According to the book ‘They Ask, You Answer’ if someone reads 30 or more pieces of marketing content before reaching out to you, conversion rates in a sales meeting can jump from 10% to 80%. But as a builder, where do you find the time to create content?
Between managing projects, dealing with clients, and keeping on top of admin work, there’s barely time to grab a coffee, let alone write blogs or social media posts.
And when you do finally sit down to write, the blank page stares back at you. What do you even say? Where do you start?
Here’s the Thing: You Already Know What To Write
Creating content can be as simple as taking the conversations you’re already having and getting them down in writing.
Here are 3 tricks to make that process easy:
Trick #1: Make It Effortless By Talking, Not Writing
It’s so much easier to talk about it than write it.
You’re already talking about your work every day — whether it’s when you’re on-site with your team, walking clients through designs, or answering questions on the phone.
Sometimes, you can record those conversations directly, in the moment. But that isn’t always possible.
So instead, just try to record your thoughts afterwards, while you’re still in the flow. Maybe with a quick voice memo or while driving between jobs.
Then, those natural words can be transcribed (automatically, using transcription software) and turned into polished content, allowing you to bypass the blank page entirely.
Trick #2: Keep it Authentic
When your content sounds exactly like the conversations you’re already having in real life, it feels like a continuation of those conversations — not like you’ve handballed your reader to someone else.
What we’re talking about here is your tone of voice.
Your content should use all the same language you’d use in person.
More than that, if you find yourself using metaphors, analogies, or case studies again and again in real life, bring them into your content. It will humanise it and make it distinctly yours.
Your content will feel real because it is real.
And being real — being authentic — is a great way to build trust.
Trick #3: Tap Into the Questions You’re Always Asked
Most builders have a library of about 60 questions they’ve answered so many times, they could do it in their sleep.
How much does a custom build cost? What can delay a construction timeline? Are there any hidden costs I should know about? Can I make changes once the build has started? What’s the process for building on a sloping block? How do you make sure the design is sustainable or energy efficient? And what’s the difference between you and a project builder?
These are the questions they’re already searching for online. When you take them and answer them in your blog or social media posts, you’re showing potential clients you understand their concerns before they’ve even met you.
And by the time they reach out, they’ve already most of the way towards signing.
Justin From Regional Home Builders Raves About This Approach to Creating Content
He used to feel completely stuck with content — juggling a dozen things at once and never finding the time (or energy) to put pen to paper.
Then he found this system, and now he actually enjoys making content.
He just talks about his work, records it, and has a little help turning the transcript into a high-quality blog post.
Likewise, Victor Myers from Victor Myers Homes says his clients often tell him that reading the content on his website feels exactly like sitting down and chatting with him.
That’s the key: it’s authentic.
The results have been a game-changer for his business.
His clients are asking fewer questions, are more qualified, and are signing up with him faster — which means he can spend more time delivering a quality build instead of overcoming objections and securing the next job.
The Takeaway: You Have All the Content You’ll Ever Need Already
It’s all there in your head — your knowledge, your expertise, your value. All you need is a system to extract it and turn it into content.
As a builder, the “talk to content” system we’ve discussed here is the simplest, most enjoyable way to create content that attracts attention, builds trust, and helps clients connect with you before they even pick up the phone.
Of course, there’s much more involved when it comes to attracting high quality leads. That’s why we’ve put together this free guide for you to download:
Set Yourself Up as an Authority: Close More High Margin Building Contracts
It’s loaded with tips to help you build a robust online presence that sets you apart from your competition.
