2025 Summit is filling up and on-site rooms are booking fast - be sure to get your ticket today.

In this episode of Market Proof Marketing, Kevin Oakley is joined by Beth Russell and Jen Barkan to talk about the real value of human connection in online sales, the evolving use of AI tools, and what builders need to understand right now about market timing and syndication platforms. Jen surprises everyone with an AI-assisted rap performance, and the group explores how technology can support, but never replace, the critical role of people in the new home sales process.

Key Topics

Using conversation intelligence tools to streamline CRM input and improve coaching

Exploring AI’s coaching potential and why human-to-human dialogue remains critical in the sales funnel

Reflections on how AI search is still evolving and why it’s not what’s driving April’s lead volume

Community launch timing: how fear of delays is keeping teams from maximizing early interest

SPECIAL ANNOUNCEMENTS

Online Sales & Marketing Summit 2025 - Don't miss Jen Barkan rapping LIVE on stage at this year's summit

• Jen Barkan - unpacks how online sales specialists are embracing AI tools like CallRail Premium, and debuts her AI-generated rap, “Online People Talking.”
• Kevin Oakley - reflects on the power of live performances and the value of human time as the true definition of luxury, drawing comparisons to brands like Chick-fil-A.
• Beth Russell - explains the intent behind a recent LinkedIn post and emphasizes that builders shouldn’t stress about AI search optimization—focus instead on creating quality content.

• Lot Supply Loosens, but Market Still Undersupplied

  The team discusses how a surge of lots in the excavation stage - expected to come online in late 2025 to early 2026 - could create future pressure. The team dives into how online sales teams should be thinking about lead engagement in light of this news. 

• Homes.com Will Boost Banned Listings on Zillow

  Kevin breaks down Zillow’s new policy around MLS listings and pocket listings, and how Homes.com is seizing the moment by offering additional promotion for listings banned from Zillow.

Join DYC’s All Access community — free for builders, online sales specialists, and home building leaders.

Have feedback or want to fight for more Story Time or Things We Love, Things We Hate? Let us know: your messages bring us joy (and influence podcast decisions!).

In this episode of Market Proof Marketing, Jackie Lipinski and Beth Russell reflect on the power of clear communication, clean marketing systems, and community-first thinking. From school movie nights and panic cleaning to organizing ad accounts and analyzing the Q1 Online Sales Benchmarks, this episode covers the serious and the silly. Plus, a detailed recap of the most recent Market Proof Marketing Academy, thoughts on Google's AI ad integrations, and a reminder that your brand lives well beyond your website.

Communication fails & panic cleaning
Highlights from the Market Proof Marketing Academy
Q1 2025 Online Sales Benchmarks
Google tests ads in AI chatbot conversations
Community planning and lifestyle-driven decision-making
Shifting focus from incentives to value
All Access reminders and listener appreciation

SPECIAL ANNOUNCEMENTS

Online Sales & Marketing Summit is Filling Up - Grab Your Tickets Today

• Beth shares a personal story about missing a school event due to unclear and inconsistent communication, something builder marketers should heed when planning outreach for events.

• Jackie reflects on "panic cleaning" before company arrives and ties it to the need for marketers to keep their ad accounts clean and organized, even if no one’s watching (yet).

• The team gives a shout-out to Kendra and listeners who asked for Story Time to stay; your wishes have been granted!

• Q1 2025 Online Sales Benchmarks
  Jackie and Beth review Amanda Martin’s new online sales benchmark report summarizing over 50,000 leads from 33 markets. Despite Q1 being particularly tough for many builders, the consistency and performance of online sales teams remain impressive. They also discuss how these benchmarks can serve as both inspiration and a performance check.

• Google is Testing Ads in Third-party AI Chatbot Conversations
  Google’s experiment with placing ads inside chatbot conversations sparks discussion on what this means for marketers. Jackie and Beth point out the infancy of this format, the very low AI-driven site traffic to builders today, and why the content on your own website - and how it gets syndicated elsewhere - remains your biggest asset for visibility.

• Beth's Love: Taking a walk through her community trail reminded her how thoughtfully designed neighborhoods deliver lasting emotional value to residents, something builders should showcase more intentionally.

• Jackie's Love: Celebrating 10 years since relocating to Washington state, Jackie reflects on the importance of loving where you live and how lifestyle decisions drive buying behavior.

Want to rewatch part of the Academy or catch exclusive behind-the-scenes content?
Join DYC’s All Access community — free for builders, online sales specialists, and home building leaders.

Have feedback or want to fight for more Story Time? Let us know: your messages bring us joy (and influences podcast decisions!).

Kevin, Jackie, and Beth explore why panic marketing leads to bad decisions—and why AI, chatbots, and SEO are still misunderstood tools, not magical solutions. They unpack the overreaction to AI “replacing” Google, the importance of strategic authority in marketing, and the hard truth that too much content is just as bad as too little. Plus: how builders can actually compete with resale, avoid misleading optimism, and why YouTube is still often the most underused, but valuable tool in your toolkit.

Story Time:

• Beth makes a call for marketers to reclaim authority—and stop letting others clutter the top of the funnel.
• Jackie recounts the “ChatGPT is replacing Google” debate—and why data still tells a different story.
•  Inspiration and burnout: Why looking outside the industry isn’t helpful without true internal context.
• Kevin reflects on building your message for marketers who’ve been in the seat for 12 months or less, and how leadership often unintentionally derails them.

SPECIAL ANNOUNCEMENTS

Online Sales & Marketing Summit 50% Sold Out! Grab Your Tickets Today

In The News: 

• 2025 SEM-PPC Benchmarks by Sarah Simmerman  
• Top Chatbots Are Giving Horrible Financial Advice
• See How Your State Ranks on the New Realtor.com Report Card
• Why the Housing Market is Actually Much Healthier in 2025

Things We Love - Things We Hate:

• Jackie: LOVES YouTube (University) for solving everyday problems—one backyard faucet at a time.
• Beth: Hates eye dilation after a doctor visit; loves ambient bird sounds as background for builder content.
• Kevin: Loves a builder video that highlights running errands on a typical Saturday in a particular community.

In this episode, Kevin, Beth, and Julie tackle the power of foundational marketing—reminding us that great content isn't a trend, it's the baseline. They unpack why “just run more ads” is a dangerous trap, how AI is becoming a real-world assistant (but also maybe your nosy coworker), and what Disney, Chick-fil-A, and Hamilton all teach us about brand experience. Plus, why resale is back, price reductions aren’t a failure, and cookies might be eternal after all.

Story Time (1:15):

• Julie shares how simply improving website content transformed lead quality and campaign results.
• Beth reminds us that content needs intentionality—posting for followers ≠ posting for buyers.
• Beth “confesses” to inviting Kevin to a strategy call—and how collaboration shifted a builder’s mindset.
• Kevin reflects on staying calm in market chaos and helping new marketers zoom out from ad metrics to real business impact. AI to the rescue: Kevin uses "deep research" AI to fix his fridge (and skips paying an overpriced repair bill).

SPECIAL ANNOUNCEMENTS

Online Sales & Marketing Summit 50% Sold Out! Grab Your Tickets Today

In The News: 

• Opt-In To OpenAI’s Memory Feature? 5 Crucial Things To Know
• How Tariffs Will Impact Digital Ad Spend (in surprising ways!)
• Google Will Keep Cookies and Backtrack on its Opt-Out Plans
• New Data: Google's AI Overviews are Hurting (Some) Click-through Rates

Things We Love - Things We Hate:

• Beth: Loved Disney’s flawless experience (and its marketing mastery); felt the pain of Universal’s less-than-magical contrast.
• Julie: Finally saw Hamilton live—loved it even more than expected, especially with her fully-costumed son 
• Kevin: Loves carbs in Italy, hates the chaos of driving through medieval towns (and possibly racking up €500 in traffic violations).
• BONUS - link to the Chik-fil-a article Kevin referenced