How Modular Leaders Leverage Social Media as a Revenue Driver

00:00 – Live from World of Modular (kind of)

05:00 – What These Leaders Actually Post on LinkedIn

10:30 – Should You Worry About Competitors Seeing Your Strategy?

17:00 – The Blurry Line Between Personal and Professional

26:00 – Hashtags, Tagging, and Getting Seen Without Being Spammy

32:00 – Real Advice for Anyone Trying to Grow on LinkedIn

This episode brings together four of the most active and influential voices in modular construction. Each guest brings a unique perspective on brand-building, social media, and where the industry is headed.

• Steve Dubin is the Modular and Offsite Business Development Manager at Rmax, known for using LinkedIn to drive measurable sales through consistent, value-led content.

   

• Merrick Macomber is the founder of Modular Maven and Chief Culture Officer at Autovol and Prefab Logic, where she leads with culture and people-first storytelling.

   

• Chad Crosby is the founder and CEO of Halo Halo, a transportation company serving offsite construction, using LinkedIn to highlight customer wins and build industry relationships.

   

• Heather Wallace, Communications Director at Momentum Innovation Group, served as the guest host for this episode and originally moderated the World of Modular panel.

Each guest shared how they approach posting on LinkedIn—and none of it involves aggressive product promotion. Steve highlights product benefits and tells customer stories. Merrick showcases company culture and celebrates the people doing the work. Chad documents modular projects in progress and isn’t afraid to tag clients directly. Beth shares Venveo’s approach to breaking the status quo in building materials marketing.

The thread across everyone’s strategy? Add value. Tell stories. Be consistent.

One of the biggest takeaways from the group is how culture plays into brand. Merrick emphasized how sharing stories about team members and workplace experience builds brand equity in a way that’s hard to replicate. When people want to work with you—not just your company—that’s when you’re winning.

Heather notes that great culture can’t be faked. People see it. And more importantly, they share it.

Many manufacturers worry about being “too public” online—thinking it opens the door for competitors to steal leads or customers. But the panel pushed back.

If the only reason someone isn’t working with your competitor is because they don’t know who your customer is, that’s a weak relationship. As Steve says, “Be better than your competitors online. Then be better than them in person.”

The conversation got candid when the panel shared mistakes and lessons learned about blurring personal and professional boundaries on LinkedIn. Merrick recalled a post about flying private that didn’t land well in the affordable housing sector. Chad shared where he draws the line based on personal values.

Everyone agreed: if you’re building a presence to support a brand (even if it’s your own), it comes with responsibility. That doesn’t mean being fake. It means being thoughtful.

From tagging peers to using modular-specific hashtags, the panel walked through what they’ve tested, what works, and what feels annoying. Pro tip from Steve: don’t overdo the hashtags or you’ll look like “a vegan teenager on Instagram.”

There’s no single formula, but the general advice is:

• Use hashtags to increase discoverability, not clutter
• Only tag people if they’re actually relevant
• Be intentional with every post—readers can tell

• Steve: Start now. Do it often. Be patient. Almost all of his pipeline now starts on LinkedIn.

   

• Merrick: Be authentic. Don’t chase stats. Focus on strengthening relationships.

   

• Chad: Post what you’re proud of. Engage with customers. Don’t pitch in the DMs.

   

• Beth: Share your expertise freely. Add value first. Trust the process.

   

The Smarter Building Materials Marketing podcast helps sales and marketing professionals find better ways to grow leads, sales and outperform the competition. It gives insights, examples and shares stories about how to create a results-driven digital marketing strategy for building products and construction companies of any size. SBMM is co-hosted by Venveo’s Founder, Zach Williams and Venveo’s CEO, Beth PopNikolov.