We’ve all experienced it—you’re scrolling through a website, getting to the juicy part of an article, only to be interrupted by a pop-up. Or worse, a form or paywall stands between you and the information you want. Frustrating, isn’t it? It feels like the internet is full of these interruptions.
But here’s the thing: as marketers, we can't simply ban them from existence. They work. They generate leads, nurture relationships, and help us guide buyers through the journey from first impression to close. Are they overused? Definitely. Would I be upset if I never had to close another popup? Definitely not. But we owe it to ourselves to weigh the benefits of gated vs. ungated content, especially when it comes to helping homebuilders strategize the best approach.
Understanding Gated vs. Ungated Content
Using Gated Content for Lead Generation
What is gated content? Gated content is any type of web content accessed by filling out a form.
It's a powerful tool for collecting qualified leads, which is why so many marketers use it. By asking site visitors to give up a little personal info in exchange for helpful resources, gated content can be a win-win. But only if they trust you enough to hand over their contact details.
So it's usually best suited for prospects further down the funnel. It's also important the resources you're offering are truly valuable to them, and relevant to how they shop.
Examples of HOMEBUILDER RESOURCES for gated Pages:
- Downloadable resources like guides, templates, or toolkits
- Special offers such as VIP access or consultation bookings
Purpose of Using Gated Content:
- Drive lead generation by capturing user information
- Enable targeted follow-up and segmentation
- Help foster relationships and inform decision-making
Using Ungated Content to Build Awareness and Trust
On the other hand, ungated content is often used for building brand awareness and reaching top-of-the-funnel prospects who are just starting their homebuying journey. This content is freely available and can be leveraged to engage top-of-funnel audiences without any commitment.
Take for example your home page. It wouldn't make sense to ask someone to fill out a form before they even know if you build in their area (or budget, timeframe, etc.). That's an obvious one, but what are some other examples of content that should not be gated?
Examples OF UNGATED HOMEBUILDER CONTENT:
- Informative blog posts or video tours of model homes
- Engaging social media posts that highlight community features or design tips
Purpose of Using UNGated Content:
- Expand reach and attract a broader audience
- Position your brand as an industry authority
- Qualify prospects by giving them important information early
Should You Gate Your Content or Not?
For homebuilders, selecting the right type of content—gated or ungated—depends on your campaign goals. There's a time and a place for each. Here’s an approach to help guide your strategy:
1. Define Your Campaign Goal
Start by identifying the primary objective of your campaign, and how it fits into your home builder marketing plan. Are you aiming for increased brand awareness, lead generation, or nurturing existing relationships? That will shape the rest of your strategy.
Common Campaign Goals For Homebuilders
- Brand Awareness: Increase visibility for new communities and homes.
- Lead Generation: Capture contact details for follow-up and nurturing.
- Customer Retention: Keep existing leads engaged with new updates.
- Community Engagement: Strengthen connections through neighborhood stories or events.
2. Choose the Best Media to Drive Traffic
Once your goal is clear, choose the right digital media channels for builders to attract the appropriate audience. These channels will help drive the right kind of traffic to your content.
Media Examples for Homebuilders:
- Paid Search: Captures active, high-intent buyers.
- Social Media: Drives awareness and engagement through organic content.
- Email Campaigns: Nurtures leads with personalized messaging
- Digital Display Ads: Reaches homebuyers who are browsing related content and retargets website visitors with tailored content.
See More examples in this list of digital marketing channels for builders
3. Tailor Your Content Strategy: Gated vs. Ungated
With your goal and media channels in mind, decide whether gated or ungated content will be most effective.
- Gated Content: Ideal for high-intent leads or exclusive offers, like VIP sign-ups or early pricing access.
- Ungated Content: Best for creating awareness, building brand credibility, and capturing interest at the top of the funnel. Use gated content later to drive deeper engagement.
The Impact of a Combined Strategy: Comparing 2 Different Content Approaches for "Coming Soon" Communities
Blending both gated and ungated content has proven highly effective for homebuilders looking to maximize both reach and conversion. Flintrock Builders, a leading homebuilder in Central Texas, partnered with The Bokka Group to develop targeted landing pages for two “Coming Soon” communities: The Preserve at Thousand Oaks and The Ridge at Knob Creek.
While both campaigns launched on July 1, 2024, they implemented distinct strategies tailored to each community’s goals. The Ridge at Knob Creek used a predominantly gated content strategy, where updates and resources were only available to those who signed up for VIP access.
On the other hand, The Preserve at Thousand Oaks adopted a more open strategy by offering essential content ungated, with the exception of exclusive pre-sale appointments for VIPs. This allowed potential buyers to access high-value content like brochures, plat maps, and floor plans without requiring immediate sign-ups, while still incentivizing them to engage through VIP pre-sale access.
The strategies for both communities were specifically designed to cater to their respective target homebuyers. Since The Preserve targets a younger demographic, a predominantly ungated content strategy was used to meet the needs of this type of homebuyer, who needs more than one touchpoint to make a decision.
Today's younger home buyers prefer several digital interactions before connecting with a salesperson—on average, 3 to 5 touchpoints are needed to convert a lead.
The Preserve at Thousand Oak's progressive approach of releasing ungated content to the public one week after VIP access ensured a steady flow of engagement without limiting potential reach. This marked a shift away from older models, where pages—such as the one used for The Ridge at Knob Creek—primarily targeted a demographic of 55+ with a more rigid gated strategy.
Comparing the two campaigns:
The Preserve at Thousand Oaks vs. The Ridge at Knob Creek
Below is a detailed comparison of key metrics for both campaigns, reflecting their performance from July 1, 2024 – January 16, 2025.
The Ridge at Knob Creek:
- Inbound Source: Paid search
- Content Strategy: Exclusively gated with a VIP sign-up for early access to pricing, floor plans, and community information
- Page Views: 1,345
- Conversion Rate: 2.08%
- Average Engagement Time: 28 seconds per active user
The Preserve at Thousand Oaks:
- Inbound Sources: Paid search and organic search
- Content Strategy: Similar VIP sign-up compared to The Ridge, but all assets were later released to the public via the landing page one week after the VIP early access.
- Page Views: 3,355
- Conversion Rate: 3.7%.
- Average Engagement Time: 53 seconds per active user.
The Preserve at Thousand Oaks demonstrated stronger performance in engagement and conversion, benefiting from a more accessible content strategy that included ungated materials. While The Ridge at Knob Creek remained highly gated and required a VIP sign-up to receive any further information, The Preserve at Thousand Oaks eventually provided all potential buyers with valuable content upfront, leading to higher engagement times and more sustained interest. The increased flexibility of content access and the release of gated content after VIPs had received it helped broaden the community's reach while maintaining exclusivity for early access appointments.
Key Takeaways:
- Performance Difference: The Preserve at Thousand Oaks outperformed The Ridge at Knob Creek in both engagement and lead conversions.
- Content Strategy Insights: Adding high-value ungated content (a community brochure download) on The Preserve community page boosted user engagement and likely influenced higher lead submissions.
- Engagement Opportunities Matter: Younger buyers often need 3 to 5 opportunities to engage before converting. Homebuilders can drive higher engagement and conversion by offering key information upfront and gating exclusive content later.
- Final Thoughts: A blended strategy of gated and ungated content can drive stronger results by effectively catering to diverse audience preferences, enhancing both reach and conversion.
Tips for Creating a successful Grand Opening Program for a new phase or community
Custom Strategies: Tailored for Your Homebuyer’s Journey
As marketers, we face the same big questions:
- How do we capture a homebuyer’s attention without overdoing it?
- How do we engage early-stage buyers without overwhelming them?
- How do we share helpful info while still converting leads?
The answer isn’t a one-size-fits-all solution. But after decades of refining our approach, we know this: success lies in understanding your audience. At Bokka, we create flexible, tailored strategies through constant testing, ensuring we align with your unique goals. Whether it’s gated, ungated, or a mix of both, we build trust—because trust is what turns visitors into buyers.
Maximize Your Content Strategy Potential with The Bokka Group
At Bokka, we specialize in creating tailored, data-backed strategies that speak directly to your target audience. Whether it’s gated, ungated, or a combination of both, we help you refine your approach to maximize engagement and drive sales.
Here’s how we help:
- Custom Strategies: We create tailored solutions designed to meet your marketing objectives
- Engagement-Driven Content: We produce content that resonates with your audience and converts.
- Real Insights: We utilize data-backed strategies informed by real buyer behavior.
Let’s work together to craft a content strategy that turns your challenges into opportunities. Contact us today to get started.
