{"id":755,"slug":"nahb-sba-5pct-marketing-budget-aspirational","title":"Epcon citing NAHB/SBA: ~5% of gross projected revenue to maintain awareness, 10% if growing market share","kind":"reference","scope":"business","status":"current","audiences":["kevin","candid-team"],"topics":["pricing-models","gc-vertical"],"reference_body":"**Claim:** Epcon, citing NAHB and SBA, recommends \"around 5% of gross projected revenue to maintain current awareness,\" 10% if growing market share.\n\n**Source:** https://epconfranchising.com/articles-and-insights/marketing-your-home-building-business-how-much-to-spend-and-where/\n\n**Confidence:** Single-source (Epcon citing NAHB/SBA without permalink to primary).\n\n**Caveat:** This is the aspirational ceiling — very few small builders hit it. The 1-1.5% floor from [[pwsc-marketing-budget-15pct-revenue]] is the more honest working number.","rationale_body":null,"metadata":null,"links":{"outgoing":[],"incoming":[]},"created_at":"2026-05-23T21:58:32.490Z","updated_at":"2026-05-23T21:58:32.490Z"}