Market Proof Marketing: Home Builder Marketing Insights

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

Market Proof Marketing: Home Builder Marketing Insights episodes

April 15, 2021Ep 144: 2022 Market Predictions and Beyond
Market Proof Marketing · 2022 Market Predictions and Beyond
Kevin Oakley, Andrew Peek, and Jackie Askews talk about what they think the not too distant future could look like for new home builders and buyers alike, why the market might shift in favor of more home rentals, and how the lack of land in the future will pave the way for more creative home product offerings.
Story Time (1:00)
Jackie Askews shares with the team that after seven months of building a new construction home, her township has made the process so difficult and expensive that her family has decided it’s best to pull the plug on the project altogether.
Andrew Peek’s wife has had it with their HOA, so she’s joined the board to clean up the mess that their new home builder left behind.
Kevin Oakley shares the sad story of a new home marketer swapping from being an internal employee into a contract position and then finding out that they don’t qualify for a home loan due to the job change. Kevin reflects on his recent builder trip and how proud he is of how interactive builder partners are in their quest to learn from ourselves and others in the industry.
In the News (25:25)
Looking for another DYC marketing team member! To learn more about this position click here.
Do You Convert: New Virtual Academy Dates Just Released!
Market Proof Marketing Academy – June 8-10, 2021
Online Sales Academy – June 23-25, 2021
Online Sales and Marketing Summit – In Person! August 19/20 in Dallas, Texas at the Gaylord Texan Resort
The Housing Market Is Crazier Than It’s Been Since 2006. (wsj.com)
Twitter Held Discussions for $4 Billion Takeover of Clubhouse (bloomberg.com)
Reputation attack sites have plummeted in Google, but can still harm (searchengineland.com)
Netflix Documentary – Coded Bias (Netflix)
Website to get a better understanding of how AIs(Facebook) work (ai.facebook.com)
Question of the Week (50:46)
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!
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 144: 2022 Market Predictions and Beyond appeared first on Online Sales and Marketing for Home Builders - DYC.
58 min
April 07, 2021Ep 143: Zillow’s New Construction Consumer Housing Trends Report with Brett Steele
Market Proof Marketing · Zillow’s New Construction Consumer Housing Trends Report with Brett Steele
Kevin Oakley, Andrew Peek, and Jackie Lipinski talk with Brett Steele, the Sr. Sales Manager of New Construction at Zillow Group, about Zillow’s New Construction Consumer Housing Trends Report of 2020. They review the fascinating data behind people’s purchasing habits compared to previous years, they touch on the future of technology and how it can apply when purchasing a new home, and they discuss the benefits homebuilders have over resale homes.
Also in this episode, the Do You Convert team discusses the right and wrong ways to push home incentives, how marketing leaders need to identify avoid career burnout, and how true success in anything comes from doing things in small chunks of time each day.
Story Time (2:58)
Jackie Lipinski discusses the different marketing options a builder could be doing vs running a $10,000 incentive in the best market ever.
Andrew Peek talks about the benefits of using google’s data studio to create visual tools for marketing as well as upper management. Andrew and the team also dive into how to handle feeling like you aren’t making much progress in your marketing career when the homes sell themselves.
Kevin Oakley discusses his thoughts on the psychological insights into why content is so hard for so many marketers to get done plus he tells a few builder stories from his first trip in 2021.
In the News (20:35)
How to tell stories using data (SearchEngineLand.com)
The ugly side of housing: low inventory. Fewer deals are going into contract (HousingWire.com)
SNL Skit – Boomer’s Got The Vax (Youtube)
Biden’s $2 Trillion Infrastructure Plan Proposes More than $200 Billion for Housing, Commercial Buildings
Joe Biden wants to spend $2 trillion on infrastructure and jobs. These 4 charts show where the money would go.
Zillow’s New Construction Consumer Housing Trends Report 2020 (Zillow.com)
Question of the Week (40:46)
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 (41:52)
Brett Steele, the Sr. Sales Manager of New Construction at Zillow Group joins us this week to discuss the main takeaways from Zillow’s 2020 New Construction Consumer Housing Trends Report. Brett discusses why it’s in every builder’s best interest to educate buyers in order to create the highest quality of leads, the new main roadblocks people are having when purchasing a home, and how builders can’t forget about their ratings as a marketing tool.
The 3 main home buying roadblocks buyers had last year were price, timing, and location, and this year it has changed to feeling like they are getting a fair price, the timing of selling the old house when buying the new house, and feeling overwhelmed by the home buying process.
How a 3D walk-through, and not the listing photos, won Brett over into buying his own home from afar after determining that his dream table could actually fit in the home.
56% of people agreed they would have skipped looking at a resale home if they had seen a floor plan of the home prior.
Builders, please add the square footage to your plans for an added advantage over resale homes.
How the data shows that the future of home buying isn’t trending digital-only, they predict a hybrid of in-person and digital elements.
Kevin and Brett remind builders that ratings are forever so don’t forget about your buyers while they are waiting for their home to be completed.
Brett recaps his days working at Disney World as the Monorail driver.

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 143: Zillow’s New Construction Consumer Housing Trends Report with Brett Steele appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 41 min
April 01, 2021Ep 142: Builders Choosing Intentionally NOT To Sell Homes
Market Proof Marketing · Ep 142: Builders Choosing Intentionally NOT To Sell Homes

Kevin Oakley, Andrew Peek, and Jackie Lipinski are back this week to talk about the big picture of why new home sales in some areas seem to be down year-over-year (spoiler alert…it’s not just the weather, it’s also the lack of inventory). They discuss Kevin’s first builder visit in over a year, the actual value behind going viral on TikTok, and the current ad spend reduction numbers seen across the board.
Story Time (7:37)
Jackie Lipinski has to learn a website’s custom deck railing computer program to get an accurate quote.
Andrew Peek gets excited as more builders continue to reach out for guidance on how to start their very own podcasts.
Kevin Oakley reviews the current social ad and paid search spend reductions he’s seeing and talks about the impact on organic traffic. Kevin also talks about the sales and lead metrics of one builder going viral on TikTok and how even 3+ million views can still equal 0 sales.
In the News (23:25)
Lennar Announces $4 Billion Single-Family-Rental Venture. (BuilderOnline.com)
New Home Sales Drop 18.2% in February, Remain Higher Than Last Year Record (USNews.com)
More Agents Than Homes For Sale in Red-Hot Housing Market (TheRealDeal.com)
BoxBrownie to cut prices amid COVID-fueled surge in business. (InMan.com)
YouTube experiments with automated lists of products detected in videos (MarTechToday.com)
Question of the Week (41:27)
Some things are just better in-person. We’re planning a new mastermind brainstorming session at the end of the year, what valuable in-person topics would you want to cover? (Aka what things do you want to talk about that a webinar just can’t tackle)
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 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 142: Builders Choosing Intentionally NOT To Sell Homes appeared first on Online Sales and Marketing for Home Builders - DYC.
52 min
March 25, 2021Ep 141: Digital Priorities for Marketers
Market Proof Marketing · Digital Priorities for Marketers

Andrew Peek, Jackie Lipinski, and Julie Jarnagin discuss their most recent digital marketing priorities recommendations blog created specifically for New Home Marketers. And they break down the “why” of each recommendation. They also discuss the vague news reports of the housing industry coming out recently and talk about Google cracking down on policy-violating ads.
Story Time (1:30)
Jackie Lipinski talks about how a simple small leak has led to 4 days without a sink and how life would be easier with a warranty person.
Julie Jarnagin discusses how a casual check-out conversation with a shopping sales rep created buyer regret where none existed before.
Andrew Peek discussed his new camera purchase and how he fell into a content black hole of time and energy just like in…..Home shopping. And how creating extremely specific content pieces are the best ways to educate any buyer.
In the News (13.25)
Digital Priorities for New Home Builder Marketers (DYC Article)
Homebuyers canceling contracts as costs soar (Fox News)
Housing the best performing sector of the economy as fears mount over downturn (Fox News)
Can You Believe We’re Talking About In-Person Events (SearchEngineLand)
Google blocked 3.1 billion ads that violated their policies last year (SearchEngineLand)
Do You Convert Summit 2021! August 19th & 20, 2021 in Dallas, Texas!
Question of the Week
As you are able to reduce advertising spend due to #bestmarketever – and if so where are you reinvesting those resources?
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 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 141: Digital Priorities for Marketers appeared first on Online Sales and Marketing for Home Builders - DYC.
35 min
March 18, 2021Ep 140: Margin Management with Amy O’Connor
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Market Proof Marketing · Margin Management with Amy O’Connor

This week Kevin talks with Amy O’Connor from Jeff Shore Consulting Group to discuss that no matter the market, we need to remember that margin management is the name of the game. Also in this episode, Kevin, Jackie Lipinski, & Jackie Askews discuss that even though Airbnb slashed its entire marketing budget they were able to return to 95% of their previous traffic levels, how Google wants to group people by FLoC to target you, and how one builder is overriding home selections to close on time.
Story Time (2:20)
Jackie Lipinski discusses a recent conversation with a Texas home builder who has decided “you get what you get” when it comes to your exterior brick choice to make sure construction deadlines are met.
Jackie Askews talks about her new construction home builds experience and the “In-xperience” that they’ve been able to achieve regarding the selection process.
Kevin notes that no CRM system is the “Right One” if you’re not spending the time to pursue understanding it. Plus another two offers to “influence” products this week…
In the News (17:56)
We will not build alternate identifiers’: In drastic shift, Google will end behavioral targeting, profile-building in its ad products (Digiday)
Google’s FLoC Is a Terrible Idea (Eff.org)
Kirk William explains FLoC (zatomarketing.com)
360 Topic of the Week – Margin Management with Amy O’Connor (33:30):
Amy O’Connor, from Jeff Shore Consulting Group, joins us this week to discuss that even in the best of times or the worst of worst of times, we need to remember that margin management is the name of the game. Kevin and Amy also touch on the need for consistent messaging from sales, marketing, and management teams, and she notes the skillsets that sales team members might lose if they don’t flex them regularly.
Why marketing is not just driving traffic but driving a mindset for buyers as well
How it’s critical to communicate transparency, and why it’s what buyers need and want right now
How to think about packaging the priority list message
How a builder in Pennsylvania transformed their sales process to 99% online while still creating a personalized experience
Why she recommends builders still opt for discovery meetings with their new home buyers in order to create more trust and how to let the customers drive the conversations.
Amy also explains why the worst sales team member is the one that “grows on you”
Question of the Week (1:04:15)
As a birthday gift to Jackie Lipinski, we’ve decided to hunt down the perfect nickname for her. Submit your feedback here – we’d love to hear from you!
You can listen to her first podcast when we interviewed her on episode 22 here
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 140: Margin Management with Amy O’Connor appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 11 min
March 11, 2021Ep 139: Priority Lists & Their Pitfalls
Market Proof Marketing · Priority Lists & Their Pitfalls

You asked and we listened! This week we’ve pushed all other topics off the agenda to dive deep into Kevin’s definitive guide to home builder priority lists in 2021 article. We know that priority lists are a sensitive topic and people want to know what other home building companies are doing, and not doing, successfully. Kevin breaks down the 7 different approaches home builders are currently applying priority lists and he discusses the potential pitfalls of each.
Story Time (2:00)
Jackie Lipinski talks about her failed attempt at passively attending the Market Proof Marketing Academy classes.
Andrew Peek discusses taking time to step outside of your direct company’s circle and finding other people in the industry to learn from and to get better insights from.
Kevin Oakley talks about the extreme sales solutions home builders have had to resort to in the last few weeks, how listening to uninformed people is worse than having no answers at all, and how he believes that not being scared is more important than being creative.
In the News (15:50)
DYC Live – Jen and Mike: New Market = New Message (doyouconvert.com)
The Definitive Guide to Priority Lists in 2021 (doyouconvert.com)
(31:30) The 7 different approaches on how home builders are applying priority lists
New camera promises 3D home scans in 15 minutes (Inman.com)
Kenyan Woman’s Startup Recycles Plastic Waste into Bricks That Are 5x Stronger Than Concrete (goodnewsnetwork.org)
Question of the Week (1:08:50)
Have you made any changes to your website to give more transparency on pricing, availability, or sales process changes? Submit your answer to the Facebook group here.
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 139: Priority Lists & Their Pitfalls appeared first on Online Sales and Marketing for Home Builders - DYC.
59 min
March 04, 2021Ep 138: The Future Of Real Estate Payments
Market Proof Marketing · The Future Of Real Estate Payments
This week Kevin talks with Russell Smith, from Earnnest, to discuss what the future of real estate transactions might look like and how some home builders are already doing away with the archaic ways of checks and wire transfers. Also in this episode, Kevin, Andrew, and Bryce review the long list of excuses and objections that builders have given throughout the years as to why innovation is hard and they discuss why builders need to apply timelines to their processes.
Story Time (2:20)
Bryce talks about her very recent home buying experience with a used home and how it compares (and fails to compare) against new homes.
Andrew enhances his iOS14 blog with step-by-step instructions for homebuilders to follow along.
Kevin talks about his recent social media post where he highlights the long list of objections he’s heard from home builders over the years about why they cant (aka won’t) innovate.
In the News (19:40)
Zillow will now make cash offers for homes based on its ‘Zestimates’ (CNN.com)
Zillow’s ‘live offer’ Zestimate launches in 20 markets (inman.com)
Zillow’s New Construction Consumer Housing Trends Report 2020 is here! (Zillow.com)
Zonda’s Ali Wolf’s Twitter Account (Twitter.com)

360 Topic of the Week – Discussing the future of Real Estate Payments with Russell Smith (35:55):
Russell Smith from Earnnest joins us to talk about his journey in real estate tech and how Earnnest aims to solve the problem of archaic wire transfers for home purchases. Earnnest is the largest digital earnest money service in the United States, allowing buyers to securely and electronically deposit funds directly to an escrow holder.
Russell explains what Earnnest is and the problems they are trying to solve
His journey in Real Estate Tech from Trulia, RealScout, & HouseCanary to General Manager of Earnnest
How team members are utilizing Earnnest for their own home purchases
How Earnnest aims to be utilized similar to Docusign is for home purchasing
Earnnest isn’t aiming just to solve the “Buy Now” needs for homebuilders, it wants to take the pain points out of digital transactions
How the process works and how it connects accounts and notifies all parties involved
Integration options for home builders for their homebuyer portal
How this could be not only a digital transaction tool, but also a customer service experience improvement tool
A discussion about what it means to buy a house “sight unseen”
Question of the Week (1:08:50)
As builders are thinking more about the need for early communication and expectation setting on issues like price increases, construction times, and waitlists, we’ve been observing how other industries are handling their own similar issues. Have you added any kind of transparency/expectation setting to your website recently? Do you have any examples from other industries we can add to our list? 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 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 16 min
February 25, 2021Ep 137: Nurturing Active Leads with Jessie Suggs
Market Proof Marketing · Nurturing Active Leads with Jessie Suggs
This week Kevin, Andrew, and Julie welcome the newest Do You Convert team member Jessie Suggs! We discuss her experience going from working in marketing to being an award-winning Supervising Online Sales Counselor at Mungo Homes, what digital solutions her team made in the last few months, and she talks about nurturing active leads in this fast-paced market.
Story Time (1:30)
Julie talks about her local Mom Facebook group and how she utilizes her neighbors for local recommendations over yelp or google reviews.
Andrew discusses a few recent home builder Facebook ads that he thinks are promoting the wrong message.
Kevin takes us back to his childhood where he talks about his dad’s financial adviser woes and how that ties into current agencies needing to act like a fiduciary, and if they aren’t then they need to join the dinosaurs.
In the News (15:18)
Opendoor Withholds Listings From the Market. (mikedp.com)
Your Next, Best Sales Tool:  The Marketing Technologist. (probuilder.com)
Printed in days, a house: New York firm takes 3D printing to the next level. (reuters.com)
360 Topic of the Week: DYC Welcomes Jessie Suggs to the team! (40:42)
Jessie Suggs talks about what her life is like with only one phone now, her career as a #MungoMarketingChick, the creative digital solutions she had to apply to her online sales process, and nurturing active leads in this market.
Jessie has over five years of home builder sales and marketing experience. She began her career with Mungo Homes in marketing, then transitioned to an online sales specialist role, ultimately serving more than 140 communities across the Southeast. In 2020, Jessie led an online sales team that managed more than 10,000 leads and generated more than $146 million in sales revenue.
A three-time honoree of Mungo Homes’ CEO Circle of Excellence, Jessie Suggs is a National Home Builders Association Silver Award Winner for 2019 and 2020, was awarded the 2018 Internet Lead Specialist of the Year by the Building Industry Association of Central South Carolina, and was recognized as a Home Building Industry Leader by Professional Builder in the annual 40 under 40 Class.
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 137: Nurturing Active Leads with Jessie Suggs appeared first on Online Sales and Marketing for Home Builders - DYC.
56 min
February 18, 2021 Ep 136: Are Meta Descriptions Worth Writing?
Market Proof Marketing · Are Meta Descriptions Worth Writing?
This week Kevin, Andrew and Bryce discuss how marketers can prepare for the inevitable downturn, Andrew’s favorite Google topic, and Kevin’s foray into Clubhouse. In the news… what happened at IBSx? Are meta descriptions worth it? And what is Zillow up to now? And more…
Story Time (1:01)
Bryce is preparing for the inevitable downturn. With lumber prices, windows and interest rates projected to increase, there may be marketing budget cuts. If you have to cut somewhere, consider decreasing your advertising spend and reallocating that budget to CONTENT.
Andrew’s FAVORITE Google topic : the Villas/Townhome/Active Adult keyword struggle.
Kevin recaps his first experience on Clubhouse and his thoughts on the platform.
In the News (16:01)
IBSx Goes Virtual – But Without a Digital Expo – For Now (dwmmag.com)
How Often Does Google Rewrite Meta Descriptions? (New Data Study) (ahrefs.com)
Zillow Group will pay $500M to acquire home touring tech company ShowingTime (geekwire.com)
ShowingTime is a software company that facilitates home showings. What’s next – does Zillow grow it? Apply it?
Matterport to go public via SPAC in $3B deal (housingwire.com)
Are 3D tours a commodity? Even if they are the best, what’s next?
Google officially displays years in business in local pack (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!
The post Ep 136: Are Meta Descriptions Worth Writing? appeared first on Online Sales and Marketing for Home Builders - DYC.
The post Ep 136: Are Meta Descriptions Worth Writing? appeared first on Online Sales and Marketing for Home Builders - DYC.
39 min
February 11, 2021Ep 135: The Makings of a Content Masterpiece with Sarah Titus
Market Proof Marketing · The Makings of a Content Masterpiece with Sarah Titus
About a month ago, Sarah Titus, Marketing Manager for Eastbrook Homes in Michigan, shared in the MPM Facebook group a content project she’d just launched that day. The crowd went WILD. So we invited her to the show to discuss exactly how the Know Your Options video series/content hub came to be. Listen as Sarah describes the backstory and process for launching a new home content masterpiece. Also in this episode… Kevin celebrates the wins, website benchmarks for 2021, and a potential podcast format change.
Story Time (3:20)
Julie watched the entire, cringe-worthy season of Emily in Paris on Netflix. If you’re a marketer, you might get a kick out of it, too.
Andrew wonders if companies get more sales/referrals/businesses if they posted more influencer-type content.
Kevin considers three questions:
Consumers want more content but less human interaction
Wait/VIP lists – there’s no right or wrong way to do it – what’s your goal?
A builder “accidentally” sold an extra 100 homes on the last day of the month – oops?
In the News (21:23)
Home Builder Website and Marketing Benchmarks – S2E2 (oneilinteractive.com)
What was the exception, is now the standard
Superstar Cities Are in Trouble (theatlantic.com)
3 Ways Home Builders Can Prepare for the End of 3rd-Party Data (doyouconvert.com)
Check out segment.com
360 Topic of the Week: To Gate or Not to Gate? (41:26)
Sarah Titus, Marketing Manager and Graphic Designer at Eastbrook Homes, joins us to discuss a website content initiative that made her quite popular with fellow marketers. In this conversation we’ll learn more about the Know Your Options video and blog series, designed to simplify the selections process and empower buyers. They discuss:
The backstory of the project: the desire to shift focus from attracting leads to helping the customer
How this project was an offshoot of Eastbrook University
Structure of the Eastbrook marketing team, and why Sarah wanted to manage 7 additional vendors
Why the right idea at the wrong time is still the wrong idea
How she pitched the idea to leadership, and why she demanded carte blanche
Why they decided that each content hub should contain video, text AND images, and how much of that content was new vs. re-purposed
Sarah’s origin story and why she is Kevin’s twin marketing sister.
Question of the Week (1:29:36)
This week we are clarifying last week’s QOTW about a potential format change to the podcast. By separating out stories/news from guest interviews, we would produce the same amount of content, just more episodes. So we’d continue with news/stories every Thursday, and when we do guest interviews we’d have an additional episode for that week. More episodes means shorter episodes. Keeping everything together means one longer episode each week. 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
Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay
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 135: The Makings of a Content Masterpiece with Sarah Titus appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 37 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…