Market Proof Marketing: Home Builder Marketing Insights

By Kevin Oakley: New Home Marketing from Do You ConvertBusiness News Marketing Business News Tech News

Market Proof Marketing: Home Builder Marketing Insights episodes

April 04, 2022Ep 204: Atypical Home Selling Season Data with Qadra Evans
Market Proof Marketing · Atypical Home Selling Season Data with Qadra Evans
Kevin Oakley and Andrew Peek are joined by Qadra Evans, Director, Industry Relations, New Construction at Zillow. They break down the data of the latest New Construction Consumer Housing Trends Report. They analyze the report's main takeaways including the increase in interest in new construction homes, the changes the pandemic had and continues to have on homes, and more.

Kevin Oakley, Andrew Peek, and Qadra Evans also discuss:
Over 9,000 buyers were surveyed for Zillow’s 2021’s Housing Trends Report
More new construction buyers want their houses to be a potential source of revenue as well as the place they call home. Four in 10 (41%) say the opportunity to generate income by renting out part of their home while they live there is very or extremely important.
What “Charming” actually means when it applies to resale homes
Buyers who pay a premium on convenience on all aspects in life are now purchasing homes.
Why the data shows that the vast majority of buyers still want in-person experiences, including attending open houses.

Download the latest Zillow Consumer Housing Trends Report here. Questions for Quadra? Email her at [email protected]

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-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!

Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets.
42 min
March 30, 2022Ep 203: Make Yourself Irreplaceable
Market Proof Marketing · Make Yourself Irreplaceable

Kevin Oakley, Andrew Peek, and Bryce Baker discuss how the quick response rate of home builder online sales teams may complicate the buyer's post-purchase communication expectations. Plus Kevin expands on the idea to "make yourself irreplaceable” and why it’s not about what you deliver but who you are and what you bring to your team.
Story Time (1:37)
Bryce discusses a company that aggressively chased her business, set the customer experience expectation high, then quickly ruined the customer experience when they disappear and now won't get back in touch with a status update.
Andrew asks where is it broken, or is it broken, or is it the market?
Kevin shares an impactful LinkedIn post to “make yourself irreplaceable” and why it’s not about what you deliver but who you are. Plus he describes the silver lining of delays on his new home, including adding SmartHome life - Brilliant switches (https://www.brilliant.tech/home) & Somfy blinds (https://www.somfysystems.com/en-us/) to make his life 2% better.

Events
Market Proof Marketing Academy | Virtual | April 12-14, 2022 | www.marketproofacademy.com
Online Sales Academy | September 20-21, 2022 | Phoenix, AZ | www.onlinesalessummit.com

Supporting Partner
The Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $2 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor.

In the News (27:11)
4 Tips to Make Your Data Studio Reports Interactive (https://www.doyouconvert.com)
Google to sunset Universal Analytics on July 1, 2023, in favor of Google Analytics 4 (https://searchengineland.com)
Glenn Kelman's 16 part Twitter Post (https://twitter.com/glennkelman)
Mortgage rates are surging faster than expected, prompting economists to lower their home sales forecasts (www.cnbc.com/)
U.S. home sales tumble; higher prices, mortgage rates eroding affordability (www.reuters.com)

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-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!

Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets.
54 min
March 28, 2022Ep 202: Why Builders Online Shopping Carts Are Different
Market Proof Marketing · Why Builders Online Shopping Carts Are Different
Kevin Oakley is joined by Jason Hardy, the Co-Founder, and CEO of Ownly. Jason describes Ownly’s vision to become the “Shopify” for new construction and allow builders the ability to embed a shopping cart and check out experience on their website.
Kevin Oakley and Jason Hardy also discuss:
Why the customer, and not technology, needs to be put first in the buying online experience.
How the transparency of a car buying experience inspired the creation of Ownly.
Why Ownly leans on subject matter resources.
Why Jason predicts the end of salespeople is coming nearer each day.
How customers educate themselves through home builder websites and how the customer journey is changing.
78% of online shoppers are building multiple homes online in their shopping carts.
Why buy-in and support for online shopping tools need to come from an empowered and educated team.

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-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!

Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets.
42 min
March 24, 2022Ep 200: The 200th Episode Milestone!
Market Proof Marketing · The 200th Episode Milestone!

Kevin Oakley, Andrew Peek, and Julie Jarnagin celebrated the Market Proof Marketing podcast's 200th episode by going live on the social channels! They share some of the original name ideas for the podcast, they discuss what "easy" would mean in the home building world, and after running ad tests, Kevin has found a solution to improving Facebook ads.
Story Time (1:27)
Julie shares the quote "Convenience makes things easy but without regard to whether easiness is truly what's most valuable in any given context." from her latest read 4,000 Weeks and discusses how it ties into marketing for new home builders.
Andrew travels back in time and shares some of the original names he came up with for the podcast.
Kevin finds a Facebook ad fix to bring ad costs down, he discusses how technology can help with crowdsourcing content, and why priority is representational photos of a finished home and then the current status.

Events
Market Proof Marketing Academy | Virtual | April 12-14, 2022 | www.marketproofacademy.com
Online Sales & Marketing Summit | In-Person September 20-21, 2022 in Phoenix AZ | https://www.onlinesalessummit.com/home

Supporting Partner
The Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $2 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor.

In the News
Advertising Expense Across Homebuilding Industry Plunges; A Secular Shift or Cyclical Benefit? (https://www.zelmanassociates.com)
WHY MILLENNIALS ARE LEANING HEAVILY TOWARD NEW BUILDS (https://www.builderonline.com/)
Buyers pay up to 3.7% more for homes that work hard, play hard (http://zillow.mediaroom.com)
The direct-to-consumer craze is slamming into reality (https://www.cnbc.com)

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-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!

Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets.
33 min
March 20, 2022Ep 201: Creating Consumable Content with Megan West
Market Proof Marketing · Creating Consumable Content with Megan West
Kevin Oakley is joined by Megan West, Vice President Of Community Experience for the Washington State Division of Tri Pointe Homes. They discuss how Megan’s past experience of working in the marketing department of professional sports companies for the last decade has helped shape how she thinks about and creates content. She shares why she recommends leaning into creating top-funnel marketing content along with lower-funnel one-on-one content pieces. Megan also shares how she successfully teamed up with a design partner who created 20 weeks of end-to-end marketing content around their model homes.
Kevin Oakley and Megan West also discuss:
How to think about the distribution of content and how to think about it when working with talented influencers
Who owns the content created by third parties
Creating content for people who are up in the sales funnel
The steps they took to educate a design partner influencer who had 30k followers before
How they educate their New Home Advisors with marketing content
Their thoughts on how tiktok has shifted the expectations for video production and understanding how consumers are consuming
How to utilize a marketing content library as a sales team resource

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-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!

Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets.
39 min
March 17, 2022Ep 199: Stop Living Paycheck to Paycheck with Leads
Market Proof Marketing · Stop Living Paycheck to Paycheck with Leads

Kevin Oakley, Andrew Peek, and Jackie Lipinski discuss home builders who live paycheck to paycheck with their leads, the benefit of visiting competitors to prove marketing right, and the beginning of the end the Superbowl being the start date for the new home selling season.
Story Time (2:27)
Jackie shares the story of a builder getting in the field and visiting competitors and how it helped their mission to move away from printed brochures.
Andrew explains his research processes behind finding the right restaurant when traveling
Kevin covers the topics of builders living paycheck to paycheck with their leads, the difference a model home can feel, and the Superbowl is now the end of selling season.

Events
Market Proof Marketing Academy | Virtual | April 12-14, 2022 | www.marketproofacademy.com

Supporting Partner
The Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $2 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor.

In the News (34:11)
New content analytics coming soon to LinkedIn (www.searchengineland.com)
Instagram says it’ll stop supporting the IGTV app (www.theverge.com)
Old Navy's New Ad Was Written by Commenters on TikTok (https://musebycl.io)
Atlantic Records Denies Claims 'abcdefu' TikTok Start Was Marketing Ploy (https://www.newsweek.com)
TikTok videos can now be 10 minutes (https://searchengineland.com)

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-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!

Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets.
59 min
March 07, 2022Ep 198: Create Once, Publish Everywhere (COPE) with Savannah Paver
Market Proof Marketing · Create Once, Publish Everywhere (COPE) with Savannah Paver
Kevin Oakley is joined by Savannah Paver, the SEO & Web Content Strategist at M/I Homes, INC. They talk about setting SEO expectations and how to think about SEO when it comes to comparing it to other digital marketing strategies. How to think about C.O.P.E (Create Once, Publish Everywhere) and how it aligns with pushing out with their marketing content. Why SEO is becoming more and more important and why it’s so important for any company’s business.

Kevin Oakley and Savannah Paver discuss:
Why on-page web content optimations should get the most SEO attention
Creating marketing content to meet customers where they are in the process and where they are online
Why you need to understand your business alongside your consumer’s behavior.
The SEO Tools Savannah finds the most value in
How to think about your website’s structure, and internal linking, to help with your SEO and how search engines interpret your website
Why SEO never stops and always changes, but shouldn’t discourage you
Why you need to know what MOZ, SEO Roundtable, SEM Rush are.

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-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!

Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets.
36 min
March 03, 2022Ep 197: Should You Keep Home Base Pricing On Your Website?
Market Proof Marketing · Should You Keep Home Base Pricing On Your Website?

Andrew Peek, Julie Jarnagin, and Becca Thomas discuss the grey areas behind having an unobtainable starting at price point listed for a home on your website and why that might not be the best strategy. They celebrate all the team members in every marketing role, they discuss Digital Transformation and how it applies to the Buy Online process, and the changes that are rolling out within Facebook’s ads manager.
Story Time (2:40)
Becca shares why you might legally want to adjust the starting at community pricing on your own website.
Julie celebrates every kind of support person in marketing, no matter the hat you wear.
Andrew defines what Digital Transformation means and how it applies to the Buy Online Process + creating TickToks when you’re creating other projects.

Supporting Partner
The Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $2 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor.

In the News (11:01)
Important Changes to Facebook Ads - February 2022 (www.doyouconvert.com)
TikTok Can Circumvent Apple and Google Privacy Protections and Access Full User Data, 2 Studies Say (Exclusive) (www.yahoo.com)
What Will And Won’t Happen For Email Marketing In 2022 (https://www.forbes.com)

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-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!

Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets.
35 min
February 24, 2022Ep 196: Getting More Out Of Google AdWords
Market Proof Marketing · Getting More Out Of Google AdWords

Kevin Oakley, Andrew Peek, Samantha Matlock discuss how to find more opportunities in google ads, the QR code ad from the Super Bowl, Kevin shares the lessons learned from his first professional speaking gig 10 years ago, and more!
Story Time (2:40)
Sam has officially moved into her brand new home in Colorado, and she is the first resident.
Andrew shares how to think about google ads and how you can create more opportunities through increasing the ad bids
Kevin thanks Carol Morgan, who invited him to speak for the first time professionally 10 years ago.

Supporting Partner
The Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $2 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor.

In the News (11:01)
Market Proof Marketing Academy will be April 12-14, 2022 | Virtual (marketproofacademy.com)
User Behavior in SEO: A Ranking Factor or Not? (www.link-assistant.com/news/user-behavior-and-seo.html)
Eight Alternatives to Open-Triggered Email Sequences in the Age of Mail Privacy Protection (www.marketingprofs.com)
75% of recent homebuyers have regrets about their new home (zillow.mediaroom.com)
Disney is getting into the real estate business, will develop residential communities (https://fortune-com)
QR code Super Bowl commercial causes crash for cryptocurrency app (thehill.com)
No Deal: Why Growing Metaverse ‘Real Estate’ Buzz Could Set The Whole Space Back (entrepreneur.c0om/article/418253

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-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!

Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets.
51 min
February 21, 2022Ep 195: Technology & Real Estate With Spencer Rascoff
Market Proof Marketing · Technology & Real Estate With Spencer Rascoff
Kevin Oakley is joined by Spencer Rascoff, Co-founder & Chair of Pacaso, Recon Food, Queue, Supernova SPAC, dot.LA, 75 & Sunny Ventures. Spencer was also the co-founder and former chief executive officer of Zillow Group, and one of the co-founders of Hotwire.com.
Kevin and Spencer discuss the relationship of technology and real estate, Spencer breaks down the details and benefits of Pacaso, and together they coin a new acronym for the industry: S.F.B.C.O. which stands for Single Family Built for Co-Ownership.

Kevin Oakley and Spencer Rascoff discuss:
The difference between a great founder vs the right founder
Pacaso’s Co-Founder & CEO at Pacaso Austin Allison
The markets Pacaso serves and how they fractionalize their offered homes into 1/8ths
How the goal of Picasonis to bring co-ownership of a second home to the masses and their goals to eventually become more mainstream
Spencer and his daughter created an app called Recon Food together
Why a number of their homes are new construction and how they work with builders

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-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!

Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets.
41 min

About Market Proof Marketing: Home Builder Marketing Insights

From the publisher's feed

A weekly new home marketing podcast for home builders and developers. Each week, Kevin Oakley and the coaching team at Do You Convert will break down the headlines, share best-practices and stories…