Market Proof Marketing · Ep 377 - 2025 Builders Show Wrap Up

The 2025 International Builders' Show (IBS) was a compelling experience for the entire Do You Convert team! It was a memorable event filled with many highlights, including presentations from our very own Julie Jarnagin, Karla Tuten and Kevin Oakley! In this episode, the team discusses their biggest takeaways from IBS. Topics covered include: 

• AI Aids in Interior Design
• Storytelling & Data in Marketing
• A Call for More Diverse Perspectives
• Practical AI & Feedback Loops
• Online Sales and Marketing Collaboration
• & Much More!

Below, team members expand upon their key takeaways:

Karla Tuten: 

A whirlwind of inspiration and education is how I would define this past week. The familiar faces of our builder partners is particularly refreshing. With notebooks full of ideas, my biggest takeaway is that there is a real cost to inaction. But on that same note, to be successful at anything is a process, not a product. 

Kevin Oakley: 

Even though the full spring market hasn't appeared yet, the vibe of the show was overwhelmingly positive. Also interesting was that although the overall show attendance was one of the highest in years, the sales and marketing attendance felt lower than in years past (I could be wrong -- but many of the encore sessions were more lightly attended than in prior years). On the other hand, I also spoke to more first-time attendees than perhaps any other year I can remember, and all had good things to say about their experience. 

Of course, this year had more than enough conversation about AI, but it felt like nuance was back a bit more in most sessions. It wasn't as much "adopt A.I. or die" as "be thoughtful and strategic in your limited adoption for now, and pay attention to the future." Finally, I spoke with a few different stock analysts who cover the housing market, and they were mostly aligned that the second half of this year may end up being stronger than the first half - similar to the pattern of 2023's market. 

Mike Lyon: 

It's all about the hall. I'm always able to pick something up from the education sessions but a lot of the learning comes from the direct conversations in the hallways. As long as you are talking to the right people... and there is a high concentration of the right people at the show. 

Jen Barkan: 

This was one of my favorite years. I really enjoyed being able to support colleagues, industry friends and builder partners as they shined on stage. Highlights from my time at the show include:

• Karla's session on brand consistency (commit to the bit!).
• Julie's session on marketing mistakes (make sure you're looking at the RIGHT data!).
• Haley Naebig with NoviHome's session on customer experience, and her quote, "Scared money don't make money!" 

We even had some of our partners spread the good word of online sales and speak on the importance of handoff and collaborating with onsite sales! Speaking of shining, congrats to our online sales specialists who won awards at the Nationals event, too! 

Jackie Lipinski: 

Magic and inspiration happens in those small moments of togetherness, and this year at the show it was no exception. The power of storytelling with marketing was the name of the game, and everyone must embody the brand and communicate it authentically. My other favorite thought-provoking moments was from a presentation from Steve Shoemaker with Ideal Homes, where he emphasized testing ideas with small "bullets" before committing to the big "cannonballs," along with Brian McCarthy with Abrazo and RIoT Technology's survivorship based analogy, which reminds us to challenge assumptions and look for the missing data before making decisions. 

Beth Russell: 

As the Builders' Show came to a close, I found myself gathered with a group of industry leading women in Sales Central, reflecting on the week and our industry as a whole. Our conversations centered around leadership, support, and the importance of creating space - for ourselves, others, and new ideas. What makes the show so special is that there's room for everyone and their unique perspectives and experiences. By sharing our journeys, we help others grow, learn, and feel empowered to step outside their comfort zones. Some of my favorite moments include:

• Steve Shoemaker's honest take on mistakes he made, risks he took, and lessons he learned. 
• Chip Bell's endless charisma on stage, passionately discussing the view from the customer. 
• The Marketing Leadership Collective Dinner at my all-time favorite, China Polblano. 
• Brian McCarthy's natural storytelling ability.
• Craig Neal and Taylor Humphry throwing paper airplanes at us. 
• All. Of. The. Hugs. 

Julie Jarnagin:

What an amazing week with some amazing people! My favorite part of IBS 2025 was spending time with the Do You Convert team and all of our builder partners. Our very own Karla Tuten had an excellent presentation on brand consistency, reminding us just how important it is to reinforce your brand at every single touchpoint. I also heard a fascinating presentation on how AI is being used in the design space on time-consuming tasks and providing designers more time on the creative aspects of their work. 

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