{"id":752,"slug":"nahb-marketing-spend-08pct-2024","title":"NAHB 2024 Construction Cost Survey: marketing = 0.8% of single-family sale price (down from 1.0% in 2019)","kind":"reference","scope":"business","status":"current","audiences":["kevin","candid-team"],"topics":["measurement","pricing-models","gc-vertical"],"reference_body":"**Claim:** NAHB's 2024 Construction Cost Survey reports marketing spend at 0.8% of the sale price of a single-family home (down from 1.0% in 2019). Sales commission: 2.8%. Builder profit: 11.0%.\n\n**Source:** https://www.nahb.org/news-and-economics/housing-economics-plus/special-studies/special-studies-pages/cost-of-constructing-a-home-in-2024\n\n**Confidence:** Verified.\n\n**Caveat:** US data — Canadian equivalents are thin. Treat application to Ontario builders as directional, not exact. Also, this is the cost on one home, not a company-wide marketing budget.\n\n**Implication:** Most GCs are spending under the recommended floor of 1-1.5% of gross revenue ([[pwsc-marketing-budget-15pct-revenue]]). A $1,250 audit ([[rule-lead-with-paid-migration-audit]]) is a small enough wedge to be a no-friction first engagement.","rationale_body":null,"metadata":null,"links":{"outgoing":[],"incoming":[{"slug":"research-brief-gc-marketing-trust-may-2026","title":"Research brief: GC Marketing & Trust — sales-positioning for $1M–$50M Ontario general contractors (May 23, 2026)","kind":"reference","scope":"business","link_type":"depends-on"}]},"created_at":"2026-05-23T21:58:32.464Z","updated_at":"2026-05-23T21:58:32.464Z"}