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 11, 2020Ep 104: Leading with Curiosity with Linnea Chapman
Market Proof Marketing · Leading with Curiosity with Linnea Chapman

Linnea Chapman
Our special guest is Linnea Chapman, Marketing Director at Trumark Homes in Northern California. Learn how her career journey has taken her from art history to home building, and how she continues to approach her work with a curious, thoughtful mind. Kevin, Andrew and Becca also discuss the tremendous opportunity that exists for home builders today. But it won’t last forever, potentially not even the rest of the year, so “make hay while the sun shines.”
Story Time (2:28)
Make hay while the sun shines (sales)
Plant some soybeans to harvest later (marketing)
Does “days until sales” make sense as a rating in your CRM?
What to do with sold out communities on your website
In the News (16:40)
Mortgage demand from homebuyers jumps 18%, as interest rates set another record low (CNBC.com)
Results from the 2020 Home Builder Follow-Up Survey
Zillow CEO Rich Barton: ‘This crisis feels a lot different’ (Inman.com)
How location data can drive your marketing strategy during COVID (SearchEngineLand.com)
Your Sales Attribution Method is Lying to You (ProBuilder.com)
360 Topic of the Week: From Art History to Home Building: Linnea Chapman’s Career Journey (45:00)
Linnea Chapman is an award-winning marketing director for Trumark Homes’ northern California Division. Learn how art history and graphic design and have shaped and propelled her career journey, and how she approaches her work. (Spoiler alert: Linnea also happens to be one of Kevin’s favorite people!)
A background in art history, graphic design and education
Life and entrepreneurship in South Africa
Starting in the home building industry
“Ripping the Bandaid off” of her marketing program at DeNova Homes
From 300 to 3000 leads a month
The one thing that has led to career success so far
Balancing career and family
The effects of COVID-19 on the northern California market and the unlikely silver lining
Linnea’s Time Capsule Message
Question of the Week (1:20:10)
How do you handle sold out communities on your website? See answers in the Market Proof Marketing Facebook Group.
Question? 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 104: Leading with Curiosity with Linnea Chapman appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 22 min
June 04, 2020Ep 103: Tools of the Trade
Market Proof Marketing · Tools of the Trade

Kevin, Andrew and Jackie Askews reveal their favorite tools of the trade! From design to analytics, learn their secrets for maximum marketing efficiency. Also… why new home sales are increasing so dramatically, how the car sales industry (thankfully) no longer compares to new home sales, and more.
Story Time (2:06)
Andrew has a client Q&A: How much budget to allocate to a VIP/Coming Soon community?
Kevin is trying to buy a car, but dealerships are making it hard. Plus… ad spend should be back to where we were in early March (at least).
In the News (12:11)
Learn how builders followed up with online leads both before and during COVID-19 in Do You Convert’s 2020 Home Builder Follow-Up Survey, powered by Clear Evaluations. Get the survey and webinar recording here.
New home sales rose slightly in April, defying expectations of a huge 22% drop, as prices fall (CNBC.com)
What is getting builders through the spring and summer of 2020 might surprise you (DoYouConvert.com)
Overused pandemic terms and phrases (TrustInsights.ai)
360 Topic of the Week: Tools We Love (35:43)
The DYC marketing team reviews their favorite tools that help them create, design, schedule, analyze, track and report more efficiently.
Note: Some links below are affiliate links. All proceeds go to charity.
Unbounce (affiliate link)
Excel / Google Sheets
Data Studio (affiliate link)
CallRail
Zapier
Photoshop / Canva / Lightroom
Homefiniti
Bannersnack
Calendly
Loom
BombBomb
Lasso CRM / Hubspot
Question of the Week (1:05:08)
Did builders get better or worse at follow-up when online leads were (for many) all that they had during late March / early April? See answers in the Market Proof Marketing Facebook Group.
Question? 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 103: Tools of the Trade appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 8 min
May 28, 2020Ep 102: Creative Home Design with Seth Hart
Market Proof Marketing · Ep 102: Creative Home Design with Seth Hart

Seth Hart
This week Kevin chats with Seth Hart, Senior Designer with DTJ Design, whose primary work includes community amenity buildings, multi-family residential, resort housing and single family detached housing. We learn what marketers should know about the new home design process, which designs are trending, and how that compares with builder expectations. Plus, in the news… COVID-19’s impact on home construction and the housing industry in general.
Story Time (1:00)
Kevin – what’s on your “stop doing” list? Don’t get caught by surprised again.
In the News (6:33)
Here’s how COVID-19 Impacted Home Construction in April (Inman.com)
Compass Report Shows the Housing Market Hit Bottom in mid-April (Inman.com)
To view the New Listings YOY chart Kevin mentioned in this segment, head over to the Market Proof Marketing Facebook group.
Bidding wars in a pandemic? Housing is heating up fast. (CNBC.com)
Becca’s brother was finally able to purchase a home in Portland, ME because he was the ONLY local buyer.
How do I use Messenger Rooms? (Facebook.com)
Opportunities for home builder virtual events
Google May 2020 core update is done rolling out (SearchEngineLand.com)
Home Depot and Lowe’s are primed for historic growth during the pandemic (Adage.com)
360 Topic of the Week: Creative Home Design with Seth Hart (27:00)
Kevin and Seth have an in-depth discussion on what goes into new home design, including how design impacts cost. They discuss:
From a design perspective, what builders are asking for
Construction efficiencies
The modern farmhouse – the standard of American new home design?
Limitations imposed by municipalities
Room trends
Creating memory points
Question of the Week (56:00)
On June 2nd the 2020 Home Builder Follow-Up Survey will be released. Register at now.doyouconvert.com/survey2020 to be the first to see the latest results INCLUDING a special COVID-19 study we did as well. SO… place your bets now! Did builders get better or worse at follow-up when online leads were (for many) all that they had during late March / early April? Answer in the Market Proof Marketing Facebook Group.
Question? 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 102: Creative Home Design with Seth Hart appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 2 min
May 21, 2020Ep 101: The Pain of Change
Market Proof Marketing · The Pain of Change
Kevin, Andrew and Jackie discuss the concept of testing, technology and innovation just for the sake of improving. While you may not see short-term success, long-term payoff could be invaluable.
Story Time (1:24)
Andrew revisits Home Depot’s futuristic self checkout; they were ahead of the curve two years ago, but so relevant now.
Kevin is looking forward to Inman Connect Now (get your special DYC access for just $49 here). Plus, he bought a service from someone who reminded him an awful lot of Quint Lears.
In the News (14:44)
On-demand showings before and during the pandemic
Data from NterNow’s new white paper, Self-Service Access: A Proven Social Distancing Lead Gen Tool
Stats directly from a builder – Regency Homes, West Tennessee
Importance of Organic Search Presence (OneilInteractive.com)
Real Estate iBuyers Are Back in the Game After Coronavirus Hiatus (Forbes.com)
REQUIRED READING Redfin CEO’s 3-part LinkedIn series:
Diary of a Pandemic: “We’ve Been Under-Reacting for a Long Time”
Diary of a Pandemic: Sell, Sell, Sell
Diary of a Pandemic, Part Three: The Furlough (And the Un-Furlough)
Question of the Week (33:55)
On a scale of 1-10, how much change / stress did your builder (or you) go through adapting to the first few weeks of COVID-19? Join the discussion in the Market Proof Marketing Facebook group.
Question? 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 101: The Pain of Change appeared first on Online Sales and Marketing for Home Builders - DYC.
38 min
May 14, 2020Ep 100: Branding and Beliefs with Brian Boero
Brian Boero
We can hardly believe it, but this is the 100th episode of Market Proof Marketing. Due to circumstance, this episode doesn’t come with the fanfare we’d originally imagined, but it does involve deep thinking about what marketing and branding means for home builders and the real estate industry at large. Our guest this week is Brian Boero, CEO of 1000Watt, a creative agency for real estate. We explore:
The relationship between the existing and new home businesses (or what it should be)
Misconceptions about real estate branding
Branding as a belief system
The perception of home builder marketing from our counterpart industry (existing homes)
The value of point of view + the written word
Marketing at its core
Resources:
Article mentioned in episode: Delisted
To experience the writing of 1000Watt, you can sign up for their newsletter at 1000watt.net/blog.
Question? 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 100: Branding and Beliefs with Brian Boero appeared first on Online Sales and Marketing for Home Builders - DYC.
46 min
May 05, 2020Ep 99: Brad Inman Stops By
Market Proof Marketing · Brad Inman Stops By
Brad Inman
Brad Inman, award-winning journalist and founder and owner of Inman, real estate’s leading name in news and innovation, stops by to chat with Kevin about lessons the real estate community as a whole can learn from the downturn. Plus, we have a special Inman package for MPM listeners…
Interview with Brad Inman (1:30)
Managing a business for a downturn
Preparing for the rebound
The role of technology – changes in how we do business going forward
Kevin is attending Inman Connect Now, a live digital event, June 2-4, 2020 & why you should too
We’re excited to announce a special partnership with Inman to offer discounted access for Market Proof Marketing listeners! Register for access to Inman Select for $1 for 90 days, and gain access to add a ticket to Inman Connect Now for just $49. Get your special DYC access and tickets here https://now.doyouconvert.com/inman .
Story Time (15:28)
#AggravatedAndrew – Marketing professionals should know their platforms enough to keep sales/leadership in check.
Becca offers a reminder to update pricing and availability on your ads.
Kevin gets and answers a tough question about offering discounts to consumers.
In the News (28:42)
Coca-Cola slams brakes on ad spend: ‘There is limited effectiveness to brand marketing’ (TheDrum.com)
Breaking: Google Ads to Require Identity Verification (SearchEngineJournal.com)
Webinar Resource: Keep Your Traffic Flowing: Marketing Playbooks for Home Builders During COVID-19
Question? 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 99: Brad Inman Stops By appeared first on Online Sales and Marketing for Home Builders - DYC.
45 min
April 30, 2020Ep 98.5: General Brokerage Check-In with Bill Lublin
Market Proof Marketing · General Brokerage Check-in with Bill Lublin
Bill Lublin
This week’s episode gives us a peek into what the general brokerage world is experiencing during the COVID-19 pandemic. Kevin speaks with Bill Lublin, CEO of Century 21 Advantage Gold, Pennsylvania’s largest Century 21 firm with 11 locations serving Pennsylvania and New Jersey. Bill is also an international speaker and trainer on technology and real estate. He shares:
How he is adapting to being an essential business in New Jersey, and a non-essential business in Pennsylvania
How he is using this time to motivate, train and prepare his agents for both the immediate and long-term future
Views on distressed properties and if they will be a factor when the economy reopens
How builders can be better partners to real estate agents
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 98.5: General Brokerage Check-In with Bill Lublin appeared first on Online Sales and Marketing for Home Builders - DYC.
29 min
April 28, 2020Ep 98: Why Online Marketing and Sales Need Each Other Now
Mike Lyon and Jen Barkan join Kevin Oakley for a special LIVE edition of Market Proof Marketing to discuss why online sales and marketing should be in complete sync as we adapt to current market conditions. This episode was originally recorded in a Facebook Live broadcast. You can listen now or watch the video here.
News (1:42)
Who Wants to Talk to a Bot During a Pandemic? – Mike’s position on chats, bots and their role in the current environment.
Corona Conversions Don’t Count – But Here Are the Metrics That Do –
The danger of over-reporting
How often and what to report
Make sure to add context to data
Marketing Questions About Online Sales (24:23)
What are you hearing about consumer’s willingness to hold virtual appointments?
What have people done to adjust the typical 30-45 day follow-up process for non-responsive leads? Only messaging – or timing too?
What is the strangest or craziest story you’ve heard so far from the online sales world during this whole event?
Live Q&A (43:53)
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 98: Why Online Marketing and Sales Need Each Other Now appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 3 min
April 23, 2020 Ep 97.5: Breakdown of a Virtual Community Launch with De Young Properties
Kevin is joined by three members of the De Young Properties management team that virtually launched a new community and sold 68% of released homesites within 24 hours. Our guests are Ryan De Young, President; Ashley De Young-Seibert, VP of Marketing; and Eric Armenta, VP of Sales. Learn how nimbleness, flexibility, preparedness and a positive mindset each played an important role in their success.
Resources:
“Unprecedented:” Builder Sells Homes Virtually (The Business Journal)
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 97.5: Breakdown of a Virtual Community Launch with De Young Properties appeared first on Online Sales and Marketing for Home Builders - DYC.
29 min
April 21, 2020Ep 97: Seize the Day with Tim Costello
Tim Costello
This week Kevin speaks with Tim Costello, CEO of Builder Homesite Inc (BHI) and Builders Digital Experience (BDX), about trends in consumer behavior, changes to marketing messaging, and why he thinks some builders should be able to sell more homes in this period than any other period. Plus:
What the The National Consumer Behavior Index predicted about this downtown, and signs of new life
Activity in the used homes market
Visualization tools and buy online features – the home building industry is finally catching up to customer preferences
Economic recovery time
Question? 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 97: Seize the Day with Tim Costello appeared first on Online Sales and Marketing for Home Builders - DYC.
36 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…