a homeowner to one location and they can pick out their flooring and cabinetry without having to look samples around everywhere. And you're going to have


    direct attention to that customer, full service to where we're going to try to meet every need that they possibly have, spend time with them and educate them on all the products. do, we probably are, about 60 % of our builders are using our cabinetry lines now. So it's really nice. And I think the builders, I don't want to speak for them, but there has to be a sense of relief whenever


    Because look, they're building more than one house and they can't walk around and hold a customer's hand on every decision they make. They are relying on us as professionals to kind of lead their customers and to help their customers in that particular area. Maybe lighting, cabinetry, whatever it may be, the different professions. We need to take that responsibility so the builder can go on to the next thing he needs to do. And then.


    What happens is, is after we get down to that customer, we send our quotes and let the builders know what the homeowners have selected. And if there's any, what we like to do, if there's any kind of upgrade experience or anything, we have those conversations upfront with the builder first and then discuss it with the homeowner. And then we try to get those upgrades done here at the store directly instead of it being a bargaining chip at a closing table for the billable. Yeah. Now that makes sense.


    You guys, how do you coordinate with other subcontractors? You know, I know a lot of these builders are on, you know, tight schedules. The person purchasing the home is always wanting to, you know, get in by a certain date. And it's always a, the schedule is always something that's being juggled. How do you guys work with other subcontractors and make sure that when you're actually complete, you know, you don't have the wrong subcontractor right behind you guys that are, you know, maybe messing up what you guys just did. A lot of that scheduling responsibility is on the


    Jesse Sampley (26:30.818)

    the builder. So he looks at his house and determines what stage it's in and what it needs next. in a lot of times it's several weeks out because he knows what's going to need to happen right after that. And we live in a small community. So a lot of the subs are used to working together on even if it's even if the builder changes, the subs are still the same a lot of times. So they have the same painters, they may have the same trim guys. So they're used to working together.


    And then when it's time for us to come in and lay the flooring and the cabinets or vice versa, then we schedule that with the builder. We will not alter schedules by talking with another sub because the builder, the one that's putting the footers in and finishing that house.


    ultimately has their name on the outs. So everything is scheduled directly through the builder because another sub may ask us to do something to make something easier on his life, but it's not what the builder wanted. So everything's directed back to Now tell me, you guys have warranties on some product or all products? All products. Do you have any stories that you've had to use that and use the warranty? Yeah, I mean, they're


    You know, in a perfect world, you'd never have problems. you know, you don't want problems, but sometimes, you know, either the installer wasn't having a good day that day, or you may have had something wrong with an actual manufacturer defect in a product and you didn't catch it. Unfortunately, in our world, if we lay it, we own it. So if we put it down, there was a manufacturer defect, the manufacturer


    will turn its back on the homeowner and void the warranty and says it's installation related. It's not the homeowner's fault that the product was defected or it wouldn't be the fault of the homeowner if the product was installed improperly. And I've had times to where I thought 100 % for certain that everything looked great and it was performing good until something was brought to my attention and then we've ended up replacing. I just


    Jesse Sampley (28:49.678)

    You know, I will always kind of side with my homeowners before I will side with the manufacturer because my homeowners are my repeat customers. My relationship with the manufacturers, it's a transactional relationship. I don't have to see a manufacturer in a grocery store or shopping at Target, you know, where I sometimes will see homeowners and a lot of times we'll see them at ballparks or wherever it may be. And I want


    to have a good name behind our business. We've been here, like I said, for over 50 years and that means a lot to me. Now, I can tell you not every customer probably would hear that and say, I'm speaking hogwash. But I'm telling you, the times that we have found something and no one wants to be wrong, right? But the thing is, is when you look at something black and white,


    And if something's brought to me, I know that we didn't fulfill the things on our side. And if it was something that was manufacturer related, that they found a reason to claim it on us, then we're going to take care of those issues. You can't fake your reputation. You can for a little bit, but over time.


    And you said this earlier, but it goes back to your values and how you treat people. And you want to be honest by people. You want to help those people and you can never fake that stuff. I see on a, on a digital side, you know, those are Google reviews. Those are Facebook reviews. That's kind of the social proof that, you know, people can air whatever they want about a company online and Facebook and all these places. They really love it to see that interaction and to say, Hey, if someone


    left you really good review. Take the time to appreciate that, respond to that person. If someone leaves you a bad review, respond to that person, hear that person out and see how you can mitigate that. And then on just the social proof, it just shows people too, like, hey, these people are going out of their way. Obviously everything's not going to be perfect, but these people are going out of their way to try to resolve this. And when someone's in the market for something, you know, those reviews really do play a crucial role. Yeah, I think what


    Jesse Sampley (31:06.434)

    where we're fortunate is our son, Braden, he's a twin. He's here at the store with us and his wife, Maura, she graduated from Western with a degree in marketing. am not the best Facebook user. like going through, everyone's like photos. I don't like seeing all the negative stuff. She's really good at our marketing side and it's kind of really helped us.


    You know, before more was here, we were fortunate to have a lady by the name of Debbie Andrews. She really helped us on marketing campaigns. And it's just, you know, even though Debbie was older than us, but that was kind of her niche. It's like, wouldn't know what to do with the video camera. Yeah. But you give me a piece of flooring. I can do just about anything you want with it. So we just like anybody else, like the builders rely on us for our profession.


    We rely on people that are professional in their fields, in the marketing and commercials and stuff. have you guys seen work well on the marketing side? Really a lot of social media, but not just, regular content. People really like to interact when it comes to do something with the dogs. They really like seeing the reviews, testimonials. So we're fortunate enough to have those to be able to put on our


    on our webpage and on our social media feeds. And then more in Braden, I think they did a Harry Potter thing, TikTok, and it had tons of views of people who weren't even in the state of Kentucky. You know, it's just those things there, I think, is really going to be important. The social media side of business for any small business to be successful, they're really going to have to learn how to do that. And with AI coming out.


    It's changing even faster. And I feel like advertising is more than just your social media and your TV. It's also your community. Every school in the area comes to us several times a year wanting us to sponsor something, whether it be the ball-filled sign or for their jerseys or cross-country teams. So that's a way of advertising. We recently just donated a big piece of carpet.


    Jesse Sampley (33:29.486)

    for a cross country. They had a big meat going on. They needed some carpet to walk on. So we donated that. We give away free remnants to teachers. Yeah, we give away free remnants to teachers every year after their classrooms. So it's really, it's about putting yourself out there, giving those dollars where you can. And people appreciate it. Yeah, I think people do appreciate it. And I think that when it comes down to them making a decision on trying to buy something at a box store,


    or buying something from a small business that may make the difference. You know, hey, look, Corvin's has supported my kids' basketball team or whatever it may be, baseball. So I think that does make a difference. Well, people like to buy from people that they love and there's no better way to showcase what a business's personality is. I mean, you say business, but really it's the owners, it's the company culture, and there's no better way to show that than on social media. You can see a very polished commercial.


    And you can run that same commercial as a Facebook ad or an Instagram ad, but you know, the ad that's going to work a lot better on social media is someone holding a phone, talking to the camera and showing them maybe some different flooring options and just being real and authentic. And this is what I've seen over the years is that, you know, so much time and effort and thought goes into this, a most amazing commercial. And then you pair that up against someone recorded on their phone and.


    took them 15 minutes to do and it just will get way more views, way more clicks, gets tons more leads. That's the thing that you see all these different people on social media and they just want to relate. Customers want to relate to who they're buying from. Yeah. And also be educated. If you're the leader, then you can educate people and say, hey, if you're going to buy flooring, here are the three things that I would do that I would check before you buy flooring. Hey, that's a great nugget that


    I can, wherever I shop, but I know that, Corvin's gave me a piece of advice that I'm going to use now while I'm in the market for shopping. Yeah. I think the more and more we're getting into that digital world, people, when you see the more personal ads on social media, like Megan said, it allows them to connect in a personal way instead of just a thumb click. You know, such a habit of just moving that finger.


    Jesse Sampley (35:53.272)

    that when someone can relate to you on a personal level of, you know, of what your home, because your home, you know, it's every man's castle. Yeah. It may not be the 5.5 million. It may not be the 150. It may be a $30,000, but it's still their castle and it's kind of their sanctuary. So we try to give everyone the same attention, no matter what their pocketbook can spin.


    Well, tell me what's next for Corbin's. You guys are doing a whole lot now, but what's next? Well, hopefully we just got we just got done remodeling two of our showrooms. We remodel every couple of years. Yeah. And we're getting ready to expand our cabinetry showroom. Our cabinets are doing well. And so we're getting ready to start that here. January 1. January. And then after we get done with those remodels, we'll probably remodel the tile room next year.


    And then from there, we should be good for a little bit. If there's any expansions that are going to be done, hopefully it's Brighton's expansion. Well, that is awesome. Well, as we wrap up here, do you guys have some key relationships that are real important for you and your business to grow? Yeah, our our builders are definitely a really important part of our relationships with the community. You know, when we have a homeowner that shops.


    We may see them every couple of years, but a builder will see them, you know, at least, you know, once or twice a month or something like that. But that relationship is really strong. think with us, we've done a really good job from the beginning, from what my grandfather had, was minimizing debt. So we don't carry a huge debt ceiling, but when we do need something from a local bank.


    we're able to go in there and have a good relationship with them as well. And then, you know, really my people here, the people that work for me directly, my sales staff, my water processors, and my guys in the warehouse in the back. mean, and the installers, installers are crucial. They are probably what drives our industry the most because that is the, was a guy that wrote a book. What is your


    Jesse Sampley (38:15.49)

    What is your shrinking iceberg? And installers is our shrinking iceberg. The more that melts, we just don't have very many people there in that trade. And that trade is not taught in a school. It's taught by hard work. It's taught by dedication. And a lot of times it's passed down from generations. you know, that is just a very important side of our relationship with our installers. Cause ultimately, you know, we're putting


    installers in homeowners homes, not houses, they're in their homes. And we have to trust our people that they are out there getting 100 % every day. And that customer is going to be satisfied with the from the install to you greeting her at the door to when you're leaving your truck and you're going to your next job. The installers is a crucial, crucial role for our business.


    ones that the homeowners see often before they come in here. we have to make sure that they're going to represent corporate's wealth. People remember the last touch point. Yeah. Yeah. And we've been fortunate. We have, we have good, good people working for us. All right. That's a wrap for this conversation. If you know someone who should be on this podcast, send us an email at info at Brady and pursuit.com and nominate them. We're always looking for great stories to share. And if you got something out of this episode,


    Please leave us a quick review on the show and if you're watching on YouTube, tap like and subscribe so we can share this with more people. I'm Jesse Sampley, thanks for listening and I'll see you on the next one.


Podcast cover reading “Home Builder Growth Secrets” with three men on a blue background, Builders Podcast logo, and guest names.
By Jesse Sampley April 24, 2026
How Chris George Custom Homes Scaled Through Systems and Strategic Hiring The construction industry is constantly evolving, and for home builders, adapting to change is essential for long-term success. In a recent episode of The Meridian Pursuit Builders Podcast, we sat down with the team behind Chris George Custom Homes, a third-generation builder in Kansas City with 50 years of experience. They shared their journey of transitioning from a high-volume production builder to a specialized custom home builder, highlighting the importance of strategic hiring, implementing systems, and prioritizing the customer experience. For construction business owners looking to scale, their story offers valuable insights into the challenges and rewards of organizational change. By focusing on the right people and the right processes, builders can get out of the weeds and focus on high-value tasks that drive growth.
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Introduction Guest: Brooke Coty | Hawkins and Gray Design | hawkinsandgray.com If you have been building custom homes for any length of time, you already know the feeling. A client comes in with a Pinterest board full of ideas, a budget that may or may not match those ideas, and a floor plan that looks great on paper until someone actually tries to live in it. By the time you realize the kitchen does not flow, or the primary suite feels cramped, or the electrical plan has 52 can lights in a room that should have sconces and a chandelier, you are already in the middle of a framing job. That is exactly the kind of problem that Brooke Coty, COO of Hawkins and Gray Design, helps builders and their clients avoid. In a recent conversation on The Meridian Pursuit Builders Podcast, Brooke walked through what the builder-designer relationship actually looks like when it works well, how to manage client expectations around budget and vision, and why the decisions made before concrete is poured matter more than most builders realize. If you are a custom home builder, a semi-custom builder, or someone doing spec homes alongside your custom work, there is a lot in this conversation worth paying attention to.
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Introduction If you’re a home builder, remodeler, or contractor, you’ve probably felt it—buyers are more cautious than ever, timelines are tighter, and trust is harder to earn. The reality is, builder marketing has changed. Referrals alone aren’t enough anymore, and relying on inconsistent lead flow can stall your growth. Today’s most successful builders aren’t just great at construction. They’re intentional about how they position themselves, communicate with clients, and show up online. They understand that custom home builder marketing isn’t about flashy ads or complicated funnels. It’s about trust, visibility, and consistency. In this conversation with the team behind KO Builders, we get a real look at how a construction business evolves from word-of-mouth beginnings into a scalable, modern brand. They share what’s actually working in construction marketing, how social media is reshaping the industry, and why simple things like communication and care are still the biggest differentiators. If you’re trying to figure out how to get better clients, bigger projects, and more consistent leads, this breakdown will give you practical direction you can apply immediately.
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Introduction If you’re a custom home builder or remodeling contractor, you already know the work doesn’t start when the foundation is poured. It starts long before that, when a potential client is deciding who they trust to build their home. That decision isn’t random. It’s influenced by what they’ve seen, what they understand about the process, and how confident they feel in your expertise. Today, builder marketing is no longer just referrals and yard signs. It’s a combination of reputation, education, and visibility. The builders who are winning right now are the ones who position themselves clearly, show their work consistently, and attract clients who already understand their value. In this conversation, we unpack what that actually looks like in the real world. From starting in remodeling to building high-end custom homes, and from word-of-mouth growth to using content as a filter, this is a practical look at how builders can grow smarter, not just bigger. If you want better clients, smoother projects, and a stronger brand in your market, this is where to start.
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Introduction If you're a home builder, remodeler, or contractor right now, you’ve probably felt the shift. For the past few years, work was easy to come by. Referrals were flowing. Projects stacked up. You didn’t need a sophisticated system for builder marketing or construction marketing because demand carried you. That’s changing. As markets tighten and competition increases, the builders who win aren’t just the best at construction. They’re the ones who communicate clearly, build trust fast, and position themselves as the obvious choice. That’s where marketing for home builders becomes the difference between staying busy and scrambling for work. In this conversation with contractor Anthony Gizzi, we get a real, unfiltered look at what’s actually happening in the field. From licensing challenges and industry gaps to content creation and client trust, this is a behind-the-scenes perspective most builders don’t talk about publicly. If you want to generate better leads, charge higher prices, and build a business that lasts, this breakdown will give you practical insights you can actually use.
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Introduction If you're a custom home builder or remodeling contractor trying to grow your business, you’ve probably asked yourself a familiar question: What actually works when it comes to marketing for home builders? The industry has shifted. Referrals still matter, but they’re no longer the only driver of growth. Today’s most successful builders are combining reputation, systems, and digital visibility to create consistent opportunities. That includes social media, SEO, and a clear brand presence that helps potential clients feel confident before they ever reach out. In this conversation from the Meridian Pursuit Builders Podcast, we hear directly from a builder who went from zero construction background to running a growing custom home business. What makes his story valuable isn’t just the growth. It’s how he built it: strong relationships, intentional marketing, and systems that scale. This article breaks down the real-world lessons, strategies, and mistakes builders can learn from. If you're focused on custom home builder marketing, construction marketing, or finding better ways to generate remodeling leads, there’s a lot here you can apply immediately.
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Introduction If you’re a home builder, remodeler, or construction business owner, you’ve probably asked yourself some version of this question: How do I consistently get better leads without relying only on referrals? That’s where builder marketing starts to matter in a real way. For years, many construction companies grew through word-of-mouth alone. But today, the landscape has shifted. Homeowners are researching online, watching videos, comparing builders, and forming opinions long before they ever reach out. If you’re not showing up in that process, you’re invisible. This is where custom home builder marketing and construction marketing strategies become a competitive advantage, not just a “nice to have.” In this article, we break down real-world lessons from a builder who scaled a family construction business into a high-performing company using content, paid ads, systems, and sales. No fluff. No theory. Just practical insights you can apply right away. If you’re looking for marketing for home builders that actually drives leads and growth, this is where to start.
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Introduction If you're a custom home builder, developer, or remodeling contractor, you’ve probably felt the shift happening in the market. Leads aren’t coming the same way they used to. Buyers are more cautious. Investors are asking tougher questions. And competition isn’t just local anymore—it’s everywhere. That’s why construction marketing and builder marketing today isn’t about throwing money at ads or relying on referrals alone. It’s about positioning, trust, and visibility. Builders who are winning right now are doing a few things differently: They’re building in public They’re creating trust before the conversation starts They understand how marketing connects directly to deals, investors, and long-term growth In this article, we’re breaking down real-world insights from a developer actively building in today’s market—what’s working, what’s not, and how you can apply it to your own business. If your goal is to get more leads, raise capital, or grow your construction business without guessing, this is for you.
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Introduction If you’re a custom home builder, remodeler, or contractor trying to grow your business, you’ve probably realized something: great craftsmanship alone isn’t enough anymore. The best builders today aren’t just building homes. They’re building brands, systems, and relationships that consistently bring in high-quality projects. That’s where construction marketing , builder marketing , and marketing for home builders have completely shifted. Homeowners are researching online, comparing builders before they ever make a call, and choosing companies that feel trustworthy, organized, and professional from the start. In this conversation with Emerson Bredin of Bredin Brothers, we get a real look at what it takes to grow a construction company from a small crew into a multi-project operation doing high-end custom homes. What stands out isn’t just the scale of projects. It’s the way they approach marketing, transparency, and client experience that sets them apart. If you want better leads, higher-value projects, and a stronger reputation, this breakdown will show you what actually works right now.
Promotional graphic for Tampa Builder Playbook. Features a woman and man, with text overlay:
By Jesse Sampley April 3, 2026
Introduction If you’re a custom home builder or remodeler, the rules around builder marketing have changed fast over the last few years. What worked five or ten years ago—word of mouth, a basic website, maybe a few referrals—is no longer enough to consistently generate high-quality leads. Today’s buyers are more informed, more selective, and more cautious. They’re comparing builders online, watching videos, reading reviews, and paying closer attention to reputation, communication, and design details before they ever reach out. That means custom home builder marketing , construction marketing , and marketing for home builders isn’t just about visibility anymore. It’s about trust, positioning, and showing people exactly why you’re the right builder for them. In this conversation from the Meridian Pursuit Builders Podcast, we break down real-world insights from the Tampa market—one of the fastest-growing and most competitive regions in the country—and translate them into practical strategies builders can actually use. If you’re looking to attract better clients, stand out in a crowded market, and build a pipeline that doesn’t rely on luck or referrals alone, this guide will walk you through what’s working right now—and what’s not.