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

September 02, 2021 Ep 163: 2021 Online Sales & Marketing Summit Highlights
We're back from the 2021 Online Sales & Marketing Summit in Dallas, TX! The team shares their favorite Summit moments, they discuss the creative home design move by Pulte Group, what Instagram ditching the “swipe up” feature in stories means, and why the google lead generating ads might not be worth your time.
51 min
August 23, 2021 Ep 162: You Can’t Fake It Until You Make It Anymore
Kevin Oakley, Andrew Peek, and Jen Barkan discuss what to say when you have nothing to say to people who have been on your waitlists for a long time. Plus Kevin has had it with management who can no longer fake it until they make it.
58 min
August 12, 2021 Ep 161: Buy Once, Cry Once
Andrew Peek, Jackie Lipinski, and Julie Jarnagin discuss the concept of “buy once, cry once” when selecting appropriate content creation tech items. They also well as they talk about why done is better than perfect and they give advice on how to get the most out of connecting with other marketing, online sales, and home building leaders when attending the Summit.
53 min
August 05, 2021 Ep 160: Do You Have The Grit, Or Will You Quit?
Market Proof Marketing · Do You Have The Grit, Or Will You Quit?
Kevin Oakley, Andrew Peek, and Jackie Lipinski discuss why spoken objections are better than unspoken objections. They talk about the mental fatigue being seen in the online sales and marketing world and when times get tough will people have the grit to hold on or will they jump ship?
Story Time (1:08)
Jackie’s son has started baby swim classes and the teacher shares that if you show panic on your face when you’re going under the water, your child will mimic your panic so you need to stay calm, which is similar to how the builder/buyer relationship can also be handled.
Andrew wants to remind builders that where your content is created matters and don’t forget audio copyright laws are real.
Kevin had a unique car purchasing experience that felt similar to purchasing a home. We’re also seeing people jump ship when selling gets more difficult, so when the going gets tough – will they quit? Will you? Plus we’re seeing the return to a “normal” sales processes for most builders starting in August
In the News (40:01)
Google now shows why it ranked a specific search result (searchengineland.com)
Google advertising revenue rises 69% from last year (.cnbc.com)
Facebook creates exec team to work on Mark Zuckerberg’s vision for a digital universe (Facebook.com & cnbc.com)
Building a Home in the U.S. Has Never Been More Expensive (bloomberg.com)
Home buyers willing to pay up to $4,698 more than expected for the right paint color combinations (builderonline.com)
Question Of The Week (1:06:17)
Your advertising spend is now back to what amount in comparison to your July 2019 level?
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!
The post Ep 160: Do You Have The Grit, Or Will You Quit? appeared first on Online Sales and Marketing for Home Builders - DYC.

The post Ep 160: Do You Have The Grit, Or Will You Quit? appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 7 min
July 29, 2021Ep 159: Rethinking Short-Form Videos
Market Proof Marketing · Rethinking Short Form Videos
Kevin Oakley and Andrew Peek welcome the newest DYC team member Samantha Matlock on to her first podcast! The team defines what short-form videos technically are and where they could and should be used. Additionally, they touch on the steps that people should take after creating content because no one should create something amazing and then go “now what do I do with this?”
Story Time (0:49)
Samantha has joined the Do You Convert and also just recently got engaged!
Andrew’s daughter was intimidated by the large pool, but sometimes you just have to jump in and face your fears.
Kevin is here to remind people that we need NEW leads in today’s market at today’s prices – AND we need to treat them the OLD FASHIONED way.
In the News (25:31 )
Builders pull back as more homebuyers are priced out of the market (cnbc.com)
For Home Buyers, Length of Commute Drops in Importance, New Data Shows (wsj.com)
Remote Work Tops SF, NYC for Most High-Paying Job Openings (informationweek.com)
Tampa Bay’s rent rising faster than any other metro area this year. (tampabay.com)
YouTube Launches Initial Test of Live-Stream Shopping with Selected Creators (socialmediatoday.com)
Ex-Zillow execs promise revolution in lending. (housingwire.com)
Question Of The Week (40:20)
“Are any of you using tiktok to drive business? And if yes would you drop your username so I could follow you?”
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!
The post Ep 159: Rethinking Short-Form Videos appeared first on Online Sales and Marketing for Home Builders - DYC.
56 min
July 22, 2021Ep 158: Influencer Marketing Conversations with Anya Chrisanthon
Market Proof Marketing · Influencer Marketing Conversations with Anya Chrisanthon
Kevin Oakley and Andrew Peek are joined by Anya Chrisanthon, owner of AC Marketing & Consulting, to discuss influencer marketing. Additionally, Andrew Peek, Jackie Lipinski, and Becca Thomas talk about the changing landscape of social media platforms and how their shift to preferring videos will influence home building marketers and the content that will need to be created.
Story Time (1:51)
Jackie officially has a TikTok and with so much video noise in the app, she worries how when every video platform is “special”, no video platform is “special”.
Becca turned off her IOS tracking and she is still having a very targeted experience, possibly even too targeted.
Andrew shares a for sale by owner fail story near his home in Florida.
Rapid Fire Questions
When do I need to update all of my google ad keywords away from Broad Match Modified?
What are the things to consider when you’re aiming to ramp back up your marketing?
What are some solutions to help set appointment time slots in real-time? Answer: Calendly
In the News
Instagram’s pivot to video marks the end of social media as we know it TikTok has killed the photo app star. (newstatesman.com)
Wait until 2022 to buy a house, economists say (businessinsider.com)
Question of the Week (47:33)
Should builders have community pages on Nextdoor & Facebook and if so, should they be the admins?
Market Proof Marketing Facebook group

360 Topic Of The Week: Influencer Marketing Conversations (46:00)
Kevin is joined by Anya Chrisanthon, owner of AC Marketing & Consulting, to discuss influencer marketing. They discuss the reasons builders could be for and against utilizing influencers. They clarify what an influencer could and should do for a builder, including understanding if a builder should partner with an influencer for either distribution, content creation, or both. Additionally, they discuss:
Why influencers are it’s not a one-size-fits-all option.
Why it’s important to screen influencers because they have the potential to change your reputation.
They discuss the definition of what and who can be defined as an influencer
How a home builder influencer could be as easy as the utilization of your online sales team members or on-site sales agents
Is one rock star influencer better than multiple minor influencers?
And why it’s best not to put all your eggs in one influencer marketing basket.
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!
The post Ep 158: Influencer Marketing Conversations with Anya Chrisanthon appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 31 min
July 15, 2021Ep 157: Time To Hit The Advertising Reset Button
Market Proof Marketing · Ep 157: Time To Hit The Advertising Reset Button
Kevin Oakley, Andrew Peek, and Julie Jarnagin talk about the lies builders are telling themselves about the market conditions and why now might be a good time to undo what you did when market conditions were in your favor.
Story Time (1:40)
Julie recently went on vacation to Alaska and where the national parks and restaurants were still using Covid as an excuse when in actuality the issues were clearly staffing
Andrew purchased a new camera and while the more expensive option was clearly worth it for him. Plus he talks about why and how people can still utilize their personal iPhones when creating content for home builders.
Kevin shares why it’s not going to get better, but it’s also not likely to get much worse..
In the News (17:50)
U.S. housing shortage will be around for ‘years to come,’ says Taylor Morrison CEO (cnbc.com)
Oregon bans home buyer ‘love letters’ The letters could reveal personal information about the buyers that could lead to discrimination or even the perception of it. (kgw.com)
Do you remember MySpace and Friendster? (entrepreneur.com)
Apple or iPod? Artificial intelligence hoodwinked by handwritten note. (cbc.ca)
Could 3D printing be the future of homebuilding? See this Demo House. (bankrate.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!
The post Ep 157: Time To Hit The Advertising Reset Button appeared first on Online Sales and Marketing for Home Builders - DYC.
45 min
July 08, 2021Ep 156: Running So Hot with Jen Barkan
Market Proof Marketing · Ep 156: Running So Hot with Jen Barkan
Kevin Oakley, Andrew Peek, and Jen Barkan bring you a very special episode! They recorded the podcast LIVE on Facebook to discuss the FAQs of the Market Proof Awards program, what website lead “quality” really means now, & more!
Story Time
Jen visited her son at work and witnessed him overcoming buyer objections and solving buyer’s problems.
Andrew discovers that some people never leave their neighborhood and don’t even know what exists 5 minutes from their home.
Kevin shares the new definition of what “quality” means regarding website leads.
In the News
Market Proof Awards (marketproofawards.com)
Hiring, Training, and Managing Remote (doyouconvert.com)
40 Year Mortgages To The Rescue (housingwire.com)
Zillow Taps AI to Improve Its Home Value Estimates (wired.com)
Why SEO Does Not Work for You & Your Website (cognitiveseo.com)
Facebook Testing Desktop Posting and Sharing on Instagram (nasdaq.com)
Question of the Week
Is your builder looking to offer presale opportunities within the next 3 months?
Market Proof Marketing Facebook group
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!
The post Ep 156: Running So Hot with Jen Barkan appeared first on Online Sales and Marketing for Home Builders - DYC.
56 min
July 01, 2021Ep 155: Is Frictionless Virtual Homebuying Attainable?
Market Proof Marketing · Is Frictionless Virtual Homebuying Attainable?
Kevin Oakley, Andrew Peek, and Jackie Lipinski discuss the difficulties of trying to buy a home online and whether it may ever be attainable after Kevin once again attempts to purchase a new home online. Also in this episode, they talk about a city that has decided to ban a home builder from renting any of their homes, google’s recent announcement to push back blocking third-party cookies, google’s new image extensions, and more!
Story Time (2:11)
Jackie had a surprise guest at her house this week, it was Kevin! (And she has never cleaned her house faster.) Plus she shares the positives and negatives of visiting the largest Amazon Go grocery store in the US.
Andrew also shares his most recent shopping trip experience to Walmart, where they too are trying to move towards a faster shopping experiment and how they were able to create a frictionless shopping experience.
Kevin gives an update on his under-construction home and discusses the benefits of taking a Matterport tour while a home is under construction. Plus he shares an interesting story at the airport of watching people try to get a cup of coffee out of a smart Starbucks machine.
In the News (22:50)
Existing home sales in May drop for the fourth straight month as affordability squeezes buyers. (https://www.cnbc.com)
No renters: Clayton County Board of Commissioners eliminates builders’ ability to rent, lease new homes (news-daily.com)
Google pushes back plan to block third-party cookies until 2023 (https://searchengineland.com)
Image Extensions are out of Beta! (oneilinteractive.com)
About dynamic image extensions. (support.google.com)
You can now choose and design a newly built home and put it in your shopping cart, as big builders launch virtual homebuying (https://www.cnbc.com)
Questions? Comments? Ask away on our Facebook group at Market Proof Marketing Facebook, 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!
The post Ep 155: Is Frictionless Virtual Homebuying Attainable? appeared first on Online Sales and Marketing for Home Builders - DYC.
52 min
June 24, 2021Ep 154: Stretching Your Creative Content Muscles
Market Proof Marketing · Stretching Your Creative Content Muscles
Kevin Oakley, Andrew Peek, and Bryce Baker talk about ways to think about creating microcontent when visiting new homes under construction. Plus they talk about Zillow’s updated and more accurate Zestimates, why some potential buyers think lower lumber prices mean less expensive homes, and more!
Story Time (1:30)
Kevin Oakley, Andrew Peek, and Bryce Baker talk about ways to think about creating microcontent when visiting new homes under construction. Plus they talk about Zillow’s updated and more accurate Zestimates, why some potential buyers think lower lumber prices mean less expensive homes, and more!
Bryce recently purchased a home and while getting a quote for a roof issue, she had a very interesting experience where the roofer requested that she purchase all the materials and then call him when she has the materials because it’s too hard for him to get materials right now.
Andrew loves the way some builders are creating micro-video content and he gives a recent example: https://www.instagram.com/p/CQEKtQKtGke/
Kevin shares stories from his most recent visit to a home builder and he gives some tips on how to utilize curiosity when visiting home sites to create microcontent.
In the News (24:26)
Market Proof Marketing Awards (marketproofawards.com)
Zillow claims Zestimate now more accurate thanks to tech update. (inman.com)
Redfin Concierge (redfin.com)
An inflation storm is coming for the U.S. housing market. Some economists suggest the government may be misunderstanding the size of the problem (marketwatch.com)
Lumber prices sink below $1,000 for the first time since March, now down 40% since May’s record high (markets.businessinsider.com)
If You Sell a House These Days, the Buyer Might Be a Pension Fund. (wsj.com)
When Wall Street Is Your Landlord (www.theatlantic.com)
Question of the Week (57:48)
Will builders lower their prices when commodity prices decline?
Market Proof Marketing Facebook group
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!
The post Ep 154: Stretching Your Creative Content Muscles appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 4 min

About Market Proof Marketing: Home Builder Marketing Insights

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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…