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Building Your Clear Marketing Message

“Stop talking to everyone like they’re in the industry. Talk to them in ways that are going to evoke emotions and what’s important to them.” In this video, we sit down with Laura De Ridder from Sorted Digital Marketing to chat about why so much of the construction marketing we see misses the mark, and what builders and tradies can do instead to attract the right clients. We cover how to get clear on who you’re actually talking to, why storytelling builds trust faster than specs and spreadsheets, and how to use different platforms like Instagram, LinkedIn, and TikTok for different jobs. Laura also explains why authenticity matters more than polished ads, and why SEO is non-negotiable if you want to be found when people are searching for a builder. If you’re tired of relying on referrals alone and want marketing that feels practical, honest, and aligned with the work you do, this conversation will help you sharpen your message and show your value in a way clients actually connect with. 👇 CHAPTER MARKERS 👇 0:00 - Introduction: Building Better Through Education 0:07 - Meet Laura from Sorted Digital Marketing 1:22 - Why High Performance Building Isn't Mainstream 2:29 - Laura's Background: Starting a Digital Marketing Agency 3:16 - Organic Social Media vs Paid Ads Explained 4:52 - Working with Passive House & High Performance Builders 7:42 - Stop Talking Numbers: Speak to Your Customer Avatar 9:10 - The Problem with Builder Social Media Content 9:55 - Content Pillars: Creating Diverse Marketing Strategy 11:03 - Understanding Different Social Media Platforms 14:32 - Instagram as a Search Engine: SEO & Keywords 19:20 - Copywriting Tips: Avoid ChatGPT Mistakes 21:03 - Hashtags in 2024: The New 3-Hashtag Rule 24:07 - Using AI Tools for Authentic Content Creation 24:28 - Passive House Marketing: Too Technical for Consumers 25:00 - Blower Door Tests: Making Technical Content Engaging 26:15 - Negative Hooks: Why They Work on Social Media 27:07 - Attention Spans & Social Media Dopamine Hits 28:51 - Technology, Patience & Frictionless Society 32:14 - Essential Marketing Channels: Website, Social & More 33:38 - AI Search & Website SEO Strategy 35:12 - Website Essentials: What Every Builder Needs 36:21 - High Quality Content vs Phone Content 36:45 - Blogs & Newsletters: Building Your Database 42:01 - Content Ideas: Health, Comfort & Cost of Living 62:25 - Diversity in Content Strategy 64:56 - 2026 Marketing Trends: Authenticity Over AI 66:27 - Personal Touch: Phone Calls & Client Check-ins 69:02 - Video Hooks: Visual & Audio Engagement 71:14 - Self-Filming Tips: Be Punchy, Don't Waffle 73:08 - ASMR Content: The Power of Sound 76:48 - Mindful Moment: Apprentice Development Guide LINKS: Sorted Digital Marketing: https://sorteddigital.com.au/ Sorted Instagram:   / _sorted   Connect with us on Instagram:   / themindfulbuilderpod   Connect with Hamish: Instagram:   / sanctumhomes   Website: www.yoursanctum.com.au/ Connect with Matt: Instagram:   / carlandconstructions   Website: www.carlandconstructions.com/