This week on Builder Straight Talk, 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.
Post-COVID Reality Check
Kelly reveals a surprising trend: 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.
“The market was so good for so long that I think a lot of companies forgot how to do good marketing because they just didn’t have to do it.”
Research Before Rush
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.
Her approach includes analyzing competitors’ strengths and weaknesses, surveying actual buyers about their motivations, and determining optimal pricing strategies based on market realities.
“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.”
Authentic Storytelling
Through several 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 because… whoever can have the best story, resonate well with your ideal clients, be that educator, being helpful during that whole process, and being able to truly speak about who you are as a builder, why you do what you do.”
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.
Digital Doorways and Systems Integration
Since 80% of buyers conduct extensive online research before visiting sales centers, Kelly emphasizes websites as critical first impressions – what she calls “Digital Doorways” in her book. But beyond websites, she 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… they’ll know everything about you before they come out to see you.”
Old School Makes a Comeback
Surprisingly, 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.
“Digital is great, but it’s so competitive. And it’s so busy and people are extremely not focused… where if they get a postcard in the mail, you got that time with them from at least from the mailbox to the trash can.”
Platform-Specific Strategies
Kelly’s research-driven approach to social media matches platforms to demographics and price points. Facebook works for retirees, Instagram and TikTok are essential for under-50 buyers, while LinkedIn excels for professional audiences. YouTube offers particular opportunities for educational content with less competition than other platforms.
Long Game Mindset
Throughout the conversation, Kelly underlines patience and long-term thinking in effective marketing. Her immediate advice for generating leads: start with Google Ads campaigns using custom landing pages, as search-based leads tend to be the most qualified and ready to take action.
“Any type of marketing plan, it’s a long game. I think a lot of people, when they come into marketing, they expect that they’re going to get these results right away. And that’s not really how it works.”
About Kelly Bosetti Primeau
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.
Visit Kelly’s website: https://kellyprimeauconsulting.com
CEA Marketing: https://ceamarketing.com
Second Sol Studios: https://secondsolstudios.com
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