Market Proof Marketing: Home Builder Marketing Insights

Market Proof Marketing · Ep 293: Rates High, Inventory Low, Good Luck!

In this episode, Kevin Oakly, Beth Russell and Julie Jarnagin celebrate the release of Julie’s new book “Building Certainty: Content Marketing for Home Builders”! Julie shares her inspiration for writing the book and gives an insight into what one can expect to gain from reading the book! They discuss the most effective marketing strategies including digging deeper and getting personal. Together they agree that the last few weeks have all been a catch 22: rates are high, inventory is low and good luck with that.

Story Time (02:20)

• Julie has released her book which you can buy here!
• Kevin was impressed by the sale methods used by an insect exterminator and thinks his methods should be examined by sales people.
  
• Beth: Seesaw - the best marketers balance in the middle.

News (25:0)

• When will mortgage interest rates drop? 3 factors influencing rates now (https://apple.news/AjwJMht5sSMeBX-8d3oBivg)
• A fight erupts in U.S. housing market as deteriorated affordability clashes with the 'lock-in effect' (https://apple.news/AB5mErHYaSzy-HKD_boBRIg)
• Mortgage Rates Reach Highest Level Since November 2022 (https://www.builderonline.com/data-analysis/mortgage-rates-reach-highest-level-since-november-2022_o)
• The last, best hope for homebuyers (https://www.businessinsider.com/house-construction-building-boom-last-hope-new-homebuyers-housing-market-2023-7)
• Homes.com traffic up 200% — could it become a top portal? (https://www.realestatenews.com/2023/07/19/homes-com-traffic-up-200-could-it-become-a-top-portal)
  

Favorites (51:54)

• Julie’s loving that her doorbell is currently hidden and so no one is ringing it, leaving her some peace and quiet!
• Beth found her “stone guy, a vendor helping her find the perfect countertops, to be lovely.
• Kevin’s favorite is still the sales person from story time. 

Questions? Comments? Email [email protected] or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher
A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, 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!

Market Proof Marketing · Ep 292: Pulling On Threads

In this episode, Kevin Oakly, Jackie Lipinski and Beth Russell discuss the hype around the new Meta app “Threads” but agree they all have yet to feel excited about it and find themselves frustrated with seeing a lot of noise from people they didn't choose to follow. They dive into the homebuilding process and challenges that they have faced as well as the clash between builders and realtors that often happens.

Story Time (07:03)

• Jackie is reading “Leading with the Heart” Coach K and felt inspired by the quote: “Whatever a leader does now sets up what he does later, and there is always a later.”
• Beth gives us a home building update and shares her fears and excitement with the process.
• Kevin’s story time is “Realtors Gone Wild” where realtors have recently been making websites to make customers think they are the homebuilders themselves. 
  

News (43:05)

• Twitter now blocks visitors from viewing tweets, and profiles unless they're logged in (https://mashable.com/article/twitter-force-visitors-login-view-tweets-profiles)
• Twitter silently removes login requirement for viewing tweets (https://techcrunch.com/2023/07/05/twitter-silently-removes-login-requirement-for-viewing-tweets/)
• Zuckerberg claims tens of millions of Threads signups within days of launch (https://www.cbsnews.com/news/threads-zuckerberg-millions-of-signups-within-days/)
• AI is killing the old web, and the new web struggles to be born (https://www.theverge.com/2023/6/26/23773914/ai-large-language-models-data-scraping-generation-remaking-web)
• Today’s Mismatched Market: Real Estate Perceptions vs. Reality (https://www.opendoor.com/articles/todays-mismatched-market-real-estate-perceptions-vs-reality)
• Dallas City Council bans short-term rentals from single-family areas (https://www.fox4news.com/news/dallas-short-term-rentals)
  

Favorites (01:00:02)

• Kevin has been enjoying bicycling, the kids show “Bluey” and podcast “Conversations with Tyler” episode with Reid Hoffman as a guest.
• Jackie is loving her whiteboard that keeps track of her goals for the year.
• Beth is just excited about the future! 

Questions? Comments? Email [email protected] or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher
A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, 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!

Market Proof Marketing · Ep 291: Orienting Yourself In The Truth With Lisa McCleskeyIn this episode, Kevin Oakley sits down with Lisa McCleskey the Division Manager of Olthof Homes. Lisa describes what it means to be a “Truth Teller” and dives into all the ways she implements that into her position and working with others. They talk about finding truth in customer objections and being willing to adjust accordingly as well as the benefit of opening yourself up to new ideas and daring to try a new method. Kevin and Lisa discuss:The importance of having honest dialogue between sales and marketing from the very beginning.Aways orienting yourself in the truth in order to solve problems otherwise you can’t move forward.How to handle your truth and use it in ways to get the best and most helpful results for your team.Go seven deep in questions to get the truth.Being willing to look into customer objections, see the truth and be willing to make an adjustment. Questions? Comments? Email [email protected] or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, 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! 

The post Ep 291: Orienting Yourself in the Truth with Lisa McCleskey appeared first on Online Sales and Marketing for Home Builders - DYC.

Market Proof Marketing · Ep 290: The Details Matter

In this episode, Andrew Peek, Jackie Lipinski and Julie Jarnagin lament about the inevitable panic that will start when everything is changed over to GA4 due to lack of preparation. They share how ChaptGPT has saved them hours at a time for certain tasks but have also been noticing others using it in negative ways that impact the quality of their work. They discuss the importance of giving customers the “perfect experience” and how some might think the little details don’t matter but are in fact worth putting the most effort into.

Story Time (06:29)

• It dawned on Andrew that he should be using ChatGPT to aid him for some things in GA4
• Jackie strongly believes in explaining the why behind your marketing strategies and having clarity behind it
• Julie has had to enforce rules on not using ChatGPT with one of her freelancers

News (21:10)

• The Evolution Of Online Sales...and Tattoos (https://www.doyouconvert.com/blog/the-evolution-of-online-sales-and-tattoos/)
• Google UA Historical Data Will Be Available Until July 1st (https://searchengineland.com/google-ua-historical-data-will-be-available-until-july-1-2024-399199)
• Google In Hot Water: Billions At Stake As YouTube Ads Found To Violate Terms Of Service (https://www.searchenginejournal.com/google-youtube-ads-invalid-placements/490301/)
•  Buyers Now Can Swap an Old Home For a New One on the Same Site (https://www.thebuildersdaily.com/thomas-james-lets-buyers-swap-an-old-home-for-a-new-one-on-the-same-site/)

Favorites (46:50)

• Julie is getting excited about the Summit
• Andrew is also very excited about the Summit as well as the Ninja Creami blender (https://www.ninjakitchen.com/page/ice-cream-makers)
• The team threw a sprinkle for Jackie and she is especially loving the wagon she got

Questions? Comments? Email [email protected] or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher
A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, 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!

Market Proof Marketing · Ep 289: Special OPT Episode "Effective Realtor Outreach for Online Sales Specialists"We have a special episode today featuring one of our latest Online People Talking live shows! In this episode, Jen Barkan meets with Kassandra VanProyen from Olthof Homes to talk about how she is successfully working with Realtors. With an increase in new home inventory and a decrease in used home listings, working with real estate agents has become a large part of our business. She's got some great tips on proactive realtor outreach and how to turn them into teammates, not opponents!

Questions? Comments? Email [email protected] or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher
A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, 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!

Market Proof Marketing · Ep 288: Don't Have a Bias

In this episode, Kevin Oakley, Andrew Peek and Jackie Lipinski talk in depth about GA4, how having a bias can ruin opportunities and how preparation for things to come prevents problems in the future both at home and at work. They discuss the extraverted traits that OSC’s need to have in order to be successful even if they aren’t naturally extroverted and share ways to tap into that side of themselves.

Story Time (04:19)

• Andrew is finding something new everyday in GA4.
• Jackie is living by the phrase “Proper Planning Prevents Poor Performance” in preparation for maternity leave.
• Kevin thinks people forget that the product market fit isn’t always there and it’s not always the sales persons fault.
  

News (22:25)

• Most Valuable Traits for a Successful Online Sales Specialist (https://www.doyouconvert.com/blog/most-valuable-traits-for-a-successful-online-sales-specialist/)
• Lot Shortages Eases but Still a Problem (https://www.nahb.org/blog/2023/06/lot-shortage-eases?utm_source=newsletter&utm_medium=0619&utm_campaign=MMB2023)
• Nearly Everyone With a Mortgage Has an Interest Rate Below 6%, Prompting Many to Stay Put (https://www.redfin.com/news/high-mortgage-rates-lock-in-homeowners-2023/) 
• Plotting a Move: Where are Americans Headed? (https://www.chartr.co/stories/2023-02-01-1-american-state-migration-and-population-growth)
• The 'Lennar Machine,' A Cycle-Proof Growth Plan Proves Itself (https://www-thebuildersdaily-com.cdn.ampproject.org/c/s/www.thebuildersdaily.com/the-lennar-machine-a-cycle-proof-growth-plan-proves-itself/amp/)

Favorites (58:36)

• Jackie watched "Flaming Hot" a movie about the flaming hot Cheetos creator.
• Andrew is loving his Chubbies shorts.
• Kevin is loving the vacation he just had.

Questions? Comments? Email [email protected] or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher
A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, 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!

Market Proof Marketing · Ep 287: The Power of the Handwritten Note

In this episode, Andrew Peek, Beth Russell and Jessie Suggs talk about the importance of knowing your demographic and taking the reviews and criticism seriously instead of assuming you know better than the consumer; you have to stay humble and open to what can be improved. Together, they discuss how items are worth what the consumer is willing to pay and apply that to people looking for a home, while also considering how difficult it is for the average family to afford a home in today’s rising prices.

Story Time (02:36)

• Andrew used to go to a local coffee shop that recently went out of business and is sad they are gone but not surprised because they wouldn’t put much effort into their drinks even after constructive criticism. 
  
• Jessie compares the bad customer service at her car dealership to the handwritten note included in a box with the cheap headphones she bought.
  
• Beth has been frustrated with how complicated we’re making marketing and thinks we’re over marketing incentives.
  

News (22:03)

• The Power of Identifying the ONE in Sales (https://www.doyouconvert.com/blog/the-power-of-identifying-the-one-in-online-sales/)
• The Homebuilders Guide to GA4 Engagement Reports (https://www.doyouconvert.com/blog/the-homebuilders-guide-to-ga4-engagement-reports/)
• US Housing Market Is Missing 320,000 Affordable Homes (https://apple.news/A-pAoEhYZT8KDd1A65WMTqw)
• iOS 17 automatically removes tracking parameters from links you click on (https://9to5mac.com/2023/06/08/ios-17-link-tracking-protection/)
• Here's the House Price You Can Afford On a Six Figure Annual Salary (https://apple.news/ADC6cKY7sSW6ENfFjkk6cpA)
• Home buying competition pushes prices higher (https://zillow.mediaroom.com/2023-06-12-Home-buying-competition-pushes-prices-higher)
• Better.com lays off in-house real estate agents nationwide (https://www.inman.com/2023/06/08/better-com-lays-off-in-house-real-estate-agents-nationwide/)

Favorites (52:52)

• Jessie is loving her new microphone which is the Blue Yeti! 
  
• Beth is moving and is thankful for “The Purge” which is getting rid of the old things they don’t need and making room for the new in their new home.
• Andrew has been using Sun Bum sunscreen and says it’s been the most effective sunscreen for him.

Questions? Comments? Email [email protected] or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher
A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, 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!

Market Proof Marketing · Ep 286: Bringing the Builder Forward with Karyn BonderIn this episode, Kevin Oakley sits down with Karyn Bonder, the Vice President of Business Development, Builder Sales and Marketing at Zonda to talk all things Livabl. Karyn gives us a deep dive into Livabl and the benefits it offers to builders. It is the most accurate catalog of new construction homes, backed by industry-leading technology and will provide useful data to builders and transparency to the buyers. She shares the ultimate goal with Livabl is to show the consumer why buying a new construction is better than used and to promote the builder.Kevin and Karyn discuss:What Liveable is and what Zonda is all about.The data and analytics that Zonda and Livabl captures for builders and how it is beneficial to them.Karyn gives us an insight to what “Free to List” means for the builder and the end goal of having builders subscribe to their data.The transparency that will now be offered to the buyer. Working to bring the builder forward and have their new constructions be desirable for the consumer.vQuestions? Comments? Email [email protected] or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, 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! 

The post Ep 286: Bringing the Builder Forward with Karyn Bonder appeared first on Online Sales and Marketing for Home Builders - DYC.

Market Proof Marketing · Ep 285: The "Programmatic" Problem

In this episode, Kevin Oakley, Jackie Lipinski   and Julie Jarnagin discuss “Programmatic Ads” and why Kevin thinks that if you hear someone use the word “programmatic” they are either trying to sell you something or they don’t know what they’re talking about. They talk about introverts and extroverts in the workplace and ponder the traits associated with both, but suggest no matter your personality you can develop the skills needed to be successful even if they don’t come naturally. Kevin shares his thoughts on the Apple Vision Pro and shows off his Quest Pro goggles.

Story Time (04:36)

• Julie discovered that a decent amount of our builder marketers are introverts!
• Jackie has had a lot of questions this last week around "Reassurance Marketing" and how do we prove that it's a good time to buy.
• Kevin says that display should never be your main source of traffic.

News (23:07)

• New Dates! (https://www.marketproofacademy.com/)
•  Apple Officially Reveals Vision Pro, Its New $3,499 Mixed Reality Headset (https://www.ign.com/articles/apple-officially-reveals-vision-pro-its-new-3499-mixed-reality-headset)
• Some Lenders Now Offer Bargain Mortgages, but Experts Say They May Not Be a Good Idea (https://www.probuilder.com/some-lenders-now-offer-bargain-mortgages-experts-say-they-may-not-be-good-idea)
• One-Third of U.S. Homebuyers Are Paying in Cash, the Highest Share in Nearly a Decade (https://investors.redfin.com/news-events/press-releases/detail/927/one-third-of-u-s-homebuyers-are-paying-in-cash-the)
• Are home prices falling? See what it’s like across the U.S (https://www.washingtonpost.com/business/interactive/2023/housing-market-price-trends/)
• After falling for 6 straight months, Orlando home prices are rising again. (https://twitter.com/newslambert/status/1666249655200501761?s=46&t=iN3PnBZx13CwkfCWP4_T1w)
• Can Meta remain the ‘holy grail of paid advertising’ with challenges, challengers and Advantage+? (https://digiday.com/marketing/with-challenges-challengers-and-advantage-can-meta-remain-the-holy-grail-of-paid-advertising)

Favorites (43:14)

• Julie discovered that her iPhone has automatic plant identification on it and she doesn’t need a plant app now!
• Jackie likes the sharing mode in the “reminders” app for her family.
• Kevin is loving the documentary “Making of the Meme King"

Questions? Comments? Email [email protected] or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher
A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, 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!

Market Proof Marketing · Ep 284: What's Your Tendency?

In this episode, Kevin Oakley, Andrew Peek and Jen Barkan talk about the need for human connection and humanity in a world that grows more automated everyday. They discuss “The Four Tendencies” by Gretchen Rubin and share which tendency they think they are now vs what they used to be and talk about the missed opportunities they see in sales.

Story Time (06:41)

• Jen got a new tattoo in honor of her dog and is amazed how much better the experience than 25 years ago.
• Andrew has his grandmother's home listed on Open Door and is pleasantly surprised by the offers that keeps increasing.
• Kevin begs the question “Why must we automate?” Especially with how much the individual is craving humanity right now.

News (42:52)

• Ideal URL Structure for a New Home Builder's Website (https://www.doyouconvert.com/blog/ideal-url-structure-for-a-new-home-builders-website/)
• Pre Sales! Say What? (Part II) (https://www.doyouconvert.com/blog/pre-sales-say-what-part-ii/)
• Google starts rolling out Search Generative Experience (SGE) in preview (https://9to5google.com/2023/05/25/google-search-generative-experience/)
• More than 4 in 5 adults support building more homes in their neighborhood to boost housing affordability (https://zillow.mediaroom.com/2023-05-31-More-than-4-in-5-adults-support-building-more-homes-in-their-neighborhood-to-boost-housing-affordability)
• Investor Home Purchases Fell a Record 49% Year Over Year in the First Quarter (https://www.redfin.com/news/investor-home-purchases-q1-2023/)

Questions? Comments? Email [email protected] or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher
A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, 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!