american craftsman homes social media case study


American Craftsman Homes is an award-winning, high-end custom design-build firm celebrated for its deep commitment to the highest level of building values and design practices. Whether traditional or contemporary, formal or informal, each and every American Craftsman Home features impeccable craftsmanship, serious architectural ambition, and genuine originality. Owners Pete Williams and Thomas Williams have been in the construction industry together for about 15 years – from both the real estate side to the actual construction of the homes. Their experience over the past 15 years has developed one of the most knowledgeable, meticulous, and detail-oriented builders in Georgia.

American Craftsman Homes is a part of the National Association of Home Builders. You can find their beautiful, craftsman-style & French Country homes in the River Forest Golf & Country Club and Riata Equestrian Community – both located in Forsyth, Georgia. River Forest is a 1,700-acre development located 15 minutes south of McDonough in Monroe County, just one mile from I-75. River Forest offers 400 acres of greenspace with three parks – one of which features 1,000 feet of river frontage – and includes 625 estate lots set back from wooded, winding roads. The Riata Equestrian Community hosts large 1-4 acre lots, pool, cabana, 4 miles of horse riding trails, indoor arena, 80 acres of common pasture, and stables for your horses. Located just 3 miles off of I-75, Riata provides a quick retreat for anyone looking for a small-town atmosphere without compromising modern-day conveniences.


We began working with American Craftsman Homes in January of 2020 and launched a new strategy for their Facebook business profile, Facebook Advertising, Instagram business profile, Instagram Stories, and Instagram Advertising. The client’s goals were to raise awareness about American Craftsman Homes’ neighborhoods, highlight the beautiful area of Forsyth, and promote available listings. Owners Pete & Thomas build beautiful homes and had high-quality photography of all of their available homes, so it was easy to begin promoting their luxury homes on social media. One mistake that we see many home builders and real estate agents make is pushing home sales too hard and not engaging the fans. In addition to showcasing an available listing or furnished room decor, our captions would ask fans questions about what they like to see in a home or living space, how they like the decor, and what style of home they like best. We also wanted to tell the story of the home builders, their experience, and what makes them trustworthy. Hiring someone to build your dream home is an important decision, so we needed our captions to evoke emotions and build trust in the client’s skills. We built trust by sharing positive testimonials from previous customers and including information in posts about their experience, knowledge, and attention to detail. A second mistake we see a lot of businesses make on social media is forgetting to have a clear call to action. Our expert team was careful to always include a link to their main web page or link to the individual property so the fan could learn more.

Communication is the key to a successful social media strategy. We love talking with American Craftsman Homes every month to catch up on how their business is doing and how we are reaching their goals. During our zoom calls or in-person meetings, their dedicated Account Manager at Pipeline goes over last month’s report to discuss their top-performing posts, engagement, reach, and other important social media metrics for success. We communicate with our client often via email to send over posts for prior approval and get new photography or video footage. In addition to creating posts and videos for our client every month, we check their social media sites every day of the week to monitor and respond to the comments, messages, and reviews from fans.

American Craftsman Homes recently came to us and wanted us to produce Instagram Reels, TikTok-like videos, for them every week showcasing their available properties. As you may know, trends on Instagram Reels are a real thing and they change every week! Thankfully our team loves to watch Reels so we are familiar with which trends to follow and which songs are on trend. It’s been fun to see the results of additional reach, brand recognition, and fans because of their addition of Instagram Reels.


Social Media 

Facebook & Instagram Advertising

  • Website Visitors Ads
  • Page Like Ads
  • Post Engagement Ads
  • Brand Awareness Ads
  • Instagram Story Ads
  • Instagram Reels Ads
  • Carousel Ads


Facebook has over 8.5k fans on the page and Instagram has 1,933 followers.

FACEBOOK (2021):

Total Reach – 260,100
Organic Reach – 66,772
Paid Reach – 193,900
Viral Reach – 10,422
Engaged – 18,093
Total Impressions – 328,640
Organic Impressions – 113,408
Paid Impressions – 210,305
Viral Impressions – 12,994

FACEBOOK (2022):

Total Reach –275,500
Organic Reach – 67,253
Paid Reach – 208,200
Viral Reach – 24,110
Engaged – 19,991
Total Impressions – 337,711
Organic Impressions – 109,292
Paid Impressions – 224,365
Viral Impressions – 32,131


2021 Reach – 84,943
2022 Reach –102,928


It’s a joy to represent American Craftsman Home on social media. We found success by creating a social media strategy that features a great balance of sales-driven, listing posts and posts that engage. Here are some of the top-performing posts in terms of social media reach, engagement, and clicks.

Available Listings

The end goal for a builder is to sell their listings, but you can’t have posts that say “BUY, BUY, BUY!” In our social media posts, not only did we highlight the outside of the home, but we also included stunning details featured on the inside – like floors and countertops.

american craftsman homes facebook post

american craftsman homes facebook post

american craftsman homes facebook post

american craftsman homes facebook post

About the Communities

When purchasing a home, location is key! Our client builds in top luxury neighborhoods, so we made sure to highlight those communities. Not only did we share the physical location of the community, but also all its boasting amenities – like horse stables and golf courses.

american craftsman homes facebook post
american craftsman homes facebook post

american craftsman homes facebook post

About the Builders

American Craftsman Homes is not only building homes, they are building trust. It’s important to spotlight the builder’s reputation and commitment to their buyers. With these posts and top customer reviews, we brought peace of mind to the customer that the builder is trustworthy.

american craftsman homes facebook post

american craftsman homes facebook post


About the Lender

There is a lot that goes into the home-buying process. One very important piece is having a trusted banker. Part of our content strategy for builders and real estate companies is to include the lender they primarily work with and trust, so their customers can trust them too!

american craftsman homes facebook post

american craftsman homes facebook post

Instagram Reels

We created Instagram Reels that used music and techniques that followed trends to get additional reach, brand recognition, and fans. With our curated reels, potential customers get an inside look into their dream home!

american craftsman homes instragram reel

american craftsman homes instragram reel

american craftsman homes instragram reel

american craftsman homes instragram reel


Whether you are a home builder, hotel, realtor, restaurant, farm, or small business, the Pipeline Social Media team can help you create engaging content, master responding to reviews, get more clicks to your website, and much more. Please contact us to learn more about how we can design a custom social media marketing plan for your business. To see our work in different industries, check out another case study: Pipeline Social Media Case Studies.

Pipeline Social Media is a Digital Marketing Agency that offers three approaches to help you increase your social media presence: we can fully manage your social media accounts, we can teach your team how to do it in-house, or we can monitor/coach your team along the way and report back to you. Ask us about our Google AdWords management, web design, and SEO website packages. Contact: 678-814-4601 | 280 Country Club Drive, Suite 200, Stockbridge, GA 30281

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