Market Proof Marketing: Home Builder Marketing Insights

In this episode, Kevin Oakley is joined by Andrew Peek and Jessie Suggs! The team discusses the difference between people who put in the effort and those who don’t, suggesting that Marketing and Online Sales are not for people who use incompetence as a crutch. Q1 Benchmarks released last week and Jessie gives a full breakdown of how the first quarter of 2024 is shaping up! 

Story Time (07:48)

• Jessie's tagline for the episode is “it’s not slow, you’re slow”.
• Kevin had an interesting conversation with someone from one of the top 25 builders.
• Andrew’s self driving trial ended and he is sad.
  

The News (29:45) 

• The Q1 2024 Online Sales Benchmarks (https://www.doyouconvert.com)
• AI is making Meta’s apps basically unusable (https://www.fastcompany.com)
  
• Predicted 25% Drop In Search Volume Remains Unclear (https://datos.live)
• Most Americans Have Regrets About Buying a New Construction Home (2022 Data) (https://www.realestatewitch.com)
• Three-Quarters Of Households are Priced Out Of The Housing Market (https://www.builderonline.com)
• Meta’s ‘set it and forget it’ AI ad tools are misfiring and blowing through cash (https://www.theverge.com)
  

Things We Love Things We Hate (48:55)

• Kevin loves that his flight was upgraded to first class.
• Jessie gives a shout out to the blue bag nerd clusters.
• Andrew is loving the Ninja Creamy.

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!

🎙In this episode, Kevin Oakley is joined by Paul Cardis, Chief Executive Officer at ON3. Paul dissects what “Customer Experience” truly means and how it has evolved over the years and walks us through the ON3 Total CX quadrant that makes up the ultimate customer experience. After realizing that the quality quadrant wasn’t effectively being solved, Paul and other leaders in the industry decided to launch ON3! Kevin and Paul discuss the current issues in customer experience regarding survey's and share their insight on how companies can improve.

Kevin and Paul discuss:

• Customer Experience being the “psychology of happiness”.
• Quick overview of the Total CX quadrant: Quality, Caring, Ease and Authenticity.
• Paul created ON3 after realizing that the “quality” quadrant wasn't being solved.
• How ON3 has developed their customer surveys.
• Chatbots aren’t truly solving the problem. People want human interaction.

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!

🎙 In this episode, Kevin Oakley and Mike Lyon sit down with special guests Brian Boero, from 1000Watt, and Bryan Sheppard, the President of Coldwell Banker Select. They discuss the latest impacts and changes caused by the proposed NAR Settlement Agreement - on this special LIVE episode of Market Proof Marketing! You'll also learn how partnering with the best agents, teams, and brokers can be your key to success, even if it begins to look a little different.

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!

🎙 In this episode, Kevin Oakley is joined by Jason Hardy, Co-Founder & CEO at Ownly, to cover customer experience, Ownly, and the pros and cons of builders partnering with realtors. They discuss the excellent customer experience provided by builders and how it is vital for the brand. They consider the negative and positive outcomes of working with realtors and question what they ultimately bring to the table. Jason walks us through Ownly, sharing the goals of the company and the surprising outcomes they’ve discovered so far.

Kevin and Jason discuss:

• How customer experience is everything and it’s the heartbeat to most top builder brands.
• Having a platform that’s willing to integrate with others.
• What real estate agents bring to the table… or lack thereof.
• The solution that Ownly offers: creating trust and transparency between buyers and sellers.
• Ownly has shown that buyers are making big decisions at night from the comfort of their own home.

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!

In this episode, Kevin Oakley is joined by Jackie Lipinski and Julie Jarnagin! The three reflect on recent marketing inspirations they’ve seen from embracing objections to endless specification filters and Kevin shares a bit of insight into the NAR settlement. Google is considering acquiring Hubspot and Kevin gives his thoughts on the possibility and shares what might occur if that happens. They talk about the dilemma of most businesses underestimating marketers and due to lack of communication often mistrust them as well!

Story Time (01:35)

• Woobles sent Julie a flier with objections and she was impressed with the marketing and bravery. 
• Kevin has been in the trenches with the NAR settlement and thinks that even the people who negotiated the settlement don’t even know what's in it.
• Jackie is looking for a vacation rental on Airbnb and marveled at how many specifications you are able to filter for. She suggests builders need to take note!
  

The News (15:17) 

• As deal rumors fly, Alphabet and HubSpot would be a strange pairing (https://techcrunch.com)
• 4 Google Business Must-Haves for Homebuilders (https://www.doyouconvert.com)
•  Sorry (Not Sorry), Self-Promotion Doesn't Work (https://www.whatworks.fyi)
• Almost half of brands view marketing as a cost rather than an investment (https://www.marketingweek.com)
  

Things We Love Things We Hate (49:41)

• Jackie loves her library! 
• Kevin's favorite is “The Master and His Emissary: The Divided Brain and the Making of the Western World” by Iain McGilchrist
• Julie is obsessed with frozen mango.

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!

In this episode, Kevin Oakley is joined by Beth Russell and Andrew Peek! The Masters is happening near Beth’s residence and Mercedes Benz is a huge sponsor so they have taken over her neighborhood and Beth discovered that Mercedes Benz contributed to the community development in order to do so. The team discusses the power that’s unleashed when businesses take advantage of their audience and work together with other businesses in a marketing setting. They dive into a deep discussion on “personas” and how they may no longer be relevant in the new home industry, suggesting it’s really a conversation about messaging and content.

Story Time (07:17)

• Andrew is testing the full self-driving scope of his Tesla.
• Kevin is noticing that the phrase “what's old is new” isn’t always accurate and what’s old stays old and becomes irrelevant.
• Beth discovered that Mercedes Benz helped pay for their community development which is why they have the rights to take over during Masters week.Julie’s AI audio book turned out to be a failure.
  

The News (35:51) 

• Always Assume the **Appropriate** Appointment (https://www.doyouconvert.com)
• How an iPhone Powered by Google’s Gemini AI Might Work (https://www.wired.com)
• Welcome to the AI gadget era (https://www.theverge.com)
  

Things We Love Things We Hate (01:09:16)

• Kevin’s favorite is a Youtube channel called 3Blue1Brown.
• Beth loves that the Baltimore Orioles are back!
• Andrew enjoys driving his Tesla.

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!

In this episode, Andrew Peek is joined by Julie Jarnagin and Jackie Lipinski. They watch a TikTok about “personality hires” and discuss their level of importance. Andrew has joined the Tesla family which has made him more aware of the hype surrounding certain brands. This launches the team into a deep discussion about brands who make products that are different enough to give people something to talk about!

Story Time (06:16)

• Jackie came across a failed AI ad for a Paw Patrol experience.
• Andrew bought a Tesla and realizes how important the brand is.
• Julie’s AI audio book turned out to be a failure.

The News (17:31) 

• The Great Compression (https://www.nytimes.com)
• The Typical Household Earns Roughly $30,000 Less Than Needed to Afford the Median-Priced Home—But That’s an Improvement From Last Year (https://www.redfin.com)
• Don't wait to buy a home (https://www.businessinsider.com)
  

Things We Love Things We Hate (39:01)

• Andrew is enjoying the self driving auto pilot on his Tesla, but is also terrified of it.
• Jackie loves including her her kids in her hobbies like water coloring.
• Julie has gotten back into thrifting and is loving

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!

🎙 In this episode, Kevin Oakley sits down with Rob Hahn, Founder of Decentre Labs, to bust open the new NAR settlement! Rob addresses the wrong claims made by the media and walks us through what will change and what will stay the same. Kevin and Rob go through some scenarios to help clear up some confusion and demonstrate what the future might look like.

Kevin and Rob Hahn discuss:

• The ways the media has gotten it all wrong leading to chaos. 
• How steering is still preserved in the agreement. 
• Why the new agreement will probably set the stage for smaller lawsuits down the line.
• That overall, nothing is really going to change. 
• Seemingly, no one wins in this settlement. 

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!

In this episode, Jackie Lipinski is joined by Andrew Peek and Beth Russell. The team dissects their recent customer experiences and lament that in both cases they were negative experiences, suggesting tips on ways to improve the process for others. They have noticed an uptick in various people claiming to be experts who are offering bad advice and urge everyone to do research before implementing any actions from “experts” and to be sure to question them. Lastly, the three share their thoughts on the recent NAR deal! 

Story Time (03:02)

• Andrew is car shopping and is comparing different experiences.
• Jackie had a negative experience when pretending to be a customer.
• Beth has noticed a lot of people pretending to be “experts” and offering horrible advice.

The News (19:09)

• Meta’s A.I. Chief Yann LeCun Explains Why a House Cat Is Smarter Than The Best A.I. (https://observer.com)
• The Fallout: How Will the NAR Deal Impact New Home Sellers? (https://www.thebuildersdaily.com)
• ICON Unveils Suite Of New Technology (https://www.builderonline.com)
• Productivity is way up (https://www.businessinsider.com)

Things We Love Things We Hate (46:20)

• Jackie got Privacy Film for her house and loves it!
• Beth is excited for Masters week!
• Andrew is loving building up the credit on his solar account.

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!

In this episode, Kevin Oakley is joined by Jackie Lipinski and Julie Jarnagin! Julie has been given the option to have her book “Building Certainty” turned into an audiobook with AI which sparks a debate among the team as they wrestle with the concept. They discuss the endless amount of statistics dropping each day and Kevin believes the issue is that not enough questions are being asked about the statistics.

Story Time (00:13)

• Julie asks the team their thoughts on offering Building Certainty as an audiobook.
• Jackie’s friend is move 30 min away, and for Washington it's a whole new lifestyle whereas in other states its “around the corner.” 
• Kevin says there are too many stats and not enough questions around the stat.

The News (20:28)

• Let’s Get Visible, Visible (https://www.doyouconvert.com)
• Incentives Remain 'Name Of The Game' For Builders in 2024 ( https://www.builderonline.com)
• February Saw More Sellers Jumping Back Into the Housing Market (https://www.probuilder.com/february-saw-more-sellers-jumping-back-housing-market)
  

Things We Love Things We Hate (39:06)

• Julie's been loving audiobooks again!
• Jackie created a blueprint for her garden.
• Kevin was disappointed by Napoleon (2024) and loved using the at home health test Everylwell.
  

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!