A home builder marketing manager brings buyers to the company's communities, from the first sign on a new site to the last quick move-in home. They run the ads, listings, photos and launch events, and report which ones led to signed contracts and closings.
By the HireBus team · Updated · Pay data: BLS, May 2025
Median pay, residential builders and remodelers · BLS, May 2025
Lead the development and execution of creative marketing campaigns for our home building projects, driving brand recognition and attracting new buyers and investors. Collaborate with cross-functional teams to ensure marketing strategies align with business objectives and market trends. Serve as the primary catalyst for innovative brand positioning in a competitive home building industry. Enhance company visibility and market share through innovative approaches that resonate with target audiences.
2. Essential Duties and Responsibilities
Develop and implement comprehensive marketing strategies to promote home building projects and drive investor interest.
Craft compelling campaigns by leveraging market research, creative content, and digital marketing channels.
Manage brand identity across multiple platforms to ensure consistency and high recognition in the marketplace.
Oversee the marketing budget, analyze campaign performance, and adjust strategies accordingly.
3. Key Tasks / Daily Activities
Conduct market research and competitor analysis to continually inform and refine marketing approaches.
Coordinate with creative teams to produce promotional materials, digital content, and advertisements.
Track campaign performance metrics and prepare performance reports for senior management review.
Engage with potential buyers and investors through social media, events, and targeted outreach initiatives.
4. Key Performance Indicators (KPIs)
Lead generation: Achieve a minimum of 150 qualified leads per month.
Campaign engagement rate: Maintain an engagement rate of over 7% on digital platforms.
Brand recognition: Increase market brand awareness by 20% within the first year.
ROI on marketing spend: Achieve a return on investment of at least 150% per campaign.
5. Required Qualifications and Skills
Bachelor’s degree in Marketing, Business Administration or a related field.
5+ years of marketing experience with a background in campaign creation and brand management.
Proficient in digital marketing tools, analytics platforms, and CRM systems.
Excellent communication, leadership, and creative problem-solving skills.
6. Preferred Experience
Prior experience in the home building, real estate, or construction industry.
Demonstrated success in building brand awareness for large-scale projects.
Experience working with both B2B and B2C marketing strategies in a competitive market.
Familiarity with emerging marketing trends and technologies specific to the home services sector.
7. Physical Requirements
Ability to work in an office environment with extended periods seated at a desk.
Minimal physical lifting required; occasional travel to project sites or events may be necessary.
Frequent use of computers and other office equipment in a standard office setting.
Ability to interact with diverse teams and participate in meetings or presentations.
8. Work Environment and Schedule
Typical work hours from 8:00 AM to 5:00 PM with occasional extended hours during major campaigns.
Regular office-based environment with some remote work flexibility.
Minimal travel required for industry events, client meetings, and project site visits.
Availability to attend marketing events or networking opportunities as needed.
9. Compensation and Benefits
Annual salary range: $80,000 - $100,000 USD, commensurate with experience and performance.
Performance-based bonuses and commission structure tied to campaign success metrics.
Comprehensive benefits package including Health, Dental, and Vision coverage.
401k retirement plan participation with company match as applicable.
10. Company Culture and Overview
We are a growth-oriented organization that values innovation, teamwork, and continuous improvement.
Our culture is built on collaboration, integrity, and a passion for excellence in the home building industry.
We support professional development through ongoing training, mentorship programs, and career advancement opportunities.
Join a dynamic team dedicated to making a lasting impact on the communities we build and serve.
11. How to Apply
If you meet the above criteria and want to be part of a growth-oriented company focused on customer satisfaction, please send your resume to [INSERT EMAIL HERE] or apply online at [INSERT WEBSITE LINK HERE].
Need help filling this role? HireBus posts the ad, Iris interviews every applicant by phone before you do, and you decide who to hire. Start hiring now
Every marketing manager runs campaigns and tracks what they bring in. A home builder advertises houses, so housing and lending rules shape what each ad can say.
Fair housing rules cover photos and ad buys
HUD's fair housing rules bar any home sale ad that signals a preference tied to a protected trait, such as race, religion, sex, national origin, familial status or disability. The rule reaches the words, the photos and illustrations, and even where you place ads, if the choice keeps part of the market from hearing about your homes. Show a range of people in lifestyle photos and spread the media budget across your whole market. Source: eCFR: 24 CFR 100.75, discriminatory advertisements.
A payment in the ad brings more disclosures
Regulation Z's advertising rules apply to home builders even when they aren't the lender. If an ad quotes how much is due up front, how many payments there are, a monthly payment or a finance charge, it must also list the down payment, the repayment terms over the full loan, and the APR. Have your lender partner read any ad that quotes a payment before it runs. Source: CFPB: Regulation Z, 12 CFR 1026.24, advertising.
A 55-plus community needs the right words
If you build an active adult community that relies on the federal 55-or-older exemption, your ads are part of the proof. HUD weighs how the community is described to buyers and any advertising aimed at them, and its rule says phrases like "adult living" or "adult community" don't show that intent. Say "55 and older" in every ad, and match the wording in the HOA documents. Source: eCFR: 24 CFR 100.306, intent to operate as 55-or-older housing.
Quick move-in homes change by the week
Finished and nearly finished homes are what buyers on a deadline search for first. Each one has its own price, options and move-in month, and any of them can sell on a Saturday. Update the website, listing sites and agent emails the day a home goes under contract, so no buyer drives out for a house that's gone.
Local agents need their own campaign
Many new home buyers walk in with a real estate agent. Give local agents reasons to bring clients: a page with current inventory and plans, a preview of each new model before the public sees it, and fast answers to their questions. Ask the sales manager which agents brought buyers last quarter, and send them community news first.
How much home builder marketing managers make
Marketing managers who work for residential builders and remodelers earned a median of $115,970 a year ($55.76 an hour) in May 2025, according to the Bureau of Labor Statistics. That’s below the $166,790 median for marketing managers in all industries. About 1,320 of the 395,240 marketing managers in that survey work for residential builders and remodelers.
Expect to offer a base salary and a campaign bonus, as the template does. That salary band trails what BLS reports as the typical pay for marketing managers employed by residential builders.
Residential builders and remodelers
$115,970$115,970 median Middle half $87,750–$156,000 10th–90th $65,450–$201,300
All industries
$166,790$166,790 median Middle half $123,020–$216,410 10th–90th $90,260–$293,610
$0k$50k$100k$150k$200k$250k$300k$350k
10th–90th percentileMiddle halfMedianAnnual pay, May 2025. Source: BLS Occupational Employment and Wage Statistics.
Annual pay by percentile
Group
10th
25th
Median
75th
90th
Residential builders and remodelers
$65,450
$87,750
$115,970
$156,000
$201,300
All industries
$90,260
$123,020
$166,790
$216,410
$293,610
BLS reports home builders and remodelers together. Post a real range for your market in the ad.
The pay line in the template above is an example from our Role Blueprint. Set yours from these figures and what local companies pay.
Skills to hire for, and what you can teach
Hire for these
Writing ads and web pages that follow fair housing and lending ad rules
Following a lead report all the way to signed contracts and closings
Planning a community launch on a budget, from site signs to grand opening
Directing photographers, video crews and rendering artists
Working side by side with the sales manager on traffic and follow-up
Teach these on the job
Your communities, floor plans, lot maps and price sheets
Your CRM and the listing feeds that send homes to outside sites
Where each community's buyers come from today
Construction stages, so ads don't promise a move-in month the field can't hit
Your brand guide and each HOA's sign rules
Most builders track leads in a CRM made for new home sales, such as Lasso, or a general one like Salesforce or HubSpot. The website carries floor plans, lot maps and current inventory, and feeds listing sites such as Zillow's new construction section and NewHomeSource. Name your CRM and ad platforms in the job ad.
Home builder marketing manager interview questions
Two of the 6 questions we'd ask, and what a strong answer sounds like. Ask every candidate the same questions, and rate each answer on your own before you compare notes.
Situational · Diagnosing low conversion
A community gets plenty of web leads and model visitors, but few contracts. What do you look at?
A strong answer: Lead source and quality, follow-up speed, price against competitors, what visitors say, the model and sales experience, then works with the sales manager on fixes.
Behavioral · Results on a small budget
Tell me about a time you drove model-home traffic or interest-list sign-ups for a community on a tight budget.
A strong answer: Names the target buyer, the channels (agent events, interest-list emails, signage, targeted ads), the cost per lead or appointment, and the contracts that came from it.
The template's numbers are only examples. Work out yours from past traffic, the lots you need to sell this year and how fast each community has sold so far.
Lead generation
Count leads in the CRM by source and community each month. Call a lead qualified only when it has a name, a way to reach the person, a price range and a time frame, and sales agrees.
Campaign engagement rate
Pull clicks, shares, saves and replies from each platform's own reports and divide by the people reached. Compare posts about the same community, since a new model and a finished home draw different crowds.
Brand recognition
Run the same short survey before and after a year of campaigns, asking model visitors and interest list members which builders they know in your market. Track searches for your company name too.
ROI on marketing spend
Tie each closed home in the CRM back to its first lead source, then compare the margin on those homes with what the source cost. Count closings rather than contracts, because some contracts cancel.
Career path
Digital marketing specialist at a home builderRuns paid ads, social posts and listing feeds for a few communities.
Marketing managerOwns the brand, the budget and every community launch.
Vice president of sales and marketingLeads the sales team and marketing across several communities or markets.
Well before the model opens. Put up a site sign and an interest list page once the land is under development, so buyers can sign up while streets and utilities go in. Send that list plans and price news first, and invite them to a preview before the grand opening. Ask operations for the model's finish date and plan the launch backward from it.
How much does a home builder marketing manager make?
Marketing managers who work for residential builders and remodelers earned a median of $115,970 a year ($55.76 an hour) in May 2025, according to the Bureau of Labor Statistics. The middle half earned between $87,750 and $156,000 a year. Pay also depends on your local market, experience and bonus terms.
Should a home builder list its homes on the MLS?
Many builders list quick move-in homes through a broker so they show up where agents search. It usually means a listing fee, and your homes then sit next to resale prices in the same area. Some builders list every home, some only finished ones, and some none. Try it in one community and compare the buyers it brings with what it costs.
Who should answer website leads, marketing or sales?
Sales should own the conversation, because the goal is a visit to the model. Many builders have an online sales counselor who answers web chats, calls and forms, then books appointments for the community agents. Marketing owns the forms, the routing and a report on how fast each lead got a reply. Agree on that split in writing before the next campaign.
What should a community page on the website include?
Floor plans with starting prices, a lot map that shows what's sold and what's open, homes ready now, HOA dues, the school district's name with a link to its website, model hours and directions. Buyers compare builders from home before they drive anywhere, and a page with missing prices or an old lot map loses them early.
What does the marketing template's line about lifting and site visits involve?
Desk work fills most weeks. Beyond that, expect tasks such as bringing a carton of flyers or a banner stand into the model, staffing your table at a home show, and walking a finished house or a new street with the photographer. Tell candidates how often that comes up, and make accommodations where needed.
