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.
FULL STORY: The New Water Cooler

Planetizen Federal Action Tracker
A weekly monitor of how Trump’s orders and actions are impacting planners and planning in America.

Maui's Vacation Rental Debate Turns Ugly
Verbal attacks, misinformation campaigns and fistfights plague a high-stakes debate to convert thousands of vacation rentals into long-term housing.

San Francisco Suspends Traffic Calming Amidst Record Deaths
Citing “a challenging fiscal landscape,” the city will cease the program on the heels of 42 traffic deaths, including 24 pedestrians.

Amtrak Rolls Out New Orleans to Alabama “Mardi Gras” Train
The new service will operate morning and evening departures between Mobile and New Orleans.

The Subversive Car-Free Guide to Trump's Great American Road Trip
Car-free ways to access Chicagoland’s best tourist attractions.

San Antonio and Austin are Fusing Into one Massive Megaregion
The region spanning the two central Texas cities is growing fast, posing challenges for local infrastructure and water supplies.
Urban Design for Planners 1: Software Tools
This six-course series explores essential urban design concepts using open source software and equips planners with the tools they need to participate fully in the urban design process.
Planning for Universal Design
Learn the tools for implementing Universal Design in planning regulations.
Heyer Gruel & Associates PA
JM Goldson LLC
Custer County Colorado
City of Camden Redevelopment Agency
City of Astoria
Transportation Research & Education Center (TREC) at Portland State University
Jefferson Parish Government
Camden Redevelopment Agency
City of Claremont