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PODCAST

Market Proof Marketing: Home Builder Marketing Insights

Kevin Oakley: New Home Marketing from Do You Convert

A weekly new home marketing podcast for home builders and developers. Each week, Kevin Oakley and the coaching team at Do You Convert will break down the headlines, share best-practices and stories from the front line, and perform a deep dive on a relevant marketing topic. We"re here to help you -- not sell you! No fluff - just honest perspectives on where to invest your time, money and energy to get the highest volume of quality new home leads to your sales teams. Take action on these ideas, and

business marketing

All Episodes

00:59:35

2022 Follow-Up Survey Bonus Episode

Market Proof Marketing: Home Builder Marketing Insights ·

2022/10/21

Market Proof Marketing · 2022 Follow-Up Survey Bonus Episode On this very special Market Proof Marketing podcast episode, Jen Barkan and Mike Lyon reveal the 2022 Home Builder Follow-Up Survey, Do You Convert's most comprehensive and in-depth builder shop to date! In partnership with Clear Evaluations, we surveyed a random sampling of 100 home builders from the 2022 Builder 100 and Next 100 lists, as designated by Builder magazine. After analyzing the data we then publish and share these results

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00:48:06

Ep 244: The Transparency Of Home Listings

Market Proof Marketing: Home Builder Marketing Insights ·

2022/10/20

Market Proof Marketing · Transparency Of Home Listings Kevin Oakley, Julie Jarnagin, and Becca Thomas discuss the balance of transparency in a home listing, knowing when to shift marketing priorities, and understanding the seasonality of the home building industry.Story Time Becca shares the story around a building being cautious with too pretty of photos. Julie reminds you to shift your priorities with the shifting market.Kevin discusses the seasonality of the market along with a video he received

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00:30:07

Ep 243: Communicating The Vision Of A Home with Steve...

Market Proof Marketing: Home Builder Marketing Insights ·

2022/10/17

Market Proof Marketing · Communicating The Vision Of A Home with Steve Ormonde Kevin Oakley was joined by Steve Ormonde, owner of Focus 360. They talk about shortening the home-buying sales cycle, the progression of renderings and virtual tours over the years, and how to communicate the vision of a home along with all the tools to support that goal, both onsite and online.Kevin and Mike discuss:How the pandemic shifted the mindset of builders to move faster.How "style curation" may play an essential

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00:57:57

Ep 242: Favorite Builder Podcasts

Market Proof Marketing: Home Builder Marketing Insights ·

2022/10/12

Market Proof Marketing · Ep 242: Favorite Builder Podcasts Kevin Oakley & Mike Lyon discuss their personal Online Sales and Marketing Summit takeaways, the latest Online Sales benchmark numbers, how to actually count appointments, and Builder Online's list of favorite builder podcasts! Story Time (1:11)Mike Lyon shares his favorite Online Sales & Marketing Summit memories.Kevin Oakley reviews the first principles from the Summit and a recent home builder conversation around trying a marketing route

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00:53:34

Ep 241: 2022 Online Sales & Marketing Summit Highlights

Market Proof Marketing: Home Builder Marketing Insights ·

2022/10/06

Market Proof Marketing · 2022 Online Sales & Marketing Summit Highlights Kevin Oakley, Jackie Lipinski, and Julie Jarnagin recap the 2022 Online Sales and Marketing Summit and share their favorite takeaways. Plus they discuss the preparedness paradox, why local markets matter again, and why having the right answer is not impressive as knowing how to get the next right answer.Story Time (5:18)Julie notices the trend that marketers are analyzing more and more data going into the last quarter of the

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00:45:01

Ep 240: Stopping the Lag in Home Builder Data with...

Market Proof Marketing: Home Builder Marketing Insights ·

2022/09/29

Market Proof Marketing · Stopping the Lag in Home Builder Data with Mike Simonsen Kevin Oakleywas joined by Mike Simonsen, the Founder and CEO of the housing analytics firmAltos Research. They talk about how this housing market is different from the downturn, how Altos Research began, what the leading indications they consider and track, as well as why there is such a lag in builder data.Kevin and Mike discuss:What Altos Research is doing to fix the lag in home builder data.Why the aggregated data

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00:45:30

Ep 239: Flow State vs. Clutch State

Market Proof Marketing: Home Builder Marketing Insights ·

2022/09/23

Market Proof Marketing · Flow State vs. Clutch State Kevin Oakley, Julie Jarnagin, and Samantha Kellenberger discuss the flexibility between Flow State (letting things happen) vs. Clutch State (making things happen) on how to think about both. Why you can't move forward if your basics aren't covered, why builders need to be prepared to market individual homes, and why first principles matter. Story Time (3:46)Samantha shares an update on her new construction home and on working with contractors for

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01:03:10

Ep 238: A Clean Job Site Matters

Market Proof Marketing: Home Builder Marketing Insights ·

2022/09/15

Market Proof Marketing · A Clean Job Site Matters Kevin Oakley, Andrew Peek, and Jackie Lipinski are getting prepped for the sold-out Online Sales & Marketing Summit in Phoenix. They discuss the value of a clean job site, why you need to consider the different variations of how people shop, and how “presale without fail” works even now.Story Time (5:35)Jackie visits a clean builder site while on vacation after hours.Andrew has different levels of shopping experiences and discovers he’ll pay a

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00:33:26

Ep 237: Mastering Master Plan Communities with Cassie...

Market Proof Marketing: Home Builder Marketing Insights ·

2022/09/12

Market Proof Marketing · Mastering Master Plan Communities with Cassie Cataline Kevin Oakley is joined Cassie Cataline, Director of Marketing at Nexton in South Carolina. Kevin and Cassie review the steps taken over the years to lead Nexton to be named the best mixed-use community in the US and one of the top 25 master-planned communities regarding sales. Kevin and Myers discuss:Why simplification is key for consumers when there are so many choices.Planning events and micro-events for the public and

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01:03:19

Ep 236: Why We Are All In Sales

Market Proof Marketing: Home Builder Marketing Insights ·

2022/09/08

Market Proof Marketing · Why We Are All In Sales Kevin Oakley,Andrew Peek,and Jen Barkan discuss why you need to define what success looks like to you in your role, why we’re all in sales (including you Marketing Director reading this), and how storytelling and visual support can help sell more homes.Story Time (8:20)Jen shifts from easy mode to work mode in online sales and her family life.Andrew’s new shoes have more content than a new construction home, that’s wrong.Kevin is going to run a survey

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00:26:31

Ep 235: Ads That Facebook Hates

Market Proof Marketing: Home Builder Marketing Insights ·

2022/09/01

Market Proof Marketing · Ads That Facebook Hates Andrew Peek,Julie Jarnagin,and Bryce Baker discuss the ads that Facebook doesn’t love at the moment. Plus they discuss the marketing lessons learned during the great recession, their thoughts on how the recently announced loan forgiveness might impact home buying, and more.Story Time (0:50)Andrew gets an interesting marketing question from a builder.Bryce shares some fun things to look forward to at the Online Sales & Marketing SummitJulie shares

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01:04:13

Ep 234: Opendoor and Zillow Partnership Thoughts

Market Proof Marketing: Home Builder Marketing Insights ·

2022/08/25

Market Proof Marketing · Opendoor and Zillow Partnership Thoughts Kevin Oakley, Andrew Peek, and Jackie Lipinski discuss the Opendoor and Zillow partnership, the millennial pause, what is ShowingTime: The Next Generation, and more!Story Time (3:05)Jackie hears the phrase “consumer sentiment” in an everyday conversation. Andrew has been “brand-rep-fluenced”, word he’s inventing for when you’ve been influenced to trust a brand through local marketing strategies with representatives. Kevin shares his

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00:36:13

Ep 233: Where To Start With SEO

Market Proof Marketing: Home Builder Marketing Insights ·

2022/08/18

Market Proof Marketing · Where To Start With SEO Andrew Peek, Jackie Lipinski, and Julie Jarnagin discuss SEO considerations to be aware of and the questions you should be asking to set realistic expectations. They review floor plan content you can utilize to keep users on your website, the Zillow and Opendoor announcement, and more!Story Time (1:43)Julie shares the story of a recent customer asking for her testimonial not to be used due to how people might judge her because she thinks she bought at

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00:55:15

Ep 232: Information Filter Failure

Market Proof Marketing: Home Builder Marketing Insights ·

2022/08/11

Market Proof Marketing · Information Filter Failure Kevin Oakley, Andrew Peek, and Jessie Suggs discuss what is information filter failure, how your mental state plays into how you approach any situation, the Jeff Shore Sales Leadership Summit, and their thoughts on the best ways to prepare a team for an uncertain market. Story Time (1:15)Jessie attended the Jeff Shore Sales Leadership Summit for the first time ever and shares the shenanigans she got into along with some stats.Andrew gets a

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00:35:42

Ep 231: The Future of Designing Homes Is Here with...

Market Proof Marketing: Home Builder Marketing Insights ·

2022/08/10

Market Proof Marketing · Ep 231: The Future of Designing Homes Is Here with Marc Minor Kevin Oakley was joined by Marc Minor, Founder and CEO at Higharc. Kevin and Marc discuss how builders can design homes and sell homes in 3D, how to fix the “hair on fire” mentality in the industry, how builders can gather data on potential floor plans before construction begins, and how to eliminate work that is fundamentally repetitive. Kevin and Marc discuss:How to use digital tools to improve the customer

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00:35:03

Ep 230: Standing Inventory? Update Your Website.

Market Proof Marketing: Home Builder Marketing Insights ·

2022/08/04

Market Proof Marketing · Standing Inventory? Update Your Website. Jackie Lipinski, Julie Jarnagin, and Bryce Baker share the common home builder website messaging mishaps and why they can hurt your website’s traffic to lead conversion rates if you don’t correct them. Plus they discuss various ways to push incentives, how to get your sales team on the same page, what’s happening with Google’s tracking cookies, and more!Story Time (2:25)Bryce shares the various ways marketers can approach marketing

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00:37:16

Ep 229: So You Need Foot Traffic

Market Proof Marketing: Home Builder Marketing Insights ·

2022/07/28

Market Proof Marketing · So You Need Foot Traffic Kevin Oakley, Andrew Peek, and Julie Jarnagin share the latest and greatest positive takeaways from builders, including how a builder utilized the Market Proof Algorithm to identify a bigger issue for a problem community. They discuss the biggest friction point they’re seeing for builders right now, which is leadership demanding more foot traffic and leads, and how marketing can approach the situation. Plus, RIP Expanded Text Ads in google and what

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00:45:59

Ep 228: History Doesn't Repeat, It Rhymes with Myers...

Market Proof Marketing: Home Builder Marketing Insights ·

2022/07/25

Market Proof Marketing · History Doesn't Repeat, It Rhymes with Myers Barnes Kevin Oakley is joined by Myers Barnes, owner of Myers Barnes Associates. Kevin and Myers discuss the theory that history doesn’t repeat itself but does rhyme regarding the housing market. The lessons marketers and sales need to remember from the history of the housing market. Why people need to shift their mindsets to understand they are not just selling homes they’re selling hope and why it’s never as bad as you think it

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00:45:24

Ep 227: Cyclicality Is Back

Market Proof Marketing: Home Builder Marketing Insights ·

2022/07/21

Market Proof Marketing · Cyclicality Is Back Kevin Oakley, Jackie Lipinski, and Samantha Kellenberger recorded a rare Facebook live-streamed episode of the podcast! They discuss cyclicality is officially back, connection over perfection for home builders, and how builders gain market share in challenging times.Story Time (4:00)Samantha sets the tone for her new home neighborhood with her landscaping projectJackie discusses connection over perfection and why building connections online through

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00:49:43

Ep 226: The $$$ Value of Making Outbound Calls

Market Proof Marketing: Home Builder Marketing Insights ·

2022/07/14

Market Proof Marketing · The $$$ Value of Outbound Calls Kevin Oakley, Andrew Peek, and Jessie Suggs share how one builder created an online sales outbound call challenge that more than doubled the online sales contribution rate and improved their overall sales goals during what is historically a slower selling season in June. They also discuss how online sales can help with task fatigued on-site agents, the habits of a healthy marketing department, and Kevin recommends watching out for

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