While builders still see social media as "consuming to sustain and difficult to track", they are experimenting more and more with unconventional ways to connect with potential buyers over the Internet.
As John Caulfield puts it in an article in Builder Magazine, "Social media's power lies in its informality and frequency. They provide common ground for two-way sharing between a brand and a prospect, and the opportunity for a company to harness the enthusiasm of its customers as they use social media avenues to spread the word about the builder either directly (check out the latest news in my new-home neighborhood) or indirectly (look at this great decorating tip)."
Caulfield gives an example of developer Trumark Homes recent experiments with YouTube video tours where the "star" is actually snarky about the product, which mimics more authentic sources like homemade videos that people find more trustworthy than standard advertising.
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