Field Notes
Writing from a builder platform, not a marketing team.
Founder-voice essays on custom home builder software, platform ownership, the migration you did not sign up for, and the mechanics of running a build business on one login.
- 6 min read
Custom home builds don't fail in framing. They fail in selections.
Every custom home you've watched slip lost time and money in selections, not on the site. Where it goes wrong, and the discipline that prevents it.
selectionsoperationscustom home buildersRead the note → - 6 min read
Cost per lead is a vanity metric. Cost per signed contract is the number.
For a custom home builder running Google or Meta ads, the number the ad platform reports is not the number that matters. Here is which number is.
marketingattributioncustom home buildersRead the note → - 7 min read
Five reports every custom home builder should read weekly
Pipeline aging, job margin, ad ROI, change orders, and satisfaction. The five reports every custom builder needs, and why nobody has all of them.
reportingoperationscustom home buildersRead the note → - 7 min read
Everything a custom home builder's website needs (and everything it doesn't)
Five sections that belong on every builder site. Six that don't. And the one section that actually decides whether the phone rings.
websitesmarketingcustom home buildersRead the note → - 8 min read
You do not own your builder software
The subscription you're signing is a lease. Your business is the collateral. What that costs the day you want to leave.
ownershipvendor lock-incustom home buildersRead the note →
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