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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

00:37:54

Ep 150: The Dangers of Shadow Interest Lists

Market Proof Marketing: Home Builder Marketing Insights ·

2021/05/27

Market Proof Marketing · The Dangers of Shadow Interest Lists Kevin Oakley, Andrew Peek, and Julie Jarnagin talk about the dangerous practice of shadow interest lists being created by onsite sales team members, how they lead to poor customer experiences, and why you should nip them in the bud. They also discuss the need for marketers to take a step outside of the box this year and try taking risks (at least 20% of the time) when it comes to marketing your brand. Story Time (1:11) Julie talks about

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01:30:47

Ep 149: Build-to-Rent Q&A with Noel Christopher

Market Proof Marketing: Home Builder Marketing Insights ·

2021/05/20

Market Proof Marketing · Build-to-Rent Q&A with Noel Christopher Noel Christopher, Senior Vice President of Portfolio Services at Renters Warehouse, joins us to discuss why the build-for-rent phenomenon is likely going to change the home building industry forever. Also in this episode, Kevin Oakley, Andrew Peek, and Jackie Lipinski discuss the hesitancy being seen in potential home buyers due to them not understanding how to purchase a home from builders. Story Time (1:53) Jackie shares the

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01:06:57

Ep 148: Buyer Experience Tools with Kody Smith

Market Proof Marketing: Home Builder Marketing Insights ·

2021/05/13

Market Proof Marketing · Ep 148: Buyer Experience Tools with Kody Smith Kody Smith, President of NoviHome, joins us to discuss how to help keep the communication with buyers as transparent as possible. Plus, Kevin, Andrew, and Becca discuss Kevin’s recent attempt at making a homesite reservation on a home builder’s website and why the experience was less than perfect. Story Time (2:10) Becca shares her story of how she had been told that finding a daycare near her home would be easy and now they

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01:40:46

Ep 147: The Market Proof Awards & CallRail Updates...

Market Proof Marketing: Home Builder Marketing Insights ·

2021/05/05

Market Proof Marketing · The Market Proof Awards & CallRail Updates with Madelyn Wing Kevin Oakley, Andrew Peek, and Jackie Lipinski have some exciting news! Do You Convert is launching the Market Proof Awards, a data-driven awards program to recognize marketing & online sales excellence in the home building industry! Then Jen Barkan and Kevin Oakley talk with Madelyn Wing from CallRail, about how they listen to home builders and their

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00:53:20

Ep 146: Reducing Chaos For “Buy Online”

Market Proof Marketing: Home Builder Marketing Insights ·

2021/04/29

Market Proof Marketing · Ep 146: Reducing Chaos For “Buy Online” Kevin Oakley, Andrew Peek, and Jackie Lipinski shake up the podcast with an impromptu clash-of-the-titans debate, as Jackie and Andrew give their options on who should be responsible for creating visual content elements: in-house teams vs external resources. And Kevin has had it with a builder who is claiming they’ve solved the “Buy Online” problem when in fact, they seem to be creating more chaos for their company and their

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01:13:46

Ep 145: Priority Lists for Online Sales

Market Proof Marketing: Home Builder Marketing Insights ·

2021/04/23

Market Proof Marketing · The Rules Are Changing Kevin Oakley, Andrew Peek, Julie Jarnagin, Mike Lyon, and Jen Barkan are in the house to bring you a very special episode to discuss the ever-changing ecosystem that is online sales and marketing for home builders in 2021. They talk about how OSC’s should handle priority lists, how being nimble and flexible is the key to moving forward in an ever-changing market, and how some home buyers are taking the term Online Sales “Counselors” very literally

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00:57:15

Ep 144: 2022 Market Predictions and Beyond

Market Proof Marketing: Home Builder Marketing Insights ·

2021/04/15

Market Proof Marketing · 2022 Market Predictions and Beyond Kevin Oakley, Andrew Peek, and Jackie Askews talk about what they think the not too distant future could look like for new home builders and buyers alike, why the market might shift in favor of more home rentals, and how the lack of land in the future will pave the way for more creative home product offerings. Story Time (1:00) Jackie Askews shares with the team that after seven months of building a new construction home, her township has

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01:40:41

Ep 143: Zillow’s New Construction Consumer Housing...

Market Proof Marketing: Home Builder Marketing Insights ·

2021/04/07

Market Proof Marketing · Zillow’s New Construction Consumer Housing Trends Report with Brett Steele Kevin Oakley, Andrew Peek, and Jackie Lipinski talk with Brett Steele, the Sr. Sales Manager of New Construction at Zillow Group, about Zillow’s New Construction Consumer Housing Trends Report of 2020. They review the fascinating data behind people’s purchasing habits compared to previous years, they touch on the future of technology and how it can apply when purchasing a new home, and they discuss

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00:51:37

Ep 142: Builders Choosing Intentionally NOT To Sell...

Market Proof Marketing: Home Builder Marketing Insights ·

2021/04/01

Market Proof Marketing · Ep 142: Builders Choosing Intentionally NOT To Sell Homes Kevin Oakley, Andrew Peek, and Jackie Lipinski are back this week to talk about the big picture of why new home sales in some areas seem to be down year-over-year (spoiler alert…it’s not just the weather, it’s also the lack of inventory). They discuss Kevin’s first builder visit in over a year, the actual value behind going viral on TikTok, and the current ad spend reduction numbers seen across the board. Story Time

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00:34:23

Ep 141: Digital Priorities for Marketers

Market Proof Marketing: Home Builder Marketing Insights ·

2021/03/25

Market Proof Marketing · Digital Priorities for Marketers Andrew Peek, Jackie Lipinski, and Julie Jarnagin discuss their most recent digital marketing priorities recommendations blog created specifically for New Home Marketers. And they break down the “why” of each recommendation. They also discuss the vague news reports of the housing industry coming out recently and talk about Google cracking down on policy-violating ads. Story Time (1:30) Jackie Lipinski talks about how a simple small leak has

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01:10:36

Ep 140: Margin Management with Amy O’Connor

Market Proof Marketing: Home Builder Marketing Insights ·

2021/03/18

Market Proof Marketing · Margin Management with Amy O’Connor This week Kevin talks with Amy O’Connor from Jeff Shore Consulting Group to discuss that no matter the market, we need to remember that margin management is the name of the game. Also in this episode, Kevin, Jackie Lipinski, & Jackie Askews discuss that even though Airbnb slashed its entire marketing budget they were able to return to 95% of their previous traffic levels, how Google wants to group people by FLoC to target you, and how

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00:58:29

Ep 139: Priority Lists & Their Pitfalls

Market Proof Marketing: Home Builder Marketing Insights ·

2021/03/11

Market Proof Marketing · Priority Lists & Their Pitfalls You asked and we listened! This week we’ve pushed all other topics off the agenda to dive deep into Kevin’s definitive guide to home builder priority lists in 2021 article. We know that priority lists are a sensitive topic and people want to know what other home building companies are doing, and not doing, successfully. Kevin breaks down the 7 different approaches home builders are currently applying priority lists and he discusses the

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01:15:21

Ep 138: The Future Of Real Estate Payments

Market Proof Marketing: Home Builder Marketing Insights ·

2021/03/04

Market Proof Marketing · The Future Of Real Estate Payments This week Kevin talks with Russell Smith, from Earnnest, to discuss what the future of real estate transactions might look like andhow some home builders are already doingaway with the archaic ways of checks and wire transfers. Also in this episode, Kevin, Andrew, and Bryce review the long list of excuses and objections that builders have given throughout the years as to why innovation is hard and they discuss why builders need to apply

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00:55:49

Ep 137: Nurturing Active Leads with Jessie Suggs

Market Proof Marketing: Home Builder Marketing Insights ·

2021/02/25

Market Proof Marketing · Nurturing Active Leads with Jessie Suggs This week Kevin, Andrew, and Julie welcome the newest Do You Convert team member Jessie Suggs! We discuss her experience going from working in marketing to being an award-winning Supervising Online Sales Counselor at Mungo Homes, what digital solutions her team made in the last few months, and she talks about nurturing active leads in this fast-paced market. Story Time (1:30) Julie talks about her local Mom Facebook group and how

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00:38:18

Ep 136: Are Meta Descriptions Worth Writing?

Market Proof Marketing: Home Builder Marketing Insights ·

2021/02/18

Market Proof Marketing · Are Meta Descriptions Worth Writing? This week Kevin, Andrew and Bryce discuss how marketers can prepare for the inevitable downturn, Andrew’s favorite Google topic, and Kevin’s foray into Clubhouse. In the news… what happened at IBSx? Are meta descriptions worth it? And what is Zillow up to now? And more… Story Time (1:01) Bryce is preparing for the inevitable downturn. With lumber prices, windows and interest rates projected to increase, there may be marketing budget

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01:36:47

Ep 135: The Makings of a Content Masterpiece with...

Market Proof Marketing: Home Builder Marketing Insights ·

2021/02/11

Market Proof Marketing · The Makings of a Content Masterpiece with Sarah Titus About a month ago, Sarah Titus, Marketing Manager for Eastbrook Homes in Michigan, shared in the MPM Facebook group a content project she’d just launched that day. The crowd went WILD. So we invited her to the show to discuss exactly how the Know Your Options video series/content hub came to be. Listen as Sarah describes the backstory and process for launching a new home content masterpiece. Also in this episode… Kevin

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00:54:47

Ep 134: To Gate or Not to Gate?

Market Proof Marketing: Home Builder Marketing Insights ·

2021/02/04

Market Proof Marketing · To Gate or Not to Gate? Kevin, Andrew and Jackie L. are back this week to discuss whether or not home builders should gate content on their websites. While lead magnets work well in other industries, is the same true of home building? Plus, they have an extensive conversation about content and the customer experience, and how the gap is widening between companies that do it well (or at all) and those that don’t. Event updates The Market Proof Market Academy Spring event is

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01:27:34

Ep 133: Digital Marketing Moves with Carly Sickles

Market Proof Marketing: Home Builder Marketing Insights ·

2021/01/28

Market Proof Marketing · Digital Marketing Moves with Carly Sickles Carly Sickles Carly Sickles, Digital Marketing Manager for M/I Homes, joins us to discuss her approach to creating and managing digital content across 15 new home divisions for the 13th largest home builder in the U.S. She describes unique content that works well, why she’s not afraid to experiment, and what she’s looking forward to most in 2021. Plus, Kevin, Andrew and Jackie L. discuss the potential shift away from mass

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00:45:46

Ep 132: What’s New in 2021 – Events, Predictions and...

Market Proof Marketing: Home Builder Marketing Insights ·

2021/01/21

Market Proof Marketing · What’s New in 2021 – Events, Predictions and Data Trends Kevin Oakley and Jackie Lipinski start the year on a high note and discuss two upcoming events, 12 predictions for the new home industry in 2021, and the latest home builder data trends. (To learn more about Jackie’s full career background, listen to Ep 22: Breaking In to Break Out.) Story Time (1:44) Jackie tells the story of the $26M fire. Kevin suggests that bigger budgets don’t always mean bigger challenges (or

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01:42:06

Ep 131: Online Sales in 2021 (and Beyond) with Mike...

Market Proof Marketing: Home Builder Marketing Insights ·

2021/01/14

Market Proof Marketing · Online Sales in 2021 and Beyond We’re back! After a two-week hiatus, the Market Proof Marketing team is making up for it with an information-packed episode! This week we’re introducing two new members of the Do You Convert team, plus Mike Lyon and Jen Barkan drop by to discuss what to expect from online sales in 2021 and beyond. (BTW, did you hear we hit a new milestone in 2020 with 51% online sales contribution rate?? More on that in this episode, too.) So put on those

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