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

June 17, 2021Ep 153: Rebranding a Home Builder with Roka Music
Market Proof Marketing · Rebranding a Home Builder with Roka Music
Kevin Oakley is joined by Roka Music, the Chief Brand and Marketing Officer at StoryBuilt, to talk about the evolution and thought process behind rebranding her home builder. Andrew Peek, Jackie Lipinski, and Becca Thomas talk about how many leads are too many leads for a move-in-ready home, creating a budget that factors in innovation, and the recently wrapped up Market Proof Academy.
Story Time (1:51)
Jackie tells the story of how one customer supposedly broke the internet for a massive amount of websites last week (gizmodo.com) and how builders can set up a notification system so that they know when their own websites go down using downnotifier.com (or use a similar site.)
Becca shares the story of one builder that was concerned that they only had 56 people on a VIP list to purchase 1 move-in ready model home.
Andrew discusses his favorite moments, the biggest takeaways, and some interesting stories from the recently wrapped up Market Proof Academy.
In the News (12:00)
The Market Proof Awards (marketproofawards.com)
An Open Letter To CEOs: Why Your CMO Is Thinking About Leaving forbes.com)
Employees Are Quitting Instead of Giving Up Working From Home The drive to get people back into offices is clashing with workers who’ve embraced remote work as the new normal. (bloomberg.com)
Is there a housing bubble? Houses are getting more and more expensive. There’s a simple fix for that. (vox.com)
Zillow COO Jeremy Wacksman argues housing boom is no bubble (inman.com)
iOS 15 brings new ways to stay connected and powerful features that help users focus, explore, and do more with on-device intelligence. (apple.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: Rebranding a Home Builder with Roka Music (53:00)
Kevin is joined by Roka Music, the Chief Brand and Marketing Officer at StoryBuilt (formerly PSW). She talks about her experience since joining the industry in 2019 and she shares her favorite takeaways from working at the Sesame Street workshop. Roka tells the funny story of how she responded to a lengthy job posting online and how it landed her a dream job into the home building industry. She also tells of the rebrand evolution process that she spearheaded for her company and the positive impact it’s had.
Roka explains another way to understand marketing and branding is “Marketing is asking someone out on a date, branding is why someone says yes”
Why boutique and specially curated home selection options work well for StoryBuilt.
How in the last two years they’ve gone from a team of 2 to a team of 12 and what that team of 12 looks like in a company of 120 people.
Why they’ve partnered with animal rescues and how they link it to their community branding by naming their communities after the animals. See the video of George the parrot on their youtube page: https://www.youtube.com/channel/UCrmSRjPffUTPFS3D-l8zFDQ
Why StoryBuilt’s rare ability to take marketing chances has really paid off in the last two years.
And why it’s been so exciting to work at StoryBuilt.
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 153: Rebranding a Home Builder with Roka Music appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 33 min
June 10, 2021Ep 152: Milestone Driven Community Launches
Market Proof Marketing · Milestone Driven Community Launches

Kevin Oakley, Andrew Peek, and Jen Barkan explain why new community launches must be flexible and planned off of construction milestones and not launched around preset calendar dates alone. They discuss if builders should enact their escalation clauses as well as they give some examples of what other builders are doing.
Story Time (3:39)
Jen has started the 75 Hard Challenge at her daughter’s request and also her husband has become an official prospect of a Motorcycle Club over the weekend. Plus the sold-out June Online Sales Academy is getting ready to start!
Andrew recommends checking out a fun, consistent low-pressure, video content creator, John Morgan, who creates his videos while driving and telling stories in his car. Link to John Morgan’s videos here: facebook.com/watch/JohnMorganESQ
Kevin wants to remind people that when planning on launching new communities or phases, marketing teams need to plan around construction milestones NOT specific dates on a calendar. It’s great to have target dates, but like anything in new home construction, you have to be fluid with community launch schedules.
In the News (24:26)
The Reality of Managing Leads in 2021 (probuilder.com)
Escalation Clauses in Your Contracts: Yay or Nay? (probuilder.com)
Housing boom may be cooling as weekly mortgage demand drops again (cnbc.com)
SoftBank-backed construction giant Katerra said to be shutting down after raising billions (techcrunch.com)
Google June 2021 Core Update rolling out. (searchengineland.com)
LinkedIn introduces Event Ads and “boosted” posts (searchengineland.com)
Question of the Week (53:17)
Do you believe you can teach/train someone to be a great marketer that has zero marketing experience and zero marketing education/background? Would you ever consider bringing on a new hire that shows great potential and a personality for learning the market but has absolutely zero experience?
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 152: Milestone Driven Community Launches appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 3 min
June 08, 2021Ep 151.5: The New 2021 Online Sales Benchmarks for Q1
Market Proof Marketing · 2021 Online Sales Benchmarks: New Year, New Metrics, Solid Results
For this special episode of Market Proof Marketing, Kevin Oakley discusses the metrics behind the data that created the 2021 Online Sales Benchmarks infographic for Q1 of 2021 and why we made a conscious effort to only included data we could verify. Listen to the podcast version of Mike Lyon and Jen Barkan‘s Facebook live via the link above or check out the full recorded video here. Kevin Oakley also shares the exciting news that is the Market Proof Awards are now open for entries, so be sure to check the award program out in full and enter your campaigns from the previous year to see how they stack up.
View the full infographic here: Online Sales Benchmarks
Learn more or enter the Market Proof Awards here: The Market Proof Awards
Questions? Comments? Email [email protected] or call 404-369-2595 and we’ll address them on the next episode.
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
Market Proof Marketing is 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 151.5: The New 2021 Online Sales Benchmarks for Q1 appeared first on Online Sales and Marketing for Home Builders - DYC.
37 min
June 03, 2021Ep 151: Content Calendar Conversations
Market Proof Marketing · Content Calendar Conversations
Kevin Oakley, Andrew Peek, and Jackie Lipinski discuss content calendars for homebuilders and why there isn’t a one-size-fits-all solution. Kevin also recounts his latest secret shop of a home builder who recently fired their entire online sales team and replaced them with chatbots, it was predictably terrible.
Story Time (4:05)
Jackie shares why she’s proud of the marketers lately who are utilizing this unique time to go full steam ahead on creative content solutions.
Andrew discusses why a content calendar template isn’t a one size fits all item for builders and how sometimes small posts can lead to more content ideas.
Kevin’s new home appliances that were ordered in November of 2020 will finally arrive by August of 2021! He also shares the data behind the responsiveness of leads and how to use it as a key indicator of when marketing spend can and should ramp back up. And Kevin elaborates on his recent secret shop of a builder that fired all of their OSCs… it was predictably terrible.
In the News (28:20)
2021 Online Sales Benchmarks: New Year, New Metrics, Solid Results (doyouconvert.com)
The Reality of Managing Leads in 2021 (probuilder.com)
Are my ads working? Understanding lead attribution for homebuilders in google analytics (doyouconvert.com)
3 reasons why the housing shortage will last for years, Goldman Sachs says (businessinsider.com)
Facebook and Instagram will now allow users to hide ‘Like’ counts on posts (techcrunch.com)
Question of the Week (45:22)
Do you have the worst home builder marketing office of them all? Post your questionable office photo in the Market Proof Marketing Facebook group and we’ll help set you and your office up for marketing success.
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 151: Content Calendar Conversations appeared first on Online Sales and Marketing for Home Builders - DYC.
48 min
May 27, 2021Ep 150: The Dangers of Shadow Interest Lists
Market Proof Marketing · The Dangers of Shadow Interest Lists
Kevin Oakley, Andrew Peek, and Julie Jarnagin talk about the dangerous practice of shadow interest lists being created by onsite sales team members, how they lead to poor customer experiences, and why you should nip them in the bud. They also discuss the need for marketers to take a step outside of the box this year and try taking risks (at least 20% of the time) when it comes to marketing your brand.
Story Time (1:11)
Julie talks about the need to take risks in marketing, with the rule of thumb being 80% of marketing should be safe while the other 20% should be an intelligent risk. (aweber.com)
Andrew also considers the value, or lack thereof, of safe content, and is it worth anything if there’s no emotional connection to it?
Kevin believes a bubble is forming and it’s not in housing values, it’s in rogue sales team members creating their own shadow interest lists and prioritizing them above home builder’s actual priority lists. He recounts his first-hand experience from a recent builder visit trip and breaks down why these lists will only cause issues for builders.
In the News (18:02)
Home construction sees biggest drop since pandemic hit. (cnbc.com)
Low-tax states are winning the real estate battle (housingwire.com)
Why some brands plan to participate in Facebook Live shopping events this summer (Digiday.com)
How Google’s $150 billion advertising business works (cnbc.com)
Question of the Week
Is walk-in traffic on the rise for builders because of the lack of available homes to purchase across the country? Is this a crazy hypothesis?
Let us know your thoughts on the 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 150: The Dangers of Shadow Interest Lists appeared first on Online Sales and Marketing for Home Builders - DYC.
38 min
May 20, 2021Ep 149: Build-to-Rent Q&A with Noel Christopher
Market Proof Marketing · Build-to-Rent Q&A with Noel Christopher
Noel Christopher, Senior Vice President of Portfolio Services at Renters Warehouse, joins us to discuss why the build-for-rent phenomenon is likely going to change the home building industry forever. Also in this episode, Kevin Oakley, Andrew Peek, and Jackie Lipinski discuss the hesitancy being seen in potential home buyers due to them not understanding how to purchase a home from builders.
Story Time (1:53)
Jackie shares the story of a home builder who was so excited to come to the Summit in August that they cracked the code to view the secret ticket purchasing link and bought a summit ticket at 11 pm on the night before the launch to save their spot.
Andrew wants to remind builders to add “Checking out all of your ads” to their Monday morning routine. A few quick items to look for always are: Are they running – yes or no. Performance up or down. Why – why not – repeat. Check out Andrew’s previous article regarding setting up automatic reports so you don’t get caught off guard here.
Kevin discusses the tension of knowing when to bring ad spend back up as well as every builder needs to access their call-to-actions and verify the current messaging is consistent with what actions builders want customers to take.
In the News (16:33)
Contracts terminated unexpectedly for Eagle Mountain home buyers (fox13now.com)
Homebuyers are the most pessimistic they’ve been in a decade thanks to tight supply, high prices (cnbc.com)
The Most Common Reason Active Buyers Can’t Close the Deal (nahbnow.com)
WhatsApp breaks App Store guidelines by limiting functionality for users who do not accept the new privacy policy (applescoop.org)
Question of the Week (33:50)
Would you pay $50 a year to use FB/IG with complete privacy and no ads?
Let us know your thoughts on the Market Proof Marketing Facebook group
Noel Christopher
360 Topic of the Week: Build-to-Rent with Noel Christopher (39:00)
Noel Christopher, Senior Vice President of Portfolio Services at Renters Warehouse, joins Kevin Oakley to discuss the topic that’s on the minds of many home builders – Build-to-rent homes. They discuss the reasons builder may consider the option of build-to-rent, how involved or not involved home builders can be based on their individual needs, what product changes might be considered if a builder is looking to rent, and more:
How build-to-rent homes solve the problem many people have of wanting to be in a home but not being able to afford the ever-increasing prices of homes and not being able to afford a down payment.
The average length of time renters stay in single-family homes, based on the data collected from the 23,000+ homes they manage, is around 3 years.
How builders may want to consider the lifetime value of the customer and the continued relationship
How builders intending to move to build-to-rent should consider what products are needed vs sticking to what they think they know
Zillow.com has accounted for around 85% of all tenant leads
Current homeownership rates (advisorperspectives.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 149: Build-to-Rent Q&A with Noel Christopher appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 31 min
May 13, 2021Ep 148: Buyer Experience Tools with Kody Smith
Market Proof Marketing · Ep 148: Buyer Experience Tools with Kody Smith

Kody Smith, President of NoviHome, joins us to discuss how to help keep the communication with buyers as transparent as possible. Plus, Kevin, Andrew, and Becca discuss Kevin’s recent attempt at making a homesite reservation on a home builder’s website and why the experience was less than perfect.
Story Time (2:10)
Becca shares her story of how she had been told that finding a daycare near her home would be easy and now they all have waitlists too.
Andrew’s local Starbucks changes their hours! Instead of opening at 5am they’re opening at 11am and confusion has been created around the change because of the lack of context.
Kevin talks about his experience signing up to reserve a homesite on a home builder’s website and how his “reservation” ended up with just 1 poorly templated email…18 hours later. Plus, Kevin gives his review of his recent purchase of Eggo stuffed pancake bites and how it was the worst pancake of his life.
In the News (24:44)
Market Proof Marketing Academy: Sold Out – Get on the waitlist for Nov 30 – Dec 2nd’s classes (marketproofacademy.com)
Content Marketing and the treadmill in the corner (doyouconvert.com)
Zonda acquires Canadian listings platform BuzzBuzzHome (zondahome.com)
Facebook and Instagram notices in iOS apps tell users tracking helps keep them ‘free of charge’ (theverge.com)
Spaces is here, let’s chat (twitter.com)
Updated: The Definitive Guide to Priority Lists in 2021 (doyouconvert.com)
Question of the Week (35:46)
Last Week’s Question: Which scenario do you think is more likely to indicate that a home building company is firing on all cylinders? I think the case can be made for both, and yet I’m drawn to one over another.
1. They outperform other builders in a highly competitive market with lots of new homes sold each year as a large % of overall real estate transactions. (high volume market)
2. They outperform a small pool of competition from other builders, but they operate in a market where new home sales volume is a tiny fraction of overall real estate transactions? (low volume market)
This Week’s Question: Would you pay $50 a year to use FB/IG with complete privacy and no ads? Let us know your thoughts on the Market Proof Marketing Facebook group
360 Topic of the Week: Buyer Experience Tools with Kody Smith (43:18)
The team talks with Kody Smith, from NoviHome, about the company’s goal of guiding buyers through the sales funnel while still delivering insights and analytics. They touch on the main functions of NoviHome – NoviHome Show, NoviHome Focus, and the homebuyer app. They also discuss how the pandemic increased the need for technological and customizable solutions as well as how builders were able to show their customers value through easy communication tools.
NoviFocus isn’t replacing anyone’s CRM, they’re adding a layer on top of your existing CRM to make it easy for agents to get buyers INTO the CRM via integrations.
How buyers and sales agents have been utilizing home photos to be able to write notes on the images
How they’re trying to solve the problem of agents not using technology.
How people need to realize websites and apps are different and how their apps control the flow of information buyers are seeing.
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 148: Buyer Experience Tools with Kody Smith appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 7 min
May 05, 2021Ep 147: The Market Proof Awards & CallRail Updates with Madelyn Wing
Market Proof Marketing · The Market Proof Awards & CallRail Updates with Madelyn Wing
Kevin Oakley, Andrew Peek, and Jackie Lipinski have some exciting news! Do You Convert is launching the Market Proof Awards, a data-driven awards program to recognize marketing & online sales excellence in the home building industry! Then Jen Barkan and Kevin Oakley talk with Madelyn Wing from CallRail, about how they listen to home builders and their needs when creating and updating existing features.
Story Time (1:05)
Jackie Lipinski is proud to announce the new Market Proof Marketing podcast graphics are here!
Andrew Peek shares his Instagram survey results regarding who should be creating content for builders, if influencers should be the focus of videos, and if people believe leadership should be the focus of content home builders put into the world.
Kevin Oakley shares his theory on why he believes Twitter keeps sending him popups that he has to click “yes” on.
In The News (30:10)
Announcing the Market Proof Awards
https://www.marketproofawards.com/
Online Sales and Marketing Summit
https://www.onlinesalessummit.com/
Zuck Outlines Facebooks’ Strategy Beyond iOS Issues (CNBC.com)
Zestimates can’t keep up with wild housing market, agents say Agents from around the country talk about the widening gap betweenZestimates and MLS home value data as inventory shortages push prices to new highs (Inman.com)
Utah home builder opts for no bidding wars when selling its houses (kutv.com)
Google Data Studio Report Publishing Feature (Google.com)
Question of the Week (54:50)
Which scenario do you think is more likely to indicate that a home building company is firing on all cylinders? I think the case can be made for both, and yet I’m drawn to one over another.
1. They outperform other builders in a highly competitive market with lots of new homes sold each year as a large % of overall real estate transactions. (high volume market)
2. They outperform a small pool of competition from other builders, but they operate in a market where new home sales volume is a tiny fraction of overall real estate transactions? (low volume market)
Submit your feedback here – we’d love to hear from you!
360 Topic of the Week (59:40)
Madelyn Wing from CallRail joins Kevin Oakley and Jen Barkan to talk about the offline and online tracking capabilities of Callrail. Madelyn also talks about the significant increase in call volumes they saw across the board since the pandemic as well as how they’ve listened to their users and as a result, they have decided to bring back some call forwarding features!
How “form tracking” works and how it merges with digital data points
Callrail can let you make call notes so you’ll know where to pick conversations back up
How the speed of following up with leads correlates with the responsiveness likelihood of converting that lead
Conversion Intelligence and how it’s able to track custom words you want to search for within phone calls
How you can use CallRail as a training tool for your 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-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 break down the headlines, share best practices and stories from the front line, and perform deep dives on relevant marketing topics. We’re here to help you – not to sell you!
The post Ep 147: The Market Proof Awards & CallRail Updates with Madelyn Wing appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 41 min
April 29, 2021Ep 146: Reducing Chaos For “Buy Online”
Market Proof Marketing · Ep 146: Reducing Chaos For “Buy Online”
Kevin Oakley, Andrew Peek, and Jackie Lipinski shake up the podcast with an impromptu clash-of-the-titans debate, as Jackie and Andrew give their options on who should be responsible for creating visual content elements: in-house teams vs external resources. And Kevin has had it with a builder who is claiming they’ve solved the “Buy Online” problem when in fact, they seem to be creating more chaos for their company and their customers.
Story Time (1:15)
Jackie Lipinski wants to remind builders that google data studio is a great resource for collecting aggregated data that you can set up and continue to utilize to send upper management quick data points.
Andrew Peek recommends when creating content that the content needs a goal. For example, content should either inspire, educate, or give people a clear to action.
Clash of the Titans (8:45)
Andrew and Jackie give their options on who, in a home building marketing department, should be creating the visual content. Tell us what you think on the Market Proof Marketing Facebook page.
You’re Not Getting Away With It! (18:00)
Kevin comes across a large quantity home builder who claims that they have solved the “Buy Online” process. Spoiler alert: Kevin has his doubts due to the changes the builder had to make to their website immediately following the new process’ release. And he breaks down why the builder’s “Highest and Best” process for presales homes looks to be creating chaos and pain for every person involved in the home buying process.
Story Time (41:30)
Kevin talks about his most recent trip to Texas with home builder Tilson Homes, and how they solve their customer service friction points similar to that of Chick-fil-a.
In The News (46:00)
Upcoming AppTrackingTransparency requirements (developer.apple.com)
We Hate iOS 14.5 (ihateios14.com)
An Actual House is an NFT Now (theverge.com)
TikTok-Native Publishers Look To Expand Audience To Other Platforms (digiday.com)
Question of the Week
What % of your content is currently created in-house? (Photos, videos, blogs, etc.)
Submit your feedback here – we’d love to hear from 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 break down the headlines, share best practices and stories from the front line, and perform deep dives on relevant marketing topics. We’re here to help you – not to sell you!
The post Ep 146: Reducing Chaos For “Buy Online” appeared first on Online Sales and Marketing for Home Builders - DYC.
54 min
April 23, 2021Ep 145: Priority Lists for Online Sales
Market Proof Marketing · The Rules Are Changing
Kevin Oakley, Andrew Peek, Julie Jarnagin, Mike Lyon, and Jen Barkan are in the house to bring you a very special episode to discuss the ever-changing ecosystem that is online sales and marketing for home builders in 2021. They talk about how OSC’s should handle priority lists, how being nimble and flexible is the key to moving forward in an ever-changing market, and how some home buyers are taking the term Online Sales “Counselors” very literally. Mike and Jen also discuss how management needs to understand that Online Sales Specialists’ data is going to be funky right now, and that’s ok because the quality of leads needs to be prioritized over the number of leads at this time.
Story Time (2:15)
Julie Jarnagin regrets her decision about asking for podcast recommendations via Twitter.
Andrew Peek shares a hilarious Instagram reel from the point of view of real estate agents “Submitting an offer then vs now.”
Jen Barkan talks about the “Elon Musk Effect” and how a tweet from Elon Musk has created havoc for online sales teams in Brownsville, Texas.
Kevin Oakley shares a heartbreaking story of a builder having to reach out to a buyer about price increases.
In the News (11:00)
A Builder’s Leaked Post
The Great Reshuffling: Zillow’s 2021 Mover Report: The Opportunity, Emotion and Trends Behind the Great Reshuffling (Zillow.com)
CoStar Group to Acquire Residential Listing Site Homes.com Acquisition Expands CoStar’s Effort to Provide Digital Tools and Advertising Solutions That Support Residential Real Estate Agents and Their Customers (Costargroup.com)
The ‘Iron Man’ body armor many of us may soon be wearing (BBC.com)
Question of the Week (28:20)
Last Week’s Question: What is your forecast on how the housing market will be by the first quarter of next year (2022)
Submit your feedback here – we’d love to hear from you!
360 Topic of the Week (33:48)
Mike Lyon and Jen Barkan hand out truth bombs for marketing and online sales and they dive deep into the ever-changing rules that online sales need to be aware of and how marketing can assist in the new messaging to all the leads.
Mike and Jen have been hiring an incredible amount of new online sales team members this year for builder partners.
The rules are changing and the rules need to be rewritten per market.
Mike talks about priority lists and how they apply to marketing and online sales team processes
1. Set expectations on your website with the right call to actions
2. Autoresponses and your call flows need to be consistent with what your company’s current message is
3. Rate each lead per your priority lists
Mike talks about the new messaging to consider when your builder is “almost sold out”
How we don’t want to mislead prospects so builders need to temporarily adjust marketing channels and be as transparent as possible about timelines
Mike and Jen talk about how in this market it’s best to hyper-focus on the people who are lowest in the sales funnel aka the ready to buy today customers
Kevin breaks down the aggregate data on home builder’s organic traffic year-over-year
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 break down the headlines, share best practices and stories from the front line, and perform deep dives on relevant marketing topics. We’re here to help you – not to sell you!
The post Ep 145: Priority Lists for Online Sales appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 14 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…