Market Proof Marketing: New Home Builder Marketing Insights

Market Proof Marketing · Ep 370 - It's Never About The Money with Michelle Simms-Reiter Kevin Oakley is joined by a very special guest, Michelle Simms-Reiter, Founder and CEO of Strive Leadership Development. Michelle is a business investor, author, real estate builder and developer and mentorship investor. This episode, they discuss her systematic approach to provide value and motivation for employees, and cultivate a company culture that retains great talent. Kevin and Michelle discuss: Michelle's new book, It's Never About the Money: Activating the Performance Motivator System to Attract, Retain, and Motivate PeopleWhen you take money off the table, what factors are you using to evaluate what matters to you, and what's important to you?The six categories most people fall into within a company related to motivation The role that self-assessment plays when making decisions throughout your career path Building a company culture that serves the motivations of its employees and knowing what applies to your team

Market Proof Marketing · Ep 369 - The Venus Metric TrapKevin Oakley is joined this episode by Jackie Lipinski and Beth Russell for episode 369! They start by discussing the correlation between context and relationship when analyzing data, and Beth shares the inspiration behind her recent blog post about vanity metrics -- and how to avoid the venus metric trap. Additional topics discussed include a glimmer of hope from Realtor.com, and what you shouldn't count on happening in 2025. Story Time (03:57): Jackie shares a great reminder surrounding cost-per-lead and how to approach it this year Beth shares a recent conversation with her son, and how it has inspired her to help empower more data storytellers Kevin has a busy year coming up! And asks, do we do another pancake breakfast at the builder show?In The News (15:28): The Venus Fly Trap of Vanity Metrics (https://www.doyouconvert.com)Will Homeowners Finally Sell in 2025? Here's What the Experts Say, Amid a Glimmer of Hope (https://www.realtor.com/news/trends/

Market Proof Marketing · Ep 368 - Leaning Into "New" Kevin Oakley is joined this episode by Jackie Lipinski and Jessie Suggs for the first full episode of 2025! The team discusses builder wins from December, and some very important breaking news -- Kevin actually watched a movie! They break down existing home sales data, and recap Zillow's most unusual home searches from last year. Story Time (02:05): Jackie brings up the quote "Zillow can't smell the cat" from Greg Robertson Jessie was delighted by a builder's success in December, and brings up the importance of having very specific goals for Q1 Kevin has some breaking news -- he watched The Godfather movies over break. He also brings up some homebuilder data -- there were over 45.62M unique users tracked going to home builder websites for the yearIn The News (15:28): Existing-Home Sales Hit Strongest Year-Over-Year Increase Since June 2021 (https://www.builderonline.com) Zillow reveals 2024's most popular -- and most unusual -- home searches (https://zillow

Market Proof Marketing · Ep 367: Don't Fail Your Realtor Partners In 2025 It's a new year, but there are still a lot of old misunderstandings about how the world has changed after NAR's settlement in 2024. Kevin Oakley is joined by James Dwiggins - the Co-Founder and Chief Executive Officer of NextHome Inc., and someone who was one of the named defendants in the case, to help set the record straight. Learn why if you continue to offer compensation to buyer's agents, you might get what amounts to a "cease and desist" from prominent brokers in your area, why offering concessions to your buyer (not the agent) is the way to go, and more. Yes, the world has changed - no, it isn't ending.Real Estate Insiders Unfiltered Podcast (hosted by James & Keith) Like and subscribe on your favorite platform! The post Ep 367: Don't Fail Your Realtor Partners In 2025 appeared first on Online Sales and Marketing for Home Builders - DYC.

Market Proof Marketing · Ep 366: That's a Wrap, 2024! Kevin Oakley is joined this episode by Jackie Lipinski and Beth Russell! While it may start out sounding more like a Halloween episode... it's a festive one, we promise! The trio discusses a new creative case study from the DYC team, addresses an insightful listener question from "Susan" *wink wink*, and debates whether Macaulay Caulkin would've been better off purchasing, or not purchasing, the Home Alone house! Story Time (04:30):Kevin talks about builders finishing the year strong, and the growth planned for 2025 Beth wins story time with the topic of "sales vampires" and the importance of resetting boundaries among marketers and sales teams Jackie reminds you to be the hall monitor of your marketing, and doing your homework on/auditing the things you're signing up for In The News (21:08):Beyond The Artboard: Hedgefield Case Study (https://www.doyouconvert.com)Kevin addresses a listener question at (24:50) about a recent online event (The Marketing Drea

Market Proof Marketing · Ep 365 - Leaning Into Local Like the number of days in a year (we think?), Kevin Oakley, Julie Jarnagin and Beth Russell host episode 365. A big topic this episode is self reflection, and approaching review season with humility, as well as how hiring can look different for homebuilders and isn't one size fits all. They also cover a handful of stories including an exciting training coming up, homebuilding advice from 2024 and updates in the tech world! Story Time (01:15):Julie was talking to the owner of a building company about what to look for when hiring, and how what means success for an employee depends so heavily on the needs of the organization and the culture of the organization. Kevin recently heard from a marketer who commented on his recent article, and how their team is structured in a way that marketing manages sales. Beth brings up review season, and an internal exercise she did with the DYC team that can be very powerful. She also shares a story about a special purchase,

Market Proof Marketing · Ep 364 - The Season of Expectations Join Kevin Oakley, Jackie Lipinski and Julie Jarnagin for an exciting pre-holiday episode! They kick off episode 364 talking about expectations, and a common excitement for what's to come in the new year. Jackie brings up the wonder of Spotify Wrapped, and the team discusses the Do You Convert holiday gift guide, as well as Zillow predictions for 2025 and some interesting news out of Google regarding the recent antitrust case. Story Time (03:27):Jackie's Spotify Wrapped notified her that she was a top listener of the "Everything is Awesome" song from the Lego movie -- listening to it 98 times this year! Julie covers the topic of "starter homes" and a shift in how it looks now vs. how it used to be, as well as a change in people purchasing fixer-uppers Kevin hosted a session on marketing team dynamics, and found a hand-written org chart from Ryan Homes from 1966 In The News (18:23):2024 DYC Holiday Gift Guide (https://www.doyouconvert.com)Remote work

Market Proof Marketing · Guest Ep: The Voice of the Customer With Allison Babin In this episode, Kevin Oakley is joined by Allison Babin, Director of Marketing with Manuel Builders in Louisiana. Sharing a common passion for personal growth and development, they highlight the importance of celebrating the little wins, doing the right thing for homeowners, and a marketer's role in personalizing and humanizing the building process. Kevin and Allison discuss: Allison's background, and her passion for personal development and self growth The misconception of personal growth in the business worldThe advantages of working in the homebuilding industry Embracing mistakes that happen along the way with the customer at the forefront Investing the time and energy to be the voice of the customer through personal touchpoints Knowing your data, and being able to communicate that to executives Managing healthy conflict among team members ... and more! Like and subscribe on your favorite platform! The post Guest Ep: The Voi

Market Proof Marketing · Ep 363: Happy Thanksgiving! Happy Thanksgiving! Kevin Oakley and Beth Russell kick off episode 363 with the things they are thankful for -- sharing a common gratitude for the sense of community built among homebuilder marketers across the nation, and the friendships that have formed as a result. Today's topic surrounds Kevin's recent article on evolving dynamics among home builders, buyers and agents -- and some of the feedback he received they'd like to dive into. Story Time (00:24):Beth is thankful for her wonderful husband and amazing kiddos. She is also so grateful to be a part of the Marketing Leadership Collective, and what's to come with the group.Kevin is thankful for the overall community of homebuilder marketers, and the friendships that are cultivated within the DYC: All Access community. Today's Topic: Evolving Dynamics (06:50)Kevin and Beth briefly recap his recent article --  The Evolving Dynamics Between Home Builders & Realtors: A Post-Settlement Analysis They read a f

Market Proof Marketing · Ep 362: Operating Within Realities Kevin Oakley, is joined by Julie Jarnagin and Jackie Lipinski, and begin with a candid discussion on why Jackie is considering taking a bat to her Samsung refrigerator, highlighting the importance of accurate reviews. The importance of fostering a healthy space for debates and disagreements comes up, as well as Zillow's new home trends for 2025, and the average age of first-time home buyers. Story Time (4:00): Jackie's story time is her struggle with Samsung appliances -- particularly her refrigerator that is now freezing and giving her issues. Moral of the story: reviews matter. Julie is beginning to embrace conflict and disagreements, and thinks fostering those healthy conversations is a good opportunity Kevin reminds us that there's reality, but within reality, there's always things you can control. In The News (19:31)New technology, old-world style: Zillow reveals 2025's home trends (https://zillow.mediaroom.com)LinkedIn Video Posts Generate 3x M

Market Proof Marketing · Ep 361: Thinking in Categories  Kevin Oakley is joined by Beth Russell and Jackie Lipinski for episode 361 to discuss investing in your team for 2025, and how sometimes unplugging for a short time can lead to the generation of new ideas. They also share new reporting and content on the Do You Convert website, and dive into an interesting report out of University of Pennsylvania. Story Time (6:50): Jackie talks end of the year strategy, drawing a past example of tactfully understanding where focus and energy need to be without being too granular Beth poses a question that came up on a builder call -- how are you investing in your team? And gives examples of things to consider for 2025. Kevin was in Guatemala, and while unplugging can be difficult for him, his time off allowed him to come up key ideas that he feels may not have been sparked without the quiet, calm space In The News (27:19)The 2024 Homebuilder Online Follow-Up Survey (https://www.doyouconvert.com/blog/the-2024-homebuilde

Market Proof Marketing · Ep 360: Perfect Practice Makes Perfect Kevin Oakley, Julie Jarnagin and Jessie Suggs sit down on Halloween for episode 360! This week's episode kicks off with holiday prep, and avoiding going into hibernation during the winter holiday months. Also in this episode, Jessie recaps the Q3 2024 Online Sales and Marketing Benchmarks, and new prospecting metrics that were tracked this quarter. More news topics include some surprising renter stats, Google search prioritization of content, and the lingering question... would you let AI book a flight for you?Story Time (2:20): Julie brings up holiday content planning, and fun ideas for leaning into the holidays. Kevin provides some extra bonus point content ideas. Jessie's story time is about holidays too, and being intentional not to go into hibernation during the holidays when managing customers. Kevin's story time is expanding on a recent LinkedIn post about technology investment, which stemmed from a scenario he encountered recently. In The

Market Proof Marketing · Ep 359: It Doesn't Happen Overnight Julie Jarnagin, Jackie Lipinski and Beth Russell host this episode and are gearing up for Halloween! An important topic surrounds time management, and replacing broken processes to streamline marketing tasks as we near the end of the year. They also share some exciting news... Do You Convert is hiring! Story Time (03:22)Beth talks prepping for next year, and an important question she's asking her builder partners -- who is protecting your time?Jackie's story time is about the shift marketers can experience from realism, pessimism and optimism. Julie brings up how it can seem early to be talking about 2025, but now is really the perfect time. In The News (12:04)Do You Convert is Growing! (https://www.doyouconvert.com/jobs/) Builders continue to shift to condos and townhomes amidst affordability crisis (https://zillow.mediaroom.com/2024-10-17-Builders-continue-shift-to-condos-and-townhomes-amidst-affordability-crisis) Meta quietly adds 'automatic adju

Market Proof Marketing · Ep 358: The Wake Behind The Boat Kevin Oakley is joined today by Julie Jarnagin, and a big topic in this episode is looking ahead to November and December -- months that Kevin notes are usually met from a sales and marketing perspective with "ughh". They discuss opportunities for success, with examples of balancing expectations with shifting perspectives. News topics include uncertainty amid mounting challenges, Google's search dominance being shaken as it relates to Gen AI ambitions, a free Apple Intelligence upgrade that could be coming soon, and a common sense rule from the FTC that sadly shouldn't have to be a rule at all. Story Time (00:53)Julie shares a heartfelt story of a thoughtful gesture from Chewy.com in sending a teammate flowers and a card Kevin brings up the left and right hemispheres of the brain, balancing learned expectations with shifting perspectives In The News (12:04)Strategic Limbo: Uncertainty Amid Mounting Challenges (https://www.thebuildersdaily.com) DOJ's Pl

Market Proof Marketing · Ep 357: 2024 Summit Recap! Kevin Oakley is joined by Jackie Lipinski and Jen Barkan, and this episode kicks off reminiscing about the Online Sales & Marketing Summit! This week's big topics includes an in-depth conversation surrounding TikTok's AI-driven advertising, and selling to 55+ buyers. Oh, and just a reminder, it's Amy's Gourmet Apples season! Story Time (7:00)Jen discusses the feedback surrounding Summit regarding content, and the highlights of being with the team for the week.  Jackie created a marketing action plan that she detailed at Summit, and is so excited to see how marketers have been putting it into action. Kevin welcomed builder leaders to his home for pancakes recently while they were in town, and discusses Rob Hahn's talk from Summit. In The News (22:18)Meta Movie Gen sets a new standard for immersive AI content (https://ai.meta.com/research/movie-gen/)TikTok joins the AI-driven advertising pack to compete with Meta for ad dollars (https://digiday.com/marketing/t

Market Proof Marketing · Ep 356: Buy Once, Cry Once Kevin Oakley, Jessie Suggs and Beth Russell recently sat down for Ep 356 of MPM! The subject of 'humaneering' comes up first, sparking a conversation around putting great attention and care into relationships. Also discussed are mortgage rates in relation to rent, and the strategies around value proposition at the top of the sales funnel. Story Time (1:15)Beth was talking to a marketer who will be speaking at Summit, and talked about how her favorite feeling used to be the motivation, excitement and inspiration she took home with her! Jessie has TWO stories today: AARP, and a nutrition coach! Kevin's story is about the term "humaneering" and its amazing creator. In The News (20:25) Mortgage rates fall lower than rent in 22 of the 50 largest US metros (https://zillow.mediaroom.com/2024-09-16-Mortgage-payments-fall-lower-than-rent-in-22-of-the-50-largest-US-metros) Why 'Old School' Ads Still Work For Home Builders (https://www.builderonline.com/builder-100/ma

Market Proof Marketing · Ep 355: The Trend Is Now Our Friend Episode 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-r

Market Proof Marketing · Ep 354: Get Curious Kevin 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 1

Market Proof Marketing · Ep 353: The Truth Is Old Kevin 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

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 recentlyJackie went to Banff, Canada for her 10-year anniversary, and received the most lovely handwritten cardsJulie 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.bui