Buyers can’t find the right communities
Expired spec listings, crawl bloat and thin community pages bury the pages that actually sell homes.
SEO and AI search for home builders
More Qualified Buyers From Google and AI Search for New Construction Home Builders
Floorpop helps production home builders show up when new home buyers search Google, ChatGPT and Google Maps, so more of them visit your sales offices and write contracts. Month-to-month, fully transparent, and run by people who already know how home building works.
New article: How Fast Does a Home Builder Website Need to Be?
Home builder site health Sample data
72/ 100 overall
- Community pages indexed 86%
- Mobile page speed (LCP) 3.8s
- Map pack visibility 41%
- Paid search lead share 64%
Where the name comes from
floor·pop/flôr-pop/n.
- The new home buyer who visits a home builder’s community for the first time and writes a contract the same day.
- The sound made by a salesperson clicking their heels high in the air and returning to the floor after a prospect signs a contract to buy a new home the day they first meet.
Our job is to help your sales team hear more of them.
The problem
You shouldn’t have to pay thousands to teach an agency how home building works.
New home buyers start their search online. Too often, the agency you hired is still learning what a spec home is.
AI answers skip right past you
Buyers now ask ChatGPT and Perplexity which home builders to tour. If AI can’t find your communities, you’re not in the conversation.
Retainers that reward guessing
Twelve-month lock-ins and junior account reps mean you pay to train the agency while your sales offices wait for traffic.
Why Floorpop
A search team that knows how new homes sell
We know how frustrating it is to read traffic reports that never turn into appointments. We know new home sales from marketing leadership roles at top home builders and from driving organic traffic at the leading new home aggregators.
Our online marketing work started in 1996 with the launch of Travelocity, runs through NewHomeSource and includes SEO and PPC for more than 50 home builder sites. National production home builders and regional home builders get the same playbook.
Blair KuhnenPrincipal, about Floorpop - 1996Doing digital marketing online since the launch of Travelocity
- 50+Home builder sites supported with SEO and PPC
- 100%Of our clients are home builders. It’s all we do.
How it works
Three steps to more floorpops
- Step 1
Get your free SEO audit
We review your website, AI visibility and Google Maps listings and show you what’s costing you buyers.
- Step 2
Get a clear plan
You get a prioritized list of fixes, ranked by how much each one will help your sales offices.
- Step 3
Sell more homes
We do the work, train your team and track results by division, page type and keyword type.
Services
Four services for new construction home builders
Everything we do answers one question: how will it help you sell more homes?
SEO for Home Builders
Trim the crawl bloat, fix expired spec listings and structure community pages so Google focuses on the pages that actually sell homes. AI visibility starts with home builder SEO.
AI Visibility for Home Builders
When new home buyers ask ChatGPT or Perplexity for the best home builders in your market, we make sure your communities are the answer. Read our guide to AI search for home builders.
Local SEO for Home Builders
When buyers search “new homes near me” or drive your submarkets, keep your model home hours and map pins accurate across Google Maps. Read about local SEO for home builders.
PPC for Home Builders
Stop subsidizing empty clicks. Disciplined paid search from a team that has managed paid search for NewHomeSource and more than 50 production home builders.
Our promise
The zero-bloat home builder partnership
Less risk, less overhead and a smarter team.
Month-to-month terms
No 12-month lock-ins. We earn our keep every 30 days. If we aren’t driving real foot traffic and contracts, you aren’t trapped.
Direct principal expertise
Work directly with veterans who ran search for more than 50 home builder sites and NewHomeSource. No junior account reps to train on your dime.
We make your team smarter
We train your sales and marketing team on AI search data, crawl health and practical tools so your whole organization levels up.
Radical transparency
Custom dashboards track traffic by division, page type and keyword type so you see what’s working and what isn’t.
What’s at stake
Buyers choose which communities to tour before they call your sales office
Without a search partner who knows home building
- Buyers tour a competitor’s model because AI recommended them first.
- Ad spend goes to clicks that never become appointments.
- Outdated model home hours and map pins send buyers to the wrong place.
- Your team keeps paying to train another agency.
With Floorpop
- Your communities are the answer when buyers ask Google and AI.
- Sales offices see qualified buyers ready to write contracts.
- Your team understands the data and the tools behind it.
- You see exactly what’s working, every month.
Best practices
Home builder marketing best practices
How Fast Does a Home Builder Website Need to Be?
We launched a brand-new website, and Google still flagged it as slow on phones. Here are the 4 steps we used to fix it, and how to apply them to your home builder website.
By Blair Kuhnen
How Low-Quality Pages Hurt Home Builder SEO
Expired listings, overlapping community pages and endless floor plan variants dilute your SEO. Here is how to trim the bloat and help Google focus on the pages that sell homes.
By Blair Kuhnen
Best Marketing Agencies for Home Builders and Developers
How do you find the best marketing agency for your development project? Start with the agencies that keep winning awards.
By Blair Kuhnen
Ready for more floorpops?
Start with a free SEO audit. No retainer, no obligation, and a clear list of what to fix first.