Here we go again.

I’ve seen it before, and I’m seeing it now. Whenever the building industry slows down, the panic button gets slapped, and out come the budget-cutting machetes. And somehow, every single time, the Marketing Department is one of the first on the chopping block.

It’s like an annual ritual: Market softens? Fire up the spreadsheets, folks! Line items must be slashed. But don’t worry, let’s totally ignore the fact that those “line items” are the only thing keeping new prospects trickling in during a downturn. You know, small stuff like lead generation, brand visibility, and engaging digital storytelling that actually keeps your pipeline alive.

But hey but cutting marketing is like shredding your life vest. Who needs that when you can just toss the entire marketing team overboard and pray the ship stays afloat?

Builders, Why Do You Do This?

I truly do not understand this behavior. I’ve watched it happen since 2007–2008. That downturn was brutal, but the lessons? Apparently forgotten.

When the market slows, marketing is not a luxury, it’s a lifeline.

But instead of recognizing this, companies start treating marketing like crown molding, purely decorative, and obviously unnecessary when you’re trying to keep the roof on.

What’s wild is that some builders seem to think cutting the marketing budget is a smart move. Like, “Oh we’ll just get a part-time intern, slap together a few Canva graphics, and call it a day.”

Or better yet… “Let’s outsource it!” Sure. Because nothing says authentic brand voice and deep customer connection like a freelancer who doesn’t know your product from a pile of bricks.

Even worse… pile it on to someone already working a full-time job, because clearly, we all need to wear multiple hats now (and get paid zero extra money). After all, it’s not like our jobs were hard enough or ‘full-time’ to begin with.

Let’s Talk Logic (Since We’re Apparently Not Using It)

If you’re in a market slowdown, the only way to survive is to continue attracting, nurturing, and converting potential buyers. And guess who makes that happen?

That’s right. The Marketing team generates those leads, the OSC nurtures them, and the sales team converts them. I’m not saying these folks are gods, but they are pretty important to the whole sell it so you can keep building process.

Your marketing pros are the ones crafting compelling content, optimizing digital ad spend, analyzing which lead channels are worth a dime, and keeping your name top of mind when people are scared to spend money.

Digital marketing isn’t optional anymore. It’s not a “nice-to-have.” It’s how your buyers find you. Period.

When you get rid of the people who understand SEO, social media, ad targeting, CRM data, and storytelling…And your company! You are literally unplugging the machine that drives interest and engagement.

Marketing: The First Casualty in the Spreadsheet Hunger Games

I get it. Everyone wants to show fiscal responsibility. But cutting marketing in a slowdown is like saying, “We’re not getting enough fish, so let’s throw the net overboard and hope the fish jump in the boat.”

Spoiler: They won’t.

What happens instead?

• Leads dry up.
• Traffic slows.
• Sales teams get desperate.
• Moral tanks.
• And suddenly you’re wondering why you’re struggling to survive the same slowdown you were trying to survive by cutting marketing.

Oh, and then there’s this genius move: give the marketing role to someone in admin “just temporarily.” You know, like you can just hand the social strategy, email campaigns, ad analytics, and branding over to someone who already has a full-time job and zero training. What could go wrong?

Let’s Be Real: You Need to Spend Money to Make Money

Now I’m not saying go throw money at Facebook ads like it’s Monopoly cash, but make smart, strategic investments. Double down on what’s working. Streamline what’s not. Focus on clear messaging, fast response times (hello OSCs!), and nurturing leads like they’re the only prospect who actually read your email this month.

Marketing in a downturn isn’t wasteful. It’s vital. It’s your only real chance to maintain relevance while others go radio silent. This is your opportunity to stand out, not disappear.

In Conclusion (aka My Not-So-Subtle Plea)

Dear builders, if you want to not only survive but thrive during the rough patches, keep your marketing team. Better yet, empower them. Give them the tools and resources to do what they do best.

Because when things turn around (and they will), guess what fuels the bounce-back? Yep. The people you fired. Please stop treating marketing like it’s just expensive window dressing. It’s the engine under the hood. And if you keep yanking out the engine every time you hit a hill… well, good luck with that.

Want help figuring out how to tighten budgets without torpedoing your marketing strategy? I’ve been through this rodeo more than once. Grab your coffee, and let’s talk strategy, not sacrifices.

From the Desk of Leah Fellows: Always giving it to you straight. Always watching what you do to shoot yourself in the butt. (And yes, I will say “I told you so” later.)