Market Proof Marketing · Good vs Bad Leads, Facebook Boycott & 2020 Predictions Bryce Baker Kevin and team tackle the cost of a “bad” lead in home building, what’s going on with the Facebook ad boycott, and how to prepare for an unpredictable second half of 2020 (or any year, for that matter). Plus, say hello to Bryce Baker! Story Time (1:58) Becca points out the importance of owning your own “stuff” – accounts, logins, business pages. Bryce talks about a pitfall of buying a used home. Kevin div...
Jul 09, 2020•53 min•Transcript available on Metacast Market Proof Marketing · 2020 Housing Giants with Rich Binsacca Rich Binsacca Rich Binsacca, Editor-in-Chief of Professional Builder, joins the podcast to discuss the 2020 Housing Giants List. He shares big picture housing trends for the the next year, and how COVID-19 might impact them. Story Time (1:40) Kevin swallowed a live fish? Becca share her experience with her first warranty appointment after being in her new home for over a year. Andrew shares a continuation of his new home saga (it’s ...
Jul 02, 2020•1 hr 6 min•Transcript available on Metacast Market Proof Marketing · News Mashup and a New Face at DYC We are excited to introduce DYC’s newest team member, Julie Jarnagin! Learn about Julie’s 15-year new home marketing career and what she’ll be doing for DYC. Plus… the team talks about reinforcing your marketing foundation, the latest from Google advertising, and why more builders are using incentives. Julie Jarnagin Intro to Julie! (1:34) Story Time (6:22) Andrew has a “fun” experience financing a new car. Kevin discusses builders who m...
Jun 25, 2020•51 min•Transcript available on Metacast Market Proof Marketing · Online Lead Follow-Up in 2020 – How Are Builders Doing? Our special guests this week are DYC’s own Mike Lyon and Jen Barkan! They join Andrew to discuss the results of the 2020 Home Builder Follow-Up Survey. Learn how builders handled online leads before and during COVID-19, and why it’s important for marketers to understand the details of lead management. Story Time (1:40) Andrew recaps his experience at the Online Sales Academy from a marketer’s perspective. Also, what...
Jun 18, 2020•52 min•Transcript available on Metacast Market Proof Marketing · Leading with Curiosity with Linnea Chapman Linnea Chapman Our special guest is Linnea Chapman, Marketing Director at Trumark Homes in Northern California. Learn how her career journey has taken her from art history to home building, and how she continues to approach her work with a curious, thoughtful mind. Kevin, Andrew and Becca also discuss the tremendous opportunity that exists for home builders today. But it won’t last forever, potentially not even the rest of the y...
Jun 11, 2020•1 hr 22 min•Transcript available on Metacast Market Proof Marketing · Tools of the Trade Kevin, Andrew and Jackie Askews reveal their favorite tools of the trade! From design to analytics, learn their secrets for maximum marketing efficiency. Also… why new home sales are increasing so dramatically, how the car sales industry (thankfully) no longer compares to new home sales, and more. Story Time (2:06) Andrew has a client Q&A: How much budget to allocate to a VIP/Coming Soon community? Kevin is trying to buy a car, but dealerships are ...
Jun 04, 2020•1 hr 8 min•Transcript available on Metacast Market Proof Marketing · Ep 102: Creative Home Design with Seth Hart Seth Hart This week Kevin chats with Seth Hart, Senior Designer with DTJ Design, whose primary work includes community amenity buildings, multi-family residential, resort housing and single family detached housing. We learn what marketers should know about the new home design process, which designs are trending, and how that compares with builder expectations. Plus, in the news… COVID-19’s impact on home construction and the ho...
May 28, 2020•1 hr 1 min•Transcript available on Metacast Market Proof Marketing · The Pain of Change Kevin, Andrew and Jackie discuss the concept of testing, technology and innovation just for the sake of improving. While you may not see short-term success, long-term payoff could be invaluable. Story Time (1:24) Andrew revisits Home Depot’s futuristic self checkout; they were ahead of the curve two years ago, but so relevant now. Kevin is looking forward to Inman Connect Now (get your special DYC access for just $49 here). Plus, he bought a service fr...
May 21, 2020•37 min•Transcript available on Metacast Brian Boero We can hardly believe it, but this is the 100th episode of Market Proof Marketing. Due to circumstance, this episode doesn’t come with the fanfare we’d originally imagined, but it does involve deep thinking about what marketing and branding means for home builders and the real estate industry at large. Our guest this week is Brian Boero, CEO of 1000Watt, a creative agency for real estate. We explore: The relationship between the existing and new home businesses (or what it should be)...
May 14, 2020•45 min•Transcript available on Metacast Market Proof Marketing · Brad Inman Stops By Brad Inman Brad Inman, award-winning journalist and founder and owner of Inman, real estate’s leading name in news and innovation, stops by to chat with Kevin about lessons the real estate community as a whole can learn from the downturn. Plus, we have a special Inman package for MPM listeners… Interview with Brad Inman (1:30) Managing a business for a downturn Preparing for the rebound The role of technology – changes in how we do business going forw...
May 05, 2020•44 min•Transcript available on Metacast Market Proof Marketing · General Brokerage Check-in with Bill Lublin Bill Lublin This week’s episode gives us a peek into what the general brokerage world is experiencing during the COVID-19 pandemic. Kevin speaks with Bill Lublin, CEO of Century 21 Advantage Gold, Pennsylvania’s largest Century 21 firm with 11 locations serving Pennsylvania and New Jersey. Bill is also an international speaker and trainer on technology and real estate. He shares: How he is adapting to being an essential busines...
Apr 30, 2020•29 min•Transcript available on Metacast Mike Lyon and Jen Barkan join Kevin Oakley for a special LIVE edition of Market Proof Marketing to discuss why online sales and marketing should be in complete sync as we adapt to current market conditions. This episode was originally recorded in a Facebook Live broadcast. You can listen now or watch the video here. News (1:42) Who Wants to Talk to a Bot During a Pandemic? – Mike’s position on chats, bots and their role in the current environment. Corona Conversions Don’t Count – But Here Are th...
Apr 28, 2020•1 hr 2 min•Transcript available on Metacast Kevin is joined by three members of the De Young Properties management team that virtually launched a new community and sold 68% of released homesites within 24 hours. Our guests are Ryan De Young, President; Ashley De Young-Seibert, VP of Marketing; and Eric Armenta, VP of Sales. Learn how nimbleness, flexibility, preparedness and a positive mindset each played an important role in their success. Resources: “Unprecedented:” Builder Sells Homes Virtually (The Business Journal) Questions? Comment...
Apr 23, 2020•29 min•Transcript available on Metacast Tim Costello This week Kevin speaks with Tim Costello, CEO of Builder Homesite Inc (BHI) and Builders Digital Experience (BDX), about trends in consumer behavior, changes to marketing messaging, and why he thinks some builders should be able to sell more homes in this period than any other period. Plus: What the The National Consumer Behavior Index predicted about this downtown, and signs of new life Activity in the used homes market Visualization tools and buy online features – the home buildin...
Apr 21, 2020•36 min•Transcript available on Metacast Anthony Grasst Kevin speaks with Anthony Grasst, National Sales Director of the Builder Division at Homebridge Financial Services, about what’s happening today in the mortgage industry. Learn about investors, interest rates, how different loan types are impacted, how builders can protect their closings, and his projections for a recovery period. Kevin and Anthony discuss: What’s happening with mortgages? Why are mortgage investors not investing anymore? Volatile interest rates How builders can p...
Apr 17, 2020•33 min•Transcript available on Metacast Shawn Van Dyke Kevin speaks with construction industry consultant, business coach and mentor Shawn Van Dyke to learn how trades and craftsmen are faring in the current business climate, and how they can build a recession-proof business for today and years to come. They discuss: Shawn’s biggest question… what have you BEEN doing to prepare for a crisis? Whatever creative or innovative programs you put in place now… do it from here on out How the perception of construction works as “essential” mig...
Apr 13, 2020•24 min•Transcript available on Metacast Kevin, Andrew and Becca talk shop about virtual home tours, not forgetting lessons learned today, determining your essential martech, and a social ads pop quiz. Story Time (4:09) Kevin has been getting requests to explain entire sales and marketing processes in a “quick email or text.” There are no shortcuts. In the News (13:08) Virtual, robot and solo home touring soar as social distancing hits the housing market amid coronavirus fear (CNBC.com) It’s time to evaluate your martech budget (Market...
Apr 09, 2020•49 min•Transcript available on Metacast Kevin speaks with Holly Haener, Director of Sales & Marketing at CBH Homes and one of the Original Unicorns of new home marketing. They discuss two important features of the CBH website that were rolled out BC (Before Covid-19) – Buy Online and Tour Now. Learn how these programs were implemented and why they’re so successful now. Holly Haener Tour Now Technology – Rently Getting REALTOR® partners involved Feedback from home shoppers Buy Online What does it mean to “buy online?” Financial/legal c...
Apr 06, 2020•26 min•Transcript available on Metacast Kevin, Andrew and Jackie have an extended story time to discuss the different communication styles they’ve seen and heard from builders in the last few weeks. Some strategies have been solid; others not so much. Plus, the impact of coronavirus on Facebook, Twitter and Google Ads. Story Time (1:09) When it comes to mass mail, Jackie cautions the pitfalls of over communication. Andrew notes the importance of being comfortable with your marketing platforms. Kevin has some advice for managers in com...
Apr 02, 2020•32 min•Transcript available on Metacast Rich Binsacca This week Kevin chats with Rich Binsacca, Editor-in-Chief of Professional Builder magazine, about what the home building industry is experiencing in the current climate, and how that’s changing rapidly. They discuss: What he’s seeing and hearing from builders across the country The differences between 2008, 2011 and today Results of the Coronavirus Business Impact Survey – what builders are experiencing and how they are reacting to the current climate The impact that builders expec...
Mar 31, 2020•34 min•Transcript available on Metacast Spencer Powell Kevin is joined by Spencer Powell, president of Builder Funnel and host of Builder Funnel Radio, to discuss how builders can keep the ball moving during uncertain times, content marketing for home building, and whether or not podcasting can work for builders. They discuss: How builders can “keep the ball moving” during difficult times, even if it’s at a slower pace There need to be more internal conversations about how to market through this crisis and beyond A bit about Spencer’s...
Mar 26, 2020•43 min•Transcript available on Metacast Kevin shares the latest builder website traffic stats, ProBuilder is conducting a survey and keeping a running tab on how the pandemic is impacting builders, iBuying has stopped, and where should you spend your social ad dollars? Kevin, Andrew and Becca recap the very latest in shifting market conditions. Story Time (1:39) Becca attends a wedding where no hugging, dancing or hand shaking was allowed. Andrew realizes 6 feet is not a normal distance to keep from people in everyday life. Kevin wond...
Mar 23, 2020•44 min•Transcript available on Metacast Updates on the current conditions and what marketers and builders need to be considering plus answers to audience questions. If you have questions, please email them to show@doyouconvert.com or leave a voicemail at 404-369-2595 and we will answer them here on the podcast! More insights and opportunities coming in the Market Proof Marketing Facebook group. Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes Follow on Spotify —> https://now.doyouconvert.com/mpm-spotify Subscribe on Goog...
Mar 19, 2020•28 min•Transcript available on Metacast Short bonus episode of the audio from our FB Live on Friday, as well as additional thoughts from Kevin since then as things progress. Show notes may be updated later – wanted to get this out quickly. More insights and opportunities coming in the Market Proof Marketing Facebook group including the opportunity to join in a “social hour” for those working from home. Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes Follow on Spotify —> https://now.doyouconvert.com/mpm-spotify Subscribe...
Mar 16, 2020•59 min•Transcript available on Metacast (Apologies in advance for fluctuations in Kevin’s audio – he switched mics mid-episode without realizing it!) This week we chat with Kody Smith, President and Founding Partner of NoviHome, a suite of app-based technologies that enhance the home buying and building process from first point of contact all the way through contract. The NoviHome technology has been picking up steam with home builders, so Kevin takes this opportunity to ask all the preliminary questions you might want to know. Also, ...
Mar 13, 2020•1 hr 16 min•Transcript available on Metacast Thaïs was away this week at the Online Sales Academy, so our apologies for publishing this episode later than usual! This week, Kevin ponders how coronavirus might impact the home building industry, and suggests a few ways builders can adapt to short-term changes in consumer behavior. Plus the latest news from Facebook and Google… Story Time (1:19) Becca: It’s new community season! Make sure you’re using social ads that point to a landing page that’s integrated with your CRM. Andrew: How new mar...
Mar 09, 2020•47 min•Transcript available on Metacast This week Kevin is joined by Mike Lyon and Jen Barkan to talk shop about live chat! Whether you already use this feature or have it on your to-do list, they’ll give you some pointers from both a sales AND marketing perspective to make live chat work. Plus… ProBuilder’s 2020 Housing Giants survey is open, and what does Google consider to be useful content? Get it all here… Story Time (0:55) Jen is looking for contractors to paint her house. She describes how one contractor nailed the customer exp...
Feb 20, 2020•59 min•Transcript available on Metacast Bringing your brand story to life through content can seem daunting. What’s your brand story, anyway? How can you weave brand voice into every interaction with your audience? This week we’ve got one of the world’s leading experts in native advertising and branded content to help. Melanie Deziel is the founder of StoryFuel, a consulting firm that equips professionals with skills and strategies to tell better brand stories. She is also the author of The Content Fuel Framework, an international key...
Feb 12, 2020•1 hr 15 min•Transcript available on Metacast This is a bit of a different episode. Coming off of an incredibly exciting but exhausting International Builders’ Show, coupled with the devastating news of Kobe Bryant’s death, Kevin takes a step back and reflects on what career growth means to him, and how, for every one of us, it presents an opportunity to give back and uplift others. We also had the pleasure of speaking with the man who literally wrote the book on customer service (5 of them). John DiJulius with The DiJulius Group shares how...
Jan 31, 2020•55 min•Transcript available on Metacast This week Kevin and Andrew record live from the 2020 International Builders’ Show in Las Vegas! They discuss their favorite moments from the show, including a new break-out star in our industry. Plus Google ROAS, 5 things you should NOT put in your homes to attract Millennials, and… Tik Tok for builders? Story Time (2:34) Jackie wonders if the “limited collection” tactic used in online retail could be applicable to new home sales. We discuss the pros and cons of VIP logins on home builder websit...
Jan 24, 2020•1 hr 6 min•Transcript available on Metacast 
