Market Proof Marketing: New Home Builder Marketing Insights

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

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 notic

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

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

Market Proof Marketing · Guest Ep: Getting to Know Forward Commitments with Brock Worthen

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: 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.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

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/

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? Ema

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 G

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-

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-prospec

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

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.c

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 (htt

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,

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

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 Mov

Market Proof Marketing · Ep 302: The Measure of SuccessIn 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 

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.

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