Why Social Media Matters in the Building Industry and Why I’m Finally Embracing It

For years, I thought of social media as a place to show finished work. It was a nice to have, a digital portfolio for people scrolling Instagram. But in the last few months, that perspective has shifted. Massively.

We’re now leaning into a broader social strategy at Goodwin Vaughan. Not because it’s trendy. Not to chase likes. But because the world has changed and our industry needs to catch up.

From Skepticism to Strategy

I used to think, Older people don’t use social media, so why bother?
Now I’m part of that demographic and I use it every day.

More importantly, our future clients, those in their 20s today, are being shaped by what they watch, follow and learn online. In 10 or 15 years, they’ll be the ones building their dream homes. And if we’re not on their radar now, someone else will be.

We’re not just trying to win work for 2025. We’re building relevance for 2040.

What the Industry’s Missing

In Newcastle, there are a handful of builders who’ve jumped at the opportunity. I notice them everywhere. Sponsored posts, reels, educational clips. They're landing more touchpoints with future clients and it’s working.

Some of the more established brands still treat social media like it’s a brochure. A few static photos and a caption. But the real momentum is coming from those who are speaking to the camera, creating content, and sharing knowledge.

And that’s the shift. Social media is no longer just for marketing. It’s for educating.

Did you know? 66% of people say they’d rather watch a video about a product or service than read about it (Wyzowl, 2024)
Video is the dominant way people learn, trust, and buy.

Getting Comfortable With the Camera

Let’s be honest. Being on camera isn’t easy.

I’ve always had the mentality of “What are people going to say?”
But the truth is, they haven’t said much, at least not what I feared.
Most people have just said, “That was great” or “That really helped me understand.”

And I get it. I watch builder videos too. I follow others for their insights, their walk-throughs, their ideas. There’s real value in it. So if I find that helpful, why wouldn’t others find it helpful coming from me?

It’s just about embracing the awkwardness and making it a part of the culture. Especially in front of your team. That’s the hard part. But if you’re serious about leading your business for the next few decades, you can’t hide behind the tools anymore.

The Road Ahead for Us

We’re about to launch a full media strategy at Goodwin Vaughan. Not just more posts, but:

• Educational video content
• Community involvement
• Sponsorships and collaborations
• Behind-the-scenes stories
• Honest conversations

It’s going to be a learning curve. I don’t know how much time it will take. But I’m giving it a red hot crack.

The way I see it, the earlier we commit to doing this right, the further ahead we’ll be. I’ve found inspiration in others who’ve done it well. Guys like Neil Hipwell from Futureflip who have really led the way.

Final Thought

To any other builder out there saying, “I don’t have time for social media”, I hear you.

But this isn’t about time. It’s about relevance. If we want to lead this industry, build long-term trust and stand out in a crowded market, we have to start showing up where our future clients are.

And right now, that’s online.