An important element of the modern buying journey involves what marketers call the "dark funnel"—invisible, informal decision-making activities conducted through private messaging platforms, social media direct messages, and discussion forums such as Reddit. Although these interactions significantly impact buying decisions, they typically don't appear in traditional marketing analytics.

To effectively capitalize on the dark funnel, builders should strive to create engaging, shareable content that homeowners are likely to discuss and recommend privately. Evaluate your content strategy regularly: Does your content have sufficient depth, intrigue, or practical utility to encourage private sharing among friends or colleagues?