What Builders Get Wrong about Marketing with Kelly Bosetti Primeau

Michael Krisa welcomes Kelly Bosetti Primeau, an award-winning marketing strategist who has spent 28 years helping builders and developers scale their businesses. This episode quickly evolved into a masterclass on residential marketing strategy.

Kelly reveals that many builders essentially forgot how to market during the COVID boom years. Now that the market has normalized, builders are scrambling to relearn fundamental marketing skills they neglected during the easy times.

One of Kelly's core principles involves comprehensive research before launching any campaigns. She shares compelling examples of builders who jumped straight into Facebook ads or SEO without understanding their competition or buyers - often leading to failed campaigns. 

"A lot of us want to just jump right in there and get to it. And they miss that part of it. And that, I think is a big mistake because that's why a lot of campaigns fail. Because there was no time put into the research."

Through case studies, Kelly demonstrates how authentic brand stories become powerful differentiators. Whether it's connecting a builder's love of premium cigars to quality craftsmanship, or leveraging an Italian owner's heritage and hands-on approach, these stories help builders stand out in crowded markets.

"People just aren't coming to buy homes like they were a couple of years ago... So the story is so important now more than ever..."

Every builder has unique strengths they don't recognize because they see them daily. Kelly's job involves uncovering and articulating these differentiators in ways that resonate with ideal buyers.

Since 80% of buyers conduct extensive online research before visiting sales centers, Kelly considers websites as critical first impressions - what she calls "Digital Doorways" in her book. She also advocates for comprehensive CRM systems, AI-powered lead qualification, and marketing automation that ensures no prospect falls through the cracks.

"By the time somebody comes in your sales center, they're pretty sure that they might want to do business with you and they probably narrowed it down to about two to three builders..."

Kelly reports that traditional marketing tactics are proving effective again. Direct mail, print advertising, and community events are working partly because digital channels have become oversaturated. She shares a case study of a builder who recently sold a million-dollar home directly from a postcard campaign, proving that sometimes the old ways still work best.

Kelly’s research-driven approach to social media matches platforms to demographics and price points.  Throughout the conversation, she underlines patience and long-term thinking in effective marketing. 

"Any type of marketing plan, it's a long game."

Kelly Bosetti Primeau is an award-winning marketing strategist, fractional CMO, and dynamic speaker with over 26 years of experience helping brands grow, scale, and stand out. 

As the founder of CEA Marketing and Second Sol Studios, she has led high-impact campaigns for national brands like Pulte Homes, DR Horton, K. Hovnanian Homes, and Taylor Morrison, as well as master-planned community leaders like Metro Development Group and Metro Places.

Her work has earned over 120 marketing awards, including top honors from the Aurora Awards, NAHB Nationals, and more than 100 wins from the Tampa Bay Builders Association. 

Kelly is the author of "Future-Proof Residential Marketing: Stand Out, Sell More, and Scale Your Business," and leads AI Marketing Workshops and her signature Ultimate Marketing Kickstart Course. Her upcoming podcast, "Market Like It's Hot," will bring her bold, results-focused marketing insights to audiences nationwide.

CEA Marketing: https://ceamarketing.com
Visit: https://kellyprimeauconsulting.com
Second Sol Studios: https://secondsolstudios.com

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Chapters:
00:00 Introduction
01:46 Transition to Real Estate
02:14 Working with Homebuilders
03:57