VIP Access: Inside Homebuilding

When sales slow, builders reach for the red pen, and marketing almost always gets slashed first. But isthat really saving money, or quietly bleeding your pipeline and brand?

In this episode of VIP Access: Inside Homebuilding, hosts Erica Lockwood and Veronica Ramirez sit down with Jennifer Cooper, Founder and Fractional CMO of Evolution Marketing,to expose one of the industry’s most expensive mistakes.

Jennifer, twice named NAHB’s National Marketing Professional of the Year, a former C-suite executive, and atrusted advisor to builders across the country, shares her insider perspective on:

• Why marketing budgets are the first target during downward shifts, and why that is a costly misstep
• The ripple effects of cutting visibility when competition is at its peak
• What the smartest builders are doubling down on right now
• Real stories where a marketing reset transformed struggling communities into sold out success

And do not miss our rapid fire segment where Jennifer dishes on the funniest, cringiest, and most unforgettable marketing blunders she has witnessed. This episode is not just relevant, it is the wake up call every builder needs before pulling the plug on the very thing that fuels recovery.

Charles Schetter (JTW Advisors) didn’t just rise through the ranks—he built his way up, literally. In this powerful episode of VIP Access: Inside Homebuilding, Charles unpacks his journey from working with his father swinging hammers to shaping some of the industry’s biggest M&A deals.

This episode dives deep into:

• What every private builder needs to know before selling

• Why scale matters—and when it doesn’t

• How smart builders avoid the “growth vs. debt” trap

• The underestimated power of cultural fit in acquisitions

• And why some of the best deals are the ones you walk away from

This is an episode that speaks to builders, strategists, investors, and leaders who care about doing it right—not just doing it big.

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What do 25 years of connecting with homebuilding leadership like? Find out in this episode of VIP Access: Inside Homebuilding! Erica and Veronica are pulling back the curtain on the industry's evolution, sharing their unique perspectives on major shifts, how companies are tackling challenges, and the INSANE impact of technology. We’re also diving into some of the hottest trends from the International Builders' Show, including a visit to the New American Home, and looking ahead to predict the future of homebuilding. If you're a homebuilding pro, listen to this podcast! 

In this episode, hosts Erica Lockwood and Veronica Ramirez pull back the curtain on the prestigious National Housing Quality Award, providing an exclusive look at what it takes for home builders to earn this prestigious recognition. Joined by Jeff Eschliman, Executive Director of the National Housing Quality Award, and Chip Pennington, National Vice President of Customer Experience and Quality Assurance at Shea Homes, the conversation delves into the rigorous application process, the transformative impact on company culture, and the competitive advantages that come with achieving this mark of operational excellence.

The esteemed guests share insights on the importance of leadership, teamwork, and a relentless commitment to continuous improvement. They also discuss how the award's feedback process helps builders identify gaps and opportunities, ultimately driving them to new levels of quality and customer satisfaction.

Whether a seasoned home builder or an aspiring industry leader, this episode offers a unique window into the National Housing Quality Award and the invaluable journey it represents. Listeners will come away inspired to pursue excellence and transform their organizations through this transformative program.