Epcon citing NAHB/SBA: ~5% of gross projected revenue to maintain awareness, 10% if growing market share

Claim: Epcon, citing NAHB and SBA, recommends "around 5% of gross projected revenue to maintain current awareness," 10% if growing market share.

Source: https://epconfranchising.com/articles-and-insights/marketing-your-home-building-business-how-much-to-spend-and-where/

Confidence: Single-source (Epcon citing NAHB/SBA without permalink to primary).

Caveat: This is the aspirational ceiling — very few small builders hit it. The 1-1.5% floor from PWSC / Professional Builder: recommended marketing spend no more than 1.5% of projected revenue, at least half digital is the more honest working number.