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

December 23, 2021Ep 183: The Accuracy of Content Hubs
Market Proof Marketing · The Accuracy of Content Hubs

Kevin Oakley, Andrew Peek, Jackie Lipinski discuss what’s on the minds of builders going into 2022, how accurate content hubs need to be for your home builder website, and they share their thoughts behind removing crime stats from real estate websites.
Story Time (8:20)
Jackie discusses content hubs for 2022 and how builders shouldn’t be afraid to use them for sharing “inspiration”
Andrew has an error when recording an interview for his visual content series and he reviews why life happens and you just need to roll with things not being perfect.
Kevin shares his latest house update and provides feedback around builders and content hubs and just how accurate should they be.

In the News (22:36)
Instagram’s Adam Mosseri Explains How the New Chronological Feed May Be Like (https://www.techtimes.com)
Instagram to introduce parental control features next year (https://www.theverge.com)
Opendoor vs. Zillow: A Tale of Two Pricing Models (https://www.mikedp.com)
Neighborhood Crime Data Doesn’t Belong on Real Estate Sites (https://www.redfin.com)
Online Sales Academy coming Spring of 2022 (https://onlinesales.doyouconvert.com/sales-academy/)

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-itunes
Follow on Spotify > https://now.doyouconvert.com/mpm-spotify
Listen 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 others from Do You Convert will break down the headlines, share best practices and stories from the front line, and perform a deep dive on relevant marketing topics. We’re here to help you – not to sell you!
44 min
December 16, 2021Ep 182: Why Passion and Persistence Always Prevails
Market Proof Marketing · Why Passion and Persistence Always Prevails

Kevin Oakley, Andrew Peek, Jen Barkan discuss why passion and persistence will always help you prevail when it comes to your career, the Q3 Online Sales Benchmarks, the 3 phases of the consumer journey pre-purchase and why everyone (Kevin included) has been screwing this up, and more!
Story Time (1:31)
Jen’s son Sam is getting a collegiate baseball offer! She shares a story of his persistence through adversity and why he had to be passionate and step up his game to be able to be where he is now.
Andrew gets his dishwasher repaired and uses a 100% online scheduling process.
Kevin describes the three phases of the consumer journey pre-purchase and why everyone has been screwing this up. Plus he shares a house update and discusses the Ivy Zelman interview and surprise, surprise, she loves pancakes!

In the News (23:06)
Facebook Live with Mike Lyon, Jen Barkan, and Jessie Suggs (https://www.facebook.com/doyouconvert/)
Online Sales Academy coming Spring of 2022...IN-PERSON! (https://onlinesales.doyouconvert.com/sales-academy/)
Online Sales Benchmarks: A Detailed Look Inside Q3 of 2021(www.doyouconvert.com)
Google Ads brings image extensions to desktop devices (https://searchengineland.com)
How AI Will Transform the Housing-Market Consumer Experience Artificial (www.entrepreneur.com)
Better.com CEO accused hundreds of the 900 people he laid off on Zoom of 'stealing' by working only 2 hours daily (www.businessinsider.com)
Evergrande and Kaisa Have Defaulted, Fitch Says (www.wsj.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-itunes
Follow on Spotify > https://now.doyouconvert.com/mpm-spotify
Listen 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 others from Do You Convert will break down the headlines, share best practices and stories from the front line, and perform a deep dive on relevant marketing topics. We’re here to help you – not to sell you!
48 min
December 15, 2021 Ep 181: Looking Into 2022 and Beyond With Ivy Zelman
Market Proof Marketing · Looking Into 2022 and Beyond With Ivy Zelman

Kevin Oakley was thrilled to recently host Ivy Zelman, Chief Executive Officer of Zelman & Associates, on the Market Proof Marketing Podcast. Kevin and Ivy discussed a range of topics, including the housing industry for 2022 and beyond, she answers questions that home builders wrote in, she shares her thoughts on build-to-rent, as well as they discuss her book Gimme Shelter: Hard Calls + Soft Skills From a Wall Street Trailblazer, when it’s okay to call people out by name, what drives her, and, of course, pancakes.
Housing Forecasts
Ivy shared her forecast for another strong year of starts for residential new construction after this year’s constraints to get supply to market. She credits the driving force behind the continued strength in the market with the pipeline of homes and communities coming and the recent land grab. Her forecast is contingent on rates not moving significantly higher, but the predictions are heavily connected to the speed and magnitude of the supply coming to market.
On the other hand, she believes home prices will likely begin to moderate as affordability pressure mounts. With the increased costs of land, labor, and materials, she foresees that if demand remains healthy the worst-case scenario could be that we see more incentives, which could lead to profitability squeezing and more competitive dynamics.
They also took a look further into the future about how the decelerating number of households throughout the decades will eventually impact housing if the level of supply grows too much in comparison.
Regionality
Ivy dives into some questions submitted by Market Proof Marketing listeners about the different markets across the country. She noted that red states are in a better position than blue states with a few anomalies. The southeast and southwest have the strongest household growth, and builders and developers have concentrated their capital allocation to those markets. That does create some risk with the amount of supply coming to those areas.
However, there are benefits and opportunities in markets outside those areas, including the Midwest. Areas with fewer public homebuilding companies often have a healthier dynamic because they don’t have those builders pushing up land prices, creating high supply, and yielding to pressure to move inventory.
Single-Family Build to Rent
Ivy and Kevin also discussed the build-to-rent market and how it is affecting land prices and how it will affect the future of homeownership. Ivy noted that $60 billion of capital had been publicly announced to pursue build to rent, and the companies behind the projects are willing to pay up for that land so that they can tell investors they’ve put their money to work. Ultimately, she believes that it can be a great product offering for some segment of the population, but with such a dramatic ramp of supply in the pipeline, there is a risk we’re going to overbuild without the necessary demand.
From Ivy’s book, Gimme Shelter
Kevin shared one of his favorite quotes from Ivy’s book. “Don’t try to manipulate people when your high-quality work should be enough.”
Ivy said her firm strives to provide an unbiased perspective within the industry and that their secret sauce comes from getting the real pulse of the market from homebuilding company owners and executives. They’re never trying to make the data and information fit in a box to support a view they already have. Instead, they utilize information to help them understand where the housing market is in the cycle and what the expectations can be going forward, never manipulating anything to make it fit a certain view.
Watch below or listen to the full podcast episode for more insights from Ivy Zelman and learn what has made her such a powerful force and leading expert within housing.
43 min
December 09, 2021Ep 180: Best Professional Development Series
Market Proof Marketing · Best Professional Development Series

Kevin Oakley, Andrew Peek, Jackie Lipinski, and Sarah Simmerman are pleased to announce you are now listening to an award-winning podcast! The Market Proof Marketing podcast won Silver, and competes for Gold, for Best Professional Development Series from The Nationals, NAHB’s most prestigious award competition in new-home sales and marketing! Plus the team discusses the latest Market Proof Marketing Academy, the psychology of low expectations, the Q3 Online Sales Benchmarks for home builders, Ivy Zelman, and real estate in the metaverse.

Story Time (0:43)
Sarah discusses the latest successful Market Proof Marketing Academy.
Jackie analyzes how the lack of marketing and branding impacted the psychology behind a cabin rental.
Andrew also breaks down his restaurant experience and how low expectations can equal a better overall experience.
Kevin Oakley gives a house update, why website traffic dropped for builders in November (spoiler: Thanksgiving), and the exciting news of a builder who is spearheading the uberization of sales.
In the News (22:48)
Kevin Oakley interviews Ivy Zelman soon, get registered to be notified when it's live! (https://marketing.doyouconvert.com/market-proof-marketing-ivy-zelman/)
Online Sales Benchmarks: A Detailed Look Inside Q3 of 2021
(https://www.doyouconvert.com/blog/online-sales-benchmarks-a-detailed-look-inside-q3-of-2021/)
Boom, bust, or boring? Where the housing market is going in 2022 as told by 7 forecast models
(https://fortune.com/2021/11/29/housing-market-real-estate-predictions-2022-forecast/)
Ivy Zelman, Demographics, and Housing
(https://notoriousrob.com/2021/11/ivy-zelman-demographics-and-housing/)
Investors Snap Up Metaverse Real Estate in a Virtual Land Boom (https://www.nytimes.com/2021/11/30/business/metaverse-real-estate.html)
Google November 2021 core update is finished rolling out (https://searchengineland.com/google-november-2021-core-update-is-finished-rolling-out-376586)

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-itunes
Follow on Spotify > https://now.doyouconvert.com/mpm-spotify
Listen 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 others from Do You Convert will break down the headlines, share best practices and stories from the front line, and perform a deep dive on relevant marketing topics. We’re here to help you – not to sell you!
49 min
December 02, 2021Ep 179: The Benefits of Self Evaluation
Market Proof Marketing · The Benefits of Self Evaluation

Andrew Peek, Jackie Lipinski, and Sarah Simmerman discuss why you should always hold yourself to a high standard through self-evaluating your skills every year, how to form habits to accomplish your goals, and why you should share your goals with others to keep you accountable. They also discuss the Market Proof Awards and where to find the video interviews of the winning projects!

Story Time (2:11)
Jackie discusses the marketing missteps of Hershey's Reese's Peanut Butter Cup "Pie" for Thanksgiving.
Sarah provides an update on her new construction home builder's customer experience.
Andrew considers if you should embrace strengths and ignore weaknesses and they all discuss end-of-the-year personal progress evaluations.

In the News (22:35)
Important Google Ads Announcement: Verify Your Identity! (https://www.doyouconvert.com)
Google’s latest Maps features help you avoid the holiday shopping crowds Keep track of crowds and grocery pickups (https://www.theverge.com)
The Reese's Thanksgiving Pie is already sold out Reese's announced on social media that all 3,000 pies had already sold out (https://wgntv.com)
When (and When Not) to Automate (https://www.doyouconvert.com)
Market Proof Marketing Awards! The video interviews are live, great job Julie Jarnagin (https://www.marketproofawards.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-itunes
Follow on Spotify > https://now.doyouconvert.com/mpm-spotify
Listen 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 others from Do You Convert will break down the headlines, share best practices and stories from the front line, and perform a deep dive on relevant marketing topics. We’re here to help you – not to sell you!
42 min
November 22, 2021Ep 178: The Challenges Builders Face with Greg Bray
Market Proof Marketing · Technology & Home Builders with Greg Bray

Kevin Oakley is joined by Greg Bray, the Owner of Blue Tangerine, where they discuss a wide range of topics including the roadblocks that builders are facing with Buy Online, what is geofencing and how builders can utilize it in their marketing strategies, the growth of podcasts, and more!
They also discuss:
When to update or replace your website
Why the true measure of success for any home builders at the end of the day is measured in leads and sales.
What geofencing is, how to use it, and how to think about and build layered ad strategies around it.
Why there’s more value in working together to solve problems vs providing scripts.
The tug of war they see between IT and Marketing and what the future should look like.
The history and future of Buy Online and some new thoughts behind it.

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-itunes
Follow on Spotify > https://now.doyouconvert.com/mpm-spotify
Listen 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, and others 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!
50 min
November 17, 2021Ep 177: Are All Marketers Liars?
Market Proof Marketing · Are All Marketers Liars?

Kevin Oakley, Julie Jarnagin, and Samantha Matlock consider if all marketers are liars? They discuss the illusion of influencers and how it relates to home builder marketers, Kevin has some exciting news on upcoming guests that you won't want to miss, and the team discusses OpenDoor and Zillow’s approach to iBuying.

Story Time (2:11)
Julie shares why she is waiting for Black Friday and how it relates to a homebuyers' fear of overpaying.
Samantha is finally preapproved and aiming to move into a new home and out of her apartment in Colorado before the Summer.
Kevin reflects on the illusion of influencers and if all marketers are liars. He gives a quick update on his house and why he will never purchase a pool again. Plus, Kevin teases some NEW GUESTS who are coming soon.
In the News
Opendoor shares soar as investors predict gains in home buying market after Zillow’s exit
(https://www.cnbc.com) (https://www.opendoor.com/w/partner/builder)
Pretium Partners picks up 2,000 Zillow homes to kick off iBuying wind-down (https://therealdeal.com)
Facebook-parent Meta will remove the ability to target ads based on sensitive categories
(https://www.cnn.com)
Google recommends placing videos on dedicated pages for maximum exposure (https://searchengineland.com)
Advertising Spending Roars Back After Pandemic Pause (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-itunes
Follow on Spotify > https://now.doyouconvert.com/mpm-spotify
Listen 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, and others 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!
40 min
November 11, 2021Ep 176: Winter Cleaning For Marketing
Market Proof Marketing · Winter Cleaning For Marketing

Kevin Oakley, Andrew Peek, and Julie Jarnagin give ideas on what you should be focusing on during the usual winter slow-down period for home builder marketers, including rewriting or enhancing all of your website content, working on your marketing budgets, editing your Google Business Profile, and more.

Story Time (3:42)
Julie shares why builders need more written content about their communities and she shares the story of her husband writing a Press Release on a...fishing bucket and how that bucket has more content around it than some new home communities.
Andrew discusses his friend’s influencer video around a master-planned community in Florida and how it can be used for inspiration and he talks about how failure is not a permanent condition.
Kevin wants to remind people to push through “the dip” when creating new marketing content and why you should always look back with embarrassment (in a good way) when you progress with your creative content. Plus Kevin shares why non-automated follow up is needed for 55+ age-restricted community leads

In the News (19:25)
Zillow says it’s closing homebuying business, cutting 25% of workforce; earnings miss estimates (https://www.cnbc.com)
Zillow Offers: What Went Wrong & What It Means For Home Builders (https://www.doyouconvert.com)
Facebook, Citing Societal Concerns, Plans to Shut Down Facial Recognition System (https://about.fb.com/news)
Google My Business now known as Google Business Profile as Google migrates features to Maps and Search (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-itunes
Follow on Spotify > https://now.doyouconvert.com/mpm-spotify
Listen 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, and others 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!
42 min
November 08, 2021 Ep 175: Increasing Buyer Engagement With Photos with Gordon Henderson
Market Proof Marketing · Increasing Buyer Engagement With Photos with Gordon Henderson

Kevin Oakley is joined by Gordon Henderson, President, CEO, and Co-Founder of 149 Photos by Builder Digital Solutions, Inc. A visual marketing solution company that takes weekly photos of homes under construction for both home building companies as well as for home buyers under contract. They discuss the benefits of having consistent touchpoints with buyers, why having a photographer regularly on-site leads to cleaner job sites, and how to encourage buyers to share photos on social media platforms.

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-itunes
Follow on Spotify > https://now.doyouconvert.com/mpm-spotify
Listen 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, and others 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!
26 min
November 04, 2021 Ep 174: The Home Builder Visual Content Series
Market Proof Marketing · The Home Builder Visual Content Series

Andrew Peek, Jackie Lipinski, and Samantha Matlock share the exciting news of Do You Convert getting a brand-new website and the Home Builder Marketer Visual Content Series launching soon! They also discuss the news of Meta and Facebook, Zillow’s pause on purchasing new homes, and the helpful update to Instagram stories.

Story Time (1:26)
Jackie shares the exciting news of the launching of DYC’s new website, the first month of data from a new builder marketing partner launch, and why she's thankful she attended the Woman in Residential Construction event.
Sam shares her new home shopping story in Colorado and how she ended up having a disappointing experience with a nonresponsive online sales team.
Andrew’s neighbors are starting to sell the homes, and some of them are not realistic about their home prices.

In the News (19:11)
When Humanlike Chatbots Miss the Mark in Customer Service Interactions (ama.org)
iBuying is Hard: Zillow Pauses New Purchases (mikedp.com)
Lennar plans neighborhood of 3D-Printed Homes with Icon (builderonline.com)
Facebook says it’s refocusing company on ‘serving young adults’ 45. Expect changes to Instagram to highlight Reels (theverge.com)
Instagram now lets all users share links in Stories via Link Stickers (techcrunch.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. Follow on Spotify. Listen On Stitcher.
A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, and others 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!
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…