Episode #333: Optimizing Home Builder Paid Social – Josh Ranum

Prioritize creative diversity in your social ads; don't just reuse the same template with different images, but explore various formats and content types to engage different buyer needs.

Allocate 20-30% of your paid social budget to 'demand building' or top-funnel content to engage potential buyers earlier in their journey, rather than solely focusing on immediate quick move-in sales.

Use Meta (Facebook and Instagram) as your primary paid social platform, but consider YouTube and TikTok for broader reach and to target different demographics, especially if your buyer profile aligns.

Benchmark your paid social spending with metrics like $1 per click for website traffic and $100-150 per lead for contact forms to set realistic budget expectations and goals.

Leverage internal resources for content creation by encouraging team members to share insights, stories, and visuals that can be repurposed into diverse ad creatives.

While AI tools can generate creative ideas quickly, ensure human oversight and design principles are applied to maintain quality and avoid 'AI slop' that can disengage audiences.

Continuously test new ad formats, hooks, and iterations to provide more signals to platform algorithms, allowing them to optimize for better performance and reach the most receptive audience.