09/09/2026
Do you know who owns your marketing assets?
In this episode, Greg and Kevin dive into the operational side of managing your home builder marketing assets and why understanding how your creative files are built is critical.
➡️Unlike short-lived printed collateral, a builder's digital assets are enduring company property that require careful ownership and management. Kevin says, “Well, one is that it is still, to this day, purely transactional. You print it for the purpose, you hold it, you store it, and then you release it as you want to, and once it's gone, it's gone. It is purely transactional. Whereas other aspects, digital, they can live in perpetuity, number one, both in use, but then also, two, in carry cost.”
When home builders want the raw creative files from their vendors, they often overlook the distinction between owning a finished asset and owning the agency's process. Kevin explains, “Now, a lot of people, they go, "Well, we want the origination files." They want to own the actual process of making it. Well, that's the secret sauce. You know, a chef might tell you that their lasagna has noodles, hamburger meat. I don't know how to make lasagna. I don't know how to cook. Hamburger meat, ricotta cheese, and I don't know, mozzarella. Who knows what's in there? And here's the sauce. Well, they even tell you what sauce they're using. But what they don't tell you is how long they cook it, what dish they put it in. Here's why they take it out and let it rest for a certain amount of time.”
When selecting partners to help create and manage your builder assets, it is imperative to emphasize character over cost. Kevin says, “You have to be very selective. I think the vetting process needs to be less about money and more about who do you want to partner with long-term. Who do you ethically and morally get along with the way that their company jives and how they treat their clients?”
Listen to this episode to learn why understanding how your assets are created is so important to managing them.
🎧 https://bluetangerine.com/podcast-episodes/336-managing-your-builder-marketing-assets-kevin-weitzel
