NAHB 2024 Construction Cost Survey: marketing = 0.8% of single-family sale price (down from 1.0% in 2019)
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%.
Confidence: Verified.
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.
Implication: Most GCs are spending under the recommended floor of 1-1.5% of gross revenue (PWSC / Professional Builder: recommended marketing spend no more than 1.5% of projected revenue, at least half digital). A $1,250 audit (RULE: Lead WordPress migration sales with a $1,250 fixed-price Migration Audit. Quote the build fixed-price only after the audit completes.) is a small enough wedge to be a no-friction first engagement.