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Kevin Oakley welcomes Trevor Bacon, Chief Executive Officer of Parcl and Parcl Labs, to examine how real-time real estate data and market-based signals are changing the way housing markets are interpreted. 
Drawing on financial-market frameworks applied to residential real estate, Trevor explains why traditional pricing indexes often lag reality and how alternative signals—like sentiment and probability—can offer earlier insight. 
The conversation invites builders and housing leaders to think more critically about timing, risk, and how market narratives are formed.
Key ThemesReal-Time Pricing vs. Backward-Looking Housing Data


• Most housing data describes where the market was, not where risk and opportunity are forming next

• If pricing moves faster than reporting, how many decisions are already outdated by the time they’re made?

• Treating housing like a slow-moving asset may be the most dangerous assumption builders still hold

Prediction Markets and the Future of Market Signals


• Markets reveal more truth when people put capital behind beliefs, not opinions

• What would change if builders watched probability and sentiment instead of headlines and forecasts?

• The next competitive advantage may come from understanding expectations, not just transactions

Follow Trevor, Parcel Labs, and Learn More

• Trevor Bacon on LinkedIn
• Jason Lewris on LinkedIn
• Tampa's Hidden Supply Pipeline: Land Banking Fuels Mounting Market Pressure

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Julie Jarnagin, Beth Russell, and Caroline Collard discuss end of year plans, trends, and truths. 
From major brands’ flops to risky tactics built on good science, the team helps marketers chart a path through end of year planning that leans into what works and away from fads that will only dilute brand reputation in the year ahead.Story Time

• Beth – With costs top of mind, buyers need a vision before they’ll fall in love with a home
• Caroline – Write down your goals now before the year ahead buries them in busy-ness
• Julie – Goldilocks-ing content plans for 2026: finding the just-right-ness between structure and flexibility

In the News

• What View/Save Ratios Reveal About Buyer Engagement on Real Estate Portals
• McDonald’s Pulls Down AI-Generated Holiday Ad After Deluge of Mockery
• Brands look to experiential marketing as antidote to AI slop, digital fatigue
• Negativity Bias: Why Customers Don’t Want Anything To Do With You (And What To Do About It)
• Google updates links in AI Mode and expands Web Guide test in all tab

 

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Kevin Oakley and Jackie Lipinski welcome a very special guest into the podcast studio. Caroline Collard is Do You Convert’s newest Marketing Coach, manages the Marketing Strategist team, and is lauded as DYC’s digital strategy secret weapon. With Caroline’s keen perspective in the mix, the team discusses end-of-year campaigns, video trends, 2026 market forecasts, and whether OpenAI goes from red to dead as Google surges ahead. 
From consumer data use tactics to the trust gained from putting in real work, they share insights on the latest marketing trends and updates, giving homebuilder marketers room to reflect on the strength of their own consumer-facing signals and strategies headed into 2026.
Story Time

• Caroline – Spotify Wrapped data assumptions: the good, the bad, and the funny
• Jackie – Brand promos are wearing out their holiday welcome in Jackie’s text messages
• Kevin – Kevin yearns for signals of effort that grow weaker as simulated intelligence replaces effortful thinking

In the News

• OpenAI hits pause on ChatGPT ads as CEO declares a ‘code red’
• Publishers turn to vertical video to compete with creators and grow ad revenue in 2026
• Zillow economists say the housing market will warm up in 2026, with more sales and modest price growth

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Julie Jarnagin joins Beth Russell on this special Thanksgiving edition to tackle the challenges marketers face in a world overflowing with information and AI slop.
From breaking out of narrow thinking to sparking authentic connections with your audience, they share practical ways to transform your marketing by starting with the underlying thoughts that ultimately shape strategy. 
Learn how to stand out, ignite that spark, and stay ahead before an avalanche of AI noise drowns out your message.Story Time

• Beth - Can a brain scientist teach marketers how to avoid categorical thinking traps?
• Julie - A school tour sheds light on building a great onsite experience

In the News

• Meta's AI tools are going rogue and churning out some very strange ads
• Adobe to buy Semrush for $1.9 billion
• As AI slop spreads on social media, brands have lessons to learn

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Host Kevin Oakley joins Jackie Lipinski in the studio to discuss technology, change, and the inevitability of pain. Kevin shares cogent examples (like choosing not to participate in a bad economy through a 500% tip) to illuminate counterintuitive mindset moves to keep builders moving forward. 

From the struggles that shape resilience to the real story of search data for builders, this episode is a reminder that you don’t have to internalize the valley, or the narrative.

Story Time

• Jackie – Pain points and growth spurts look the same in retrospect
• Kevin – If seemingly constant change has you reaching for more control, choose focus over fakes

In the News

• Post to Google Business Profiles: An Untapped Realm in the Building Industry
• October 2025 Monthly Housing Market Trends
• Scams at Scale
• State of Search Q3 2025

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Nick Aufenkamp, founder of DIY Home Buyer Academy, joins Kevin Oakley to explore how transparency, data, and evolving buyer agency are rewriting the rules of real estate. Kevin and Nick share surprising takes on the current and future state of the Zillow + ChatGPT partnership. From start to finish, this episode is brimming with insights on what happens when buyers start leading the process themselves.
AI & the Mirror Effect

• Tech is giving us a mirror; turn it into a map
• New tools are revealing what buyers actually trust and why
• Nick’s own emotional arc with Zillow’s ChatGPT experiment: from frustration to fascination

Agency After the NAR Settlement

• The settlement flipped on the lights, yet shadows from the past still linger
• Why buyers now want (and expect) more control in every transaction
• How builders can back empowered buyers without burning agent bridges

Follow Nick on LinkedIn and Youtube:https://www.linkedin.com/in/nickaufenkamp/https://www.youtube.com/@DIYHomebuyer

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Julie Jarnagin joins Beth Russell and Jackie Lipinski to explore what today’s challenges can teach marketers about grit, growth, and grace. From marketing merit badges to limiting factors, they discuss the perspective and strategy builders need to finish the year strong.Special Announcements

• Market Proof Marketing Academy 2026 is open for registration! A high-energy, hands-on virtual event designed to fast-track marketing mastery for homebuilder marketers. Space is limited - save your spot before it’s gone.

Story Time

• Beth – Redefining wins beyond sales and measuring momentum that moves the business forward
• Jackie – Three quotes to keep every recovering perfectionist grounded and thriving
• Julie – Leadership means being the calm in Q4

In the News

• https://www.doyouconvert.com/blog/the-limiting-factor-to-sales-results/
• Zillow Pulls Matterport Tours from Listings (Blames CoStar)
• 10 Surprising Takeaways from the Minds of Today’s Homebuyer 
• Google Officially Shuts Down Privacy Sandbox 

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On this bonus episode, Qadra Evans, Director of Industry & Partner Engagement at Zillow, joins host Kevin Oakley for a look inside how one of the most-used housing platforms is adjusting to new demands in buyer behavior, builder engagement, and affordability. This conversation breaks down what’s evolving and how builders can interpret the signals.Tools That Reflect the Moment

• From dream browsing to financial fit: affordability filters get real
• Listings trends are shifting from static to cinematic (and the scroll times prove it)

Signals from the Buyer Side

• The new new construction buyer: Gen Z (and their parents)
• Which considerations are rising fast in buyer decision-making?

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Kevin Oakley joins Julie Jarnagin and Beth Russell for conversations on ChatGPT considerations, Sora’s impact, shutdown shockwaves, and Halloween costumes. 
Whether you love or hate the rapid pace of change lately, this episode dives into the major shifts shaping the market and more.Special announcementsInterest in the January Market Proof Marketing Academy is at an all-time high, with a record number of people on the list. Tickets go live this week, so make sure to grab your spot before it’s full! You can find out at the link above.
Key Topics

• OpenAI’s newest feature - Is the “app within the app” ahead of its time or an empty gimmick?
• A sea of content - Questioning the repercussions of AI’s explosive growth in video content creation
• Furloaned - How to prepare for the extended consequences of the current government shutdown

Listen in and send us your thoughts and questions. 

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Fresh from the Summit, Kevin Oakley sits down with Rachel Spaugh for Office Hours to debrief on what stood out most. From how AI is reshaping content to how marketers can hand off great ideas to sales without losing trust, this one’s all about clarity, compression, and exerting creative control without chaos.When More Isn’t Better

• Faster isn’t smarter when the message is empty
• Real examples from Kevin and Rachel reveal why less content often hits harder

Holding Tension and Building Trust

• Every email is a promise worth keeping
• The smartest marketers surface friction early, turning lessons into loyalty