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Market Proof Marketing · Ep 355: The Trend Is Now Our FriendEpisode 355 kicks off with Kevin Oakley, Julie Jarnagin and Jackie Lipinski getting geared up for the Summit! They discuss mortgage rates, strategies for building elite teams and how AI might have an impact on insurance.

Story Time (1:43):

• Jackie recently used apps to plan and visualize different haircuts, and realized just how much apps can help people visualize and feel more comfortable with their decisions.
• Julie has been preparing her presentation for Summit, and has enjoyed thinking about things in different ways, and notes the power of taking notes and teaching others.
• Kevin talks mortgage rates, and how the news cycle is factoring into buyer sentiment. "The trend is now our friend" -- but financing is only going to solve one portion of our problem.

In The News (15:51):

• The Federal Reserve just cut interest rates by a half point. Here’s what that means for your wallet (https://www.cnbc.com/2024/09/18/federal-reserve-cuts-interest-rates-what-that-means-for-your-wallet.html)
• Crafting Success: Strategies for Building an Elite Online Sales Team (https://www.doyouconvert.com/blog/crafting-success-strategies-for-building-an-elite-online-sales-team/)
• AI risks making some people ‘uninsurable’, warns UK financial watchdog (https://www.ft.com/content/9f9d3a54-d08b-4d9c-a000-d50460f818dc)

Things We Love - Things We Hate (34:31):

• Jackie is not loving Amazon Fresh's "smart grocery carts".
• Julie has been finding YouTube "study with me" videos helpful and calming when she has to really focus on a task!
• Kevin is really excited about the giveaways at Summit he picked out, and cannot stand the word "just". Nothing is "just" anything.

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Market Proof Marketing · Ep 354: Get CuriousKevin Oakley, Julie Jarnagin and Beth Russell sit down for this week's episode to discuss empathy, the power of symbolism within marketing, and the importance of marketers staying curious and deepening their knowledge. Topics this week also include changes surrounding Google, AI and the iPhone 16 launch, and the post-NAR settlement landscape.

Story Time (2:52):

• Beth is taking an online course about storytelling with data, and talks skeletons!
• Julie received an email recently with questions surrounding a recent article, and at a core, the answer was empathy
• Kevin is taking a class surrounding symbolism -- and is going to dive deeper into the subject at Summit

In The News (19:24):

• News Corp would've lost $9 million in 2017 by ditching Google ads, ex-exec testifies (https://www.reuters.com/technology/news-corp-would-lose-9-million-by-ditching-google-ads-ex-exec-testifies-2024-09-10/)
• Apple Announced new Apple Intelligence at iPhone 16 launch this week (coming this fall) (https://www.apple.com/apple-intelligence/)
• How the Post-NAR Settlement Landscape Will Shape the New Home Market (https://www.builderonline.com/builder-100/strategy/how-the-post-nar-settlement-landscape-will-shape-the-new-home-market_o)

Things We Love - Things We Hate (42:40):

• Julie hates hurricanes, but loves that she has power!
• Beth made two discoveries this week - one being Costco double-smoked bacon sandwiches, and the other being Blue Bell cinnamon ice cream
• Kevin says the latest Insta360 x4 is fire

Questions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Ep 353: The Truth Is OldKevin Oakley and Julie Jarnagin welcome Jen Barkan for this week's episode! Things kick off with Kevin bringing up the point that oftentimes, the truth is "old", but never gets old, and Julie followed up with a core lesson learned in writing school -- you have to learn the rules before you can break them.

Story Time (5:36):

• Jen wanted to start tracking her nutrition, and was given an assessment to be assigned a coach, which she was originally skeptical of. She was pleasantly surprised by how personalized the experience was, and how her coach set a great expectation of response time.
• Julie had a really fun builder call with DYC team member Becca, and loves the process of solving puzzles with partners to hit their goals.
• Kevin talks about a concept he's looking forward to touching on at Summit -- the truth is "old," but never "gets old."

In The News (24:15):

• Closing Time: 6 Ways to Ask For The Appointment (https://www.doyouconvert.com/blog/closing-time-6-ways-to-ask-for-the-appointment/)
• As Gen-A.I. and Data Fuse With Homebuyers' Journey, Trust Matters Most (https://www.thebuildersdaily.com/as-gen-a-i-and-data-fuse-with-homebuyers-journey-trust-matters-most/)
• You'll soon be able to leave comments on Instagram Stories posts (https://www.theverge.com/2024/9/3/24235292/instagram-stories-disappearing-comments-from-friends)

Things We Love - Things We Hate (45:02):

• Julie is so excited about what her teammates have prepared for Summit!
• Jen is loving football season, especially college football.
• Kevin is looking forward to the photo walking tour that will take place at the Summit led by Chad Davies with Davies Imaging Group. He also loves seeing his kiddos grow up and navigate their way through life, sharing a few stories about his daughters.

Questions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Jackie Lipinski, Julie Jarnagin and Beth Russell host episode 352 and discuss creative ways to repurpose content -- bringing home the idea of "create once, publish everywhere." This episode also covers AI (is it getting dumber?), and finding ways to energize and approach even "mundane" topics. And last but not least, never underestimate how many people put their pets at the forefront of their homebuilding decisions!

Story Time (3:38):

• Beth had a "moment of magic" on a leadership call recently
• Jackie went to Banff, Canada for her 10-year anniversary, and received the most lovely handwritten cards
• Julie shared a moment from a recent call where a topic that could be considered mundane turned into an energized conversation

From The News (18:09):

• Creative Repurposing Strategies for Digital Marketing Success: (https://www.doyouconvert.com)
• Did AI Already Peak And Now It's Getting Dumber? (https://futurism.com)
• Prioritizing Pets: New Study Reveals The Role Animals Play In Home Design (https://www.builderonline.com)

Question Of The Week: Do you think the title of the model home is important (sales center, sales gallery)?

• Is the term "sales" too intimidating?
• Clarifying and setting good expectations on the website
• Paying attention to your local market

Things We Love - Things We Hate (39:09):

• Beth's husband just celebrated his 40th birthday, and she surprised him with an Ember mug that he absolutely loves
• Julie enjoyed meeting Beth's husband who came and spoke to a group about leadership
• Jackie's favorite thing is from Amazon -- a portable hanging travel shelf bag -- which made living out of a suitcase so much easier

Market Proof Marketing · Ep 352: Create Once, Publish EverywhereQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Kevin Oakley is joined by Julie Jarnagin and Andrew Peek for Episode #351! We share some exciting news this episode -- Do You Convert is Hiring! The team reminisces on Julie's first interview and podcast episode, and Kevin brings up a good analogy from the filming of The Mighty Ducks. Andrew gives you a great rundown of Reddit and what to expect there on the platform's growth, and Kevin reminds us - "consumers gonna consume."

Story Time (05:43)

• Julie shares her running journey, and how while it isn't easy, it's worth it. She relates it to builder messaging on websites, and how promising "easy" isn't the greatest strategy. Instead, how do we lean into the "worth it" messaging.
• Andrew talks the Dunning-Kruger effect, and the dangers of making incorrect assumptions with high levels of confidence
• We have a first for Kevin... no story time this week!

In The News (23:33)

• Who'll Be First Movers Among Homebuilders In New Commission Regime? (https://www.thebuildersdaily.com)
• The US Government Just Banned Fake AI-Generated Reviews (https://futurism.com)
• Five key signs that Reddit is getting ready to launch its own search ads business (https://digiday.com)

Question of the Week (48:08):

"Will there be a shift toward having a single manager (VP of Marketing and Sales) in our industry rather than having two department heads reporting to a CEO?"

• Differences in management styles
• Trends we've seen over the years
• The answer depends heavily on the person, and the builder

Things We Love - Things We Hate (55:06)

• Kevin references the book In This Economy? by Kyla Scanlon, and a recent post by the author discussing home insurance.
• Julie watched a documentary titled Mountain Queen on Netflix. And Kevin suggests watching age-appropriate comedy shows with your kids.
• Andrew's current favorite is a spin-mop vacuum, which has worked wonders on his flooring.

Market Proof Marketing · Ep 351: Consumers Gonna ConsumeQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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The team celebrates Episode 350 of the Market Proof Marketing podcast! The theme of this episode hosted by Kevin Oakley, Julie Jarnagin and Andrew Peek is efficiency... but it's not what you might be thinking! Instead, Kevin argues that he doesn't understand the urge to push efficiency in the sales process at this time in the market, when potential homeowners want to feel like anything but an efficiency. Also discussed in this episode is Pinterest (is Gen Z just beginning to act old?), and some interesting case studies centered around realtors and market trends.

Story Time (01:38)

• Julie recalls a recent conversation with a builder about how websites used to cater to a user's first time visiting, but with the journey expanding in today's market, she highlights the importance of speaking to repeat customers on your site, too.
• Andrew helped take on some tasks for a team member that was out of office and found it insightful to view processes through another's eyes.
• Kevin posted a squirrel GIF about problem solving, and was surprised by just how many people related to it! In fact, one builder even put the idea on a Yeti mug as a reminder for problem-solving. He had a wonderful time recently on a long call with a builder brainstorming and positively approaching issues.

In The News (25:27)

• Burned By Boom: Austin's Builders in the Hot Seat (https://www.parcllabs.com)
• Meritage Buyer Resources (https://www.meritagehomes.com)
• 'One of the first places I go': Gen Z is finding brands via Pinterest (https://www.modernretail.co)
• Broad match keywords: When to test and when to avoid (https://searchengineland.com)

Things We Love - Things We Hate (50:47)

• Julie's kiddos are back in school, and all of the parents out there know that that can be a love-hate!
• Andrew is on Season 4 of Game of Thrones (arguably for Kevin where it peaks!), and is dialed in.
• Kevin is watching Big Brother with his family and notes a realtor on the show whose bad behavior has tarnished her reputation professionally -- an interesting idea that you can't go on a show where the whole point is to backstab and lie, and not tarnish your brand. You are who you are all of the time!

Market Proof Marketing · Ep 350: Putting A Pin In EfficiencyQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Jackie Lipinski, Kevin Oakley and Beth Russell host Episode 349! In this episode, the team discusses the seasonal changes in homebuilder marketing, and focusing on the right things when it comes to leads and conversions. We have some new exciting blog posts they discuss, highlighting the importance of not oversimplifying how we view data. And of course last but not least, "strategic spaghetti", a great term Beth has been using to remind her builders to approach even new opportunities very strategically.

Story Time (02:00)

• Beth has deemed the song "Too Little Too Late" by JoJo the anthem of August, emphasizing the importance of preparing for the fall and celebrating the small wins we can get.
• Jackie brings up an insightful story from a book she loves, Alchemy, by Rory Sutherland, which she tied into finding creative ways for a builder to remove boredom from the process of waiting for your home.

In The News (10:59)

• Messaging Strategies to Meet Your Buyers Where They Are (https://www.doyouconvert.com )
• Federal judge rules Google violated antitrust law (https://searchengineland.com)
• Attribution is B.S. Three-Part Series (https://www.doyouconvert.com)
• Zillow releases state-specific short-term touring agreements (https://www.housingwire.com)

Question of the Week: How will increased pricing transparency affect conversion ratios? (43:24)

• Kevin gives a great example about Tesla and ties it to interactive floor plans.
• Beth feels making the process easier up-front will spur further conversation down the road, and discusses the strategy of gating information and how it all comes down to execution -- and Kevin discusses his thoughts on gating information.
• Jackie recalls the positives and negatives of when you provide information, and how accurate the pricing details are.

Things We Love - Things We Hate (52:00)

• Beth's favorite phrase this week for her builders is "strategic spaghetti". When throwing things at the wall to see what sticks, you still have to do things strategically!
• Jackie's first heirloom tomato is in, and this year she went for quality over quantity!
• Kevin brings up UTour, and one of his new favorite questions to ask, "How do you track and report UTour appointments?" And... over 80% said they don't! He is loving Ozlo Sleepbuds, which plays what you are interested in listening to, but then defaults to your sleep sounds.

Market Proof Marketing · Ep 349: Strategic SpaghettiQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Kevin Oakley is joined by Jen Barkan and Andrew Peek this episode, and they dive into the Q2 Benchmarks that were just released! They touch on the spicy Attribution is B.S. three-part series recently posted, as well as news and thoughts surrounding the Olympics!

Story Time (07:13)

• Jen shares a story from a coaching call, and a new term that was assigned to very old leads in a builder's CRM -- "the walking dead corpse revival." This brings up the importance of segmenting your database, and the hard work that goes into list hygiene.
• Andrew provides an update on his visit to Epperson Lagoon/new home community (he loved it, but did feel some parts didn't look as "finished" as they should for how long it has been around). Which brings up a great point - when the magic can fade during the experience, when is the best time for a sales consultant to connect?
• Kevin's story time is a theory: builders are likely engaging with consumers using AI more than they think, but not in the ways that they think. His hunch? To try to negotiate a lower price. They also discuss SearchGPT, and what to expect there.

In The News (35:41)

• Attribution is B.S. (Part II): (https://www.doyouconvert.com)
• Q2 Benchmarks: (https://www.doyouconvert.com)
• 62% of Gen Z and Millennials Want to Be Homeowners Despite Concerns ( https://www.builderonline.com)
• Google's Latest Pitch for AI Is So Sad It Sounds Like A Spoof (https://futurism.com)
• 6 Apple Intelligence features you can try right now and how to turn them on (https://mashable.com)

Things We Love - Things We Hate

• Andrew started Game of Thrones which he's loving, but can't wait until he gets a better grasp on the complicated character structure.
• Jen is really enjoying the Olympics! And the team wonders... how old is Snoop Dogg?

Market Proof Marketing · Ep 348: Positively Impacting The NumbersQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Andrew Peek is joined by Julie Jarnagin and Jackie Lipinski this episode! The podcast starts out with something every marketer can relate to -- managing disgruntled homeowners on public platforms. The topic of brand management comes up, which boils down to a core element of doing the right thing. Attribution is also on the docket this episode, and why you should examine it with a critical eye to avoid avoidable data pitfalls.

Story Time (05:45)

• Julie talks disgruntled homeowners on social media, and reminds everyone of the best approach to handling these situations when they arise.
• Jackie is getting ready to take on some good old fashioned "panic cleaning" in preparation for family coming to town! Which leads to a great suggestion on improving customer experience.
• Andrew is deep-diving into SEO, and brings up the simple opportunities builders can take to make meaningful improvements for attainable time input. He also brings up the correlation to reputation management.

In The News (26:52)

• Attribution is B.S. (https://www.doyouconvert.com)
• Google to keep cookies in Chrome after advertiser pushback (https://finance.yahoo.com)
• Homebuyer FOMO Starts to Pump Up Canada's Real Estate Market (https://www.bloomberg.com)
• Why You Should Be Focusing On Brand Marketing Right Now (https://www.searchenginejournal.com)

Things We Love - Things We Hate

• Andrew is enjoying his Ninja CREAMi, which makes incredible protein shake ice cream treats. He is not, however, enjoying the Sonos speaker app.
• Jackie is finding a great deal of convenience in the Amazon Fresh stores.
• Julie shouts out DYC's creative team member Jade Young, who sketched the most incredible drawing for our recent Attribution blog post. She is also enjoying a few new podcasts that will definitely keep you entertained! (Don't say she didn't warn you!)

Market Proof Marketing · Ep 347: Do The Right ThingQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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In this episode, Kevin Oakley is joined by Beth Russell and Julie Jarnagin for this highly entertaining episode! Full of wit and thought-provoking conversations, the team dives into everything from well-crafted strategies and collaboration to Meta's not-so-on-point content suggestions (Julie does not, in fact, want to see cats falling off of refrigerators). New news from Paramount streaming leads to a great call-to-action for builders, and the three discuss the difference between loyalty goals and preference goals -- and how to marry the two.

Story Time (01:02)

• Beth was inspired by a conversation with Julie about the Market Proof Algorithm, and how it resembles a spider web -- one data point can be interconnected to other parts. The team considers the fly within the analogy, and the impact of teamwork.
• Kevin stresses the importance of collaboration, and being able to zoom in and understand context in order to make high level strategic decisions. This leads into a great discussion about what makes a great marketer great, and the structure of high-performing sales and marketing teams.
• Julie brought up thinking through giving buyers reasons to buy now, vs. holding off, using Prime Day as a great example for creating action. Kick - we mean nudge - them off the fence!

Exciting Announcements (27:25)

• Online Sales & Marketing Summit is around the corner! Limited tickets are available, and be sure to reserve your hotel room!
• Online Sales Academy dates have been released! Join us November 13th and 14th.

In The News (29:03)

• Meta Tests AI Summaries In Post Comment Streams Across Facebook: (https://www.digitalinformationworld.com)
• An Overview of the Modern TV Viewing Landscape: (https://www.socialmediatoday.com)
• Paramount Ads Manager Brings TV And AI-Powered Creative To Smaller Businesses: (https://www.adweek.com)
• Marketers Need to Differentiate Loyalty Goals From Preference Goals: ( https://www.adweek.com)

Things We Love - Things We Hate (48:51)

• Kevin is loving the Mophie 3-in-1 travel charger, which has been a game changer for him when traveling. Julie even added it to her gift list!
• Julie recently read Sociopath: A Memoir by Patric Gagne, and was absolutely fascinated. Be warned, some parts are pretty hard to believe! Which led them to wonder... was that the point?
• Beth loves her "heatless curls" that made a debut in an internal DYC call, which led to a hilarious story-time.

Bonus Conversation (53:22)

• Kevin may or may not (he is) be creating an in-depth course for builder partners around Presale Without Fail. If you have questions or have tried something that has worked tremendously for you -- we'd love to hear it! Shoot us a note at show@doyouconvert.com and he will incorporate it.

Market Proof Marketing · Ep 346: Kick Them Off The FenceQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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In this episode, Kevin Oakley is joined by Andrew Peek and the incredible Julie Jarnagin (who it was discovered needs a catchy nickname)! The team discusses the importance of storytelling, and dives into a remarkably relatable conversation around a spike in summertime builder events. Kevin also shares knowledge around fluid and crystallized intelligence, and the evolution of the two throughout one's career.

Story Time (05:53)

• Julie shares a parenting bribe she approves of -- reading professional development books -- and relates it back to the importance of being able to positively impact those around you, using the book How to Win Friends & Influence People by Dale Carnegie.
• Andrew is looking for some new gym equipment, and is going through the painstaking process of getting quotes and comparing pricing. It made him think of what builders share is/isn't included in homes, and how detailed one should be with specs and features, including what order is the correct order to discover this information.
• Kevin discusses a marketer meme opportunity, resulting in some amazing advice about properly prepping for meetings and giving yourself time and space to tell stories vs. recapping what should be known.

In The News (21:25)

• Are Your Events Delivering Enough Value? (https://www.adweek.com/resource-library/are-your-events-delivering-enough-value/)
• Share of Smaller Home Lots Reaches New High (https://www.nahb.org/blog/2024/07/share-smaller-lots-reaches-new-high)
• Marketing muscles don't grow through familiar work (https://www.marketingweek.com/grant-mckenzie-marketing-muscles/)

Things We Love - Things We Hate (44:07)

• Julie is loving her kids spending a few weeks at their grandparents, and all of the positives that come from similar experiences in new places.
• Andrew has a love and a hate -- The Bear on Hulu -- having different feelings toward Season 1 and 2 than he did Season 3.
• Kevin gives us an update on a previous favorite -- his smart thermometer from his kids -- which is incredibly easy to use, but... kind of takes the fun out of it.

Bonus Conversation (51:40)

• Kevin brings up Realtor.com and properties you can choose after filling out a form that you may also be interested in, that prompts an email to be sent to you.
• The team discusses how there is some question on the builder side around how rigorous the matching is, and the quality of leads that are coming in.

Market Proof Marketing · Ep 345: Thinking Through EventsQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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In this episode, Kevin Oakley is joined by Andrew Peek and Jessie Suggs! They discuss the downfalls of automation and new technology where there is not genuine and authentic interaction, and how the human element is ever important in marketing. Other popular topics discussed include ChatGPT, the conversation around cross-selling for faster follow-up, re-engaging "ghost leads," and the apps and podcasts that are enriching the team's lives this month!

Story Time (01:28)

• Jessie shares her car purchasing experience, particularly the less-than-impressive communications she has been receiving as follow-ups. This brings up a great point: Just because something can be automated, doesn't mean it should.
• Kevin brings up cross-selling, the dynamics around this strategy, and how it impacts the consumers' experience.
• Andrew's story time involves the application of technology, using an awkward interaction while checking out at Publix grocery store to provide food for thought for marketers and the user experience that goes along with new tech solutions.

Listener Questions (22:45)

• Do You Believe in Ghosts? Implementing Multi-Touchpoint Strategy to Turn "Ghost Leads" Into Engaged Prospects (https://www.doyouconvert.com)
• REColorado Owners Oust Board Amid Plans to Sell MLS (https://www.inman.com)
• If ChatGPT Can Write Your Content For You, Then That Content Wasn't Worth Writing In The First Place (https://www.linkedin.com/posts/)

Things We Love - Things We Hate (44:07)

• Jessie discusses the app Goodnotes and the perks of this software
• Andrew refreshed his office space, and is loving the new look and added space it provided!
• Kevin is really enjoying the podcast 99% Invisible about the unnoticed design and architecture that shapes our world.

Market Proof Marketing · Ep 344: The Downfalls of AutomationQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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In this episode, Kevin Oakley is joined by Andrew Peek and Jackie Lipinski! Kevin is back from PCBC and picked up on a lot of Econ talk around the importance of narrative, especially the cultural narrative. The team discusses a unique content tactic centered around floor plans from a homebuilder, and point out the key idea of knowing yourself as a builder, and minimizing friction in the purchasing process. They muse on the topic of remarketing, which though it is not new, has morphed from just frequency to frequency and immense variety, which Kevin feels comes across in a more positive way to consumers.

Story Time (01:38)

• While doing builder website research, Jackie saw a job site live stream to show construction progress, which she felt showcases transparency. But will everyone be on board?
• Andrew's family is doing a staycation at a Crystal Lagoon at Epperson in Tampa, FL, which he pointed out has a unique web design from a product/developer standpoint.
• Kevin gives an update on PCBC and the trending Econ talk, recapping an insightful perspective on mortgage interest rates that is helpful for sales and marketing to understand.

Listener Questions (33:21)

• Google Ends Universal Analytics July 1st: What You Need to Know (https://www.doyouconvert.com)
• Google Ads Now Being Mixed In With Organic Results (https://www.searchenginejournal.com)
• Emotional attachment could be prolonging Gen X and Baby Boomers’ moving timelines (https://www.opendoor.com)
• Google dropping continuous scroll in search results (https://searchengineland.com)

Things We Love - Things We Hate (51:12)

• Kevin has really enjoyed reading In This Economy? by Kyla Scanlon, and is loving his Father's Day gift from his family.
• Jackie loves the Hibachi grill top she got her husband for Fathers Day, and is cooking up some amazing things!
• Andrew watched the movie "Inside Out 2" and found great lessons in emotional IQ to keep in mind as marketers.

Market Proof Marketing · Ep 343: Bringing Variety To RemarketingQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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In this episode, Andrew Peek is joined by Jackie Lipinski and Beth Russell! The crew touches on the impact of surveying your audience and actually implementing features from their feedback! It’s an incredible way to make them feel seen, instill trust and let them know they’ve made a difference that can help others. They talk about how attribution isn’t the full story and the importance of the appointment-to-sales metric.

Story Time (05:15)

• Jackie thinks we should add “Discomfort” as the 6th “D’s” motivator.
• Andrew shares a neat situation where a brand actually listened to him and made the change.
• Beth loved that a builder said “...Attribution is BS!” this week.

Listener Questions (30:03)

• The Incredible Importance of the Appointment-to-Sales Metric (https://www.doyouconvert.com)
• Google Ads phasing out card payments (https://searchengineland.com)
• Homeowners list while buyers hang back, pushing inventory higher (https://zillow.mediaroom.com)

Things We Love Things We Hate (45:42)

• The Ember mug got Beth through her day.
• Andrew’s favorite was his trip to Jamaica and also his son competed in a Fortnite tournament and got 2nd place!
• Jackie loved sharing Mario video games with her son.

Market Proof Marketing · Ep 342: Feeding Into FeedbackQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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In this episode, Julie Jarnagin is joined by Jackie Lipinski and Beth Russell! The gal pals are back together and talk all about transparency and communication with customers, especially how it can ruin relationships if done incorrectly. They focus on credibility and making sure that employees see themselves as the face of the company rather than an individual. Instead of diving into the news, the three decide to change up the show and dive into some listener questions!

Story Time (03:27)

• Beth is car shopping and was disappointed with the transparency and lack of communication from a car dealership even though she had a great on-site experience.
• After four months of only advertising their car by parking it out front, Jackie’s parents were about to sell it in four hours after posting it to Facebook.
• Julie was inspired by the phrase “Your "from" line matters more than your subject line”.

Listener Questions (17:53)

• Boots on the ground
• Events
• Marketing in New Markets

Things We Love Things We Hate (46:04)

• Beth disdains phone upgrades.
• Jackie hates Xfinity and is done with them.
• Julie loves the problem solving on the DYC team.

Market Proof Marketing · Ep 341: Read the RoomQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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In this episode, Kevin Oakley is joined by Jackie Lipinski and Jen Barkan! Jen has finally returned to the podcast after a long hiatus and the team discusses the value of prepared marketers who have done the research and know what to expect as the market changes. They rant on how people use the Benchmarks data to create excuses and remind everyone that the data is a starting point and the only numbers that matter are your own! They talk about the loss of trust on the internet due to AI and Jackie is lost during the podcast to a storm outage!

Story Time (03:34)

• Sam, Jen's son, has found online sales to be tougher than he expected!
• Jackie had an encouraging meeting with a marketer.
• All the context around Benchmarks is driving Kevin crazy.

The News (21:06)

• Instagram Photos Are Being Labeled ‘Made With AI’ When They’re Not (https://petapixel.com)
• Instagram confirms test of ‘unskippable’ ads (https://techcrunch.com)
• Top 5 Things To Focus On As Spring Selling Season Fades (https://www.builderonline.com)
• The number of US homes for sale is slowly returning to normal: An ‘incredible trend,’ economists say (https://nypost.com/2024/06/05/real-estate/number-of-us-homes-for-sale-is-slowly-returning-to-normal-an-incredible-trend-economists-say/)

Things We Love Things We Hate (46:04)

• Jen's favorite is Gardenia flowers!
• Kevin is loving his Lock Picking Kit.

Market Proof Marketing · Ep 340: Don't Get ComfortableQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!🎙 In this episode, Kevin Oakley is joined by Dennis O'Neil, President of O'Neil Interactive! Dennis hops on the podcast to educate us all about websites and how Google is measuring user experience through their "Core Vitals". He explains in detail what stats they're collecting, what they are using them for and how builders can use that info to improve their websites. Kevin and Dennis get into a nerdy software discussion and Dennis gives some insight into what builders request the most.

Kevin and Dennis discuss:

• Googles Core Vitals: Website speed, website responsiveness, visual stability, and Interstitial ads.
• It's about who is willing to make sure that they're website is performing as best as it can.
• Why builders struggle with interaction to next paint (INP).
• What builders request the most.
• The importance of structured data.

Market Proof Marketing · Guest Ep: Understanding Googles Core Vitals with Dennis O'NeilQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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🎙 In this episode, Kevin Oakley is joined by John Cecillian Jr., founder and CEO of Cecilian Partners, Inc.! Cecilian Partners is a Proptech company built around the customer experience for Community Developers, Home Builders and Homebuyers. They simplify data, digital marketing, and operations by centralizing the entire new home buying process! Kevin and John sit down to discuss AI, the over fascination with it, how it can be beneficial and how it's being used negatively. You can view Kevin's post that sparked this conversation here.

Kevin and John discuss:

• Cecilian Partners Inc., what they do and who it's for.
• The foundation of every company should be data, how it's structured and managed.
• Hitting the baseline before slapping on modern technology.
• How AI can be beneficial.

Market Proof Marketing · Guest Ep: The Reality Of AI with John Cecilian Jr.Questions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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In this episode, Andrew Peek is joined by Julie Jarnagin and Beth Russell! The Do You Convert team is growing and we’re looking for a Unicorn ready to join the Creative Services team as a Marketing Manager! The team discusses URL structures and the many ways it can be done wrong, creating issues for the builder. They advise everyone to keep it simple and veer away from over the top marketing incentives: get to the point!

Story Time (08:07)

• Julie has noticed bad URL structures from builders.
• Andrew is more open to ChatGPT to help with some things. A tool to lean on, not to use as a replacement.
• Beth says the more simple the better!

The News (22:46)

• Price Drops Hit Highest Level in 18 Months As High Rates Dampen Buyer Demand (https://www.redfin.com)
• Amazon to expand drone delivery service after clearing FAA hurdle (https://www.cnbc.com)
• Real estate agents are fleeing the field. Is that good for homebuyers? (https://www.washingtonpost.com)

Things We Love Things We Hate (41:39)

• Andrew is going to Jamaica and is very excited!
• Beth's favorite is small town coffeeshops and bookstores.
• Julie's been "jeffing" her running and it has made it so much better, she also loves her flip belt.

Market Proof Marketing · Ep 339: Seeds and BranchesQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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In this episode, Kevin Oakley is joined by Andrew Peek and Beth Russell! The team discusses going back to the basics and making sure the fundamentals are stable before diving into cool new technology, AI in particular. In fact, the conversation throughout continues circling back to AI where the team consistently proves the point that AI will never function like a human brain. Kevin shares some great insights he learned at a recent conference and Beth rages against people who use forks or spoons to separate English muffins.

Story Time (05:23)

• Andrew is angry that Google is complicating things.
• Beth urges everyone to cover their basics before trying to do something new and exciting!
• Kevin shares his thoughts on a talk given by the CEO of M/I Homes at a Zonda event.

The News (29:00)

• Do You Believe In Ghosts? (https://www.doyouconvert.com)
• DOJ Lawyer: No Offers Of Compensation 'Anywhere' (https://www.rismedia.com)
• Meta AI chief says large language models will not reach human intelligence (https://www.ft.com)

Things We Love Things We Hate (51:05)

• Kevin loves his rocket shaped air blower from Giottos!
• Beth disdains people who open up English muffins with a fork.
• Andrew wants two dishwashers in the future.

Market Proof Marketing · Ep 338: Back to the BasicsQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!In this episode, Jackie Lipinski is joined by Beth Russell and Julie Jarnagin! They dive into conversation on recent marketing failures and successes they’ve witnessed in regards to discoverability. Beth dropped a blog on leadership that some might consider controversial so she shares the inspiration behind it and gives us an in-depth content breakdown. The three give their top picks for books that inspired them.

Story Time (01:44)

• Beth recently visited a new creamery and it had her contemplating digital and physical discoverability.
• Julie noticed a builder was marketing based off of strange groupings they had created, so she suggested they take a step back and look at how home buyers are ACTUALLY seeing things.
• Jackie has had to teach a builder that discoverability does not always equal intentional leads.

The News (12:46)

• Your Leadership (Or Lack Thereof) Is Stunting More Than Your Team's Growth. It's Killing Your Company. (https://www.doyouconvert.com)
• The Greatest Books I’ve Ever Read (https://www.willduder.com)

Things We Love Things We Hate (36:55)

• Julie loves that the end of school is happening but is annoyed by the last minute events.
• Jackie heard the quote "Treat yourself like you'd treat your daughter" and loved it.
• Beth appreciates the curiosity that has prompted some questions from marketers that keep her thinking.

Market Proof Marketing · Ep 337: The Art Of DiscoverabilityQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!In this episode, Kevin Oakley is joined by Julie Jarnagin and Jackie Lipinski! The team dissects the power of community and how it can have a huge positive impact, suggesting builders should try and leverage it better. Jackie went on a Master Plan Model home tour event and shares the good and bad things she experienced especially the smells... this leads into a discussion on the importance of perception. Kevin has just returned from Builder100 and shares his thoughts on the event.

Story Time (04:28)

• Julie experienced the power of making someone feel part of a larger community or leveraging people wanting to be part of something through a church event.
• Jackie tells all about her Master Plan Model Home tour event in Washington.
• Kevin was just at the Builder100 and shares his main takeaways.

The News (26:50)

• McDonald's is making a massive investment in digital marketing (https://www.restaurantbusinessonline.com)
• Home prices grew in 93% of markets in Q1 2024: NAR (https://www.housingwire.com)
• 44% of adults would buy their childhood home today if they could afford it (https://zillow.mediaroom.com)
• Google delays third-party cookie demise yet again (https://digiday.com)

Things We Love Things We Hate (42:23)

• Julie made a Spotify playlist with her kids and loves their choices.
• Jackie took the Hubspot Email Marketing academy and thought it had good takeaways.
• Kevin loves receiving gifts (however, please give him context) and recently had a three piece Darth Vader helmet sent to him.

Market Proof Marketing · Ep 336: The Importance of PerceptionQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!🎙In this episode, Kevin Oakley is joined by Kody Smith, President of NoviHome! Kody hops on the podcast to give an overview of NoviHome and the new tools and features they are rolling out. Novihome looks to connect the buyer and builder through apps that elevate the home buyer experience through seamless communication ensuring everyone is on the same page at all times. You can reach out to Kody here to learn more about NoviHome or check out their website here!

Kevin and Kody discuss:

• NoviHome has turned into a complete buyer experience app.
• NoviHome allows the builder to own their marketing and own the buyer's journey.
• They built this technology on gaps they were seeing in the industry.
• The new analytics platform and what it offers for builders.
• The “Listings” function, how it works, and how it was prompted by Mike Lyon.
• New features like “Build Tracker” coming soon…

Market Proof Marketing · Guest Episode: Creating Solutions For Builders and Buyers with Kody SmithQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!In this episode, Kevin Oakley is joined by Andrew Peek and Jessie Suggs! The team discusses the difference between people who put in the effort and those who don’t, suggesting that Marketing and Online Sales are not for people who use incompetence as a crutch. Q1 Benchmarks released last week and Jessie gives a full breakdown of how the first quarter of 2024 is shaping up!

Story Time (07:48)

• Jessie's tagline for the episode is “it’s not slow, you’re slow”.
• Kevin had an interesting conversation with someone from one of the top 25 builders.
• Andrew’s self driving trial ended and he is sad.

The News (29:45)

• The Q1 2024 Online Sales Benchmarks (https://www.doyouconvert.com)
• AI is making Meta’s apps basically unusable (https://www.fastcompany.com)
• Predicted 25% Drop In Search Volume Remains Unclear (https://datos.live)
• Most Americans Have Regrets About Buying a New Construction Home (2022 Data) (https://www.realestatewitch.com)
• Three-Quarters Of Households are Priced Out Of The Housing Market (https://www.builderonline.com)
• Meta’s ‘set it and forget it’ AI ad tools are misfiring and blowing through cash (https://www.theverge.com)

Things We Love Things We Hate (48:55)

• Kevin loves that his flight was upgraded to first class.
• Jessie gives a shout out to the blue bag nerd clusters.
• Andrew is loving the Ninja Creamy.

Market Proof Marketing · Ep 335: It's Not Slow, You're SlowQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!🎙In this episode, Kevin Oakley is joined by Paul Cardis, Chief Executive Officer at ON3. Paul dissects what “Customer Experience” truly means and how it has evolved over the years and walks us through the ON3 Total CX quadrant that makes up the ultimate customer experience. After realizing that the quality quadrant wasn’t effectively being solved, Paul and other leaders in the industry decided to launch ON3! Kevin and Paul discuss the current issues in customer experience regarding survey's and share their insight on how companies can improve.

Kevin and Paul discuss:

• Customer Experience being the “psychology of happiness”.
• Quick overview of the Total CX quadrant: Quality, Caring, Ease and Authenticity.
• Paul created ON3 after realizing that the “quality” quadrant wasn't being solved.
• How ON3 has developed their customer surveys.
• Chatbots aren’t truly solving the problem. People want human interaction.

Market Proof Marketing · The Psychology of Customer Happiness with Paul CardisQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!🎙 In this episode, Kevin Oakley and Mike Lyon sit down with special guests Brian Boero, from 1000Watt, and Bryan Sheppard, the President of Coldwell Banker Select. They discuss the latest impacts and changes caused by the proposed NAR Settlement Agreement - on this special LIVE episode of Market Proof Marketing! You'll also learn how partnering with the best agents, teams, and brokers can be your key to success, even if it begins to look a little different.

Market Proof Marketing · Guest Episode: Success With Realtors In A Post-Settlement World with Brian Boero and Bryan SheppardQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!🎙 In this episode, Kevin Oakley is joined by Jason Hardy, Co-Founder & CEO at Ownly, to cover customer experience, Ownly, and the pros and cons of builders partnering with realtors. They discuss the excellent customer experience provided by builders and how it is vital for the brand. They consider the negative and positive outcomes of working with realtors and question what they ultimately bring to the table. Jason walks us through Ownly, sharing the goals of the company and the surprising outcomes they’ve discovered so far.

Kevin and Jason discuss:

• How customer experience is everything and it’s the heartbeat to most top builder brands.
• Having a platform that’s willing to integrate with others.
• What real estate agents bring to the table… or lack thereof.
• The solution that Ownly offers: creating trust and transparency between buyers and sellers.
• Ownly has shown that buyers are making big decisions at night from the comfort of their own home.

Market Proof Marketing · Guest Episode: Improving The Customer Experience with Jason HardyQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!In this episode, Kevin Oakley is joined by Jackie Lipinski and Julie Jarnagin! The three reflect on recent marketing inspirations they’ve seen from embracing objections to endless specification filters and Kevin shares a bit of insight into the NAR settlement. Google is considering acquiring Hubspot and Kevin gives his thoughts on the possibility and shares what might occur if that happens. They talk about the dilemma of most businesses underestimating marketers and due to lack of communication often mistrust them as well!

Story Time (01:35)

• Woobles sent Julie a flier with objections and she was impressed with the marketing and bravery.
• Kevin has been in the trenches with the NAR settlement and thinks that even the people who negotiated the settlement don’t even know what's in it.
• Jackie is looking for a vacation rental on Airbnb and marveled at how many specifications you are able to filter for. She suggests builders need to take note!

The News (15:17)

• As deal rumors fly, Alphabet and HubSpot would be a strange pairing (https://techcrunch.com)
• 4 Google Business Must-Haves for Homebuilders (https://www.doyouconvert.com)
• Sorry (Not Sorry), Self-Promotion Doesn't Work (https://www.whatworks.fyi)
• Almost half of brands view marketing as a cost rather than an investment (https://www.marketingweek.com)

Things We Love Things We Hate (49:41)

• Jackie loves her library!
• Kevin's favorite is “The Master and His Emissary: The Divided Brain and the Making of the Western World” by Iain McGilchrist
• Julie is obsessed with frozen mango.

Market Proof Marketing · Ep 334: Lead Attribution is BrokenQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!In this episode, Kevin Oakley is joined by Beth Russell and Andrew Peek! The Masters is happening near Beth’s residence and Mercedes Benz is a huge sponsor so they have taken over her neighborhood and Beth discovered that Mercedes Benz contributed to the community development in order to do so. The team discusses the power that’s unleashed when businesses take advantage of their audience and work together with other businesses in a marketing setting. They dive into a deep discussion on “personas” and how they may no longer be relevant in the new home industry, suggesting it’s really a conversation about messaging and content.

Story Time (07:17)

• Andrew is testing the full self-driving scope of his Tesla.
• Kevin is noticing that the phrase “what's old is new” isn’t always accurate and what’s old stays old and becomes irrelevant.
• Beth discovered that Mercedes Benz helped pay for their community development which is why they have the rights to take over during Masters week.Julie’s AI audio book turned out to be a failure.

The News (35:51)

• Always Assume the Appropriate Appointment (https://www.doyouconvert.com)
• How an iPhone Powered by Google’s Gemini AI Might Work (https://www.wired.com)
• Welcome to the AI gadget era (https://www.theverge.com)

Things We Love Things We Hate (01:09:16)

• Kevin’s favorite is a Youtube channel called 3Blue1Brown.
• Beth loves that the Baltimore Orioles are back!
• Andrew enjoys driving his Tesla.

Market Proof Marketing · Ep 333: Perspectives on PersonasQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!In this episode, Andrew Peek is joined by Julie Jarnagin and Jackie Lipinski. They watch a TikTok about “personality hires” and discuss their level of importance. Andrew has joined the Tesla family which has made him more aware of the hype surrounding certain brands. This launches the team into a deep discussion about brands who make products that are different enough to give people something to talk about!

Story Time (06:16)

• Jackie came across a failed AI ad for a Paw Patrol experience.
• Andrew bought a Tesla and realizes how important the brand is.
• Julie’s AI audio book turned out to be a failure.

The News (17:31)

• The Great Compression (https://www.nytimes.com)
• The Typical Household Earns Roughly $30,000 Less Than Needed to Afford the Median-Priced Home—But That’s an Improvement From Last Year (https://www.redfin.com)
• Don't wait to buy a home (https://www.businessinsider.com)

Things We Love Things We Hate (39:01)

• Andrew is enjoying the self driving auto pilot on his Tesla, but is also terrified of it.
• Jackie loves including her her kids in her hobbies like water coloring.
• Julie has gotten back into thrifting and is loving

Market Proof Marketing · Ep 332: Give Them Something to Talk AboutQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!🎙 In this episode, Kevin Oakley sits down with Rob Hahn, Founder of Decentre Labs, to bust open the new NAR settlement! Rob addresses the wrong claims made by the media and walks us through what will change and what will stay the same. Kevin and Rob go through some scenarios to help clear up some confusion and demonstrate what the future might look like.

Kevin and Rob Hahn discuss:

• The ways the media has gotten it all wrong leading to chaos.
• How steering is still preserved in the agreement.
• Why the new agreement will probably set the stage for smaller lawsuits down the line.
• That overall, nothing is really going to change.
• Seemingly, no one wins in this settlement.

Market Proof Marketing · Guest Episode: A Deeper Look Into The NAR Settlement with Rob HahnQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!In this episode, Jackie Lipinski is joined by Andrew Peek and Beth Russell. The team dissects their recent customer experiences and lament that in both cases they were negative experiences, suggesting tips on ways to improve the process for others. They have noticed an uptick in various people claiming to be experts who are offering bad advice and urge everyone to do research before implementing any actions from “experts” and to be sure to question them. Lastly, the three share their thoughts on the recent NAR deal!

Story Time (03:02)

• Andrew is car shopping and is comparing different experiences.
• Jackie had a negative experience when pretending to be a customer.
• Beth has noticed a lot of people pretending to be “experts” and offering horrible advice.

The News (19:09)

• Meta’s A.I. Chief Yann LeCun Explains Why a House Cat Is Smarter Than The Best A.I. (https://observer.com)
• The Fallout: How Will the NAR Deal Impact New Home Sellers? (https://www.thebuildersdaily.com)
• ICON Unveils Suite Of New Technology (https://www.builderonline.com)
• Productivity is way up (https://www.businessinsider.com)

Things We Love Things We Hate (46:20)

• Jackie got Privacy Film for her house and loves it!
• Beth is excited for Masters week!
• Andrew is loving building up the credit on his solar account.

Market Proof Marketing · Ep 331: Bad Customer ExperienceQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!In this episode, Kevin Oakley is joined by Jackie Lipinski and Julie Jarnagin! Julie has been given the option to have her book “Building Certainty” turned into an audiobook with AI which sparks a debate among the team as they wrestle with the concept. They discuss the endless amount of statistics dropping each day and Kevin believes the issue is that not enough questions are being asked about the statistics.

Story Time (00:13)

• Julie asks the team their thoughts on offering Building Certainty as an audiobook.
• Jackie’s friend is move 30 min away, and for Washington it's a whole new lifestyle whereas in other states its “around the corner.”
• Kevin says there are too many stats and not enough questions around the stat.

The News (20:28)

• Let’s Get Visible, Visible (https://www.doyouconvert.com)
• Incentives Remain 'Name Of The Game' For Builders in 2024 ( https://www.builderonline.com)
• February Saw More Sellers Jumping Back Into the Housing Market (https://www.probuilder.com/february-saw-more-sellers-jumping-back-housing-market)

Things We Love Things We Hate (39:06)

• Julie's been loving audiobooks again!
• Jackie created a blueprint for her garden.
• Kevin was disappointed by Napoleon (2024) and loved using the at home health test Everylwell.

Market Proof Marketing · Ep 330: Too Many Stats, Not Enough QuestionsQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!In this episode, Kevin Oakley is joined by Andrew Peek and Jen Barkan! The three talk about their favorite moments from the International Builders' Show and Kevin shares the advice he gave leaders who were wanting to know the best solution for getting salespeople to use CRM's: a public wall of shame. They address a lot of the conversations happening around AI and share their frustrations with the misplaced obsessiveness with it.

Story Time (11:26)

• Jen shares a heartwarming story about an OSC who went above and beyond!
• Andrew appreciated the Cerave and Michael Cera Super Bowl commercial and TikTok ad.
• Kevin enjoyed playing Black Jack with the DYC team at IBS.

The News (25:22)

• Google takes aim at SEO-optimized junk pages and spam with new search update (https://techcrunch.com)
• This Music City Builder Has A New AI Assistant (https://www.builderonline.com)
• Overrated: Social media viewed as overly important by businesses, marketers say (https://www.marketingweek.com/overrated-social-media/

Things We Love Things We Hate (49:59)

• Jen is LOVING the newest OPT Episode!
• Andrew hates AI and has renewed his love for his Nespresso maker.
• Kevin loves the restaurant Sul & Beans in Las Vegas.

Market Proof Marketing · Ep 329: Public Wall of ShameQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!In this episode, Kevin Oakley, Julie Jarnagin and Jackie Lipinski hop on for a quick episode to give their recap on the 2024 International Builders’ Show! Their one word takeaway from the show is “accountability”. Despite the constant buzz of AI the team agrees that in the end it always came back to people. Kevin advises for next year that the builders’ show is not a place to sell something.

Market Proof Marketing · Ep 328: IBS 2024 RecapQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!In this episode, Andrew Peek is joined by Beth Russell and Jackie Lipinski! The team dives into several topics all of which point toward leadership knowledge and action. They discuss the need for leaders to take initiative to expand the knowledge of their team when it comes to marketing, suggesting tips on "connecting the silos". Your team should know and understand what each department does and how it furthers the company’s goals. Leaders should also focus on learning about the people on their team and finding what motivates each individual!

Story Time (05:09)

• Andrew pretended to be an electrician this week!
• Jackie referenced a document three times this month that she made years ago called “This Is Marketing”
• Beth urges leaders to get to know their people and find out what motivates them!

The News (23:37)

• Keeping the Fire Alive: Strategies for Post-Community Launch Success (https://www.doyouconvert.com)
• Homeowners Are Staying Put Twice As Long As they Did In 2005 ( https://www.builderonline.com)
• The best way to build a new home (https://welcomehomes.com/buildability)

Things We Love Things We Hate (41:58)

• Beth loves The International Builders' Show!
• Jackie loves the travel vlog tours of vacations.
• Andrew loves the show "Yellowstone"

Market Proof Marketing · Ep 327: Connecting The SilosQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!In this episode, Andrew Peek is joined by Beth Russell and Julie Jarnagin who are gearing up to go to the IBS Show next week!! The team discuss internal communication and reporting, offering ways to do it more effectively and observing that sometimes a lack of communication can be a result of lack of knowledge. They dive into the topic of the “housing bubble” and give their thoughts on whether they think home prices will eventually drop or if the current higher prices are here to stay.

Story Time (08:35)

• Beth has noticed a lot of conversations lately around reporting and communication.
• Julie has been going back to the SWOT Analysis.
• Andrew was disappointed by a brand he got influenced by.

The News (22:37)

• Home shopping early may pay off as price cuts abound (https://zillow.mediaroom.com)
• The myth of the housing bubble (https://www.businessinsider.com)
• Investors Bought 26% of the Country’s Most Affordable Homes in the Fourth Quarter—the Highest Share on Record (https://www.redfin.com)

Things We Love Things We Hate (43:15)

• Beth hates that Amazon stopped 2-day delivery to her area.
• Andrew loves and hates the TV show “Yellowstone”
• Julie loves fun Mardi Gras throws!

Market Proof Marketing · Ep 326: The Housing BubbleQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!In this episode, Kevin Oakley is joined by Julie Jarnagin and Jackie Lipinski. The team looks at the results of a survey that asked builders how often they visit their home communities and urge everyone to go often! They talk about the continuation of growing in your marketing role by focusing on “rounding out” your skills and give advice on how to confidently express your expertise.

Story Time (04:30)

• Jackie created a survey and asked how often you go on-site and visit the home communities?
• Julie was in a meeting and had a builder say “It didn’t take me 5 minutes, it took me 10 years”
• Kevin heard the phrase “Fear is often caused by a temporary loss of perspective” and also believes that the true SEO is Tiktok.

The News (25:44)

• Marketers: I dare you to go first! (https://www.doyouconvert.com)
• Google and Yahoo Updated Email Authentication Requirements for 2024 (https://powerdmarc.com)
• The Gap in Selling Intentions Between Those With Rates Above and Below 5% Shrank at the End of 2023 (https://www.zillow.com)
• Homes.com | Launches the BIGGEST marketing campaign in real estate history (https://www.youtube.com)

Things We Love Things We Hate (54:07)

• Jackie loves that people are listening to the podcast, even if it means she gets her english corrected when she says “Tubberware” not “Tupperware”
• Julie loves the movie “Paterson” (2016) because it was the most un-stressful movie she’s ever seen.
• Kevin hates the word “flusterated” and also Julie.

Market Proof Marketing · Ep 325: Loss of PerspectiveQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!In this episode, Kevin Oakley is joined by Beth Russell and special guest, Jessie Suggs! Together, they discuss the importance of appointment to sale ratio and Kevin lays out the three parts he believes it’s made up of. They talk about finding inspiration in unusual places like children's pop-up books and dive into digital advertising hot takes!

Story Time (01:23)

• Jessie reflects on her recent trip to Garman Homes.
• Kevin reassures everyone that no, no one has put Kevin in a corner at IBS.
• Beth shares an example of pulling inspiration from unexpected places like “The Color Monster”

The News (24:28)

• Hot Takes Digital Advertising Edition: What’s Overrated For 2024 (https://campaignsandelections.com)
• In rocky digital advertising landscape, advertisers reconsider direct mail (https://digiday.com)
• US Consumer Confidence Climbs to Highest Since End of 2021 (https://www.msn.com)
• 32% of Homes for Sale in the Fourth Quarter Were Newly Built—Just Shy of the Record High (https://www.redfin.com)
• Experience the future of home tours with Zillow Immerse on Apple Vision Pro (https://zillow.mediaroom.com/2024-02-01-Experience-the-future-of-home-tours-with-Zillow-Immerse-on-Apple-Vision-Pro)

Things We Love Things We Hate (52:50)

• Jessie’s favorite is girl scout thin mints!
• Beth and her husband are both enjoying “Switch” Chip & Dan Heath.
• Kevin’s favorite “The 22 Immutable Laws of Branding” by Al & Laura Ries as well as the Miyoo Mini.

Market Proof Marketing · Ep 324: Inspiration in Unusual PlacesQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!In this episode, Andrew Peek is joined by Julie Jarnagin and Jackie Lipinski. The three discuss building a social media following and the commitment it takes to create content over a long period of time, observing that most people become deflated before any progress is made. They discuss the predicted new home design trends and discuss what they prefer and what they would like in their own homes.

Story Time (05:23)

• Julies in-laws are searching for a second home near her family and has observed the different aspects of a home that they have to watch out for that they normally wouldn't have to consider in a different area.
• Jackie bought a new oven and her husband has been vigilant about getting a refund from the appliance company during the refund period whenever the price drops.Kevin visited a builder in Colorado and had two takeaways.
• Andrew ponders the methods of building a social media following.

The News (23:15)

• Opendoor to livestream home selling tool during Halftime Show (www.brand-innovators.com)
• 9 Home Design Trends Set To Transform Spaces in 2024 (/www.builderonline.com)
• 2024 will be a 'pivot year' for the housing market: NAHB CEO ( https://finance.yahoo.com)

Things We Love Things We Hate (40:52)

• Andrew’s favorite is “Yellowstone” as well as his personal traveling medicine cabinet.
• Jackie loves Care.com to find last minute childcare and she enjoys her Toast Masters class.
• Julie said Cepacol will save the day if you’re sick, and her son is now in driving school and she’s glad she doesn’t have to do the driving part with him.

Market Proof Marketing · Ep 323: Fitting The MoldQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!In this episode, Kevin Oakley, Andrew Peek, Beth Russell and special guest Karla Tuten dive into the world of chaos. The team discusses making things complicated for the sake of being complicated instead of leaning into the complexity of simplicity. They remind people it’s okay to ask questions because simple questions lead to better questions, better questions to advanced, and advanced questions lead to insight. Kevin reminds us that a little friction can be helpful if done correctly.

Story Time (04:23)

• Beth came up with a wonderful analogy after choosing her lunch.
• Andrew had a terrible customer experience at a new Ace Hardware store.
• Kevin visited a builder in Colorado and had two takeaways.

The News (33:02)

• Why OSCs Taking Over Onsite Leads is a Bad Idea (https://www.doyouconvert.com)
• 48,000 companies sent Facebook data on a single person (https://www.theverge.com)
• Mortgage demand surges more than 10% as lower interest rates lure homebuyers (https://www.cnbc.com)
• Gen Z and millennials are feeling a little more confident that they can buy a house (https://www.businessinsider.com)

Things We Love Things We Hate (49:33)

• No favorites or hates this week! Tune in for double next week!

Market Proof Marketing · Ep 322: The Complexity of SimplicityQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!In this episode, Andrew Peek is joined by Julie Jarnagin and Jackie Lipinski! The trio discuss content and the ways we consume it from start to finish when looking to make a larger purchase as well as new year resolutions and taking inspiration from Jessie Suggs word of the year “Less.” Jackie urges marketers not to underestimate small incremental changes that can make a huge difference when the heart is in it and the human element added.

Story Time (08:33)

• Julie’s husband bought a new truck and she reflects on the content journey he went through.
• Jackie has been on the DYC team for three years!
• Andrew is at odds with social media.

The News (25:02)

• Microsoft rolls out new AI tool that generates instant banner ads (https://searchengineland.com)
• It's our fault you feel bad about the economy (https://www.businessinsider.com)
• Housing Market Update: Homebuyers’ Monthly Payments Drop to Lowest Level in Nearly a Year, Bringing Back Some House Hunters (https://www.redfin.com)
• Interstate movers chased affordability in 2023 (https://zillow.mediaroom.com)

Things We Love Things We Hate (37:15)

• Andrew has a love/hate relationship with his hot tub warranty.
• Jackie hates Samsung amenities.
• Julie is loving banana pancakes!

Market Proof Marketing · Ep 321: The Human ElementQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!In this episode, In this episode, Kevin Oakley is joined by Beth Russell and Jen Barkan! The three discuss success (primarily from the famous Maya Angelou quote “Success is liking yourself, liking what you do, and liking how you do it”) and the many definitions of the word and how each definition can change the way you view and seek success. They talk about how to reframe success in a more healthy way and Kevin adds onto Maya’s quote that success is also who you do it with. The housing market is off to the races and the team shares positive website activity stats and what they personally see going well already!

Story Time (04:20)

• Jen changed her word of the year to “Success” after discovering her office sign has another side.
• Beth suggests that as the time for resolutions comes around we consider doing better at less instead of trying to add more.
• Kevin says the housing market is off to the races!

The News (36:22)

• U-Haul Migration Trends: Texas, Florida Top Growth States Again in 2023 (https://www.prnewswire.com)
• Google Ads team facing major restructure amid automation boom (https://searchengineland.com)
• In 2024, Homebuilders Face a Math and Psychology Challenge (https://www.thebuildersdaily.com)
• What higher sales numbers could mean for the year ahead (https://www.realestatenews.com)

Things We Love Things We Hate (58:47)

• Jen loves the new Ember mug that Kevin sent to the DYC team for Christmas!
• Beth found her old gameboy color and is addicted to it once more.
• Kevin’s favorite is the book “Same As Ever: A Guide To What Never Changes” by Morgan Housel.

Market Proof Marketing · Ep 320: Reframing "Success"Questions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!Happy New Year! In this short episode, Kevin Oakley offers some encouragement and advice going into 2024 and shares some positive data on website activity.

Kevin's 3 must reads on human psychology:

Influence: Science and Practice - Robert Cialdini

Predictably Irrational: The Hidden Forces That Shape Our Decisions - Dan Ariely

Same As Ever: A Guide To What Never Changes - Morgan Housel

Market Proof Marketing · Ep 319: Happy New Year!Questions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!In this episode, Andrew Peek is joined by Beth Russell and Jackie Lipinski! The team talks about how implementing innovative and personal content can feel uncomfortable, but that it's a positive growing pain. Jackie shares how important it is to pretend you’ve never seen your website before and look at it with fresh eyes! They talk about AI and how, despite the buzz around it, it is still just a tool and is not ready to replace anyone, especially on a human interaction level.

Story Time (08:03)

• Beth is excited about an upcoming announcement on DYC: All Access! Be sure to login and read all about it.
• Jackie has been watching a lot of “Bluey” and a specific episode reminded her of a game she plays with builders.
• Andrew was bamboozled by a solar salesmen and made to look at solar panels with a different perspective.

The News (19:46)

• Google will start phasing out third-party cookies in weeks with new feature (https://martech.org)
• Google’s best Gemini demo was faked (https://techcrunch.com)
• Realtors face billions in damages for overcharging home buyers and sellers (https://www.businessinsider.com)

Things We Love Things We Hate (37:15)

• Andrew has reached his 8th Market Proof Marketing.
• Jackie has joined the YMCA and loves it!
• Beth loves our Creative Services division and everything they have accomplished.

Market Proof Marketing · Ep 318: Real Will Always WinQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!In this episode, Kevin Oakley is joined by Julie Jarnagin and a returning, Jackie Lipinski! Kevin starts the episode by challenging Jackie and Julie to a rapid word association game. The team discusses how to discover who your audience is and the importance of catering to them and no one else. Kevin shares his disdain for programmatic advertising and educates the group on “The Vibe Session '' which is a term for when we’re not necessarily worse off but we feel like we are. Jackie urges that when using incentives sales teams need to remember that homes are a luxury item and should be treated as such.

Story Time (02:25)

• Jackie read a lot of marketing books on maternity leave and the overarching message from all of them was to understand your audience and that you shouldn’t reach everyone.
• Julie’s son received a letter from Santa that was personalized and it made her realize how important real and authentic personalization is. Julie has started a food diary and has noticed that it’s like analytics.
• Kevin has been a bit boggled that some builders didn’t realize DYC offered marketing.

The News (25:12)

• Are You Guilty of Incentive Whiplash? (https://www.doyouconvert.com/blog/are-you-guilty-of-incentive-whiplash/)
• Introducing Redfin Redesign, an AI-Powered Tool to Redesign Listing Photos (https://www.redfin.com)
• Today’s Fed Meeting Brings Good Vibes For Homebuyers, Pushing Mortgage Rates Below 7% For First Time Since July (https://www.redfin.com/news)
• Zillow unveils 3D tour of Santa's enviable North Pole luxury cabin (https://www.inman.com/2023/12/13/zillow-unveils-3d-tour-of-santas-enviable-north-pole-luxury-cabin/)

Things We Love Things We Hate (54:36)

• Julie has discovered Kerrygold Pure Irish Butter and LOVES it!
• Kevin liked Bryce Baker's post on LinkedIn about not waiting for January 1st to start change.
• Jackie enjoyed "Hidden Potential" by Adam Grant.

Market Proof Marketing · Ep 317: The Vibe SessionQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!In this episode, Kevin Oakley is joined by Julie Jarnagin and Jen Barkan! The team shares good and bad stories about their Christmas trees both past and present. Jen asks, “How many chances do you give someone who is underperforming before you tell them their position isn’t a good fit?” and they unpack scenarios around that situation. Kevin shares his opinion on builders including more information and specifications about homes on their website which lead the three into a deep, deep rabbit hole.

Story Time (05:10)

• Jen has turned Online People Talking into a podcast after a nudge from Andrew and it was released last week!
• Julie has started a food diary and has noticed that it’s like analytics.
• Kevin has been talking with builders about how they have great imagery right now around products but lack specifications.

The News (46:12)

• Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending ( www.wsj.com/articles)
• Redfin Predicts 2024 Will Be the Year Homebuyers Catch a Break, With Home Prices Falling and New Listings Rising (www.redfin.com/news/)
• Paws and Property: Unleashing the Impact of Pets on Home Buying Decisions (eyeonhousing.org/)
• Move Over Millennials, Gen Z Is Driving Rental Demand (www.jchs.harvard.edu/blog)

Things We Love Things We Hate (56:45)

• Julie watch "American Symphony" a documentary about Jon Batiste.
• Kevin loves Amy's Gourmet Apples and hates software solutions for builders that nickel and dime the consumer.
• Jen loves Kevin and Julie.

Market Proof Marketing · Ep 316: Re-Prioritizing The ConsumerQuestions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Like and subscribe on your favorite platform!In this episode, Andrew Peek is joined by Beth Russell and Julie Jarnagin! The team discusses the different tools we use day to day and how often we don’t use them to their full potential and instead turn to something else. They talk about how problems and mistakes build up at corporations and no one does anything about it until it’s too late and how we need to “stop licking the paw” and address the issues. The team also talks about the difference between a person who is good at analyzing vs someone who is good at strategizing.

Story Time (04:15)

• Julie talked with a builder who said that their goal for 2024 wasn’t to add a bunch of new tools but to figure out how to use what they have better.
• Andrew says you can’t market town homes the same way you market single family homes.
• Beth has found a correlation between her dog who continues to lick his injured paw and people who know that something isn’t working at a corporation but no one does anything about it.

The News (15:39)

• The Perfect Fitting Hat (https://www.doyouconvert.com/blog/the-perfect-fitting-hat/)
• Google search antitrust trial updates: Everything you need to know (so far) (https://searchengineland.com/google-search-antirust-trial-hearing-updates)
• Townhome Construction Records Best Quarter For Starts Since 2007 (https://www.builderonline.com/data-analysis/townhome-construction-records-best-quarter-for-starts-since-2007)
• Effectiveness ignorance has left American marketing lagging behind the rest of the world (https://www.marketingweek.com/effectiveness-ignorance-american-marketing/)
• Taylor Morrison Unveils 2024 Design Trends and Home Aesthetics (https://newsroom.taylormorrison.com/2023-11-29-Taylor-Morrison-Unveils-2024-Design-Trends-and-Home-Aesthetics)

Things We Love Things We Hate (41:45)

• Andrew is enjoying his new lamps in his office.
• Julie is loving Christmastime right now!
• Beth’s favorite is “The Starfish and The Spider” by Ori Brafman and Rod Beckstrom but it might be “Radical Inclusion” by David Moinina Sengeh after she finishes it.

Market Proof Marketing · Ep 315: Strategizer vs Analyzer

Questions? Comments? Email show@doyouconvert.com and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.

A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Guest Ep: Getting to Know Forward Commitments with Brock Worthen🎙 In this episode, Kevin Oakley is joined by Brock Worthen the president of Intercap Lending Inc! Kevin has noticed confusion surrounding some builders offering forward commitments and lower interest rates and asked Brock to hop on the show to explain how they are doing it. Brock walks us through forward commitments, what they are, how they work and when you should consider one.

Kevin and Brock discuss:

• The in’s and out’s of Forward Commitments.
• How some builders are layering in buydowns.
• The risks to Forward Commitments for builders.
• The genuine urgency that Forward Commitments create no matter the market condition.

You can contact Brock with any questions at 801-380-9867 or bworthen@intercaplending.com.

Brock will also be sharing more about Forward Commitments on a webinar hosted by NoviHome on Dec. 13th.

You can register for the morning session here and the afternoon session here.

Brock will be educating home builders on:

• Builder forward commitments
• What's the process?
• What's the cost?
• How can Build Forwards help me move inventory?
• Combining forwards and other incentives to get contracts by Christmas.

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on Spotify A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Ep 314: RoadblocksDue to Thanksgiving, Kevin Oakley takes on this episode alone! He covers the three main roadblocks that marketers face as they grow in their leadership ability. You can read a summary of each roadblock below:

1. Street Cred: It's not just about having skills and insights; it's about demonstrating them in tangible ways. The challenge here is overcoming skepticism that might stem from predecessors' failures or a history of ineffective marketing roles within your company. It's about showing real, measurable impact - turning skepticism into belief through small but significant victories. Remember, it's not just about doing your job well; it's about being seen as doing it well. Once you have it, you also have to use it and take a risk on the next big initiative.
2. Influence: The essence of leadership in marketing isn't just about external messaging and campaigns. It's critically about influencing those within your organization. You need to win over not just your team but other departments as well. This requires a balanced approach of communication, diplomacy, and assertiveness. The idea is to align everyone's efforts towards a common goal, ensuring that even your external successes are supported and sustained internally. (If it can't be sustained - what's the point?) This is where your ability to manage and direct not just projects but people and perceptions truly comes to the forefront.
3. Talent: Talent goes beyond just mastering the tools of the trade. It's about understanding the psychology driving human behavior. This understanding is the bedrock upon which all your strategies should be built. Moreover, it's vital to have a comprehensive grasp of the entire customer journey. It's not enough to craft messages; you need to understand their impact throughout the customer's interaction with your brand. Lastly, staying ahead in marketing technology is crucial. This isn't about chasing every new trend but about wisely integrating technology that 𝐚𝐦𝐩𝐥𝐢𝐟𝐢𝐞𝐬 your deep understanding of psychology and the customer journey and aligns with the needs of your builder or your customers.

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Ep 313: Chatbot ControversyIn this episode, Kevin Oakley is joined by Julie Jarnagin and Andrew Peek. The team starts off by giving controversial opinions on chatbots and discuss the idea that it’s better to be good at a lot of different things than the best at one thing. Together, they give their thoughts on Tiktok marketing and the way builders do it wrong.

Story Time (03:14)

• Kevin says he doesn’t think that homebuilding sites have ever had chatbots, and doesn’t think people would want it.
• Julie listened to a marketing podcast where the host, Rory Suthrerland suggested it’s more important to be really good at a couple of interconnected things rather than the BEST at one thing.”
• Andrew talks about Google ads and the relationship between budget and your average CPC.

The News (25:33)

• No One Cares About Your Community Name (https://www.doyouconvert.com/blog/no-one-cares-about-your-community-name/)
• Texas commissions lawsuit targets teams, associations https://www.realestatenews.com/2023/11/14/texas-commissions-lawsuit-targets-teams-associations)
• Housing market affordability is so bad that Zillow says it will take you 13.5 years to break even on a purchase from July onward ( https://finance.yahoo.com)
• To buy a house in today’s market, more people turn to an alternative lender: their parents ( https://www.cnbc.com/to-buy-a-home-in-this-market-buyers-turn-to-the-bank-of-mom-and-dad)

Things We Love Things We Hate (50:50)

• Julie is loving the Marketing Millennials instagram page.
• Kevin enjoyed watching his boys get excited about his old baseball cards that ended up being worth nothing.
• Andrew left without saying his.

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Ep 312: Helping Builders Get Happier Buyers with Derek Schairer and Luke GroesbeckIn this episode, Kevin Oakley is joined by, Derek Schairer and Luke Groesbeck where they present their new software tool called Foundation. Derek and Luke dared to ask “Why is it easier to track a pizza delivery than it is to track the most important purchase of your life?” which led them to find a way to simplify the homebuilding process for both the builder and buyer. The goal that Foundation seeks to achieve is to sell more homes, more efficiently, to happier customers.

Kevin, Derek and Luke discuss:

• Keeping the builder and their brand first.
• The two products that Foundation offers which are Closing Concierge and Ownership Experience.
• The technology behind Foundation.
• The importance of understanding the full complexity of a project.
• Taking stress off the builder and creating a better environment for the buyer.

You can get a full Inside Look into Foundation by joining All Access here!

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.

Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Ep 311: The Root of the IssueFor this episode, it’s the Beth and Julie show! Kevin is out sick so Beth Russell and Julie Jarnagin take charge and jump into discussion on builders who are overcomplicating their marketing and urge builders to ask themselves “What is the goal?” and build your strategy from there! They dive deeper into setting goals for the next year and Julie suggests before making goals for the upcoming year, reflect on last year's goals and what was actually accomplished. Beth requests you share your goals for next year in All Access!

Story Time (02:53)

• Beth urges builders to not overcomplicate it. Get to the root issue and ask yourself “What's your goal?”
• Julie has noticed all of her builders preparing for their 2024 goals and suggests that they reflect on last year's goals before setting new ones.

The News (12:42)

• 2024 Looks to Be a Defining Year for the Ad Market (adweek.com/brand-marketing/2024-defining-year-for-ad-market/)
• Reshaping the American Dream: Millennials and Gen Z Struggle to Leave the Nest (probuilder.com/reshaping-american-dream-millennials-and-gen-z-struggle-leave-nest)
• The best evidence yet that banning Airbnbs will make rent go down (businessinsider.com/airbnb-ban-makes-rents-housing-prices-drop-irvine-california-study)
• Scientists make breakthrough in research that could change the way our homes are constructed: ‘A significant result’ (finance.yahoo.com/news/scientists-breakthrough-research-could-change)

Things We Love Things We Hate (33:38)

• Julie is loving Bachan’s Japanese Barbecue Sauce.
• Beth loves the people of Kansas City!

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Transcript:BethWell, welcome to the Beth and Julie show!Julie
Here we are. It's a surprise. The Beth and Julie show! It's just us. Yeah. Now, apparently, Kevin's not feeling great, so last minute, just me and Beth. But, hey, we're gonna make it work. This is going to be fun.Beth
It'll be good. And we hope he feels better soon. He just got back from Guatemala, so the whole fam went down a little bit, and we just want them feeling better.Julie
Yeah, 100%. And I changed! I rearranged my office. It looks so good. I feel like everything's a little different. I'm trying to figure it out. Throws me off a little bit, but.Beth
Are you one of those people, though, that, like, when you rearrange furniture, you're like, or that you have the need to rearrange furniture because it makes your whole house whole feel now?Julie
Hmm. I don't rearrange much because I'm just kind of like a I, I don't like things to change. Yeah, but every once in a while, I get the itch, which is what happened here.Beth
No, I love that. And it's interesting. My office, I feel like I rearrange more than anything because that's where I spend my most time and obviously, but what I've kind of realized, which honestly, I didn't really realize until now, until we're talking live in this moment, is that we've moved houses a lot. Obviously. Right. And with each house it gets a little bit better because we're a little bit older.Beth
I mean, we can afford a little bit more or like depending on where we're living. But in the houses that like I didn't like very much or weren't necessarily my taste, I rearranged furniture a lot.Julie
Oh, okay. Yeah, it can be. But this one, you've had it in your head from when you when you were building it? Probably so. Yeah.Beth
This one we built, like we didn't pick the floorplan. We only made like a couple of changes, but everything else I selected or we selected and so it feels more like us and I don't have that need to rearrange. I mean, we've only been here for two months.Julie
So yeah.Beth
Ask me again in a year.Julie
And six months and it forces you to clean and dust. That was other good thing.Beth
Oh yeah, that's true. That's the other nice thing about moving is you get rid of things. All right, well, let's get started. Welcome to episode 311. I am Beth Russell. And with me today is Julie Dart. Again.Julie
Excited to be here. This should be fun. We had a we had a Jenny Beth Julie show not long ago, and it was super fun. So.Beth
So much fun.Julie
Yeah. Yeah.Beth
So again, this will be great. And we just I need to not go off on my random tangents.Julie
Or maybe I need to!Julie
Exactly. This is the perfect time. This is your chance. Go off the rails.Beth
Okay, so I guess we'll get started with story time. We had an interesting call this week with the Builder, and it just reminded me to not overcomplicate and that we shouldn't be overcomplicating things as decision makers within our companies. In this particular example, they were talking about a promotion or an incentive, and their plan was to pause it for like five days and then have a go live again.Beth
And immediately I was like, Tell me more about that.JulieLike, what is the.Beth
Thought process here? What is the goal? And originally the response was they just want to take a pause and then hopefully they can get more attention.Julie
When.Beth
It goes live again. And so we brought it back up on our leadership call and drove a little bit deeper. Got to the root of the issue and we're like, okay, what is the real intent here? And the logic behind this pause.Julie
So.Beth
That we can understand and plan accordingly. And the response was, well, the thought is, is that if we take it off and then we put it back on and we refresh the graphics, we refresh some of the messaging that it'll look brand new and people will be like, Oh, what's that? And it'll get a little bit more attention.Beth
And well, from a psychological standpoint and a consumerism standpoint, that could very well be true. I was like, Let's take a moment and step back and let's look at our numbers first, because if you don't have a huge amount of return, visitors to your site, then everything looks new to them anyway.Julie
Yeah, they're not living in that world that they know what you're running at all times.Beth
Yeah, exactly. They're not stalking your every move and like, remembering every single graphic that you have on your site. So we took a look and their return traffic was minimal. It wasn't the the dominant force on their website. So it ultimately didn't make sense. And then when you factor in their small lead volume, because a lot of people are running into the smaller lead volume right now, month over month, it just was like not worth it because their messaging was actually driving some leads, which ended up being like 15% of their total lead volume for the month.Beth
So it's like, do you want to risk losing any leads that you could get in that small window? And the risk just wasn't worth the potential reward in that situation. So in that the story and the lesson there is get down to the root of the issue and really get to what goal it is that you guys are trying to achieve.Beth
Use some backwards math if you need to apply some data to create some logic around it and determine if it's even worse. The work, the work that we put in to find out if that was work worth it for them is more work is less work than it would be for them to remove it, come up with new messaging, put it back on and rebuild ads, and do all that.Julie
Behind.Beth
The scenes.Julie
And I think the other good lesson here is like, go be the best at your organization, that if people are throwing things at you from different departments or leadership or whoever, just to take the time to stop and be like, tell me more about that. Like, why are you wanting to do it this way? What are we trying to achieve?Julie
Don't be afraid to ask those questions because they might have a perfectly good You're like, Oh, perfect. That makes sense. And then everybody's on the same page. But I think sometimes, especially if it's coming from above us, but sometimes we're like, Yes, okay, we'll do that. And we don't take the time to stop and ask the as the questions of why.Beth
Yeah, and how you frame it. It doesn't have to be a conflict. It doesn't have to be an engagement of like me versus them. It just is getting down to the root of issues so that everyone, like you said, everyone's on the same page and they understand the intent because I think where communication gets lost a lot of times in every single company, regardless if you're in housing or not, is that people aren't understanding the intent.Julie
Or the.Beth
Why behind what they're doing and they're just executing and things just get.Julie
Lost. Yeah.Beth
And expectations are meant when that happens.Julie
Yeah, absolutely. Well, mine's also kind of about goals, but it's from a different point. I'm glad you set a lot of goals. Are you a goal person? Like, do you like New Year's resolutions and like goals for the New Year? Are you into that?Beth
I'm not into New Year's resolutions because I feel like oftentimes are empty promises that we make to one another, you know, or like me to ourselves. I do love goal setting, though. I'm like that neurotic person that's like, okay. And one year I want to be here in two years, I'm going to be here. And something that I used to have my team do all the time was build like a five year plan in that five year plan.Beth
Leaders listening. Make note of this. I learned this for my husband. Should always include your personal life. It should always include your family. Because wherever you are with your family in that time of your life is going to impact where you want to be in your professional life. And so the two can't be completely separate from one another in regards to your growth and your progression and the person you want to become.Julie
So yeah, big.Beth
Five year plan type person.Julie
So true. I love that. And next month, especially December's when everybody's making like 2024 plans professionally and personally. We've already started talking about budgets and things, so I would say take some time in December before you're setting all those goals and plans for 2024 to reflect on 2023. What were your goals at the beginning of the year, professionally, after Builder and personally, what did you achieve?Julie
What did you not achieve? And take some time to celebrate your wins? Like, Well, what did I do? What did I what am I really proud of this year? So I do some journaling kind of stuff just because I process things better writing. And that's one thing I've been trying to do more instead of always looking at the next thing.Julie
The next thing, the next thing. Stop and take a look at what's going well, what you're proud of, what you learned. So November would be a great time for that. Maybe around your Thanksgiving break and then you can start really focusing on 2024 plans in December. And I love that stuff. So and it's kind of weird right now.Julie
I'm kind of in between because I wrote the book last year and that's all done. I had an injury, so some of my like jujitsu stuff is kind of on hold, so it's kind of fun to come up with something new. So that's where I am right now.Beth
I love that. And especially because the growth doesn't happen without the reflection. And so you can use that reflection over your previous year professionally. And then don't be afraid, like don't do that and keep it to yourself. Put it in some some form of digestible format that you can provide to your leadership and say, Look at what I have done.Beth
Look at what our department has done, look at what our team has done. And this is like quantify that impact on the organization because there's a lot of opportunity and that's how you can grow professionally within your career to say like, this is what we're doing, this is the impact we had. There's no denying marketing now.Julie
Okay, people. Yeah, exactly. Yeah. Like you said, such a good opportunity to celebrate your team right now. So take a look and use that just to celebrate what everybody's done done this year. Because, you know, it's been tough, it's been a tough market and people are still like fighting for those last sales end of the year trying to meet goals, but just set aside some time on your calendar.Julie
It's a good time for it.Beth
That's good advice. I love it. I want to see like I want people to share like what they're doing and how they set their goals and how they how they maybe report on their year end impact or things like that. So if you're an all access share some of that. If you're listening right now, we would love to see it.Julie
Yeah, I love it. And do you remember what your word was from last year? I remember a lot of people had a word last year. Does anybody remember their word? Oh, what was your word? And did you live it out this year?Beth
Mean did I love it? I mean.Julie
I remember Tigers. I think Carly had won. Maybe Jen had won.Beth
Mine was definitely centered around like change because I was going through a lot of change professionally. So at the beginning of the year, I mean, I started do it in March, so I don't know what it was, but I still look back now. I'm curious.Julie
I don't remember either going out to get a look report back.Beth
Okay. So what would your word be for next year, though?Julie
I don't know. See, I have to work on that. I'm What would my word be? I think some version of like confidence, because I think there's some things that are new to me that I'm working on some kind of step into like that, you know, not having imposter syndrome, being, you know, looking at where I'm at, that kind of thing.Julie
So I don't know, confidence is the word, but I think it's some version. Version of that is what I'm hoping. So I'm working on it.Beth
I love it. And I think that's so cool of you to admit on the podcast, too, because it's a realization that, like all of us have that imposter syndrome at time, right? Like even the people that we go to for advice and mentorship or guidance or coaching or whatever, like every single person has some sort of imposter syndrome in their life, even.Beth
Kevin Probably. Are you listening?Julie
I don't know.Beth
Kevin Kevin will feel it for a second and then research it and then not have it anymore.Julie
We'll be on it. He'll stay up till 3 a.m. listening to a podcast about it. Yeah.Beth
I love that. Okay, so with goals and planning for 2024, a perfect transition onto the news is our first article that says 2024 looks to be a defining year in the ad market in this article from Adweek. And it basically is talking about how the global ad spend will turn a corner and rising to 8.2% from this year, what they call modest 4.4% in 2023, which I think is very poignant to Kevin's budgeting video that he put out.Beth
If y'all haven't watched it, definitely recommend doing that because a lot of people over that or a lot of builders over the past, what was it, 3 to 4 years had really pulled back their ad spend or their marketing spend in comparison to their total revenue. And you know, a lot of conversations I've been having recently, I was like, Oh, my budget's going to be cut next year, my budget's going to be cut next year.Beth
But this article forward it to you or your higher ups or your CFO or something, because it's also talking about how ad spend is going to continue to get more expensive.Julie
Yeah, exactly. When I read this article, it was almost like they were excited, like it was a good turning point. The ad spend is going to go up. It's also more competition, you know what I mean? Especially I always tell people as far as Facebook, you know, in Google search, we're just probably competing against the builder down the road or a realtor or something like that.Julie
And Facebook from Christmas season, we're competing just for eyeballs. So that could be Macy's or, you know, whoever is advertising. So, yeah, we're turning this corner for ad spend, but it also means more competition. Things could get more expensive. So yeah, and it also says most people are looking to spend and display video search and social are dominating CMO's global media plans and I think that's also people come to us sometimes and they're like, what's the new, you know, okay, we've done Facebook and we've done search, what else can we do?Julie
And it's like there are other things and we can talk through all the other options. But like globally, this is what people, this is what's working right now. So I think a lot of people are using those same tools that are really reaching people. And that's where we have to kind of start. And then we can grow out from there and experiment with different things.Beth
Yeah, there was a mention in the article that like the most of this revenue, where is it right here is actually going to the huge media networks like Amazon and and media and things like that. So I mean, people are spending money in the same places and you have to think of what are the where is it relevant to your industry?Beth
Like when TikTok advertising became a huge thing, people are coming to us being like, should we advertise on TikTok or are we doing like not for housing, not for new home construction, It's not going to put a dent in what it is that you have. But I think what you should also take away from that is okay. So display requires content and good design, good brand messaging, a good logo, all those things.Beth
Video is content. Invest in your content, search and social. I mean keeping things strong, optimizing those and understanding how things like you said, the how the market will get more expensive. So kind of relaying that messaging to your higher up saying people are going to be spending more money next year with the election and the Olympics happening. And so you have to understand how that's going to impact perhaps your Facebook budget, like you just said.Julie
Yeah. Yeah. And it's just going to be we're just in a harder market than we were two years ago. You know, it's just different interest rates, different environment. So we probably are going to have to spend a little more use a little more advertising and still be efficient with it. But we just need to make sure we have that money kind of socked away.Julie
Just just in case. Yeah. Yeah.Beth
Because Lord knows the big guys aren't going to hold back.Julie
No, no.Beth
Okay. Our next article is Reshaping the American Dream. Millennials and Gen Z struggle.Julie
To Leave the Nest. Yeah, this one.Beth
Was interesting because if you open up the actual study and the report from the study, they're like, you're just inundated with graphs and information. All these numbers are comparing the two generation, but the sum of it is basically saying that millennials and Gen Z are.Julie
Are.Beth
Leaving the nest egg their parents homes at a.Julie
Slower.Beth
Rate than previous generations, which I don't really think comes as a surprise to anybody.Julie
I don't think so. I don't think so for for numerous reasons. I mean, it's more expensive to move into your own place. Inflation, they're paying more for school or they're more in debt for school. There's just a lot of things that kind of play into that. I'm kind of I, I, I've talked about it before on the podcast.Julie
I'm kind of from the opposite angle. We have my mom living with us and she's lived with us for years. So we're a multigenerational households, but the opposite direction. My mom was with us instead of us, you know, living with our parents. But then we also had my niece come live with us over the summer for a little bit, too.Julie
So I do think it will be interesting to see if that changes new homes at all, if more people I know there are some like multigenerational plans and things out there in the world, but as there's more like grown young adults living in houses or mother in law's living in houses, if that's going to change, kind of how anybody does those business.Beth
Yeah, absolutely. I think we saw it a lot in Texas because multi-generation.Julie
Multigenerational.Beth
Housing was a lot more popular down there than it is where I'm at right now. And they started building houses with dual primary suites for that reason. And sometimes they were like off to the side. Sometimes they're integrated within the plan. And it's interesting that the different ways that you can market that as a mother in law suite or grandparent suite, something like that.Beth
But what I love about what you just said is so important tune, it speaks a lot to our generation is a lot of people are moving in their parents to help with child care because they have to work. They have to be a dual income house in order to afford housing where they want to be. And then childcare is so expensive.Beth
And a lot of these large markets that multi-generational housing is the only way that they can afford childcare.Julie
Yeah, yeah, it's a good point. It's a good point. And we do have I know at least one of the builders I've worked with are doing a they use to have the acronym right. I'm still are you dwelling units so building a little chitchat or you know sweet or yeah what's the right word for it but I think that's what they're calling them.Julie
So I think I think that's going to evolve more and more over coming years as we see more and more of, you know, of this being the trend, whether it's because people are choosing it or they're kind of forced into it either way.Beth
It would be interesting to see a full development that could fit those eighties. As you said, on the lot, because, you know, like a basic production development with like a 60 by 120 onsite would not be able to fit that.Julie
Yeah. The one I'm familiar with there, a custom builder. So it makes sense. But that would be really interesting for I can think of one production builder that had something similar, but that leads into one of our other, one of our other articles because there was some question on whether you could build, I think theirs was like a garage apartment basically, and whether that could be used as a short term rental or not.Julie
And that kind of depended on the community too. So we'll get to that too. Do you want to jump into that article now?Beth
Yeah, because that I think it also ties into why you have more millennials and Gen Zers living with their parents now because they can't find somewhere to rent.Julie
Yeah, yeah. This is from business Insider and it's the best evidence yet that banning Airbnbs will make rent go down. And basically what it's talking about is that New York just passed a new I don't know if it's a new law or they're just enforcing it now, but basically it took it from 22,000 Airbnbs in New York down to 3000 is what's happening.Julie
And and the idea of the article basically is just supply and demand. So because we're having such an affordability issue and especially somewhere in New York is having an affordability issue, the demand is the same. There's still the equal number of people looking for an apartment in New York City, but Airbnb is taking some of that supply and making them short term rentals so that somebody can't run it out for a long term.Julie
Their permanent home. So what they're saying that if you open those all up for long term rentals, not just Airbnb, that rents are going to go down and they've seen some some proof of that. I think there was another their other example I think was in California, wasn't it, where they began that several years ago and it did actually bring rents down.Julie
So it's a it's an interesting it's an interesting conversation to have. Of course, Airbnb says we're not the reason affordability is a problem, which yeah, it's a complex issue. Just banning Airbnb by itself is not going to fix all affordability issues. But really then they point it back to homebuilders because they said really the only thing that's going to fix affordability is us having more housing, and that would mean us that I mean builders, that's what we need is more housing.Julie
But that's hard in somewhere like New York City. But it's.Beth
Yeah, and I think they're absolutely right. It's all comes down. It all comes down to zoning, which this is talking about as well, like restricting how many Airbnbs there are if they're zoning for new construction, if they're zoning for new residential housing units in the area, you have to be able to resupply the area. And I when I read this, it came to mind was Brian and Brian College Station area in Texas, because there's a ton of Airbnbs in that area because people fled to the area for Texas A&M games and they spend every weekend there and then you have a college town.Beth
So all of the like low rent housing is all taken up by college kids. So if you're a young professional trying to find a nice place to live with a decent rent that's affordable, where you're not surrounded by college kids up until 3:00 in the morning partying or being really rowdy every night of the week, your options are limited.Beth
And it's just because there's, you know, Airbnbs popping up left and right in that area.Julie
So I do wonder, I will be curious to hear if anybody says, like what the majority of those Airbnb landlords do. Will they sell Now that they can't do that, will they keep them and rent them as long term? Do they even want to be long term landlords or did they just like the money of the short term?Julie
So now that that many people can't use that business model like well well listings flood the flood the market in New York because they'll just want to sell them or they get around anyway. I thought that was an interesting thing too. Like all the sudden there's all these apartments used for one things that can't be used for that anymore.Julie
So what's going to happen with that?Beth
Yeah, there are some cases where they the city allowed for an incentive. They didn't. I don't think that they explained what that incentive was if they converted to a long term rental. But again, it depends on what that incentive is. Is that inventive worth it enough for them to become long term landlords? And then what do you do with all of the stuff and furnishings that you put into that Airbnb as well?Beth
That's what I find so interesting about what they do here locally. So we're we're located right outside of Augusta. Obviously, Augusta is known for Augusta National and home of the Masters. And so what the area did was make it so you could rent out your home as a short term rental during the Nationals. I'm sorry, during the Masters.Beth
I don't know why I said the Nationals. It's because I'm a homebuilder, that's why. So you can rent out your house for up to two weeks, 14 days during the Masters or actually I think it's like at any point during the year up to 14 days and you don't have to pay taxes on the income that you make during that time period.Beth
And they do that to incentivize, obviously, homeowners doing this, renting out their homes, but also to keep Airbnbs at bay and to keep hotel development at bay. And so the area isn't just run up with these huge resorts and hotels all around town. And it's amazing. Like we were just talking to our neighbors and they put professional golfers in this neighborhood.Beth
They put the staff and the people that work here, our Airbnb that we stayed in for two months is owned by a lady who owns a catering company who only caters during the masters. So she had like a team of chefs that come into the area, stay at this Airbnb, which is why she bought it. And then the chefs go work at other Airbnb during the week of Masters as like the in-home chef.Beth
And then it's like a whole building industry around here. It's it's fascinating.Julie
It is. It is. I know I have some family up around Lexington, Kentucky, and they have something similar with the Kentucky Derby. Like if you have somewhere like with a little land where you can get horses, crazy money, crazy money for people who can come stay during horse racing season. So like all these little niche things, you don't hear about.Beth
These like local markets. It's just crazy. Yeah, I love it. That's what's fun about moving so much as you get. I get to learn stuff that I never otherwise would have been interested in learning about previously.Julie
What can you tell us about Kansas?Beth
Beth I like Kansas City. Kansas City is lovely. The people are so nice. I remember my first. I'll go see. I told you to attend. It was bound to happen. I truly.Julie
Started it.Beth
So this will. You know what? We didn't have favorites. So this will be my favorite. And it is the people of Kansas City. Okay. And I probably people are going to be like, you're going to talk about Travis Kelce and Taylor Swift. No, I'm not. I'm going to talk about my own personal experience. My sister in law is from Northern Missouri.Beth
So she did her residency in Kansas City. And my so they lived there for a period of time. And they got married. They got married in Kansas City. So my first time visiting Kansas City was for the wedding. And I remember for a little background story, I'm from the East Coast, I'm from the Baltimore, D.C. area. So the cities that I'm used to are D.C. and Baltimore.Julie
Where.Beth
People don't stop for, you.Julie
Know.Beth
Like if you're a pedestrian, like, good.Julie
Luck.Beth
You better practice your whole look both ways. If you're trying to cross the street and you better wait for that ticker. Okay, we're in we're walking towards downtown and there's this whole area called the Plaza, which is where like all the really nice shops and restaurants are. So we were walking downtown there and we're about to cross the highway, the major road cutting through the plaza and there's no crosswalk where we're at.Beth
So we're just waiting for traffic to stop or, you know, to go by these people. And can they just stop for you?Julie
They just stop.Beth
In the middle of a highway and just let you.Julie
Cross. They're like, What's happening?Beth
I was flabbergasted. I thought I was going to get handed like a casserole. At the same time on the other side of street, like they were just so nice. It was amazing. So shout out to that. Like Midwest.Julie
Yeah. Don't even need crosswalks in Kansas City. I love it.Beth
It's lovely. It's very nice.Julie
So we're like, Oh, how are we going to tackle this next article?Beth
We can talk about it because we actually did have some fun conversation around it.Julie
Let's talk about it. So what happens is people throw in in our podcast on our Slack or our internal Slack idea, it's, you know, articles they see that we can talk about in the podcast. And this one, you know, we were probably going to let just Kevin run with it, but Kevin's not here, so it's us and we're not science people.Julie
But.Beth
But my reaction was I am not a bio engineer.Julie
Quick out of my.Beth
Wheelhouse.Julie
So this is from a finance Yahoo! Is that what this is from? Scientist Make breakthrough in research that could change the way our homes are constructed. So basically and forgive our pronunciation on this because this is not stuff we have to talk about. Researchers at UCS, Newcastle University are using fungal networks to build structures. So basically, if you think about like a mushroom and the roots and the stuff that goes under the ground, you can make things from that.JulieThe fungal network, small strings that are part of the fungus intertwined underground with tree roots. It's part of a network of plants that pass water and nutrients to each other. We're getting a little over over sciency here. But anyway, so they've basically they figured out that this might be a replacement to use less concrete and make buildings more lightweight and better for the environment.Julie
But we laughed because you click through the picture they use for the article. It's like they're framing walls so you can think it's like a material for like a traditionally framed house. But if you click from the article to the research, wherever they got it, it's like these two people sitting on the ground in this little mushroom looking hut, looking over over their heads.Julie
And it was like fungus. It looks.Beth
Like fungus.Julie
Yeah. I mean, it's it's from a mushroom and you can probably tell it. So it makes me laugh that like the headline acts like that we found this brand new material and now it's going to be in your houses. But unless you want to sit on the floor in your little fungus hut, I don't think we're quite there yet.Julie
And we also had the conversation before we started recording that this is kind of like the 3D printing conversations that we were having all the time. Like, it is a really cool thing and we like to talk about it and new materials, but it's it's not going to get there until it looks recognizable or gets more people get more used to it.Julie
It's just like until it looks something that we recognize as what we want to live in as a home. But it's always good, you know, to see these things and follow the research.Beth
But I'm going to age myself and my reference was the show Roswell, the original one, this remake that they put out there, but the original Roswell from like the early 2000, late nineties, it looks like the hut that the aliens came out of because like, no one wants to live in that. So I'm sure that, you know, if you dig into it, they can say that they can basically reconstruct foundations and walls through this material, similar to how they 3D printed foundation and walls.Julie
Yeah.Beth
But even 3D printed houses don't look very nice right now. Like they have this weird.Julie
Body and don't.Beth
I don't know how else to phrase.Julie
That. Yes, I agree. I had a friend whose dad his dream was always to build one of the Hey Bell, you know the hey bell. And then he put the mud over top of the hay bell.Beth
That that's the comment. If you look at the comment on it, there's like.Julie
Oh, really? Yeah.Beth
He's like, my next house is going to be made out of strong Clay.Julie
Yes, that is exactly that was I had a, I had a friend that that was her dad's dream.Beth
Did he ever do it?Julie
I don't think so, no. I never.Beth
Under like, interesting. Okay. I'd walk through it. I'd walk through this one. I'd walk through that. I'd walk through a 3D printed home. Not going to buy one, not going to invest in one.Julie
Either. Words, in 20 years when we're both living in our mushroom hut, I.Beth
Can't wait for.Julie
It. I can't wait for it.Beth
All right. Do you have any favorites or not? So favorite?Julie
Well, my not very fun. It's and y'all may have heard this. I forgot the brand name, so I was looking for barbecue sauce, but apparently there's Japanese barbecue sauce. Have you had actually have it. It's so good in Serbia and I only bought it because it like I was making an order online and I accidentally came across it and it had like amazing reviews and all these people bought it and I bought it.Julie
It's delicious. I love it. Oh, good. So it's it's like more like a it's called a barbecue, but it's more like a soy sauce kind of teriyaki, soy sauce, whatever. But it's just good for cooking with. So that is kind of random, but that's my new favorite because I just discovered it.Beth
I'm like, full on that train with you. We do know how we found out about it.Julie
ASCO samples. Oh, okay.Beth
The power of Costco samples.Julie
Well, you'll have to tell me how to use it, because I've only used it in like a couple things so far. Like we have a bunch of my husband's a hunters, so we have a bunch of, like, round meat in the freezer all the time. So, I mean, kind of like a stir fry kind of thing with it.Julie
I'm not so good. You have one? Not today.Beth
Well, Kansas City, the people can bring. You know, I already went on my hand at the favorite.Julie
So Kansas City.Beth
You know, and I got to say that people in Georgia are lovely as well.Julie
So kudos.Beth
I approve. You have my stamp. That's me stamping.Julie
My. Oh.Beth
Well, this is fun. Thanks for listening to the Beth and Julie Show.Julie
Yeah, we made it. And hopefully Kevin gets to feeling better and is back next week.Beth
Yeah. We love you, Kevin. Feel better?Julie
Yeah. Bye bye.

View Details

Market Proof Marketing · Ep 310: Investing In IntegrityIn this episode, Andrew Peek is joined by Beth Russell and Jen Barkan! Together, they discuss the motivation that comes with investing in your goal more heavily and how, through your investment, your passion is more noticeable to those around you, similarly to businesses investing in good marketing that earns loyalty from customers. Beth stresses the importance of having integrity in home building no matter how enticing it can be to cut corners and the three agree that magic happens when online sales and marketing are communicating and working together.

Story Time (01:48)

• Andrew was impressed by the marketing of a local Greek cuisine restaurant.
• Beth brings up the importance of having integrity in the homebuilding process.
• Jen tells a story from a coaching session she had this week.

The News (26:36)

• Must Read! GA4 Channels Function Differently than Universal Analytics (https://www.doyouconvert.com/blog/must-read-ga4-channels-function-differently-than-universal-analytics/)
• White House opens $45 billion in federal funds to developers to covert offices to homes (https://www.morningstar.com/news/marketwatch/20231027198/white-house-opens-45-billion-in-federal-funds-to-developers-to-covert-offices-to-homes)
• Lender Will Split the Difference If You Give Up Your 3% Mortgage Rate (https://www.thetruthaboutmortgage.com/lender-will-split-the-difference-if-you-give-up-your-3-mortgage-rate/)
• Brokers prepare for changes after Sitzer/Burnett commission lawsuit verdict (https://www.housingwire.com/articles/brokers-prepare-for-changes-after-sitzer-burnett-commission-lawsuit-verdict/)

Things We Love Things We Hate (50:13)

• Beth is loving the Reese’s take 5 candy!
• Jen is enjoying the Starbucks holiday drinks that rolled out.
• Andrews favorite loves the very berry skittles bag mixed with starburst.

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Transcript:AndrewSo I'm trying to up my content game. So in front of me I have I'm looking at my web camera immediately. Behind the web camera is my Sony A7 three, which like maybe 5% of people like, know what that is? And I got like the lens which should be perfect for this distance to have everything behind me out of focus.Andrew
Then I have like this monitor. I forget the name of it, like this other screen attached to it so I could see myself scramble, like walk behind my desk. But okay, this shot's good. And then I got this, like, crazy tripod thing that has one, two, three, four, five, like seven articulation points. So it could be like. Like this, like a claw to do it, but, like, it just looks like chaos behind my desk now.Andrew
So I'm still getting used to it, but I'm so excited. I did some test clips and my goal for this is to make content easy to create, which I've never been in. Like a consistent flow because it's like set up the camera, take down the camera, set.Jen
You're going to start doing more video.Andrew
More video content like me, kind of talked about that people should do, like practice what you preach a little bit.Beth
Well, then send that setup my way!Andrew
I will maybe know anything.Andrew
$3,000 or so, but like it's been over the years. It's been over the years. We'll see. Is it worth it? I don't know. It kind of leads into my story time as far as like, is it worth it? Is it not worth it? So maybe we just I'll I'll go into story time. But first, let's get started. Welcome to episode 310.Andrew
I am the self-proclaimed ad doctor with no formal education to call myself an ad doctor. And with me today is Beth Russell and Jenn the one and only barking woo! Who were here. Here. So, yeah, let's see. Yeah, I'm excited. I'll just continue with my story time. So content and trust is what is what I'm going for. So is it worth what I spent on my camera and equipment for content?Andrew
First of all, I use it for other purposes. So and I've had it for a couple of years and over time I've built it up. So it wasn't like I just spent all this money on fancy camera and everything. Last night we were not in a mood to do any cooking, which really means I do. I do other cooking, make sure notes, listening.Andrew
I do other cooking at the house. I'm like, I'm not cooking anything. I took Addy, our youngest, to Tumblr, and so I got home at like 7:30 a.m.. Like, it's getting late. Kids go to bed at eight because they're elementary and middle school. There we go. I'll order some food. So we went out to Uber Eats because I did not feel like driving.Andrew
Like, Oh, let's try this little Greek place out that's like right around the corner. That's like my, my limit. Like, I want something close so the food is fresher, right?Jen
Yeah. So does it take too long?Andrew
Yeah. And it's called you little. It's called Little Greek. I've never been there, but the reviews are good. But, like, you never know, Like, that could just be, like, friends, family. They're like, you know, guilted people into leaving reviews. So we get it. And every single thing is branded with their logo. Like, we got a First of all, how do you pronounce Giugiaro Euro?Andrew
Euro?Jen
Yeah, euro or.Andrew
Like the euro, they're not really.Jen
Are Gyro.Andrew
Gyro.Jen
003 is not right.Andrew
It's definitely regional. Right. But who knows. That's, that's funny. So that's what I ordered. That's what Lindsey ordered. Then we got some other things but it was the euro was wrapped in a branded like little. What's it like parchment paper, styrofoam. It came in branded the little wrap that goes around the napkins and forks branded. I'm like, Oh.Andrew
So immediately I'm like, I kind of trust these people already. I've never been to this place. Think about the opposite. What if it came in like a generic, the absolute cheapest to go container the cheapest paper, the cheapest. I'd be like, Ooh, with food. And maybe I'm weird with food safety, but I would have had this impression. Like, they probably cut corners somewhere.Jen
Mm hmm. Yeah, they have attention to detail.Andrew
It's NATO.Jen
So it's France.Andrew
Super important. All right, So I'm hoping quality, the better camera setup should give the impression that we, I, all of us, care just a little bit more. Yeah, because it's perfect. It's, you know, the audio is going to be ten out of ten the video, ten out ten all all these things. Is it necessary? I have no idea.Andrew
Probably not, because we're not used to seeing every single person make content with a fancy set up. Usually it's phone, but you're good to go.Jen
There is something to be said for there's some.Andrew
So like in Kevin if you're listening I'm request I'm just kidding.Jen
Well that there is I agree with you in that there's something to be said for the quality of the output starts with quality tools. Yeah you know I think about like my kids who are in sports and like my son coming to me saying, like, he needed, you know, for pitching. He needed the very best glove or the very best training weighted balls and I'd be like, whatever.Jen
He's like, Yeah, but. And there's something with the perception of, Yeah, I'm investing in myself. And then the output of what I'm producing is going to be that much.Andrew
That I actually agreed. Maybe there's like a minimum threshold, so you don't need to go like all out, but like it needs to be like it hits this threshold where like, okay, everyone is like, all right, I trust it enough. So maybe the company last night, they didn't need everything to be branded, but maybe just like the wrap around the food, it's enough because I was colored.Andrew
It was like white and blue, which makes sense. Greek like it would be white and blue, but maybe not everything would have given the same feeling, but nothing certainly gives the opposite negative feeling. We're like, Ooh, like, I don't know, like, never been here before. It's not like they didn't didn't take that extra step. Maybe they're actually being lazy.Andrew
So it was a shock moment. I'm like, Oh, I just got like marketed.Jen
And I feel like I work out there when I, when I have like, the brand shoes on.Andrew
Yeah, I agree.Beth
Whatever it takes. The lemon versus the Amazon.Andrew
Officer.Jen
If I had if I had Lululemon outfit Lululemon not Lily.Andrew
You're wearing like $600 worth of stuff AirPods.Jen
Like the, like the best workout.Andrew
This the best work.Beth
Of my life. I have a question. When you guys go places and they have those like fully branded items or like you go to a restaurant, they have those thick nice paper towels in the bathroom. Do you immediately go to like the dollar signs of how much all of that stuff costs? Because, you know, you know, like more than my money.Andrew
I definitely think about that.Beth
I think about it all the time because I think like, okay, they've made so much money just buying the foam containers in bulk. Yeah. But to get the emblem or to get the stamp of their logo, the amount of money and time that they invest into doing that, I'm like, okay, they care and they're investing in it and they have the money, so they have to have the profit.Beth
So they're making enough money, they're selling enough food, People must like them, boom.Jen
Yep, Yeah, 100%.Andrew
And maybe there's something like we feel like we it's like why apparel works for some companies and doesn't work for others. You buy apparel because it makes you feel like you belong to whatever that brand is. I think that I'm Mark at the summit. I forgot his last name from a thousand. What he talked about that was not not it was a Davidson Mark Super cool, dude.Andrew
I think. Mark Right That's one the producer is I'm terrible last names but he's like you belong to this brand. Like why do you buy Nike versus New Balance Other There we go. Mark Davison Olivia's helping us out or why do you buy X, Y, Z bat versus another bat? Like I don't know, like you're part of the club type of deal.Jen
My it's my husband won't only buy Nike. Yeah, it's like even to the point of like following certain sporting like athletes. Oh, they're under armor. Oh like they must not be that good. It's like.Beth
Maybe.Jen
A Nike branded athlete.Andrew
I'm from Maryland, so your character's really sensitive about this.Jen
This is I'm.Andrew
Not sure what else is from Maryland.Jen
This is not me. I'm saying. I'm saying my husband.Beth
I'm just giving.Andrew
Him another Andrew.Jen
Another Andrew?Beth
Yeah, says Andrew's man.Andrew
Yeah, we got old Bay. We have. It's in there. It wasn't a cake show. And Maryland Cake.Beth
Boss. He was in Maryland. Yeah, he was.Andrew
Boss Old Bay under armor and the Wire, I think was is. Oh, Cosmo.Beth
Thanks for asking.Andrew
You're welcome. You're welcome. Okay. All done with my distractions. Beth or Jen, who wants to go next?Beth
Well, I have another story about details, if you will. So I'm going to coordinate.Andrew
This without even knowing.Beth
And we always end up doing this. Or we're just really good at transitions and we don't give ourselves enough credit. Maybe. Oh, but basically, I was having a conversation with someone in the industry yesterday working construction, and she was telling me why she left her previous builder and what was like the reason, like the catalyst to her just being like, okay, I'm done.Beth
And she was on site with one of her superiors, like I guess like an area construction manager type person. And I think she was the superintendent at the time essentially. And they were going through like their queue, so they were evaluating the home. And she pointed out some things and the the superiors response was, well, if they don't mention it, if they don't see it, then it's not actually a problem.Beth
And she was like.Jen
Nope.Beth
I'm done. Like, I'm not going to be a part of this. This is not like I don't want my name attached to this type of builder or to this type of mindset. And I think it's just really interesting because it points to integrity, right? And the detail.Jen
Of what I was thinking.Beth
Yeah.Jen
And like the definition of integrity.Beth
Mhm. Exactly. And it's like she, she wasn't willing to compromise her integrity to be a part of it. And the details, the little small things that he didn't think were a big deal, they could eventually come back and bite you in the, in the years later. It could, it could cost the company a lot of money, It could cost the company their reputation.Beth
It could cost him his job, her, her job, all of these things like you have to have integrity in your building, in your marketing, in your data collection, and how you do sales. Like if we lose our integrity, then there's a domino effect that could happen later on that could really cost us a lot more in the end.Beth
So it was a cool little story and I was just like, Then you go, girl.Andrew
You go, you get it, you go, you get the A Who cares about that? Yeah. Especially on the home side. I mean, that's the product like we're building. Yeah, we're not I mean, I'm not building homes. She's building homes. You know, props to her. Like, that's the there will be someone living there 24 seven. Like they will find those things eventually.Beth
And I wish there were more people like her in in all areas. Right. Not just in construction but in in in marketing and sales and whatever. Because her response to it was, I don't want to be a part of the problem. I want to be a part of the solution. And if I can't make it better, then I don't want to be there and I or I don't want to be in this industry anymore.BethShe was like, I'll go like work at Chick-Fil-A, but you know, whatever it is, like, I feel like I'm making people happy.Andrew
For sure and not be on home. Inspectors tick tock reviewing like yet another. Have you all seen those yet another homebuilders? I'm being kind of like tick tock. The content goes viral because it's interesting. There's a story, there's tension. Right. That's more interesting than a perfectly made home. Right. Which one do you want to watch? The home that looks like it's falling over the one that's like, oh, like it's perfect.Jen
Yeah. The train wreck.Andrew
Yeah. You're not sitting right? Yeah, the same. You're. What's that rubbernecking they're turning. They're like, okay, cool. You're like the accident essentially. So it's just it's just drama. What do you what do you got, Jenn?Jen
Well, I've got a lot to think about, but one thing that really stuck out that's super relevant right now is that I was talking with on a coaching call this week with an online sales specialist and we were looking at numbers and you know, just one thing to keep in mind, I think as we move into this next few months, you know, things are a little harder.Jen
People are looking at numbers and really scrutinizing everything. And so we were doing that together and just talking about lead to appointment specifically, hers had dropped from September to October.Andrew
Okay?Jen
And I was like, okay, like, why do you think that is? And I was expecting she was going to say something like, Well, it's really harder right now. Like customers are being a little bit it's harder to get them to an appointment. That's what I was anticipating she was going to say. But what she said was she goes, I think it was me and I think it was my mindset.Jen
She goes, I had kind of gone down this rabbit hole of watching a lot of media talk about interest rates and how the market is tough. And she said, I think that was affecting me and like I was projecting concerns I was having about the market on to the customers I was talking to. And so I sat back and I was like, that's really insightful of, of yourself, that you're self reflecting and you're realizing.Jen
And I said, Okay, this is what we're going to do. I said, Right now let's let's write down what are the pros of buying? Let's switch our brain. What are the pros of buying a new home right now? And so she start she was like, okay, she's like, you know, we have inventory. She's like, there's not a lot of other inventory on the market.Jen
And like, exactly. She's like, we have a warranty, we have a home warranty. It's a new home like. And I said, Exactly. I said to think about cost versus, you know, the cost of buying a new home versus the cost of a resale home where you might have a lot of other expenses that go into that. And she's like, Exactly.Jen
And I said, okay, what our. Oh, and I said, What else? She goes, Incentives. We have incentives. I said, Exactly.Andrew
Yeah, that's a good one.Jen
Yeah. I said, You have incentives, you have a warranty. It's a brand new phone. You have inventory as it builders have, you know, the ability right now to provide those incentives that used homes don't have, you know, on the market. And so I said what are the cons? Okay, we've made our pros list, what are the cons? And she was like, well, I guess really the interest rate is the main thing.Jen
And I said, okay. And I said, But people don't buy interest rates, do they buy homes? So let's talk about how we can talk about that. And so we spent some time just kind of thinking about that. And really what it boils down to was the main thing is the affordability. You know, the affordability because in this particular online salespersons, market affordability is huge because there they sell to more entry level, you know, first time home buyers and that affordability is crucial.Jen
And so we spent some time talking about like for online sales specialist, they're not trying to convince somebody, you know, especially like a new home, a new first time buyer. It's like, I'm not going to sit there and try to convince them that it's affordable like that they should purchase. Right now is a good time to buy at an 8% interest rate and the affordability is going to be fine for them.Jen
But what they need to focus on is let's do this, come out, take a look at how we build that way. When you're ready and you feel comfortable, you'll be able to determine if our builder is a good fit for you or not. And so I think online sales just has to have that perspective shift of there. So hung up on like, I got to get I got to sell, I got to get this person thinking that now they should buy when really let's just get them thinking about coming in and taking a look at our homes because hopefully they'll come in, they'll fall in love, they'll meet with that salesperson that's on site thatJen
can show them how cost changes, what incentives they could work with to kind of help them to be more affordable. And so it was a really good exercise to kind of go through that. But how powerful I mean, what you guys agree like that mindset of like if you're sitting there thinking like, yeah, like doom and gloom that's going to project on to the people you're talking to.Beth
Absolutely.Andrew
Yeah. Yeah. I think I just wrote this down. My brain is like getting excited from from everything you're saying I wrote. Is affordability an objection or is that just a reduction of market size? So that's like semantics, like objection being like, well, you know, like you guys have nine foot ceilings, they have ten foot ceilings. To me, that's objection.Andrew
I'm not even in sales training, so tell me I'm wrong like all day long versus affordability is like if you cannot afford the home like it, that doesn't there is no objection. I guess you're not in market.Jen
Because you feel like it's really an objection. It's not like.Andrew
You know, like work your finances a bit like, you know, like we like for this person, we have no debt. Our income is as such, like, here's what we qualify for. It's not that's not an objection. Like, you can't even think about it. But the objection is like to me, there's choice for an objection. So they're on the phone and they already been maybe they haven't been pre-qualified.Andrew
They're just brand new. Yeah, get them excited. Like, Hey, come on out like that. So much fun. Like, come see our communities talking to people we know. Just, you know, Halloween was, what, two days ago? Our Halloween experience with our kiddos compared to our friends who live in where we're at. Like we have very few new home communities Pinellas County, Saint Pete, Clearwater, like west of west of Tampa, very few new home communities.Andrew
Our kids Halloween experience, I can guarantee, is 100 times better than those who live in a, quote, traditional community. That's like where it's just like sixth Avenue, 17th Avenue, whatever it is. And like for like there's no one doing like trick or treating. I'm like, Oh, come 2 hours, we got 70 houses, everyone is out, end of their driveway.Andrew
You don't have to knock on the door. Candy, candy, candy, candy. And we're used to it. And so it's fun. Or they go to I'll go to One Tree Oaks, which is they older, established community, one entrance in one instance out. So they're all going to these places that are communities like, wouldn't you want to live in a place like this?Andrew
Like there's 20 kids on the block, like all these things that are if they can't afford it, like it makes them move like, okay, so we're $400 more per month or whatever it is. Like that's a lifestyle upgrade. But for a good reason. If you have kids, if you could even have that discussion. But there's there's more than just the numbers.Andrew
I think people forget like there's more than just the dollar amount, like there's the value of community and and being around people. If you have kiddos or if you don't like.Jen
Right.Andrew
Going somewhere where like it's active.Jen
So exactly So to that point it you know online sales can't you have to be careful about getting hung up on their job is to engage and to get somebody excited about the possibility of buying or building not to sell the home over the phone. That's legal for the salesperson. Leave that for the people that are trained to do that out on site.Jen
Just get them excited, have them think about what it would be like to live there, to trick or treat there in that community and get them out for informational sessions. You know, we I've said this like 20,000 times. We'll get the word appointment out of your your words, your vocabulary and start talking about we'd love to host you for a discovery tour.Jen
We'd love to host you for an informational session and I'll be sure to let everybody know that you are just in the beginning stages of looking. They come out sales, get them excited. We see how they could be living in the home. And that's that's the shift. That's the mental shift that has to happen.Beth
Yeah. And I think in any rocky market situation or when, you know, these doom and gloom conversations are kind of or thoughts are looming either in your brain or the people that you're talking to whose brain remember one core thing and they're calling you for a reason exactly how they get on the website.Jen
All the interest rates.Beth
Yeah, they had to be. They called.Jen
You.Beth
Yeah, exactly. And if you just remember that, it can help you get in that mindset of like, okay, they're calling me for a reason. They're interested in this market. Let's let's have a party, let's talk, let's make it fun and try to drag it out.Andrew
Yeah, I think pick up, pick up Starbucks on the way, like something out a little bit. Like I don't know if like to meet us would be a thing. And if you do this because it is the person's schedule. But like, if I don't have have kiddos like hey, I come by at 430 today or like schedule an appointment or like the kids are out.Andrew
Like if you happen to be that familiar with like the schedule like and then they pull up in the street and they see like kids running around hours. I feel like most of our street, like we raise our kids like free, free range chickens. Like it's like, let them roam around, it's gated, they're out and everyone's got ring cameras all over the place.Andrew
There's usually like two or three parents out doing something in their yard and 15, 20 kids out. Now, if they're an older person with no kids and they don't want that, that'd be a terrible idea.Jen
Don't send them out to get. It's the.Andrew
Ministry. No. Oh, goodness. What fun. Yeah, you're just kidding. Just getting them excited. Yeah. Yeah. Know any other stories? When you talk about anything else happen at all? Not on my end.Jen
Well, listen to. I could tell. I could tell you, Andrew, that today that we presented to our online sales academy.Andrew
I love it.Jen
And I had fun presenting to our online sales Academy was because we wanted to do a session like a marketing 1 to 1 session for online sales.Andrew
Okay.Jen
You know, just yeah, that's needed. We well, we talked to all and I said, well, it's time. Like your job is to quantify what's happening. And like that said, well we were talking about earlier somebody is like yeah, I didn't really understand what that meant. Like, I hear like how important this is, but what does that even mean?Jen
So like, but what? Yeah, I think everybody what you.Beth
I think it was really powerful. The conversation that you're referencing, Jen, is that she was like, I heard when I took this position that I would have to own my data and I'd have to I'd have to know my numbers, but I didn't know what that meant or the impact of actually doing that. And so what we did was painting a picture alongside Jesy and Amanda of what that meant from an organizational standpoint, going back to integrity, how important those numbers are and this like vital position that the online sales people have within maintaining that flow of the funnel and the kind of feedback and data and information and collaboration that can happen between marketingBeth
and online sales. And I think that's kind of where do you convert was routed from is that relationship between marketing, marketing and online sales? Because I feel like oftentimes we're seeing that marketing feels like a silo. They feel undervalued, unappreciated and like it's not as invested in. And then online sales can oftentimes feel the same where like, you know, sales gets all the glory and they're the ones writing the contracts and people aren't really sure what it is that they do or what it really means.Beth
And they feel like they can have more of an impact. And so we kind of talked through that and how the two departments can lean on one another and work together and find solace in the two of them collaborating and and and celebrating one another. So it was really fun. It was really, really.Andrew
Sound so positive.Jen
Well, you know.Andrew
What? I'm stealing someone. Jen, Jesse, Amanda. For the marketer of marketing Academy sales.Jen
Yes, Yes. Boom.Andrew
And Beth, is Beth also do something like that. Gives me like 2 hours. So I eat some food, take a little break to the academy because we're like 16 hours of talk.Jen
And I share something that is very relevant.Andrew
This my horoscope.Jen
Conversation would say, Yeah, listen to this Gemini. Every week I pull one of these random cards out. Okay, you guys notice I.Andrew
Need to know what it says.Jen
And, well, I'm going to read it to you. So this week's card is collaboration. Oh, okay. Let me read to you what it says. I take pride in my role as a good collaborator and look for opportunities to help support my colleagues ideas rather than dismiss them outright. I fill my meetings with yeses and ends and I celebrate the constructive power they have over Butz and or else, unless I work for a company that makes cigarets and boats, in which case bucks and orders would be Oh, never mind.Jen
Okay.Andrew
That's hilarious. I know why this reminds me of Elaine of Money Garment. I don't know why. It just seems like something she'd say so positively.Jen
Yeah, Collaboration. I like it. But, you know, when Beth was talking, did you notice? And she was like.Beth
She's dancing. I do it when I like to. Yeah, when things make me happy. I just like.Andrew
Chick-Fil-A and I get Chick fil A's sauce.Jen
Sweet tea, you know?Beth
No, no, sweetie.Jen
A collaboration between online sales, onsite sales, marketing. You know, it's an ecosystem. They all need to be collaborating, working together, and even just within teams, you know, collaborating like us, you know, like we collaborate, you know, we could easily live in our own silos between sales and online, I mean, marketing and online sales and whatever. But magic happens when you collaborate.Andrew
The magic.Jen
I love magical collaboration. Good.Andrew
Yeah, that's it for today. I'm just kidding. That's not it for today.Jen
And we are out.Andrew
And on to the news. Here's a fun one. I'll let Jen take this first one I wrote a blog.Beth
Post.Andrew
Ready for. I'm just kidding. Wow. This is collaboration, in effect. No, we don't have to do that.Jen
Did you see.Beth
That? I shared these and shared it.Andrew
You commented on a link and it was awesome.Jen
I read it.Andrew
It's good.Jen
I read it.Andrew
And that's perfect collaboration. You at it? Did you.Beth
See? No, that's not Gatorade, right.Jen
That's my joke for. Oh, it's not is it is.Andrew
G for the Gatorade? Is that you for something?Jen
Sounds like it should be Gatorade. That's why I'm good. It's not Gatorade.Andrew
As a perfect blend of I.Jen
Will Electrolytes explain it. I read it, though, and I said that I am happy that you are on this team and that you can share these very insightful things with the world, very insightful.Andrew
It's very exciting to explain it. It's actually the opposite of exciting. It's yet another thing that Google has done to make G4 just a little more challenging. So for everyone listening previously in Universal Analytics, you can change the default channel grouping settings. So we're bringing all this data. We want to put it in nice organized buckets. You could change those settings with the default group of those buckets, channels and J for you can't do that.Andrew
You have to duplicate the default channel groupings and then you have your own custom one, whatever you want to call it, device C channel groupings like make it, make it a cool name or or best channel groupings. You know, put your, put your stamp on it and then you could change things. So it's like this extra step you have to do.Andrew
It's really not that big a deal. But for most of us you do have to change it a bit, especially if you previously had like a syndication channel. Now that's going to what they're calling unassigned. And ideally unassigned is as little as possible. We've seen some builders, it just explodes because they either have a misspelling in there and they're UTMB or there's something technical going on that like the data is not being interpreted correctly from Google Analytics.Andrew
So we need to own our data, We need to know our data, We need to be familiar and best friends with it. So if you're seen on a sign, essentially the symptom is if you see unassigned as a very big traffic source, chances are you need to check this article out and make the changes. Super quick and easy.Andrew
I'd say 5 to 20 minutes depending on experience to get it done. Not a big deal.Jen
Not typical. So that's sometimes you have to do those things though, which was.Andrew
You know, kind.Jen
Of make it like you've got it. Yeah, you've got to sit down and focus on some, put on sprinkling some rap music and yes.Andrew
Sally Who? Kendrick Lamar. Yeah. Who else should we put on sexy record.Jen
Like, okay, so I'm like, you know, Notorious Tupac.Andrew
Oh, Tupac. There we go.Jen
Oh, yeah. Dr. Dre. Snoop Dogg.Andrew
Yeah. Eminem. He's not old school, actually. You think about it like, Oh, we're.Beth
Old.\Andrew
Andrew is getting a little aged, but all the young kids still like him. All these young'uns, you know, who knows who knows? Well, let's go on to the next one. Beth, you won't take this one. It's about big money from the White House.Beth
Big money. White House.Andrew
Star.Beth
Opens $45 billion in federal funds to developers to convert offices to homes. So essentially what's going on is they are helping fund all of these offices that have at least 25% vacancy rate and providing some funds to developers and incentives to developers to convert said vacant offices into affordable, affordable renting homes for people. So that way, part of it is also like trying to keep the housing area local to where people are working.Beth
And so there's less fuel emissions and less commutes and, you know, things going on there. So there's some added benefits. But I'm curious of what you all think about this, because I fear, like what happens in like ten years.Andrew
Yeah.Beth
Where how affordable are they is going to be? Are they going to maintain that affordability?Andrew
Yeah, I think that's terrible.Jen
I need to think about ten years from now.Andrew
I don't know, ten years, ten years now we'll have a population issue. Like there's not enough.Jen
Like I mean, when I first read this article.Andrew
B 44 so I'm good.Jen
Andrew. Andrew might be thinking about empty nesting and moving into one of these years.Andrew
Let's see, our oldest will be 21. So there's that, our youngest will be 16.Jen
I don't know that when I, when I first read this, I thought it was positive, but I was I was thinking like one affordability. And I was also thinking about that. I have two young adults who are going to be wanting to move out on their own here soon. And I had recently visited DC when I was staying.Jen
I was in Georgetown and I was like, my son was born I thought was beautiful. Such a fun, cool place to live, but it's so expensive. Yep. And I was thinking, like, how cool it would be if I was a 20 something, you know, just out of college, young, professional. And I wanted to live in a Georgetown like area.Jen
And I saw this article and I was thinking, Oh, that would be really cool. MM So I was looking at it from that perspective.Beth
No, I totally agree. And I think it's, it kind of circles back to what I did in Silver Spring, Maryland.Jen
Where. Yes.Beth
Yeah. Where they're taking their instead of doing X percentage for affordable housing or what is it called Section eight housing, they're expanding it a little bit further. And so they're making it like based off of the income that the person makes. And so there's more people that can afford to live there. So I think it depends on how it's defined and making sure that it's regulated in some sense.Beth
But I do agree that it's a it's creative because having lived in the D.C. area, having lived in in other city, big cities, there are so many office buildings and office space that's just not being.Jen
Vacant.Beth
Sitting vacant. Yeah, not being used. And then also you have like the only things that are coming up are high end condos or high end townhomes that are harder to afford as a young couple. So I think there's a lot of value there. I'm curious to see how it goes. And I just hope that the the greedy developers at the top aren't taking advantage of it, but they do good things like, like why I.Jen
Did. Yeah.Andrew
So I'll be the counterargument just to be the counterargument. I think it's a terrible I think it's a terrible idea. And I'm more so because of, well, can we have housing in that building based off of regulation, city, county, whatever. Like, well, that's a nightmare. Like, are we going to spend more, let's say like to build a brand new low square footage, one one, two, one, two, two.Andrew
Whatever set up that is affordable. Is that actually cheaper than retrofitting a I'm just thinking like, what's the last big office I was in like couple of weeks ago? Like there's one bathroom down the hallway. Yeah. And now we need to have plumbing for, Oh, you.Jen
Have a bathroom?Andrew
Like, is that how is it.Beth
Yeah.Andrew
Each unit based off of like, All right, the toilets here, we need X amount inches for this. Is this, is this why we need windows? We need what about fire? What about all these other things that are not typical at all for commercial compared to residential? What do we need to change this? I'm like, Oh, to use like what actually actually cost.Jen
More land to build those types of things in less in a big city unless you convert.Andrew
That is true, but it's I guess I'm thinking if it's not worth the developer's money to retrofit remix their current vacancies, like they're not willing to invest it themselves, is this even enough money to make it profitable?Beth
Yeah, I think this is like a losing game.Andrew
Like the government started money at it and they're spending 300 K for something that will cost 200 K or I'll bring it like it's a negative r y that way, that way that's the reason I was doing it. Maybe. I don't know. I'm sure it's circumstances building to building, it's location to location, but like, oh geez, like should have could have this been a we're actually sending 45 billion to build homes that have to be in this price range.Andrew
So they'll be outside they won't be downtown like I compared us to to the UK. I think I had like 25% vacancy versus 8% in Europe. I've never been to Europe. So hear me out on this neither. But transit and all those things are significantly better and you're closer. So maybe 8% is not because there's anything wrong with our commercial property, but like it's all these other factors that make their vacancy lower.Andrew
They would have been better too. I'm thinking about like some of the products that some of the builders are coming out with that are like six to like 1100 square feet, much smaller. Like how many more homes can they build for that that are truly affordable, That won't be rentals, that will build equity over time for people that are that would be long term renters, and then their lives are actually improved because they're building equity over five, ten years.Beth
Yeah, Yeah. I think.Andrew
Maybe they're doing.Jen
It depends on them. I think it depends on the market, the town. Yeah, the.Andrew
Greed.Jen
The vetting like.Beth
But yeah, there's a lot of questions that need to be answered to make this truly successful and impactful. So I think that's where it's like, it sounds great.Jen
So yeah, like, yeah, I think a.Andrew
Big be place a bet on this and be like, okay, what's the you probably walk by Jen when you're in DC, What is the government group that like essentially audits the government itself, you know, like I forget the name of it, but like tenure. So now when this is done, they'll be like, well, we spent 45 billion, 22 billion was fraud because you just apply for this like the, like the payroll tax and loans, like all these people abusing the program.Andrew
Like, hmm, this kind of has the potential for that like years of money grab here's this and then the timelines on it. I'm just being so I took the negative approach on this one.Jen
Like I like it when.Andrew
I was in it.Jen
No, no, no.Andrew
Interesting. Who knows? We'll find out. I don't even know if this is approved or if it's just an idea that they're pushed through. We'll find out. Well, interesting.Jen
Yeah. Push on Friday to.Andrew
Help on a to me, a definite positive is the one from the truth about mortgage dot com. So that's that's a fun site there but there's this lender and which city where they end.Jen
Essentially they're going out.Andrew
There Yeah and Glenville New York based trust Co bank has come up with a novel concept to get homeowners moving again literally so they're essentially splitting the mortgage rate if you have a 3% rate and then you are approved for 7% for a meeting in the middle and that's your new mortgage rate. So they're trying to get do you have to have the mortgage already with them?Andrew
Yes, I think you do. So So this is a very limited.Beth
Pool, a very limited group.Andrew
You're trading you're good rate because they don't make any money on it, sort of lower yield, lower return. And they are swapping it for a higher one. They kind of leave out, though, to shoot holes in their data. They didn't talk about the higher cost of the home. So you bought the home at 400 K at 3%. Your new home you want to move up to is now 655 and a half.Andrew
So like, I don't know, big difference. I think if you have to move in you're able to finance with them like this is a great thing.Jen
But I like their their image on the the article blowout sale plans. I mean that's that's a fun 20 to 50% off.Andrew
I mean yeah, kind of 50% off each in the middle.Beth
I think it's creative and I think they're kind of taking a page on a builder's, you know, out of our books, know what we're doing. But like you said, it's extremely limited. And I think what it would be more interesting to me if they were able to do that for people who are relocating. So like if a big national team could do this or like people who actually sell their mortgages and you never know who your mortgage is going to because that they talked about that like they actually hold on to their mortgage, they don't sell them all.Beth
So like it would have been lovely if we could have maybe sold a house and then gotten a lower rate than what we did because we had to move. We didn't have an option. So I think it's interesting. There's some legs there. I'm curious to see if other people follow suit or if this is if this is just a one and done type scenario, especially.Andrew
Regarding like we refiled with rocket mortgage because they were like amazing salespeople, like ten out of ten they cost me like Tinsley is 20, 20, 21. Like we closed in 2021. I was yeah, we bought our home in 28. So we went from like four down to we're one of the people on here that would like, why would we ever get rid of our mortgage right by Rocket has the they came out with a 1% payment plan product which is pretty cool.Andrew
And then you get a grant. So I like Rocket's approach because then it's for almost anybody. But it'd be interesting if Rocket follow suit because they're the whole nation they have a lot of people like, Hey Andrew, I get an email from them considering moving well we'll meet in the middle. Rates are at seven but you could be at here and that affects a lot of people.Andrew
So I mean.Jen
I really do. It makes me excited that people are continue going to try to get creative on how to make it more affordable to buy a home like that. And positive.Beth
Definitely. And I think from a consumer standpoint, it tells us that, like, things aren't always black and white and they seem like there is some great of things that can occur right behind the scenes that we just aren't used to or don't know about because we're not like well versed in this, which I think ties into the next article.Beth
The next why I want my popcorn. It's been a very interesting week in the real estate world.Andrew
Oh yeah, it's been fun. What's interesting is it's not really mainstream as far as like I call my dad about it. He's an attorney. So I guess first let's talk about what we're talking about. So this is from housing Viacom, although you could go almost anywhere and just type in Missouri and air losses and it pulls up everything.Andrew
But brokers prepare for changes after the Spitzer slash burn it commission lawsuit verdict. Well, that's that's a lot. Who wants to explain this? Probably better than I can.Beth
There's two parts of this lawsuit that I think are digestible to people. Right? There we go. There's the one side that is saying like, hey, 6% is isn't a standard. It's not a requirement. Right. But we have been told within the industry and consumers have been told that 6% is the standard and the required amount.Jen
It's like the wait, what's that Mandela fact like, where are you just there's been something in existence that you just Yeah.Beth
Like the chef's.Andrew
Like he's like 20% to buy a house. A lot of people think you need to.Beth
Sent down exactly.Jen
Like this is you don't need to wait this is the standard when that was never really.Beth
There's nothing. I mean, down in LA they would have to pay 6%.Jen
Yeah.Andrew
Or like even use a real estate agent or realtor the realtors, the registered name with NPR.Jen
Now, you know, I was a I was a realtor. I worked for a brokerage. Yeah, but that was what was always it's just like that always existed. Like that was the.Beth
So everyone believed it to be true. So that's one side. And then the other side, which is the meat of this lawsuit in general, is the fact that sellers were paying buyer agent commissions. So they were essentially their argument was that like we are paying for someone to negotiate against us. And so one of the verdict or one of the plaintiffs I'm sorry, her situation that she laid out was like we said, we're paying 6%.Beth
Right. But when all was said and done in our actual net, whatever might be our net profit, there we go, our net profits that we made from the sale of our home, it was actually 20% that went to agents commissions, and half of which is, you know, I think that in that instance it might have been actually to specifically the buyer.Beth
But it's it's crazy because they were just like that. We shouldn't have to pay like they are choosing to use this realtor. They picked their realtor. The realtor works for them, not for us, and we are paying them. So those two side things, which then, you know, is a domino effect of other lawsuits now are happening and they've already filed another one.Beth
The plaintiff attorney has already filed another one. And then you have the things that's happening that we talked about before with like Redfin saying we're not going to pay by our don't commission all the stuff.Andrew
Oh, yeah. So they're are found guilty of collusion. And there's all these things, you know, collusion being let me have the definition secret or illegal cooperation or conspiracy in order to cheat or deceive others. So that sounds so that's.Jen
Such a.Andrew
Guilty word, right?Jen
So you're like, I'm blowing when you actually stop and think about this for a second, like, yeah, what you were just saying. But as like, if I'm listing my house and I'm paying a 6% fee, yeah, half of that is going to pay for the buyer's agent, which you're right is negotiate is the I'm paying somebody to negotiate against me or like represent somebody else in this transaction like at a lower price I think about.Jen
Yeah, like, that's crazy. But like literally have never I will admit I have never thought about it in that way.Beth
Questioned it because it's just been part of the process. Right.Jen
Yeah, I.Andrew
Think I think for you're watching like The Sopranos or, or one of those shows and like you put in the accents of these like Italian guys, it's like, Hey, you want to sell your house? Okay, cool, cool, cool. Here's what's going to work. And you put I'm not going to try to mimic the accents, but like the guys coming up to you and he's like, Please do it.Andrew
Don't do it. Like, you know, if you like, know not to do it. What's funny is, like Carson, our oldest, his best friend, parents Dad is from Sicily, and as his crazy accent is hilarious, but you, they would be like, Hey, you pay me where it's like 6%, 3%, You know, half of that money. Go to this guy over here.Andrew
You're like, way, way like, I'm paying Like that guy hates me. He's trying to steal my washer and dryer and, like, the appliances and, like, all this other stuff, and they want to take it down $50,000 on the price I'm gonna pay that guy. Yeah. Yeah. That's just how it works. You know, if you don't do it, we're not going to sell your home.Andrew
We're not done talking about your home rather than a list. Your home. Actually, you can't even list your home because you have to put in something on the MLS. I think that's so there's all this evidence that's like, like, supports this collusion and you're like, wow. But the verdict was 1.35 million just for the Missouri case, which was which 100 something thousand homes.Andrew
Now, I don't know where this money coming from or who goes to, but that was just Missouri. You should add $2 billion for all the other states. Is there like over $1,000,000,000,000 in like money that could be a verdict potentially? I have no idea. I don't.Jen
Know. Pull your power.Andrew
Play popcorn out.Beth
But I got my Taylor Swift popcorn yet.Andrew
The notorious robber now at the summit and he talked about this in depth if you want like I think he's the best with following all this in the details. That's great. Robert Hahn Yeah superintelligent he does have I don't say bias because that sounds accusatory, but he is building a product that has the that's like the solution. After all, this settles right.Andrew
So there is you know, there is that there but I still think everything is saying seems very even in it's it's factual and he's referencing links and it's it's really one of the.Beth
First people to really put it out there like.Andrew
Yeah, he blew it.Beth
And he's been in this supermarket a long time and has worked alongside MLS for a long time. So it's really fascinating.Jen
Totally.Andrew
Yeah, it's going to be really interesting. But most people I know about, I touch my I as I started to talk to my dad, he's an attorney.Jen
And.Andrew
So he and I'm like, Have you seen this case? He's like, No, tell me about it. He's like, Hmm.Jen
I'm going to call some of my interesting my old friends.Andrew
Like, how do you feel about this? Of course, realtors, like, like, I just assume they're like, this is garbage. It's, you know, a bunch of what I hope.Jen
I'm going to find out. I'm going to all my peoples and report back.Andrew
For a change.Beth
To need to talk to some of my friends that are realtors. Because, like, it's not that realtors are bad people or sketchy people. If you saw the market, it's a it's just been the it in.Jen
The.Beth
Way exactly It's been like no way. This is the way agents sometimes are working harder than some of the seller agents Oh percent of cases. And so like there are handling a lot of are people.Jen
Around and see and homes.Beth
And the reality is and the other solution is that it comes out of pocket of the buyer which makes affordability even harder because now they have to pay agent commissions or agent rate that they never had to pay before, would they. And would they.Andrew
And could they finance that? Yeah, not finance it. It's really like part of it's like the money's never really seen. And I think that's how it's worked for so long. I guess that's how the money comes out of here. And the buyer is like, okay, cool. But if you're like, Hey, for me to buy this home with with you, I negotiate.Andrew
Here's here's a value I provide, It's going to be $6,000 and I want you paid initial fee now 2000. And then once we put a contract on home, another 2000, then once we close, that's another 2000. If you don't pay, there's a lean against your home and I could foreclose against you. Right. Wouldn't that be. I think that's how it works.Andrew
Wouldn't it be like that's my God. It's like if you have a roof, they put it in and you get your home until like the balance is paid or any major house house project. And you go, Well, well, and I have to pay cash. Like I, I have 6000 from a down payment or 16 or 60 like have to take some of that away to pay you.Andrew
What if I don't use a buyer's agent. Well, like.Beth
Man.Andrew
That's. Yeah, get the popcorn out. That is definitely the popcorn.Beth
This has been a great prop for today's call.Andrew
What kind of popcorn? By the way, did you make it yourself?Beth
I'm so with my favorite popcorn, I'm boring. So I did, like. I know. I'm sorry. I'm really boring. I don't like overly butter or, like, overly salty, so like I do. I don't remember which brand it is, but it's like the natural one. Just like natural.Jen
Yeah.Beth
Original or whatever. I don't know. It's a brown box.Andrew
I like the purple bag. Which one is that one? Boom chicka pop.Beth
Oh, my. Like if I.Jen
Had to pick a pop cause.Beth
It's not pre pop I popped it.Andrew
Boom chick. What is that. What is the popcorn. I need to know. People are like this time.Beth
You're right.Andrew
Yeah. Boom chicka pop and salty kettle kettle corn. It's like four bucks. But once you open the bag and it like the whole thing right there.Beth
Yeah. Especially kettle corn because it could lose its crisp like it's like.Andrew
So it's an air fryer just getting don't do that. Sounds like a terrible idea. Well that's it for the news this week current favorites and or your least favorite what you hate. Hate is a strong word but I really, really really don't like it. Whatever it may be.Beth
I'm going to be nice today. I'm not going to go negative. I'm going to stay positive.Andrew
Okay.Beth
And stay along me eating one second.Andrew
That's a sweet cut, by the way, To the top right there.Beth
Taylor. Yeah, I got to go with my Taylor Swift Cup. I took my daughter to see it, but yeah, I'm eating all the candy. So we talked today on the on our marketing call, our internal marketing call about how good the Reese's Take five candies are. Like, I'm not a chocolate person. I usually go towards the fruity stuff like a starburst or some Skittles.Beth
Oh yeah. Like those are jam.Andrew
Put us together.Beth
Oh lovely. It's like a party, But I am upset. They're like, crack the reasons take five they're so good and I can't stop eating them so well.Jen
One of my favorite things was seeing your pictures of your family Halloween costumes. We were on point.Andrew
You were hook. Your family was hook themed.Jen
With the pretty legit Think you're.Andrew
Next year I need a I'll make them I'll do a theme so.Jen
All guys need it yeah Andrew I want to get like.Andrew
That and like, I'll.Jen
Just address my dogs. I think next year.Beth
They were adorable. My kids were like, all in. Like, if you saw the video I post on Instagram, Kellan was like, fighting my like, my name.00:51:34:18 - 00:51:35:23JenWas so cute.Beth
Mike had, like, sweet eyebrow. I drew eyebrows on him. I mean, it was you guys got to check out. Maybe we'll put a picture in.Andrew
So take five, take five. Reese's. I swear I've had one of those. But then they had a while other, like we're putting pretzels in here in the Reese's.Jen
We're putting those.Andrew
Chips in here that will that one's like it's own separate thing versus irises with like one extra ingredient, you know?Beth
I gotcha. No.Jen
Yeah, Yeah. My favorite thing, I'm going to be that person today. Starbucks has their holiday drinks.Beth
Oh, would you get.Jen
The premium mocha? Okay, my favorite holiday. Interesting. So my son brought me one today, and I'm.Beth
Yes, I love Sam.Jen
I know Sam. And I.Andrew
Am.Beth
I am also super fan of Sam.Jen
Yeah, that's right. Sam dressed up as in Olympia.Andrew
The pictures were awesome. Speak at his builder.Beth
I did see that picture. That was awesome.Andrew
Yeah. For the chocolate factory. Let's see my favorite. I'll go. Well, I got two things. One I've been addicted to, so I like energy drinks. There's people that like them and the people that don't like them. Like it's definitely there's no in between. Right. I wish they would make these caffeine free is my wish. I think they're missing out on a market or having like a low calf.00:52:56:20 - 00:53:12:11AndrewThis is only like 160 or 140 milligrams for this one flavor. So here's the thing. I was just thinking about how dumb someone is. That monster. Monster. You're dumb. What flavors as I've been drinking this on the podcast.00:53:12:13 - 00:53:15:06JenIt looks like some kind of great it's part.Andrew
Why is the logo not this way for when I drink it and you see it like what it is? Oh, right. Why are they. Why am I looking at the little bit you see like the nutrition facts and like the warning label do not exceed more than five of these a day or something like that. They Yeah, the purple, the ultraviolet, ten out of ten and anything great flavor has been been great but I'll go the candy theme as far as my true favorite the I think is very very the purple bag of Skittles.Jen
Omega.Andrew
Mixed with Starburst. Take a starburst Skittles in the middle, Another stronger together.Jen
Oh, okay.Andrew
That's the party in your mouth right there.Beth
That is really good. I know it's weird. Is that Starburst? Starburst came out with their, like, Starburst minis, which are basically like, cut down smaller. They're not good.Andrew
They're not good. It's wrong.Beth
I don't know. They taste like waxy. I don't know what it is.Andrew
There's less moisture in it, if that's even a word. They're less moist, like they're.Jen
Actually dry. Oh, how I feel about that word.Andrew
Don't say that word. That's a word. There's a whole bunch of words. What's it? There's more of these from the summer. So sign up for the fabulous for the summit. If you want to know more about Arctic Words now, there's much more reasons. We'll be in Chicago next year. It will be freezing water. Amazing.Beth
And it's my favorite one.Andrew
Right by the being like we're like being out on the river. There's so much good food right there. Remember the popcorn? Like, I know this is like touristy stuff. People from Chicago, Jackie Lipinski is like, Oh my gosh, you people are so embarrassing. It's like, like, I and Key West. But the popcorn, you get them all mixed together, other flavors.Andrew
Oh, my gosh. It's so good on that.Beth
I'm starved, Pumped.Andrew
I'm pumped. Let's go. And it's October. It's our latest summit, I think, ever. Maybe usually it's like September or October. Okay. We're going back to late.Jen
Like mid October.Andrew
And I was in Dallas. In Texas.Jen
Yeah, yeah, Dallas.Andrew
So Chicago. Yeah. It'll be. Yes, I know. Get on that list. Well, let's see that is it for this week. Thank you for listening. Don't forget to become a member for free Converse all access Community app for homebuilders and developers. Watch behind the scenes video from the podcast. Frequent exclusive postings, super exclusive and analysis from the DBC team, access to private hangouts and more.BethSo bye.JenBye.Andrew
Bye.

View Details

Market Proof Marketing · Ep 309: Killer CaffeineIn this episode, Andrew Peek is joined by Julie Jarnagin and Beth Russell! The team discusses marketing blunders that, despite going through many hands, still lead to a miss… or fatality. They stress the importance of doing marketing research beforehand for the success of a new community and how the littlest detail can make the most impact. Together they agree you should NOT focus only on one metric but do your own research and find other metrics as well as look into the numbers yourself.

Story Time (02:48)

• Andrew brings up the story of someone dying from drinking too much caffeine from the Panera Bread supercharged lemonade.
• Beth shares what toilet paper holders can teach us.
• Julie asks the group “How is a coming soon community in a new market different than a coming soon community in existing market?”

The News (22:00)

• Nearly 70% of prospective buyers would buy a haunted house if it checked all their boxes (https://zillow.mediaroom.com/2023-10-24-Nearly-70-of-prospective-buyers-would-buy-a-haunted-house-if-it-checked-all-their-boxes)
• There’s Never Been a Worse Time to Buy Instead of Rent (https://www.wsj.com/economy/housing/theres-never-been-a-worse-time-to-buy-instead-of-rent)

Things We Love Things We Hate (37:13)

• Beth is excited because her family is dressing up as characters from Hook (1991)!
• Julie watched the comedy special by Nate Bargatze on Amazon Prime and enjoyed it.
• Andrew's favorite is comedian Shane Gillis!

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Transcript:AndrewHere we go. So we've just been talking about accents. I had to add, you know, I had to be at a funeral last weekend. That's not a good start to a podcast.Beth
Like there's no real breaking ground.Andrew
But so my family on my dad's side, South Carolina and Tennessee. So I told my wife, You're lucky that, like you met me down here in Florida where we're kind of somewhat accent neutral, I would say, compared to say if you're in Louisiana, there might be a little bit of Creole or French influence. Right. But South Carolina, like so Alabama right there, that's like the typical Southern accent.Andrew
And it's real.Beth
Nice. It's a slow.Andrew
Slow. Right. But South Carolina, I cannot figure them out. And they're my relatives. I'm like, I don't know. And some of them, like it's real heavy. And I don't know what you just said, Uncle John. I have no idea. I'm thinking that to myself. I'm not saying this out loud. I'm like, I don't know what he just said.Andrew
And then my Oh, let's see. My grandmother would be early nineties, one of her friends from when she was like eight years old showed up to the funeral. Crazy like so in this little tiny town, she's like, Well, I knew Betty Jean and I used to live right around the corner and like, corner, like, it's so much fun.Andrew
You know, we're we're great. We're like a melting pot of accents around here, aren't we? United States for a lot of What a fun thing. Well, should we get started? I'm just going. Anyone have any other input? Input on accents?Beth
Like you already made fun of the way I talk. So, I mean.Andrew
Let's see, Beth says bagel.Beth
But I think it's a bagel.Andrew
There's a little bit. There's like a lift in there.Beth
Some bagel.Andrew
Bagel. There's like a B bagel, like titans or something.Beth
How do you what do you what do you call the item that a child colors with that's made out of wax crayon?Julie
What are you.Andrew
Real in crayon? What do you say?Beth
It's crayon. Crayon, like Crayola crayons.Julie
Crayon syllables.Andrew
Is that.Julie
Crayon?Andrew
It's crazy. I am from South Carolina. What's happening hereBeth
NASA crayon.Andrew
Apple crayon. Right. I need something out there. This is so funny. What up? What else do I say? That's not correct. And this world.Beth
Worse than my bagelAndrew
Crayon green. Oh, my goodness. We need to get started. We're getting. We're getting distracted here. You know what? Let's get started. Welcome to episode 309. I am the ad Dr. Andrew Peeke. And with me today is Beth Russell and Julie Julie Jernigan.Julie
Hello.Andrew
She's so nice. I said her name twice. There we go. So how are you all? How's life?Beth
It's great. How are you?Andrew
I'm good. Good. We're hyped up. I have my favorite this episode brought to you by Monster as actually not. But these purple ones. This is my jam this month. As far as caffeinated beverages go. And that's my story. I'm going to talk about caffeine. So we went to the funeral. We had to drive. There's no quick way to get to Sumter if the two people listening that know where Sumter, South Carolina is, it's east of Columbia, kind of on the way towards Myrtle Beach.Andrew
But so you can fly into Charlotte or you fly in the Columbia. There's no coke to get there. It would have been longer time flying by as far as like actual travel time than just driving straight there. So he drove there was a late night for some reason. We went to Panera and I read for like car food and we didn't want McDonald's.Andrew
I don't really like McDonald's to eat. I don't want Chick fil A on something I knew like would just be like safe in the car. We're good to go. Had a few more hours left and I didn't know this but I mean try to find the name of it. Panera Energy Drink They have an error has they call it charged lemonades and would I've seen those in person.Andrew
This is the first time I've seen them. I put it on my story and the caffeine intake, the amount of caffeine in it is insane. Oh, my goodness. And it's this little tiny sign and it made me think and someone actually died from this. So this is like, sorry, everybody. This is like a tragedy.Beth
Yeah, like it was like a real issue.Andrew
This is a real issue. But the point of it is like signage messaging, communication. It's cool. It's a charged lemonade, has some caffeine in it, and it compares it to coffee, which no one is like, Oh, you're kind of like overdose on caffeine from coffee. That'd be ridiculous. Even if you go to Starbucks and you're like, I want eight shots and Eventi sure thing.Andrew
Like they're not the question. Know that we really strange to do but I'm sure someone's done it or they get to drink same drink. I'm like back to back to back. But like the flavor of this, like you would just want to drink it actually taste pretty good. I have a little bit of sample, but the signage was like, This is just like coffee.Andrew
You look at it and you're like, There's 400 milligrams of caffeine, which is absurd for like a cup. And then you drink it. You're like, I want more how it more? So that's the issue. But it made me think like, well, how is this decision made? There's how many people that touch this product. They designed the product they had, you know, maybe they had feedback from potential consumers as far as they did, like those focus groups, like what should we call it?Andrew
Do you like this name versus that name? Hundreds of thousand dollars into researching it and it still kind of got it wrong. Yeah. So I don't know. It's it's interesting like, well, what was the miss? I was sitting there driving like, what happened there? Like how many people touch this? And they still got it wrong and they're going to have a huge issue on their end.Andrew
Yeah, I'm sure we can relate to that as far as like, how do we decide on this? Like why, what is happening here? You have to go back to like, the drawing board. But more than likely I think there was multiple misses along the way. And then it just led to this not so great decision making by everybody.Andrew
So probably it's not one person, but communication so important, thinking through.Beth
Thinking through it like they have to think through all possibilities. And it's not that you have to overanalyze, right? Like don't send yourself down a rabbit hole, but like, think through something before you actually make it into your new strategy or new this case, a new product.Andrew
New product or how to pronounce a crayon Crayola have to learn how to do that now. So it's a new skill.Beth
I'm going to keep saying bagel bagels.Andrew
Did you hear it? Oh, my goodness. Julie, what do you got? What you got this week?Julie
Oh, well, this one's more of a question for you guys because somebody brought it up in a meeting and it made me laugh. So we were talking about a new community, but it's in a brand new market, so not their normal market. They build in one market, different areas in one market, moving to another market. And we were talking through the first community and she was like we were talking through search ads and digital ads.Julie
And when they were putting a sign up and when it was going on the website and she was like, I don't know, she said, I feel like I'm just missing something or overthinking. She was like, It's really just like any other coming soon. Community that we've ever done. And that made me stop and be like, Well, is it?Julie
I mean, when you're I just think it's where the conversation, like when you're opening a new community in a brand new market, what's the extra things you have to think about? And for me, it's like I think there's more research that has to be done because you've kind of already have that internal research already done. If you've already opened communities in your area before, like whether you you've like sat down and written that out or not, you, you know, kind of what to expect.Julie
I also feel like there's some things we need to start earlier because it's a new market kind of on that research part. Like we don't know how long it's going to take to build a list. And then I think also it's a little bit more of that branding messaging. I know like we don't love the branding thing, but there's also there's also you have to think about that two ways because we also got some branding stuff they want to started that didn't even have like the first location price point, like front and center, like it kind of has to start with that.Julie
But you also have to think about the messaging. So that just got me to thinking there is some different things about opening in a new market you have to think of, but in the end it is just a new community plus some exciting you.Beth
Can say, Yeah, yeah, absolutely. We had when I was at my previous builder, we went into a new market and we treated it as though it was any other new community that we were releasing. What we were not prepared for was how that market, that area did not want us there, and that made it. It's something that we wish we would have known ahead of time and would have done the research for ahead of time, because then we would have been able to have some time to like do some PR and like really do some grass grassroots efforts and get to know the community more, show them that we're not the bad guys, that weBeth
really want to build them a beautiful home. And we're not trying to do all of these things right. We would have had the opportunity to do that if the work was done ahead of time. And what we ended up finding out was that they just flat out did not want us there. And we had the hardest time selling that community.Beth
It was it was not a big community. It was a smaller community. It shouldn't have taken the amount of time that it did, but it took a longer time just because of the reception of us being there. And so I think you make a great point that it is something different and you should take. Going back to the conversations we've had about market research and and really taking the time and effort to do some research, just like Panera probably did for their drink, even though they had.Andrew
Like the same question, which is so funny, like it's almost the same type of thing. Clarifying questions for you. Beth, Did they not want you there or are they not in my backyard? We don't want new development.Beth
They did not want new maybe flavor.Andrew
Both. Okay. And then but then they took like, okay, well, brand name is the face of new development taking what I know change is so evil and bad. Who says it changes the only certainty? You know, I think Kevin says it from someone else, but he changes whatever changes that happened, change CENTCOM. What's that song by SEAL. Good song.Andrew
Yeah. So to me, yeah, And I agree with both of you. Like it's more on the product research or research of the area, just like Panera. They're getting into the energy drink category, which like, well, let's compare and contrast that. That's fun. The FDA, I don't know this. I did the research because I need to know these things.Andrew
They limit 300 milligrams of caffeine per serving of this. What is a serving? We could just have like the nozzle, whatever. You just fill up your cup and it's the serving is created by the consumer. You have a cup that holds 4 to 8 ounces, be put ice in. It would have a bit less ice. So there is no serving.Andrew
So they're starting. That was like the issue. They didn't really do this. How they got away with it, I have no idea which is interesting. But yeah, to me it's like product research really in on the product. What is in the area which you would assume land acquisition does. But I would think also the truth on the other end is like, Hey, we got a great deal on this piece of land.Andrew
It hits our numbers really well, but then there's maybe some nuances that they're just like, Oh shoot, Like we only got a proof of this. Like, Oh, we really need to transition to a townhome now because the numbers aren't matching up and now you're building townhomes and this is just an example, townhomes in a more rural area where the expectations of acreage or lease space from neighbors to me is significantly higher than when you're like closer to like city center and we're downtown where they're like, Oh, you're fine.Andrew
Go away. They're like, what, 250,000 for that? And you get like a ten by ten foot backyard. Joking me. And then I see you taking down the trees or a farm, whatever. Maybe I'll send You're the evil people, But you still sold out of that community, I'd imagine.Beth
Beth It just took a lot and it took a lot longer. It took a lot more money. Marketing efforts to overcome the objections from the top. So, yeah, it was an interesting endeavor, but a good learning experience. And I think like, I never really thought of it, honestly. Julie Until now in terms of the lessons that it could teach you regarding market research and, and public perception of your community coming in and how getting ahead of that can be extremely impactful when it comes to the success of a new community.Julie
And I've had multiple builders just here recently who are kind of working to get a spot at the table when it comes to land development. They know that they're not going to be like the final decision maker on that. But if you just get to be in there as part of the communication, you can prepare for the challenges that you may be the one responsible for dealing with down the road, and it gives you more time for that market research to be talked about and all these other things.Julie
So if you can kind of earn enough trust to get you a spot in those conversations, I think that can help a lot too.Beth
Yeah, I was doing seems like really learned how to do your competitive analysis and and understanding your market because that's how you start earning that trust within your organization that people are realizing that you know the data of what's happening within each market and why certain things are going the way they are or why a product isn't selling our price point might be too high or even why something might be successful.Beth
Even on the positive side, like your CMA is how you can get your foot in the door.Andrew
Yeah, I've always liked the idea of putting some like put your feelers out there. Like I don't want give the full details on it because they'll give way too much info with that sense of cryptic. Like people are like waiting. Like, what is.Julie
It you're trying to.Andrew
Say? This is like $1,000,000 idea, but there are ways. And if you hear this and you want to know, ask and do I see all access? I mean, this is like a tease setup. You can get feedback from the community even before your building, even before a dollar spent on land, you can get tremendous feedback. How do you feel about this, how you feel about that relatively low cost?Andrew
And I think that's a really good way for the marketers to be like, Hey, here's something I could do. Here's the expense behind it. Let's get 300 people to give us their feedback. What's the price range you're looking for? What features are you looking for? What do you not want? How do you feel about a developer developing in this area?Andrew
Be like really generic and then like, Look, you're so unfiltered or something and then you slowly get in the door and hopefully have more input on an acquisition, which is great, and then it's more successful because they're like, Hey, here, 300 people that live there, here's the zip codes, here's maybe a first name or something. You know what they're looking for?Andrew
Kind of like the middle of the pre-sale process, like, what are you willing to invest where you're looking to invest? Just do that before anything happens.Beth
Yeah.Andrew
I think everyone knows what I'm saying. So. Yeah. So what do you got, Beth? Wait. Toilet paper holders. What can they teach us? I'm looking for notes over here that's happening. I need to know about toilet paper holders.Beth
Yeah, so it actually ties really well into the Panera story. I'm not going to lie. It's a planned.Andrew
Thing. I went to Panera.Beth
I know. All right, So her good thing parents clear that up. I one of the things I love about this house is that I was extremely insistent that every single one of our toilet paper holders in this house must be a lover and not one of the spring ones. Those drive me bonkers.Andrew
Yes.Beth
And it's.Andrew
Like ten bucks more for one that.Julie
I support.Andrew
Than a metal arm.Beth
Yes, They're amazing. And they're like every single time after she told me, I'm not mad anymore, I'm just like, Look, look, look. It's just so easy. And I think my husband is less upset about the fact that I'm I'm not leaving like, little bits of toilet paper on the roll because I don't mind actually changing it.Andrew
So you're the guilty one? I'm the only one. Yeah. Shoot.Beth
So but the story or the lesson here is that sometimes it's the littlest detail that means the world to someone, Right? And the littlest detail that can make them happy or feel great about a situation. So and sometimes it's a little detail in our marketing that can have a huge difference both positive and negative, like in player's case.Beth
Yeah. So one of the things that we've been talking about with our builders a lot recently, especially going into November and December, is that there's not going to be a huge pool of people new coming in looking to purchase a home. Right. And a lot of what we need to be focusing on is our details in our in our messaging and our marketing and our budgeting.Beth
And then the details of how we are communicating with people already in our CRM who have already expressed interest and the ones that are focused on those details, particularly those personalized ones, are the ones that are going to be the most successful within November and December leading into the next year. So just remember you can learn something from toilet paper holders.Andrew
Yeah, the details make the difference. This is a side by side tangent. Like aren't there things like I think about like when we're living in our home or like let's say those toilet paper holders were like the standard ones included. Like I think all these little things that really don't cost that much money on the product side for a builder can really add up to like people being satisfied with the home that are just like the tiny little things.Andrew
Like to me, my pet peeve with our house is the distance from the fridge to the island. Like it's rather close. So we have like a little what's counter depth I think is the the name for the refrigerator that's already smaller. I'm like, if we had like a non counter depth refrigerator, it would hit the island. So then we're forced to get the counter depth there.Andrew
Kind of pain to shop for compared to the regular ones. But I'm like.Beth
And they're more expensive and more.Andrew
Expensive. Why didn't they just in my brain, I'm like, why didn't they just like, make I would've been fine with a shorter island, like take off a foot. And now there's like, so much more room to get by because you're like, you opening the fridge up and then it's maybe like half a foot from the island. So you're standing there like, Get everything out for dinner.Andrew
I put it on the counter, the island behind me making food. This is such a pain so they know it can get by in that spot, which is the main kind of okay way into the kitchen. But I'm like, This could have been such an easy change and actually would have saved money because the island would have been shorter, the builder would have made more money.Andrew
I would have been happier with the home. That's interesting. Or another one. I'm just ranting for real quick. When you built with our builder. Yeah, the option of having a paver driveway down here in Florida, that's the thing to do. We don't freeze. So there's no issues with that or a concrete porch driveway. And the great thing with them, I don't if all builders do this, but if you want to upgrade to the pay for driveway, they include the cost of the concrete driveway poured to offset the cost of more pavers.Andrew
It was like $400 more 400 to go pavers on the front, the walkway to to the front door and the back patio. If you do that, like after the fact, it would have, I don't know, ten grand to like have a redone. It looks so much nicer. I'm like, why didn't they just force everyone by? That's not an option.Andrew
Like, I know it's a.Beth
Four minute.Andrew
Profit. You have 75 homes, it's 700 more. But then the community would look so much better and the price for one of the homes, it honestly makes more sense to force that option. Like all these little things like we're talking about, I guess we're really talking about product, which in effect really influences marketing.Beth
So that is why I was insistent that I be a part of we had what we called I don't want to give the world a name for it. It was like a funky name, but it was basically like, How are we going to value build our product, especially as materials became more expensive, right? So we had a collective of people from different departments coming together marketing, sales, construction, pre-construction, all of them coming together to decide on how we what things we can change and all these things.Beth
But it's really interesting because a lot of times in, in builders, especially at the production side, the only people making those decisions are the ones who are building the houses or pricing them out. And I think it's really powerful to have the marketing and the sales perspective present in those rooms because they can be the first one to say no.Beth
Like that is a feature that people love. The reason why they buy this house. You don't the doggy door over the whatever, whatever the dog house in the room under the stairs. No, no, no. That's pretty mine under the stairs. But they call it the dog house or whatever. But it's actually I can't think of the name right now, but it's in the roofline.Beth
Everyone's going to be laughing at me listening to this podcast, but my brain just stopped working. Okay, well, basically, like they were going to, like, take them out. And we were like, no, that is people love those. Love those.Andrew
And so dormer a.Beth
Dormer, dormer dormer, dollhouse dormer. Yes.Andrew
Thank you. So you mean. Yeah, it looks like a little dog house.Beth
I mean. Yeah. And so, like, it's it can be it adds it's it adds money, obviously to the exterior of the home and the cost of the home. And it's like, okay, do we really need to need it? We can shave $800 off the price of the home, the cost of billable blah. But like that one feature made it stand out.Beth
That particular floor plan made it stand out amongst a bunch of others and people loved it. And so you take that away, you're going to start selling less of them. You're not actually making that profit back.Julie
Well, in Andrew's example, if you made that island a little smaller, you can promote that as a new and improved floorplan. So as a marketer, when you make those changes, people love new things and they love to get, you know, an email about brand new this is improved, so use that to your advantage When you do make more plan adjustments.Andrew
Our floor plans elevate your living. I don't know. I just made it up, but something where you could have this whole like elegant name go to Chad and ask it to, you know, make a name for you and then change your name slightly.Beth
And say that if you use the buyer's feedback, like and this Andrew Pete guy kept complaining, we listened and now.Andrew
These words, but he was like, you.Julie
Know.Andrew
It's from South Carolina, so God bless his basil lessons. Oh, man. I think I think that might be for storytime. So let's move on to the news. This one's fine. This is from Zillow. I'm like, What's happening here? So nearly 70%, 77 0% of prospective buyers would buy a haunted house if it checked all their boxes. Is this how desperate people are?Andrew
Like Jesus, That's that was my feeling on it. Like, if you find something that might be haunted, it might have a basement roommate that you don't know about that comes out at two or three in the morning. But, you know, we can afford the home, so we call like we're good with it.Julie
No. Would you all, would you all. I'm definitely in the 30%. No way.Andrew
Way. You're in Louisiana. There's like people that do like voodoo and stuff like that, right? I feel like that's.Beth
Like, the same.Julie
With that stuff. I do not mess with it. I'm like, Oh, there's people I'd do that, like, threaten my kids if there's a Ouija board at a sleepover. Do not like I'm very weird about that stuff, but I'm in the 30% that I would pass on the haunted house. No matter how good it was.Beth
I think when you were younger and the craft was like that movie came out, Do you remember in the nineties when the craft came out? Did you ever do like I remember I, me, my friends were like, obsessed with the craft, which is horrible.Andrew
What's that? I think of the movie Paranormal Activity like, and that's what people are buying like it's Paranormal Activity, that movie, which was a dumb, dumb movie. I don't, I don't know. I think I would I would pass on a home where there was like, tragedy, like it was known or like, but haunted is kind of like, what's that mean?Andrew
But if like, hey, like, just so you know. Disclaimer Four years ago, a family of six was murdered here. Okay, we're good. Like, we're gonna pass. No, like, we're we're definitely good, But maybe that's haunted. Maybe that's what they're classifying as something bad happening.Beth
And I'm not real desperate times.Julie
I think they should market new homes. Like, definitely not haunted because no one else has lived in this home. And that would be like, sold. You know, that's thrift a lot. Like, I love going to thrift stores and buying stuff. And like, you read these stories about like, you know, people bringing items and then bad like I'm very weird about that stuff.Andrew
Yeah. You still thrift that's I think that might be why you like a little bit it's kind of dangerous like I'm a go thrift but you know this item who knows it.Beth
Might get me my.Andrew
You need like sage it and all that stuff. It's clean, it's cleansed. We're going to throw some holy water on it.Julie
Like some kind of creepy dolls. No creepy mirrors and, you know, creepy dolls.Andrew
It's got none of that or no, like, weird basement things going on. Fortunately, I'm in Florida. There's no basements or you're under the water. Yeah, I don't know. This is interesting. I'm put under the interesting category.Beth
I like their attempt at seasonal content, you know, with the data. Yeah.Andrew
It's good. It's like, do they want this to go viral? Like, I think there's things companies do like remember a while back, Amazon, they're really pushing this drone delivery and it was before drones were really accessible. Mine's like right behind my chair like you could Amazon to get one and 4 hours like it's right there. This was like, Oh, you have a drone.Andrew
Oh my goodness. Was crazy. And so they're saying, Hey, we're not going to deliver packages with Amazon Prime via drone. And to me I'm like, this is just a CEO play like they're getting earned media PR and then they're getting 100,000 links pointed to their sites from great websites and that's going to help them rank a bit more.Andrew
So I'm like Zillow, is that what you're doing? If you're listening, let us know. But you're right, it is timely with October.Julie
So I want I want a builder to write a blog post about how we can guarantee that your house is not haunted. Okay. Yeah, because it's brand new. There's no one else. I have your.Beth
Yeah, but I like that messaging better than no toenails. And our carpet.Andrew
Is that quick. When leaders. I think you're the toenail guy with the use carpet going like do you really want that. Do you think about that. Yeah that's new is you could sell new so much easier. Let's see let's go to the next one. This one didn't work for me, but we'll pull it up here. So this one is from Wall Street Journal.Andrew
There's never been a worse time to buy instead of rent. I mean, I know what holes I want to poke in this article, so I'll go last. But what did you guys like about it or not? Like about it?Beth
Well, I couldn't read the whole thing, so because it was restricted. So.Andrew
But I did include the Twitter. Yeah, the tweet.Beth
Yeah, that's what I was. I was kind of going through that. And just like the rising cost to buy versus the rising cost to rent. And I think the biggest hold a poke on this, of course, is that people still need to move. Right? Right. And the rent, the cost of rent is still continuing to rise. And so what is the long term cost to you over your lifetime and the lifetime of owning versus not owning?Beth
You know, the reason why we have purchased three homes at three different duty stations is because now when my husband retires out of the army, we have net worth, we have something. We have accumulated wealth through the home, the homes that we have owned and then rent it out. And so when we sell them, we'll hopefully knock on wood being a good place.Beth
But we have friends of ours that have moved from state to state, state to state and have never purchase a home before, and they will not have the same wealth when they leave the army and they won't like what are they going to do? They're going to buy for the first time in their forties or fifties, depending on whatever they decide to retire.Beth
And I mean no judgment like everyone is different. But like the VA loan is such an amazing tool and the cost to rent is actually people are like, Well, when you own you have all these maintenance, you have to do all these things about renting, like you still have to do maintenance, you still have to do repairs. When you move in a move out and security deposit, you have to, you know, sometimes have to pay for places to get painted.Beth
I mean, we're not discussing, so we don't have to do that. But like, there's there's additional costs that still occur when you're renting and you're paying someone else as well at that.Andrew
Right. 100% interest. Yeah.Julie
And you have no control over when your rents get right. I mean it can be a year later. But what I'm saying is, you know what, your mortgage is going to be your paid what you paid for the house at one time before, you know, real estate normally goes up, rent is going to go up. Probably most years.Julie
So I just think it needs to be back to the research. You need to know what if if you sell a lot of first time buyer homes, you need to know what rents are in your area and you need to be able to have that conversation like Beth was having of the advantages of why.Beth
Yeah, and there's a bigger picture to this in both directions, right? Like some people just don't have the ability to purchase a home because they can't qualify, because right now the average income needed to qualify for a home average home is like 114 her $15,000 a year. And there's just families that don't have that even at adult income level.Beth
So like, that is still true and there's still people that can't afford to purchase. And so they are having to rent. But I mean, both are on the rise. That's the reality.Andrew
Yeah. Both. So the chart we're looking at is from bar chart. It is a Twitter account which really just I understand they just take popular subjects and they throw it into a chart and then it is a great place to, to view them. So to me, the first hold up, okay, this is like this is just the average mortgage and then the average rent.Andrew
It's not I'm in some of the Florida or ZIP codes that we would find acceptable to live in to make it simpler. 33777337763357. To write rent for those areas for a four bedroom, two bath, 2 to 2500 feet like a family ish home. Right. Maybe it could be a little smaller but like 3500 to 4000 is what you will pay for a detached home for that.Andrew
That home would sell for around 500, 4 to 500, depending on like what street and like all that sort of thing. So like, this is correct, but I'm like, okay, we still go down to like the individual. I think it is not the most accurate set of data because it's 2700 for what? Like what size home, what mortgage amount is the 18 it's comparing 20 $700 Is the average mortgage now versus 1845 Is the average rent, was that for a two to is that including a bunch of one one studios or one one studios in like outside of downtown or not even close to downtown, which those might be 1200 or 1800.Andrew
And just comparing all mortgages and X amount of time, which maybe there's everything's gone up, there's less first time homes or like entry level homes. So like that's going to skew up everything already. So I don't think it's I don't think the data is really actually fair or comparable. But everything you guys said is 100% true. Like your mortgage is locked and insurance could change property taxes on change.Andrew
Those things will continue to rise up. But your actual mortgage is locked in for what it is. And I always thought, you know, rent is 100% interest, like you're losing all that, but then you gain flexibility to move with after your leases up. Or if you could get out of it. Yeah, but how do you but we start to counteract, like if people are seeing articles like this, we still have to sell them otherwise because we still need to sell, but people will.Beth
Move. There's an interesting lesson here based on everything that you just said.Andrew
Let's see.Beth
The circle. Let's see what this looks like. But this is someone taking data and delivering it in a digestible way and creating a story around the data. Right. And every day as marketers, we need to be able to do that. We're sitting here and we're poking holes in all the data and asking relevant questions and telling the different stories that this data could also be potentially showing us.Beth
So I think like there's a lot of skill that just unfolded in this conversation, that skill that marketers need to be practicing right now.Andrew
Genius. That's why you're here.Beth
It just saying just don't deliver charts.Andrew
And it's one metric, right? But we kind of like kind of get a little whatever. We kind of get some attitude. We're like, this is one metric. It's kind of one metric. There needs to be like square footage, bedroom count, something to like make it a bit more precise versus just average mortgage versus average rent. Yeah, but I.Julie
Heard not that many. 3000 square foot rentals are not as many as there are 900 square foot rentals.Andrew
On a percent. Yeah I agree. They need to put like Yeah I don't know Bobby, I don't. There's any mass way to that be applicable to like the whole United States. What third metric to throw in there. I don't know if you want to think about but I'm gonna start following bar chart a lot of finance stuff. Like it's not.Andrew
Yeah, it's definitely nerdy, but it looks like a lot of fun to go in there.Beth
And get some inspiration from the charts that you see in the data that's being showcased. How many times you guys get asked, like what data points should I, what metric should I be focusing on? Like.Andrew
That's such a hard question, isn't it?Beth
Because it's it's not just like I think our fear and you can correct me if I'm wrong on this, especially you, Andrew, being the ad doctor. Like if you focus on one metric only having a pasty, a self certified Ph.D., but it's.Andrew
All dollars.Beth
Even if you only focus on one or two metric points and tell the story around that consistently, then you're missing parts of the story and you're not painting that whole picture.Julie
Yeah, and everything you need to know doesn't necessarily need to be reported to other people in the company. And leadership like you need to take all that data and then give them something more digestible. If you tried to just dump all the information out, we're telling you to keep track of on other people who don't have any context.Julie
You're just in for lots of questions and probably conclusions that you didn't want them to reach since they don't have the full story.Andrew
Yeah, I agree. So I'll lean on my funny Instagram handle and kind of nickname the ad doctor. So I think we've all had bloodwork done. Raw old people here on the podcast aren't me. And so you have like, thank yourself. You're welcome. Everyone's welcome. I feel old sometimes, like I had echocardiogram like two weeks ago, like that's some old people stuff.Andrew
Who's had one of those antibody a bit Beth has, Yeah, there we go. That's got all the stuff. So if you do your blood work right, you have like p you have like I here's your red blood cell count, here's your inadequate, here's all these things that are related to blood, here's all these related to cholesterol, here's all the very liver, kidney, like two different systems of your body.Andrew
So we're not doctors on here, but we are marketers. So there's let's say you get your panel on. There's 40 different metrics there, monitoring. They're all connected together and you're like, Oh, Weiser, Hematocrit high. That's like the density of your blood kind of way. You're dehydrated because look down here at this metric, that means you're dehydrated. It's gonna make this one higher.Andrew
So we need to understand all these things and then explain it to our internal clients, which would anyone you're working with Or like your patients, you can't be like, Hey, look, your matter gets high. You need to. That's not good. You need to go give blood or something. It's like, No, you're saying drink of water. What's wrong with you?Andrew
So we need to explain it in a way that everyone understands what we're talking about, but we don't need to go into the science all behind it. But we definitely need to understand it. And if we understand it that we can control it, we can manipulate it or have influence on it, and then we can have better outcomes for our patients, whether they're not doctors.Andrew
So better outcomes for our builder. But if we don't understand it and how are you going to influence those, we might push the wrong levers or do things that will then send it in the wrong direction.Beth
And the whole point is that you can't understand it by only focusing on two data points. You have to understand how they all work together.Andrew
Kind of all of them. And over time you'll get a better picture of the whole systems. You're like, Oh, it's all connected. It's all connected. And then you'll have this like, I think epiphany moment. Like, Oh, this is actually not that challenging anymore. Yeah, I guess that's, that's a point. And two or three or four or five years in your career, like what used to be difficult is now like kindergarten level 1 to 1.Andrew
It's going up and up and up. If you if you love it, if you're passionate about it, then those things will be like, super easy to do. Oh, man. Well, there we go. That's it for the news.Beth
That when an unexpected root. But I like.Andrew
It. Yeah, it worked out. It worked out well. Current favorites. Beth, what's your favorite?Beth
Halloween is big in our house. We actually shared this on I don't know if was a marketing thing call or what of like different family themed Halloween. We are that family that go hard for Halloween. And so like over the years our favorite has been hocus pocus as far where Berkeley and I were. Each of us were a Sanderson sister and my husband was Billy.Beth
So stay tuned for our family. Call tomorrow, y'all. You might get a peek at that Billy mask. Do it and do it. Just freak everyone out. So, yeah, we've done a ton of stained costumes over the years. We absolutely love it. I'm going to be really heartbroken when my kids are too embarrassed to do it with us anymore.Beth
But I know that day will come. Having come yet.Andrew
Like them, they might take a payment.Beth
Yeah. Bribe them with something. It's fine. Hashtag good parenting. Yeah. So this year, we're. I don't know how we came about this. I forget who came up with the idea, but we're doing hook.Andrew
Like Peter Pan.Beth
Yeah.Andrew
Like Robin Williams way back in the day.Beth
Yeah, My husband is Hook, so that'll be fun. I'm Wendy Berkley is Tink think about.Andrew
As in.Beth
Say, fitting. I think she probably came up with this honestly.Andrew
Probably the.Beth
Sound or what.Andrew
Sounds right.Beth
It sounds accurate. And then Cullen is Peter Pan and he has a sword, so he is high up.Andrew
There we go. He's got. He's got the sword. Oh, man, I don't we've never done that. I don't think we've done, like, random things, but like, that's I don't really like the effort of finding a costume, thinking about a costume. There's something I'm like, I don't.Beth
This is too much.Andrew
I'm a holiday person, but I'm a holiday person because of the food. So and there's really like, what food is there with Halloween? I like candy.Beth
But I.Andrew
Don't I would.Beth
Eat, but.Andrew
It's more my.Beth
Brownies. And you would like it more like bran.Andrew
Yeah, but. But I mean, it's like Thanksgiving, though, so Thanksgiving is great because you got all the desserts, all the food. Yeah. Julie, you have any current favorites? I'm trying to think of one right now. I know I got one.Julie
I watched the comedy special by Nate Lagasse. Is that his name? Oh, it was really good. It's clean. And so you can listen to it, like in the car or something. It's on Amazon. The only downside is I had Nate's hilarious. I had heard like half the jokes already on scrolling Instagram, so that kind of ruined part of it.Julie
But that's worth listening to. And I'm not like a comedy special kind of person. Like, it's just not normally my thing, but it was cute.Andrew
Yeah.Julie
I'll think about watching Parks and Rec right now, which I know is old school, but that first.Andrew
Time or like, is this like a repeat show? You do it all the time.Julie
I've never watched it all the way through. I mean, we've seen like, that's like a few, but we've never watched it all. And so that's usually what we do. My husband and I, we pick like a sitcom or something and just watch it all the way through like one night. And so that's what we're on right now. So that's fun.Andrew
Now, why don't I take a long time? We enjoy Parks and Rec. We go to the office, Seinfeld, Parks and Rec, sometimes New girl, we get thrown in there and then like a pop up like we are. This is not a favorite. Definitely not a favorite, but we're watching it. £1,000 Sisters on TLC. Oh, are.Beth
You and Kevin with your reality TV?Andrew
I usually don't like reality TV, but this is just so I mean, there's a lot of this is I'll talk about it then I'll tell you my favorite, like the extremes are interesting to me, even though this is like to me, it's really sad. I know there's like, they're kind of funny little things, but I'm like, ooh, like this is truly addiction.Andrew
Shine I'm not trying to be so serious on this podcast. I got a smile on my face, but like, this is addiction. There's like mental health things to deal with of why do you choose to eat all this stuff? So that's interesting to watch. But say, Shane Gillis, I really enjoyed him recently. As far as comedians go, how did you find Nate Bogosian?Andrew
Julie Oh, I think for me, I mean, Instagram. Okay, So I found Shane Same thing, Instagram. So that's really interesting as far as like new people to their funnels is Instagram, TikTok.Beth
Spinning.Andrew
Reels. So Shane Gillis I think comedy should be on the edge of maybe offending a lot of people, maybe not. And he kind of likes that one.Julie
He's super clean.Andrew
He's yeah, he's fun. I like him. But he's gay, right? He's clean. Like the Yvonne. He's from Louisiana. I'm not sure if you know the Avon.Beth
He. No, I know. Feels like there's probably real world or road.Julie
Rules that's how. Yeah.Andrew
So somehow he's like, around for a long time. That's crazy to me like he should've thought. And I think he's hilarious. He's definitely out there like he's he has problems to deal with, but he's, he's funny, he's unique. He's. He's interesting. But so Shangri-Las he's my he's my go to right now as far as comedians go. Let's see.Andrew
Well that that's it for this week We have anything else to add like we're in charge here bosses way we're we're here to play.Beth
What's it?Andrew
Hi, There we go. Well, that is it for this week. Thanks for listening. Don't forget to become a member for free. Do you converse all access community app for home builders and developers? Watch behind the scenes video from the podcast. Frequent exclusive postings and analysis from the USC team. Access to private hangouts and more. Until next time.Beth
Have a good one. Happy Halloween.

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Market Proof Marketing · Ep 308: The Lag EffectIn this episode, Kevin Oakley is joined by Andrew Peek and special guest Amanda Martin, an Online Sales Coach here at DYC! Amanda gives some insight into personalization and how far an OSC should go to find an emotional connection for a lead. The team discusses “the lag effect” and the importance of marketers helping their team to understand it and their thoughts on a new Ai rollout of celebrity lookalike chat bots.

Story Time (04:29)

• Amanda quoted Kevin during the Summit “There’s never going to be enough emotional drive or urgency if they don’t pink something that there’s any fear of loss in.” and was inspired by it!
• Andrew talked with a builder whose content featured the possible objections of their townhomes instead of featuring its positives.
• Kevin talks about "Lag times"

The News (36:15)

• What are Meta's AI Personas, and how do you chat with them? (https://mashable.com/article/meta-ai-personas-explained)
• Alexis Rivas on X: BIG news for ADUs today. (https://twitter.com/alexisxrivas/)
• Google’s AI-powered search experience can now generate images, write drafts (https://techcrunch.com/2023/10/12/googles-ai-powered-search-experience-can-now-generate-images-write-drafts)
• The Q3 2023 Online Sales Benchmarks (https://www.doyouconvert.com/blog/the-q3-2023-online-sales-benchmarks/)
• Homebuyers Must Earn $115,000 to Afford the Typical U.S. Home. That’s About $40,000 More Than the Typical American Household Earns. (https://www.redfin.com/news/homebuyer-income-afford-home-record-high/)

Things We Love Things We Hate (01:01:46)

• Amanda is loving her role of coaching
• Andrew is loving his task management tool “TikTik.com”
• Kevin’s favorite is the Pro Builder Professional Forty under 40 list!

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Transcript:KevinI think it's Kylie Jenner on here.Andrew
Okay.Kevin
As an option. Let's see.Andrew
Maybe a good option Is this Mr. Beast?Kevin
Okay. Tom Brady.Andrew
Okay.Kevin
I feel like Taylor Swift was supposed to be one of the options.Andrew
Let me see.Kevin
But there are. There's 15 and total. I think, including Alvin the alien.Andrew
I like the alien. Now that I. I'll trust the alien seems trustable.Kevin
Bob. Bob, the robot here kind of gives me vibes of short circuit, Like one of the best movies from the eighties of all time.Andrew
Don't you feel bad for that robot? But you develop.Kevin
John. I mean, Johnny five is alive and you can't find him.Andrew
I need to revisit this movie. I haven't seen the movie, but it's been years. It's been years, okay?Kevin
I mean, I would I wouldn't be surprised because you're young and. But.Andrew
Young'un, I'm an I'm in that cut off. Where? Let's see, when, like, animated movies really took off with late nineties and has before them but like Pixar was 99 I think with Toy Story I think that kind of shifts. Like what shows did you grow up as a kid? They went to Blockbuster for and it was an animated, nothing animated, at least for me.Andrew
It it's like, okay, then kid got stuck watching those for like what I playing for the kids now like, oh, I don't know. Like, did they need to watch all the James Bond movies for like the Silhouette music intro? I be like, Oh no. But I was I think we grew up with that. That was that was usual for them.Kevin
Amanda What was your childhood media content like?Amanda
Oh gosh, just some of the classics like Tom and Jerry the Road Runner, you know, like, Okay.Andrew
Yeah, like a weekend.Amanda
Like that is classic and stuff like that. I mean, that's like gone way back.Andrew
But The Simpsons, I guess The Simpsons were on there. I mean, I grew up I remember memories of like Seinfeld was on all the time, like all the time. Seinfeld is like Seinfeld. Frasier is like the same order and just knew what it was be on.Kevin
Apparently, there's a new Frasier show.Andrew
Oh, you can't because there's no family anyway. Oh, man, It's probably not the same.Kevin
We should. We should go and start the show.Andrew
You should. Let's do that.Kevin
Welcome to episode 308. I'm Kevin Oakley. And with me today is Andrew Peek and Amanda martin.Amanda
No, no.Kevin
And Amanda claims she's never been on the podcast before. I don't know how it's possible.Amanda
I don't either. But here we are.Andrew
I cannot believe that. But Amanda, you would know, like, if we're out here before. So, yeah, that's right. Got to believe.Kevin
You. It's your truth. How long have you been on the team now?Amanda
Oh, man. About four and a half years. Right at it? Yeah. Yes. That's crazy.Andrew
I. I don't believe that The.Kevin
Reason that my memory and this might have just been like a teen call that we were on, but I just remember giving you a semi hard time. But it must have just been like sea questions when you first joined anyway. Yeah, sorry. We should. We should have had you on the table. Everyone watch. What do you do here?Kevin
Yeah. TV For those who may not know.Amanda
I'm an online field coach with Jen and Jesse and I help you know, everything with online sales, coaching, new offseason and lifting with these and ramping them up for success, helping with onboarding all the good things. I love it. It's so great.Kevin
Helping out with Online Sales Academy. Oh yeah. Leading sessions at the at the Do you convert online sales and marketing summit doing all the things so that's why I just.Amanda
Kind of things Love it.Kevin
Well, now, sorry, Jen, you're just going to have to come on once every quarter or six months because Jesse and Amanda are.Andrew
Taking over.Kevin
Taking this.Andrew
By. I feel like you're like an O.G., because when I started way back in the day with with the convert you were with, I believe, at Royal Oaks Home.Amanda
Yes. Yes.Andrew
Way back in the day, y'all had amazing videos because I feel like the accents and everything are just so, so different. But also, like, you worked amazingly together. Yeah, that's. That's going way back. So, you know, it.Amanda
Is way back. And you sort of.Andrew
Years.Amanda
You would like, made us for us like late, late at night and they would just magically be ready the next day or.Andrew
Definitely.Amanda
Kevin America. Okay.Andrew
That was but yeah yeah. Those fun times. So we go way back. This is, this is good.Kevin
Okay, so, Amanda, story time, no pressure. First story time in four years. Yeah, I'm one of the best on the team. What do you got for us?Amanda
Well, I do have a story for you and question for you. Kevin, Did you know that I quoted you in my session at the summit? Oh, no, no.Kevin
You didn't go to the cloud, first of all. But only if my my head is not on the image. Like, there's just something.Amanda
Okay, Images.Kevin
Just like, what.Amanda
Was it.Kevin
About pancakes or was it actually about someone else's?Amanda
I shouldn't have done pancakes. I would have been good. No, no, it wasn't, though. It just really stood out for me. And one of your Pulse episodes. I even read blog about it, so I don't know if you know you're famous. Yeah.Kevin
That's a good hint.Amanda
Yeah, You said, Kevin, that there's never going to be enough emotional drive or urgency. If they don't pick something that there's any fear of loss, then. So that really just inspired me to talk about the like thing. One part about this, though, at the summit, my session was all about the power of personalization and part of it you talked about selecting one and I used your quote and I related that to when I got our second cat there.Amanda
Anyway, that was fun. So that was my that was my story I quoted, you know?Kevin
Okay, now I have questions for you. Yeah.Amanda
Okay. So let's here.Kevin
I think the perception, maybe misconception about online sales is that getting to one doesn't really matter because you're just kind of giving them general information and you want to get them as quickly as possible to the on site team. So talk to me about when when is it necessary to apply personalization. Can you get go too far in that attempt?Kevin
Is it is it even possible to to go too deep in personalization, do you think so?Amanda
I think I think you do have to it. Well, I'm first of all, because, you know, you have to you have to learn enough about them to be able to recommend something for them. So if you don't if you don't take the time to fully qualify them and learn their story, you can't select one. But if you've done your job, then you should be able to select one, right?Amanda
So I think you have to do that.Kevin
Do you mean I am assuming, but I want to clarify. You're talking about community. You don't necessarily have to get them down to a particular hall. No, but you got to find something to.Amanda
To find something. Yes. Yes. They are emotionally invested in something that's going to be a good fit for them based on what they're looking for. But yeah, community is great. Sometimes you'll get down to a floor plan and if that's, you know, a big must have for them.Kevin
Or you're on your lot builder and there's nothing else to.Amanda
Of course Yeah, yeah, yeah, yeah. You can't you can take it a little bit too far I guess if you, you know, qualify them out of thing if they don't want to get too far. But definitely a good idea to learn their story and select on and to become emotionally invested in it. So yeah. Yeah. I love your.Andrew
Last makes sense.Kevin
The last qualifying or and I'm just an insanely curious person so.Amanda
I love it.Kevin
When you were just talking about that, it made it feel like it's okay for the online sales person to have an opinion on what's best for the customer based on what you learn about them, which I'm maybe if listening is like, Well, duh. But again, I know, I know sales managers and onsite salespeople who are like, Oh, online salesperson is just supposed to absorb and direct the customer on whatever it is they already came in on.Kevin
And I think to me that connects to this is an older number. I don't I actually don't know where we are currently, but I remember doing analysis of Heartland of about one third of the people who came in as a lead for one community ended up becoming an appointment for a different community after verification and personalization was made.Amanda
So of that. Yeah. So the leads, they don't know everything that you have to offer and that's why the OSD is there to really be able to give that easy button. And that's also why it's great to have signage numbers go to that. With me though, like a story, you know, I had someone going out that was driving out path.Amanda
The community they call, they were interested in that, but it completely did not fit what they were looking for at all. And I was able to reroute them to a different community that was a great fit. So, you know, just because they have to show up somewhere that you think they're interested in something doesn't mean that that's the best fit for them.Amanda
And you're able to provide them with that knowledge because you know all the products, you know. So it's all about uncovering what they're looking for and giving them that easy button and directing them to the right place. So.Kevin
MM Yeah. The place that people are headed with over the automated systems, we're saying, well if Amanda asks for information about Happy Acres, this is easy. I just load up information about Happy Acres and I send it to her in little bursts over multiple different channels. And and I think that's dangerous because, again, just the reason that someone reaches out is not a clear connection to what it is they ultimately will purchase or even what they're most interested in.Kevin
Yeah. So I think I think that's interesting thought, too, is that at the end of the day, no matter what else is checked off in the CRM, no matter what pages said they came from there. A prospect for a home above and beyond any particular community or floorplan. It's not that it can't inform or shouldn't inform.Amanda
Mhm.Kevin
But you can't just say oh well they asked for Happy Acres, I will schedule you an appointment via text in 30 seconds at Happy Acres because I can, I can make that happen.Amanda
Yeah. That's exactly right. That's why I exists.Andrew
Right. I just, I can't imagine any automated solution I could build like the emotional momentum to then that increases the appointment kept ratio. That increases like it just gets you along the funnel quicker. Like imagine you hear Amanda close your eyes and Amanda's like, you call. It's like, you know, I think that communities like selected, that might be good for you but we have this other one and then you and your great voice, you're talking, talking and you're like, Yeah, yeah, yeah, let's go, let's go.Andrew
I want that versus reading something on the screen. And it's a robot and that has no emotional like it doesn't create any emotion within Yeah.Kevin
I mean any attempt at fake emotion oftentimes comes off worse than no emotion. Honestly.Andrew
Happy, awkward, like this. Yeah.Kevin
You I don't know what story you would both use as my example. For me, it's typically like Home Depot or Lowe's.Andrew
I like Home Depot. Don't like Lowe's.Kevin
The same Lowe's I only looking for their they have seem to have a better power tool selection generally than Home Depot does or a larger one. But other than that, I agree with Abraham. Yeah, but you know, when someone offers you assistance, you have kind of this built in thing of I mean, I really do want as is internal talk now.Kevin
Kevin Internal talk, Yeah. I definitely want assistance finding this one size particular special fastener that I need to replace on something in my home. And all I have is the broken one and I have to go line up the right side. And this is obviously a real world example that have a salad go. But someone's like, Hey, can I help you?Kevin
And everything inside of you is like, Yes, I want help, but I really doubt you're going to be able to offer the help that I need or just be an expert that I need versus just taking up my time. Like we've all had those experiences where someone's like, Oh yeah, I'll try to help you, and then they lead you to like the plumbing section.Kevin
You're like, No, but like even I know that fasteners are aisle five, so that's where we should go. And so I think there's always this thing that online salespeople and salespeople and even marketers with some of our messaging has to get through is like the relief that you have as a consumer. When you finally talk to an expert, it truly is just the feeling of exhaling.Kevin
It's like, Oh, okay, Amanda knows her stuff. And that's what I'm saying. It's this fine line between overconfidence, oversimplification. You want this, therefore you go there as soon as you can become an actual expert and the consumer trust that everything changes, no matter what the emotional state of either party is beforehand. It's like, okay, okay, I could totally be convinced that I don't even need the fastener.Kevin
I thought I came in with that as a replacement. Maybe there's something better, but that person's first can have to prove to me that they're not just making stuff up.Amanda
And they also have to understand your story. What you're going to use it for on the right. How can they make that recommendation?Kevin
Yeah.Amanda
Mm hmm.Kevin
Yeah. So it's this weird. It's the same thing talking about interest rates right now. You know, interest rates at 8%. I don't know if that's I think we've talked about that enough on other places. We're not going to talk about that in this news. But interest rates, mortgage rates going to 8%. There's a whole bunch people saying don't talk about interest rates.Kevin
It's not a big deal, just end. And it's kind of like, well, if everyone knows it, I, I don't think you can completely avoid it.Andrew
Yeah. Yeah. You're crazy not talking about it.Amanda
Mm hmm.Kevin
Like not talking about it or having at least some planned responses for the, like, common objection or statement. Because, again, as a consumer, I would feel it's my job to to be a good customer and to protect myself in this engagement, I would have to be like, you know, we're just a little bit concerned with how high interest rates are right now.Kevin
Yeah, if a customer didn't say that, that would be weird, unless they just know they're paying cash. It's the same the same thing as again, you go to a retail store, do you need any help? The default reaction to protect yourself is no, I'm just looking. It's just what our job is as consumers. That's great.Andrew
Andrew Yeah, I had one. I think I'm to shift that over to favorite things. I had him because like literally right before we started, I'm like, I just use this in the example of why I like this piece of software, so I'll save it for favorite things as it's more appropriate. Okay. Townhomes. I love townhomes. They're my favorite.Kevin
They're that's I don't is that is that true?Andrew
That's not true. That's not true. I'm not true at all. Because I think that's like my first if I had to be like, what did I first learn coming to to do? I see. And like, I was like, Kevin, why are townhomes always like the issue? Like it was almost like a bat in my head. Like, all right, about this is about a townhome for something struggling and like 2017, 2018 it was townhomes, but two weeks ago, two weeks to three weeks ago, I had to call the builder and is about a townhome product and I was looking through their photos.Andrew
It's a coming soon. The price is really nice. You're like, really that price like, but it's a little farther out. So there's all these challenges with it. And at the end of the call it really didn't go the direction I thought it would, but we really uncover that a lot of their content highlighted the objectives as and they like made the objectives valid against townhomes.Andrew
Like unintentional.Kevin
You mean objective objections? Objectives.Andrew
Okay, This my back. The objections? Yeah. The objections were they were like featuring the objections. Like what do you hate about townhomes? They didn't because their photography is so standardized that the way they photograph townhomes is the way they photographed single family homes. There is no intentionality as far as like, okay, cool, this is a I only how the product here, maybe it's 25 feet wide.Andrew
Maybe. I mean, our home is sprint. It's 30 feet. We're on a foot, 40 foot lot. So we're at a 30 foot home.Kevin
It's pretty decent for them.Andrew
So it's 20, 25, eight. But all the photography, the angles were not featuring like depth. And so in town, home is more like, what do you hate about it? Or why would you not choose this townhome? They're small and cramped. Okay, so the photography should feature mostly images that feature like the length of the home, right? That's going to be it.Kevin
You don't have to document the entire crime scene.Andrew
Correct. Like, let's make sure it is showing like it feels big and spacious. What he also not like phantom asylum's privacy. These include a fence in the backyard that are like it cuts off the backyard where I think it's like a 12 foot fence. You could barely see it. And the photos, as far as like separating you, your back patio from the neighbors, you could barely see it.Andrew
So I'm like, hey, if they feature at every it's like they only needed these big shots of the whole building. This I think there were six units per person, per little per building. And so I saw all six. So like me and Alex, really small, it didn't focus in on like, hey, here's like the living area of your outdoor living area and it says example after example after example, in the order of the images, I'm like, if you showed number three versus number one, you might be able to hook them and create like we talked about with Amanda, like enough emotional excitement, like, oh, you know, that actually does look more spacious.Andrew
And I'd expect and then you tie in to the fact that like more for all rural area where this townhome project is being built, I think there's as you go farther away from like downtown, there's an expectation of land and space. So a townhome close to downtown to like that's perfect for me. You put that 25 miles outside a city center.Andrew
People were like, I could get a double wide on 45 acres for 250. Okay, And you're trying to give me 3000 square feet of yard space if that even. Yeah. And why would I do that? Like so your everything they did was the opposite content wise and like, Oh that's really interesting. I've never looked at photos of townhomes.Kevin
So instead of I guess I want to clarify that like his clarify and what instead of instead of knowing that those are the objections, is your point and then creating content that speaks to them as No, that's not really a valid objection. You just have a misperception about townhomes are are different. You're saying all of the content just affirmed the likely objections?Kevin
Yes, It didn't because didn't always talk about Smucker's is one of my favorite Smucker's. But the name like Smucker's, it has to be good. It's they know the objection would have been when that first became a brand. This is a weird sounding company. It sounds like just smacking saying I mean, it's just bizarre.Andrew
It is.Kevin
So there's there's definitely a technique or approach of saying, I know what the objection is going to be. I'm going to hit it head on with answers or solutions or or different viewpoints. You're just saying that was the big miss.Andrew
Is big mistake. Yet it made it made you go like, well, this is why I don't like townhomes. It's what I gathered from it. And it's like this builder. They're very process driven. Everything standardize. You've got to recognize their photos with even at least I can without their name on it. So but they're all great. Like they're they're doing an amazing job.Andrew
But the townhomes are photographed the same way as a single families. The buildings are the same way. And I think that's like the not the issue, but it's like, oh, they could probably like I'm like in one here. There's it's a three, three floors and there's four units in the building. And you go like, well, we're I park like it never feels like where's my home within this.Andrew
And I think they should like just focus on the unit versus the entire building. As far as the big exterior, they only the kitchens and it's like, well, this kitchen's actually pretty spacious, but the way they took the photo, you can't see all of the kitchen and the shape. And so it looks like there's one countertop to cut something on.Andrew
And then once something like cooking, you're like, This looks miserable to cook in, it's tiny. And so they should have just had different angles on it. And you keep going to go and you're like, Oh, everything I do, it makes us feel like it's a small, cramped townhome they really don't want to live in. But you'll have to settle for versus like, Oh, it actually looks like a nice place to live.Andrew
Like there's ten foot ceilings, you have your private outdoor space on there. And so it could be, I guess if you're struggling with townhomes, which is probably everybody, if you have townhomes, maybe like I look at it in that context, like am I reinforcing why people don't actually prefer townhomes first? For the most part if they're not actually like downtown or a walkable location?Andrew
Yeah, so we'll see if there's new content. Yeah, that.Kevin
And this is true for every community. Page One of my pet peeves is certainly community pages, where 95% of the images and the photo gallery for the community page are the model home. Yeah, I'm like, Oh, that's not the community, but it's even more so true in multifamily scenarios, settings where if you just had photos of the model versus the community, the walkability, the amenities and again, the area around it is the amenities.Kevin
That's, that's why even in.Andrew
I agree.Kevin
Markets like you know, the broader metro area around Washington D.C. I think we still can be on a on a metro line and that is an important amenity of the community, even if it's not in the community and it's ten blocks down the street, it's still. So that just is even more critical. That's your pick because, I mean, that's just by default.Kevin
That's why people are choosing multifamily, mostly because of affordability. And builders choose multifamily primarily because, I mean, this is what I heard my entire career, pretty much as I especially pre and VR, when when you're a smaller or even a large private builder and you're just trying to find opportunities on the landside piece of land as identified, I think it's going to go one way and then, you know, eight hour in two, it's like, you know, this isn't going to work as single family.Kevin
We're going to have to turn it into multifamily. Yeah, very rarely for for a builder that's focused on the suburbs, do you do you target let's go find more multifamily product. There are those who do it and you know that. And that's why the people who do multifamily exclusively, just like builders do on your lot exclusively, are typically way better on your lot.Kevin
If if 90% of a builder's portfolio single family and they just kind of sort of do multifamily again that's the other reason why that can be a challenge.Andrew
Do you think multifamily is going to increase? I want to say substantially, but what does that word even mean? Is that five, ten, 20, 30, 40%, Do you think it's going to have a larger increase? And do you think builders will have more multifamily products the next five years from now compared to, say, ten years ago due to affordability and maintaining the margins they want to maintain?Andrew
I mean, I would thinks and this my like dumb assumption is like, well, that kind of makes sense if if they.Kevin
I think the reason that my answer is yes is because land prices again are the main drivers. Yeah. And those don't seem to be improving like land prices and also becoming more affordable anytime soon, even in in even in an economic downturn. So yeah, but I guess my the reason it's making me hesitate is single family for rent and even just really dense single family is all know I was just in a home yesterday and it's a single family community that was built 15 years ago and the homes are traditional, single family homes.Kevin
It's not a zero lot line community, if you're familiar with that terminology. There are a lot lines, but the houses can't be more than eight feet apart. And in where I'm from, that's kind of strange, especially for homes that are probably selling in the $500,000 range.Andrew
Yeah, And it.Kevin
Is like this is close.Andrew
I mean, that's us. We're we're ten feet apart, you know, five feet and inside. So we're we're cozy with our neighbors. And you could probably. Yeah, that might have been the minimum we could do with our air. But the older homes, like older homes right there across the street, like out the back yard there on Thursday, 50 to 70 foot lots.Andrew
And so they have quite a bit of room between between them. But we're twice the size square footage. So they made it work. I mean, they sold or they sold in a heartbeat, the smaller, much smaller lot sizes.Kevin
Well, yeah, my story is about lag times, which that's one of those terms that I just didn't hear a lot about or really fully understand until about 10 to 12 years ago. So, I mean, like eight years into my career in homebuilding and then I was like, okay, I'm understanding. But one of the reasons why homebuilding is so hard of an industry is the amount of time that passes between something changing and the result of that change.Kevin
A real clear example of this is back to land. Builders have to be looking 3 to 5 years out and saying, Where do I want my communities to be in 3 to 5 years? The physical location to figure out, is this the right price I should pay for this land? Will people want to live here in five years?Kevin
What price with what products and that they're tossing the dirt five years into the future in California longer. And so this lag effect is also what we're experiencing right now with interest rates and its impact on the economy. So everyone freaked out, Oh, my gosh, interest rates changed and it's going to be a disaster. Turns out the disaster hasn't happened yet.Kevin
People are still employed. You know, wages going up for the most part, people still buying homes. And it's because interest rates short term interest rates, which is what the Federal Reserve changes, that typically takes 24, I think 36 months before the impact of wherever the rate was changed. You has a fact because that's how long companies are borrowing from the bank at a particular loan and it doesn't have to be renewed for five years.Kevin
And so they're halfway through that at the rates change. And it doesn't really matter which one of the reasons the big tech companies right now are still firing on all cylinders is they've got $1,000,000,000 or I think in Apple's case, like 20 some billion dollars in cash. And so they're like cool interest rates are higher. We don't need your stupid interest rate bank.Kevin
You just keep it. We've got cash. So lag as a term is just you know the delay from making a change to seeing its impact and it's real. They're all over the place in the world, but especially in our industry. And one of the things that I had a conversation with this week with one of our builder partners was a particular struggling neighborhood that we with with them and their team have been, I'd say, squirreling away like a squirrel, attacking a bird feeder, trying everything we can to try to make things work.Kevin
And not really a shock. This is one of the things we talked about. It seems like actually I'm going to give full context here. The the head of of sales and marketing made the comment said, you know, my my father made the comment that every time you all seem to focus on a community, things get better. And the joke is like you kind of like insinuate like, can't you just do that all the time for all of them, which, you know, as a, as the marketer perspective is like, can you just make sure the product and pricing is better so that things just work more often and they don't need to, you know, But that'sKevin
that's the healthy tension in the business. So things get better. But what's interesting is one of the takeaways was that the the getting better was related to the most recent thing. So this weekend, this past week, the number of appointments like tripled or quadrupled to the community. And the connection was what must have been the thing we changed on Friday or Thursday.Kevin
I was like, well, we can't. We can't say that. We really can't because for the prior 30 days we had taken the average amount of traffic to that community from like 1000 visitors a month to 14,000.Andrew
It's a few.Kevin
And and the concern was, hey, the the lead in appointment volume isn't correlating to that immediately. So we're not sure if these folks are the highest quality folks. So let's actually change some of the messaging adjust spend which the spend was already very, very healthy obviously to get to that level. And then it was like that must be the change that made the difference.Kevin
And I was like, What is your average time between website visit to lead, which most people would have a hard time calculating anyway? In this case, the builder actually has. I don't want to go into that right now because it's somewhat proprietary both to us and them, but they have another way of telling some of that cycle time.Kevin
But as an example, one of the other builders you work with just told us yesterday they did their latest analysis from lead to contract, which everyone in this, listen should be able to calculate. Their average cycle time right now is 150 days, 150 days from getting the lead to getting a signed contract. There are reasons why and the type of builder they are that that would be longer.Kevin
But the point is that is elongating, the lag is getting wider. And so just imagine if you're that builder and you get 300 leads in a month where you typically would get 100 and everyone gets excited and then you don't get sales for I don't even know what that is for five months.Andrew
Yeah.Kevin
So 100 days.Andrew
Five months.Kevin
Yeah. So there's, there's, there's potentially four months where everyone's like those leads were all crap. They weren't worth it. What's going on? It's just really hard. If you don't understand the lags that are in the business to make the dots. So one of the things we talked about to try to bring some practical application here besides just understanding the concept and trying to figure out what your lags are in your business is privacy changes make all this really tough.Kevin
Now their CRM system does a better job than most at identifying source and medium, but it's still not obviously going to be perfect. We know that in time. It's a particular campaign can be even harder. One of the best good old fashioned ways to do this is just have actual start and stop definitions. So there's two ways to kind of do this good enough, I would say.Kevin
One is it'll be really scary because this community just took off. But if you turned off all the extra advertising like cold turkey it on a day and then watch the lag from when you cold turkey to it to when does that appointment volume taper off. If it correlates like if if there's correlation there, then you can at least take some of that.Kevin
And now you could do that for individual channels. Like if you're concerned that the meta traffic or the Google traffic isn't good, you could just cold turkey one. But again, you're going to have to watch the lag. It's not going to be what happens tomorrow or next week. But this this idea of stopping, I'm actually trying to resurface as a really important concept.Kevin
You know, we talk about sprints like do a two or three week sprint of of spend or change in strategy, then stop and see what happens. And I feel like right now the impetus for most people is just keep piling on, Just keep doing more.Andrew
Mm hmm.Kevin
And there's a couple of problems with that. One, you're not even really analyzing. You're just like more and more and more and more and more. And you don't have that. You can't you can't really tell. Like if you've if you've done ten experiments on one neighborhood and then things get better, you don't know.Andrew
You're stuck doing those ten forever. Yeah, maybe only two, right? I mean if you, if you get for ten. Yeah. You don't, you don't have answers.Kevin
Yeah. I just that, that is actually for people who aren't trained marketers, you're going to have to help them understand the lag effect and the I didn't even know really that I was doing this. But but one of the in terms of the lag concept, but I used to tell my salespeople all the time at Hartland, if you tell me the last week of the month that you're freaking out and you're not, you're falling behind or you're not going to hit your sales plan, I can't help you.Kevin
I didn't frame it in the sense of the lag, but I just said it's too late because it's going to take me 2 to 3 weeks to create the traffic, to then have that interest develop for them to then reach out to get scheduled in for an appointment. It's not going to happen in a week. The only the only prayer we have of turning people that quickly is basically email and the phone texting or calling, and that's for someone already in the database.Andrew
I feel like this really makes the case to be much more proactive and like the marketer, we should all be like, That's kind of obvious. Everyone should be more proactive.Kevin
No, you're absolutely.Andrew
But they have thresholds of traffic that you monitor per community. So you're ahead of the salesperson who's on the last weekend of the month. They're stressed about their quota on the 23rd. They're like, Oh shoot, I need two more sales this weekend on the 27th, 28th of October. But if you already knew traffic was low on the ninth because you're like projecting it based on what you're seeing in analytics, like I need to bump that, traffic it up somehow and that could prevent things from from escalating to that situation.Andrew
But you need the threshold. So you need to figure out like, well, what's my number? What are the numbers for? It's gray and I don't really have to do anything before someone talks to me about it.Kevin
And before you set those thresholds, you better be doing your coffee and analytics time to be able to understand the patterns, because if you just create random defined thresholds.Andrew
Yeah.Kevin
That's also just going to cause tail chasing. It's like because we already see this happening where people mishear our statement of a thousand units of traffic per community to get 1 to 2 sales from that neighborhood. And they think every neighborhood has to have 1000. But you can absolutely sell four homes off of 300 website visitors. That's allowed and does happen.Kevin
So you have to be spending that time to really know where those things are, are going to be set. But that's where a lot of people get caught off guard. Last year at this time was they felt so comfortable with the backlog or the sales volume of of spring and summer that even though the numbers were all going down and we were we were saying on this podcast, other places like, hey, things are 1,000% slowing and slowing pretty quickly because people weren't looking at those leading indicators of traffic because everyone was so overwhelmed with the amount of activity that had been going on for the last two years.Kevin
Most builders really didn't even realize it was happening until like late summer, early fall. And then they started to freak out.Andrew
To like proactive thresholds. All right.Kevin
On to the news. First up from Mashable.com, Metta has some new AI personalities and they are super cool people. That's intentionally bad grammar, but we've got people who look like Jenner's and Paris Hilton. Oh, is this a Snoop dog? I did not realize I was Snoop Dogg.Andrew
Snoop. I don't know who the bottom four are on the right side. I don't know whether or not they seem like great people.Kevin
Yeah, they're not all celebrities, but I think somebody for everybody and I think about half of them are the celebrity chat bots are live and they're weird is the subheadline from the article and this is my last intro. And then I'll let you guys share. Which do you think? But they're weird that from the article yet another chat bot with a celeb twist.Kevin
That's right. And more chat bots baby. We were promised flying cars and hoverboards and instead we get to talk to bots that can just barely hold a conversation akin to your single worst interaction at a cocktail party. But it looks like a famous person. What do we think here?Andrew
This is Amanda you go.Amanda
From for the Oh.Andrew
Yeah. Okay.Amanda
Got creeped out by the fact.Andrew
It's it's depressing. It reminds me of the movie. And if you have time this weekend, you should watch it and you'll understand the reference. The movie is called Her H.E.R. Just heard her from 2013. He falls in love with the guy. This guy?Amanda
Oh, no.Andrew
It's super bizarre. It's very uncomfortable. All you're like, Is this really insane what's happening here? But it's won some awards. But it's it's it's definitely in the, like, eccentric, weird movie category. But it's this. But this. He falls in love with Scarlett Johansson, who is the voice actor, who is the A.I.. So, again, that's that's reasonable. So maybe meta onto something.Andrew
Let's try to use celebrities as who you're interacting with, but still read it. You're like, this is okay.Kevin
So the short answer from the online sales world who, you know, we love anything that would potentially allow us to connect with more people. This doesn't hit the market. We an agreement. Yeah, this is the agreement where you know okay so I think the interesting question is, is what led them down this path also wrong? Here's what I mean by that.Kevin
I watch my wife in particular and she follows influencers and I just you know, everyone knows how I feel about the word and the thing and whether we are. Do you convert to influencers or not. All the all that stuff. But let's say there is a workout influencer or last night I'm watching her use flip through her stories and she's like, Oh, I love this person.Kevin
And it's just very clearly an ad for some hair serum. And she's like, Oh, I love this. She's so great. I'm like, It says by now. And she's talking strangely high energy and how much she loves this product. And I go, Of course, she says she loves the product because she's selling you the product, she's making money and she's like, Well, but she designed it.Kevin
She made it like that makes even more weird because she's talking about how much she loves this product that clearly the IKEA effect, right? I made this. It must be the best thing ever because it has my name like I did it and yet it doesn't matter. She's just enamored with it. So And every once in a while I see her actually comment or talk to these people who have hundreds of thousands of followers.Kevin
And it it gives her this weird high, I think of like I just interacted with an influencer, I guess somewhat akin to, you know, if Rich Barton or somebody on on Twitter X likes a tweet. But that's like in that scenario for me. I don't expect it and I don't it's their reaction to it, not me just talking or adding them.Kevin
That is the exciting part. It's just like, oh, they, they, they read it, responded. There's this weird thing, I think that younger generations are like, I just like my kids just would love the idea of interacting with Mr. Beast in the smallest way possible. So I think there's something there that is directionally right. But they they've missed the mark badly.Andrew
But I think they missed because there's no brand assigned to these people for her to be like, okay, the Kardashians have a brand and that's why people want to associate with them. That's why they buy their products. Mark at the summit, I forgot his last name. Mark from a thousand. What? You buy that apparel because it makes you feel part of the club or makes you feel a certain way.Andrew
So like who we follow also I think makes us feel a certain way or we get whatever emotion out of following that person, interacting with them, or just interacting even just engaging with our social media. And as for Metta, it's like I feel like they're trying to piggyback that experience of like, Oh, I'm interacting with this feels like Tom Brady.Andrew
It talks like Tom Brady or like, This isn't Tom Brady. Tom's on a yacht in Miami doing whatever the heck he wants. He's not this isn't a bot. So like, it's like, of course this is fake. It feels like you're like tricking me, like I'm like a child or something like. And, like, that's that's not the real Elsa at Disney World.Andrew
Like, I know that's not her.Amanda
Right?Andrew
But they do like. The four year old, the three year old, the five year old. Like they're like, That's Elsa. Oh, my gosh, This is amazing. So, like, they're trying to trick us, like we're like children or something. Something like that. That's why I think the cringes. Yeah, it's, it's, it's obviously fake like. And it feels Grinchy. It's a long way to get that point, I think.Kevin
Yeah. The first message is not not having the real name. So it shows Mr. B's likeness, but his name is Zach. It's almost like right from the get go, you're looking at a fake coach purse that you know is fake and everyone else will know is fake because it doesn't even say coach. But everything about it looks like a coach.Kevin
Purses like once. Scott you're missing the whole better feel of the essence of the brand, right? If it was a if it's a knock off and no one knows is a knockoff, then you know that that's one thing. But this is a clear knockoff.Andrew
And yeah.Kevin
It, yeah, it just doesn't look that good. But I do think there's something to wanting to interact with these, these people that we know or feeling like there's interaction, but it's just not even close to the, to the mark it's fun.Andrew
Someone's probably going to come up with a something very similar and they'll use like deepfake technology. And so you could like video chat with Tom Brady and it's just people, thousands of people in a call center that then they could use their face and then they'll just like use Deepfake to be like, Oh, I'm actually talking to Tom Brady.Andrew
Cool. Like, what are you doing it with? So they take his voice and that seems more like a fun experience. It's a waste of time and it's not chat bot, but it's like, look, I talk to Tom Brady but it's not Tom Brady.Kevin
I mean, there are Elvis impersonators and not all of them look like Elvis. Maybe we're completely wrong.Andrew
That's true. We'll find out. That might be gone in a year. All right.Kevin
Next up, there is an actual article, but we're linking to a Twitter, a tweet on X. Well, I've finally crossed the chasm. I call Matamata pretty consistently, but I am having a hard time with X. I agree. A gentleman named Alexis who said big news for ADD used today, accessible dwelling, accessory dwelling units. These are essentially small homes connected or not connected, but in the yard or somehow on property.Kevin
That's for another primary residence have now been able. The FHA policy now allows 82 rental income to qualify for mortgages, further cementing their role in the housing market. And in places like California, you know, if you can rent out your ADU for 3500 bucks a month and that counts, as you know, rental income, that's a big deal.Amanda
Yeah, that's really neat.Andrew
Yeah, that's neat.Amanda
I actually talked about this on my coaching call today. Like, because, you know, like people are running into this of a high interest rates affordability like it's not it's a condition now that you know just an objection it's the conditions that like how could you overcome that and I thought this was like possibly thinking out of the box like a great opportunity for builders.Amanda
You know, like they build the customers house, Maybe they can build a little tiny home to like L.A. money.Kevin
Or I mean, it's.Amanda
Actually.Kevin
The construction of an 80. You can be folded in to New construction financing. So now it's like, I'm going to build both these things.Amanda
Yeah.Kevin
Yeah, yeah.Andrew
Yeah.Amanda
That's true.Kevin
I think lenders really may begin offering borrowed mortgages on properties that they to use on the new policies effective immediately. Mm.Andrew
Yeah. So Alexis builds what appears to be areas that look really nice like they're, they like they would fit in a backyard better than a tiny home looking looking thing like they're really.Kevin
Nice $350,000, probably tiny others.Andrew
They're pricey. My first thought I think it's neat, but I'm like, okay should someone who's buying through an FHA be a landlord? And will this like what is their rate if they have to use 82 income to qualify? Like I'm like, does that hold significantly higher risk? Because if it's ever vacant or if it's vacant for x percent two months out of the year, can I make their mortgage if they don't have that income for two months or three months or four months or something?Andrew
So you qualify for it, or maybe they've been paying rent. That's actually more than what their new mortgage would be. And they're like, Please, just let me do something. I'm not even I rent that thing out there, but my rent now is 5500 a month. I'm a finance and I'll be 4400 per month and I'm saying they'll be rental income.Andrew
Yeah, I like that.Kevin
There's certainly be unintended consequences from this. Like one of the comments on here is I have a house with a garage that I want to convert into an 80. You, you know, well this helped me and so it might Yeah. And then and it might improve your value. It might lower the value of the primary residence if you don't no longer have a garage.Kevin
So but I mean people California are super excited about this. And the one I know if it's this particular change or something else that because I think call it the state of California also passed a different law related to its use. But every individual municipality has to basically opt in or say, yes, that's allowed. And so in the markets, even where this is the would be the biggest deal because a lot of aid use already exists in California is can't qualify each individual market.Kevin
So L.A., San Diego, you go service each town has to say, yes, that's allowed and that's going to take time. And it won't necessarily be applied everywhere, but super interesting. Next up from TechCrunch, Google's AI powered search experience can now generate images and write drafts. So this is kind of the only lead in here from this article. Is that the trend?Kevin
For sure? You've got folks like Jackie Beatty or Openai who are trying to create brand new platforms using alarms and AI powered tools. And then the other trend is just integrate those kind of tools within the already standard platforms. An example of this is Adobe. Adobe is like, I see, I see you daily and I see you, I have to say discord, use it via discord.Kevin
But what's the other Netherlands?Andrew
I lose, I lose track anyway.Kevin
That's what I use all the time. So it's crazy. I can't think of it, but they're like cool and nice. Try trying to like, you know, integrate artificial intelligence in images. We're just going to drop it into Photoshop Illustrator and all the tools that real creatives already use. So they don't need your other little silly thing because it's going to just be built into the platform that those experts already use.Kevin
So this to me is kind of big picture. What Google is doing here is let's just integrate all this right into the core product. But what else are your thoughts on this one wager.Andrew
I'm a fan. I think it's super cool. The because I think all the tools you've mentioned, they are not user friendly. Like for normal people to use.Kevin
Having to learn the average just how to use discord to to use what is the premiere generative visual tool, which I can't think of the name of, is they got.Andrew
To go to Discord first. So it's like, it's annoying. Yeah, it's not accessible. And that's I think that's the way to for the fastest progress is to make it accessible to everybody where there's no login, there's no credits or whatever you have to buy to get it and make it work. I know it's expensive to run these things by Google pushing it.Andrew
I'm all for that because I will. I think that will push progress on this a lot faster for the robots to take over the world. Just getting the last one or not, I'm all for it. Let's let's do it. This will help with them be easier to make PowerPoints and decks and presentations. This is what I need. Yeah.Kevin
And it's it's not everything. And they're they're doing it kind of interesting where the one example in the article and I saw a video on this as well if you do a Halloween table setting search and click images in Google where you see you'll see all the normal images and then you'll just see a box that says create something new with our generative A.I. tool.Kevin
And then you click that it will create four additional images for you out of thin air. And so it's it's not like, again, that's trying to incorporate to the to the image search you're already going to. And then it's like if you're not finding exactly what you're looking for, just make it. I think it's I think a smart also, by the way, when you try some terms, that box does not appear.Kevin
And my other thought is, is there some initial scrub there that goes? Is there enough images that we believe would it be highly correlated to this? Then we don't even need to show this generative AI option because there's already.Andrew
Like.Kevin
10,000 really good options. It might only be appearing in less, less popular searches.Andrew
Yeah, let's play with that. That's fun.Kevin
All right. Next up, we've got the numbers. We've got the third quarter.Amanda
We balanced.Kevin
It was benchmark data.Amanda
Is this.Kevin
Is this like a world premiere.Amanda
And release? Yeah. Okay. Hot out the press. I yeah. So I prepare these calculations with the benchmarks every quarter they call me the nerd over here so many ways. But but good numbers So yeah I compare it to quarter two. So benchmarks for quarter three are lead to appointment. We have 40% though, that went down just by 1%.Amanda
So kind of steady appointment to sell 19%, which is down 2% from quarter to that contribution that went up, which is really neat to see. The online sales contribution went up to 48%, whereas quarter two with 46% and quarter one with 45%. So not only increasing, which is very exciting. Yeah. One thing to point out though, is that leads they did go down by around 15% last count from quarter to quarter three.Amanda
So I'm going to pick your brain off of that. So why do you think lead counts are dropping and doesn't even matter? Or tell us what you think.Kevin
What your rivals and I both saw the same tweet from Lance, formerly of Forbes. He just started his own newsletter on housing data. Now, be a good follow or a sign up if you're if you if you like, that kind of nerdy content. But he just said, hey, basically I crunched the numbers and October is the least affordable month for housing in the last get ready 100 years.Amanda
Oh least affordable month and.Andrew
We have no problems with affordable.Kevin
We got no issues here. Oh work. In fact I think this is this is just data that I saw about an hour ago and I don't have it still pulled up, but I believe of the National Association of Realtors just came out with updated data that showed for the I think for the first time in at least like the last flying blind here 20, 30 years, there are under 4 million transactions that are that are currently like they call it annualized transactions.Kevin
So they take a data point and they say if it stayed here and was and happened over 12 months, this would be the number and it was the lowest that it had been in whatever time frame they were talking about, and it was below 4,000,003.96, I think. And so there and the other end and little piece of the puzzle, Amanda, is a lot of our builders who do highly partner with local real estate professionals like were.Kevin
And these are major markets, not like top 15 markets in the country. They're calling the top two or three agents in the market that they've had great relations with. And they're like, Hey, we've got this great thing or we've got this opportunity, We've got these homes. And the response from these these are the best of the best agents and those markets are that sounds awesome.Kevin
I have no. One to work with. I don't have customers.Andrew
Wow.Kevin
To work with. You know, so 15% those aren't too bad. And the other thing is the overall slope. But what we can see as well from home builder data and other data providers is that the slope of the decline this year is nowhere near as steep as last year. So last year in this and the third and fourth quarter, it just dropped almost actually almost as severely.Kevin
This is all transactions used and new, almost as severely as during the Great Recession. It wasn't starting at a higher high like that chart. You look at it, it's just like, oh my goodness, down 80%. Some ridiculous number. But the steepness of the curve is severe but pretty short. This year we didn't ever get as high as last year's highs, but the decline and the slope of the decline is more steady and slow.Kevin
So take your poison. Would you rather be down 15% or I bet if you went and looked at the same data last year, third quarter, second quarter. Mm. Just My quick guess would be it'd be 35. So you know that's the thing with percentages is Yeah. The higher high probably felt great. Yeah. But the ride down probably felt worse.Amanda
Right. That makes sense. Mm hmm. Yeah.Kevin
And I'm most interested in the apartment to sell ratio. I got 90%. That's what you said was.Amanda
For 19%. Now.Kevin
That's still freaking awesome.Amanda
I agree.Andrew
Down from 21%, I think. Right?Amanda
Yeah.Andrew
So that's shifted.Amanda
All in 2%. Yeah. Yeah, yeah. And I love these benchmarks because, you know, it's just such a good overall image because, you know, it's all market that's large builders, small builders established online program, new programs. So it's just a really great mix to have an overall view.Kevin
Yeah.Amanda
Yeah.Andrew
It's real, real data.Kevin
Oh, hey, something just happened. I think. I think somewhere in the last hour we just crossed over officially 25000 minutes of the podcast, which does means I said yesterday so you could listen to market proof marketing Monday through Friday for 8 hours a day and still be able to listen to a fresh new episode for you for over 60 days now.Kevin
For over two months now, the tools.Andrew
You will see.Amanda
Them catch.Andrew
Your life change. It'll be like a sitcom, like an had two kids here now. Yes. Three, seven has a new house like all these things that have happened.Kevin
I mean, again, the IKEA effect is real. So it might just be because we made it. But if I ran a marketing department and hired someone who was brand, I would be tempted to just mandate like, Yeah, over the next three months I'll give you three months, but you need to listen to like just have it in the background.Kevin
You don't need smooth jazz, you don't need rock and roll or country. Just listen. I know it happened years ago. Just listen to it. Anyway.Andrew
My like reprogram their brain. And so if they had something wrong with the brain, maybe it fixes that. There's nothing wrong with it. Maybe there might be something wrong with it, then maybe that'll be fine. Yeah.Kevin
Okay. So you're going to have to make sure we do favorites because we're going to end on a depressing note on the news stories here, unfortunately. But according to Redfin.com, homebuyers must earn $115,000. That's obviously household income to afford the typical U.S. home. That's $40,000 more than the typical American household actually earns. So, okay, some of you listening are like, I mean, that's that's a lot of money, but that's not terrible.Kevin
But when you put it in the context of the average household brings in $75,000, that's a problem.Andrew
It's a lot of buyers that put that were previously in the market are not in the market like they are. They cannot participate. That's a better way. They are they cannot participate in home buying those people because of that.Kevin
Yep. And the typical years homebuyers monthly mortgage payment is 20 $866 an all time high, up 20% from a year earlier.Andrew
That's a bit of a mortgage so crazy.Kevin
But you know rates are just a state of mind. Just take the rate.Andrew
You know, just stay in it like it's not permanent. I mean, you still might need 28, 66 for the average average.Kevin
But yes, and I do you know, some of the folks that I see posting the stuff I like, I get it when you're speaking to people within the industry, you're you're trying to motivate, put things in context. But then there's other people who are within the industry who are clearly talking to just the average person. And you're like, I don't think you come across the way.Kevin
You think you come across here.Andrew
Yeah, I mean.Kevin
It's not if you live in the Bay Area, California, by the way, you have to earn at least $400,000. Oh.Andrew
No big deal.Kevin
No big deal.Andrew
No big deal.Kevin
Rust Belt buyers, nearly CENTCOM, Detroit home buyers only have to earn $52,000. Wow. But it's still a 19% increase from last year.Andrew
Yeah, that's in Detroit. You could buy some houses for like nothing because.Kevin
Yes, if yes, like $10 if you.Andrew
There are.Kevin
Room and even give it away, because that sounds interesting. There's Japanese, there's homes in Japan, they're the same way. And Spain and and other parts of Asia. You buy this home for ten bucks. But before you jump out and say, I'm going to become a real estate mogul, you have to promise. In Detroit's case, I think you have three years to bring the house up to a certain level of livability or you lose it again.Andrew
So I still don't.Kevin
Want people buying up a bunch of land and doing nothing with it.Andrew
Amanda has it's close to Detroit, so we move to Detroit.Amanda
I know, but no, but actually like 3 hours. But I have your place there. But I am close. Yes.Andrew
You don't. You have no reason to go there.Amanda
You think I'm an area of Detroit.Kevin
I'm a bigger fan of the west side of Michigan, generally speaking. Okay. But you didn't. You don't care about that. That's not why you're listening to the show. How does affordability get fixed? I think everyone keeps saying the way to fix affordability is just to build more. But I just want to remind everyone that there are still this problem of the price of land, and that's not helping things, and it's build more of a certain type of home which zoning and or voters will not allow.Kevin
So you either have the problem, not my backyard or zoning or building a bunch of stuff in a place where no one is, which is its own challenge. So not likely to to be fine is.Andrew
Not in my back.Kevin
Even if manufactured housing takes off like a rocket.Andrew
Yeah.Kevin
Mm hmm. All right, so let's end with current favorites. Yeah. Got to be a favorite this time. Amanda What do you got?Amanda
Yeah, well, I. I have really been loving. A favorite is the role of coaching that I have been able to kind of step into the role full time. And it's just been really neat to see the best of clients and kind of be with them through the journey of like really establishing their program. Like Candace, that whole homes, for example, we do the builder shop and she was one of the ones that made it all the way through one of the three.Amanda
And I was like proud coach moment and thought that just really neat to see their numbers kind of come to life when when they don't have that before and then also see them grow like as they as you spend time with them. So I've been loving that and I've also been loving the fall weather, the shift in perspective, you know, like I was like, no, I don't want summer to end, but that's the best we are.Amanda
And the the leaves are beautiful and I'm enjoying it.Andrew
So your life change color?Amanda
Yeah. Without changing color. So they're so pretty and jealous.Andrew
Yeah. Yeah. We don't know. We don't have that down here, but I mean, we. So I'll go. Yeah, I'll say the weather as well. It's been great. Are, we're like high seventies, low eighties, that's like wake up and it's like 60 something which is, that is amazing. But my real current favorite is this task management tool. So you have project management tools which are fully robust, right?Andrew
They have task management, which is usually more appropriate if it's like just your stuff. So this is just my stuff because I want it to be simple, straight to point zero. I need zero resistance to using it, which I've struggled to find. So I found this one. It's called tick with a tick tick, tick, dot com SDK. And what is neat about it is you could type in like I just typed in while we were talking.Andrew
I don't think anyone caught me. You don't have to click on anything to set dates. So I was I typed in Proactive Threshold report, traffic leads, appointments and one chart next Tuesday and then assigns it to next Tuesday. Like it reads like I'm still like the prompter on it next Tuesday. I think there's other things I do this this was just I happened to find this one and it does it.Andrew
And there's like literally nothing on here except for the list of things and then like the name of the list and that next Tuesday, next Monday, tomorrow features really nice right for the that that we surgical podcast that something from Becca and Sarah that I'm going to finish up tomorrow I just copied that and typed in tomorrow copy typing tomorrow and then on there in like half a second, like I'm like, this is great, what I found and I've tried tons of them like this has no friction to actually use it or I didn't have to learn it.Andrew
We use teamwork. There's Monday, there's Asana, click up, all these different ones and like, Oh, these are so like too much for me to actually want to use it. If there's multiple people involved, I don't think this would be a tool for you. But if it's just your things, then I think it's it's super nice device. I've been using it for three weeks, so it's made three weeks, which is.Andrew
Yeah, there you go. Yeah, I think so.Amanda
So that out.Kevin
Yeah. I just you reminded me of one that I use only for my personal email inbox, but I also put it on Melanie's email as well. Is same box S.A. box. I might have mentioned it before, but it, it has kind of these additional boxes that, that it creates. Let me let me pull it up here because I'll just tell you what I actually So there's a same black hole.Kevin
So instead of trying to subscribe to things forever and they just keep resubscribe and you just say, If I get anything from this, just put it here and then automatically deletes them over time. But if you've signed up for something where all you want is the Pizza Hut coupon or the Papa John's coupon to be able to reference, you can go in the black hole and find it.Kevin
But You never have to see that at your inbox ever again. Yeah, that's that's all saying events is anything and it just crawls the email and automatically applies it. And when you move something that automatically learns, okay, that's what that email or those kind of email should go. So same events, anything related to an actual date and time goes into an events folder same later is just what it believes are less critical.Kevin
So if it's not coming from a person but a company and then same news as any newsletters, that's your sign up for that would be different than than what we're talking about with the black hole. And then they're saying next month, same next week, so you can do the same thing. You reply to any email or input like the the date range that you want to be reminded and then my other favorite is saying no replies.Kevin
You can change the default setting, but the default is like if you send an individual email to a person and they don't reply. I think it's within five days. It puts a copy in there just so you see the notification of like, Do you need to send another reminder of this person? Did you get what you needed or not?Kevin
Oh no, it's not that expensive. I think you can buy a bundle for like two or three emails for four. Not a lot, but my wife just I think she signed up for every single email under the sun. And then the school is trying to send you emails and then it's like, okay, Barry So.Amanda
This little pollution. Yeah.Kevin
That's right.Andrew
That's, that is so true is so it sounds like the cool feature is that you use it and then it learns because of where you put it. You don't have to guess, assign it. You just like I thought over there, I thought over there.Kevin
As long as you check and eventually boxes every day and move things around after a day or two, it does a pretty darn good job. And it also will send you a summary email like once a week, like, Hey, we're not certain based on your behavior. Like if something's continuing to go into same later, but you're not even reading it.Kevin
It's like, are you sure you want this to go to the black hole? You can ignore the summary if you want to, but it tries to do its best to help you as well.Andrew
That's pretty cool.Kevin
And then my other favorite is the Professional Builder, 40 under 40, which Jackie Lipinski. Congratulations. There's a whole bunch of people that we're not going to make anyone sad by not saying her name, but there's a bunch of other friends of do you convert that that won the award as well. But that's a it's just a really great group of people always.Kevin
And and this year is no exception. MAN Yeah, I'm just looking the list again. There's even more people than I realized that, that we know that like we know they're awesome.Andrew
Enough, right?Kevin
Are either.Andrew
So congrats.Amanda
I know.Kevin
Ever heard of that guy? I am, I'm pretty sure. Chief Marketing Officer, Corporate marketing at my homes here in Columbus. Good job. You guys did a good job because that's the right list. All right. That'll do it for this week. We'll see you next time. Thanks for listening!Amanda
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Market Proof Marketing · Ep 307: The Warehouse Of Empty PromisesIn this episode, Kevin Oakley is joined by Beth Russell and Julie Jarnagin! The team dives into marketers who are struggling to integrate sales teams that want to be involved. Their advice: They can be involved, but within your boundaries. Kevin shares his new favorite thing to ask during meetings. They discuss how the marketing message in home building can get over complicated and that it’s worth taking a step back, looking at the data and remembering exactly what the original offering was.

Story Time (01:14)

• Julie has started crocheting something call a Wooble.
• Beth advised marketers that when sales teams want to be involved, you must remember you're the protector of the brand.
• Kevin’s new favorite thing to say “Huh, that’s interesting. What data point did you reference to get to that conclusion?”

The News (23:30)

• Google accused of downplaying ad price manipulation (https://searchengineland.com/google-accused-downplaying-ad-price-manipulation)
• Homes.com Hits 100M Visitors: Zillow's Rivalry Heats Up (https://nowbam.com/homes-com-hits-100m-monthly-visitors-zillows-rivalry-heats-up/)
• Housing industry urges Powell and the Fed to stop raising interest rates (https://www.cnbc.com/2023/10/10/housing-industry-urges-powell-and-fed-to-stop-raising-interest-rates)
• RE/MAX becomes 3rd major firm to distance itself from NAR (https://www.inman.com/2023/10/06/re-max-becomes-3rd-major-firm-to-distance-itself-from-nar)
• 59% of Recent Homebuyers Say Purchasing a House Is More Stressful Than Dating: Survey (https://www.redfin.com/news/homebuying-more-stressful-than-dating-survey/)

Things We Love Things We Hate (54:21)

• Julie is loving her Wooble.
• Beth loves her portable cleaner “bissell little green”
• Kevin urges everyone to get the Rhode Wireless Mics

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Transcript:KevinSo I wasn't on last week because I was sick. Yeah. And I had there was something else going on anyway, so Julie, Beth and Jen decided to have a podcast party, and I still haven't heard it yet because it doesn't come out until later today or right today. Did it come out today?Beth
It came out today.Kevin
I've been busy. So all I know I'm and I'm kind of scared to listen to it as it just said, like boys drool and girls rule.BethI may have sent a message to the whole group saying, Girl rule, Boys drool.Kevin
Yeah.Julie
Was so much fun. Yeah every podcast should be like that.Kevin
That was definitely a micro-aggression.Kevin
Saying that I was sad.Beth
I wanted you to really feel left out and that's fine.Kevin
This is going to be fun. Kevin. We're going to have all new sound effects, new fun times. Let's get started. Welcome to episode 307. I'm Kevin Oakley. And with me today is Julie Jernigan and Beth Russell. Hello. Hello. Who wants to start off story time today?Julie
I can start.Kevin
Now, what is a rule allowable?Julie
So a wooble is a little crocheted stuffed animal, basically. So what happened was that we made new phone rules for the kids because grades were slipping a little bit. Everybody was on their phones. But when you make rules about how much you can be on screens for your kids, that means that you also cannot sit there in the evenings and scroll your phone.Julie
And I was like, Well, I need something when I don't want to read or whatever. Another option to do. So I got influenced on Instagram. I don't know if you've ever seen their little crocheted. It's a little packet and it's supposed to teach you to crochet, which I learned to crochet like ten years ago. But it had been forever and I'd never done anything like that.Julie
But they are marketing geniuses. They are so smart because, number one, the little the little thing kits they send you are expensive. Like they cost more than if you went bought your own stuff. But you don't have to figure it out. They just send it as is. Then you scan a little code and they the videos are like super beginner.Julie
Like you do this step first, then you do the step, then you do the step. It's great. And then if you have a question and it can't answer it, it gives you an email address and a phone number of who to contact to ask your question to. So it's very, very much like walks you through it. And then now I've learned that they always have something new because they have all these limited editions like they'll market to you like the Frankenstein.Julie
That's only a limited time. And then I'm sure they'll come out. So they're just very smart marketers. And after I bought my first one, I was like, Well, next time I make something, I'll just buy it all myself. But then you love it so much because it's so easy and they do everything for you. And it starts with the little ring and everything.Julie
But I'm like, They're smart, they're smart. I'm just going to send you my money because you made it so easy and so fun.Kevin
Because you're not on your phone as the TV on are as their music are with you on.Julie
Social.Kevin
Media like gas lamps.Julie
You know, the kids are around. So, I mean, it's like family time. They're doing whatever they're doing. So it's very you know, it's whatever we're all sitting in the living room. But it was one of those things like, if you can't be on your phone and you're tired at night and you just want to sit on the couch, it's like you don't want to just sit on the couch and all, like, stare at each other.Julie
So it's nice to have something to do. So that's been my thing as a people. So it's been a lot of fun, that.Beth
Level of follow up and like detail that they provided and like, and then a resource for help because I was that person to try to teach myself to crochet. Me and my daughter were both like on a mission and we're going to learn how to do this. And I could get like the first row and the second row, but like I tried to build a square and I was just like, I keep doing the wrong thing.Beth
I'm losing count and I'm watching this video, but it's not helping. And then I just gave up.Julie
Yeah. And then you find on video that helps and then you can never find it again, you know, because I went through that, too, and I taught myself. So they're smart, smart marketers.Beth
And now I want to try them. You're influencing.Julie
I know I'm influencing people. People have messaged me.Beth
I did you, I saw it and I messaged to do.Kevin
I'm always the genius of artificial scarcity, which is again, part of what we sell without fail is built around around information in that case and actually maximizing the true uniqueness of each and every home site. But like how many are they really limited by how many Frankenstein wins they can create.Julie
For, you know.Kevin
Crochet together? No. Yeah, but it's just like the McRib or anything else. It's like back for a limited time. The Shamrock Shake, the I'm sure the grimace will be back at some point. Yeah. More people should do it. Why not have a limited edition or plan?Julie
Yeah.Kevin
Or. Or standard a limited edition Standard option or optional option? Mm hmm. That's cool.Beth
I like that better than limited incentives, since incentives are never limited.Kevin
Yeah. And again, just because you're saying limited doesn't mean it has to be truly limited. That's just how you talk about it. I love it. Yeah, that's what you got.Beth
I had a really great conversation with a marketer this morning who is struggling to find that marriage between making salespeople feel involved and as though they have influence over not marketing.Kevin
But yeah, moving times.Beth
They they have a contribution. They want to feel as though they are contributing and setting boundaries of what their contributions should look like. So I had this epiphany moment during conversation of it's like when you have a buyer come in and they want to make a change to the house or they want to put their own personal twist on the house, you do that within boundaries.Beth
You do that within a set number of restrictions that you have as a company, because not only is it something that you can actually do that you know, fits within the constraints of the plan and the limitations you have as an organization. And so we are constantly telling our customers that they have to live within these boundaries that we set for them.Beth
But we're not doing that internally as a team, especially when it comes to marketing and that conversation between sales and marketing. So in this example, we were talking about Facebook, we were talking about, you know, on site team members having their own Facebook and putting their content out there. And they should do that within the boundaries set by the marketing team because they are representing the brand and the marketing team should be the protectors of that brand.Beth
If that salesperson leaves and all of a sudden the messaging change or you can't get that Facebook page back and it has your name attached to it in ten different ways, or if they're sharing content that you can't get because they're not sending it and sharing it to you, you're just hurting your brand and hurting your company. So allow them to participate.Beth
Allow them to feel the level of contribution that they they can, but do it within the boundaries that you set for them.Kevin
Yeah, it's team members are not children. What I mean by that is I have four kids. If all four kids when they were two years old, let's say they were all two year olds at the same time, and they all draw pictures. It doesn't matter what the picture looks like. I put it on the fridge. Everyone gets a picture on the fridge.Kevin
I do not have to put everyone's picture on the fridge. And but there is this tension of we should be curating and crowd sourcing from any available team members. And how you do that is tricky because you don't want to mock up like where marketers go to work in your CMS system, in your well-organized folders and files of images and videos, etc. You don't want to mock that up with a hundred different people sending you mostly mediocre stuff.Kevin
Mm hmm. So you do have to find ways to allow people to contribute without promising that you'll hit publish. Yep. But the the people who are good at it, their stuff gets published. That becomes a reinforcing mechanism to encourage them to do it more. Mm hmm. And the people who keep trying, but aren't quite getting there when. When you are the team has time.Kevin
You can train and try to, you know, show them how to do it better because they want to do it better at it. Yeah, it's it's interesting that employees, generally speaking, they don't feel like it's co-opting to take the company's name or their community name and say, this is the page of this thing. It's like, well, it's mine.Kevin
I'm just doing it. It's just me. Like, well, then you would just do it on your personal page if it was just you. So there does have to be some recognition that, like you are actually using that as your own.Beth
That's exactly what we're talking about. Like they can brand themselves in terms of an expert in the real estate world or in a contract or whatever. That's fine. If they as a salesperson, they want to brand themselves, I'm fine with that. Where I get frustrated is where they are branding themselves without acknowledging the fact that they are a subset of another brand and what they are selling is not theirs.Beth
It is of this homebuilder. Their product is not theirs. And so you can't take your name and put it on something that is not yours.Kevin
That's fair. My my story time is my new favorite saying or a thing to try to help marketers train themselves to say more frequently in meetings or discussions with others, which is, huh, That's interesting. What data point did you reference to come to that conclusion? Hmm. Hmm. That's interesting. What data point did you reference to come to that conclusion?Kevin
Because any time the market gets tough, all the feelings come out everywhere. All of the I'm the expert, I'm closer to the customer. That's the stuff we tend to hear from the set, like I'm talking to customers. I know, I know, I know. Or what we heard from one individual was I just can't believe that there's only X number of people who are interested in a new home of a certain price point to be built over the next year.Kevin
In this one specific location. And like almost no matter what people tell you, I think that's a great response. People pay for that calls with you. If you're listening.Beth
I feel like I would pay to just be in a room where you ask somebody that question so I could just watch.Kevin
Yeah, because either they're mean, It's it's always going to be good and not like we're not trying to trick people, but maybe they have a data point, but they're looking at it incorrectly, meaning like cancellation rate historically is one of those where people can look at that incorrectly and they're like, We're so proud. Our cancellation rate is 0% this year.Kevin
Maybe not something to be proud of if you're trying to, you know, get them the number of sales you want to hit. So they might just be that they have the right metric, but they're looking at it incorrectly or they're comparing it. And so that's a teachable moment that I'm like, Oh, I totally understand how you came to that conclusion.Kevin
It's just there's this other nuance that let me help you understand or, you know, on the side, I'll send you other information about to clarify, or they're going to say, Well, I don't know. I just how I feel. And then that just leads me back down the path of, okay, so we don't have a data point, but what you're saying is that you need help with this problem.Kevin
And it goes back to taking things out of the tactical and back to the strategic level again. I think that's that to me is the healthy boundary. We want to talk strategically with partners in any or any silo of the organization. We want to talk strategically all the time, but just like I don't ask them, which closing technique did you use?Kevin
Are you sure that was the right one, saying, Hey, I think we should use this specific platform with this kind of a budget, with this kind of a message in order to solve this, this challenge, that's where things go sideways. So when they don't have any data point, it's like, awesome. So really what it is, is you're just saying that this this is a problem that you don't know how to overcome except to solve it this way.Kevin
And most of the time they're like, Yeah, that's. Can you help me with that? Yes, I can help you. I'm going to end up helping you by again separately outside of a group scenario, walking you down a different, better way to get there. Then maybe your rational initially were thinking of. But I don't I can't think of a bad outcome of that question being answered.Kevin
That's why I love it so much now.Julie
And actually you all are putting together two things that I love with your story time. So and Kevin, you know this that Steve Shoemaker used to when a sales person would come to him and say, we need more signs or we need an event, he had a little form that he would give them to fill out that said, okay, like, what would it be?Julie
What would the goal of that be? What is this data? Which did a few different things. They either it wasn't important enough for them to even fill out. So then we didn't have to worry about it or it actually highlighted what is the thing they're trying to solve and is that the best way to solve it? Or we can can we help in another way, which is combine jobs to storytimes to me that it's like making them forcing people to to look at that, you know, the data and the problem and that and then come up with the best solution for that.Kevin
Yeah, I think it's it's interesting to juxtapose this in all of the branding conversation that happened around the summit this year and post and how important that can be and how it can lift revenue and it can lift profitability and it can increase absorption and all those things are true. And yet the first for something that's already been launched to the world and you don't have that laboratory, it's time you go back to your blog post, Beth, about the drug industry and all the research and prep that goes into it.Kevin
If something's already out in the wild, the actual best thing to do is to clarify in as extreme away as possible exactly what the offering is, to let it to make it more easily discoverable by the audience that wants it. Yeah, that's always the first place to go is are we trying to be too cute? Are we trying to overcomplicate this?Kevin
Are we maybe semi embarrassed of something that we don't want to talk about instead of just saying, But you would never say it this way. We are the least expensive, sheepishly built home that will allow you to have a roof over your head in the school district you want. That's not a tagline anyone's going to use, but if that's what you offer, like, the clarity of that speaks to a certain audience.Kevin
And if and if there's enough of those people, then you win. If it's easy enough. And but oftentimes what comes back is there isn't. And that's when people think we're just going to, you know, Jedi mind trick them into purchasing something that they don't want or can't afford.Beth
Are you guys seeing the same in your builders data that I'm seeing? Because it was came up twice today with mine, the broad messaging incentive versus the like you just talked about the very specific messaging incentive right now. You know, I have a builder, one that has a dollar amount listed on their incentive. It is still converting higher than their website, but at nearly 2%, whereas another builder with a more pointed messaging about their incentive.Beth
And what I mean by that is a actual mortgage rate listed in there, their prime messaging that's converting at a steady like 10% plus in comparison. And I think it's like one of the theories that I have behind that, especially right now, is that because one of the marketers just recently asked me, well, that confuses me when I see this whole page broken down of all these mortgage rates and the PR, And that's a lot for me and that confuses me.Beth
And for me, I think a dollar amount is just easier to understand. Well, I know what $10,000 means. I know what $15,000 means. But then I reminded them that what is this buyer seeing in their everyday life? What? It was all over the news right now? What is everyone telling them? The realtor telling them their their mortgage broker telling them it's the mortgage rates they are that is what they are inundated with in everyday life, especially if they're searching for homes.Beth
And so when they see this very specific messaging of a lower rate, they're like, oh, wait, that's interesting. And psychologically they're more likely to click on it because they know what that means versus what does $10,000 my way mean to me? How is that going to help me right now?Kevin
I think the real problem is that people don't understand when things need to be handed off to the next part of the process. And what I'm even.Beth
Waiting to use that.Kevin
I have, I don't use the neg, I have like them grouped by positive and negative sounds and I just don't use the negative sounds very much because people sometimes accuse me of being glass half empty, which I think is insane. That's not how I live at all. But they want they want the landing page to sell the house and overcome objections.Kevin
All of that. We talk about this in the world of online sales all the time. The whole point is to have a conversation that moves people forward and makes that connection to on site sales. Mm hmm. That's that's the goal. That's also the goal of everything you're doing from a marketing advertising standpoint. And yet again, and this is the thing that I think is going to continue until sales become easier is right now the challenges that sales management or sales VP's are getting more involved in messaging as well.Kevin
And they're like, No, no, no, you have to overcome this objection on the landing page. And get a lead. Yeah, we don't want we don't want we just don't want more conversations with people. We want conversations the people are ready to buy. Yeah, because that's what I keep hearing. And the data and the qualitative conversations is the vast majority of builders, I would say 80%.Kevin
I know we saw plenty of activity. We have plenty of activity on site. In particular, we have enough appointments. We just can't get that final conversion to take place. And so that's where you just have to help everyone understand that the point of the promotion or the incentive is to begin a conversation, not to not to you know, get them to the point where they're just ready to sign the dotted line.Kevin
So I don't I would say, but that you don't have to have an either or. But like anything else, we should constantly be saying, do you want to dig into more of this on your own or are you just ready to go do the fun stuff and make the connection and take the next step and go on site or have an appointment?Kevin
You can always go deeper, but most people don't want to dig deeper into the financing. Certainly not at the top end of the funnel. And that's that's the other thing I would say is a generally still what I'm seeing anyway is that there is no incentive that's bringing vast number of new people to the market. It's still speaking primarily to that middle of the funnel and bottom of the funnel rate again, which is important because again, the number of people in your CRM system from last two and a half years is enormous.Kevin
And so finding that right message that gets those people to respond and reengage is arguably more important than trying to find the new people. Yeah.Beth
I've also talked to a lot of builders recently about serving the people that haven't moved forward to find out like what is the talent, the most challenging part of this market right now And holding them back, or why didn't they go with them to find out? Like we talked a lot about some about the 1 to 1, right, the personalization and things like that.Beth
And I think those survey results will tell them going back to market research will tell them that it's not the top level stuff that's interrupting them, it's the middle stuff that's interrupting them. It's the okay, well, I have the timeline. Does it match up? I have to go here. I just there's more going on than I think we think.Beth
And we can't solve it all at the top.Kevin
Right? Yeah, but there's there's so many ways I want to go. But we got a lot of news articles to do. I want to do. I want to pull backwards on that. Yeah. So just a little bit more. So the reason that New community launches tend to fail is that people don't know how to activate the list. Building list is typically never the problem.Kevin
If it is, just call us or email, show it to you canva.com. I'll be getting people on the list generally is never the hardest part. Hard part is activating them properly and it's because they're like people who just give it their best shot. They're like, Well, we send everyone an email and no one showed up or We only got three appointments, send another one, okay, sent another email and we got five more.Kevin
But that's it. It's really, really sad. Did we call everybody? No. Okay, now we're going to call it. You know, it's just layering that stuff on and there's no it's no different with incentives, especially to the database you already have. Why would you resend the same exact message with a bigger font size at the top? This time and be like, No, now really pay attention to this.Kevin
So I guess the other part I'm trying to say about is you do have to pick something. You have to hit, but it doesn't have to stay that way for the whole month. Or if you're going to be emailing people twice or three times during the month, one that's text only one that's curated for marketing. Maybe something towards brochures, look at different aspects of the same message.Kevin
So your first time maybe you are talking about the interest rate and then the second time around you didn't open up or interact with the first one. You weren't talking about monthly payment or you are talking about a different testimonial about how this incentive made buying possible from someone who bought last month. I think both with new community launches and with communication and promotions, people are stuck in neutral or first gear and they just keep you got to be that squirrel trying to break into the into the birdfeeder, like, how are we going to make this happen?Kevin
Keep trying and our message, different message.Beth
That being said, like the different message is important, but also like avoid the whole $10,000 this month. Okay, now it's $15,000, now it's $20,000. Like it's clearly something's not working. If if that messaging isn't working, like, let's try a different like you're saying, try a different route. Don't just keep going with the same route and upping the dollars because that is not resonating with them.Kevin
Yeah, I saw someone is offering real estate agents a 5% or 6% commission. I'm just like, Oh, that's like classic in those markets that are struggling. By the way. Mm hmm. You all know who you are. All all of the builders that we work with have said I reached out to to the general real estate community, and they're all like, we got no buyers for you.Kevin
Like, there's no one here. We don't have anyone to work with ourselves. Yeah. So giving them extra money isn't making people show up for them either. It's. It's bizarre. Yeah. That the joke in art school was if you can't if you're not a good artist, do it big. If you're really bad, do it read. And if you suck at art, make it big and read and just like just scream out louder, bigger, stronger.Kevin
Yeah. Oh, that's great. All right. First up, from search engine Lancome. And if we can cue in Eminem's song like Guess Who's Back or controversy, we need a little controversy here. Some controversy. Google is accused of downplaying ad price manipulation. So they're being sued. They've got a couple of problems right now. Google does around antitrust and also this inflation of ad prices.Kevin
Some advertisers believe that Google is quietly inflating ad prices by 100%, a stark contrast to the 5% suggested by the search engine. The search engine has admitted at the federal antitrust trial that it frequently inflates ad prices by as much as 5% without telling advertisers, sometimes ten, and everyone saying, Yeah, baloney. We think it's up to 100. Now I want to get your two takes, but I just want for the audience, Google's take on this is basically, hey, you're telling us what your maximum cost per click is, what you're okay with it being.Kevin
And so, you know, we might just add a little bit, but it's still going to be under what you told us you were happy to pay per click. So all is fair, right? And it's just five or 10% and it's like a rounding error.Julie
Well, number one, it's just the fact that there's no transparency that you're saying it's one thing we're calling it an auction, but it's kind of an auction and it's kind of we're setting whatever we want. The second is just that that's tied in to that. They're inflating the things to meet their own revenue goals, which I mean, obviously that's a conflict right there that doesn't help advertisers.Julie
And then also, I just wonder, I don't know if I'm explaining this right, but really they're setting pricing on impressions. We're looking at it as just clicks. If it was a pure auction, it would feel like it was just clicks. But how they're raising and lowering prices without telling us is more on clicks and ad. And so I think they're trying to say, well, we're just trying to raise the quality, but it's leaving us out of that equation.Julie
You know, the advertisers out of the equation. They're benefiting themselves with that.Kevin
Yeah. I wonder I think I think I follow where you're going. There you went as nerdy as you can get.Julie
But for me.Kevin
You know, it just does, period. Because I'm like, again, I'm like the cat hanging on the branch, like, I think I know it. She's gone. I think maybe this is such as Google doing a terrible job of explaining because to your point, it's not just who bids the most money. Yeah, the two bids. It's the most money. And as the most relevant ad that typically gets clicked the most.Kevin
So there are certainly other things beyond financial measures, but that's really not what Google said, even if that's what they meant. Like, hey, there's two other factors here. What they woops, what you said was, no, we just inflate prices by 5 to 10%. If we're if we believe that we can make the money on it. Now, Google, by the way, you know, of all of the major tech organizations, Google generally scores pretty well in trust with consumers.Kevin
And I can't explain why they rolled out. There's a phone I think it was the Google pixel five or something like that. I was reading or watching a Marquese Brownlee YouTube video on this where they said, Hey, you buy the phone, and for one monthly fee you can get YouTube premium, YouTube TV, all these different like six different features.Kevin
And every two years you get a free upgrade of your phone to the latest Google pixel. It was called like Google one or something. Guess what program they canceled and terminated just a month or two before the two year mark. Like these are some shady folks and they get they get away with it based upon the hey, we try lots of things and then we shut things down when it's not working.Kevin
But they're like a and like their logo should. The tagline should be Google the warehouse of empty promises. So really good at search and video. Like they do some things really well, but they're not to be trusted. And we're you even started today on our call with Andrew. He's like who's seeing this other warning, warning message now that they're adding on to accounts?Kevin
That's basically saying.Beth
You're spending some money on your bids.Kevin
Yeah, the person managing your account might not be doing you a favor by doing it this way, even though and this is we just kind of pass this article around was like, Exactly. That's why we manage bids the way we do, because you cannot give people control. That's just like clear as day that they don't. Alter Did you see, by the way, the Amazon like admitted that they raise prices by like up to 30 or 40% on products that they believe they could during the pandemic, just like let's just make more money.Kevin
We can. Well, that's what they call free inflation.Beth
Which, speaking of Amazon, their second prime day just wrapped up. And my favorite thing about Prime Day is that you look at the price and then it says like a total price, like the price it normally is. But if you go to a camel, camel, camel and look at the price history that the average price is actually like closer to the prime Day deal and they just knocked it down like a dollar or two.Beth
Like it's all it's all manipulation, which is how marketers get such a bad name.Kevin
Yeah, Yeah. Can we not call it that? Marketing is to be another word.Beth
I'm just getting bad Google.Kevin
I mean, it still is. Still. And that's again, you just need control. You need you need really limit the keywords. You need manual bidding on terms performance. Max campaigns are from the devil, say aloud. They're proud. Okay. Next up from Redfin.com 59% of recent home buyers say that purchasing a house is more stressful than dating. It's been a while.Kevin
So I'm going to I mean, I don't know what dating's like, but baby boomers are most likely to say the opposite because again, they haven't dated in a while. Maybe either with nearly half saying that dating is more stressful than home, buying divorce and finding a new job, or the only two listed life events that a majority of respondents said are more stressful than purchasing a home.Julie
This is weird, weird survey like potty training a child with all of those things.Beth
Getting into college, like very specific getting into college. But yeah, no, I when this first came out, that was exactly what I said. Julie I was like potty training.Julie
Yeah. No, no, I think this is a little click baity. Like, what can we do that maybe people will.Kevin
Agree with you, But look at some of these some of these are fascinating because we typically talk about how broken the the like processes of buying a car. Yeah. And yet 66% of people said buying a home is more stressful than buying a car and let me let's so I agree click baby maybe things position in a way for extreme effect but why do we think like just the top line truth of buying a home is really stressful and might be like stupidly obvious, but let's just name out some things.Kevin
Why we think it's really stressful.Julie
Spending a lot of money is very stressful.Kevin
Yeah.Julie
Like often getting a mortgage and answering all those questions and figuring out maybe you don't know all the answers to all the things you should know is stressful.Kevin
Yep.Julie
Moving a stressful birth knows death. Yes.Kevin
And I've talked about before, like it's not just the physicality of moving, it's the mental reorganization that has to occur of everything needs a new habit, you know, like just how you walk out of bed and into your bathroom. Your brain has to relearn the it's taxing. Yep. There's no opportunity for trade in, like, no take backs, right?Kevin
Like, I'm just going to try it for a week. So you're stuck with your decision for a period of time? Yeah.Beth
You can't have a first date with a house that you're buying.Kevin
What about the shopping process? Like, that's all the stuff after you buy or as you're buying, but that's where you're like lack of options.Beth
Beth Yeah, a lack of options right now. I mean, a to the approval of many builders is that new construction is the way a lot of people are going just because of the lack of resale inventory available or affordable resale inventory that's available and affordable, factoring in mortgage rates, of course. And and just like, okay, well, if I have to move what is out there and I'm staying on my street right now, the trouble of selling their house, if they have to sell their house in order to move to this new house, that is very, very stressful.Kevin
It's I think just the the interaction with humans generally is not good. That's like I'm just again, getting phone calls to be returned, getting questions answered, feeling like you're not a bother when you do. Do have a question or need an answer.Beth
That's a whole can of.Kevin
Worms. So I guess to me the bigger thing that I think is interesting to think about in relationship to this article is, is the how much of this is stuff that we could be doing better versus two that a lot of the things we went to early on of it's a lot of money. It's a big decision. You can't redo it quickly.Kevin
Those those things we can't necessarily change but like if you if a builder did all the things, just all the things to make the experience as good as possible. Do you think home buying would still be top top of the list other than dating? Hmm.Beth
I don't know. I don't know how to answer that.Julie
Yeah. And because.Beth
Without biases.Julie
Exactly. And because it's not just home builders to, you know, it's the existing world, too. So we can fix our little or we can try to fix our little corner of the world of home buying. But can we be fixed? You know, dealing with realtors and losing out on a house You thought you have to be process.Kevin
Some people would say, I'm being stubborn on like sitting on this, really. But let me just shifted to something else that you both know way more about than me giving birth to a child. Is that stressful?Beth
Yeah. Yeah.Kevin
Like, I don't know the situation where it isn't because and again, from from my stupid vantage point, it's like we've had great hospital experiences, we've had good nurse experiences, we've had good food experiences, we've had good comfortable beds, like all the things you can take, but it's still there. Still because of the amount of change involved. Mm hmm.Kevin
I actually don't I'm not trying to go negative, but I don't think it's pop. I think the stress will always be there. It's how you manage and respond to the stress versus trying to take it away. Maybe. That's right. I think a lot of the focus is like, we're going to do these things and remove all the stress as well.Julie
And a lot of the stress comes the stress is the uncertainty of not knowing how it's going to go. So it's so it's going to be stress, even if it goes great, even if your house has no problems, you don't know that beforehand. So you're going to stress about all the problems that can happen. Yeah, for you happens.Beth
And that's why moving has been consistently, consistently one of the biggest structures in someone's life. And it's because it's just the simple act of moving is stressful enough. But then right now you're layering in a lot of other issues that the stress is never going to go away, like you just said. But there's ways that we can respond better to it or help people respond better to it, better a little bit more creative that maybe we haven't explored yet.Beth
Like the most stressful part about having a child and purchasing a new home is the stuff that happened after having a child. It's the healing, it's the bringing the baby home, adjusting to a new life. It's the no sleep, it's the feeding issues. It's all of that all happening at once. And then for moving and closing on a home, then have to move.Beth
You have to hemorrhage more money. You have to get used to a new house. You have to unpack your stuff. Okay. So you still have time out.Kevin
First I got because I love it, because again, I'm I'm I'm just a guy who doesn't know much. So imagine in the scenario of you having a kid. And then as soon as you come home, your partner says, hey, I'll be back for a 30, 60, 90, 120 day inspection. But you figure this out. How that how that go down?Kevin
Terrible, right? So I think we just solved a bunch of things for a bunch of people here is we know that the stressful part often comes after moving in that trigger moment. We like, oh my gosh, my kid just punched hole in the door or like, this new thing is being destroyed for my eyes or I found something that they missed and they're going to say, My kid did it.Kevin
And they they didn't do it. Yeah. Mm. So that's, but it's clear as day that that's where the vacuum occurs in terms of the builder's interaction with the customer. Mm. Yeah.Beth
Absolutely. I think it's all clear. Is that a way of announcing we're going to have like a parental leave policy now to no one.Kevin
We have actually spousal policy. Yeah, yeah, yeah. So yeah. So I think the post event is a big part of it. And the other thing that I was considering talking about as my story time was I took my oldest to visit college, a college for the first time on Monday and she's, you know, constantly she's a junior, so she's got time to figure this.Kevin
Obviously, she's constantly like, I just can't wait to get out of high school, get to the next phase, like I'm ready to be an adult, give it to me, let me out. And she wasn't super excited about this first school we're going to because there's only like 3000 kids on the campus and it's in Indiana, kind of in the middle of nowhere.Kevin
But she had done some research and she thought she was ready and like this was all going to be beneath her. And then she texts me at 6 a.m. the next morning after spending the night in the dorm and was like, How'd it go? She's like, Oh, the dorm is awesome. All the people here are super nice. I love it, but I'm just so freaking happy that I have two more years because I am not ready for college.Kevin
Like I'm not ready to be all on my own, do my own things, be in this place where I don't know anyone else. Like I need I need time to go back and like, she's also like, I just appreciate the community that I have and the people I know at school, and I'm going to maximize those next two years of relationships with those people because I know now, like I can see the change.Kevin
So part of this is also the we talk and have talked and we'll continue to talk a lot about inoculation being an important aspect of what you do is setting expectations. And yet and yet, like did you set expectations well enough or not? I don't think can be defined by simply what the customer's reaction always is.Beth
Yeah, absolutely.Kevin
Because you can tell them and tell them and tell them and tell them, but they're still going to have a reaction in a lot of cases. And you just got to be ready for it and be available.Beth
Well, I think I mean, what you said there too, like you can tell them and tell them and tell them oftentimes early, telling them once and expecting them to remember that doesn't work either.Kevin
And once through one format. Yep. Just like everyone knows email and never run scared to keep sending emails. And you do have to make sure it stands out above the clutter. But the number of emails that I get just from my kids school on a weekly basis and then, you know, you're, you know, you get one email from the builder about an important milestone that gets sent to spam or junk.Kevin
And and then you're just internally your team is incredulous, like, why don't customers just understand they need to come prepared for this thing? Maybe if it's important enough, you should tell them more than once from more than one method.Beth
Where's your sound effect from now?Kevin
Bam dot com. And this is an interesting it's a like Inman like publication but they like to go edgy and they have a YouTube channel and I watch some of them and the guy, one of the guys is kind of a weird jerky. So anyway, just keep that in mind as we talk about the article. But homes dot com has claims this is not the headline but I'm adding this home scam claims it has hit 100,000 monthly visitors.Kevin
Zillow's rivalry heats up so homes com is owned by costar and their goal they say Andy Florence is the CEO says hey we're going to be the number one syndication platform for residential real homes And they claim that they hit 100 million unique visitors. Last month, Realtor.com and Redfin reported 74 million uniques that would put them in second place, and Redfin reported 52 for the quarter.Kevin
So that's by the quarter. And they're saying 100 million in a month. Now, here's what's interesting is this would be a 1290 percent increase in traffic year over year for the site. So I don't I can't recall if it's mentioned historic or not, but I think both Zillow and Realtor.com are like heads or some other third party that they probably pay or nudged and were like, Hey, can you help us refute this?Kevin
They're like, Yeah, that doesn't quite seem right because the prior month they had like 70 million where I should find the exact numbers. But basically they increased by like almost all of the traffic that Realtor.com gets in a month by a month is what they're calling them. So take it with a grain of salt. But they are everyone does seem to agree that they are trending.Kevin
Now, have either one of you spent any time on Hanscom? Mm hmm.Julie
Just after reading this article.Beth
Am going to see for it had been on there because I used to use the home snap app and dot com is now they acquired Thomson app whenever and so when I went to go use the home snap app, it was like we're now home XCOM. You got to go download a whole new thing and all this stuff and at first I was like Mac.Beth
But then I looked at it, but then it didn't have the same amount of data that I used to get in the same format. So then I was just disappointed.Julie
And I did go Google Homes in Mandeville, Louisiana, which is where I live, to see if they came up in the paid search, which they did. So also you have to wonder how much of this is just did they take one, not push it as much advertising dollars as they could in that one month. Right. Because Zillow does didn't come up in the paid search.Julie
And I mean, maybe they do have some and it just didn't come up in that one. But and just push in that one month to have these numbers to show investors and all those different people. So it doesn't mean that organically more people are going there than Zillow. Like there's ways they can wait. Those numbers.Kevin
Sure. And there already are platforms that we know basically get almost all the traffic from a paid activity, names that you would know. I think what's really interesting about their approach is and I'll share it for those of you watching the video, this is a listing nearby and they say shots fired to to to Zillow in particular. I think no fake agents on home scum.Kevin
So it shows the listing agent, Buffy Patterson, her phone number, and then it says No fake agents. We connected you directly to the listing agent who knows the home best. No cold calls, robocalls or spam from random agents. And that's their whole thing, is you're listing your lead and their belief is that the best customer experience is to get you in touch with a person who knows at home the best sellers are all agents, the kinds of agents we want to work with who really do know the home they list really well inside and out unnecessarily.Kevin
I think that's the first kind of floor. And the second is Buffy doesn't pick up the phone. It doesn't matter if she's the most knowledgeable. So yeah, it'll be interesting to see how their strategy pushes output.Beth
From a consumer standpoint. I appreciate that message better than the message that they're pushing. And I even just sent you all in the chat that we'll have to provide open the notes. But on their website they are pushing the same message of We are the fastest growing industry. There have all these graphs and all this stuff of why they're so much better and they're moving so much faster.Beth
But like what you just said is way more interesting to me from a a realtor and consumer standpoint, because I can't tell you how many times we would be moving and I'm just frantically trying to get any listing information that I can get before I talk to a realtor, because I like to do my own research. And I would accidentally submit the question on Zillow's like promoted realtor versus the actual listing realtor.Beth
And most people don't know that you have to go into the list. There's like a small, very particular place. You have to click to actually get in touch with the realtor that is listing the property both rental and resale. So I like that part from a consumer point.Kevin
Yeah. If again, that person never responds to you. Yeah. Just true. They seem like and anyone from Zuckerman wants to come on the podcast. I would love to have you to talk through this. It seems like they're just on the offensive to try to, like, swing as hard as I can and see what sticks. Like just putting out here millions of free leads.Kevin
Mm hmm. Billions and commission value.Julie
What's the data point you're using for that?Kevin
Yeah, yeah.Beth
Yeah.Julie
We're going to use Kevin's question.Kevin
Yeah. Yeah. It's like millions of free leads delivered since 2004 when we were home start up or somewhat like, what does that what was. I mean.Beth
Yeah, it's getting desperate.Kevin
Yeah. Speaking of desperate from CNBC dot com, the housing industry in air quotes urges Jerome Powell to stop raising interest rates or risk an economic hard landing. This this whenever this stuff happens I'm always just like are we really spending time on this? I mean I guess people should do it probably is helpful. But the National Association of Homebuilders, the Mortgage Bankers Association and the National Association of Realtors all wrote to the Fed to convey profound concern about the industry.Kevin
The group asked the Fed not to contemplate further rate hikes and not to actively sell its holdings of mortgage backed securities. Not selling securities would, in theory, help hold down mortgage rates, and obviously not increasing short term rates might also help mortgage rates. But it just is like Jerome Powell doesn't work for you. So it's kind of like my neighbor.Kevin
If I if I had a neighbor who would be like, Hey, I'm going to write you a letter. I'm also going to get the local butcher to sign on and we would like you to chop down that tree because we just think that a tree is ugly. I'll be like, That's cool. You don't own land. So now what is this really?Beth
Do write. Great question, Aren't they?Kevin
Aren't they all? I think all these three industry things for also actively running messaging saying there's never been a better time to buy is like wow, how's it both? I don't know. Can you tell I don't like political anything. Yeah.Julie
Yeah. They had lobbyists that needed something to do. It was like when the all the people came together against a they wrote the letter against AIG when, like, they've used forever, you know, it's kind of the same. Yeah. Same feeling.Kevin
Right. Also, the people who are against, they are the people who are already leading the field in like all kinds of competition coming from other places to be harder.Julie
Yeah, it's like a different version of that.Kevin
For those of you are are playing along at home with the game like what Metta is doing with Lama too, which is an open source. All of them is basically trying to say, Hey, we're going to if you're going to try to make it hard for the little guys to compete against you, we're just going to make open source software available for people to use that will build almost taking a play out of Google's playbook with Android.Kevin
Like, yeah, in Nokia you stink at building software to run phones. We'll just build software for you because we're a software company.Kevin
Okay, moving right along from Inman Re Max becomes the third major firm to distance itself from NPR announcing details of its settlement in the bombshell Commission lawsuit, the franchisors said agents and brokerages, the freedom to set and and or negotiate commissions as they see fit and will no longer require a realtor membership as part of working with them or for them.Kevin
So that follows Redfin anywhere and now REMAX All, all. And and they are we're not sure that we can continue for saying we're not going to require membership. Now all these remember the is places and we're going to have Rob hon back on to talk a little bit more about this. For those of you who couldn't come to the summit or missed his session because a lot of people were sad that they missed that one afterwards, you thought it was going to be boring and then it really it wasn't boring.Kevin
Everyone was talking about it and you missed it. But there's a lot of MLS is that require realtor membership in order to access the MLS and so that's kind of one of the next battlegrounds to come is if that if that holds or whether people will relent in in hopes that the Department of Justice will stop pushing things to change.Kevin
So any other thoughts, insights on this one from either you.Julie
Just finally the like flood? I feel like everybody's been talking about this for the last year or two. And finally, like once the floodgates kind of opened, people are following. So it's interesting to see movement on it. Instead of just talking about things. It's like people are actually starting to take a little action. Whether that really makes a difference in how things work yet.Julie
But I think eventually they're getting there.Beth
Yeah, Yeah. But does that what we were talking about last week is just Redfin was the first. Now what's next? And now we're starting to see the domino effect happen a little to.Kevin
Redfin's was voluntary is the one distinction. Redfin's is voluntary anywhere, and Remax is part of the setup. Once they reached on those lawsuits. So they both agreed to pay millions of dollars in fines as well in settlement funds, and then also say we won't make this happen. So that's where some people are, like Redfin. We're just doing this to try to get as far away from this as possible because they don't have much cash to give and a settlement anyway.Kevin
MM Well, yeah, there's lots of unintended consequences. It might happen from this one. One example that Rob gave was okay, so in theory being able to put I'm not going to offer any money to the other agent and the transaction sounds like it'll be good to consumers and it'll prevent steering, but actually it might make steering worse. Was this scenario of like, okay, if I work a plea, all the three of us work in the same office, I'm going to put I'm not going to pay anyone from, you know, Keller Williams anything but everyone else in the team.Kevin
Like if you bring me one of your buyers, we'll figure something out. I'll tell them, like, Hey, this this whole thing is good enough that you should pay them some money in addition to as part of the deal. So it actually could make things worse, not better on the steering fronts. All right, Rob, for the rest of that.Beth
What and going back to what you said earlier about like the realtor incentives that people are pushing, there's like people with parallel to throw money and there are the steering wheel, the offering. So I'm interested to see how that plays out.Kevin
Yeah. All right. Things we love, things we hate. So we close out every show, you know, on.Julie
About mine, my and my bills. If you need something to get off your phone, go do it. We will crochet. Yeah, we.Kevin
Will.Beth
It was really cute. Mine is. I was also influenced, similar to Julie. I had been waiting for our prime date to happen so that I could get my Bissell little green. If you don't know what that is, it's like a portable upholstery cleaner, carpet cleaner, spot cleaner for pets and whatnot. But when we moved into our new house, we have these chairs that we've had since we lived in Texas, which was like three, four moons ago.Beth
And they have they're old, they've been in use, but they've also been in storage and through a couple houses. And so they are stained. And I also have children, so they are stained. And so I just really wanted to bring them back to life now that we have them in use in this house and that little thing, it did its job.Julie
To help the water growth afterwards for you like it.Beth
It honestly, I was a little concerned because it didn't I only did two chairs as a test to see and I have to go back and do them again, like out on the patio so that I can like really get the sides by. I showed my husband and I took a picture beforehand and then we looked at it after and we were like, Holy cannoli.Beth
It actually worked. I should post like a before and after, but I'm a little embarrassed by that for.Kevin
My parents used to have their main vacuum cleaner was a rainbow. I mean, anyone heard of this? Yeah. And it's like one of the last things that was sold door to door by by, like, vacuum salesman. And it was like, the best product ever because you fill it up with clean water and then you just vacuum and there are no bags, and the vacuum just goes through this big water thing in the center.Kevin
But like how much dirt you really need to put in water to make it look filthy is not lot of dirt, no wonder. And so I was just like, Oh, it's so gross. But missiles are great ray machines. I'm going to try to solve everyone's terrible audio problems everywhere. I we all love and we cheer all of you when you make great content for social or video work.Kevin
But a lot of you really have to pay attention to your audio game because one of the sounds workers for real talk your it doesn't translate and no one wants to watch that and it's that's just like it's painful almost every content creator we've ever interviewed and we talk about like which is more important the photo image quality or the sound quality.Kevin
They're like, Oh, you can't fix sound nearly as easily as you can fix image after you shoot it. So this is the latest iteration of the Road Wireless family. It's called the Pro. It's 399 and that sounds like it's a lot of money and it is a lot of money, but just the two lab mikes that come with it, if you were to buy those separately, they are $200.Kevin
So what I just said there and the justification, it's basically like free the case now charges every everything else in in the so you just have one charging case and accessories case. You get two different receivers and one transmitter. So you put the one transmitter on your camera and it comes with all the cables to attach this to an iPhone with lightning cable or you have SBC in Android.Kevin
So these are the same things you'll watch on YouTube where people just clip and it has like a fuzzy dead cat on the side. You don't even have to use Alabama. Like it's just an all around easy to fill. The batteries last forever. It also has a 32 bit float, which technically speaking, that just means there. But that's like 130 a bit float is just like super high quality recording said it can't clip at and in terms of going too high or too low it can cover all of the all of the sounds and give you the chance in post to choose what you want or don't want.Kevin
Thanks for listening. We'll see you next week.Kevin
How about that?Beth
I like that better.Kevin
Bye!

View Details

Market Proof Marketing · Ep 306: The Girls ClubIn this episode, the ladies take over! Beth Russell is joined by Jen Barkan and Julie Jarnagin and together the three share their Summit recaps as well as how they are dealing with the post-Summit blues. They discuss the passion and excitement that comes with attending a content rich seminar, but also the realities of what that looks like when you go home. They talk about the importance of not being afraid to be vulnerable and admit when you don’t know something. The three dive into the hot topics including Redfin’s announcement to leave NAR and share their thoughts on the situation.

Story Time (01:57)

• Beth shares her feelings on experiencing the Summit as a DYC employee and not attendee.
• Julie Shares how being able to communicate data and answering questions and providing info to leaders from other departments is sometimes like a second language.
• Jen’s son, Sam, has a new plan which is “Acclimate, Accelerate, then Dominate.”

The News (27:00)

• Redfin is Leaving NAR (https://www.redfin.com/news/redfin-is-leaving-nar/)
• Mutiny inside NAR as staffers call for resignations of top executives (https://www.inman.com/2023/09/19/mutiny-inside-nar-as-staffers-call-for-resignations-of-top-executives/)
• Climate Change Pushes Up Home Insurance Premiums (https://www.redfin.com/news/climate-change-pushes-up-home-insurance-premiums/)
• Why Your Starbucks Wait Is So Long (https://www.bloomberg.com/news/features/2023-09-20/starbucks-spends-billions-to-slash-wait-times-with-faster-orders?leadSource=uverify%20wall)
• Resumed Student Loan Payments Shake Up The Housing Market (https://www.probuilder.com/resumed-student-loan-payments-shake-housing-market)

Things We Love Things We Hate (51:21)

• Julie is loving the newest season of "The Great British Baking Show"
• Jen is enjoying the tv show "Suits"
• Beth's new house feels like a tree house and she is in love with it.

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Transcript:Beth
Welcome to the Girls Club.Jen
Oh, my gosh. I did not even realize that it was Girls Club until about an hour ago when I was on a call with Kevin. And bless his heart, he was just slowly fading because he's not feeling well. And I said, Man, are you going to be able to be on the podcast? And he goes, I'm not on the podcast today.Jen
And I said, What? And I said, I guess I'll just be with Andrew. And he goes, Nope, not Andrew either. And I was like, What? I was like, Oh. And he's like, Yeah, it's Beth and Julie. And I was like, Yes.Julie
Ladies podcast.Jen
It's fun. Taking over. We're taking over control.Beth
No offense to the boys, but we are so excited.Jen
Yes!Beth
Is going to be a lot of fun. I can already tell.Jen
Oh, my gosh.Julie
Yeah, and the first post-summit podcast too. So we got to do it on a fun one.Jen
Oh, my gosh.Beth
So, I mean, we're we're going to have a good time. It's going to be, as Jen would say, electric.Jen
And it's going to be like.Julie
Electric. Definitely.Beth
All right. Well, let's get started. Welcome to episode 306. I am Beth Russell. And with me today is Julie Jernigan and the online sales extraordinaire, Jen Barkin.Jen
Oh, I like it. Yes.Beth
You always need like that big tie up because you're just so like, okay, the energy is just I don't want to say electric again, but I can't help it.Jen
I think my next tattoo needs to be a lightning bolt or something like I do.Beth
But you. I need to get matching ones.Jen
Sam. Yes, Sam needs to get one that says dominate. And I need to get a lay up. Yeah. Oh, no. This is the latest. This is the latest Sam thing. So, yeah, he. You know, he's working on site at Chesapeake House, and they.Beth
Love him and.Jen
Love him. Yes. And I was. I was, like, trying to, like, coach him on something or whatever. And I'm sure they love that and, like, trying to coach them on their on site process. But he goes, Mama, here's the deal. I got to get acclimated first. Then I accelerate and then I dominate. And I'm like, okay. I was like, I can get behind that.Jen
You're going to get acclimated, right? Get your bearings. Then you're going to accelerate. Then you're going to dominate. And I was like, okay, he's going to be a motivational speaker.Julie
So that.Beth
Was like.Jen
Writing it down. Like, All right, here we go.Beth
She starts structuring her nest.Jen
Told you for the content. Yes. Thank you very much. That is.Beth
Amazing. I love him. I feel like we need to start recruiting for Sam.Jen
Already telling you.Beth
In the next like 5 to 10 years, he's just going to he's going to do great.Jen
Well, he already is. He already told me he's he's got his sights set on NAHB, Rookie salesperson of the Year. So let's put that out there in the universe. He's like, Yeah, I'm going to be there at IBS. So. Lisa Parrish, Sam Bargain, putting it out there. Salesperson of the Year.Beth
That is awesome. He is. That is the energy we all need right now. And I feel like it is an energy that a lot of us have post summit. So as Julie mentioned, this is our first recording post summit and I'm kind of excited that it's us and.Jen
We don't have Kevin in the industry. We can like.Beth
Really talk about it and how it went. Not that we wouldn't want them here as well, but I feel like it's like a little bit more fun with our personalities right now. But it is my first time as a team member and not as an attendee working for the builder. So it was like a mixed bag of emotions.Beth
I feel like afterwards.Jen
Like, what do you mean?Julie
There's definitely like a you get home and you have this like and I don't know if it's like really like really relieved that it's over or if it's like sadness because you have this big built up. So there's kind of a little funk. But I mean, it's good because you loved it and it was amazing. Yeah, I feel like I need to sleep for like two days to still, like, get back into my group.Jen
We're going to.Beth
Dive right into story time with this one because so like I said, mixed bag. And I think it's just like what Julie said. It's a mixture of like, Oh.Jen
Man's.Beth
It's time. That was like a lot of socializing and I never socialize. I'm always in this cave by myself. And then it's sad also because like, this is the one time year that we in the daily routine would get together. So it's so great seeing people and meeting people for the first time in person that I haven't met before.Beth
But then I like couldn't help but reflect on my time as an attendee and that emotion that a lot of the attendees are probably feeling of. Part of it is like, Oh my gosh, I suck at my job. So many people are better at this than me. There are so many creative people, but I'm also like loving that I feel that way because if you didn't feel that way, you wouldn't be like you wouldn't have that fire to go out there and do something different and implement something new and apply a lot of the things that all of the wonderful presenters were talking about at these various sessions.Beth
And so, like, I remember having that fire of like I am ready to hit the ground running and I want to do this and I want to do this, and I have so many ideas. But then I also remember when reality hit and like you get back to the daily grind and how quickly it starts to burn out and I don't want to say burn out because that sounds like super negative, but like it diminishes that flame starts to diminish, right?Beth
And so I think on art, like Maya now as a do you convert person and a coach that has like direct impact on all of these people that were attending is like, now I feel that fire and a new way of helping their flame stay lit for longer.Jen
Oh, I like it more. I mean.Beth
Like it's like we got to find new ways. We have to now.Jen
Keep them lit. Yeah.Beth
The water bottle, that energy. Yeah.Jen
So as you were talking, that's you know, I was thinking about that and I was thinking that, you know, any time you come from a conference or you have this notebook full of ideas right now, like, Oh my gosh, when I get back and I'm going to implement this and we see this a lot happen with our online sales academy, too.Jen
Like, you know, they come and they're just like sponges and they have their notebooks and they're like, yes, I'm going to go do all the things. MM And realistically you can't do all the things, right. Yeah. So I was thinking when you were talking like advice, you know, is summarize your notes like, so you've got this notebook full of stuff and it's like, go through and highlight the, this is where I'm going to start.Jen
And maybe you pick three things and you go, I'm going to tackle these three things over the course of the next 3 to 6 months or whatever, and then keep revisiting that notebook and it can be overwhelming, like trying to be like, Oh, I want to do this and this and this and this, and then you end up maybe not doing anything well, you know, as if you had like a couple of things that you really implemented well, then then that's maybe be it more successful.Beth
And I think it's about also don't make excuses about why you can't implement something like don't pick the three easiest things that you think you can do, like pick one that's challenging. And I had all the all the people in the marketing room shout, I am limitless on purpose because so many times we like put ourselves in a box and think, Well, I can't do that because of X, Y, Z, and I can't do that in my organization because we don't have this or I don't have this.Beth
And it's like, no, pick something that's a challenge and really hone in on it and try it and fail if you need to. But it, you know, like sometimes failing is just as good of an experience than actually being super successful on it.Julie
And that's part of the magic of Summit, is those connections. You're there with other people who are passionate about it and you can talk to it. And so I think people need to remember to foster connections outside of something like Summit. So whether that's somebody you've met in a similar role for somewhere else, you have a zoom once a month to talk about challenges you had.Julie
If that means taking somebody on your team out to coffee, you know, once every two weeks to like talk through things and brainstorm like outside. I think fostering the connections is one way to kind of keep that.Jen
Spark.Beth
Absolutely.Jen
Lit. Hey, you got to get you got to get acclimated, you got to accelerate, you got to stay lit and you got to dominate, dominate. You're going to add that and the guy's never going to.Julie
Do a podcast together again. They're going to say, we've lost control.Beth
You know, the persona that Jen just took on was Love it. I hope everyone who's listening goes back and watches just that.Jen
This is like recorded. Okay, So.Julie
You thought you were just hanging.Jen
Out.Beth
You need to make one of your freestyle raps next. Actually, that puts all.Jen
That in it. You know, I need to work on this. You're right.Beth
Challenge accepted. Julie, what do you got?Julie
Yeah, so I was talking to a builder yesterday. She is new in the role, but not new to home building. Super smart, working hard. And she came to me and said, I'm freaking out because everybody's on me. Like, not enough leads. Not enough leads. We don't have enough. Everything slow. And I was like, okay, let's look at the numbers.Julie
And then when we pulled all the numbers, number wise, like things look good, you know, we are getting what we were when they felt like things are real. So we're just talking through like, let's take the data. How are we going to talk through the data with them? How are we going to ask a questions about like, why does this feel flow with this?Julie
And she said something that I thought was really might resonate with other people. She said, it's like learning a language. She said when we talk about it, she was like, I understand it. I get it. When I'm at Summit and I'm learning these things, I'm like, Yes, But she said then, like leadership or sales or somebody comes to me with these things, with these questions and I have to talk about like, what we're doing is marketing.Julie
She's like, Then I can't just communicate it out to them. I can't take that and explain it. And so we just had this conversation about how that in itself is a skill. One thing is like understanding the numbers and knowing what you're doing and having a marketing strategy. That's a separate skill to then be able to take all that data and look at that information and then be able to communicate that back to other people in the organization.Julie
And I said, That's just going to take practice and that's something you're actually going to have to work at. You're going to have to be in the data every day. You're going to have to start showing this to people and explaining things to people and getting that experience of how you talk about it and how to answer things.Julie
So that was interesting thinking about it like that as a language. She understands it, but she can't speak it yet. Know that's that's her challenge right now. And I think that's it is a harder skill than people realize. They just think they should be able to do it automatically. But it takes practice.Beth
That is such good advice and link telling her to get out there and and try and talk to different audiences because how you translate it and how you tell that story of the data is going to be a little bit different based off of the audience that you're presenting it to. And so the more you do that, the more comfortable and confident that you'll be.Beth
And I think it translates in any any position, not just marketers translating data, but online salespeople overcoming objections on the phone, us as coaches, all three of us being coaches and like trying to get, you know, make an impact with different types of people and in different organizations like it, Give yourself some grace. Start from the foundation that you have, build upon that foundation and get practice.Beth
So that way it just feels more comfortable and intuitive over time. But that grace is so important. And then advice you gave her so good.Jen
You know, and into like as you were talking, I was thinking about so my daughter Mia just came home for fall break from school and I was asking her about her classes and she was like, Oh, I had this presentation. I had to stand up in front of people and I got to 96 and like, I didn't even have to really look at my notes.Jen
And I just felt so good about it. And I was like, Oh, you know, that's so great. Mia, why do you think? And she's like, Well, I really knew the material. And I said, Ding, ding, ding. Like, the more with knowledge comes confidence. Yes, the more that you study and you prepare and you learn it, the more confident you're going to feel about what you're talking about.Jen
And you don't even need it like it just comes authentically out of you, you know, to talk about that as coaches, you know, it's like, yeah, you don't even need to look at a script. Like you feel confident about the knowledge you can present it. So you're marketers. It's like, yeah, you have to put in the work to learn it and study it, right?Jen
But it takes time and have some cheat sheet. Like if you're going to be presenting to leadership, like have your notes like because you get sidetracked and you forget what you're talking about and have your notes and your T sheets. Yeah.Beth
And focus on the things that will be most important to them. Like, you don't have to dig into the weeds, you don't have to be super technical and we don't have to let our entire nerdy like, nerd side show like, we can talk it in a little bit.Jen
Let your nerd flag fly. Yeah.Beth
To an extent.Jen
To an extent, Yes.Julie
Yes. Consider your audience for a show.Jen
Hey, ladies, I'm just so happy at you all. Because sometimes Kevin and Andrew are on here, and I'm sitting here like, Okay, yeah, I had no idea what you're talking about. I'm over here in online sales land. Don't know. So they're doling out red flag five to high as what you're saying. Make sure that you're somewhat understandable by the normal people like me when we're coming.Beth
Into the first thing that I wasn't as strong at as a lot of the technical side of ads because I didn't have to do a lot of that at my builder. Oh, yeah. You know, so like when Andrew and Julie and Becca and Sarah were teaching me the things that I needed to rebuild my foundation on, I would be like, Okay, for Dummies, like, do this for Dummies.Beth
And oh, sister, we all have our strengths. We all have other things that we're good at. But not everyone. And my husband, I know he's listening. He always listens. He always says to me like, Oh.Jen
That makes one of ours.Julie
Mine doesn't.Jen
Either, but I don't.Julie
Listen to his. So it's fair.Jen
Where even semblance of like.Beth
Well, he has all this time on his drive in the morning. So he listens to our voices. But he always reminds me like, not everyone knows what you what you know, you know, it's not a natural. So, like, sometimes you have to dumb it down a little bit and pretend like you're writing Marketing for Dummies or things like that.Beth
And it's not a bad thing. It's a good thing because it also it brings us to keep going back to this foundation. It brings us back to our foundation and kind of helps us remember on the basics that we should be focusing on every right while.Jen
Yeah, yeah. And I think it's okay to be vulnerable when you don't know something. So like, yes, I mean, this is yeah, this is about.Beth
This is a big topic.Jen
And I think one.Beth
I think it's a really good topic for everyone listening, but especially leaders that are listening because I don't think and I, I think that's why so many people at Summit were so captivated by Rhonda and Elaina because they are high level within their organizations. But they and even Chris, you know, like not afraid to be vulnerable and let people in because it it opens up the door for other people to be vulnerable.Beth
And it doesn't mean that you have to be singing Kumbaya and like diving into your personal lives. It just means that you are unafraid to be authentically yourself, to be wrong, to fail, and to allow room for people to not know so they can ask the right questions so that you can actually get to the right answers.Jen
Yeah, I know I've talked about this before, probably on the podcast, and I'm just going to say it again. Rene Brown talks about daring leadership versus armored leader in leadership. Armored leadership means you approach things with like, I know everything. Like I don't want to ever look vulnerable, Like I'm tough, tough, tough, right? Yeah. When you approach leadership in that way, you you're missing out on growth and opportunity, approaching it with a daring leadership mindset.Jen
You know, I'll admit, like I don't know. I don't know the answer to that. But you know what? You and I are going to figure this out together. Yeah, I'm going to ask questions of you. You're going to teach me. I'm going to teach you, and we're going to tackle this together, you know? So I just encourage leaders like and even us, do you convert as coaches like and it's like sometimes you don't know the answer and it's okay to be like I was just on a call yesterday, totally stumped me.Jen
I was like, So I gave up my classic, you know, and those of you that know this. So this is the classic pivot objection is like, Hmm, that's interesting. I'm not 100% sure I'm going to take it back and talk about it with the team and we'll get back to you. But I don't know, calling in a lifeline.Beth
Like if you don't do that as a leader, then you are also preventing your own growth because you just stop learning.Jen
That's what I mean. Exactly. You stop learning.Julie
Yeah. And your whole team is scared to admit when they don't know something, right? Because you look like you always have the answers and I'm going to look stupid. But if they know you're willing to do that, then they're willing to admit when, like, I don't know what that means. I'm just shaking, rattling, vibrating.Jen
And like, Yes, and that and I know exactly what you're talking about. Good for. Oh, okay. That's not Gatorade. Okay, cool. Got it. Yeah.Beth
No, I think this is a this is the big topic as of recently. And I can't tell you actually how many times that somewhat summit it was brought up to me. And I don't know if either of you got the same of like people wanting more leadership help, whether it be at the marketing level or the sales and marketing level.Beth
And so it's something that, you know, I've been really brewing on and I'm trying to create a way for that fire to keep burning because I think it's really important that we continue training at that level and at that topic because it as we're learning from the stuff that's in the news this week that.Jen
Said, Oh, we got into this, we got to talk to we got to talk about the news, I guess it's like, hey, we'll get there. But it.Beth
Can it can have a really big domino effect within an.Jen
Organization. 100% agree with you on the online sales side. But leadership is a constant. Like just managing online sales team is completely different than managing an on site. So a completely different and so, you know, most sales leaders bandwidth is stretched. They're busy. They're putting out fires with on site stuff all the time. And if numbers look good, it's easy just to go, Hey, you go over their numbers like, fine, okay, check suite, everything's good.Jen
Yeah, but what we know is that, yeah, the numbers look great because numbers look great right now, like as far as conversions go. But we have to look beyond that and we have to manage the program, manage the person, you know, beyond just the numbers. So there's definitely a space for more conversations around it.Beth
Though. I promise we'll get to the news, but I want to do a hot take if that's okay with you. Girl. Is that.Jen
Yeah.Beth
Then. And Julie too. Who do you think should manage online sales within an organization?Jen
Oh, well, I'll let Julie answer first and then I'll answer.Julie
Oh, gosh. To do a marketing marketing director, this would be my first answer. Okay. That's my experience. That's my experience. It started in marketing. Then it was director of sales and marketing was the same person. So I lean towards marketing, not sales.Jen
Okay, so I have J I have a not an exactly black and white answer. If it is a new program for your organization and you have to get sales buy in, like it's a complete culture shift when you're rolling this program out and sales could be a little bit resistant to it. Mm hmm. It works well to have a sales leader kind of overseeing because online sales is an extension of the sales team.Jen
That's how you want to set that role up and position. And so if you have a sales leader over it that's really good at bridging the gap, then it works out better. I think in that situation. Ultimately, the bottom line though, is whoever is going to have the bandwidth, whoever understands the role, the best, who is going to hold them accountable, who is going to be the conduit between sales and marketing and online, which in a lot of cases it's marketing, right?Jen
We talk about online sales being like the lovechild between marketing and sales. And so we see a lot of success too, with online sales reporting up to that marketing person. And that is kind of really good. But ultimately it comes down to there has to be communication between sales, marketing and online. If, if there's silos and it never works.Beth
Yeah, no, I think that's a really good answer. And like originally I would isolate on Julie side too, based off of my own personal experience. Right?Julie
And we're marketers because.Jen
You, you, you manage, you manage the team and your marketing.Beth
So and they came from sales to under the marketing umbrella in that room. But the reason why that worked to your point, Jen, is because I had the time and ability to understand their role within the organization and the impact which they had within the organization and our successes. And so it made sense for them to be under me within the marketing umbrella.Beth
Right. And I think that's what the same situation for Julie as well. I don't want to speak on her behalf, but I think that was that was similar for you guys. And so when it comes to online sales, I think, yeah, they could flourish under either, but it's just important that their voice is heard and recognized and appreciated within the organizations that they are fully supported by whomever it is that is leading them.Beth
But it has to have the influence of marketing and sales either way.Julie
And it's not like sells if a sell is if a sales person is going to be the leader, not a sales person, a sales leader is going to manage them. I think they have to understand how dramatically different those two roles are. They can't treat them like a on site salesperson just taking. It's a different it's a different role.Julie
So it has to be somebody who understands that those differences, I think.Jen
Yeah.Beth
That can be said for marketing, right? Because like if you have a sales leader in charge of marketing or leading the marketing person, whoever is doing the implementation of marketing, if you have, it's someone that doesn't understand marketing or doesn't recognize the difference between marketing and sales and how they should work together, not separately, then you're setting them up for failure as well.Beth
So basically, if you're at the top, if you're in a leadership position in any organization, in any field, you have to take the time to understand what it is that your people do and their importance within the day in and day out operations and the success of the operation in order to be a successful leader at that level.Jen
And this goes back to what we were saying about daring and armored leadership. If you are a leader. Hill, you're like, I've never been an online sales specialist. I have no idea like the ins and outs, right? Because it's at a time like you weren't an online sales specialist and you manage them, right? Huh? Being a daring leader is now.Jen
I've never done this role. Teach me, you know, show me, show me your process. Show me what you do. Show me your reporting. Show me those and let's talk about it now. You don't have to come in and like, knowing everything or, you know, to me.Beth
Biggest question. Just be the expert.Jen
Yeah, just ask questions.Julie
Yeah. I'll circle your ticket full circle.Jen
In that manner.Beth
So they should let us take over more of that.Beth
Okay. So I promise we will get to the news. So all of this does lead in to the hot topic of the week, which is Redfin's announcement via an open letter, if you will, on what was it Monday that they published this?Jen
It was Monday.Beth
Yeah. That they are leaving the National Association of Realtors and they really put it all out there, which I mean kudos because I love the, the honesty, I love the transparency.Jen
Currency things.Beth
And I think, you know, we've had a couple internal conversations about this. But I think the the real interesting thing about this is to see what happens next, because they're the first ones to really say now, like regardless of how the semantics work behind the scenes and what might happen, what they can and can't do at different levels and in different regional areas, you know, where their hands might be a little cuffed, if you will.Beth
But I think it's really interesting that they were the first ones to take it out there and say, we're not tolerating this anymore and something has to change.Julie
And if you're not following this, the few reasons they gave for severing ties was one, the Association of Realtors policies requiring a fee for the buyer's agent on every listing. So and that meant like on redfin.com you couldn't list a for sale by owner. It would have to be someone associated and then also a pattern of alleged sexual harassment.Julie
So there were there were different levels to this. It wasn't just the policies that they're unhappy with, it was also some leadership issues as well. So it's a very layered, multifaceted issue that they're working through and they.Jen
Realtor Right. As a former member of and they are a no, I like it.Julie
Yeah. And it really it gets more complicated. It gets complicated because a lot of the MLS is, are tied to the local and state realtor association. So you have to be a member of the Association of Realtors to get access to the MLS. Yeah, well, the in air rules say that if they're not associating with that, none of their none of the people below them down stream, which would give them no access to MLS.Julie
So it's a very far reaching they've said this and there's different conversations about is this just symbolic or are they going to go fight every single, you know, different local chapter? I don't know if they're chapters, whatever they are, to get access to the MLS. So it's very much the first step. It's a big step and it makes a big statement in a very long process of how to untangle all of this that's been going on, how it's worked.Jen
In pairs, then going, Hmm, there's been a ruckus around this for quite some time. So like you said, I'll be interesting to see kind of what happens next, like being the first ones to kind of publicly put it out there.Beth
So, yeah, beautifully summarized. Really. That was.Jen
That was.Beth
Kudos, man. I know what.Jen
You're talking about, Julie. Thank you.Julie
Hopefully it's all right. You'll go read the article and double check all the facts there.Jen
I read the links in the show notes.Beth
So in our next piece of news is also related to the National Association of Man Hours.Jen
Because.Beth
Apparently there is I love this word mutiny inside the air. I get.Jen
My popcorn.Beth
Yeah, seriously, let me start popping in right now as staffers call for resignation of top executives. Now, this is more based around the sexual harassment claims that have occurred, as well as additional toxic workplace environment situations and cover ups and yeah, there's that's going to take a big bag of popcorn.Jen
Yeah, I think we're just moving on from this.Beth
Yeah, just I think I think it shows a little bit of the ripple effect right now. If Yeah, back up it's back in the news. Now they are they're saying it's only a small number of employee employees that issued this letter, but I think it's still a big step and I think it shows that people aren't going to, like I said earlier, tolerate it anymore and people are willing to put their name on the line in some cases and their job and their their careers to say even within their company with Redfin's case, to say that, okay, like something has to get something has to be done.Beth
So let's see how it pans out.Julie
Yeah, I'm sure we'll be talking about this more.Jen
Yeah. In the future.Beth
Hopefully not as long as mortgage rates.Julie
Oh, gosh. No mortgage rate stories this week.Jen
No, no, no.Beth
But this next one, Julie has a good personal story associated with it. I know, I know. But yeah.Jen
So I guess.Julie
Climate change pushes up home insurance premiums. A recent study from policy genius found that quoted homeowners insurance premiums increased by 21% nationally from May 2022 to May 2023, and that Florida experienced the largest jump with premiums increasing by 35%. So I went and did the math. So I live in Louisiana, south Louisiana, just north of New Orleans, and everybody below Interstate 12, all their insurance premiums have gone crazy.Julie
So my insurance company, who we had homeowner's insurance for a year, went bankrupt. So I got a letter that said they're going bankrupt. You're about to not have homeowner's insurance. And here we found another quote for you, which nobody wants to give homeowner's insurance down here. And it the new quote they gave me was 174% higher than we were currently paying.Julie
This is in March. Oh, boy. Stressed out in March. And it was a great like an insurance company. I had never heard of. We don't even live in a flood plain or I mean, all of all of this area is probably the same. But we're not we're not required to have flood insurance.Jen
When I was there, what was the rate like? Why?Julie
Well, they went bankrupt and just nobody wants to take on people in this area. They just say, no, thank you. Most homeowners in church, this is so the quote we got was from like a crazy sounding made up name insurance company. And when I talked to another agent, he said, oh, and I've heard that they asked you to sign over a power of attorney if you work with them.Julie
I'm like, well, I'm not doing that. So they finally found me another one, and my premium went up 109%, which was better than the 174%. So when I read this article.Jen
I got a little.Julie
But how it affects not just my story, but just how it affects homeowners like that digs right into your budget for how much or how much money you have to pay for your monthly mortgage. I mean, it makes a big difference, especially Florida, Louisiana, I'm sure, areas of Texas. I don't know, John, if this affects you or. Yeah.Jen
Well, it does, because I am below sea level. Mm hmm.Julie
For right there with you. Think we're really close? Yeah.Jen
Yeah. So you have requirements for flood insurance. Anybody that's buying a new home. So this is interesting. Right down. Down the way people that live directly on the river. Yeah. Norfolk, which is really low. If you buy a home over there, as of, I think maybe last year or the year before, you're required to raise it in order to get the insurance.Jen
So you have to like so we see all these homes going up on like built stilts, basically, I don't know, like cinderblock foundations, like ten feet high. It's like the most bizarre thing. But it's like in order to get insurance you at that's the requirement is that you have to raise your house.Julie
And what the article saying is people are now taking this into account when they're purchasing homes. You know, I mean, if I was buying another home, I would think about it like, can we get. But of course it affects school district and all sorts of things. But it does and it's something worth talking about. If you're in an area where the the home insurance premiums are more affordable than just a little bit down the road, I mean, it's things worth thinking about because this is what homebuyers are thinking about as well.Jen
Yeah, I was.Beth
Gonna say.Jen
Using that as a Yeah, you're saying using that as a unique selling proposition of Yeah. Hey, compared to this.Beth
It works because in your neighborhood alone aren't it a huge master planned community that we live in our side. We actually didn't know this until we were prepping to close, but we are required to have flood insurance and no one warned me how expensive it is.Jen
Right?Beth
Oh, okay. But that being said, the other side of the neighborhood, there's a street that like when you're driving and it's first on your right hand side, Their biggest selling point is they don't require flood insurance over there. So when people lose their homes, they're like, not only are we in River Island, but oh, by the way, you don't need flood insurance here.Beth
And it's a huge selling point. So I feel like we need to marketers need to be paying attention to little nuances like that because it does affect affordability and it does affect the buyers decision making.Julie
Yeah, and you need to be listening to your home buyers for anything like that that they're talking about because if that matters to them, it needs to matter to you as well.Jen
Amen. Yeah.Beth
Speaking of affordability and impact on that, we have resumed student loan payments, shake up the housing market from pro builder. Yeah.Jen
So that alone gives me gives me stress.Beth
I can see out you're in you're wiggling a lot right now trying to shake it out.Jen
Now I have one with student loans, so.Beth
Yeah. Yeah. I don't, I can't, I can't speak to this one personal experience because neither of us had student loans. We were very blessed to not have any. But basically, student loan payments are set to resume this month and that added expense is an unwelcome obstacle for already cost burden homebuyers. So I'm just another factor that we have to we have to consider when talking to our homeowners are soon to be homeowners of what they can realistically afford.Beth
Because now what I liked about this one is they're talking about how consumers are essentially bundling their debt. And so they're looking at their debt as a whole number versus like something have been paid off here. They're, you know, and not individual numbers. Exactly. So they're looking at this as a holistic number. And so that payment is just adding to that whole number.Beth
And that's they're feeling that anxiety going into the purchase because it's not just the mortgage that they're considering. They're considering the student debt, they're considering the car payments that are through the roof right now. Our student.Jen
Loan monthly payment is.Beth
So this article said it's.Jen
In the artery filled day with something. I feel like I read something or it was like 203 or something in.Julie
This article says Typical monthly student loan payment being around $200.Jen
Okay. Yeah.Julie
And the other thing that plays into we just talked to a builder today and we were talking about some different things different builders are doing and they were like, Yeah, but you have to understand our particular buyer, they don't have a 20% down payment and that's going to be an issue too, as all these things eat into people's budgets like that.Julie
Down payment is more and more of an issue too. So as far reaching effects for us, I feel like.Beth
Yeah, absolutely. It's really it's interesting that a lot of builders don't even know that about their buyer like courtesy your builder knowing that because sometimes they don't understand the nuances.Jen
Like.Beth
And I love that they're out there actively trying to learn like I get a lot of builders within our circle asking for a 30 minute call with me to learn about the military buyer and what that psyche is like and how they can help them in a different way. That's outside of some sort of incentive. And I love having those conversations because they are truly making an effort.Beth
And I think all of these articles and the realistic world that we're living in right now is pinpointing that we have to take that 1 to 1 approach and really know what our buyer's life is like and the obstacles that they have outside of just our day to day organization and the products that we have to offer them within our community, but really take the time to learn who they are and what their what their face.Jen
Personalized incentives based on what's happening with that particular customer or buyer. So, oh, you have student loan debt. So should the builder pay their student loan? Well, that's a stretch.Julie
But this is Jen's take now.Jen
Oh, pay.Beth
That off for you.Jen
Student loans are preventing you from getting into this house. What if we paid half of your student loan debt? I don't know. I'm just like.Beth
I mean, is it less than what they would pay some $10,000 and $10,000? So I'm.Jen
Saying like, you know, if you want to use that to pay to reduce your debt to income ratio, I don't know, like because from what I know, because I have a kid who has student loans, like the loan amount is, you know, it's spread to keep the loan to keep the monthly payment low. Right. Like paying this high interest rate, it's spread over a long period of time when really it might only be $20,000 that they owe.Jen
But like in to make that an affordable payment. Right. They've got this crazy loan thing and whatever. So if if a builder could say, well, pay your loan off or we'll pay half your loan off, I don't know that when this happens.Julie
Jen, you're getting full credit for this. I love it. Let's get.Jen
In.Julie
Special love.Jen
It's thrown.Beth
It's a great example of like the amount of creativity that we have to have right now on a 1 to 1 basis. Like, yes, the conversations that I had with a builder recently about like, how can we help the military buyer or even just the reload buyer in general, Like take our situation as a case study. We lived in an Airbnb for two.Jen
Months that.Beth
Was $5,000. Pay for their Airbnb for two months.Jen
Yes, yes, we will help you with your moving costs, your relocation cost, whatever, will you know? Yes. Listen, when when I was in my former life, I mean, I worked for builders that would like, okay, like your homes, I can be ready for another six months longer than what we thought or whatever we'll pay for you for a long term rental.Jen
Yeah, a furnished rental. Yeah. Like, you know, and I don't know, I just. I agree with you that there has to be more some creative solutions and to work with some of these people. Yeah.Beth
Yeah, absolutely. And as marketers, like, we have the you have a voice in offering those solutions up like you have a voice and an impact. And don't be afraid to make those suggestions and say, Hey, I heard this creative idea or this other builder is doing this. Maybe this is something that we can implement. And I love that idea because people forget and builders forget that at the time of purchasing and moving a home, not only is it extremely stressful, but you are hemorrhaging money when you are purchasing a home, whether it be because you have to do an Airbnb or you have to pay the movers or have to tip them, you have toBeth
buy the movers food, you have to get out of your lease early, you have to sell your home, you have to move across country and pay for hotels. You have to buy new furniture like you are hemorrhaging money left and right for whatever reason. And so the the different ways that you can relieve some of that burden.Jen
Off.Beth
In creative ways that you can do that. I mean, let's see it happen.JenYou can you can tell that's just me, mood. I know this is I got it.Jen
You got to get them food.Beth
And how many times have we moved.Jen
In the guy to go buy toilet paper? I mean.Beth
Your food goes bad. You have to fight rid of all of your food in your in. Like, it's ridiculous. The little things that you don't think about.Jen
You need to unpack.Beth
These always turn into a therapy session for me. Okay.Jen
I love it. It's good. Oh, my gosh.Beth
Okay. Speaking of waiting, I'm. I'm moving right on this thing and waiting for a long time. Why is your Starbucks wait so long, Julie?Julie
It's because people are coming up with weirder and weirder drinks, more elaborate drink combinations.Jen
As long as you got to wait for perfection.Julie
So this is from customization. Bloomberg And it says elaborate drinks and an almost endless array of combinations can slow baristas down. But a plan to hasten service has yet to materialize. So they're talking about how it's how Starbucks is struggling because there are so many There was like a crazy number in here. If I can find it for like just a latte, it adds up to more than 383 billion different possibilities of what you can make.Julie
The team had a lot of fun with this one. There was a lot of back and forth conversation about this.Jen
Article.Beth
We did, and while the different data that was pulled, I is really fun and I don't remember particularly if it was in this article or not, but we talked about it internally. But Starbucks had released that they that their customizations, their personalization of their product, if you will, increases their revenue by 1 billion. But on the contrary, their other data, which is the weight associated with creating said custom drinks, had lost them anywhere between three and 5 billion or something like that in additional revenue because people were leaving and they were losing.Jen
Like, I don't have time to wait.Beth
Oh Jen, how does that relate to online sales?Jen
Yeah, well, yeah, if, if you're not first or last. So yeah, listen, people, you know, go back to that that study both you and I were talking about, like the personalization study, bomb bomb had presented it last year at our summit and just talking about one customers expect. So that word to expect is very powerful here. As we're talking about this, customers expect personalized service.Jen
They they want what they want. They want customization, they want personalization, and they want it quick. And so if we're not able to deliver that, we're going to lose case in point, like, yes, they're making money on their personalization, but they're losing more on people getting irritated and walking out the door. So when we talk about online sales, we got a staff up, we got a staff up in order to meet the demands, in order to provide a personalized service.Jen
So Starbucks, you know, they're making changes. They're talking about getting different ice. It's like what they need to do. They need to staff up if they're going to be able to provide this level of service.Julie
The other place I've seen this in home building. So I've been I'm old. I've been in home building since before 2008. I started in 2005 Production Builder. And it's like this is what we build.Jen
We started to.Julie
Hear.Jen
Is it? Yes.Julie
Here's what we build. You can select from these two color palettes and people were fine with that and then 2008 hit and everything crashed. And we said, you can make whatever.Jen
You want, hear all the.Julie
Selections in the world. So like the pendulum swung the exact way. Then we started not being profitable on that and it was taking everybody forever to get through the system. There were way too many choices. It was overwhelming. Everybody. And we swung all the way the other way where at one point that Idol Homes stable, call me if I'm wrong on this, but at one time I told Homes somebody would say, I will buy that house if you will paint the front door.Julie
I think once we painted a front door orange and we live in Norman with you and somebody is like, you have to paint the front door. And we would refuse. We would say, Nope, that's not our scope. If that door is orange, it's staying orange. So like, I think what's interesting, what I've seen in homebuilding is how in the selections world, like that pendulum goes dramatic either way.Jen
Yep.Julie
And I think where probably Starbucks suffers with they're so huge it's hard to quickly adapt to changes. So if there's a Tik Tok trend and this is from Olivia and Bryce, they had these this conversation on the Slack channel. They were talking about how all the sudden on Tik Tok people are talking about the cool new trend of this weird drink that had 42 different things in it.Julie
You know, it's hard. Then everybody goes and orders that like how do you do that among all the Starbucks in the world slows everything down. So yeah, we definitely see this. And I think the people who deal with it best probably are the people who are faster to adapt.Beth
Yeah.Jen
You think Absolutely set expectations a little differently at the beginning. And when you go to order and balance out, yeah, you set expectations and then you don't have an issue.Julie
I mean, I think it's.Beth
About living and like we talked about this at our, at the summit for the on the marketing side, my session was on personalization and then taking ideas out of other industries that do it well. And the whole point is that it's somewhere in the middle, like you have to offer enough that you're meeting your buyers expectations of allowing customization or a personalized experience.Beth
But you're also living in a world where you can still mass produce something, whether it be a shoe, M&Ms, Starbucks drinks or homes. I going to say mass produce that in that regard, but, you know, produce a product in an efficient manner that can be delivered on time. So it's just living in that middle ground. And sometimes it doesn't have to be a huge thing, like a bajillion options for a custom drink.Beth
It can be something a little bit dial back where the customer just needs to feel control. They need to feel like they had a part in the process. They got what they wanted. Their expectations were met and it's up to us to find what that middle ground is, that sweet spot so that we can work effectively or efficiently in this case to be successful.Jen
Now lessens. We've solved all the problems today.Julie
Solve problems to solve.00:51:00:16 - 00:51:02:13JenSo fun, girls, we.Julie
Got all we got to have a girls only podcast every now and again. We got a that's on the schedule.Jen
100%.Beth
I'm down. Put it on. Olivia. I hear you listening in. Okay, so before we end, we have to do our favorite favorites.Julie
I do have a favorite.Jen
Oh, my.Julie
Gosh. So I just found on Netflix there is a new season of my very favorite show, which is Great British Baking Show. I do not.Jen
Bake.Julie
Do not bake. I love it. It's my favorite. And there's a new season out and it.Jen
Just made my day. Do you actually bake or do. I don't watch it because it's soothing.Beth
I the dry humor is everything.Julie
It relaxes me. The British accent was relaxed me. But I just it's my favorite. I would I have watched these episodes. It's one of those ones I'll put on in the background and just let play because it's very soothing to me. So I'm very excited about that. That is my my favorite Right now.Beth
I'm learning more about you. I like this.Jen
Wow. This is my favorite show right now. It suits me.Beth
Oh, it had you having a resurgence.Jen
I know. Yeah. You know, it's bad when my 75 year old mom tells me about it, she's like, Oh, have you seen this new show? Suits? It's so funny and cute. You would really like it. I was like, okay, so I start watching it. I'm hooked. Yeah.Beth
It's addicting. So if you haven't watched.Jen
It, you guys watch it?Julie
No, I'm too busy watching.Jen
Your acting for this. Baking show.Julie
No time in.Jen
Time to watch it.Beth
So it's really entertaining for sure. Mine isn't related to TV shows.Jen
Good. We need something else. Yeah.Beth
I don't really have any. I. I'm boring, and I watch those same shows, like over and over and over again, but it is the fact that. So we just moved into our house and it looks like a black cave. For those of you that are watching and aren't watching, like my my office looks like a black cave, but it's actually painted a dark olive color.Beth
It's called Olive if you love it. It's so pretty in real life. But on Zoom, it looks a little dark, but the house itself, I live in a tree house. It is.Julie
Amazing.Beth
Yeah, like it feels like a tree house and I love it. And I go out on this like all, of our neighbors are like, oh, my gosh, your your deck. And oh, my gosh, know. And I'm like.Jen
No, it's amazing. It's so nice.Beth
So yeah, I'm in. I'm in a pinch me world. So if you if you follow me on Instagram, you'll see lots of tree house pictures and one.Jen
Of us yeah we love.Julie
A pretty.Beth
Yeah I'm not apologizing for.Jen
I'm so happy for you. It may say you know it makes paying the movers a little bit and making skipping lunch or food. Yeah I got her video.Beth
Living in an Airbnb for two months.Jen
Yeah.Beth
Which by the way, our neighbor who is building their house, whose house is also delayed, she is now living in the same Airbnb that we lived in.Julie
Man providing jobs, providing money for the community.Beth
All right. Well, thanks for today. This is.Jen
Fun. Oh, this is so fun. Thank you, guys. It's fun. Have a good one. Bye.

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Market Proof Marketing · Ep 305: Creating Your Backup Plan with Tara BarliaDue to recent Summit events, we are releasing a special Online People Talking episode! In this episode, Jen Barkan is joined by Tara Barlia! Tara is an Online Sales Specialist at EYA, LLC and sat down with Jen to give some expert advice on having a backup plan. Tara shares that the most important way to avoid burnout is finding a backup person to handle leads over the weekend or during your vacation time so you're not coming back to a flood of emails. Together, Jen and Tara share all the tips and tricks to making your backup plan go seamlessly!

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Transcript:JenHello everybody. My name is Jan Barkan, online sales coach at Do you convert and welcome to online people talking or opt as we like to call it this series is dedicated to you the new home online sales specialist all about enhancing your lives and careers. We'll talk about real life scenarios is dedicated just for you. I am so excited to talk about this topic today.Jen
I think mainly because when I was an online sales specialist, I did not have a really good backup plan. Partly because I was stubborn and wanted to do everything myself and nobody could do it as good as me, and I quickly learned that was a mistake. Totally regretted that because having a true backup plan to give you that piece in mind so that you can take breaks is so important.Jen
So I'm excited to introduce our special guests today. Welcome, everybody.Tara
Tara Barley Hello, everyone.Jen
Hello. We are so excited to have you, Tara. Tara is the online sales specialist, senior online sales specialist now at the neighborhoods of EIA. So welcome to.Tara
Apsara. Thank you. Thank you for having me.Jen
Yeah, absolutely. So before we kind of get into our topic today, talking about backup plans, tell us a little bit about EIA for us. Like where in the world are you located? Tell us a little bit about yourself.Tara
Yeah. So we EIA has been around for about 30 years, mainly townhomes for new construction. We are located in the DMV area, so we have community throughout the D.C. district, Maryland and Virginia. As I say, the DMV, the head of motor vehicle. I know we do get that a lot. But so it's interesting to have, you know, at the same time might have different types of sales going through anywhere from, I guess price range from 600,000 to a mid million.Tara
So big range there. And the market can be different between DC, Maryland and Virginia at the same time. So it keeps it keeps it exciting.Jen
Yeah. And how long have you been in the role of online?Tara
It will be about two and a half years I've been with EIA like.Jen
Like almost O.G. status.Tara
I know through COVID that CRE probably feel longer and then into now. Yep.Jen
And what and what did you tell everybody what you did prior to that? Because I think it's interesting.Tara
Yeah. So prior I worked with the Washington Nationals baseball team here in DC. I was part of their ticket sales and service. So. So a lot of sales, a lot of customer service, just a very different product that we were selling.Jen
Yeah. So Haaz, if you, if we have any baseball fans watching this. Yeah. If you're joining us, definitely. Chad and tell us hello that you're here, we want to say hi to you. A special shout out to the Chesapeake home team who told me that they were logging in and watching today. So hello, Chesapeake Homes here in Virginia Beach.Jen
Let me ask you, Tara, really quick, because I think as an online sales specialist out there watching, they can probably join in and answer this question, too, with you. So if your online sales and you're listening, chat this out, what what's the biggest challenge that you're dealing with right now?Tara
Biggest challenge, I think just you don't have control of the market, of course. So just going through the ups and downs of that summer months can be a little bit slower when people are on vacation and trying to still find what that urgency is for for our homes. So I think that that's been the biggest challenge. But before we know it, it's going to be fall and it'll pick back up.Tara
So just trying to get people in before that craziness and find a home for everyone.Jen
So, so true market fluctuating is one of the the hardest or most opportune time to be an online sales specialist. Right? Because as things fluctuate, we have to continue to evolve. However, what we do is the it's the constant, it's the constant and the variable of the new home industry. So I'm sure everybody can share in that with you that there's a lot changing.Jen
We've had a pretty great year so far, right. And we'll see what the second half of the year brings for sure. So guys, I wanted to bring Tara on to talk to you today about having a backup plan. This is something that we see is still sometimes a challenge to figure out. And there's certain there's lots of different scenarios when you would need a backup plan.Jen
So you could be a solo online sales specialist like Tara was before today.Tara
Yeah, literally today.Jen
Literally today. Do you have a special shout out to.Tara
Shout out to Simone? First day today? She's joining me. Very excited.Jen
Yes. Shout out to Simona. We're so excited to have you join the team. Hey, Jessie. Hey, Sam. Sam barking shout out to you, son. Okay, so there's several different scenarios. You might be a solo Aussie and as a solo Aussie, if you're working, if you're on demand seven days a week, you need to have a break, right? So who is going to be in the fort while you're off?Jen
You have, of course, vacation. We do want you to take vacations, right? I know, Tara, you like to travel. So figuring out like you love to travel. So taking those vacations, sometimes there are emergencies you need to have. Like who is going to take the leads? And then there's like, overflow situations where maybe you have a lot of leads and you want to have that overflow person that can kind of be your support and backup.JenAnd then you have the long term leave type of situation, which is like a maternity or paternity leave. And for example, and you've got to figure out who is going to cover for you. So there's lots of different scenarios. The one that I want to talk about with Tara that she has recent experience with is having being that solo Aussie.Jen
So, Tara, when did you like talk a little bit about when you realized like, okay, like we got to figure this out?Tara
Yes. So as many of you guys know, leads continue to come in. It doesn't matter if it's a weekend week day holiday. Everyone's continuing to look for for home. So weekends were technically my days off, but people are still coming in, asking for questions, asking for appointments. And like Jen said in the beginning, too, you don't want to miss out on something and you want to be there.Tara
But it's also important to not get overwhelmed and take that break and it'll make you better when you come back and get back on the job. So when I really notice that something might be needed, I'd come in on Monday morning and my inbox would be filled with leads coming in and you wanted to get to the ones that looked like they were the most important or how to prioritize that.Tara
Really, You still wanted to get back to everyone. So that's when I really realized that something might need a backup plan. Someone else might need to come help and cover because it is. I think we've all heard Jen say that if you the sooner you get to someone, the more likely they'll still be interested. Haven't shopped around yet, but more likely to get that appointment.Tara
So the sooner the better. And as I realized when I was trying to catch up from all the weekends, my Monday was gone. I didn't even get to my Monday people. And then all of a sudden it's Wednesday, Thursday and I'm still maybe playing catch up. So really important to try and get that backup plan.Jen
Well, I want to go back to something you said really quick before we move forward. And you're in the way that you're structured before having a teammate as a solo. I see you were working five days a week and on two days that you were off, What was happening on those two days that you were off.Tara
To the leads online, Any form still went to my inbox now.Jen
And then. They were just getting it. Okay, So they were sitting waiting for you? Yeah.Tara
Monday the phone calls, the phone inbound, the phone call did go to these sales reps on site, which is great. You know, someone's still answering. However, if they're on an appointment, the phone will ring. There's a voicemail maybe going on, then I never get to them since they might have just called in to the sales rep and hopefully, you know, you booked a lot of appointments for the weekend and they're full are open houses.Tara
But yes, the phones were going to the sales reps to see if they could answer any initial questions.Jen
So a little bit of a it was kind of like a like halfway kind of a backup plan, Right. Like the the on her days off the sales reps were taking the calls. So in your call tracking system, you were forwarding those calls to their sales team. But the E leads, Internet leads that were coming in. We're just sitting there in her CRM.Jen
And so what she was saying, guys, and if you're a solo LC, we want to hear from you like solo or team like chat it out. I want to see who's on if you if they're sitting in your inbox and you wait until Monday like you're trying to catch up and they need your new leads that are coming in on Monday are not you're not getting to them, right?Jen
It's like you're playing catch up, right?Tara
Yes.Jen
And then it's like, you know, hey, Steven, how are you? You're playing catch up. And so it's just like a domino effect and you never feel caught up, right? So I finally said how.Tara
I admitted it. I did it. I needed help. Yes.Jen
I said, okay, okay. I given help. Okay. So where did you guys go to look like who? When you're thinking like, okay, who's this person going to be that's going to manage the elites? Who did you work for?Tara
So initially we had luckily we had a community that closed out. Okay. So we had a sales rep that had kind of waiting for the next community to open, had some more free time. So she filled in on just Saturdays and Sundays and would get the leads. We knew this was kind of in the short term.Jen
Okay.Tara
Decision right then since we thought, you know, down the road we may hire another one if this ends up working out. And we would look at the answer how many people are answering and seeing if that number, the percentage goes up, which it did since I think people were getting we were getting back to people quicker. So that's why we ended up hiring another one.Tara
But Tammy was our sales rep who would help me out on the weekends. Okay. Actually log into my email and get all of the leads and be able to respond to everyone throughout the weekend. And just coming in on a monday the first week I came in on Monday had only eight in my inbox, and just like that, I was so relieved.Tara
I felt like I can get to those people right away starting Monday fresh as opposed to dread. You know, people dread Mondays already. You don't want to try them.Jen
More like, Oh, my inbox is going to have.Tara
Exactly. So even week one just just for myself to see that was was huge and we'll get it right. We trained it.Jen
So why do we need a backup as a solo O.C. To prevent burnout, first and foremost, right To handle our leads better. I mean, if you are if your leads are sitting untouched for two days, you're missing opportunity, right? So there you go. And leads. Right now, somebody has a lead that's like golden butter role, right? I mean, that's a big deal.Jen
So that's why we need to look at having a backup in that situation. Who you have like Tara close out community, a sales rep could come over and assist in that way. You might look at a sales assistant or marketing somebody on the marketing team possibly that could do that. Let's see what else? A design assistant I've seen.Jen
I've even seen managers. Yes, managers fill in right. And learn how to just be in reactive mode, how to enter the leads in CRM, how to what to do on the phone call, just basic hey online sales specialist, your D convert coach Jen Barkan here. Are you looking for guidance structure and proven methods to help you set more appointments and create more sales?Jen
Then join online sales coach Jesse Suggs and myself. We are offering an intense two day virtual training experience, followed by eight weeks of training and coaching through our online sales academy. This fall. Jesse and I have been in your shoes and we teach from our direct experience and years of coaching online sales specialists just like you. This will be hands on and real world.Jen
No theory here. If you're interested, don't miss this incredible opportunity. Reserve your spot today by visiting. Do you convert dot.com? So let's kind of get into that segue by now, as you have, Tammy. Yes, thank goodness for Tammy. MAN Hey, Tammy, what did the like what type of training or what were the expectations set for your backup?Tara
So it was, of course, great that she already had a sales background, knew, you know, with our company a while, she knew a little bit about each community. Of course she knew about hers the most. But I made sure that she had all of our pricing and floor plans. That was simple. As far as other training walked her through sequences.Tara
So she actually would, if she did not get in touch with anyone just like us, she would set up a sequence and it actually, if they didn't answer the sequence would then turn into me. So would be like, Hi, I know we didn't catch up over the weekend and then if they did answer now it's a weekday, I'm back, it comes to me, they call me, they email me so we don't have to worry of losing a lead or anything like that.Tara
And then I just pick back up where Tammy left off, and it was pretty much it was a pretty good smooth transition from there. And just the beginning of teaching the sequences, sales on site, as we know, may not know all the sequences and all of that, but just teaching that and taking the time to do that was, yeah, it definitely paid off.Jen
So yeah, you definitely didn't need to teach her, you know, internal backup, right? They're going to know your going and they're going to know the homes and the communities and things like that. But you, you needed to take some time to teach them, okay, When you get a new lead, this is what you need to do in the CRM, Right?Jen
So it's it's very minimal, though. We don't need to put our part time backups through for like online sales training necessarily. Right. In certain situations, we're just kind of teaching them the basics and how to be reactive. And something that Tara said that was really important is that when you have your backup that's filling in for you, it's not necessarily like you don't need to assign like they're not taking ownership of those leads, right?Jen
If somebody calls in and she's helping them and she sets the appointment, great, But she's not carrying them through the 30 day follow up process as her own. You know, she's just starting them on the follow up process. And then when you came back, you're picking that back up. So we get a lot of questions about that. You know, as far as like do does does the backup like hold on to all the leads?Jen
Is the backup doing the the process prospecting? Well, thank you. Stephen. Yeah. I mean, in a perfect world I think everybody should be trained in online sales. But, you know, that's just me. Now, listen, the devil is in the details. And what I mean by that is it's one thing to go, yes, I've got a backup. We you know, Mike is stepping up.Jen
He's going to be my backup. But now what? Like, you've got to take some time to figure out the logistics. And we actually have Amanda martin from our team is getting ready to release a playbook for online sales on the logistics and setup for how to do your backup. So I'm not going to go into too much detail here.Jen
But Tara, talk a little bit about the logistics as far as like in your call tracking in your like what did you guys do for like email and CRM and call tracking?Tara
So a lot of it we use HubSpot at, at our company here. So a lot of it was training through there. And again, luckily the sales rep has already has an account with HubSpot, but she actually would log in as me too. So it was fully taking on my role just for Saturday and Sunday That way no confusion on the client since that's kind of the most important.Tara
And if we if they didn't connect, it's, you know, they might have thought it was just me all along. But she did sign her name, you know, in regards to Tara, just so people knew something like that. But again, as far as the sequences would go, it would then go straight straight to me for phone calls. All of our communities then got switched off.Tara
I think it was Saturday morning at 10 a.m., got switched to her so that she can get started and do Saturday and Sunday and then it automatically for call will automatically switch back to me on Monday morning. So. Okay. Okay. So let's work on our end all computer and it again it was very smooth transition.Jen
So that's the beauty of having a call tracking system and being able to set up like a workflow and schedule. So what I'm hearing you say is like this schedule wise, when this time hit, calls are flipped over to Tammy, and when the shift ends, the calls are flipped back over to Yep, right? Yes. And that's the beauty of automation and setting all of that stuff up.Jen
So that's great. The other thing to think about too, I don't know that you guys did this, but you know, if you have a let's talk a little bit about like a longer extended stay. You're taking a vacation and you're going to be gone for more than just a couple of days. Really thinking about don't just set up an auto responder that says, hey, I'm out on vacation, contact my teammate, Symon.Jen
You know, really look at having those work emails forwarded to your teammate so that it's a seamless process. We always want to keep the customer in mind here. So if the customer then has to go do another step to contact now. Symon that's not as that's not the best experience possible. So we want that to be seamless as set up filters in your inbox that forwards your emails over to your teammate.Jen
Don't just rely on the auto responder and then definitely have some time to do some lightweight CRM training, lightweight call tracking training just so they have the basics and understand all of those things. Anything else to add there, Tara, that I'm thinking about? Logistical, logistically.Tara
Logistically, I think, yeah, that that was it. And then also the big thing to still still try and get them to know most of the basic qualifying questions just so that they're making good appointments. And it was fun to kind of do that with her since she was an onsite sales rep. So she got to see the side of of seeing how we qualify them for appointments for her.Tara
So that was fun too, to kind of do with her.Jen
I just saw this out of the corner of my eye here and give your backup, you know, make them a prospecting sheet that has the things that you want to make sure get asked and get entered into the CRM on your behalf. Like these things need to be asked. They need to go in the CRM. This is really important and this gives them a guide to make sure that they they do that.Jen
Now, a couple of other things to think about. Here's some pro tips for if you're going on vacation. Okay, So we are going to be out. You have found your backup. You have figured out all the logistical things that you need to the first thing you want to do, too, is test it out. Test your backup plan out.Jen
Okay. Meaning while you are still working and on, you know, you go ahead and you turn everything over and you make sure technically that it's working, that they're getting the leads that they know how to while you're still there and you can answer questions, so do a practice run. The other thing is give yourself a ramp down period and a ramp up period.Jen
Here's what I mean by that. So if you know, you're going to be going out for the weekend or going on vacation or going on maternity or paternity leave to start your time a little bit earlier so that you're not getting new leads right up until the time you go on vacation. Go ahead and turn things over to your backup either a half day or a day before you are going to be out.Jen
And then also when you come back, you're going to have some catch up to do right, Tara? Yes, you're buoyant. You're having you come back. You know, even Tara just being out for the weekend, right, as a solo or C you're going to have stuff too. So when you come back in and give yourself a ramp up period, don't have you keep your backup on until half day or even a full day.00:24:17:25 - 00:24:44:21JenIf you've been out a while, you have have that person stay on until you can get caught up. So just a couple of things to think about. And then my advice and this is definitely for Martha, who's watching, Don't sweat. Don't sweat the small stuff, right. The the benefit of taking the time off are going to outweigh it not being perfect.Jen
What do you think about that, Tara?Tara
You burnout is real. You you deserve a break and that's why we have these backup plans. So so definitely enjoy that break. And you come back, you feel revamped, re-energized and maybe better for the clients in the long run and your success. So totally agree.Jen
Hey, listen, this is something small. I just did this on vacation, like actually take the time to go in and turn your notifications off, like turn your email notifications off, turn your internal slack off, you know, and just really have a break. You know, sometimes when we it's called a fake break, when we when we're like, yeah, like we're off you know.Jen
But what happens is you're anticipating that you might have to do some work, like I might have to go in and respond to that person. I might have to answer that lead really quickly or whatever. It's not a big deal. But what happens is you never fully relax, you never fully recharge. And so what we know, Tara, right, is that if you're not happy, neither are your customers either.Jen
If your burnout, neither are your customers. So were you feeling that way? Like, where are you starting to feel like, Oh.Tara
It was just the dreading of Monday more than it should have been? It's probably how I felt. And then, you know, you have your phone on you, even if you're like, I will not answer it. It's the weekend. But you see it and you see it going, Yeah, it's oh gosh. And then you think, All right, if I answer a few now, maybe Monday won't be so bad.Tara
And yeah, you know, it can cycle. So that's I think when I realized Yeah.Jen
And now you have a, you have a team, right. And, and this is a big leap that you're taking.Tara
I and.Jen
That's the reason.Tara
I will be going on maternity leave at the end of August. So the timing for this.Jen
So this is, this is a big leave. This is a big backup situation which now is a teammate. But I just want to also caution everybody that even if you have a team and you're watching this stuff happens, like on teams where you need a backup, you need to have somebody on the bench that's ready. So don't wait.Jen
I guess I'm saying is don't wait to maybe cross train or get somebody in the know on what it is that you're doing, how your systems work. Take some time to create some you know that you have ready and available that if there was an emergency, if somebody needed to step in, you would have some documentation and be able to help.Jen
So flip the switch is what you guys need to be thinking. Hey, I have an emergency, but that's okay. I've got a backup plan that I can just switch on right and execute right away. Okay, fine. Rapid fire fun questions.Tara
Okay.Jen
Your favorite thing about being an online sales specialist?Tara
Favorite thing? I mean, there's so many, but I think it's fun to be that first voice or face that they see and really represent the company. So I think it's just fun to set the expectation high of what they'll experience throughout their new homebuying experience. And it's fun to be that that person. Oh.Jen
I love that answer. What do you do now? What do you do to recharge your battery when you are off?Tara
I exercise. I know it's kind of funny, but, you know, let out that steam not get that. I used to run a little bit. Now it's been a little bit more weight lifting. Lightweight.Jen
Okay Momma.Tara
But getting still getting that hour in for exercise. It's super important.Jen
Oh, okay, guys. She said she used to run a little bit. Oh, what did you just do?Tara
I did do the New York City marathon last year.Jen
Any other New York City marathon runners out there? Shout it out. You're this. You're a whole group of people. What any current books that you're reading.Tara
So I literally just start I think I'm late to this trend but lessons in chemistry I'm two chapters in so do not know much about it but I just finished Verity two, which was.Jen
Oh, very good. That was really good. I literally was I was reading it and I went, Oh my gosh, yeah. My husband's like, What are you reading over there? I was like, Oh, don't.Tara
Worry about it. She added a chapter too. So I don't know if you read the the add on chapter. It's very interesting.Jen
To her fans out there.Tara
Yes.Jen
Let's one thing that most people don't know about you.Tara
I'm I was a division one gymnast in college.Jen
Martha.Tara
So. Yeah.Jen
Have you met Martha?Tara
I have not know.Jen
Oh, my gosh. Any other gymnasts out there? I mean, Martha, I'm pretty sure was like a Division one gymnast, too. But you guys are like.Tara
We have a lot to talk about then. Yeah.Jen
Yeah. Okay, last question, because I'm always looking for something great to watch on TV. Are you watching anything good on TV? Like, what's the latest thing?Tara
The latest? We just finished The Bear on Hulu and it's very good. It's about kind of starting a restaurant in Chicago and how crazy that industry is. Speaking of different industries, it is wild to see see the food and restaurant industry.Jen
Does it make you not want to eat out?Tara
No, that's fine. It just intends to start at your own restaurant. It's a big challenge, but it's very, very good. Yes. Okay.Jen
Well, okay. I'm going to have to check it out. It's very fair. Thank you so much.Tara
Yes, thank you for having me. This is so fun.Jen
Oh, my gosh. You are just fantastic. I'm so excited that you took the leap to have a backup. It also just validated the fact that you needed a teammate, your company supported you, got you a teammate, and we're just looking forward to that. So much. So thank you so much. And thank you, guys.Tara
Thank you. And we might have to do an update when I get back from maternity leave. Yes. Yes. Okay.Jen
Okay. We are we're going to do an update. Thanks for watching.Tara
Thank you.Jen
Thanks for watching. Opt in. Hey, guys, Make sure you check out D convert dot com. Sign up for our newsletter if you haven't because we are constantly sending out great content and be sure to watch out for Amanda's playbook on backup plans and how to set those up. And we will see you next time.Tara
Thank you.

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Market Proof Marketing · Ep 304: Collaborate and CommunicateIn this episode, Kevin Oakley is joined by Andrew Peek and Julie Jarnagin! The team is excited about the upcoming Summit and shares how they are preparing for the big event. Julie ponders how a team can see problems in marketing before they happen and Andrew and Kevin share their thoughts on how they would go about fixing the issue. They discuss how difficult it can be for a marketing team when communication is lacking or kept from them and it leaves their arms tied.

Story Time (1:50)

• Julie has been debating how to see marketing problems before they happen.
• Andrew has no storytime but promises one after the Summit.
• Kevin is frustrated for marketers who don’t have all the information. Whoever is making big decisions and working collaboratively is paramount.

News (26:13)

• Homebuilder sentiment goes negative for the first time in 7 months, thanks to higher mortgage rates (https://apple.news/A7XhetA63SmWydghS9zfozA)
• Storyliving By Disney Shares Inside Look Into Cotino, It's First Residential Community (https://www.builderonline.com/land/development/storyliving-by-disney-shares-inside-look-into-cotino-its-first-residential-community_o?utm_source=newsletter&utm_content=Article&utm_medium=email&utm_campaign=BP_091923&&oly_enc_id=0562I8022834C8U)
• House poor is back: 'the new normal for the foreseeable future' (https://apple.news/A7XhetA63SmWydghS9zfozA)
• More than a third of Gen Z works both a full-time job and a side hustle — and many still don't feel financially secure (https://www.businessinsider.com/gen-z-side-hustles-full-time-job-financial-security-ey-2023-9)

Things we love / things we hate (41:05)

• Andrew loves the new Barbie Movie!
• Julie has been taking a knock-off brand of Airborne to keep her happy and healthy for the Summit!
• Kevin’s favorite is Lance Lambert, specifically his X account.

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Transcript:

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Market Proof Marketing · Ep 303: Things We Never Need To Say In The Industry Ever AgainIn this episode, Kevin Oakley, is joined by Beth Russell and Julie Jarnagin! Kevin recently got back from a conference and shares his thoughts on the experience as well as the importance of understanding your audience. Together, they reflect on the uncomfortable challenge of change but agree that it’s necessary and urge listeners to surround themselves with people who will be honest with you and genuinely help you through it. The team discusses things that never need to be said in the industry ever again!

Story Time (11:24)

• Julie had a builder ask if video was “worth it?”
• It’s Beth’s birthday week and so she is reflecting over the change this last year.
• Kevin brings up things we never need to say in the industry ever again

News (40:04)

• Will the Mortgage Rate Spread Narrow or Not? That is the Question (https://blog.firstam.com/economics/will-the-mortgage-rate-spread-narrow-or-not-that-is-the-question)
• 1 in 10 Home Sellers Are Moving Because They’re Being Called Back to the Office: Survey (https://www.redfin.com/news/moving-return-to-office-survey-2023/)
• Where Is the Housing Market Headed This Fall? (https://www.probuilder.com/where-housing-market-headed-fall)
• Higher mortgage rates continue to impact the housing markets (https://apple.news/AW-eEur1VTc-0uqCPW8w2UQ)

Things we love / things we hate (53:31)

• Beth hates unpacking
• Julie is listening to a podcast called "The Dr. John Delony Show"
• Kevin is enjoying the “Compound and Friends” podcast

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Transcript:KevinHi, I'm here. This is six calls into the day Kevin!Julie
That's a lot.Kevin
My favorite kind of days. But I'm here. We're going to do it. And I guess feedback. Our producer, I think it was maybe just her feedback, but she likes spicy Kevin.Beth
So I think we all love spicy. Kevin's spicy and like trolling. Kevin Oh, I live for it.Kevin
Yeah, I remember the 10,000 hour thing. You school this on?Julie
I think.Kevin
So I just got exposed at this conference. That's about nothing other than learning. And the people are all totally different is again, that realization of like, I'm old because I care about things that my 20 year old self would have been like. Why does that have what does it matter? Why are we thinking about, you know, what is space made of like it's empty space, you moron, move on.Kevin
But I'm here. I'm listening to this guy talk about the units that make up space and how that defines time and thinking. How does this apply to what we do? And I can make connections. And it's it's weird. Just I remember was like going it's it's this 10,000 hour thing of how do I translate that to someone who only has 100 hours in in a way that's meaningful because, you know, like I was trying to download our team about one of my takeaways and then I'm like, this won't mean anything to some people.Kevin
Like though they will actually think, why did Kevin waste his time going to California to listen and learn about this? And so any time you're sharing, you have to understand your audience and and where they are. But it's it gets harder and some ways it gets easier. This is why now remember why I wanted to talk to you about this Julia is it's it's somewhat easier to process through the stuff like on the back burner of your brain, but it's even harder.Kevin
Like I'm finding myself pausing more often, like I have a small seizure and it's because I'm it's not because I don't understand the material. It's thinking like, how do I reframe this or filter it for this person who's been in our industry for a month?Julie
Yeah.Kevin
Yeah. That gets incrementally harder, I think, at least for me.Beth
I mean, it's hard. I just had a call this week where I was like, I how? What did I just say? Because it was one of those challenging situations of like, how is and that's exactly what's happening to me. It was like there was a stop in my brain of like trying to filter out what was going on in my head and what was coming out of my mouth in a way that would be digestible to the person on the other line.Beth
And it probably was to them. But to me I was like, No, that I need to get back on a rhythm.Beth
But that's where the storytelling comes in and I think y'all are both great at that. Even when you don't realize that you're pulling in a story or an example or something. So I see that, you know. Kevin, if we're sitting in on a call and you're pulling from something, some example you've heard or a story, so I think that's what you're trying to attach, the two things you're trying to attach the concept to whatever rolodex of stories and examples are in there somewhere to connect them.Kevin
Yeah. Here's here's the most recent example of this that I still am processing a little bit, is working with a rather I mean, a very large homebuilding organization who wants to create a new set of dashboards on a quarterly basis to give to their leadership team about marketing and online sales and how it's going and they showed an example of an old one that they've been doing internally.Kevin
I think some other people were helping them and it was like 45 pages and we rebuilt one after much thinking and work. And it's nine pages, I think, or sorry, it's 11 pages. It's 11 pages, but the first four pages are just an illustration of the proverbial funnel illustrating at the state level, individual market level, etc., how everything is working.Kevin
Like all of the important metrics, the conversion ratios and visually how they all connect and then as I'm thinking about the audience that they're going to give this to and, and this is a presentation format too, I think it's important, understand. So they're like the person who used to do this, they hated their life for that entire day because when I was there trying to stand up and talk, they went through all 45, 50 pages and watched everyone's eyes glaze over or start looking at their phone or, you know, they and we interpret that sometimes as how those people are.Kevin
So rude. How could they not? But to me it was more like, actually, you should probably never get past these first five pages that are funnel analysis with this audience. If you get to page whatever, and it's a 14 way breakdown of how their Google ads are performing, something's wrong because it's not it's not the level that a CEO CEOs should be at ever.Beth
Yeah, yeah. They need something to anchor on to. And with that visualization visual visually.Julie
This.Kevin
Just makes me feel so good about myself. I'm sorry, you're not supposed to.Beth
The word with the funnel.Kevin
There's many words.Julie
Like.BethOh, well, it's something they can anchor to because if you just start going through numbers, if they're trying to connect, they're just going to grab a random stat number and get stuck on that and you're going to get into a weird hole of questions that you may not want to be into. So that gives them a good first thing to hang on to as you're taking them through the journey.Kevin
Well, okay, I'm going to try to keep my brain and then we'll be we will move on to the real show here in a second. But one thing I through my brain is this is a bad idea. Like as a as a builder partner, they're going to hate this idea that I'm presenting of making the funnel the main part and then being able to break out why afterwards or during Q&A.Kevin
But just really focusing on on funnel analysis. And I kind of saw a little bit like, oh, what if they're not comfortable hanging out at that level for 20 minutes? What the leadership team, there's some people are like, hurry up and get to the part where like I'm in every day and I understand and I know that I know more than they do about it.Kevin
And so I feel comfortable presenting and talking and looking through versus staying high level with high level individuals sometimes can be intimidating. And so there is a little bit of storytelling and example giving that had to give them the confidence of you don't even have to know all the answers. You have to understand the relationships. But that's part of like this will work if they start getting excited and talking to each other about how come appointments are converting to sales in the same way as they were last quarter?Kevin
Or why do we think so? So is this it's this weird thing of am I just shortcutting the shortcut or is this really the most important anyway, that's.Beth
I think it's a matter of is the presentation as important as the dialog that occurs around it? You know, like if the presentation doesn't invoke an interesting dialog that can lead to change, then what is the point of the presentation in the first place? It's just another hour of someone else's time. This is why I love the fact that I'm married to my husband and I know that he is listening right now, so shout out might, but he does like he briefs for a living.Beth
He briefs very important people for a living and he is phenomenal at his ability to take a very complex subject matter and articulate it in a way that not only gets people engaged and provokes conversation, at least this is what I get. I don't really know what he does. So this is just my perception of this.Kevin
If he told you, he'd have to kill you, Yeah.Beth
This is my perception of it. But it's fascinating. Watch and watching him talk about the art around the briefing. And it's just like us. Like it's the art around coaching. It's the art around speaking to high level individuals. It's there is an art about it, and you have to tailor what it is that you do to your audience in order to provoke conversation that will lead to change and it's fascinating how many people actually do that wrong.Kevin
Yeah, senior leadership's perspective usually has. Why is this person telling me numbers that I can look at and see numbers?Julie
Yeah.Kevin
You don't need to be presenting like a first grader at show and tell.Beth
Yeah. And it's like, how many times do we hate going to conferences where people are just reading slides? Yeah, like it's you. You've got, you got to make a conversation out of it. And just like in home and home, buying and selling and in marketing for our builders, we have to create emotion during the process because emotion is oftentimes a trigger to everything else that follows.Beth
And so like the ability to do that with high level, you got to you got to like all somewhere to start that conversation.Kevin
Yeah. And not be afraid of a little bit of.Beth
Conflict.Kevin
Conflicts. Right. Fact a lot of times as a marketer, you're that's why I keep going back to the example of Survivor. Like players who win Survivor sometimes are creating conflict artificially when there wasn't one or the amplifying conflict in another party sometimes. I mean it's it's it is such a good like like chess and poker good analogy. Okay a little palate cleanser before I start the show.Kevin
Sean Carpenter texted me those. Sorry, Sean, you didn't give me permission to share it, but you texted me, so you should know better. He said It blew my mind today, listening to the podcast that Jenn wanted to be a vet when she was younger. I feel like this should be a like Red and Jerry Seinfeld voice. And so she ended up marrying her husband and now she still gets to hear Barkin all day at work.Kevin
Dog emoji, laughing face Emoji. All right, let's get started.Beth
Another thing that we like more as we get older, come you.Kevin
Yeah. All right. I mean, I want to stand up, you know? All right. Welcome to marketers marketing the podcast from the industry leaders. How do you convert where we talk about the current and future state of marketing and online sales for builders and developers across the globe? We're not here to sell you. We're here to help you and to try and elevate the conversation.Kevin
Is there a topic you'd like us to cover or a question you'd like us to answer? We'll do it. Simply send an email to show at. Do you convert? Dot com. Welcome to episode 303. I'm Kevin O'Kelly. And with me today is Beth Russell and Julie Jernigan.Julie
And so.Beth
I.Kevin
We don't have to yeah, we keep talking about this, but there's nothing else to say. We already said it, so we just go right into story time. All right, Julie.Jen
Okay. I have a fun conversation with the builder this week, so she said, we have this great binder, high quality makes videos for us, but they're really expensive. And she said, we do. You know, that's kind of our company branding video as we do some community videos. But she was like, I want to do all these house tours and this and that, but they're so expensive and I don't have room in the budget.Jen
So we had a really fun conversation around video and not just your very produced high quality video. The number one thing I would say, but this doesn't work for them is you need to learn internally how to do some of this video yourself and start doing it. But in this specific case, they are maxed out like their team just got smaller.Jen
They all shift roles. They're all they're just doggy paddling, you know, trying to keep up with everything. So then we took it down to the level of finding multiple vendors for different things. So just like you might have a professional pay the big money for the main photo on your homepage, you can do the same thing with video.Jen
You can take somebody who is fresh out of college or whatever to do your video. But what it all came back to is even that takes legwork. Like you're going to have to know. You can't just say, I want to do more videos, so we're going to do video if you are maxed out and everything else. So this whole conversation, that video and finding somebody else and that it may take a few people and you're going to have to be really specific at first about what you want it for and what it needs to look like and who's going to edit it and how they're going to know where to go.Jen
And you're going to have to see if that in your priorities of the thing. So it was funny too, because the owner happened to be on this meeting and he was just sitting there quietly. So there's a whole conversation. So it was just interesting because in the end it's still all I love video. I wrote a whole book on content.Jen
I think everybody needs more and better content, but in the end you only have so many hours, so many man hours and so much budget, and it's whether this is the time for that or if that needs to be on your 2024 plan and how you're going to set all that up. So it was a fun conversation to work through with them.Kevin
Yeah, again, it's different perspectives, different levels, different insights, different priorities. But I think I'll intersperse some things that I took away. But but one of the people who spoke at a conference I went to is the CEO of Shopify, and he talked about how they created a tool that shows the cost of every meeting. So when you invite people, every time you invite more people to your meeting, it shows incremental cost to the organization.Kevin
When you see, you know, $9,000 for a 30 minute meeting, you have to justify in a summary, if you call the meeting, why it's worth that much after it happens. Anyway, a little extreme, you could argue. But then he also started talking about how they every year they just delete all reoccurring meetings. He's going to start just randomly deleting Slack channels.Kevin
And the idea here is if it needs to happen, it'll start again. But if not, you're just keeping things. And so just that idea of revisiting on a regular basis, why am I doing this thing? Could be video, could be Google ads, it could be anything. Why am I doing it? This is the reason that I started. So the reason why I should continue to.Kevin
I need to take a different spend. Should I be doing this at all? That whole, you know, stop doing list is as important as the to do list.Jen
Well, and on that level, it's really interesting because she has been there a while, but somebody else has been cut in the marketing director role and that person shifting out. So she's just adopting and she put that person was great at her job. Amazing. But it's somebody walking into something that's already existing. And so I think that's going to be a big job for her, is then figuring out what how.Kevin
That's more fun. Let's just talk.Julie
About that main event.Kevin
Should she go and start making changes quickly? What what would you both tell someone who's dropped in that position of like taking over for someone who's done a great job but is is no longer in that role?Beth
I think I mean, having just left somewhere and someone that I, I knew and worked with kind of walk into my position slightly, I think it's really interesting where it's kind of like a marriage of both where, you know, you want to go fast in terms of making your name and learn and get your hands dirty. But you don't want to make too many changes that are going to rock the boat because you might not know enough yet and go in the complete opposite direction.Beth
So I think it takes that time, like Julie said, like taking that time to walk through the options and the realities of what is actually available when it came to video and what was realistic. Okay, I see a problem here. I see something that I could change. But at the end of the day, capacity wise, investment wise like this doesn't need to change right now.Beth
I can do this later. It's not like a necessity for me to go in and just like rip everything to shreds. Essentially. This is me being dramatic.Kevin
But yeah, joining me. Other thoughts?Jen
Yeah. No, I agree that there's definitely a time period for keeping it as is and seeing how things work and really not making too many dramatic changes. Right when you walk in unless she's she's been in a role in the department so there are probably think she's familiar with enough the brand new thing she's taking over. Yeah I think it's worth some observation time before making any huge changes which I don't think she is.Julie
Yeah. Listening to this.Kevin
The first thing I always would tell someone is don't change anything for until you are certain you know what the issues are. And what I mean by that, one of the reasons you don't change anything is because it doesn't require any of your cognitive load. If you're maintaining it's a lot easier to maintain than it is to create or destroy.Kevin
Maybe it's easier to destroy than anything. But that's I know I get off topic, but you're just letting things flow and and observing because one of the things you have to understand quickly is that the scoreboard is not the only scoreboard. So there might be some internal scoreboard or dashboard or whatever that says leads are up, good sales are up, good.Kevin
But it all depends on the person you're working for, and it's a combination of that scoreboard and that person's perspective of everything. I've worked for people as a marketing director who have said, you know, like, we don't need more leads. I don't want you doing anything to create more leads. Leads aren't our problem. Go solve this other thing.Kevin
And I'm like, I'm new here. But when they hired me, they told me my job was to create leads. So that's the risk, is you don't have street credibility for that position even if you've been in that organization. Everyone's looking to try to figure out, did they earn this title? Did they just get this title because other person laughs, What's going on?Kevin
And so you still need to do an analysis of both scoreboards and look for the easy win opportunities that cause the least disruption for others. Because that's how you prove value is. I just made everyone's life better and you had to do nothing different. Do that for as long as you can before you have to start getting in the middle of everything else.Kevin
Sometimes you don't get lucky and like the thing that has to be blown up is the fact that I'm I'm laughing. As I say this, it's only been true a couple of times. You're like, We just have to fire all the salespeople and start over. And I can show you mathematically and in the CRM why that's true, that would be a really hard place to start, but that sometimes that is the case.Kevin
But if not for as long as possible, get the easy wins that have big impact on other people's roles. All right, Beth, what do you got?Beth
Well, this week was my birthday week.Kevin
Oh, happy birthday.Julie
Thanks.Beth
I'm doing all the sound effects today.Julie
This is great.Jen
You should have worn your tiara today.Beth
I should have worn my tiara on my sash. That would. Except it ripped out my hair, which was not a pleasant experience. It's super pretty, though, so I really should have worn it. That would have been great. But yeah, I'm not typically one to reflect on my previous year. I'm just like, Oh, you know, another year, I'm another year older.Beth
It's fine. But this year I was kind of it was somewhat unavoidable because it was on my birthday last year that it became abundantly clear that all the goals that I was working towards and the goals that I had set for myself in my professional career were not going to happen. I was I was not going to achieve them at my current place of work.Beth
And this realization was dramatically catastrophic to me, and it forced me to take off blinders that I didn't even know existed. And it forced me into a period of serious reflection in my life. That period that that lasted from probably anywhere between four and six months, where obviously a lot of changes happened because now I am here. But it's interesting because I was in the mindset at that time before all of this happened that no matter what, I was going to stay on this path, I had my goal, I was going to achieve it, and I had already given so much of myself in order to achieve what I had achieved that the idea ofBeth
leaving that was so incredibly uncomfortable to me that I had basically avoided any thought of change.Julie
Yes, fully.Beth
Like those blinders were were up. But now I was in it like I was forced into a stage where I had to be comfortable in the uncomfortable. And for me there was nothing more uncomfortable than the thought of leaving some place I loved and that I had dedicated my time to. And that had brought me so much joy.Beth
And I share this not just because, like for whatever reason, just to share it. I think it's because No, I know it's because that at one point in all of our lives, we we come to that place or to that crossroad where we have to get comfortable in the uncomfortable, whether it's in our personal life or our professional life.Beth
We are at one point in our life going to come across something where we are forced to make a decision that we we never thought that we would make. And it is so incredibly uncomfortable for us. But the reality of it is that it's only through doing that are you able to make a change for the better. And what I learned during that period of my life was that change is okay and that it's important to not go through that alone.Beth
I had I had to make that decision a very personal and selfish decision. I had to make that and come to that on my own. But I leaned on the people around me that supported me and not just the people that were going to nod my head and nod their head and agree with me or go into a period of self-pity with me or like crawl into that ditch with me.Beth
But people that were going to force me to want better for myself and forced me into change and and forced me to ask myself questions that I had I had been previously avoiding because they were so invested in my success and they wanted something better for me. So in saying that, I mean, you don't have to do it alone.Beth
Lean on the people around you, find people that will challenge you and support you, find good mentors.Julie
And.Beth
Just make that next change because I think this last year has been incredibly fulfilling for me. Incredibly, incredibly challenging. And I if you would have asked me this on my birthday last year about where I would be in my professional career, I don't think I would I would answer that. I'm a marketing coach. A do.Julie
Right.Beth
And it's been fun and exciting. And I'm so happy. I'm so happy that I'm here.Kevin
Well, we are happy that you are here, but I skating part things that make me feel strange or uncomfortable, like self celebrating ourselves always makes you uncomfortable. Same thing. I mean, I remember the first time, not the first time. It was. It was the third year that Mike Lyon was like, Hey, Kevin, I think there's this thing and I think you could come work with me.Kevin
And I was like, at the time I was 32 years old, I was running to homebuilding divisions for NPR. I had stock options that were worth millions of dollars. And Mike's pitch was, take a 70% pay cut and come work with me and we'll see what happens.Julie
And I was like.Jen
I have.Kevin
Four. I have four kids. My my wife just gave birth to our fourth. What? None of this makes sense. But again, I'm going to keep doing this for a while probably. But this conference that I went to, one of the speakers is the CEO and founder of, I think the second most profitable options trading firm of all time.Kevin
And she showed the slide like if you gave her $100 back in the eighties, you would have $3 million. Now, that's how much money her company has made for herself and her employees. And so now she started this nonprofit specifically trying to teach women how to play poker, because her argument is that women need to learn the skill sets of poker.Kevin
And to her, one of the most important skill sets is knowing that it's okay to take risk. That risk is mandatory. You you have your hand of cards. You've got to make a calculation and decision of what should I do or not do. But also sometimes you if you just fold every hand, you're never going to win. And her take as a woman was just that women are never taught to take risk.Kevin
And even in my own life, like I'm I'm definitely the Yeah, I'll just stay out of poker like just play super conservative, get that pot as big as you can and just like, hope you win by causing everyone else to die of boredom and just, like, irrationally go all in because they're just sick of sitting there like, that's that strategy.Kevin
But so when I hear you talking about that story, I just to what I what I translate it to is part of it is chasing the goal that you had. And the other part is just saying like, that's too risky. But now on the other side, do you feel like it was as risky as it felt?Beth
No, not at all. And I think, like I battle with the word risk slightly because I don't know if I necessarily felt like it was risky. I think perhaps a little bit it was like, okay, I just built all this. Like, am I willing to risk, like, completely altering everything I just worked for for seven years? Right? So I guess the other is there is a little bit of risk in there involved, but ultimately it came down to compromise.Beth
It came down to how much of myself am I willing to compromise and what am I even living out? One of my mentors is bold. Eutelsat is also a very good friend of mine and he was the one that was like sat me down and he was like, What is your superpower and are you living it out right now?Beth
And we had like a two hour conversation actually at some after hours about what that meant. And like he just started ripping out those blinders that I had. And I think it was just that I had compromised a little bit of what my superpower was in order to fit the box of what other people needed.Julie
And yeah.Beth
And it was it felt really good.Kevin
On the psychiatrist psychiatrist couch together. So this is.Julie
Great.Kevin
I know you don't like the word risk, but what I think is probably happening is the fear of not getting to where you wanted to was causing you to put the blinders on in the first place.Beth
Oh, yeah.Kevin
If if if I don't put the blinders on, I'm not going to attain the level or position that I want to get to. And that's all I'm trying to say is, at the end of the day, the biggest risk that the speaker and I go back and talk to other people are look at my own life. It's like the biggest risk would have been not doing anything.Kevin
Yeah, that's I always say that's the don't you're trying to sell someone the donut hole the cut out like not an actual small little piece of a donut but your sound the thing that doesn't exist and saying that's the problem so that's, that's the hard part about it. But taking risk is okay. And I, like any of my friends, personal friends who've been like, Hey, I'm thinking about starting my own business or doing my own thing.Kevin
My answer is always do it always, because the risk is not like you're not going to die if your business dies, but you will know whether you actually want to run a business or not. You're capable or not going to do it. If death is not on the other side, it's worth trying. Now that also, like as an efficiency focused organization, which I would consider, do you convert like one of the ways I explain to people is we are an efficiency focused digital marketing organization trying to help builders get the best quality traffic for the least amount of money.Kevin
So one of the things in there is like a lot of what we do is working and we might not be taking the risk for someone's money individually. So like builder A of 80 or a builder number one of 80, we might, based upon their resources and availability, might not be doing a lot of testing with them. But across all 80 builders, there's always different tests being done and that's a it's analysis of risk.Kevin
And I feel like I should just write a whole blog on maybe a series on risk because it's not talked about enough. And as a manager, we know we have to manage people. We know you have to manage a budget. Managing risk is not talked about enough or understood clearly enough and it's really, really important. It blindsides people more than missing a budget.Beth
Yeah, I would agree. It really takes us even for this.Julie
Fascinating Hey online sales specialist, your D convert coach Jen Barkan here. Are you looking for guidance, structure and proven methods to help you set more appointments and create more sales than join online sales coach Jesse Suggs and myself, we are offering an intense two day virtual training experience, followed by eight weeks of training and coaching through our online sales academy.Julie
This fall. Jesse and I have been in your shoes and we teach from our direct experience and years of coaching online sales specialists just like you. This will be hands on and real world. No theory here if you're interested, don't miss this incredible opportunity to reserve your spot today by visiting d convert dot.com.Kevin
OC first story time. Just go the way Olivia reminded me that I want to talk about like things that we just keep repeating in our industry. And it's not really the thing. It's the it's the well, it is partly the thing. So one example would be and these are all things, by the way, I have said too, so it's not casting stones with glass houses, but I remember the very first presentation I gave at the Builders show and it PCBs.Kevin
I talked about a backpack on Amazon having more content than a home builders quick movement, home. That was 14, 15 years ago.Kevin
So let's just get more creative. And this again, this is for for me as as well as everyone else. Let's get more creative with our examples. If we've heard an example 30 times in the last ten years as a as a presenter or someone making content, I think we should all push ourselves to keep looking for more and different examples.Kevin
And I'll give you one of mine that I've pushed, you know, so I've talked about pre-sell without fail and wrote the book and given all kinds of presentations and done it. And yet the audience and this is we keep repeating the same thing because we're like the audience hasn't heard enough and we know repetition is important. So we say it again and again, again.Kevin
But I think my challenge is let's get more creative to try to find out if it's not just us. The presenter that's repeating the same thing. People have heard, but not actually finding a way to help them solve the problem. And that's why I use stories analogies is because my hope is that the person I'm telling that to can retell the story and get a similar outcome or help people's opinions or mindset change.Kevin
So a lot of times builders on their on their home site maps or community descriptions are talking about, you know, faces one through 17 and all of them are on the map and they're on phase one, but they're showing everything. And so for me, the example is, you know, Apple just came out with the iPhone 15 and the 15 pro and someone tweeted immediately after, like, I'm on my way to Apple.com to order my iPhone 14.Kevin
Can't wait for it. It's like, no one does that. As soon as the phones announce, the only people buying the 14 are price conscious folks who probably can't afford or wouldn't buy a 15 anyway. But it would be as insane for Apple to put on their website iPhone. I mean, I can do it now. I can. I can project into the future the iPhone 17 coming September of 2025.Kevin
You would never, ever, ever see that on Apple's website because you can't buy it yet. And certainly in the process of launch in neighborhood there's there's a period where you're going to put that community out there and you can't buy it because you're building that list. But Apple knows how long they need to build their list, and it's about 2 to 3 weeks from the time we say it's here to the time that you can go online and order it.Kevin
They figure it out through probably millions of dollars and out. And, you know, tons of research that that's the only window they need to have. So you got to figure out what your window is. But you don't need to communicate years or decades in advance. You're going to have Homesite 2312 available at some point. So just let's get creative because if if the industry isn't solving that problem, we can go back to content around the backpack if we have to.Kevin
But the more interesting question that I think our whole industry needs to start thinking about is what are the barriers? Because the barrier is not anyone I talked to. I don't know if you two are talking to people, but I haven't heard anyone say no, we've got enough content on all of our stuff, like I'm good with it or pictures are all awesome, our descriptions are great.Kevin
No one's happy with the content they have. So what's the real problem? And we keep pointing the finger. This is going to get me excited. We keep pointing the finger at marketers and. If you're interacting with marketers on a regular basis, you know, the problem is not that the marketer doesn't want the content. Maybe, and this is why I'm so big on high mark as a potential solution for this in our industry.Kevin
You know, this is it. Them and Mark and Beth are doing a presentation at the summit Higher understands that the reason we have crappy content is because people who aren't marketers are constantly changing the product with your regard and no care as to whether we have content just made content. There's just like this little hidden space in every home building company where for people who have no connection to consumers or marketers are coming up with all these new things and changing stuff all the time and like, yeah, just figure it out.Kevin
Just figure it out. Like that's the freaking problem. And using it addressed not how to hire a photographer. Did you know that you can get renderings that like for it's such baloney. That's not the problem. The problem is that there's these other morons changing things too often that no one's asking to be changed. Like if they're How often?Kevin
How often do people redesign cars?Julie
Right.Kevin
It's usually on like a three year, 3 to 5 year thing, and there's little micro changes in between. They don't and they don't have 45 different cars available at Toyota to go buy for each. Kevin And then we're going to show Toyota's car car selection tool and they're like, this is amazing. Look what it can.Julie
Do because there's only seven different.Kevin
Car types.Julie
Yeah.Beth
There's like five is from.Kevin
That's why when NPR bought Heartland and they we had 45 different floor plans and they said no, you can have 12. And after the initial freak out of that's not possible. We'll never sell another house again. Everyone's going to want something we don't have. I got so freaking excited as a marketer because thinking of of, okay, I'm going to defend my budget.Kevin
I'm going to keep that same amount of money. But now I can develop content around 12 floor plans instead of 45.Julie
Yeah.Kevin
It was like Angels started singing. It was, This is going to be the most incredible thing ever.Julie
Mm hmm. Yeah. So look for.Kevin
Look for what's causing things not to change. Not just telling the people that it needs to change. Please.Jen
I literally just had this conversation with a builder yesterday, and you were not on the call because I asked them what is because they're overloaded? What is eating up your time right now? And that's what that's what it was. That's what I want is this.Kevin
For people in a room somewhere making changes without talking to anyone?Jen
Yes. And all they're doing is updating floorplans and rendering and all this. So it's just funny that you say that because I literally just had this conversation with someone yesterday.Julie
Yeah, well, and.Kevin
I mean, at Idol, they have collaborative teams that work on such things at Style Craft, where you were both they have collaborative teams. Yeah. Cross department teams that work on this things. Yeah. But so many builders I interact with, I'm like, who does this stuff?Beth
But it was still a problem like.Kevin
Steve in accounting.Julie
Commercial. Oh, okay.Kevin
Steph, thanks.Beth
Thanks, Steve. No, I mean, it would still problem though. I mean, we had a huge group of us coming across, like you said, from all different departments coming together to make these decisions with the changes that were still happening so often that I had to just eventually put my foot down and saying, I'm not changing it until this is an issue or I have this many changes or whatever, or if we're making this many changes, I need this to be the process that we follow because there's just no way that as a singular person or in our case, two people, that we're going to be able to maintain content across 40 communities with 40 differentBeth
floor plans, with 40 different variations of things happening, like that's just that is outside of the realm of reality.Kevin
And there are answers coming. And here now to do it better and differently, one from other industries, two from products like High arc. And this is I mean, again, if you're listening and you're coming to the summit, you're going to hear it. It's not like you're going to not hear this talk.Julie
But yeah.Kevin
There are ways to get what we want and need.Beth
And there's ways to go about the changes better, which again, I don't want to say too much about because we'll talk about at the summit and I have a blog post that I finally wrote a blog post and Julie edited it, shout out Julie. That is about different ways that we can go about making changes that are planning, planning things out.Beth
Because I don't think that as an industry we're doing it the most efficient way.Kevin
No, no, not at all. All right. First up from the news, will the mortgage rate spread narrow or not? That is the question from first imdb.com And this. Remember, I went on a tirade about like if you're a marketer trying to ignore what interest rates are and how they are determined, all that stuff, it's time to go to school.Kevin
By the way, that was my actual story. I got distracted. I didn't share my story time, but one of the notes that I wrote down was Bill Gurley, a prominent investor venture capitalist, said that the idea of professional research no longer exists for most people, meaning when your teacher in school assigns you to do a research project on, you know, the Pyramids of Giza, you either lie and makes things up or today use GPT, or you go and read books, watch documentaries like you can see in this information.Kevin
And yet the concept of professional research done outside of work hours is like, Are they paying me for news? I mean, I don't know, maybe you just want to find the answer or learn me because it's going to make you better, which will eventually pay you more because you are better. But it kind of goes along with this is a continuation of that rant from previous episode.Kevin
Anyway, so this is an example of me. So I, I see this article posted in my first reaction as I've spent 200 hours learning about mortgage rates and how that determined all the rest. I don't need to read anymore on this topic, but what the heck, I'm stuck for 2 hours on a plane that's not taking off. So I'm going to read the article.Kevin
And essentially what what the author argues is that one of the things that we're not thinking about that will keep rates higher for longer is the fact that rates being higher, where most people think they're like everyone's dating the rate, right? Everyone's waiting to refi. And one of the things that causes rates to be held higher is the belief that people are going to pay off their loans early.Kevin
So if I'm buying a mortgage backed security that's supposed to be full of loans that are 7% for 30 years, what's the likelihood that those loans go for the entire 30 year period and aren't paid off early if rates go back down to five? Right. All those are gone. And so that risk of loans being that's a negative thing for an investor to have loans paid off early.Kevin
And because of that negativity, there's extra costs being that then raise the rate because of that thing. Like I had no idea that that was part of the calculation, but it makes sense now. The inverse is also true on a coaching call this morning and the builder said, Yeah, you know what? We've noticed that buy downs are becoming less expensive for builders or this builder in particular.Kevin
Why would that be? Because the inverse is also true. That's why I love learning stuff. It gets me so frickin excited. The inverse is true. Why would a buy down be less expensive? Because what's the likelihood that, yes, I am going to charge the builder money to buy down the rate? What if now that customer is going to get a 4.75% loan?Kevin
What's the likelihood that they will carry that loan through to maturity? It's higher because if rates go down to six or five, they're not redoing that loan. So they were saying, you know, it still has three and a half, 4%, but it's used to be seven to buy that down. So it just never pays to continue doing professional research because it's just always insightful to me when I learn something new.Kevin
It makes me excited.Jen
And this article is worth reading because I do not get quite as excited as Kevin on all of this. But this one, when I read it, it was it did lay things out in a way that it was like little light bulbs went off and helped explain it. So if you're also struggling to make sense of all of this, this is a good one to go and.Julie
Click on and.Kevin
Read again because people will see something or say, Kevin's, you know, just a mad old man. No, I'm not saying you have to understand it. I'm saying stop trying to not understand it. That's all I'm saying. Like, keep trying to understand it. Don't just say huh.Beth
Find new ways to explain what's happening in the industry other than the backpack.Kevin
Yeah. All right. From Redfin.com, one in ten home sellers who found this one, by the way, they deserve a price because this one love this one. One in ten home sellers are moving because they're being called back to the office. We haven't found this article.Beth
I'm looking, but.Julie
I don't see I'm.Kevin
Going to default to.Julie
Friend. Thank you.Kevin
Okay. Good job, Olivia.Kevin
Return to office. Mandates are forcing some people to choose between selling their home at a loss or losing their job and turn it into a rental. Potentially. Roughly 20% of surveyed sellers say they're moving due to safety, crime concerns, a desire to live somewhere more aligned with their social views and or lower taxes. But 10% said they're moving because they have to go back to the office.Beth
I mean, it goes back to I think it's an interesting, like granular data point of like because they specifically because they have to go back to the office, because we think about like relocation and things like that. And it says, oh, my work is moving me. But in this case, like, no, your work is forcing you to actually come in and now you need to live closer.Beth
It kind of Did you see the Post from the New York Post article about the project by EIA in Montgomery County, Maryland? It almost makes me think about that a little bit because like they are doing a project that allows for lower income people to instead of doing that, the 10% or whatever, they increase it to 40% of lower income in this building.Beth
And they are trying to increase the amount of available housing in a safe area that allows for us a closer commute. And the example in the article of someone who lives in that building is an individual who's like, I think she was like a nurse or a educator or something like that. I'm sorry, I can't remember what my head but she because this became available to her, her commute cut down from a 45 minute commute to a ten minute commute.Beth
Now, for a little bit of perspective, even 45 minutes in the Montgomery County area. So anywhere around the greater D.C., Baltimore metropolitan area, 45 minutes is a win. So for her to be able to have 10 minutes of a win is is gigantic. And so these people that are are now trying to get to work and having to go to work every day and they're just trying to get closer.Beth
They need to get closer. And it goes back to their need to move because their life is requiring them to.Kevin
Yeah, remember, that's the fifth of the five days displacement that causes people to need to find a new home. And we're seeing this you know, we work with builders, I think, in 40 different states. And remember, if it's 10% in the survey that means in some markets it's lower. And in some markets it's higher. And one of the places they reference here is Boise, where two people work for the same employer.Kevin
It sounds like to me it's Facebook or Meetup, but they're being told that they both have to come to the office three days a week or lose their jobs. They're probably gonna have to take $100,000 loss in their home in Boise And the home that they are going to end up buying in Seattle is going to be much smaller.Kevin
So you just think about those markets. San Antonio is a relocation for remote work, heavy market. Boise was a big market for that. Northern Colorado. Some of these start to make sense. Now the question is, is this going to be it's going to be positive, you would think, for Seattle. And just because there's there's not still a lot available in Seattle from the from the used home market so for for prices in the market so people are being forced to move back to I think it's going to continue to push them higher.Kevin
You know super interesting article. Thanks, Olivia, for finding that one. And you did this one I think from CNBC econ. Higher mortgage rates continue to impact the housing markets. Danielle hill, realtor.com chief economist this was you right, that found this one?Beth
No, this is shout out, Becca.Kevin
Oh, okay. Okay. Good job.Julie
Here.Kevin
But this is a video, so I don't know how to go into more of it.Beth
We'll have to just embed the video into the show notes now.Kevin
Well, time out. We'll just pick a different article. So it's like we can't put articles that are videos and. Sorry, that was. I should have thought that one. But we got to we got to be able to talk about it. All right. Next up from Pro Builder AECOM, where is the housing market headed this fall with buyers and sellers glued to the sidelines of a high priced undersupplied housing market, experts weigh in on what's to come.Kevin
What's to come?Beth
More of the same.Jen
That's one thing. Those were kind of wild. You said, I don't think it's going to get any better, but I don't think it's going to get any worse because it can't get any worse. Number one, don't jinx us. Number two, we've seen it get worse. You know, we've seen it worse than this. So I was shocked by that vote.Jen
I thought that was a little.Kevin
Yeah. And promote our links to Realtor.com or the full article is we'll put that link in the show notes. But remember, they're talking about the housing market, meaning residential in its entirety. So when they say I can't get much worse, they're talking about existing home, the number of existing home transactions that are occurring. Remember, prices are not bad.Kevin
It's the number of homes that are are transacting that he's talking about being so bad.Beth
And guess who's still the bright spot?Kevin
Yeah, I mean, what's the saying? I don't know if we can, but, like, tell this person in a room full of short people.Julie
Because.Kevin
Like, Yeah, I mean that's the thing that kind of it does affect my mental health a little bit. When people say, again, I'm talking to people not from our industry directly all the time who are like, Oh builders, man, this is just got to be like the best thing ever for them. They're loving now. There are we do have to, to working with who are having their best months ever.Kevin
Yes but there are also a lot of builders who are, you know, eking by hitting their sales goals. Profitability is okay. But again, they're like, this is this is just infinitely harder than it used to be. And then going into the fourth quarter, it's like, oh, man, I really I'm not excited for what we're going to have to ride through here.Kevin
So, yes, it is a bright spot in terms of, I would say availability of housing. Yes. So if you if you wiped builders off the map, there were no builders. The whole housing market would be you know, I think the kids say left.Julie
Like.Kevin
So homebuilders serve a really important purpose and we are there. But the costs of doing business for builders are not improving as fast as we wish they would, which means affordability is still a challenge.Beth
Yeah, and while it's true that it remains market dependent, I think the builder to builder, it's also really interesting to watch. I don't know if you all have seen this, but we had a brief conversation of the doers versus the thinkers. And then there's the people that can think and do simultaneously, which is a magical little unicorn that everyone should have within their organization.Beth
But it's a matter of like there's people that are in markets that are still doing well, but they just haven't gotten it right from the builder side because they're not sure how to take advantage of a market where they all where they are the tallest person in the room. They're not using the right messaging. They're not using the right messaging at the right phase of the funnel.Beth
They're not getting creative in what they're doing. They're just riding the coattails. And then something blips and they're like.Julie
Oh.Beth
What do I do with my hands? And it's interesting.Kevin
Yeah, And I love how it ends, actually. This is who is still buying homes today. The answer is you have to purchase a home. And I think Rob Hahn, who's another one of our speakers at this year's event, I think he coined the term the four D's, which were diamonds, death, diapers and divorce. I think we added the fifth D, which is displacement, which kind of talked about what the article terms of having to move back to a different physical location or move physical location.Kevin
That's the only reason people are buying. It's not because that there's a red tag clearance sale going on. They're already in the market and that will potentially steal market share if you do that, right. But there's a lot more people being created by that activity. All right. Our favorites. Things we love and things we hate. Let's just rename it that next time.Kevin
Olivia. Things we love and things we hate. Anything is up for grabs. What do we got today?Beth
I hate unpacking.Kevin
All unpacking. Okay, tell us more about that. Why do you have so much stuff that's you.Julie
That's a.Beth
Great question. And we keep purging. Julie and I were just talking about how like one of the beauties of moving is the ability to like it's a forced spring cleaning. And so you, you get to purge like I am still throwing things away left and right. And we did that prior to moving. But you know, it is just can I just can like all the boxes magically just, you know, like Mary Poppins into their place because that would make my life really look a lot easier right now.Kevin
Yeah. It's I love talking about it because we went we're now done with it. Yeah. The whole mental connection that you have to your house and the things that you have to start thinking about again that you stop thinking about at your old house. There's all this emotional energy that's spent, intellectual energy that's spent for moving. What's the physical?Julie
Yeah, yeah.Kevin
Blood sucking leech like reality of unpacks in cardboard boxes. Yeah, It's not a good combination. Okay, that's good. You can hate that. Julie, What about you?Jen
Well, this might be embarrassing. I don't know, but I've been listening to a new podcast, and it's John Delaney, and it's like the old school, like somebody calling in and asking for advice, like, Oh, my God. Like, yep. Or he's it's. That's what we should do, counselor. Guys, I'm like, I'm fast. It like I'm obsessed with it right now.Kevin
That's what we should.Jen
I don't know if it's cringing or where people really. Why don't you listen? But I know I love in it I'm into it right now.Beth
Millennial need watched or listened to Love Line like let's be racy.Jen
It's not racy like that. It is, but it's like just any kind of it gets like a little mini counseling session. And so that has what I've been listening to lately.Kevin
There is a gentleman I can't remember his name, but it was on Redwood Studios, AM talk radio, and every day he would take like 3 hours of calls and he would play solitaire. So you'd hear him shuffle the card. Sometimes, like I've always answering people's questions, but every like nine out of ten answers or get a lawyer, he would call them questions and he would ask them on a question.Kevin
Questions like, You know what need you need to do is get a lawyer. And this guy made a career off of telling people to go get legal advice. Now, is is.Jen
This once more, go get a counselor like you need trauma counseling.Kevin
So this is like real life crime podcasts. This is I haven't killed anyone yet, but I'm thinking about it.Beth
Yeah, Yeah Yeah. Is it like a little touch of a Reddit thread? Am I the ahole?Jen
Because, like, sometimes that's all I hold.Julie
Mm hmm. Yeah.Kevin
Mine is a podcast recommendation that I got from another podcast that I listen to called a compound in France. It's a stock market, one most of you shouldn't probably listen to it, but acquired is the name of it and they are, let's see, 3 hours, 4 hours, two hour. They're really long podcasts on a single company kind of giving there.Kevin
What they do is they go and they read 8 to 10 books on a topic that interview people and then it looks like twice a month they do these three hour summaries in audio format. And it's I mean, it's it's all LVMH, the NFL, Nintendo.Beth
Qualcomm, Marvel one or the.Kevin
Amazon, of course, Altimeter, Sony, Peloton, FDX, Standard Oil like that's a really old company. Sometimes they do multiple parts, but it's one of those podcasts where you don't. I don't feel compelled to listen to all of them. But if there is a company that I really think does something well or I use like my own life and I'm curious about the background, it's just a really great it's like in between an audio book and a podcast, typical podcast in length and complexity.Julie
Oh, that's fun.Beth
I'm already Google, right?Kevin
Yeah, that'll do it. Wait. Oh, you have another one, Beth, you want to complain about? Can you have something positive?Beth
Yeah. Seriously, I just love the. I hate this way. No, the positive of our houses. I'm so like, by the time you guys see me next, next week, Monday, I should be in my office, in my new house, and I'm obsessed with the color that we painted it. And it was a little bit of a risk going back to that word, Kevin But it's a ripe olive by Sherwin-Williams.Beth
It's a deep, moody green, and my crown molding is painted it. My doors are painted it, my walls are painted it, my panel, it is the whole office is this deep, moody, green, and it has a vibe. And I'm.Julie
Obsessed.Kevin
So you like cozy, like cave? Kind of like it's not going to be dark. No cream.Beth
But yeah, it has. And it has has. The ceiling is white and the floors are white. Okay, So like, there's a balance, but I don't know, I just it gives that feeling of like an all leather bag.Julie
Yeah.Kevin
It looks like you should be signing the docket. Like the Declaration of Independence. Yeah.Beth
Basically, I need a portrait of George Washington.Julie
On the wall.Kevin
Nicole, I learned something from my son, Hayden. He's in fifth grade, so he has to do a report on a president.Julie
Mm hmm.Kevin
And you could be lying to me, so don't. Don't at me. He's. And he got second choice, I think, to pick any president you want to do. And he picked Grover Cleveland.Julie
Okay, Now.Kevin
Either one of you know any interesting information about Grover Cleveland?Julie
No. Nope.Kevin
No. Apparently, allegedly he is the only president to serve two terms that were nonconsecutive.Julie
Mm.Kevin
He was both the 22nd and the 24th president of the United States and had an incredible mustache.Beth
He did that. That is true.Kevin
Oh, all right. That's actually it. We're done now. The show is over. Have a good week. We'll see you next time.Julie
Bye bye.

View Details

Market Proof Marketing · Ep 302: The Measure of Success
In this episode, Kevin Oakly, Andrew Peek and Jen Barkan! The team is currently participating in fantasy football and Jen shares her stats so far. Together, they consider how to measure the success of an ad if it doesn’t become a lead and talk about how everything is hanging on interest rates right now. Spicy Kevin makes several appearances and keeps the conversation interesting!

Story Time (06:34)

• Andrew is trying to figure out how you measure the success of a phone call or ad if it doesn’t end up becoming a lead? Or can it be considered successful at all?
• Jen’s daughter is going through the vet school application process and it’s made her compare that process to people applying for The Nationals this year.
• Kevin says that managers and senior leaders who have zero desire to unpack why things are working are insecure in their own ability with what would be revealed.

News (31:26)

• New sustainability tools help businesses and cities map environmental information (https://blog-google.cdn.ampproject.org/c/s/blog.google/products/maps/google-maps-apis-environment-sustainability/amp/)
• In Its First Monopoly Trial of Modern Internet Era, U.S. Sets Sights on Google (https://dnyuz.com/2023/09/06/in-its-first-monopoly-trial-of-modern-internet-era-u-s-sets-sights-on-google/)
• Mortgage demand drops to 27-year low as interest rates pull back (https://www.cnbc.com/2023/09/06/mortgage-demand-drops-to-27-year-low-as-interest-rates-pull-back.html)
• ONE+ By Rocket Mortgage® Is A 1% Down Payment Option (https://www.rocketmortgage.com/learn/one-plus?qls=QNS_20180523.0123456789)

Favorites/Hates (59:50)

• Andrew watched a documentary film called “The Wild and Wonderful Whites of West Virginia” on Amazon.
• Jen loves that college football is back!
• Kevin’s favorite is a sports jacket and a youtube video by Kyla Scanlon: https://www.youtube.com/watch?v=fdBSaG2cujM

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Transcript:KevinJen do you know who you want to trade?Jen
Well, I tried to pull one over on Jackie Lipinski and tried to get Justin Jefferson from her, as if she didn't know who that was. But I did. I did try to offer her a couple of really good legit players, but she denied me.Kevin
Oh.Jen
Yes, I have not.Kevin
You're a fantasy football professional, so can you talk right now who's like, if you had to call it right now, who has the best team? Do you think?Jen
Um, I mean, Jackie has a pretty good team. Mike has a pretty good team. I have a pretty decent team. I mean, I'm really not a professional. I just like to pretend that I know what you want.Kevin
Right. You won that unicorn trophy.Andrew
It's great.Jen
Yeah, I won.Andrew
It's gold.Jen
I won once. Yes, but it's really just. It's really just luck. Plus, the way that we do it, guys, is this auto draft. So it's not even like you, you just, just auto automatically picks your players. You don't really have any say in what's.Andrew
Going to have the winners decided with the auto draft.Jen
Sort of yeah.Andrew
Well if you don't like such a.Jen
Lineup it says projected standings with Mike Ryan and first place.Andrew
So happens every year somehow.Jen
Trying to.Kevin
RAZ Even though he's the commissioner right? Yeah.Jen
Yeah. Like Jalen hurts or your quarterback.Kevin
Let's see. Here's here's what makes me mad is I had to make myself like math again. Like I failed the honors pre-calculus. And I took it twice. And then I never had to take math again. And I was like, I'm never. I chose a different like, I was like, I'm going to go Bachelor of Arts and a Bachelor of Science because I'm not taking anything close to math.Kevin
And then I had to make myself like math when I became a marketer, became important. Yeah. So it drives me nuts. Like I'm going up against Lipinski and it says projected score of 124 and a half for me, this is 122 and a half for her. Okay. How is it possible that what's going to happen is going to happen?Kevin
I'm going to get 65 and she's going to have 172. I mean, that's just gambling. That's just randomness.Jen
They're just taking average projections. But what happens is somebody could get hurt. They might not even play. Hey, I mean, like, you never know.Kevin
I just think if we have, you know, I that can take us to Mars and back. Can it give us better projections at this? Like, come on, ESPN, get some GPUs fired up And.Jen
Then but there is.Kevin
Machine learning.Andrew
Human.Jen
To human factor.Andrew
Are reliable, unreliable.Jen
Human factor.Kevin
But they're all being paid off to like take a fall and stuff anyway. Right. Like it's it's all statistically for sure. Oh, it's all over.Andrew
If there is no drama in the game, no.Jen
One wants to think.Andrew
It's like people think all the housewife shows are real. Like if there's no drama, there'd be no show. It's all manufactured.Kevin
I just think it should show around. You should be like, Here's. Here's that. Every year I am like, okay, I'll give Fantasy another shot. And then after the first two or three weeks of the same thing happening every time, or it's like I should have 180 points and I get 30.Jen
Like, there's no no, you just have to make sure that your players don't have a bye.Kevin
I don't. I do believe that never happens the first two or three weeks before I get.Jen
Okay.Kevin
So that's why I was wondering, besides you and Mike, who is most likely to win so I can just trade them my best players now.Jen
But now you're playing that game we're not in. Oh, man.Andrew
I just opted out this year because now we have enough people. I do convert, you know, I don't feel like I'm like.Jen
No pressure.Andrew
No pressure because I was not adding to it. I would I would set my thing, but I was just like, Oh, there's another person playing. I don't watch football. I watched some college football, but professional. But they said on.Jen
Usually guys, I went to the Virginia Tech Old Dominion game this past weekend. It was freaking electric. I was pretty sure Old Dominion was going to get pummeled, but they played pretty good. You know, that's my alma mater.Andrew
Since that's where you went.Jen
That's where I went to school, right? I'm a die hard fan. I go, Every time you have a home game, I'm there. But when they started playing Enter Sandman at the beginning, I mean, it was like it. In fact, they when everybody's jumping like that, it registers on the text size. Yeah, my grandma, I don't know what the type, but I registers as an earthquake.Jen
It was crazy. Like, I was like, almost. I was so overcome with emotion. I was, I was like, it's not even I mean, look, I pay Virginia Tech a lot of money because my child goes there. So I like either way, whoever won it was fine. But I was like, Oh my gosh. Like, I brought me back to Meredith Oliver's fanatical selling and like, we have to our customers need to be fans of, you know, our our business and our brand and our company.Jen
And yeah, I mean, it was it was a thing, man. I was like, I'm all in on these Hokies.Andrew
So you can't replace you cannot replace humans, I guess is what it is.Kevin
Yeah. It's not human to happening this year, but sometimes soon I'm going to have to get my kids to the summit just for like the first 30 minutes and then tell them to leave, because I think that's the only atmosphere that work. And I understand like, Oh, okay, Dad, you do you do real work outside of just talking to your computer upstairs.Andrew
Or they might be like, wait, So you go on stage and talk for like a couple of minutes and all these people give you give you money, they listen to you. I don't know. That sounds like a scam. I feel like that's what you promise.Kevin
No more sports talk for the rest of the podcast.Andrew
No more sports.Kevin
Let's start. Walk on to marketers marketing the podcast from the industry leaders. How do you convert where we talk about the current and future state of marketing and online sales for builders and developers across the globe? We're not here to sell you. We're here to help you and to try and elevate the conversation. Is there a topic you'd like us to cover or a question you'd like us to answer?Kevin
We'll do it. Simply send an email to show at. Do you convert? Dot com. Welcome to episode 302. I'm Kevin. Okay. And with me today is Andrew Peek and Jen Barkin.Andrew
We're here. It's so exciting.Kevin
It's a chat. Are we allowed to announce what's happening?Jen
Oh, my gosh. What's happening?Kevin
See, the thing that you're doing?Jen
Am I doing.Kevin
Fast with the ends with podcast? Oh, are you kidding me? Talking about that? And we're not talking.Jen
About that yet.Kevin
Okay, we'll talk about it.Andrew
I think you just talked about it like it's like, what do you know?Kevin
We didn't.Jen
We are pretty sure you didn't mind people talking.Kevin
Oh, all right. Well, that's funny. What do you got?Andrew
Oh, what I got This is a fun question. And I talked about yesterday and this morning, so my. Oh, this could be open discussion. Maybe we make it a parallel to the online sales world. But at the same time, how do you measure a successful ad or how do you measure a successful phone call if it doesn't end up with a lead or an appointment?Andrew
Can it still be successful? It's kind of like a gay like principle or like theory. Question This is like the long essay question at the end of an SAT. I don't know if they still do that or not. It's been quite a few years, so sort of open ended discussion. So let's talk about this with Beth, a coach convert and Bryce, a marketing strategist.Andrew
And it really went down to this rabbit hole of like, oh, you kind of need to be rooted in some type of principles before you decide what is success or not success, because it could be like, Hey, it's really efficient. Was that successful or not? We need every single click out there. Like maybe that's actually the opposite. It's unsuccessful or maybe a very, very limited budget.Andrew
So having a really low or very efficient cost per click is success. Or maybe it's a coming soon community. You need as many leads as you can and you just need to spend as much as can. It doesn't matter what the cost per lead is because the urgency of more leads is significantly more important than trying to save some of the marketing budget.Andrew
So I kind of just gave the answer. It really depends. It really depends. There's no there's no good.Jen
Answer, but the right answer as to your.Kevin
Question, it's a hard question. Salespeople leads.Andrew
Well, that's it's online sales. People talk.Jen
And I was going to say I was going to say I don't know what the right answer is, but I would think it would be a good ad, would get leads and appointments and sales.Andrew
Yeah, sounds good to me.Kevin
You know. Yeah.Jen
If it's a it's.Kevin
It's you know, I other maybe maybe land I don't know of a longer purchase cycle for most people to deal with and then homes.Andrew
Yeah.Kevin
Maybe mega yachts or airplanes I mean but like if you're shopping for an airplane, is that comparable to shopping for a car? I don't know. Like.Andrew
Yeah, yeah, yeah. Boats, boats and car boats and there's lots of personalized ocean.Kevin
Like I've seen lots of visualization tools for customizing your own private jet. Being advertised is like the new way to sell expensive stuff to people.Jen
I mean, ads are the need though just that really any.Kevin
Well right but I mean is like the number of decisions and trade offs to consider and you know but at that that's just what makes it all more complicated and.Andrew
Very complicated. It's a hard question. Like it's well, it's I think it's.Kevin
It's it's the question in advertising. But for us, it's important. Remember that there are multiple parts of the funnel. Different ads serve different purposes for different customers in different stages. You know, you can't I think about this way if you think about a pie pizza and everyone inside of that pie, it doesn't matter if you spend $2 million or $2,000 a month on search, if it's only within that pie, there is always a tradeoff of like if you spend all $2 million and the pie doesn't expand and it's not really pie, it's Rubik's Cube because it's like seven dimensional.Kevin
But you you can't have any one tactic that you can just never max out.Jen
Now.Kevin
Not just in terms of I guess what I'm trying to convey is it's not just that the ads will get more expensive, but it will not raise the number of people that it reaches if it's defined by a certain radius or shape or audience already and so can't.Andrew
Yeah, we can't really create a market sort of.Kevin
Well, yes, but I guess my point is each channel is by definition we don't think about this way. It's own market. Like only the people who are searching can be reached by search marketing. It makes sense. Yeah. If people who aren't searching or they're not searching at every moment of their decision making process. Right.Jen
And so if they're searching, we want to capture them with your.Kevin
Yeah, if they are search, you want to capture them. But you also have to realize that every every line goes back to Steve Schumacher's joke, which you repeat all the time, is if you've got five different things that are viable reasons why someone ends up being a purchaser or they have a realtor, they're referred by a friend, they saw you on a social ad, they did a search, they went on an event and then they purchase who gets credit.Kevin
But it's just the acknowledgment that you have to have that every customer becomes a member of multiple channels, advertising channels all the time. And so, like there is this well-rounded ness that I don't think I understood early in my career that now that everyone's I mean, it's everyone's I'm data driven, dated or data driven, and it's like that curve that we get a name Dunning, Kruger data or whatever.Andrew
Greater than.Kevin
Feeling data over.Andrew
That data.Kevin
Yeah, but I would say to your point, what's the word you used to start with a piece that we need.Andrew
People we.Kevin
Know we need. Well, anyway, it's a good ad we need. We need what?Andrew
Before to me is as context we need I don't even know. I don't know where it's just come out my mouth is what usually happens.Jen
It's a struggle and.Andrew
Eventually it forms a sentence that makes sense.Kevin
Yeah, but anyway, the whole world has gone so over onto the data side that for sure there is a serious lack of around principles of thinking principle.Andrew
That we have principles.Kevin
Here that we will.Andrew
Live by principles. That's what we need and building principles come from.Kevin
This is the LinkedIn post that I made a little while ago. The principles come from having an ultra deep understanding of what your consumer's experiencing and doing and thinking That's not defined by just asking them, What are you doing? What are you thinking? Because they can't, they can't articulate. They do what's called preference falsification, where they just say what they feel like they're supposed to say to appear good.Kevin
And so you have to have that deep understanding. Just know like, well, of course they're doing these other things. And I don't actually I need data to continually prove to me that they're doing that because I'm constantly watching consumers do what they do and interacting with them and talking to them anyway.Andrew
Yeah, it's a loaded question. Yeah, we talked about it probably like an hour and a half until yesterday and today. Beth and Bryce. Well, not that single question, but it was a series of question. Yeah, from a very intelligent builder partner of ours. And it was like, Oh, this is actually like, this gets deep. Like you can't that's not a surface level question.Andrew
It's not like, Hey, just check on that. Click the rate, the CPC and conversion rate, and it is your answer because you could have amazing conversion rate.Kevin
And I think.Andrew
I just asked.Kevin
My sister, here's our episode and she doesn't listen anyway, but she's a CMO now at a at a university, I guess. I mean, sorry, Kristen, but, you know, remember all those bad things she did to me when I was a kid? There's no payback. She she read like a Harvard Business Review magazine article and then, you know, reached out to me and was like, how do I get my team to do this?Kevin
Like, I read this in an article and it's like, I mean, okay. But I think that's where our prints were. The principles come from Your principles either come from just things you like, observed from afar, or someone else just told you that's a terrible way to develop or principle you can shortcut by getting a coach right? Jenn My coaches help you shortcut to the best principles, but if you're going to your coach and you're like, Hey, I think maybe we should do, you know, squats this way.Kevin
Andrew Instead of this other way. Why I someone on TikTok said so you're like, Well, I've been in a couple competition. Like, that's, that's not good, right? So I think that's, that's where the friction comes from, is people who have strong principles without strong experience of testing those principles. They just decided it were good principles. Like that's and I it's just important for me to articulate, I guess, to everyone else.Kevin
And our principles don't come from our feelings. Back to your T-shirt. Andrew Yeah, the principles come from the data, but the data combined with experience and observation, not just data on its own. Yeah.Andrew
And then kind of testing against those principles reinforces the.Jen
Principle, the direction this conversation was going about ads, successful ads.Kevin
There. Again.Andrew
I think moving it towards online sales world is like a principle on a phone call. Here's the intent of this.Jen
So this this kind of plays into yeah, let's just just well, it just plays into the whole coaching and being coachable and wanting to do things the right way and the like. You said, the experience that like our coaching team, do you convert as like thousands upon thousands of hours in the seat. But, but then also coaching and training, I mean, just thousands.Jen
I don't even know what that might be.Kevin
Hundreds of years. I think if you add up the whole. Yes.Jen
Yeah, hundreds of years. And so it's like when we are speaking from like experience and relevance in the market because we work with, you know, over a couple of hundred online sales specials a month. So we know like what's happening in real time. It's a few, it's like this is yeah, like this is we're not this is not just, are we?Jen
We're not is like pulling this out of thin air. What we think like this is what we know, you know, because of what we see on a daily basis. So and you got to be coachable. You got to be open to listening and learning. And I was actually on a podcast yesterday with the homes for Hope program. Yeah, it's awesome.Jen
Derek And he asked me something came up about coach ability and I was like, Yeah, you know, as a coach you can, you can be like, we're totally invested in that online sales specialist, right? But they have to be invested back in us. We can train, we can coach, we can lead them to the water. We can't make them drink.Jen
It can't make them do that. They got to be invested back. And so, yeah.Kevin
That's well, and I'm going to get I mean, you use a spice emoji so I'm, I don't know if you've chilled out since then, but I'm going to bring some spice back. So I feel, I think it's not the right word. I don't want use that word. There are absolutely managers and senior leaders out there who have zero desire to unpack why things work are working, and that it seems to be my hunch would be my hunch would be managers told me my wife, that I should never use that word.Kevin
Do people not use the word hunch anymore?Jen
I just know. Yeah, I use that hunch.Kevin
Okay. She's like, when you use that word, stop it.Andrew
Is it like, quote, a word? I don't know if like that. That phrase.Jen
Like moist.Kevin
You know, my hunch is that they are insecure in their own ability with whatever it is that would be unpacked.Jen
Absolutely.Kevin
And that leads them to be like, nope, don't want to like results are good, don't care about. And I'll give you the tangible example here. There is a builder we were speaking with who it looked like the online salesperson was averaging like 30 to 40 leads a month for the last six months. Okay. And we were on a quarterly leadership call and our online sales coach, working with that person has been talking about things a certain way based upon an understanding that that lead volume, by the way, that lead volume is given by the LSC in the reporting that we use, it comes from the CRM, but he's always have the availability to make sureKevin
the numbers are accurate and consistent. So our leadership and the leadership sales manager, VP of Sales Marketing is like, Oh no, no, no. That only gets like way more than that. We're talking like a hundred plus more leads a month than what that is showing. But it's in this other system that doesn't talk to our CRM and, and I was like, well, that's why for about an issue, I don't know, two years we've recommended to stop using that thing and sorry the answer came back was but it's working really well for us.Kevin
Like how do you know?Jen
Do you know.Kevin
Because you're your online salesperson doesn't know. Apparently because they don't, they don't count those things. There's no tracking of of how those people are followed up with. And what it boils down to is it's just someone who's highly uncomfortable with the use of technology themselves, someone somewhere told them or whatever, like this is a good thing to use and things are going fine enough, but that's just a that's a huge blind spot that is going to cause massive panic at some point that could be avoided if you just.Jen
Hear.Kevin
More about how you how you got to that end result.Jen
There is definitely a.Kevin
Know.Jen
You know, listen online sales contribution is so high. I mean, 45 to 50%.Kevin
Of.Jen
Sales are coming from this program. But there's still this disconnect of the resources, the support, the time spent understanding, learning the tools, the systems, the reporting.Kevin
For this role.Jen
And so there's a lot of like just wild, Wild West happening out there with some of the online sales specialist because there's management is not is not getting in there and taking the time to understand it's it's like you said, Kevin, maybe a lack of understanding or technology but there's also bandwidth issues to feel like everybody is spread so thin and when push comes to shove, we need sales to keep everything running, right?Jen
So I'm going to take my efforts and focus on the the sale, the end of the funnel here. But really, we're not going to get sales unless we have a point difference. And if we don't have a point, we got to manage it. So it's really the shift perspective that needs to happen. And I was talking with somebody earlier today that there's still there's still broken parts of the CRM, there's still broken parts of how the leads are managed and things like that.Jen
And it's like, Hey, we've been talking about this for like a year that's still broken.Kevin
Like, isn't that funny? Like serums As a broader topic, I feel like, you know, there was a time where it was like, are you using Outlook Express or Outlook or like, what's your email client? I haven't heard maybe once in the last two years someone talk about email or questions are around email and how to write their own email client, right?Kevin
Mm hmm. Why the heck aren't serums the same way? It's 2023.Andrew
2023. That would stress me out like I won Lead, lost or won. Lee That you lose. I'm like, that could be X amount of profit from one sale of the home that they just ignore that to someone else.Kevin
Again.Andrew
And that just like.Kevin
All this.Andrew
That makes me feel.Kevin
Older. We're on the call and I'm looking through their CRM system and there were months at a time where not a single prospect was ever entered into the CRM by the onsite sales team. That's like millions more months in a row, not a single lead.Andrew
My that could have been like, that's like, I get weird. I'm like, we could it's like they could have just like, paid someone to pay the whole company notification.Jen
I mean.Andrew
Anywhere.Kevin
They were always the lost revenue or. Ms..Jen
Ms. Yeah. Or, you know, just looking at even when we could go on and on about this. I mean, you just looking at like, you know, average appointment to sale number right now is 21%. That's a, that's, that's strong 21%. Right. The average walk in traffic conversion is historically like 10 to 12%. Right. So we go, okay, we're still 21%, like one out of five keep appointments are going to write a contract, but we're still not focusing on that.Jen
During the handoff or making sure that this connection with on site and online is at the forefront of our training and our our discussions. I had some math this episode is all about now. I did some math on Friday where they're right, right now they're at 11% conversion of appointment to sale. And I'm like, if you did these four steps and you were able to increase your conversion to 21%, that's an additional $19 million of revenue.Jen
Yeah, sales revenue, 19 million, 50 million, which equated to like an additional because we did this math in front of the sales team, that's an additional 400 and something thousand dollars in commission or whatever. That's like being left on the table as like when you put it in that perspective, like, well, oh, you know, like just, you know, like these.Jen
And again, this goes back to what we were just talking about, Like we're not just coming up with like, yeah, we think you should do it this way. Like, we know this works. We have the data to support it. We have the conversion metrics to show that this is what the averages are.Kevin
Okay, What do you think.Jen
These four things.Kevin
One more thing. Let's just say just for fun.Andrew
Okay, fancy.Kevin
Because no one else is listening. Right? Lower left lead to employment ratio. Yeah. Is currently.Andrew
Can brighten 18.Kevin
Percent and our and our average benchmark currently is.Jen
40.Kevin
40. Okay lead to of women.Jen
Will get to women. Yeah.Kevin
My favorite is when the person who has an 18% lead to appointment currently is again the one suggesting that they have found a better way something comes out. I mean and this is where this is where our approaches differ because we're all different humans that do convert, as I'm kind of like I mean, I'm going to explain to you why there's that.Kevin
That's a bad idea. But you don't I would say to everyone, like, you don't pay me enough to make your decision for you. So, I mean, try it for a week or two, but not longer because you can't afford to go to five. Like 18 is bad enough. Let's get you to 35 with these proven things right first.Kevin
Oh, yeah.Jen
Yeah. Now, I just say that.Kevin
John, about that school application, I.Jen
Oh, man, I feel like I you go back to school just by now. You know, I did apply to vet school and I if you guys knew that I did at one time want to be a veterinarian.Andrew
Sent a telegram I.Kevin
Think like, yes.Jen
I didn't get in. There's only 30 vet schools in the world.Kevin
Ohio State is one of the best I hear like, yes, there goes a.Andrew
Lot of things.Jen
My daughter is in her senior year, Virginia Tech, and is going through the vet school application process right now. She's applying and like I think 15 schools out of the 30. Oh oh yeah.Kevin
Is she going to live here or something?Jen
I so I said if you if you get into Ohio State you can go to Kevin's for dinner. So you know he'll take care of things every sale, you know, they'll feed you, make sure you're okay. But as she's going through this, you know, she's super stressed out. She's having to, like, go back through the last ten years of her life and basically and think about all these things and these prompts.Jen
It's like, what's the defining moment of when you wanted to be a veterinarian, Right? So she's having to go through this. And I said.Andrew
These questions are terrible.Jen
Well, and listen, the vet schools, they only accept it's like the hardest one of the hardest things to get into. They only accept like a 100 out of thousands and thousands of applications. Wow. So I'm like, you've got to do something in this essay to make like to stand out. Like the first sentence has got to be some catchy thing, you know?Jen
But it made me think about a couple a different think it's a one. If you are thinking about applying to the Nationals, you should because it's a great way to go through and like you go back into the archives, you just document all of this awesome stuff that you've done in your career and put it on paper. And if you're thinking about doing it, you should go for it.Jen
But also make sure you tell this, tell a story that is what is going to help you stand out All in all of those applications that come in. So tell a story, be specific how you overcame something or whatever. But also maybe think about like when we're communicating with our customers and we're sending follow up and we're sending and we're leaving phone messages and we're communicating like you got a you got to spice it up a little bit.Jen
Like you got to be personal. You got to you got to put something in the subject line that's going to break through the clutter. It's going to make you stand out instead of touching base, checking in. How's it going? Because people's inboxes are inundated, like and they just get so many, you know, especially if if they're looking at your builder, they're looking at ten other builders that are all sending emails that are all sitting to these letters of.Kevin
We are.Jen
All doing all the things.Kevin
We have.Jen
We hope. We think, who knows? But you've got us. We've got to break through the digital pollution, right, and cut through the clutter. So that's good luck to Mia. Little Mia.Kevin
She's like, Our.Jen
Locations are due September 18th.Andrew
So 15 of them, But I'd be paying someone to do that, I think.Jen
Yeah, Yeah. That's what I would like to donate to the MIA application fund. But you've got to, like, pay like zillion dollars for all these different applications. So I'm really excited for. So put out some deposit invites.Andrew
To the universe.Jen
Yes.Kevin
To see what's her favorite animal is a dogs.Jen
Yes. She's actually doing the research study on cows right now. So she gets to go hang out with cows and draw blood and do little like feeds. She had to, like, pile up on a big, like, green machine and, like, feed them. And I don't know, she's she likes horses, too. She's done some stuff with the horses, but mainly small animals.Kevin
Not a horse fan. Human kryptonite, those things.Jen
You're not a horse.Kevin
They can be really good. Yeah. It's not safe. Yeah, that'll.Jen
Oh, they're so beautiful too.Andrew
About, like, the miniature horses. Those are fun.Kevin
Little tiny, maybe. Yeah. Yeah.Andrew
Was just to see.Kevin
What would you rather be? Fight one giant hundred foot horse or 101 foot tiny horses?Andrew
It's like running around a little baby horses.Kevin
Sorry, everyone. I'm in some kind of strange, strange minute here. On to the news multiverse.Andrew
This is Earth four.Jen
Hey, online sales specialist, your D convert, Coach Jen Barkin here. Are you looking for guidance, structure and proven methods to help you set more appointments and create more sales? Then join online sales coach Jesse Suggs and myself. We are offering an intense two day virtual training experience, followed by eight weeks of training and coaching through our online sales academy.Jen
This fall. Jesse and I have been in your shoes and we teach from our direct experience and years of coaching online sales specialists. Just like you. This will be hands on and real world no theory here. If you're interested, don't miss this incredible opportunity to reserve your spot today by visiting. Do you convert dot.com.Kevin
Man first up from D and Y use as I stand for, I need to know the news. The news. It's like.Andrew
Okay, so two syllables that has generated.Kevin
This one wasn't me.Andrew
How about this?Kevin
So we're we're using the link and its first monopoly trial of modern Internet era. The US sets its sights on Google. So for those of you old enough to remember, I think the last big Monopoly trial breakup that happened was AT&T. That was then split up into seven different regional companies in 1984, the article says. But effectively, the United States government is saying that Google is preventing any new opportunity for search to occur.Kevin
Google basically does what Facebook did back in the day. It was like any popular social app. We'll just go out and buy them. I mean, if you guys spend $1,000,000,000, going to spend $1,000,000,000 to Instagram, but it just prevents anyone from getting to the point where they could be a rival. And the charge here is that they're doing that with search and what's going to be so one, it's a big deal.Kevin
The other thing is it's hard for monopolies. Monopolies are not illegal monopolies that harm consumers are illegal. And Android Android is was one really smart move by Google of saying we're going to make an operating system that's basically free. I mean, the catch is it has Google search built in as the default option, but it's hard to prove monopoly like consumers don't pay for ads on Google.Kevin
Consumers don't pay for Google sheets for Google Docs. They don't pay for it. I guess you're getting a lot of, you know, in quotes, free as are straight resources.Jen
Yeah.Kevin
You're getting a lot of resources as a consumer that you don't directly pay for. But they're going after it. And I think it's it's not I don't want to say this, it's just a distraction, but it's a really big distraction because this is like a very low percentage chance. But if it does like you, you just imagine working at Google in the senior leadership and you're like, we should be working on AI and we should be making this better and this better and YouTube and oh crap, we are.Andrew
There like we have Mitch McConnell reason out over here telling us what or how to run the business. I agree.Kevin
It seems like Google is a monopoly.Andrew
I think their monopoly in that they own their own search. Like you Google something, it's the verb, it's what you do versus what you do. I think they're trying to prove, right. Did they do things that were like the competitive nature? Of course they did. They wanted to get rid of the competition. So there's times where I'm like, I don't make any sense this.Andrew
I can't stand this type of thing. But then I'm like, we kind of need more regulation over here and like zero regulation and stuff like this. So I feel like, you know, like there's contradictions there with government involvement in business and stuff like that. But this is like, come on, like, this is so dumb. Like everyone that.Jen
Like it.Andrew
On this thing against Google uses Google likely for their search engine and they're not on asked Jeeves or or Amazon.com or Bain. They're using Google to do it so and there's a reason it's still the better product. And they kind of prove that if even if they did all these, I think that's where the cases is. Probably even if we did not do these things, people would still use Google.Andrew
They're not using Bing. They're not switching to another search platform at all.Jen
They're going all use being anymore.Kevin
Yeah, they don't.Andrew
Even have points. You can get the search stuff.Kevin
On pay, please. Bing.Andrew
They try to pay you. Yeah. You give pretty.Kevin
Little coupons or. Yeah. I mean, this is just one line builder here in Texas as an example. But year to date, they have 330,000 unique sessions from Google Search, and they have 13,000 from Bing, 4000 from Yahoo! 2000 from DuckDuckGo Technical.Andrew
And those are the people, the tin foil hats, but the DuckDuckGo. So yeah, like the conversions, they're like, well, those are the crazy ones, so you don't want those people.Kevin
So next from Google itself, new sustainability tools help businesses and cities map environmental information. This is again interesting one to me because Zillow's kind of led the charge of adding all this additional information around property. You know, like safety scores. And I think they also they do have it was started by Brad, Adam and I forget the name of the company where they give like a climate score rating.Kevin
But now this is being built into Google Maps platform. They're going to let you see solar energy potential. So it'll identify roofs and talk about the amount of information that likelihood that it will produce a certain amount of power, air quality information and common allergens. That's and so everyone who has a Google map built into their site, you wouldn't, in essence, if you thought that this was important enough to be able to opt for offer a toggle on your own site or experience with access to this same information.Andrew
Like it's pretty cool. The solar one is a little bit interesting because our you know, our electricity rates here expensive. We have a moderately large our home 3300 feet so we and I'm home all day so there's no saving of power during the day by turn AC down and we run the AC 23 to 60 days of the year for the most part.Andrew
So we've considered solar. So Project sunroof in our home is newer. Like for some reason, like our house is not in there yet, which is really bizarre. Sort of imagine even like a brand new home. It's obviously not going to be in there, but being that we have no trees because they tore everything down to make it easier and more efficient to develop.Andrew
We have some trees growing, but I'm like, man, solar is like ripe for most new home builds, especially in the South. Like, I think we did do a private survey with our property at one point and like the amount of power we can produce is insane. So I think that's like, oh, that could be that could be a really cool selling tool to go new home construction.Andrew
It's more efficient. Oh, and then now you have solar, the ROI on that. The payback is extremely quick because like you, the efficiency of it for a new home compared to an existing home, an older established neighborhood would be there. So be nice if they I would imagine as it gets use more often the how it refreshes the map and how that would be a little bit quicker.Andrew
Yeah, just fast for like two, three, five years from now. Pretty cool. All the tools we have.Kevin
I don't have the exact number, but whoever originally shared this article in my social network also included a stat that I, if I remember it was either close to 50% or like 60% of people who were surveyed had considered at least one environmental factor as part of their search for a home. I imagine both of you living near water in Virginia Beach and near Tampa, that like that's a but even in Ohio, like you can't build homes in a certain level of a floodplain.Kevin
Let's say 100 year flood, I think is you just can't build in here. So it's kind of surprising in one sense that that number sounded like a good number to use as a stat because I would think like 100% of people are considering like possession of the sun and amount of shade. Yeah, it seems like people who, you know, still quote like, did you know that 94.9% of people use the Internet to shop for a house?Kevin
And like we stop talking about this, it's everyone is like everyone.Andrew
Just remember that.Kevin
Are we doing this? Yeah. Well, like, of course, the environment's a big like, that's what location is. It's all those things wrapped up together. But I mean, do you remember doing, like, a specific thing that you were?Andrew
I'm a for me, definitely with hurricane evacuate like we just had a hurricane one week ago that passed by us. So we still had, you know, work zones. I think it's part of the same records and it's like ABCD and then X non evacuate or like a is like you're on the beach or you're a mobile home. The trailer home, manufactured home, no such a wind, wind and water and then B and then we're C, we're actually like B and a half.Andrew
Like our kitchen is a B, the rest of the house is a C for whatever reason. So we, we stick with C, we're like, okay, if that gets wet over there, it's fine. We're staying like we're 13. You're yeah, you're gone. You're thinking.Jen
I'm underwater.Andrew
You're under water. So we're like 13 feet above sea level. You're below sea, you're like a bowl. You're like, you know.Jen
Traffic is is.AndrewYou have tunnels.Kevin
Sinking. Oh, yeah. Yeah.Jen
So you're saying bought a house in the flood zone. And I knew that. So this I'm not a good candidate.Kevin
It's gone. But you still porous. I mean, if it was bad, it's.Jen
Okay to tension Lake. Yeah. Yeah.Andrew
If you need insurance, if you don't like, that's a huge factor.Jen
Flood insurance required.Kevin
It's just a good thing that it's me. It goes in the category of if this place your advantage, you should be talking about it. If you're a builder in Albuquerque, New Mexico, or Southern California or the center of California, and you have now the ability availability to show the potential of solar usage on a on a home like you should be.Kevin
You should be talking about that. Definitely. Yeah. All right. Next up from CNBC dot com, we're going to start with the scary and then get to someone trying to offer a solution. Mortgage demand drops to a 27 year low as interest rates pull back the average contract interest rate for 30 year fixed mortgages was $726,000 or less, decreased to 7.2% from 7.3%.Kevin
Applications for a mortgage to purchase a home fell 2% or 28% lower than the same week. One year ago. So affordability matters, huh? Who would have thought who.Andrew
Would have thought of that? You were going to think there's some really smart builders that are offering some bite out of mortgages and I think the show 5.45 or any number less than seven is really attractive.Kevin
Yeah, rates are I mean, again, I think it's catching people off guard. And I don't want to go into an economics lesson, but what's happening right now is that the government has to sell so many more treasuries to fund the government that investors are demanding a higher rate of return. And so, again, people just keep getting confused. It's worth at this point, it's it's kind of like, again, it's September of 20, 23.Kevin
Interest rates have been kind of a big deal for a while now. So if when I say interest rate, Treasury bonds, Treasury bills, tenure and you're like, whatever, just shut up and move on to the next topic, you should go watch a couple YouTube videos. Well, I'll give yeah, something like this. You know, it's a bit like you have at some point you have to be like, Huh, I guess this is big deal.Kevin
You you don't have to understand it to solve it. You again, you can't empathize with your customers, say can't communicate, you can't educate, you cannot build trust. If you're not making any content about this at all because you're scared of it. Like just, you know, so people are like, I don't understand. We didn't raise interest rates or interest rates only went up by X when the Fed.Kevin
Well, the Fed's not the only factor here. You know, and and so rates are still sliding higher and the government's going to need more money for a while.Andrew
So I mean I think you would say. Kevin and to end interest rates is the I'm trying to think of the right word to phrase it at principal. That's a strong word. I think we all can feel that word. What it means like interest rates, that is the single biggest factor right now, above all everything else, like you could have a purple house with backwards doors and windows upside down, sideways, all this stuff.Andrew
And the interest rate is right on that single home. Somehow, who cares? Nothing is selling, right? Yeah. Like it overrides the most amazing campaign, the most amazing website, the most amazing content. Yeah. Location. All that stuff is the rate right now. Shoot, we had a home just list in our neighborhood, and it's one that's like, closest to our our size home and like, Oh, what's something listed for?Andrew
It's like seven something. And then I see that's not the Zestimate, the Zillow's I've heard the call their, their mortgage calculator. I'm like, Oh gosh. I'm like, that's a whole different type of person income job life wise compared to, say myself.Kevin
I mean.Andrew
When we got it and at this house now we're at two points, you know, like that's a whole different ballgame as far.Kevin
As ask your parents for money. I don't know if you saw that Barbara Corcoran video. So. Barbara Corcoran, she's had a couple of these viral comments. I don't know if she just doesn't have anything going on with her real life.Andrew
CPR form.Kevin
Statements that are compelling. But the first one was, of course, like if rates go, go down, prices will go up. So you better buy now. It's like, okay, we just want to look at one way and that could happen. It also could be their rates go down because the economy is terrible and people that have to sell their house and then there's more supply, then demand, and then prices go down.Kevin
So either one could happen, but now she's come out and she just her it was one of these like dude bro podcast about like how to get rich quick. She's like, you just got to get into real estate and like if you can't afford it, no big deal. Just ask your parents for the money. Like the boomers have money, just get their money.Kevin
And so then she's just getting trolled. Get the boom so hard by people who are screenshotted that and they're like, you know, in their clearly not rich surroundings. And these are like teenagers even. They're like, yeah, thanks, Barbara. I'll definitely just ask my parents for, you know, a couple million to buy that apartment in Manhattan. And I'm like.Andrew
I can imagine the reactions on that would be hilarious.Jen
Well, you know, just despite the Straits, it's not like, you know, you can easily slip into this, like, dude, I'm like, oh, my gosh, this sucks, right? But when we look at I mean, I just talked to a builders like we had our best month. August was our best month than ever, you know, at their best, Like it was.Kevin
The best.Jen
Month ever, ever. And, you know, conversion rates are still really strong, even more so than they were first quarter. Like.Kevin
Yeah.Jen
So it's like, yes, it's there and it's harder, but there's still a lot of positives happening justifying.Kevin
Way more there. There are actually way more positives than the negatives. I'm telling you I would rather have rates where they are or higher than I would like to have the same number of existing homes available on the market today as there were in 2018. If that happens, I'm telling you it's not that that is bad. I will find it.Kevin
A whole bunch of other things. More fire will take an extra couple million homes, you're saying?Jen
Because you're saying because the existing inventory is so low. That's yes, it's so good for us. Yeah.KevinThe only common factor, not not the only the main common factor that unites individual markets that are struggling right now are builders are not hitting or exceeding their goals is where existing home supply get This has returned to like normal normal. And it's not like poems are sitting around forever, but they're like this is the same month supply that was like considered healthy is violently unhealthy now because.Kevin
Because why? Because if you get the same healthy supply as is normal and demand is still down here, that's not good like you. Yeah. And so anything that reduces supply and this is why people get into housing experiences of like builders don't want to build that. People truly think this is hilarious. They think home builders are like Louis Vuitton and they're thinking of like, you know what?Kevin
We'll do here's we'll do Jen. We'll just build homes a little bit slower or we'll make them a little less available just to protect the prices of our homes. Right. They've never met D.R. Horton. They've never met else, you know, Century Jimmy, like some of these builders that just focus on volume like that. It's hilarious. But your point is again, Andrew, 100% correct.Kevin
We would not be in this House now when rates went down to three and a half and then kept going lower. I was like, Melanie, I mean, we own this property since 2015 that we built on and we had a loan and still the we were paying off on the land. But the loan on land was like seven and a half percent.Kevin
Your land aside, you realize that if we build a that's basically the same size as the house we're in now on the seven acres versus a three quarter acre, we all have a lower payment than what we are paying right now, paying the land and.Jen
The spray money. Basically.Andrew
She was like, Shut the front door. Kevin, are you serious? This real interest rate, principally.Kevin
What she said like, well, then why.Jen
Are not doing that will ever see is that low.Andrew
Yeah. I don't I don't ever want to see that low.Kevin
But that's.Andrew
That's.Kevin
Conspiracy. That's what I wish more people would just honestly talk about if it went back to that guess what would happen like there's there is my friend Rob John says that you know there's just that these are the five these are four days and we added a fifth I think. But deaths, diamonds, diapers, divorce, divorce and displacement like physical, those are the reasons people move.Kevin
Yeah, those reasons haven't stopped.Jen
Right.Kevin
What has stopped is the availability to easily move around.Jen
Right.Kevin
And transact. And so that means that I think it's very likely that when rates do go down, there's going to be a whole bunch of people just like the the race was on and people realized that there are still going to make money During the factors. Half of the world was shut down. The race was on to buy things and do things and get things.Kevin
I think there's a whole bunch of people who the minute rates get below 500 are like, Oh, this is our chance. We got we've got to say this. Yes, we made the dumbest decision ever to move to Nowhere Vermont and work remotely and try to raise yak wool on the side. We need to get back home to Chicago.Kevin
Yeah, You know, put their house up 400%. Yeah. And that is. I'm just telling you, whatever keeps inventory low as what I'm in favor of for our industry now as a human being and wanting people to be able to have access to housing, I think it's terrible. Absolutely terrible. Yeah. But it it is it makes the market work right now.Andrew
I think there's a lot of people that regret not doing something with the massive amount of equity they have. So they're like this. This might be like, who knows what's going to happen? Like, this is our chance. We have half million or whatever, number two, three, 400,000 inequity. I want to do something with it. I want to move.Andrew
So there's there's a lot of reasons, I guess.Kevin
Yeah. Now, you can't really touch that equity because there's.Jen
A lot of people.Andrew
Look expensive.Jen
Websites and looking and lots of traffic to get you know people are looking.Andrew
People love new.Jen
Homes. It's just waiting.Kevin
But it's to the rescue, maybe.Andrew
Rescue.Kevin
To the rescue, maybe.Andrew
Like a rocket is.Kevin
Is one. Plus buy rocket mortgage, a 1% down payment option. Andrew, you found this?Andrew
I did find this. I was actually. So we reified with Rocket. I logged in, we revived like 20, 20, 20, 21 or whatever, whenever it was. And then I saw this as like an ad something like, Oh, they got me. They got me enough to share this with, with the team. Like, this is interesting and it just read the fine detail.Andrew
So it, it essentially it is targeting it's first time buyers or if you're a repeat buyer, but you do have to fit certain income requirements they give you. You could put down 1%. That's all they're asking for, 1% down payment. They'll give a 2% grant as part of that down payment. So you're at three and you could only give up to 3%.Andrew
So there's max down, payment is 5%. So they're making sure that like, okay, they they'll make more money with less down payment. They have more principle to have interest attached, attached to, but then there's no PMI on it. So that's really interesting. But the and the credit requirements to you looking at this, I'm not a mortgage broker. I'm not a finance person, but you're like, okay, 620 or better.Andrew
That's pretty low. I feel like for like what seems in my brain like this seems to be like a higher risk product or, you know. Beth our team was like, This feels really familiar to VR alone in terms of requirements. Like it's it's kind of what the VA offers for military. But there are you know, there's that every mean something I'm not educated enough in this as far as like what does qualified income mean versus income on it.Andrew
But it seems like it is targeting kind of like the middle ish class income levels and that kind of like in number, we're not probably a lot of people that are very great renters. They pay on time. They have no issue with that yet. They're stuck. They're kind of like, I can't get a down payment, I can't get a down payment on houses, keep going up.Andrew
Interest rates are higher. I want to get out of renting. This seems to be the perfect thing for them.Kevin
So, yeah, my niece, this seems like a product product for and it's not it's not just I'm almost positive this is a government for Fannie and Freddie have kind of somehow this has been devised and rocket does always a really good job of packaging things up. They do easily and simply for people but I'm pretty sure this option exists for from a lot of different sources.Kevin
But my nieces, I think she's 24. She's made good money for a couple of years. She's lived with her her mom. She's getting married and she's like, I really want to buy a house, but I can only afford to put down or only want to put down X. Even though she has more money, she just doesn't want to put it on one.Jen
Of the.Kevin
Media.Andrew
You want to have backup? Yeah. You're like, Cool. That which makes sense. Yeah. You think that'd be like, rewarded somehow? Maybe it is like less down payment.Kevin
By banks because they know that's more risk for.Andrew
Them. It is risk. But another thing I think a take on this too, is if you read it, I think most builders I'll be meaning for a second any incentives, they're usually not great at explaining them on their website. Intentional, not intentional. To me, I think clear is kind of the more direct you are with it, the better conversions you'll have.Andrew
So I don't know if there's any like, Hey, just leave a little bit info out. People want to call. Well, that's not good because it's in the cards you get or confused. People like, Hey, I'm trying to read this thing, you know, online salesperson. Like, well, they didn't tell me either, so I don't really know. I don't really know.Andrew
So I think I.Jen
Read that deceptive. What itself what are you talking about?Andrew
I think it's like 90% clear and at the bottom there are some like really? Well, that number does make sense. You know, about 6000 there but that's not reference in I was little details I think might not be the best.Jen
Answer but it's just written the word incentive. Okay. We're like.Andrew
Incentive.Jen
Buying options.Kevin
Home buying like.Jen
New home options.Andrew
Okay, I'm buying.Kevin
I don't know if.Andrew
I can tell if you're messing with me or not, because.Jen
Options.Andrew
Feels like a really weird word. Really? Oh, we should talk about that. And options versus incentives and do a Did you watch the story on Netflix? I'm really distracting this right now, but it's about words choosing words. It's about when oxycodone content was created and they did a group what's a focus group on naming the drug? Like what is morphine mean to you?Andrew
They're like cancer death, my grandmother passing. What does this word mean to you? Oh, headache. What does this word mean to you? OxyContin, Breathing like oxygen and as all positive words. And they're sitting there and you're like, oh, well, this is terrible. Like, if you if you watch another person affected by it, you're.Jen
Sitting there like, so and so and so it's it makes a big.Kevin
Difference.Jen
And will mean something rid of the word appointment of somebody is like thinking like I blow.Andrew
My mind. I'm stuck in nerd corner only know what's happening.Jen
And now we we were like don't even say appointment because that means that's transactional and the last more stressful. Like if you get an appointment like you're, you're going to go to contract basically what.Andrew
Word to be like.Jen
So like we don't even say that we were to discovery tours this Discovery tour community visit. If there's somebody who's really like, I don't know, like, Hey, how about let's just touch up with an informational session to get you started? Like, I.Andrew
Hope they're not like, so, like an appointment. I feel like I'm Jerry Seinfeld, right?Jen
But I guess softening that verbiage, that's when like, you know, anyway, I don't know how we.Andrew
Got my language is.Kevin
My grandma.Andrew
Means something while.Kevin
She's still alive. She's 104. So there might be something to this. But her and my grandfather used to take vitamin. Oh, Andrew.Andrew
That sounds made up too.Kevin
And it like had oxygen in it. And I, like, I was, I don't know, five at a time.Andrew
I see it now.Kevin
But I was so like, I'm pretty sure you can't put oxygen into powder form and shove it inside of a capsule.Andrew
Like it's just hydrogen.Kevin
And I think they're probably that's one of the jokers got away with that is they're like, well you're breathing, you know, you're breathing while you're taking it. So you're taking it out.Andrew
I guess I need to know what's in this. I found.Jen
It. It's like.Andrew
Well, I found the Amazon thing, which is terrible. It's it's like a white he gets like a white and blue bottle vitamin. Know about it, But no ingredients. Ingredients aren't even.Kevin
Yeah, well, my father in law also sells total shyster thing. He sells saltwater. It's a cure all. He's from West Virginia. Okay. Okay. And then my mom used to take Queen Bee Rock Royal Honey, It was. It was special honey in gel tabs that only came from Queen Bees because Queen bees have some ideas. Like, why do we all want to live for?Kevin
Oh, wait, I guess that's insane.Andrew
Say I'm quality over quantity. I don't know.Kevin
If on.Andrew
Any given time.Kevin
I'll just be paying way more attention to cosmetics and vitamin companies. Yeah, because I know more and that's just make up more stuff. It's getting.Andrew
Let's make it as.Kevin
We have plenty to talk about. That's interesting to them that we don't have to.Andrew
Make it and we have discovery tours. We could tell them about this information.Kevin
Oh, it's I like this. I don't know. Do you like this, Kevin? Or do you hate this? Kevin, This Kevin could never appear another episode again. It's just too much cost me.Jen
Have you heard today? Maybe. Is it too much or not enough?Kevin
No, I think I think it's just the knowing that this is my last thing of today. And I get that you.Andrew
So every Thursday for the month of September, I think it's month to September, Starbucks is doing buy one, get one fall drinks after 12:00. Oh they.Kevin
Should be Stanley.Andrew
They should be sponsoring me. Right. And that's why I went and got one before. Like this little thing doesn't look so little. I don't I'm not a big dude. I'm like, five, eight. But that's in this cup look so dainty. Like, that's a top, but it's the pumpkin cream cold brew.Kevin
People always think this stuff is contrived and made up, but I will add a Starbucks card and all access you all can scan.Andrew
And they better post a picture using it.Kevin
But I'm just kidding. Ha ha ha ha.Andrew
You better use.Kevin
All right, let's move on to our favorites or things we hate either in either one. Oh gosh. What are your favorite shows? Books, Things you've watched. I'm going to give away one of my secret favorite thing I like. You know, I share a lot, but then I'm always like, Ooh, that person's got really good stuff. I can't share it with anyone, but I will.Kevin
I will share it today. You want I start inter Yeah.Andrew
You talk about West Virginia. So we were recommended. I'm not recommending this.Kevin
I'm just West Virginia. You're you wonderful people. My home.Andrew
Country roads. Shenandoah River. Right. It's a great place. So there's this documentary. I think Johnny, Johnny Knoxville made it so someone from East, right? But it's the wild and wonderful whites of West Virginia. Just watch on the Amazon. It seems like it's a high school project. Someone made an I'm movie and it's about this family the house and West Virginia and Boone County, Boone County, West Virginia.Andrew
And it's just a train wreck of I mean, you don't watch it and try to figure out who the father is of any of these children. I think it's one person, the great grandfather or the grandfather. It's the craziest thing. But it's about this family that's they're all related interbred. So it's it's it's insane. I'm like, what are we watching right now?Andrew
But someone recommended it to us. So sure enough, we watched it. I'm not advising to watch it or to not watch it, but if you need something that's a change of pace.Kevin
You're doing this with, you're like, Hey, watch this thing.Jen
You don't need to be. You don't need to justify your favorite. Oh, you're very handsome.Andrew
This is definitely not I mean, this is about a ancestral family that's inbred. It's a little.Jen
Weird. Are you favoring favor?Andrew
I don't know. This is just.Jen
Wild. It's.Andrew
It's interesting when we finish this whole thing, if that says anything. So we didn't turn it off. I've heard people left.Jen
It was like the train movie.Andrew
Nobody watching it was a train wreck. You're like, Wow, this is real. Everybody. When I said West Virginia, so am I, my boom mic. But the boom, my boom arm that I got, the new one, it's perfect. It doesn't.Kevin
Move.Andrew
The other one's on the ground. I need to throw it away.Jen
So not 20.Andrew
Bucks. It works. I just need it. It's a lock in place versus have this tension, which would be perfect, but it just stays where I put it because it's a simpler design. So sometimes the better, the more expensive option isn't the best one. So that's it.Kevin
Jen Just this.Jen
Are my favorite. My favorite thing right now is got to be that college football is back just coming off of my weekend attack and my monarchs are back. I love college football, so.Kevin
I do too. I don't have as much time anymore to watch it, but I still remember with fondness. I forget what I forget the exact year I think it was before we had kids. It must have been before we had kids. But I watched college game day every Saturday for the entire season and every state game. You guys, sometimes watch the second state games.Kevin
I was that.Jen
Why don't you go to the Ohio State Games?Kevin
Well, there's like 110,000 people there. Yeah, I get that. Tickets are kind of expensive and I have a lot of people. And honestly, it's not a good environment to take like a nine and ten year old kid, too. I did take him to one last year. It started sleeting and snowing and they begged to leave in the middle of the third quarter.Kevin
But I usually take like one or two people to a game. But it's not. Honestly, it's if I could go and watch the very beginning, like you're talking about, like watching the best in England come out or do script Ohio and the crowd cheering like, that's the best. Yeah, that's the best. I mean, I'm not actually a football person, but, you know, like, I can't stand watching high school football.Kevin
We go to the high school football games. I can't stand it. It's the least interesting sport in the world to watch. I think.Jen
It's yeah.Kevin
At times college is better because you're higher up, you get perspective, whatever. But yeah, yeah I.Andrew
Feel we watch but I'm not sure how I feel about the what's that and I and I know some of the players making stupid money like, I don't know, I'm just like I don't even though like, they're.Kevin
All.Andrew
They're making, like they're getting endorsement deals and it's legit. Yeah. Even though I'm like they are and that they have this stuff, it just makes me feel like So that guy is making some stupid money off on the field and these other 12, 11, whatever. Like or not, I don't know.Kevin
No. The Ohio State quarterback last year bought like everyone on the team. It was either like a 500 or $1,000 gift card and told them all to get nicer clothes to wear during the walk that they do from like he's like, you all need to not be slobs. Like go, go get some nice clothes.Andrew
That's nice. But I also feel like but look at you. You can afford it.Kevin
Oh, let's.Jen
Go get.Andrew
Like, I'm not wearing those clothes because I resent it. Is that envy or jealousy? I don't know.Kevin
I don't know what it is. But if you want to send me a gift card, anyone listening, you're welcome to. I'm not too good for it.Andrew
I'll take it. You need like, a thousand for like, an Ohio State game, food, all that.Jen
You're going to get. And I'm going to need to get a new suit for the summer.Kevin
Time for that is the last one. I know, I'm kidding.Jen
But I'm just saying, like.Kevin
Now you've just I'm going to spiral. I'm going to do a, you know.Jen
Now.Kevin
Full on spiral now because like, I only see you all in person, if we're lucky, twice a year. I don't mean you. You do you. I mean anyone you ever see in person. Twice. More than twice a year. Yeah. Like, I mean, I'm sure you do remember what I wore last time, but also, there's pictures I don't grow anymore.Kevin
And not. I mean.Andrew
And they're expensive. I mean, like, nothing.Kevin
Is on me for, like, my jeans, but she has no, she doesn't really care about suits or sport coats. I do get a lot of compliments on my hooded sport coat thing. We've seen that. Your junk. Now what is that? That's my favorite. Hold on. Sorry. I love you're going to edit this, but I can talk.Andrew
So sport coats are expensive. Have you bought as a male? I don't have a female jacket. It's just as much.Jen
Yeah, they're pricey. Probably not as expensive as yours, but I just bought or Sam had to get a new suit. Yeah, And I was like.Andrew
You're like, Okay, yeah.Kevin
So I don't know the brands. Sorry. Let's see if we can find it. Okay. This is a.Jen
This is a jacket.Kevin
Oh, no, can't count. This is a Alberta zimny.Jen
Oh, it is jacket coat.Kevin
It's a sport coat with a hood and whatever these are called. The hood can be unzipped.Jen
That's great.Kevin
It has like to, like.Jen
Take the hood.Kevin
Off. You can zip it and button it, or you can just button it or just zip it. It looks like it's got like three layers kind of built into it.Jen
That's your favorite thing.Kevin
It's really good. I get I mean, I know I ask people, especially strangers, because they don't know me. I'm like, are you just being nice or do you really like this? You know, you're going to be a little awkward, like, No, that's awesome. I got to get one of those for my husband or whoever. I'm like, Okay, cool.Kevin
So now check that out. Now, my real favorite link is in the show notes is Kyla Scranton on YouTube. This is a younger lady who talks a lot about economics and human behavior. I don't I mean, she got she got famous via TikTok. I haven't watched her tiktoks and so she does some weird things. But this is a talk called how individualism Changes the economy.Kevin
And what I like about it is it talks about how this idea was started in the United States around the time period of in between World War One and World War Two. We got to get people to buy more stuff. How do we get people to want to buy more stuff? And just some of the crazy things that ended up happening as a result of it, like two, three different people really formed this idea of using psychological all weak spots in our brain to get us to want things.Kevin
And kind of the icing on the cake for me is it leads into how Guatemala, where we spend a lot of time as a family doing humanitarian work like we cause the Civil War because, you know, kind of like we're talking about the words the United States Fruit Company, I think, or the whatever, some fruit company that owned all the land in Guatemala, they were going to lose it.Kevin
And and so they positioned through through the use of words and said, well, the communists, which in the sixties it was all like, oh my gosh, the communists are everywhere. You know, we're scared of of Russia and communism. So they just called these people who wanted to give workers in the fields a little plot of land if they work long enough, they're like, you should be able to get a place to build a house.Kevin
And they called them communists. So then we started a war that split up a country. And it's just, you know, they had like 30 years of civil war and a bunch of people got butchered because the guy decided, hey, you know what? We could shift everyone's opinion of this. We just use a different word to a full circle.Andrew
What words are important words? You know, a word.Jen
Change up your language.Kevin
Yeah.Jen
Watch your mouth, Young, young man.Kevin
But it's one of those things that I'm watching and my family walks in the corner and they're like, What are you? They just, like, slowly walk out hoping I don't notice. They're like, We don't want to sit down and watch this, but oh, I enjoy it. Oh, man. All right. That'll do it for this week. I'll do it.Kevin
We'll see you next time. Actually, no, at the summit. No. One more and more, then we'll see you at the summit. Oh, Final, final. All unplug if you are all access. If you're in all access and you go to the event. So we have basically just under 400 people coming to this year's summit. And I think there is, I don't know, 40 or 50 people who have RSVP in all access.Kevin
If you are happy that you're going in there, I'm going to run a separate contest with a separate prize. So you just got to go push a button, say I'm comin. You'll go see what else is coming. You can talk to them there. We've got the summit app coming out shortly, but go there and check that out and you might get invited for a happy hour in in Dallas somewhere.Kevin
I like it just for this for special people.Andrew
Okay. Houses and not the one after the first.Kevin
You don't know about that one. You got to go on an all access special one. You might get invited for. All right. All right. I'll see you next time I get to go.Andrew
See ya.

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Market Proof Marketing · Ep 301: There's No Toenails In Our Carpet!
In this episode, Andrew Peek is joined by Julie Jarnagin and Beth Russell! Andrew weathered a hurricane in Florida which prompts the three of them to list off selling points in homes for Florida residents. Together, they discuss desperate marketing methods that can lead to a negative impact on potential buyers and also lead to consumers pushing for more out of their builders.

Story Time (05:47)

• Andrew is puzzled by a townhome construction company using a sign spinner to market their brand.
• Julie is hearing from builders that shoppers are pushing for more and more in there potential homes.
• Beths house closes this week so she is getting photos taken of it before they move in.

News (26:01)

• Zillow-Redfin Partnership Increases Exposure for New-Construction Listings (https://www.nahb.org/blog/2023/08/zillow-redfin-partnership?utm_source=newsletter&utm_medium=0828&utm_campaign=MMB2023)
• Maui broker: Hanging up on vultures, holding on to hope (https://www.realestatenews.com/2023/08/23/maui-broker-hanging-up-on-vultures-holding-on-to-hope?mc_cid=e418b5c730&mc_eid=0a5dca5654)
• Homebuyer mortgage demand picks up for 1st time in 6 weeks (https://www.inman.com/2023/08/30/homebuyer-mortgage-demand-picks-up-for-1st-time-in-6-weeks/?utm_source=mortgagebrief&utm_medium=email&message_id=32562139.109634&utm_term=&utm_campaign=MortgageBrief_20230830)

Favorites/Hates (46:23)

• Beth is loving a sliced baguette with prosciutto, goat cheese and hot peach chutney
• Julie’s hate is the back to school germs but her favorite is Dayquil getting her through the podcast recording!
• Andrew is loving his cheap boom stand.

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Transcript:JulieYeah. So how was the hurricane Andrew?Andrew
It was great. You know, it's kind of like you build up all this emotion and anticipate emotion and you don't really want anything to happen like you, don't you? Because that's. That's really terrible, right? But then you're like, Oh, we're not in it. Like, could it be a little bit rougher outside the wind, be a little bit stronger? That's terrible to say.Andrew
But like, sowe had, like, I don't know, 40 to 60 mile an hour winds, which really isn't that big a deal. It's a big deal because it's, you know, eight, ten, 12 hours. It just keeps going and going and going versus like a storm rolling through our biggest thing that happened. So I'm in Tampa Bay by the beaches.Andrew
One, I was we have the Alexis the show I the ones with a screen they're terrible. Oh yeah I think the.Beth
Show.Andrew
Echo show whatever it is. Yeah. And so it shows like the news and I'm like, all these words they use are just like, oh, my goodness. Like, the rest of the world thinks we're. We're like, We're dead. It's awful. And basically from the truth, basically, basically. So meanwhile.Beth
People in Florida are actually writing rafts down.Andrew
Yeah, they're like having fun taking pictures, trying to get there's now like kind of viral spots that will always flood. And side note, they flood like, any time anyways. So, of course, a hurricane comes by and it looks really cool and floods all over the place, but it's in a flood anyways. So fortunately everything was all good. The kids had three days off of school, which is insane.Andrew
Hurricane days, great. Hopefully they there aren't too many more. I'll have to make them up and we start earlier. We get out sooner, so that's kind of annoying for some are plans where we will plan everything but I mean, I feel like it's the summit is coming up and then that means there's a hurricane. So hopefully this is one that's out of the way.Andrew
I'm like, oh, it's going to July, It's going to die early because they all usually get it bad up over Louisiana compared to.Julie
Either hits Andrew or it's me in Louisiana or yeah, somehow it goes to Texas, which has happened a few times too. But so far we've been lucky this year. But you know, knock on wood. So in Oklahoma, when I lived in Oklahoma, it was always when the weather guy pulled out his sparkly tie that were for sure getting hit with the tornado.Beth
That is part of my.Julie
Yeah, it was like they were like, so excited and like, well, don't be quite this exciting.Andrew
These tornadoes are terrifying to me.Julie
Too excited about them.Andrew
Yeah. Tornadoes aren't like, oh, we have a couple of days to plan and like, if it gets really bad because at least for us, like if it were to be really, really bad, we could go like 20, 30 miles east and you're fine. Like, it's still going to be really bad weather. But, you know, the hurricane force winds aren't, you know, as big as like the hurricane going through the whole southeast.Andrew
Like it's like, you know, 20, 30, 40, 50, 60 miles from the center. So we could just go towards Orlando where the builder show is and be fine if it's it's hitting really rough for us. But a tornado. Like, here I am.Julie
Yeah, there's definitely a good warning with the hurricane, but it's hard for me because the hurricanes are like, should we go? Should we go? What's everybody else, do you know? Yeah. Yeah. So that's hard for me because we're, you know, newish down here. Six years, I guess.Andrew
Yeah. And after I get used to it, I'm sure there's. I think there's a paradox name for that where like, you prepare, you prepare, you prepare. Nothing happens eventually. Like, we're not doing anything. No one put their shutters up on our street, which last storm, everyone's like, Hey, you need help, Hey, you need help. And I was like, Forget that.Andrew
But what it it made me realize talking to people the next day. So we're in a 2019 KB home, 30 to 85. That'll be our floor plan. That's really great. It sounds like a car. Other than the defective flap on our van and our bathroom that keeps like, rats out, I guess. I don't know that. Like when it when, when there's when it's like, super annoying.Andrew
Just like tapping on the house. Yeah. Other than that noise, like dead quiet. I mean, you heard the sound like a bin. Wake us up. So I'm like, This would be perfect marketing if someone wanted to even approach hurricane marketing with building. But it's it's a reality down here in Florida. Everyone else I talked to was like, Oh, my gosh, that storm was so loud.Andrew
The wind was howling. I'm like, Mm. It was really quiet in our house or like, you have new windows and like, yeah, they're like, well, what brands you get, like, I don't know, whatever, like fit the margins for the builder, which I'm sure they're, they're nice, they hit code but they're not going to be super premium windows at all.Andrew
But even then, like it was quiet, like that's worth it. As far as we had three kids, they didn't even wake up as a thing passed by. So big selling point for us. Florida people for sure is just like little bit, little bit ease and peace and quiet. So yeah let's well let's jump into a into story time actually.Andrew
Let's get this thing started. So welcome to episode 301 and they are Dr. Andrew Speaker. And with me today is Beth Russell and Julie, Dani and Ariel. I read your 1300.Julie
We didn't start a new season. We talked about it, but we're at 301.Andrew
We got to keep going. We got to hit 1000. That's the next worth mentioning number, I think is thousand.Julie
500, five.Beth
Hundred, over 500 like it was in 500.Andrew
500. It's like anniversary dates. Like which ones count? Like we'll be 13 years and February like doesn't count, right. 1315. So that's one.Julie
Unlucky number 13. It's like the elevator floors. You just don't know. 13.Andrew
Maybe we skip it. Then I'll tell her that we.Beth
Don't have to do anything that our building yesterday during our walk was like talking about how he was only married once and will only ever be married once. But it's because he got a divorce. I never wanted to get remarried and I was like, Oh, how many years even were you married? And he goes, 13. Oh no, I'll skip next year.Andrew
13 Oh, Oh, yeah, yeah.Beth
Interesting.Andrew
But we got a 14. It's fine. Yeah, let's just not count anymore. It's all made up anyways, so let's do some stories. I'll do mine because mine's quick and fun and easy. There is a townhome project that is for sale, like maybe a two or three minute walk for me, brand new. And we don't have much new construction, so I've been watching it and we drive by it.Andrew
It's this shortcut on the way back to our house. So seeing the progress is fun and they look really nice. But here's the thing that is weird, and they have a sign spinner company they contracted to. Yeah, just. Yeah, bang your head on the keyboard. Same. Your instrument.Julie
Person standing.Andrew
There. Yeah, yeah, that's fine. Better like a really like, you know, top notch, like in person that you trust with your kids to watch or like no, you wouldn't trust this person to do anything with anything. I'm like, Why would you hire this company? And I pass by them every Saturday and Sunday. The spinner is out there standing there in the heat, 90 something degrees.Andrew
I'm like, That's torture. This poor person having to sit out there like for 6 hours at a time. They have no teeth. And this is I'm not I sound very negative. I'm coming from the perspective of this is your brand and refreshed reflection of your brand. This is an interaction of your brand says I'll call the name said golf went homes and a sign looks really nice.Andrew
And next you have this person holding it who maybe hasn't made the best choices. And that's where they're at in life. I don't know where I'm assuming a lot there, but you would not be wise to say, how am I hire that person to represent my brand? That's so weird to me. It's so strange. And the rest of the marketing really isn't that bad.Andrew
Like the content they produce, like on Instagram and social to to show the homes off of their pictures are actually pretty decent. It's like, why did you make that decision? Yeah.Beth
It it makes me think of I don't I'm doing a plug real quick. But for Carlos, the IT presentation at the summit, it's about consistency and that is like being inconsistent with your brand. Every everything is reflective of your brand and everything from the people you hire to choosing to do a sign spinner in the first place. All of that is reflective of your brand.Beth
And so that is that showing that you're lacking consistency can reflect a lot on and raise some red flags for people when they're pursuing working with you as a brand.Andrew
Yeah, that's the first perception. Is that the first impression? Yeah.Julie
We don't know the background of the story, but it sounds like it could be that the sales person in that neighborhood was maybe given some leeway to make some decisions or do something that sounds like something an onsite salesperson may want, but maybe not. Maybe you're.Andrew
Mom. I want to know. I think we are going to tour the model home this weekend just to go.Julie
Find out more.Beth
Go undercover.Julie
Report.Andrew
It, go undercover. I don't think they know me. Hopefully not through like I listen to the podcast and now on my poopy list because.Beth
You think.Andrew
I'm getting a haircut tomorrow. So does that count? I don't know. I'll shave my beard off of like, Oh, look at this little child coming in here. Oh, where's your.Beth
Mother? See that?Andrew
Now? I don't even want to see that. I don't know. Do the mustache. Do the mustache one time. Yeah, but I'm like, Oh, the sign spinners. And I feel more that most people are like, This person's in this heat. Oh, my goodness. Like, how why would you do that? Versus like, I think that'll be the first thought versus like, oh, that person looks like maybe not near the most trustworthy.Andrew
Where'd you find this guy? They'll be like, You really paid this person to stand out there in the heat for that long. Like, where's the cooler? Where's the water? Was there a.Julie
What? If you're saying that it's like the owner's son or something.Andrew
I'd feel terrible. And there's, like some challenges there that and this is actually like a good job for the person. I would. I'd feel.Beth
Pretty good. But that's also horrible if they're not hydrating them like, say, that's like this beautiful store background story of like they help this guy out and he's out there spending this time with all these.Andrew
Guys, very skilled.Beth
High grade him.Andrew
Right.Beth
Now.Andrew
It's this one camera. It's not the well some propels whatever may be.Beth
Getting my case back like.Andrew
Yeah, hook them up look them up. But yeah it's it is strange but I a while back I'm like why didn't they just pre-sale. Why don't they just presale. But I see like maybe the way they had, you know, hopefully prices are still going up. There's very limited land where we are, so maybe that is maximizing profit revenue or maybe not.Andrew
I don't know. We'll find out the story at some point, I hope.Beth
Julie But it's interesting, like from a case study perspective of your local person who has seen these homes go up, you know, it's rare that new homes are going up, albeit single family or townhome. So you're watching it. You're watching, you're waiting and maybe you're in the market. So you try to join a list or you've tried to reach out.Beth
And then that urgency is kind of killed. When you see something that's great, maybe it's not as nice as I thought it was. So yeah, it's it is an interesting case study.Andrew
And they had some goofy stuff with Zillow, but that could be another. I'll save that for another story. Just some perception of like, Oh, that price looks so much lower than it actually is because it hits a different number of you. We'll do that one next week, I guess. Julie, What you got?Julie
Yeah. So we always talk about how we kind of hear the same things over and over this week. For me, it's been builders saying that home buyers are coming in and asking for everything they want, you know, price of a home and they want all the extra added features and they need an extra room and they need, you know, just all the things and so it was interesting to some were builders who were really struggling in the last month or two and some were like still doing okay.Julie
And still hearing the same thing. So I have no data on this. So this is my theory. So you can you can disagree with me if you don't think so. I think one could be that there's a perception by some people that maybe it's a buyer's market right now, whether in their market, it really is or not. So they feel like, ooh, they're desperate.Julie
Like I should ask for more. And I don't think we are helping ourselves by like putting all these kind of flash sale things on our websites. You know, I think that makes it look even more like they can ask for those things. My second is, and I think Kevin mentioned this on one of the meetings, that if people are going to my Oklahoma accent almost came out right there to hear it.Julie
If people I don't.Andrew
Know.Julie
If people are paying 7% or over, then they're like, if I'm going to pay this much, I want to get everything I could possibly want. Like I don't want to settle if I'm having to pay a premium right now. But yeah, you know, maxed out my monthly budget, then I want everything I want. And then my third theory is maybe if you just have a lot of nationals in your market and the nationals builders are starting to like throw stuff at people because they're just trying to get it off their books.Julie
So that's my theory. What, what do you all think is making people all of a sudden come in and start asking for more and more?Andrew
More?Beth
Well, I love what you said about like that high level messaging, you know, on the website screaming different sales, because I think it connects to what Andrea was talking about and how the perception that we're showing people. Right. The perception that we're giving off and it's this it reeks desperate in some cases when the high level or the early part of the sales funnel, you're saying, oh, we're going to give you this and we're going to give you that, well, then people are going to naturally push, especially when they're seeing all these things in the market about how terrible and how historic this market is.Beth
They're going to try to see if they can if they can get more out of it. On average right now, I think the national average is 6% in concessions on spec homes. And there's some people probably more likely the the big box builders or even in like the the markets where people are having a bit of desperation where they're giving 9% or more in concessions to people to get these homes moving.Beth
So I can't blame the buyer. But at the same time, we have to be aware that on the marketing end, what message are we sending to people and how much are they going to push back and what are they what are they going to take psychologically from this message?Julie
And I think a lot of the sales people haven't ever had to deal with this, probably if they're have just been in the role in for a few years, I mean, before COVID and all that. So it's also I think, training people on how to deal with that if they come in and just want everything.Beth
Oh, absolutely. It takes a lot of creativity from the sales side of things of how to I think the skill of negotiation has somewhat been lost through the process of COVID and people are slowly on the sales side from what we hear, trying to get it back. But it's, you know, this isn't something that they've run into before and it's really, truly unlike anything any of us have really run into before.Beth
So there's a whole different bag of tricks that they have to start developing on the onsite side. And a lot of that is just core creative negotiation.Andrew
Mm hmm. Yeah, that's right. I think more one. Do we think it's a buyer's market or a seller's market? This is just.Julie
Well, yeah.Andrew
I don't know. I don't even know. It's like I think the market.Julie
Yeah, I, it, it's a market. I think it depends on the market and I think that Yeah, I wouldn't, I wouldn't call it a buyer's market. It's just, it's so dependent right now on where you are and what's happening I think.Andrew
Yeah.Beth
It depends on who you talk to. A seller is going to tell you it's a seller's market and a buyer is going to tell you it's a buyer's market and it's just because it's a different perception of reality in either direction. And like you guys just both said, it really depends on where you are trying to.Julie
And supply is still low, but demand is pretty low too. So it's just a different a different market than we've seen lately.Andrew
Yeah. You're saying that really maybe thinking that I'm like, what kind of market? It's this thing Like, it's. It's almost white out, you know, It's happening.Beth
But identity crisis.Andrew
Identity crisis? Who am I? I don't know. Midlife crisis. But it made me think about, like so when prices were going up, they're going up because it still fit the monthly payment, right? Like, we'll just keep bumping the prices up because rates are 3%, three and half percent, two and a half or whatever percent. You kept going up because it still fit.Andrew
If you know the amount of people that can afford 2500 per month is ex cool, let's just keep going until those you know it's and it's siphoned off safe an office vast amount of people and we're really in the same spot it's just like well how less people can afford 2500 and then the combined monthly payment with the perceived value and so they're like, well, we're not going to spend 2500 or 28 or 2000, whatever number may be if they feel like they're not getting value out of it.Andrew
So they're asking for more asking for more. But it's always been about at least my brain. This could be completely incorrect. Whatever they can afford per month is going to be. That's your that is your market. That's how you could sell, too. So if you have people coming in and their cap is 2500 and all your homes based on the average down payment, based on what people can afford, is going to be 2800.Andrew
While there's very few people that can move from 25 to 28, unless they're talking about negotiation baths, like are they actually being honest with how much they have? Maybe they have another 50 K over here, they probably don't or another ten K every year, or maybe they can move things around and just delay purchasing. They could pay off that credit card or like, Oh, their truck lease has gone in a few months.Andrew
Maybe they could stage. Things were like, Ah, they don't have a car for a little bit. This is, this sounds like fraud. I'm saying fraud. Like, let's not get a new car for a couple of months. Now you can afford this house. And if you need to get a new car later or just just wait on that a little bit and all these conversations that are outside of my scope of of contacts, but it's all about the monthly payment is what I feel like.Andrew
So I think the value is where they're looking at. Julie As far as they're asking for more because they feel like I'm not getting that much home at the payment, that it has to be at 6% or 7%. Even so they I rather rent here because I have all these lifestyle resort luxury amenities that are actually better than than buying right now.Andrew
So I think marketing though, like I'm looking at a I'm a builder here. We're rolling back we're rolling back home prices over 250,000 in savings. Right? That's like kind of terrifying, right? That's like.Beth
Walmart question.Andrew
Yeah, rolling back. That's definitely a rollback of prices. I think even the smiley face rolls. I think that's a fair remember, we're rolling back prices, but that's like, oh gosh, like why better negotiate? Like, I better try to push the price down even if they don't offer. I think that's like training people to push the price down, try to get more.Andrew
Try to get more. Try to get more.Beth
Yeah. And then from a marketing and a high level like C-suite conversation of are we priced right in the market and are we you know we we've seen builders that out priced themselves purposely and then had to roll back their pricing in order to better fit in the market and adjusting pricing may not be the solution. It depends.Beth
But going back to what you were saying, Andrew, is data was released recently that said post-tax median income wise, new home buyers are spending like up to 70% of their income on housing right now.Andrew
I believe.Beth
And it's like because they have to if they need to move. Right. But that's where I have to.Andrew
Yeah, exactly. And I still think builders are not really marketing new versus used that way. Yeah. And that's always been a thing like I think we can buy we go back five, 300 episodes ago, 285 episodes go and be like, Oh, we need to sell new versus used new versus used. Like my example with the the windows or your windows are new.Andrew
The average hurricane decibels in your house will be 70 instead of 90. Well, that's a pretty that's like chainsaw versus a I don't know, microwave being on whatever the noises at the noise level for a hurricane. But I think that's still something that is still missed all over the place like new carpet. But what's his name? Quint Ren Lears what I was talking about that there's no toenails in our carpet.Andrew
When I go look at those, there's nothing. You're like, Oh gosh, that's disgusting. There's no this, there's no that. But you're like, Oh, now that you say that, like lay on this carpet like it is clean. No one else has been on this carpet for the past.Beth
This toilet hasn't leaked.Andrew
This toilet hasn't looked like all those things. I think that is like there's tons of value in that without having to go down in price or add more or give more concessions. Just if we talk about it a bit more.Beth
Yeah. And in this market, more than ever, existing homes are looking at new homes as their competition because there's so little existing homes on the market everywhere that they have to.Andrew
What fun, what a great market. It's like everything everybody. What's that on Reddit? Maybe people like it and it rates. It's a conference. The situation's like, well, you're the I don't want to say the word because I need like my own censoring. So it's like, Hey, am I the ahole or not? And so then people rate the situation like this is kind of like where everyone kind of sucks here thing.Andrew
It's not a buyer's market, it's not a seller's market. Beth, what do you have?Beth
Well, on a happy note.Andrew
Yeah, let's do some.Beth
Happiness regarding buyers. You're just being a buyer. We close on our home next week, so why the time.Andrew
Is so exciting?Beth
Yes, it's. It's very exciting. And by the time this episode goes live, we will be closing. Are we living in it yet? But we will be closed on it. And it was funny when we did our walk yesterday, like I said that we had, we were talking to our builder and my husband was referencing like one of the first episodes that I mentioned us going through this process and building our home.Beth
And Kevin was like, He can get it done. How fast? Like, there's no way. And he did it.Andrew
So.Beth
Man Shout out Charles, Charlie at Die on a Tough lot. So I'm super excited.Andrew
What are you most excited for with your home?Beth
Honestly, it's like the home itself. There's a lot of things up the porch. If you've seen the porch, say more. If you haven't, you need to go and find a picture of the porch. And that experience. But it's just being settled like we're living in an Airbnb. This isn't our space. This isn't our stuff. You know, I miss our our pillows.Beth
I miss the rest of my clothes. I've been rotating through the same clothes for like three months now, so I'm just excited to get the rest of our stuff back and feel settled as a family because we're supposed to be here at least three years, which is long term for us. Yeah, so and it could be even longer.Beth
So we really are just excited to feel settled.Andrew
Hmm. That sounds like a Hallmark commercial. Julie. You could probably really take that and make it sound really good. Feel So let's write a book. Let's write a book about that, Be at home, feel sad. There's a lot of value in that. Yeah, it's like the journey is done. Like we arrived. Like we're here. You can breathe.Beth
Yeah. And final content coming. So, like, I'll do a walk through of the house. I'm going to try to get professional photos of the house, which is done because once we move in, because we live in our homes, is going to be too messy.Andrew
Like there's nothing like a model home. Are the neighbor to us. He's OCD. I mean that with all all endearment, like your mother's yard three times like the same spot. It's amazing. His house is a museum. It's insane. I'm like, I don't know. People live like that. And he has guests all the time. But your house. Our house?Andrew
No kids, not you.Julie
That is to make believe.Andrew
Even like the. Like I feel like it's like, what's that? And Christmas vacation where the neighbor next door, like their house is like, all these things, everything's breakable. You walk in, you're like, Oh, no, this base is six feet tall. I don't want to stand next to it. Yeah. So that'll be that's going to be the pictures ahead of time.Andrew
Did you do any pictures during the build as far as like to know where any electrical things are or that's just not your, your level of commitment to that type of content.Beth
Personal. Yes. No no. Part of that is that we weren't local when a lot of that stage of construction was happening. So we have a walkthrough video after electrical. Okay, But it's a little darker. You can't really see much because obviously there's no light and it's a video, so it's not as high quality in this case. And the time of day we have trees blocking the sun too.Beth
So like I could make it out and I have like a good idea where things are. And I saw a frame and took a bunch of pictures at frame but could have done a better job.Andrew
But my last overly personal question, this is the first time you lived in the South. You were in Texas before.Beth
No, we've lived in the South for most of the time. My daughter was born in North Carolina.Andrew
Okay. Okay. There you go. That's that is south. It cools down there. But to me, you have to have fans in every room. Is. Is that you? Okay?Beth
No. So here's the thing.Andrew
She's crazy.Beth
I know. No, it's actually part of his budget. Part of it is like, I'll try not to put a fan in eventually, but the fans that like the vendor was charging for, like, I'm not going to pay that. Oh, I can. I can put in a fan.Andrew
Andrew your hubby is pretty cool. Does he even do the latter.Beth
In this house? He will because they're very nice. Nice. Yeah. We'll put in our own fans in some places, but we have fans all on the porch. We have fans in the main living areas and then I'm the person that like keeps the air on like 68 nice at night.Andrew
I like it. That was our first when we moved in. That was the first thing we went to Home Depot or Lowe's. What I think pretty sure is Home Depot. I think that's the thing. Growing up, you either go to Lowe's or Home Depot and that's how you stick with your life. I'm a Home Depot person. That's just where I'm loyal to Home Depot.Andrew
I want the floors that look like that. I want the orange and white signs. I think we bought like 14 fans. And that was the first thing we did before. Yeah. Wow. The fans are coming in. Yeah, we need the fans. So, look.Beth
I'm just thankful for Labor Day sales because it's helping.Andrew
Us out. True.Julie
Right. It is. It's good timing. That's true.Andrew
It is perfect timing. We'll see if there's any builder of Labor Day sales. That'll be fun to watch. I haven't seen any yet.Jen
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Well, let's get on to the news. We have this first one. This is a this is interesting from NAHB talk. We love them. Zillow Redfin Partnership increases exposure for new construction listings. So this one is interesting. Essentially, all your listings will be pushed over to Redfin and Zillow and Redfin are being friends. It feels kind of shocking, but it's mutually beneficial.Andrew
What do I think about this?Beth
Yeah, I think it's exciting.Julie
I think it's a great thing. I mean, it it sounds good. It's more exposure for the builders. I don't see any cons from our end on it.Beth
But I think the big win from it is that they're syndicating the builders content, not just the MLS listings, which is huge because that is the thing that was been that was so hurtful to so many builders was like, No, we don't want to use the MLS. We want to have control over all the content and not it not be the MLS content.Beth
And so the fact that they're going to be putting their community pages on which if you have your feed set up properly, then it's the content that you own from your own website. So that part is the cherry on top.Andrew
That is, that is really nice. Yeah. More exposure the better. I like it. I think it's a, it's a win for everybody. Zillow, Redfin builders. Yeah. The whole home construction industry like the more I think we forget about that, the more people that see where it says what's out and selling says new construction. It's like blue and white text.Andrew
You start seeing that more and more and more like that just fuels the demand. Just like if you're car shopping and all sudden or this is opposite here, hurricanes and saltwater and Teslas apparently don't mix. So now there's all these not so great jokes about Tesla. They catch on fire. The saltwater, apparently, and the batteries. I had no idea.Andrew
There's been four Tesla fires since Tuesday night where I'm at in Pinellas County. I don't know how I'm playing them. I thought Xbox with my hands, which is like a foot wide, but I'm like, Oh, enough. So that Lindsey, my wife, texted me and we are looking to get in Tesla next year. It's like, Are you trying to kill me?Andrew
All these Teslas are catching on now.Beth
There's just the nightmares, the awareness.Andrew
Thank you so well, don't go like in the water, like a submarine. This I think that's the that's the goal there. But it just increases the awareness, increases demand. Just having it out there that much more, which is great for for all builders that's Yeah.Beth
And I think like it's a good like we're getting recognition that we're important to you know what I mean? Like we want to be seen more in our content matters, our listings matters, Our, our homes matter. Everything that we do matters. Okay? And so, like, put us out there more, man, And it's right on the heels. It feels like we were heard.Andrew
Right?Julie
Yeah, it did feel like for a while we were getting buried on some of these sites by all the existing homes and we would be like on another tab if you didn't do that. So. Oh, yes, It does seem like now that new construction is such a big percentage of what's available and out there we're getting a little more love.Julie
That's nice.Andrew
That's right. But it's the the slogan for the Builder show. Oh, it's right there. It's on my brain. Oh, my goodness. I don't.Beth
Know. It's not my.Andrew
Brain. All home start here. And people are like, Oh, that's cute. And they think about it like, Oh, I want to say a bad word. Can I say bad word? I'm not going to say it backward. Be like, Oh, I be like legit, like every new home. Some people are anti-development, right? They're like, not my backyard or whatever it may be.Andrew
But you know, okay, so homes are going away. Attrition just naturally, hurricanes, they're going away all home start here. So homebuilding is so important. Like every new home starts with a builder, like the homes that are 50 years old. Good. 20, 73, that home that's 50 years old with all the character at some point had no character, wasn't redone and painted 15, 20 times.Andrew
So yeah, just the awareness on new homes and just that say respect. That sounds a little weird. And I'm like, like sucking up, but like, it's pretty important. Like new homes. New homes are important. Yeah. Let's go to some. To me, this is maybe I'm spicy today. A little spicy.Beth
This one's from real spicy.Andrew
I'm like, double caffeinated may for some real estate news.com. It's titled Maui Broker Hanging up on Vultures Holding on to hope. So I read this, and I'm friends with someone from Hawaii. We train together as as often as we can. And I'm like, Man, this, like, gets me fired up a little bit for some reason. Essentially, we had all day that we I didn't experience this.Andrew
I can't count that as mine. All the fires in Hawaii and just the developers and brokers and just investors, anyone trying to get that land which is so limited and also so valuable and just kind of like disregarding like there's people still like they can't go to their homes. There's the, what do they call them? I forgot the zones you can't go to because they're sold active, burning all that already jumping in like vultures is.Andrew
But this article describes trying to pick up the land or houses that burned down. But were y'all's feelings and thoughts on this very complex history? Very complex history. So it's delicate.Beth
The one one word ick.Andrew
Yes.Beth
It's sad. Like we you know, we had had this conversation with the builder the other day and and prep for my summit talk. I had this conversation of like, we forget that this is an extremely personal purchase and journey. Like these people are going through an extremely personal thing and we're just like, people are just going in there and being grubby, you know?Beth
And it just it's just.Andrew
It's just epic.Beth
I understand it. I get it. But it's like.Andrew
Yeah, I get it. Yeah.Julie
And then because of that, they put a moratorium on the land transactions, which is bad. Yes, it's good because they did it for a good reason. But then it's also bad for the people who really are trying to do, you know, a land transaction that was already happening or just trying to do business and get back to normal.Julie
So they're having to do it because of people doing wrong things and then it's slowing everything else down. So it's just frustrating that those people are screwing things up for everybody.Andrew
Yes, it I didn't intentionally try to set up this way, but 2 minutes ago I was like, we need this, like respect for homebuilding. All homes start here. And then this kind of goes it's like, well, how can say both things? It's like, But if we want that, like less of the attitude of not in my backyard or like, Oh, developers are this or this, it's like, Oh, this type of article, like, doesn't really help even kind of forgetting about the not forgetting about the history of like the United States to the Kingdom of Hawaii and like that history there.Andrew
A lot of people in Hawaii. Have you know, a lot of mistrust to people on the mainland and all that, rightfully so. So then you have people from the mainland trying to come in and once again, and their their perspective, get this land. This sounds like it's a little political, but I'm not trying to be political at all.Andrew
It's but it's yeah, it's really interesting reading that. And the broker gives his stories about he's taken all the calls. He's the one wanting to voice his thoughts and concerns and feelings to the people calling, trying to buy the property that's burned down while these he had, I think, had eight, eight or nine agents in his office. Only two of them have somewhere to live.Andrew
And they're still working, probably because they have no work, limited places where they can go. So working is actually like a nice break from wherever they're having to stay at and they're having people like, Hey, I'm trying to get this house, like just interested in buying it looks like more. And they're like, Are you kidding me? Like, I'm sleeping like and my mother in law's house like, Yeah, get out of here.Beth
Literally, the dust has settled and cleaned up and it's just, you know, it's sad.Andrew
It's like the roofing ads and flooding ads. We start to get like, the day of the hurricanes. You're like, Come on. Or especially they start knocking on the doors and they're like, Hey, let me inspect your roof. It might have been damaged. And you're like, Get out. This is insurance fraud. But a little like most of the time, like, where are you from?Andrew
And we were yeah, they truly try to try to push you on that. Oh, let's see. We got one more from Inman. This one work. For all I know, we had some trouble with with getting that pulled up. Okay. Okay. Here we go. Let me get here. Home buyer mortgage demand picks up for the first time in six weeks.Andrew
What's exciting.Julie
Which is good I mean, it's. It's up 2%.Andrew
Yeah, I feel like a little There are.Julie
Many things that could, like, affect that, you know? So, I mean, it sounds like it's exciting and maybe it's exciting. But also I look at it and I'm like.Andrew
Oh, okay.Beth
That's interesting.Julie
If we keep setting up.Beth
Watch all this more engine housing news, like every day, they're like half a percent, you know, like they're celebrating every little like blip or change, which I get. But it's almost like, okay, like just like you said, it's like you don't really have a reaction to it anymore.Andrew
That you're kind of numb to it or used to it, or you're like, This almost feels like like a parent asking a kid, So how's your homework going? Well, I'm almost done. I did so much better than last week. Just forget about that. I stayed behind a year and I'm repeating same grade because we're actually down. We're down 27%, but we're up 2% this week, which is you always have to go deeper.Andrew
In articles, which I did a post on on LinkedIn seems like Monday or Tuesdays I get in some mood where it's really easy to write. I'll probably start putting them on the website instead of just posting to LinkedIn so that everyone can see it. But like you really have to deep dive on to like if a metric is being shown, especially a single metric like mortgage demand picks up and that's applications.Andrew
So applications increased 2%. You need more context to that than just one than just one number was a pretty much hold. And ten of my my blog posts I then I talked about like we only understand what is applications is that unique applications maybe people are actually I don't even know like it's getting nerdy It's it's actually unique applications are up or people now applying to more than one place.Andrew
And so applications are up because there's more applications being submitted. I don't know. So actually applications down, I don't know.Beth
But depends on what they of these two.Andrew
Yeah, total applications could be up, but unique applications or household applications, whatever you want it to be tied to a person could be flat, even up or down. But I mean, this all seems positive in the right direction. Of course, interest rates are, you know, all over the place. Yeah, they're they're fun to watch. I follow Lance Lambert on Twitter for my interest rate news.Andrew
I think a lot of people do. He's like on it every day, multiple times throughout the day. So.Beth
Yeah, it'll be interesting to see like when this podcast goes live, what the latest article is or what the percentage, you know what I mean?Andrew
I hope it keeps going up, but it's a fall. I mean, if you look at just Google Trends or if you're if you have home builder home builder datacom access like the seasonality is obvious. This is the back half of the year. It goes down. That's just what it does. It's just how it is. Yeah. So be interesting.Andrew
See how that how that goes. But there's also inventory for existing homes is still all time low. So will it kind of counteract that? I don't know. I guess we'll find out. Buckle up. Buckle up. We want to go on to Kurt Favorites or did anything else pop up we should talk about because we do have three news articles.Andrew
We kicked one out.Julie
Well, we had the question of the week.Andrew
Oh, Crime of the week. How can we forget that?Julie
You see that one?Andrew
It said, Who wants to read it if you haven't pulled out before me? That's good.Beth
Oh, I don't trust myself to read it. I'm like, going to fumble like three one.Andrew
I was written like 400 bucks, so she should probably read it.Julie
I'll try it. Right? Yes. And we won't say the builder here. Okay. But we'll say, basically, I keep thinking about social media and how feasible would it be for a home builder to try to monetize it. I wonder if you have any experience coaching home builders on this or would be willing to approach the topic on one of your podcast.Julie
I'm not sure what monetizing could mean for us when our core following on Instagram is real estate agents and our post are more brand and sales oriented, seems like we'd be able to monetize easier for audience was made up of more vendors and subcontractors, and we offer sponsored content to promote materials we use to build our home. So they're asking about monetizing, making money off of their social media accounts and posts.Julie
So I have lots of thoughts. You'll have thoughts.Beth
I have so many people, if they're not watching the podcast recording, they should be right now just because of the faces not cooperating with me.Andrew
I was like.Beth
I'm thinking.Andrew
Really positive. Hurry, be honest.Julie
Thank you for sending a question. That's amazing and we love it. And this is such a fun one that I don't think we've ever I don't think we've ever talked about before. So if you sent this question, this is amazing. Thank you. And yeah, we have.Andrew
Built some parameters.Beth
About this before. Like it's a natural thought that people have probably looked into, like people are making money off these platforms. Maybe we can extend our revenue and make some money off of this, too, but let's think through it a little bit.Andrew
Yeah, maybe we focus on. So let's let's define monetization. The the person asking the question stated that they're looking to sponsor based off of like manufacturer sponsors. So not trying to get like money from Instagram or Facebook or whatever. So like hey will post your I don't know, whatever brand facets, cool color, 300 bucks for and they'll do a post about it or like a series of posts.Andrew
So that type of monetization versus trying to get 100,000 followers and have you know, million plus views on reels which that seems much more daunting, although they should be doing the same things to get that amount of use. Because if whoever's doing the buy essentially on their account, we're like, great, your reals, get 400 views, here's $6 or something.Andrew
I don't know.Julie
So and to be fair, we used to do this back when I started, when like if we wanted to print a new brochure, sometimes there would be vendors come to us and be like, We will help you pay for that. If you put things about our products in the brochure, you know what I mean? So this isn't a new, totally new concept.Julie
It's just new to this this avenue or this distribution channel. But I would look at what what is your goal of your social media accounts? Is it to make money through avenues like that or is it to connect with your potential and current home buyers? So I think that would be number one if changing the avenue is going to impact that in a negative way.Julie
If you start talking more to subcontractors and vendors, then you're not talking to your number one customer and audience who are home buyers. Number two, when you think of monetization, you're thinking of giving somebody else those advertising eyes, but you are you're advertising yourself with that. You may not think of that organic as like you're selling yourself, but that's your own space.Julie
So I think you need to protect space. And then if you do want to do something along those lines, I would think of it more in the terms of a collaboration than a monetization So to collaborate with another social media account or something, I can see possibilities there. But the monetization I can't see how that long term would bring you more success to your home building goals than using that avenue for, you know, for your number one goal, which is, I'm assuming, selling homes.Beth
Yeah. And I think like, while it's tempting, we have to look at who we are on Instagram. Are we an influencer or are we a brand? And, you know, it's the brand who collaborates with the influencer and pays the influencer for the posts, not the brand, taking money to do posts for other brands. And so just knowing our role on these platforms like, you said, and how how we are perceived to the customer or the people interacting with us on these platforms is vital in that decision making of if we pursue because it is interesting, right?Beth
It's just like if you have a model home and you can link your model home furniture to a store and get a little bit of a kickback to, you know, sending them to the store to for buying that product because they found it in your model home. Like, it's an interesting concept to look into, but ultimately, you have to know who you are in that scenario and who you are to be your audience before you make that decision.Julie
And is it a distraction? You know what I mean? Like it's just distracting you from your your main goal.Beth
Yeah, I like the idea of the collaboration of like, you know, collaborating with the the brand who makes this faucet. And I'm showing this faucet being used in a beautiful trend setting brand new home versus, you know, me selling that faucet.Andrew
Mm hmm.Julie
You're still speaking to your home buyers.Andrew
I don't know if there's anything to add based on what he said, and I have no idea that was perfection. But I think the only thing I could add is we have this very expensive resource, finite of time. And if you were to spend, let's say, 5 hours a week dedicated to this, could that 5 hours which five times 50 to 200 fit, say 200 hours a year, be put toward something else that would have much higher revenue, much higher profit and then for your career growth, because I assume this is the market that ask the question could that then so that 200 hours per year benefit them better for their career and some otherAndrew
way? And I feel like the answer is yes. Like I think learning how to grow the account, that's very valuable, especially if you were to, let's say you're working with a regional builder and then you kind of went to National, you're like, Hey, I took this local builder, regional builder from 2000 followers to 20,000, you know, I work for a big builder like, Oh, well, you know how to do this process That could be valuable.Andrew
But I think chasing this is I don't mean it offensive, but like chasing kind of like the pennies and dollars when you could you're kind of ignoring the, the checks with the commas in them. I'm trying to get like 200 bucks, 300 bucks when it should be like we're trying to make 20, 30, 40, 50, 100,000 on, on selling other products.Julie
Yeah. I don't think the math adds up.Andrew
Yeah. And just like the time, but maybe it could be a fun. We have interns or you're just intern paid interns. I mean, I think all interns should be paid, but we had like, a team of people, like, Hey, we have someone who's at X rate per hour. They're dedicated to this. They manage and run it. Cool. That can make sense.Andrew
But I would be wary of like some of that we talk to on a daily basis. I'm like marketing coordinator, director whatever their title might be. Like, Hey, I'm a spend a fifth of my week focused on this week. Oh, like you could probably have a lot more revenue driven activities doing something else versus that. I think it's a fun idea.Andrew
Like it's a good idea.Julie
Like it's fun topic.Andrew
Yeah, yeah. Shout out to just putting it out there and asking it. Most people I think, would not ask it. So. Yeah, yeah.Beth
And I love it. You talking about I think it was a great question.Andrew
Yeah. Well especially we see in other industries all the time. Yeah. Like all over the place. But I think it is, we are industry so special. There's big revenue attached to it. So then one transaction lot of revenue compared to, let's say, you know, I'm in the fitness space and so if you're selling like a supplement, you're like, cool, it makes six bucks per, per jug of whatever or whatever.Andrew
So it's a little different thing when it's like, Oh, that one transaction, $6, this one transaction, 60,000. So yeah, one transaction is important. Fun question, Fun question. Move on to current favorites or not. So favorites. Yeah. Favorite. Not favorite.Beth
Oh, not favorite. I don't have a not favorite this time. Last time I went on like some random like Brant. I don't know. Who knows. But this time I have this link shout out to my cousin who's the reason why I'm addicted to this, but I forget. Okay.Andrew
Okay. Get ready to be present.Beth
How do you pronounce it?Andrew
First, Julie?Beth
I'm going to pronounce it wrong and everyone's going to make fun of me. But, like, forget it. Oh, like the.Andrew
Yeah. Shit. Yeah.Beth
Okay. Push it out. And then goat.Andrew
Cheese. I like goat.Julie
Cheese. That was my favorite.Beth
And then hot peach chutney.Andrew
Okay, Some spicy, peachy stuff.Beth
Spicy and sweet. That's the beauty of it. And then you have the salty.Andrew
And it this you just like random.Beth
I went on like a like a whole week where it was my lunch every single day. Every day I just made a plate and I would like, text a picture to Karla. I'd be like.Andrew
I'm doing. Yeah, that sounds good. Does that sound good?Beth
So try it, everybody. Costco sells goat cheese in, like a two pack. That's much cheaper than the grocery store. You're welcome.Andrew
Yeah. Forget the grocery store and you go through the goat cheese. Okay. We'll need a new recipe next week. Julie.Julie
My not favorite is the bad school germs, because I have something that my son had. And then now I have. And my favorite chick, a big shot of DayQuil before this podcast took NyQuil last night and they were laughing. You probably can't see on the camera, but I drink a Coke, which I'd never do, but it looks like red wine.Julie
But it's bad. It's not.Andrew
It's not.Julie
Aware. So that's what got me through this. This podcast is sponsored by.Andrew
DayQuil and a.Julie
Little bit of caffeine.Andrew
Finally. Well, my new favorite is, I think last time I talked about how this oh jeez, I'm getting wrapped up this boom, this make boom stand is terrible. It was on the floor next to me, blue, which is like a legit brand that's like a hundred bucks. Which, I mean.Beth
I thought it was a woman at first. I was like, What are you doing? Andrew?Andrew
What happened to your legs? Yeah. So I'm like, Oh, let's go. Premium, right? Buy once, cry once, just get it over with is the best one and it usually works well, but If the humidity changes or stuff, then it starts to just my micro just be like falling down, falling down. So I'm like, I need to get one.Andrew
These cheap boom stands that you just really you have to lock in place. I haven't touched this really. I don't think since they put it in front of my face for the podcast, this was like a $20 knockoff one from China that someone bought 20,000 of brown container ship to the Amazon for from Amazon. They're making a bunch of money now and now this is great.Andrew
It's my new favorite. I don't even know what brand it is because there's like 30 of them that are exact same thing on Amazon. You just pick the one that's like then show up the next day. So that is exciting. So that's my favorite. My least favorite was I don't know what it is. We have three Starbucks. Oh jeez, Where I'm at, there's a Starbucks within 5 minutes, like every corner has a Starbucks where I'm at.Andrew
So from our house, there's three within 5 minutes. East, north, south, right there. Hurricane time comes. I'm like, Well, let's get our last Starbucks before everything shut down tomorrow. Like you just notice me shut down. All three of these places were closed. It was like seven in the morning. Hurricanes gets there, allegedly. That's when picks up at like 10:00 at night.Andrew
It's since COVID. It's so weird. At least down here. Maybe they're all like this. I have no idea. The ones down here, if they just decide to not be open or maybe like enough people don't make it on the shift or whatever, they just close up. No signs, nothing. They're still open on the app. So Starbucks.Julie
You're making me frustrated. Before the hurricane was like this one bad enough that some people left town.Andrew
So we didn't get the vibe. There really wasn't many who did evac our evacuations. If you're familiar. Like it's like mobile homes. Okay, Those are evacuated. Nursing homes are usually evacuated, depending where they are. And then like if you're on the beach because they close, the bridges are back evacuated. But like most people didn't board anything up there wasn't like it really was like, oh, it's here.Andrew
But like, it was pretty calm, like the vibe. If you go to the store, there's no water. But that's kind of like the usual thing. There's no water and like random stuff that just is gone. But it wasn't the same tense feeling like when we had Irma a while ago where we're like, Oh, this is serious and everyone's kind of sick, really freaking out.Andrew
So I want to. Duncan was open, Chick-Fil-A was open, McDonald's of every other place was open. But Starbucks, what's wrong with you? Oh, well. Well, that's it for this week. Thank you for listening. And don't forget to become a member for free Converse all Access community app for homebuilders and developers. What's the scenes videos from the podcast? Frequent exclusive postings and analysis from the USC team, access to private hangouts and much, much more.Andrew
See all next week.Beth
Now have a good one.

View Details

Market Proof Marketing · Ep 300: Good Content Looks EffortlessIn this episode, Kevin Oakly, Andrew Peek and Julie Jarnagin are joined by a surprise guest, Karla Tuten! The team celebrates the 300th episode by keeping it casual. Karla gives a deep dive into visual marketing and offers tips for builder content, especially for those who don’t know where to start. They discuss the challenges of creating good content that contains real facts, real data and is packaged well graphically. Good content looks effortless, but takes a lot of effort.

Story Time (05:58)

• Andrew is worn out from the Market Proof Academy and, once again, wishes for one more day.
• Julie's mom is trying to buy a car but feels like the car salesmen should be trying harder to sell their cars to her. No one is following up or reaching out.
• Kevin says creating stuff is tough sometimes.

News (35:55)

• Mortgage rates could hit 8%, economists say, citing a worrying sign not seen since the Great Recession (https://www.marketwatch.com/story/mortgage-rates-could-hit-8-economists-say-citing-a-worrying-sign-not-seen-since-the-great-recession-edf2b4a4)
• Don’t Discount the Merits of a Friction-full Transaction (https://crystal.geekestate.com/dont-discount-the-merits-of-a-friction-full-transaction-newsletter-263/)
• China Evergrande, Giant Real Estate Firm, Files for U.S. Bankruptcy (https://www.nytimes.com/2023/08/17/business/china-evergrande-bankruptcy.html)
• First-time homeownership surges: Half of all home buyers are making their first purchase (https://zillow.mediaroom.com/2023-08-23-First-time-homeownership-surges-Half-of-all-home-buyers-are-making-their-first-purchase)

Favorites/Hates (53:27)

• Andrew is hating his boom stand because it keeps sliding down
• Julie is loving "Homework Helpers" for help on her sons homework.
• Kevin is enjoying his app "Sunshine Birthdays"

Check out Kevin's NAHB Webinar on Navigating the 5 Phases of a Market Correction!

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Transcript:I'm just starting this slide, this misunderstanding, disagreement. I don't know what it is, but Andrew says, and I don't. You don't want to make anyone mad. Labor Day isn't his favorite holiday, but it's.
Andrew
Because I have nothing against it.Kevin
is it because its a Holiday or because there's...?Andrew
No no, I think there's other holidays I need to list before it. I guess I'm getting called out here a list of like I think there's other shut everything down worthy holidays that are not fully shut down for everyone. It's like that's a bank holiday only. I'm like, well, that should.Kevin
Be arguing for more days off generally.Andrew
Right? Like, that's like a mixed day. Like sometimes it's like, are banks closed? Not closed. I don't know. Schools are still and sometimes that one should just be Everything's done. I'll swap Labor Day for him. Okay. If we're to pick like, all right, there's eight holidays where everything's shut down. Christmas, July 4th, Memorial Day, whatever the other ones are.Andrew
Thanksgiving.Kevin
I figured it was just because, like, something that the weather in Florida wasn't working. Oh, it's still hot.Andrew
And we just started school, like, three weeks ago, so it's like a month in a school. So it's like, do we need a holiday?Julie
I don't know. Yeah, like something.Andrew
Late September.Julie
That end of summer real. I mean, that's how some people think of it, right? Like the polls close on Labor Day. But here too, it's still so hot.Andrew
Yeah. Mhm. I think so.Kevin
I just we had a we had a little typhoon here in Columbus, Ohio.Andrew
Oh.Kevin
Last night I kind of felt like what, Because, you know, Julia lives in Louisiana.Andrew
She gets it all.Andrew
I have pretend hurricanes.Kevin
But there's this thing called a heat dome. How is it that every like three years they come up with some new term.Andrew
They get me the clicks, heat dome. I like it. And we Google that there.Kevin
There's a heat dome over over the Midwest and not the edge of the heat dome if you turn on the radar. And it was just this weird. It looked like just someone poured water out of a pitcher and it was just rolling straight from the corner of Michigan, straight down central Ohio. And it just kept coming. And it was like 7 hours of lightning, strong wind and just a ton of rain.Julie
Oh, wild.Kevin
Like, do I have to move? I mean, I Anyway, it was a good time.Andrew
I just Google it. Yeah. Interesting. AP all about this. Hmm. And pumpkin spice lattes just came out today. It's related to the heat dome.Kevin
We had this conversation on one episode. Yeah, there's a new pumpkin drink. What is it? It's another cold drink called chai something pumpkin. So now you have three pumpkin options at Starbucks.Andrew
That's a lot.Julie
Yeah. I don't do the pumpkin drinks.Andrew
That's a lot of, like, pumpkin pie, spice, flavors all in one.Kevin
This is to my favorite section, but ever since I got to spin coffee machine, I just don't. I do not desire Starbucks or like coffee out in the same way.Andrew
Do you like iced coffees? I feel like you can't beat iced from Starbucks any like I have not been. You can.Kevin
Do it. You can do cold brew. You can do nitro drip cold, whatever. Like it just says put ice in your cup and it cleans out the hot water. Puts in cold water.Andrew
Yeah, we're all gonna all.Julie
Be inside out. And Olivia said she's literally drinking the pumpkin chai right now. So she's like, Oh, there you go, pumpkin chai on trend.Kevin
Is it good? I feel like it would be because chai is kind of a.Andrew
I like chai. Yeah, 30 Chai. If I've had that chai with the espresso, it's amazing. We hear it's amazing. Like The Wizard of Oz back there helping to steal that.Kevin
My favorite from my time in Nepal is Milk Coffee, which is, I think goat milk. Oh, no water and instant like instant crystals.Andrew
Weird. Sounds like it's like that.Kevin
And they're not the best milk coffee. Experience my life. All right, let's get started.Andrew
There's the goat. Yep.Kevin
Well, welcome to episode 300. I'm Kevin Oakley. And with me today is Andrew Peek and Julie's aunt again.Julie
Me? Oh.Andrew
Who knew we'd be doing this 300 episodes later?Julie
That's impressive. That's crazy exciting. I have.Kevin
I thought we make this our last one. Let's just end it right. Fine.Andrew
I'm fine with that grand.Kevin
Valley.Andrew
Three. I want to be something new.Julie
That's on market this year to make it really good, though, so.Kevin
Oh, you know what we should do? Because this is what cracks me up when people do like season six episode one, it's like, just start. Like, I don't know why there's so much conscious thought put into that, but we should just. How about season two begins with a sincere one. We'll start with the season two episode one. Let's just start over because it's going to get obnoxious when we get to, you know, we got to figure out something else, Olivia Because when we get to episode 1200, it's just, it's too many things to say.Andrew
Yeah, we can have different.Kevin
Episode 1234.Andrew
Thousand. It's now 2028 time right now. Oh, gosh, that's a long time.Kevin
Oh, man. So the other thing that we're just going to keep talking about her like she's here with us, our producer, Olivia, is like, you know, we really do need to do live episodes of the podcast. So, okay, I think we decided on once a quarter, she's checking the calendar, but we will you'll hear about it that way.Kevin
You can all join in, ask your questions, but they'll be fun. Fun time. Yeah. Maybe we can maybe pull people in for live Q&A or some live storytime we'd have to have like the voice and the voice.Andrew
Changer.Kevin
And zoom. That just makes you look like there's got to be the person in hiding and like, a in voice changer. I sorry time about this traffic that. Yeah.Kevin
Oh, all right.Andrew
Story is good for that speaking. Sorry time was up first. I got one. I didn't write it down. Yeah, I got one. Yeah, we had the academy last week, so that was. That was amazing. Taking through. Jeez, 11, 12 people. Tuesday, Wednesday, Thursday. What's that like 12 hours of instruction? It wears me out like, Oh, my. And I'm.Andrew
I'm doing half of it with Sarah. And what's, what's fun is over time, this is like inside knowledge over time. It's like, okay, you take that segment, I would take a break for a little bit. Like I just can't like, look at like at Zoom nice and pleasant for this long and I need to go camera off for like, for a little bit, get a little snack, refill my coffee, whatnot.Andrew
So, you know, each one, it just changes and changes. And we Sarah and I meet afterwards every single time. Like, what can we do better? What can we do better? And every single time I'm just like, man, I want another day, which is like torture for everybody. Like, it's already four days. Andrew What is wrong with you? But there's just so much you can just keep going and going.Andrew
I wish there was some way this. I'm just really open talking right now. We teach the definitions. We teach knowledge, the foundational things. All these things are super important thing. It's the analysis. And that is the most difficult part for everybody. And teaching, I don't there's we could teach it, but it's just so much just like experience. You just need the reps near the reps and the reps are what's Malcolm Gladwell 10000 hours.Andrew
You need your thousand hours and an analysis. You need your next 1000. They need your next 1000. Time to get to ten. You're like, Oh, okay, this is fairly comfortable, but just getting over the hurdle even to like you spent 200 hours in analytics trying to solve a problem, not just like poking around in there. I wish there's a way to expedite that for people, but there's just there's not no.Kevin
I don't think you want one. I mean, we've had lots of folks that are good intentioned and they're like, Kevin, we should just take this whole market, provide rhythm, and just have it spit out the answer.Andrew
Like an app.Kevin
Or give us, you know, even internally had a conversation where some people here were like, we just want a number to tell people for this thing of like, this is the goal. I was like, I mean, it doesn't really I, I know this is a well overplayed expression, which I think that reminds me, Olivia, next time I'm on the podcast, I want to have a whole section about things we never need to say again in our industry, that that's just I'm, I keep hearing the same.Kevin
Like those were analogies and examples to use 12 years ago. Are we still talking about the same thing?Andrew
But I don't know.Kevin
The last one is in play. Chess. You do not want to. If you are a great chess player, you there should be no reason that you want to dumbed down the rules of the game to get back to checkers when you are a grandmaster at chess now you do have to be able to. And if you're a true grandmaster, you should be able to teach someone the basic rules and fundamentals of chess without losing your mind, screaming or pouting like a child.Kevin
Okay, So that's that's I think, part of it.Andrew
That's fair.Kevin
But holy cow, what is this drive to get everything so really simplified? So I'm using the chess analogy because I think this is what I mean. I'm on Chess.com if you want to sign up and play me, I'll do it. But just know that I'm in the middle of probably parenting one of my four children and I will mess up.Kevin
So excuse a great chess player yet, but thinking moves ahead, right? The more moves you can think ahead, the better. And how I view the analysis problem is that people look at it and go, I just want the answer. And again, there's all sorts of reasons why that's.Andrew
Like the final move out. The final move. I don't care how we get there.Kevin
But I think they do sometimes and this is on on me and all of us to do a better job teaching and training. They look at what someone who's thinking eight moves ahead and by I don't mean moves, I mean layers. Okay. To go away from the analogy of chess back to the actual thing we're doing here of there is the data and that in itself, let's just say, encompasses three or four layers of analysis, potential analysis.Kevin
And there's always more than one potential. There's one potential. There's at least one true problem or issue. And each of those has no more than three possible reasons why there could be more than one true issue. And then that that, you know, extrapolates. But even beyond that, then you have to start talking, thinking about like, okay, well then let's layer over our company culture and then let's lay over how this sales manager thinks or how that salesperson acts or the usage or non usage of the CRM or the market and the competition and, and, and, and certainly the more layers you have to your point innately, most of it just requires repetition and experience becauseKevin
otherwise you just find yourself going through layers one through four and you're like, I got the answer, I'm done. And then I'm almost I'm almost done with this diatribe. You go and present. Let's say you feel really confident that you analyze those three or four layers well and you go into a meeting, you go up to your boss or the sales manager, like, here's what, And then they hit you with the one thing you didn't think of.Kevin
And you're like, Oh, and you know, the Jenga pile just crumbles. I think I think there's just that aspect of and that's why we always talk about use humility with this stuff. It is not the data says X, therefore it must be X, It's hey, this is what it looks like. But is there something we're missing here? Is there something that we don't know but that's going on with this person personally or is there something with the land deal that requires us to be acting in this way because we have to perform in a certain, you know, Anyway, I just I love the fact that you brought that up.Kevin
I think it's a whole other.Andrew
That exactly what was fun was it's.Kevin
Almost like you should talk about that at.Andrew
The.Kevin
Summit.Andrew
And so like food. So let's talk about food. Beth So one thing we did different with this academy is usually it is Sarah and I, 95% of it. And then I add to Kevin's calendar like 6 hours before it starts, like, Hey, Kevin, I want you to talk about this. And Kevin hops on and does some inspirational talking like, Hey, what's the role of marketing?Andrew
Like, No, no, no. And what's fun is no one gets that answer correct at the beginning. It's day one unless.Kevin
They've heard it before.Andrew
That is true. Unless they've heard it before it. The second day, I'm like, Oh, let's have a coach on. Julie, you're our next victim. And in November, by the way, get her some notice. Beth hopped on and she she did a very similar analogy, Kevin, where she talked about onions. And so, like if you're day one or we had some people that there like month three on the job, they can only go to the first layer in the onion.Andrew
Meanwhile, we're over here kind of talking and then just like visualizing and thinking like we know there's like 12 layers to this thing. We also know there's old onions we need to think about and there's future. And we're like all excuse me, all over the place with it. So the Onion analogy, I'm like, Oh, that's good. There might be tears too, as you learn more and more Onion feels that has me like, Oh, I'm embarrassed.Andrew
I didn't know that. Or like, I feel like an idiot. But over time, like you didn't.Kevin
Realize that it's just more such a nerd. And then we just had a special guest pop on, which this is a.Andrew
Surprise party.Kevin
And you never need an invitation. Don't don't give away who yet, but as a kid, I remember watching Lawrence of Arabia, which is a way too long movie in an old theater. My parents made me go I think I was seven, the only scene from that. And I think it's three and a half hours long and has two different intermissions or whatever.Kevin
There's one scene where Lawrence of Arabia puts out a candle with his fingertips and the guy looks at him and says, Holy cow, what's the trick to doing that? Because because it looks like there's a trick, because it doesn't cause him any pain. He doesn't like his fingers. He just pushes it and he goes, The trick is making it look like it doesn't hurt.Kevin
And I just think like that's we've talked about this many of our ways, the confidence aspect. In fact, what do we say on I call it it's either it's either lack of confidence or lack of competence. So some good alliteration there. But it goes back to repetition, repetition, repetition. Hey, Carla, Welcome.Julie
Hi, I'm.Andrew
Friend.Karla
Good. What are you doing?Kevin
Oh, we're just recording a podcast. And Carlos, our creative director. And do you convert? For those of you who may be under a rock, she's taking names and changing lives all over the industry. What's what's the what's going on right now? Carla, What's. What do you. What are you doing? What's keeping you busy these days?Karla
I'm busy all the time. I feel like the last time I was on here was back in January, so I decided to crash a party.Andrew
It's been a while.Karla
It has been a while. But I do slack, y'all. Y you're always recording. You can't talk. I'm recording. I'm like, Okay, well, um, I don't know. It's funny how there's always, like, these weird trends. At the beginning of the year, it was very heavy. Like, but everyone wanted to redo their collateral and refresh it. And then we went into like a signage program.Kevin
Yeah, I was going to say signage would be my guess, the next one. And by the way, isn't it interesting that if you heard someone talk about like hearing these trends like we do on, on this podcast, you'd be like, does that really happen? Or and then you go do it yourself and you're like, There's something in the water or the air or like, there's this behind the scenes network of Let's all talk about signage.Kevin
It comes in waves for sure.Karla
It's really weird. And then the other last month had a bunch of, you know, probably like five different calls, different builders around the country, and they're all talking about like their sales office. And I'm like, what is going on? How is everyone wanting to now look into like their interior signage mission is bizarre. And then I was in book a book booklet land for a while, like maybe.Kevin
Like real paper things.Karla
Print I've done. So print booklets that took up my time for the.Kevin
Like.Karla
I don't.Kevin
Mean like checks notes or checks calendar what year we live in, but, you know, Yeah.Julie
Yeah, there's a lot of that. I didn't expect it like collateral you expect but like long booklets, 20 pages.Kevin
Because you could or could not print the collateral. It's like how it's displayed. Yeah. Took them off, you know, printed. Yeah.Karla
They want like hard copies. Interesting. So that doesn't sound cheap. It doesn't. It sounds like something else. It's not that sounds. But I am sort of buying the booklets.Andrew
Yeah, that would be pricey.Kevin
Is there something that you've been doing this now, like you said, for a little while? I mean, you've been doing it a long time, but doing it with with us. Is there a we were just talking about like the the trend of analysis being hard outside of what people are actually asking you to do. Is there something that you find yourself having to explain or re-explain or.Karla
Yeah.Kevin
Re-explain again, as a concept that you just want to kind of toss out again here?Karla
Probably you have to think about, here's one, I'll talk about it because it's about collateral. And so usually when we start with that, I'm kind of like, give me everything that you have because you probably haven't touched it. And what typically happens, it comes off as a these ideas part from sales and marketing, and they get tagged onto the collateral package as these one off pieces.Karla
So I'm like, Hey, let's go ahead and take a look at this is yet another foot view. And more often than not, they have a billion pieces. That's evergreen material. And I'm like, Why don't you think about making this a better experience instead of someone having a bunch of one pictures? So I would always say, take a step back, think about the experience, what you're giving these people.Karla
Are you burying them in tons of copy and things they may not want to read? And is there a better way to display that? Should we make it into a book? Should we? That is even important. Do you want to cut some of this out? That's typically what we're talking about when we talk about like looking at all their stuff.Kevin
Mm hmm.Karla
It's very easy, I think, for people to just. Oh, this is a good idea. Element is I don't a piece of paper on a word document and they always don't think about how it looks or how it's saved or how much stuff people are gathering.Kevin
Yeah, a quick, quick poll on material or files. Generally, I'm not going to answer until the end because. But don't you think that or do I already led the witness? Sorry. Shouldn't every document that could be potentially sent or accessed or shared have some general repository that is accessible? Like like nobody home didn't start out doing this, but they found that people were like, I have all these documents that I send people maybe post-purchase or pre-purchase.Kevin
And there is no place on their website. They just how's everything even like you think about docs? So like, why is that hard to find for nonexistent on a builder site?Karla
That would be nice to have.Kevin
That's right.Karla
Resource library.Andrew
That'd be that'll be great. Especially HRA stuff is interesting. I mean at least our experiences, we changed each way. Management companies like four times before, it was like our control, but it was like with it was still with the builder. So we're like, Who's in charge here? Who's in charge as homeowners do you blame? I mean, everything is always the builders fault, like always.Andrew
That's just made us, even though it's the way management company's fault, because you chose that terrible company, the builder, and so everything is the builder.Kevin
So just make it easy for that saying I'm not suggesting it should be like front and center underneath our image or whatever it be for us. We just had a archway section, so we had it. We had a document library or a overall, I think we just called it Media Library and it had like any photo you might see on a community page would also be accessible in this Keystone Homes ish for those of us.Kevin
Like, it's like all of our pictures are here is searchable by everything, but also they're on the individual pages that are relevant to them. Same with videos and documents. And so we didn't even have a link on the community page to the docs because that might be distracting or confusing. Yeah, but certainly any time someone would ask, can I get a copy of my HRA docs that then the online sales person or salesperson who would then train the customer.Kevin
Actually, there's this library over here and you can access anything that we have or need need to get to and it's grouped and searchable and all the rest anyway. And just when you were talking about like how separated each piece kind of is, instead of thought of in a cohesive manner. Manner. Yeah, it made me think about.Karla
The only thing I would say that I've experience with something like that. Well, it just comes up in collateral information in general. Is that I think some teams can be lazy because someone has to keep up with the information being up to date. And so if you take the time to like make sure you have a good organization in place, like a good file, good filing, and like, you know, what's more up to date.Karla
Yeah, good nomenclature. You make sure everything is what it's supposed to say, then I think it's definitely doable. But I think people just sometimes just, you know, maybe not able to. Yeah, it's a big thing to kind.Kevin
Of we got at that pushback all the time at Heartland and that was my that was my reason for wanting it to be out there in the wild is I just found that if it wasn't accessible by the customer, things never got updated or there were four copies going around. But once there was like, No, no, you know, some yeah, maybe someone has a document that's out of date.Kevin
You have to make sure everything's dated and, and like last updated and the corner. But it was like, yeah, that document's incorrect, but I'd rather we know that and then we fix it versus having no visibility or people handing out something that's five years old that has four updates and they still have copies somewhere else saved locally, or just like, Nope, the truth is there for the customer.Kevin
So that's the impetus to always make sure as it's correct, just like pricing.Andrew
Yeah, it doesn't create a problem which exposes what was already there.Kevin
Shines a light on it. Yeah, yeah, yeah. Cool. Well, Karla, thanks for hopping on. Yeah, Bye. Any time. I love. I love just the mean. Yeah, It's like you work here.Karla
It is Like I want to keep it creative cave and create a cave.Andrew
With your plan.Karla
The next.Kevin
Time. Bring some next time. Since this is now a video show as well. Next time, I want you to bring some like, show and tell us something.Andrew
Yeah, there they go.Kevin
By the way, if you don't follow girl on Instagram, you should, because that's when you get some additional exposure to like show and tell.Karla
Oh, yes, I'm very quiet about it. Anyway, you'll have a good afternoon. Bye.Kevin
This is episode 300. You made it.Andrew
Yeah, 303.Kevin
I'm like the biggest episode zero yet. Yeah.Julie
That's the best. All right, y'all have a good one. This is fair to say, Julie.Kevin
Story time.Julie
So I am watching my mom shop for a car, and it's been very entertaining. And the last thing I heard her say was that she was annoyed because she wanted somebody to beg her to buy a car and they were not begging her. So what happened is she had reached out to somebody about a car and they had never emailed or called her back.Julie
And I know we always feel or hear people saying, Oh, I don't want to bug people. Well, she's annoyed because she wants to feel like they're begging her to buy a car. And then the other thing that's been funny is she's gone out to a few lots and of course, there's not a lot of cars. You know, still, there's issues with like actually having cars there.Julie
And she's not being super picky. She kind of knows what she want. She wants three rows and she wants a new car and there's only a brand or two that she doesn't like, but she's pretty open. But I think Kevin and I have had multiple conversations in the last week or two about the messaging of like, we have homes because there are people who are moving that need a home and we have finished inventory.Julie
And those people need to know we have finished inventory. So it's again, it's the same thing with her. If there was a car dealership out there, you know, that would tell her, we have this many cars that you can choose from. Right now we have this many SUVs or whatever it is. Yeah, that's the messaging she needs. And she also needs the messaging of like, we want you here.Julie
Like, she feels like people aren't trying to get her to come out and aren't calling her back. So it's just been a fun process to watch with with what we do.Kevin
It's really interesting because my wife's birthday was on Tuesday and she likes Cheesecake Factory because there's all kinds of options and we were going to have my parents come as well. So there's a table of eight, and at least here, the Cheesecake Factory is still cool in central Ohio. So most time you got a long wait. And I think you're talking about cars, which typically is a reference point of like, why can't homebuilders do things like car dealers do historically, like be more responsive, but now they're changing.Kevin
And my point is, whether it's Cheesecake Factory or Toyota. As a consumer, you are trained by all of your interactions with all the companies. You do what to expect or to assume. And so it's it's interesting how that dynamic does shift because typically it's like like my kids are like, you don't want to go to Cheesecake Factory. You got to wait for 2 hours and then it's going to take forever to cook because there's so many different options on the menu.Kevin
But I really want to go there. So we pull it up and on the front page it's like make a reservation. Like we've never been able to make a reservation at Cheesecake Factory ever. And then it says Only up to table Party of six. And I'm like, up, see, they got us because we need eight. But then there's like, you could tell that it had been designed to say parties of six and under but then someone to just add a line of text that said but if you have a bigger party and it's on a non busy day or time, we'll try to work with you.Kevin
And it's like, why did that have to be there? It's because the dynamics have shifted. And so there is this point in time where we stopped eating out altogether because it was just always a pain, always busy, always short staffed, and now they're like, Oh yeah, no problem. Come on in at 530, 6:00 on a Tuesday night.Andrew
With a.Kevin
Table of eight reserved. And so it's that training and that's why we've had these conversations. Julie, of, you know, that concern about having like six homes available in a community and not looking bad or desperate that that might not be true anymore. We don't know someone might look at that six available in a single community and be like oh thank God I can actually maybe get one of them.Kevin
Is the use on market is still so difficult in most parts of the country.Julie
Yeah, yeah.Andrew
What's interesting, Julie, is that sounds like the most amazing car shopping experience ever. Them not hounding you like it's a dream for me and you want to be like, Mom, you're not trying to date this person. Like what? Despite you want that car right there. But if they don't call you, you're not going to buy it. Like, I don't feel like that.Kevin
By saying beg in quotes. Like my dad had the same experience. He just shop for a car. He would go to a Lexus dealership and they'd be like, Oh, we don't you know, you couldn't even talk to a salesperson. You had to talk to the receptionist because they didn't want you to feel like you were busy. And then the guy would show up and he's like, Oh, sorry, I can't get any of the keys to test drive anything.Kevin
It's locked in a safe. Can you come back some other day? And they never call. That's just like, Here's my card. You follow up with me when you want to come back out. Like it's. It's this complete lack of any customer experience.Julie
Yeah, that's. She's like, it's one of those experiences where it's like, I want to give you money. Like I have money to give you to buy a car and nobody acts like they want to help me with this, you know? So I think it's just frustrating for her that nobody is taking her. And so if she comes out and she's like, This is what I'm looking for.Julie
And they're just like, now, you know, I think it's just she doesn't feel like anybody is there to help her through the process and she's getting frustrated with it.Andrew
Make you want to go Tesla and just like next next next next $500 deposit that shows up in a month done.Kevin
Right.Andrew
Yeah no people.Kevin
Still well it is an argument for a really good self service but it always comes back to the complexity of the purchase, the fear of making a wrong decision, and the number of options that home builders have. Make self service, generally speaking, not the same experience. And I always go back to like, yeah, there's so many different apps that say design your own home with this fun, you know, architectural app and it's easy as one, two, three.Kevin
You look at the and then you try to like design anything and it just keeps saying error error like why can't I put that window there? I don't know. It just won't let me. It's just not as intuitive still as an opening.Julie
Especially for her. This would not work for her. She's over 70. I know some people over 70 would love it, but not her specifically.Andrew
No.Kevin
Yeah.Andrew
I would love it.Kevin
My story time is just about the first part anyway, is how difficult it is to create something. Andrew and I were talking about this too, because, you know, he's creating new content. He and Sarah are also making new content for the market proof of Academy. And I was asked by NAHB to do a webinar and around a topic that I wrote for Builder magazine about.Kevin
So I like I have the content I know like it's my own story in a way of my experience with Hartland of navigating a downturn market and what we did and how we did. I wrote this 1100 word article already and yet to sit down and craft from a blank set of PowerPoint slides, which I don't even love, really using slides in the same way as most people anyway.Kevin
But it was just I had this experience when I was done with it of am I getting it like I'm not too old for this, I'm not giving up. But there is is like for 10 minutes afterwards, I was just so mentally exhausted from putting in the effort of building what ended up being like a 38 page presentation from nothing that I was just like, I'm too old for this.Kevin
Like, this is a young person's game making content and this is just hard. And that's, that's I think why people love the idea of I help and prompting and the rest. But anyway, I just shout out to anyone who ever makes anything. And Julie just wrote a book, but like creating something, especially when it's a combination of factual data and opinion and storytelling and, and, and who that's just tough.Kevin
It's it's really, really tough. Now, the payoff was, was awesome because we ended up having I think over 450 people ended up registering put a link in the shots because they said, though as soon as it's posted on their website, we'll be able to put a link in for people to watch the replay as well. A lot of good questions, really good interactions, good time, but man is.Kevin
But then there's the podcast, which is the opposite, and it's like this is the easiest thing ever. I look at the show notes 10 minutes before we hit record. We just talk time. We're swapping out articles last second or you know it. This is so effortless for me anyway. But creating that type of content is really hard. And so if.Julie
You put 1000 hours in on the podcast, is part of it, you're comfortable really, you're just you've had enough reps of that. Also, I think the hard thing is, is that good content looks effortless. So we're watching other people's content and we're like, Man, why is that? Why does mine not look like that? Why does mine feel so hard?Julie
And then what you don't know is that just because it looked easy doesn't mean it was easy. So almost my story time. So I'm going to do a story time Part two. So. Okay. I'm a purple though, in jujitsu, so I'm usually one of the higher belts, if not the highest in the morning class that I go to.Julie
And there's a lot of white belt women there.Andrew
For those who don't know, that means you can probably kick anyone's but at the summit.Julie
Right? Well, lots of that out there. But so the professor, the coach there, sorry, this is making our story time really long. That's the coach there. Some mornings we'll say, okay, higher belts, you have to let the lower belt start wherever they want. So these white belt girls who are younger than me, probably stronger than me, can say, okay, I would like to start on your back with like about ready to choke you or I would like to start like on top of you.Julie
And so then I have to work on my escapes and they get a chance to like, work on submissions and things. And so then when I get out, they're like, Man, that was so easy for you to get out. And I want to say, shut your mouth. It was not it was it was terrible. I was fighting for my life.Julie
That's like you think that it looked easy, but it was terrible for me. Like I hated it. Yeah. You know, so sometimes we look at people's content that's good, and we're like, Oh, but that's so easy for them. They just created that and it looked great. But you don't know that they're kind of fighting for their lives or have done that.Julie
Many reps are working so hard to make it look that easy. So I think the same to you. People probably saw your presentation. Oh well, this is easy for them, but they don't know what it took behind the scenes to make it look effortless. Right.Kevin
And I, I think if you're a good presenter in any medium, you always are thinking about the audience experience and how they're absorbing it. And the podcast. I just feel like there's I mean, hopefully you're, you know, mowing the lawn, taking a walk, cooking dinner, like this is a great medium to do something else. At the same time.Kevin
So it's like this and, and that's length and consistency mean that again, if you're sitting down on your couch with your popcorn and watching this, please don't tell me if you are, because I want to get you something special. I'll buy you popcorn for a year or something if that's actually what's happening. But there just seems like less pressure versus a straight for the same thing happens with the summit content.Kevin
It is like you have to put time aside and it's not for me anyway. It's not repetition or practice of the content. It's the constant someone sitting in a seat that may or may not be comfortable after sitting in it for 4 hours. And I want to make sure that the visual payoff as much as possible of what I'm talking about connects or translates or adds something extra and isn't just like, anyway, I just yeah, it's hard.Kevin
I think content is hard. And you write thousand out the 10,000. I mean, should I should do the math. But if you average six or 7 hours a day talking to people times almost ten years now, I guess talking is not the hard part for me.Andrew
You know.Kevin
All right, on to the news and we will try to keep those types of the episode doesn't go forever. MarketWatch dot com mortgage rates could hit 8% economists say, citing a worrying sign not seen since the Great Recession. The 30 year rate is at a critical stage. Lawrence Yun, chief economist at the National Association of Realtors, told MarketWatch.Kevin
This is confusing to a lot of people. I feel like we've talked about a couple of times, but just for clarity, the Federal Reserve changes short term rates, the rest of the bond market and Treasury market adjusts based upon supply and demand for different lengths of maturities. The most important one for mortgages is the ten year Treasury note, so that has its own pricing that is not directly impacted by the Fed.Kevin
There's a there's a correlation, but it's not directly affected. And then there is a risk premium that people who give money for mortgages want. So the ten year is considered a very safe investment. Unless the US government ceases to exist, they pay their debt by making more money, which is a whole other topic out of thin air. But you're going to get your money from that ten year Treasury bond.Kevin
So if people are default on a mortgage, there's a risk that that could occur, especially when the market in the future doesn't look as rosy. And so the the Delta between the ten year and what mortgage rates are at is known as a risk premium. That risk premium and the ten year are both expanding. And that's why even though rates haven't changed very much, they're still headed up and may go headed higher.Kevin
So in some sense, before we get into really the the full article, it's it's kind of I would say it is really smart people who have a lot of money at risk saying I think in the near term there is maybe a slightly higher likelihood of people being foreclosed on or loans not being paid back. And so I want more profit basically from the loan to cover potential losses.Kevin
So that's that's why that that spread is so important to watch and understand. Anything else in this article that that you all.Julie
Know the I thought it was interesting that they were talking about don't expect the higher rates to hurt home prices. So some people may think, oh, because rates are going up and less people are going than your home prices are going to go down. They said that the that will only happen if the job market, if people are losing their jobs and then that would be when that would happen.Julie
So I thought that was an interesting point.Andrew
Yeah, it's so interesting. I mean, you know, different local Facebook groups and there's still this weird like thought that like everything is going to crash and people are waiting to buy for this inevitable crash and maybe people want Why would you want that? Like, that's so psychotic. Like what I want the world to be like. They want like, a recession, Great Recession.Andrew
I'm like, what is wrong with you? First of all? Like, it's not going to happen.Kevin
Because it's going to affect everyone else. They'll be unaffected.Andrew
They'll be unaffected. They'll still have their job perfect, and there'll be any change they could just scoop up a house half the price, what it is now. But so that's just it's interesting that I don't know. That's a common thought, but it definitely seems a somewhat common thinking. But just looking at this one part here, it's like he noted that monthly mortgage payment for a median priced home in 2019 was 1100.Andrew
Today, at 8%, that payment would be over 2300.Kevin
So that does not include taxes and interest, I believe.Andrew
But then you need to go like, well, those people who didn't buy it either time, what is their rent? Right. It could be 2823 is better than 28. So I'm saying that like this seems very doom and gloom, but like knowing people in our lives that are younger, like, Oh, but in house. Yeah, yeah. I'm like, can I have some details?Andrew
You know, like, I do stuff like, and every single person went down at least 2 to $300 renting to now owning a home. So my Oh, okay, cool. Now they are fortunate, like their career wise, they both had higher income established jobs, so they're both like they made 100 combined income, not not each, but like both. So they able to save up some money.Andrew
And then both for Ira, both had down payment assistance from the county. Yeah. Which is more interesting. But prices were both met for hundreds for their homes.Kevin
Beth Russell sharing screenshots of articles, talking about how housing has just become completely like it's I forget the exact headline, something about no one can afford to buy anymore. And what's interesting, I just replied back quickly like that also means people can't afford to sell. And so that, you know, if rates continue to go higher, I think there will be fewer sellers until, to Yoon's point, people have job losses.Kevin
But until that point just means there's going to be fewer existing homes on the market and builders are always going to have something for sale.Andrew
So more houses be perfect. Yeah. Builders, there's the supply.Kevin
All right. Up next, this is a I really want to talk about this one, even if it's the last one we do. I don't care from geek it Slate.com don't discount the merits of a friction ful transaction. This is written by Drew Myers, the guy I've got to know over the last year and a half or so. Really good guy.Kevin
Friction is good. Not bad. At least in the residential real estate context. And he goes on to cite all of these different tools, services, platforms that want to make moving it at the push of a button easy. And then he's like, should it be easy? Are you going to make a great decision? If purchasing a home is as easy as ordering light bulbs off Amazon?Kevin
Should it should it should something that impacts your life so, so severely is a real benefit to having that be frictionless at point.Julie
I don't think friction less should be the goal. I think figuring out where the friction should be and where the friction should be in places where we strategically want to slow the process down. So there should be parts of the process that we want to go quickly and easily and parts where we want that friction because we need people to slow down and not just to make the right decision.Julie
But you also can't build a relationship with somebody which sometimes you need to know because, you know, if you want to do more personalization or you want to listen or you want to find out what they want, you're going to have to slow that part down or it's not going to happen. So I think it's just being more strategic about where it needs to go fast and where it needs to go slow and leave the friction in those places.Julie
We need to slow it down.Kevin
Right. I think his argument here is a somewhat moral, you know, he goes into credit cards are easy and there's lots of studies that show if you pay in cash versus a credit card, you're going to you're going to be making smarter financial choices overall. And so he's like over half a century of cognitive science. And studies have shown that people who do multitask or move quickly.Kevin
And so then he's like, I promise buyer solutions to both with one seamless experience of here's the house for you. It's perfect in every way. Push the button. It's yours. And he's like, Should this desk be compressed to make it as easy to drop 200 grand or $2 million on a house? As easy as it is to drop a $5 bill on some other product or service.Andrew
I would like.Kevin
This is how he says. I don't buy the idea that people need or even want to buy houses with a single tap on their phone. Sequencing steps helps buyers minimize the chances of a poor investment decision with their hard earned dollars.Andrew
I think this is my bias, or maybe this is what I think I don't. People are being polite by using the word frictionless by saying I think that transactional cost to sell and buy a home is absurd, right? Like if you were to sell.Kevin
That is true. A lot of it is focused on like.Andrew
Hodling, like realtors, then like, hey, is there a way to get rid of this percentage? Or maybe you should shift that money to like, Hey, the inspection needs more money behind it and we could have a better inspection for a used home and more emphasis on that versus this kind of general contractor bringing in different trades to get it done.Andrew
And they're the ones making the most money on the transaction. I don't if that. So, Drew, if you're listening, maybe have a part two of transact, you know, what we should is the same.Kevin
Thing or something and see if he wants to come on some time on, I guess, episode. But one example would be like inspections, housing inspections. Is it really in the buyer's interest to waive those or to let's say that there's a company that says we'll do an AI powered inspection utilizing large amounts of data and we'll just estimate a likely cost of repairs.Kevin
Just so you have a sense of it. You can either push a button and get that for two bucks or you can wait 72 hours to have for a week to have an actual in-person inspection. Now, I'm not saying take away the optionality for the buyer because that's a negotiation tactic of I'm not going to require that. But all things being equal, just like, is it better to walk through physically the space that you're about to purchase or do it virtually, which is like and this goes like, we are really quick to give away the best option for just one that's better or good enough.Kevin
And I think that's kind of what you're saying. Julie There's there's things where we should always be optimizing to just the best and maybe a good enough in some areas is okay. But I if, if my one of my four kids goes to buy a house that's 25 years old and like, Hey dad, we're going to waive inspections, I'd be like.Andrew
No, you're not.Julie
Well, And sometimes it takes a human to explain that, you know what I mean? Like the giving option just on an automated system is different than having a person telling you what the differences in those two choices are.Kevin
Right? I've even had people tell me, like, I waved my it's like, no matter what happens with the inspection, I can't get out of the contract, so I'm not going to do an inspection and like, you're nuts. Why would you still not want to know?Andrew
They still know.Kevin
You may not be a reason to get out of the contract, but at least now you know for planning before you show up, you move in and try to take a bath in the tub, falls through the second floor. I think you would want to still know. I mean.Andrew
Yeah, all the hurricane things are missed very commonly. Even a newbuilds like, right, Matt Then insurance like that. That sounds terrifying. Hurricane coming. You're like, I wish we got an inspection. Make sure the straps and all that stuff is done correctly. Yeah, yeah, yeah. That's. I do both. All right, next your question.Kevin
I mean, it's it's a good thought process and I and I agree that we should be going after the best which might have a little bit of friction but if it's if it's in everyone's best interest and that kind of goes back to like the whole e-commerce ification of our industry I think is a little bit overplayed, not not totally, but a little bit from Reuters.com.Kevin
Evergrande Remember them files for us Bankruptcy protection as China economic fears mount. So this isn't just a story about Evergrande, which is your remember the place that had like was a 15 or nine towers imploded that were partially built.Andrew
A billion.Kevin
Ghost cities. We talked all about this a couple of years ago I think now well they're back the the whole real estate market and China's a mess. Trusts aren't paying out the funds that they're supposed to be. There's people protesting again. So that's interesting in and of itself that it's real estate that's having an issue there. But also just generally a lot of the global economies now are headed towards a recession or a severe decline in activity from where they have been.Kevin
And China is typically a big economic engine. So even if you believe in the soft landing theory of what's going to happen to the U.S. market broadly, there's always a statement of, you know, in China, when China sneezes, the U.S. catches a cold, vice versa, like these two really big economies, there is this global impact. And so Europe's doing poorly, Japan's doing poorly, China is doing poorly.Kevin
And a sense that even if things are great here, you're going into the end to the end of this year, early next year. Just kind of general economic activity in the world is not good. And that's quick aside, sorry I'm talking so much on this one, everyone. But I was having this conversation of someone was saying, Kevin, how do you feel about the housing market over the next 12 to, 24 months?Kevin
And here's here's my main thing is I can't think of in the stock market language, they call it a catalyst like is the stock going to go up or down? There needs to be some new piece of information that is a catalyst for change. I can't think of very many positive catalysts except for the one we just mentioned of existing homes not being available, but they're already not really available in most markets.Kevin
So it might get a little bit better if rates go higher and less are available for us. Maybe. But it's almost like all of the good catalysts have already happened or are in play like now. Homes are available. Pricing in a lot of cases have adjusted or come down. And so then there's like the market catalysts that I, I can't really foresee.Kevin
But if you can think of any show it did you convert dot com or just reach out to us on social channels. We'd love to hear your thoughts. And then the second thing is from a marketing perspective, even if the market's not doing great as a marketer, if there is some new thing that we could all be working on that always of ups the energy level of like, okay, well we can't do this, this and this, or we can go do this thing that's new and different.Kevin
And there is a little bit of that. And certainly the focus that Julie is helping with with her book on on content is a big piece of it. But again, in terms of a brand new kind of like we've all known we needed to do content well for a long, long time.Andrew
Yeah.Kevin
Julie's book is a great resource to help us do that better. People are budget, more money to it, but it's not like a completely brand new catalyst thought of this is really going to ignite something. So I think that's why I'm just generally I kind of like, enjoy what you got, why you got it. Keep getting better, keep your eye on the ball, work hard.Kevin
All right. All the phrases from oh, yeah, something else.Andrew
All the phrases, all the phrases there. Keep going.Kevin
From Zillow.com. First home ownership surges. Half of all home buyers are making their first purchase. Half of all home buyers are purchasing their first home, the highest share that Zillow has ever recorded. And for Housing Trends Report finds that first time buyers now make up 50% of all home buyers, up from 45% last year, and a meaningful jump from 37% in 2021.Kevin
That's really interesting to me.Andrew
Yeah. Trump on the age group they had is that millennials, which are 29 to 43 year olds, that's not what we think of young people, right?Kevin
Right. But they haven't been buying homes. Yeah. So these aren't large numbers until recently.Andrew
Young people.Kevin
Yes. I just think I find it ironic that when in an era of affordability being the main reason slash excuse that people say why homes aren't selling, people can't buy that. It's first time buyers that make up 50%. What do you think?Julie
Well, it's it's also what you what you know, if you don't know if you're coming into this market and it's the first time you've bought. I just now Googled we bought our first little condo in 2001 and I just Googled. So I don't know how accurate this is. That said, the rate's average 7.24%. Like they were terrible. We didn't know any different.Julie
It's different this time around because they were down to three and they came up to this. And so it's news. But also if they weren't already in a home with a 3% interest rate. So it is to just speaking to your audience and realizing that not every single person you're talking to is currently in a house with a 3% mortgage rate.Julie
There's people paying cash. There's, you know, first time homebuyers, There's all these other people who are also in the market that we also need to speak to.Kevin
That takes us back to where we keep talking about on all of our calls with our with our builder partners and on leadership calls is right now the market is being driven by the four D's death. Diamond's divorce and diapers like that's regardless of where affordability is to your point. Like those are the reasons that you're saying okay.Kevin
We're going to buy a house or need a change in our in our situation. GREEN No. All right. Favorites.Andrew
Favorites. So let's say what's not what's not my favorite way.Kevin
We started this new last time. It doesn't have to be a favorite anymore. It could be just something that's really pissing you off.Andrew
Oh, well, this is perfect, then. This boom stand is pissing me off. If you've seen me, me, myself. And because it keeps fun, it keeps falling down. So I have a new one that Amazon said. Your shipments arriving late or something. Supposed to be here this morning. I'm like, Oh, I arrive here at 7:11 a.m.. Perfect. It's one this one is like it's blue.Andrew
The blue brand. I think they make a fake out. They make microphones and stuff. It's like a hundred bucks, but it's tension based. So it's like the weather affects it and humidity, for whatever reason is super annoyance. I just bought one that's like you just lock it in because it really doesn't move. I'm excited to replace it. This thing is super annoying.Andrew
Don't buy it. It's awful. Well, it's.Kevin
One of those things. It's not a buy once. Try once deal with Julie. I thought that would be sad that she bought her camera. But it is one of those things like arm. I had the same challenge, but there's a tension adjustment piece on it.Andrew
Yeah, but.Kevin
For the last year I have not bothered to mess with. I'm just like the things slowly would float up and it would annoy me and I'd push it back down and it would stay there for 5 minutes and then slowly float back up. Just having the right equipment is half the battle. It's worth it almost every time. And then the second is just taking the time again to take care of it like I talked about before.Kevin
But yeah, that's.Andrew
It's so someone wants to.Julie
Mine are homework helpers this year for math he has homework helpers. We're basically has the same worksheet that he's working on that shows you what you're supposed to do without the answers on it. Thank goodness, because I was having to google everything. And it's not that it's like hard stuff. It just doesn't make any. It just I've never seen it laid out like that and I have no idea how to help them.Julie
So thank goodness already we're like two weeks into school and I'm already having to like, go to the homework helpers and figure out what in the heck they're talking about. So I'm having homework so I.Andrew
Learn rational numbers and irrational numbers whole. Yeah, I'm like, I don't.Julie
Know, like, yes, I'm like, Wait, I don't know what they're asking. So that's been my go to this week.Kevin
Let's see what I'm going to is going to pick some app on my phone that I think that I use that I think most people may not have. There's one called Sunshine Birthdays. You've all seen this before. That's Marissa mayer of former Yahoo Fame. That's her company. And what it does is it lets you log in and connect all of your different accounts and just create a single source of truth, people's birthdays.Kevin
It also does the same thing for contacts. So it's kind of like an iCloud. That's not Apple only, but it'll go to all of your social networks, your Gmail, whatever, and your calendars already, and then it'll say, Hey, there's three different birthdays or three different profiles for Andrew. Pete, do you want to consolidate them? Is this the right day?Kevin
It's one of those small little things that and then it reminds you, you can look at it easily a week in advance or a mother of and Sue's birthdays are coming up. They're their play, as you know. They make it really easy to order someone something if you want to through the app. But it's just one of those nice little things that you're like, this is just helpful to not not miss birthdays anymore.Andrew
Does it go through like does it prefer Amazon as far as like it tries to sync it to Amazon, like get you to buy? The reason I'm saying the best purchases from you have this really cool experience and then they get like the affiliate money from pushing all these transactions from their app. So I'm like, Oh, that's genius.Andrew
Like, let's make it easy for people to shop for birthdays. We make money by being affiliate with all these different e-commerce companies.Kevin
I might have spoke too quickly there. I thought an option to send presents, but what I'm getting now is just ordering cards or cards.Andrew
Oh, they go.Kevin
It's probably just through their on experience.Andrew
It's pretty cool. Yeah. Yeah. It is a hard to remember.Kevin
Something and it's called sunshine. It'll brighten your day.Andrew
I think. Sunshine.Kevin
All right, that'll do it for season one of marketing. Of marketing. Be sure to join us for the beginning of season two next week. We'll see you then.Julie
See.

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Market Proof Marketing · Sorting Through the Perceptions & Realities of Today’s Mismatched Market with Nick BoniakowskiIn this episode, Kevin Oakley is joined by Nicholas Boniakowski, Head of Agent Partnerships at Opendoor. Together, they discuss an article from Opendoor that sheds light on the current real estate market. Nick unpacks what a “mismatched market” means and the inconsistencies with what consumers are saying and what they are doing. They talk about the future of the economy and Opendoor’s dedication to making sure sellers know they have options in an uncertain market.Kevin and Nick discuss:

• This article: https://www.opendoor.com/articles/todays-mismatched-market-real-estate-perceptions-vs-reality
• The low inventory and how that is influencing the market.
• The buzz around the upcoming recession… that still hasn’t happened yet.
• How most homebuyers and sellers desire flexibility on the closing date.
• The new normal on buyer and seller concessions.

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.

Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Transcript:Kevin
And today we have Nick Boniakwoski, head of agent partnerships at Opendoor here to sit down and talk about some of the research that they've found in terms of a mismatched market perceptions versus reality. Some some really great insights and takeaways. And Nick, thanks for joining the program.Nick
Thanks, Kevin. Thanks for having me.Kevin
Now, your title, head of agent Partnerships at Opendoor. Give us a quick background of what it is that you do Opendoor, how you found yourself there, and kind of the background that that makes you the right person to be talking to today.Nick
Sure. And up to. So I'm coming up on about almost two years at Opendoor now, but I've been in real estate in and around real estate for most of my professional career, which sadly not to date myself, goes back. Coming up on two decades, I've had about 15, 16 years in the real estate industry starting.Kevin
Do you still have so much hair as if you've been around in real estate that long?Nick
I've I. You can't see the back of my head. I'll just. I'll just say that. And I'm going to look forward on this camera for the rest of the time. But no, it's, you know, I so I can't say that I've seen a few cycles now and I'm sure we'll talk about later in this conversation kind of how this one is unprecedented.Nick
But I did grow up in a third generation real estate office right about my grandparents. First job was organizing the filing cabinets that our deal folders went into. And I remember in that job when I was 14 or 15, you know, moving these folders up to the attic because it was a New Jersey law where I'm from. Yeah.Nick
To maintain these files for seven years. I remember in those early days thinking, Man, I'm using my computer for everything. When is this part going to change? When is that going to change? So I've been fascinated with the industry and that intersection with technology, which has led me down a series of different jobs in in the industry, some some years at some other big real estate companies, including Redfin.Nick
I actually worked at Realogy. Now anywhere brands for a little bit, but always kind of at that forefront that intersection of of marrying the old with the new, you know the brilliance of all the new technology in the world alongside the new local expertise that an agent can bring. So talking about, you know, how I'm in this, where I am at this role now as head of agent partnerships, it's really about meeting the consumer where they are.Nick
And that's generally the theme of our our whole partnerships team at Opendoor, where, you know, we're trying to do a lot of interesting things to digitize the home buying and selling process, working with consumers, giving them other options to to move with the click of a button. On the partnership side, we also recognize that, you know, in 2023, while technology continues to improve the process, you know, customers are comfortable working in different ways.Nick
And on agent partnerships, it's our recognition that, you know, many, many, many consumers have that trusted advisor in their local network. They want to work with that person. So my job is to basically reach out to the agent community, help agents and brokerages understand ways that they can partner with Opendoor to make Opendoor a solution for their customers that want the best of both worlds.Nick
You know, the guidance from their their trusted advisor and access to open doors digital home selling or buying solution.Kevin
So I think that's awesome. One, it's great to see always see people who have kind of that front line experience and so that background in the agent world of seeing transactions and being involved in transactions, definitely that's always one of the missing pieces when we start abstracting to other layers of technology and finance and operations. And it's like, have you done this?Kevin
You know, you kind of if you sit in enough brainstorming sessions with people who haven't been involved to that degree in the real estate world, it's just almost it's just really hard to come out with what the consumer really does want. I think that's interesting. And then second, I think it's really interesting that part of the approach, it appears that Opendoor is, hey, we need to have great data and great insights to share with agents as well as consumers, as well as builders.Kevin
And that's again, kind of brings us back to this article of of, you know, anything that can be used to inform, better inform kind of all of our mutual customers. It's it's it's good for everybody.Nick
Yeah. Yeah. I totally agree. I mean, and that's one of the enjoyable and exciting parts of my role actually. In addition to data, you know, we have access to hundreds of thousands of consumers. So, you know, with that access, I agree with you. And there's a sense of responsibility around, well, how can we pull conclusions not just keep them from ourselves, but really inform, you know, the broader population of the vendors, partners and the various folks that are going to be interacting with customers.Nick
And that's truly been one of my favorite parts about working in the real estate industry in that like at its heart, it's very collaborative. You know, the nature of of buyers and sellers and representation on all sides and that people are generally trying to work together. And that's what we're doing with a lot of these surveys that we publish, you know, with that access to consumers, you know, we can collect some insights and hopefully share them with the industry so they can better position their products or for our for our agents, they can look to Opendoor and realize that, you know, we're here to inform and educate and make the process better for for everyoneNick
out there along those lines and into the data, which, you know, I will walk through today, I have the privilege of talking to agents across the country in my in my role, whether they're partners or just new agents that are interested in hearing about us. And that may be at conferences or individual office visits. But we have a team at Opendoor.Nick
Literally in the past 24 hours, I've talked to an independent broker in Charlotte, in North Carolina, and I had a meeting with, you know, one of the larger teams in in the Houston market of Texas. So we get an interesting perspective, which is a theme We'll talk about a bit today, I think, in what's going on with mismatched buyer and seller expectations.Nick
But just this idea that, you know, real estate, we all know it's hyper local, but that's also true. And what the data shows us, that it can feel like a hot market in one area and it can feel extremely cold in another.Kevin
So yeah, and we'll have a link to the article in the show notes and I'll show it here. For those of you watching on on video right now as well. But I mean, Mismatch market, I love how it opens of you know, everyone wants to try to summarize it down to a point of is it a buyer's market or a seller's market?Kevin
And I think the the first thing of the article really points out is that buyers and sellers are both in agreement that it's a tough market, but maybe for different reasons depending on the side of it. You're on. But but no one thinks that the current market is a panacea for either side. It's a fair way to say it.Nick
I think so. I mean, I think when you pay attention to headlines, people have realized that it's been what I would call a seller's market for for quite a few years, although that's that's shifted mostly because of the volatility. And I think whereas if you had to get someone to choose buyer or sellers, you're going to have more folks that are going to say, well, it's likely easier to be a seller, just given the fact that inventory is extremely low and interest rates are triple what they were a year ago.Nick
That said, it is clearly a different seller's market or less so than it has been in some of these crazy years of the last few. So yeah, you're generally just getting a lot of confusion where I think people hesitate to answer that question specifically. And it's part of the reason why we went into this this research just to kind of to settle this.Nick
And I think as we see in the data and reading this report, it still is a little bit inconclusive, although there is some alignment on buyers and sellers. And I think the reality is that however people feel about how easy it might be to sell your home right now, there's just general agreement that it's tough. I mean, it is a tough a tough place to be transacting.Nick
And most of the people that we're seeing moving are doing so because of, you know, life events, reasons that they have to be dealing with. A lot of speculative buyers right now are looking to take advantage of some opportunity in the market. So.Kevin
Yeah, and typically when you hear the terms buyer's market or seller's market, it's like everything on either side of the ledger is in favor of that audience. And that's that's what we're saying here, is that, yes, it's still more a seller's market than not, but it's not in past seller's markets. It's been like the seller can just state their terms and get what they want.Kevin
There's there are going to need to be concessions. If you're going to talk a little bit more about at the end or expected concessions on either side and that's a little bit more nuanced. And of course, it all depends on the specific markets. But next in the article that I thought was really interesting, it says the top five housing market concerns all generations actually can agree on in the top three.Kevin
So the question was, you know, what what are the things about the housing market that's concerning to you? 77% said interest rates, 72% said home affordability, which I think is interesting. And a weak economy was 60%. The next two were not over 50%, but still a good portion. Lack of homes for sale, 34% and high unemployment at 20%.Kevin
Interest rates are an unavoidable reality. So that one, we could we could talk more about that, Nick, but I want to maybe just have a little more conversation on your perspective of the next two, which is affordability. This doesn't really seem to be slowing people down. In the article, it talks about the fact that kind of the velocity of of sales as a percentage of what's available, 3% I think is a weak roughly is higher than it was in 2019.Kevin
So even though it's a concern, it doesn't seem to be something that's actually causing transactions to pause or I think again, in other markets kind of like that, that would be something that would be that would be reducing that speed of transaction. Yeah.Nick
Yeah. I think it's a great, great call out and I think it's exactly, you know, one of the points here that illustrates the title of this whole whole survey, it kind of is mismatched expectations, mismatched market where it's not not really just mismatched expectations between buyers and sellers. It's mismatched kind of fact or what consumers are telling us and what they're actually doing.Nick
So people are hoarding. They have concerns about affordability, obviously interest rates, yet they're still transacting. And I think more than anything that speaks to really one thing and it's inventory. The fact that we're dealing with inventory levels from from, you know, not seen since 2004, I think is is the year we mentioned here, just that in most markets you're dealing with lower demand.Nick
You certainly have decreased buyer demand just because of interest rates. Some folks have simply been priced out of the market. Yeah, the only thing beating that decrease in demand is the decrease in inventory. So no matter how few buyers you have, they're still chasing fewer and fewer homes. So that that unfortunately, it creates a world where homeless portability can be a concern.Nick
But doesn't change reality if if there's still two buyers chasing one seller. You know I loved when you when you opened you talked about what a what a true seller's market looks like where there was this idea where you could put your home on the market and just say everything you want. And actually used a similar phrase in a conversation last week where it was almost like a demand letter.Nick
You would go to the market and you you'd publish your demand letter during your highest and best, and you say, These are the things I want. This is the closing date, this is the money down. This is the lender I want you to use. And this is exactly how you're going to close and what you're going to ask for in your inspections.Nick
I've definitely seen a step back from that type. So I think we're kind of in this transition period where the sellers who used to be able to do that, or the agents who used to be able to guide their customers to say, publish your demand letter when we do your highest and best, you're not encouraging that kind of activity anymore.Nick
Yet they are still going to market in most cases if they have, you know, well-priced home in relatively good condition, they still are expecting multiple bids. They're just aware that it's not going to be quite what it was. So we're still in this mode where people are expecting because there are so few of their neighbors on the market, that these buyers are going to have to overlook the concerns about the home affordability and the interest rates on their.Nick
Is that.Kevin
Good? I think what's interesting is it's like this captured thing because people who are choosing to transact now on either side, buyer or seller are probably doing it because there is a innate need or prompting of circumstance that that, you know, I was just reading on another article today about the fact that, you know, builders in my world, you know, their concession amounts have been higher.Kevin
Someone just recently, one of the public builders just now said that like 9% on average are giving away 9% of their their prices on incentives. Well, if someone is choosing to sell their existing used home in this market, they're probably doing so because there is a reason. So like the arguments being made that builders find the market faster because they have to sell all the time no matter what and the used market doesn't have to.Kevin
But the sellers in today's market are probably selling because there is something that makes it. I have to situation. It's not going to be all the time, but it's more so to me. The analogy is I love analogies Nick is if if I invited my wife to go out for a steak dinner knowing that she likes steak and I say the words, we are going to go get a nice steak dinner at a nice restaurant.Kevin
And then we show up at the restaurant. You know, the date had been made were there. And I look at the menu and I'm like, Oh, dang, steak is twice what it used to be. At that point. I can be frustrated and I can express concern about the affordability of steak, but like, we're getting steak, it's not like we're going to say, Hey, let's let's just leave the restaurant and go get Italian.Kevin
Like, let's go ahead Olive Garden. So I just think that that whole and it's important for for our audience as builders and developers understand that you are going to get questions and objections and concerns around affordability, and you do need to be ready to speak to those. But also you don't have to have kind of an initial response of, Oh my gosh, I must be overpriced or overcharging.Kevin
Because again, kind of what you spoke to, a nuance there was demand might be low, but suppliers to lower in most cases. All right. Moving on to a weak economy, 60% of people worry about the weak economy. Is it weak? Is this just this is future projection, obviously, of the fact that it feels like things must get worse.Kevin
But everyone's been talking about this is, you know, the recession that has been the most anticipated recession of all time. That still hasn't happened yet.Nick
Yeah, you know, I myself am confused. I don't know if the recession happened is happening today or is happening tomorrow. All I know is that it's in every headline that I read. And I think that is basically what most Americans experience as well. Yeah. You know, Jay Powell a few weeks ago talking about, you know, bypassing a recession.Nick
We have a bunch of different data points that would indicate that it is a healthy economy. Obviously, we see unemployment towards the bottom of this list. I don't think that's a coincidence given how relatively strong employment numbers have been. And I will say that in this subject in general, I always guide and counsel any real estate professionals or people in and around the industry that if you want to be successful in real estate and don't ever talk about politics, just look at approach on the sales side.Nick
And I think that as you get into the economy, you know, these things become a bit political in that someone's always to blame for whatever the current economy is. So I think the reality is that we're going to we're in a media cycle where we're always going to be talking about the economy, how it could be better, what are the warning signs those kind of headlines get?Kevin
I think the benefit is that generally people can be concerned. I think both home affordability and economy fall into the same place of I'm worried. I'm really worried about it in air quotes, but not in my own personal situation. Like, yeah, I feel like the economy must be getting worse or headed in that direction. But I just got a raise.Kevin
I just got approved to work from home. I just, you know, it's like, but it's for everyone else to worry about. And at the end of the day, the people who are choosing to transact in this market, they have concerns about those things, but they also either feel like they may not apply. And that's just that's like human nature.Nick
Yeah, I think that that that is right on. And I think the reality is that for people that have been looking for homes, given how difficult it's been to find a home over the last few years with inventory, you have a lot of buyers that have been at the search for quite a while. So they're prepared. They have gone through the process you have to go through with a lender.Nick
Obviously, the borrowing requirements are a lot different than they were during the, you know, the years leading into the great financial crisis. So, you know, you have informed consumers, despite the increases in rates that feel some sense of security and they're getting educated on on what's required to actually buy a home. So I think what you said is, is mirrors a lot of what I'm hearing from agents and that the overall state of the economy, you know, whatever people may think about individual buyers, you know, they're going into these purchases despite the increase in interest rates with, you know, strong savings and a plan.Nick
And they looked at 500 houses. So they generally have a sense of of where they think the value is. And there's a bit of confidence on that side.Kevin
Yeah. And so like you said, even it's still a on the balance of seller's market. But even in this market, it seems like they still want the same three things that sellers have always wanted. And the research calls us out. 87% of sellers say the certainty of an offer not following through. So certainty, 74% of sellers want to sell as fast as possible.Kevin
They want speed, and 58% of sellers say that receiving a cash offer is important to them. So certainty, speed in cash sounds like what sellers have always wanted and always will want it does.Nick
I mean, also a bit of a plug for for opendoor. It's it's it's kind of the basis of what we try to do. But I mean, that's no coincidence, obviously, in that, you know, we're looking to deliver exactly what what consumers consumers want. I do think, you know, along those lines, one of the trends that we've we've mentioned in this article is that we have seen fall through rates increase, I think 18% currently sales are falling through and that's that's up to the second highest percentage since 2014, I believe.Nick
So it's becoming an increasingly real, you know, problem in the industry. My wife's in the residential lending space and, you know, someone qualifying, you know, at a five and a half or 6% rate. And then when that rate goes 2 to 7% can be the difference between someone, you know, losing qualification. Different things can happen during deals. And, you know, we are seeing some of the hesitancy show up in the way people are acting during transactions.Nick
So at the end of the day, you know, despite it feeling like it's it's a good seller's market for many sellers but in uncertainty in the world that we're seeing show up in the data here around concerns around interest rates and the economy and all that, it is showing up in people backing out of transactions and it is obviously in sellers mind.Nick
So being able to deliver, you know, the certainty and the speed and cash that that open door can just to have it as an option on the table. I spend 99% of my my time with my team talking to agents about having this option. You know, sellers are going to consider a lot of different things. But knowing that in this kind of uncertain market, having having that cash offer, which is what we try to be for agents, you know, you have this cash buyer, at the end of the day who will execute the same as obviously, you know, I know you've had some of my colleagues on to talk about the homebuilding side, how andNick
how important that can be. You know, even in this market where inventory is low, having continued contingency, you know, to buy one of those homes obviously can be nearly impossible. So Right. Continues to be true, continues to be something that we really try to try to push. And, you know, I think this will become increasingly important as we continue to move towards, you know, this uncertain period of time.Nick
I don't know what's going to happen in the future. Obviously, I think a lot of people have been has been wrong about where the real estate market is headed over the last few years. But you have to imagine, as this business tends to be cyclical, there will be some more movement, you know, to to reach some kind of equilibrium.Nick
And during that time, I imagine these demand from seller is going to become more important.Kevin
And then equilibrium is found by buyers and sellers making concessions, in fact, finding the market one one transaction at a time. Ultimately in the data here says that both prospective sellers, 76% and buyers 80% indicate a willingness to make concessions to expedite the process. So again, it's this idea of buyer sellers, market. We're going to have to make some concessions in order to make things move forward.Kevin
So this is, again, where you're you're both your background and your current position really lets you talk in depth on this particular topic. So before we get to kind of the current data points, how have concessions evolved over the years? Would you say?Nick
Yeah, and that's the real the real meat of this survey. You know, concessions don't always show up in the numbers, right? You know, the popular headline is always purchase price. People think about their real estate deal. The thing that stands out is what you pay for or concessions are are one of those things that kind of exists in the background where they're not always quantified on the settlement statement.Nick
They don't always show up that the seller was willing to to leave a an old Volvo in the driveway to get a deal done has actually happened to the neighbor of mine. So they're kind of that unspoken in some ways. Part of the deal and a reason why we really wanted to survey our audience on this was because you don't always see it show up.Nick
And I think that concessions when you start to see people do different things on concessions and get more active on the seller side, that is a tipping point that shows you moving from from one market to another. So as we discussed, we are by no means, you know, moving towards this this robust buyer's market. But as we move a bit from extreme seller to like moderate seller market, we're starting to see at least a willingness on the seller side and buyers and of course, to align on concessions.Nick
So, you know, we mentioned, you know, what they are these are the components that basically get deals done. It is where, in my opinion, from working with real estate agents for four years, it is an area where I see the best experienced agents really outshine their competition in terms of creativity and really just general awareness on telling their customers, you know, what can actually happen here.Nick
Because again, if you come into a transaction, you're thinking, well, I got to pay this amount and it's going to cost me this much money per month, and these are my taxes. But, you know, if you're in the industry and an expert in the industry, like many of the real estate agents I work with, you know, you are advising your client on all the different moving parts, whether it's a closing date or getting help with, you know, rate rain by downs and the different components, different ways that you can make concessions as a seller or as a buyer to really bring a deal together.Nick
And I think that's what we're we're starting to see in the survey shows and you mentioned the 76% and 80% of buyers and sellers willing to incorporate some concessions shows a general alignment. And I think the thing that I hear the most, and this is more qualitative and quantitative, but it backs up that point is that 72% of sellers are buyers right now as well.Nick
So you can have the best time ever selling, put your house in the market and get a ton of offers. But if you're going to buy the next home, you're going to deal with the same set of problems that every buyer is facing right now, including the 7% point mortgage rate. So I'm not going to sit here and say that sellers are deeply sympathetic or are ever going to feel bad about getting 50% more than they paid for their home five years ago or ten years ago.Nick
When you're selling, you're probably going to get the best deal you can. But I will say that there's a general awareness around, wow, this young family is now dealing with a rate that was triple what they could before. I'm going to have to deal with that as well. When I want to move, I'm going to have to deal with all of the things that they're dealing with.Nick
So it's kind of recognition of how tough it is. And that showed up at the top in our kind of alignment piece where where this is one thing that buyers and sellers agree on that even the sellers are saying, yeah, it's it's overpriced. Like I see it, it is a very overpriced mark.Kevin
I think even the top the top one here on your list on flexibility and closing date makes complete sense. And my, my hunch would be that this has been at that top really ever since the COVID epidemic began, because everyone, you know, when it was a completely a seller's market for sure, this most likely would have gone away of like just figure it out.Kevin
I don't care. But now that we're back in this more balanced market, that everyone understands that just making dates align is really, really tough. I also just anecdotally, my own experience and people I know, it seems like when you close and when you take possession are also often two different dates in today's world, a lot more flexibility of hey, you can you can remain in the home for a period of time after the closing occurs or rent back or, you know, a lot more flexibility on timing.Nick
Yeah. The only difficult part about doing a chat with you, Kevin, is that you take a lot of take a lot of my my headlines that's exactly the point I was going to make that I think which which I appreciate you know you're you're an expert so it's nice to us to realize that, you know. Yes, that's exactly right.Nick
Exactly where I was going to go. But again, for for agents that we talk to and for our consumers, there is a general awareness at that point. You know, it's usually like, well, I'm closing this date, the deal's funding. I better move in that day. But there's a ton of flexibility. And this is what we're seeing, you know, with many of the agents that I talk to, it is just detaching those two things.Nick
The deal may close this day, but I may be getting, you know, three weeks of a lease back so I can stay in my home or, you know, I may be moving in early or there's all these different things I haven't heard of a really extreme example from a very fortunate real estate agent who is doing quite well and has a second home down down the beach and she was actually able to she she was representing buyers, but the seller wanted to stay on the property until they're closing date.Nick
The buyer wanted to get into do work, so the seller had nowhere to go for another three weeks. But that agent was actually able to use her summer home to give it to the seller for free, to basically allow her buyers to start the work. So they closed up front. Seller had a place to stay, which wasn't their relative's house, but, you know, extreme an extreme example, a fortunate position to be in.Nick
But I'm hearing people basically make deals like that. And I agree with you and I've covered this this kind of concession has become popular. And I think it's a good thing for just customers to be aware enough. I think overall in the concessions piece, another thing that I hear from agents a lot recently is, you know, you mentioned home builders and different things they're doing and that 9% figure.Nick
The thing that I hear from agents with new construction being an increasingly large part of invisible available inventory inventory, is that on the resale on a used market, they're competing now with with those concessions. So whereas, you know, in the seller's markets of the past, you didn't have to go to market with a bunch of concessions, you didn't have to list on the MLS, you know, get a $5,000 closing cost credit.Nick
I don't think we're at that point yet, but I'm hearing from agents that they're being a lot more proactive in advising their sellers to possibly play a role in a rate buy down. Now, obviously, that looks a lot different from from, you know, a new built where you can advertise that on the banner at the front door, the new sales office.Nick
But we're hearing that a lot more that agents are trying to educate the sellers to be a little bit more proactive. And even if it means that they're going to net that same strong purchase price just as a way to get buyers more comfortable with, you know, getting that that rate down a quarter or an eighth of a point.Nick
Anything they can do to kind of just create more goodwill on that transaction Because again, there's just a general sense of, yeah, it's tough to transact right now. And if you're doing so, it's like you said before, you're doing something because you need to.Kevin
Yeah, well I think a couple of things there. One is your point is is really insightful that even a lot of shoppers and sellers don't understand how common this concession is in terms of flexibility. And so when you're dealing with an uncertain consumer on either side of the transaction, it's important somehow to to communicate this with. And that's obviously where the experts have to come in.Kevin
And how do you communicate that without kind of starting out with desperation? Not at the beginning, but you can imagine hundreds of consumers saying no way, honey. We we got to make sure that the data lines up because think about all the stress in the and the domino of other things that have to be lined up and really know that that doesn't have to be.Kevin
But unless you help them understand that that that possibility exists, that uncertainty is is really high. So like how how you kind of remove the veil on that is important for both buyers and sellers under understanding and and if they have representation that's communicated. But the other thing that I think is real interesting is as a seller, when you add the 18% cancellation rate of transactions and then you start talking about this, a lot of flexibility that you're offering to the buyer on timing, that does seem to be a little bit like you are adding risk to the equation.Kevin
I'm I don't know if I'm saying this well, Nick, but and I'm trying to find out a way to make it not sound like a blatant advertisement for Opendoor. But my point would just be like knowing that 18% of transactions are falling through and then delaying and delaying and delaying a closing date for a buyer that might not close, It does seem like that's a riskier bet and something that certainly should be factored into.Kevin
Do I should I take this offer from Opendoor that has, you know, certainty, speed and cash versus saying, hey, I'll take this this offer from from someone else, but I'll delay the closing for three months and then two months in and they say, sorry, we're not we're not doing it.Nick
I mean, I, I can can disagree with you and I understand why I could feel like a bit of an advertisement. But, you know, that is one of the primary value props. And I think specifically and also for for a big chunk of your audience, obviously on the other side, that unique offering that we have for our homebuilder partners of of nine months of close of escrow and basically must say that.Kevin
Again because I still I'm amazed by the number of people I interact with who are like they don't they have not heard this or it never registered to them.Nick
Yeah. Just recognizing, you know, the partnerships and the the use case that we have on the homebuilder side. And this is not my world. This is a nod to my my, my colleagues on the home other side that I work very closely with. Obviously, many, many homebuilders are working with agents. So it's all it's all related. I don't want agents to know this, do that.Nick
And then when I went off consumer selling to open door and buying from one of our homebuilder partners or any new construction made from a homebuilder, they are eligible for up to nine months for their tools. The best girl with basically unlimited flexibility on when they're going to pick that date and how often they need to move it, which obviously your audience doesn't doesn't need me to explain.Nick
It is tremendously valuable in that whether it's a close date, getting pushed out for for a construction delay or whatever it may be, having that flexibility for the reasons that you just articulated around falling through, you know, you're under contract with a traditional buyer of your own home and their financing changes. You know, you're out of luck. On the other side there.Nick
So that is a massive, massive value prop. You know, we recognize how necessary it is when you're in that situation and, you know, versions of that exists. Obviously, the flexibility around the closing date for for all consumers. So when we work as agents, I think it's one of the most difficult things for us to explain to our agent partners when they talk about a closing date.Nick
We show them a calendar and a product and we say pick the date, you know, and they're dealing with a 60 day window, but they can pick Tuesday. They could change the next day to Wednesday. And having the ability to have this cash buyer of Opendoor who can execute the closing on the day that the seller needs to is tremendously valuable.Nick
And also, you know, recognition that we're going to close. We don't have to, you know, go go borrow our money the way a traditional buyer what it's going to close. And we say it's going to close. And yeah, I think if I had the ability to convey what you just conveyed around the risk of fall through and how much that can cost, if we could do that succinctly upfront, I think everyone in the world may look at the opportunity in more favorably.Nick
But but that's my mission to spread that word. And, you know, I recognize there's a lot of different ways to buy and sell on the world, but that is obviously a massive, massive benefit of working with Opendoor.Kevin
All right. My last question is, do you feel like this openness towards concessions is the new normal that we're in for a while or you know, what? What are you hearing and seeing kind of on the front lines right now when it comes to buyer and seller concessions?Nick
Yeah, You know, my my, my colleagues are starting to make fun of me for saying this because I reference it so often. But I got to get my my father, my my original mentor in real estate a shout just one of the earliest lines I've I've heard him say since probably the nineties when I started paying attention to what he was doing.Nick
And I was a young kid then, but he'd always say, and this is going back to the nineties, my crystal ball is in the shop now. Now I'm a dad and I'm saying the same cheesy stuff, but it is the truth. You know, my crystal ball has been in the shop for as long as his had. It's very difficult to say, you know, where the world is headed.Nick
I'm not an economist. Everyone I talk to in the industry now says these times are unprecedented. They haven't seen them before. And, you know, real estate folks, they love to say, oh, I've seen this before, but this one feels especially new when I can say being in the industry. I mentioned this earlier. The thing to me that separates the great agents, the that are always doing a ton of transactions and the same is true for sales associates.Nick
And in the new construction offices I go to is that they are open to negotiating concessions are always a part of their business in good markets, down markets you know giving people how were the market is just mean if it's buyer or seller giving both counterparties a sense of many victories is just a really smart strategy and hire conducting your business.Nick
So you know if the market continues to shift, if we get into a world where, you know, inventory starts to come back and we get a little more balance, you know, I see obviously where concessions appear in a transaction either upfront on the seller's MLS listing or on closing day. You know, that kind of shifts around a timeline of when they're used, either keep a deal together or attract new business.Nick
Sellers are certainly calling the shots today, so that means concessions are happening, but happening further on down the process. And, you know, I just stay with that theme of not sure what's going to happen in the market, but smart folks are continuing to deploy them in every situation and and just making sure their customers are aware of all of these different moving parts that go beyond just the purchase price.Kevin
I'm going to say something that sounds like it might be an extreme statement, but I really I don't know. I don't think it is. I think tip to me the fact that both sides are open to concessions. I don't know this has ever been plotted on a on a chart, but makes me feel like the market is more balanced than most people would think.Kevin
It's another way of just saying what we've kind of said a couple of different ways on on today's show, Nick, But like, you know, a savagely unhealthy market and one extreme would be again, where we're one side is like, nope, I don't need to make concessions because it's a buyer's market or it's a seller's market. And so the the volume of transactions, especially in the agent world, feels highly unhealthy.Kevin
But when I look at outside of the number of transactions as a as a data point, I think both sides are willing to make concessions then then it's maybe a more healthy market than a lot of people would say from the outside.Nick
I think it's a reasonable conclusion. And I think that's why and I encourage all your listeners to check out this survey and the resulting blog and the research we've done around it. Just just going back to that point of we see a lot of headlines. We know, you know, the popular headline around price growth and going to being generally a seller's market.Nick
But these concessions and the reason why we were so interested in it and the data here is exactly that point that but maybe it isn't exactly as it looks in the headlines, maybe there's stuff going on below the headline, but behind the scenes that shows that buyers and sellers are are getting together and compromising a little bit more than, you know, the headline would lead you to believe.Nick
So yeah, I like the conclusion.Kevin
So awesome. Well, Nick, thanks for coming on and thanks to the whole Opendoor team for, for doing research like this and sharing it openly. Always good to have more insights, especially from people who have both the number of transactions and consumers. The interaction with but but also just the general industry connections to to hear what's what's going on on the ground floor.NickAwesome. Thanks for having us, Kevin.

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Market Proof Marketing · Ep 299: One Stop ShopIn this episode, Kevin Oakly, Beth Russell and Julie Jarnagin marvel that they're only one episode away from episode 300! They discuss Zillows new "Super App" which promises to be the one-stop shop for everything by cutting out the middleman and how the one group that will struggle with the change is realtors. Together, they celebrate kids going back to school and discuss the difference between highlighting scarcity and creating artificial scarcity.Story Time (04:45)Julie says she gave her son “bad parenting advice” by telling him he doesn’t need to do his best in school…other than math.Kevin helped a builder problem solve: 6 leads to 54 (18 walk-ins + 36 online leads) Beth has another house update: their house is nearing completion and have a closing date of Sept. 5th!Kevin says AI is not going to solve your “people problem” or make them adapt to change.News (21:38)Zillow Group to acquire Spruce, a tech-enabled title and escrow company, as a building block in the housing super app (https://www.zillowgroup.com/news/zillow-group-to-acquire-spruce/)Real estate agents grapple with cyberattack on Rapattoni (https://www.housingwire.com/articles/real-estate-agents-grapple-with-cyberattack-on-rapattoni/)Strained housing affordability is a ‘manufactured crisis’ created by bad zoning—just look at L.A. (https://fortune-com.cdn.ampproject.org/c/s/fortune.com/2023/08/13/los-angeles-housing-affordability-manufactured-crisis-through-oning/amp/)Self-driving cars were supposed to take over the road. What happened? (https://www.cnn.com/2022/11/01/business/self-driving-industry-ctrp/index.html)Favorites/Hates (55:03)Julie is propagating her house plants.Beth hates when one person can taint an organization, that one friend or family member who can taint a room.Kevin's favorite is his peek design wallet.Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Transcript: KevinWelcome to episode 297. I'm Kevin Oakley. And with me today is Julie Jarnagin and Andrew Peek, because Beth Russell went full on Miley Cyrus with her voice today. I didn't know thats a thing.AndrewAnd?KevinWe were conversing this morning. And I was like, huh, You're talking about you've gone for Miley Cyrus and she's like, Sorry, that was a mom joke, which I didn't realize mom jokes were a thing. So I just was happy that we have equal opportunity bashing adult jokes.AndrewI, I support it. Yeah. Miley has a pretty low voice, little boy raspy. It's not that. Well.JulieHer kid has been sick and so apparently it got passed down.AndrewIt's this is the beginning. Schools just started. So.JulieYeah, that's true. That's true. It's going to hit all of us.AndrewIt will only get worse.KevinNo one else in my family got an apology covered. That was shocking.JulieGood.AndrewGood.KevinTotally. Totally in the clear. All right, story time. Who's going first?JulieI can go.AndrewOh your first.JulieMine is kind of. Kind of random. So just randomly in my email, I got an email, like a marketing email from Hidden Valley Ranch. I was like, How in the world did I end up on this list? Is it a really, really old list I was on from like, maybe I got a recipe or maybe they sold it.JulieSomebody? I don't know. I just thought it was funny that I got it because I was like, That's random. Then I woke up the next morning. I had two from them overnight, so that was my third. Then within the span of like less than 48 hours, I had six different marketing emails from Hidden Valley Ranch, and I would try to and I would try to unsubscribe and I would keep getting them.JulieAnd so finally I just had to hit the like, this is spam button in my email, you know, quit sending them to me because it's just a reminder, not that you're Hidden Valley Ranch, but don't if you have a list and you haven't sent any emails and you just start spamming, don't do that. You need to send emails consistently on some kind of normal basis so people are expecting them.JulieAnd don't just send six in a day about Hidden Valley Ranch because.AndrewIt's like they're it's like a marketing automation just exploding.JulieCrazy.AndrewThe more, you know, thank me. What could they even promote? Like, do you get like a 36 pack of of all these.KevinOh no they they cross promote using recipes like sour cream or something. Yeah. Like you know you can ads you can add a ranch packet to sour cream and make them.JulieIt was a lot of recipes, I think. So I don't know how I ended up on it, but they were aggressive fun.KevinIs there a preferred email cadence like as well? I got this email today from someone said, Hey, my onsite team doesn't ever want marketing to send emails because they said, We don't want to overwhelm our customers with too much communication when it comes to too from marketing, what do what do we think?JulieI personally, I say twice a month from from marketing, maybe once a month. If you can't do two good once a month, do one good one a month, and probably no more than two a month. That's me. You all may have a different.KevinNumber two is my cap from marketing.AndrewLike and I like that I gave props to Opendoor a while ago where they gave a lot of value in their email. They're like, your new offer. Your new offer. I think it's every three weeks and it's there's value in there. They probably see that I open it. And so that's why they're giving me maybe I have an accelerated cadence compared to someone else.AndrewYeah, I think twice. And then maybe some type of like trigger that helps you slow down that cadence. Like, okay, now they're a purchased let's not give them all of the marketing emails, maybe they switch different list whatever maybe. But I think we all agree lean on less versus more from marketing.JulieWell, less as long as it's not non or randomly have a new just when we think that everybody needs some, I feel like it needs some kind of plan and strategy around it instead of when we get to it, because that usually means never until we're panicking. And then people get it and they're like, Wait, who is this?JulieWhat is this? If you do have a cadence, they at least are used to seeing you pop up in their inbox and it's not so insulting. I don't know if it's things are awkward, but with Hidden Valley Ranch Spammy.AndrewYeah.KevinYeah. It's one of those areas that as an industry we still don't use data properly, I think, to clearly find like, you know, from the time something becomes a lead to the time they decide to go on an appointment, I would argue that you you could if you to your point, if you had the great content, Julie, if you had, let's say, 15 amazing in-depth articles, slash blogs with photo galleries and or videos or virtual walkthroughs, about 15 different stories of customers who chose your homes and love them.KevinI think you could send one of those a month if they're good enough or sorry, one of those a week if they're good enough over 15 weeks. But the signal of once they once you go to an appointment, you're kind of transitioned to another phase. And while it might still be interesting to get those, you might then have to do the work of saying where are the best three that they haven't already seen and spacing them out more because there's now it's it's still going to be interesting just like people love watching issue TV even though they already know where they're going to move or you know, they just bought something.KevinThey still want to, but they don't need to be deluged with it in the same way. And of course, all those ideally would have the signal of go here in view more if you want, let the customer binge them, but then know not to send them because they've already seen them in an ideal world.AndrewSo maybe.KevinI'll write. Mine comes from a call early this week because I feel like this is happening a lot, not just with the builders that we work with, but but around the country where traffic is still high. In fact, the aggregate data set from homebuilder data, it's about the same as where it was in February, March in terms of traffic to homebuilder websites, lead volume depending on the price point an area some some places are down.KevinBut if you look at year over year, most people are still up tens. And so you're talking about a struggling neighborhood. And this last month in June, they had six leads in there. So this particular better uses lasso. When you use lasso and you're analyzing lead volume, a reminder that you typically have to go look in two places.KevinYou have to go look into the individual community project. And that's going to let you see all of the online leads that have transitioned to on site through an appointment as well as walk in traffic. And then you're going have to go to the online sales bucket project and look at the leads that have come in just for that neighbor.KevinThen you have to add the two together. So we started out looking in the project folder. First thing was that no one on the call immediately kind of already had their finger on the pulse of what the lead volume was for the community, which is marketers. We should always, especially the ones that are high focus, like this is a neighborhood that I taken over the call from Jacqui, the Penske issue on maternity leave, but they're like, Oh yeah, we talk about this one like every time.KevinSo cool, so many leads that we have. Last month. It's okay. Like, you know, they didn't know it, but we looked it up and they had 38 leads in the onsite project. And I was like, okay, cool. Well, we looked at where the lead sources were coming from, both in terms of like just phone call form submission as well as actual marketing source.KevinAnd then we go to June and there were six. It's like, Wow, that's a statistically significant difference. Like something changed what happened? And we go through the list and you want to guess what changed? Actually, I'm going to make a guess. You probably don't want to because you're like, I don't know, but.AndrewWhat's the number.KevinOf 6 to 38 leads just in the onsite project? What do you think.AndrewSix up to 38.JulieMM Oh, they increased more finished quick movements listed or I.KevinGuess.AndrewI think they just added them. They were there before that at everybody their close like they register them like, like they're like this. They had the same number. Maybe the number didn't change but they just decided like, well everyone's looking at me, I'm in the hot seat. I better add something in here.KevinWhich. Okay, so that's your final clue. For those of you playing at home, when leads start being put in the system by onsite agents, after there has been five or six months of intense scrutiny of said onsite agents, what's happened is there is a new one. There is a new onsite agent who doesn't know the game to be played and silly, silly salesperson.KevinYou're putting all of your walk in leads in the system. They don't know better. It's like I always go back to when I first started playing golf. It was the best golf I've ever played in my life, in my life, because I was just playing. I wasn't overthinking it. And then you start overthinking it. You start doing all these adjustments that are wrong.KevinTypically when you're new, you start playing worse, you get in your head. And so new salesperson now in the online bucket, we went back and there were 36 online leads for July for this neighborhood. And and so then we went back to the onsite project and just ran only the walk ins and there was eight of them. And then I'm really bad at Mass.KevinIt took me about 45 seconds to figure out that the total lead count for this struggling neighborhood was 54 in a 30 day period.JulieWow. Well.KevinThe one thing I always like to remind everyone is the way that we approach marketing and advertising and do you convert means that we don't have to consider at all unless our builder partner has chosen to do something that we don't recommend. We never have to wonder to ourselves. I wonder if those 54 people are interested or qualified in any sense of the word.KevinWhy don't we have to do that? And again, this is a really big deal because every ad we ever run talks about the location, price point and type of products that you are selling. So when those leads come across, they're not just like, you know, trying to collect a $50 scratch off ticket by entering in their contact information or entering to win a car or whatever the like.KevinSo to bring it all back down to the now that I've told you that journey, it was just like, wow, we don't have a struggling community from an advertising problem. We don't have a struggling community from a lead problem. What we have is an appointment to sale conversion challenge and with 54 people in a 30 day period, someone needs to give the sales team permission to screw it up.KevinAnd what I mean by that is just start getting sales. You know, they were like, Well, this is a hiring neighborhood. And we always get the feedback that a lot of customers are concerned about selling their existing home. I go make up and make up an existing home sale package incentive. Hey, no problem. What will we'll create? What is that?KevinMake it up. Just say, Well, will partner with three agents that we know are great agents and they're they've promised to do an enhanced listing package on any referral that we send over so you can pick any of those three agents. And then as the builder, you might have to pay an extra couple hundred bucks to them to make sure you get the best photographer that they typically would use an on site or do a little bit more advertising, whatever it is.KevinBut just say, yeah, we're just putting together the finishing touches of our list. Your home VIP experience. Let's just sign contingent upon using the details of that program and feeling comfortable selling your house or whatever. But something there's too much like, yeah, it's price. Yeah, but it and I think I talked about this last time so I'm not going to go into it but that builder that had a 6% performance sell ratio really changed some things around and got to a 20% that 11 sales to 51 sales.AndrewThat's a lot of.KevinNew cumulative leads for that incentive for people that are already in their system. And I was on a call with Jesse Suggs, online sales coach for another builder this morning. She did analysis for a builder and something like 80% of their sales were to people who had been in the system for over three months. All of the friction that's preventing sales is coming from the middle and the bottom of the funnel right now.KevinAnd that's likely to continue through the end of the year. And so just wake up, smell the coffee smell and then start adjusting accordingly because you're not. I have not. Maybe one of you two have. I haven't seen any promotion that anyone has done. 80 different builders, almost every state in the country over the last three months. That has significantly increased their lead volume.KevinAnd again, the only aspects there would be qualified leads, not just leads that are from performance max campaigns and mostly spam.AndrewDon't do that.KevinYou're not you're not going to convince anyone that today is the first day that they should start thinking about buying a house or moving.AndrewNo. And we'll we definitely have some news lined up to really support that.KevinLet's just jump into that one. Oh, we got it. So from a Business insider, over 80% of Americans think it's a bad time to buy a house, which coincidentally also means that the majority of Americans also think it's a bad time to sell a house. So sellers are also buyers and so they don't want to sell if they think it's a bad time to buy because most of them are going to have to buy.KevinSo 82% think it's a bad time to buy a new home. Affordability has plunged. So unless there is a reason to move, like even this goes back to I mean, you're someone text me this right now and I'm just I'm overdoing this point because it is so important. For the second half of this year, someone said, hey, what's your thoughts about success and failures around special inventory events, i.e. showcase of homes, liquidation event, year end sales, event, everything must go, etc. It's like, well, let's not call it everything must go or liquidation sale.KevinBut even in a good market, doing that consistently once a year and then at Heartland, we just that was the only incentive we did all year. Everything else was adjusting pricing to market. But every year we did basically a December to remember sales event. It was the only sales event of the year and that trick will work once.KevinSo I was just saying, you know, maybe end of summer and fall is a better time to get your stuff sold before the end of the year when everyone else is panicking. I kind of I don't mind that, but I said, Hey, just remember 70% of the buyers are probably already in the system. So it's communicating to those people you already know.KevinAnd they said back, we were thinking of doing this event for 75 to 90 days. What's your reaction to that?AndrewI I'm trying to figure out what I want to say out loud, but it feels like it's not a real event. Then it's garbage. Like it like I'm I view it negatively. Like it's not a real deal. It's just a fake promotion.KevinIt's too long. I feel like it's too long, especially knowing that the majority of people who will take advantage of that opportunity will be people they already know. So I said, Hey, probably doesn't need to be that long, you know, just heads up and said, Well, I think we're going to have to do longer because we don't do well.KevinFostering leads long term too, which I just wanted to say that's, that's an unacceptable.AndrewThat I misunderstand that they need it longer because they're not good at fostering leads.KevinBecause they think that, yeah, they're not good at nurturing leads longer term.AndrewOkay?KevinAnd so they feel like the salesman has to go for 90 days so that new leads can come in, have time to absorb the opportunity.AndrewEtc.. So they lose people after that when they're all leads aren't useful anymore, right? And you're like, No, no, no, that's your mortgage sitting there. You have your revenue.KevinEver been right now?AndrewYeah. Yeah. Interesting.KevinYeah. Back to the article. I kind of like merging story time. Article time.AndrewYeah, that's one's perfect. Unplanned. So that's fun.KevinThe average 30 year fixed mortgage rate has risen from under 5% to nearly 7%, according to Freddie Mac. With the Federal Reserve's most aggressive interest rate hiking campaign since the 1980s. I was born in 81, so the it's been a while and everyone's still kind of pessimistic now. But that doesn't mean that but that does mean by default the people who have to are more urgent.AndrewRight?JulieYeah, they have to. And I think it's such a good opportunity to just agree with them. But yeah, it is a terrible time to buy an existing house like. Yes, absolutely. You are completely right. It is a terrible time to buy an existing house. It's a great time to buy a new house because look at this great thing.JulieWe can do to help you and look how our how they hold their value. And it just is a good opener to a conversation to talk through these things. So I don't think you're ever going to convince all these people that, oh, 80% of people are wrong. You know, everybody because they.KevinThink about the think about the psychology here of you think it's a bad time to buy and you see an ad that a builder runs that says 50, 75 grand off if you buy by the other month. I think I think your negativity bias is like, see, I told you it's bad time to buy. You don't think you're so much money.AndrewYeah, I.KevinWasn't going to buy, but now I can save 75 grant like again. It doesn't mean it doesn't work, but it doesn't work for the reason we tell ourselves. It works. When someone buys something that's on sale, that's because that's what they believe it's actually worth. Or they believe that there's some that like it's not the savings we justify that we tell our spouse, Hey, don't get mad at me.KevinI just saved us $100. But in our minds, we knew that that's not what we did.AndrewYeah, that's what it should be paid. I can see that reaction being like, oh, desperation. It's still overpriced. This as far as like if you're being kind of indoctrinated with like these articles like this where like 80% say it's bad time to buy, your reaction is to be correct with the rest of society. And so you're like, Well, I'll go along with that.AndrewI feel like they'll make me look smart. And like you said, Julie, like, well, the builders are the ones offering like these great incentives 5.25, five and a half, 4%, whatever. Like that's different than 7%, significantly different. So.KevinWell, and the other thing that's interesting about interest rates. Barbara Corcoran, you all know her from Shark Tank. Well, she's kind of got a thing that's going viral around the the U.S home industry right now because she's like everyone. You've got to buy a house now that rates are at 7% because when rates go down, the prices are going to go up.KevinSo what she's correlating to and it's not a crazy thought at all, is when rates were at four and a half and they went down to three. It took it took too long for most builders to figure this out. But builders are like, wait a minute, I can you know, I still remember people were like, how much should we raise prices by Kevin?KevinI mean, they just keep selling. What should we raise? And so I go, Just do the math of exactly what is the same payment and you can go there. Now it's the affordability around payment. You can just go to that price. You have to look at your cost, just go to that price. And so her argument is if you buy now and take that pain, you'll be better off because the rates go down, the prices of everything will go higher.KevinThat's not a guarantee, by the way, because if rates go down, it still means that there's bad things going on in the economy and the job market. It's earned.AndrewBut it's, I think to say kind of rudely my brain like that's like privilege problems, right? Like she's like I have X amount a bank account like I'm I'll deal with this and two years I'm out of the situation. But if you're stuck at 7% forever, you can't refi. Your financial situation doesn't change or drastically go up. Then you're kind of you could be stuck.AndrewSo for normal people, maybe not. But I, I definitely understand what she's what she's saying there. What's interesting is do we know anyone This is going way back. Remember Daw d0r the.KevinYork tracking the infrared tracking tool?AndrewYeah, I remember. They weren't that expensive to implement. And then, like, as we kind of got used to that and I'm not sure if there's any builders still using it, but there's a recommendation like put it, don't put it at the front door. But like in the primary bathroom or something or whatever, it'd be like, okay, real people and the model home will definitely go here versus someone going in and out, in and out deliveries, mail, etc., etc..AndrewInteresting. Having that data to kind of normalize like the salesperson. This is back to the first part of your story. Like leads went up. Now it's just a new you'll see a new sales agent on site. It's like, well, we've had 300 people come in, 200 people, a hundred people, whatever it is, that person has six, six. So that just kind of like normalize the data.AndrewBe interesting. So my little story is just like maybe it's it'll make you feel comfortable. J4 is still quirky. I don't, I don't like it. I don't get it. I was just on a call about an hour and a half ago. Really intelligent guy is like, Hey, we're seeing this like what is happening? And I'm sitting there like, Man, I wish I could be super smart right now and have the answer to this.AndrewI'm like, I have no idea. Like, let me just rebuild that report for you and maybe that will fix it. Like, I do not know, like essentially it was only charting one campaign, but the other campaigns were down here. The numbers were making sense. The ad and like, you know, everyone has the delay of the data. It seems like 24, 36, 48 hours.AndrewThere seems to be a little bit longer than that. It's a lot of fun and they have a lot of data. So it's not like we've seen some where like at the sampling a smaller is could be goofy, but it just seems to be inconsistent all over the place and it's not much fun. Thank you. Google it's not fun at all.KevinYeah it's well and the inconsistencies fortunately are not. It'd be one thing if it was just Google but it's implementation still up for on some web environments that you know it's yeah and that's where you can't I mean you will because you're human you'll get mad at the web developer but it's it's multiple web developers that are having this issue it's not just one.KevinAnd sometimes it's for a bit of code that really should have nothing to do with causing any interference with GFR. So I feel like I use this a lot. But you know, WordPress is a great format for a blog, but trying to build a website with WordPress, in fact, again, just this morning talked with a large organization, multistate organization that still uses WordPress for their and we were talking about they are having a spam issue.KevinAnd I said, well, a lot of times WordPress is something that doesn't help that and they're like, Oh really? Why go? Because you don't often update WordPress as often as you should when you've got 20 different plug ins that are connected to that. Yeah. So then we'll potentially break when you update it. Like, yeah, we're on a really old version.KevinI go, Yeah, you're going to get spammed.AndrewIt's been hacked.KevinSo it's that same kind of issue though that WordPress has where you're using the same website you always have go for said, Hey, no big deal, just put in this line of code and put it here exactly where we tell you and everything will be fine. But there's interaction with other lines of code that really shouldn't be affecting it, that that are for some people, thankfully, it's only about 5% that are still working through that issue.KevinAnd also, thankfully, I just saw an article posted yesterday like for 90% of people, UK is still alive and kicking and I.AndrewDidn't see it. I'm like, I want to use it. But then I. Principal Mike, I don't think I could be the one that says I.KevinFinally converted all of my little stars on Google Analytics over to Jay for accounts versus UK. But it is terrible.JulieI have to say I've gotten more use to die for than I thought because the other day I was in there and I was like, Oh shoot, I'm using you. Like just because it looked familiar to me. And I was like, Oh, I'm not. I'm just used to this now. So that's good. And Andrew, the most frustrating thing is when a piece of data is showing up in one place, like randomly, but it's showing up in the place it needs to show up.JulieYou're like, I know it's there, it exists, I just can't make it. So that was where it needs to show.AndrewI think that was Tuesday. Julie and I were troubleshooting Google Tag Manager and J4 and like everything was correct, it just wouldn't show up in both places. For certain events. We're setting up to support conversion tracking. Yeah, there's no certainty. Which by the way, I look above my head. The site added. You look right, that perfect.JulieWill.AndrewColor my room. It's stuff that's that's all my story is but I get the 5% of of all of it so like 90% of my world is it's it's broken J for I'm like are you kidding?KevinAndrew is our level five tech support. Yeah.AndrewSo it all rolls sideways and uphill and diagonally to me. It's great.KevinWe don't have a perfect tracker here to fixing everything, but we are, I think, nearly perfect on identifying the cause. Like if it's something that we can't touch, like a website or a server issue or whatever. But we can, we can usually help sometimes.JulieI'm actually happy when Andrew can't fix it out, so I feel like it was a dumb question. It was like, This might be stupid. Andrew And then when you can't and I'm like, Yes, it's a real.AndrewProblem and sometimes that's enough is like, okay, cool. I'm not going crazy anymore. Like we all agree this is just weird and quirky. We're not going to worry about it for a little bit. And then sure enough, I'll just fix itself on its own.KevinNext up, I guess we'll link to my tweet. We still call it that. I don't know. But Zillow is hiring over 100 photographers around the country like to continue to enhance their enhanced listings product. And so what's really cool about this is Zillow. If you've missed somewhere, been under a rock over the last six months or so, showing shown time plus which they purchased, which is like the centralized scheduling platform and then they've kind of built around that enhanced listing features, 3D tours, photos, basically everything you need to get your listing to look better.KevinYou get a better layer on the actual map as well. They're going all in on this and I think it's the right call for any syndication company to do so because, you know, Julie wrote a book and that's great, but content's still hard for builders, harder than it maybe should be. A lot of times it's just because they are still doing something really stupid, like connected TV advertising or billboards or whatever.KevinLike you have the money to solve this problem, but you're using it for for less efficient purposes. But I, I have a feeling this is going to be huge when they start to roll it out. And I have no idea when they'll be doing this. But the moment the builders can just say are already advertising on Zillow and it's like, yeah, for X amount more or I don't know if they're going to include it, but you want to just come take pictures of this house, like really good pictures and it's also a good box out move for home XCOM, which is trying to come in and disrupt.KevinAlthough I read an article that basically they even know they're not going to be Zillow, it's like where our goal is to be a really good number two and keep Zillow honest. But we're not going to we're not going to take over.AndrewI mean, there's there's being ads to Google ads. So there's always the number two. I wonder if they'll even have the photographers edit, Which would be.KevinI think so. I mean, basic basic edits. Yeah, basic cleanup.AndrewAnd that's like, imagine that.KevinBe really smart about this from a strategic perspective. And homes while Costar Homes parent company started this on the commercial side they can take these pictures and again I haven't seen any paperwork so I have no clue how this will work. But my hunch is it will work similar to Costar. And that Costar lets the commercial agents use the imagery that they shoot for anything except to send to other commercial real estate syndication portals.KevinSo this whole concept Inman Connect in Vegas has gone on this week, and one of the panels with Robert Rifkin, the CEO of Compass and someone from Redfin and the CEO of Next Next Home, I think is the name of the company. They're all talking about how like pocket listings or like listings that are unique to to a company are just so incredibly important right now because there's not enough of them.KevinAnd that's why we talked about Howard Hanna's move in the Cleveland area to be like, Nope, we're not sharing our listings with other offices in the same way we have been. This is just like, again, it's in the technology world. They call it like getting closer to the bare metal. You're talking about taking pictures of listings, You're getting closer to boxing out competitors in like the most bare metal approach, like here, like it's where the rubber meets the road.KevinLike you don't have pictures. Great. So you're listing on homes that com says that the house is 2000 square feet but it has no pictures.AndrewYeah, it's pretty simple.KevinNo one's going to care, Alison.AndrewEspecially the beat, I'm sure. Great pictures to like. They'll be standardized and like, that would be the look for real estate photography. Whatever Zillow decides, if they end up being like they set the mood, they set the tempo of it. So that's, that's pretty cool. Good for them.KevinYeah. I just think what good for everyone if it's done right and we don't know if it will be done right, but anything that helps a builder solve a problem at a reasonable price and help Zillow like that's doesn't happen often again. But win win wins are really good.AndrewYeah, I like it again.KevinAll right. Back to bad news that we're we're going. I think so.AndrewIt's like bad news I think it's bad.KevinFrom from Redfin dot com housing market Update The typical U.S. homebuyers monthly payment is up nearly 20% from a year ago as prices rise.AndrewThat's a big 20%.KevinThe average price of a home is only up 3.2%, but the average payment is up 20. Thank you. Interest rates?AndrewYeah. Interest rates, do you think? Obviously lower down payments, I would assume so. That's affecting it. Yes. Is it my mind on this goes to everything outside of housing like this does affect housing, but I'm like, so I'm in Florida right here by the water 5 minutes away. I'm thinking like, oh, like a lot of people on a boat.AndrewYou got a boat show. You do not see a price. You see a monthly payment on every boat. And you're like, yeah, boats 229 a month bring a boat warranty and include seats. So all this stuff here, like I'll be looking at Lindsay 229 month, like we just don't have to go to Chick-Fil-A six times. Like that's not bad.AndrewLet's sacrifice that. We could get a boat, bring boat. But as things like this go up, I'm like, Oh, that's not an option anymore. Let's not do that. And now the person that's selling the boat, they have less commission now they're making less money. That's kind of like a cascading effect of like if you're what's the phrase like house house for like eventually I feel like that long term, I don't have the data on this and not on The Economist info on this like you eventually that affects other industries and it's this full circle of like, that's not good.AndrewI'm sure there's like a perfect number to be at, right? That I don't know. Maybe there isn't where if it's too high, then it affects you spend less in other places. If it's too low, then there should be more spend and housing. You could afford more as that keeps prices lower, keeps demand lower, if that makes any sense in my head.AndrewThis makes perfect sense.KevinI think it makes it just like, I don't know, 2000 people who work for the Fed, who are trying to figure out like answer that question extremely complicated. That's why rates are moving around and I'm just I got a little bit distracted because I'm looking at this chart, which is on the video version on on YouTube. For those of you watching or on do, you can become yeah, home listings are down 21% year over year look at so 2022 the red line this is when everyone's like see I told you so the world is going to end because listing listings started reappearing and then June, July they fell off and they I mean, the yellowKevinline for 2023 is just I mean, it's it's in the range, let's just say, of 2020 COVID lows, like April, May, number of new homes that hit the market was at an all time low for April May. But we've kind of been hanging around there all of 20, 23. It's just incredible, like the amount of pain on the used home side of the world for these folks who don't have the number of transactions is crazy.KevinAnd I am hearing again, we got to get an agent or a broker on the program to talk about this because I'm getting more emails and texts as well from builders who are like, what is going on with real estate agents? They are losing their their mind. Every deal is like a huge there. I mean, some of the words they use to describe the behavior, I don't know if I can say on air, but.AndrewYou need a little sensor.KevinBut they're like, please tell us that you have something happen at the summit in September talking about how to handle agents and what to do because it's just it's but I mean, you have to understand the pain that a lot of them are going through here. It's not it might be irrational behavior, but it's irrational behavior caused by irrational source, if that makes.JulieSense. That's why I just had a conversation with a builder that I'm like, Why? What did you do? Why are your walk ins so much higher? And it's somebody who they have never wanted to bother with realtors. They never needed realtors. They were just a pain in their side. And she was like, What? Honestly, we've been Dylan more with realtors and open to working with them now just because they need they need listings and we've got the listings.JulieSo we're like, okay, so what's kind of even changing how some people are open to working with realtor.AndrewRealtors.JulieI'm sure.AndrewPursuing.JulieIt's going to make things more crazy for them for sure.KevinYeah. Interesting. All right. I don't think there's anything else really that I want to talk about from the news. It's more like we know that stuff. Elon Musk is trying to win back advertisers with brand safety technology. I mean, I'm I don't even want to think.AndrewAbout it for. That's my thought. I'm then I have this for this this new or old news I don't know.KevinFirst of all the whole the whole thing, I mean, maybe it settles down and in some ways it has because thread thread who like, what's that thing? All the users that I and the community is alive and well they're most of the people I interact with are not have not gone away or stopped actually on. Okay but like advertisers are so fact I do want to read this I pulled up another thing that we can't share the link to because it's a subscription to Digiday plus they called me in to like a $200 subscription for the year because I really wanted to read get you again a point for like great content wins.KevinBut advertisers are so fickle and right now they're such pressure to perform that experimentation on a platform that's been there, done that, and not much has changed. It's like now we all tried. Remember, everyone was going to boycott Instagram and Facebook and never used them again and they were going to go on LinkedIn and Twitter and Pinterest and all these other places.KevinWell, guess what? They're back because they need things that actually deliver qualified people in revenue. So this article is here's what ad and media execs really mean when they commented on their queue to earnings. This is hilarious to me. So and so far so good. I'll try to use different voices just for entertainment value. So these are all things that that high level executives said on their earnings call.KevinThe is Doug Horn, the CFO at Gannett. For those of you who are born in the last 35 years, that's a newspaper company who tries to do digital media as well. But here's what he said. Despite secular headwinds, the decrease in print advertising revenue was limited to 8.9% year over marking the smallest decline observed in the past year.KevinAnd then here's what he actually meant. That quarter could have been a lot worse, except for the fact that our print advertising sucked less than expected. I think people are still dumb enough to buy print ads. Spence Newman, the CFO at Netflix, said. Our overall ad arm subscription plus ads continue to be higher than basic ad free globally, same as the statement on standard Bore.KevinHere's what he meant. Advertising is not a major moneymaker for Netflix, yet we made all of our money by just not letting people share subscriptions. I'm not even going to say what they actually said, just what they meant, because it's it's to me, it's just a really good insight into the chaos that is the traditional advertising world. Zaslav Warner Brothers CEO said.KevinWho needs a massive subscriber base When you can focus on a handful of loyal customers and make millions, am I right? So basically it's like we're not even going to try to grow the number of subscribers we have there. Just charge them a heck of a lot of money for not a lot of content, and it's working just fine.KevinMichael CAVANAUGH Comcast president. There are too many moving parts that would need to align for a deal of the magnitude to come together of being sold or swapping business units. See, I think there's one other one in here that was really interesting. Bob Bakish, CEO of Paramount Global, talking about the whole writers strike and labor dispute. Basically, whoever has the goal tends to make the rules and we've got the gold.KevinAnd they also by the way, it's been interesting just hearing all of the AI generative AI discussions around like, could you pick a worse time to have a strike over something that.AndrewSo yeah.KevinIt just is really interesting. So I mean, Mark Zuckerberg, this is pretty good. Rails plays exceeded 200 billion per day across Facebook and Instagram. We're seeing good progress on real monetization as well with the annual revenue run rate across our apps now exceeding $10 billion up from 3 billion last fall. What he actually meant is we're about to make a whole crap ton of money from short form videos.KevinVery soon.AndrewYeah.KevinBut like people in the print industry, I mean, even TV again, I've hinted at a couple of times, but connected TV advertising sounds awesome. And like Disney Plus right now is pivoting their last call. Iger just said, You know what? We don't want people like we're going to up the price of Disney Plus because we will make way more money.KevinIf we can sell ads, then if we make people pay what they're willing to pay for the platform. So their goal is actually to grow the ad supported subscriptions more than anything else. And if if they and others convince more people to do that and you can start affordably, that's the key. Affordably targeting households with TV advertising on streaming services, that would be great for right now.KevinIt's the only way that people like Disney can make money. They can sell the that because the concept of it is so good in an actual performance it it's not worth the expense being paid except for those people who are making money from the ads being being bought.AndrewYeah, I mean, essentially it is Go ahead.JulieDoes it it feel weird that we're like subscriptions? No more ads. And then the pendulum is swinging other way, right? It's like our kids aren't going to understand. No, no, we're just going back to cable. Like, we already had this, and then we didn't have this, and now we have this again. It's just the way things cycle through is interesting to me.KevinWell, I think it's a cat and mouse game of we as advertisers. We want this ability to target at the household level. What screen streaming accounts allow that cable accounts didn't I used to do cable TV advertising at Heartland and you could pick a zip code. That was it like you could you can say target all of the Time Warner or Comcast subscribers in the zip code.KevinThat was the most you could target. Now that you can target accounts and you know who those accounts are, and that data gets blended with other data sources, it's the right thing that advertisers want. Whether consumers will put up with it is another thing, because it's it's hard to go back to like we use YouTube TV. Big brother is out.KevinMy wife loves Big brother. That's usually I get her the subscription to like the all access thing for Big Brother for her birthday. We missed the first two episodes, so we have to go back and watch YouTube, TV records, everything. But you have to. If you don't put it in your own DVR tool, you have to watch it with ads.KevinAnd I kid you not like every ad break is 8/32 commercials and they ad and like double it's like punitive. It's like you missed it haha we got you.AndrewYou want it.KevinAnd it's just painful to watch that stuff.AndrewPainful. I mean, at the end of the day, it's revenue per user, right? Just like you look at Facebook when they deliver their quarterlies, you read the PDFs and you're like, okay, okay. Like, all right, a average U.S. user is worth $23.54 per quarter. So you're like, Oh, well, I'll just pay $15 a month. I have no ads on my Facebook for them.AndrewYou know, they're not making that choice to do that. But that's what it is. That's at least that's why I interpret it like, right, we could go this way or this way. Revenue per user and then revenue at the end. But then they get into like, well, we need longevity, we need retention of these users. We can have attrition and dying off.AndrewSo they have to factor in all those things. But a fun, fun analysis for billions of dollars and and revenue to do. And like, here's what I'm presenting shaking your hands like I'm nervous to tell this to someone.KevinBut okay favorites.AndrewOh man. Oh man.KevinYeah. Andrews. Andrews again filling in for Beth last second. Let's see I think.AndrewFavorite.KevinAnd you can skip if you need to.AndrewActually you.KevinGot everything.JulieI got one. So my son just turned 15. He's starting high school, so for his birthday, he wanted us to take him shopping at the backpacker, which is like a it's more expensive than we're like usually for school clothes we would do like Target and all Navy because it's very everybody knows that I'm thrifty like that, so it's more expensive.JulieBut they had the they got the coolest school backpacks there to him out of the loop but they're there have an insulated pocket in the front for their lunches. So you know, you're 15 at high school. You don't want to carry a lunch bell. You must have like, built into the cool little backpack. So watch me cringe. Like it.JulieYes. Made me cringe a little bit when we.AndrewYeah, these are up there. I'm looking at them.JulieWhat we paid for all his clothes there. But, you know, he's getting older. He wanted the the cooler clothes.AndrewYeah. Yeah.KevinI'll just I'm wondering, I think your favorite should be the kids are back in school.AndrewThat is. That is my favorite. Yeah, that's great. It's my favorite. That's that. You want to do it this year. But yeah, I started This will be our next so like two weeks ago they started I time this is out I think or a week ago, whatever it may be. But yeah, I'm excited for that. But the fun challenge though is record 330 Eastern day at home.AndrewLike right now I want at 4:00 but I want to start is when they get home. So I'm like mute, unmute, mute because I have to walk through the door, which is, you know, 15 feet that way with my door shut and all that stuff is fine. But yeah, that was fun shopping for them. We have three so that you have to but you went to the backpacker, which Looks like a super sweet spot to go to.JulieFor a few things not have.AndrewYou think about.JulieEverything.AndrewBut it's yeah, our kids are in uniforms which is great, but you still like they got to get the dry fit ones otherwise, like the collared shirts shrink and then so they don't last long time. But yeah, so it's expensive starting back up school but I'm glad they're gone. It's quite the power bill will definitely go down because Fortnite and the Ps5, the Xbox and desktop are not running upstairs all day.AndrewRight. I'll take that. Forgot about that.KevinBut I am. I'm late to the game here. I feel like food shown up in boxes has come and gone for most people. They're like, Yeah, I tried Blue Apron, all that stuff. This is factor 75. I don't know if you've heard of this, but their refrigerated meals, they're all fully, fully prepared.AndrewOkay.KevinAnd the quality of the meat in particular is incredible. Like it is. It's like going to Cardinals, which is the premier butcher here in town. If you're going to make ribs or steak for special occasion, you're going to craft onions. All the meat is really, really good. It's not I guess some people use it for like dieting or whatever, but there's four or five categories like keto or like low calorie vegetarian, vegan or whatever.KevinIt's all really good. There is a pork chop thing that my wife had because she did it first and I was like, What are we doing? This is dumb. And I tried it. I thought it was filet mignon covered with like a cheese sauce. It was some pork chop thing. And I was like, okay, I'm sold. They can make pork chop tastes like filet mignon.KevinI'm in. I don't I'm sure it's expensive. But here's the thing. Everyone's going to school for the first time. No more home schooling for the Oakley's. And that means there's not lunches that are going to be downstairs and I won't eat anything. Like, I'll just eat a a a protein bar for lunch.AndrewKevin.KevinAnd it's way better for my body if I just eat actual meal.AndrewIt does a good and it's, yeah, we do some meal meal prep like this as well. It's definitely worth it. It's still cheaper than going to cheaper as in, if I do leave the office, I go pick up Chick-Fil-A, then I wait in line and then I drive back and then I sit at it like there's 45 minutes right there.AndrewEven though chick flies 10 minutes and this is maybe a dollar two because.KevinIt's all refrigerated, there's really no prep time for every single one of these entrees is 2 minutes.AndrewYes. And it's real food. Like, it's not like the ingredients are like chicken.KevinIn the bath. It does take up a little bit of fridge space. But yeah, that's some surprisingly because this is not really my thing.AndrewSecond fridge, I'm thinking that's well. Oh, have you had their blueberry buttermilk pancakes or.KevinIt's not done any breakfast. It's just purely a lunch thing. So Melanie doesn't have to mess with extra groceries for lunch for either of us. We just. And the portion sizes. I'm not. I'm not hungry.AndrewWith a smoky bacon and cheddar egg bites. Four of them looks pretty good.KevinFor those of you who may not be familiar, Andrews to all of the sessions are food and clothes.AndrewShorts, shopping for short.KevinOr shopping for shirts.JulieSpecifically shorts.AndrewIt's hot. It's hot and miserable. Yeah. I'll just move to like, not unlike the cold either. I'm stuck here.KevinAll right, That'll do it for this week. Thanks again for tuning in and joining us every week. We've got some fantastic guest episodes coming out shortly, one including Julie, talking a little bit more in-depth about her book. For those of you who haven't order in yet, you get a little bit of a preview. So check that out. We'll see you next time. 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Market Proof Marketing · Ep 298: Building Certainty For The Uncertain Builders with Julie JarnaginIn this episode, Kevin Oakley is joined by our very own Julie Jarnagin to talk about her new book Building Certainty! Julie gives us an inside look into what she believes to be the most valuable takeaways as well as her reasons for writing this book in the first place. Content can be a source of pain for builders, but Julie has simplified the process and created a guide to make it that much easier!Kevin and Julie discuss:Her NEW book "Building Certainty" which you can buy here!What chapters Julie thinks will benefit builders the most.Kevin appreciates in chapter two there is a list of things to “talk about” which kills the excuse that builders usually have when it comes to creating content.The value of the table of contents, why it’s helpful and how it works like an index.Building certainty with your brand for your customers. It’s not about you, it’s about whether or not your customers feel that you can take care of them.Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Transcript: KevinAll right. She thought we had already talked about it. And we did. Everyone knows now the building certainty by Julie has been written, but I was like, No, the people need a full interview of just you. There's not an audio book currently, right?JulieNo, not an audio book.KevinSo for those of of those people in the audience who are more like my kids, prepping for school by listening to their books are supposed to read over the summer, I don't know how I feel about that, but some people might need some more like insight in an audio format in order to encourage them to do something that apparently no one does anymore, which is actually read a book.JulieI love it. Well, this is fun. I've never done it from this side. I mean, obviously I'm on the podcast pretty regularly, but never in this seat before where you're interviewing, I guess me. So this is.KevinFirst of all, we have to celebrate and I think we did this a couple times on social media, but people are buying your book. Yes. They read it and implement it. You know, fingers crossed. Hopefully you do good for your business and good for your career. But people are buying the book. It's already it's already fantastically successful, number one, in Amazon under real estate for new releases.KevinI think for long. So who knows? Yeah, I like the fact that you get equally nervous discussing such things as I do.JulieYeah, I know, I know. Well, it's a world like, I don't know. Some people know I used to write fiction, so I have fiction books out, but this is the still different. So this has been fun and it's been fun seeing people say, Oh, I bought multiple copies for my team. It's just it's been fun and the support has been great.KevinYeah. All right. Well, let the hot seat begin. The pleasantries are over.JulieOkay, I'm ready.KevinAnd my main question for you is there are nine, ten, ten chapters in the book. Are there a couple of chapters where you feel like not not the ones that are your favorite to write or you learn the most when you're researching or looking into something, but that you feel like people need. Like a lot of times a little more context.KevinWhen you work with 80 different homebuilders around the country, people are always like, How do you know what to talk about or insight? Because we just you can tell what people need. This was definitely something that people needed. But what are there particular chapters that you think people need more than more than others? When you look at what what folks are doing in today's landscape?JulieSure. One is that probably the shortest chapter. Well, except for the last one, just kind of worksheet. But chapter five is all about like, what do we prioritize? I think what we see with a lot of builders that we're like, Hey, how's content going in the room? Because it encompasses so much and then they just don't know which of those many things that are out there should I actually be working on.JulieSo it's about how to assess what you're currently doing, look at the needs of the company, look at what's out there in the future and how to actually figure out like, okay, what do we actually need to focus on right now and what do we need to start putting into place for the future? So that's kind of a short, quick chapter, but it's also helping them focus in on out of all these things we've talked about in the book, what what do I do first?KevinYeah, I think if you focus on those things that are most important, then you can start building momentum. And a lot of times people just get stuck. And like I talked to someone yesterday, well, we we partner with a company right now to help us create content. I talk to them for a half hour and then four or five weeks later they'll give me something in writing about what we talked about that she's just like, it just feels so slow and hard and it doesn't seem like this is the right, right way to be going about it.KevinSo I think we need to send them a copy of the book and I'll be helpful. But I agree. I think people don't. They're often disillusioned by response to content out of the gate. Mm hmm. I go I always go back to the podcast regularly. Now it gets 500 listeners per episode or so, sometimes a little more, sometimes a little less.KevinI think the first like six month, well, first two months. Anyway, that we did the podcast, there was like 30 to 50 people and you're like, Is all this worth it? All this prep and getting the technology in place and all the rest. So if you focus on what's most important and the reason why is most important, hopefully it gives you momentum to keep going.KevinSo I love that one. Is there another one that you like? Yeah.JulieI think just the beginning of the book that kind of lays out what is content, why do we need it and just kind of a foundation, because it is a word that people throw around. And so some people, when they think of content, they think of social media and some people think of content and they're just thinking renderings and photos on my site.JulieBut it's all of those things and more and I think I'm a very analytical person. I like a list. So in a way, a lot of the beginning of the book was just breaking things down into pieces where even if some of these things you just know from being in your role, it also is seeing it all in a structure of what topics are we going to cover, what mediums are we going to use, you know, photos, videos, whatever.JulieHow are we going to distribute it then? How are we going to analyze it? It just kind of lays it down in a framework that you can start wrapping your arms around because it's just large.KevinYeah, I think chapter two could have been its own like book in a way as well, which is just what topics should we cover? Which I thought you might say that one, but here's, here's my answer anyway. Why? Number two is extremely important and useful, but I wouldn't have picked it either, is the answer really is stop thinking that everything around you is boring or mundane and just relent to the fact that you need to talk about it all.KevinYou need to have content related to everything. So in chapter two starts on page 22, ends on page 46, and has all I mean, the table of contents anyway, alone. There's two and a half pages of things you can talk about. So that's, that's like excuse wiped away. There is no excuse of, well we don't have anything to talk about.KevinWe're just a fill in the blank. We're just a first time home builder and all these people say this to us. Well, I only build 20 luxury homes a year. Well, I only build on your lot. And that's like, stop saying only. It's all interesting to to a certain audience.JulieAnd the reason I included all of those two is because I think we get stuck in one thing, like, Oh, I've done a million walkthroughs of my house and I've done a million testimonials. It's like there's other you can take the same things and take a different angle at them. I think the real magic that comes in all of these topics is when you start combining more than one topic.JulieSo if you want to feature a floor plan, well how about also grab, you know, people who've lived with that floor plan and you're mixing the people, the homeowners and the floor plan. So a lot of it is just like kind of walling all those topics out on the table. So then you can start mixing and matching and instead of having to use your mental capacity to think of those topics, you can start using that creativity to then put together new and unique things to solve your problems and engage customers and all those good things.KevinAnd I think the fact that people go down that habitual path is a clue to actually the right answer with some with some nudging to get out of a rut is like I remember your former employer. There is this period of time where like every I don't know, I seem like every couple of days or once a week there was a Matterport walkthrough with an audio example and you went through a whole bunch of that, that library because you developed a process and a framework and the strategy and a why.KevinAnd once that momentum got going, it was relatively easy to keep it going. And I think that's what I really enjoy about the book, is it kind of unlocks that, Yeah, just do that. But on a on a different tangent from a different perspective or for a different purpose, again, like the same piece of content, the same advertising channel can be used for multiple reasons.KevinAnd I go to my generally least one of my least favorite forms of media in billboards of a billboard can be a complete brand message, or it can be a turn right here. Message the neighborhoods right around the corner. It's the same. It's the same platform, but used for a different purpose. And that changes everything about how you're thinking about it.KevinSame thing when it comes to content. Am I trying to educate someone? Am I trying to motivate someone? Am I trying to just not be boring? Because this is a complex subject and I need to break it into pieces that people want to absorb. I think it's just a fantastic, fantastic resource. Now, I can't remember I asked you this on the podcast or not, but it's worth asking again, when you wrote this, did you envision people going through it from beginning to end first and then using it as a resource to kind of get back around where you need it?KevinBecause it is I would say it's very snackable in that sense of like, again, you're like, I don't have time to read 130 pages.JulieYeah, I really have two ways I think about it being is, number one, somebody who's been in their role for a long time, they know what content is, but they just need that little bit of like inspiration and, you know, to get them on stock, like you said. And that way it would be very good to just grab the pieces you need and flipping through it as you're, you know, you're stuck on something to possibly spark something.JulieThat's one reason I left the whole when somebody was helping me with the formatting, they put that whole huge table of contents in and at first I was going to remove it and then I was like, You know what? It's actually going to be really helpful for somebody because it almost works like an index. It's like an index that the first of the book, because if they are struggling with maybe some storytelling content and they're wanting to get ideas for that, they can go straight to that part to talk more about their people in their company and their culture and all of those things.JulieThen on the other hand, it's also going to be a good resource for somebody comes in new to your department from another industry, and you just need to get them up and running like you're our new social media person. But I've never been in homebuilding. I feel like it also will give those people just a good foundation to read it cover, to cover and just, you know, have a beginning place of this is this is the basics of content and where to start and where to start looking.JulieAnd it just gets them up and going faster. So I think it does more than one thing.KevinYeah, I would agree with that. I as you, as you were just talking, I was remembering the dummies books, the series.JulieYeah.KevinFor Dummies.JulieOh. And it's yellow.KevinAnd it's yellow. So I was like, you know what? This is almost like content marketing for dummies. Not not in, like, the condescending sense of the word, But there were certain topics where I would buy those books. For those of you who, like the other day, someone didn't know the song Ice Ice Baby by Vanilla Ice. So I am constantly reminded of how old I am.KevinThe dummies series was on every topic known to man, and it was kind of like in textbook format, but it tried to be entertaining as much as possible around every subject matter. But there were. There were some of those I would buy like Calculus for Dummies in college that was clearly just like, I need I need a supplemental.KevinLook at that topic. Go read it. Okay, I'm good. It was a reference piece for me. And then there were others where you just from cover to cover. You're like, I just need to start at the beginning and be led all the way through. And the same book could be used either way. So I think that's important. Okay.KevinWhy the name building certainty?JulieWell, I totally ripped that off from Kevin Oakley.KevinHe was giving you a given.JulieYeah, he. He promised he wouldn't sue me for that. So I think it was Summit's a couple of years ago.KevinYou're 29.JulieAnd part of your message was what is marketing? It's building certainty through content. So we were looking at content and marketing from that, from that viewpoint. So then when I start working on a book and started working on title, I just took that for you. And I think right now it is always what content should do. But right now, more than ever in the markets that we've been in is that's what we have to use it for.JulieYeah, it's the basics of like, what do we build, Where do we build it? What does it cost? That's, that's number one. You need to have that. Your website needs to have the basics. That's number one to content. If you don't.KevinThink it's worth, it's worth repeating slightly differently for everyone. Is pricing on your website is content that build certainty in one direction or another. And so even something as mundane as some companies have every price and then a909 for like even that there there needs to be thought put into it. I used to joke with people all the time, you know, when you just when every price change or adjustment this is in 2008 2000 and 2010 and we would publicly change pricing to match market versus promotions like you can't just every price change can't be ten grand or five grand or 15 because well, that clearly communicates to someone paying attention forever, subconsciously as someoneKevinis when, you know, sticks their finger up in the air. I think 10,000 less like why is it always around number round numbers are too convenient in something as complicated as what we do. It's just one. One small example of everything is content that can build certainty.JulieYeah, all the basic stuff. And then just building certainty with with the rest of it. The story building, you know, telling your story, talking about your brand. All of that in the end isn't just to talk about yourself because nobody cares. Nobody cares about your brand and your what they care about is that, you know, you're going to take care of them and that you're going to solve their problems.JulieSo it's looking at all your content from that different angle. Then it's just, you know, I'm going to slap something up there about us. It has to be about the home buyer.KevinAbsolutely. I think like the other day, my brother in law was in town from Sweden and he's he's watching all the cruise ship documentary things on the on Smithsonian Channel. And I saw ads for the first time in a while on television. And it was just every time there was commercial break extra, extra, extra, which if you don't know what extra is, it's just an office chair and it's from all accounts, like I love the chair that I have.KevinIt's fantastic. I have no desire for additional chair. But they talk about this chair in words and in depth that my brother in law was just like, You see this chair? This chair is like the best chair in the world. I go, I mean, it looks like it's cheap materials with a massage and heat function to me and it's chart and they're charging like triple what they should.KevinBut it just goes back to that. The care like that is a lot of times what people are thinking of what they want. Marketing to do is to increase absorption, increase the sales volume of a company. But there are a lot of people listening where your company is not really in that game. Your company's in the business of maximizing revenue per unit sold or margin.KevinIt's a higher end product. And so if you're talking about like if you're can you imagine buying something from what's like the cheapest furniture IKEA. Yeah like well yes an IKEA is unique in that they've really overindexed in the amount of content to help people understand what it is they're getting in a digital format. In particular, they're one of the first to have like air show this thing in your house.KevinBut we can still use IKEA if you are going to buy a sofa from IKEA or a sofa from Pottery Barn or I don't know, Henry Don Like if the amount of written content and imagery and the quality of such is on par, you would never buy it. You know, it's only the the overall and I think that's the other word that I think if I want to suggest book number two is in the series of content is something around the idea of curation because that's I just I think that more and more of that is that's what five chapter five is really about.KevinIt's like, why, why this and not that? And so it's it's both breadth and depth, but also curating it for an intended audience with that intended purpose.JulieYeah, I mean, I think the book is proof that there's plenty of plenty of things to talk about, plenty of ways to do it. It's then taking a step back and looking at what's most important for your home buyer and what's most important for the home builder, for whatever where you are in the in the market. So I think that's what I see with builders.JulieSometimes they're jumping out in front of things, trying to do content before just pausing it. Does that have to be a big, huge thing? Pausing, thinking through messaging, thinking through the final goal. Look at the what is the goal of this content and then working backwards through creating it.KevinAnd I think one of the final like master level things to uncover and understand that sometimes you're creating content as a marketing team that's not for you at all. Meaning it's not for the website, really. It and everything should be there. But I would say a good portion of the content I created in my career prior to coming over to do Convert was creating content specifically for the use of of others in a 1 to 1 interaction framework here.KevinHere is content that helps a salesperson overcome a specific objection as a proof source, as a packaged, curated solution to an objection that they need some help overcoming. It's not, it's not it's almost usually not the broadest possible audience that you can you can reach because it's hard to do that really, really well. And this is where I'm thinking about people like Tilson who have done such a good job, really going narrow and deep in their subject matter to create a really loyal and and devoted audience and what they do.JulieI mean, kind of on that, on that same realm, what I also see is people who create a great piece of content and then it goes out in one specific place for one specific moment. And it's like, why? Like I see this, this is great. Did you send it out in an email? Did you give it to your sales team?JulieIs it somewhere on your website? You know, it's just using those great things. You guys create in more places so more people get eyes on them.KevinYeah, the number of times we still hear Where is this on your website? Oh, it's not. It's just on our YouTube channel or just on on Instagram. And we're like, Huh, What? Yeah, And strange. Still still some challenges to overcome. Awesome. All right. Well, we look forward to giving a copy of this to everyone who's coming to the summit.Kevin350 additional copies there. Julie will be around to sign and engage. And you're going to talk a little bit more about the book as well. So, yeah, this is this is a big one. I I've had now seven people, I think just that I didn't even know that they were buying it. They just send me a picture. Is there a contest going on that I don't know?KevinWhy are people sending me pictures of them holding your book? Then maybe they maybe they need your number. So they're like, Look, I got it. This is awesome. Like, great. Tell you.JulieThey're excited.KevinYeah, yeah, yeah. That's fantastic. All right, well, thank you from the industry for for spend all the time and energy to put this together We need it.JulieYeah. Thank you. And most of all, as I was writing it, really, the only goal was to add some value for it to be something that you guys could use and be homebuilder specific. I've read a ton of marketing books and content books. It's like, Well, that's cool, but doesn't really fit. So really, that's all it's for is just for, for you all to get some, get some good ideas out of it.KevinYeah. So we can't wait to see all the stuff that people make. Hmm. Yes. Friendly kick in the tush. Mm hmm. On the ball.JulieNo excuse.KevinAll right, Awesome. Go get your copy and link in the show notes. Tell us how you're using it as well. We can share that with others and give them ideas of of how you're using. I have heard of book clubs and and the like, and there's some other term there that I'm missing. But people are doing it in little groups, too, which is fun to see.KevinAll right. Thanks, Julie.JulieAll right. This is fun. Thank you.KevinThanks for joining us. On another episode of Market Proof Marketing can't wait for the next one or looking to connect with other new home marketers. Become a member of our private community, the UIC all access, which is 100% free and always will be, get exclusive content not shared anywhere else. Access to private events and the ability to join a marketing impact group with other marketers like you around the country.Visit our link in the show notes or members. Do you convert dotcom to join? All opinions expressed by me Andrew Peek, Jackie Lipinski and our cast mates are solely our own opinions. Now get to work and make sure your company is market us. The post Ep 298: Building Certainty for the Uncertain Builder appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 297: Less is MoreIn this episode, Kevin Oakly, Andrew Peek and Julie Jarnagin discuss the lack of data being used by large corporations in regards to their marketing strategies as well as their frustrating experience with GA4 so far. They muse on the cascading effect on the economy of monthly mortgage payments being 20% higher than they were a year ago and how the low used homes inventory is causing realtors in a frenzy to reach out to builders for their listings.Story Time (04:41)Julie is being spammed by Hidden Valley Ranch emails.Kevin helped a builder problem solve: 6 leads to 54 (18 walk-ins + 36 online leads) Andrew finds that GA4 is still pretty clunky and has odds and ends to work out.News (31:10)Housing Market Update: The Typical U.S. Homebuyer’s Monthly Payment Is Up Nearly 20% From a Year Ago As Prices Rise (https://www.redfin.com/news/housing-market-update-monthly-mortgage-payments-near-record-high/) Mortgage demand drops again after FHA loan interest rate hits 21-year high (https://www.cnbc.com/2023/08/09/mortgage-demand-drops-again-after-fha-loan-interest-rate-hits-21-year-high.html) Over 80% of Americans think it's a bad time to buy a house (https://www.businessinsider.com/house-price-outlook-homes-real-estate-investing-fannie-mae-survey-2023-8)Elon Musk’s X aims to win back advertisers with new brand safety technology deal (https://www.cnbc.com/2023/08/08/elon-musks-x-aims-to-win-back-advertisers-signs-deal-with-ias.html)Favorites (48:45)Andrew's favorite is the kids are back to schoolKevin: Is loving his new refrigerated meals and especially is impressed with the quality of the meat.Julie loves the new backpack she got for her son to go back to school with that has an insulated pocket in the front for lunch.Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Transcript: KevinWelcome to episode 297. I'm Kevin Oakley. And with me today is Julie Jarnagin and Andrew Peek, because Beth Russell went full on Miley Cyrus with her voice today. I didn't know thats a thing.AndrewAnd?KevinWe were conversing this morning. And I was like, huh, You're talking about you've gone for Miley Cyrus and she's like, Sorry, that was a mom joke, which I didn't realize mom jokes were a thing. So I just was happy that we have equal opportunity bashing adult jokes.AndrewI, I support it. Yeah. Miley has a pretty low voice, little boy raspy. It's not that. Well.JulieHer kid has been sick and so apparently it got passed down.AndrewIt's this is the beginning. Schools just started. So.JulieYeah, that's true. That's true. It's going to hit all of us.AndrewIt will only get worse.KevinNo one else in my family got an apology covered. That was shocking.JulieGood.AndrewGood.KevinTotally. Totally in the clear. All right, story time. Who's going first?JulieI can go.AndrewOh your first.JulieMine is kind of. Kind of random. So just randomly in my email, I got an email, like a marketing email from Hidden Valley Ranch. I was like, How in the world did I end up on this list? Is it a really, really old list I was on from like, maybe I got a recipe or maybe they sold it.JulieSomebody? I don't know. I just thought it was funny that I got it because I was like, That's random. Then I woke up the next morning. I had two from them overnight, so that was my third. Then within the span of like less than 48 hours, I had six different marketing emails from Hidden Valley Ranch, and I would try to and I would try to unsubscribe and I would keep getting them.JulieAnd so finally I just had to hit the like, this is spam button in my email, you know, quit sending them to me because it's just a reminder, not that you're Hidden Valley Ranch, but don't if you have a list and you haven't sent any emails and you just start spamming, don't do that. You need to send emails consistently on some kind of normal basis so people are expecting them.JulieAnd don't just send six in a day about Hidden Valley Ranch because.AndrewIt's like they're it's like a marketing automation just exploding.JulieCrazy.AndrewThe more, you know, thank me. What could they even promote? Like, do you get like a 36 pack of of all these.KevinOh no they they cross promote using recipes like sour cream or something. Yeah. Like you know you can ads you can add a ranch packet to sour cream and make them.JulieIt was a lot of recipes, I think. So I don't know how I ended up on it, but they were aggressive fun.KevinIs there a preferred email cadence like as well? I got this email today from someone said, Hey, my onsite team doesn't ever want marketing to send emails because they said, We don't want to overwhelm our customers with too much communication when it comes to too from marketing, what do what do we think?JulieI personally, I say twice a month from from marketing, maybe once a month. If you can't do two good once a month, do one good one a month, and probably no more than two a month. That's me. You all may have a different.KevinNumber two is my cap from marketing.AndrewLike and I like that I gave props to Opendoor a while ago where they gave a lot of value in their email. They're like, your new offer. Your new offer. I think it's every three weeks and it's there's value in there. They probably see that I open it. And so that's why they're giving me maybe I have an accelerated cadence compared to someone else.AndrewYeah, I think twice. And then maybe some type of like trigger that helps you slow down that cadence. Like, okay, now they're a purchased let's not give them all of the marketing emails, maybe they switch different list whatever maybe. But I think we all agree lean on less versus more from marketing.JulieWell, less as long as it's not non or randomly have a new just when we think that everybody needs some, I feel like it needs some kind of plan and strategy around it instead of when we get to it, because that usually means never until we're panicking. And then people get it and they're like, Wait, who is this?JulieWhat is this? If you do have a cadence, they at least are used to seeing you pop up in their inbox and it's not so insulting. I don't know if it's things are awkward, but with Hidden Valley Ranch Spammy.AndrewYeah.KevinYeah. It's one of those areas that as an industry we still don't use data properly, I think, to clearly find like, you know, from the time something becomes a lead to the time they decide to go on an appointment, I would argue that you you could if you to your point, if you had the great content, Julie, if you had, let's say, 15 amazing in-depth articles, slash blogs with photo galleries and or videos or virtual walkthroughs, about 15 different stories of customers who chose your homes and love them.KevinI think you could send one of those a month if they're good enough or sorry, one of those a week if they're good enough over 15 weeks. But the signal of once they once you go to an appointment, you're kind of transitioned to another phase. And while it might still be interesting to get those, you might then have to do the work of saying where are the best three that they haven't already seen and spacing them out more because there's now it's it's still going to be interesting just like people love watching issue TV even though they already know where they're going to move or you know, they just bought something.KevinThey still want to, but they don't need to be deluged with it in the same way. And of course, all those ideally would have the signal of go here in view more if you want, let the customer binge them, but then know not to send them because they've already seen them in an ideal world.AndrewSo maybe.KevinI'll write. Mine comes from a call early this week because I feel like this is happening a lot, not just with the builders that we work with, but but around the country where traffic is still high. In fact, the aggregate data set from homebuilder data, it's about the same as where it was in February, March in terms of traffic to homebuilder websites, lead volume depending on the price point an area some some places are down.KevinBut if you look at year over year, most people are still up tens. And so you're talking about a struggling neighborhood. And this last month in June, they had six leads in there. So this particular better uses lasso. When you use lasso and you're analyzing lead volume, a reminder that you typically have to go look in two places.KevinYou have to go look into the individual community project. And that's going to let you see all of the online leads that have transitioned to on site through an appointment as well as walk in traffic. And then you're going have to go to the online sales bucket project and look at the leads that have come in just for that neighbor.KevinThen you have to add the two together. So we started out looking in the project folder. First thing was that no one on the call immediately kind of already had their finger on the pulse of what the lead volume was for the community, which is marketers. We should always, especially the ones that are high focus, like this is a neighborhood that I taken over the call from Jacqui, the Penske issue on maternity leave, but they're like, Oh yeah, we talk about this one like every time.KevinSo cool, so many leads that we have. Last month. It's okay. Like, you know, they didn't know it, but we looked it up and they had 38 leads in the onsite project. And I was like, okay, cool. Well, we looked at where the lead sources were coming from, both in terms of like just phone call form submission as well as actual marketing source.KevinAnd then we go to June and there were six. It's like, Wow, that's a statistically significant difference. Like something changed what happened? And we go through the list and you want to guess what changed? Actually, I'm going to make a guess. You probably don't want to because you're like, I don't know, but.AndrewWhat's the number.KevinOf 6 to 38 leads just in the onsite project? What do you think.AndrewSix up to 38.JulieMM Oh, they increased more finished quick movements listed or I.KevinGuess.AndrewI think they just added them. They were there before that at everybody their close like they register them like, like they're like this. They had the same number. Maybe the number didn't change but they just decided like, well everyone's looking at me, I'm in the hot seat. I better add something in here.KevinWhich. Okay, so that's your final clue. For those of you playing at home, when leads start being put in the system by onsite agents, after there has been five or six months of intense scrutiny of said onsite agents, what's happened is there is a new one. There is a new onsite agent who doesn't know the game to be played and silly, silly salesperson.KevinYou're putting all of your walk in leads in the system. They don't know better. It's like I always go back to when I first started playing golf. It was the best golf I've ever played in my life, in my life, because I was just playing. I wasn't overthinking it. And then you start overthinking it. You start doing all these adjustments that are wrong.KevinTypically when you're new, you start playing worse, you get in your head. And so new salesperson now in the online bucket, we went back and there were 36 online leads for July for this neighborhood. And and so then we went back to the onsite project and just ran only the walk ins and there was eight of them. And then I'm really bad at Mass.KevinIt took me about 45 seconds to figure out that the total lead count for this struggling neighborhood was 54 in a 30 day period.JulieWow. Well.KevinThe one thing I always like to remind everyone is the way that we approach marketing and advertising and do you convert means that we don't have to consider at all unless our builder partner has chosen to do something that we don't recommend. We never have to wonder to ourselves. I wonder if those 54 people are interested or qualified in any sense of the word.KevinWhy don't we have to do that? And again, this is a really big deal because every ad we ever run talks about the location, price point and type of products that you are selling. So when those leads come across, they're not just like, you know, trying to collect a $50 scratch off ticket by entering in their contact information or entering to win a car or whatever the like.KevinSo to bring it all back down to the now that I've told you that journey, it was just like, wow, we don't have a struggling community from an advertising problem. We don't have a struggling community from a lead problem. What we have is an appointment to sale conversion challenge and with 54 people in a 30 day period, someone needs to give the sales team permission to screw it up.KevinAnd what I mean by that is just start getting sales. You know, they were like, Well, this is a hiring neighborhood. And we always get the feedback that a lot of customers are concerned about selling their existing home. I go make up and make up an existing home sale package incentive. Hey, no problem. What will we'll create? What is that?KevinMake it up. Just say, Well, will partner with three agents that we know are great agents and they're they've promised to do an enhanced listing package on any referral that we send over so you can pick any of those three agents. And then as the builder, you might have to pay an extra couple hundred bucks to them to make sure you get the best photographer that they typically would use an on site or do a little bit more advertising, whatever it is.KevinBut just say, yeah, we're just putting together the finishing touches of our list. Your home VIP experience. Let's just sign contingent upon using the details of that program and feeling comfortable selling your house or whatever. But something there's too much like, yeah, it's price. Yeah, but it and I think I talked about this last time so I'm not going to go into it but that builder that had a 6% performance sell ratio really changed some things around and got to a 20% that 11 sales to 51 sales.AndrewThat's a lot of.KevinNew cumulative leads for that incentive for people that are already in their system. And I was on a call with Jesse Suggs, online sales coach for another builder this morning. She did analysis for a builder and something like 80% of their sales were to people who had been in the system for over three months. All of the friction that's preventing sales is coming from the middle and the bottom of the funnel right now.KevinAnd that's likely to continue through the end of the year. And so just wake up, smell the coffee smell and then start adjusting accordingly because you're not. I have not. Maybe one of you two have. I haven't seen any promotion that anyone has done. 80 different builders, almost every state in the country over the last three months. That has significantly increased their lead volume.KevinAnd again, the only aspects there would be qualified leads, not just leads that are from performance max campaigns and mostly spam.AndrewDon't do that.KevinYou're not you're not going to convince anyone that today is the first day that they should start thinking about buying a house or moving.AndrewNo. And we'll we definitely have some news lined up to really support that.KevinLet's just jump into that one. Oh, we got it. So from a Business insider, over 80% of Americans think it's a bad time to buy a house, which coincidentally also means that the majority of Americans also think it's a bad time to sell a house. So sellers are also buyers and so they don't want to sell if they think it's a bad time to buy because most of them are going to have to buy.KevinSo 82% think it's a bad time to buy a new home. Affordability has plunged. So unless there is a reason to move, like even this goes back to I mean, you're someone text me this right now and I'm just I'm overdoing this point because it is so important. For the second half of this year, someone said, hey, what's your thoughts about success and failures around special inventory events, i.e. showcase of homes, liquidation event, year end sales, event, everything must go, etc. It's like, well, let's not call it everything must go or liquidation sale.KevinBut even in a good market, doing that consistently once a year and then at Heartland, we just that was the only incentive we did all year. Everything else was adjusting pricing to market. But every year we did basically a December to remember sales event. It was the only sales event of the year and that trick will work once.KevinSo I was just saying, you know, maybe end of summer and fall is a better time to get your stuff sold before the end of the year when everyone else is panicking. I kind of I don't mind that, but I said, Hey, just remember 70% of the buyers are probably already in the system. So it's communicating to those people you already know.KevinAnd they said back, we were thinking of doing this event for 75 to 90 days. What's your reaction to that?AndrewI I'm trying to figure out what I want to say out loud, but it feels like it's not a real event. Then it's garbage. Like it like I'm I view it negatively. Like it's not a real deal. It's just a fake promotion.KevinIt's too long. I feel like it's too long, especially knowing that the majority of people who will take advantage of that opportunity will be people they already know. So I said, Hey, probably doesn't need to be that long, you know, just heads up and said, Well, I think we're going to have to do longer because we don't do well.KevinFostering leads long term too, which I just wanted to say that's, that's an unacceptable.AndrewThat I misunderstand that they need it longer because they're not good at fostering leads.KevinBecause they think that, yeah, they're not good at nurturing leads longer term.AndrewOkay?KevinAnd so they feel like the salesman has to go for 90 days so that new leads can come in, have time to absorb the opportunity.AndrewEtc.. So they lose people after that when they're all leads aren't useful anymore, right? And you're like, No, no, no, that's your mortgage sitting there. You have your revenue.KevinEver been right now?AndrewYeah. Yeah. Interesting.KevinYeah. Back to the article. I kind of like merging story time. Article time.AndrewYeah, that's one's perfect. Unplanned. So that's fun.KevinThe average 30 year fixed mortgage rate has risen from under 5% to nearly 7%, according to Freddie Mac. With the Federal Reserve's most aggressive interest rate hiking campaign since the 1980s. I was born in 81, so the it's been a while and everyone's still kind of pessimistic now. But that doesn't mean that but that does mean by default the people who have to are more urgent.AndrewRight?JulieYeah, they have to. And I think it's such a good opportunity to just agree with them. But yeah, it is a terrible time to buy an existing house like. Yes, absolutely. You are completely right. It is a terrible time to buy an existing house. It's a great time to buy a new house because look at this great thing.JulieWe can do to help you and look how our how they hold their value. And it just is a good opener to a conversation to talk through these things. So I don't think you're ever going to convince all these people that, oh, 80% of people are wrong. You know, everybody because they.KevinThink about the think about the psychology here of you think it's a bad time to buy and you see an ad that a builder runs that says 50, 75 grand off if you buy by the other month. I think I think your negativity bias is like, see, I told you it's bad time to buy. You don't think you're so much money.AndrewYeah, I.KevinWasn't going to buy, but now I can save 75 grant like again. It doesn't mean it doesn't work, but it doesn't work for the reason we tell ourselves. It works. When someone buys something that's on sale, that's because that's what they believe it's actually worth. Or they believe that there's some that like it's not the savings we justify that we tell our spouse, Hey, don't get mad at me.KevinI just saved us $100. But in our minds, we knew that that's not what we did.AndrewYeah, that's what it should be paid. I can see that reaction being like, oh, desperation. It's still overpriced. This as far as like if you're being kind of indoctrinated with like these articles like this where like 80% say it's bad time to buy, your reaction is to be correct with the rest of society. And so you're like, Well, I'll go along with that.AndrewI feel like they'll make me look smart. And like you said, Julie, like, well, the builders are the ones offering like these great incentives 5.25, five and a half, 4%, whatever. Like that's different than 7%, significantly different. So.KevinWell, and the other thing that's interesting about interest rates. Barbara Corcoran, you all know her from Shark Tank. Well, she's kind of got a thing that's going viral around the the U.S home industry right now because she's like everyone. You've got to buy a house now that rates are at 7% because when rates go down, the prices are going to go up.KevinSo what she's correlating to and it's not a crazy thought at all, is when rates were at four and a half and they went down to three. It took it took too long for most builders to figure this out. But builders are like, wait a minute, I can you know, I still remember people were like, how much should we raise prices by Kevin?KevinI mean, they just keep selling. What should we raise? And so I go, Just do the math of exactly what is the same payment and you can go there. Now it's the affordability around payment. You can just go to that price. You have to look at your cost, just go to that price. And so her argument is if you buy now and take that pain, you'll be better off because the rates go down, the prices of everything will go higher.KevinThat's not a guarantee, by the way, because if rates go down, it still means that there's bad things going on in the economy and the job market. It's earned.AndrewBut it's, I think to say kind of rudely my brain like that's like privilege problems, right? Like she's like I have X amount a bank account like I'm I'll deal with this and two years I'm out of the situation. But if you're stuck at 7% forever, you can't refi. Your financial situation doesn't change or drastically go up. Then you're kind of you could be stuck.AndrewSo for normal people, maybe not. But I, I definitely understand what she's what she's saying there. What's interesting is do we know anyone This is going way back. Remember Daw d0r the.KevinYork tracking the infrared tracking tool?AndrewYeah, I remember. They weren't that expensive to implement. And then, like, as we kind of got used to that and I'm not sure if there's any builders still using it, but there's a recommendation like put it, don't put it at the front door. But like in the primary bathroom or something or whatever, it'd be like, okay, real people and the model home will definitely go here versus someone going in and out, in and out deliveries, mail, etc., etc..AndrewInteresting. Having that data to kind of normalize like the salesperson. This is back to the first part of your story. Like leads went up. Now it's just a new you'll see a new sales agent on site. It's like, well, we've had 300 people come in, 200 people, a hundred people, whatever it is, that person has six, six. So that just kind of like normalize the data.AndrewBe interesting. So my little story is just like maybe it's it'll make you feel comfortable. J4 is still quirky. I don't, I don't like it. I don't get it. I was just on a call about an hour and a half ago. Really intelligent guy is like, Hey, we're seeing this like what is happening? And I'm sitting there like, Man, I wish I could be super smart right now and have the answer to this.AndrewI'm like, I have no idea. Like, let me just rebuild that report for you and maybe that will fix it. Like, I do not know, like essentially it was only charting one campaign, but the other campaigns were down here. The numbers were making sense. The ad and like, you know, everyone has the delay of the data. It seems like 24, 36, 48 hours.AndrewThere seems to be a little bit longer than that. It's a lot of fun and they have a lot of data. So it's not like we've seen some where like at the sampling a smaller is could be goofy, but it just seems to be inconsistent all over the place and it's not much fun. Thank you. Google it's not fun at all.KevinYeah it's well and the inconsistencies fortunately are not. It'd be one thing if it was just Google but it's implementation still up for on some web environments that you know it's yeah and that's where you can't I mean you will because you're human you'll get mad at the web developer but it's it's multiple web developers that are having this issue it's not just one.KevinAnd sometimes it's for a bit of code that really should have nothing to do with causing any interference with GFR. So I feel like I use this a lot. But you know, WordPress is a great format for a blog, but trying to build a website with WordPress, in fact, again, just this morning talked with a large organization, multistate organization that still uses WordPress for their and we were talking about they are having a spam issue.KevinAnd I said, well, a lot of times WordPress is something that doesn't help that and they're like, Oh really? Why go? Because you don't often update WordPress as often as you should when you've got 20 different plug ins that are connected to that. Yeah. So then we'll potentially break when you update it. Like, yeah, we're on a really old version.KevinI go, Yeah, you're going to get spammed.AndrewIt's been hacked.KevinSo it's that same kind of issue though that WordPress has where you're using the same website you always have go for said, Hey, no big deal, just put in this line of code and put it here exactly where we tell you and everything will be fine. But there's interaction with other lines of code that really shouldn't be affecting it, that that are for some people, thankfully, it's only about 5% that are still working through that issue.KevinAnd also, thankfully, I just saw an article posted yesterday like for 90% of people, UK is still alive and kicking and I.AndrewDidn't see it. I'm like, I want to use it. But then I. Principal Mike, I don't think I could be the one that says I.KevinFinally converted all of my little stars on Google Analytics over to Jay for accounts versus UK. But it is terrible.JulieI have to say I've gotten more use to die for than I thought because the other day I was in there and I was like, Oh shoot, I'm using you. Like just because it looked familiar to me. And I was like, Oh, I'm not. I'm just used to this now. So that's good. And Andrew, the most frustrating thing is when a piece of data is showing up in one place, like randomly, but it's showing up in the place it needs to show up.JulieYou're like, I know it's there, it exists, I just can't make it. So that was where it needs to show.AndrewI think that was Tuesday. Julie and I were troubleshooting Google Tag Manager and J4 and like everything was correct, it just wouldn't show up in both places. For certain events. We're setting up to support conversion tracking. Yeah, there's no certainty. Which by the way, I look above my head. The site added. You look right, that perfect.JulieWill.AndrewColor my room. It's stuff that's that's all my story is but I get the 5% of of all of it so like 90% of my world is it's it's broken J for I'm like are you kidding?KevinAndrew is our level five tech support. Yeah.AndrewSo it all rolls sideways and uphill and diagonally to me. It's great.KevinWe don't have a perfect tracker here to fixing everything, but we are, I think, nearly perfect on identifying the cause. Like if it's something that we can't touch, like a website or a server issue or whatever. But we can, we can usually help sometimes.JulieI'm actually happy when Andrew can't fix it out, so I feel like it was a dumb question. It was like, This might be stupid. Andrew And then when you can't and I'm like, Yes, it's a real.AndrewProblem and sometimes that's enough is like, okay, cool. I'm not going crazy anymore. Like we all agree this is just weird and quirky. We're not going to worry about it for a little bit. And then sure enough, I'll just fix itself on its own.KevinNext up, I guess we'll link to my tweet. We still call it that. I don't know. But Zillow is hiring over 100 photographers around the country like to continue to enhance their enhanced listings product. And so what's really cool about this is Zillow. If you've missed somewhere, been under a rock over the last six months or so, showing shown time plus which they purchased, which is like the centralized scheduling platform and then they've kind of built around that enhanced listing features, 3D tours, photos, basically everything you need to get your listing to look better.KevinYou get a better layer on the actual map as well. They're going all in on this and I think it's the right call for any syndication company to do so because, you know, Julie wrote a book and that's great, but content's still hard for builders, harder than it maybe should be. A lot of times it's just because they are still doing something really stupid, like connected TV advertising or billboards or whatever.KevinLike you have the money to solve this problem, but you're using it for for less efficient purposes. But I, I have a feeling this is going to be huge when they start to roll it out. And I have no idea when they'll be doing this. But the moment the builders can just say are already advertising on Zillow and it's like, yeah, for X amount more or I don't know if they're going to include it, but you want to just come take pictures of this house, like really good pictures and it's also a good box out move for home XCOM, which is trying to come in and disrupt.KevinAlthough I read an article that basically they even know they're not going to be Zillow, it's like where our goal is to be a really good number two and keep Zillow honest. But we're not going to we're not going to take over.AndrewI mean, there's there's being ads to Google ads. So there's always the number two. I wonder if they'll even have the photographers edit, Which would be.KevinI think so. I mean, basic basic edits. Yeah, basic cleanup.AndrewAnd that's like, imagine that.KevinBe really smart about this from a strategic perspective. And homes while Costar Homes parent company started this on the commercial side they can take these pictures and again I haven't seen any paperwork so I have no clue how this will work. But my hunch is it will work similar to Costar. And that Costar lets the commercial agents use the imagery that they shoot for anything except to send to other commercial real estate syndication portals.KevinSo this whole concept Inman Connect in Vegas has gone on this week, and one of the panels with Robert Rifkin, the CEO of Compass and someone from Redfin and the CEO of Next Next Home, I think is the name of the company. They're all talking about how like pocket listings or like listings that are unique to to a company are just so incredibly important right now because there's not enough of them.KevinAnd that's why we talked about Howard Hanna's move in the Cleveland area to be like, Nope, we're not sharing our listings with other offices in the same way we have been. This is just like, again, it's in the technology world. They call it like getting closer to the bare metal. You're talking about taking pictures of listings, You're getting closer to boxing out competitors in like the most bare metal approach, like here, like it's where the rubber meets the road.KevinLike you don't have pictures. Great. So you're listing on homes that com says that the house is 2000 square feet but it has no pictures.AndrewYeah, it's pretty simple.KevinNo one's going to care, Alison.AndrewEspecially the beat, I'm sure. Great pictures to like. They'll be standardized and like, that would be the look for real estate photography. Whatever Zillow decides, if they end up being like they set the mood, they set the tempo of it. So that's, that's pretty cool. Good for them.KevinYeah. I just think what good for everyone if it's done right and we don't know if it will be done right, but anything that helps a builder solve a problem at a reasonable price and help Zillow like that's doesn't happen often again. But win win wins are really good.AndrewYeah, I like it again.KevinAll right. Back to bad news that we're we're going. I think so.AndrewIt's like bad news I think it's bad.KevinFrom from Redfin dot com housing market Update The typical U.S. homebuyers monthly payment is up nearly 20% from a year ago as prices rise.AndrewThat's a big 20%.KevinThe average price of a home is only up 3.2%, but the average payment is up 20. Thank you. Interest rates?AndrewYeah. Interest rates, do you think? Obviously lower down payments, I would assume so. That's affecting it. Yes. Is it my mind on this goes to everything outside of housing like this does affect housing, but I'm like, so I'm in Florida right here by the water 5 minutes away. I'm thinking like, oh, like a lot of people on a boat.AndrewYou got a boat show. You do not see a price. You see a monthly payment on every boat. And you're like, yeah, boats 229 a month bring a boat warranty and include seats. So all this stuff here, like I'll be looking at Lindsay 229 month, like we just don't have to go to Chick-Fil-A six times. Like that's not bad.AndrewLet's sacrifice that. We could get a boat, bring boat. But as things like this go up, I'm like, Oh, that's not an option anymore. Let's not do that. And now the person that's selling the boat, they have less commission now they're making less money. That's kind of like a cascading effect of like if you're what's the phrase like house house for like eventually I feel like that long term, I don't have the data on this and not on The Economist info on this like you eventually that affects other industries and it's this full circle of like, that's not good.AndrewI'm sure there's like a perfect number to be at, right? That I don't know. Maybe there isn't where if it's too high, then it affects you spend less in other places. If it's too low, then there should be more spend and housing. You could afford more as that keeps prices lower, keeps demand lower, if that makes any sense in my head.AndrewThis makes perfect sense.KevinI think it makes it just like, I don't know, 2000 people who work for the Fed, who are trying to figure out like answer that question extremely complicated. That's why rates are moving around and I'm just I got a little bit distracted because I'm looking at this chart, which is on the video version on on YouTube. For those of you watching or on do, you can become yeah, home listings are down 21% year over year look at so 2022 the red line this is when everyone's like see I told you so the world is going to end because listing listings started reappearing and then June, July they fell off and they I mean, the yellowKevinline for 2023 is just I mean, it's it's in the range, let's just say, of 2020 COVID lows, like April, May, number of new homes that hit the market was at an all time low for April May. But we've kind of been hanging around there all of 20, 23. It's just incredible, like the amount of pain on the used home side of the world for these folks who don't have the number of transactions is crazy.KevinAnd I am hearing again, we got to get an agent or a broker on the program to talk about this because I'm getting more emails and texts as well from builders who are like, what is going on with real estate agents? They are losing their their mind. Every deal is like a huge there. I mean, some of the words they use to describe the behavior, I don't know if I can say on air, but.AndrewYou need a little sensor.KevinBut they're like, please tell us that you have something happen at the summit in September talking about how to handle agents and what to do because it's just it's but I mean, you have to understand the pain that a lot of them are going through here. It's not it might be irrational behavior, but it's irrational behavior caused by irrational source, if that makes.JulieSense. That's why I just had a conversation with a builder that I'm like, Why? What did you do? Why are your walk ins so much higher? And it's somebody who they have never wanted to bother with realtors. They never needed realtors. They were just a pain in their side. And she was like, What? Honestly, we've been Dylan more with realtors and open to working with them now just because they need they need listings and we've got the listings.JulieSo we're like, okay, so what's kind of even changing how some people are open to working with realtor.AndrewRealtors.JulieI'm sure.AndrewPursuing.JulieIt's going to make things more crazy for them for sure.KevinYeah. Interesting. All right. I don't think there's anything else really that I want to talk about from the news. It's more like we know that stuff. Elon Musk is trying to win back advertisers with brand safety technology. I mean, I'm I don't even want to think.AndrewAbout it for. That's my thought. I'm then I have this for this this new or old news I don't know.KevinFirst of all the whole the whole thing, I mean, maybe it settles down and in some ways it has because thread thread who like, what's that thing? All the users that I and the community is alive and well they're most of the people I interact with are not have not gone away or stopped actually on. Okay but like advertisers are so fact I do want to read this I pulled up another thing that we can't share the link to because it's a subscription to Digiday plus they called me in to like a $200 subscription for the year because I really wanted to read get you again a point for like great content wins.KevinBut advertisers are so fickle and right now they're such pressure to perform that experimentation on a platform that's been there, done that, and not much has changed. It's like now we all tried. Remember, everyone was going to boycott Instagram and Facebook and never used them again and they were going to go on LinkedIn and Twitter and Pinterest and all these other places.KevinWell, guess what? They're back because they need things that actually deliver qualified people in revenue. So this article is here's what ad and media execs really mean when they commented on their queue to earnings. This is hilarious to me. So and so far so good. I'll try to use different voices just for entertainment value. So these are all things that that high level executives said on their earnings call.KevinThe is Doug Horn, the CFO at Gannett. For those of you who are born in the last 35 years, that's a newspaper company who tries to do digital media as well. But here's what he said. Despite secular headwinds, the decrease in print advertising revenue was limited to 8.9% year over marking the smallest decline observed in the past year.KevinAnd then here's what he actually meant. That quarter could have been a lot worse, except for the fact that our print advertising sucked less than expected. I think people are still dumb enough to buy print ads. Spence Newman, the CFO at Netflix, said. Our overall ad arm subscription plus ads continue to be higher than basic ad free globally, same as the statement on standard Bore.KevinHere's what he meant. Advertising is not a major moneymaker for Netflix, yet we made all of our money by just not letting people share subscriptions. I'm not even going to say what they actually said, just what they meant, because it's it's to me, it's just a really good insight into the chaos that is the traditional advertising world. Zaslav Warner Brothers CEO said.KevinWho needs a massive subscriber base When you can focus on a handful of loyal customers and make millions, am I right? So basically it's like we're not even going to try to grow the number of subscribers we have there. Just charge them a heck of a lot of money for not a lot of content, and it's working just fine.KevinMichael CAVANAUGH Comcast president. There are too many moving parts that would need to align for a deal of the magnitude to come together of being sold or swapping business units. See, I think there's one other one in here that was really interesting. Bob Bakish, CEO of Paramount Global, talking about the whole writers strike and labor dispute. Basically, whoever has the goal tends to make the rules and we've got the gold.KevinAnd they also by the way, it's been interesting just hearing all of the AI generative AI discussions around like, could you pick a worse time to have a strike over something that.AndrewSo yeah.KevinIt just is really interesting. So I mean, Mark Zuckerberg, this is pretty good. Rails plays exceeded 200 billion per day across Facebook and Instagram. We're seeing good progress on real monetization as well with the annual revenue run rate across our apps now exceeding $10 billion up from 3 billion last fall. What he actually meant is we're about to make a whole crap ton of money from short form videos.KevinVery soon.AndrewYeah.KevinBut like people in the print industry, I mean, even TV again, I've hinted at a couple of times, but connected TV advertising sounds awesome. And like Disney Plus right now is pivoting their last call. Iger just said, You know what? We don't want people like we're going to up the price of Disney Plus because we will make way more money.KevinIf we can sell ads, then if we make people pay what they're willing to pay for the platform. So their goal is actually to grow the ad supported subscriptions more than anything else. And if if they and others convince more people to do that and you can start affordably, that's the key. Affordably targeting households with TV advertising on streaming services, that would be great for right now.KevinIt's the only way that people like Disney can make money. They can sell the that because the concept of it is so good in an actual performance it it's not worth the expense being paid except for those people who are making money from the ads being being bought.AndrewYeah, I mean, essentially it is Go ahead.JulieDoes it it feel weird that we're like subscriptions? No more ads. And then the pendulum is swinging other way, right? It's like our kids aren't going to understand. No, no, we're just going back to cable. Like, we already had this, and then we didn't have this, and now we have this again. It's just the way things cycle through is interesting to me.KevinWell, I think it's a cat and mouse game of we as advertisers. We want this ability to target at the household level. What screen streaming accounts allow that cable accounts didn't I used to do cable TV advertising at Heartland and you could pick a zip code. That was it like you could you can say target all of the Time Warner or Comcast subscribers in the zip code.KevinThat was the most you could target. Now that you can target accounts and you know who those accounts are, and that data gets blended with other data sources, it's the right thing that advertisers want. Whether consumers will put up with it is another thing, because it's it's hard to go back to like we use YouTube TV. Big brother is out.KevinMy wife loves Big brother. That's usually I get her the subscription to like the all access thing for Big Brother for her birthday. We missed the first two episodes, so we have to go back and watch YouTube, TV records, everything. But you have to. If you don't put it in your own DVR tool, you have to watch it with ads.KevinAnd I kid you not like every ad break is 8/32 commercials and they ad and like double it's like punitive. It's like you missed it haha we got you.AndrewYou want it.KevinAnd it's just painful to watch that stuff.AndrewPainful. I mean, at the end of the day, it's revenue per user, right? Just like you look at Facebook when they deliver their quarterlies, you read the PDFs and you're like, okay, okay. Like, all right, a average U.S. user is worth $23.54 per quarter. So you're like, Oh, well, I'll just pay $15 a month. I have no ads on my Facebook for them.AndrewYou know, they're not making that choice to do that. But that's what it is. That's at least that's why I interpret it like, right, we could go this way or this way. Revenue per user and then revenue at the end. But then they get into like, well, we need longevity, we need retention of these users. We can have attrition and dying off.AndrewSo they have to factor in all those things. But a fun, fun analysis for billions of dollars and and revenue to do. And like, here's what I'm presenting shaking your hands like I'm nervous to tell this to someone.KevinBut okay favorites.AndrewOh man. Oh man.KevinYeah. Andrews. Andrews again filling in for Beth last second. Let's see I think.AndrewFavorite.KevinAnd you can skip if you need to.AndrewActually you.KevinGot everything.JulieI got one. So my son just turned 15. He's starting high school, so for his birthday, he wanted us to take him shopping at the backpacker, which is like a it's more expensive than we're like usually for school clothes we would do like Target and all Navy because it's very everybody knows that I'm thrifty like that, so it's more expensive.JulieBut they had the they got the coolest school backpacks there to him out of the loop but they're there have an insulated pocket in the front for their lunches. So you know, you're 15 at high school. You don't want to carry a lunch bell. You must have like, built into the cool little backpack. So watch me cringe. Like it.JulieYes. Made me cringe a little bit when we.AndrewYeah, these are up there. I'm looking at them.JulieWhat we paid for all his clothes there. But, you know, he's getting older. He wanted the the cooler clothes.AndrewYeah. Yeah.KevinI'll just I'm wondering, I think your favorite should be the kids are back in school.AndrewThat is. That is my favorite. Yeah, that's great. It's my favorite. That's that. You want to do it this year. But yeah, I started This will be our next so like two weeks ago they started I time this is out I think or a week ago, whatever it may be. But yeah, I'm excited for that. But the fun challenge though is record 330 Eastern day at home.AndrewLike right now I want at 4:00 but I want to start is when they get home. So I'm like mute, unmute, mute because I have to walk through the door, which is, you know, 15 feet that way with my door shut and all that stuff is fine. But yeah, that was fun shopping for them. We have three so that you have to but you went to the backpacker, which Looks like a super sweet spot to go to.JulieFor a few things not have.AndrewYou think about.JulieEverything.AndrewBut it's yeah, our kids are in uniforms which is great, but you still like they got to get the dry fit ones otherwise, like the collared shirts shrink and then so they don't last long time. But yeah, so it's expensive starting back up school but I'm glad they're gone. It's quite the power bill will definitely go down because Fortnite and the Ps5, the Xbox and desktop are not running upstairs all day.AndrewRight. I'll take that. Forgot about that.KevinBut I am. I'm late to the game here. I feel like food shown up in boxes has come and gone for most people. They're like, Yeah, I tried Blue Apron, all that stuff. This is factor 75. I don't know if you've heard of this, but their refrigerated meals, they're all fully, fully prepared.AndrewOkay.KevinAnd the quality of the meat in particular is incredible. Like it is. It's like going to Cardinals, which is the premier butcher here in town. If you're going to make ribs or steak for special occasion, you're going to craft onions. All the meat is really, really good. It's not I guess some people use it for like dieting or whatever, but there's four or five categories like keto or like low calorie vegetarian, vegan or whatever.KevinIt's all really good. There is a pork chop thing that my wife had because she did it first and I was like, What are we doing? This is dumb. And I tried it. I thought it was filet mignon covered with like a cheese sauce. It was some pork chop thing. And I was like, okay, I'm sold. They can make pork chop tastes like filet mignon.KevinI'm in. I don't I'm sure it's expensive. But here's the thing. Everyone's going to school for the first time. No more home schooling for the Oakley's. And that means there's not lunches that are going to be downstairs and I won't eat anything. Like, I'll just eat a a a protein bar for lunch.AndrewKevin.KevinAnd it's way better for my body if I just eat actual meal.AndrewIt does a good and it's, yeah, we do some meal meal prep like this as well. It's definitely worth it. It's still cheaper than going to cheaper as in, if I do leave the office, I go pick up Chick-Fil-A, then I wait in line and then I drive back and then I sit at it like there's 45 minutes right there.AndrewEven though chick flies 10 minutes and this is maybe a dollar two because.KevinIt's all refrigerated, there's really no prep time for every single one of these entrees is 2 minutes.AndrewYes. And it's real food. Like, it's not like the ingredients are like chicken.KevinIn the bath. It does take up a little bit of fridge space. But yeah, that's some surprisingly because this is not really my thing.AndrewSecond fridge, I'm thinking that's well. Oh, have you had their blueberry buttermilk pancakes or.KevinIt's not done any breakfast. It's just purely a lunch thing. So Melanie doesn't have to mess with extra groceries for lunch for either of us. We just. And the portion sizes. I'm not. I'm not hungry.AndrewWith a smoky bacon and cheddar egg bites. Four of them looks pretty good.KevinFor those of you who may not be familiar, Andrews to all of the sessions are food and clothes.AndrewShorts, shopping for short.KevinOr shopping for shirts.JulieSpecifically shorts.AndrewIt's hot. It's hot and miserable. Yeah. I'll just move to like, not unlike the cold either. I'm stuck here.KevinAll right, That'll do it for this week. Thanks again for tuning in and joining us every week. We've got some fantastic guest episodes coming out shortly, one including Julie, talking a little bit more in-depth about her book. For those of you who haven't order in yet, you get a little bit of a preview. So check that out. We'll see you next time. The post Ep 297: Less Is More appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 296: Be Curious, Be AttentiveIn this episode, Kevin Oakly, Andrew Peek and Jen Barkan discuss the reasons why it is so vital to be passionate, ready to learn, curious and attentive about the world around you. They go over an article on personal brand rules for employees, pointing out what they would add and emphasizing rules they agree are effective. Together, they discuss their thoughts and fears on the looming mass inventory of used homes that will inevitably affect home builders who are raising their specs.Story Time (05:54)Jen’s son is interning as a summer sales intern and loves it which made Jen realize how refreshing it is to have someone who might not have a lot of experience but is passionate, ready to learn and excited.Andrew has been getting up and working early in the morning and loves the extra time with no distractions.Kevin went to Nepal and loved people watching and taking in a whole different culture. He urges us to be insanely curious and attentive.News (29:42)An Employee’s Guide to Building a Personal Brand (https://sparktoro.com/blog/an-employees-guide-to-building-a-personal-brand/) New-Home Sales Dip 2.5% In June (https://www.builderonline.com/data-analysis/new-home-sales-dip-2-5-in-june_o?utm_source=newsletter&utm_content=Article&utm_medium=email&utm_campaign=BP_080123&&oly_enc_id=9807D1461978C8T)Spec Strategy Drive Record Q2 Homes Closings and Revenue for Meritage Homes (https://www.builderonline.com/money/spec-strategy-drives-record-q2-home-closings-and-revenue-for-meritage-homes_o?utm_source=newsletter&utm_content=Article&utm_medium=email&utm_campaign=BP_080123&&oly_enc_id=9807D1461978C8T)‘The everything app’: why Elon Musk wants X to be a WeChat for the west (https://www.theguardian.com/media/2023/jul/29/elon-musk-wechat-twitter-rebranding-everything-app-for-west)Zillow and Redfin announce partnership to help buyers and home builders connect (https://zillow.mediaroom.com/2023-08-01-Zillow-and-Redfin-announce-partnership-to-help-buyers-and-home-builders-connect#assets_28775_137891-135)Favorites (51:54)Jen’s favorite are her new Hoka walking shoesAndrew still loves his espresso machine Kevin is really loving his Kuhl and Howitzer athletic shirts.Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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 296: Be Curious, Be Attentive appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 295: Utilizing Meaningful Information to Create Impactful Content with Barbara WrayIn this episode, Kevin Oakley sits down with Barbara Wray, the Senior Vice President of Strategic Growth at Wick Marketing. Barbara shares an inside look at their attitudinal study and shares the process that led them to creating it, emphasizing the need to ditch the demographic and focus on the emotional connection for the individual buyer. They discuss the results from the survey and share their thoughts on both the positive and negative outcomes as well as the results that builders should pay the most attention to.Kevin and Barbara discuss:Wick Marketing’s investment in a nationwide study to learn more about the attitudes, aspirations and motivations of today’s new home buyers. You can play with the results here: https://wickmarketing.com/research/ Foregoing the typical demographic method and finding a more meaningful approach to get at the heart of people buying homes.The trust gap towards builders and ways they can work to reverse that.Mapping out the buying process and getting it into the buyers hands early as well as making sure they’re educated and understand financing.Make sure your customer has access to the resources they need to make the best decisions for them.Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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 295: Utilizing Meaningful Information to Create Impactful Content with Barbara Wray appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 294: Marketing Is Like An OnionIn this episode, Andrew Peek, Beth Russell and Julie Jarnagin discuss the blend of being both coach and strategist but that it’s okay to choose one path and go for it: don’t be someone you’re not, be the best version of you! Beth shares that her favorite marketing phrase is “marketing is like an onion" meaning there are layers and layers to be pulled back and discovered. At the end of the day, they agree that the unpredictability of the market may just be the new normal.Story Time (08:01)The wrong tile was installed in Beth’s house but luckily was credited back the cost. Her second story is that people forget sales priorities are different from marketing priorities and if leadership doesn’t recognize that, it leads to chaos.Julie has been taking over some builders while Jackie is out and is having to flip mindsets from coach to strategist.Andrew finds he has more patience for the technical work in the morning and the more personable work in the afternoon.News (22:02)Have Seasonal Housing Market Trends Returned? (https://www.nerdwallet.com/article/mortgages/data-seasonal-trends)Pending home sales rose 0.3% in June, the first increase in 3 months (https://www.housingwire.com/articles/pending-home-sales-rose-0-3-in-june-the-first-increase-in-3-months/)Business Genius Elon Musk Says He's Changing Twitter's Name (https://futurism.com/elon-musk-changing-twitter-name)New HBI Report Shines Spotlight on Labor Shortages (https://www.nahb.org/blog/2023/07/hbi-construction-labor-market-report-spring-2023)Favorites (41:25)Julie has a laser printer that aided her in sending out her many book copies!Beth’s favorite is Julie's book! And also Farmhaus Burger.Andrew loves Key West and has just returned from vacationing there.Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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 294: Marketing Is Like An Onion appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 293: Rates High, Inventory Low, Good Luck!In this episode, Kevin Oakly, Beth Russell and Julie Jarnagin celebrate the release of Julie’s new book “Building Certainty: Content Marketing for Home Builders”! Julie shares her inspiration for writing the book and gives an insight into what one can expect to gain from reading the book! They discuss the most effective marketing strategies including digging deeper and getting personal. Together they agree that the last few weeks have all been a catch 22: rates are high, inventory is low and good luck with that.Story Time (02:20)Julie has released her book which you can buy here!Kevin was impressed by the sale methods used by an insect exterminator and thinks his methods should be examined by sales people.Beth: Seesaw - the best marketers balance in the middle.News (25:0)When will mortgage interest rates drop? 3 factors influencing rates now (https://apple.news/AjwJMht5sSMeBX-8d3oBivg)A fight erupts in U.S. housing market as deteriorated affordability clashes with the 'lock-in effect' (https://apple.news/AB5mErHYaSzy-HKD_boBRIg)Mortgage Rates Reach Highest Level Since November 2022 (https://www.builderonline.com/data-analysis/mortgage-rates-reach-highest-level-since-november-2022_o)The last, best hope for homebuyers (https://www.businessinsider.com/house-construction-building-boom-last-hope-new-homebuyers-housing-market-2023-7)Homes.com traffic up 200% — could it become a top portal? (https://www.realestatenews.com/2023/07/19/homes-com-traffic-up-200-could-it-become-a-top-portal)Favorites (51:54)Julie’s loving that her doorbell is currently hidden and so no one is ringing it, leaving her some peace and quiet!Beth found her “stone guy, a vendor helping her find the perfect countertops, to be lovely.Kevin’s favorite is still the sales person from story time. Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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 293: Rates High, Inventory Low, Good Luck! appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 292: Pulling On ThreadsIn this episode, Kevin Oakly, Jackie Lipinski and Beth Russell discuss the hype around the new Meta app “Threads” but agree they all have yet to feel excited about it and find themselves frustrated with seeing a lot of noise from people they didn't choose to follow. They dive into the homebuilding process and challenges that they have faced as well as the clash between builders and realtors that often happens.Story Time (07:03)Jackie is reading “Leading with the Heart” Coach K and felt inspired by the quote: “Whatever a leader does now sets up what he does later, and there is always a later.”Beth gives us a home building update and shares her fears and excitement with the process.Kevin’s story time is “Realtors Gone Wild” where realtors have recently been making websites to make customers think they are the homebuilders themselves. News (43:05)Twitter now blocks visitors from viewing tweets, and profiles unless they're logged in (https://mashable.com/article/twitter-force-visitors-login-view-tweets-profiles)Twitter silently removes login requirement for viewing tweets (https://techcrunch.com/2023/07/05/twitter-silently-removes-login-requirement-for-viewing-tweets/)Zuckerberg claims tens of millions of Threads signups within days of launch (https://www.cbsnews.com/news/threads-zuckerberg-millions-of-signups-within-days/)AI is killing the old web, and the new web struggles to be born (https://www.theverge.com/2023/6/26/23773914/ai-large-language-models-data-scraping-generation-remaking-web)Today’s Mismatched Market: Real Estate Perceptions vs. Reality (https://www.opendoor.com/articles/todays-mismatched-market-real-estate-perceptions-vs-reality)Dallas City Council bans short-term rentals from single-family areas (https://www.fox4news.com/news/dallas-short-term-rentals)Favorites (01:00:02)Kevin has been enjoying bicycling, the kids show “Bluey” and podcast “Conversations with Tyler” episode with Reid Hoffman as a guest.Jackie is loving her whiteboard that keeps track of her goals for the year.Beth is just excited about the future! Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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 292: Pulling On Threads appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 291: Orienting Yourself In The Truth With Lisa McCleskeyIn this episode, Kevin Oakley sits down with Lisa McCleskey the Division Manager of Olthof Homes. Lisa describes what it means to be a “Truth Teller” and dives into all the ways she implements that into her position and working with others. They talk about finding truth in customer objections and being willing to adjust accordingly as well as the benefit of opening yourself up to new ideas and daring to try a new method. Kevin and Lisa discuss:The importance of having honest dialogue between sales and marketing from the very beginning.Aways orienting yourself in the truth in order to solve problems otherwise you can’t move forward.How to handle your truth and use it in ways to get the best and most helpful results for your team.Go seven deep in questions to get the truth.Being willing to look into customer objections, see the truth and be willing to make an adjustment. Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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 291: Orienting Yourself in the Truth with Lisa McCleskey appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 290: The Details MatterIn this episode, Andrew Peek, Jackie Lipinski and Julie Jarnagin lament about the inevitable panic that will start when everything is changed over to GA4 due to lack of preparation. They share how ChaptGPT has saved them hours at a time for certain tasks but have also been noticing others using it in negative ways that impact the quality of their work. They discuss the importance of giving customers the “perfect experience” and how some might think the little details don’t matter but are in fact worth putting the most effort into.Story Time (06:29)It dawned on Andrew that he should be using ChatGPT to aid him for some things in GA4Jackie strongly believes in explaining the why behind your marketing strategies and having clarity behind itJulie has had to enforce rules on not using ChatGPT with one of her freelancersNews (21:10)The Evolution Of Online Sales...and Tattoos (https://www.doyouconvert.com/blog/the-evolution-of-online-sales-and-tattoos/)Google UA Historical Data Will Be Available Until July 1st (https://searchengineland.com/google-ua-historical-data-will-be-available-until-july-1-2024-399199)Google In Hot Water: Billions At Stake As YouTube Ads Found To Violate Terms Of Service (https://www.searchenginejournal.com/google-youtube-ads-invalid-placements/490301/) Buyers Now Can Swap an Old Home For a New One on the Same Site (https://www.thebuildersdaily.com/thomas-james-lets-buyers-swap-an-old-home-for-a-new-one-on-the-same-site/)Favorites (46:50)Julie is getting excited about the SummitAndrew is also very excited about the Summit as well as the Ninja Creami blender (https://www.ninjakitchen.com/page/ice-cream-makers)The team threw a sprinkle for Jackie and she is especially loving the wagon she gotQuestions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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 290: The Details Matter appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 289: Special OPT Episode "Effective Realtor Outreach for Online Sales Specialists"We have a special episode today featuring one of our latest Online People Talking live shows! In this episode, Jen Barkan meets with Kassandra VanProyen from Olthof Homes to talk about how she is successfully working with Realtors. With an increase in new home inventory and a decrease in used home listings, working with real estate agents has become a large part of our business. She's got some great tips on proactive realtor outreach and how to turn them into teammates, not opponents!Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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 289: Special OPT Episode "Effective Realtor Outreach for Online Sales Specialists" appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 288: Don't Have a BiasIn this episode, Kevin Oakley, Andrew Peek and Jackie Lipinski talk in depth about GA4, how having a bias can ruin opportunities and how preparation for things to come prevents problems in the future both at home and at work. They discuss the extraverted traits that OSC’s need to have in order to be successful even if they aren’t naturally extroverted and share ways to tap into that side of themselves.Story Time (04:19)Andrew is finding something new everyday in GA4.Jackie is living by the phrase “Proper Planning Prevents Poor Performance” in preparation for maternity leave.Kevin thinks people forget that the product market fit isn’t always there and it’s not always the sales persons fault.News (22:25)Most Valuable Traits for a Successful Online Sales Specialist (https://www.doyouconvert.com/blog/most-valuable-traits-for-a-successful-online-sales-specialist/)Lot Shortages Eases but Still a Problem (https://www.nahb.org/blog/2023/06/lot-shortage-eases?utm_source=newsletter&utm_medium=0619&utm_campaign=MMB2023)Nearly Everyone With a Mortgage Has an Interest Rate Below 6%, Prompting Many to Stay Put (https://www.redfin.com/news/high-mortgage-rates-lock-in-homeowners-2023/) Plotting a Move: Where are Americans Headed? (https://www.chartr.co/stories/2023-02-01-1-american-state-migration-and-population-growth)The 'Lennar Machine,' A Cycle-Proof Growth Plan Proves Itself (https://www-thebuildersdaily-com.cdn.ampproject.org/c/s/www.thebuildersdaily.com/the-lennar-machine-a-cycle-proof-growth-plan-proves-itself/amp/)Favorites (58:36)Jackie watched "Flaming Hot" a movie about the flaming hot Cheetos creator.Andrew is loving his Chubbies shorts.Kevin is loving the vacation he just had.Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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 288: Don't Have a Bias appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 287: The Power of the Handwritten NoteIn this episode, Andrew Peek, Beth Russell and Jessie Suggs talk about the importance of knowing your demographic and taking the reviews and criticism seriously instead of assuming you know better than the consumer; you have to stay humble and open to what can be improved. Together, they discuss how items are worth what the consumer is willing to pay and apply that to people looking for a home, while also considering how difficult it is for the average family to afford a home in today’s rising prices.Story Time (02:36)Andrew used to go to a local coffee shop that recently went out of business and is sad they are gone but not surprised because they wouldn’t put much effort into their drinks even after constructive criticism. Jessie compares the bad customer service at her car dealership to the handwritten note included in a box with the cheap headphones she bought.Beth has been frustrated with how complicated we’re making marketing and thinks we’re over marketing incentives.News (22:03)The Power of Identifying the ONE in Sales (https://www.doyouconvert.com/blog/the-power-of-identifying-the-one-in-online-sales/)The Homebuilders Guide to GA4 Engagement Reports (https://www.doyouconvert.com/blog/the-homebuilders-guide-to-ga4-engagement-reports/)US Housing Market Is Missing 320,000 Affordable Homes (https://apple.news/A-pAoEhYZT8KDd1A65WMTqw)iOS 17 automatically removes tracking parameters from links you click on (https://9to5mac.com/2023/06/08/ios-17-link-tracking-protection/)Here's the House Price You Can Afford On a Six Figure Annual Salary (https://apple.news/ADC6cKY7sSW6ENfFjkk6cpA)Home buying competition pushes prices higher (https://zillow.mediaroom.com/2023-06-12-Home-buying-competition-pushes-prices-higher)Better.com lays off in-house real estate agents nationwide (https://www.inman.com/2023/06/08/better-com-lays-off-in-house-real-estate-agents-nationwide/)Favorites (52:52)Jessie is loving her new microphone which is the Blue Yeti! Beth is moving and is thankful for “The Purge” which is getting rid of the old things they don’t need and making room for the new in their new home.Andrew has been using Sun Bum sunscreen and says it’s been the most effective sunscreen for him.Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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 287: The Power of the Handwritten Note appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 286: Bringing the Builder Forward with Karyn BonderIn this episode, Kevin Oakley sits down with Karyn Bonder, the Vice President of Business Development, Builder Sales and Marketing at Zonda to talk all things Livabl. Karyn gives us a deep dive into Livabl and the benefits it offers to builders. It is the most accurate catalog of new construction homes, backed by industry-leading technology and will provide useful data to builders and transparency to the buyers. She shares the ultimate goal with Livabl is to show the consumer why buying a new construction is better than used and to promote the builder.Kevin and Karyn discuss:What Liveable is and what Zonda is all about.The data and analytics that Zonda and Livabl captures for builders and how it is beneficial to them.Karyn gives us an insight to what “Free to List” means for the builder and the end goal of having builders subscribe to their data.The transparency that will now be offered to the buyer. Working to bring the builder forward and have their new constructions be desirable for the consumer.vQuestions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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 286: Bringing the Builder Forward with Karyn Bonder appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 285: The "Programmatic" ProblemIn this episode, Kevin Oakley, Jackie Lipinski and Julie Jarnagin discuss “Programmatic Ads” and why Kevin thinks that if you hear someone use the word “programmatic” they are either trying to sell you something or they don’t know what they’re talking about. They talk about introverts and extroverts in the workplace and ponder the traits associated with both, but suggest no matter your personality you can develop the skills needed to be successful even if they don’t come naturally. Kevin shares his thoughts on the Apple Vision Pro and shows off his Quest Pro goggles.Story Time (04:36)Julie discovered that a decent amount of our builder marketers are introverts!Jackie has had a lot of questions this last week around "Reassurance Marketing" and how do we prove that it's a good time to buy.Kevin says that display should never be your main source of traffic.News (23:07)New Dates! (https://www.marketproofacademy.com/) Apple Officially Reveals Vision Pro, Its New $3,499 Mixed Reality Headset (https://www.ign.com/articles/apple-officially-reveals-vision-pro-its-new-3499-mixed-reality-headset)Some Lenders Now Offer Bargain Mortgages, but Experts Say They May Not Be a Good Idea (https://www.probuilder.com/some-lenders-now-offer-bargain-mortgages-experts-say-they-may-not-be-good-idea)One-Third of U.S. Homebuyers Are Paying in Cash, the Highest Share in Nearly a Decade (https://investors.redfin.com/news-events/press-releases/detail/927/one-third-of-u-s-homebuyers-are-paying-in-cash-the)Are home prices falling? See what it’s like across the U.S (https://www.washingtonpost.com/business/interactive/2023/housing-market-price-trends/)After falling for 6 straight months, Orlando home prices are rising again. (https://twitter.com/newslambert/status/1666249655200501761?s=46&t=iN3PnBZx13CwkfCWP4_T1w)Can Meta remain the ‘holy grail of paid advertising’ with challenges, challengers and Advantage+? (https://digiday.com/marketing/with-challenges-challengers-and-advantage-can-meta-remain-the-holy-grail-of-paid-advertising)Favorites (43:14)Julie discovered that her iPhone has automatic plant identification on it and she doesn’t need a plant app now!Jackie likes the sharing mode in the “reminders” app for her family.Kevin is loving the documentary “Making of the Meme King"Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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 285: The "Programmatic" Problem appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 284: What's Your Tendency?In this episode, Kevin Oakley, Andrew Peek and Jen Barkan talk about the need for human connection and humanity in a world that grows more automated everyday. They discuss “The Four Tendencies” by Gretchen Rubin and share which tendency they think they are now vs what they used to be and talk about the missed opportunities they see in sales.Story Time (06:41)Jen got a new tattoo in honor of her dog and is amazed how much better the experience than 25 years ago.Andrew has his grandmother's home listed on Open Door and is pleasantly surprised by the offers that keeps increasing.Kevin begs the question “Why must we automate?” Especially with how much the individual is craving humanity right now.News (42:52)Ideal URL Structure for a New Home Builder's Website (https://www.doyouconvert.com/blog/ideal-url-structure-for-a-new-home-builders-website/)Pre Sales! Say What? (Part II) (https://www.doyouconvert.com/blog/pre-sales-say-what-part-ii/)Google starts rolling out Search Generative Experience (SGE) in preview (https://9to5google.com/2023/05/25/google-search-generative-experience/)More than 4 in 5 adults support building more homes in their neighborhood to boost housing affordability (https://zillow.mediaroom.com/2023-05-31-More-than-4-in-5-adults-support-building-more-homes-in-their-neighborhood-to-boost-housing-affordability)Investor Home Purchases Fell a Record 49% Year Over Year in the First Quarter (https://www.redfin.com/news/investor-home-purchases-q1-2023/)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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 284: What's Your Tendency? appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 283: Letting Go and Shifting MindsetsKevin Oakley is joined by Nicole Maggio-Deaton, the Marketing Manager for Chesapeake Homes who is celebrating nine years with them. She shares about her journey through earning her degree in Business Administration with a focus in Marketing and landing a position with Chesapeake Homes as a Sales Agent that eventually led her back to Marketing. Together, they talk about how having a background in sales can really benefit those going into marketing but also highlight the mental shift one has to take in order to switch over. Kevin and Nicole discuss:The background of Chesapeake Homes, where they build, the volume, price points and master plans.How vital remembering everything from the sales side is when going to the marketing side.Letting go of an immediate checklist and finding ways to shift mindsetsSkills earned through a sales background that benefit your careerBeing self aware of your struggles and persevering through them Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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 283: Letting Go and Shifting Mindsets with Nicole Maggio-Deaton appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 282: Mentors and MortgagesIn this episode, Andrew Peek, Beth Russell and Jackie Lipinski discuss and debate the role of a mentor as well as the skills that are required to make you an effective mentor yourself. They weave that discussion into pondering the common trades of a highly effective marketing director and give their thoughts on rising interest rates for home buyers.

Story Time (03:10)

• Andrew urges people to verify their accounts and shares an example.
• Beth talks about the importance of finding a mentor and the difference between having one and being one.
• Jackie reflects on the skills that make up a highly effective marketing director.

News (23:18)

• The Homebuilders Guise to GA4 Acquisition Reports (https://www.doyouconvert.com/blog/the-homebuilders-guide-to-ga4-acquisition-reports/)
• Mortgage demand drops again as rates cross back over 7% (https://www.cnbc.com/2023/05/24/mortgage-demand-drops-again-as-rates-cross-back-over-7percent.html)
• The housing market's Ice Age: If you don't already own a home, you're going to be screwed for years to come (https://www.businessinsider.com/housing-market-ice-age-higher-home-prices-fewer-sales-inventory-2023-5)
• The family taking a $40million stand against property developers (https://www.dailymail.co.uk/news/article-12065963/Quakers-Hill-family-refuse-40million-offer-sell-Sydney-dream-home-middle-new-build-estate.html)

Current Favorites (46:03)

• Beth’s favorite is currently people who ask good questions.
• Andrew’s new favorite Starbucks drink is a “White Chocolate Macadamia Cream Cold Brew”
• Jackie has fallen in love with audiobooks and listening to articles.

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Ep 281: The Trolls Have More ToolsIn this episode, Kevin Oakley, Beth Russell and Julie Jarnagin discuss the importance of putting effort into testimonials and finding the best way to show what you can do for the buyer. They talk about owning and understanding your data, give the various reasons why building companies list on an MLS and share their thoughts on current Ai developments. Kevin sent an assignment to the team which had them use Bard, Google's Ai experiment, and they share their results.

Story Time (04:49)

• Kevin is getting into using recipe analogies and also MLS discussions with existing home experts.
• Beth gives an update on building a house and how owning, understanding, and analyzing your data can save your company thousands of dollars.
• Julie shares her thoughts on using a testimony about one person vs. in general

News (37:03)

• New Speaker Announcement For The Summit! (https://www.onlinesalessummit.com/page/2237041/speakers)
• All the AI announcements from Google I/O 2023 (https://mashable.com/article/google-io-2023-everything-you-need-to-know-ai)
• Builder Confidence Climbs Due To Lack Of Existing Inventory (https://www.builderonline.com/data-analysis/builder-confidence-climbs-due-to-lack-of-existing-inventory_o)
• Newspaper Apologizes For Accidentally Running a Deranged Ai-Generated Article (https://futurism.com/the-byte/newspaper-apologizes-running-ai-generated-article)

Current Favorites (01:02:48)

• Julie is enjoying an instagram account called Wrigley the Bulldog where Wrigley performs Jiu Jitsu moves. ( https://www.instagram.com/wrigleythebulldawg/)
• Beth and her family are having a blast watching the The Orioles baseball team
• Kevin's favorite is Google's approach to GA4... he thinks...

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Ep 280: Choosing to Prioritize Your Goals with Michelle Simms-ReiterKevin Oakley is joined by Michelle Simms-Reiter, formerly a home building company owner and NC licensed Real Estate Broker and now founder of Strive Coaching Studio. She shares her journey through starting a home building company during the 2008 recession that became a huge success to founding Strive Coaching Studio. Together, they talk about how change starts from within and that it is up to the individual to choose to make changes that lead to success in your workplace as well as in personal achievements. Kevin Oakley and Michelle discuss:

• The importance of expanding your network and building relationships
• Navigating the success of a new company at the start of the 2008 recession
• The freedom of the homebuilding industry to choose any path you’re interested in
• Finding the people that maximize the strengths and talents of others in the company
• The responsibility to make the right choices that help you accomplish your goals
• Knowing which priorities matter to you and how to choose when to make exceptions

You can learn more from Michelle by visiting Strive Leadership Development or listening to Work in Progress Podcast. You can also find her on Facebook, Instagram and LinkedIn.

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.

Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Ep 279 Breaking Out of LimitationsIn this episode, Kevin Oakley, Andrew Peek and Jackie Lipinski question whether the month of May is raising spirits or the fact that everyone is smashing their sales goals! Kevin says having a set brand is limiting for a company and they debate whether or not it’s effective to stay within the confines of your branding boundaries. They discuss why Facebook is riddled with older generations leading Gen Z to avoid it and Andrew breaks down the term "cheugy".

Story Time (08:23)

• Jackie’s husband created an out-of-the-box post on linkedin that went viral via her suggestion.
• Andrew and his wife went to a housewarming party but found the neighborhood to be mismanaged and the floors plans strange.
• Kevin met with a branding genius and shared some of his main takeaways.

News (35:31)

• Are You Investing in Sales or Buying Traffic? (https://www.doyouconvert.com/blog/are-you-investing-in-sales-or-buying-traffic/)
• Facebook has 3 billion users. Many of them are old. (https://www.cbsnews.com/news/facebook-users-3-billion-users-zuckerberg/)
• Wendy's AI (https://www.10tv.com/article/news/local/wendys-partners-with-google-ai-technology-columbus-area-drive-thru/530-ff44746a-b84f-40c9-9c3c-ecaaf48d8a77)
• ‘Quiet quitting’ the U.S. housing market: One group of sellers has disappeared (https://fortune.com/2023/05/07/housing-market-sees-quiet-quitting-as-move-up-buyers-and-sellers-pullback/)
• Internet Restrictions Are On The Rise And Here Are The Places That Have Been Affected The Most in 2023 (https://www.digitalinformationworld.com/2023/05/internet-restrictions-are-on-rise-and.html#)
• Parents and graduate students taking on new student loans are about to experience the highest interest rates in over a decade (https://www.businessinsider.com/what-are-new-student-loan-interest-rates-grad-parent-plus-2023-5)

Current Favorites (59:03)

• Jackie bought a product called “Grandpa’s Weeder” to aid her during pregnancy (https://grampasweeder.com/)
• Andrew has a reignited love for Nutella this week
• Kevin tried the Australian licorice brand “Darrell Lea” and says they are a close second to his favorite which is Haribo GummyBears (https://darrelllea.com/products/lucky-country-aus-soft-licorice-4oz/)

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Ep 278: ChatGPT’dIn this episode, Kevin Oakley and Andrew Peek are joined by Mike Lyon to talk about all things Ai and ChatGPT from its potential dangers to ways that its flawed in its current evolution as well as the advantages it offers.

Story Time (04:48)

• Kevin shares things he has learned from his recent work travels
• Mike warns against the slippery slope of giving over certain databases to ChatGPT after mentioning the amount of people asking him about it
• Andrew shares his thoughts on dashboards with Mike and Kevin to gauge their opinions on his opinion

News (31:47)

• The Q1 2023 Online Sales Benchmarks (https://www.doyouconvert.com/blog/the-q1-2023-online-sales-benchmarks/)
• The Art of Engaging with Your Audience and Driving Results (https://www.doyouconvert.com/blog/the-art-of-engaging-with-your-audience-and-driving-results/)
• 72% of Renters Say They'll Never Be Able to Afford a Home (https://www.builderonline.com/money/affordability/72-of-renters-say-theyll-never-be-able-to-afford-a-home_s)
• Out-of-Town Moves Remain Popular As High Housing Costs Push Homebuyers to Affordable Areas (https://www.redfin.com/news/housing-migration-trends-q1-2023/)
• Twitter May Be in Deep Trouble Over That Blue Check Stunt (https://futurism.com/twitter-deep-trouble-blue-check)
• Zillow Ads ChatGPT Plugin (https://www.zillowgroup.com/news/discover-zillows-plugin-on-chatgpt/)

Favorites (01:00:44)

• Mike’s wife is getting into golf and they are playing together as a new hobby
• Andrew has been watching the “Jury” on Amazon Prime
• Kevin is listening to the podcast “Conversations With Tyler”

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Ep 277: Should Targeted Ads Target You?Andrew Peek, Jackie Lipinski and Julie Jarnagin start the podcast by asking “What one thing makes you start immediately looking at homes in order to move?” And give various answers on what it was for them. They discuss Andrew’s controversial takes on dashboard usage, share advice on builder website content, and the future of ai in regards to targeted ads.

Story Time (04:36)

• Andrew believes that dashboards should not be used by individuals with “marketing” in their title
• Julie hired someone to help her pick out some paint for the exterior of her home
• Jackie is thinking about how to instruct builders on content for their website and the best way to prepare for future content

News (21:46)

• Presales! Say What? (https://www.doyouconvert.com/blog/presales-say-what/)
• Major Facebook ad glitch has advertisers asking about refunds (https://www.cnbc.com/2023/04/26/meta-suffered-a-major-facebook-ad-glitch-clients-asking-about-refunds.html)
• Generative AI coming soon to Google Ads (https://searchengineland.com/google-integrates-generative-ai-into-ad-campaigns-395835)
• Entry-level home shoppers most likely to face bidding wars this spring (https://zillow.mediaroom.com/2023-04-20-Entry-level-home-shoppers-most-likely-to-face-bidding-wars-this-spring)

Current Favorites (00:37:17)

• Jackie has been attending ToastMasters and enjoys seeing how different people analyze and present information and encourages everyone to push themselves this year.
• Andrew bought a piece of workout equipment for a great deal on Facebook Market Place.
• Julie is listening to the podcast “Smartless” and enjoys the co-hosts banter and subject matter.

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Ep 276: Lawsuits and Listings with Rob Hahn
In this episode, Kevin Oakley sits down with Robert Hahn, CEO of Decentre Property Exchange and writer of NotoriousRob.com to discuss the financial damages of an ongoing case that will lead to many lawsuits and bankruptcy for some major companies in the future. Rob walks Kevin through how Decentre Property exchange works and their core functions as an MLS company and they share their goals and hopes for the future industry that include simplifying a complicated process.Kevin Oakley and Rob discuss:

• Cases Burnett and Moehrl and the financial impacts both will have
• How Rob’s MLS company Decentre Property Exchange has been successful
• Why Rob thinks builders should consider auctioning their new constructions
• Full service agents can charge a 0% listing fee through DPX
• Rob shares what he wishes he could do and hopes for DPX

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.

Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Ep 275: Ai Drops New Music, But Should It?Kevin Oakley, Andrew Peek, and Samantha Kellenberger ponder how many DYC employees have ADHD and decide that probably 80% of the marketing team has it undiagnosed. They urge people to get their tickets for the 2023 DYC Summit and let everyone know that half-price tickets are sold out. They discuss the current home interest rates being high and people’s desire to see it come down, but warn of the reality surrounding the economy if that were to happen.

Story Time (06:01)

• Andrew says GA 4 is a lot easier than you think and encourages people to just jump in there and do it!
• Sam is finally getting some landscaping/home improvement done after being in her home for a year and loves how it is coming together.
• Kevin purchased a wetsuit that he discovered has complicated care instructions.

News (27:25)

• Instagram now allows of to 5 "links in bio" (searchengineland.com)
• Lack of existing inventory buoys builder confidence in April (www.builderonline.com)
• AI song featuring fake Drake and Weeknd vocals pulled from streaming services (www.theguardian.com)

Current Favorites (00:47:53)

• Samantha got AppleTV and binged watched Ted Lasso and loves it.
• Andrew is enjoying the extended fan editions of the Office on Peacock but feels that it’s not as funny as the original version.
• Kevin’s favorite is playing around with Polycam and Luma apps on his phone right now.

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Ep 274: Make the Circle Bigger
In this episode, Kevin Oakley, Andrew Peek, and Bryce Baker discuss the cap on potential in the current market making people restless and feeling the need to make an impact. They touch on their frustrations with geofencing, wishing builders would cast their geography net wider and share advertising methods they find effective.

Story Time (28:20)

• Bryce is excited to attend the online sales academy
• Kevin talks about testimonial bankruptcy and ways of creating new ones
• Andrew shares that Google ads is still a mystery for many of the students taking the Market Proof Academy

News (44:40)

• Submit your marketing session: https://now.doyouconvert.com/speaking (2 Open Spots)
• Google to sunset 4 attribution models in Ads and Analytics (https://searchengineland.com)
• Housing Market Update: Early-Stage Homebuying Demand Hits Highest Level Since May (www.redfin.com)
• Meta will debut its generative AI this year (https://searchengineland.com)

Current Favorites (1:03:30)

• Bryce is loving the weather in Virginia Beach and loves her new Back Country running shoes and educates Kevin on HEYDUDE shoes.
• Andrew is loving the cookie dough flautas after running
• Kevin is watching the Tetris show on Apple TV and Andrew recommends the Super Mario Movie.

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.

Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Beth Russell, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Ep 273: Finding UnicornsIn this episode, Kevin Oakley, Jackie Lipinski, and Jen Barkan talk about the importance of being curious, asking the right questions and choosing quality over quantity in work relationships. They share what traits stand out to them in the hiring process and difficulties of finding the “unicorns” that thrive on self-motivation and curiosity. Kevin teaches the group about “chronological snobbery” and together they discuss appreciating the past instead of looking at technology.

Story Time (3:40)

• Jen tells about finding her fathers long lost brother
• Kevin talks about the importance of positions
• Jackie realizes the importance of willingness to learn and be motivated

News (35:02)

• Self-Coaching for Online Sales Success - Boost Confidence & Achieve Goals (/www.doyouconvert.com/)
• Meta’s job cuts are gutting customer service, leaving influencers and businesses with nobody to call (www.cnbc.com)
• More millennials now own their own home than rent one, leaving Gen Z the only group where most still have a landlord (businessinsider.com)
• How 'Forever Renters' Are Changing Real Estate As We Know It (www.forbes.com)
• Home sellers go on strike (https://fortune-com)

Current Favorites (50:52)

• Jen loves walking her dog in the morning through gardens near her home
• Jackie talks about loving that there’s a new AI solution for every minor problem now
• Kevin is reading a lot on audible and has quite the lineup

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.
Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Ep 272: The Meh-taverseIn this episode, Andrew Peek, Jackie Lipinski, and Julie Jarnagin gather to discuss the expectations and pitfalls of the Metaverse. The team ponders the reasons why it didn't live up to its hype, and the different ways it can be useful. Together they share insights on the latest and greatest in the new home marketing world, and how we can all take away something from the good and the bad of new technologies.

Story Time (3:40)

• Jackie ponders the psychological approach to selling.
• Andrew shares his wife’s advice when asking reviews for their gym, which reminded him that complicated isn’t always better.
• Julie reviews her to-do list structure and shares strategies to ensure important items don’t fall through the cracks.

News (19:57)

• Only a few tickets remain for the 2023 Online Sales Academy April 26-27th in Virginia Beach (doyouconvert.com)
• Verify your Google Ads Account (support.google.com)
• Buyers are in the game, but interest rates are keeping sellers on the bench (zillow.mediaroom.com)
• There's a 90% chance TikTok will be banned in the US unless it goes through with an IPO or gets bought out by mega-cap tech, Wedbush says (Businessinsider.com)
• Elon Musk and Apple cofounder Steve Wozniak among over 1,100 who sign open letter calling for 6-month ban on creating powerful A.I. (cointelegraph.com)
• The Metaverse Is Quickly Turning Into the Meh-taverse (WSJ.com)

Current Favorites (43:40)

• Andrew’s favorite local cobbler place to satisfy his sweet tooth.
• Julie chats about her book club, iced tea, and bruises from jiu jitsu.
• Jackie raves about her new car!

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.

Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Ep 271: The Art of Curating a Successful Conference with Greg FusonIn this episode, Kevin Oakley sits down with Greg Fuson, Vice Presidents of Events and Experience for PCBC, to discuss the art and thoughtfulness that goes into designing a conference that stands out amongst others. Kevin and Greg outline what this year’s event will look like, and the value of activating someone’s emotions through events.

Kevin and Greg discuss:

• What makes PCBC different from other conferences in our industry
• What to expect at PCBC this year
• The impact of TikTok on how consumers utilize social media
• How event organizers can create an environment where impactful moments happen naturally
• How marketers should think about the word “experience” in 2023
• & More!

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.

Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Ep 270: Imposter SyndromeKevin Oakley, Andrew Peek, and Julie Jarnagin play around with Chat GPT4, discuss the realities of imposter syndrome, different ways to approach organic content through the lens of Andrew’s recent cruise experience, how builders can shift their marketing when needing to focus on presales, and the importance of trying new strategies and investing in your career.

Story Time (15:47)

• Andrew just returned from a cruise and it had him thinking about the internet access, or lack thereof. Was it a conscious decision?
• Julie shares an experience with a builder who had to quickly shift gears from focusing on quick move-ins to presales.
• Kevin questions whether or not everyone hates the process of signing up to gain access to additional content and tools on a website, and what it tells us about consumers today.
• Kevin’s in Guatemala this week, and previews his new gear he’ll be testing out while there.

News (43:15)

• Coke launches ‘Create Real Magic’ AI art contest using GPT-4 and Dall-E 2
• Adobe Unveils Firefly, a Family of new Creative Generative AI

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On StitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Ep 269: Marketing Coach Power HourKevin Oakley and Jackie Lipinski welcome the newest Do You Convert Marketing Coach, Beth Russell to the team. In this marketing coach power hour episode, the team talks about everything from building a home, the importance of messaging, Beth’s biggest takeaways from shadowing home builder meetings, and more!

Story Time (4:48)

• Beth talks about building a custom home, her third home purchase in 8 years, and how the experience has reminded her of the importance of providing care and clarity in our customers’ journey.
• Jackie talks about sensing desperation from her car salesperson during her search for a new car and how we should be cognizant of our tone and messaging in the sales process.
• Kevin discusses the opportunity available to builders inspired by Studio McGee’s new spec home and the biases involved when looking at certain data metrics.

In The News (32:20)

• With little competition, homebuilders are feeling better (www.housingwire.com)
• Nearly Half Of Home Sellers Are Making Concessions To Woo Buyers (www.redfin.com)
• Gmail will write your emails for you. Google announces generative AI tools across Workspace (www.fastcompany.com)
• Google’s new AI tools and OpenAI’s GPT-4 bring more ‘maturation’ to the AI race (digiday.com)
• TikTok confirms the U.S. has threatened ban if Chinese parent ByteDance doesn’t sell stake (www.cnbc.com)

Hot Seat with Beth (52:20)

• What surprises has she seen now being on the DYC side?
• What’s the strangest thing Kevin has done on a call?
• Who is her spirit animal Home Builder?
• What is she most scared of?

Favorite Things (1:03:50)

• Jackie’s new camera
• Beth’s current addiction to a particular TV show
• Kevin pretending to be a cool dad

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Diving Into Home Builder Data with Rick Holmes and Alan RatnerKevin Oakley is joined by two industry experts, Alan Ratner, Managing Director at Zelman & Associates, and Rick Holmes, CEO of Home Builder Data, to take a deep dive into the world of home builder data. Join us as we explore the insights they've gathered, discuss the roles of first-time home buyers now and in the future, and how they use data to track trends for and from home builders nationwide.Kevin, Alan, and Rick discuss:

• The rate of change in mortgage interest rates
• The limiting factors in the housing market
• Housing affordability and availability
• The role of first-time home buyers
• Climate change policies and how they might impact the cost of future homes
• & More!

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.

Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · How To Calm Down A Nervous TeamKevin Oakley, Julie Jarnagin, and Becca Thomas discuss why website traffic is not a problem for most home builders at this time, why some teams are feeling nervous even when they’re having record-breaking sales this month, and what marketing teams can learn from other home builders.

Story Time (8:53)

• Becca reminds marketers that even incremental improvements can lead to success, not everything has to be a big update all the time.
• Julie might not be able to toss people over her head in jiu-jitsu, but that doesn’t mean she can’t learn something from those moves other people can make.
• Kevin shares that on March 7th home builders had the most website visitors ever since 2019 and why traffic is not the problem for builders.

In The News (23:05)

• WHY AI IS YOUR NEW PRODUCTIVITY COMPANION (www.builderonline.com)
• TikTok enters the search ad market, challenging Google and Microsoft (https://searchengineland.com)
• White House endorses new Senate TikTok bill, urges Congress to pass it ‘quickly’ (https://www.cnbc.com)
• Google launches new Google Trends portal (https://searchengineland.com)
• Why does everyone want to delete their Instagram account (https://mashable.com)
• Hiring is so hard for a Montana builder that it's flying in construction workers on a private jet (https://markets.businessinsider.com)

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Online Sales Takeover with Mike Lyon and Jen BarkanMike Lyon and Jen Barkan discuss the latest in the online sales world, including how to navigate dialogue across internal teams, benchmarks and takeaways from 2022, and a quick how-to guide on working with real estate agents. Additionally, Mike shares some personal insights on the importance of follow-up during a customer's purchasing journey.

Story Time (2:20)

• Jen talks about on-site sales and marketers recent interest and curiosities in what OSS teams are doing, and how to navigate the intent and communication across teams.
• Mike discusses his experience waiting for his coveted electric truck and how the process can remind us what our customers feel during their purchasing journey.

In The News (14:21)

• Online Sales Academy and The Importance of Structured Training (https://onlinesales.doyouconvert.com/sales-academy/)
• The Online Sales Benchmarks: 2022 Wrapped (www.doyouconvert.com)
• The Ultimate Guide to Communication with Real Estate Agents (www.doyouconvert.com/)

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Why Marketers Shouldn't Target ThemselvesKevin Oakley, Andrew Peek, and Jackie Lipinski discuss how marketers can identify their own marketing biases and learn to keep an open mind, they explore the differences between how we think how people typically search for non-single-family homes versus how they actually start their home search, plus Facebook’s subscription plans.

Story Time (2:35)

• Jackie talks about the google search volume for Twin Homes, Duplexes, Villas, Duets, Paired Homes, Townhomes, etc. and how we think people search for those homes vs. how people actually start their home search.
• Andrew discusses two companies offering the same product for sale with different curated offerings. Can you guess which company thrived?
• Kevin discusses how marketers’ personal biases might influence how their company approaches new marketing strategies.

In The News (23:50)

• Mark Zuckerberg announces Meta Verified subscription service for Facebook and Instagram following Elon Musk’s Twitter Blue (https://fortune.com)
• Adland on alert after Meta Verification announcement sees surge in ‘deactivate’ searches (www.thedrum.com)
• U.S. mortgage interest rates jump to highest level since November - MBA (www.reuters.com)
• CoStar breaks off talks for Move, Inc. (https://therealdeal.com)

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Is The Spring Selling Season Here?Kevin Oakley, Andrew Peek, and Samantha Kelleberger review the data and discuss if the spring selling season is here yet. They talk about the future of AI for home builders, home builder sentiment, and more!

Story Time (2:35)

• Samantha shares her customer service experience with Wayfair after she now has 3 broken fire pits.
• Andrew shares a pleasant customer experience with 0 human interactions.
• Kevin has never been more excited because conversations are finally sounding both rational and achievable. Plus Kevin discusses the wide range of possibilities of ai for builders.

In The News (23:50)

• Bing's new AI search is getting creepy fast (www.cnbc.com)
• Spring homebuying and selling season is here. Are you ready? (www.cnn.com)
• Homebuilder sentiment in February improved by the biggest amount in a decade www.cnbc.com)
• ALI WOLF: 3 THINGS TO WATCH FOR THE 2023 SPRING SELLING SEASON (www.builderonline.com)
• 49% OF NEW-BUILD HOMEOWNERS SEARCHED FOR THEIR BUILDER ONLINE (www.builderonline.com)
• Microsoft finally pulls the plug on Internet Explorer (www.digitaltrends.com)

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Stop Pining for the PastKevin Oakley, Jackie Lipinski, and Julie Jarnagin discuss if there's value in creating a new "series" of homes and when a product series program might actually apply, how the same story can be told in different ways through creative writing, why marketers need to stop pining for the past, and more!

Story Time (3:43)

• Jackie has a builder that is creating a new series of home, when the real message might actually be the new low price point.
• Julie has a unique experience buying Rothy's shoes online and shares the interesting way they market their close-out shoes online.
• Kevin wants marketers to stop talking about the Good Old Days of the previous years, we're still living in a great time for marketing and new home sales.

In The News (24:20)

• Celebrating National OSC Day!
• The NAHB International Builders' Show 2023 Recap (https://www.doyouconvert.com)
• Real estate agents say they can’t imagine working without ChatGPT now (https://www.cnn.com)
• Google Stock Tumbles Nearly 8% After Bard Ad Shows Inaccurate Answer, AI Race Heats Up (https://www.investors.com)
• Digging into Lennar and Elon Musk’s "Project Amazing" (https://therealdeal-com.cdn.ampproject.org)

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · The Housing Market Today & Beyond with NAHB Chief Economist Dr. Robert DietzKevin Oakley was joined by Dr. Robert Dietz, the Chief Economist and Senior Vice President for Economics and Housing Policy for the National Association of Home Builders. They discuss the housing deficit and limiting factors around the housing marketing, the current home supply and mortgage rates, the anticipated rise in cyclical home supply, and looking into the 2030s and beyond. Here's a sampling of what Kevin and Robert discuss:

• The rate of change in mortgage interest rates
• The limiting factors in the housing market
• Housing affordability and availability over time
• The role of first-time home buyers
• Climate change policies and how they might impact the cost of future homes
• & More!

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Calculating Your Cost-Per-LeadAndrew Peek, Jackie Lipinski, and Bryce Baker discuss how builders can calculate their yearly cost per lead data and why it’s important to know, why you need to analyze all of your Call-To-Actions on the desktop and mobile versions of your website, and the best practices around how to carve out time for self-learning goals.

Story Time (0:30)

• Bryce shares the CTA’s to update on your home builder website.
• Jackie explains why there is no industry standard for Cost-Per-Lead and why builders need to use their own historical data as a benchmark to improve on.
• Andrew discusses how people can carve out time to achieve their goals and create deadlines.

In The News (20:50)

• The Market Proof Marketing Podcast won Gold for the Best Professional Industry Insight Series at The Nationals!
• Upcoming 2023 Events
• Marketing Academy - April 4-7th Virtual academy
• Online Sales Academy - April 26-27 in Virginia Beach
• Summit - Free to top 200 builders. Claim (1) free ticket per company, apply on OnlineSalesSummit.com. Sept 26-27, 2023
• Redfin Launches Favorites Lists To Help Organize Your Home Search (www.redfin.com/)
• OpenAI Launches ChatGPT Plus For $20 Per Month (www.searchenginejournal.com)
• Google testing new search design with AI answers over organic results (searchengineland.com/)
• Zillows new AI - powered natural-language search is a first in real estate (www.prnewswire.com/)

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Goal Setting: Name It and Claim ItKevin Oakley, Andrew Peek, and Jessie Suggs present the latest Q4 online sales data, fresh from the source. They also delve into the workings of the Market Proof Algorithm and how it sheds light on larger data problems in affected communities. Finally, the team explores the connection between marketing decisions and the impact on home builder marketing conversion rates.

Story Time (2:43)

• Jessie shares the 2022 Q4 Online Sales Benchmark data.
• Andrew shares why your marketing impacts your own marketing conversion rates and how marketers can use the data to solve a problem.
• Kevin explains why the Market Proof Algorithm has become a staple for great marketers and how they use it to diagnose problem communities.

In The News (29:00)

• What to Focus on When Setting Goals in 2023 as an OSC (www.doyouconvert.com)/
• National OSC Day is on February 9! (www.doyouconvert.com/)
• Microsoft announces new multibillion-dollar investment in ChatGPT-maker OpenAI (www.cnbc.com)
• Murdoch in talks to sell Move Inc to CoStar: report (therealdeal.com)
• DOJ files second antitrust suit against Google, seeks to break up its ad business ((www.cnbc.com/)

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · CMO Powers, Activate!Kevin Oakley, Jackie Lipinski, and Sarah Simmerman discuss the power of a CMO and how they can positively impact their company, if google penalizes companies for using AI writing tools, tips for attending IBS, and more!

Story Time (1:59)

• Sarah discusses the value of knowing when to focus on reviews as a home builder
• Jackie gets a crazy 28k quote for fixing a drain, from a sub who admits at the end they don’t know what they’re doing. Aka subs are still hoping for people to not shop around.
• Kevin shares the best tips for IBS, including making multiple dinner reservations and talking with anyone and everyone.

In The News (13:19)

• Join Do You Convert at the 2023 International Builders’ Show (https://www.doyouconvert.com)
• Styldod reinvents itself with ReimagineHome: (reimaginehome.ai/)
• Who Can De-Risk Your Transformation? The CMO. (www.forbes.com)
• New service from ShowingTime+ enables agents to deliver beautiful, dynamic listings with less hassle (investors.zillowgroup.com)
• Google search responds to BankRate, more brands using AI to write content (searchengineland.com)
• One of America's largest homebuilders just opened its first community in the metaverse as more homebuyers in the real world cancel their orders (www.builderonline.com)

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Do You Convert Announces New Creative Director Karla TutenKevin Oakley is joined by Do You Convert’s new Creative Director, Karla Tuten! They dive into Karla’s unique experience working with home builders over the years, what projects she’s most proud of, why branding and graphic designs need to be minimal yet meaningful design and what that means, and more!Kevin and Karla discuss:

• Ep 121: Deep Design with Karla Tuten
• The obstacles that can get in the way of great graphic design
• Karla’s favorite rebrands and projects
• How good design can equal a positive customer experience
• & more!

Questions? Comments? Email show@doyouconvert.comor call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · A.I. and Its Role in 2023 for Home BuildersKevin Oakley, Jackie Lipinski, and Julie Jarnagin discuss how home builders might utilize A.I. for 2023, the 5 reasons why and why not a marketer might want to use A.I. tools, and why you need to step up and hustle at your own jobs when the market gets tough.

Story Time (3:22)

• Julie shares why she was disappointed in the lack of insights and product recommendations for a large purchase from a professional and what home builders can learn from it.
• Jackie gives insight on using ChatGPT to assist in writing home descriptions for home builders and why some builders might want to give it a shot if they haven’t already.
• Kevin shares his insights on how might people need to hustle in their own jobs this year, no matter the role.

In The News (17:45)

• Join Do You Convert at the 2023 International Builders’ Show (https://www.doyouconvert.com)
• Join the 100% free Do You Convert: All Access (https://members.doyouconvert.com/)
• What Is The Content Marketing Funnel? Move a customer smoothly along the content marketing funnel by optimizing your content at every stage. Here's what you should know. (www.searchenginejournal.com)
• Consumer confidence in housing finally rises, thanks to falling home prices (www.cnbc.com)
• A non-traditional trend to buying a home is gaining momentum in the Valley (https://www.12news.com)

360 Topic A.I. and its role in 2023 (ChatGPT, Jasper.ai, etc etc.) (45:12)

Top 5 Reasons Marketers SHOULD Use AI Tools: (As written by AI)

1. Increased Efficiency: AI tools like ChatGPT can automate repetitive tasks, such as answering frequently asked questions, allowing marketers to focus on more strategic tasks.
2. Improved Personalization: AI can analyze consumer data and provide personalized recommendations, helping to create more meaningful connections with potential buyers.
3. Better Lead Generation: AI can help identify and qualify leads, increasing the chances of converting them into buyers.
4. Enhanced Decision Making: AI can provide insights and data-driven recommendations for marketing campaigns, helping to make more informed decisions.
5. 24/7 Availability: AI-powered chatbots can provide round-the-clock customer service, allowing potential buyers to get the information they need at any time.

Top 5 Reasons Marketers SHOULD NOT Use AI Tools: (As written by AI)

1. Lack of Human Touch: AI tools can lack the empathy and emotional intelligence of human interactions, which can be important in building trust and creating a positive customer experience.
2. Limited Understanding of Context: AI can struggle with understanding the nuances and subtleties of language, making it difficult to handle more complex or nuanced interactions.
3. Risk of Bias: AI is only as unbiased as the data it is trained on, and if the data is biased, the AI will also be biased. This can lead to unfair or discriminatory outcomes.
4. Dependence on Data Quality: AI tools rely heavily on accurate and relevant data, so if the data is poor, the AI's performance will also be poor.
5. High cost: AI-based tools can require a significant investment, which may not be feasible for some new home industry marketers or may not provide a good return on investment.

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Activate Your Skills for 2023Kevin Oakley, Andrew Peek, and Jen Barkan discuss the home builder services that won't fly for 2023, why the word of 2023 needs either to be Activate or Electric, and how to harness your OSC energy to amplify the customer experience.

Story Time (8:08)

• Jen Barkan talks about the energy we need to bring for the new year and how energy transfers from the OSC to the customer.
• Kevin shares why he thinks everyone has a new years personality
• Andrew discusses home builder reputation management regarding a friend who just did a new home walk-through that was below pa and how Online Sales saved the day.

In The News (23:00)

• Join a free Marketing Impact Group
• Join the 100% free Do You Convert: All Access (https://members.doyouconvert.com/)
• Less than a month away from National OSC Day - February 9th! Mark your calendars! (doyouconvert.com)
• The Top New Home Marketing and Online Sales Content in 2022 (www.doyouconvert.com)
• Welcoming Our New Creative Director Karla Tuten to Do You Convert (www.doyouconvert.com)
• U-Haul Growth States of 2022: Texas, Florida Remain Top Destinations for One-Way Moves (myuhaulstory.com)
• EU rules that Meta’s ad practices are illegal (https://searchengineland.com)

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Revenue Supporting Marketing ReportsKevin Oakley, Andrew Peek, and Bryce Baker share tips on what kind of marketing reports Marketers can build to help support creating revenue for their builder. Plus why the quality of your leads needs to be assessed and how why you need to stop them if bots are filling your CRM system.

Story Time (4:40)

• Bryce shares why the new year is a good time to clean up your accounts.
• Andrew explains why if your google ad’s cost-per-click is over $2, something is wrong and inefficient, and if it is feel free to reach out to Andrew.
• Kevin describes why Marketers should understand lead quality and why they need to change the direction of lead sources if leads are bots. Aka why lower leads are ok in certain circumstances.

In The News (20:46)

• Join a free Marketing Impact Group
• Join the 100% free Do You Convert: All Access (https://members.doyouconvert.com/)
• Budgeting Google Ads in 2023 - Will Costs Rise, Decrease, or Stay the Same? (doyouconvert.com)
• 6 Social Media Predictions for 2023 (makeuseof.com/social-media-predictions-2023/)
• According to the Study by Brand Keys, Amazon Send the Most Emails to Its Customers But They Don't Mind It (digitalinformationworld.com)
• What To Expect from the Housing Market in 2023 (keepingcurrentmatters.com/2022)

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Ep 254: Beware AttributionKevin Oakley, Andrew Peek, and Julie Jarnagin explain why leads are useless unless, of course, they are responsive leads. Plus why they warn against direct attribution being a decision maker, one home builder’s big ad spend flub, and more!

Story Time (4:43)

• Julie recommends being curious and asking questions as your new year's resolution for 2023.
• Andrew shares an amazing analogy to shopping at the grocery store to how to think about budgeting
• Kevin shares how one builder spent $41k in bing ads before we worked with them.

In The News (20:05)

• Join a free Marketing Impact Group
• Join the 100% free Do You Convert: All Access (https://members.doyouconvert.com/)
• SENATOR MERKLEY INTRODUCES LEGISLATION TO BAN HEDGE FUND OWNERSHIP OF RESIDENTIAL HOUSING (www.merkley.senate.gov)
• AMAZON IS LAUNCHING A TIKTOK-STYLE SHOPPING FEATURE (adage.com)
• Intensified housing market correction has homebuilders offering sweetheart deals to Wall Street (https://fortune.com)
• WHAT'S DRIVING THE BEHAVIORS OF HOME BUYERS AND SELLERS? (builderonline.com)
• Here are the 2022 global media rankings by ad spend: Google, Facebook remains dominant — Alibaba, ByteDance in the mix (digiday.com)

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Top Behaviors For Consistent Marketing ResultsKevin Oakley, Jackie Lipinski, and Becca Thomas discuss how to prepare your teams for 2023 along with the top 5 behaviors marketing teams need to have to create consistent results. Plus learn how you can join our newly released Marketing Impact Groups for free and team up with 5 other home-building marketers to help you build your own support system.

Story Time (2:22)

• Jackie is seeing two types of marketers lately - the proactive and the reactive by the steps they’re taking in order to secure sales going into the end of the year.
• Becca talks about the benefits to buyers when the market slows and how a personalized home buying experience needs to be the main focus
• Kevin discusses the top 5 behaviors marketing teams need to have to create consistent results for their home builder.

In The News

• Join the 100% free Do You Convert: All Access (https://members.doyouconvert.com/)
• DYC Wins Two Silver Awards from The Nationals (https://www.doyouconvert.com)
• Answer the Public (https://answerthepublic.com)
• DYC at IBS 2023 (https://www.doyouconvert.com)
• The Golden Age of SEO is Over - Rand Fishkin (https://landbot.io)
• Meta has threatened to pull all news from Facebook in the US if an 'ill-considered' bill that would compel it to pay publishers passes (https://www.businessinsider.com)
• Zillow Group acquires VRX Media to create national photographer network, elevate listing media through ShowingTime+ brand (zillow.mediaroom.com/)
• Housing Market Predictions 2023: A Post-Pandemic Sales Slump Will Push Home Prices Down For the First Time in a Decade (https://www.redfin.com)

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

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Market Proof Marketing · Online Sales Follow Up With Rachel StarrattKevin Oakley and Andrew Peek welcome and introduce the newest Do You Convert team member Rachel Starratt! Rachel shares what it was like winning Online Sales Team of the year at The Nationals two years in a row, how NOT to follow up with old leads, what her first week with Do You Convert has been like so far, and of course…Pancakes or Waffles. Plus Kevin talks all things OTT and Geofencing along with his recent experience exploring brands using the MetaVerse.

Story Time (4:20)

• Andrew compares his recent dessert baking experience to marketing.
• Rachel gets a happy birthday sales pitch call (who thought that was a good marketing plan?).
• Kevin shares why FUD is back & stronger than ever. Plus his experience in the MetaVerse & Why OTT & Geofencing is SO popular to talk about.

Supporting Partner

The Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor.

In The News (30:56)

• NAR shuts down bid to end no-commingling rule, Zillow reveals (www.inman.com)
• The Do You Convert Holiday Gift Guide (www.doyouconvert.com)
• Budgeting for Google Ads in 2022 - Costs Expected to Rise (doyouconvert.com)
• DATA AND CONTINUAL ADJUSTMENT WILL HELP BOOST LEADS, IMPACT RESULTS (builderonline.com)
• FHFA Announces Conforming Loan Limit Values for 2023 (www.fhfa.gov)

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.

Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!

Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets.

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Market Proof Marketing · This Is The Worst Time To Be Boring Kevin Oakley, Andrew Peek, and Julie Jarnagin discuss why you will struggle as a home builder if you can’t market one individual home well. Kevin shares two examples of successful messaging from builders on how to talk about incentives and why every marketer needs to be visiting their communities regularly. Story Time (3:58)Julie shares her favorite productivity hacks to help when task lists seem too long.Andrew talks about building intuition towards your ads through repetition and how it compares to cleaning a messy room. Kevin shares two examples of fantastic messaging from builders to collect leads, why hard work is necessary at times, and why you need to regularly visit communities.Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In The News (30:03)Hotels operators take a deeper step into the apartment business (www.hotel-development.marriott.com/brands/apartments)Tips on List Segmentation For Effective Prospecting (https://www.doyouconvert.com)Stop Calling Them Soft: Why Today’s Essential Skills Are Anything But (https://chief.com)New report shows Google cost per lead has increased for 91% of industries (searchengineland.com)Facebook Updates Ad Terms Granting Itself More Leeway in Testing (www.ecommercebytes.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 251: This Is The Worst Time To Be Boring appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Focus On What Is Never Going To Change Kevin Oakley, Jackie Lipinski, and Julie Jarnagin share why focusing on what’s never going to change can be more important than trying to anticipate how something might change, how to take advantage of extra time at the end of the year, and why you can’t only surround yourself with cheerleaders.Story Time (4:22)Julie recommends the art of time blocking to get your projects completed.Jackie gets a compliment from a builder and shares why it’s important to surround yourself with insightful people. Kevin shares the concept of why you need to understand and focus on what’s not going to change vs what might change.Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In The News (13:01)Twitter users jump to Mastodon - but what is it? (bbc.com)Home buyers' and sellers' biggest misconceptions in a shifting market (https://zillow.mediaroom.com)Redfin to cut 13% of workforce and shut down home-flipping business RedfinNow (www.geekwire.com)Meta Lays Off More Than 11,000 Employees (www.nytimes.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 250: Focus On What Is Never Going To Change appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Turning the World Upside Down with Jack Burlinson and Isaac Kassab Kevin Oakley is joined by Jack Burlinson, Founder and CEO of Stageglass, and Isaac Kassab, Head of Growth at Stageglass. Together they discuss how to turn construction documents into interactive video-game environments, who Wows them in the industry and in life, along with how they create certainty with renderings.Kevin, Jack, and Issac also discuss:Thoughts on Automating ArtHow to solve problems with and without a.i.How they plan to learn and build the next version of their product.Why people might be opposed to technology right now. & More!Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 249: Turning the World Upside Down with Jack Burlinson and Isaac Kassab appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Stop The Internal Insanity Kevin Oakley, Andrew Peek, and Jessie Suggs discuss builders going a little bit rogue lately and how to stop the insanity. Plus they touch on why short-term and long-term investments only work if the appropriate changes are applied, how to think about different marketing channels and what each opportunity costs, and more!Story Time (4:22)Jessie shares her perspective of builders going a little rogue lately.Andrew considers the long-term and short-term investments in marketing and why they only occur when there are changes applied.Kevin discussed how to think about budgets and how to think about what each marketing opportunity costs. Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In The News (27:53)Are you spamming your customers?! (doyouconvert.com)Marketers continue to chase ‘authenticity,’ but what is it? (digiday.com)HOME BUYER PERCEPTION OF HOUSING AVAILABILITY IMPROVES IN THIRD QUARTER (builderonline.com)Pressure is back on sellers to attract buyers as demand softens (https://zillow.mediaroom.com)Pantone wants $15/month for the privilege of using its colors in Photoshop (arstechnica.com)Elon Musk says $8 monthly fee for Twitter blue tick (www.bbc.com/news/business-63478854)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 248: Stop The Internal Insanity appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Putting Trust In Your Team Andrew Peek, Sarah Simmerman, and Julie Jarnagin share their insights on issues that occur from an improperly organized website URL structure and how it can impact ads. Plus they discuss why you need a team you can rely on to get the job done right, what zero-clicks searches are on google, meta, and the headlines in the news about buying new homes. Story Time (6:01)Julie shares why you need to trust your team members and give them the ability to hold their weight in their positions.Sarah find a builder with a difficult-to-track website URL structure and why you need it to workAndrew shares why reports can save time when you have a frictionless websiteSupporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In The News (15:40)If you're considering buying or selling a home, you might want to wait until next year (businessinsider.com)Google search study: 25.6% of desktop, 17.3% of mobile are zero-click (searchengineland.com)Meta reports another drop in revenue, in a rough week for tech companies (www.npr.org)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 247: Putting Trust In Your Team appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Have Your Tactics Changed Fast Enough with Jeff Shore

Kevin Oakley was joined by Jeff Shore to talk about his new 📚 book (From Contract To Close by Jeff Shore and Bob Mirman) and his perspective on current market conditions. When Kevin got an opportunity to ask someone with as much wisdom as Jeff has... he did his best to ask good questions.Here's a sampling of just a few of the questions Kevin asked Jeff Shore:"Has the current market conditions created more resistance or acceptance to your team’s training efforts?""What makes From Contract To Close a different kind of book?""Is it possible to be TOO transparent?""Won't better technology fix all of these problems for us?""We’ve both been through the complete housing cycle before... most haven’t. What feels similar, and what feels different about this market compared to 2008?""What is a potential bright spot for 2023 that most people aren't paying attention to?"& More!Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 246: Have Your Tactics Changed Fast Enough with Jeff Shore appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Is It Possible To Measure All Marketing Channels? Kevin Oakley, Andrew Peek, and Jackie Lipinski talk about Ryan Reynolds (A Marketing Genuis?), they do a rapid competitor analysis of a few Florida homes for sale, and discuss why we love SparkToros’ latest blog on understanding how to measure hard-to-measure marketing channels.Story Time Jackie doesn’t appreciate when builders skip taking photos of completed homes on builder websites, especially when the builder is asking for $1mil+Andrew sparks a competitor analysis with the currently available homes in his neighborhoodKevin shares his thought on the marketing mind behind Ryan Reynolds and his latest documentary. Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In The News (32:27)Homebuilder sentiment drops to half of what it was six months ago (www.cnbc.com)How to Measure "Hard-to-Measure" Marketing Channels (sparktoro.com)Netflix will charge $6.99 a month for new ad-supported plan starting Nov. 3 in U.S. (www.cnbc.com)Google Makes Ads More Distinguishable From Organic Results (searchenginejournal.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 245: Is It Possible To Measure All Marketing Channels? appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · 2022 Follow-Up Survey Bonus Episode

On this very special Market Proof Marketing podcast episode, Jen Barkan and Mike Lyon reveal the 2022 Home Builder Follow-Up Survey, Do You Convert's most comprehensive and in-depth builder shop to date! In partnership with Clear Evaluations, we surveyed a random sampling of 100 home builders from the 2022 Builder 100 and Next 100 lists, as designated by Builder magazine. After analyzing the data we then publish and share these results with the home building industry so that builders can identify areas for improvement and implement the people, processes, and tools to make it happen. No one has done it longer, approached it more in-depth, or shared more insights. Visit https://onlinesales.doyouconvert.com/2022-home-builder-shop to receive your very own copy of the “2022 Do You Convert Home Builder Shop Results.”Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post 2022 Follow-Up Survey Bonus Episode appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Transparency Of Home Listings Kevin Oakley, Julie Jarnagin, and Becca Thomas discuss the balance of transparency in a home listing, knowing when to shift marketing priorities, and understanding the seasonality of the home building industry.Story Time Becca shares the story around a building being cautious with too pretty of photos. Julie reminds you to shift your priorities with the shifting market.Kevin discusses the seasonality of the market along with a video he received on LinkedIn.Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In The News (25:45)Do You Convert: All AccessAdvertisers are split on whether they’ll spend less in 2023, according to survey (marketingbrew.com)It’s painful how hellbent Mark Zuckerberg is on convincing us that VR is a thing (techcrunch.com)Why mass marketing will not work on Gen Z – it’s all about subcultures (digiday.com)Google Data Studio now known as Looker Studio (searchengineland.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at Do You Convert All Access or on the Market Proof Marketing Facebook group.Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 244: The Transparency Of Home Listings appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Communicating The Vision Of A Home with Steve Ormonde Kevin Oakley was joined by Steve Ormonde, owner of Focus 360. They talk about shortening the home-buying sales cycle, the progression of renderings and virtual tours over the years, and how to communicate the vision of a home along with all the tools to support that goal, both onsite and online.Kevin and Mike discuss:How the pandemic shifted the mindset of builders to move faster.How "style curation" may play an essential role for buyers in the future.Why Version 1 of what you roll out means never having to say sorry.& More!Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 243: Communicating The Vision Of A Home with Steve Ormonde appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 242: Favorite Builder Podcasts Kevin Oakley & Mike Lyon discuss their personal Online Sales and Marketing Summit takeaways, the latest Online Sales benchmark numbers, how to actually count appointments, and Builder Online's list of favorite builder podcasts! Story Time (1:11)Mike Lyon shares his favorite Online Sales & Marketing Summit memories.Kevin Oakley reviews the first principles from the Summit and a recent home builder conversation around trying a marketing route again but in a new way. Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In The News (16:02)Expert panel: Expect a buyers' market before the end of 2023 (zillow.mediaroom.com)8 PODCAST RECOMMENDATIONS FOR HOME BUILDERS AND OTHER INDUSTRY PROS (www.builderonline.com)Online Sales Benchmarks are out (https://www.doyouconvert.com/blog/the-q2-2022-online-sales-benchmarks/)Fake fires and greener grass: the real estate photo tricks that make a house feel like a home (https://www.theguardian.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 242: Favorite Builder Podcasts appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · 2022 Online Sales & Marketing Summit Highlights Kevin Oakley, Jackie Lipinski, and Julie Jarnagin recap the 2022 Online Sales and Marketing Summit and share their favorite takeaways. Plus they discuss the preparedness paradox, why local markets matter again, and why having the right answer is not impressive as knowing how to get the next right answer.Story Time (5:18)Julie notices the trend that marketers are analyzing more and more data going into the last quarter of the year. Jackie explains the Preparedness Paradox and how it applies to builders in a shifting marketKevin shares why people keep thinking “big fire sales” are always around the corner, why local markets matter again, and the 2022 Summit takeawaysSupporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In The News (31:18)Market Proof Marketing Academy | Live and In-Person November 9-10, 2022 in Tampa, Fl (marketproofacademy.com)Lawsuit alleges tech on Zillow website amounts to ‘wiretapping’ (seattletimes.com)New law represents ‘seismic shift’ in California housing policy (sfexaminer.com)The U.S. Is Running Short of Land for Housing (wsj.com)Google Chrome Hints to Block Various Ad Blockers In Coming Years (digitalinformationworld.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunesFollow on SpotifyListen On Stitcher A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 241: 2022 Online Sales & Marketing Summit Highlights appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Stopping the Lag in Home Builder Data with Mike Simonsen Kevin Oakley was joined by Mike Simonsen, the Founder and CEO of the housing analytics firm Altos Research. They talk about how this housing market is different from the downturn, how Altos Research began, what the leading indications they consider and track, as well as why there is such a lag in builder data.Kevin and Mike discuss:What Altos Research is doing to fix the lag in home builder data.Why the aggregated data provides realistic home price expectations How this home market is different from the downturn Why we need to consider what the “thing” is that we’re waiting to hit usThe Altos Research youtube channelQuestions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 240: Stopping the Lag in Home Builder Data with Mike Simonsen appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Flow State vs. Clutch State Kevin Oakley, Julie Jarnagin, and Samantha Kellenberger discuss the flexibility between Flow State (letting things happen) vs. Clutch State (making things happen) on how to think about both. Why you can't move forward if your basics aren't covered, why builders need to be prepared to market individual homes, and why first principles matter. Story Time (3:46)Samantha shares an update on her new construction home and on working with contractors for her landscaping project.Julie: Read Do Hard Things by Steve Magness. Flexibility between Flow State (Zoomed out) vs. Clutch State (Zoomed in)Kevin talks about the first principles. Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In The News (18:19)Luxury Brands Spend More on Marketing, Defying Economic Uncertainty (www.wsj.com)Kim Kardashian adds private equity firm to her portfolio (bbc.com)Gordon Ramsay and Martha Stewart are being outperformed by Doña Angela, a grandma from rural Mexico and her daughter’s phone camera. (https://twitter.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 239: Flow State vs. Clutch State appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · A Clean Job Site Matters Kevin Oakley, Andrew Peek, and Jackie Lipinski are getting prepped for the sold-out Online Sales & Marketing Summit in Phoenix. They discuss the value of a clean job site, why you need to consider the different variations of how people shop, and how “presale without fail” works even now.Story Time (5:35)Jackie visits a clean builder site while on vacation after hours.Andrew has different levels of shopping experiences and discovers he’ll pay a premium to not feel sold to.Kevin shares the story of sometimes needing to get things done means having to come up with a creative solution. Plus everything in homebuilding is not bad, so breathe. Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In The News (38:19)Builder sells 52 homes during the grand opening weekend. (www.builderonline.com)Apple iOS16 Update Details (www.apple.com/ios/ios-16/)Apple is gaining on Facebook and Google in online ads after iOS privacy change, report shows (www.cnbc.com)Facebook changes coming to Special Audiences (www.facebook.com)A top-requested new Zillow feature lets shoppers hide homes they've ruled out (https://zillow.mediaroom.com)Housing Inventory is Declining - Again (altosresearch.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 238: A Clean Job Site Matters appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Mastering Master Plan Communities with Cassie Cataline Kevin Oakley is joined Cassie Cataline, Director of Marketing at Nexton in South Carolina. Kevin and Cassie review the steps taken over the years to lead Nexton to be named the best mixed-use community in the US and one of the top 25 master-planned communities regarding sales. Kevin and Myers discuss:Why simplification is key for consumers when there are so many choices.Planning events and micro-events for the public and homeownersHow they communicate with the HOAHow long they created an interest list and why they made a full block of homes before Nexton went to sale.What and who is “Bo Knows Nexton”& more!Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 237: Mastering Master Plan Communities with Cassie Cataline appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Why We Are All In Sales Kevin Oakley, Andrew Peek, and Jen Barkan discuss why you need to define what success looks like to you in your role, why we’re all in sales (including you Marketing Director reading this), and how storytelling and visual support can help sell more homes.Story Time (8:20)Jen shifts from easy mode to work mode in online sales and her family life.Andrew’s new shoes have more content than a new construction home, that’s wrong.Kevin is going to run a survey with two different kinds of content around a new construction home. Plus Kevin talks about the value of home equity. Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In The News (39:51)Online Sales Academy (https://onlinesales.doyouconvert.com/sales-academy/)Market Proof Marketing Academy (https://www.marketproofacademy.com/)5 Things Online Sales Specialists Need to Know Right Now (https://www.doyouconvert.com)'Shrinkflation' hits $1 million homes, down 397 square feet since 2020 (https://zillow.mediaroom.com)Google helpful content update is now rolling out (https://searchengineland.com)What creators should know about Google's helpful content update (https://developers.google.com)The US housing market downturn will be worse in 2023, forecasts Goldman Sachs (fortune.com/2022)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 236: Why We Are All In Sales appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ads That Facebook Hates Andrew Peek, Julie Jarnagin, and Bryce Baker discuss the ads that Facebook doesn’t love at the moment. Plus they discuss the marketing lessons learned during the great recession, their thoughts on how the recently announced loan forgiveness might impact home buying, and more.Story Time (0:50)Andrew gets an interesting marketing question from a builder.Bryce shares some fun things to look forward to at the Online Sales & Marketing SummitJulie shares the ad styles to stay away from in Facebook and what they’re cracking down on.Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In The News (9:00)3 LESSONS FROM THE GREAT RECESSION FOR SALES AND MARKETING (builderonline.com)What Biden's student loan forgiveness means for real estate (www.inman.com)Is the end of instragram (www.youtube.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 235: Ads That Facebook Hates appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Opendoor and Zillow Partnership Thoughts Kevin Oakley, Andrew Peek, and Jackie Lipinski discuss the Opendoor and Zillow partnership, the millennial pause, what is ShowingTime: The Next Generation, and more!Story Time (3:05)Jackie hears the phrase “consumer sentiment” in an everyday conversation. Andrew has been “brand-rep-fluenced”, word he’s inventing for when you’ve been influenced to trust a brand through local marketing strategies with representatives. Kevin shares his take on the Opendoor and Zillow partnershipSupporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In The News Are You Sure You're Not Guilty of the 'Millennial Pause'? (theatlantic.com)ShowingTime: The Next Generation (showingtime.com/)Instagram users can now cross-post Reels to Facebook (9to5mac.com)Home sales fell nearly 6% in July as housing market slides into a recession (www.cnbc.com)WeWork co-founder lines up $350 million A16Z investment for a new billion-dollar real estate venture (www.theverge.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 234: Opendoor and Zillow Partnership Thoughts appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Where To Start With SEO Andrew Peek, Jackie Lipinski, and Julie Jarnagin discuss SEO considerations to be aware of and the questions you should be asking to set realistic expectations. They review floor plan content you can utilize to keep users on your website, the Zillow and Opendoor announcement, and more!Story Time (1:43)Julie shares the story of a recent customer asking for her testimonial not to be used due to how people might judge her because she thinks she bought at the top of the market.Jackie shares some SEO considerations for your website and why it’s not a good idea to cut your ads even if you are ranking on page 1.Andrew gives his opinions on SEO and shares the best resources on where to start. Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In The News (14:58)Beginners Guide to SEO (https://moz.com/beginners-guide-to-seo)Where High-Earning Households Are Moving – 2022 Study (smartasset.com)'Zillow launches 'Zillow Surfing 2.0' nationwide to automate floor plans (www.inman.com)Meta Expands Automated Ad Optimization Options via ‘Meta Advantage’ Program (www.socialmediatoday.com)A Growing Share of Home Listings Are Stale As Market Cools (www.redfin.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 233: Where To Start With SEO appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Information Filter Failure Kevin Oakley, Andrew Peek, and Jessie Suggs discuss what is information filter failure, how your mental state plays into how you approach any situation, the Jeff Shore Sales Leadership Summit, and their thoughts on the best ways to prepare a team for an uncertain market. Story Time (1:15)Jessie attended the Jeff Shore Sales Leadership Summit for the first time ever and shares the shenanigans she got into along with some stats.Andrew gets a marketing text message....8 years after using a company's service. Who does that?Kevin discusses “filter failure” and why he only focuses on what’s best for home builders.Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In The News (29:30)It's All About Mentality - Thank You vs. You're Welcome (www.doyouconvert.com)7 WAYS TO PREPARE YOUR TEAM TO SELL IN AN UNCERTAIN MARKET (www.builderonline.com)‘Buy My House’: Netflix Reveals Premiere Date for ‘Shark Tank’-Esque Real Estate Series (www.tvinsider.com)Google releases simple, centralized tag solution (searchengineland.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 232: Information Filter Failure appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 231: The Future of Designing Homes Is Here with Marc Minor Kevin Oakley was joined by Marc Minor, Founder and CEO at Higharc. Kevin and Marc discuss how builders can design homes and sell homes in 3D, how to fix the “hair on fire” mentality in the industry, how builders can gather data on potential floor plans before construction begins, and how to eliminate work that is fundamentally repetitive. Kevin and Marc discuss:How to use digital tools to improve the customer experienceHow they can help create permit-ready construction documents all in one locationThe 7 general categories of objections and how to overcome themThe potential to replace the need for CAD systemsHow builders can use the program to save months of work and collect valuable on potentially available new floor plan optionsQuestions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 231: The Future of Designing Homes Is Here with Marc Minor appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Standing Inventory? Update Your Website.

Jackie Lipinski, Julie Jarnagin, and Bryce Baker share the common home builder website messaging mishaps and why they can hurt your website’s traffic to lead conversion rates if you don’t correct them. Plus they discuss various ways to push incentives, how to get your sales team on the same page, what’s happening with Google’s tracking cookies, and more!Story Time (2:25)Bryce shares the various ways marketers can approach marketing incentives.Julie explains why one tone-deaf conversation with her concrete contractor changed her option of the company and if she would recommend them. Jackie reminds builders if you now have standing inventory or will soon, you need to review your website and community pages with fresh eyes. Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In The News (17:37)Ad spend recedes in June for first decline in 15 months, study says (marketingdive.com)Demand has been destroyed in advertising technology, says Zillow co-founder (cnbc.com)Alphabet reports Q2 2022 revenue of $69.7 billion (9to5google.com)Google Ads Automatically Will Switch Some Conversion Actions To Data Driven Attribution (seroundtable.com)Instagram rolls back some product changes after user backlash. (nytimes.com)YouTube TV hits 5 million subscribers and is looking like the future of cable (theverge.com)Google is pushing back its deadline for killing off tracking cookies until at least 2024 (business-standard.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 230: Standing Inventory? Update Your Website. appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · So You Need Foot Traffic Kevin Oakley, Andrew Peek, and Julie Jarnagin share the latest and greatest positive takeaways from builders, including how a builder utilized the Market Proof Algorithm to identify a bigger issue for a problem community. They discuss the biggest friction point they’re seeing for builders right now, which is leadership demanding more foot traffic and leads, and how marketing can approach the situation. Plus, RIP Expanded Text Ads in google and what builders need to know.Story Time (2:13)Julie is now the general contractor of her home project.Andrew is also playing contractor for a playground.Kevin discusses the biggest friction points for home builder leaders at this time. Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In The News (20:43)Reminder – you can no longer create or edit ETAs (https://searchengineland.com)Instagram Launches ‘Searchable Map’ That Allows Users To Explore Popular Tagged Locations(www.digitalinformationworld.com)Zillow's new tool powers home searches in up to five areas at once, letting shoppers move as fast as the market(zillow.mediaroom.com)Buyers gaining time and options as competition eases. (zillow.mediaroom.com)New Home Construction Keeps Sinking As Housing Market Demand ‘Quickly’ Dries Up (forbes.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 229: So You Need Foot Traffic appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · History Doesn't Repeat, It Rhymes with Myers Barnes Kevin Oakley is joined by Myers Barnes, owner of Myers Barnes Associates. Kevin and Myers discuss the theory that history doesn’t repeat itself but does rhyme regarding the housing market. The lessons marketers and sales need to remember from the history of the housing market. Why people need to shift their mindsets to understand they are not just selling homes they’re selling hope and why it’s never as bad as you think it is, it’s only as bad as you think it is. Kevin and Myers discuss:Why selling homes will be harder for people with no hopeWhy the presentation of information mattersWhy the numbers never lie, unless you lie about the numbersHow the business model has changed& more!Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 228: History Doesn't Repeat, It Rhymes with Myers Barnes appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Cyclicality Is Back Kevin Oakley, Jackie Lipinski, and Samantha Kellenberger recorded a rare Facebook live-streamed episode of the podcast! They discuss cyclicality is officially back, connection over perfection for home builders, and how builders gain market share in challenging times.Story Time (4:00)Samantha sets the tone for her new home neighborhood with her landscaping projectJackie discusses connection over perfection and why building connections online through content mattersKevin shares why cyclicality is back for home builders, how to steal market share, and why product presentation is a lost artSupporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In The News (17:10)BUILDERS JOCKEY TO CORNER SHARE GAINS IN FAST TIGHTENING MARKETS (thebuildersdaily.com)The Deal Is Off: Home Sales Are Getting Canceled at the Highest Rate Since the Start of the Pandemic (www.redfin.com)Meta Alerts Users About Its Facebook ‘Premieres’ Video Viewing Option Being Depreciated (digitalinformationworld.com)Meta Quest headsets will finally stop requiring a Facebook account (Theverge.com)Nearly Half of Genz use TikTok and Instagram over Google Search (businessinsider.com)Elon Musk notifies Twitter he is terminating deal (cnbc.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 227: Cyclicality Is Back appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · The $$$ Value of Outbound Calls Kevin Oakley, Andrew Peek, and Jessie Suggs share how one builder created an online sales outbound call challenge that more than doubled the online sales contribution rate and improved their overall sales goals during what is historically a slower selling season in June. They also discuss how online sales can help with task fatigued on-site agents, the habits of a healthy marketing department, and Kevin recommends watching out for out-of-industry “Ambulance Chasers.”Story TimeJessie shares the positive data behind one builder who ramped up their follow-up process and created more sales through itAndrew gets inspired by a real estate marketing video creator. Kevin discuss how incentives only work incrementally and not exponentially. Plus he calls out “Ambulance Chasers”Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. We Answer “Frequently Asked Questions” from Home Builder MarketersNew Firefox privacy feature strips URLs of tracking parameters (www.bleepingcomputer.com)What are Identical Keywords and why they matter for Google Ads (https://searchengineland.com) 'EVERYBODY'S-A-WINNER' ERA IN BUILD-TO-RENT GETS A STRESS TEST (www.thebuildersdaily.com)Why is my Instagram black? What dark mode does to your background after latest update and how to change it (https://inews.co.uk/)Slate blue, black front doors can sell homes for as much as $6,449 more (zillow.mediaroom.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 226: The $$$ Value of Making Outbound Calls appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Making A Difference Through Marketing with Carol Morgan

Kevin Oakley was joined by Carol Morgan, President of Denim Marketing, cohost of the Sales & Marketing Power Hour, and the author of several marketing books. Kevin and Carol examine the value of Public Relations and how to bring value and attention to a builder’s message. Plus they discuss knowing who the industry difference-makers are when a recession hits, how Carol helped shape Kevin’s early career, and the thrill of helping create a difference through stories.Kevin and Carol discuss:How marketing and PR together can help builders bring in more salesThe shifting new home market and its impact to buildersWhat Kevin's favorite article of Denim happens to be& more!You can find Carol on the Sales & Marketing Power Hour webinar series here. Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 225: Making A Difference Through Marketing with Carol Morgan appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Create Content People Want To Steal Andrew Peek, Julie Jarnagin, and Becca Thomas discuss how to review yourself and your company as we hit the halfway point of the year, understanding google’s new PMax campaigns, why you should always aim to create stealable content, and Kevin sneaks into the podcast to discuss when to worry about standing inventory homes. Story Time (3:35)Becca shares the story of selling her home in one weekend and how a simple customer service issue turned into a headache due to internal company processes. Andrew discusses the problems with HOA-hired landscapers when they damage a water line.Julie explains why now is the best time to analyze your personal and professional goals as we head into the second half of the year. Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. We Answer “Frequently Asked Questions” from Home Builder Marketers (17:30)New Firefox privacy feature strips URLs of tracking parameters (www.bleepingcomputer.com)What are Identical Keywords and why they matter for Google Ads (https://searchengineland.com) 'EVERYBODY'S-A-WINNER' ERA IN BUILD-TO-RENT GETS A STRESS TEST (www.thebuildersdaily.com)Why is my Instagram black? What dark mode does to your background after latest update and how to change it (https://inews.co.uk/)Slate blue, black front doors can sell homes for as much as $6,449 more (zillow.mediaroom.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 224: Create Content People Want To Steal appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Volatility is Certain Kevin Oakley, Jackie Lipinski, and Andrew Peek discuss changes you can make to help improve community page conversion rates, why volatility is certain but anxiety is optional, how Facebook is changing its ads at the end of 2022, the upcoming Market Proof Awards, and why Kevin recently made a community marketing recommendation that he's never made before. Story Time Andrew discusses analyzing problem communities and low-hanging fruit for fixing community pages.Jackie shares the phrase “Volatility is certain. Anxiety is optional” and how new home marketers can approach this new market. Kevin shares the advice he gave a builder about promoting a community this week that he’s never recommended before.Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. We Answer “Frequently Asked Questions” from Home Builder Marketers (29:15)Market Proof Awards are Live! Submissions close July 15th. (www.marketproofawards.com)Market Proof Academy now LIVE for registration (www.marketproofacademy.com)Meta settles with US government over ad targeting-enabled housing discrimination (www.theverge.com)Instagram is Testing Age Verification Through Facial Scanning (https://petapixel.com)TikTok exec: We're not a social network like Facebook, we're an entertainment platform (www.cnbc.com)Housing affordability hits 15-year low as prices, mortgage rates rise (http://zillow.mediaroom.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 223: Volatility is Certain appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · How Do You Promote Rate Locks & Other FAQs Kevin Oakley, Julie Jarnagin, and Becca Thomas discuss easy steps all marketers can take to create more content around floor plans. Plus the team skips the news segment of the podcast this week to bring you the most common Frequently Asked Questions from home builder marketers from the last week, including if you should buy more leads now that conversions are down, how to promote rate locks, what should the OSC’s be doing right now, and what you need to know about your cost per lead. Story Time Becca is moving to Iowa City and is listing her home soon.Julie gives advice on how to hire a creative writer and what questions you can ask around Kevin shares the frustrations of a marketing leader with their on-site sales team who don’t want to have an event due to “low attendance” Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. We Answer “Frequently Asked Questions” from Home Builder Marketers (18:21)How to best promote rate locks?Should we buy more lead traffic while conversions are down?Should OSCs be sending anyone out right now?What cost per lead should I be aiming for?Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 222: How Do You Promote Rate Locks & Other FAQs appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Reverting Back To The Mean Kevin Oakley, Jackie Lipinski, and Sarah Simmerman discuss “reverting back to the mean”, the story of a builder who turned off their social ads and how it lead to their leads nosediving, the proper way to research new home community names, and more!Story Time Sarah shares great feedback from the recent launch of a new home builder accountJackie reviews the steps every marketer should take when naming a new home community, master-planned community, or multifamily project. Kevin discusses what it means to revert back to the mean. Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In the NewsHousing Market Hot but Not a Bubble, Economists Say (zillow.com)RoomPlan - Augmented Reality - Apple Developer (apple.com)Apple’s iOS 16 spares ad tech further anguish (for now) but more privacy clampdowns expected (digiday.com)Ford Is Going to 100% Online, Fixed-Price Sales For EVs (www.roadandtrack.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 221: Reverting Back To The Mean appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · The Paradox of Home Selection Choices with Joel Fleischman

Kevin Oakley is joined by Joel Fleischman, President of Drexel Building Supply. They discuss the cost and waste-saving benefits with the off-site construction of homes, the paradox of choice when it comes to buyer selections, and more!Kevin and Joel discuss:Why homebuyer selections are usually extremely predictable Why less is more when it comes to home selections and off-site buildingThe beliefs behind off-site construction & more!Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 220: The Paradox of Home Selection Choices with Joel Fleischman appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 219: Don’t Dismiss Data Because You Hate It Andrew Peek, Jackie Lipinski, and Jen Barkan discuss the hiring process and expectations for online sales roles and if the recruiting standards are too high? They review the confusion around Bounce Rates in google analytics 3, what can impact the data, and why you shouldn’t artificially inflate data to make yourself or management feel better. Story Time Jen shares her concerns about the lack of follow-up thank you emails from potential new online sales specialists.Jackie discusses the misunderstandings around bounce rates and why you shouldn't hide from bad data just because it doesn’t fit your ideal views.Andrew shares the uniquely aggressive response a company took after receiving a bad review Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In the News Market Proof Awards are Live! Submissions close July 15th so don't wait ( (https://www.marketproofawards.com/)How to Observe and Report your Leads, Appointments, and Sales (doyouconvert.com)Half of Americans cry at least once while buying a home (zillow.mediaroom.com)Elon Musk reportedly declares remote work ‘no longer acceptable’ at Tesla (theverge.com) Semrush’s Top 100 Influencers in Content Marketing [2022] (https://www.semrush.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 219: Don't Dismiss Data Because You Don't Like It appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · The End Is Near for Google Analytics 3! Prep GA4 now Dennis O'Neil and Molly White join Andrew Peek to discuss the sunsetting of Google Analytics 3 (GA3) on July 1, 2023, and how to prepare for Google Analytics 4 (GA4) now. They review the differences between GA3 and GA4 and discuss why now is the time to create your new account so you can have year-over-year data when the mandatory change occurs next year. Plus they discuss the biggest challenges they believe markers will have to overcome to use and understand GA4.Andrew, Dennis, and Molly discuss:What makes Google Analytics 4 different from Google Analytics 3 (aka Universal Analytics)Why GA4 is forecasting more on events over sessions Understanding n Event vs a Session: An event is an action that someone has taken on your website in some shape or form and a session is a visit to the websiteWhy you should take this time to explore new tracking opportunities with GA4 The benefits of GA4, including the building of custom funnels vs analyzing your source medium reportsWhy google data studio might be dead after the launch of GA4Why there will be less historical data to compare against Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 218: The End Is Near for Google Analytics 3! Prep GA4 now appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · How Important Is Attribution Really? Andrew Peek, Julie Jarnagin, and Bryce Baker discuss what is attribution and how valuable it actually is, why overspending on a struggling community won’t help if there’s no content on your community page, the value of having an HOA, and more!Story Time (3:17)Julie created the word “slumpy” to describe the feeling behind how marketers feel about the conversions slowing down on their website. Andrew has issues with no context attribution leading to large-scale decisions at companies. Bryce asks the team their opinions on HOA’s and what they would be willing to spend for comfortSupporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In the News April New Home Sales: Mortgage Rates Stunt Growth - Zillow Research (www-zillow-com)The real estate frenzy is over (axios.com)Google Launching May 2022 Broad Core Algorithm Update (searchenginejournal.com)TikTok Launches Branded Mission, A New Way To Crowdsource Creative (searchenginejournal.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 217: How Important Is Attribution Really? appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · It’s Time To Show Your Work Kevin Oakley, Andrew Peek, and Sarah Simmerman argue around the vagueness of using the word “available” to reference homes on builder websites. They discuss what additional words you can have on your website to create more clarity around homes in different stages of construction. Plus Kevin is concerned for any marketers who may have been copying marketing homework from other builders as we shift into a different market and he shares year-over-year data changes for homebuilder website traffic from 2021 and 2019.Story Time (3:20)Sarah explores google analytics 4 and she explains why she loves the new interface and why bounce rates as a metric might no longer be tracked.Andrew asks the audience their opinions regarding the phrase “now available” for homes online.Kevin shares the awkward story of two builders who may have used “copy/paste” behavior to create marketing content. Plus he shares a few stories from an event he went to where Elon Musk presented. Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In the News (19:51)Fighting Over a Melting Ice Cube? (zelmanassociates.com)How Important is Your Website Structure? (www.doyouconvert.com)Google Ads Launches New Performance Max Features (searchenginejournal.com)Zillow 3D Home tours now are automatically shared to Redfin (zillow.mediaroom.com)Homebuyer Competition Falls for Second-Straight Month, Hitting Lowest Level in Over a Year (redfin.com)Strong Gains for Single-Family Built-for-Rent (yeonhousing.org)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 216: It’s Time To Show The Work appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Lean Into The Market Shift

Kevin Oakley, Jackie Lipinski, and Samantha Matlock (soon to be Kelleburger) discuss what ratio of leads should be that come from corporate marketing for sales agents, the latest data around cancellation rates from Zonda’s webinar, and what happened when a home builder became overconfident in their prequalified leads for an event (Spoiler: No one showed up to the event).Story Time (1:45)Jackie shares the latest home cancellation rate data for April 2022 from Zonda’s Covid-19 Housing Market Update WebinarSamantha shares the story of an overconfident marketing and sales team who didn’t feel the need to reach out to their entire interest list.Kevin tells a story about why some people don’t want to be next on the interest lists at the moment.Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $4 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In the News Twitter accepts buyout, giving Elon Musk total control of the company (www.theverge.com)Instagram is testing pinned grid posts (www.engadget.com)NEW-HOME SALES DROP IN MARCH (www.builderonline.com)This agent commissions suit could rock the resi industry (therealdeal.com)Adjustable-rate mortgage demand doubles as interest rates hit the highest since 2009 (cnbc.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 215: Lean Into The Market Shift appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Death to Bad Home Photography with Chad Davies Kevin Oakley is joined by Chad Davies, CEO & Owner of Davies Imaging Group. Chad and Kevin call for the end of the “crime scene” style photography of homes and give tips on how to take great photographs (even if you are using just your phone). Plus, Chad shares how his journey into new construction home photography began, the difference between quantity and quality architectural photos, how to capture moments that invoke feelings, why he developed a course around taking new home photos with your phone, & more!Kevin and Chad discuss:What the expectations can and should be for a new home photographerChad’s latest smartphone photography courseThe difference between a photographer and an architectural photographer The value of understanding and utilizing lightingHow to optimize your photography if you’re taking it on your phoneQuestions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 214: Death to Bad Home Photography with Chad Davies appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Builder 100 Recap + What Is An Appointment? Kevin Oakley, Andrew Peek, and Jessie Suggs discuss what is truly considered an appointment for online sales and the difference between automatic and manual scoring of leads. Plus, Kevin shares stories from his latest Builder 100 trip, the team discusses why builders need to focus on building relationships, and why you should start getting excited about the upcoming Market Proof Awards!Story Time (1:45)Jessie is not only the G.O.A.T. but she also owns 2 goats! She shares why building trust with her goats is similar to online sales teams working with builders.Andrew is almost done building the new Market Proof Awards website.Kevin shares the latest and greatest from attending the Builder 100, including a few shout-outs to people in the industry. Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $2 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In the News (32:23)The Market Proof Awards are opening soon! Visit marketproofawards.comTwitter accepts buyout, giving Elon Musk total control of the company (https://www.theverge.com)Instagram is testing pinned grid posts (www.engadget.com)NEW-HOME SALES DROP IN MARCH (builderonline.com)This agent commissions suit could rock the resi industry (therealdeal.com)Adjustable-rate mortgage demand doubles as interest rates hit the highest since 2009 (www.cnbc.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 213: Builder 100 Recap + What Is An Appointment? appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 212: Here Comes The Massive Housing Disruption with Rob Hahn Kevin Oakley is joined Robert Hahn, Managing Partner of 7DS Associates, cohost of the podcast Industry Relations, and writer of NotoriousRob.com. They discuss the potential mass disruption coming to the real estate world when it comes to cooperation compensation for real estate agents and what builders need to know. They touch on the illusion of permanence in the industry, the impact of the rising interest rates, and more.Kevin Oakley and Robert discuss:Why the home buyer demographics are bizarreWhy permanence is the illusion of every ageWhy Rob thinks iBuying will constitute 60% of the marketThe reason Rob is watching Opendoor, Zillow, and CoStarWhy Rob believes that houses aren’t too expensive but instead the dollar is inflatedIf they think there will be an increase in resale homes on the market this spring/summerQuestions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 212: Here Comes The Massive Housing Disruption with Rob Hahn appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Strategies For Handling Uncertainty Kevin Oakley, Andrew Peek, and Jackie Lipinski discuss the value of building certainty for home buyers and your teams through messaging, why geography matters in your google ad keywords, Elon buys Twitter, and what the agent commission lawsuit could mean for home builders. Story Time (2:01)Jackie’s neighborhood is getting a new construction community and she’s tracking the listed starting at price on their signage to see if it changes when the homes actually become available.Andrew gives insight on building google ads and why builders need to focus on geography first and foremost.Kevin talks about building certainty when uncertainty exists everywhere in the home building realm.Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $2 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In the News (23:22)Twitter accepts buyout, giving Elon Musk total control of the company (theverge.com)Instagram is testing pinned grid posts (engadget.com)NEW-HOME SALES DROP IN MARCH (builderonline.com)This agent commissions suit could rock the resi industry (therealdeal.com)Adjustable-rate mortgage demand doubles as interest rates hit the highest since 2009 (cnbc.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 211: Strategies For Handling Uncertainty appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Selling Homes Predictably with Kimberly Mackey

Kevin Oakley is joined by Kimberly Mackey, Sales & Marketing Management Consultant, Sales Trainer, & Keynote Speaker at New Home Solutions. They discuss a multitude of topics, including why builders can’t move forward to improve their sales numbers until they know where they are currently at when it comes to community-level web traffic, leads, and sales. Kevin Oakley and Kimberly discuss:What 10 | 5 | 2 | 1 means to home buildersWhy marketers need to pay attention to the even-flow production scheduleHow the Law of Inertia applies to the sales processWhy you shouldn’t be selling the same home multiple timesThe 6 areas of focus, including knowing the mission statement of your builderWhy everything can’t always be a priority& more!Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 210: Selling Homes Predictably with Kimberly Mackey appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Builders Gonna Build Andrew Peek, Becca Thomas, and Julie Jarnagin give recommendations on how to adjust the messaging on home builder’s websites that can encourage people to come back even when they have nothing to sell. Plus they discuss the latest Market Proof Marketing Academy and how they dive into how to diagnose a problem community with the Market Proof Algorithm excel formula. Plus if you had a dip in website traffic on Easter weekend, don’t panic. Story Time (2:08)Becca shares the story of a builder using Hubspot and data being incorrectly funneled in google analytics due to Hubspot’s UTM codes.Julie walks through solutions for home builders who have little to no inventory to sell and don’t want to list home prices.Andrew recently wrapped up the latest marketing academy and goes in-depth on how to analyze a community and identify where the bottleneck is for sales with data.Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $2 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In the News (13:30)Website traffic over Easter was down - which is historically accurate for holidays. Google starts global tests of Privacy Sandbox ad targeting (https://techcrunch.com)Here’s how much the same mortgage costs now, compared to last year (https://www.cnbc.com)11 breadcrumb SEO best practices for a mobile-first strategy (https://searchengineland.com)Nationwide Asking Rents Climbed 17% To an All-Time High in March (https://www.probuilder.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 209: Builders Gonna Build appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Is There An Industry-Wide Cost-Per-Lead Benchmark?

Kevin Oakley, Jackie Lipinski, and Julie Jarnagin discuss why there is not an exact industry cost-per-lead marketing benchmark and why home builders should analyze their own data to create company-specific benchmarking numbers. Plus they talk about why it’s valuable to have a healthy level of skepticism toward any one source of information.Story Time (2:30)Jackie explains why there is no industry-wide marketing cost-per-lead benchmark numberJulie overhears a conversation between a real estate agent and a potential home buyer friend and why agents need to kick their bad habits stat.Kevin shares why it’s important to have a healthy level of skepticism and why you should always stay curious when analyzing your home builder data. Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $2 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In the News (15:50)The Online Sales and Marketing Summit - Update: Sold OutGetting Started with Google Analytics 4 (doyouconvert.com)Public YouTube videos are now eligible to be ‘remixed’ into YouTube Shorts unless creators opt-out (techcrunch.com)U.S. search ad revenue grew 33% to $78 billion last year (searchengineland.com)Rising mortgage rates are causing more home sellers to lower their asking prices. (www.cnbc.com)TECH Elon Musk offers to buy Twitter for $43 billion, so it can be ‘transformed as private company (cnbc.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 208: Is There An Industry-Wide Cost-Per-Lead Benchmark? appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Beyond the WOW of Augmented Reality

Kevin Oakley is joined by Richard Penny, CEO at Reactar Labs | Creators of homeAR.io. They discuss how home builders are utilizing augmented reality to help buyers visualize their new home, in detail, at each step of their home buying journey. Richard shares what sparked his journey into AR and how they're able to quickly turn any home design into a pre-build AR walkthrough experience.Kevin Oakley and Richard also discuss:How Richard’s personal new home buying experience spurred the idea behind using AR tech to improve his home buying experience.How you can utilize augmented reality to help market homes to buyers at the very beginning of a buyer's journey.How they’re able to create a more realistic home viewing experience.How architects and builders have been using AR to promote master-planned communities& more!Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 207: Beyond the WOW of Augmented Reality appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Creative Solutions

Kevin Oakley, Jen Barkan, and Andrew Peek discuss what they’re seeing on the online sales front lines and why online sales may need to dust off their lead prospecting hats soon. Plus why you should tour other builders to get a fresh perspective on what is being offered and digital solutions that have the potential to help marketing teams who can't find employees. Story Time (1:45)Jen shares the latest from the frontlines after getting back from training brand new online sales specialists at the Online Sales Academy.Andrew encourages you to get out of your bubble and check out other builders.Kevin knows many builders who can’t find marketing employees so they’ve gotten creative with digital solutions. Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $2 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In the News Sarah Simmerman Honored with Forty under 40 Distinction (doyouconvert.com)Tech Updates for OSCs (doyouconvert.com)Playhouse is TikTok meets Zillow for the next generation of homeowners (techcrunch.com)30-year fixed mortgage crosses 5% (cnbc.com)2-Story Homes Discontinued in New North Texas Community Over ‘Lumber Issues' (nbcdfw.com)Walt Disney World Earmarks 80 Acres for New Affordable Housing Development (thewaltdisneycompany.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 206: Creative Solutions appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Encouraging and Handling Reviews Andrew Peek, Sarah Simmerman, and Julie Jarnagin discuss how home builders can encourage good reviews and how they can handle the not-so-great ones. The team discusses youtube marketing for home builders, google analytics 4, and the upcoming Online Sales & Marketing Summit happening September 20-21, 2022 in Phoenix, AZ.

Story Time (1:12)Sarah shares the story of a family friend looking for their first home and how they now have to adjust their home search due to the material cost increases and increasing interest rates.Julie shares the experience of working with a writer who asks for a review at the wrong moment and why there’s an art to asking for a review. Andrew discusses the expectations of marketing on youtube and the average costs he's seeing.Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $2 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In the News (23:01) Online Sales Academy | September 20-21, 2022 | Phoenix, AZ | www.onlinesalessummit.comHow to set up Google Analytics 4 using Google Tag Manager (https://searchengineland.com/)TikTok testing search ads Many brands already know TikTok drives sales. TikTok search ads could help attract qualified traffic (and get valuable keyword data). (https://searchengineland.com/)Twitter’s ‘Professional Accounts’ profile setting is now available to all users (https://techcrunch.com)Two new ways to control your IG Feed (https://about.fb.com/news/)Taking Action Against Fake Customer Feedback and Reviews (https://about.fb.com/news/)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 205: Encouraging and Handling Reviews appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Atypical Home Selling Season Data with Qadra Evans

Kevin Oakley and Andrew Peek are joined by Qadra Evans, Director, Industry Relations, New Construction at Zillow. They break down the data of the latest New Construction Consumer Housing Trends Report. They analyze the report's main takeaways including the increase in interest in new construction homes, the changes the pandemic had and continues to have on homes, and more. Kevin Oakley, Andrew Peek, and Qadra Evans also discuss:Over 9,000 buyers were surveyed for Zillow’s 2021’s Housing Trends ReportMore new construction buyers want their houses to be a potential source of revenue as well as the place they call home. Four in 10 (41%) say the opportunity to generate income by renting out part of their home while they live there is very or extremely important.What “Charming” actually means when it applies to resale homesBuyers who pay a premium on convenience on all aspects in life are now purchasing homes.Why the data shows that the vast majority of buyers still want in-person experiences, including attending open houses. Download the latest Zillow Consumer Housing Trends Report here. Questions for Quadra? Email her at Buildersales@zillow.comQuestions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 204: Atypical Home Selling Season Data with Qadra Evans appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Make Yourself Irreplaceable Kevin Oakley, Andrew Peek, and Bryce Baker discuss how the quick response rate of home builder online sales teams may complicate the buyer's post-purchase communication expectations. Plus Kevin expands on the idea to "make yourself irreplaceable” and why it’s not about what you deliver but who you are and what you bring to your team.

Story Time (1:37) Bryce discusses a company that aggressively chased her business, set the customer experience expectation high, then quickly ruined the customer experience when they disappear and now won't get back in touch with a status update. Andrew asks where is it broken, or is it broken, or is it the market?Kevin shares an impactful LinkedIn post to “make yourself irreplaceable” and why it’s not about what you deliver but who you are. Plus he describes the silver lining of delays on his new home, including adding SmartHome life - Brilliant switches (https://www.brilliant.tech/home) & Somfy blinds (https://www.somfysystems.com/en-us/) to make his life 2% better.EventsMarket Proof Marketing Academy | Virtual | April 12-14, 2022 | www.marketproofacademy.comOnline Sales Academy | September 20-21, 2022 | Phoenix, AZ | www.onlinesalessummit.comSupporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $2 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In the News (27:11) 4 Tips to Make Your Data Studio Reports Interactive (https://www.doyouconvert.com)Google to sunset Universal Analytics on July 1, 2023, in favor of Google Analytics 4 (https://searchengineland.com)Glenn Kelman's 16 part Twitter Post (https://twitter.com/glennkelman)Mortgage rates are surging faster than expected, prompting economists to lower their home sales forecasts (www.cnbc.com/)U.S. home sales tumble; higher prices, mortgage rates eroding affordability (www.reuters.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 203: Make Yourself Irreplaceable appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Why Builders Online Shopping Carts Are Different

Kevin Oakley is joined by Jason Hardy, the Co-Founder, and CEO of Ownly. Jason describes Ownly’s vision to become the “Shopify” for new construction and allow builders the ability to embed a shopping cart and check out experience on their website. Kevin Oakley and Jason Hardy also discuss:Why the customer, and not technology, needs to be put first in the buying online experience. How the transparency of a car buying experience inspired the creation of Ownly.Why Ownly leans on subject matter resources.Why Jason predicts the end of salespeople is coming nearer each day.How customers educate themselves through home builder websites and how the customer journey is changing.78% of online shoppers are building multiple homes online in their shopping carts.Why buy-in and support for online shopping tools need to come from an empowered and educated team.Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 202: Why Builders Online Shopping Carts Are Different appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · The 200th Episode Milestone! Kevin Oakley, Andrew Peek, and Julie Jarnagin celebrated the Market Proof Marketing podcast's 200th episode by going live on the social channels! They share some of the original name ideas for the podcast, they discuss what "easy" would mean in the home building world, and after running ad tests, Kevin has found a solution to improving Facebook ads.

Story Time (1:27) Julie shares the quote "Convenience makes things easy but without regard to whether easiness is truly what's most valuable in any given context." from her latest read 4,000 Weeks and discusses how it ties into marketing for new home builders. Andrew travels back in time and shares some of the original names he came up with for the podcast.Kevin finds a Facebook ad fix to bring ad costs down, he discusses how technology can help with crowdsourcing content, and why priority is representational photos of a finished home and then the current status. EventsMarket Proof Marketing Academy | Virtual | April 12-14, 2022 | www.marketproofacademy.comOnline Sales & Marketing Summit | In-Person September 20-21, 2022 in Phoenix AZ | https://www.onlinesalessummit.com/homeSupporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $2 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In the News Advertising Expense Across Homebuilding Industry Plunges; A Secular Shift or Cyclical Benefit? (https://www.zelmanassociates.com)WHY MILLENNIALS ARE LEANING HEAVILY TOWARD NEW BUILDS (https://www.builderonline.com/)Buyers pay up to 3.7% more for homes that work hard, play hard (http://zillow.mediaroom.com) The direct-to-consumer craze is slamming into reality (https://www.cnbc.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 200: The 200th Episode Milestone! appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Creating Consumable Content with Megan West

Kevin Oakley is joined by Megan West, Vice President Of Community Experience for the Washington State Division of Tri Pointe Homes. They discuss how Megan’s past experience of working in the marketing department of professional sports companies for the last decade has helped shape how she thinks about and creates content. She shares why she recommends leaning into creating top-funnel marketing content along with lower-funnel one-on-one content pieces. Megan also shares how she successfully teamed up with a design partner who created 20 weeks of end-to-end marketing content around their model homes.Kevin Oakley and Megan West also discuss:How to think about the distribution of content and how to think about it when working with talented influencersWho owns the content created by third partiesCreating content for people who are up in the sales funnelThe steps they took to educate a design partner influencer who had 30k followers before How they educate their New Home Advisors with marketing contentTheir thoughts on how tiktok has shifted the expectations for video production and understanding how consumers are consuming How to utilize a marketing content library as a sales team resource Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 201: Creating Consumable Content with Megan West appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Stop Living Paycheck to Paycheck with Leads Kevin Oakley, Andrew Peek, and Jackie Lipinski discuss home builders who live paycheck to paycheck with their leads, the benefit of visiting competitors to prove marketing right, and the beginning of the end the Superbowl being the start date for the new home selling season.

Story Time (2:27) Jackie shares the story of a builder getting in the field and visiting competitors and how it helped their mission to move away from printed brochures.Andrew explains his research processes behind finding the right restaurant when travelingKevin covers the topics of builders living paycheck to paycheck with their leads, the difference a model home can feel, and the Superbowl is now the end of selling season. EventsMarket Proof Marketing Academy | Virtual | April 12-14, 2022 | www.marketproofacademy.comSupporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $2 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In the News (34:11) New content analytics coming soon to LinkedIn (www.searchengineland.com)Instagram says it’ll stop supporting the IGTV app (www.theverge.com)Old Navy's New Ad Was Written by Commenters on TikTok (https://musebycl.io) Atlantic Records Denies Claims 'abcdefu' TikTok Start Was Marketing Ploy (https://www.newsweek.com)TikTok videos can now be 10 minutes (https://searchengineland.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 199: Stop Living Paycheck to Paycheck with Leads appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Create Once, Publish Everywhere (COPE) with Savannah Paver Kevin Oakley is joined by Savannah Paver, the SEO & Web Content Strategist at M/I Homes, INC. They talk about setting SEO expectations and how to think about SEO when it comes to comparing it to other digital marketing strategies. How to think about C.O.P.E (Create Once, Publish Everywhere) and how it aligns with pushing out with their marketing content. Why SEO is becoming more and more important and why it’s so important for any company’s business. Kevin Oakley and Savannah Paver discuss:Why on-page web content optimations should get the most SEO attentionCreating marketing content to meet customers where they are in the process and where they are onlineWhy you need to understand your business alongside your consumer’s behavior.The SEO Tools Savannah finds the most value inHow to think about your website’s structure, and internal linking, to help with your SEO and how search engines interpret your websiteWhy SEO never stops and always changes, but shouldn’t discourage youWhy you need to know what MOZ, SEO Roundtable, SEM Rush are.Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 198: Create Once, Publish Everywhere (COPE) with Savannah Paver appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Should You Keep Home Base Pricing On Your Website?Andrew Peek, Julie Jarnagin, and Becca Thomas discuss the grey areas behind having an unobtainable starting at price point listed for a home on your website and why that might not be the best strategy. They celebrate all the team members in every marketing role, they discuss Digital Transformation and how it applies to the Buy Online process, and the changes that are rolling out within Facebook’s ads manager.

Story Time (2:40) Becca shares why you might legally want to adjust the starting at community pricing on your own website.Julie celebrates every kind of support person in marketing, no matter the hat you wear. Andrew defines what Digital Transformation means and how it applies to the Buy Online Process + creating TickToks when you’re creating other projects. Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $2 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In the News (11:01) Important Changes to Facebook Ads - February 2022 (www.doyouconvert.com)TikTok Can Circumvent Apple and Google Privacy Protections and Access Full User Data, 2 Studies Say (Exclusive) (www.yahoo.com)What Will And Won’t Happen For Email Marketing In 2022 (https://www.forbes.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 197: Should You Keep Home Base Pricing On Your Website? appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Getting More Out Of Google AdWords

Kevin Oakley, Andrew Peek, Samantha Matlock discuss how to find more opportunities in google ads, the QR code ad from the Super Bowl, Kevin shares the lessons learned from his first professional speaking gig 10 years ago, and more!

Story Time (2:40) Sam has officially moved into her brand new home in Colorado, and she is the first resident. Andrew shares how to think about google ads and how you can create more opportunities through increasing the ad bidsKevin thanks Carol Morgan, who invited him to speak for the first time professionally 10 years ago. Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $2 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In the News (11:01) Market Proof Marketing Academy will be April 12-14, 2022 | Virtual (marketproofacademy.com)User Behavior in SEO: A Ranking Factor or Not? (www.link-assistant.com/news/user-behavior-and-seo.html)Eight Alternatives to Open-Triggered Email Sequences in the Age of Mail Privacy Protection (www.marketingprofs.com)75% of recent homebuyers have regrets about their new home (zillow.mediaroom.com)Disney is getting into the real estate business, will develop residential communities (https://fortune-com)QR code Super Bowl commercial causes crash for cryptocurrency app (thehill.com)No Deal: Why Growing Metaverse ‘Real Estate’ Buzz Could Set The Whole Space Back (entrepreneur.c0om/article/418253Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 196: Getting More Out Of Google AdWords appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Technology & Real Estate With Spencer Rascoff Kevin Oakley is joined by Spencer Rascoff, Co-founder & Chair of Pacaso, Recon Food, Queue, Supernova SPAC, dot.LA, 75 & Sunny Ventures. Spencer was also the co-founder and former chief executive officer of Zillow Group, and one of the co-founders of Hotwire.com.Kevin and Spencer discuss the relationship of technology and real estate, Spencer breaks down the details and benefits of Pacaso, and together they coin a new acronym for the industry: S.F.B.C.O. which stands for Single Family Built for Co-Ownership. Kevin Oakley and Spencer Rascoff discuss:The difference between a great founder vs the right founder Pacaso’s Co-Founder & CEO at Pacaso Austin Allison The markets Pacaso serves and how they fractionalize their offered homes into 1/8thsHow the goal of Picasonis to bring co-ownership of a second home to the masses and their goals to eventually become more mainstreamSpencer and his daughter created an app called Recon Food together Why a number of their homes are new construction and how they work with buildersQuestions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 195: Technology & Real Estate With Spencer Rascoff appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · The NAHB International Builders' Show 2022 Recap Kevin Oakley, Mike Lyon, Jen Barkan, Andrew Peek, Jessie Suggs & Julie Jarnagin recorded a special episode of the podcast LIVE while at the 2022 International Builders' Show in Orlando, FL. They share their favorite moments while at the IBS and note their biggest takeaways.Mike LyonIBS 2022 AKA the rise of Online Sales Specialists! We had such a great time celebrating all the Nationals Silver and Gold winners. We were so proud of clients winning gold for Online Sales Specialist of the Year (Kendall Pashak). Online Sales Rookie of the Year (Olga Walker) and the Online Sales Team of the Year (Red Door Homes of the Carolinas). But it wasn’t just all Nationals getting all the buzz. There was a lot of talk about how the role of Online Sales is changing, morphing. It was great to see by the representation in sessions how far we have come as an industry. Kevin OakleyThis year three things kept echoing from conversations and educational sessions:Agreement that “buy online” is something to watch and work toward but nothing to obsess over. We have to let consumers digitally shop the way they want to before we can really make true progress.Technological growth is coming like an avalanche for our industry. I have met with nearly a dozen incredible startups that are trying to solve real problems with real solutions. I can’t wait to introduce them to everyone!Leads and appointments aren’t a challenge, but appointment-to-sale conversion is getting harder. Expect this to continue as interest rates claw higher. Marketers need to keep leaning into everything they can control in order to give your sales teams a leg up against the competition.Jen BarkanWasn’t really sure what to expect going into IBS this year, but WOW! What great energy I felt as I walked the halls, attended education, and chatted with industry friends. Our customer’s experience from the top of the funnel all the way through was the resounding takeaway from the sessions I attended - and it all starts with the Online Sales Specialist. So proud of how far this role has come in the industry and even more importantly, that each aspect of the sales/marketing/online ecosystem was touched upon…even in the On Your Lot presentation by the brilliant Dawn Dantzler. Major highlights for me personally were:1. Sharing the stage with some of the brightest bad-ass marketing women in our industry as we discussed the hot topic of lead quality over quantity.2. Watching our amazing online sales specialists bring home the hardware at the Nationals.3. Learning from our very own, Julie Jarnagin, as she blew minds with her wisdom in her Tech Bytes session.Catching up with old industry friends and partners and making new ones.Trying to win ECI’s Harley Davidson! And having fun with Brad Heubert on his live podcast, Bricks & Sticks, from the upstairs tower of ECI’s booth overlooking the show! And lastly, hanging out with my DYC Fam.Jessie Suggs What a turnout! There were great sessions that I was able to attend at IBS. One thing that really stood out to me was the fact that there were sessions specifically dedicated to online sales. In years past, online sales was a portion of content within some of the sessions, but now there are specific online sales sessions- how great! The content was excellent- one of my biggest takeaways was the fact that customers want to be met where THEY want to be met. Each person is different and each process is different but there is one thing in common and that's the customer experience no matter how you get there! Aside from the content, it was really great being able to attend The Nationals Awards to the many deserving professionals and companies that made their mark on the industry over the past year. We were able to mingle with peers- both new and old friends! Overall, it was an amazing experience to see things begin to “normalize” with in person communication. I can’t wait for next year and to witness all the changes and growth new home construction will face. Andrew PeekWhat a great Builder Show! I am sure like others, expectations and excitement was quite high after the past few years we have had not only in the industry but also, we as people and navigating the pandemic. I thoroughly enjoyed connecting with like-minded peers, both new as well as those who I have known now for quite some time.Throughout the show what really stuck out to me was that tactics, tools, and strategies evolve over time. We must keep up with those. However, the principles of what we – as Marketers need to do, does stand consistent over time. So before thinking…” we need to invest in more video content” or “we need buy online!” – we must consider why we are doing something. What will more video content do? Do we need buy online? Is that what buyers want? Before spearheading your next big project, take the time to consider why this project is important - What will it do for your buyers?While there are tens of thousands of attendees at the Builder Show, the little corner of Sales & Marketing in Home Building is a tight-knit group that is very welcoming and supportive. I encourage anyone who has not gone to the Builder Show, to do what they can to attend this coming year!Julie JarnaginI attended a wide range of education sessions, and all of them touched on the importance of content and using it strategically to meet changing needs of home buyers. Dawn Dantzler with Tilson Homes was on an excellent panel about on-your-lot builders. She talked about how educational content and videos helped their buyers navigate the complicated process of on-your-lot building. Carly Sickles at M/I Homes and Beth Russell at Stylecraft Homes spoke about making sure your content communicates the right expectations for the current market. During a session for “buy online,” presenters talked about the importance of considering what kind of content customers would need to make those decisions online. As we approach a constantly changing market and implement new technology, we need to think about what kind of content will engage potential homebuyers and meet the needs of home shoppers.Bonus LinksMarket Proof Marketing Podcast Ep 189: The Value Of Video Marketing Content with Dawn DantzlerMarket Proof Marketing Podcast Ep 112: Build-On-Your-Lot Marketing with Dawn DantzlerMarket Proof Marketing Podcast Ep 133: Digital Marketing Moves with Carly SicklesSupporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $2 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 194: The NAHB International Builders' Show 2022 Recap appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Trading Up Kevin Oakley, Andrew Peek, and Jessie Suggs compare the buying and selling experiences of buying a new car when you aren’t specifically shopping for one and how it relates to home buying. They talk about what buyers want, and don’t want, from the Buy Online process, supply chain issues will still be a major issue in 2022, Facebook losing daily users, rising interest rates, and more!

Story Time (1:20) Jessie recently went to get her tires rotated and ended up trading in and buying a new car. She shares her buying experience and how her aunt attempted to recreate the experience but it didn’t go as planned.Andrew shares a story around a builder who is selling homes in a master-planned community but their own personal community page to drive traffic is lackluster and has minimal content around the lifestyle buyers can anticipate. Kevin shares a funny story behind an owl graphic that a sales trainer shared regarding people trying to sell the “finished product” and not show the work at needs to happen before you can “drawing the rest of the damn owl”Supporting PartnerThe Market Proof Marketing Podcast is brought to you in partnership with Opendoor. Opendoor partners with homebuilders across the country in over 2,000 sales offices and has helped help generate more than $2 billion in new construction home sales. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. In the News (16:50) Do You Like Peaches? (https://www.doyouconvert.com/blog/do-you-like-peaches/)Online Sales Academy - Happening In-Person - Dallas, TX on March 30-31, 2022 (https://onlinesales.doyouconvert.com/sales-academy/)WHAT HOME BUYERS WANT—AND DON'T WANT—FROM THE BUY ONLINE PROCESS (builderonline.com)A Major Homebuilder Sees No Improvement Coming To The Supply Chain In 2022 (bloomberg.com)Home builders are desperate for quick and inexpensive materials, so they're turning to Home Depot and Congress for help (businessinsider.com)APPROXIMATELY 762,000 NEW HOMES WERE SOLD IN 2021 (builderonline.com)Social Media Hashtags for Every Day of the Week (marketingprofs.com)Facebook lost daily users for the first time ever last quarter (https://www.theverge.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 193: Trading Up appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Empowering Everyone With The Freedom To Move with Alex Toth and Derek Schairer from Opendoor Kevin Oakley is joined by Derek Schairer, the General Manager of Home Builder Partnerships and Business Development at Opendoor, and Alex Toth, the General Manager, Homebuilder Partnerships and Business Development at Opendoor. They discuss how Opendoor has grown over the years, how they partner with new home builders, and how their mission is to empower everyone with the freedom to move. Alex and Derek explain the benefits builder partners receive free of charge, including the exclusive opportunity to offer buyers a 9-month window of flexibility. Derek and Alex also announce the newly launched program “Builder Connect,” which lists home builder partner homes on their app, also for free. Kevin announces the exciting news that Opendoor is a supporting partner of the Market Proof Marketing Podcast!Kevin Oakley, Alex Toth, and Derek Schairer discuss:How Opendoor is involved in over 40 fast-growing and hot markets across the country.How Opendoor has changed since it originally started.How Covid-19 helped Opendoor embrace the innovative move to virtual home assessments.71% of Opendoor Sellers surveyed said that they would want to sell their homes to an iBuyer.75% of buyers are expecting are going to buy a home using some sort of digital toolOver 100,000 customers transact with Opendoor.How Opendoor offers a 9-month window of flexibility for buyers moving into a new construction home from their builder partners.The story of a Tampa family that sold their home with Opendoor and loved their experience so much that their father sold his home and moved down the block from them.The story of a single parent who was purchasing a new construction next-gen home so that she could move in with her father and how she was able to utilize Opendoor's “late checkout” feature. If you’re a home builder and would like to partner with Opendoor for free, send an email to builder@opendoor.com Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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!Opendoor is a supporting partner of the Market Proof Marketing Podcast. Visit Opendoor.com/doyouconvert to learn more about how you can partner with Opendoor. Offer eligibility varies. Opendoor is represented by Opendoor Brokerage Inc., License 02061130, in California and Opendoor Brokerage LLC in its other markets. The post Ep 192: Empowering Everyone With The Freedom To Move with Alex Toth and Derek Schairer from Opendoor appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Sleep, Creep, Then LeapAndrew Peek, Jackie Lipinski, and Bryce Baker discuss how new home builder marketers could apply the gardening term “sleep, creep, then leap” to their own growth and why you always want to keep growing your knowledge roots deeper. They give 6 tips on how to prepare for the International Builder Show in Florida for 2022 as well as what not to do. Plus they talk about digital photo authentication and what builders can do to protect their images, the top 5 social media predictions marketers for wrong in 2021, and google kills FLoc and replaces it with Topics.

Story Time (0:49) Jackie shares the gardening term “Sleep, Creep, Then Leap” and how it applies to new marketing professionals.Bryce reflects on the start of the year and she wants to give you a friendly reminder to take a step back and give yourself grace and to use this time to brainstorm for ways to improve a process vs changing the plan completely. Andrew is getting influenced and inspired by influencers plus he shares some tips on how to prepare for IBS from what the DYC team has learned over the years.In the News (13:56 ) 5 Social Media Predictions Marketers Got Wrong Last Year (hubspot.com)New Feature Alert: Instagram now lets anyone "remix" any videos on Instagram (instagram.com)The First Standard to Assure a Photo’s Authenticity Has Been Created (petapixel.com)Google kills off FLoC, Replaces it with Topics (techcrunch.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode.More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, 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 relevant marketing topics. We’re here to help you – not to sell you! The post Ep 191: Sleep, Creep, Then Leap appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · The Value Of Video Marketing Content with Dawn Dantzler Kevin Oakley is joined by Dawn Dantzler, Vice President of Marketing & Customer Experience at Tilson Homes in Texas. Kevin and Dawn discuss the value of long-form and short-form video content, who can and should represent a company in videos, and how to think about content in ways that moves a person down the marketing funnel. After over 83 episodes of Tuesdays at 2pm with Tilson Live, Dawn shares her biggest takeaways, including how they’ve created brand loyalty through transparency, and the impressive metrics behind their long-form content.Kevin and Dawn also discuss:How incredibly specific topics help when creating video content. Including a 10+ minute video of Owner Eric Alaird doing math on a whiteboard and how it racked up over 10,000 views on youtube.Why Tilson continues to answer every question that they receive on their Live Videos (even the bad ones).Metrics that matter: Their videos have collected over 1.6 million minutes of content viewed in 2021 alone.The power of descript.com and how they use it for their video content.Why Tilson prefers to not gate their content.& More!Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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 189: The Value Of Video Marketing Content with Dawn Dantzler appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Phishing Scams To Be Aware Of

Kevin Oakley, Julie Jarnagin, and Samantha Matlock share examples of phishing scams you should be aware of that scammers are utilizing in an attempt to get access to builders' ad accounts and how you can take steps to prevent your accounts from getting hacked. Our advice: Never click on any links within an email from “Facebook” that says you have an ad “violation” to review, know that Facebook will never notify you via the messenger app that your ads have a “violation” or issue to resolve, and always have 2-factor authentication turned on for every user who accesses any of your business accounts.

Story Time (01:40)Samantha goes experimental with an old-school marketing tactic for a 55+ community and shares the results on how it went. Julie’s seen an uptick in scammers attempting to phish home builders and shares how to prevent getting hacked. Kevin shares his analogy of why some people can riff with different types of music and how it compares to marketing. Plus Kevin will be speaking at the Builder 100 event in May and what takeaways attendees can expect from the panel. In the News (23:58)International Builder Show - Orlando, FL on Feb 8-10 (buildersshow.com)Join Do You Convert at the 2022 International Builders’ Show (doyouconvert.com)TEXAS AND FLORIDA LEAD U-HAUL’S TOP GROWTH STATES FOR 2021 (https://www.builderonline.com)Stop Fetishizing Old Homes Whatever your aesthetic preferences, new construction is better on nearly every conceivable measure. (amp-theatlantic.com)Investors are paying millions for virtual land in the metaverse (https://www.cnbc.com) Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode.More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, 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 relevant marketing topics. We’re here to help you – not to sell you! The post Ep 188: Phishing Scams To Be Aware Of appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Coming Soon Community Playbook for OSCs with Jen Barkan

Kevin Oakley, Andrew Peek, and Jen Barkan dive into "The Coming Soon Community Playbook for Online Sales Specialists", Jen Barkans's latest blog that gives crystal clear instructions on what steps Online Sales Specialists need to take when they have a new home community launching soon. They also discuss easy wins companies can take to make an exceptional customer experience, why you are who you surround yourself with, and some recent marketing experiences that went wrong.

Story Time (02:43)Jen and her husband are officially in their motorcycle crews and she shares their motorcycle “road names.” Andrew wants to make sure that you’re surrounding yourself with like-minded people who want to better themselves. Kevin shares why the packaging of marketing matters and how it applies to his recent bad experiences with AT&T and his Sony TV’s experience.In the News (19:17)The Benefit of Clear Goals for the New Year (probuilder.com)The Coming Soon Community Playbook for Online Sales Specialists (doyouconvert.com)Two Industry Experts Forecast Their Predictions For 2022 (builderonline.com)Why all your coworkers who quit are about to come back as ‘boomerang employees’ (cnbc.com)FHFA to Impose Hefty Upfront Fees on Second Home Purchases (nahbnow.com)Online Sales Academy coming March 30-31, 2022 in Texas, yeehaw! (onlinesales.doyouconvert.com/sales-academy)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode.More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, 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 relevant marketing topics. We’re here to help you – not to sell you! The post Ep 187: Coming Soon Community Playbook for OSCs with Jen Barkan appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Evolving Together with Devon BloxomKevin Oakley is joined by Devon Bloxom, Director of Marketing and Online Sales for Estridge Homes in Indiana. Devon shares how her team has grown over the years and how they hire with company culture in mind. She shares the tragic worst-case scenario that her marketing team had to overcome after the person who handled their website passed away unexpectedly. Estridge Homes has been building homes in the Indianapolis area for nearly five decades and it has often been referred to as Indy’s Hometown Builder. Kevin and Devon also discuss:Why it’s always beneficial to hire people with graphic design skillsDevon’s role as one of the only female executives at Estridge HomesHow to be fearless in marketing with dataHow to not only set buyer expectations but your internal teams expectations as well when selling homesDevon shares what she believes are to be the biggest hurdles to overcome & more!Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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 186: Evolving Together with Devon Bloxom appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · What You Need to Track On Your Website

Kevin Oakley, Andrew Peek, Becca Thomas discuss events vs. goals in google analytics and what you should and should not track on your website. Plus they dive into Zillow adding SharePlay, TikTok now being the most visited website on the internet, & Kevin also shares his experience moving into his new home!

Story Time (02:42)Becca would like to remind everyone to review your website’s conversions goals you currently have set up in google analytics.Andrew shares his experience purchasing Crumbl cookies.Kevin gives an update on moving into his newly built home, including moving in early and how he had to do a walkthrough with his kids. In the News (18:18)Events vs Goals - Telling Stories With Events & Tracking Leads With Goals (doyouconvert.com)Zillow adds support for iOS 15’s SharePlay, so you can look at homes together from your studio apartments (theverge.com)U.S. home prices surge 18.4% in October (cnbc.com)TikTok tops Google as the most visited website on the internet (cbsnews.com)Online Sales Academy coming March 30-31, 2022 in Texas, yeehaw! (https://onlinesales.doyouconvert.com/sales-academy/)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode.More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, 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 relevant marketing topics. We’re here to help you – not to sell you! The post Ep 185: What You Need To Track On Your Website appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Managing The Digital Experience with Ananth Rao Kevin Oakley is joined by Ananth Rao, Senior Director of Marketing at EYA Marketing, LLC. They discuss Ananth’s continued success with virtual Presale Without Fail community launch events during the pandemic, the process behind rolling out a brand new Hubspot CRM program, what the future of marketing automation looks like, and more! EYA Marketing LLC focuses on highly walkable neighborhoods that feature innovative architecture. They have sold over 5,000 new homes in more than 40 neighborhoods located across Maryland, Virginia, and Washington DC. Kevin and Ananth discuss:Ananth’s significant success rate with virtual community launches and how he has now proven himself as one of the best New Home Marketers when it comes to virtually launching communities.Hubspot tools that he sees value in and uses on a regular basis, including the Work Flow, Marketing Automation, the Meeting schedule tool.The benefits of Hubspot integrating with Zoom and Calendly and how to use them when launching a new community.What marketing automation can do currently and may be able to accomplish in the future. Ananth shares which companies have helped EYA with their Digital Presale Community Launch Process, including Earnnest and Focus360.Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, and other team members 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 184: Managing The Digital Experience with Ananth Rao appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · The Accuracy of Content Hubs

Kevin Oakley, Andrew Peek, Jackie Lipinski discuss what’s on the minds of builders going into 2022, how accurate content hubs need to be for your home builder website, and they share their thoughts behind removing crime stats from real estate websites.

Story Time (8:20)Jackie discusses content hubs for 2022 and how builders shouldn’t be afraid to use them for sharing “inspiration” Andrew has an error when recording an interview for his visual content series and he reviews why life happens and you just need to roll with things not being perfect.Kevin shares his latest house update and provides feedback around builders and content hubs and just how accurate should they be. In the News (22:36)Instagram’s Adam Mosseri Explains How the New Chronological Feed May Be Like (https://www.techtimes.com)Instagram to introduce parental control features next year (https://www.theverge.com)Opendoor vs. Zillow: A Tale of Two Pricing Models (https://www.mikedp.com)Neighborhood Crime Data Doesn’t Belong on Real Estate Sites (https://www.redfin.com)Online Sales Academy coming Spring of 2022 (https://onlinesales.doyouconvert.com/sales-academy/)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode.More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, 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 relevant marketing topics. We’re here to help you – not to sell you! The post Ep 183: The Accuracy of Content Hubs appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Why Passion and Persistence Always Prevails

Kevin Oakley, Andrew Peek, Jen Barkan discuss why passion and persistence will always help you prevail when it comes to your career, the Q3 Online Sales Benchmarks, the 3 phases of the consumer journey pre-purchase and why everyone (Kevin included) has been screwing this up, and more!

Story Time (1:31)Jen’s son Sam is getting a collegiate baseball offer! She shares a story of his persistence through adversity and why he had to be passionate and step up his game to be able to be where he is now. Andrew gets his dishwasher repaired and uses a 100% online scheduling process.Kevin describes the three phases of the consumer journey pre-purchase and why everyone has been screwing this up. Plus he shares a house update and discusses the Ivy Zelman interview and surprise, surprise, she loves pancakes!In the News (23:06)Facebook Live with Mike Lyon, Jen Barkan, and Jessie Suggs (https://www.facebook.com/doyouconvert/)Online Sales Academy coming Spring of 2022...IN-PERSON! (https://onlinesales.doyouconvert.com/sales-academy/)Online Sales Benchmarks: A Detailed Look Inside Q3 of 2021(www.doyouconvert.com)Google Ads brings image extensions to desktop devices (https://searchengineland.com)How AI Will Transform the Housing-Market Consumer Experience Artificial (www.entrepreneur.com)Better.com CEO accused hundreds of the 900 people he laid off on Zoom of 'stealing' by working only 2 hours daily (www.businessinsider.com)Evergrande and Kaisa Have Defaulted, Fitch Says (www.wsj.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode.More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, 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 relevant marketing topics. We’re here to help you – not to sell you! The post Ep 182: Why Passion and Persistence Always Prevails appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Looking Into 2022 and Beyond With Ivy Zelman Kevin Oakley was thrilled to recently host Ivy Zelman, Chief Executive Officer of Zelman & Associates, on the Market Proof Marketing Podcast. Kevin and Ivy discussed a range of topics, including the housing industry for 2022 and beyond, she answers questions that home builders wrote in, she shares her thoughts on build-to-rent, as well as they discuss her book Gimme Shelter: Hard Calls + Soft Skills From a Wall Street Trailblazer, when it’s okay to call people out by name, what drives her, and, of course, pancakes. Housing ForecastsIvy shared her forecast for another strong year of starts for residential new construction after this year’s constraints to get supply to market. She credits the driving force behind the continued strength in the market with the pipeline of homes and communities coming and the recent land grab. Her forecast is contingent on rates not moving significantly higher, but the predictions are heavily connected to the speed and magnitude of the supply coming to market. On the other hand, she believes home prices will likely begin to moderate as affordability pressure mounts. With the increased costs of land, labor, and materials, she foresees that if demand remains healthy the worst-case scenario could be that we see more incentives, which could lead to profitability squeezing and more competitive dynamics. They also took a look further into the future about how the decelerating number of households throughout the decades will eventually impact housing if the level of supply grows too much in comparison. RegionalityIvy dives into some questions submitted by Market Proof Marketing listeners about the different markets across the country. She noted that red states are in a better position than blue states with a few anomalies. The southeast and southwest have the strongest household growth, and builders and developers have concentrated their capital allocation to those markets. That does create some risk with the amount of supply coming to those areas. However, there are benefits and opportunities in markets outside those areas, including the Midwest. Areas with fewer public homebuilding companies often have a healthier dynamic because they don’t have those builders pushing up land prices, creating high supply, and yielding to pressure to move inventory. Single-Family Build to RentIvy and Kevin also discussed the build-to-rent market and how it is affecting land prices and how it will affect the future of homeownership. Ivy noted that $60 billion of capital had been publicly announced to pursue build to rent, and the companies behind the projects are willing to pay up for that land so that they can tell investors they’ve put their money to work. Ultimately, she believes that it can be a great product offering for some segment of the population, but with such a dramatic ramp of supply in the pipeline, there is a risk we’re going to overbuild without the necessary demand. From Ivy’s book, Gimme ShelterKevin shared one of his favorite quotes from Ivy’s book. “Don’t try to manipulate people when your high-quality work should be enough.” Ivy said her firm strives to provide an unbiased perspective within the industry and that their secret sauce comes from getting the real pulse of the market from homebuilding company owners and executives. They’re never trying to make the data and information fit in a box to support a view they already have. Instead, they utilize information to help them understand where the housing market is in the cycle and what the expectations can be going forward, never manipulating anything to make it fit a certain view. Watch below or listen to the full podcast episode for more insights from Ivy Zelman and learn what has made her such a powerful force and leading expert within housing. The post Ep 181: Looking Into 2022 and Beyond With Ivy Zelman appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Best Professional Development Series

Kevin Oakley, Andrew Peek, Jackie Lipinski, and Sarah Simmerman are pleased to announce you are now listening to an award-winning podcast! The Market Proof Marketing podcast won Silver, and competes for Gold, for Best Professional Development Series from The Nationals, NAHB’s most prestigious award competition in new-home sales and marketing! Plus the team discusses the latest Market Proof Marketing Academy, the psychology of low expectations, the Q3 Online Sales Benchmarks for home builders, Ivy Zelman, and real estate in the metaverse.

Story Time (0:43) Sarah discusses the latest successful Market Proof Marketing Academy.Jackie analyzes how the lack of marketing and branding impacted the psychology behind a cabin rental. Andrew also breaks down his restaurant experience and how low expectations can equal a better overall experience. Kevin Oakley gives a house update, why website traffic dropped for builders in November (spoiler: Thanksgiving), and the exciting news of a builder who is spearheading the uberization of sales.

In the News (22:48)Kevin Oakley interviews Ivy Zelman soon, get registered to be notified when it's live! (https://marketing.doyouconvert.com/market-proof-marketing-ivy-zelman/) Online Sales Benchmarks: A Detailed Look Inside Q3 of 2021 (https://www.doyouconvert.com/blog/online-sales-benchmarks-a-detailed-look-inside-q3-of-2021/) Boom, bust, or boring? Where the housing market is going in 2022 as told by 7 forecast models (https://fortune.com/2021/11/29/housing-market-real-estate-predictions-2022-forecast/) Ivy Zelman, Demographics, and Housing (https://notoriousrob.com/2021/11/ivy-zelman-demographics-and-housing/) Investors Snap Up Metaverse Real Estate in a Virtual Land Boom (https://www.nytimes.com/2021/11/30/business/metaverse-real-estate.html) Google November 2021 core update is finished rolling out (https://searchengineland.com/google-november-2021-core-update-is-finished-rolling-out-376586)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode.More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, 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 relevant marketing topics. We’re here to help you – not to sell you! The post Ep 180: Best Professional Development Series appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · The Benefits of Self Evaluation

Andrew Peek, Jackie Lipinski, and Sarah Simmerman discuss why you should always hold yourself to a high standard through self-evaluating your skills every year, how to form habits to accomplish your goals, and why you should share your goals with others to keep you accountable. They also discuss the Market Proof Awards and where to find the video interviews of the winning projects!

Story Time (2:11) Jackie discusses the marketing missteps of Hershey's Reese's Peanut Butter Cup "Pie" for Thanksgiving.Sarah provides an update on her new construction home builder's customer experience.Andrew considers if you should embrace strengths and ignore weaknesses and they all discuss end-of-the-year personal progress evaluations. In the News (22:35)Important Google Ads Announcement: Verify Your Identity! (https://www.doyouconvert.com) Google’s latest Maps features help you avoid the holiday shopping crowds Keep track of crowds and grocery pickups (https://www.theverge.com) The Reese's Thanksgiving Pie is already sold out Reese's announced on social media that all 3,000 pies had already sold out (https://wgntv.com) When (and When Not) to Automate (https://www.doyouconvert.com) Market Proof Marketing Awards! The video interviews are live, great job Julie Jarnagin (https://www.marketproofawards.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode.More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Jackie Lipinski, Julie Jarnagin, 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 relevant marketing topics. We’re here to help you – not to sell you! The post Ep 179: The Benefits of Self Evaluation appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Technology & Home Builders with Greg Bray Kevin Oakley is joined by Greg Bray, the Owner of Blue Tangerine, where they discuss a wide range of topics including the roadblocks that builders are facing with Buy Online, what is geofencing and how builders can utilize it in their marketing strategies, the growth of podcasts, and more! They also discuss:When to update or replace your website Why the true measure of success for any home builders at the end of the day is measured in leads and sales. What geofencing is, how to use it, and how to think about and build layered ad strategies around it. Why there’s more value in working together to solve problems vs providing scripts. The tug of war they see between IT and Marketing and what the future should look like. The history and future of Buy Online and some new thoughts behind it.Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode.More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA 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 178: The Challenges Builders Face with Greg Bray appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Are All Marketers Liars? Kevin Oakley, Julie Jarnagin, and Samantha Matlock consider if all marketers are liars? They discuss the illusion of influencers and how it relates to home builder marketers, Kevin has some exciting news on upcoming guests that you won't want to miss, and the team discusses OpenDoor and Zillow’s approach to iBuying.

Story Time (2:11) Julie shares why she is waiting for Black Friday and how it relates to a homebuyers' fear of overpaying. Samantha is finally preapproved and aiming to move into a new home and out of her apartment in Colorado before the Summer. Kevin reflects on the illusion of influencers and if all marketers are liars. He gives a quick update on his house and why he will never purchase a pool again. Plus, Kevin teases some NEW GUESTS who are coming soon.In the NewsOpendoor shares soar as investors predict gains in home buying market after Zillow’s exit (https://www.cnbc.com) (https://www.opendoor.com/w/partner/builder) Pretium Partners picks up 2,000 Zillow homes to kick off iBuying wind-down (https://therealdeal.com)Facebook-parent Meta will remove the ability to target ads based on sensitive categories (https://www.cnn.com) Google recommends placing videos on dedicated pages for maximum exposure (https://searchengineland.com) Advertising Spending Roars Back After Pandemic Pause (https://www.forbes.com)Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode.More insights, discussions, and opportunities in the Market Proof Marketing Facebook group.Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA 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 177: Are All Marketers Liars? appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Winter Cleaning For Marketing Kevin Oakley, Andrew Peek, and Julie Jarnagin give ideas on what you should be focusing on during the usual winter slow-down period for home builder marketers, including rewriting or enhancing all of your website content, working on your marketing budgets, editing your Google Business Profile, and more.

Story Time (3:42)Julie shares why builders need more written content about their communities and she shares the story of her husband writing a Press Release on a...fishing bucket and how that bucket has more content around it than some new home communities. Andrew discusses his friend’s influencer video around a master-planned community in Florida and how it can be used for inspiration and he talks about how failure is not a permanent condition. Kevin wants to remind people to push through “the dip” when creating new marketing content and why you should always look back with embarrassment (in a good way) when you progress with your creative content. Plus Kevin shares why non-automated follow up is needed for 55+ age-restricted community leads

In the News (19:25) Zillow says it’s closing homebuying business, cutting 25% of workforce; earnings miss estimates (https://www.cnbc.com)Zillow Offers: What Went Wrong & What It Means For Home Builders (https://www.doyouconvert.com)Facebook, Citing Societal Concerns, Plans to Shut Down Facial Recognition System (https://about.fb.com/news)Google My Business now known as Google Business Profile as Google migrates features to Maps and Search (searchengineland.com)

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode.

More insights, discussions, and opportunities in the Market Proof Marketing Facebook group. Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA 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 176: Winter Cleaning For Marketing appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Increasing Buyer Engagement With Photos with Gordon Henderson

Kevin Oakley is joined by Gordon Henderson, President, CEO, and Co-Founder of 149 Photos by Builder Digital Solutions, Inc. A visual marketing solution company that takes weekly photos of homes under construction for both home building companies as well as for home buyers under contract. They discuss the benefits of having consistent touchpoints with buyers, why having a photographer regularly on-site leads to cleaner job sites, and how to encourage buyers to share photos on social media platforms.

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode.

More insights, discussions, and opportunities in the Market Proof Marketing Facebook group. Subscribe on iTunes > https://now.doyouconvert.com/mpm-itunesFollow on Spotify > https://now.doyouconvert.com/mpm-spotifyListen On Stitcher > https://now.doyouconvert.com/mpm-stitcherA 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 175: Increasing Buyer Engagement With Photos with Gordon Henderson appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · The Home Builder Visual Content Series Andrew Peek, Jackie Lipinski, and Samantha Matlock share the exciting news of Do You Convert getting a brand-new website and the Home Builder Marketer Visual Content Series launching soon! They also discuss the news of Meta and Facebook, Zillow’s pause on purchasing new homes, and the helpful update to Instagram stories.

Story Time (1:26)Jackie shares the exciting news of the launching of DYC’s new website, the first month of data from a new builder marketing partner launch, and why she's thankful she attended the Woman in Residential Construction event.Sam shares her new home shopping story in Colorado and how she ended up having a disappointing experience with a nonresponsive online sales team. Andrew’s neighbors are starting to sell the homes, and some of them are not realistic about their home prices.

In the News (19:11) When Humanlike Chatbots Miss the Mark in Customer Service Interactions (ama.org) iBuying is Hard: Zillow Pauses New Purchases (mikedp.com) Lennar plans neighborhood of 3D-Printed Homes with Icon (builderonline.com) Facebook says it’s refocusing company on ‘serving young adults’ 45. Expect changes to Instagram to highlight Reels (theverge.com) Instagram now lets all users share links in Stories via Link Stickers (techcrunch.com)

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode.

More insights, discussions, and opportunities in the Market Proof Marketing Facebook group. Subscribe on iTunes. Follow on Spotify. Listen On 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 174: The Home Builder Visual Content Series appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Curiosity Over Perfection with Jessi Kelly Kevin Oakley is joined by Jessi Kelly, the Vice President of Sales and Marketing at Stylecraft Builders, Inc. She shares the evolution of her career in the 8+ years she’s been with Stylecraft Builders Inc in Texas. She explains why perpetual curiosity is always better than chasing perfection in your role and she shares why you should always have a mentor and mentee in your career.

Kevin and Jessi discuss:

Myers Barnes’s involvement in helping shape Jessi grow into her role and how he helped her understand the sales process Why you should trust in the potential of employees and how in doing so landed her the best Director of Marketing she could ask for, for her company, Beth Russell The incident in early 2020 where Stylecraft accidentally sold over 100+ homes one weekend How Stylecraft pivoted when the pandemic hit How they’ve stayed progressive by keeping Sales and Marketing collaborative. All of the departments that Jessi is involved in at Stylecraft

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode.More insights, discussions, 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 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 173: Curiosity Over Perfection with Jessi Kelly appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Promoting Active Adult Communities Kevin Oakley, Bryce Baker, and Sarah Simmerman discuss their experiences marketing Active Adult Communities and how they built content and culture, even when the new home communities had minimal amenities. They also discuss Zillow’s pause on homebuying, Bitcoin as payment for homes, and Facebook’s name change.

Story Time (02:10)

Sarah shares the importance of content around the new lifestyle for Active Adult Buyers and the volume of content needed for longer home shopping cycles. Bryce discusses her own 55+ neighborhood community story about the positive culture her previous builder built, including starting a “founders club” for the first residents who purchased. Kevin also shares his 55+ community marketing insights (hint: always have a model). He dives into the data of the podcast, including having over 6.5 million minutes listened to! He also shares all of the podcast reviews on Apple: https://now.doyouconvert.com/applereview, gives an update about his under-construction home, and discusses how he recently bridged the gap between IT + Marketing for a builder to better understand their website.

In the News (23:08)

Online Sales Academy - Dec 8-10 (https://onlinesales.doyouconvert.com/sales-academy) Second-largest U.S. mortgage lender ditches its plan to accept payments in bitcoin (www.cnbc.com) Zillow Pauses Homebuying as Tech-Powered Flipping Hits Snag (https://finance.yahoo.com) Disney's Iger Warns New CEO, Don't Rely Solely on Data When Choosing Projects Former Disney CEO (https://www.cbr.com) Facebook is planning to change its name, report says (www.cnn.com) Computer visioning getting better and better (https://github.com/darglein/ADOP) (https://twitter.com/ak92501/status/1448489762990563331) Full-frontal agent 'stripped' of job after baring all in listing photos (www.inman.com)(https://www.instagram.com/p/CU5rf95htEU/)

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 172: Promoting Active Adult Communities appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · The $3.18 Tomato Andrew Peek, Jackie Lipinski, and Becca Thomas discuss the idea of paying $3.18 for a tomato. Would you pay that much? How about that much for a lead? They discuss the value of a lead and why it's best to take a step back and analyze data with more context. They also share the story of a builder who just had their most successful virtual community launch on record, how google is updating to have a continuous scroll, and Facebook’s new sunglasses.

Story Time

Jackie shares how she calculated that each tomato she grew in her garden this summer ended up costing her $3.18 to grow and discusses the cost with and without context to evaluate its true value. Andrew is researching a vacation getaway but even expensive hotels lack easy Becca shares the exciting story of one builder having their most successful virtual community opening on record this week, including setting over 100 appointments within the first 30 minutes of appointments being open.

In the News (17:15)

Homebuyers can now tour homes on their own through Redfin (www.geekwire.com) Instagram’s outages were so bad the app will now alert users when the service goes down (www.theverge.com) Google rolling out continuous scroll on mobile This is gradually rolling out today for most English searches on mobile in the U.S. (searchengineland.com) It was Ebay, not Google, that slowly changed its background color (https://theuxblog.com) Facebook on your face (www.theverge.com) Sample video: https://www.facebook.com/zuck/posts/10113884054500281 Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 171: The $3.18 Tomato appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Perpetual Learning For Professional DevelopmentWow, we’ve got a full house for this episode! Kevin Oakley, Andrew Peek, Jen Barkan, and Mike Lyon join us to discuss a smorgasbord of topics, including professional development, the benefits of being on the front line, upcoming events, awards, the changing rules of texting as a business, how having mentors and mentees benefit your career, and even more!

Story Time (01:33) Jen is coming in with nothing but love today! September was No OSC Left Behind Month and she gives a shout-out to all the hard-working OSCs out there on the frontlines who make magic happen every day. Andrew shares his origin story and why you should have a mentor in your life. Kevin had been dubbed an “influencer” by Mike after Kevin shares a "viral" interest rate post and its backstory. Mike's Sales & Marketing Council shutdown in Tulsa, OK, but don't you worry, he's going to revive it!

In the News (19:15)

The Nationals! Entries Due - Oct 18th (https://www.thenationals.com/entry-information) Online Sales Leadership Roundtable (https://onlinesales.doyouconvert.com/roundtable/) Online Sales Academy | Dec 8-10, 2021 (https://onlinesales.doyouconvert.com/sales-academy/) Market Proof Marketing Academy | Dec. 1-3, 2021 (https://www.marketproofacademy.com/) What to Expect When You’re Accepting (https://www.doyouconvert.com) CallRail Action Required SMS Texting Regulation Changes (https://view.callrail.com) Facebook says sorry for mass outage and reveals why it happened (https://www.cnbc.com) Zuckerberg's Response (https://www.facebook.com/) "We are combining IGTV and Feed videos into one Video format." (https://www.instagram.com/p/CUqOvsWP-Yk/)

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 170: Perpetual Learning For Professional Development appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 169: Should You Be A Pioneer Or A Fast Follower? Kevin Oakley, Julie Jarnagin, and Sarah Simmerman discuss the benefits of being a marketing pioneer or if it’s better to be a fast follower. Also, they review the internal considerations when rolling out a CRM system, why sooner is better than faster for content marketing, and why you better be working on your 2022 budgets.

Story Time (01:54) Julie shares the concept of ‘sooner over faster’ and how it relates to content building. Sarah gives insight on what she learned when she rolled out a new CRM system and shares her most recent article on what considerations should be made. Kevin’s favorite season is upon us: Budget Season! And he’s here to make the day for builders who need assistance by giving the first 10 builders who email him at Show@doyouconvert.com will get a free analysis and recommendations for their 2022 budgets. In the News (23:39)

MERCH! merch.doyouconvert.com Tech ‘Unicorn’ Pacaso Is Turning Homes Into LLCs and Pissing Off the Neighbors (vice.com)(thisweekinstartups.com) Facebook changes business ad options in reaction to iOS updates (searchengineland.com) Facebook is Introducing Products for the Next Era of Personalized Experiences (facebook.com) Start a WhatsApp chat from an Instagram Profile (facebook.com) Tik Tok Reaches 1 Billion monthly users (marketwatch.com) Online Sales Leadership Roundtable https://onlinesales.doyouconvert.com/roundtable/

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 169: Should You Be A Pioneer Or A Fast Follower? appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · The Future Of Attribution Kevin Oakley, Andrew Peek, and Julie Jarnagin discuss if attribution helps or hurts marketing when it comes to decision making, they review THAT real estate TikTok video that everyone's been sending around, and Mike Lyon announces the Online Sales Leadership Roundtable for the first time on the podcast!

Story Time (01:52) Julie receives a crazy high estimate for a simple patio. Andrew discusses if attribution in 2021 either helps or hurts marketers when it comes to making decisions. Kevin breaks down the Evergrande debacle and the TikTok video that has been making waves in the real estate world.

Online Sales Leadership Roundtable (41:20) Get excited! For the first time ever on the podcast, Mike Lyon announces year-long The Online Sales Leadership Roundtable opportunity!

In the News (42:00)

Content Creation vs Content Curation: A Guide for Social Media Managers (agorapulse.com) Facebook Admits It Reported Faulty Numbers To Advertisers, Blames Apple (forbes.com) DISNEY Looks to develop rising TikTok and Instagram Creators (forbes.com) Google Ads will combine Smart and standard Display campaigns. (searchengineland.com) About optimized targeting" (support.google.com)

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 168: The Future Of Attribution appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · The Nationals with Lisa Parrish Hello new podcast format! Let us know your thoughts as we experiment with having our guest episodes as stand-alone episodes. Also be sure to check out Kevin's recent "Digging Deeper Into Buy Online with Denise Dersin from Professional Builder" interview and learn more about the upcoming Market Proof Marketing Academy happening on December 1-3, 2021 here >>> www.marketproofacademy.com

Kevin Oakley is joined by Lisa Parrish, Chief Creative Chick at Team PMP - Peter Mayer Productions, who has been producing homebuilding industry awards shows on a national level for over 35 years. They discuss why every sized builder has either a person, a place, or a space worth being recognized and how to submit and enter to win The Nationals awards.

They also discuss: How entering the awards helps builders present, make a case, and make a compelling story to present what you have accomplished. How a builder was originally reluctant to enter their project for awards ended up entering, winning, and then was able to utilize their awards to get more market share where they build. How to become a judge either at a local or national level. The shift to virtual events, virtual hybrids events, and the return to in-person events.

The Nationals deadline to submit for entries is October 18, 2021, Enter Here: www.thenationals.com/entry-information

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode.

More insights, discussions, 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 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 167: The Nationals with Lisa Parrish appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Is The Home Priced Too High Or Do You Need Better Marketing? Kevin Oakley, Andrew Peek, and Jackie Lipinski discuss the marketing steps to take when the biggest feedback about why a new home won’t sell is that “the home is just priced too high”. Plus the team reviews why a proper website structure is imperative for marketing strategy and data tracking purposes, Kevin discusses his biggest takeaway from attending Builder 100, and what iOS15 may mean for your email marketing.

Story Time (02:16)

Andrew shares his experience with Amazon’s chatbot and discusses market influences on cpl/cpc/conversion rates. Kevin talks about Builder 100 and reminds everyone that there is no perfect builder. Plus Kevin sold his current home with no agent, and he shares his best analogy yet about resting on the bike. Jackie is still working with a builder to correct their website’s accidental URL restructure. A reminder that a good structure should look like: www.CompanyName.com/New-Homes/State/City/CommunityName/InventoryHomeAddress. And a free/cheap tool to analyze any website URL’s, page titles, and additional website details is "Screaming Frog SEO”

In the News (35:57)

Bidding wars reach lowest level since August 2020: Redfin inman.com Apple iOS 15: 3 Exciting New iPhone Privacy Features Coming Any Minute Now forbes.com Cheat Sheet: Why email marketers are calling Apple’s iOS 15 update ‘a proverbial nail in the coffin’ digiday.com LinkedIn launches a $25M fund for creators, will test Clubhouse-style audio feature in coming weeks techcrunch.com

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 166: Is The Home Priced Too High Or Do You Need Better Marketing? appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · How To Do The Most With What We Have with Jeff Rutt and Matthew Baehr Kevin Oakley is joined by Jeff Rutt, CEO of Keystone Custom Homes and the founder of HOPE International, and Matthew Baehr, Executive Director of Homes For HOPE, to discuss how to do the most with what you have when it comes to getting involved with helping others. Plus Andrew Peek, Jackie Lipinski, and Bryce Baker share why visualizing short and long-term goals help keep you accountable for home projects and work projects, why you shouldn’t edit your URL structure on a whim, and creating social media ads around recruiting.

Story Time (02:16)

Bryce recently moved into her fixer-up after a lot of intense work was done, then once it became “livable” they quickly got project lazy. The same thing can be applied to marketing - oftentimes once people "finish" the job they mentally check out, so work to find where you have gotten lazy and take charge of it. Jackie shares why the framework of builder websites shouldn’t be editable for everybody.

In the News (13:11)

TikTok reportedly overtakes YouTube in US average watch time 36 (On Android at least) (www.theverge.com) Automated hiring software is mistakenly rejecting millions of viable job candidates (A new report says automated systems are hurting the US labor market) (www.theverge.com) "Coded Bias" on Netflix - (www.netflix.com)

360 Topic of the Week: Homes For Hope (32:20) Jeff Rutt[/caption]

Kevin Oakley is joined by Jeff Rutt, CEO of Keystone Custom Homes and the founder of HOPE International, and Matthew Baehr, Executive Director of HOPE International, to talk about Homes for HOPE International (www.hopeinternational.org). They discuss how they’ve been able to utilize the 200 million dollars worth of donations they’ve received so far and disperse it into 1.36 billion dollars of microloans to help people in poverty. They also discuss: How they, unfortunately, learned about "toxic charity” and how they pivoted their program to microloans How they have been able to achieve a 98% repayment rate for microloans How a donor-advised fund works How they strive not just to teach a man to fish, but to invest in someone who already knows how to fish. Which includes the story of how a $20 loan for chairs bloomed into a life-changing wedding rental business. How they started getting involved with trades Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 165: How To Do The Most With What We Have appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Online Sales Professionals vs Amateurs

Kevin Oakley, Andrew Peek, and Jen Barkan discuss why first impressions matter for all team members and the differences they see between online sales industry amateurs and professionals. Plus why Kevin will never build another pool ever again.

Story Time (02:53)

Jen shouldn’t have to ask you to wash your face, but here we are. Plus Jen shares the story of an online sales team member complaining about not being taken seriously by their on-site team and the recommendations she provided. Andrew shares how he taught his gym owner friend to calculate their time spend vs money earned on the “loudest” gym attendees. Kevin talks about the “joy” (heavy sarcasm here) of building a new home with an in-ground pool.

In the News (36:13)

Lego Image posted to the Market Proof Marketing Facebook group page Working with buyers from different backgrounds (doyouconvert.com) Mastering Google Data Studio One Step At A Time (doyouconvert.com) 6 Questions to Ask When Building A Marketing Dashboard" (doyouconvert.com) Instagram Carousel Best Practices to Make Your Audience Stop Scrolling and Start Engaging (agorapulse.com) Why Your Content Marketing Isn’t Working (christopherspenn.com) Making it easier to show the right message on Search (https://support.google.com/google-ads) Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode.

More insights, discussions, 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 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 164: Online Sales Professionals vs. Amateurs appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Do You Have The Grit, Or Will You Quit? Kevin Oakley, Andrew Peek, and Jackie Lipinski discuss why spoken objections are better than unspoken objections. They talk about the mental fatigue being seen in the online sales and marketing world and when times get tough will people have the grit to hold on or will they jump ship? Story Time (1:08)

Jackie’s son has started baby swim classes and the teacher shares that if you show panic on your face when you’re going under the water, your child will mimic your panic so you need to stay calm, which is similar to how the builder/buyer relationship can also be handled. Andrew wants to remind builders that where your content is created matters and don’t forget audio copyright laws are real. Kevin had a unique car purchasing experience that felt similar to purchasing a home. We’re also seeing people jump ship when selling gets more difficult, so when the going gets tough – will they quit? Will you? Plus we’re seeing the return to a “normal” sales processes for most builders starting in August

In the News (40:01)

Google now shows why it ranked a specific search result (searchengineland.com) Google advertising revenue rises 69% from last year (.cnbc.com) Facebook creates exec team to work on Mark Zuckerberg’s vision for a digital universe (Facebook.com & cnbc.com) Building a Home in the U.S. Has Never Been More Expensive (bloomberg.com) Home buyers willing to pay up to $4,698 more than expected for the right paint color combinations (builderonline.com)

Question Of The Week (1:06:17)

Your advertising spend is now back to what amount in comparison to your July 2019 level?

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 160: Do You Have The Grit, Or Will You Quit? appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 160: Do You Have The Grit, Or Will You Quit? appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Rethinking Short Form Videos Kevin Oakley and Andrew Peek welcome the newest DYC team member Samantha Matlock on to her first podcast! The team defines what short-form videos technically are and where they could and should be used. Additionally, they touch on the steps that people should take after creating content because no one should create something amazing and then go “now what do I do with this?” Story Time (0:49)

Samantha has joined the Do You Convert and also just recently got engaged! Andrew’s daughter was intimidated by the large pool, but sometimes you just have to jump in and face your fears. Kevin is here to remind people that we need NEW leads in today’s market at today’s prices – AND we need to treat them the OLD FASHIONED way.

In the News (25:31 )

Builders pull back as more homebuyers are priced out of the market (cnbc.com) For Home Buyers, Length of Commute Drops in Importance, New Data Shows (wsj.com) Remote Work Tops SF, NYC for Most High-Paying Job Openings (informationweek.com) Tampa Bay’s rent rising faster than any other metro area this year. (tampabay.com) YouTube Launches Initial Test of Live-Stream Shopping with Selected Creators (socialmediatoday.com) Ex-Zillow execs promise revolution in lending. (housingwire.com)

Question Of The Week (40:20)

“Are any of you using tiktok to drive business? And if yes would you drop your username so I could follow you?”

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 159: Rethinking Short-Form Videos appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 159: Rethinking Short-Form Videos appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Influencer Marketing Conversations with Anya Chrisanthon Kevin Oakley and Andrew Peek are joined by Anya Chrisanthon, owner of AC Marketing & Consulting, to discuss influencer marketing. Additionally, Andrew Peek, Jackie Lipinski, and Becca Thomas talk about the changing landscape of social media platforms and how their shift to preferring videos will influence home building marketers and the content that will need to be created. Story Time (1:51)

Jackie officially has a TikTok and with so much video noise in the app, she worries how when every video platform is “special”, no video platform is “special”. Becca turned off her IOS tracking and she is still having a very targeted experience, possibly even too targeted. Andrew shares a for sale by owner fail story near his home in Florida.

Rapid Fire Questions

When do I need to update all of my google ad keywords away from Broad Match Modified? What are the things to consider when you’re aiming to ramp back up your marketing? What are some solutions to help set appointment time slots in real-time? Answer: Calendly

In the News

Instagram’s pivot to video marks the end of social media as we know it TikTok has killed the photo app star. (newstatesman.com) Wait until 2022 to buy a house, economists say (businessinsider.com)

Question of the Week (47:33)

Should builders have community pages on Nextdoor & Facebook and if so, should they be the admins?

Market Proof Marketing Facebook group

360 Topic Of The Week: Influencer Marketing Conversations (46:00) Kevin is joined by Anya Chrisanthon, owner of AC Marketing & Consulting, to discuss influencer marketing. They discuss the reasons builders could be for and against utilizing influencers. They clarify what an influencer could and should do for a builder, including understanding if a builder should partner with an influencer for either distribution, content creation, or both. Additionally, they discuss:

Why influencers are it’s not a one-size-fits-all option. Why it’s important to screen influencers because they have the potential to change your reputation. They discuss the definition of what and who can be defined as an influencer How a home builder influencer could be as easy as the utilization of your online sales team members or on-site sales agents Is one rock star influencer better than multiple minor influencers? And why it’s best not to put all your eggs in one influencer marketing basket.

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 158: Influencer Marketing Conversations with Anya Chrisanthon appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 158: Influencer Marketing Conversations with Anya Chrisanthon appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 157: Time To Hit The Advertising Reset Button Kevin Oakley, Andrew Peek, and Julie Jarnagin talk about the lies builders are telling themselves about the market conditions and why now might be a good time to undo what you did when market conditions were in your favor. Story Time (1:40)

Julie recently went on vacation to Alaska and where the national parks and restaurants were still using Covid as an excuse when in actuality the issues were clearly staffing Andrew purchased a new camera and while the more expensive option was clearly worth it for him. Plus he talks about why and how people can still utilize their personal iPhones when creating content for home builders. Kevin shares why it’s not going to get better, but it’s also not likely to get much worse..

In the News (17:50)

U.S. housing shortage will be around for ‘years to come,’ says Taylor Morrison CEO (cnbc.com) Oregon bans home buyer ‘love letters’ The letters could reveal personal information about the buyers that could lead to discrimination or even the perception of it. (kgw.com) Do you remember MySpace and Friendster? (entrepreneur.com) Apple or iPod? Artificial intelligence hoodwinked by handwritten note. (cbc.ca) Could 3D printing be the future of homebuilding? See this Demo House. (bankrate.com)

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 157: Time To Hit The Advertising Reset Button appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 157: Time To Hit The Advertising Reset Button appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 156: Running So Hot with Jen Barkan Kevin Oakley, Andrew Peek, and Jen Barkan bring you a very special episode! They recorded the podcast LIVE on Facebook to discuss the FAQs of the Market Proof Awards program, what website lead “quality” really means now, & more! Story Time

Jen visited her son at work and witnessed him overcoming buyer objections and solving buyer’s problems. Andrew discovers that some people never leave their neighborhood and don’t even know what exists 5 minutes from their home. Kevin shares the new definition of what “quality” means regarding website leads.

In the News

Market Proof Awards (marketproofawards.com) Hiring, Training, and Managing Remote (doyouconvert.com) 40 Year Mortgages To The Rescue (housingwire.com) Zillow Taps AI to Improve Its Home Value Estimates (wired.com) Why SEO Does Not Work for You & Your Website (cognitiveseo.com) Facebook Testing Desktop Posting and Sharing on Instagram (nasdaq.com)

Question of the Week

Is your builder looking to offer presale opportunities within the next 3 months?

Market Proof Marketing Facebook group

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 156: Running So Hot with Jen Barkan appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 156: Running So Hot with Jen Barkan appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Is Frictionless Virtual Homebuying Attainable? Kevin Oakley, Andrew Peek, and Jackie Lipinski discuss the difficulties of trying to buy a home online and whether it may ever be attainable after Kevin once again attempts to purchase a new home online. Also in this episode, they talk about a city that has decided to ban a home builder from renting any of their homes, google’s recent announcement to push back blocking third-party cookies, google’s new image extensions, and more! Story Time (2:11)

Jackie had a surprise guest at her house this week, it was Kevin! (And she has never cleaned her house faster.) Plus she shares the positives and negatives of visiting the largest Amazon Go grocery store in the US. Andrew also shares his most recent shopping trip experience to Walmart, where they too are trying to move towards a faster shopping experiment and how they were able to create a frictionless shopping experience. Kevin gives an update on his under-construction home and discusses the benefits of taking a Matterport tour while a home is under construction. Plus he shares an interesting story at the airport of watching people try to get a cup of coffee out of a smart Starbucks machine.

In the News (22:50)

Existing home sales in May drop for the fourth straight month as affordability squeezes buyers. (https://www.cnbc.com) No renters: Clayton County Board of Commissioners eliminates builders’ ability to rent, lease new homes (news-daily.com) Google pushes back plan to block third-party cookies until 2023 (https://searchengineland.com) Image Extensions are out of Beta! (oneilinteractive.com) About dynamic image extensions. (support.google.com) You can now choose and design a newly built home and put it in your shopping cart, as big builders launch virtual homebuying (https://www.cnbc.com)

Questions? Comments? Ask away on our Facebook group at Market Proof Marketing Facebook, email show@doyouconvert.com, or call 404-369-2595, and we’ll address them on the next episode. More insights, discussions, 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 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 155: Is Frictionless Virtual Homebuying Attainable? appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 155: Is Frictionless Virtual Homebuying Attainable? appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Stretching Your Creative Content Muscles Kevin Oakley, Andrew Peek, and Bryce Baker talk about ways to think about creating microcontent when visiting new homes under construction. Plus they talk about Zillow’s updated and more accurate Zestimates, why some potential buyers think lower lumber prices mean less expensive homes, and more! Story Time (1:30)

Kevin Oakley, Andrew Peek, and Bryce Baker talk about ways to think about creating microcontent when visiting new homes under construction. Plus they talk about Zillow’s updated and more accurate Zestimates, why some potential buyers think lower lumber prices mean less expensive homes, and more! Bryce recently purchased a home and while getting a quote for a roof issue, she had a very interesting experience where the roofer requested that she purchase all the materials and then call him when she has the materials because it’s too hard for him to get materials right now. Andrew loves the way some builders are creating micro-video content and he gives a recent example: https://www.instagram.com/p/CQEKtQKtGke/ Kevin shares stories from his most recent visit to a home builder and he gives some tips on how to utilize curiosity when visiting home sites to create microcontent.

In the News (24:26)

Market Proof Marketing Awards (marketproofawards.com) Zillow claims Zestimate now more accurate thanks to tech update. (inman.com) Redfin Concierge (redfin.com) An inflation storm is coming for the U.S. housing market. Some economists suggest the government may be misunderstanding the size of the problem (marketwatch.com) Lumber prices sink below $1,000 for the first time since March, now down 40% since May’s record high (markets.businessinsider.com) If You Sell a House These Days, the Buyer Might Be a Pension Fund. (wsj.com) When Wall Street Is Your Landlord (www.theatlantic.com)

Question of the Week (57:48)

Will builders lower their prices when commodity prices decline?

Market Proof Marketing Facebook group

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 154: Stretching Your Creative Content Muscles appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 154: Stretching Your Creative Content Muscles appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Rebranding a Home Builder with Roka Music Kevin Oakley is joined by Roka Music, the Chief Brand and Marketing Officer at StoryBuilt, to talk about the evolution and thought process behind rebranding her home builder. Andrew Peek, Jackie Lipinski, and Becca Thomas talk about how many leads are too many leads for a move-in-ready home, creating a budget that factors in innovation, and the recently wrapped up Market Proof Academy. Story Time (1:51)

Jackie tells the story of how one customer supposedly broke the internet for a massive amount of websites last week (gizmodo.com) and how builders can set up a notification system so that they know when their own websites go down using downnotifier.com (or use a similar site.) Becca shares the story of one builder that was concerned that they only had 56 people on a VIP list to purchase 1 move-in ready model home. Andrew discusses his favorite moments, the biggest takeaways, and some interesting stories from the recently wrapped up Market Proof Academy.

In the News (12:00)

The Market Proof Awards (marketproofawards.com) An Open Letter To CEOs: Why Your CMO Is Thinking About Leaving forbes.com) Employees Are Quitting Instead of Giving Up Working From Home The drive to get people back into offices is clashing with workers who’ve embraced remote work as the new normal. (bloomberg.com) Is there a housing bubble? Houses are getting more and more expensive. There’s a simple fix for that. (vox.com) Zillow COO Jeremy Wacksman argues housing boom is no bubble (inman.com) iOS 15 brings new ways to stay connected and powerful features that help users focus, explore, and do more with on-device intelligence. (apple.com)

Question of the Week (47:33)

Should builders have community pages on Nextdoor & Facebook and if so, should they be the admins?

Market Proof Marketing Facebook group

360 Topic Of The Week: Rebranding a Home Builder with Roka Music (53:00) Kevin is joined by Roka Music, the Chief Brand and Marketing Officer at StoryBuilt (formerly PSW). She talks about her experience since joining the industry in 2019 and she shares her favorite takeaways from working at the Sesame Street workshop. Roka tells the funny story of how she responded to a lengthy job posting online and how it landed her a dream job into the home building industry. She also tells of the rebrand evolution process that she spearheaded for her company and the positive impact it’s had.

Roka explains another way to understand marketing and branding is “Marketing is asking someone out on a date, branding is why someone says yes” Why boutique and specially curated home selection options work well for StoryBuilt. How in the last two years they’ve gone from a team of 2 to a team of 12 and what that team of 12 looks like in a company of 120 people. Why they’ve partnered with animal rescues and how they link it to their community branding by naming their communities after the animals. See the video of George the parrot on their youtube page: https://www.youtube.com/channel/UCrmSRjPffUTPFS3D-l8zFDQ Why StoryBuilt’s rare ability to take marketing chances has really paid off in the last two years. And why it’s been so exciting to work at StoryBuilt.

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 153: Rebranding a Home Builder with Roka Music appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 153: Rebranding a Home Builder with Roka Music appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Milestone Driven Community Launches

Kevin Oakley, Andrew Peek, and Jen Barkan explain why new community launches must be flexible and planned off of construction milestones and not launched around preset calendar dates alone. They discuss if builders should enact their escalation clauses as well as they give some examples of what other builders are doing. Story Time (3:39)

Jen has started the 75 Hard Challenge at her daughter’s request and also her husband has become an official prospect of a Motorcycle Club over the weekend. Plus the sold-out June Online Sales Academy is getting ready to start! Andrew recommends checking out a fun, consistent low-pressure, video content creator, John Morgan, who creates his videos while driving and telling stories in his car. Link to John Morgan’s videos here: facebook.com/watch/JohnMorganESQ Kevin wants to remind people that when planning on launching new communities or phases, marketing teams need to plan around construction milestones NOT specific dates on a calendar. It’s great to have target dates, but like anything in new home construction, you have to be fluid with community launch schedules.

In the News (24:26)

The Reality of Managing Leads in 2021 (probuilder.com) Escalation Clauses in Your Contracts: Yay or Nay? (probuilder.com) Housing boom may be cooling as weekly mortgage demand drops again (cnbc.com) SoftBank-backed construction giant Katerra said to be shutting down after raising billions (techcrunch.com) Google June 2021 Core Update rolling out. (searchengineland.com) LinkedIn introduces Event Ads and “boosted” posts (searchengineland.com)

Question of the Week (53:17)

Do you believe you can teach/train someone to be a great marketer that has zero marketing experience and zero marketing education/background? Would you ever consider bringing on a new hire that shows great potential and a personality for learning the market but has absolutely zero experience?

Market Proof Marketing Facebook group

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 152: Milestone Driven Community Launches appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 152: Milestone Driven Community Launches appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · 2021 Online Sales Benchmarks: New Year, New Metrics, Solid Results For this special episode of Market Proof Marketing, Kevin Oakley discusses the metrics behind the data that created the 2021 Online Sales Benchmarks infographic for Q1 of 2021 and why we made a conscious effort to only included data we could verify. Listen to the podcast version of Mike Lyon and Jen Barkan‘s Facebook live via the link above or check out the full recorded video here. Kevin Oakley also shares the exciting news that is the Market Proof Awards are now open for entries, so be sure to check the award program out in full and enter your campaigns from the previous year to see how they stack up.

View the full infographic here: Online Sales Benchmarks Learn more or enter the Market Proof Awards here: The Market Proof Awards

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes Follow on Spotify —> https://now.doyouconvert.com/mpm-spotify Listen on Stitcher —> https://now.doyouconvert.com/mpm-stitcher

Market Proof Marketing is 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 151.5: The New 2021 Online Sales Benchmarks for Q1 appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 151.5: The New 2021 Online Sales Benchmarks for Q1 appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Content Calendar Conversations Kevin Oakley, Andrew Peek, and Jackie Lipinski discuss content calendars for homebuilders and why there isn’t a one-size-fits-all solution. Kevin also recounts his latest secret shop of a home builder who recently fired their entire online sales team and replaced them with chatbots, it was predictably terrible. Story Time (4:05)

Jackie shares why she’s proud of the marketers lately who are utilizing this unique time to go full steam ahead on creative content solutions. Andrew discusses why a content calendar template isn’t a one size fits all item for builders and how sometimes small posts can lead to more content ideas. Kevin’s new home appliances that were ordered in November of 2020 will finally arrive by August of 2021! He also shares the data behind the responsiveness of leads and how to use it as a key indicator of when marketing spend can and should ramp back up. And Kevin elaborates on his recent secret shop of a builder that fired all of their OSCs… it was predictably terrible.

In the News (28:20)

2021 Online Sales Benchmarks: New Year, New Metrics, Solid Results (doyouconvert.com) The Reality of Managing Leads in 2021 (probuilder.com) Are my ads working? Understanding lead attribution for homebuilders in google analytics (doyouconvert.com) 3 reasons why the housing shortage will last for years, Goldman Sachs says (businessinsider.com) Facebook and Instagram will now allow users to hide ‘Like’ counts on posts (techcrunch.com)

Question of the Week (45:22)

Do you have the worst home builder marketing office of them all? Post your questionable office photo in the Market Proof Marketing Facebook group and we’ll help set you and your office up for marketing success.

Market Proof Marketing Facebook group

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 151: Content Calendar Conversations appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 151: Content Calendar Conversations appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · The Dangers of Shadow Interest Lists Kevin Oakley, Andrew Peek, and Julie Jarnagin talk about the dangerous practice of shadow interest lists being created by onsite sales team members, how they lead to poor customer experiences, and why you should nip them in the bud. They also discuss the need for marketers to take a step outside of the box this year and try taking risks (at least 20% of the time) when it comes to marketing your brand. Story Time (1:11)

Julie talks about the need to take risks in marketing, with the rule of thumb being 80% of marketing should be safe while the other 20% should be an intelligent risk. (aweber.com) Andrew also considers the value, or lack thereof, of safe content, and is it worth anything if there’s no emotional connection to it? Kevin believes a bubble is forming and it’s not in housing values, it’s in rogue sales team members creating their own shadow interest lists and prioritizing them above home builder’s actual priority lists. He recounts his first-hand experience from a recent builder visit trip and breaks down why these lists will only cause issues for builders.

In the News (18:02)

Home construction sees biggest drop since pandemic hit. (cnbc.com) Low-tax states are winning the real estate battle (housingwire.com) Why some brands plan to participate in Facebook Live shopping events this summer (Digiday.com) How Google’s $150 billion advertising business works (cnbc.com)

Question of the Week

Is walk-in traffic on the rise for builders because of the lack of available homes to purchase across the country? Is this a crazy hypothesis?

Let us know your thoughts on the Market Proof Marketing Facebook group

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 150: The Dangers of Shadow Interest Lists appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 150: The Dangers of Shadow Interest Lists appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Build-to-Rent Q&A with Noel Christopher Noel Christopher, Senior Vice President of Portfolio Services at Renters Warehouse, joins us to discuss why the build-for-rent phenomenon is likely going to change the home building industry forever. Also in this episode, Kevin Oakley, Andrew Peek, and Jackie Lipinski discuss the hesitancy being seen in potential home buyers due to them not understanding how to purchase a home from builders. Story Time (1:53)

Jackie shares the story of a home builder who was so excited to come to the Summit in August that they cracked the code to view the secret ticket purchasing link and bought a summit ticket at 11 pm on the night before the launch to save their spot. Andrew wants to remind builders to add “Checking out all of your ads” to their Monday morning routine. A few quick items to look for always are: Are they running – yes or no. Performance up or down. Why – why not – repeat. Check out Andrew’s previous article regarding setting up automatic reports so you don’t get caught off guard here. Kevin discusses the tension of knowing when to bring ad spend back up as well as every builder needs to access their call-to-actions and verify the current messaging is consistent with what actions builders want customers to take.

In the News (16:33)

Contracts terminated unexpectedly for Eagle Mountain home buyers (fox13now.com) Homebuyers are the most pessimistic they’ve been in a decade thanks to tight supply, high prices (cnbc.com) The Most Common Reason Active Buyers Can’t Close the Deal (nahbnow.com) WhatsApp breaks App Store guidelines by limiting functionality for users who do not accept the new privacy policy (applescoop.org)

Question of the Week (33:50)

Would you pay $50 a year to use FB/IG with complete privacy and no ads?

Let us know your thoughts on the Market Proof Marketing Facebook group

Noel Christopher 360 Topic of the Week: Build-to-Rent with Noel Christopher (39:00) Noel Christopher, Senior Vice President of Portfolio Services at Renters Warehouse, joins Kevin Oakley to discuss the topic that’s on the minds of many home builders – Build-to-rent homes. They discuss the reasons builder may consider the option of build-to-rent, how involved or not involved home builders can be based on their individual needs, what product changes might be considered if a builder is looking to rent, and more:

How build-to-rent homes solve the problem many people have of wanting to be in a home but not being able to afford the ever-increasing prices of homes and not being able to afford a down payment. The average length of time renters stay in single-family homes, based on the data collected from the 23,000+ homes they manage, is around 3 years. How builders may want to consider the lifetime value of the customer and the continued relationship How builders intending to move to build-to-rent should consider what products are needed vs sticking to what they think they know Zillow.com has accounted for around 85% of all tenant leads Current homeownership rates (advisorperspectives.com)

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 149: Build-to-Rent Q&A with Noel Christopher appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 149: Build-to-Rent Q&A with Noel Christopher appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 148: Buyer Experience Tools with Kody Smith Kody Smith, President of NoviHome, joins us to discuss how to help keep the communication with buyers as transparent as possible. Plus, Kevin, Andrew, and Becca discuss Kevin’s recent attempt at making a homesite reservation on a home builder’s website and why the experience was less than perfect. Story Time (2:10)

Becca shares her story of how she had been told that finding a daycare near her home would be easy and now they all have waitlists too. Andrew’s local Starbucks changes their hours! Instead of opening at 5am they’re opening at 11am and confusion has been created around the change because of the lack of context. Kevin talks about his experience signing up to reserve a homesite on a home builder’s website and how his “reservation” ended up with just 1 poorly templated email…18 hours later. Plus, Kevin gives his review of his recent purchase of Eggo stuffed pancake bites and how it was the worst pancake of his life.

In the News (24:44)

Market Proof Marketing Academy: Sold Out – Get on the waitlist for Nov 30 – Dec 2nd’s classes (marketproofacademy.com) Content Marketing and the treadmill in the corner (doyouconvert.com) Zonda acquires Canadian listings platform BuzzBuzzHome (zondahome.com) Facebook and Instagram notices in iOS apps tell users tracking helps keep them ‘free of charge’ (theverge.com) Spaces is here, let’s chat (twitter.com) Updated: The Definitive Guide to Priority Lists in 2021 (doyouconvert.com)

Question of the Week (35:46)

Last Week’s Question: Which scenario do you think is more likely to indicate that a home building company is firing on all cylinders? I think the case can be made for both, and yet I’m drawn to one over another. 1. They outperform other builders in a highly competitive market with lots of new homes sold each year as a large % of overall real estate transactions. (high volume market) 2. They outperform a small pool of competition from other builders, but they operate in a market where new home sales volume is a tiny fraction of overall real estate transactions? (low volume market) This Week’s Question: Would you pay $50 a year to use FB/IG with complete privacy and no ads? Let us know your thoughts on the Market Proof Marketing Facebook group

360 Topic of the Week: Buyer Experience Tools with Kody Smith (43:18) The team talks with Kody Smith, from NoviHome, about the company’s goal of guiding buyers through the sales funnel while still delivering insights and analytics. They touch on the main functions of NoviHome – NoviHome Show, NoviHome Focus, and the homebuyer app. They also discuss how the pandemic increased the need for technological and customizable solutions as well as how builders were able to show their customers value through easy communication tools.

NoviFocus isn’t replacing anyone’s CRM, they’re adding a layer on top of your existing CRM to make it easy for agents to get buyers INTO the CRM via integrations. How buyers and sales agents have been utilizing home photos to be able to write notes on the images How they’re trying to solve the problem of agents not using technology. How people need to realize websites and apps are different and how their apps control the flow of information buyers are seeing.

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 148: Buyer Experience Tools with Kody Smith appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 148: Buyer Experience Tools with Kody Smith appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · The Market Proof Awards & CallRail Updates with Madelyn Wing Kevin Oakley, Andrew Peek, and Jackie Lipinski have some exciting news! Do You Convert is launching the Market Proof Awards, a data-driven awards program to recognize marketing & online sales excellence in the home building industry! Then Jen Barkan and Kevin Oakley talk with Madelyn Wing from CallRail, about how they listen to home builders and their needs when creating and updating existing features. Story Time (1:05)

Jackie Lipinski is proud to announce the new Market Proof Marketing podcast graphics are here! Andrew Peek shares his Instagram survey results regarding who should be creating content for builders, if influencers should be the focus of videos, and if people believe leadership should be the focus of content home builders put into the world. Kevin Oakley shares his theory on why he believes Twitter keeps sending him popups that he has to click “yes” on.

In The News (30:10)

Announcing the Market Proof Awards

https://www.marketproofawards.com/

Online Sales and Marketing Summit

https://www.onlinesalessummit.com/

Zuck Outlines Facebooks’ Strategy Beyond iOS Issues (CNBC.com) Zestimates can’t keep up with wild housing market, agents say Agents from around the country talk about the widening gap betweenZestimates and MLS home value data as inventory shortages push prices to new highs (Inman.com) Utah home builder opts for no bidding wars when selling its houses (kutv.com) Google Data Studio Report Publishing Feature (Google.com)

Question of the Week (54:50)

Which scenario do you think is more likely to indicate that a home building company is firing on all cylinders? I think the case can be made for both, and yet I’m drawn to one over another.

1. They outperform other builders in a highly competitive market with lots of new homes sold each year as a large % of overall real estate transactions. (high volume market)

2. They outperform a small pool of competition from other builders, but they operate in a market where new home sales volume is a tiny fraction of overall real estate transactions? (low volume market)

Submit your feedback here – we’d love to hear from you!

360 Topic of the Week (59:40) Madelyn Wing from CallRail joins Kevin Oakley and Jen Barkan to talk about the offline and online tracking capabilities of Callrail. Madelyn also talks about the significant increase in call volumes they saw across the board since the pandemic as well as how they’ve listened to their users and as a result, they have decided to bring back some call forwarding features!

How “form tracking” works and how it merges with digital data points Callrail can let you make call notes so you’ll know where to pick conversations back up How the speed of following up with leads correlates with the responsiveness likelihood of converting that lead Conversion Intelligence and how it’s able to track custom words you want to search for within phone calls How you can use CallRail as a training tool for your team

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 break down the headlines, share best practices and stories from the front line, and perform deep dives on relevant marketing topics. We’re here to help you – not to sell you!

The post Ep 147: The Market Proof Awards & CallRail Updates with Madelyn Wing appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 147: The Market Proof Awards & CallRail Updates with Madelyn Wing appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 146: Reducing Chaos For “Buy Online” Kevin Oakley, Andrew Peek, and Jackie Lipinski shake up the podcast with an impromptu clash-of-the-titans debate, as Jackie and Andrew give their options on who should be responsible for creating visual content elements: in-house teams vs external resources. And Kevin has had it with a builder who is claiming they’ve solved the “Buy Online” problem when in fact, they seem to be creating more chaos for their company and their customers. Story Time (1:15)

Jackie Lipinski wants to remind builders that google data studio is a great resource for collecting aggregated data that you can set up and continue to utilize to send upper management quick data points. Andrew Peek recommends when creating content that the content needs a goal. For example, content should either inspire, educate, or give people a clear to action.

Clash of the Titans (8:45)

Andrew and Jackie give their options on who, in a home building marketing department, should be creating the visual content. Tell us what you think on the Market Proof Marketing Facebook page.

You’re Not Getting Away With It! (18:00)

Kevin comes across a large quantity home builder who claims that they have solved the “Buy Online” process. Spoiler alert: Kevin has his doubts due to the changes the builder had to make to their website immediately following the new process’ release. And he breaks down why the builder’s “Highest and Best” process for presales homes looks to be creating chaos and pain for every person involved in the home buying process.

Story Time (41:30) Kevin talks about his most recent trip to Texas with home builder Tilson Homes, and how they solve their customer service friction points similar to that of Chick-fil-a. In The News (46:00)

Upcoming AppTrackingTransparency requirements (developer.apple.com) We Hate iOS 14.5 (ihateios14.com) An Actual House is an NFT Now (theverge.com) TikTok-Native Publishers Look To Expand Audience To Other Platforms (digiday.com)

Question of the Week

What % of your content is currently created in-house? (Photos, videos, blogs, etc.)

Submit your feedback here – we’d love to hear from you!

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 break down the headlines, share best practices and stories from the front line, and perform deep dives on relevant marketing topics. We’re here to help you – not to sell you! The post Ep 146: Reducing Chaos For “Buy Online” appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 146: Reducing Chaos For “Buy Online” appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · The Rules Are Changing Kevin Oakley, Andrew Peek, Julie Jarnagin, Mike Lyon, and Jen Barkan are in the house to bring you a very special episode to discuss the ever-changing ecosystem that is online sales and marketing for home builders in 2021. They talk about how OSC’s should handle priority lists, how being nimble and flexible is the key to moving forward in an ever-changing market, and how some home buyers are taking the term Online Sales “Counselors” very literally. Mike and Jen also discuss how management needs to understand that Online Sales Specialists’ data is going to be funky right now, and that’s ok because the quality of leads needs to be prioritized over the number of leads at this time. Story Time (2:15)

Julie Jarnagin regrets her decision about asking for podcast recommendations via Twitter. Andrew Peek shares a hilarious Instagram reel from the point of view of real estate agents “Submitting an offer then vs now.” Jen Barkan talks about the “Elon Musk Effect” and how a tweet from Elon Musk has created havoc for online sales teams in Brownsville, Texas. Kevin Oakley shares a heartbreaking story of a builder having to reach out to a buyer about price increases.

In the News (11:00)

A Builder’s Leaked Post The Great Reshuffling: Zillow’s 2021 Mover Report: The Opportunity, Emotion and Trends Behind the Great Reshuffling (Zillow.com) CoStar Group to Acquire Residential Listing Site Homes.com Acquisition Expands CoStar’s Effort to Provide Digital Tools and Advertising Solutions That Support Residential Real Estate Agents and Their Customers (Costargroup.com) The ‘Iron Man’ body armor many of us may soon be wearing (BBC.com)

Question of the Week (28:20)

Last Week’s Question: What is your forecast on how the housing market will be by the first quarter of next year (2022)

Submit your feedback here – we’d love to hear from you!

360 Topic of the Week (33:48)

Mike Lyon and Jen Barkan hand out truth bombs for marketing and online sales and they dive deep into the ever-changing rules that online sales need to be aware of and how marketing can assist in the new messaging to all the leads.

Mike and Jen have been hiring an incredible amount of new online sales team members this year for builder partners. The rules are changing and the rules need to be rewritten per market. Mike talks about priority lists and how they apply to marketing and online sales team processes

1. Set expectations on your website with the right call to actions
2. Autoresponses and your call flows need to be consistent with what your company’s current message is
3. Rate each lead per your priority lists

Mike talks about the new messaging to consider when your builder is “almost sold out” How we don’t want to mislead prospects so builders need to temporarily adjust marketing channels and be as transparent as possible about timelines Mike and Jen talk about how in this market it’s best to hyper-focus on the people who are lowest in the sales funnel aka the ready to buy today customers Kevin breaks down the aggregate data on home builder’s organic traffic year-over-year

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 break down the headlines, share best practices and stories from the front line, and perform deep dives on relevant marketing topics. We’re here to help you – not to sell you! The post Ep 145: Priority Lists for Online Sales appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 145: Priority Lists for Online Sales appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · 2022 Market Predictions and Beyond Kevin Oakley, Andrew Peek, and Jackie Askews talk about what they think the not too distant future could look like for new home builders and buyers alike, why the market might shift in favor of more home rentals, and how the lack of land in the future will pave the way for more creative home product offerings. Story Time (1:00)

Jackie Askews shares with the team that after seven months of building a new construction home, her township has made the process so difficult and expensive that her family has decided it’s best to pull the plug on the project altogether. Andrew Peek’s wife has had it with their HOA, so she’s joined the board to clean up the mess that their new home builder left behind. Kevin Oakley shares the sad story of a new home marketer swapping from being an internal employee into a contract position and then finding out that they don’t qualify for a home loan due to the job change. Kevin reflects on his recent builder trip and how proud he is of how interactive builder partners are in their quest to learn from ourselves and others in the industry.

In the News (25:25)

Looking for another DYC marketing team member! To learn more about this position click here. Do You Convert: New Virtual Academy Dates Just Released!

Market Proof Marketing Academy – June 8-10, 2021 Online Sales Academy – June 23-25, 2021 Online Sales and Marketing Summit – In Person! August 19/20 in Dallas, Texas at the Gaylord Texan Resort

The Housing Market Is Crazier Than It’s Been Since 2006. (wsj.com) Twitter Held Discussions for $4 Billion Takeover of Clubhouse (bloomberg.com) Reputation attack sites have plummeted in Google, but can still harm (searchengineland.com) Netflix Documentary – Coded Bias (Netflix) Website to get a better understanding of how AIs(Facebook) work (ai.facebook.com)

Question of the Week (50:46)

What is your forecast on how the housing market will be by the first quarter of next year (2022)

Submit your feedback here – we’d love to hear from you!

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 break down the headlines, share best practices and stories from the front line, and perform deep dives on relevant marketing topics. We’re here to help you – not to sell you! The post Ep 144: 2022 Market Predictions and Beyond appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 144: 2022 Market Predictions and Beyond appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Zillow’s New Construction Consumer Housing Trends Report with Brett Steele Kevin Oakley, Andrew Peek, and Jackie Lipinski talk with Brett Steele, the Sr. Sales Manager of New Construction at Zillow Group, about Zillow’s New Construction Consumer Housing Trends Report of 2020. They review the fascinating data behind people’s purchasing habits compared to previous years, they touch on the future of technology and how it can apply when purchasing a new home, and they discuss the benefits homebuilders have over resale homes. Also in this episode, the Do You Convert team discusses the right and wrong ways to push home incentives, how marketing leaders need to identify avoid career burnout, and how true success in anything comes from doing things in small chunks of time each day. Story Time (2:58)

Jackie Lipinski discusses the different marketing options a builder could be doing vs running a $10,000 incentive in the best market ever. Andrew Peek talks about the benefits of using google’s data studio to create visual tools for marketing as well as upper management. Andrew and the team also dive into how to handle feeling like you aren’t making much progress in your marketing career when the homes sell themselves. Kevin Oakley discusses his thoughts on the psychological insights into why content is so hard for so many marketers to get done plus he tells a few builder stories from his first trip in 2021.

In the News (20:35)

How to tell stories using data (SearchEngineLand.com) The ugly side of housing: low inventory. Fewer deals are going into contract (HousingWire.com) SNL Skit – Boomer’s Got The Vax (Youtube) Biden’s $2 Trillion Infrastructure Plan Proposes More than $200 Billion for Housing, Commercial Buildings Joe Biden wants to spend $2 trillion on infrastructure and jobs. These 4 charts show where the money would go. Zillow’s New Construction Consumer Housing Trends Report 2020 (Zillow.com)

Question of the Week (40:46)

What is your forecast on how the housing market will be by the first quarter of next year (2022)

Submit your feedback here – we’d love to hear from you!

360 Topic of the Week (41:52)

Brett Steele, the Sr. Sales Manager of New Construction at Zillow Group joins us this week to discuss the main takeaways from Zillow’s 2020 New Construction Consumer Housing Trends Report. Brett discusses why it’s in every builder’s best interest to educate buyers in order to create the highest quality of leads, the new main roadblocks people are having when purchasing a home, and how builders can’t forget about their ratings as a marketing tool.

The 3 main home buying roadblocks buyers had last year were price, timing, and location, and this year it has changed to feeling like they are getting a fair price, the timing of selling the old house when buying the new house, and feeling overwhelmed by the home buying process. How a 3D walk-through, and not the listing photos, won Brett over into buying his own home from afar after determining that his dream table could actually fit in the home. 56% of people agreed they would have skipped looking at a resale home if they had seen a floor plan of the home prior. Builders, please add the square footage to your plans for an added advantage over resale homes. How the data shows that the future of home buying isn’t trending digital-only, they predict a hybrid of in-person and digital elements. Kevin and Brett remind builders that ratings are forever so don’t forget about your buyers while they are waiting for their home to be completed. Brett recaps his days working at Disney World as the Monorail driver.

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 break down the headlines, share best practices and stories from the front line, and perform deep dives on relevant marketing topics. We’re here to help you – not to sell you! The post Ep 143: Zillow’s New Construction Consumer Housing Trends Report with Brett Steele appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 143: Zillow’s New Construction Consumer Housing Trends Report with Brett Steele appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Ep 142: Builders Choosing Intentionally NOT To Sell Homes Kevin Oakley, Andrew Peek, and Jackie Lipinski are back this week to talk about the big picture of why new home sales in some areas seem to be down year-over-year (spoiler alert…it’s not just the weather, it’s also the lack of inventory). They discuss Kevin’s first builder visit in over a year, the actual value behind going viral on TikTok, and the current ad spend reduction numbers seen across the board. Story Time (7:37)

Jackie Lipinski has to learn a website’s custom deck railing computer program to get an accurate quote. Andrew Peek gets excited as more builders continue to reach out for guidance on how to start their very own podcasts. Kevin Oakley reviews the current social ad and paid search spend reductions he’s seeing and talks about the impact on organic traffic. Kevin also talks about the sales and lead metrics of one builder going viral on TikTok and how even 3+ million views can still equal 0 sales.

In the News (23:25)

Lennar Announces $4 Billion Single-Family-Rental Venture. (BuilderOnline.com) New Home Sales Drop 18.2% in February, Remain Higher Than Last Year Record (USNews.com) More Agents Than Homes For Sale in Red-Hot Housing Market (TheRealDeal.com) BoxBrownie to cut prices amid COVID-fueled surge in business. (InMan.com) YouTube experiments with automated lists of products detected in videos (MarTechToday.com)

Question of the Week (41:27)

Some things are just better in-person. We’re planning a new mastermind brainstorming session at the end of the year, what valuable in-person topics would you want to cover? (Aka what things do you want to talk about that a webinar just can’t tackle)

Submit your feedback here – we’d love to hear from you!

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 142: Builders Choosing Intentionally NOT To Sell Homes appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 142: Builders Choosing Intentionally NOT To Sell Homes appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Digital Priorities for Marketers Andrew Peek, Jackie Lipinski, and Julie Jarnagin discuss their most recent digital marketing priorities recommendations blog created specifically for New Home Marketers. And they break down the “why” of each recommendation. They also discuss the vague news reports of the housing industry coming out recently and talk about Google cracking down on policy-violating ads. Story Time (1:30)

Jackie Lipinski talks about how a simple small leak has led to 4 days without a sink and how life would be easier with a warranty person. Julie Jarnagin discusses how a casual check-out conversation with a shopping sales rep created buyer regret where none existed before. Andrew Peek discussed his new camera purchase and how he fell into a content black hole of time and energy just like in…..Home shopping. And how creating extremely specific content pieces are the best ways to educate any buyer.

In the News (13.25)

Digital Priorities for New Home Builder Marketers (DYC Article) Homebuyers canceling contracts as costs soar (Fox News) Housing the best performing sector of the economy as fears mount over downturn (Fox News) Can You Believe We’re Talking About In-Person Events (SearchEngineLand) Google blocked 3.1 billion ads that violated their policies last year (SearchEngineLand) Do You Convert Summit 2021! August 19th & 20, 2021 in Dallas, Texas!

Question of the Week

As you are able to reduce advertising spend due to #bestmarketever – and if so where are you reinvesting those resources?

Submit your feedback here – we’d love to hear from you!

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 141: Digital Priorities for Marketers appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 141: Digital Priorities for Marketers appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Margin Management with Amy O’Connor

This week Kevin talks with Amy O’Connor from Jeff Shore Consulting Group to discuss that no matter the market, we need to remember that margin management is the name of the game. Also in this episode, Kevin, Jackie Lipinski, & Jackie Askews discuss that even though Airbnb slashed its entire marketing budget they were able to return to 95% of their previous traffic levels, how Google wants to group people by FLoC to target you, and how one builder is overriding home selections to close on time. Story Time (2:20)

Jackie Lipinski discusses a recent conversation with a Texas home builder who has decided “you get what you get” when it comes to your exterior brick choice to make sure construction deadlines are met. Jackie Askews talks about her new construction home builds experience and the “In-xperience” that they’ve been able to achieve regarding the selection process. Kevin notes that no CRM system is the “Right One” if you’re not spending the time to pursue understanding it. Plus another two offers to “influence” products this week…

In the News (17:56)

We will not build alternate identifiers’: In drastic shift, Google will end behavioral targeting, profile-building in its ad products (Digiday) Google’s FLoC Is a Terrible Idea (Eff.org) Kirk William explains FLoC (zatomarketing.com)

360 Topic of the Week – Margin Management with Amy O’Connor (33:30): Amy O’Connor, from Jeff Shore Consulting Group, joins us this week to discuss that even in the best of times or the worst of worst of times, we need to remember that margin management is the name of the game. Kevin and Amy also touch on the need for consistent messaging from sales, marketing, and management teams, and she notes the skillsets that sales team members might lose if they don’t flex them regularly.

Why marketing is not just driving traffic but driving a mindset for buyers as well How it’s critical to communicate transparency, and why it’s what buyers need and want right now How to think about packaging the priority list message How a builder in Pennsylvania transformed their sales process to 99% online while still creating a personalized experience Why she recommends builders still opt for discovery meetings with their new home buyers in order to create more trust and how to let the customers drive the conversations. Amy also explains why the worst sales team member is the one that “grows on you”

Question of the Week (1:04:15)

As a birthday gift to Jackie Lipinski, we’ve decided to hunt down the perfect nickname for her. Submit your feedback here – we’d love to hear from you!

You can listen to her first podcast when we interviewed her on episode 22 here

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 140: Margin Management with Amy O’Connor appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 140: Margin Management with Amy O’Connor appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Priority Lists & Their Pitfalls You asked and we listened! This week we’ve pushed all other topics off the agenda to dive deep into Kevin’s definitive guide to home builder priority lists in 2021 article. We know that priority lists are a sensitive topic and people want to know what other home building companies are doing, and not doing, successfully. Kevin breaks down the 7 different approaches home builders are currently applying priority lists and he discusses the potential pitfalls of each. Story Time (2:00)

Jackie Lipinski talks about her failed attempt at passively attending the Market Proof Marketing Academy classes. Andrew Peek discusses taking time to step outside of your direct company’s circle and finding other people in the industry to learn from and to get better insights from. Kevin Oakley talks about the extreme sales solutions home builders have had to resort to in the last few weeks, how listening to uninformed people is worse than having no answers at all, and how he believes that not being scared is more important than being creative.

In the News (15:50)

DYC Live – Jen and Mike: New Market = New Message (doyouconvert.com) The Definitive Guide to Priority Lists in 2021 (doyouconvert.com)

(31:30) The 7 different approaches on how home builders are applying priority lists

New camera promises 3D home scans in 15 minutes (Inman.com) Kenyan Woman’s Startup Recycles Plastic Waste into Bricks That Are 5x Stronger Than Concrete (goodnewsnetwork.org)

Question of the Week (1:08:50)

Have you made any changes to your website to give more transparency on pricing, availability, or sales process changes? Submit your answer to the Facebook group here.

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 139: Priority Lists & Their Pitfalls appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 139: Priority Lists & Their Pitfalls appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · The Future Of Real Estate Payments

This week Kevin talks with Russell Smith, from Earnnest, to discuss what the future of real estate transactions might look like and how some home builders are already doing away with the archaic ways of checks and wire transfers. Also in this episode, Kevin, Andrew, and Bryce review the long list of excuses and objections that builders have given throughout the years as to why innovation is hard and they discuss why builders need to apply timelines to their processes. Story Time (2:20)

Bryce talks about her very recent home buying experience with a used home and how it compares (and fails to compare) against new homes. Andrew enhances his iOS14 blog with step-by-step instructions for homebuilders to follow along. Kevin talks about his recent social media post where he highlights the long list of objections he’s heard from home builders over the years about why they cant (aka won’t) innovate.

In the News (19:40)

Zillow will now make cash offers for homes based on its ‘Zestimates’ (CNN.com)

Zillow’s ‘live offer’ Zestimate launches in 20 markets (inman.com)

Zillow’s New Construction Consumer Housing Trends Report 2020 is here! (Zillow.com) Zonda’s Ali Wolf’s Twitter Account (Twitter.com)

360 Topic of the Week – Discussing the future of Real Estate Payments with Russell Smith (35:55): Russell Smith from Earnnest joins us to talk about his journey in real estate tech and how Earnnest aims to solve the problem of archaic wire transfers for home purchases. Earnnest is the largest digital earnest money service in the United States, allowing buyers to securely and electronically deposit funds directly to an escrow holder.

Russell explains what Earnnest is and the problems they are trying to solve His journey in Real Estate Tech from Trulia, RealScout, & HouseCanary to General Manager of Earnnest How team members are utilizing Earnnest for their own home purchases How Earnnest aims to be utilized similar to Docusign is for home purchasing Earnnest isn’t aiming just to solve the “Buy Now” needs for homebuilders, it wants to take the pain points out of digital transactions How the process works and how it connects accounts and notifies all parties involved Integration options for home builders for their homebuyer portal How this could be not only a digital transaction tool, but also a customer service experience improvement tool A discussion about what it means to buy a house “sight unseen”

Question of the Week (1:08:50)

As builders are thinking more about the need for early communication and expectation setting on issues like price increases, construction times, and waitlists, we’ve been observing how other industries are handling their own similar issues. Have you added any kind of transparency/expectation setting to your website recently? Do you have any examples from other industries we can add to our list? Submit your feedback here – we’d love to hear from you!

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 138: The Future Of Real Estate Payments appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Nurturing Active Leads with Jessie Suggs This week Kevin, Andrew, and Julie welcome the newest Do You Convert team member Jessie Suggs! We discuss her experience going from working in marketing to being an award-winning Supervising Online Sales Counselor at Mungo Homes, what digital solutions her team made in the last few months, and she talks about nurturing active leads in this fast-paced market. Story Time (1:30)

Julie talks about her local Mom Facebook group and how she utilizes her neighbors for local recommendations over yelp or google reviews. Andrew discusses a few recent home builder Facebook ads that he thinks are promoting the wrong message. Kevin takes us back to his childhood where he talks about his dad’s financial adviser woes and how that ties into current agencies needing to act like a fiduciary, and if they aren’t then they need to join the dinosaurs.

In the News (15:18)

Opendoor Withholds Listings From the Market. (mikedp.com) Your Next, Best Sales Tool: 
The Marketing Technologist. (probuilder.com) Printed in days, a house: New York firm takes 3D printing to the next level. (reuters.com)

360 Topic of the Week: DYC Welcomes Jessie Suggs to the team! (40:42)

Jessie Suggs talks about what her life is like with only one phone now, her career as a #MungoMarketingChick, the creative digital solutions she had to apply to her online sales process, and nurturing active leads in this market. Jessie has over five years of home builder sales and marketing experience. She began her career with Mungo Homes in marketing, then transitioned to an online sales specialist role, ultimately serving more than 140 communities across the Southeast. In 2020, Jessie led an online sales team that managed more than 10,000 leads and generated more than $146 million in sales revenue. A three-time honoree of Mungo Homes’ CEO Circle of Excellence, Jessie Suggs is a National Home Builders Association Silver Award Winner for 2019 and 2020, was awarded the 2018 Internet Lead Specialist of the Year by the Building Industry Association of Central South Carolina, and was recognized as a Home Building Industry Leader by Professional Builder in the annual 40 under 40 Class.

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions, 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 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 137: Nurturing Active Leads with Jessie Suggs appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 137: Nurturing Active Leads with Jessie Suggs appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Are Meta Descriptions Worth Writing? This week Kevin, Andrew and Bryce discuss how marketers can prepare for the inevitable downturn, Andrew’s favorite Google topic, and Kevin’s foray into Clubhouse. In the news… what happened at IBSx? Are meta descriptions worth it? And what is Zillow up to now? And more… Story Time (1:01)

Bryce is preparing for the inevitable downturn. With lumber prices, windows and interest rates projected to increase, there may be marketing budget cuts. If you have to cut somewhere, consider decreasing your advertising spend and reallocating that budget to CONTENT. Andrew’s FAVORITE Google topic : the Villas/Townhome/Active Adult keyword struggle. Kevin recaps his first experience on Clubhouse and his thoughts on the platform.

In the News (16:01)

IBSx Goes Virtual – But Without a Digital Expo – For Now (dwmmag.com) How Often Does Google Rewrite Meta Descriptions? (New Data Study) (ahrefs.com) Zillow Group will pay $500M to acquire home touring tech company ShowingTime (geekwire.com)

ShowingTime is a software company that facilitates home showings. What’s next – does Zillow grow it? Apply it?

Matterport to go public via SPAC in $3B deal (housingwire.com)

Are 3D tours a commodity? Even if they are the best, what’s next?

Google officially displays years in business in local pack (searchengineland.com)

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions 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 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 136: Are Meta Descriptions Worth Writing? appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 136: Are Meta Descriptions Worth Writing? appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · The Makings of a Content Masterpiece with Sarah Titus About a month ago, Sarah Titus, Marketing Manager for Eastbrook Homes in Michigan, shared in the MPM Facebook group a content project she’d just launched that day. The crowd went WILD. So we invited her to the show to discuss exactly how the Know Your Options video series/content hub came to be. Listen as Sarah describes the backstory and process for launching a new home content masterpiece. Also in this episode… Kevin celebrates the wins, website benchmarks for 2021, and a potential podcast format change. Story Time (3:20)

Julie watched the entire, cringe-worthy season of Emily in Paris on Netflix. If you’re a marketer, you might get a kick out of it, too. Andrew wonders if companies get more sales/referrals/businesses if they posted more influencer-type content. Kevin considers three questions:

Consumers want more content but less human interaction Wait/VIP lists – there’s no right or wrong way to do it – what’s your goal? A builder “accidentally” sold an extra 100 homes on the last day of the month – oops?

In the News (21:23)

Home Builder Website and Marketing Benchmarks – S2E2 (oneilinteractive.com)

What was the exception, is now the standard

Superstar Cities Are in Trouble (theatlantic.com) 3 Ways Home Builders Can Prepare for the End of 3rd-Party Data (doyouconvert.com)

Check out segment.com

360 Topic of the Week: To Gate or Not to Gate? (41:26) Sarah Titus, Marketing Manager and Graphic Designer at Eastbrook Homes, joins us to discuss a website content initiative that made her quite popular with fellow marketers. In this conversation we’ll learn more about the Know Your Options video and blog series, designed to simplify the selections process and empower buyers. They discuss:

The backstory of the project: the desire to shift focus from attracting leads to helping the customer How this project was an offshoot of Eastbrook University Structure of the Eastbrook marketing team, and why Sarah wanted to manage 7 additional vendors Why the right idea at the wrong time is still the wrong idea How she pitched the idea to leadership, and why she demanded carte blanche Why they decided that each content hub should contain video, text AND images, and how much of that content was new vs. re-purposed Sarah’s origin story and why she is Kevin’s twin marketing sister.

Question of the Week (1:29:36) This week we are clarifying last week’s QOTW about a potential format change to the podcast. By separating out stories/news from guest interviews, we would produce the same amount of content, just more episodes. So we’d continue with news/stories every Thursday, and when we do guest interviews we’d have an additional episode for that week. More episodes means shorter episodes. Keeping everything together means one longer episode each week. Submit your feedback here – we’d love to hear from you! Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions 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 135: The Makings of a Content Masterpiece with Sarah Titus appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 135: The Makings of a Content Masterpiece with Sarah Titus appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · To Gate or Not to Gate? Kevin, Andrew and Jackie L. are back this week to discuss whether or not home builders should gate content on their websites. While lead magnets work well in other industries, is the same true of home building? Plus, they have an extensive conversation about content and the customer experience, and how the gap is widening between companies that do it well (or at all) and those that don’t. Event updates

The Market Proof Market Academy Spring event is sold out! Join the VIP list for the June or December Academy at marketproofacademy.com. Mike Lyon is hosting the IBSx Super Sales Rally! More info and register at doyouconvert.com/events.

Story Time (1:56) Content and Customer Experience:

Kevin is building a new custom home – why can’t he find a picture of the front door sample they’ve chosen? Jackie’s drain cleaning company has an aggressive customer experience process (that works). Andrew is putting in a hot tub – EVERYTHING went wrong.

In the News (22:29)

What a content hub can do for marketing teams (digiday.com) What is Clubhouse? (mashable.com)

Kevin’s opinion and potential opportunities for home builders

The U.S. Housing Market Gained More Value in 2020 than in any Year Since 2005 (zillow.com) Apple, Facebook Trade Barbs Over Privacy-Focused Business Models (wsj.com)

Apple and Facebook aren’t just rivals. They kind of hate each other.

Top 10 MPM Episodes of Last Year (doyouconvert.com)

360 Topic of the Week: To Gate or Not to Gate? (42:25) Kevin, Andrew and Jackie L. discuss answers to this listener question: Kevin, Hope you are well! A colleague and I were recently having a discussion over whether or not we should gate a couple areas on the site, specifically access to our planbook PDF and our visualizer tools. We are currently requiring a full name and email before proceeding. Opinions were shared on how buyers are able to be converted through requiring the emails and conversely that we may be bouncing more buyers than it is worth and that the other contact forms on the site were doing their job. I’m curious if you have any opinions on this topic and/or any articles that we may reference to further identify our decision? Question of the Week (49:34)

Last Week: Has your builder implemented a waitlist of some sort in any of your open communities? See answers here. New: We’re considering a potential format shift for the MPM podcast. Should we separate story time and news from guest interviews? For a chance to win a $50 Amazon Gift Card, let us know your preference in the Market Proof Marketing Facebook group!

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions 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 134: To Gate or Not to Gate? appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 134: To Gate or Not to Gate? appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Digital Marketing Moves with Carly Sickles

Carly Sickles Carly Sickles, Digital Marketing Manager for M/I Homes, joins us to discuss her approach to creating and managing digital content across 15 new home divisions for the 13th largest home builder in the U.S. She describes unique content that works well, why she’s not afraid to experiment, and what she’s looking forward to most in 2021. Plus, Kevin, Andrew and Jackie L. discuss the potential shift away from mass marketing emails and toward personal, 1-to-1 community updates. Story Time (3:08)

Resort vs home shower heads: Andrew relives his recent vacation and ponders the concept of being relatively better than the competition. Kevin reminds us that we’re marketing in the time of “anything works.” Have an idea? Try it. Also, stop working on efficiency and focus on THE FUTURE. Jackie L. has a Q&A with Kevin after only two weeks on the job. The team discusses a potential shift away from mass communication/marketing emails and toward personal updates for every person on the VIP or waitlist. Given the challenges of the new home buying process today, the goal is to prevent prospective buyers from becoming frustrated, confused or lost in the process.

In the News (24:44)

Facebook and Instagram’s AI-generated image captions now offer far more details (TechCrunch.com) DuckDuckGo’s focus on privacy-minded users pushes it past 100 million searches in a single day (searchengineland.com) Austin Expected to be Nation’s Hottest Housing Market in 2021, Leading a Sunbelt Surge (zillow.com)

360 Topic of the Week: Digital Marketing Moves with Carly Sickles (36:50) Carly Sickles manages digital marketing for 15 new home divisions under the leadership of Will Duderstadt at M/I Homes. While this episode may be her industry-speaking debut, we’re sure you’ll hear much more from Carly in the future. Listen in as she and Kevin discuss:

Her journey from multi-family rental marketing to new homes What surprised her most about the new home industry How the M/I marketing department is structured The story behind THE live streamed event of 2020 Home builders’ biggest struggle when it comes to content – and where the opportunities are A discussion about representational imagery The viability of “buying” homes online The story behind the M/I quizzes and how they’re used today (and could be used tomorrow) The need for a consumer research reset in home building Her big goal for 2021

Question of the Week (1:25:39) Has your builder implemented a waitlist of some sort in any of your open communities? Submit answers here and be entered to win an Amazon Gift Card! Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions 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 133: Digital Marketing Moves with Carly Sickles appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 133: Digital Marketing Moves with Carly Sickles appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · What’s New in 2021 – Events, Predictions and Data Trends Kevin Oakley and Jackie Lipinski start the year on a high note and discuss two upcoming events, 12 predictions for the new home industry in 2021, and the latest home builder data trends. (To learn more about Jackie’s full career background, listen to Ep 22: Breaking In to Break Out.) Story Time (1:44)

Jackie tells the story of the $26M fire. Kevin suggests that bigger budgets don’t always mean bigger challenges (or better campaigns).

In the News (10:26)

Mike Lyon to Host the IBSx 2021 Super Sales Rally (doyouconvert.com) Market Proof Marketing Academy March 3rd & 4th – 1 ticket left as of episode publish date! Register now to save your spot. Kevin’s update on home builder website traffic trends 12 Predictions for the New Home Industry in 2021 (doyouconvert.com) New home lot supply drops to cycle lows (zondahome.com)

Question of the Week (35:35) Last Week: What new home predictions would YOU make for 2021? See answers here. Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions 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 132: What’s New in 2021 – Events, Predictions and Data Trends appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 132: What’s New in 2021 – Events, Predictions and Data Trends appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Online Sales in 2021 and Beyond We’re back! After a two-week hiatus, the Market Proof Marketing team is making up for it with an information-packed episode! This week we’re introducing two new members of the Do You Convert team, plus Mike Lyon and Jen Barkan drop by to discuss what to expect from online sales in 2021 and beyond. (BTW, did you hear we hit a new milestone in 2020 with 51% online sales contribution rate?? More on that in this episode, too.) So put on those running shoes, or grab a cup of coffee, and settle in for the must-know online sales information of 2021. Happy New Year! Introducing DYC’s NEW Lead Generation Specialist, Sarah Simmerman, and DYC’s NEW Senior Marketing Strategist, Jackie Lipinski! Story Time (18:23)

Andrew visited Disney over the holiday break and observed the power of consistent communication. Kevin gives an update on his custom home build. Plus, what does the term “sales goal” even mean? In 2021, builders need to figure it out and stick to it. Sarah is shopping for a new home during a pandemic. Her biggest takeaway? There can never be too much content.

In the News (38:06)

Apple’s seismic change to the mobile ad industry is drawing near, and it’s rocking the ecosystem (cnbc.com) Bold 2021 Predictions: A Stronger Housing Market Across the Board (zillow.com) Online Sales Teams Contributed 51% of Home Builder Sales in 2020 (doyouconvert.com)

360 Topic of the Week – Online Sales in 2021 (and Beyond) with Mike Lyon & Jen Barkan (49:47): Jen and Mike reflect on the highs and lows of 2020 from an online sales perspective, and how leaders and online sales specialists should approach the role in 2021 and beyond. They also discus:

2020 made history with 51% online sales contribution (They define what that means according to the DYC ideology) What online sales specialists and onsite teams can work toward in 2021 Have we reached the high-water mark in new home online sales? What’s in store for the future? What marketers should consider in 2021 (from an online sales perspective) How to prepare for when the market returns to “normal” One online sales-related idea to ponder in 2021

Question of the Week (1:37:16) Last Week: For 2021, how much do you plan to invest with syndication sites as a whole compared to 2020? (Zillow, NewHomeSource, Realtor . com, BuzzBuzzHome, etc?) See answers here. This Week: What prediction would YOU make for 2021? (related to our industry) Submit your answers here. Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions 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 131: Online Sales in 2021 (and Beyond) with Mike Lyon and Jen Barkan appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 131: Online Sales in 2021 (and Beyond) with Mike Lyon and Jen Barkan appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Understanding the MLS with Sam Debord

Sam Debord Sam Debord is the CEO of the Real Estate Standards Organization (RESO) which creates open standards that drive innovation in real estate technology. Specifically, they are the force behind standardizing the Multiple Listing Service (MLS). We spoke with Sam this week to understand what RESO does, why the real estate industry needs it, and how it benefits home builders specifically. Get answers to some of your common MLS questions, including rich media specifications, how to circumvent days on market, and the big data benefits of being an MLS member. Plus… how to prepare for the 2021 Consumer Storm. Story Time (1:35)

‘Tis the season for follow-up. Becca’s husband called three maid service companies. One never responded. One responded (aggressively) 7 hours later via text. The winner responded immediately, provided a reasonable price, great front end service, and got everything he needed to make an appointment. Kevin gives tips on preparing for the 2021 Consumer Storm, including:

A new concierge position Trust-building content (testimonials, 3rd-party warranties, awards) and shopping content (images, floorpans, interactive floor plans) When things go wrong, how will you react? What are you standard operating procedures?

In the News (22:58)

BDX is no longer partnering with Realtor.com as of Feb 1st. Plus, new Realtor.com products TikTok is Ad Age Marketer of the Year, and Amazon is Now World’s Largest Advertiser: Monday Wake-Up Call (Adage.com) The IKEA Catalog is Dead. Long Live the IKEA Catalog. (printmag.com) CoStar spoiling for a fight with Zillow over listing data in NYC (inman.com)

360 Topic of the Week – Understanding the MLS with Sam Debord (37:56):

What is RESO, why do we need it, how does it help real estate agents do their work? The story of the MLS Now that standards are in place, what’s the practical application of them (including for home builders)? Rich media and the MLS – what’s the latest? Why builders should put their listings in the MLS – the opportunities and challenges How builders can get involved in MLS standards Unshackling MLS data: It’s time to accelerate NOW (inman.com) The dibs on Costar

Question of the Week (1:26:00) For 2021, how much do you plan to invest with syndication sites as a whole compared to 2020? (Zillow, NewHomeSource, Realtor . com, BuzzBuzzHome, etc?) Everyone who votes will be entered to win a $200 Amazon gift card drawn at random! Submit your answer here. Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions 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 130: Understanding the MLS with Sam Debord appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 130: Understanding the MLS with Sam Debord appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · End of Year News Blitz Kevin, Andrew and Julie comment on some of the big news items making headlines in December. Hear their thoughts on FTC vs. Facebook, the Year in Search, and what’s to come for real estate giants like AirBnB, Zillow and OpenDoor. Story Time (1:48)

Julie shares what happens in the latest episode of Home Builder Holiday Photo Shoots Gone Wrong When outside factors influence consumer decisions… Andrew recaps his kids’ experience with Mandalorian + Fortnite Kevin reminds us that AirBnB, a company that owns ZERO homes, and doesn’t buy or sell any homes, is worth $100B. Value isn’t always where WE think it should be.

In the News (13:52)

FTC seeks to break up Facebook, alleging illegal monopoly (techcrunch.com) 3 Ways Algorithms Will Disrupt Your Marketing (lasscrm.com)

Kevin discusses the two new roles builders will need: content creator and marketing technologist Andrew gives an update on Facebook’s Conversion API

Commerce Department Cuts Lumber Tariffs from 20% to 9% (nahbnow.com) Fannie Mae, Freddie Mac Conforming Loan Limits to Rise in 2021 (nahbnow.com) Year in Search 2020 (trends.google.com) OpenDoor is buying homes, but not selling then… why?

Question of the Week (40:02) Mike Lyon and Jen Barkan will be on the show in a few weeks. As marketers, what are the things you would like us to ask them about new home online sales going into 2021? Add your questions here. Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions 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 129: End of Year News Blitz appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 129: End of Year News Blitz appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Lessons in Leadership with Eric Alarid Eric Alarid This week Eric Alarid, Sr. VP of Business Development at Tilson Homes, joins Market Proof Marketing to discuss what it takes to be a great leader in home building. One of his most important pieces of advice? Make space for what you don’t know. Eric also shares the story of how he met and brought on his unicorn Director of Marketing, Dawn Dantzler, and the thought process behind his popular video marketing strategy. Plus… custom builder talk with Kevin and Jackie, how CRMs are becoming even more important to the digital advertising game, and more. Story Time (2:05)

Jackie’s custom home builder update – the plan they’ve settled on, and the emotional ups and downs to get there. Also, how the online design process mimics the old online sales process of yore. Andrew was super excited that Scott Stratten joined us for the Market Proof Marketing Academy follow-up call! Scott shared his perspective on standing out in the post-sale process, which led to a larger discussion on how we should be preparing for 2021. Listen to Scott’s MPM podcast episode here. Kevin the plumber… and therapist? Kevin’s main takeaway from Scott Stratten’s session: Marketers now have to manage two ways of the conversation… this is perhaps a better way of explaining the inevitable convergence of sales and marketing.

In the News (28:21)

New-home sales soar 41% in October (inman.com) Facebook buys Kustomer for $1B to expand into customer service tools (techcrunch.com)

Facebook is getting into the CRM game.

Salesforce signs agreement to acquire Slack (marketingland.com)

We guess CRM are important.

Email Design Trends: What We’re Expecting in 2021 (litmus.com)

And what DYC thinks…

YouTube Will Now Show Ads On All Videos Even If Creators Don’t Want Them (forbes.com)

Marketing (ads) ruin everything

360 Topic of the Week: Lessons in Leadership wtih Eric Alarid (48:50) Eric is the Sr. VP of Business Development at Tilson Homes, an on-your-lot builder building all over Texas. He’s part of the 4th generation of Tilson Homes leadership and manages all aspects of sales, marketing and strategic growth. Learn how his approach to leadership has been shaped over several decades of working in the family business. He talks with Kevin and Andrew about:

How he brought on Dawn Dantzler as Director of Marketing His process for problem solving Making space for what you don’t know How growing up in the family business (without a silver spoon) has shaped with work ethic Stories in customer experience Content marketing strategy Challenges and opportunities heading into 2021

Question of the Week (1:38:26) Do you expect 2021 to be an easier or harder year for new home marketers, and why? Answers here. Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions 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 128: Lessons in Leadership with Eric Alarid appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 128: Lessons in Leadership with Eric Alarid appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Design Gallery Inspiration with Ben Rutt Ben Rutt In episode 127 of Market Proof Marketing, Kevin and Andrew speak with Ben Rutt, VP of Sales and Marketing for Keystone Custom Homes, about what led him to create a 7,000-image online design gallery, and how he implemented his plan. Also in this episode – Becca’s big news, three NEW dates for Market Proof Marketing Academy, and more! Story Time (2:45)

Becca reminds everyone that holiday time means it’s time to trim the budget. But there’s a trick! Kevin’s selections on his new custom home are done!

In the News (14:29)

DYC 2020 Holiday Gift Guide (doyouconvert.com) Market Proof Marketing Academy – 3 dates available in 2021!

March 3-4 June 9-10 December 1-2 Join the VIP list at marketproofacademy.com

Twitter rolls out Stories, aka ‘Fleets,’ to all users (techcrunch.com) Google Ads wants advertisers to give broad match another shot (marketingland.com)

NEW! Listener Questions Answered (33:16)

Question 1: How is pricing handled when pre-selling a whole community? Question 2: How much is too much to spend on advertising a community or home?

360 Topic of the Week: Design Gallery Inspiration with Ben Rutt, VP of Sales and Marketing for Keystone Custom Homes (48:49) Kevin, Andrew and Ben discuss the Keystone Custom Homes Photo Gallery – 7,000 photos tagged with every single design option and combination available. Learn about:

The decision process to build the gallery Thoughts about data, gated content, customization and personalization How much time and resources it takes to build such an extensive gallery The role of marketing in product development Overview of Ben’s app that takes buyers through the construction process How Keystone Custom Homes gives back – in a BIG way The one big project Ben hopes to accomplish by 2022

Question of the Week (1:37:18) Do you expect 2021 to be an easier or harder year for new home marketers, and why? Answer here. Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions 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 127: Design Gallery Inspiration with Ben Rutt appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 127: Design Gallery Inspiration with Ben Rutt appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Privacy, Data & Facebook Ads – Big Changes Coming Soon Kevin is the studio solo this week on the heels of Do You Convert’s first ever Market Proof Marketing Academy. He recaps the VERY important changes coming soon to the way advertisers collect and use data to reach target audiences, how Facebook is preparing for these changes to continue serving advertisers, and what homebuilders should start planning for now. Plus, he shares the biggest takeaways from Academy attendees and how you can attend one of THREE academies planned for 2021! In the News (1:04)

Who does Zillow fear? Not who you think (inman.com) This is the norm not the exception: Why media buyers need to prepare for issues with Facebook Ads Manager (digiday.com)

Start planning your ads further out Have a diversified ad strategy

Special Facebook News Update (7:17)

Highlights from Privacy and Personalized Advertising – How do they work together? – a special report prepared for Facebook agency partners

Privacy is not to be ignored – be prepared for what’s coming Pixels and cookies are going away Facebook’s Conversion API Changes to consumer privacy policies The return of gated content on ad platforms

Takeaways from the Market Proof Marketing Academy (20:26)

Plus, sign up now for the VIP List to be notified of the three academy dates coming in 2021!

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. More insights, discussions 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 126: Privacy, Data & Facebook Ads – Big Changes Coming Soon appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 126: Privacy, Data & Facebook Ads – Big Changes Coming Soon appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · The Future of Home Building (Starts Now) with Megan English

Megan English Megan English, Vice President at ONeil Interactive, joins us to discuss where new home marketing is headed in the next 5-10 years, and how builders can get ahead of the curve now. She also reflects on her involvement in Professional Women in Building and the important role women increasingly play in the new home industry. Plus… Kevin is giving away expensive tech again. Story Time (1:08)

Andrew notices that Facebook costs are down after the election (see table below). Will it stay that way through the holidays?

Julie reminisces about the old days of “be in a new home by Christmas” marketing – what are builders doing this season? Kevin shares that Facebook is asking builders to turn off ads from 11/15 – 12/1 because the cost will get too high due to Black Friday… What the…??? Holiday tech extravaganza: Kevin reviews the Creator Pack for Insta360 One X2 and the DJI Mini 2 (stay tuned for a giveaway later in the episode!). Updates on the community in Texas that keeps serving ads to Kevin in Ohio: https://www.facebook.com/groups/marketproofmarketing/permalink/840176753417208/

In the News (20:26)

Budget season is STILL upon us – here’s an updated DYC resource to help: now.doyouconvert.com/budget2021 Featured snippets: The 9 rules of optimization (searchengineland.com) California’s ‘CCPA 2.0’ is probably going to pass, here’s what changes (martechtoday.com) LinkedIn Lists ‘Digital Marketer’ As Top In-Demand Job (searchengineland.com) Content Marketing World: 7 Content Strategy Takeaways in a Post-COVID World (skyword.com)

Custom DYC Resource from StoryFuel: The Content Fuel Framework Workbook [Home Builder Edition] Listen here for the tech giveaway!

PSA from Andrew: Turn on 2-factor authentication on Facebook; your account might get restricted if not.

360 Topic of the Week: The Future of Home Building (Starts Now) with Megan English (46:54)

Megan’s start in real estate and “the basement years” at ONeil Interactive An overview of ONeil’s most popular product, Homefiniti – a content management platform specifically for builders Thoughts on the state of home builder digital marketing today Her involvement in Professional Women in Building and perspective on the importance of women – in all positions – in the industry. Predictions for what may change in 5-10 years in home building, including:

The digital marketplace Marketing spend Customization and tools

Question of the Week (1:25:38)

Last QOTW: What does your budgeting process look like, at the highest level? How do you come up with numbers for the year? See answers here. Plus, an in-depth discussion on budgeting, including:

Why you need a budget, even if your company does not require one The “innovation” line item Backup for when you have to say “no”

Questions? Comments? Email show@doyouconvert.com 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 125: The Future of Home Building (Starts Now) with Megan English appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 125: The Future of Home Building (Starts Now) with Megan English appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Google Ad Changes, House Updates, and Kevin the Plumber In this episode the Do You Convert marketing team discusses what’s changing with Google Ads, Jackie and Kevin’s custom builder updates, and why exactly Kevin is the plumber of new home marketing. And in the news… what’s new with Apple, new vs. existing home sales, and why we can’t quit Zillow’s Zestimate (but do we even want to?). Story Time (1:56)

Andrew notices that Google is not showing ads as often for low volume searches. Why? Jackie gives an update on her custom home build process and the ability to envision separate elements in a more cohesive way. Wishful thinking? Kevin also has a new house update – financing is done! Also, he names himself plumber for new home marketers – getting them unstuck and making progress. Event Update: Market Proof Marketing Academy for November 2020 is sold out! You can sign up for the Spring 2021 VIP list at marketproofacademy.com.

In the News (30:53)

Budgeting time is upon us – Updated DYC resource to help – now.doyouconvert.com/budget2021 Apple search crawler activity could signal a Google competitor, or a bid to make Siri a one-stop shop (techcrunch.com) Home Buying Interest Increases Amid COVID-19 (nahbnow.com) September existing home sales jump 9.4%, but ‘prices are rising too fast’ as supply remains tight (cnbc.com)

Monthly New Residential Sales, September 2020 (census.gov)

Show off your listing! 6 tips for creating engaging IGTV videos (inman.com) Zillow’s Zestimate Is the Algorithm We Love to Hate. Why Can’t We Quit It? (wsj.com)

Question of the Week (48:24)

Last QOTW: When it comes to new communities, do you have a process for branding? How do you come up with new community names, logos and messaging? Read the answers here. New QOTW: What does your budgeting process looks like, at the highest level? How do you come up with your numbers for the year? Share your insight here!

Questions? Comments? Email show@doyouconvert.com 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 124: Google Ad Changes, House Updates, and Kevin the Plumber appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 124: Google Ad Changes, House Updates, and Kevin the Plumber appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Building Trust with Dave Miles of Milesbrand

Dave Miles This week we speak with Dave Miles, President of Milesbrand, about the need for home builders to lay the foundation of trust, both externally and externally, before they ever start building a new community. Story Time (2:06)

Andrew suggests avoiding naming new communities with any component of competitor’s name – it won’t work with Google Ads. Also, he receives Amazon’s printed mail Christmas catalogue – old concepts are new again. Kevin shares how Netflix purchased billboards but not for the reasons you may think, and discusses why it can be dangerous to mimic any other company’s advertising strategy.

In the News (19:31)

Budget Guide is updated for 2021 at now.doyouconvert.com/budget2021 The New Google Analytics (doyouconvert.com) The US government has filed antitrust charges against Google (theverge.com) Facebook is working on Neighborhoods, a Nextdoor clone based on local groups (techcrunch.com) Mortgage purchases forecasted to set a record in 2021 (inman.com)

Plus predictions for 2022

Bonus Story Time: An OSC sets 20 appointments for a new phase, only to be told all the homes had been sold. The word of the week is COMMUNICATION. 360 Topic of the Week: Building Trust with Dave Miles (40:13) Listen as Dave, Kevin and Andrew touch on these topics:

Branding as the practice of producing trust The focus of branding should be internal, rather than external – a focus on the “why” Using core company values as a management tool How a strong brand can help overcome home builder missteps. What are you willing to go to the mat for? Content opportunities for builders Milesbrand’s branding process – “If you have to explain it, you haven’t done a good job.” Master planned branding vs. home builder branding

Question of the Week (1:22:31)

When it comes to new communities, do you have a process for branding? How do you come up with new community names, logos and messaging? Share your insight here.

Questions? Comments? Email show@doyouconvert.com 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 123: Building Trust with Dave Miles appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 123: Building Trust with Dave Miles appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · ICYMI – Pulse 2020 Keynote Speaker Highlights In this week’s episode, we’re sharing key moments from the four keynote speakers at Do You Convert’s Online Sales & Marketing PULSE. We couldn’t have asked for better event partners and wanted to share the highlights for anyone who could not attend. Plus, in the news… Google Analytics 4, Facebook Ads and politics, and how the housing market has changed forever. Story Time (0:49)

Kevin shares update on his custom building process and thoughts on why every member of the organization should know how to discuss pricing and value with customers. PULSE Hallway Talk – Here were some of the key discussions that happened live between attendees:

Positions and Staffing – online sales, content, marketing technologist The need for more/quality content Best way to execute price increases

In the News (24:49)

Zillow’s Brokerage News and the 2 Megatrends of Real Estate Tech (MikeDP.com) Meet Google Analytics 4: Google’s vision for the future of analytics (SearchEngineLand.com) Why political campaigns are flooding Facebook with ad dollars (cnbc.com) COVID-19 Has Changed The Housing Market Forever. Here’s Where Americans Are Moving – And Why (Forbes.com)

360 Topic of the Week: PULSE Keynote Speaker Highlights (46:20) Kevin pulled 5-minute audio clips from the PULSE event of the four keynote speakers. Hear the funniest, most moving, and best “aha” moments from Scott Stratten, Ronda Conger, Melanie Deziel, and Jeff Shore. Questions? Comments? Email show@doyouconvert.com 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 122: ICYMI – Pulse 2020 Keynote Speaker Highlights appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 122: ICYMI – Pulse 2020 Keynote Speaker Highlights appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Deep Design with Karla Tuten

Karla Tuten This week Karla Tuten, owner and creative director of Tuten Creative, joins us to talk about design, form and function, and how home builders can’t create positive customer experiences without thoughtful design. Plus, the DYC team has an in-depth discussion about custom builder marketing, based on personal experiences. Story Time (4:26)

Jackie is considering building again and reached out to small, local custom builders. She recounts her first impressions. Andrew contemplates levels of growth both personally and professionally. Kevin’s house update – his first meeting with the designer after a year of working on the floor plan.

In the News (29:32)

LinkedIn Launches Stories (but it isn’t an Insta success) (CreativeBloq.com) Facebook Live vs Facebook Premiere: Does It Matter? (AgoraPulse.com)

360 Topic of the Week: Deep Design with Karla Tuten (37:02) Karla is the founder of Tuten Creative, a branding, graphic design, web design and print firm with a special interest in home building. Listen to learn:

How Karla is the only person to have fired Kevin Oakley What she did before Tuten Creative and why she started her own company Why she thinks home building is 10 years behind the marketing curve Why it’s worth it to go deep with branding and design (pretty logos are not enough) Her thoughts on marketing vs. advertising How good design translates to positive customer experience When it’s time for a rebrand

Question of the Week (1:15:11)

Last Week: How do you feel about Zillow’s hiring of agents as salaried employees to sell their existing homes? Surprised? Not surprised? See answers here.

Resources mentioned: The Non-Designers Design Book Questions? Comments? Email show@doyouconvert.com 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 121: Deep Design with Karla Tuten appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 121: Deep Design with Karla Tuten appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Hands in the Cookie Jar – Zillow’s Big Announcement On the heels of Zillow‘s big announcement that the company will hire salaried real estate agents for its iBuying program, Kevin interviews three industry pros to get their views on the topic. He speaks with real estate journalist Deidre Woollard, brokerage owner Bill Lublin, and independent contract/REALTOR® Sean Carpenter. Hear what they have to say, whether or not they were surprised, and how they think it will impact the industry. Event Update – 250+ attendees are registered for the Online Sales & Marketing PULSE, October 6-7! You can still get tickets at dycpulse.com. Check out Do You Convert’s events page for all upcoming events. Story Time (4:21)

When a developer threatens to use billboards to fix a broken community, Kevin springs into action, Columbo-style. Becca reminds everyone that when you launch a new website, make sure FB pixel and Google tag are added!

In the News (13:54)

Facebook is removing its restrictions on text content in Facebook Ad images (SocialMediaToday.com) Zillow to hire agents as employees for iBuyer transactions (Inman.com) Don’t Force Zillow Into a Corner (Notorious-Rob.com) 30% of agents to decrease ad spend on Zillow, realtor.com (Inman.com)

360 Topic of the Week: Pro Perspectives on Zillow’s Move to Hire Salaried Real Estate Agents

Interview with Deidre Woollard, editor with Million Acres, a Motley Fool Service (44:08)

Deidre is author of Zillow Plans to Create Real Estate Brokerages (fool.com/millionacres)

Interview with Bill Lublin, CEO of Century 21 Advantage Gold (58:01)

A broker’s perspective

Interview with Sean Carpenter, REALTOR® with Coldwell Banker, national speaker, and author of the blog, Carp’s Corner (1:10:03)

An independent contractor’s view

Question of the Week (1:32:21)

How do you feel about Zillow’s hiring of agents as salaried employees to sell their existing homes? Surprised? Not surprised? Share your perspective here!

Questions? Comments? Email show@doyouconvert.com 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 Read the full transcript of this episode here.

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 120: Hands in the Cookie Jar – Zillow’s Big Announcement appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 120: Hands in the Cookie Jar – Zillow’s Big Announcement appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Marketing with a Capital M with Steve Whaley Steve Whaley We are joined by Steve Whaley, Director of Corporate Marketing at Fischer Homes, to discuss how research, data and inter-departmental alignment drives his organization’s marketing strategy. Plus, it’s PSL season! Kevin likes them, Julie doesn’t, and Andrew resists. Story Time (2:08)

Andrew could not find pictures of his community’s model on his builder website, but it was on a syndicate website. If you’re not getting traffic for your own homes and communities, someone else is. Julie finally refinanced and the process was enjoyable(ish)! That also begs the question… would you be happy in your home until you recoup the expense of refinancing? Kevin has a new favorite story… a new builder partner is hitting it out of the park, but doesn’t understand why ad strategy is the driver. Kevin loves explaining why.

Event Updates (18:23)

Online Sales & Marketing PULSE, October 6-7 – 200+ tickets sold! Get yours now at dycpulse.com. Davies Imaging is the 18th sponsor! Also… Professor Oakley in the works?

In the News (20:51)

Opendoor is official going public (Inman.com) 8 major Google ranking factors – SEO guide (SearchEngineLand.com) Millions Are House-Rich but Cash-Poor. Wall Street Landlords Are Ready (WSJ.com) Teaser update on the Facebook pixel… more to come!

360 Topic of the Week: Marketing with a Capital “M” with Steve Whaley (37:33) Steve is Director of Corporate Marketing for Fischer Homes, which operates in six markets and is on track to close 3,000 homes this year. Tune into this interview to learn:

How Steve was an early adopter of the online sales model, and worked with Mike Lyon even before Kevin did How their online sales team has grown to 8 Online Sales Specialists and is centralized like the other major departments Steve’s approach to data analysis and research in marketing and the larger role of marketing within his organization

Side note: Steve has two people with math degrees on the marketing team.

Why inter-departmental alignment is critical His career journey from CPG to candy to homebuilding Fischer Homes sales were up 138% in June 2020 – how his team was prepared for the changes brought on by the pandemic

Resources Mentioned:

Ep 56: Camping with Carrie Rogiers Fischer Homes’ Sales Up 138% in June (BuilderOnline.com)

Questions? Comments? Email show@doyouconvert.com 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 119: Marketing with a Capital M with Steve Whaley appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 119: Marketing with a Capital M with Steve Whaley appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Facebook News Frenzy In addition to our thoughts on THREE new Facebook updates, we’ve got a very special announcement – Jackie’s back! Plus… the latest PULSE updates, reporting massive amounts of data, and a story of unmet marketing expectations. Get it all here. Story Time (6:48)

Jackie is back from maternity leave and is learning how to operate at max efficiency. Andrew goes through his process of figuring out how to report massive amounts of data from multiple sources. Kevin recounts a story about unmet expectations… (when the CEO places a different value on a project than the marketing leader does.) Plus, the Oakley’s are building a new home! But don’t expect weekly updates… because CORONA.

In the News (19:44)

Facebook is Letting Some Users View Instagram Stories on Facebook (SocialMediaToday.com) Facebook to Limit Number of Ads Pages Can Run Simultaneously (MarketingLand.com) Will Facebook Link Ads with a Call-to-Action Button Perform Better (AgoraPulse.com)

• builder backstory

Sadly, One Letter Perfectly Captures the Recovery (Bloomberg.com)

Question of the Week: (33:24)

Last QOTW: What was your favorite Scott Stratten quote or insight from the last episode? Answers here.

Questions? Comments? Email show@doyouconvert.com 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 118: Facebook News Frenzy appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 118: Facebook News Frenzy appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Did You Fix Your Website Yet? with Scott Stratten Scott Stratten This week’s guest is one of the world’s leading voices on building better customer experiences. Scott Stratten is the president of UnMarketing and author of the book by the same name, along with several other best-sellers. He speaks and writes about business in the age of disruption, and has helped organizations like PepsiCo, Century 21, Fidelity and Microsoft transform their business through better customer engagement. Scott has spoken on stages across the world, and we are thrilled to welcome him as a featured keynote speaker at the 2020 PULSE this October! Update on the 2020 PULSE (1:15)

140+ registrations representing more than 90 home building organizations Register by 9/15 to be placed in a PULSE 20 Networking Group NEW! PULSE Sponsorships – if your company can’t purchase a ticket for you, you can apply for a PULSE scholarship 17 Event Sponsors! REGISTER HERE

Story Time (4:52)

Becca ponders strategies for implementing price increases. She’s in favor of smaller, more frequent increases and only for the communities that can handle it. Bryce notices that comments on social media ads are just left hanging. Who is responsible for responding to them? Kevin gives a virtual high five to our builder partner, Ryan Snarr with Destination Homes! Plus, how to enter the build-on-your-lot arena if you are a traditional builder.

In the News (13:25)

Powell announces new Fed approach to inflation that could keep rates lower for longer (CNBC.com) Why the coming foreclosure crisis will look nothing like the last one (BankRate.com) Google Ads to limit Search Terms reporting, citing privacy (SearchEngineLand.com)

Andrew’s thoughts: Google Keyword Changes Coming Soon (DoYouConvert.com)

Real estate agent survey reveals how home builders can increase sales (GlobeNewsWire.com)

Which type of lock box is more ideal – super lockboxes for REALTORS®? Or consumer-targeted lockboxes?

Listen up: New features to grow your digital audio business (Google Blog)

Google to start growing digital audio ad business

360 Topic of the Week: Did You Fix Your Website Yet? Special PULSE Preview with Scott Stratten (36:06) Scott Stratten is the author of UnMarketing, QR Codes Kill Kittens, and a keynote speaker at the 2020 DYC PULSE! He, Kevin and Andrew discuss:

The premise behind the book: QR Codes Kill Kittens – why it both is true and not true today We all want to do the shiny new marketing thing – but did you fix your website yet? Why accountability is NOT scary His take on using sponsorships to justify cost When it comes to employing humans vs. AI, how big is your trust gap? He’s had the same welcome email for 20 years for the UnMarking newsletter. Why? Because it works. Why sales shouldn’t run an organization

Question of the Week: (1:29:28)

Last QOTW – What material is your company having a hard time procuring as part of the construction process? Answers here. New QOTW: What’s your favorite Scott Stratten quote or insight from this episode? Everyone who comments within 24 hours get a copy of UnMarketing. Share your thoughts here.

Questions? Comments? Email show@doyouconvert.com 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 Read the full transcript of this episode here.

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 117: Did You Fix Your Website Yet? with Scott Stratten appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 117: Did You Fix Your Website Yet? with Scott Stratten appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Outside the Comfort Zone This week Kevin, Andrew and team discuss the importance of stepping outside your marketing comfort zone and taking initiative on activities like analyzing CRM data, extending the customer experience beyond lead nurturing, and more. Story Time (0:54)

Julie points out the Importance of new home marketing pros being super comfortable with CRM data and analysis. CRM is more than just a giant rolodex for your agents – use the data to make marketing decisions. Andrew has warranty woes with his own new home and thinks… shouldn’t marketing’s reach extend beyond lead gen? Kevin’s got jokes… plus… MQL, SQL, WTF?

In the News (19:22)

Facebook: iPhone’s new update will mess up online advertising (USAtoday.com) Average New Home Price Now $16K Higher Due to Lumber (NAHBnow.com) Instagram Guides may soon allow creators to recommended places, products and more (techcrunch.com) Despite digital acceleration, Zillow execs say consumers need agents more than ever (inman.com) Doesn’t Feel Quite Right: KFC suspends its “Finger Lickin Good” slogan because of Coronavirus (abc7-com)

Question of the Week: (40:48) The winner of the Sony digital camera for this question is Lauren Ownbey! To learn more about the PULSE 20 Groups visit dycpulse.com. New QOTW: What is your company having a hard time procuring as part of the construction process? Lumber? Fireplaces?Appliances? Windows? Concrete? Answer here. Questions? Comments? Email show@doyouconvert.com 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 116: Outside the Comfort Zone appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 116: Outside the Comfort Zone appeared first on Online Sales and Marketing for Home Builders - DYC.

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Market Proof Marketing · Understanding Computer Vision with Ben Alton

Ben Alton Ben Alton from Zillow joins the podcast this week to discuss what exactly computer vision is and how it works on Zillow’s platforms for new home construction. Also, they’ve just released a new product for home builders and we’ve got the scoop! Plus… how to take a real estate photo, urban exiles, and Facebooks Q4 predictions. Story Time (2:43)

Andrew shops for a new camera and Kevin equates the experience to new home sales. Kevin says… cut out the landing pages when it comes to paid search! Plus, more details about the Pulse 20 Groups, and his thoughts on the growth of Build for Rent.

In the News (22:38)

How to Shoot Real Estate So It Attracts More Buyers (BoxBrownie.com) – DYC Resources:

Picture Perfect! Make Your Homes Sparkle Online The 2017 Digital Marketing Holiday Gift Guide

The World’s Biggest Brands Are Spending More in Programmatic (Adweek.com) Urban Exiles Are Fueling a Suburban Housing Boom Across the U.S. (Bloomberg.com) Are cities really seeing an exodus? Zillow says urban areas have more in common with suburbs than you think (HousingWire.com) Facebook’s Q4 prediction message to agencies – inventory could get wacky

360 Topic of the Week: Understanding Computer Vision with Ben Alton (42:20) Ben Alton is Sr. Group Manager at Zillow, aka “The Wizard Behind the Curtain.” He manages the group that develops how new homes show up. He and Kevin discuss:

What computer vision is and how Zillow uses it The secret behind great listing photos Breaking News: Zillow launches Builder Ratings & Reviews

Question of the Week: (1:19:18) Last QOTW: If you could be in a Pulse 20 Group with anyone, who would it be? See answers here. Questions? Comments? Email show@doyouconvert.com 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 115: Understanding Computer Vision with Ben Alton appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 115: Understanding Computer Vision with Ben Alton appeared first on Online Sales and Marketing for Home Builders - DYC.

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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 show@doyouconvert.com 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. The post Ep 114: Introducing the 2020 PULSE appeared first on Online Sales and Marketing for Home Builders - DYC.

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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 show@doyouconvert.com 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.

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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 show@doyouconvert.com 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 112: Build-On-Your-Lot Marketing with Dawn Dantzler appeared first on Online Sales and Marketing for Home Builders - DYC.

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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 show@doyouconvert.com 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. The post Ep 111: No Free Swimming Pools appeared first on Online Sales and Marketing for Home Builders - DYC.

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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 show@doyouconvert.com 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. 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.

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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 show@doyouconvert.com 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. The post Ep 109: Solving the Challenge of Too Many Leads appeared first on Online Sales and Marketing for Home Builders - DYC.

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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 show@doyouconvert.com 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. The post Ep 108: Good vs. Bad Leads, Facebook Boycott & 2020 Predictions appeared first on Online Sales and Marketing for Home Builders - DYC.

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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 show@doyouconvert.com 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. The post Ep 107: 2020 Housing Giants with Rich Binsacca appeared first on Online Sales and Marketing for Home Builders - DYC.

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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 show@doyouconvert.com 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. The post Ep 106: News Mashup and a New Face appeared first on Online Sales and Marketing for Home Builders - DYC.

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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 show@doyouconvert.com 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. 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.

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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 show@doyouconvert.com 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. The post Ep 104: Leading with Curiosity with Linnea Chapman appeared first on Online Sales and Marketing for Home Builders - DYC.

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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 show@doyouconvert.com 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. The post Ep 103: Tools of the Trade appeared first on Online Sales and Marketing for Home Builders - DYC.

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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 show@doyouconvert.com 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. The post Ep 102: Creative Home Design with Seth Hart appeared first on Online Sales and Marketing for Home Builders - DYC.

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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 show@doyouconvert.com 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. The post Ep 101: The Pain of Change appeared first on Online Sales and Marketing for Home Builders - DYC.

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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 show@doyouconvert.com 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. The post Ep 100: Branding and Beliefs with Brian Boero appeared first on Online Sales and Marketing for Home Builders - DYC.

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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 show@doyouconvert.com 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. The post Ep 99: Brad Inman Stops By appeared first on Online Sales and Marketing for Home Builders - DYC.

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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 show@doyouconvert.com 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. The post Ep 98.5: General Brokerage Check-In with Bill Lublin appeared first on Online Sales and Marketing for Home Builders - DYC.

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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 show@doyouconvert.com 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. The post Ep 98: Why Online Marketing and Sales Need Each Other Now appeared first on Online Sales and Marketing for Home Builders - DYC.

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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 show@doyouconvert.com 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. 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.

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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 show@doyouconvert.com 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. The post Ep 97: Seize the Day with Tim Costello appeared first on Online Sales and Marketing for Home Builders - DYC.

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Anthony Grasst Kevin speaks with Anthony Grasst, National Sales Director of the Builder Division at Homebridge Financial Services, about what’s happening today in the mortgage industry. Learn about investors, interest rates, how different loan types are impacted, how builders can protect their closings, and his projections for a recovery period. Kevin and Anthony discuss:

What’s happening with mortgages? Why are mortgage investors not investing anymore? Volatile interest rates How builders can prepare customers who are beginning the mortgage process. Wells Fargo no longer purchasing jumbo loans How builders can protect their closing pipeline How VA loans are impacted What is a forward commitment and how can builders use it? How has new home loan volume changed? Projections for mortgage recovery period Will interest rates drop below 3%?

Resource: Where Is It Cheaper to Own a Home Than to Rent? Question? Comments? Email show@doyouconvert.com 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 96.5: Grab the Good Rate with Anthony Grasst appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 96.5: Grab the Good Rate with Anthony Grasst appeared first on Online Sales and Marketing for Home Builders - DYC.

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Shawn Van Dyke Kevin speaks with construction industry consultant, business coach and mentor Shawn Van Dyke to learn how trades and craftsmen are faring in the current business climate, and how they can build a recession-proof business for today and years to come. They discuss:

Shawn’s biggest question… what have you BEEN doing to prepare for a crisis? Whatever creative or innovative programs you put in place now… do it from here on out How the perception of construction works as “essential” might change Think about your communication strategy now for the uncertain recovery period ahead

Question? Comments? Email show@doyouconvert.com 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 96: Building a Recession-Proof Business with Shawn Van Dyke appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 96: Building a Recession-Proof Business with Shawn Van Dyke appeared first on Online Sales and Marketing for Home Builders - DYC.

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Kevin, Andrew and Becca talk shop about virtual home tours, not forgetting lessons learned today, determining your essential martech, and a social ads pop quiz. Story Time (4:09)

Kevin has been getting requests to explain entire sales and marketing processes in a “quick email or text.” There are no shortcuts.

In the News (13:08)

Virtual, robot and solo home touring soar as social distancing hits the housing market amid coronavirus fear (CNBC.com) It’s time to evaluate your martech budget (MarketingLand.com)

Question of the Week (31:43)

If you run carousel ads on social, Kevin would love to know why. See answers here. Why do you think digital ad impressions on FB/IG have increased by as much as 50+% for the same amount invested over the past couple weeks? See answers here.

Question? Comments? Email show@doyouconvert.com 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 95.5: Virtual Tours, Martech and Social Ad Spend appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 95.5: Virtual Tours, Martech and Social Ad Spend appeared first on Online Sales and Marketing for Home Builders - DYC.

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Kevin speaks with Holly Haener, Director of Sales & Marketing at CBH Homes and one of the Original Unicorns of new home marketing. They discuss two important features of the CBH website that were rolled out BC (Before Covid-19) – Buy Online and Tour Now. Learn how these programs were implemented and why they’re so successful now. Holly Haener Tour Now

Technology – Rently Getting REALTOR® partners involved Feedback from home shoppers

Buy Online

What does it mean to “buy online?” Financial/legal considerations How to track and verify online home buyers

Plus, how CBH Homes gives back to the community. Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode. Check out the Market Proof Marketing Facebook group for more insights and opportunities. 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 95: Tour Now and Buy Online with Holly Haener appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 95: Tour Now and Buy Online with Holly Haener appeared first on Online Sales and Marketing for Home Builders - DYC.

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Kevin, Andrew and Jackie have an extended story time to discuss the different communication styles they’ve seen and heard from builders in the last few weeks. Some strategies have been solid; others not so much. Plus, the impact of coronavirus on Facebook, Twitter and Google Ads. Story Time (1:09)

When it comes to mass mail, Jackie cautions the pitfalls of over communication. Andrew notes the importance of being comfortable with your marketing platforms. Kevin has some advice for managers in communication with your team: respond to emotions, but manage to the numbers. Also:

The difference for being known and being know for something. Making virtual appointments work (hint: it takes more than Zoom and your old sales process)

In the News (25:04)

Facebook says Coronavirus Hits Advertising Sales (Reuters.com) Facebook And Twitter Are Up To Their Eyeballs In COVID-19 Engagement – But They Can’t Monetize Most Of It (AdExchanger.com) Coronavirus Impact on Google Ads and Affiliate Sales (SearchEngineJournal.com)

Question? Comments? Email show@doyouconvert.com 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 94.5: Communication (Done Carefully) is Key appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 94.5: Communication (Done Carefully) is Key appeared first on Online Sales and Marketing for Home Builders - DYC.

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Rich Binsacca This week Kevin chats with Rich Binsacca, Editor-in-Chief of Professional Builder magazine, about what the home building industry is experiencing in the current climate, and how that’s changing rapidly. They discuss:

What he’s seeing and hearing from builders across the country The differences between 2008, 2011 and today Results of the Coronavirus Business Impact Survey – what builders are experiencing and how they are reacting to the current climate The impact that builders expect on their business and how that perception has changed in the last 2 weeks Virtual and online technologies that are taking hold Operational opportunities for builders

Question? Comments? Email show@doyouconvert.com 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 94: A Bird’s-Eye View with Rich Binsacca appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 94: A Bird’s-Eye View with Rich Binsacca appeared first on Online Sales and Marketing for Home Builders - DYC.

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Spencer Powell Kevin is joined by Spencer Powell, president of Builder Funnel and host of Builder Funnel Radio, to discuss how builders can keep the ball moving during uncertain times, content marketing for home building, and whether or not podcasting can work for builders. They discuss:

How builders can “keep the ball moving” during difficult times, even if it’s at a slower pace There need to be more internal conversations about how to market through this crisis and beyond A bit about Spencer’s (very interesting) hybrid building/marketing background Content strategy and home building The duality of consumer behavior: customers want to be able to do research on their own AND be able to reach out and get responses immediately Why he decided to start a podcast, and why podcasting works for his business Why a shift in thinking is critical in home builder marketing Should builders have their own podcast? Spencer and Kevin discuss varying opinions and strategies

Question? Comments? Email show@doyouconvert.com 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 93.5: Should You Podcast? with Spencer Powell appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 93.5: Should You Podcast? with Spencer Powell appeared first on Online Sales and Marketing for Home Builders - DYC.

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Kevin shares the latest builder website traffic stats, ProBuilder is conducting a survey and keeping a running tab on how the pandemic is impacting builders, iBuying has stopped, and where should you spend your social ad dollars? Kevin, Andrew and Becca recap the very latest in shifting market conditions. Story Time (1:39)

Becca attends a wedding where no hugging, dancing or hand shaking was allowed. Andrew realizes 6 feet is not a normal distance to keep from people in everyday life. Kevin wonders when the elbow bump emoji is coming…

Observations/Comments on Market Conditions (9:24) In the News (14:35)

Update on builder website traffic and leads

Kevin recommends listening to the BDX podcast Perspectives on COVID-19 with Tim Costello.

ProBuilder Survey: Builders and Coronavirus COVID-19: How the Coronavirus in Impacting the Housing Industry (ProBuilder.com) Update on iBuyers Modular Housing Industry Could Face Severe Problems (ModularHomeCoach.com) Are Instagram Ads or Facebook Ads More Cost Effective? (AgoraPulse.com)

Question? Comments? Email show@doyouconvert.com 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 93: Builder Survey, iBuyers and Social Ads appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 93: Builder Survey, iBuyers and Social Ads appeared first on Online Sales and Marketing for Home Builders - DYC.

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Updates on the current conditions and what marketers and builders need to be considering plus answers to audience questions. If you have questions, please email them to show@doyouconvert.com or leave a voicemail at 404-369-2595 and we will answer them here on the podcast! More insights and opportunities coming 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 92.5: Skate To Where The Puck Is Going appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 92.5: Skate To Where The Puck Is Going appeared first on Online Sales and Marketing for Home Builders - DYC.

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Short bonus episode of the audio from our FB Live on Friday, as well as additional thoughts from Kevin since then as things progress. Show notes may be updated later – wanted to get this out quickly. More insights and opportunities coming in the Market Proof Marketing Facebook group including the opportunity to join in a “social hour” for those working from home. 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 92: Fed Rate Cut and FB Live Audio appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 92: Fed Rate Cut and FB Live Audio appeared first on Online Sales and Marketing for Home Builders - DYC.

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(Apologies in advance for fluctuations in Kevin’s audio – he switched mics mid-episode without realizing it!) This week we chat with Kody Smith, President and Founding Partner of NoviHome, a suite of app-based technologies that enhance the home buying and building process from first point of contact all the way through contract. The NoviHome technology has been picking up steam with home builders, so Kevin takes this opportunity to ask all the preliminary questions you might want to know. Also, some perspective on historically low interest rates, and what marketers are saying about being prepared for COVID-19. Story Time (1:19)

Kevin is writing an article about digital attribution methods and identifies a series of marketing bubbles that are bursting.

In the News (7:47)

Tik Tok – Please Stop (1000Watt.net) U.S. 30-Year Mortgage Rates Tumble to a Record Low of 3.29% (Bloomberg.com) Mortgage rates fall to all-time low amid coronavirus concert – here’s why you should think twice about waiting to refinance (MarketWatch.com)

360 Topic of the Week: Registering Walk-In Traffic in the Year 2020 with Kody Smith (23:09)

Learn how NoviHome makes the sales process less complex for the agent and improves the buyer experience. Plus, why onsite agents get hooked on the software after registering 10 prospects.

QOTW (1:10:11) Last week: Coronavirus – do you think there’s a need for home builders to have a plan to deal with the impact? Or is it fake news and we should all just wash our hands a bit more? See the answers here. 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 91: Registering Walk-In Traffic in the Year 2020 with Kody Smith appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 91: Registering Walk-In Traffic in the Year 2020 with Kody Smith appeared first on Online Sales and Marketing for Home Builders - DYC.

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Thaïs was away this week at the Online Sales Academy, so our apologies for publishing this episode later than usual! This week, Kevin ponders how coronavirus might impact the home building industry, and suggests a few ways builders can adapt to short-term changes in consumer behavior. Plus the latest news from Facebook and Google… Story Time (1:19)

Becca: It’s new community season! Make sure you’re using social ads that point to a landing page that’s integrated with your CRM. Andrew: How new marketers can get up to speed when they join an organization. (More on this in episode 82.) Kevin: Home builders and tag lines – the good, the bad, and the worst.

In the News (14:18)

Coronavirus: how home builders can adapt to changes in consumer behavior Changes to Facebook Audience Network (Facebook.com) How a newly won partnership in France could signal Google’s broader TV ambitions (Digiday.com) Boost Liquidity and Work Smarter with Machine Learning (Facebook.com)

QOTW (44:36) Do you feel there is any need to have a plan around the coronavirus? Answer 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 90: Preparing for Coronavirus appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 90: Preparing for Coronavirus appeared first on Online Sales and Marketing for Home Builders - DYC.

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Ever wonder what your career journey as a new home marketer could look like, or how someone with an enviable title “made it?” These are natural questions for career-minded professionals, and this week we’ve got one of our own to shed some light on the subject. Lauren Spamer is the Division President for Charter Homes in Central Pennsylvania and she shares her interesting journey to “the top.” You’ll never guess how she even got started in the home building industry. Plus… Kevin clarifies what “everyone is killing it” means, the FTC cracks down on influencer marketing, the state of data privacy in 2020, and more. Story Time (0:41)

Kevin clarifies his “Everyone is killing it right now!” post on LinkedIn. Be cautious of the advice you give/receive when the market is good. Also, he gives some direction if you think you’re NOT killing it when it comes to lead volume.

Special Q&A Segment with Andrew and Kevin (11:00)

What can marketers do to take advantage of the hot market? Which phone-tracking software should marketers use? If you have great lead volume but sales aren’t happening, what do you do?

In the News (15:56)

The FTC is cracking down on influencer marketing on YouTube, Instagram, and TikTok (TheVerge.com) The state of tracking and data privacy in 2020 (MarketingLand.com)

Check out our podcast episode with the author of this article, Andy Garberson.

Lauren Spamer 360 Topic of the Week – A Marketer’s Career Journey with Lauren Spamer (26:44)

How Lauren got into home building in the first place From sales to administration (on purpose) From big builderland to smaller, greener pastures What makes Charter Homes unique – their building and development philosophy Her first “non-job” job at Charter and where it led her How she trained herself to perform in roles she wasn’t familiar with Balancing a fast career trajectory with parenthood What does success even mean? What’s next?

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 89: From New Recruit to Division President – A Marketer’s Career Journey appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 89: From New Recruit to Division President – A Marketer’s Career Journey appeared first on Online Sales and Marketing for Home Builders - DYC.

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This week Kevin is joined by Mike Lyon and Jen Barkan to talk shop about live chat! Whether you already use this feature or have it on your to-do list, they’ll give you some pointers from both a sales AND marketing perspective to make live chat work. Plus… ProBuilder’s 2020 Housing Giants survey is open, and what does Google consider to be useful content? Get it all here… Story Time (0:55)

Jen is looking for contractors to paint her house. She describes how one contractor nailed the customer experience and what we can learn from his process. Kevin gets the question… how do I show floor plan options on paper? To answer, he starts with his own questions… “Why do your floor plans exist? What problems do they solve?”

In the News (10:16)

Quick Mentions:

Professional Builder’s 2020 Housing Giants Survey is open! Take the survey to ensure your ranking among the top-performing builders nationwide. Deadline is March 2, 2020. Unconfirmed Google Search ranking update feels big (SearchEngineLand.com)

Analyzing search results reveals a lot about Google’s view of useful content (SearchEngineLand.com) The three major types of searcher intent are:

Informational (“I want to know more.”) Navigational (“I am looking for a specific website.”) Transactional/Commercial (“I want to buy something.”) Kevin adds a 4th: Inspirational (“I want to know more – but I’m not even sure what it is.”)

New Research: 21% of Companies Fail to Respond to Live Chat Requests (SuperOffice.com)

The average wait time for live chat support requests is 2 minutes and 40 seconds 55% of companies do not offer transcripts once a chat has ended 23% of companies do not ask for contact information before a chat begins The average handle time for a chat request is 6 minutes and 50 seconds (does this even COUNT as a response? Only in warranty / service scenarios….) 45% of companies do not ask users for feedback once the chat has ended

360 Topic of the Week – So You Want to Use Live Chat? Consider This First… (21:12) Kevin, Mike and Jen think live chat can be a useful lead management tool, but only if done correctly. In this episode they give you all the details about what to consider from both and online sales AND online marketing perspective, including:

How Online Chat has changed in 10 years What Online Salespeople should consider before turning on Live Chat What Marketers should consider before turning on Live Chat Quick Tips for Live Chat

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 88: So You Want to Use Live Chat? Consider This First appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 88: So You Want to Use Live Chat? Consider This First appeared first on Online Sales and Marketing for Home Builders - DYC.

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Bringing your brand story to life through content can seem daunting. What’s your brand story, anyway? How can you weave brand voice into every interaction with your audience? This week we’ve got one of the world’s leading experts in native advertising and branded content to help. Melanie Deziel is the founder of StoryFuel, a consulting firm that equips professionals with skills and strategies to tell better brand stories. She is also the author of The Content Fuel Framework, an international keynote speaker, and lifelong storyteller. On this episode she guides us through how to build a content framework for easier ideation and execution. Plus… a lively and extended story time, and Thaïs promises to get a real mic very soon. Story Time (4:56)

Thaïs brings up the dirty “P” word… print! She’s rethinking the print medium and how it could serve home builders in different ways. Will Kevin agree? Andrew just got back from Disney World and wonders… what makes Disney, Disney? So many things… Kevin shares how a builder partner’s lead count increased by 5x, and no one was excited… except the marketing team. Kevin’s story leads to a lively spinoff about email marketing – does it still work? Or has it just become more noise?

360 Topic of the Week – Bring Your Brand Story to Life with Melanie Deziel (31:40) Melanie Deziel This week we speak with Melanie Deziel, founder of StoryFuel and author of the new book, The Content Fuel Framework, about how to effectively communicate your brand story through content marketing. We discuss:

Her background as a journalist The biggest misconception about content marketing Why you should put your audience’s needs ahead of your own How companies can bring their voice to life and weave brand story into every audience interaction How to discover your brand story Developing a framework for idea generation Video vs written word How content marketers and influencers can co-exist Finding your content superpower Working with content partners And more!

Links to resources:

AnswerThePublic.com The Content Fuel Framework: How to Generate Unlimited Story Ideas (For Marketers and Creators)

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 87: Bring Your Brand Story to Life with Melanie Deziel appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 87: Bring Your Brand Story to Life with Melanie Deziel appeared first on Online Sales and Marketing for Home Builders - DYC.

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It’s been a whirlwind few months! After lots of business travel, holiday season, and the Builders’ Show, we’re finally getting back to our normal routine here at Market Proof Marketing. Fresh off the heels of IBS, Kevin and team were inspired to share some specific resources and methods they use to constantly improve their craft. From books and podcasts to cultivating a curious mind, there’s something here to inspire all new home marketers. Story Time (2:06)

Becca’s neighborhood is sold out and she witnessed a contractor (who thought no one was looking) improperly dispose of extra concrete. The lesson… the market is great and homes are selling, but don’t be “that guy” who takes the shortcut to success. Kevin parts ways with a builder partner who is #1 in their market but needs time to catch up with their own growth. Seems like an odd thing to do but he explains why. Jackie has an airport experience that drives home the need to communicate with your audience where they are and in ways they prefer. Remember, not everyone has “an app for that.”

In the News (14:23)

What Next for Advertisers, Ad-Tech and Publishers in a Cookie-Free World? (Adweek.com)

More and more home builders will need to start collecting their own first-party data. Dennis O’Neil mentioned this in his Live from IBS video with Mike Lyon.

HomeLight to help buyers make all-cash offers, trade in homes (Inman.com)

The next evolution in simplifying real estate transactions for consumers

Social shorts: Instagram tests web DMs, TikTok explores curated content streams, Pinterest passes Snapchat in users (MarketingLand.com)

Instagram adding functionality to desktop version (DM) Pinterest has more users than Snapchat (Twitter who?) TikTok trying to clean up the content on the platform to be more advertiser-friendly

360 Topic of the Week – How to Improve Your Craft and Advance Your Marketing Career (29:28) Kevin, Becca and Jackie talk about methods for constantly improving their marketing skills, broadening their horizons, and advancing in their careers. They discuss:

The value of breaking things When it’s ok to go down the rabbit hole Forming your own focus groups Learning everything you can about the building industry… outside of marketing Experimenting on your own time NEVER STOP LEARNING

Here are a few of the resources they mention: Books:

Must Reads: Branding, Marketing & Buyer Psychology

Podcasts:

Akimbo The Portal

Design/Branding Inspiration:

UnderConsideration.com/BrandNew Behance.net CreativeMarket.com CommArts.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 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 86: How to Improve Your Craft and Advance Your Career appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 86: How to Improve Your Craft and Advance Your Career appeared first on Online Sales and Marketing for Home Builders - DYC.

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This is a bit of a different episode. Coming off of an incredibly exciting but exhausting International Builders’ Show, coupled with the devastating news of Kobe Bryant’s death, Kevin takes a step back and reflects on what career growth means to him, and how, for every one of us, it presents an opportunity to give back and uplift others. We also had the pleasure of speaking with the man who literally wrote the book on customer service (5 of them). John DiJulius with The DiJulius Group shares how to build a culture of customer service within your organization, no matter the industry. Reflections on Life and Career (3:26)

The value of checking in with yourself throughout your career Think bigger – there comes a time to invest your skillset elsewhere besides your own career growth

360 Topic of the Week – Creating a Culture of Customer Service with John DiJulius (9:43) John DiJulius John DiJulius hasn’t just read the books on customer service, he wrote them – five, to be exact. Through his international customer service consulting firm, The DiJulius Group, John has worked with some of the world’s most recognizable brands – The Ritz-Carlton, Lexus, Starbucks and Chick-fil-A to name a few – to make them the brands their customers cannot live without. John’s mission is to change the world by starting a customer service revolution. We discuss:

Customer service never stops – it has to be an obsession Why customer service looks different for every customer. Own every moment. High service aptitude is not inherent Put yourself in the place of the customer. What may be an “appointment” to you could be mom or dad missing work to look at what could be their very first home (and other examples) John’s favorites of his 10 Commandments of Customer Service including:

Service Vision Create a World-Class Internal Culture Non-negotiable Experiential Standards Zero Risk

Bonus links:

Chick-fil-A’s “Every Life Has a Story” Video Nemacolin – where Kevin first saw John speak

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 85: Creating a Customer Service Culture with John DiJulius appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 85: Creating a Customer Service Culture with John DiJulius appeared first on Online Sales and Marketing for Home Builders - DYC.

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This week Kevin and Andrew record live from the 2020 International Builders’ Show in Las Vegas! They discuss their favorite moments from the show, including a new break-out star in our industry. Plus Google ROAS, 5 things you should NOT put in your homes to attract Millennials, and… Tik Tok for builders? Story Time (2:34)

Jackie wonders if the “limited collection” tactic used in online retail could be applicable to new home sales. We discuss the pros and cons of VIP logins on home builder websites. Andrew hires a strength training coach and realizes the value of small, incremental changes from the perspective of experience can make exponential changes in your daily work. (This applies to marketing, too.) Kevin is working with a partner on a large, expensive condo project ($1.5-$4.5M). Surprisingly, the whole team agreed that the strategy needed to shift away from more ads and toward a more innovative approach to content. Sometimes a 180 degree change in perspective is needed.

In the News (20:41)

PSA: Google Analytics Global Bug: In late December the age ranges of your audience likely disappeared – it wasn’t your fault. Google Ads enables bid simulator for Target ROAS, budget simulator for Maximize clicks, conversions (MarketingLand.com) Who Is On TikTok And How Can Brands Reach Them? (Forbes.com) 5 Home Upgrades Millennials Couldn’t Care Less About (Realtor.com)

360 Topic of the Week – Live from #IBS2020! (38:16) Kevin and Andrew at IBS 2020 Kevin and Andrew join us from the buffet at the Wynn to share their favorite takeaways and sessions from the show, including:

How to get your customers to tattoo your brand logo on their arms (or at least rise to that level of customer experience..) Should new home marketers earn a commission based on sales goals? It’s not a bad idea… A stand-out moment from Quint Lears. Quint presented at the Super Sales Rally and blew everyone away with his personal story about perseverance. Hear our interview with him on Ep 71: Behind the Scenes with Quint Lears. Mike Lyon‘s “Live from IBS 2020” video series.

Question of the Week (1:02:12) Last QOTW: Who’s going to the Builders’ Show? If so, what are you most looking forward to seeing/doing? See the answers here. New QOTW: New home marketers, in the spirit of IBS Week, what do you do to constantly improve your skills/craft? (Look out for this topic as an upcoming 360 Topic of the Week!) Answer in the the Market Proof Marketing group on Facebook or LinkedIn. 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 84: Live from IBS 2020 appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 84: Live from IBS 2020 appeared first on Online Sales and Marketing for Home Builders - DYC.

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This week we go deep into marketingland for a discussion about lead attribution with one of the foremost PPC experts in the world, Kirk Williams. Kirk is the author of numerous articles on the subject, including one of Kevin’s favorites from 2019. On this episode he shares insight around why attribution is NOT the holy grail of marketing analysis, and the circumstances in which it actually works well. Also, the Builders’ Show is next week! You can check out all of Do You Convert’s IBS education sessions here. In the News (4:12)

Facebook will let users hide ads targeted via Custom Audience lists (Marletingland.com)> California Consumer Privacy Act – What You Need to Know (DoYouConvert.com)

New law that protects CA residents against their data being collected and sold without their knowledge What it means for homebuilders

Matterport Adds Measurement Mode for 3D Environments (BuilderOnline.com)

Users can now accurately measure rooms, windows, doors, or furniture in a Matterport 3D digital space, and share those measurements with anyone. How this function can potentially fit into the new home sales process

360 Topic of the Week – Attribution Analysis with Kirk Williams (13:00) Kirk Williams Kirk Williams was named one of the Top 25 Most Influential PPC experts in the world by PPC Hero. He is the owner of ZATO Marketing, a paid search micro-agency specializing in eCommerce PPC on Google and Bing. Kirk has spoken at conferences all over the world, and is the author of “Digital Advertising is not the dot com bubble, improper attribution is,” which we discussed extensively on episode 77. Find a comfortable place where you can focus for the next 50 minutes, because this interview is packed with information, insight, and marketing things that make you go hmm… We dive into:

What is marketing and brand building beyond tracked profit, attribution and reporting? Why conversion tracking can be dangerous What is attribution, exactly? No perfect attribution model Why paid search can’t make a business grow Why privacy technology will make perfect attribution impossible When attribution does work when it comes to overall marketing strategy Why we should NOT be risk-adverse as marketers How last click attribution strangles the top of the funnel Can you use paid search to build a brand? (the difference between demand creation and demand capture) Non-Marketing Doom (doom caused by forces outside of marketing) is a result of two things: Failure in Process and Failure in Understanding

More articles you’ll want to read from Kirk Williams:

When Good PPC Goes Bad with Kirk Williams [DMC Recap] Stop Bidding on These Brand Keywords in PPC

Question of the Week (1:03:00) Last QOTW: What part of your company’s business will have the biggest opportunity for improvement in 2020? Sales, marketing, product, land, etc./what will be your breakout department in 2020 to have positive impacts on results? See the answers here. New QOTW: Are you going to the Builders’ Show? If so, what are you most looking forward to? Answer in the the Market Proof Marketing group on Facebook or LinkedIn. 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 83: Attribution Analysis with Kirk Williams appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 83: Attribution Analysis with Kirk Williams appeared first on Online Sales and Marketing for Home Builders - DYC.

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This week we are joined by Abbie Mirata, VP of People and Culture for ApostleTech, a Salesforce implementation and support partner. Learn why builders of all sizes should spend more effort building, integrating and improving their internal data and communications systems to better manage their success. Plus, the International Builders’ Show is just around the corner! Find out where to catch the DYC team. Story Time (3:16)

Jackie has big news! Also, email continues to be one of the most effective marketing strategies; she reminds us to clean up our prospect lists for 2020. Andrew was completely disappointed after buying from several retailers he’s not familiar with (aka, not Amazon). Lesson: incorporate small actions (emails, video emails, checklists) to set customer expectations and keep them informed throughout the build process. Kevin posits that it’s not always strategic for marketing professionals to start with what you know, especially when changing industries or roles. Remember – the winning intersection is solving external and internal problems at the same time.

In the News (20:35) IBS 2020 is almost here! DYC takes the stage for FOUR sales and marketing education sessions. We’re excited to share what’s new and coming soon in our industry. Join us for:

Clash of the Titans! Marketing Megaminds Debate Today’s Hottest Topics (Jan 22 at 10:15 a.m.) From Online Lead to Onsite Sales Team: Creating a Seamless Buyer Journey (Jan 22 at 10:15 a.m.) Presale Without Fail: The Secret to Launching New Communities with Maximum Results (Jan 23 at 10:15 a.m.) 5 Mistakes Builders Make with Google Ads & How to Fix Them (Jan 23 at 10:15 a.m.)

Get all the details here. 360 Topic of the Week – CRM Success with Abbie Mirata (30:58) Abbie Mirata Abbie Mirata is VP of People and Culture for ApostleTech, the premier (in our opinion) SalesForce implementation and support partner. She is a 17-year veteran of the home building industry, having occupied roles such as onsite sales, sales management and national director of sales for for a variety of organizations. Learn how she transitioned to the world of CRM and her take on the unique opportunities CRM offers home builders. We discuss:

CRM challenges, myths and misconceptions Tips for home builder CRM success For small builders, is a single, integrated system worthwhile or attainable? Why marketers should get excited about CRM – tracking the digital buyer’s journey

Abbie is also the founder of Kyndly – a nonprofit that helps people find ways to hold themselves accountable to compassion and empathy in their personal and professional relationships. Learn more about Kyndly and her motivation for starting a nonprofit despite (or maybe because of) her very busy professional life. Question of the Week (1:09:23) Last QOTW: What new technologies are you looking forward to using in 2020 to enhance the home shopping or buying experience? See the answers here. New QOTW: What department or group in your organization has the potential to impact your results the GREATEST in 2020? (Either by improving their results, or by continuing their strong momentum from last year). Answer in the Market Proof Marketing group on either Facebook or LinkedIn. 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 82: CRM Success with Abbie Mirata appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 82: CRM Success with Abbie Mirata appeared first on Online Sales and Marketing for Home Builders - DYC.

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Happy New Year from Do You Convert! For our first episode of 2020, the DYC marketing team discusses what we’re most looking forward to doing, knowing and watching this year. Plus, the digital trends predicted to disrupt in 2020, and… have we hit a wall with A.I.? Get a jump start on your new year right here. Story Time: (4:48)

Kevin shares a builder partner’s perfect summary of what makes Do You Convert unique.

In the News: (7:22)

Four Digital Marketing Trends Poised to Disrupt in 2020 (Prophet.com)

“Growth leaders must come to grips with the reality of a world where AI is no longer a promise but a fact, where SMarketing is changing the very nature of their roles, where velvet rope communities shift social influence from mass reach to targeted expertise and where the contextual omni-channel connects the analog and digital experiences to predict the future instead of respond to the past.”

A Sobering Message About the Future of AI’s Biggest Party (Wired.com)

Is “AI Everything” just a hype cycle? Limitations of even the most advanced machines Has AI hit a wall?

360 Topic of the Week – What We’re Looking Forward to in 2020: (30:35)

Thaïs

Slow Content

Becca

The next big change from Facebook A better picture of the full buyer journey

Andrew

The next big change from Google Bingeable content from builders Better attribution BUT not create a distraction for credit Presale Without Fail audiobook What marketing can do before the sale to influence selections

Kevin

More well-rounded strategies meaningfully built upon quantitative and qualitative data How Google fights back to catch up with FB/IG Builders going beyond a single transaction business model Consumers having more and more control over the buying process Growing the DYC team 2020 podcast guests

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 81: Looking Forward to 2020 appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 81: Looking Forward to 2020 appeared first on Online Sales and Marketing for Home Builders - DYC.

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It’s the Market Proof Marketing Christmas Edition! This week we go back in time and play the top three most downloaded episodes of 2019. Thank you so much for listening and being part of the Market Proof Marketing community. Happy Holidays from Do You Convert! Celebrating 50 Episodes with Jeff Shore (4:04) Are you Listening to Your Customers? with Paul Cardis (37:00) Convert to Conversion Campaigns for More Conversions (1:05:09) 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 80: The Top Episodes of 2019 appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 80: The Top Episodes of 2019 appeared first on Online Sales and Marketing for Home Builders - DYC.

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Based on pure data, one analytics company is declaring Facebook organic reach dead for brands. What’s a social media marketer to do? Plus, we talk marketing new homes to millennials, a fascinating story about Facebook’s A.I., and inspiration for your remarketing campaigns. Story Time: (2:00)

Andrew gives some tips for using Google Analytics data to inspire your remarketing campaigns. Jackie’s sister is house hunting in Texas and has misconceptions about buying new. Kevin tells a fascinating story about Facebook’s A.I. – how it makes an initial connection but then explores and tests further. Plus, does a larger builder with a larger budget = better results?

Your Question Answered: (16:41) We had a caller this week to the Market Proof Marketing question line! Julie asks… “For advertising purposes, is it best for a company with multiple communities to have a FB page for every community, or one FB page for the company?” Feel free to call in with your own questions to 404-369-2595. In the News: (20:17)

12 Days of Data, Day 1: Facebook Brand Engagement Statistics for Unpaid Content (TrustInsights.ai) – The data says unpaid social media marketing on Facebook is dead. So what’s next?

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 79: The Death of Facebook Organic Reach for Brands appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 79: The Death of Facebook Organic Reach for Brands appeared first on Online Sales and Marketing for Home Builders - DYC.

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Kevin is away so Andrew, Jackie and Thaïs get to play! We talk the latest social media updates, why you need to pay attention to dark mode email, and Gartner’s biggest (and scariest) tech trends for 2020. Kevin rejoins us to talk with Ben Keal, Director of Sales & Operations for PrivateCommunities.com about what drives “lifestyle” consumers (45-65+) to consider and buy new homes. Story Time: (1:45)

Jackie questions Black Friday shopping trends – is it worth it anymore? Andrew talks about a unique influencer marketing idea for home builders

In the News: (9:46)

Social media news & updates:

Stop Wanting to be Liked (Instagram Is Doing It For You Anyway) (ContentMarketingInstitute.com) Twitter Begins Testing Tweet Scheduling via Twitter.com (Adweek.com) Pinterest Updates Lens Feature to Improve Visual Search (Impactbnd.com)

The Ultimate Guide for Dark Mode for Email Marketers (Litmus.com) Gartner’s Top 10 Strategic Technology Trends For 2020: The Good, The Obvious, The Renamed & the Missing (Forbes.com)

360 Topic of the Week: Understanding Lifestyle Buyer Behaviors with Ben Keal (22:35) Private Communities Registry (PCR) is a portal to connect lifestyle buyers to lifestyle communities – those with specific amenities like golf, boating, mountains, even pickleball. Ben Keal, PCR’s Director of Sales & Operations, fills us in on who lifestyle buyers are and what types of new home communities and amenities they desire. Plus:

Average length of time for a lifestyle home search (you might be surprised) Number of communities lifestyle buyers consider at a time Why content is important for this buyer and what the marketing funnel looks like Why the Online Sales role is critical How data, even when imperfect, tells a story

QOTW: What new technologies are you looking forward to using in 2020 to enhance the home buying or shopping experience? Weigh in and see the answers in our Facebook or LinkedIn Market Proof Marketing groups. 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 78: Understanding Lifestyle Buyer Behavior with Ben Keal appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 78: Understanding Lifestyle Buyer Behavior with Ben Keal appeared first on Online Sales and Marketing for Home Builders - DYC.

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Holiday season is here, which means the DYC team is traveling all over the country and enjoying time with family! This will be a shorter episode, but packed with food for thought from our second article on digital advertising effectiveness. Story Time: (1:04)

Becca is building a Thanksgiving table in one weekend and it’s kind of like trying to sell inventory homes at the end of the year. Kevin lays out the roadmap to marketing success. Also, we have a special gift for the very next caller! Leave any questions or comments about this episode or any other at 404-369-2595.

In the News: (8:50) This week we discuss the counterpoint article to Kevin’s favorite article of 2019:

Digital advertising is not the dot com bubble, improper attribution is (MarketingLand.com) – Kirk Williams from Zato Marketing says that the real problem in paid search right now is our belief that we can track everything. We don’t disagree…

Do we have tunnel vision when it comes to attribution? Paid search vs. branding What are we actually tracking – what does it mean and how to does it help us form our marketing strategy? Oversimplifying the customer journey – it’s not linear; it’s more like a bouncing ball There’s no perfect attribution model – more complicated doesn’t necessarily mean better In summary, marketing is complicated!

Last QOTW: What’s on your holiday wish list? Answer here for a chance to win a personalized gift from Kevin that you cannot buy! Footnotes:

Here is the DYC funnel Kevin mentioned in the episode DYC’s 2019 Holiday Gift Guide is here! If you’re not on Facebook, or just prefer LinkedIn, you can now join our LinkedIn Market Proof Marketing 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

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 77: Advertising, Attribution and Branding – Trust Us, It’s Complicated appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 77: Advertising, Attribution and Branding – Trust Us, It’s Complicated appeared first on Online Sales and Marketing for Home Builders - DYC.

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What do we really know about the effectiveness of digital advertising? Are brand keywords worth it? In our first ever 2-part news series, we examine if digital advertising actually works, scenarios where it might not, and if not, why are we spending all this money? We also talk with Lynne Davis, CEO and Founder of NterNow, to learn how to create experiences that today’s independent home buyer wants. Story Time: (1:50)

Jackie: West Elm Holiday House Pop Up in NYC: the trend of shoppable staged homes that showcase real estate listings. Kevin: It’s almost that time of year to shift ad spend “entirely” to content and remarketing.

In the News: (13:17)

Helping advertisers, publishers, and partners comply with the California Consumer Privacy Act (CCPA) (Google.com) The new dot com bubble is here: it’s called online advertising (TheCorrespondent.com) – Per Kevin, this article is required reading for all marketers

360 Topic of the Week – Creating Desirable Customer Experiences with Lynne Davis (28:22) Lynne Davis is the CEO & Founder of NterNow, a secure instant access system for today’s independent home buyers. We dive deeper into the concept of unattended access, percentage of lost leads from NOT having instant access, and how to create a sales process that supports instant access. Lynne a treasure trove of stats that support unattended access, some of which may surprise you. QOTW: What’s on your holiday wish list? (We’ve got some recommendations in our 2019 Holiday Gift Guide.) Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunesFollow on Spotify —> https://now.doyouconvert.com/mpm-spotifySubscribe 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 76: Creating Desirable Customer Experiences with Lynne Davis appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 76: Creating Desirable Customer Experiences with Lynne Davis appeared first on Online Sales and Marketing for Home Builders - DYC.

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This special episode is extended story time with Kevin because his internet wouldn’t allow for a normal recording session to happen. Enjoy! Story Time:

The Oakley’s begin the process of looking for their next home – and things don’t all go quite as expected The minimum standard for digital marketing keeps getting higher and higher. If you’ve rely heavily on the MLS to drive sales you might relate.

News and Q&A : (25:00)

Deadline for nominations to Professional Builder’s 40 Under 40 is Monday November 25th! Facebook is offering to give home builder’s extra ad money if they follow certain guidelines Unbounce offers new “Smart Traffic” option for landing pages Brand new budgeting tool and blog post from Kevin on DYC.com Complete Google Analytics overview and setup walk-through now live on DYC.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 75: Extended Story Time with Kevin appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 75: Extended Story Time with Kevin appeared first on Online Sales and Marketing for Home Builders - DYC.

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Ryan Snarr, Director of Marketing for Destination Homes, joins us this week to discuss the necessities and pitfalls of purely creative marketing work in home building. Also, Andrew’s warranty saga continues, Facebook changes their branding, and how should agencies really charge for their time? Story Time: (0:45)

Warranty Woes Part 2 with Andrew: The value of setting customers’ expectations

In the News: (5:06)

Introducing our new company brand (Facebook.com) Facebook to limit the number of ads that pages can run simultaneously (MarketingLand.com) UPS and CVS to deliver prescription medicine via drone to US residential customers for the first time (TechCrunch.com) Let’s kill the hourly rate: We are leaving money on the table (SearchEnglineLand.com)

360 Topic of the Week – Getting Creative with Ryan Snarr (20:05) Ryan joins us from beautiful Salt Lake City, Utah! We discuss how small design details have huge impact on the livability and longevity of a community, plus:

His creative agency background Taking risks with the Garage-Muh-Hall (pics below) Balancing creative marketing with analytics and strategy Working with what you’ve got Rethinking the customer testimonial Run with Ryan The story of the Snarrly Lunchbox: how Ryan figured out Twitter

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 74: Getting Creative with Ryan Snarr appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 74: Getting Creative with Ryan Snarr appeared first on Online Sales and Marketing for Home Builders - DYC.

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In this story and news-packed episode, Kevin, Andrew and Jackie go into depth on a few big topics. They tackle:

The future of the home builder’s role post-close No more excuses for home builders NOT to have reliable marketing data. Marketing multiple communities in close proximity to one another with simultaneous launches and so much more…

Story Time: (4:52)

Jackie discusses FB Messenger, IG Direct & automatic replies – opportunities and cautions when using social messaging. Andrew’s new home saga is not over! Now he’s going through warranty woes. We talk contractors, customer service and the future of home builders’ role post-close. The gauntlet: Kevin’s first time running a political ad on social media.

In the News: (31:32)

The Online Sales Academy is back! March 4-5, 2020 in Downtown Phoenix. More info here. 3 Ways to Optimize Your Website for Greater Revenue and Happier Customers (ProBuilder.com) Holiday Marketing Guide 2019 (Facebook.com) How Companies Learn Your Secrets (NYTimes.com) Twitter Will No Longer Accept Political Ads, Says CEO (Adweek.com) Forrester predictions for CMO role are dire, but there is hope for current CMOs (MarketingLand.com)

Questions Answered from the Market Proof Marketing Facebook Group (52:35) “HELP! How do you manage advertising multiple community launches with event dates within 1 week of each other, locations within 5-15 miles of each other, and within the same price range without over-saturating messaging or confusing consumers? This is something I face on the daily working for a builder with an abundance of similar products, launch dates, and locations. I’m trying to learn how to juggle everything simultaneously but I feel like our messaging and conversions are suffering because of these issues. Is anyone else dealing with a similar issue? All advice is welcome!” View conversation in Facebook group. “Drop your most reliable laptop suggestions! My Dell XPS has been cursed with issues and may have finally given up on its fight to live. I want to bring solid suggestions to the plate. Must be lightweight, as I travel a lot.” View conversation in group. “We’re LATE to the video train, but for those of you who have done it for a while (whether polished & produced, or down & dirty iPhone agent home tours) – do you find it worth the time and $$? Which approach has worked best (polished vs. candid & simple)?” View conversation in 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

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 73: Warranty Woes, Political Ads, Big Data – Oh My! appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 73: Warranty Woes, Political Ads, Big Data – Oh My! appeared first on Online Sales and Marketing for Home Builders - DYC.

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Our guest this week is David Allison, author, lecturer, ex-Global VP of Marketing, and mastermind behind The Valuegraphics Database, the first global dataset created specifically to help organizations predict and influence behavior using the values we share. David began his career in advertising, eventually owning a marketing communications firm in Vancouver where he worked with high-rise urban developments. Today he travels the world sharing how human insight around human values is how marketers (and all of us, really) will survive in a world increasingly dominated by machines and automation. Story Time: (1:44)

Becca questions whether your marketing hand is talking to your sales hand. Make sure your communication processes are in place so everyone is on the same page as we enter crunch time. Kevin’s Builder 20 experience – are builders just optimistic or overly confident going into 2020? One of these could be dangerous…

In the News: (9:09)

Adidas: We over-invested in digital advertising (MarketingWeek.com) Adidas admits that a focus on efficiency rather than effectiveness led it to over-focus on ROI and over-invest in performance and digital at the expense of brand building. We discuss short-term lead generation vs. long-term branding efforts and where both fit in for home builders. As the third-party cookie crumbles, publishers scramble for alternatives (Digiday.com) OpenAI Tried to Train AI Agents to Play Hide-and-Seek but Instead They Were Shocked by What They Learned (KDnuggets.com) AI plays to win – not to be “fair.” The Closed Beta for Checkout on Instagram is Here for Select U.S. BigCommerce Merchants (BigCommerce.com)

360 Topic of the Week – Rethinking Customer Values with David Allison (30:26) David Allison has curated a set of data that identifies commonly held values that can be used to predict and even influence consumer behavior. He challenges all of us to think beyond demographics to get the right message about the right product to the right audience. We discuss:

If the written word still holds value How to use values to sell homes faster and more profitably How to target social media audiences based on values The race to marketing automation – good or bad? The one value that unites every human being in North America

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 72: Rethinking Customer Values with David Allison appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 72: Rethinking Customer Values with David Allison appeared first on Online Sales and Marketing for Home Builders - DYC.

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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. The post Ep 71: Behind the Scenes with Quint Lears appeared first on Online Sales and Marketing for Home Builders - DYC.

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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. The post Ep 70: ROI Strategy, Budget Planning, and the Sales Tech Debate appeared first on Online Sales and Marketing for Home Builders - DYC.

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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. 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.

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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. The post Ep 68: Live from the 2019 Online Summit appeared first on Online Sales and Marketing for Home Builders - DYC.

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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. The post Ep 67: Marketing Canadian-Style with Justin Nolette appeared first on Online Sales and Marketing for Home Builders - DYC.

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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. The post Ep 66: Unattended Access – The Good, The Bad, The Future? appeared first on Online Sales and Marketing for Home Builders - DYC.

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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. The post Ep 65: Camping with Carrie Rogiers appeared first on Online Sales and Marketing for Home Builders - DYC.

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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. The post Ep 64: News Blitz – iBuyers, Organic Search, Web Privacy and Deepfakes appeared first on Online Sales and Marketing for Home Builders - DYC.

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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. 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.

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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. The post Ep 62: Hot Topics and What’s Next in Online Marketing appeared first on Online Sales and Marketing for Home Builders - DYC.

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Prospects are visiting your communities, homes are selling… things are “good enough” today. But are you investing in tomorrow’s homebuyer? On this week’s episode, we chat with Kevin Weitzel from Outhouse about anticipating future content needs of both builders and consumers, producing consistently exceptional content, and best practices in technology implementation and application. Story Time (1:15)

Kevin is offered to be a thought leader on Forbes.com. Guess how much it costs… Becca ponders when it’s appropriate to send ad traffic to blog posts rather than landing pages. Our first MPM voicemail!

News (10:40)

DYC is speaking at IBS 2020! Where are advertisers spending their money today – Google, Facebook or Amazon? Plus, where DYC is spending money… Tie Together Offline & Online Engagement with “Store Visits” in Google Analytics – Google’s attempt to be #1 again?

360 Topic of the Week – Online Content Challenges, Solutions & Advice with Kevin Weitzel (27:52) Kevin Weitzel is the Business Development Manager for Outhouse, an outsource services company for production home builders specializing in architectural services, rendering, animation, interactive platforms, commercial printing and more.

The history of Kevin’s notable facial hair The story behind the company name Why “good enough” is more of a challenge for builders than budget Consistency is King The proper implementation and application of technology. Listen to your data

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 61: Online Content Challenges, Solutions & Advice with Kevin Weitzel appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 61: Online Content Challenges, Solutions & Advice with Kevin Weitzel appeared first on Online Sales and Marketing for Home Builders - DYC.

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On this week’s episode we introduce Thaïs Cuffy, who manages everything content and event-related at Do You Convert! Thaïs has been in the new home industry for over 10 years, leading marketing efforts for a top sales and marketing agency and a leading software company. Learn her approach to content marketing, where she finds inspiration, and why cross-department communication is key to content strategy. Story Time (1:00)

Becca is changing how she feeds her horse and shares how that relates to healthy marketing programs. Andrew attends a weight-lifting clinic and discovers how making small, incremental changes to his hack squat yields 200% better results. The same can happen in marketing. Thaïs made it this week! She shares how she rode out Tropical Storm Barry, and why it’s valuable to over-prepare for the unexpected. Kevin also has a horse story, but it’s not as motivating as Becca’s.

News (11:49)

Facebook has been fined $5 billion for privacy violations – was it enough? New Amazon-Realogy partnership – is Amazon getting into real estate?

360 Topic of the Week – Content Marketing with Thaïs Cuffy (24:11)

Thaïs’ origin story: from The Marketing Directors to Lasso CRM to Do You Convert Her approach to content marketing Where to find content inspiration Favorite content and social platforms

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 60: Content Marketing with Thais Cuffy appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 60: Content Marketing with Thais Cuffy appeared first on Online Sales and Marketing for Home Builders - DYC.

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There’s no substitute for hard work – in business or life. In this week’s episode, we talk to Chad Sanschagrin, owner of Cannonball Moments, to learn how he rose from knowing nothing about home building to becoming the #1 sales agent in the country for a large, national builder. His lessons of perseverance and discipline can benefit anyone in new home marketing or sales looking to expand their knowledge and perfect their craft. Story Time (6:54)

Andrew questions if builders should publicly post incentives or price discounts. Jackie has a technology nightmare and advises how to avoid your own. Kevin suggests how to change sales and marketing attribution models with minimal confusion.

News (32:08)

FaceApp has been the rage on social media – does it now own your personal data? Amazon acquires Sizmek – what that means for display advertising

360 Topic of the Week – Swimming in the Deep End with Chad Sanschagrin (42:41) Chad is the owner and CEO of Cannonball Moments, a corporate performance coaching company. He is also an author, international keynote speaker, and trainer.

A story of perseverance: After 5 years and 20 submissions, Chad will be speaking at IBS 2020 A story of discipline: How he learned the home building business from the ground up after a career change – and became the #1 sales person in the country for his builder Advice on sales and marketing working in harmony Why builders (and people) should never proclaim to be “the best.”

Question of the Week: (1:31:50)

Answers to last QOTW: How do you (or do you) measure foot traffic in your model homes and sales centers? New QOTW: What is your most challenging summer month for sales and traffic?

Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay Read the full transcript of this episode here.

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 59: Swimming in the Deep End with Chad Sanschagrin appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 59: Swimming in the Deep End with Chad Sanschagrin appeared first on Online Sales and Marketing for Home Builders - DYC.

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This week, Andrew is (finally) closing on his new home, and Thaïs is riding out a tropical storm in New Orleans! Kevin and Becca drop a quick episode to discuss the latest in local SEO, the most interesting breakthrough technologies, and the best tools for IG analytics. Story Time (4:13)

Becca shares tips for controlling most relevant comments on Facebook ads. Kevin’s take on the value of organic social media.

News (18:00)

The State of Local SEO 10 Breakthrough Technologies Instagram Analytics Guide

Reminder: MPM has a phone number! Call in and leave a voicemail with your comment or question. We’ll play it on the next episode: 404-369-2595. Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay Read the full transcript of this episode here.

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 58: Back to Basics with Local SEO appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 58: Back to Basics with Local SEO appeared first on Online Sales and Marketing for Home Builders - DYC.

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Is foot traffic as important as online traffic? Can it even be measured effectively? If so, what do we do with the data? On this week’s episode, we speak with Michael Guimarin, Enterprise Account Executive for Dôr, to answer these questions and more. We also address privacy concerns and trends when it comes to technology and data collection. Story Time

Andrew’s #liveupdate: Closing is happening!! Plus, he decides that MS Excel is a requirement for all marketers. Jackie shares some ideas for sales and marketing departments to bridge the gap (and get along). Kevin introduces Krisp, a tool to mute background noise on calls.

News (13:20)

We have a Market Proof Marketing phone line! You can now call in with questions, comments and feedback: 404-369-2595. The premier episode of DYC’s new series – Online People Talking with Jen Barkan #OPTInwithJen Zillow introduces computer vision to Zestimate. Facebook melted! #Facebookdown Facebook Housing, Employment & Credit changes coming June 27, 2019

360 Topic of the Week – Counting Traffic with Michael Guimarin from Dôr (30:21) Dôr is an analytics system that empowers retailers with actionable data about their foot traffic. Michael, Kevin and Andrew discuss:

Why in-store (model home, sales center) experience is so critical to brand value How measuring foot traffic connects the bottom of the marketing funnel with the top of the sales funnel Why simple data is sometimes the most valuable Privacy concerns when it comes to technology, data collection and where we’re headed The three statistics any retailer needs to measure Practical measurement applications for home builders

QOTW: (1:04:09)

Answers to last Question of the Week: Which project management / tracking tool do you use to keep yourself / your team organized? New Question of the Week: How do you (or do you) measure foot traffic in your model homes and sales centers?

Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay Read the full transcript of this episode here.

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 57: Measuring Walk-In Traffic with Michael Guimarin appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 57: Measuring Walk-In Traffic with Michael Guimarin appeared first on Online Sales and Marketing for Home Builders - DYC.

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Is there any way for Facebook to really control privacy settings? Or has it gotten too big for its own good? On this week’s episode, we explore these questions and more with Dennis O’Neil, president of ONeil Interactive. Dennis recently attended the F8 Facebook Developer Conference and shares what he heard straight from Zuckerberg himself.

Story Time

Andrew explains the different categories of leads, and why it’s important to distinguish when talking about CPL. Jackie shares the power of word-of-mouth, especially on social media. Kevin has THREE stories:

The latest Dor update and – in a turn of events – he invites the company president to the podcast Why Disney can never be replicated iPads on wheels – good for home builders?

Andrew’s #liveupdate on his new home – closing is delayed!

News (27:47)

REALTOR.com’s hottest housing markets in May Anti-trust investigations hit Facebook, Amazon, Apple and Google. IGTV now supports horizontal video – about time! iTunes is shutting down

360 Topic of the Week – The Facebook Fear Factor with Dennis O’Neil (40:18)

Dennis is president of ONeil Interactive, a web design and digital marketing agency for home builders. His origin story We dig into Facebook’s F8 Summit: privacy, what’s next, how it impacts builders, and Zuckerberg’s attempt at joke-telling Website data – moving beyond analytics

Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay Read the full transcript of this episode here.

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 56: The Facebook Fear Factor with Dennis O’Neil appeared first on Online Sales and Marketing for Home Builders - DYC.

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Kevin is out this week, so Andrew, Jackie, and Becca have taken over the podcast! In the past year, they’ve each built a new home. They share where they are on their respective journeys, and how they really feel about the build process. Plus, they talk about getting creative with social media, homes with no photos, and the best way to learn Google products.

Story Time

Andrew is finally getting all his issues resolved on his new home. Becca has her 30-day “fix-it” appointment. The crooked wall is fixed! Jackie’s cat, Luna, goes on a diet. Chaos ensues.

360 Topic – Getting Creative with Marketing (13:40)

Social media consistency How to market a new home with no photos (beyond using renderings) Google Adwords: Get in there and break stuff

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 55: Social, Confidence and Content – 3 Mini Topics appeared first on Online Sales and Marketing for Home Builders - DYC.

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Whoa! Kevin delayed this episode seeing the light of day for a few weeks after it was recorded… too much travel scheduled in May and June to edit and publish. Mike Lyon comes back to talk about all the details surrounding him selling his own home using only Facebook, Zillow, and BoxBrownie. You won’t believe how the buyer actually found out the home existed… or maybe it will turn out exactly as you’d expect?

Story Time

Kevin’s 40 Under 40 talk isn’t going to be the normal style Andrew shares his thoughts from interviewing quite a bit lately Becca talks about a tool she’s used a lot in digital marketing the past week

News (13:00)

Walk-In traffic counter that may work well for home builders Huge FB/IG account closes and moves to Twitter only… will they stay away? NAR anti-trust suit has some nervous Data studio really can do it all (public service announcement)

360 Topic – Real Estate Chaos Close To Home with Mike Lyon (31:36)

How he sold his home step-by-step Where the buyer ACTUALLY came from Mike’s thoughts on iBuyers / real estate changes since going through this process

Answers to Last Week’s Question of the Week (52:05)

How often do you meet with sales leadership?

New Question of the Week

What project management / tracking tool do you use to keep yourself / your team organized?

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 54: Real Estate Chaos – Close To Home With Mike Lyon appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 54: Real Estate Chaos – Close To Home With Mike Lyon appeared first on Online Sales and Marketing for Home Builders - DYC.

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Marketing your own house (or those of friends and family) has never been easier thanks to two simple tools that work together amazingly well. Also this week… someone you all know and love is joining the team at Do You Convert, Andrew has a house update, and we talk a bit more about Facebook and Insta.

DYC is HIRING! (Come Join Us!)

now.doyouconvert.com/grow to apply Looking for one more fantastic home builder marketers to join our team

Story Time

Andrew talks about the most important part of budgeting for a digital campaign Jackie asks if sometimes good actually IS good enough Kevin shares how he’s been helping people sell their own home on the side using only two tools By popular demand – we circle back to get an in-depth house update from Andrew

News (29:00)

Yes, you can bulk verify your locations with Google if you have 10+ locations Breaking News: Thais Cuffy joining the DYC team as our Content & Event Manager! Facebook Ad Library tool – what it can and can’t (yet) do Instagram may hide public facing “like” counts

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 53: Selling Houses On The Side appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 53: Selling Houses On The Side appeared first on Online Sales and Marketing for Home Builders - DYC.

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Are design studios simply a fad, or an integral part to how home builders provide an exceptional experience while also increasing their profit margins? Jane Meagher – the president of Success Strategies joins us this week to share a few of the lessons she’s learned from being involved in over 150 studios across North America!

DYC is HIRING! (Come Join Us!)

now.doyouconvert.com/grow to apply We’ve already hired a Content & Event Manager who is joining us in June, but we are also looking for two more marketers to join our team

Story Time

Kevin explains how to tell if you need to update your ad creative or leave it alone (Different, or Better?) Andrew shares a scary story about how the lack of controlling your account could cost you a LOT Becca talks about how haters took over a Facebook ad, and what should / could be done about it

News (19:38)

Do photos or “graphics” do better on Instagram (and likely everywhere else) Home builders getting creative about how to extend their customer connection and drive revenue

360 Topic – Design Studios with Jane Meagher (32:20)

How Jane works with builders Andrew shares his design studio experiences Jane talks about the struggle with integrating technology the way our customers want

New Question Of The Week (61:28)

Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay Read the full transcript of this episode here.

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 52: Design Studios with Jane Meagher appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 52: Design Studios with Jane Meagher appeared first on Online Sales and Marketing for Home Builders - DYC.

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By all accounts the existing home industry is in a state of chaos. Every week brings new headlines, new initiatives to try and change the system, and huge competitors locking horns as they try to dominate the new era of real estate. It is fascinating to watch, and also an inside look into what is likely coming down the line for the NEW home industry in the next three to five years.

Story Time

Becca has a house update – the builder would like to move the closing date Kevin’s confused by being asked to not credit walk-in traffic to online advertising impact Andrew is inspired by a podcast interview with the Pittsburgh Penguins Director of Sport Performance

News & 360 Topic Hybrid (12:52)

Concerns Over Fair Housing Aren’t Over – It’s Not Just Facebook Realtor.com getting out of “lead generation?” Brokers freaking out Rich Barton – CEO of Zillow Group – is interviewed for NPR’s Here & Now about their accelerated push into Instant Offers

Answers To Last Week’s Question Of The Week (42:37)

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 51: Existing Home Industry In Chaos appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 51: Existing Home Industry In Chaos appeared first on Online Sales and Marketing for Home Builders - DYC.

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Jeff Shore joins us for our 360 conversation as we celebrate our 50th episode! You’ll likely learn things about Jeff you’ve never known before – and also his perspective on the difference between sales and marketing. PLUS – how does he REALLY feel about “dare to compare” worksheets?

Story Time

Jackie is excited about some of the design trends that she is seeing from new builder websites Andrew is fascinated by all the hate that builders / developers can get from the “not in my backyard” crowd Kevin shares about how it felt to do his latest presentation on Presale Without Fail

News (17:31)

Three keynote speakers for The Online Sales & Marketing Summit announced HUD Slaps Facebook with Housing Discrimination Charge New Cool Tool Alert! Crowd Tangle Chrome extension lets you see who shared a link on your site and where they shared it. Draper DNA’s report on Big Builder Social Media

360 Topic Of The Week – We’re Joined By The Legend: Jeff Shore (32:51)

Jeff is President of Shore Consulting, Inc. which specializes in psychology-based sales training programs. Using these modern, real-world techniques, Jeff Shore’s sales training clients generated over $30 billion in sales last year. What is Jeff Shore’s super power? What does he think the difference between sales and marketing is? How did he end up becoming a coach and trainer?

Answers To Last Week’s Question Of The Week (65:53) New Question Of The Week

What design software do you use to edit images / create ads?

Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay Read the full transcript of this episode here.

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 50: Celebrating 50 Episodes with Jeff Shore! appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 50: Celebrating 50 Episodes with Jeff Shore! appeared first on Online Sales and Marketing for Home Builders - DYC.

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With all the rule changes Facebook just rolled out taking away even more targeting options… what’s a home builder to do? Setup and use conversion campaigns of course! We’ll walk you through what they are, how they work, and step-by-step setup. We’ve been using them for a while now, and now it’s time to let you in on exactly what kind of magic they can create.

Story Time

Kevin shares how much money it would take to completely dominate paid search in one of the best housing markets in the country Becca has a story about keeping the Online Sales team looped into what marketing is doing for maximum results Andrew had his pre-drywall walk through on his new home with both the builder, and a 3rd party inspector

News (14:42)

More in-depth review of home builder social stats (tease – more next week!) Facebook changes their rules for real estate related ads

360 Topic Of The Week – Upgrade Your Ad Effectiveness With Conversion Campaigns (27:07)

With all the rule changes Facebook just rolled out… what’s a builder to do? Setup and use conversion campaigns of course! We’ll walk you through what they are, how they work, and step-by-step setup. We’ve been using them for a while now, and now it’s time to let you in on exactly what kind of magic they can create.

Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay Read the full transcript of this episode here.

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 49: Convert To Conversion Campaigns For More Conversions appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 49: Convert To Conversion Campaigns For More Conversions appeared first on Online Sales and Marketing for Home Builders - DYC.

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Are you listening to your customers? Really listening? Paul Cardis, the Founder and CEO of Avid Ratings joins us to talk about how important truly listening to your customers is, and how he’s focused on doing it the right way. Oh, and he’ll also explain how not to get your Google My Business account banned – kind of important.

Story Time

Andrew was surprised to hear back from a real person after giving feedback on a survey Becca had her pre-drywall meeting on her new home! Kevin shares about his trip to Guatemala and how you can get involved by… implementing digital registration in your model homes? Yep!

now.doyouconvert.com/unbounce

News (14:37)

You need more content – your analytics data can prove it FB is rolling out new metrics. Should you care? Augmented reality making its way to Google Maps Why is tech and marketing so hard? You don’t really know your customer

360 Topic Of The Week (31:19)

Are you listening to your customers? Ratings, reviews, and other important topics around customer experience with Paul Cardis.

Question Of The Week

Are you using Google Analytics, Google Tag Manager, or you’re not sure, but you can see your data and everything works? : )

Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes Subscribe on Google Play —> https://now.doyouconvert.com/mpm-gplay Read the full transcript of this episode here.

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 48: Are You Listening To Your Customers? with Paul Cardis appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 48: Are You Listening To Your Customers? with Paul Cardis appeared first on Online Sales and Marketing for Home Builders - DYC.

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Kevin’s back from Guatemala to share his insights from The International Builders’ Show. Then, Andrew and Kevin share their answers to several questions they were either asked from the stage or right after they finished their talks. We’ve picked specific ones we think are beneficial for everyone to hear the answers. Have a question you want answered? Email show at doyouconvert.com

Story Time

Jackie shares a secret shop experience that left her wanting Andrew had his call with a Google Rep today, so he’s got to get that off his chest Kevin shares his thoughts on IBS2019 since he wasn’t part of last week’s episode

News (17:24)

AI Is Now Creating Human Faces 40% of AI Startups Have No Evidence of AI Google Ads Moving To First-Price Auction Format Soon

360 Topic of The Week (30:25)

Questions we got from our talks at last week’s show.

Why do you say that branding isn’t important? My builder doesn’t show square footage on our materials. Is this a big deal, or not? How do I know if it’s time to jump ship to another builder? What was it called where you upload people from the CRM to Facebook to see Facebook’s attribution data? Are you actually seeing good leads from Facebook?

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 47: Real Questions from IBS2019 appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 47: Real Questions from IBS2019 appeared first on Online Sales and Marketing for Home Builders - DYC.

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Kevin’s out of the country, so the team hijacked the studio to produce their own episode discussing everything that happened at this year’s International Builders’ Show. The post Ep 46: Team DYC Hijack (IBS Review Special) appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 46: Team DYC Hijack (IBS Review Special) appeared first on Online Sales and Marketing for Home Builders - DYC.

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We decided to embed the Ad Doctor with one of our builder partners for 60 hours so he sees the gritty reality of what it’s like to be a marketing and sales leader on the front lines. Hear what surprised him, and how his outbound calls as a fill-in OSC went. We’ll also go behind the scenes on his Inventory Homes Shouldn’t Have Birthday’s blog post.

Story Time

Jackie compares email marketing results from two different builder partners Becca wants to let you know that your FB ads being denied isn’t JUST you… it’s a thing that’s happening right now Kevin shares his thoughts on why this is merger and acquisition season AND his inflammatory new blog post idea

News (14:1 0)

Social media helped IHOP sell 500,000 burgers a day 10 facts about Americans and Facebook Facebook can ruin election results, but can it REALLY influence home purchases? Not sure where to start with SEO? Start here with MOZ’s updated guide

360 Topic of The Week (27:44)

The Ad Doctor’s 60 Hours As A Home Builder

The Question of the Week (48:05)

Your Answers to last week’s QOTW What session(s) would you most like the DYC team to cover at the show that you won’t be able to attend?

Come See Us At IBS2019!

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 45: The Ad Doctor’s 60 Hours As A Builder appeared first on Online Sales and Marketing for Home Builders - DYC.

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Amazon seems to be eating the world. So what does it take for a new product launch on Amazon to be successful and stand out from the crowd? This week we talked with Andrew Morgans, the founder of Marknology – an Amazon Product Accelerator to find out. The parallels to a successful community launch may (or may not) surprise you.

Story Time

Becca’s house update – framing is about to start. Andrew – No construction yet – stuck in permitting. Plus a dive bar update! Kevin did a webinar (get the recording), got a scary email from Google, and “the best week ever.”

News (14:17 )

Emojis in emails – does it result in higher open rates? How about emojis on Insta? A new social app is making some news by letting you be “alone together” by sharing your screen Google wants to take over your account without really clearly asking you. Warning! Building a single family home to rent it is getting more popular as home builders diversify.

360 Topic of The Week (31:08)

The Secrets of Amazon – how Andrew Morgans helps all kinds of products breakthrough the crowded marketplace using research, content, and marketing at his Amazon accelerator – Marknology.

What is The Ad Doctor wanted to start a sock company? Does he think Amazon will be disrupting home building soon, or down the road?

The Question of the Week (51:57)

Are you going to the International Builders’ Show? How many times have you been before?

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 44: The Secrets of Amazon with Andrew Morgans appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 44: The Secrets of Amazon with Andrew Morgans appeared first on Online Sales and Marketing for Home Builders - DYC.

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Have you ever wanted to have a “Buy Now” button on your homes? Our guest this week is making it happen! Matthew Slutsky – founder and president of BuzzBuzzHome joins us to talk about the evolution of the new home marketplace, and why outsourcing your sales and marketing efforts may not be a great idea in the years to come.

Story Time

Yes, Kevin really thinks that billboards suck! Andrew got some not great news delivered in a great way on his new home.

News (7:54 )

Attribution models – what they are, and which we prefer Inventory homes shouldn’t have birthdays!

360 Topic of The Week (17:52)

Matthew Slutsky from BuzzBuzzHome and the evolution of the new home marketplace

What is BuzzBuzzHome The ‘Buy Now’ button His views on insourcing vs outsourcing sales and marketing efforts Matthew on Twitter

Answers to the Question of the Week (47:02)

What percentage of your 2019 budget will be spent on digital?

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 43: Evolution Of The New Home Marketplace with Matthew Slutsky appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 43: Evolution Of The New Home Marketplace with Matthew Slutsky appeared first on Online Sales and Marketing for Home Builders - DYC.

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How can you maximize the perceived value of the homes you build? It goes way beyond price and location for those who are willing to take the time to put in the work and partner with the right companies. Tim Rethlake will give you unparalleled insight into how much work goes into developing and marketing the products that make up our homes – are you capitalizing on those efforts? Apologies for some audio inconsistencies, but if you can hang in for a few minutes you’ll be positively hooked with the wisdom Tim shares.

Story Time

Geofencing isn’t something you should be paying extra for, or should find mysterious / magical Interactive game show! Which bar does better business based on social media metrics? Cougar selfies are moving to Instagram from Facebook?

News (10:26)

Market Proof Marketing t-shirt swag available (Happy Acres, Presale Without Fail, and more). 100% of proceeds goes to charity. Costs for social ads are dropping as more users / CTRs continue to increase The shifting sands of attribution / Why branding is something you can’t completely ignore TrustInsights “headline trends’ for 2019

360 Topic of The Week (29:28)

A Fireside Chat with Tim Rethlake from Hearth & Home Technologies (Heat&Glo, Heatilator, Majestic, and more)

“I’m in the romance and entertainment business.” “We’re shifting from being in the business of helping sellers sell, to helping buyers buy.” “2019 will be a good year. It will be a different year.” Connect with Tim on Twitter

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 42: A Fireside Chat With Tim Rethlake appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 42: A Fireside Chat With Tim Rethlake appeared first on Online Sales and Marketing for Home Builders - DYC.

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How can an OSC contribute to appointment and sales results while also regularly walking every inventory home, taking all the photos, flying drones, and more? Andy Gottesman from M/I Homes joins us to share his insights into 6 years as an OSC and what the next steps in his career path looks like.

Story Time

Andrew & Becca have updates on their new home progress Kevin notices some changing trends on cost per lead for online and offline efforts and also wonders why offline conversion rates aren’t improving faster…

News (19:35)

Google’s Home Alone ad wins the internet. We break down why it went viral and what they did well. Some luxury developers are offering out of this world incentives… Mobile-first indexing now powers more than half of Google search results. What’s that mean?

360 Topic of The Week (30:33)

OSC Straight Talk with Andy Gottesman from M/I Homes

Misc Links

This American Life episode on what caused the Great Recession ZillowTheDog on Insta

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 41: OSC Straight Talk With Andy Gottesman appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 41: OSC Straight Talk With Andy Gottesman appeared first on Online Sales and Marketing for Home Builders - DYC.

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Both Andrew & Becca are in the pre-start phase of their new home experience. The contract’s signed, but the homes haven’t begun construction yet. Hear their perspective on the good, the bad, and the… missed opportunities?

Story Time

Creepy ads are targeting Andrew (and his new home progress) Becca is feeling a bit left out in the cold

An amazing example from Destination Homes of a “here’s what happens behind the scenes” video for buyers

Kevin wants you to dig into “targeted display” and has an update about Builder Magazine’s social media article

News (8:22)

Agorapulse checks to see which layout in FB performs best for getting traffic to your site (but we respectfully disagree) More reasons you should own all of your own accounts when working with a partner / agency Google responsive ads get an upgrade (already!)

Answers Last Week’s Question Of The Week (56:40)

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 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 40: A Tale Of Two (Pre-Start) Homes appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 40: A Tale Of Two (Pre-Start) Homes appeared first on Online Sales and Marketing for Home Builders - DYC.

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Sean Carpenter joins us this week to talk about creating relationships, solving problems, and having fun. Hear the lesson’s he has learned from over 20 years in real estate as a Realtor, trainer, and leader. Also, don’t forget to join our Facebook Group for additional content throughout the week or to ask questions from your peers!

Story Time

Andrew is building a NEW HOME! Kevin gets a note about people camping out 3 days ahead of a Presale Without Fail event

News (8:22)

Google has more of a monopoly on search than you know Now is a great time of year to fix your 404 errors Airbnb is looking to get into the home construction game FB’s ad manager keeps breaking – it’s not just you Recommended resource: The Cognitive Bias podcast

360 Topic Of The Week – Realtors & Reputation with Sean Carpenter (19:14)

R.E.P.U.T.A.T.I.O.N. – get the full outline 3 Cs

Competence Confidence Clarity

QBQ! The Question Behind The Qustion – Sean’s book recommendation Sean’s website – Carp’s Corner

Answers Last Week’s Question Of The Week (56:40) New Question Of The Week

How does your home builder celebrate the season?

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 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 39: Realtors & Reputation with Sean Carpenter appeared first on Online Sales and Marketing for Home Builders - DYC. The post Ep 39: Realtors & Reputation with Sean Carpenter appeared first on Online Sales and Marketing for Home Builders - DYC.

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Kristin Duffy joins us to break down the why, the what, and the WOW from Zillow’s in-depth report on new home shoppers. For the best possible experience, go download your own copy first before hitting play.

Story Time