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

October 17, 2019Ep 71: Behind the Scenes with Quint Lears
Kevin’s away so Andrew, Jackie and Becca take over the podcast! This week we speak with Quint Lears, the mastermind behind NewHomeSales.com and RELENTLESS: The New Home Sales Documentary, which has been viewed more than 33 thousand times on YouTube. We learn why and how he got started making videos, tips for going viral, how to write a book, selling new vs used, and so much more.
Story Time: (1:46)
Is Facebook Ads Manager constantly glitching on you? Becca discusses why it can actually be a good thing.
Jackie finds another gem: Real estate platform Bungalo launches Paranormal Inspection Reports during October.
Andrew’s 7-year old loses his first tooth and learns the lesson of getting a hard task done. Also, Andrew marvels at the power of Google Data Studio to analyze large amounts of data with ease.
In the News: (12:31)
Your Content Recipe for YouTube Videos Your Audience Will Love (AgoraPulse.com)
Facebook Invites People and Businesses to Play – are the new ad formats worth a try? (Facebook.com)
Facebook introduces Threads – a new camera-first messaging app (Newsroom.fb.com)
360 Topic of the Week – Behind the Scenes with Quint Lears (24:28)
Quint Lears is the host of NewHomeSales.com, the popular video platform highlighting the icons and rising stars of our industry. He’s also a full-time new home sales professional and published author. We go behind the scenes to learn what drives him, his unexpected strategy for selling against used homes, and why he thinks content marketing is dead.
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
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 71: Behind the Scenes with Quint Lears appeared first on Online Sales and Marketing for Home Builders - DYC.
57 min
October 10, 2019Ep 70: ROI Strategy, Budget Planning, and the Sales Tech Debate
This week the DYC team discusses three big news ideas – where you should focus your efforts to get maximum ROI, how to plan a content marketing budget for 2020, and the sales tech debate: does new home sales need more or less marketing automation? Listen and weigh in…
Story Time: (2:10)
Andrew answers the question: “A coming soon community needs a lift and another community is underperforming. We’re considering shifting more dollars to Facebook – is there room for more volume?”
Kevin shares that you don’t need to be a mind reader to know what your boss wants from marketing. Here are the three major questions to answer.
Jackie reports that the FBI is now running Facebook ads.
Thaïs shares an update on the “Halloween House” Zillow listing. 7 days on the market with 1.5 million views and 7K+ saves – but is it working?
In the News: (22:07)
Top 5 Strategies for Marketing ROI from the 2019 Summit
How to Budget for ROI for Your 2020 Content Marketing Strategy (Influenceandco.com)
Your Sales Tech is Destroying Your Relationships with Prospects. Here’s What You Can Do About It. (Hubspot.com)
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
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 70: ROI Strategy, Budget Planning, and the Sales Tech Debate appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 13 min
October 03, 2019Ep 69: Parade of Homes – Is it Worth It? with Steve Shoemaker
This week we welcome our first ever repeat podcast guest! Steve Shoemaker is VP of Sales & Marketing for Ideal Homes in Oklahoma City. On Ep 68: Live from the 2019 Online Summit, Steve mentioned he was participating in the Parade of Homes and teased his reasoning behind it. Well… we couldn’t just get that go, so we invited him back to talk about it! Learn why Ideal Homes was in the Parade of Homes for the first time in 10 years, the reason behind that decision, and the value they got from it – you might be surprised.
Story Time: Conversations from the Online Summit (3:06)
Becca discusses the advantage of landing pages, pixels and custom conversions over Facebook lead ads.
Andrew likens eating brussels sprouts to stepping out of your comfort zone in the field of marketing.
Kevin gives advice on information overload and where to start in new home marketing.
In the News: (22:20)
Facebook’s guide to refreshing ad creative
Redemption Month: New home sales exploded in August (Inman.com)
Google rolls out massive shakeup to ad biz (Adage.com)
360 Topic of the Week – Parade of Homes: Is it Worth It? with Steve Shoemaker (38:09)
Why Ideal Homes hadn’t participated in 10 years
Pros and cons of Parades of Homes
The real reason they decided to participate in 2019, how they paid for it, and the strategy behind it
Success in different terms
The value of trust & respect within your organization
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
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 69: Parade of Homes – Is it Worth It? with Steve Shoemaker appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 13 min
September 26, 2019Ep 68: Live from the 2019 Online Summit
We are live from the 2019 Online Sales & Marketing Summit in Chicago! Kevin and Andrew take to the rooftop of the iconic LondonHouse hotel and chat with attendees about their favorite parts of the Summit and what they hope to learn.
Special guests are Kelli Davis (Mungo Homes), Beth Russell (Stylecraft), Beth Phillips (Caviness & Cates), Bryce Baker (Chesapeake Homes), Steve Shoemaker (Ideal Homes), Alaina Money-Garman and Jeff Turner. We scratched the surface of a few topics that could warrant their own individual episodes, including:
Listening to A.I. but not letting it take over
Owning the presale process & making space for epic work projects
Great automated experience vs. great personal experience – where to spend our time?
With all the sophisticated marketing technology techniques, it pays to revisit the basics
The value of personal relationships that go beyond business
Sink or swim – when change is not an option
Technology that will change the future exists today – should it?

L to R: Jeff Turner, Kevin Oakley, Beth Russell, Beth Phillips, Andrew Peek

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
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 68: Live from the 2019 Online Summit appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr
September 19, 2019Ep 67: Marketing Canadian-Style with Justin Nolette
This week Kevin, Andrew and the entire DYC Team are in Chicago for the 2019 Online Sales & Marketing Summit! Kevin is solo for a quick news segment and to introduce this week’s guest: Justin Nolette, Marketing & Digital Sales Manager with Sterling Homes in Edmonton, CA. They talk progressive marketing techniques and the difference between American and Canadian approaches.
News: (1:02)
Facebook and Google antitrust investigations: all you need to know (theguardian.com)
360 Topic of the Week – Marketing Canadian-Style with Justin Nolette (4:12)
Building homes during Canadian winters
Justin’s origin story and his background in the automotive industry
Parallels between marketing cars and new homes
Moving leads down the funnel: inbound marketing, gated content and Hubspot
His approach to brand awareness: Entertainment 1st, Education 2nd (check out the The Floss Dance by Sterling Homes video)
What he learned from his American counterparts in Texas
We’ll be back next week with a special episode recorded live from the 2019 DYC Summit!
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
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 67: Marketing Canadian-Style with Justin Nolette appeared first on Online Sales and Marketing for Home Builders - DYC.
35 min
September 12, 2019Ep 66: Unattended Access – The Good, The Bad, The Future?
This week we take a deep dive into unattended access. We mentioned it briefly on episode 62, but there were a slew of follow-up questions. We talk about set-up options, pros and cons, how to make it work, and what it means for the future of real estate. Plus… we have been trying to shorten the Story Time segment but it’s hard when there are so many interesting tangents. Weigh in on if we should cut or keep Story Time in the Market Proof Marketing Facebook group.
Story Time (1:12)
Kevin talks brand preference. He chooses which brands can serve him ads on Facebook; plus, what he plans on doing with his new Apple Card.
Andrew compares authentic vs. inauthentic brand experience.
Becca is selling her old house and wishes she had an electronic lockbox. Plus, how her listing was duplicated on a different site at a different price.
News: (18:04)
Everybody Calm Down! This is NOT 2008 (KeepingCurrentMatters.com)
Facebook confirms it is considering removing “Like” counts (MarketingLand.com)
360 Topic of the Week – Unattended Access (25:57)
What is unattended access and is this even the right term to use?
Set-up options:
NterNow.com
Use.Rently.com
DIY: Cloud cameras + smart lock
Zillow, Open Door options – NOT CONFIRMED!
Unattended Access in the News
The low-down on self-showings: Do the benefits outweigh the risks? (Buildium.com)
Why Rental Property Owners Should Stop Being Afraid of Self-Showings (BiggerPockets.com)
Self-Showing Lockboxes: What’s the Risk? (ThinkRealty.com)
DYC team discussion/debate
Humans vs. No Humans
On Demand Showings vs. Schedule a Tour
Final Thoughts + Insight from Chris Hartley
Question of the Week: (1:04:25)
Last Week’s: At what stage of construction do you put your homes in the MLS, and why?
This Week: Should we kill story time or keep it?
To answer the Question of the Week, be sure to join us in the Market Proof Marketing Facebook Group.
Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes
Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay
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 66: Unattended Access – The Good, The Bad, The Future? appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 14 min
September 05, 2019Ep 65: Camping with Carrie Rogiers
What happens when your pre-sale program goes a little too well? This week we talk with Carrie Rogiers, Marketing Manager for Fischer Homes, about how her model homesite became an overnight campground, and what her team did to accommodate the campers! Plus… #ChickenSandwichWars, Facebook special ad categories and more. (Apologies for the slight background noise on Carrie’s audio!)
Story Time (0:56)
Jackie gets out her popcorn to watch Chick-fil-A vs. Popeyes #chickensandwichwars on social media. One tweet changed the game – was it a mistake or strategy?
Andrew’s experience with Home Depot’s NEW Self Check-out and why he’s a fan.
Kevin asks, are competitors copying you? Don’t worry; it’s because you’re in the lead.
News: (20:43)
Facebook Special Ad Categories for HEC (Housing, Employment & Credit) – What’s new and what you need to do to ensure compliance
Microsoft co-founder Bill Gates’ life is explored in a new three-part Netflix documentary (TheVerge.com)
Amazon dives into home sales with new $105K property (Inman.com)
Redfin champions transparency in real estate as the first brokerage to display buyer’s agency commission (Finance.Yahoo.com)
Mystery Caller – Thoughts on the Amazon-Realogy partnership (see episode 60).
360 Topic of the Week – Camping with Carrie Rogiers (45:27)
Carrie Rogiers is Marketing Manager for Fischer Homes, headquartered in northern Kentucky. Learn how how her agency background prepared her for new home marketing success, and how she handled a pre-sale program that went exceptionally well.
Carrie’s background in architecture and merchandising, and how one home changed her career
Her experience working for an advertising agency, and how that compares to client-side marketing
How she works with a team that’s spread around the country
A pre-sale success story – People camp out to buy homes in Crescent Springs subdivision
Biggest changes and trends in new home marketing over the last six years of her new home marketing career
Question of the Week: (1:14:28)
At what stage of construction do you put your homes in the MLS, and why?
To answer the Question of the Week, be sure to join us in the Market Proof Marketing Facebook Group.
Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes
Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay
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 65: Camping with Carrie Rogiers appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 17 min
August 29, 2019Ep 64: News Blitz – iBuyers, Organic Search, Web Privacy and Deepfakes
There was so much interesting news to discuss on this episode that we didn’t even get to our planned topic of the week! Hear our take on iBuyers, organic search, more Facebook privacy options, and the curious deepfake trend. Plus, we had our first caller on the MPM podcast line! Hear her question and our answers about Facebook ad targeting.
Story Time (2:47)
Becca shares the value of taking marketing photos as soon as homes are finished, and what happens when time gets away from you.
Thaïs had a fantastic chat experience that was half bot/half human.
Andrew ponders when it’s appropriate for builders to share “expert knowledge” in a public forum.
Kevin advises that when change is happening, the scoreboard isn’t always the best indicator of success. Plus, how his stubborn ways led to weeks of unnecessary discomfort.
Audience Question (22:24)
Sandra in South Carolina asks: “I was reading through your article on Facebook ad mistakes and read how your should target within a 15 mile radius of the community. The majority of our buyers are moving here from the North Atlantic states. My question is… how would I use utilize Facebook advertising for this scenario?” Hear Andrew’s answer.
News: (28.28)
iBuyer Map Tool
Where iBuyer services are hot, where they’ve completely disappeared, and why
Google is Delivering Less Organic Search Traffic than Last Year (SearchEngineJournal.com)
Plus, what makes DuckDuckGo unique, and worth watching
Now You Can See and Control the Data That Apps and Websites Share With Facebook (FB Newsroom)
What does it take to truly manage web privacy and are people willing to do it?
Deepfakes
Potential marketing uses
This Genius Used Deepfakes to “Fix” the new The Lion King (via futurism.com)
We’ll be back next week with a new 360 Topic of the Week!
Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes
Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay
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 64: News Blitz – iBuyers, Organic Search, Web Privacy and Deepfakes appeared first on Online Sales and Marketing for Home Builders - DYC.
59 min
August 23, 2019Ep 63: Taking the Mystery out of Mystery Shopping with Leslie Jeter
What is mystery shopping’s best and highest use? What do you do with the results? When should you NOT use it? In this week’s episode, we chat with Leslie Jeter, President of Clear Evaluations, to demystify secret shops. From techniques to reporting, learn how mystery shopping has changed over the last 20 years.
Story Time (1:35)
Jackie shares a viral real estate listing that made its way from Florida all the way to Pittsburg: Zillow’s “House on Fire.”
Andrew explains search impression share vs. exact match impression share.
Kevin takes on a touchy subject: When your boss isn’t helping, sometimes you have to make the pain worse.
News: (15:43)
Facebook admits it was listening to your private conversations (DigitalTrends.com)
Demystifying visibility metrics in Google Ads (SearchEngineLand.com)
Instagram Story ad share doubles while overall ad growth levels out (MarketingLand.com)
360 Topic of the Week – Taking the Mystery out of Mystery Shopping with Leslie Jeter (32:38)
Leslie Jeter is president of Clear Evaluations, a full-service mystery shopping company serving primarily home builders. We discuss:
The most popular types of mystery shopping
How sales agents can make the most out of mystery shops (if they think they’re being shopped)
Steps of a new home secret shop
Competitive shopping in the new home industry
Web-based dashboard reporting & analytics
DYC’s Comprehensive Secret Shop for Online Sales
Question of the Week: (59:32)
Last week’s QOTW: Does your builder currently use unattended access of any form? If so, how’s it working? If not, are you considering it?
New QOTW: Has your company ever used secret shops? If so, for this week’s prize, what’s the craziest thing you’ve seen on a secret shop video?
To answer Questions of the Week, be sure to join us in the Market Proof Marketing Facebook Group.
Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes
Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay
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 63: Taking the Mystery out of Mystery Shopping with Leslie Jeter appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 10 min
August 15, 2019Ep 62: Hot Topics and What’s Next in Online Marketing
This week, Kevin and crew chat about one of our most-asked questions… “What’s next in online marketing?” Plus, Mike Lyon makes a guest appearance to introduce a brand-new solution from Do You Convert for ALL builders and developers!
Story Time (3:17)
Kevin shares what can happen when a builder doesn’t believe in digital marketing as a core strategy.
It’s Mike’s 18-year wedding anniversary! Plus, how to make unattended access to your model homes work.
Which is more important – attribution or analytics? Andrew gives the scoop.
News: (15:36)
DYC’s Online Secret Shop is now available to the public!
Zillow is still losing money on every home it sells, but not as much as it was 6 months ago. Is red the new black?
NAHB now allows online marketing teams to submit for The Nationals!
360 Topic of the Week – Hot Topics & What’s Next in Online Marketing (32:45)
Social vs PPC ad spend
Unattended/Unlimited access to model homes
Content (what is needed, what is “next level”)
Chat / Texting
Apps (WeChat / Snapchat / Setting Appts via FB App, etc)
Question of the Week: (1:14:47)
Last week’s QOTW: What is your favorite non-fiction book (on any topic) you’ve read in the past year? (Get some reading inspiration here!)
New QOTW: Does your builder currently use unattended access of any form? If so, how’s it working? If not, are you considering it?
Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes
Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay
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 62: Hot Topics and What’s Next in Online Marketing appeared first on Online Sales and Marketing for Home Builders - DYC.
1 hr 24 min

About Market Proof Marketing: Home Builder Marketing Insights

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A weekly new home marketing podcast for home builders and developers. Each week, Kevin Oakley and the coaching team at Do You Convert will break down the headlines, share best-practices and stories…