Market Proof Marketing: New Home Builder Marketing Insights

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

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 sa

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 Aca

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

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 sessio

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 th

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-growin

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 inspir

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 minu

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 m

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)T

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 c

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 (https://www.doyouconvert.com/blog/events-vs-goals-telling-stories-with-events-tracking-leads-with-goals/)Zillow adds support for iOS 15’s SharePlay, so you can look at homes together from your stud

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 integratin

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)Neig

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 Acade

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

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: Thanksgivin

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.

Market Proof Marketing · Technology & Home Builders with Grey 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 i