Market Proof Marketing: New Home Builder Marketing Insights

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

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

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

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

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

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 nationwide study of new home buyers and shares the process that led them to inspect the attitudes, aspirations and motivations instead of just looking at the demographic. 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 towa

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 after

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 af

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/

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 His

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 Lipinsk

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_sourc

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

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,

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 start

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?

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 a

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 fr

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 inFinding the people that maximize the strengths and talents of others in the companyThe responsibility to make the right choices that help you accomplish your go

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://