TRENDING: 10 FAQs About Home Builder & Developer Strategies Under COVID-19

What Home Builders & Developers Need to Know (About Demographics and Social Media)

demographics and social media: Human Crowd Forming A World Map: Population And Social Media Concept
3 min and 30 second read
We will cover the ideal demographics to collect for home builders and how social media is reshaping the online marketing world. You will learn how to mold these influencing factors to your future marketing efforts for your business.

We live in an ever-changing world. However, when conducting a home building marketing campaign there is a fine line between getting useful, informative data from your consumers and being “too invasive”. Let’s begin talking about demographics and social media.



While many consumers might be aware that their data is getting collected, many are still very concerned about their privacy and distribution of their personal information. You can’t blame the market for wanting their personal information to stay private. However, knowing the consumer’s demographic information is advantageous to your marketing efforts.

This is challenging, to say the least, when it comes to the home building market. As a builder, it’s critical to know these demographic factors about your target audiences, such as the following:

  • Annual household income?
  • Where they currently live?
  • Where they want to live?
  • Number of all smart devices in the household?
  • How many members are in the family?
  • Where they work?
  • Where they play?
  • Surrounding school district?
  • Ages of individuals?

But how much of this information is needed for a successful marketing campaign? This question depends on your home builder marketing approach, your team’s initiatives, and what you would like to accomplish as a home builder seeking more buyers.


Social Media: 

You, and many of your consumers, use social media to stay up to date with family, friends and to even discover new ideas or products. Social media is ultimately a melting pot for the world’s communication. There is no question that the popularity of social media is still on the rise and impacting the way you run your business.

According to The Pew Research Center, 74% of US adults use at least one social media site. That is approximately 242 million people!

While many use social media as a means to pass time, entertainment from memes, or to keep up with the news, others who use it learn more about products and services. In fact, over 1 in 4 people purchase a product or service via social media.


  • Who uses what network? 

When it comes to gender, here is what’s trending:

Other than gender, those who participate in social media range in many other ways. For example:

  • Those with college degrees use social media more frequently than those without.
  • Those who range between 18 and 29 years of age use social media the most frequently.
  • Those who are 65+ use social media least frequently.
  • Whites, Blacks, and Hispanics use social media at a very similar rate. (Only a 4% difference between Whites and Blacks)
  • Those who live in an urban community are more likely to use social media than those who live in a rural community.

Other useful trending tips about social media, specifically for Facebook:


  • Dynamic shift:

Even though social media has greatly impacted the market so far, many users find themselves wanting to “take a break” from the constant status updates and the never ending posting. In reality, 46% of the US Internet population are saying they’ve decreased time spent on social media or intend to.

This does not mean you should stop your social media efforts, instead it means to shift your social media content to the perspective of the trending consumer. Take note of who is viewing your marketing efforts on each specific network then cater your content to fit the needs of your audience accordingly.

If you have any further questions or concerns about how to adjust your demographics and social media strategies, don’t hesitate to give me a call or shoot me an email. I would be more than happy to discuss a detailed marketing plan to help you achieve your home building goals.


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Terry Zelen

About Terry Zelen

Creative Director | Consultant | Author | President of Zelen Communications

Terry Zelen is a seasoned Creative Director with more than 35 years of experience in Home Builder advertising and marketing.

He is the founder of The Punch List, which is an online blog to help inform home builders and developers on strategic marketing insights to fuel their firm.


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