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...
Sep 08, 2022•1 hr 3 min•Transcript available on Metacast 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 Sum...
Sep 01, 2022•27 min•Transcript available on Metacast 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 h...
Aug 25, 2022•1 hr 4 min•Transcript available on Metacast 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 bough...
Aug 18, 2022•36 min•Transcript available on Metacast 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 mark...
Aug 11, 2022•55 min•Transcript available on Metacast 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 ...
Aug 10, 2022•36 min•Transcript available on Metacast 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 marketin...
Aug 04, 2022•35 min•Transcript available on Metacast 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 wh...
Jul 28, 2022•37 min•Transcript available on Metacast 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...
Jul 25, 2022•46 min•Transcript available on Metacast 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 co...
Jul 21, 2022•45 min•Transcript available on Metacast 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 out-of-i...
Jul 14, 2022•50 min•Transcript available on Metacast 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 thril...
Jul 11, 2022•37 min•Transcript available on Metacast 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 ...
Jul 07, 2022•40 min•Transcript available on Metacast 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 Time Andrew discusses analyzing problem communities and low-hanging fruit f...
Jun 30, 2022•59 min•Transcript available on Metacast 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 doi...
Jun 23, 2022•51 min•Transcript available on Metacast 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 communi...
Jun 20, 2022•56 min•Transcript available on Metacast 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 ...
Jun 13, 2022•36 min•Transcript available on Metacast 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 Time Jen shares her concerns about the lack of follow-up thank you ...
Jun 09, 2022•49 min•Transcript available on Metacast 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 wi...
Jun 06, 2022•52 min•Transcript available on Metacast 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 attributi...
Jun 02, 2022•36 min•Transcript available on Metacast 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 year-over...
May 26, 2022•58 min•Transcript available on Metacast 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 A...
May 19, 2022•43 min•Transcript available on Metacast 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 fee...
May 16, 2022•28 min•Transcript available on Metacast 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 G....
May 12, 2022•1 hr 11 min•Transcript available on Metacast 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 r...
May 09, 2022•59 min•Transcript available on Metacast 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 ...
May 05, 2022•48 min•Transcript available on Metacast 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 bui...
May 02, 2022•48 min•Transcript available on Metacast 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 (2:...
Apr 28, 2022•31 min•Transcript available on Metacast 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 cost-per-...
Apr 21, 2022•34 min•Transcript available on Metacast 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...
Apr 19, 2022•29 min•Transcript available on Metacast