September 24, 2020

Ep 119: Marketing with a Capital M with Steve Whaley

1 hour 9 minutes

Market Proof Marketing · Marketing with a Capital M with Steve Whaley

Steve Whaley

We are joined by Steve Whaley, Director of Corporate Marketing at Fischer Homes, to discuss how research, data and inter-departmental alignment drives his organization’s marketing strategy. Plus, it’s PSL season! Kevin likes them, Julie doesn’t, and Andrew resists.

Story Time (2:08)

Andrew could not find pictures of his community’s model on his builder website, but it was on a syndicate website. If you’re not getting traffic for your own homes and communities, someone else is.

Julie finally refinanced and the process was enjoyable(ish)! That also begs the question… would you be happy in your home until you recoup the expense of refinancing?

Kevin has a new favorite story… a new builder partner is hitting it out of the park, but doesn’t understand why ad strategy is the driver. Kevin loves explaining why.

Event Updates (18:23)

Online Sales & Marketing PULSE, October 6-7 – 200+ tickets sold! Get yours now at dycpulse.com.

Davies Imaging is the 18th sponsor!

Also… Professor Oakley in the works?

In the News (20:51)

Opendoor is official going public (Inman.com)

8 major Google ranking factors – SEO guide (SearchEngineLand.com)

Millions Are House-Rich but Cash-Poor. Wall Street Landlords Are Ready (WSJ.com)

Teaser update on the Facebook pixel… more to come!

360 Topic of the Week: Marketing with a Capital “M” with Steve Whaley (37:33)

Steve is Director of Corporate Marketing for Fischer Homes, which operates in six markets and is on track to close 3,000 homes this year. Tune into this interview to learn:

How Steve was an early adopter of the online sales model, and worked with Mike Lyon even before Kevin did

How their online sales team has grown to 8 Online Sales Specialists and is centralized like the other major departments

Steve’s approach to data analysis and research in marketing and the larger role of marketing within his organization

Side note: Steve has two people with math degrees on the marketing team.

Why inter-departmental alignment is critical

His career journey from CPG to candy to homebuilding

Fischer Homes sales were up 138% in June 2020 – how his team was prepared for the changes brought on by the pandemic

Resources Mentioned:

Ep 56: Camping with Carrie Rogiers

Fischer Homes’ Sales Up 138% in June (BuilderOnline.com)

Questions? Comments? Email [email protected] or call 404-369-2595 and we’ll address them on the next episode.

More insights and opportunities in the Market Proof Marketing Facebook group.

Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes

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A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, and others from Do You Convert will break down the headlines, share best-practices and stories from the front line, and perform a deep dive on a relevant marketing topic. We’re here to help you – not to sell you!

The post Ep 119: Marketing with a Capital M with Steve Whaley appeared first on Online Sales and Marketing for Home Builders - DYC.

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By Kevin Oakley: New Home Marketing from Do You Convert

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