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

November 01, 2021Ep 173: Curiosity Over Perfection with Jessi Kelly
Market Proof Marketing · Curiosity Over Perfection with Jessi Kelly
Kevin Oakley is joined by Jessi Kelly, the Vice President of Sales and Marketing at Stylecraft Builders, Inc. She shares the evolution of her career in the 8+ years she’s been with Stylecraft Builders Inc in Texas. She explains why perpetual curiosity is always better than chasing perfection in your role and she shares why you should always have a mentor and mentee in your career.
Kevin and Jessi discuss:
Myers Barnes’s involvement in helping shape Jessi grow into her role and how he helped her understand the sales process

Why you should trust in the potential of employees and how in doing so landed her the best Director of Marketing she could ask for, for her company, Beth Russell

The incident in early 2020 where Stylecraft accidentally sold over 100+ homes one weekend

How Stylecraft pivoted when the pandemic hit

How they’ve stayed progressive by keeping Sales and Marketing collaborative.

All of the departments that Jessi is involved in at Stylecraft

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!
39 min
October 28, 2021Ep 172: Promoting Active Adult Communities
Market Proof Marketing · Promoting Active Adult Communities
Kevin Oakley, Bryce Baker, and Sarah Simmerman discuss their experiences marketing Active Adult Communities and how they built content and culture, even when the new home communities had minimal amenities. They also discuss Zillow’s pause on homebuying, Bitcoin as payment for homes, and Facebook’s name change.
Story Time (02:10)
Sarah shares the importance of content around the new lifestyle for Active Adult Buyers and the volume of content needed for longer home shopping cycles.

Bryce discusses her own 55+ neighborhood community story about the positive culture her previous builder built, including starting a “founders club” for the first residents who purchased.

Kevin also shares his 55+ community marketing insights (hint: always have a model). He dives into the data of the podcast, including having over 6.5 million minutes listened to! He also shares all of the podcast reviews on Apple: https://now.doyouconvert.com/applereview, gives an update about his under-construction home, and discusses how he recently bridged the gap between IT + Marketing for a builder to better understand their website.
In the News (23:08)
Online Sales Academy - Dec 8-10 (https://onlinesales.doyouconvert.com/sales-academy)

Second-largest U.S. mortgage lender ditches its plan to accept payments in bitcoin (www.cnbc.com)

Zillow Pauses Homebuying as Tech-Powered Flipping Hits Snag (https://finance.yahoo.com)

Disney's Iger Warns New CEO, Don't Rely Solely on Data When Choosing Projects Former Disney CEO (https://www.cbr.com)

Facebook is planning to change its name, report says (www.cnn.com)

Computer visioning getting better and better (https://github.com/darglein/ADOP) (https://twitter.com/ak92501/status/1448489762990563331)
Full-frontal agent 'stripped' of job after baring all in listing photos (www.inman.com)(https://www.instagram.com/p/CU5rf95htEU/)
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!
46 min
October 21, 2021Ep 171: The $3.18 Tomato
Market Proof Marketing · The $3.18 Tomato
Andrew Peek, Jackie Lipinski, and Becca Thomas discuss the idea of paying $3.18 for a tomato. Would you pay that much? How about that much for a lead? They discuss the value of a lead and why it's best to take a step back and analyze data with more context. They also share the story of a builder who just had their most successful virtual community launch on record, how google is updating to have a continuous scroll, and Facebook’s new sunglasses.
Story Time
Jackie shares how she calculated that each tomato she grew in her garden this summer ended up costing her $3.18 to grow and discusses the cost with and without context to evaluate its true value.

Andrew is researching a vacation getaway but even expensive hotels lack easy

Becca shares the exciting story of one builder having their most successful virtual community opening on record this week, including setting over 100 appointments within the first 30 minutes of appointments being open.
In the News (17:15)
Homebuyers can now tour homes on their own through Redfin (www.geekwire.com)

Instagram’s outages were so bad the app will now alert users when the service goes down (www.theverge.com)

Google rolling out continuous scroll on mobile This is gradually rolling out today for most English searches on mobile in the U.S. (searchengineland.com)

It was Ebay, not Google, that slowly changed its background color (https://theuxblog.com)

Facebook on your face (www.theverge.com)
Sample video: https://www.facebook.com/zuck/posts/10113884054500281
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!
38 min
October 14, 2021Ep 170: Perpetual Learning For Professional Development
Market Proof Marketing · Perpetual Learning For Professional Development
Wow, we’ve got a full house for this episode! Kevin Oakley, Andrew Peek, Jen Barkan, and Mike Lyon join us to discuss a smorgasbord of topics, including professional development, the benefits of being on the front line, upcoming events, awards, the changing rules of texting as a business, how having mentors and mentees benefit your career, and even more!
Story Time (01:33)
Jen is coming in with nothing but love today! September was No OSC Left Behind Month and she gives a shout-out to all the hard-working OSCs out there on the frontlines who make magic happen every day.
Andrew shares his origin story and why you should have a mentor in your life.
Kevin had been dubbed an “influencer” by Mike after
Kevin shares a "viral" interest rate post and its backstory.
Mike's Sales & Marketing Council shutdown in Tulsa, OK, but don't you worry, he's going to revive it!
In the News (19:15)
The Nationals! Entries Due - Oct 18th (https://www.thenationals.com/entry-information)

Online Sales Leadership Roundtable (https://onlinesales.doyouconvert.com/roundtable/)

Online Sales Academy | Dec 8-10, 2021 (https://onlinesales.doyouconvert.com/sales-academy/)

Market Proof Marketing Academy | Dec. 1-3, 2021 (https://www.marketproofacademy.com/)

What to Expect When You’re Accepting (https://www.doyouconvert.com)

CallRail Action Required SMS Texting Regulation Changes (https://view.callrail.com)

Facebook says sorry for mass outage and reveals why it happened (https://www.cnbc.com)

Zuckerberg's Response (https://www.facebook.com/)

"We are combining IGTV and Feed videos into one Video format." (https://www.instagram.com/p/CUqOvsWP-Yk/)
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!
48 min
October 07, 2021Ep 169: Should You Be A Pioneer Or A Fast Follower?
Market Proof Marketing · Ep 169: Should You Be A Pioneer Or A Fast Follower?
Kevin Oakley, Julie Jarnagin, and Sarah Simmerman discuss the benefits of being a marketing pioneer or if it’s better to be a fast follower. Also, they review the internal considerations when rolling out a CRM system, why sooner is better than faster for content marketing, and why you better be working on your 2022 budgets.
Story Time (01:54)
Julie shares the concept of ‘sooner over faster’ and how it relates to content building.
Sarah gives insight on what she learned when she rolled out a new CRM system and shares her most recent article on what considerations should be made.
Kevin’s favorite season is upon us: Budget Season! And he’s here to make the day for builders who need assistance by giving the first 10 builders who email him at [email protected] will get a free analysis and recommendations for their 2022 budgets.
In the News (23:39)
MERCH! merch.doyouconvert.com

Tech ‘Unicorn’ Pacaso Is Turning Homes Into LLCs and Pissing Off the Neighbors (vice.com)(thisweekinstartups.com)

Facebook changes business ad options in reaction to iOS updates (searchengineland.com)

Facebook is Introducing Products for the Next Era of Personalized Experiences (facebook.com)

Start a WhatsApp chat from an Instagram Profile (facebook.com)

Tik Tok Reaches 1 Billion monthly users (marketwatch.com)

Online Sales Leadership Roundtable https://onlinesales.doyouconvert.com/roundtable/
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!
41 min
September 30, 2021Ep 168: The Future Of Attribution
Market Proof Marketing · The Future Of Attribution
Kevin Oakley, Andrew Peek, and Julie Jarnagin discuss if attribution helps or hurts marketing when it comes to decision making, they review THAT real estate TikTok video that everyone's been sending around, and Mike Lyon announces the Online Sales Leadership Roundtable for the first time on the podcast!

Story Time (01:52)
Julie receives a crazy high estimate for a simple patio.
Andrew discusses if attribution in 2021 either helps or hurts marketers when it comes to making decisions.
Kevin breaks down the Evergrande debacle and the TikTok video that has been making waves in the real estate world.

Online Sales Leadership Roundtable (41:20)
Get excited! For the first time ever on the podcast, Mike Lyon announces year-long The Online Sales Leadership Roundtable opportunity!

In the News (42:00)
Content Creation vs Content Curation: A Guide for Social Media Managers (agorapulse.com)

Facebook Admits It Reported Faulty Numbers To Advertisers, Blames Apple (forbes.com)

DISNEY Looks to develop rising TikTok and Instagram Creators (forbes.com)

Google Ads will combine Smart and standard Display campaigns. (searchengineland.com)
About optimized targeting" (support.google.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!
1 hr 6 min
September 27, 2021Ep 167: The Nationals with Lisa Parrish
Market Proof Marketing · The Nationals with Lisa Parrish

Hello new podcast format! Let us know your thoughts as we experiment with having our guest episodes as stand-alone episodes. Also be sure to check out Kevin's recent "Digging Deeper Into Buy Online with Denise Dersin from Professional Builder" interview and learn more about the upcoming Market Proof Marketing Academy happening on December 1-3, 2021 here >>> www.marketproofacademy.com

Kevin Oakley is joined by Lisa Parrish, Chief Creative Chick at Team PMP - Peter Mayer Productions, who has been producing homebuilding industry awards shows on a national level for over 35 years. They discuss why every sized builder has either a person, a place, or a space worth being recognized and how to submit and enter to win The Nationals awards.
They also discuss:
How entering the awards helps builders present, make a case, and make a compelling story to present what you have accomplished.

How a builder was originally reluctant to enter their project for awards ended up entering, winning, and then was able to utilize their awards to get more market share where they build.

How to become a judge either at a local or national level.

The shift to virtual events, virtual hybrids events, and the return to in-person events.
The Nationals deadline to submit for entries is October 18, 2021, Enter Here: www.thenationals.com/entry-information

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
September 23, 2021Ep 166: Is The Home Priced Too High Or Do You Need Better Marketing?
Market Proof Marketing · Is The Home Priced Too High Or Do You Need Better Marketing?
Kevin Oakley, Andrew Peek, and Jackie Lipinski discuss the marketing steps to take when the biggest feedback about why a new home won’t sell is that “the home is just priced too high”. Plus the team reviews why a proper website structure is imperative for marketing strategy and data tracking purposes, Kevin discusses his biggest takeaway from attending Builder 100, and what iOS15 may mean for your email marketing.

Story Time (02:16)
Andrew shares his experience with Amazon’s chatbot and discusses market influences on cpl/cpc/conversion rates.

Kevin talks about Builder 100 and reminds everyone that there is no perfect builder. Plus Kevin sold his current home with no agent, and he shares his best analogy yet about resting on the bike.

Jackie is still working with a builder to correct their website’s accidental URL restructure. A reminder that a good structure should look like: www.CompanyName.com/New-Homes/State/City/CommunityName/InventoryHomeAddress. And a free/cheap tool to analyze any website URL’s, page titles, and additional website details is "Screaming Frog SEO”
In the News (35:57)
Bidding wars reach lowest level since August 2020: Redfin inman.com

Apple iOS 15: 3 Exciting New iPhone Privacy Features Coming Any Minute Now forbes.com

Cheat Sheet: Why email marketers are calling Apple’s iOS 15 update ‘a proverbial nail in the coffin’ digiday.com

LinkedIn launches a $25M fund for creators, will test Clubhouse-style audio feature in coming weeks 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 —> 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!
51 min
September 16, 2021Ep 165: How To Do The Most With What We Have
Market Proof Marketing · How To Do The Most With What We Have with Jeff Rutt and Matthew Baehr
Kevin Oakley is joined by Jeff Rutt, CEO of Keystone Custom Homes and the founder of HOPE International, and Matthew Baehr, Executive Director of Homes For HOPE, to discuss how to do the most with what you have when it comes to getting involved with helping others. Plus Andrew Peek, Jackie Lipinski, and Bryce Baker share why visualizing short and long-term goals help keep you accountable for home projects and work projects, why you shouldn’t edit your URL structure on a whim, and creating social media ads around recruiting.
Story Time (02:16)
Bryce recently moved into her fixer-up after a lot of intense work was done, then once it became “livable” they quickly got project lazy. The same thing can be applied to marketing - oftentimes once people "finish" the job they mentally check out, so work to find where you have gotten lazy and take charge of it.

Jackie shares why the framework of builder websites shouldn’t be editable for everybody.
In the News (13:11)
TikTok reportedly overtakes YouTube in US average watch time 36 (On Android at least) (www.theverge.com)

Automated hiring software is mistakenly rejecting millions of viable job candidates (A new report says automated systems are hurting the US labor market) (www.theverge.com)
"Coded Bias" on Netflix - (www.netflix.com)
360 Topic of the Week: Homes For Hope (32:20)
Jeff Rutt[/caption]
Kevin Oakley is joined by Jeff Rutt, CEO of Keystone Custom Homes and the founder of HOPE International, and Matthew Baehr, Executive Director of HOPE International, to talk about Homes for HOPE International (www.hopeinternational.org). They discuss how they’ve been able to utilize the 200 million dollars worth of donations they’ve received so far and disperse it into 1.36 billion dollars of microloans to help people in poverty.

They also discuss:
How they, unfortunately, learned about "toxic charity” and how they pivoted their program to microloans

How they have been able to achieve a 98% repayment rate for microloans

How a donor-advised fund works

How they strive not just to teach a man to fish, but to invest in someone who already knows how to fish. Which includes the story of how a $20 loan for chairs bloomed into a life-changing wedding rental business.

How they started getting involved with trades

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!
1 hr 17 min
September 09, 2021Ep 164: Online Sales Professionals vs. Amateurs
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Market Proof Marketing · Online Sales Professionals vs Amateurs

Kevin Oakley, Andrew Peek, and Jen Barkan discuss why first impressions matter for all team members and the differences they see between online sales industry amateurs and professionals. Plus why Kevin will never build another pool ever again.
Story Time (02:53)
Jen shouldn’t have to ask you to wash your face, but here we are. Plus Jen shares the story of an online sales team member complaining about not being taken seriously by their on-site team and the recommendations she provided.

Andrew shares how he taught his gym owner friend to calculate their time spend vs money earned on the “loudest” gym attendees.

Kevin talks about the “joy” (heavy sarcasm here) of building a new home with an in-ground pool.
In the News (36:13)
Lego Image posted to the Market Proof Marketing Facebook group page

Working with buyers from different backgrounds (doyouconvert.com)

Mastering Google Data Studio One Step At A Time (doyouconvert.com)

6 Questions to Ask When Building A Marketing Dashboard" (doyouconvert.com)

Instagram Carousel Best Practices to Make Your Audience Stop Scrolling and Start Engaging (agorapulse.com)

Why Your Content Marketing Isn’t Working (christopherspenn.com)

Making it easier to show the right message on Search (https://support.google.com/google-ads)
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!
54 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…