Three groups. Local associations in resort and second home markets at roughly your size. The associations running the best media operations in the country, regardless of size. And every Pennsylvania local plus the notable Northeast peers. Nothing here is estimated. Where a figure is not published, the cell is blank rather than guessed.
NAHB publishes a free Social Media Playbook. Almost nobody in the sector follows it. The guidance is specific and you are at the floor of every band.
| Rule | NAHB guidance | Where you are |
|---|---|---|
| Instagram cadence, year-round | 1-4 posts per week | 395 posts over ~5 years is about 1.5 per week - inside the band, but at the floor. |
| Instagram cadence, during events | 3-5 Story frames PER DAY | The gap is concentrated in event weeks, not baseline weeks. This is the cheapest available lift. |
| Facebook cadence, during events | 1-2 posts per day | Not currently done. |
| Content mix - the 5:3:2 rule | 50% curated industry content, 30% original promotional, 20% relatable/human | PBA's feed is heavily weighted to original promotional (event flyers). Curated and human content are underused. |
| Primary metric | Engagement rate, not followers. NAHB's cited Facebook benchmark: 3.65% average engagement rate by impressions. | Not currently tracked. |
| Hashtags per post | Instagram 0-1 · Facebook 10+ · LinkedIn 3-5 · Twitter 1-2. Specific beats generic - '#HomeTrends' outperforms '#trends'. | Uses #build #remodel #repair in bio. |
| Caption length | Instagram 50-100 characters · Facebook 40-80 · LinkedIn 138-150 | Not currently a constraint applied. |
| Free national toolkits | New Homes Month (April) and Careers in Construction Month (October) ship graphics, customizable posts, a consumer video, press releases, flyers and posters at no cost. | Not currently used. Both align with existing PBA events. |
Built from the dated event calendars of ten associations plus NAHB's national calendar, then mapped onto your own events. Gold rows are the peaks. The red row is June, the highest volume content month for every peer, and the month you publish nothing into.
Each one tied to a named association that has already proven it works at this scale. Ordered roughly by return per hour for a one person operation.
13 subscribers but 589,775 channel views. Four cuts of one 2026 Home Show shoot pulled 87,882 / 73,324 / 51,319 / 50,031 views. Their organic 17-minute tours got 41-72. PBA already owns 118 videos to cut from.
Their Home Expo preview episode is their best-performing video; their Parade special edition featured two Parade builders AND two Parade sponsors in one episode.
34 episodes, hosted by the EO. Converts the show from a content cost into a recruiting pitch and a revenue line - and permanently solves guest booking.
Static seminar-graphic Reels: 288-574 plays. Phone-shot '7 things I found at the Southern Home & Garden Show': 4,690 plays. 8-16x difference.
NCHBA has shipped this weekly since 2017 - 156 videos, single camera. BIAW runs the same thing as numbered 'The Hammer' episodes with funny titles. Small audience, but the right 300 people.
BIAW published 14 near-identical 'Priced out of housing in ___' videos the same day. PBA version: Stroudsburg, East Stroudsburg, Mount Pocono, Tobyhanna, Milford, Jim Thorpe.
13 individual City Council candidate videos plus a 'Go Vote' video. Every candidate has a personal incentive to share association content with their own network.
Running annually since 2018 and the backbone of a 404-video library. Gives the association months of promotional drip instead of one weekend of coverage.
'Step into Home #9 by @buffumhomes' - 799 to 2,816 plays each; the pre-Parade teaser hit 5,580. Their golf recap got 330.
@triangleparade has 9,400 followers - far more than either host association. Consumers follow a home tour; they do not follow a trade association. Three NAHB Best Website winners used this split.
Won a 2024 NAHB Best Publication for the PDF, then published the video version. One research effort, two award-eligible assets, two audiences.
Only four Communications subcategories exist. The 2024 Best Web 2.0 winner was a podcast with 1,800 total views - PBA's channel has 16,296. Six PA peers have won PBA or NAHB awards; Pocono has none on record.
Almost no association in the national comp set publishes attendance. Publishing verified numbers makes PBA the sourceable figure in the region - useful for booth sales and press.
Converts the show from a revenue event into a membership acquisition machine. Two tested pricing models to choose between.
Cape Cod mails 10,000+ qualified affluent homeowners twice a year; NAHB recognized it. Berks won NAHB and PBA Best Publication with the same idea. Monetizes the second-home owner directly - Pocono's untapped audience.
The single highest-value consumer program a local can add, and it monetizes builders directly rather than exhibitors. No PBA Northeast-region local runs one. NIBCA's Parade grossed $156,948 against $66,306 of cost.
Search it or filter by group. Your row is highlighted. A blank cell means the figure is not published, never zero, and most associations in this sector publish almost nothing about themselves.
| Association | State | Members | Show | Parade | Pod | Most notable program | |
|---|---|---|---|---|---|---|---|
| Pocono Builders Association Rural / mountain second-home | PA | 120 | ✓ | – | ✓ | 835 | Greater Pocono Home & Outdoor Living Show at Kalahari Resorts; 'Member Speak' podcast |
| HBA of Northwest Michigan Lake resort, 8 rural counties | MI | — | ✓ | ✓ | ✓ | 634 | 'Building Better' podcast hosted by the Executive Officer; Parade of Homes LEGO contest |
| North Idaho Building Contractors Assn Lake / mountain resort, 5 counties | ID | — | ✓ | ✓ | – | 903 | Form 990: home show 101 booths / 2,969 attendees / $35,867 cost; Parade 15 homes / 2,886 attendees |
| Flathead Building Association Glacier NP / Flathead Lake second-home | MT | 550 | ✓ | ✓ | – | 349 | Home & Garden Showcase is MEMBERS-ONLY for exhibitors - show doubles as recruiting |
| Black Hills HBA Black Hills tourism, 5 counties | SD | 670 | ✓ | ✓ | – | — | 400+ booths / ~7,000 attendees; non-members pay ~50% booth premium; Parade app |
| Central Oregon Builders Association High-desert resort, 11 counties | OR | 700 | – | ✓ | – | 3,100 | Free two-weekend Tour of Homes with its own domain + branded iOS/Android app |
| Southwest Montana BIA Mountain resort (Big Sky), 3 counties | MT | — | ✓ | ✓ | – | 756 | GRIP workers-comp safety program; Bozeman Construction Academy partnership |
| Nevada County Contractors' Association Sierra foothills rural (builders exchange) | CA | 340 | – | – | – | 651 | Staff of 4 including a planroom reporter; annual Guide for Building & Remodeling |
| Contractors Assn of Truckee Tahoe Tahoe ski / second-home | CA | 400 | – | – | – | 757 | CATT 401(k) Syndicate + Employee Mortgage Program - best non-dues member benefit found |
| Mid-Minnesota Builders Association Brainerd Lakes cabin market, 3 counties | MN | 200 | ✓ | ✓ | – | — | Home show co-produced with the Chamber of Commerce; 180+ vendors |
| Lake Region Builders Association Otter Tail / Becker lakes cabin, 5 counties | MN | — | ✓ | – | – | 250 | 'Home & SPORT Show' - boats/ATVs merged with building; produced with a radio group |
| Summit County Builders Association Ski resort (Breckenridge/Keystone) | CO | 160 | – | ✓ | – | — | 28th annual Parade of Homes; 'Toolbelt Scramble' golf |
| Door County HBA Peninsula vacation-home market | WI | — | – | ✓ | – | — | Membership is personal, not corporate; ran a fully virtual Showcase in 2020 |
| HBA of Southwest Colorado (dissolved) Mountain resort - CAUTIONARY CASE | CO | 250 | – | ✓ | – | 424 | Collapsed after $186K executive embezzlement; Parade survived as a separate nonprofit |
| HBRA of Cape Cod Coastal peninsula second-home | MA | 300 | – | – | – | 3,000 | 'At Home' magazine - 11,000 per issue, 8,300 direct-mailed to affluent Cape Cod property owners |
| Outer Banks HBA Barrier-island rental/investment | NC | 500 | ✓ | ✓ | – | — | Two-event split: March B2B Trade Expo + October consumer Parade; ticket stub = ballot |
| Hilton Head Area HBA Resort island / retiree second-home | SC | 500 | – | – | – | — | LightHouse Awards run on a hosted Awardify platform; CEO title rather than EO |
| Builders Assn of the Blue Ridge Mountains Mountain / second-home | NC | 1,200 | ✓ | ✓ | – | 5,400 | Rebranded off a city name to a mountain-range identity; publishes dues; Parade cover auction |
| Horry Georgetown HBA Myrtle Beach resort / retiree | SC | — | ✓ | – | – | — | TWO consumer shows a year; 2025 spring show 300+ exhibitors, floor grew 66K to 100K sq ft |
| Brunswick County HBA Coastal retiree / golf community | NC | 300 | – | ✓ | – | — | 2024 Parade: 44 entries including 7 virtual-tour-only and 7 renovation entries |
| Lake Norman HBA Lake / second-home | NC | 280 | – | – | – | 1,100 | 'Best of the Lake' awards branded to the lake, not the association; single annual sponsor bundle |
| Smoky Mountain HBA Appalachian cabin market | NC | 200 | – | – | – | — | CAUTIONARY: Pocono-scale mountain association with essentially no owned media |
| BIA of Okaloosa-Walton Counties Emerald Coast beach resort | FL | 200 | – | ✓ | – | 629 | Documented retention turnaround via monthly breakfasts with county officials + social events |
| Eastern Shore BIA Ocean City coastal / beach | MD | 200 | – | – | – | — | Publishes flat dues ($355 builder and associate); big local show is run by a private promoter |
| Shore Builders Assn of Central NJ Jersey Shore coastal, 4 counties | NJ | — | – | – | – | 1,200 | 'Bulletin Board' print magazine; writes up members' state/national award wins as news |
| Lakes Region Builders & Remodelers Assn Lake Winnipesaukee second-home | NH | — | ✓ | ✓ | – | 1,200 | Parade timed to Columbus Day leaf-peeping traffic; Parade has its own social brand |
| Vermont Builders & Remodelers Assn Rural statewide / ski second-home | VT | — | – | – | – | 1,200 | 44-year-old Better Home Awards on its own consumer domain (bhavermont.com) |
| HBA of Delaware Statewide incl. Sussex beach resort | DE | 350 | – | – | – | — | Delaware Real Estate Summit - a paid B2B conference instead of a consumer show |
| HAVAN (Homebuilders Assn Vancouver) Metro (Canada) - media benchmark | BC | — | – | – | ✓ | — | 'Measure Twice, Cut Once' - 93 eps across 8 sponsored seasons, hosted by paid broadcast professionals |
| HBA of Greater Kansas City Metro | MO | — | – | – | ✓ | 2,400 | 'HBA After Hours' - weekly, hosted by the EVP with a rotating member co-host bench |
| Triangle Parade of Homes (HBA Raleigh-Wake) Consumer event brand | NC | — | – | ✓ | – | 9,400 | Largest HBA-adjacent Instagram found - branded as the EVENT, not the association |
| Tampa Bay Builders Association Metro | FL | — | – | – | – | 5,700 | Highest-follower association-branded IG found, on only 239 posts (~24 followers/post) |
| HBA of Greenville Metro | SC | — | ✓ | – | – | 4,100 | Phone-shot '7 things I found at the show' Reel hit 4,690 plays vs 288-574 for flyer graphics |
| HBA of Greater Grand Rapids Metro | MI | 450 | – | ✓ | – | 3,400 | Numbered 2-minute Parade home walkthrough Reels tagging each builder (800-2,816 plays) |
| HBA of Greater Austin Metro | TX | 800 | – | – | – | 3,100 | Highest post volume of any HBA account found; bio functions as a landing page |
| Southern Utah HBA Resort / retiree growth market | UT | — | – | ✓ | – | — | 'Path to Parade': one 1-2 min video per builder filmed DURING construction, since 2018 |
| BIA of Washington State association | WA | — | – | – | – | — | 'Priced out of housing in ___' - one script, 14 localized cuts published the same day |
| NC Home Builders Association State association | NC | 16,000 | – | – | – | — | 'What's Happening at the Legislature' - 1-3 min weekly recap, unbroken since 2017 |
| BIA of Northern Kentucky Metro (201-600 division) | KY | — | – | – | – | — | Four NAHB communications awards 2023-24, incl. a separate workforce site HeritageTradesAcademy.com |
| Greater Orlando Builders Association Metro (601+ division) | FL | — | – | – | ✓ | — | 'GOBA Blueprint' podcast won 2024 NAHB Best Web 2.0 with 1.8K views / ~100 watch hours |
| HBA of Fayetteville Metro (201-600 division) | NC | — | – | – | – | — | 'Fridays With Fryer' weekly EO-on-camera series - 2024 NAHB Best Web 2.0 winner |
| Gold Coast Builders Association Metro | FL | — | – | – | ✓ | — | Free podcast episode for every new member + sponsor guest slots - but the public RSS feed died in 2022 |
| Rhode Island Builders Association State association | RI | 1,000 | ✓ | – | ✓ | 1 | Weekly 7-16 min two-host show = the newsletter read aloud. Lowest-effort sustainable format |
| BIA of San Diego Metro | CA | — | – | – | ✓ | — | 'BIA Talks' - 24 episodes, semimonthly since Feb 2025 |
| NAHB (national) National association | DC | 140,000 | – | – | – | — | @nahbtv: ~2 videos/week; also publishes a free HBA Social Media Playbook (5:3:2 rule) |
| York Builders Association York County | PA | 400 | ✓ | ✓ | – | 1,200 | WorkforceNOW(R) brand + award-winning trade education videos; sells digital marketing packages |
| Builders Assn of Metropolitan Pittsburgh 6 counties | PA | 400 | ✓ | ✓ | – | 1,600 | Pittsburgh Housing Conference (March) + Festival of Homes (October) |
| HBA of Bucks & Montgomery Counties 2 counties | PA | 400 | – | – | – | 1,500 | Synergy Awards Gala |
| BIA of Lancaster County Lancaster County | PA | 370 | ✓ | ✓ | – | — | Spring Home Show plus a Parade of Homes; multiple PBA Best Publication awards |
| BIA of Philadelphia Philadelphia | PA | 334 | – | – | – | 3,500 | Builders Conference + Builders Open instead of a consumer show; strongest PA Instagram |
| HBA of Chester & Delaware Counties 2 counties | PA | 300 | – | – | – | — | Publishes a full five-tier dues table ($1,750-$4,950 all-in) |
| HBA of Metropolitan Harrisburg 4 counties | PA | 300 | ✓ | ✓ | – | 317 | $400,000+ raised for scholarships; 3x yearly Food Truck Festivals drawing 800+ |
| HBA of Berks County Berks County | PA | 200 | ✓ | – | – | 135 | 'At Home in Berks' magazine - Best-in-State 2012, Best-in-Nation 2013; 40,000 readers, quarterly |
| Lebanon County Builders Association Lebanon County | PA | 170 | ✓ | – | – | — | NAHB Best Home or Trade Show 2016 (4,000+ attendees) and Best Non-Dues Revenue 2018 (bingo) |
| Lehigh Valley Builders Association Lehigh & Northampton | PA | 160 | ✓ | – | – | 241 | 35th annual Awards for Professional Excellence; $1,000 scholarships + $500 tool awards |
| West Branch Susquehanna BA Lycoming & Sullivan | PA | 150 | ✓ | – | – | — | 60th Annual Home Show at Lycoming Mall; construction Explorer Post |
| Wayne Pike Building Industry Assn Wayne & Pike (adjacent to Monroe) | PA | 125 | – | – | – | — | August Backyard Raffle of member-donated items; A.C.E. Awards with 30+ categories |
| Carbon Builders Association Carbon County (borders Monroe) | PA | 80 | – | – | – | — | Designer Purse Bingo, hockey/baseball outings, toy drive, school bus shelters |
| HBA of Northeastern PA 4 counties (Wyoming Valley) | PA | — | – | – | – | — | Part-time operation; incomplete rebrand (email domain still bianepa.org) |
| Pennsylvania Builders Association (state) State association, 27-30 locals | PA | 4,000 | – | – | – | — | Workers' Comp program (~$9M premium), Member Rebate Program, free PA One Call credit |
| Long Island Builders Institute Nassau & Suffolk | NY | — | – | – | – | 4,200 | Largest Northeast local-association Instagram found |
| Capital Region Builders & Remodelers Assn 12 counties incl. Adirondacks | NY | — | – | ✓ | – | 875 | Capital Region Parade of Homes on its own domain; owns its HQ building |
| Builders & Remodelers Assn of Greater Boston Greater Boston | MA | — | – | – | – | 2,600 | PRISM Awards gala instead of a consumer show |
| Maryland Building Industry Association Statewide Maryland | MD | — | – | – | – | 2,000 | Maryland Awards of Excellence |
| HBRA of Maine Statewide Maine | ME | — | – | – | – | 744 | Statewide association at roughly Pocono's Instagram scale |
| New Hampshire HBA Statewide NH, 4 regional chapters | NH | 600 | ✓ | ✓ | – | 212 | NH State Home Show + Cornerstone Awards; Instagram account is dormant (0 posts) |
| HBRA of Connecticut Statewide Connecticut | CT | 900 | – | – | – | — | 'Connecticut Builder' magazine - 2023 NAHB Best Publication; mailed to every state legislator |