Market Proof Marketing: New Home Builder Marketing Insights

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 confidenceWe 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-Generat

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

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

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 t

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)Attributi

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 make

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 discus

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 a

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,

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” of why people move, which are currently: Divorce, Diapers, Downsizing, Diamonds, and Death.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 MetricGoogle Ads phasing out card payments Homeowners list while buyers hang back, pushing inventory higherThings We Love Things We Hate (45:42)The Ember mug got Beth through her day.Andrew

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 EventsMarketing in New MarketsThings We Love Things We Hate (46:04)Beth disdains pho

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

Like and subscribe on your favorite platform!

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 exci

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 L

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 its inspiration 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 on 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&

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://

Like and subscribe on your favorite platform!

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