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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

00:37:15

Ep 225: Making A Difference Through Marketing with...

Market Proof Marketing: Home Builder Marketing Insights ·

2022/07/11

Market Proof Marketing · Making A Difference Through Marketing with Carol Morgan Kevin Oakley was joined by Carol Morgan, President of Denim Marketing, cohost of the Sales & Marketing Power Hour, and the author of several marketing books. Kevin and Carol examine the value of Public Relations and how to bring value and attention to a builder’s message. Plus they discuss knowing who the industry difference-makers are when a recession hits, how Carol helped shape Kevin’s early career, and the thrill

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00:39:56

Ep 224: Create Content People Want To Steal

Market Proof Marketing: Home Builder Marketing Insights ·

2022/07/07

Market Proof Marketing · Create Content People Want To Steal Andrew Peek, Julie Jarnagin, and Becca Thomas discuss how to review yourself and your company as we hit the halfway point of the year, understanding google’s new PMax campaigns, why you should always aim to create stealable content, and Kevin sneaks into the podcast to discuss when to worry about standing inventory homes. Story Time (3:35)Becca shares the story of selling her home in one weekend and how a simple customer service issue

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00:58:56

Ep 223: Volatility is Certain

Market Proof Marketing: Home Builder Marketing Insights ·

2022/06/30

Market Proof Marketing · Volatility is Certain Kevin Oakley,Jackie Lipinski, and Andrew Peek discuss changes you can make to help improve community page conversion rates, why volatility is certain but anxiety is optional, how Facebook is changing its ads at the end of 2022, the upcoming Market Proof Awards, and why Kevin recently made a community marketing recommendation that he's never made before.Story TimeAndrew discusses analyzing problem communities and low-hanging fruit for fixing community

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00:50:36

Ep 222: How Do You Promote Rate Locks & Other FAQs

Market Proof Marketing: Home Builder Marketing Insights ·

2022/06/23

Market Proof Marketing · How Do You Promote Rate Locks & Other FAQs Kevin Oakley,Julie Jarnagin, and Becca Thomas discuss easy steps all marketers can take to create more content around floor plans. Plus the team skips the news segment of the podcast this week to bring you the most common Frequently Asked Questions from home builder marketers from the last week, including if you should buy more leads now that conversions are down, how to promote rate locks, what should the OSC’s be doing right

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00:56:24

Ep 221: Reverting Back To The Mean

Market Proof Marketing: Home Builder Marketing Insights ·

2022/06/20

Market Proof Marketing · Reverting Back To The Mean Kevin Oakley, Jackie Lipinski, and Sarah Simmerman discuss “reverting back to the mean”, the story of a builder who turned off their social ads and how it lead to their leads nosediving, the proper way to research new home community names, and more!Story Time Sarah shares great feedback from the recent launch of a new home builder accountJackie reviews the steps every marketer should take when naming a new home community, master-planned community,

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00:35:42

Ep 220: The Paradox of Home Selection Choices with...

Market Proof Marketing: Home Builder Marketing Insights ·

2022/06/13

Market Proof Marketing · The Paradox of Home Selection Choices with Joel Fleischman Kevin Oakley is joined by Joel Fleischman, President of Drexel Building Supply. They discuss the cost and waste-saving benefits with the off-site construction of homes, the paradox of choice when it comes to buyer selections, and more!Kevin and Joel discuss:Why homebuyer selections are usually extremely predictable Why less is more when it comes to home selections and off-site buildingThe beliefs behind off-site

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00:48:34

Ep 219: Don't Dismiss Data Because You Don't Like It

Market Proof Marketing: Home Builder Marketing Insights ·

2022/06/09

Market Proof Marketing · Ep 219: Don’t Dismiss Data Because You Hate It Andrew Peek, Jackie Lipinski, and Jen Barkan discuss the hiring process and expectations for online sales roles and if the recruiting standards are too high? They review the confusion around Bounce Rates in google analytics 3, what can impact the data, and why you shouldn’t artificially inflate data to make yourself or management feel better.Story TimeJen shares her concerns about the lack of follow-up thank you emails from

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00:51:45

Ep 218: The End Is Near for Google Analytics 3! Prep...

Market Proof Marketing: Home Builder Marketing Insights ·

2022/06/06

Market Proof Marketing · The End Is Near for Google Analytics 3! Prep GA4 now Dennis O'Neil and Molly White join Andrew Peek to discuss the sunsetting of Google Analytics 3 (GA3) on July 1, 2023, and how to prepare for Google Analytics 4 (GA4) now. They review the differences between GA3 and GA4 and discuss why now is the time to create your new account so you can have year-over-year data when the mandatory change occurs next year. Plus they discuss the biggest challenges they believe markers will

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00:36:21

Ep 217: How Important Is Attribution Really?

Market Proof Marketing: Home Builder Marketing Insights ·

2022/06/02

Market Proof Marketing · How Important Is Attribution Really? Andrew Peek, Julie Jarnagin, and Bryce Baker discuss what is attribution and how valuable it actually is, why overspending on a struggling community won’t help if there’s no content on your community page, the value of having an HOA, and more!Story Time (3:17)Julie created the word “slumpy” to describe the feeling behind how marketers feel about the conversions slowing down on their website. Andrew has issues with no context attribution

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00:58:13

Ep 216: It’s Time To Show The Work

Market Proof Marketing: Home Builder Marketing Insights ·

2022/05/26

Market Proof Marketing · It’s Time To Show Your Work Kevin Oakley, Andrew Peek, and Sarah Simmerman argue around the vagueness of using the word “available” to reference homes on builder websites. They discuss what additional words you can have on your website to create more clarity around homes in different stages of construction. Plus Kevin is concerned for any marketers who may have been copying marketing homework from other builders as we shift into a different market and he shares

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00:43:19

Ep 215: Lean Into The Market Shift

Market Proof Marketing: Home Builder Marketing Insights ·

2022/05/19

Market Proof Marketing · Lean Into The Market Shift Kevin Oakley, Jackie Lipinski, and Samantha Matlock (soon to be Kelleburger) discuss what ratio of leads should be that come from corporate marketing for sales agents, the latest data around cancellation rates from Zonda’s webinar, and what happened when a home builder became overconfident in their prequalified leads for an event (Spoiler: No one showed up to the event).Story Time (1:45)Jackie shares the latest home cancellation rate data for

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00:28:23

Ep 214: Death to Bad Home Photography with Chad Davies

Market Proof Marketing: Home Builder Marketing Insights ·

2022/05/16

Market Proof Marketing · Death to Bad Home Photography with Chad Davies Kevin Oakley is joined by Chad Davies, CEO & Owner of Davies Imaging Group. Chad and Kevin call for the end of the “crime scene” style photography of homes and give tips on how to take great photographs (even if you are using just your phone). Plus, Chad shares how his journey into new construction home photography began, the difference between quantity and quality architectural photos, how to capture moments that invoke

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01:11:27

Ep 213: Builder 100 Recap + What Is An Appointment?

Market Proof Marketing: Home Builder Marketing Insights ·

2022/05/12

Market Proof Marketing · Builder 100 Recap + What Is An Appointment? Kevin Oakley, Andrew Peek, and Jessie Suggs discuss what is truly considered an appointment for online sales and the difference between automatic and manual scoring of leads. Plus, Kevin shares stories from his latest Builder 100 trip, the team discusses why builders need to focus on building relationships, and why you should start getting excited about the upcoming Market Proof Awards!Story Time (1:45)Jessie is not only the

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00:58:50

Ep 212: Here Comes The Massive Housing Disruption...

Market Proof Marketing: Home Builder Marketing Insights ·

2022/05/09

Market Proof Marketing · Ep 212: Here Comes The Massive Housing Disruption with Rob Hahn Kevin Oakley is joined Robert Hahn, Managing Partner of 7DS Associates, cohost of the podcast Industry Relations, and writer of NotoriousRob.com. They discuss the potential mass disruption coming to the real estate world when it comes to cooperation compensation for real estate agents and what builders need to know. They touch on the illusion of permanence in the industry, the impact of the rising interest

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00:47:50

Ep 211: Strategies For Handling Uncertainty

Market Proof Marketing: Home Builder Marketing Insights ·

2022/05/05

Market Proof Marketing · Strategies For Handling Uncertainty Kevin Oakley, Andrew Peek, and Jackie Lipinski discuss the value of building certainty for home buyers and your teams through messaging, why geography matters in your google ad keywords, Elon buys Twitter, and what the agent commission lawsuit could mean for home builders. Story Time (2:01)Jackie’s neighborhood is getting a new construction community and she’s tracking the listed starting at price on their signage to see if it changes when

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00:47:35

Ep 210: Selling Homes Predictably with Kimberly Mackey

Market Proof Marketing: Home Builder Marketing Insights ·

2022/05/02

Market Proof Marketing · Selling Homes Predictably with Kimberly Mackey Kevin Oakley is joined by Kimberly Mackey, Sales & Marketing Management Consultant, Sales Trainer, & Keynote Speaker at New Home Solutions. They discuss a multitude of topics, including why builders can’t move forward to improve their sales numbers until they know where they are currently at when it comes to community-level web traffic, leads, and sales. Kevin Oakley and Kimberly discuss:What 10 | 5 | 2 | 1 means to home

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00:31:17

Ep 209: Builders Gonna Build

Market Proof Marketing: Home Builder Marketing Insights ·

2022/04/28

Market Proof Marketing · Builders Gonna Build Andrew Peek, Becca Thomas, and Julie Jarnagin give recommendations on how to adjust the messaging on home builder’s websites that can encourage people to come back even when they have nothing to sell. Plus they discuss the latest Market Proof Marketing Academy and how they dive into how to diagnose a problem community with the Market Proof Algorithm excel formula. Plus if you had a dip in website traffic on Easter weekend, don’t panic. Story Time

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00:34:27

Ep 208: Is There An Industry-Wide Cost-Per-Lead...

Market Proof Marketing: Home Builder Marketing Insights ·

2022/04/21

Market Proof Marketing · Is There An Industry-Wide Cost-Per-Lead Benchmark? Kevin Oakley, Jackie Lipinski, and Julie Jarnagin discuss why there is not an exact industry cost-per-lead marketing benchmark and why home builders should analyze their own data to create company-specific benchmarking numbers. Plus they talk about why it’s valuable to have a healthy level of skepticism toward any one source of information.Story Time (2:30)Jackie explains why there is no industry-wide marketing

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00:29:15

Ep 207: Beyond the WOW of Augmented Reality

Market Proof Marketing: Home Builder Marketing Insights ·

2022/04/19

Market Proof Marketing · Beyond the WOW of Augmented Reality Kevin Oakley is joined by Richard Penny, CEO at Reactar Labs | Creators of homeAR.io. They discuss how home builders are utilizing augmented reality to help buyers visualize their new home, in detail, at each step of their home buying journey. Richard shares what sparked his journey into AR and how they're able to quickly turn any home design into a pre-build AR walkthrough experience.Kevin Oakley and Richard also discuss:How Richard’s

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00:46:22

Ep 206: Creative Solutions

Market Proof Marketing: Home Builder Marketing Insights ·

2022/04/14

Market Proof Marketing · Creative Solutions Kevin Oakley, Jen Barkan, and Andrew Peek discuss what they’re seeing on the online sales front lines and why online sales may need to dust off their lead prospecting hats soon. Plus why you should tour other builders to get a fresh perspective on what is being offered and digital solutions that have the potential to help marketing teams who can't find employees. Story Time (1:45)Jen shares the latest from the frontlines after getting back from training

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