This week on The Home Builder Digital Marketing Podcast, Kirsten Nease of Cornerstone Homes joins Greg and Kevin to discuss how finding a unique selling proposition can help home builders strengthen and focus digital marketing strategies.
The basics of home building are similar from builder to builder; however, every home builder should determine what sets them apart from other builders. Kirsten says,
“Look, we all build new houses. We can all build a house that’s 2, 3, 4 bedrooms, has the great kitchen. They’re not all that different. So, you have to, as a builder, identify what is your unique selling proposition? What are your three unique selling propositions?”
Several questions can help home builder recognize what is exceptional about their company and the homes they build. Kirsten explains,
“I think for anybody that’s looking to make their mark and kind of identify who they are, you first have to look at yourself and your brand and what identifies you, what can you call out about yourself that’s different than your competitors in your market and really lean into that. And it’s okay to be different. That’s what you want. You want people to notice something different.”
Discovering those unique selling features extend beyond the homes a builder constructs. Kirsten says,
“And then, at each community, when we go into a new community, even from the name of the community, we start with what’s the history of this land? Where are we? What is the greater community where we’re building all about? What is their marketability and why would people want to live here? And then we kind of bring that into our community and lean into the marketing from that standpoint of the sense of place and making sure that people understand what this place is all about.”
Listen to this week’s episode to learn more about how home builders can improve marketing by distinguishing themselves from other builders.
About the Guest:
Kirsten Nease is a seasoned Sales and Marketing Director with over eight years of dedicated experience in new home construction and more than two decades in home design. Recently promoted to lead sales and marketing at Cornerstone Homes—a top builder in central Virginia—she has excelled in managing multi-million-dollar budgets, rebranding initiatives, and comprehensive marketing campaigns that consistently deliver award-winning results.
Kirsten has been instrumental in developing and implementing Cornerstone’s “Path to Ownership”—a strategic framework designed to enhance the customer experience. Leveraging this process in marketing initiatives significantly boosted customer satisfaction and sales goals. Her work managing client, contractor, and stakeholder relationships has been pivotal in securing more than 60 national, state, and regional awards. Recently winning national accolades from NAHB, a Gold Award for Best Marketing Brochure for the second year in a row, for Thrive 55+ magazine, a corporate magazine highlighting Cornerstone Homes’ core values, communities, and homeowners.
Beyond her professional achievements, Kirsten is deeply committed to giving back to the industry. She is a member of the NAHB 55+ Housing Council, her local home building council chapter of Professional Women in Building, leading workforce development initiatives, and The House That She Built Foundation, where she shares her expertise and mentors emerging talent.
Kirsten is a graduate of Villanova University School of Business, where she earned a Bachelor of Science degree in Accountancy.
