Digital Success
How Builders Can Use Instagram to Build Their Business

As a home builder, you’ve probably wondered if Instagram is a good way to reach potential home buyers. As one of a plethora of digital marketing opportunities out there, it’s easy to consider taking on one more.

At the same time, Instagram is one of the digital platforms that does the best job of reaching the younger (Millennial) audience, the generation that should be entering their prime home-buying years. (Although that market presents its own challenges –a subject for discussion in “The Tight Starter Home Market” article on page 8.)

According to a study by the Pew Research Center in 2018, 35 percent of U. S adults use Instagram. Of those users, 60 percent check it at least once a day and 38 percent check their feed several times a day. The site does skew younger, though, with 64 percent of those 18-29 using the site, compared to 40 percent of those 30 to 49 and less than 20 percent of those over 50. Instagram users also, on average, have a higher income and education level. Forty-two percent of those with incomes over $75,000 use Instagram and 42 percent of those with a post-college education use the service.

Water’s Edge Woods, an Athens, Ga.-based builder and millwork shop, has been using Instagram since 2013.

“We’ve seen it educate customers on the breadth of our products and ways they can incorporate unique wood in their space,” says Colleen Tatum, senior vice president of brand evangelism. “It’s also been a great tool to help us connect with builders and