The Unspoken Objection: Trust

For the last decade, the battle for the new home buyer was fought on three fronts: price, location, and inclusions.

Today, those factors have been superseded by far more primal concerns. The biggest objections in the market right now are not about the stone in the kitchen or the promotional discount. It is about survival & liveability.

Buyers are asking:

“Will this builder still be here when my home is finished?”

and

“Will my home be riddled with defects?”

The Crisis of Confidence

This anxiety is not unfounded. It is a rational response to a volatile news cycle.

Recent data paints a stark picture of the landscape your customers are navigating. In the 12 months to March 2025, 2,636 construction companies became insolvent, representing a 23% year-on-year increase.

This instability has fundamentally altered buyer behavior. The fear extends beyond whether the company will survive; it bleeds into the quality of the product itself.

Buyers are consuming content that validates their worst fears. “Inspector influencers” on YouTube and social media have built massive audiences by exposing defects in new builds, confirming the suspicion that speed comes at the expense of quality.

The sentiment is clear. Almost 80% of Australians are concerned about construction insolvencies, and more than half are more worried now than they were a year ago. Further, a shocking nine in ten Australians worry that builders will cut corners to control costs or speed up delivery.

The Sound of Silence

Despite this reality, the vast majority of builder marketing ignores the issue entirely.

Most websites and brochures continue to focus exclusively on lifestyle imagery and facades, acting as if the market conditions of 2025 do not exist. This silence is a strategic error.

When you do not address the risk, you do not make it go away. You simply allow the buyer to fill the silence with their own assumptions. In the absence of reassurance, the cautious buyer assumes the worst. They delay their decision, they ghost sales consultants, or they retreat to the established “too big to fail” brands.

Financial Trust as a Brand Asset

There is a significant opportunity for builders willing to break the convention of silence.

In this climate, financial stability and delivery assurance are not just background operational details. They are your most valuable marketing assets.

To capture the hesitant buyer, you must answer the unasked question before they walk into the display home.

• Address stability openly: Do not hide from the industry context. Acknowledge it, then explain why you are different.

• Lead with longevity: If you have weathered previous cycles, make that history prominent.

• Show, don’t just tell: Use completion data, years in business, and independent quality assurance ratings to provide objective proof of your capacity to deliver.

The Hoome Perspective

We believe that trust is the new conversion metric. Marketing that focuses solely on the “dream” fails to respect the “reality” of the modern buyer.

Your digital presence must do more than inspire; it must reassure. When you position financial strength and build quality at the forefront of your messaging, you remove the primary barrier to entry. You allow the buyer to stop worrying about your solvency and start falling in love with your product.