Ep 349: Strategic Spaghetti

Market Proof Marketing: Home Builder Marketing Insights

Jackie Lipinski, Kevin Oakley and Beth Russell host Episode 349! In this episode, the team discusses the seasonal changes in homebuilder marketing, and focusing on the right things when it comes to leads and conversions. We have some new exciting blog posts they discuss, highlighting the importance of not oversimplifying how we view data. And of course last but not least, "strategic spaghetti", a great term Beth has been using to remind her builders to approach even new opportunities very strategically.

Story Time (02:00)

• Beth has deemed the song "Too Little Too Late" by JoJo the anthem of August, emphasizing the importance of preparing for the fall and celebrating the small wins we can get.
• Jackie brings up an insightful story from a book she loves, Alchemy, by Rory Sutherland, which she tied into finding creative ways for a builder to remove boredom from the process of waiting for your home.

In The News (10:59)

• Messaging Strategies to Meet Your Buyers Where They Are (https://www.doyouconvert.com )
• Federal judge rules Google violated antitrust law (https://searchengineland.com)
• Attribution is B.S. Three-Part Series (https://www.doyouconvert.com)
• Zillow releases state-specific short-term touring agreements (https://www.housingwire.com)

Question of the Week: How will increased pricing transparency affect conversion ratios? (43:24)

• Kevin gives a great example about Tesla and ties it to interactive floor plans.
• Beth feels making the process easier up-front will spur further conversation down the road, and discusses the strategy of gating information and how it all comes down to execution -- and Kevin discusses his thoughts on gating information.
• Jackie recalls the positives and negatives of when you provide information, and how accurate the pricing details are.

Things We Love - Things We Hate (52:00)

• Beth's favorite phrase this week for her builders is "strategic spaghetti". When throwing things at the wall to see what sticks, you still have to do things strategically!
• Jackie's first heirloom tomato is in, and this year she went for quality over quantity!
• Kevin brings up UTour, and one of his new favorite questions to ask, "How do you track and report UTour appointments?" And... over 80% said they don't! He is loving Ozlo Sleepbuds, which plays what you are interested in listening to, but then defaults to your sleep sounds.

Market Proof Marketing · Ep 349: Strategic Spaghetti

Questions? Comments? Email [e-mail] and we’ll address them on the next episode. More insights, discussions, and opportunities can be found at DYC: All Access.

A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, Beth Russell, Jackie Lipinski, Julie Jarnagin, and other team members from 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 to sell you!

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