Hendel Homes: A brand-first marketing playbook that builds trust

Hendel homes has clearly focused on building a solid trustworthy brand for many years. In this video I dive into their impressive Instagram account, some thoughts on why they're ranking so well in AI search results, and some thoughts on their beautiful branding.

Continued Reading

The blog post below was generated by AI from the video transcript, I didn't proofread, so read with caution :).

Instagram is the engine

I liked a recent video that pulled 233 likes and 25 comments. They have almost 80,000 followers. That is strong, real engagement for a luxury builder.

They also create Instagram-native pieces. One post looked like it was shot and edited on a phone, made for vertical. It covered a catered event they hosted. I love that. When you sell multi-million dollar homes, the client experience starts long before a contract. Hosting thoughtful events builds trust and keeps relationships warm, even with people who have not hired you yet.

They also tag partners in their posts. Architects, designers, trades, and vendors get credit. That signals respect and helps everyone’s reach. It also says, we care about our reputation and our relationships.

T-shaped distribution, not spray-and-pray

Instagram is the focus. When a post fits, they share it to LinkedIn and Facebook. I saw consistent posting on Facebook across late August, with solid traffic. It is a passive approach on the secondary channels, but it still works because the core is strong.

Houzz matters less at the high end

Industry-wide, Houzz seems less central for high-end custom homes. Their last reviews were in 2022 and 2019. That lines up with what I am seeing across the category.

AI search vs classic SEO

In AI results, Hendel Homes often shows up first. Perplexity and Google’s AI answers both surface them for “best high-end custom builders in Minneapolis.” In the classic search results for the same query, they appear lower, behind builders who likely optimize homepages for keywords like “Twin Cities custom home builder.”

Why the gap? Hendel leans into brand, PR, and a broad internet footprint. Their homepage is minimal, with a beautiful hero video and a clean menu. No keyword stuffing. On location-specific searches like “Excelsior, Minnesota,” they sit at the top of Google Maps and climb higher in organic results. One result that ranks is a blog post, not just the homepage. That is what a real footprint looks like.

Small note, Reddit ranks high in many of these searches. If you want an easy on-ramp to AI visibility, add helpful comments in relevant threads. I added a short, value-first note mentioning Hendel in a “best builders in Minneapolis” thread. Nothing spammy, just useful context.

Design choices that signal trust

Their branding feels like a luxury interior, calm and deliberate. Two details stand out.

• Low contrast, not loud contrast. The palette is soft. Text uses dark gray, not solid black. It feels grounded and premium.
• Contrast of scale. Elegant brands mix very thin details with very large elements. Think fine serif points next to big type, with small supporting labels below. That takes a careful hand on the web because everything still has to be legible on every device.

This is where a professional designer earns the fee. If you sell luxury, the website should make people feel trust before they read a single line. Hendel’s site does that.

Relationships on display

The Meet Our Team page ends with affiliations and collaborators. I like this a lot. It is understated, but it takes real work to curate. You have to stand behind each partner and manage the politics of who appears. That is the point. In a trust-based industry, your network is part of your product.

You see the same mindset on social, where they tag collaborators. It is generous, and it builds a bigger, better circle over time.

What I like most

• A T-shaped social strategy, deep on Instagram, shared to other channels when it fits.
• Real client experience, events with food and hospitality that build long-term trust.
• Brand and PR that show up in AI results, while others chase only technical SEO.
• A luxury website that uses restraint, low contrast, and smart scale.

Build the brand, and the algorithms will follow.