Episode Details

Emily Pollard from Nesta Builder Brokers flips the script this week and puts Aaron in the hot seat. The brief: how does a young, blunt, female broker market a business in an industry built on display home theatre and base-price advertising — without turning into the thing she's trying to fix?

It's a working session disguised as a podcast. Emily wants to "set fire to display home marketing" but won't shit on builders to do it. Aaron unpacks why that instinct is right, and why most marketing advice given to builders and brokers is quietly broken.

What they get into:

• Why fear-based marketing brings in the most anxious customers you'll ever deal with
• The 1,000-lead experiment that taught Aaron what cheap hooks actually cost you
• Why education beats hype — and how to make boring topics (soil tests, PC items, variations) the thing people actually want to read
• The problem with "builders are fucked, come through me" positioning, and what to do instead
• Why brands aren't as powerful as the people behind them
• Organic social vs paid: where small builders should actually spend their time
• Consistency, resilience, and the cringe of putting yourself out there

If you're a builder, broker, or supplier trying to work out how to market yourself without sounding like everyone else in the feed — this one's for you.

Emily's back next Monday too.

Sponsors

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