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

August 20, 2020Ep 114: Introducing the 2020 PULSE
Market Proof Marketing · Introducing the 2020 PULSE
Special Announcement! Do You Convert’s Online Sales & Marketing PULSE is October 6th & 7th and tickets are now available! Learn more about our 8 speakers, 20+ sessions and exclusive PULSE 20 Groups! DYCPulse.com
Story Time (5:23)
Julie recaps her Beware of Busy article for DoYouConvert.com. Marketers – now’s a good time to reassess what you’re spending your time on!
In local Tampa news… Andrew finds a story about a developer who baulks at the cost of a bridge it promised to build for the county. Read it here.
Becca shares how an East Coast builder had its 3rd virtual launch but was nervous about the VIP count this time… what happened?
Kevin is presented with a new marketing concept: buy a house, get a house free. What’s the best way to communicate this?
In the News (25:43)
Bill Gates calls Microsoft’s TikTok deal a poisoned chalice (theverge.com)
From previous guest Kirk Williams… The PPC Ascending Seesaw of Scaling Awesomeness (zatomarketing.com)
A Google Search bug wreaked havoc on the search results Monday night (searchengineland.com)
Are we witnessing the end of professional real estate photography? (inman.com)
Question of the Week (51:21)
If you could be in a PULSE 20 group with anyone, who would it be (within or outside the industry)? See all the great answers and contribute your own here.
Questions? Comments? Email [email protected] or call 404-369-2595 and we’ll address them on the next episode.
More insights 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 114: Introducing the 2020 PULSE appeared first on Online Sales and Marketing for Home Builders - DYC.
55 min
August 13, 2020 Ep 113: More Practical Solutions to “Too Many Leads”
Market Proof Marketing · More Practical Solutions to “Too Many Leads”
Having too many leads continues to be one of home builders’ biggest challenges in today’s hot market. In order to give each prospect the customer service experience they expect, it may be necessary to tighten the top of the funnel. Kevin and team go through more practical solutions to address this problem in a follow-up to Ep 109: Solving the Challenge of Too Many Leads. Also in this episode… Facebook Boost vs. Ads Manager, what Americans are looking for in a home now, and PULSE 2020 has officially launched!
Story Time (1:26)
Kevin is loving the community response to “Press 1 for Prayer.” (For context, listen back to episode 110 . Also, he purchased airline tickets while standing in a Starbucks (that’s soooo 2019 ).
Andrew shops for clothes (in a store) in a post-COVID world.
Becca was getting gas and sees a pop-up ad for Rocket Mortgage. She questions the gas station as a qualified lead source.
Special announcement: Tickets are now available for PULSE 2020, presented by Do You Convert! In this 2-day live studio event October 6-7th, get the pulse of the industry, best practices and insight to navigate it from 8 superstar speakers and 21 sessions. Learn more.
In the News (9:53)
The America At Home Study (americaathomestudy.com)
What’s important to Americans in their homes today?
Is Facebook Boost a Waste of Money? Or is Ads Manager Better? (agorapulse.com)
Why Your Facebook Group Can Hurt Your Business (rereflections.com)
Facebook Introduces Instagram Reels (about.fb.com)
360 Topic of the Week – Practical Adjustments to Too Many Leads (29:07)
Increase form requirements
Decrease marketing
Turn off lead channels
Watch the latest DYC Live with Mike Lyon and Jen Barkan
Questions? Comments? Email [email protected] or call 404-369-2595 and we’ll address them on the next episode.
More insights 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 113: More Practical Solutions to “Too Many Leads” appeared first on Online Sales and Marketing for Home Builders - DYC.

The post Ep 113: More Practical Solutions to “Too Many Leads” appeared first on Online Sales and Marketing for Home Builders - DYC.
39 min
August 06, 2020Ep 112: Build-On-Your-Lot Marketing with Dawn Dantzler
Market Proof Marketing · Build-On-Your-Lot Marketing with Dawn Dantzler
Dawn Dantzler
This week we speak with Dawn Dantzler, Director of Marketing for Tilson Homes, an on-your-lot builder doing business in 138 counties in rural Texas. Learn the biggest misconceptions about on-your-lot builders, how her marketing approach differs, and why she’s leaving ONE billboard up in perpetuity. Plus… a customer service horror story proves Kevin’s point that it’s possible to have too many leads, and more from the news.
Story Time (1:50)
Andrew tells the tale of the home that won’t sell – and is covered with signage.
Becca’s parents are renovating a house from afar and NOT using technology.
Kevin’s customer service horror story. Again, it is possible to have too many leads.
In the News (21:48)
Too Much Creative Marketing is Stifled by Attribution (sparktoro.com)
Home Sales Are On Fire… And Being Done Like Never Before (forbes.com)
Google CEO Sundar Pichai Struggles to Defend Monopoly in Big Tech Hearing (observer.com)
Amazon Accidentally Sent Out Their Email Template (medium.com)
360 Topic of the Week (46:44) – Build-On-Your-Lot Marketing with Dawn Dantzler
Dawn Dantzler has worked with Tilson Homes in some capacity for 17 years! Learn how COVID changed their marketing strategy, how they earned raving superfans, and why the online sales team reports to her.
Question of the Week (1:35:05)
Last QOTW: Ad spend: are you spending more, less or about the same as Jan/Feb of this year? Answers here.
New QOTW: Besides virtual selling, has any part of your sales & marketing process changed since March? Design studio? Contract management? Anything else? Join the discussion here.
Questions? Comments? Email [email protected] or call 404-369-2595 and we’ll address them on the next episode.
More insights 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!
1 hr 39 min
July 30, 2020Ep 111: No Free Swimming Pools
Market Proof Marketing · Ep 111: No Free Swimming Pools
The DYC marketing team examines why builders shouldn’t give away swimming pools, dissects news stories from the world’s biggest brands, and offers a $500 cash prize if you can prove one thing to Kevin…
Story Time (2:57)
Andrew found a free pool promotion from a home builder… whyyyy?
Julie – if you’re intimidated by something (Google Ads, Facebook, Unbounce, Lasso, CallRail), don’t let it stop you from getting in there and learning hands-on. It’s really the only way.
Bryce reiterates that landing pages are a great solution if your website is not converting.
Kevin – A recent report by Myers Research | Zonda says pending new home sales index increased by 18.2 percent from June 2019 to June 2020. For DYC clients, it’s 73 percent. (brushes shoulder off)
In the News (21:01)
Redfin has NOT launched a new ad product for home builders (but you can see new home listings via New Home Source partnership).
Facebook raises its Zoom game, lets Messenger Rooms broadcast via Live (TechCrunch.com)
Google offering ‘upgraded’ GMB profile with Google Guaranteed badge for $50 per month (SearchEngineLand.com)
Coca-Cola to cut ‘zombie brands’ as it looks to ‘weed out’ the poor performers (MarketingWeek.com)
TikTok Founder Races to Save App Before Trump Bans It (AdAge.com)
The most memorable Google algorithm updates of all time (SearchEngineLand.com)
Question of the Week (41:29)
Last QOTW: If you’ve recently switched to WFH, do you prefer working from home exclusively, a hybrid, or working in the office? See answers here.
New QOTW: Ad spend – are you spending more, less, or about the same than in January/February of this year? Join the discussion here.
MPM Blooper Reel (47:28)
Questions? Comments? Email [email protected] or call 404-369-2595 and we’ll address them on the next episode.
More insights 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 111: No Free Swimming Pools appeared first on Online Sales and Marketing for Home Builders - DYC.
50 min
July 23, 2020Ep 110: UTour – A New Way to View Homes with Tom Nelson
Market Proof Marketing · UTour – A New Way to View Homes with Tom Nelson
Tom Nelson
This week’s guest is Tom Nelson, President of NDG Communications and creator of UTour, an innovative new way for prospects to tour homes on their terms. Learn about the new technology and how it can save builders time and move prospects further along the sales funnel, faster.
Story Time (1:31)
Becca notices that the hot market has marketers scrambling to keep up with new communities coming online and closing out other communities faster than planned.
Bryce wonders if high sales volume and low inventory means it’s time to use a presale strategy?
Kevin experiences his first moment of true fear with it comes to mortgages.
In the News (11:01)
Mortgage rates set yet another record low, but homebuyers pulled back (CNBC.com)
Inventory levels down 20-40% across U.S. markets (mikedp.com)
WFH digital marketers and tech workers are more productive – and burned out (MarketingLand.com)
Hello Robot emerges out of stealth to launch a mobile robotic gripping platform for the home (TechCrunch.com)
Search for Video? Google Pushes YouTube Over Rivals (WSJ.com)

360 Topic of the Week: Utour – A New Way to View Homes with Tom Nelson (27:50)
We speak with Tom to learn:
How he got involved with home building
What NDG Communications does
Thoughts on the slow to adopt, quick to copy mentality in home building
Learn all about UTour – interactive, self-guided home tours
Question of the Week (1:19:23)
Do you prefer working from home, the office, or a hybrid? Answer here.
Questions? Comments? Email [email protected] or call 404-369-2595 and we’ll address them on the next episode.
More insights 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 110: UTour – A New Way to View Homes with Tom Nelson appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 27 min
July 16, 2020Ep 109: Solving the Challenge of Too Many Leads
Market Proof Marketing · Solving the Challenge of Too Many Leads
Kevin often says that we’re in the best housing market in his lifetime. Lead volume and sales are off the chart. But what if you have too many leads to manage effectively? The DYC team offers a few marketing solutions to this unique challenge. Also in this episode – an IG test, super-cleaning robots, Facebook Roundtable video highlights, and more.
Story Time (3:41)
Andrew on decision-making, why does it take so long? Sometimes it just takes the right tool to do a job you thought you couldn’t.
Kevin says to marketers who think they’ve solved the pandemic – virtual tours are not a replacement for in-person visits. Kevin tells the Redfin story.
Marketing solutions for the problem of too many leads (if you don’t have the ability to manage them properly)
In the News (20:13)
Should Text Be On Instagram Image Posts? Yes or No? (AgoraPulse.com)
Super-Cleaning Robots May Be the Future of Worker and Consumer Protection (Adweek.com)
Laying foundations for what will be the new normal
Video Highlights from Facebook Client and Agency Roundtable (Facebook.com)
Homebuyer mortgage demand spikes 33% as rates set another record low (CNBC.com)
Coronavirus mortgage bailout sees biggest one-week decline, but more borrowers are extending terms (CNBC.com)
Question of the Week (41:13)
Last QOTW: Does your company/leadership place more value on lead quality, lead quantity, or both? See answers here.
Questions? Comments? Email [email protected] or call 404-369-2595 and we’ll address them on the next episode.
More insights 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 109: Solving the Challenge of Too Many Leads appeared first on Online Sales and Marketing for Home Builders - DYC.
46 min
July 09, 2020Ep 108: Good vs. Bad Leads, Facebook Boycott & 2020 Predictions
Market Proof Marketing · Good vs Bad Leads, Facebook Boycott & 2020 Predictions
Bryce Baker
Kevin and team tackle the cost of a “bad” lead in home building, what’s going on with the Facebook ad boycott, and how to prepare for an unpredictable second half of 2020 (or any year, for that matter). Plus, say hello to Bryce Baker!
Story Time (1:58)
Becca points out the importance of owning your own “stuff” – accounts, logins, business pages.
Bryce talks about a pitfall of buying a used home.
Kevin dives into rebranding and figuring how the “why” behind it.
Julie suggests ways to connect with relocation buyers.
In the News (12:06)
The Cost of a Bad Lead in 2020 – The Demand Marketers Guide (MarketingLand.com)
Quantity vs Quality
The Facebook Ad Boycott Could Help Publishers Swing the Pendulum Back to Context (Digiday.com)
Acting (or not) based on belief vs expectations
Brand adjacencies
What it means for SMBs
How to Predict the Second Half of 2020? (Trust Insights.ai)
3 Scenarios
Always be testing, or “firing bullets”
360 Topic of the Week: Introducing Bryce Baker! (41:57)
Meet the newest member of the DYC Marketing Team
Bryce’s background as a digital marketer
The story of Bryce and Google Analytics – one of Kevin’s favorites
Bryce’s favorite thing about digital marketing
Bonus Segment: Little known facts about Andrew Peek (47:29)
Question of the Week (50:58)
Does your company/leadership place more value on lead quality, lead quantity, or both? Join the conversation here.
Questions? Comments? Email [email protected] or call 404-369-2595 and we’ll address them on the next episode.
More insights 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 108: Good vs. Bad Leads, Facebook Boycott & 2020 Predictions appeared first on Online Sales and Marketing for Home Builders - DYC.
53 min
July 02, 2020Ep 107: 2020 Housing Giants with Rich Binsacca
Market Proof Marketing · 2020 Housing Giants with Rich Binsacca
Rich Binsacca
Rich Binsacca, Editor-in-Chief of Professional Builder, joins the podcast to discuss the 2020 Housing Giants List. He shares big picture housing trends for the the next year, and how COVID-19 might impact them.
Story Time (1:40)
Kevin swallowed a live fish?
Becca share her experience with her first warranty appointment after being in her new home for over a year.
Andrew shares a continuation of his new home saga (it’s been two years now… is it still considered “new?”)
Kevin taps into the dark side (of marketing), and urges builders to experiment now while the market is hot. Also, he was a recent guest on The Weekly, ProBuilder‘s new live streaming event!
In the News (19:17)
More Remote Work Opportunities May Make Suburbs More Desirable (Zillow.com)
Unbounce offers new pricing model by conversion (Unbounce.com)
Google will now allow auto-delete more user data after 18 months (Adage.com)
18 months is 20 years in internet years – is the info even still useful?
The need for (mobile) speed: Small improvements have a big conversion impact (SearchEngineLand.com)
Speed is necessary but relative
360 Topic of the Week: ProBuilder’s 2020 Housing Giant Rankings with Editor-in Chief, Rich Binsacca (31:17)
Kevin and Rich discuss:
How the Housing Giants rankings are determined
Big builders keep getting builder – acquisition and expansion
The “Magnificent Middle” of builders generated $41 billion in revenue in 2019
Square footage dropped, price increased, particularly among starter homes
The effects of COVID-19 on housing preferences
Downward trend of builder incentives
What might cause the current hot market to cool?
The #1 issue the housing industry needs to solve
A sneak peek at Utopia – a new channel that will focus on housing technology and innovation
Questions? Comments? Email [email protected] or call 404-369-2595 and we’ll address them on the next episode.
More insights 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 107: 2020 Housing Giants with Rich Binsacca appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 7 min
June 25, 2020Ep 106: News Mashup and a New Face
Market Proof Marketing · News Mashup and a New Face at DYC
We are excited to introduce DYC’s newest team member, Julie Jarnagin! Learn about Julie’s 15-year new home marketing career and what she’ll be doing for DYC. Plus… the team talks about reinforcing your marketing foundation, the latest from Google advertising, and why more builders are using incentives.
Julie Jarnagin
Intro to Julie! (1:34)
Story Time (6:22)
Andrew has a “fun” experience financing a new car.
Kevin discusses builders who made foundational changes over the past three years, and why they fared better than others during the pandemic. Maybe it’s time to think less about advertising and more about reinforcing your foundation.
In the News (17:54)
Google will stop letting advertisers target housing ads based on gender, age and ZIP code (CNN.com)
Don’t want political ads in your Facebook or Instagram feed? You’ll be able to turn that off (Cnet.com)
What this means for the ability to turn off ads according to theme
More Than Half of Builders Used Incentives to Boost Sales in May (NAHBNow.com)
Kevin says !
When Workers Can Live Anywhere, Many Ask: Why Do I Live Here? (WSJ.com)
10 Aspects of Marketing that will never change (AdAge.com)
Do they all apply to new home marketers?
Question of the Week (42:42)
Last Week: How many marketers have spent more than 24 hours managing leads? What were the results? See answers here.
This Week: How has relocation data changed for your builder, in terms of prospects, appointments and sales? Share you experience in 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 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 106: News Mashup and a New Face appeared first on Online Sales and Marketing for Home Builders - DYC.
51 min
June 18, 2020Ep 105: Online Lead Follow-Up in 2020 – How Are Builders Doing?
Market Proof Marketing · Online Lead Follow-Up in 2020 – How Are Builders Doing?
Our special guests this week are DYC’s own Mike Lyon and Jen Barkan! They join Andrew to discuss the results of the 2020 Home Builder Follow-Up Survey. Learn how builders handled online leads before and during COVID-19, and why it’s important for marketers to understand the details of lead management.
Story Time (1:40)
Andrew recaps his experience at the Online Sales Academy from a marketer’s perspective. Also, what would happen if a marketer managed leads for 24 hours?
Jen’s exterior siding saga offers new perspective on why sales process and follow-up is so important.
Mike refinanced his home…. through Costco?
In the News (16:34)
Home-Buying Demand Up 22% After Seven Straight Weeks of Increases; Shortage of Homes for Sale Drives Prices Up 7% (Redfin.com)
Good Questions, Real Answers: How Does Facebook Use Machine Learning to Deliver Ads? (Facebook.com)
360 Topic of the Week: Results of the 2020 Home Builder Follow-Up Survey (22:19)
About the report
Follow-up data Before COVID-19 (BC) and During COVID-19 (DC) – did things improve?
Why this survey is important
The opportunity for video email
What the average follow-up process looks like
Marketing takeaways from Andrew
Thanks to Clear Evaluations for powering the 2020 survey! You can now shop your own team using Do You Convert’s methodology at now.doyouconvert.com/secret-shop.
Question of the Week (46:46)
Last Week: How do you handle sold out communities on your website? See answers here.
This Week: How many marketers have spent more than 24 hours managing leads? And what were the results? Share you experience in 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 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 105: Online Lead Follow-Up in 2020 – How Are Builders Doing? appeared first on Online Sales and Marketing for Home Builders - DYC.
52 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…