Market Proof Marketing: Home Builder Marketing Insights

Kevin Oakley, Julie Jarnagin and Jessie Suggs sit down on Halloween for episode 360! This week's episode kicks off with holiday prep, and avoiding going into hibernation during the winter holiday months. Also in this episode, Jessie recaps the Q3 2024 Online Sales and Marketing Benchmarks, and new prospecting metrics that were tracked this quarter. More news topics include some surprising renter stats, Google search prioritization of content, and the lingering question... would you let AI book a flight for you?

Story Time (2:20): 

• Julie brings up holiday content planning, and fun ideas for leaning into the holidays. Kevin provides some extra bonus point content ideas. 
• Jessie's story time is about holidays too, and being intentional not to go into hibernation during the holidays when managing customers. 
• Kevin's story time is expanding on a recent LinkedIn post about technology investment, which stemmed from a scenario he encountered recently. 

In The News (23:40)

• The Q3 2024 Online Sales and Marketing Benchmarks (https://www.doyouconvert.com) 
• 62% of Renters Worry They'll Never Own a Home (https://www.lendingtree.com) 
• Google Search demoting content that is starkly different from the main content of the site (https://searchengineland.com)
• Google is working on an AI tool that can browse, shop and book flights for you (https://mashable.com) 

Things We Love - Things We Hate (49:15): 

• Kevin loves window seats on planes, and the peaceful feeling it brings
• Jessie is considering running a full marathon with Julie, and talks about the app Runna, which has been very helpful for her planning and training 
• Julie's favorite thing is celebrating Thanksgiving this Sunday! 

Julie Jarnagin, Jackie Lipinski and Beth Russell host this episode and are gearing up for Halloween! An important topic surrounds time management, and replacing broken processes to streamline marketing tasks as we near the end of the year. They also share some exciting news... Do You Convert is hiring! 

Story Time (03:22)

• Beth talks prepping for next year, and an important question she's asking her builder partners -- who is protecting your time?
• Jackie's story time is about the shift marketers can experience from realism, pessimism and optimism. 
• Julie brings up how it can seem early to be talking about 2025, but now is really the perfect time. 

In The News (12:04)

• Do You Convert is Growing! (https://www.doyouconvert.com/jobs/) 
• Builders continue to shift to condos and townhomes amidst affordability crisis (https://zillow.mediaroom.com/2024-10-17-Builders-continue-shift-to-condos-and-townhomes-amidst-affordability-crisis) 
• Meta quietly adds 'automatic adjustments' to ad accounts, raising concerns (https://searchengineland.com/meta-automatic-adjustments-ad-accounts-concerns-447720)

Things We Love - Things We Hate (31:47): 

• Beth has a great deal of disdain for hurricanes, and is so excited to have internet back, sending love to everyone who has been impacted 
• Jackie's favorite thing recently is shared knowledge and communication, getting the best book recommendations to add to her list to check out 
• Julie has been reading books on running and shares her recent reads

Kevin Oakley is joined today by Julie Jarnagin, and a big topic in this episode is looking ahead to November and December -- months that Kevin notes are usually met from a sales and marketing perspective with "ughh". They discuss opportunities for success, with examples of balancing expectations with shifting perspectives. 

News topics include uncertainty amid mounting challenges, Google's search dominance being shaken as it relates to Gen AI ambitions, a free Apple Intelligence upgrade that could be coming soon, and a common sense rule from the FTC that sadly shouldn't have to be a rule at all. 

Story Time (00:53)

• Julie shares a heartfelt story of a thoughtful gesture from Chewy.com in sending a teammate flowers and a card 
• Kevin brings up the left and right hemispheres of the brain, balancing learned expectations with shifting perspectives 

In The News (12:04)

• Strategic Limbo: Uncertainty Amid Mounting Challenges (https://www.thebuildersdaily.com) 
• DOJ's Plan to Dethrone Google's Search Dominance Shakes Gen AI Ambitions (https://www.adweek.com) 
• Free Apple Intelligence upgrade likely arriving soon, leak suggests (https://mashable.com) 
• The FTC has announced the "click-to-cancel" rule that will require companies to let you cancel any product as easily as you registered (https://unusualwhales.com) 

Things We Love - Things We Hate (37:43): 

• Julie loves and hates the Halloween candy bowl outside of her office, and is looking forward to having a weekend to herself while the boys are out hunting
• Kevin loves the fall season, and is also cursing Julie as he is training for a half marathon the team is prepping for surrounding the International Builders' Show 
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Kevin Oakley is joined by Jackie Lipinski and Jen Barkan, and this episode kicks off reminiscing about the Online Sales & Marketing Summit! This week's big topics includes an in-depth conversation surrounding TikTok's AI-driven advertising, and selling to 55+ buyers. Oh, and just a reminder, it's Amy's Gourmet Apples season! 

Story Time (7:00)

• Jen discusses the feedback surrounding Summit regarding content, and the highlights of being with the team for the week.  
• Jackie created a marketing action plan that she detailed at Summit, and is so excited to see how marketers have been putting it into action. 
• Kevin welcomed builder leaders to his home for pancakes recently while they were in town, and discusses Rob Hahn's talk from Summit. 

In The News (22:18)

• Meta Movie Gen sets a new standard for immersive AI content (https://ai.meta.com/research/movie-gen/)
• TikTok joins the AI-driven advertising pack to compete with Meta for ad dollars (https://digiday.com/marketing/tiktok-joins-the-ai-driven-advertising-pack-to-compete-with-meta-for-ad-dollars/)
• From Transact to Transform: How to Sell to 55+ Buyers (https://www.thebuildersdaily.com/from-transact-to-transform-how-to-sell-to-55-buyers/)

Things We Love - Things We Hate (53:41): 

• Jackie was the cheerleader for Julie and Jessie as they ran the Chicago half marathon before Summit, and was inspired by them to get into running and perhaps try a half marathon. 
• Jen's favorite thing is her "Affirmator" cards she reads off at work with the team 
• Kevin really enjoyed the architectural photography walk that was planned at Summit, which was a good reminder to get together in small groups and enjoy the city together. He hates Amazon's address tool, and all of the bugs that occur when trying to ship things to other people. 
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Kevin Oakley, Jessie Suggs and Beth Russell recently sat down for Ep 356 of MPM! The subject of 'humaneering' comes up first, sparking a conversation around putting great attention and care into relationships. Also discussed are mortgage rates in relation to rent, and the strategies around value proposition at the top of the sales funnel. 

Story Time (1:15)

• Beth was talking to a marketer who will be speaking at Summit, and talked about how her favorite feeling used to be the motivation, excitement and inspiration she took home with her! 
• Jessie has TWO stories today: AARP, and a nutrition coach! 
• Kevin's story is about the term "humaneering" and its amazing creator. 

In The News (20:25)

• Mortgage rates fall lower than rent in 22 of the 50 largest US metros (https://zillow.mediaroom.com/2024-09-16-Mortgage-payments-fall-lower-than-rent-in-22-of-the-50-largest-US-metros) 
• Why 'Old School' Ads Still Work For Home Builders (https://www.builderonline.com/builder-100/marketing-sales/why-old-school-ads-still-work-for-home-builders_o) 

Things We Love - Things We Hate (41:20): 

• Kevin can't believe how bad Apple is doing right now. There's a bug on his wife's new phone, and he's experienced some issues with his for Wi-Fi. 
• Jessie's favorite thing is pizza! She is so excited to try all of the different restaurants in Chicago. 
• Beth recently went shopping for new business clothes, and since working from home for awhile, it was a challenge. 
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Episode 355 kicks off with Kevin Oakley, Julie Jarnagin and Jackie Lipinski getting geared up for the Summit! They discuss mortgage rates, strategies for building elite teams and how AI might have an impact on insurance. 

Story Time (1:43): 

• Jackie recently used apps to plan and visualize different haircuts, and realized just how much apps can help people visualize and feel more comfortable with their decisions. 
• Julie has been preparing her presentation for Summit, and has enjoyed thinking about things in different ways, and notes the power of taking notes and teaching others.
• Kevin talks mortgage rates, and how the news cycle is factoring into buyer sentiment. "The trend is now our friend" -- but financing is only going to solve one portion of our problem. 

In The News (15:51): 

• The Federal Reserve just cut interest rates by a half point. Here’s what that means for your wallet (https://www.cnbc.com/2024/09/18/federal-reserve-cuts-interest-rates-what-that-means-for-your-wallet.html)
• Crafting Success: Strategies for Building an Elite Online Sales Team (https://www.doyouconvert.com/blog/crafting-success-strategies-for-building-an-elite-online-sales-team/) 
• AI risks making some people ‘uninsurable’, warns UK financial watchdog  (https://www.ft.com/content/9f9d3a54-d08b-4d9c-a000-d50460f818dc)

Things We Love - Things We Hate (34:31): 

• Jackie is not loving Amazon Fresh's "smart grocery carts". 
• Julie has been finding YouTube "study with me" videos helpful and calming when she has to really focus on a task! 
• Kevin is really excited about the giveaways at Summit he picked out, and cannot stand the word "just". Nothing is "just" anything. 
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Kevin Oakley, Julie Jarnagin and Beth Russell sit down for this week's episode to discuss empathy, the power of symbolism within marketing, and the importance of marketers staying curious and deepening their knowledge. Topics this week also include changes surrounding Google, AI and the iPhone 16 launch, and the post-NAR settlement landscape. 

Story Time (2:52): 

• Beth is taking an online course about storytelling with data, and talks skeletons! 
• Julie received an email recently with questions surrounding a recent article, and at a core, the answer was empathy 
• Kevin is taking a class surrounding symbolism -- and is going to dive deeper into the subject at Summit 

In The News (19:24): 

• News Corp would've lost $9 million in 2017 by ditching Google ads, ex-exec testifies (https://www.reuters.com/technology/news-corp-would-lose-9-million-by-ditching-google-ads-ex-exec-testifies-2024-09-10/) 
• Apple Announced new Apple Intelligence at iPhone 16 launch this week (coming this fall) (https://www.apple.com/apple-intelligence/) 
• How the Post-NAR Settlement Landscape Will Shape the New Home Market (https://www.builderonline.com/builder-100/strategy/how-the-post-nar-settlement-landscape-will-shape-the-new-home-market_o) 

Things We Love - Things We Hate (42:40): 

• Julie hates hurricanes, but loves that she has power! 
• Beth made two discoveries this week - one being Costco double-smoked bacon sandwiches, and the other being Blue Bell cinnamon ice cream
• Kevin says the latest Insta360 x4 is fire 

A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

Kevin Oakley and Julie Jarnagin welcome Jen Barkan for this week's episode! Things kick off with Kevin bringing up the point that oftentimes, the truth is "old", but never gets old, and Julie followed up with a core lesson learned in writing school -- you have to learn the rules before you can break them. 

Story Time (5:36): 

• Jen wanted to start tracking her nutrition, and was given an assessment to be assigned a coach, which she was originally skeptical of. She was pleasantly surprised by how personalized the experience was, and how her coach set a great expectation of response time. 
• Julie had a really fun builder call with DYC team member Becca, and loves the process of solving puzzles with partners to hit their goals. 
• Kevin talks about a concept he's looking forward to touching on at Summit -- the truth is "old," but never "gets old." 

In The News (24:15): 

• Closing Time: 6 Ways to Ask For The Appointment (https://www.doyouconvert.com/blog/closing-time-6-ways-to-ask-for-the-appointment/)
• As Gen-A.I. and Data Fuse With Homebuyers' Journey, Trust Matters Most (https://www.thebuildersdaily.com/as-gen-a-i-and-data-fuse-with-homebuyers-journey-trust-matters-most/)

• You'll soon be able to leave comments on Instagram Stories posts (https://www.theverge.com/2024/9/3/24235292/instagram-stories-disappearing-comments-from-friends)

Things We Love - Things We Hate (45:02): 

• Julie is so excited about what her teammates have prepared for Summit! 
• Jen is loving football season, especially college football. 
• Kevin is looking forward to the photo walking tour that will take place at the Summit led by Chad Davies with Davies Imaging Group. He also loves seeing his kiddos grow up and navigate their way through life, sharing a few stories about his daughters. 

A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

Jackie Lipinski, Julie Jarnagin and Beth Russell host episode 352 and discuss creative ways to repurpose content -- bringing home the idea of "create once, publish everywhere." This episode also covers AI (is it getting dumber?), and finding ways to energize and approach even "mundane" topics. And last but not least, never underestimate how many people put their pets at the forefront of their homebuilding decisions! 

Story Time (3:38): 

• Beth had a "moment of magic" on a leadership call recently
• Jackie went to Banff, Canada for her 10-year anniversary, and received the most lovely handwritten cards
• Julie shared a moment from a recent call where a topic that could be considered mundane turned into an energized conversation 

From The News (18:09): 

• Creative Repurposing Strategies for Digital Marketing Success: (https://www.doyouconvert.com)
• Did AI Already Peak And Now It's Getting Dumber? (https://futurism.com)
• Prioritizing Pets: New Study Reveals The Role Animals Play In Home Design (https://www.builderonline.com)

Question Of The Week: Do you think the title of the model home is important (sales center, sales gallery)? 

• Is the term "sales" too intimidating?
• Clarifying and setting good expectations on the website 
• Paying attention to your local market 

Things We Love - Things We Hate (39:09): 

• Beth's husband just celebrated his 40th birthday, and she surprised him with an Ember mug that he absolutely loves 
• Julie enjoyed meeting Beth's husband who came and spoke to a group about leadership 
• Jackie's favorite thing is from Amazon -- a portable hanging travel shelf bag -- which made living out of a suitcase so much easier 

A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

Kevin Oakley is joined by Julie Jarnagin and Andrew Peek for Episode #351! We share some exciting news this episode -- Do You Convert is Hiring! The team reminisces on Julie's first interview and podcast episode, and Kevin brings up a good analogy from the filming of The Mighty Ducks. Andrew gives you a great rundown of Reddit and what to expect there on the platform's growth, and Kevin reminds us - "consumers gonna consume."  

Story Time (05:43)

• Julie shares her running journey, and how while it isn't easy, it's worth it. She relates it to builder messaging on websites, and how promising "easy" isn't the greatest strategy. Instead, how do we lean into the "worth it" messaging. 
• Andrew talks the Dunning-Kruger effect, and the dangers of making incorrect assumptions with high levels of confidence
• We have a first for Kevin... no story time this week!  

In The News (23:33)

• Who'll Be First Movers Among Homebuilders In New Commission Regime? (https://www.thebuildersdaily.com)
• The US Government Just Banned Fake AI-Generated Reviews (https://futurism.com) 
• Five key signs that Reddit is getting ready to launch its own search ads business (https://digiday.com)

Question of the Week (48:08): 

"Will there be a shift toward having a single manager (VP of Marketing and Sales) in our industry rather than having two department heads reporting to a CEO?"

• Differences in management styles 
• Trends we've seen over the years
• The answer depends heavily on the person, and the builder 

Things We Love - Things We Hate (55:06)

• Kevin references the book In This Economy? by Kyla Scanlon, and a recent post by the author discussing home insurance. 
• Julie watched a documentary titled Mountain Queen on Netflix. And Kevin suggests watching age-appropriate comedy shows with your kids. 
• Andrew's current favorite is a spin-mop vacuum, which has worked wonders on his flooring. 

A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!