Why Your Sales Funnel Isn't Working (And What to do Instead)

If you’ve been in the building or remodeling world for a while, chances are you’ve heard the term sales funnel more times than you can count. It’s usually describing the customer journey as a wide-open top (awareness) that narrows down through interest, engagement, and eventually leads to a signed contract. And then… the funnel (and sales process) ends. Right? Well, maybe not.

In Episode 48 of The Curious Builder, Mark and Alyssa Abbott, owner of Olive and Vine Socials flip that traditional idea on its head with a concept that feels a lot more aligned with how great builders actually grow:

The Hourglass Funnel.

“It’s the hourglass funnel sales strategy — you start with awareness, nurture them through the funnel, they convert, then flip it over and they become your next funnel.” — Mark D. Williams Let’s break down what that means for your prospective customer journey — and how it can change the way you think about the sales process, referrals, and the marketing funnel as a builder.

Most Builders Get Stuck at the Top

You’ve got a beautiful website. You’re posting on Instagram. Maybe even blogging once in a while. That’s all top-of-funnel activity — it creates awareness. And it’s a great start.

But without a plan to guide people through that interest stage down the sales pipeline and toward a real conversation, most builders end up playing marketing’s version of Chutes and Ladders. One minute someone’s browsing your site — the next, they’re gone.

The fix? Intentionally. Guide that attention into a call to action. There are lots of ways to do this! You can offer a free guide, prompt a consultation, or get visitors on your email campaign list for starters. All raise your conversion rates over time!

As Mark says, it’s not enough to get seen — you need a lead nurturing system that keeps people moving forward.

Don’t Stop at the Sale

This is where the hourglass metaphor really shines.

Most builders stop their marketing once the contract is signed or the project wraps. But that’s the middle of the hourglass — not the end. Because your best leads are often the people who have already loved the customer experience of working with you.

“Once a client converts, the funnel should widen again — they become ambassadors, repeat customers, and your best source of warm referrals.” — Mark D. Williams

Think of it this way: a client who loves their custom home may return for a guest house, ADU, or remodel. Even better? They tell their friends. Their co-workers. Their in-laws. Those customer testimonials bring your next round of business — and it’s more valuable than any cold lead generation.

Warm Leads Always Win

Cold outreach can be tempting. Buy a list. Blast an ad. Hope something sticks. But in construction — where trust is everything — warm leads convert better every time.

“If you buy an email list, you’re blasting people who don’t want you there. That’s not the point — you want warm leads who trust you.” — Mark D. Williams One of the most important ways to do this is to build trust. In the custom home world, tools like blogging and Pinterest can make all the difference! 

By investing in platforms like Pinterest (a search engine for inspiration), blog content, and email marketing, you’re building trust before a lead even reaches out. By the time they do, they’re not shopping around — they’re ready to sign because they already feel like they know you. “Done right, your blog and Pinterest traffic keep working for you — even when you’re not.” — Alyssa

Don’t Shortcut the Process

Building a great funnel takes time. But trying to speed it up with spammy emails or cold DMs can actually hurt your brand. “Once you’ve built the engine, you can dial it up or down — but turning it off drains the bathtub.” — Mark D. Williams

Marketing is cumulative. Skip it for a few months, and you’ll feel the dip. That’s why consistency is so important — even if it feels slow. Authentic, steady marketing builds a durable business.

Learn more about the power of Pinterest and blogging here!

Consistency Beats Volume

You don’t need a huge audience. You need the right audience — people who value what you offer and trust you enough to hire you. And the best way to reach them? Keep showing up with value.

Whether that’s sharing behind-the-scenes content on Instagram, writing educational blogs that answer your clients’ real questions, using Pinterest to build visibility months (even years!) ahead of the sale, or sending helpful emails that nurture leads and reconnect with past clients, the key is consistency over volume. It’s what keeps your hourglass funnel flowing from top to bottom — and back again.

The Sales Funnel Takeaway

Your marketing doesn’t stop when a project ends — it evolves. When you nurture the right relationships, your clients don’t just disappear. They become your greatest advocates, your repeat business, and the future of your company!

In an industry built on trust and reputation, that’s where the real momentum comes from.

Want to Build Your Own Hourglass Sales Funnel?

Book a 1:1 consulting session with Mark to map out your strategy, or contact Alyssa to get started with blogging, Pinterest, and email marketing!