James Hardie

Builder Partner Marketing at Scale

James Hardie engaged us to support selected builder partners with digital strategy. We audited their websites, ran workshops and delivered roadmaps and concept designs that help builders sell lifestyle outcomes, not just construction methods.

Partner Marketing Support for Builder Networks

James Hardie wanted to give selected builder partners more than product: marketing and digital support. A lot of those builders’ websites weren’t pulling their weight. They had been built without a marketing strategy, they read like spec sheets and they said little about the homes people would actually live in.

The builders were at very different stages. Some needed the basics, others needed a sharper position. Either way, better builder websites would also show James Hardie as a strategic partner rather than a supplier.

Selling the Look, Not Just the Product

We moved the conversation from product specifications to “The Look”: what the finished home looks and feels like to live in. Builder websites stopped working as online brochures and started walking homeowners towards an enquiry, with qualified leads as the goal.

Practical Collaboration

Workshops and one-on-one consultations turned the strategy into steps each builder could realistically take, whatever their digital experience.

Audits, Roadmaps and Concept Designs

We audited the digital experience of several builder partners, then turned what we found into implementation roadmaps, UX and messaging frameworks and recommendations for SEO and content structure.

We also designed homepage and landing page concepts, and ran workshops and consultations to help partners act on the work.