Market Proof Marketing: Home Builder Marketing Insights

Listen, Like and Subscribe on Apple or Spotify Podcasts: Julie Jarnagin joins Caroline Collard and Jackie Lipinski to dive into the nitty gritty details that separate effective marketing from flashy trends and flimsy strategies. From unintended brand messaging in the biggest ads of the year to understanding the halo effect on your brand performance, this episode is full of the kind of compounding analytical attention to detail that actually converts when the market heats up. Listen in to discover where to focus your attention and efforts in this year’s spring market. Story TimeCaroline - We’re still thinking about the ads from the big game, but that’s not always a good thing.Jackie - Don’t underestimate the obsession you can create from a brand loyal person with the right content. Julie - Are marketers judgier about AI, and does it matter? In the NewsThe McMansion Era is over: How American homes have changed in 20 yearsU.S. House votes to pass Housing for the 21st Century ActThe Halo Effect: Your Paid Media Went Offline, Can You Survive Without It?Chrome Extensions That Make Your Life Easier The post Ep 427: Brush Your Teeth appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: Host Kevin Oakley joins Jackie Lipinski and Beth Russell to discuss the coming shift from search sessions to decision sessions, the value of attention, the growing importance of giving your audience a clear next step, and the personal pain of clearing your browser cache. If you need a clear next step for your spring marketing plan, listen in for real signals amidst the noise of today’s AI opinions, tactics to avoid the dreaded inventory birthday, and how to hone your messaging to convert locked-in buyers. Story TimeKevin - You can’t get to urgency or action without attention, so start saying something Jackie - Can a marketer really stop in-person disappointment before it starts?Beth - A tale of two interest rates (and the benefits you can’t cuddle up with at night)In the NewsGoogle Local Hotel Photos "Good To Know" AI LabelsThe Shift From Search Sessions To Decision SessionsA surprising share of homeowners have high mortgage rates. Here’s the breakdown The post Ep 426: Disappointment is Optional appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: Host Kevin Oakley is joined by Jackie Lipinski and Beth Russell for a deep dive into the difference between strategy and intent, the tradeoffs that rule the day, and what you learn from failure.From timeless struggles with SEO, content creation strategy, and letting sales teams be marketers, to the timely news of Redfin's CEO departure and the reigning YouTube SEO advantage, this episode covers wide territory your marketing team needs to know to succeed. Tune in and take notes!Story TimeJackie - An A/B test proves you don’t propose on the first dateBeth - With events, a theme is not a game planKevin - A tale of two seasons (and one counterintuitive winner)In the NewsGlenn Kelman leaves Redfin after 20 years as CEOWhy You Shouldn’t Let Your Onsite Team Create ContentYouTube is no longer optional for SEO in the age of AI OverviewsThe case for and against influencer-led Super Bowl ads The post Ep 422: It's Not Hard, It's Work appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: Host Kevin Oakley joins Julie Jarnagin and Beth Russell for a timely conversation about what’s worth your effort in 2026. From Google audience size changes to alleged customer journey changes, this episode is all about right-sizing, prioritizing, and knowing when to say no. If your 2026 to-do list is already growing out of control, this episode will help you find optimal grip on what really matters for your marketing.Story TimeBeth - It's Barbs, not bots, that make difficult processes easy and enjoyableJulie - Catch the excitement that crests in January and turn it into something lastingKevin - When the first 4,000 leads don't work out, do you keep going?In the NewsGoogle lowers audience size limits across AdsMarketing Loves Declaring the End of Things That Still Work The User Journey Isn’t Linear Anymore: It’s Always On The post Ep 420: The Stop Doing List appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: Kevin Oakley welcomes Trevor Bacon, Chief Executive Officer of Parcl and Parcl Labs, to examine how real-time real estate data and market-based signals are changing the way housing markets are interpreted. Drawing on financial-market frameworks applied to residential real estate, Trevor explains why traditional pricing indexes often lag reality and how alternative signals—like sentiment and probability—can offer earlier insight. The conversation invites builders and housing leaders to think more critically about timing, risk, and how market narratives are formed.Key ThemesReal-Time Pricing vs. Backward-Looking Housing Data
Most housing data describes where the market was, not where risk and opportunity are forming next
If pricing moves faster than reporting, how many decisions are already outdated by the time they’re made?
Treating housing like a slow-moving asset may be the most dangerous assumption builders still holdPrediction Markets and the Future of Market Signals
Markets reveal more truth when people put capital behind beliefs, not opinions
What would change if builders watched probability and sentiment instead of headlines and forecasts?
The next competitive advantage may come from understanding expectations, not just transactionsFollow Trevor, Parcel Labs, and Learn MoreTrevor Bacon on LinkedInJason Lewris on LinkedInTampa's Hidden Supply Pipeline: Land Banking Fuels Mounting Market Pressure The post Ep 418: When Housing Data is Already Late appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: Julie Jarnagin, Beth Russell, and Caroline Collard discuss end of year plans, trends, and truths. From major brands’ flops to risky tactics built on good science, the team helps marketers chart a path through end of year planning that leans into what works and away from fads that will only dilute brand reputation in the year ahead.Story TimeBeth – With costs top of mind, buyers need a vision before they’ll fall in love with a homeCaroline – Write down your goals now before the year ahead buries them in busy-nessJulie – Goldilocks-ing content plans for 2026: finding the just-right-ness between structure and flexibilityIn the NewsWhat View/Save Ratios Reveal About Buyer Engagement on Real Estate PortalsMcDonald’s Pulls Down AI-Generated Holiday Ad After Deluge of MockeryBrands look to experiential marketing as antidote to AI slop, digital fatigueNegativity Bias: Why Customers Don’t Want Anything To Do With You (And What To Do About It)Google updates links in AI Mode and expands Web Guide test in all tab  The post Ep 417: The Most Terrible Time of the Year? appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: Kevin Oakley and Jackie Lipinski welcome a very special guest into the podcast studio. Caroline Collard is Do You Convert’s newest Marketing Coach, manages the Marketing Strategist team, and is lauded as DYC’s digital strategy secret weapon. With Caroline’s keen perspective in the mix, the team discusses end-of-year campaigns, video trends, 2026 market forecasts, and whether OpenAI goes from red to dead as Google surges ahead. From consumer data use tactics to the trust gained from putting in real work, they share insights on the latest marketing trends and updates, giving homebuilder marketers room to reflect on the strength of their own consumer-facing signals and strategies headed into 2026.Story TimeCaroline – Spotify Wrapped data assumptions: the good, the bad, and the funnyJackie – Brand promos are wearing out their holiday welcome in Jackie’s text messagesKevin – Kevin yearns for signals of effort that grow weaker as simulated intelligence replaces effortful thinkingIn the NewsOpenAI hits pause on ChatGPT ads as CEO declares a ‘code red’Publishers turn to vertical video to compete with creators and grow ad revenue in 2026Zillow economists say the housing market will warm up in 2026, with more sales and modest price growth The post Ep 416: Strong Signals for 2026 appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: Julie Jarnagin joins Beth Russell on this special Thanksgiving edition to tackle the challenges marketers face in a world overflowing with information and AI slop.From breaking out of narrow thinking to sparking authentic connections with your audience, they share practical ways to transform your marketing by starting with the underlying thoughts that ultimately shape strategy. Learn how to stand out, ignite that spark, and stay ahead before an avalanche of AI noise drowns out your message.Story TimeBeth - Can a brain scientist teach marketers how to avoid categorical thinking traps?Julie - A school tour sheds light on building a great onsite experienceIn the NewsMeta's AI tools are going rogue and churning out some very strange adsAdobe to buy Semrush for $1.9 billionAs AI slop spreads on social media, brands have lessons to learn The post Ep 414: Robots Gone Rogue appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: Host Kevin Oakley joins Jackie Lipinski in the studio to discuss technology, change, and the inevitability of pain. Kevin shares cogent examples (like choosing not to participate in a bad economy through a 500% tip) to illuminate counterintuitive mindset moves to keep builders moving forward. From the struggles that shape resilience to the real story of search data for builders, this episode is a reminder that you don’t have to internalize the valley, or the narrative.Story TimeJackie – Pain points and growth spurts look the same in retrospectKevin – If seemingly constant change has you reaching for more control, choose focus over fakesIn the NewsPost to Google Business Profiles: An Untapped Realm in the Building IndustryOctober 2025 Monthly Housing Market TrendsScams at ScaleState of Search Q3 2025 The post Ep 412: You Don't Have to Internalize the Valley appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: Nick Aufenkamp, founder of DIY Home Buyer Academy, joins Kevin Oakley to explore how transparency, data, and evolving buyer agency are rewriting the rules of real estate. Kevin and Nick share surprising takes on the current and future state of the Zillow + ChatGPT partnership. From start to finish, this episode is brimming with insights on what happens when buyers start leading the process themselves.AI & the Mirror EffectTech is giving us a mirror; turn it into a mapNew tools are revealing what buyers actually trust and whyNick’s own emotional arc with Zillow’s ChatGPT experiment: from frustration to fascinationAgency After the NAR SettlementThe settlement flipped on the lights, yet shadows from the past still lingerWhy buyers now want (and expect) more control in every transactionHow builders can back empowered buyers without burning agent bridgesFollow Nick on LinkedIn and Youtube:https://www.linkedin.com/in/nickaufenkamp/https://www.youtube.com/@DIYHomebuyer The post Ep 411: Realtor Gone Rogue appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: Julie Jarnagin joins Beth Russell and Jackie Lipinski to explore what today’s challenges can teach marketers about grit, growth, and grace. From marketing merit badges to limiting factors, they discuss the perspective and strategy builders need to finish the year strong.Special AnnouncementsMarket Proof Marketing Academy 2026 is open for registration! A high-energy, hands-on virtual event designed to fast-track marketing mastery for homebuilder marketers. Space is limited - save your spot before it’s gone.Story TimeBeth – Redefining wins beyond sales and measuring momentum that moves the business forwardJackie – Three quotes to keep every recovering perfectionist grounded and thrivingJulie – Leadership means being the calm in Q4In the Newshttps://www.doyouconvert.com/blog/the-limiting-factor-to-sales-results/Zillow Pulls Matterport Tours from Listings (Blames CoStar)10 Surprising Takeaways from the Minds of Today’s Homebuyer Google Officially Shuts Down Privacy Sandbox  The post Ep 410: Marketing Merit Badges appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: On this bonus episode, Qadra Evans, Director of Industry & Partner Engagement at Zillow, joins host Kevin Oakley for a look inside how one of the most-used housing platforms is adjusting to new demands in buyer behavior, builder engagement, and affordability. This conversation breaks down what’s evolving and how builders can interpret the signals.Tools That Reflect the MomentFrom dream browsing to financial fit: affordability filters get realListings trends are shifting from static to cinematic (and the scroll times prove it)Signals from the Buyer SideThe new new construction buyer: Gen Z (and their parents)Which considerations are rising fast in buyer decision-making? The post Big Shifts with Zillow - Bonus Episode appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: Kevin Oakley joins Julie Jarnagin and Beth Russell for conversations on ChatGPT considerations, Sora’s impact, shutdown shockwaves, and Halloween costumes. Whether you love or hate the rapid pace of change lately, this episode dives into the major shifts shaping the market and more.Special announcementsInterest in the January Market Proof Marketing Academy is at an all-time high, with a record number of people on the list. Tickets go live this week, so make sure to grab your spot before it’s full! You can find out at the link above.Key TopicsOpenAI’s newest feature - Is the “app within the app” ahead of its time or an empty gimmick?A sea of content - Questioning the repercussions of AI’s explosive growth in video content creationFurloaned - How to prepare for the extended consequences of the current government shutdownListen in and send us your thoughts and questions.  The post Ep 409: Oversimulated? appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: Fresh from the Summit, Kevin Oakley sits down with Rachel Spaugh for Office Hours to debrief on what stood out most. From how AI is reshaping content to how marketers can hand off great ideas to sales without losing trust, this one’s all about clarity, compression, and exerting creative control without chaos.When More Isn’t BetterFaster isn’t smarter when the message is emptyReal examples from Kevin and Rachel reveal why less content often hits harderHolding Tension and Building TrustEvery email is a promise worth keepingThe smartest marketers surface friction early, turning lessons into loyalty The post Ep 408: Don't Make Your Marketing the Toaster appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: Host Kevin Oakley joins Julie Jarnagin and Jackie Lipinski to unpack the newest AI experiments, marketing shifts, and growth mindsets shaping 2026 and beyond. From Meta’s surreal new playground to the delicate relationship between builder breakthroughs and removing “limiting factors,” this episode looks at how curiosity and clarity drive progress, even when tech or timelines get in the way. Special AnnouncementsThe next Market Proof Marketing Academy is just around the corner, but the waitlist is already almost full! If you want in on this unique opportunity to learn from DYC’s best and brightest - regardless of whether your builder works with Do You Convert - this is your chance. Seize the moment before the last few spots are gone. Key Topics DiscussedDoes the future belong to fewer, bigger players?Love the growth leaps, but remember to value every stepFever dream frontiers - is Meta wooing creators or consumers?Weighing the privacy costs of the “customized everything” digital dreamIn the NewsCompass to acquire Anywhere, creating world's largest brokerageMeta "Vibes" is released - will anyone care?Advertising in 2030 The post Ep 407: New Tricks, Old Limits appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: In this solo episode, Kevin Oakley takes you inside the room at a recent ULI panel. Builders, sales leaders, and consultants gathered to debate the toughest questions facing the industry, and Kevin is pulling back the curtain to share exactly what he was asked and how he answered.Here are the five big questions he tackled:Beyond discounts: what really drives buyer traffic?Online sales: speed or personalization?Resale vs. new: who wins when rates drop?The holy grail: is it possible to achieve volume and margin?2026: what’s ahead for builders?Listen in for unfiltered answers that challenge assumptions, spotlight bold strategies, and point to the realities shaping the immediate future of homebuilding. The post Ep 406: Margins, Myths and Market Moves appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: Kevin Oakley and Rachel Spaugh are back in the studio for another round of Office Hours. In this episode, their discussion on AI, uncertainty, and messaging uncovers how to approach everything from fear to facts. Together they break down what to do when you need credibility and what's more powerful than certainty in your messaging right now.Tune in to learnHow your leaders think you’re using AI vs how you should be using itWhy objections aren’t the problem you think they areHear Kevin build an end of year campaign theme on the spot The post Ep 405: Certainty Can Dilute Value appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: In this episode, host Kevin Oakley is joined by guest Kim Sandoval, Director of Corporate Marketing for Classic Homes. Together they discuss Kim's nonlinear career path in homebuilder marketing, revealing salient reminders not to box in yourself, your career, or your company's growth with narrow thinking. As Kevin and Kim share the gift of retrospect clarity, both of their histories serve as needed reminders that every great success story has periods of expansion and contraction - on multiple levels. Reminder: You + Kim + Chicago = Even More Influential Leadership LessonsListeners attending the 2025 Online Sales and Marketing Summit in Chicago in just two short weeks will have the chance to hear from Kim and other leaders live in Beth Russell's panel session, Everything the Light Touches is Yours: Real World Influence from Marketing Leaders. You won't want to miss this chance to hear Kim and her powerhouse peers dive deeper into real wins and lessons learned.Key TopicsGrowth is Not Linear - How Kim pivoted from agency-side builder experience, to consulting for builders, before finally going all-in on one culture that captured her heartStay the Course - The crucial advice she has for everyone doubting this market right now, pulled straight from her time striking out on her own to serve builders during the 2008 recessionFind Your Fit - Ideas and encouragement on where to find your perfect fit, even if it lands you in an unexpected seat or an entirely different part of the business The post Ep 404: Don't Become the Box appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: In this episode, Julie Jarnagin joins Beth Russell and Jackie Lipinski to discuss diagnosing hidden community issues, aligning the whole team around intent, and how to nail messaging and positioning in a shifting market. From long-form articles around behavior data to hot takes on who actually uses Bing, this one is sure to have you thinking about familiar topics in new ways. Story TimeJackie - The problems that are hidden, but obvious once you see themJulie - Sometimes the most inspiring thing you can do is ten minutes of nothingBeth - Ground your playbook in intent, then coordinate the plays from thereIn the NewsNew Homes are Now Nearly 20k Cheaper Than Existing HomesThe Behavioral Data You Need to Improve Your User's Search JourneyAngry and disappointed, if not surprised: The ad industry reacts to the Google search remedies ruling  The post Ep 403: Too Young for Bing? appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: In this episode, Kevin Oakley joins Jackie Lipinski and Beth Russell in the studio to reflect on the fine lines between lying and storytelling in marketing, the attribution lies you must know (so you can avoid them), and how creatives in our industry are inspiring the DYC marketing team.Listen closely - this short episode packs in some big questions and even bigger topics in today's ai-driven digital marketing landscape.Story TimeBeth - finding secondhand joy in watching others do creative workJackie - building your own breadcrumbs if you're doing something BIGKevin - the inherent conflict between truth and storytelling at the heart of being a marketerIn the NewsGEO x local SEO: What it means for the future of discovery The post Ep 402: A Modern Mirage appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts:  In this episode, Julie Jarnagin and Jackie Lipinski reflect on all things end-of-year mindset, creative messaging, and the joys of not getting eaten by bears. As Jackie and Julie summited the heights of Mt. Rainier with camping gear in tow, marketing inspiration found them where they least expected it. Today, they’re bringing all the fresh insights back to the MPM studio to share with listeners so you can get ahead of your own end-of-year mountains to move.Special AnnouncementsThe Online Sales and Marketing Summit is close to full for 2025. If you haven’t gotten your ticket yet, save your seat (and hotel room!) before they’re sold out.Zoom OutIf weekly dips are spooking you, step back.Step back, but fall forward: the holidays are coming.Take a HikeGet away from the desk - inspiration is waiting in new placesLove your limits - limitations can produce the best creative workIn the NewsHome Purchases Are Getting Canceled at a Record RateMove-Now Buyers Are Still Driving Sales. Are You Ready? The post Ep 401: Zoom Out and Take a Hike appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: In this milestone 400th episode of Market Proof Marketing, Kevin Oakley, Julie Jarnagin, and Beth Russell share some provocative takes on what happens when marketing and sales stop collaborating and start competing for credit. When marketing and sales become a marriage on the rocks, someone has to take the first step toward resolution. Learn what every great therapist knows not to do when this happens. From illuminating marriage metaphors to lessons from masterminding pop stars (pssst - we hear there may be a TS12 listening party in Julie's room at Summit?), the crew delves deep into all the ways rethinking your cross-departmental steps can streamline your success.Special AnnouncementsThe Online Sales & Marketing Summit registration is closing soon - if it doesn't sell out first! Late-comers, consider this the official last call to secure your ticket. Story TimeBeth - Digging deep on internal attribution to give marketing, online sales, and onsite sales each the credit they're dueJulie - Taking common ideas, but executing on them uncommonly well, is what really moves the needleKevin - Building a waterfall of urgency through marketing and sales collaboration In The NewsInstagram Adds TikTok Style Repost Feature for ReelsMarket Survey: It's a Whole New Housing MarketHomebuyer Outlook from Zonda The post Ep 400: Songwriters, Work with Your Singers appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: In this episode, Rachel returns for another round of Office Hours with Kevin. Together, they unpack one of the most misunderstood, overindexed, and emotionally charged concepts in homebuilder marketing: attribution.Rachel, still relatively new to the industry, brings the curiosity of someone learning in real time, asking the foundational questions many marketers may feel too embarrassed to raise around attribution. Kevin breaks it all down with signature clarity, diving deep into the messy intersection of intent, data privacy, ad platform incentives, and why marketers should stop trying to prove value with “magic wand” numbers.This episode builds on DYC's Attribution is BS article series by Beth Russell, Jackie Lipinski, and Julie Jarnagin, using real-world analogies to challenge marketers to think smarter and more holistically about the stories they seek and share around data.Attribution Is BreakingWatered-down signals are the new normal thanks to privacy rules and technology companies fighting against each otherWhich came first - the coupon or the craving? Why attribution isn't black and white even when it's "accurate"How misunderstanding attribution could cost you WAY more than you thinkIntelligence You Can't SimulateWho - not what - can create real clarity around attributionAI and attribution: over-simulated and overstated, but most keep falling for itThere is no dashboard for common senseListen now. Email your questions for future episodes of Office Hours to [email protected]. The post Ep 399: Office Hours - Attribution You Can Believe In appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: Julie Jarnagin joins Beth Russell and Jackie Lipinski to talk through burnout, delegation, and the invisible work that keeps marketers stuck. This episode isn’t about perfection; it’s about momentum. And it’s a lifeline for anyone trying to hold it all together with too little time and too few resources.Summit Special Announcement
Summit 2025 is almost here, and will be a packed house! Many builders are bringing their entire online sales or marketing teams. Registration closes soon, and the best hotel rooms are going fast.Story TimeBeth – Why one marketer’s 10‑hour flyer problem is more common than you think—and how a new rubric helps teams reset without shame.Jackie – Everyone’s in sales now. A builder’s moment of clarity becomes a team‑wide shift in accountability.Julie – The Buc‑ee’s effect. What a Texas gas station taught Julie about brand, consistency, and operational brilliance.In the NewsSmall Team, Big Impact: A Solo Marketer's Guide to Maximizing OutcomesAI‑Generated Content Doesn’t Hurt Google RankingsInstagram Content Will Now Be Searchable on Google🎧 Listen now. Small changes. Big relief. The post Ep 398: You Can't Optimize Despair appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: Brian Boero, co-founder and CEO of 1000Watt, joins Kevin Oakley for a punchy, high-frequency conversation on how home builders can (and should) learn from the broader real estate world. With decades of insight from both agents and consumers, Brian brings a unique lens to current challenges – and opportunities – for builders navigating 2025’s volatile market.

This episode previews Brian’s upcoming talk at the Online Sales & Marketing Summit, pulling from his research, fieldwork, and no-BS branding instincts to spark fresh perspective on how to break from the herd, build trust with brokers, and tap into what today’s buyers actually want.Break the Pattern Before It Breaks You• Builders that mimic competitors become the slowest zebra• A standout product means nothing if no one can tell it’s differentBuyers Want Freedom, Agents Want Help• Gen Z wants a home they can paint and own, not just a good deal• Agents are tired, anxious, and open to new kinds of partnerships🎧 Listen now to get Brian’s take on off-MLS strategy, how to craft ads that actually move people, and why “get off my lawn” might be the most powerful copy you write this year. The post Ep 397: Nervous Zebras, Quiet Revolutions with Brian Boero appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, Like and Subscribe on Apple or Spotify Podcasts: Kevin Oakley and Jackie Lipinski break down what sets successful builders apart in a shaky market (and why AI won’t save you if your strategy’s unclear). From underutilized CRM systems to the danger of deceptive ad automation, this one’s packed with hard truths and practical insight.Special AnnouncementsSummit is selling out at a rate of 3-4 tickets purchased per day. Don't miss out - save your spot today!Market Proof Marketing Academy for Spring 2025 is a wrap! But the waitlist for next time is officially live; save your spot and be the first to hear when fall dates are announced. Story TimeJackie – Spending $4K/mo on CRM with no OSC? Let’s talk
Kevin – Some advice is expensive (not in a good way)In the NewsHuman vs. Machine: Who Should Be Steering Your Paid Ad Campaigns?How Outlier Home Builders Build an Edge, Even in a Slow MarketGoogle Promotes AI Mode on Homepage DoodleEven in a flat-lead environment, builders are hitting goals; not with silver bullets but with smart, grounded execution. Clarity outperforms complexity, every time. The post Ep 396: Leads Don't Pay the Bills appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, like, and subscribe on your favorite platform!In this debut installment of Office Hours with Kevin, Rachel Spaugh (DYC’s Marketing & Events Manager) sits down with Kevin Oakley for a grounded-yet-ambitious conversation about what it really takes to grow as a marketer. Drawing from decades of experience, Kevin breaks down the invisible steps between just starting out and true, practiced expertise.This episode unpacks the journey through technical skill-building, data fluency, strategic thinking, and leadership, all with a lens toward avoiding the shortcuts that sabotage long-term success. If you're serious about your craft, this one will feel like a reset button.🔍 In This EpisodeThe four stages of development, from “you don’t know what you don’t know” to conscious competence, including:Why fast-tracking your career might land you face-to-face with Lucifer himselfTactical ways to stand out and get ahead (hint: daily habits matter)Signs you've mastered your craft without realizing itWhen to shut up, when to risk it, and when to stop acting your age and get curious againThe doors are open. The questions cut deep. The answers? Not for the half-hearted. If you’re in the thick of a marketing career at any stage, this episode will leave you smarter, clearer, and maybe even a little more fired up to level up.🎧 Listen now. Bring your questions next time: Office Hours exists to bring you a front-row seat into deeper conversations between a fresh pair of marketing eyes in the homebuilder industry and a seasoned pro serving up career-changing perspectives and playbooks. The post Ep 395: Office Hours with Kevin - Debut Episode appeared first on Online Sales and Marketing for Home Builders - DYC.

Listen, like, and subscribe on your favorite platform!No guests. No segments. Just Kevin, a porch mic, and four surf-side stories from Hilton Head to help you reset your marketing instincts.
He covers:What happens when you fight the tide (and lose)Why your best data might be lying to youHow to spot a shark before the lifeguard doesThe missed wave sitting in your CRMThis isn’t a how-to. It’s a how-it-feels. And sometimes that’s the episode you need.🎧 Tune in. The ocean doesn’t wait. The post EP 394: Ride the Wave or Be Dragged appeared first on Online Sales and Marketing for Home Builders - DYC.

Julie Jarnagin joins Beth Russell and Jackie Lipinski to tease out the topic of how to play by the rules and win. Is your team sliding into a panic-fueled (rule)bender? DYC has got you! Julie, Jackie and Beth talk mid-year pivots, market psychology, and incentives missteps, all to help you know when to break the rules vs. when to follow them. Tackling everything from Michelin guides to Groupon flops, this episode is your unofficial halftime huddle.Note: The team experienced technical difficulties throughout this episode; please excuse any audio issues as we work through new processes and platforms. Special Announcements: Summit speakers are live on the site! Visit www.onlinesalessummit.com to read about our featured keynote speakers.Story Time [03:42]Rule #1: Follow the RulesMidsummer panic? Stop bending the rules and get back on track.Dust off those goals and remember with presale, process is progress.Rule #2: Know When to Break Rule #1Find your Michelin strategy… no sabotage requiredWhen conventional wisdom and today’s trends are wrong for youIn the News [19:38]Redfin: U.S. Home Prices Hit an All-time HighMeta Advises Page Managers to Post Links in Comments🎧 Listen now and rethink what’s urgent, what’s lasting, and what your audience really needs.Like and subscribe on your favorite platform! The post Ep 393: Rule Bending, Rule Breaking appeared first on Online Sales and Marketing for Home Builders - DYC.

In this episode, Kevin Oakley is joined by Beth Russell and Jackie Lipinski for a discussion that speaks directly to the mental load marketers are carrying right now. They unpack what it means to feel like a firefighter, why leadership fatigue is a very real thing, and how the industry's obsession with quick fixes like AI-generated ads might be missing the point. From shifting ad expectations to reclaiming clarity in your work, this one’s packed with insight.

🎧 Listen in for a refreshing dose of validation, perspective, and tactical advice.Story Time [00:38]Jackie – Feeling like firefightersBeth – Is it burnout or something else?Kevin – why it’s a win to find a lead-quality lie in the dataIn the News [16:40]Google Promoted Pins Come to Maps for Demand Gen CampaignsMeta Aims to Fully Automate Ad Creation Using AI If your brain feels overloaded or you’re tempted to chase the newest AI shortcut, this episode reminds you where the real value lies: in clarity, strategy, and staying human.

Like and subscribe on your favorite platform! The post Ep 392: The Eye of the Fire appeared first on Online Sales and Marketing for Home Builders - DYC.

Kevin Oakley is joined by Chris Mumford, CMO of CoStar Group Marketplaces, and Marc Regardie, Senior Director of New Construction at Homes.com. They pull back the curtain on why they want to become the most influential platform for new construction listings, how homes.com is different, and what it takes to disrupt a deeply entrenched real estate category. From Chris’s experience leading one of the largest media campaigns in real estate history to the quiet power of aligning incentives between builders and consumers, this episode is full of big bets anyone paying attention to the homebuilding industry will want to hear.Built Differently on PurposeA new take on how leads workMarc talks about how and why homes.com is “fixing what’s missing.”The Long Game Starts HereChris' winning plays from the days of insurance warsBuilding a brand people actually likeWhat Builders Should KnowNo paywall, no catchMatterports: now table stakesWhether you're skeptical of another portal or curious about where this one’s headed, this episode offers an insider look at a platform that aims to reshape how new homes are found and sold.

🎙️ Tune in, share it with your team, and keep an eye on what launches this summer.Like and subscribe on your favorite platform! The post Ep 391: Homes.com Sets Its Sights on Builders appeared first on Online Sales and Marketing for Home Builders - DYC.

Market Proof Marketing · Ep 390: Punch Above Your Weight with Steve ShoemakerIn this episode of Market Proof Marketing, Kevin Oakley is joined by Steve Shoemaker, President of Ideal Homes in Oklahoma City. From gluing sales contracts to leading an entire company, Steve shares the mindset shifts and hard-earned lessons that helped him grow beyond his original marketing role.

It’s a conversation packed with career wisdom, hilarious stories, and a preview of what Steve will bring to the stage at this year’s Online Sales & Marketing Summit.What You’ll LearnHow to Punch Above Your Weight• Trade frustration for curiosity and start adding value everywhere you can• Leverage data like a scalpel, not a shield, and let the numbers move the roomWhy Strategic Patience Wins• Master the balance between ambition and restraint without losing momentum• Embrace productive paranoia and learn when to act, wait, or get out of the way🎧 Listen now to hear why being low maintenance might be your biggest career flex. Want to hear more from Steve on career and growth? Don't miss his session at the Online Sales & Marketing Summit in Chicago!Also Mentioned in the Episode:Steve's First DYC Appearance - Ep 5: Old Habits Die HardMPM Ep 69: Parade of Homes - Is It Worth It? With Steve ShoemakerLike and subscribe on your favorite platform! The post Ep 390: Punch Above Your Weight with Steve Shoemaker appeared first on Online Sales and Marketing for Home Builders - DYC.

Market Proof Marketing · Ep 389: Fix the Pics Before the PriceThis week on Market Proof Marketing, Kevin Oakley is joined by Beth Russell and Julie Jarnagin for an honest discussion about today’s homebuyer mindset and what marketers need to do right now to drive results. They share cautionary tales about misattributed wins, the importance of applying the fundamentals (like walking your own inventory homes), and why finished homes deserve more strategic attention than ever. Plus, they tackle the latest AI ad tools and why marketers shouldn’t blindly trust automation, especially in homebuilding.Special Announcements2025 Summit is filling up and on-site rooms are booking fast - be sure to get your ticket today.🕐 Story Time [00:46]Beth: Shares an email from a marketer who’s thriving in a tough market.Julie: Tells a cautionary tale about painted brick and false assumptions.Kevin: Highlights the value of creatively marketing each finished home.🗞️ In The News [19:04]Google's New AI Ad Tool: AI MaxApril Home Sales Dropped to the Slowest Pace Since 2009Market Proof Marketing is a weekly podcast by Do You Convert, dedicated to new home marketing professionals. Hosted by Kevin Oakley, the podcast offers insights, interviews, and commentary to help you market smarter.Like and subscribe on your favorite platform! The post Ep 389: Fix the Pics Before the Price appeared first on Online Sales and Marketing for Home Builders - DYC.

Market Proof Marketing · Ep 388: Can't Stop, Won't Stop Connecting IdeasIn this episode of Market Proof Marketing, Kevin Oakley is joined by Beth Russell and Jen Barkan to talk about the real value of human connection in online sales, the evolving use of AI tools, and what builders need to understand right now about market timing and syndication platforms. Jen surprises everyone with an AI-assisted rap performance, and the group explores how technology can support, but never replace, the critical role of people in the new home sales process.Key TopicsUsing conversation intelligence tools to streamline CRM input and improve coachingExploring AI’s coaching potential and why human-to-human dialogue remains critical in the sales funnelReflections on how AI search is still evolving and why it’s not what’s driving April’s lead volumeCommunity launch timing: how fear of delays is keeping teams from maximizing early interestSPECIAL ANNOUNCEMENTSOnline Sales & Marketing Summit 2025 - Don't miss Jen Barkan rapping LIVE on stage at this year's summitStory Time [2:06]Jen Barkan - unpacks how online sales specialists are embracing AI tools like CallRail Premium, and debuts her AI-generated rap, “Online People Talking.”Kevin Oakley - reflects on the power of live performances and the value of human time as the true definition of luxury, drawing comparisons to brands like Chick-fil-A.Beth Russell - explains the intent behind a recent LinkedIn post and emphasizes that builders shouldn’t stress about AI search optimization—focus instead on creating quality content.In The News [26:25]Lot Supply Loosens, but Market Still UndersuppliedThe team discusses how a surge of lots in the excavation stage - expected to come online in late 2025 to early 2026 - could create future pressure. The team dives into how online sales teams should be thinking about lead engagement in light of this news. Homes.com Will Boost Banned Listings on ZillowKevin breaks down Zillow’s new policy around MLS listings and pocket listings, and how Homes.com is seizing the moment by offering additional promotion for listings banned from Zillow.Join DYC’s All Access community — free for builders, online sales specialists, and home building leaders.Have feedback or want to fight for more Story Time or Things We Love, Things We Hate? Let us know: your messages bring us joy (and influence podcast decisions!).Like and subscribe on your favorite platform! The post Ep 388: Can't Stop, Won't Stop Connecting Ideas appeared first on Online Sales and Marketing for Home Builders - DYC.

Market Proof Marketing · Ep 387: Books Buzzwords & Benchmarks In this episode of Market Proof Marketing, Jackie Lipinski and Beth Russell reflect on the power of clear communication, clean marketing systems, and community-first thinking. From school movie nights and panic cleaning to organizing ad accounts and analyzing the Q1 Online Sales Benchmarks, this episode covers the serious and the silly. Plus, a detailed recap of the most recent Market Proof Marketing Academy, thoughts on Google's AI ad integrations, and a reminder that your brand lives well beyond your website.Key TopicsCommunication fails & panic cleaningHighlights from the Market Proof Marketing AcademyQ1 2025 Online Sales BenchmarksGoogle tests ads in AI chatbot conversationsCommunity planning and lifestyle-driven decision-makingShifting focus from incentives to valueAll Access reminders and listener appreciationSPECIAL ANNOUNCEMENTSOnline Sales & Marketing Summit is Filling Up - Grab Your Tickets TodayStory Time [1:05]Beth shares a personal story about missing a school event due to unclear and inconsistent communication, something builder marketers should heed when planning outreach for events.Jackie reflects on "panic cleaning" before company arrives and ties it to the need for marketers to keep their ad accounts clean and organized, even if no one’s watching (yet).The team gives a shout-out to Kendra and listeners who asked for Story Time to stay; your wishes have been granted!In The News [21:04]Q1 2025 Online Sales BenchmarksJackie and Beth review Amanda Martin’s new online sales benchmark report summarizing over 50,000 leads from 33 markets. Despite Q1 being particularly tough for many builders, the consistency and performance of online sales teams remain impressive. They also discuss how these benchmarks can serve as both inspiration and a performance check.Google is Testing Ads in Third-party AI Chatbot ConversationsGoogle’s experiment with placing ads inside chatbot conversations sparks discussion on what this means for marketers. Jackie and Beth point out the infancy of this format, the very low AI-driven site traffic to builders today, and why the content on your own website - and how it gets syndicated elsewhere - remains your biggest asset for visibility.Things We Love, Things We Hate [33:40]Beth's Love: Taking a walk through her community trail reminded her how thoughtfully designed neighborhoods deliver lasting emotional value to residents, something builders should showcase more intentionally.Jackie's Love: Celebrating 10 years since relocating to Washington state, Jackie reflects on the importance of loving where you live and how lifestyle decisions drive buying behavior.Want to rewatch part of the Academy or catch exclusive behind-the-scenes content?Join DYC’s All Access community — free for builders, online sales specialists, and home building leaders.Have feedback or want to fight for more Story Time? Let us know: your messages bring us joy (and influences podcast decisions!).Like and subscribe on your favorite platform! The post Ep 387: Books, Buzzwords & Benchmarks appeared first on Online Sales and Marketing for Home Builders - DYC.

Market Proof Marketing · MPM_Episode_386Kevin, Jackie, and Beth explore why panic marketing leads to bad decisions—and why AI, chatbots, and SEO are still misunderstood tools, not magical solutions. They unpack the overreaction to AI “replacing” Google, the importance of strategic authority in marketing, and the hard truth that too much content is just as bad as too little. Plus: how builders can actually compete with resale, avoid misleading optimism, and why YouTube is still often the most underused, but valuable tool in your toolkit.Story Time:Beth makes a call for marketers to reclaim authority—and stop letting others clutter the top of the funnel.Jackie recounts the “ChatGPT is replacing Google” debate—and why data still tells a different story. Inspiration and burnout: Why looking outside the industry isn’t helpful without true internal context.Kevin reflects on building your message for marketers who’ve been in the seat for 12 months or less, and how leadership often unintentionally derails them.SPECIAL ANNOUNCEMENTSOnline Sales & Marketing Summit 50% Sold Out! Grab Your Tickets TodayIn The News: 2025 SEM-PPC Benchmarks by Sarah Simmerman  Top Chatbots Are Giving Horrible Financial AdviceSee How Your State Ranks on the New Realtor.com Report CardWhy the Housing Market is Actually Much Healthier in 2025Things We Love - Things We Hate:Jackie: LOVES YouTube (University) for solving everyday problems—one backyard faucet at a time.Beth: Hates eye dilation after a doctor visit; loves ambient bird sounds as background for builder content.Kevin: Loves a builder video that highlights running errands on a typical Saturday in a particular community.Like and subscribe on your favorite platform! The post Ep 386: The SEO Lie You Didn't Know You Bought appeared first on Online Sales and Marketing for Home Builders - DYC.

Market Proof Marketing · Ep 385 - Content Still King - Now With Receipts In this episode, Kevin, Beth, and Julie tackle the power of foundational marketing—reminding us that great content isn't a trend, it's the baseline. They unpack why “just run more ads” is a dangerous trap, how AI is becoming a real-world assistant (but also maybe your nosy coworker), and what Disney, Chick-fil-A, and Hamilton all teach us about brand experience. Plus, why resale is back, price reductions aren’t a failure, and cookies might be eternal after all.Story Time (1:15):Julie shares how simply improving website content transformed lead quality and campaign results.Beth reminds us that content needs intentionality—posting for followers ≠ posting for buyers.Beth “confesses” to inviting Kevin to a strategy call—and how collaboration shifted a builder’s mindset.Kevin reflects on staying calm in market chaos and helping new marketers zoom out from ad metrics to real business impact. AI to the rescue: Kevin uses "deep research" AI to fix his fridge (and skips paying an overpriced repair bill).SPECIAL ANNOUNCEMENTSOnline Sales & Marketing Summit 50% Sold Out! Grab Your Tickets TodayIn The News: Opt-In To OpenAI’s Memory Feature? 5 Crucial Things To KnowHow Tariffs Will Impact Digital Ad Spend (in surprising ways!)Google Will Keep Cookies and Backtrack on its Opt-Out PlansNew Data: Google's AI Overviews are Hurting (Some) Click-through RatesThings We Love - Things We Hate:Beth: Loved Disney’s flawless experience (and its marketing mastery); felt the pain of Universal’s less-than-magical contrast.Julie: Finally saw Hamilton live—loved it even more than expected, especially with her fully-costumed son Kevin: Loves carbs in Italy, hates the chaos of driving through medieval towns (and possibly racking up €500 in traffic violations).BONUS - link to the Chik-fil-a article Kevin referencedLike and subscribe on your favorite platform! The post Ep 385: Content Is Still King - But Now With Receipts appeared first on Online Sales and Marketing for Home Builders - DYC.

Market Proof Marketing · Ep 384: DYC Education Deep Dive – Special Takeover Edition Special Takeover: Mike Lyon & the team discuss all of the DYC educational experiences. With Kevin Oakley away in Italy, Mike Lyon leads a lively and insightful discussion with the DYC team about their robust lineup of educational offerings for home builder sales and marketing professionals. Expect laughs, passionate pitches, and a whole lot of insider knowledge.💡 Highlights of Educational Programs:🧠 Online Sales & Marketing Summit• Returning to Chicago by popular demand• Focuses on education, networking, and industry best practices• Largest gathering of online sales specialists in the industry• “The biggest party for online sales specialists in the universe!”🎓 Online Sales Academy• 8-week virtual course for new or untrained OSCs• Includes 3 live sessions + on-demand training• Offers a certification upon completion• Next session: Starts May 20, 2025👩‍💼 Online Sales Academy: Leadership Edition• For leaders managing OSCs• Includes 3-day kickoff, quarterly sessions, and summit meet-up• Emphasizes program success metrics and understanding the OSC role📈 Market Proof Marketing Academy• Expanded to include strategy, execution, and leadership insights• Led by Jackie, Sarah, Beth, Julie, Karla, and Kevin• Covers Google/Meta marketing, budgeting, algorithms, and more• Next session: May 6–8, 2025 with follow-ups over 8 weeks🎨 Rise and Design (New!)• A creative retreat for marketers and designers• In-person, hands-on intensive in Columbus, OH (Aug 27–28)• Co-led by Karla Tuten and Kevin Oakley• Designed for brand, creative, and marketing teams needing community and deeper problem-solving🤝 Marketing Leadership Collective• Year-long leadership development for marketers• Involves curated peer groups, guest speakers, mentorship, and industry-first previews• Originated as a “shadow project,” now a cornerstone experience• Invitation-based, application required 🗣️ Notable Quotes:• “This is like a crash course in new home marketing—by nerds, for nerds.” – Jackie• “You’ll feel seen. Inspired. Reinvigorated.” – Beth• “We’re doing the Lord’s work.” – Mike (in jest) 📢 Closing Notes:• Subscribe, rate & review the podcast• Share feedback at [email protected]• Join the free DYC All Access membership for behind-the-scenes content• Special thanks to all past and future Academy attendees!Transcript"Mike Lyon: Yeah, yeah, some little behind the scenes before we get on.Mike Lyon: Mike was chastising everybody about the audio.Mike Lyon: Jen was right.Mike Lyon: Prize.Jen Barkan: Surprise, surprise.Beth Russell: Know, self-proclaimed audio engineer.Mike Lyon: Yes, I build websites, and I have Misophonia which you can. Google, that one, ladies and gentlemen hey, welcome to episode 384. My name is Mike Lyon, and with me today are these illustrious, wonderful people, Beth, Jackie, Sarah Jen. Carla will join us eventually, and the sound is a little bit differentMike Lyon: my voice, because Kevin Oakley is gone. He is on a world world tour of ItalyMike Lyon: with his wife for his 20thMike Lyon: wedding anniversary. And I was thinking about this guys, have you, have you ever seen Kevin go anywhere with Jess's wife?Jackie Lipinski: Now.Jen Barkan: No.Mike Lyon: I have.Mike Lyon: I don't think I have either.Jackie Lipinski: I'm pretty sure he giggled in a video. And I was like, What is that, Kevin?Mike Lyon: What is happening.Jackie Lipinski: Yeah.Jen Barkan: Eating ice, eating gelato twice.Mike Lyon: I know.Jen Barkan: We've been.Mike Lyon: Stalking his stories. But I really would. I want to fact, check that when he gets back to see if he has ever been somewhere, just with his wife only.Mike Lyon: But we're so happy for him. What do we do when he's gone? We take over the podcastMike Lyon: and I knowMike Lyon: you know the opening says that we're here to help you not sell you. But when Mike takes over I start selling stuff.Jen Barkan: No.Beth Russell: Oh, my goodness!Mike Lyon: Watch out everybody. Yeah, it's gonna happen. No. But what are we? What do we want to do? We want to do something fun and unique.Mike Lyon: This for this podcast and not just to obviously drop something on you, but also save it for posterity in the future. Because we have so many educational opportunities for our builder partners, and beyond in the home builder space that we wanted to go through each one and kind of talk about what it is and who it's for. And so that's why we have these awesome people together. We're going to try and break the Internet and just invite everybodyMike Lyon: from our our company to joinMike Lyon: So that's what we're gonna do today. Excuse me, and then we'll we'll take and put this out there. So if someone, you know sends an email and says, Should I come to? You know the marketing leadership collective? We'll go, hey? Listen to this cause Beth's gonna talk about it.Mike Lyon: How does that sound? Everybody? You guys excited.Jackie Lipinski: Yeah.Jen Barkan: Oh, I'm.Beth Russell: So.Jen Barkan: Excited.Mike Lyon: You sound. You guys, all.Jen Barkan: I.Mike Lyon: Unacceptable.Mike Lyon: He was like.Jen Barkan: Excited.Jackie Lipinski: So excited.Jen Barkan: So excited. I cannot wait to talk about this.Mike Lyon: We're going to.Beth Russell: Soundboard.Mike Lyon: Shut it down.Beth Russell: Sounds.Mike Lyon: We're gonna do this another time. All right. No, here we go. Just so let's start 1st with a Biggie, the Biggie, because when you're hearing this.Mike Lyon: ladies and gentlemen. It will be live and open and available to the public.Jen Barkan: Hmm.Mike Lyon: Drumroll, please. It's the online sales and marketing summit.Jen Barkan: Working.Mike Lyon: We're turning back over to our the magical city of Chicago. We're going back to Chicago by popular demand. Everybody loved it. Everybody loves the food scene there. It's like a Timu New York. What is it? It's like?Mike Lyon: It's like.Jackie Lipinski: Hey!Mike Lyon: 50% of New York for like 50% of the price. You know, that's why we love Chicago. It really is fun. Did you guys have fun last time.Beth Russell: Yeah.Jen Barkan: Oh, my God!Beth Russell: Chicago. It was always my favorite, too, like when I was still in the seat, and would attend.Beth Russell: Chicago is my favorite.Mike Lyon: It is a special city, Jackie. Why did you get so offended? Because you're from Chicago.Jackie Lipinski: Yeah, of course, I'm like.Jen Barkan: Yeah.Jackie Lipinski: You're like hurting my hometown, I was like, oh, yes, it is amazing. It is better, although I've never been in New York, so don't bite me.Mike Lyon: No, judge, no, don't judge. What I was saying is, Chicago is awesome. I mean, I go to Chicago like once a year, just on my own with my wife I mean.Jackie Lipinski: Like the walkability of the venue is great. And this year we're changing up with like the date of the week. And because so many people were staying for through the weekend we're like, alright, let's make it built in. So most people can continue to see that weekend. So.Mike Lyon: So.Jackie Lipinski: I'm really excited.Mike Lyon: We're excited about the summit. We've been there done that we're going back to the same hotel, so we know how to make this awesome, and we're bringing in some magical speakers. We always like to rotate some of those speakers on the on the 1st morning, and then plug in our attendees to speak in the seat. But let's talk about what the online sales and marketing summit is for those of you who may not know or they're hearing this, this is like,Mike Lyon: the event where you get a little taste and a sample of all the things that you can do in in the marketing, online marketing world and the online sales world and the creative services world, and you get people talking about like cool stuff that they're doing. And it's all over 2 days.Mike Lyon: Lot of it's content, rich. It is content, heavy. And we give all this stuff to you. Jam packed in 2 days, and we do it all for the price of admission. We're not going to sell you anything else. You're not going to get hounded by our partners. They're there to just learn alongside with you.Mike Lyon: So it's just a different vibe. I don't know. I I we've tried to create something around it, and we did it a little bit on accident.Mike Lyon: Following that pro. You know, thing like we're gonna help you not sell you. I'm gonna give you everything for free. Last year, unbeknownst to me, Mike, the Scrooge Mcduck, over here.Mike Lyon: They just put a whole all our books on the back end for free, and people were just taking our books I was like, I didn't know we were doing that. That's fun. It's like Christmas. Jen, what do you think about the summit? What do you like about it?Jen Barkan: Well, I know I'm biased. But I've been to a lot of different conferences. And this is truly unique. One, speaking from the online sales side of things. It is the biggest party for online sales specialists in the universe. Because there's nothing like this. I mean, we're bringing hundreds of online sales specialists together. And you know, as an attendee, my 1st year I remember sitting there looking around, going. These are all my people.Jen Barkan: and we've even had that feedback from, you know, over the years of like, Hey, you guys are great. Of course I love hearing from you and learning from you. But where I get so much is just from the people sitting at my table, and those conversations that happen, you know, in between sessions.Jen Barkan: So it's it really is just a unique special experience out there in the industry.Mike Lyon: Yeah, I love that. It is the largest collectionMike Lyon: of online sales specialists in the known universe.Mike Lyon: So that it is fun. I think last year was over 160Mike Lyon: that were literally online sales, specialists not just adjacent.Jen Barkan: Right.Mike Lyon: What do you guys think from the marketing? And what would you say is so special about the marketing side of the summit? Beth.Beth Russell: You are given a ton of information at all different levels. So it fits for every single attendee, regardless of where they are in their career. But to kind of reiterate what Jen said. It was the one week of the year where I truly felt seen where I was surrounded by people that understood the highs and the lows of what I did that wereBeth Russell: trying to conquer the same obstacles that I was trying to conquer, and I always left with this fire lit inside me of like I'm going to do better. I'm going to be better. I feel inspired. I feel completely reinvigorated of what it is that I do, and I know I'm in the right position. It really. That week I say a whole week, because I would always add a day or 2 before or after.Beth Russell: really helped me get through the rest of the year, if I'm being honest, and I'm not sugarcoating that because it's still the same way on this side of things. Jen and I had this conversation after Summit.Beth Russell: Either it was either last year or the year before, where it was like my 1st summit on the Dyc side, and I was like, it's a different type of fire now, because now I feel it's our responsibility to help keep that fire litBeth Russell: and help those networks continue to grow throughout the year. And we're finding new and creative ways to do that from our end. And it's justBeth Russell: really, really awesome that this exists.Mike Lyon: Hey? I like that. It is awesome that it exists. All right. So.Mike Lyon: ladies and gentlemen, if you're hearing this, you're like I haven't been if you've been, you know, you know you know what's up. It's you gotta come back. If you haven't been, you're like, I think I should go to this.Mike Lyon: I hear a lot of people always say like, Well, I don't know if I can go, and I always turn right around and say, Have you asked.Mike Lyon: have you gone and forwarded this email or forwarded the link and say, Can I go to this like step one is, ask your leadership. Can I go to this.Mike Lyon: Step 2 is like.Jen Barkan: Hmm.Mike Lyon: Put skin, you know. Put some skin in the game like, if you're worried aboutMike Lyon: the investment or things like that, say, hey, you know I'll I'll pay for my travel. Will you pay for my ticket?Mike Lyon: Like I I always every summit I went to. I had to pay for myself my builder never paid for. But I I invested in my education. Someone told me, like, invest 10% of your your income into your education.Mike Lyon: You'll go far, so I'm just telling you like, go ask ask with confidence. There's no better place in the in the world to get a download for 2 days, and, like Beth said, maybe it'll be a good therapy session for you. And you know, like Kumbaya, too. So that's great. All right, we're gonna move on because Jen's got to go to to coach some some online sales specialists. We're gonna talk about the next one on the list which is coming up soon. It's theMike Lyon: Online Sales Academy not to be confused with the online sales and marketing summit. Jen, what is this? Who is this.Jen Barkan: Yes. Oh, my gosh, okay, I thought you'd never ask online sales. Academy. This is an 8 week course, and it's really structured for either a brand new online sales specialist just getting in the role, figuring things out or someone who really has never had any structured training. And so it goes through all of the fundamental.Jen Barkan: We do, we get funky. We do get funky. It goes through the fundamentalJen Barkan: skills. You know, core behaviors, that you need to be an ex, a successful online sales specialist. I cannot talk today. We start off this academy with 3 virtual half days together, you know, in person on zoomJen Barkan: as as intimate as we can possibly be on zoom getting to know each other going through these core things, and then we stay together for 8 additional weeks of on demand training meeting together virtually periodically, and you finish the course and graduate. If you have completed all the requirements and you get your official online sales certification.Jen Barkan: So it's a pretty. It's a pretty big dealJen Barkan: it is, you know, not for the faint hearted it. It is a lot of work. I'm not gonna lie, butJen Barkan: it. You come out on the other side of it. Really feeling like you're set up for success. When you go through this this training, it really is very comprehensive.Mike Lyon: I think we have probably like a 90%.Jen Barkan: Yeah.Mike Lyon: Pass ratio like you gotta pass this 10 page sales readiness, quiz at the end.Mike Lyon: So but it is.Jen Barkan: He's got to do homework.Mike Lyon: It's the first, st you know. It's like the first.st If you're working with us in a long term, you know, coaching arrangement, it's like, roughly, the 1st 2 months of work that you're doing, which isMike Lyon: really heavy. So yeah, we've I don't know how many people total have been through this, Jen. How many.Jen Barkan: I feel like the last time we counted it was this specific online sales Academy. We've we've been doing this since 2,018. That's the 1st year that we did it together. It's over 200 people that have that have gone through this course.Mike Lyon: Yeah, I love it. Fantastic, alright. And when does what's that date again for for.Jen Barkan: So our next, our next one coming up starts May 20, th and you know we we do. It is virtual, but we like to keep it, as you know, cozy as possible, because we do really try to get to know everybody and really learn kind of their unique challenges and things. So it is a small, intimate group for a virtual setting.Mike Lyon: As of this recording how many people have signed up for that one.Jen Barkan: 15.Mike Lyon: 15 awesome. That's a good time. I'm gonna be doing it with you this next round.Jen Barkan: Oh, man, bring it.Mike Lyon: Oh, my!Jen Barkan: Bringing the Og back.Jen Barkan: It's gonna be like olden times with new information.Mike Lyon: You can't see her face. But Beth was hanging her head and.Beth Russell: I almost corrected you, and said, Grandpa Mike.Mike Lyon: Craw.Jackie Lipinski: Amen!Jen Barkan: It is rare.Jackie Lipinski: Out of this fucking.Jen Barkan: Year to 2018. Yeah, he's yeah.Jackie Lipinski: Grayer.Jen Barkan: Definitely a little grayer. I can. I can tell you that.Mike Lyon: You guys are all here. Reviews are coming.Beth Russell: We love you, Mike. We love you, Mike.Mike Lyon: Alright, thank you. Jen. So what do we got coming up? We got market proof marketing Academy. We got rise and design, which is a new one that Carl is gonna be talking about. We got the marketing leadership collective. And I'll talk about online sales, Academy leadership edition. Since Jen's got to go, so I'll I'll walk them through that one. Jen, are you okay with that? Or do you want to do it?Jen Barkan: Let let me just can. I just do it right now, just because I.Mike Lyon: Doesn't let her go 2 times in a row.Jen Barkan: Are you guys? Okay with that? Okay, while I'm here? Okay? Well, listen, pig piggybacking. We have an online sales Academy leadership edition. Where this is. Really, you know, for leaders managing an online sales specialist or program.Jen Barkan: You know, what we see is most leaders have never sat in the seat as an online sales specialist. And so this is really a deep dive into the role like, if you could crawl into your online sales specialist headJen Barkan: and really understand everything that they have to do what success looks like. For the program. And we give you those performance metrics to lead by. This is definitely the program for you. Again, we kick this off with 3 virtual days together, and then we stay together for the year. So thisJen Barkan: yeah, this goes beyond, you know, an 8 week certification. But we actually stay together for quarterly sessions.Jen Barkan: And then we meet up at the summit at the online sales and marketing summit because we do have a leadership track at the summit as well. So it's really this is something newer that we're doing this year, and so I have a group going through it right now.Jen Barkan: and so we will be offering thatJen Barkan: every year. So stay tuned for the next one.Mike Lyon: Who's your favorite in that group?Jen Barkan: They're all my favorite.Mike Lyon: All right.Jackie Lipinski: Safe.Jen Barkan: Yeah, you're not getting me there, Buddy.Beth Russell: I thought.Mike Lyon: I thought I could. Okay, next up, we're going to talk aboutMike Lyon: market proof marketing Academy. This is a fun one, and we've got Sarah and Jackie onMike Lyon: me to help. SoMike Lyon: so to talk through this. Now we've done this in the past right, Sarah, and it's been, I would say, probably more focused on the technical end.Mike Lyon: Right? You get super nerdy on it for thoseMike Lyon: marketers who want to learn more. But this year you guys have all gotten together, and you're expanding it and and talking to it. So I'm gonna let Jackie kind of talk through what that revision looks like. And, Sarah, I want you to talk about like what they're still gonna get from aMike Lyon: you know. I don't know nerd nerds.Jackie Lipinski: 30 seconds.Jackie Lipinski: Thanks, Mike, you're so sweet, Carla. Just open mouthed at that, because well, and I think, well, any marketer listening to this is like, Yeah.Mike Lyon: You guys are nerds like, Oh, they are.Jackie Lipinski: No, this was created for nerds by nerds, market proof, marketing Academy. Let's do this.Jackie Lipinski: Well. One of the things we said that we wanted to change, and one quote, I love to live by is, you know, be the person you needed when you were younger, and when Sarah and I met about how we want this to look and what could be help. The most people we touched base with Beth, Carla, Julie, Sarah on our team, Kevin, and we said, Let's make sure we pullJackie Lipinski: the value out of each team member that we can to make sure every single marketer who comes to the Academy is set up for success in the mostJackie Lipinski: fast and efficient way that they can be, because different people come to the Academy for different reasons. They might be someone's like, I can't train up my marketing team. I need them to be there at a 20. I need them to be at an 80. So let's get there. Other people have been in the role, and they don't feel like they have a good grasp of understanding. Some people are builder partners. Some people are outside who want to really control what is happening in marketing world and explain that.Jackie Lipinski: And so it's it's almost like a crash course in new home marketing that Sarah is covering. Really, Sarah, love you so much the found. Thank you for your sacrifice, the foundational marketing elements for Meta, Google analytics the details, and then Beth, me, Sarah, JulieJackie Lipinski: Kevin are kind of talking about the additional things you need to know. So we're we're covering.Mike Lyon: Yeah. What, Jackie? What are you gonna talk about?Jackie Lipinski: Oh, well, so that's a fun fun!Jackie Lipinski: thing up for debate. I have an agenda, but what I love is that I listen, and I've sent surveys of what do you need to know? Because I have about 3 things. We have the marketing action plan talking about inventory homes. We have budgeting. Make sure you know your budget, but not just your budget, but also how to move forward. And then we have a few other things that we could just dive deeper into and I know, Beth one. I don't know if you want to talk about your topic.Mike Lyon: Yeah, Beth, what are you gonna talk about?Beth Russell: I'm talking about the algorithm. SoBeth Russell: everyone knows that my favorite thing to do with the algorithm is refer to it as an onion, because ogres are like onions. That is a quote from Shrek, and that is a little preview to what I will be discussing in regards to the algorithm.Mike Lyon: I love it. Now, Sarah, what are what are you gonna go through when we talk about Google and Meta like.Mike Lyon: do you really need the people who are pressing the buttons to be on this like, how? How's it going to help them with their role?Sarah Simmerman: Yeah, it'll 100% help the people that are in the platforms actually pushing the buttons. But it will also helpSarah Simmerman: leaders, marketing leaders and people that aren't necessarily in there just help understand all the metrics, all the performance metrics, and what's going on behind the scenes that way, they can help manage their team, and actually understand what is going on, and to better communicate that with their leadership. So it will help everybody as well.Mike Lyon: Don't you find that because I know some people go? I don't want to learn how to do Google ads, but they really do have to know some baseline things, so that when we communicate to them they understand what we need, and vice versa, andMike Lyon: changes and adjustments, because we don't want anybody to be in the dark. So we're really encouraging them to knowMike Lyon: what we do, because that builds that better and tighter relationship right.Sarah Simmerman: Yeah, we take a look, a lot at the actual metrics that you're going to be looking at, and what actually can be shifted to make the change you need to, for to meet your business goals, your sales, goals, or your lead goals. So we take a look at in depth. Look at that as well as reporting, and then also how to build the ads, and how to have your account structured in a way that's set up correctly best for home builders.Mike Lyon: Well, I think that's interesting, because we do some things that are counterintuitive to what your Google Rep will tell you to do.Sarah Simmerman: Okay.Mike Lyon: And so that helps you kind of defend your position a little bit. If someone comes along and says, Why aren't we, Geo. Fencing or saying random words thatMike Lyon: don't really mean the same thing that we think they are. Why, why don't we do pmax stuff and so helping them understand what makes senseMike Lyon: builders do things different. I love that. And I do love the nerdy side of it. I just want you guys to know.Beth Russell: You are an audio engineer.Mike Lyon: I'm an audio engineer and a website builder. And now I'm doing Gpt, so I'm building Gpts.Mike Lyon: I mean, I'm just doing it all. I'm Gonna edit, this podcast. Watch me, just watch me. This podcast. Will be edited by Mike lion. So, Jackie, when is the next one coming up.Jackie Lipinski: May 6, 7, 8, th it's gonna be 3 days. And then with when we talked about what we want this to look like, and how can it best support marketers taking a you know, some knowledge bombs from the online Sales Academy and really seeing where their strength is and making sure that educationJackie Lipinski: isn't just go gone in the air like we. We follow up with you. There's tests you have to prove yourself, and then we have we meet 4 times within those 8 weeks, and then we have 4 pre recorded sessions. And then there are tests. So we're really trying to make sure. There. There's no excuses after you attend this, not to be a well rounded new home marketer.Jackie Lipinski: so we're excited.Mike Lyon: Love it all right. Next up the one I've just been. I'm so excited about.Mike Lyon: I I just it just it makes my heart full. It's full of joyMike Lyon: and ex excitement to hear about this new offering. I want to call it Academy because not Academy. Carla. Why don't you tell the worldMike Lyon: what you have cooking.Karla Tuten: Thanks, Mike, as you put me on the spot. It's our rise in design.Mike Lyon: It's like a little creative retreat. It's my secret project.Mike Lyon: Put you on the spot. What are you talking about? We have notes that we're going off of. We talked about this. And it, guys, is this on the spot?Mike Lyon: I still feel on the spot. You got this.Mike Lyon: You're gonna kill it all right. We're gonna restart. Here we go, Carla, take it away.Karla Tuten: Well, thanks, Mike. I'm working on a little secret project.Mike Lyon: Oh, this is great! I love it all right. Go, Carla.Karla Tuten: Yeah. So we have a little secret project that's been under wraps until I revealed it as a side note to Mike. Our little rise in design.Karla Tuten: It's like a day and a half retreat in Columbus, Ohio. It's in person.Karla Tuten: Hmm,Mike Lyon: That's different, because these other ones are virtual. Well, not the summit, but this one's going to be in person, which is great.Karla Tuten: Yeah, the goal here is well, I think, as we all know, creatives are underserved. But, like the creative, adjacent marketing, adjacent role is underserved. And as more and more builders, we see a need of like having to educate having to.Karla Tuten: We have a lot more branding going on, a lot more talks about how they look visually brand consistency. So the goal with this is to get in person fuel our creativity, but also bring in outside the industry.Karla Tuten: and also get some really nitty gritty in the weed stuff, too. That's specific to our niche. So it's very hands on. It's an intensive. There's like a half day intensive. 5 h workshop with Kevin and I, and you get to split up into groups and really work through deeply. SomeKarla Tuten: real world prompts that we see and problems that we have from builders every day. So that's what I'm really excited about.Mike Lyon: Well, I'm excited because I don't think this has ever been offered anywhere, ever right.Karla Tuten: No, no, so we had to make it up, and I love it.Mike Lyon: At least not in home building, I mean. I haven't seen it. So I I was super excited a little behind the scenes.Mike Lyon: Carla and I.Mike Lyon: We we sometimes we we butt heads all right, and what we butt heads over is this little term that she's coined, called shadow work.Mike Lyon: She she does shadow work which sad shadow work and means. I'm not gonna tell Mike so this is ready to go.Mike Lyon: cause he's so picky and Ocd. And a perfection. So she just like literally threw this out casually at the end of one of our calls. And I'm like she goes something rising design, you know, blah blah, for in the venues I was like, I'm sorry. What is this? And she told me all about? I'm like my mind is blown. This is awesome. This is great. Now, the other thing, Carla, you were like, you're kind of nervous like. Do you think like you thinkMike Lyon: people may not come to thisMike Lyon: right like you're worried about that, aren't you?Karla Tuten: Worried. But I'm also it's new, right? We're kind of like inKarla Tuten: a spot that hasn't been ventured into before.Mike Lyon: We're going like Star Trek. Right? Go going. What does they? What do they say?Karla Tuten: Oh, I don't know. I'm not that.Mike Lyon: It's something like beyond, somewhere beyond, like the front final frontier. I don't know.Karla Tuten: Something like that.Mike Lyon: Something like that. Now, Beth, why don't we give her a little bit of encouragement? Do we think people will be excited about this once they see this drop.Beth Russell: I've already told her that I will pay my own way so that I can go.Mike Lyon: Go to our own.Beth Russell: Like this sounds awesome.Mike Lyon: You don't have to pay full price, I'll give you discount.Karla Tuten: Yeah, I'll give you a discount. But you know.Beth Russell: Employee, discount.Karla Tuten: Everything else is on Mike Lyon's card.Beth Russell: Yeah.Mike Lyon: Jackie, what do you think? Would you have loved to do this when you were in the role for American classic.Jackie Lipinski: I think it's it's 1 of those things that you hear about. And you go finally, like, finally, someone gets me. Finally, there's something that I can really have some good takeaways that not only helps me at my company, but me as a person grow in my role, and and I think that 1st class is really going toJackie Lipinski: like same with your Beth, and your leadership, collective, like the 1st class, is really able to discover so many more additional things, and and really set the stage for next year's. So I feel like it would be you're probably going to have more magic this 1st year, because so so much excitement is going to be around it. But yeah, I probably would have attended thanks, thanks for offering that Carla.Mike Lyon: [email protected]. Send her an email and tell her good job and thank you. When is this? When are you? When.Jackie Lipinski: Oh, yeah.Mike Lyon: To Ohio.Karla Tuten: August 27th and 28.th I'm also doing a presentation on communicating with stakeholders. So if you have input for that, Mike, if you like, how I communicate with you.Mike Lyon: Yeah, number one. Don't think, do things in the shadows.Mike Lyon: Thank you.Mike Lyon: Just kidding is this allowed on the podcast am, I allowed.Jackie Lipinski: Okay, we're yeah.Mike Lyon: Am I allowed to? You know, heckle our own team? I don't know.Karla Tuten: I think it's just. It's.Beth Russell: We heckle you.Mike Lyon: Yeah, we're just all you know. We're all great friends.Jackie Lipinski: I can hear it do right.Mike Lyon: We're just having a great time over here. Do you convert? All right, Elizabeth? Tell us about the marketing Leadership collective. This is your second year doing this now. So what what is this thing? And how can we get on the list and be a part of the cool kids club.Beth Russell: Well, speaking of shadow work. It was a shadow work project for a year that we kept a secret.Mike Lyon: It's kind of like fight club.Beth Russell: It's kind of yeah. It was totally fight club-esque. But essentially I was very blessed in my career where I received a lot of leadershipBeth Russell: training.Beth Russell: and I loved it, but I always struggled in part with it, because it was always geared towards sales.Beth Russell: And so, while I got to attend, I was always having to derive my own takeaways.Beth Russell: not only from a personal level, but, more importantly, at a professional level, because it was for professional growth, and as many marketers know and struggle with, we're oftentimes kind of in the back, jumping up and down, saying, This is important. Give us a seat at the table. Let us contribute, and similarly to my shrek reference in regards to ogres are like onions. We always like to say that it's like the scene from the Lion King, where everything the light touches is yours.Beth Russell: Marketing can impact all facets of the organization. So how can we help marketers who are leading a team or not leading a team to not only better themselves professionally and personally.Beth Russell: but also learn from one another to help grow themselves as leaders within their organization. So that's really where this came from. And what we did originally was bring together a handpicked group of fabulous marketing leaders throughout the nation. We got them together, and we built this from the ground up, and what it has now become is a yearly classBeth Russell: of marketers coming together, where not only do you collaborate more organically on different topics that are pertinent to what they're going through right now, but also guest speakers.Beth Russell: people that they admire in the industry people that they want to hear from come in and join us. Mike and Kevin joined us last year, and gave us a little peek behind the curtain, which was really fun.Beth Russell: And we talk about leadership. We're talking about pouring into ourselves, pouring into others. We talk about struggles with communication to the C-suite, or to peers, etc. And then what's really cool about it is the reason why we call it the collective is because we've created a network of mentors and mentees. So essentially, each class is the mentor group for the next class. And there's a connection that willBeth Russell: form year after year, and we get together whenever we can throughout the year. So, for example, we'll get together for a dinnerBeth Russell: the summit this year. We got together for dinner atBeth Russell: Ibs, and it was the most fun night of the week, and I'm not. I mean Jackie and Carla attest to that. Yeah.Beth Russell: So it's it's pretty fabulous, and it's everything that I wish I would have had.Mike Lyon: Now listen. This this one and the online Sales Academy leadership edition and the rise in the design is an application.Mike Lyon: First, st like, you gotta you gotta apply and make sure that this is a good fitMike Lyon: So that's a little bit of the velvet rope. But we do want to make sure it's going to be a good, you know, impactful for you, and also that you fit within the audience. But for those of builders out there, or folks who've heard of the builder. 20 groups.Mike Lyon: It's kind of like a 20 group for marketers and 20 group for online sales leaders or 20 group, for it's like, when you come to these things, you have to bear your soul and share all of your you knowMike Lyon: things that you may not share to the public. It's like real numbers, real results, real data, real problems and real solutions. So.Beth Russell: Yeah.Mike Lyon: It's a pretty awesome. It's a pretty awesome thing.Beth Russell: And they get to see sign kind of like velvet rope like when we're testing out new tools.Beth Russell: You convert. We send it to them 1st to try out, which is pretty cool.Mike Lyon: I like it.Karla Tuten: Oh, I have a lot of shadow work I could send out to my.Jackie Lipinski: That's.Beth Russell: Let's collab.Mike Lyon: I'm sure of my gloves. Yeah.Mike Lyon: I hey, Carl, I really appreciate your shadow work.Karla Tuten: Thank you one day you won't.Mike Lyon: Know that.Karla Tuten: One day you'll be like, stop doing this.Mike Lyon: I want to say that to you in front of the team. All right. So as I as we're talking through this 1st of all I love hearing. You got your guys passionMike Lyon: talking through all of these things, and I think that comes through and how we prepare for that content. I also just realized this.Mike Lyon: The market proof marketing Academy and the online Sales Academy do twice a year.Mike Lyon: And we got everything else that's like 8 things.Mike Lyon: Are we like an educt? Are we like a college? I mean, what are we? I didn't. I didn't really realize.Jackie Lipinski: I. I did get a compliment this week. Wow! Do you? Convert? Is a master class.Jackie Lipinski: just as a whole.Mike Lyon: I mean kind of.Jackie Lipinski: Masterclass.Mike Lyon: Yeah, likeMike Lyon: for for the for the price of maybe 3 classes at a community college, you're gonna you can get a Mba and.Mike Lyon: Home builder, marketingMike Lyon: or home Builder online. It's pretty cool. I'm I'm impressed. And I just appreciate. I mean, I don't have to do this stuff. I mean, I get to jump on and talk about it on a podcast but you guys are doing the real work. You're doing the Lord's work. I appreciate you all.Mike Lyon: It's ex-it's exciting, all right. SoMike Lyon: who presented the best. Let's rate everybody. We'll, I'm just kidding. We're not gonna do that.Mike Lyon: What else you guys have to add, we're gonna wrap it up, and then I'll do. I have a little request here at the end for those of you who stayed on to the end of this podcast takeover for market proof marketing.Mike Lyon: What do you guys have to add anything else that we're missing.Beth Russell: I think it's just a shout out to all the people that have gone through the academies gone who are going to sign up for rise and design, who have gone through the marketing leadership collective because it really it's only successful because they put their all into it. So you guys are what motivate us to continue to build these types of programs. And we love the feedback. We love the participation. And just thank you for giving your all.Mike Lyon: Yeah, absolutely. I mean, that's definitely the vibe. If you feel that at the summit and you feel that at these it's not compulsoryMike Lyon: like this isn't like when you have to go to defensive driving to get points off your recordMike Lyon: right? You see, people that are just miserable trying to get through. For no, these are people who want to better themselves and are looking for people and solutions. And you feel that like that vibe is different, both on small engagements like this, or big engagements like the summit. That's what we get from. Everybody is like. I finally foundMike Lyon: my people, and those relationships follow you. That professional growth follows you. So that's a really good point. I like that a lot. All right.Mike Lyon: So you stay with us this long. I have a request notice we don't run ads on our podcast right. I might start running ads for Chumba, CasinoMike Lyon: Chamba Casino. Have you heard? Those are terribleMike Lyon: but we don't do that because this is for you like we're here to help you. Not sell you ads. But I do have a request.Mike Lyon: go out there and subscribe to the podcast.Mike Lyon: rate the podcast and leave a little review on the podcast I think the last. Time. I was looking on apple reviews.Mike Lyon: I don't know when the last one was. Maybe Jackie can look that up while I'm doing this, but it was a while ago.Jackie Lipinski: Was a little bit ago.Mike Lyon: Yeah, you gotta tell us, if you like this, if what we're doing, and if you are, approve of Carla's shadow work.Mike Lyon: tell us in the comments tell us in the review.Beth Russell: Do you like when Mike takes over.Mike Lyon: Yeah, do you like it or not? Like, maybe go review this one.Mike Lyon: They sold too much. All they're doing is selling on the podcastMike Lyon: also, we have opt online people talking with Jen bark. And I think we should drop those in this feed.Jackie Lipinski: Hmm.Mike Lyon: And and say, Hey, by the way, here's a little bonus episode for you guys, I've seen podcasts do that before.Mike Lyon: But we do we do love the feedback from you guys. You can always send us any questions. Anything else, fun, things that are happening that [email protected] Lyon: Don't forget to become a member for freeMike Lyon: on Dyc. All access that is on doucconvert.com.Mike Lyon: You can watch behind the scenes episodes. You can listen to our podcast before they drop, you can get all that shadow work that you want to get done and see what's happening with Carla, private hangouts, and more. You'll hear it first.st There, register for our newsletter. I'm always surprised how many people are not registered for our Newsletter, where we send all this stuff out to you, free content and more. But thank you so much. And this is a fun. Take over. What do you guys think you like it when we do.Mike Lyon: You did. Great Mike, I did.Beth Russell: Appreciate your 10 out of 10.Mike Lyon: It's been raining out of 10. Okay, good Jackie. How many out of 10? What was I.Jackie Lipinski: I'll give you. I'll give you 9.Mike Lyon: I'll take a night, Carla.Jackie Lipinski: It's a little. It's a little too much.Karla Tuten: 8.5.Mike Lyon: And Sarah.Beth Russell: It's going down, Sarah giving me 7.Sarah Simmerman: What was that, sir?Mike Lyon: 7, apparently a 7. Okay.Jackie Lipinski: She was swayed.Mike Lyon: Well, I guess that's it. We'll see you guys. Like and subscribe on your favorite platform! The post Ep 384: DYC Education Deep Dive – Special Takeover Edition appeared first on Online Sales and Marketing for Home Builders - DYC.

Market Proof Marketing · Ep 383 -You’re Not as Ready as You ThinkKevin and Jackie reveal why real preparation means more than feeling ready—it means verifying your tools, processes, and assumptions. They challenge builders to stop reacting to trends and instead double down on differentiation, deliberate marketing, and human connection. Plus: why AI-generated content might begin hurting your SEO, and what billiard balls can teach you about chaos and prediction.Story Time: Jackie jump-starts a stranger’s car… and realizes her own “safety net” (a dead jumper box) was useless.Why checking your “mental trunk” matters: skills and tools degrade if you’re not recharging them.Kevin dives into why you can’t (and shouldn’t) try to prepare for every emergency🧠 1000Watt Event Takeaway: Why huddling with the herd is the worst marketing move you can make.SPECIAL ANNOUNCEMENTSOnline Sales & Marketing Summit Tickets Now On Sale!In The News: As Economic Challenges Persist, Your Brand Can Still InnovateGoogle quality raters now assess whether content is AI-generatedSocial media 'most overrated' marketing skill, study finds Things We Love - Things We Hate:Kevin loves babysitters—especially when you’re sneaking away to Italy for an anniversary trip. Hates the long flights (but admits they’re peaceful without kids!).Jackie loves her mini greenhouse, packed with 90 tomato plants, and the pure joy of sharing the food.Like and subscribe on your favorite platform! The post Ep 383: You’re Not as Ready as You Think appeared first on Online Sales and Marketing for Home Builders - DYC.

Market Proof Marketing · Ep 382 - Your First 3 Ideas Always SuckKevin, Julie, and Jackie unpack the difference between shortcut thinking and strategic depth in marketing—from the value of real buyer stories to asking better follow-up questions. They explore how transparency, timing, and self-awareness can shape stronger marketing strategies without leaning on fear or fluff. Plus: AI overload, advisory boards, and what happens when salespeople skip the long game.Story Time: Julie shares the best interview question she’s heard—and how it changes team culture. Jackie’s husband donates blood—and the group discusses how builders can build loyalty by closing the feedback loop. Kevin reflects on the difference between discovering problems vs. solving them once—and why advisory boards must be experiential, not just informational.SPECIAL ANNOUNCEMENTSUnlock Your Digital Marketing Potential: Master Proven Strategies With The Upgraded Market Proof Marketing Academy!Final Chance!Online Sales & Marketing Summit Tickets Now On Sale!In The News: Why "Just" is the Most Dangerous Word in Marketing and DesignDebt Data Rings AlarmsDo Homebuilders Waste Money on Marketing No One Trusts?Things We Love - Things We Hate:Julie hates that Meta keeps tweaking ad settings behind the scenes—expect an update from Sarah Simmerman soon.Like and subscribe on your favorite platform! The post Ep 382 - Your First 3 Ideas Always Suck appeared first on Online Sales and Marketing for Home Builders - DYC.

Market Proof Marketing · Ep 381 - The Scooby-Doo MethodBeth, Jackie, and Julie uncover the value of process-driven problem-solving in marketing, from diagnosing odd data spikes to rethinking event strategy. They explore how tools like Loom, AI creator hubs, and collaborative data practices can transform communication and performance. Plus, honest talk about what Mercedes at The Masters can teach builders about intentional brand experiences.Story Time (02:06): Jackie’s knee injury turns into a masterclass on data diagnosis and marketing analysis—hello, Market Proof Algorithm IRL.Julie shares a case of suspicious ad results that weren’t what they seemed, and the importance of digging deeper.Beth compares marketing detective work to an episode of House (or Scooby-Doo), and how uncovering truth takes time.SPECIAL ANNOUNCEMENTSUnlock Your Digital Marketing Potential: Master Proven Strategies With The Upgraded Market Proof Marketing Academy!Over 50% of tickets have been sold! Class begins May 6th.Online Sales & Marketing Summit VIP Tickets Now On Sale!In The News (21:13): Meta's Instagram Announces New AI-Powered Tools, Creator Marketing SolutionsBad Data Bleeds Homebuilder Profits - Time to Stop The Loss(Referenced) Attribution is B.S. - 3 Part GuideThings We Love - Things We Hate (31:33):Jackie: Winning her Toastmasters speech competition—proof that exposure therapy works!Julie: Her 16-year-old’s joy over his first car (older than he is).Beth: Watching her Marketing Leadership Collective cohort bond and pour into one another.Like and subscribe on your favorite platform! The post Ep 381 - The Scooby-Doo Method appeared first on Online Sales and Marketing for Home Builders - DYC.

Market Proof Marketing · Ep 380 - Buyers Are Liars To ThemselvesIn this episode, Kevin, Beth, and Julie dive into the psychological journey of today’s homebuyer—especially how they often say they’re “just looking” while subconsciously preparing to buy. From a sister’s “accidental” contract to the unexpected post-sale influence of a handyman, this one’s all about perception, timing, and customer experience. They also unpack the return of escalation clauses (wait - WHAT?), digital marketing data myths, and the tangled web of AI over-promises—yes, we’re looking at you, Siri.Story Time (01:00): Mike Lyon reflects on early OSC days, when managing leads felt like a side hustle.Kevin Oakley’s family listens to old podcast episodes, roasting his past takes and how you can get more sales with fewer leads.Jackie shares a content strategy for competing with national builders.SPECIAL ANNOUNCEMENTSUnlock Your Digital Marketing Potential: Master Proven Strategies With The Upgraded Market Proof Marketing Academy!Tickets are now available! Class begins May 6th.Online Sales & Marketing Summit VIP Tickets Go On Sale April 4th. You're on the VIP list, right?In The News (16:45): What's Your CTR Telling You?  A Guide to Understanding Click-Through RateApple Is Lying About Apple Intelligence7 Facts About Today's BuyersPerplexity's Biggest Ad Yet Pits Its AI Search Against "Poogle"Things We Love - Things We Hate (41:29):Beth: TwoPages CurtainsJulie: Jiu JitsuKevin: A fancy letter opener, and the guitar his kids got himLike and subscribe on your favorite platform! The post Ep 380 - Buyers Are Liars To Themselves appeared first on Online Sales and Marketing for Home Builders - DYC.

Market Proof Marketing · Ep 379 - RocketFin or RedRocket?Kevin Oakley is back this week, and is joined by Julie Jarnagin and Beth Russell. This week's episode kicks off with a funny story from Kevin about being everyone's best friend, and shifts into story time, covering insightful calls with builders the team has had recently. News stories discussed include Google lifting its 2019 ban on fingerprinting for advertisers, a deep dive into the effectiveness of builder incentives, AI readiness in homebuilding, and a new task manager blog written by DYC's very own, Samantha Kellenberger!Story Time (02:31): Mike Lyon reflects on early OSC days, when managing leads felt like a side hustle.Kevin Oakley’s family listens to old podcast episodes, roasting his past takes and how you can get more sales with fewer leads.Jackie shares a content strategy for competing with national builders.SPECIAL ANNOUNCEMENTUnlock Your Digital Marketing Potential: Master Proven Strategies With The Upgraded Market Proof Marketing Academy!Tickets are now available! Class begins May 6th.In The News (24:15): Why "Just" is the Most Dangerous Word in Marketing and DesignRedfin Acquired By Rocket CompaniesAI Search Has Some Big ProblemsGoogle Announces "AI Mode" For Search Results That Only Shows You AI SlopForget Dream Homes - Here's What First Time Buyers Really Want in 2025Things We Love - Things We Hate (53:30):Jackie: Her son’s birthday & the infamous "Bluey" cake fail.Mike: His love-hate relationship with AI for schoolwork.Kevin: Discovering that both he & his wife are obsessed with analogies.Like and subscribe on your favorite platform! The post Ep 379 - RocketFin or Red Rocket? appeared first on Online Sales and Marketing for Home Builders - DYC.

Market Proof Marketing · Ep 378 - 3 Keys To The Spring MarketStory Time:$50 gift card prize for top IBS takeaways from All Access membersBeth shares insights from an Oscar winner that can apply to buildersJackie has an incredible customer service experience that included a lot of contentKevin did a webinar for the WHLG about Realtor relations with builders - and shares his favorite question from Q&AMarket Proof Marketing Academy Is Back - And Upgraded! (23:50):May 6 - 8th plus 8 weeks of ongoing education and additional opportunitiesIn The News (26:50): 3 Keys To The Spring Market from Builder Magazine (plus an in-depth discussion on the use of incentives)YouTube Mid-Roll Ads Improving Soon5 Trillion Reasons Google Searches Still MatterShould You Tell Your Prospects To Buy Before The Tariffs? (discussion about the article - not as much talk about the article)Things We Love - Things We Hate (50:15):Beth: Spring training!Jackie: Her ideal birthday presentKevin: If Apple made a 2nd monitor you can travel with (and it has a touch screen!)Like and subscribe on your favorite platform! The post Ep 378 - 3 Keys To The Spring Market appeared first on Online Sales and Marketing for Home Builders - DYC.

Market Proof Marketing · Ep 377 - 2025 Builders Show Wrap Up The 2025 International Builders' Show (IBS) was a compelling experience for the entire Do You Convert team! It was a memorable event filled with many highlights, including presentations from our very own Julie Jarnagin, Karla Tuten and Kevin Oakley! In this episode, the team discusses their biggest takeaways from IBS. Topics covered include: AI Aids in Interior DesignStorytelling & Data in MarketingA Call for More Diverse PerspectivesPractical AI & Feedback LoopsOnline Sales and Marketing Collaboration& Much More!Below, team members expand upon their key takeaways:Karla Tuten: A whirlwind of inspiration and education is how I would define this past week. The familiar faces of our builder partners is particularly refreshing. With notebooks full of ideas, my biggest takeaway is that there is a real cost to inaction. But on that same note, to be successful at anything is a process, not a product. Kevin Oakley: Even though the full spring market hasn't appeared yet, the vibe of the show was overwhelmingly positive. Also interesting was that although the overall show attendance was one of the highest in years, the sales and marketing attendance felt lower than in years past (I could be wrong -- but many of the encore sessions were more lightly attended than in prior years). On the other hand, I also spoke to more first-time attendees than perhaps any other year I can remember, and all had good things to say about their experience. Of course, this year had more than enough conversation about AI, but it felt like nuance was back a bit more in most sessions. It wasn't as much "adopt A.I. or die" as "be thoughtful and strategic in your limited adoption for now, and pay attention to the future." Finally, I spoke with a few different stock analysts who cover the housing market, and they were mostly aligned that the second half of this year may end up being stronger than the first half - similar to the pattern of 2023's market. Mike Lyon: It's all about the hall. I'm always able to pick something up from the education sessions but a lot of the learning comes from the direct conversations in the hallways. As long as you are talking to the right people... and there is a high concentration of the right people at the show. Jen Barkan: This was one of my favorite years. I really enjoyed being able to support colleagues, industry friends and builder partners as they shined on stage. Highlights from my time at the show include:Karla's session on brand consistency (commit to the bit!).Julie's session on marketing mistakes (make sure you're looking at the RIGHT data!).Haley Naebig with NoviHome's session on customer experience, and her quote, "Scared money don't make money!" We even had some of our partners spread the good word of online sales and speak on the importance of handoff and collaborating with onsite sales! Speaking of shining, congrats to our online sales specialists who won awards at the Nationals event, too! Jackie Lipinski: Magic and inspiration happens in those small moments of togetherness, and this year at the show it was no exception. The power of storytelling with marketing was the name of the game, and everyone must embody the brand and communicate it authentically. My other favorite thought-provoking moments was from a presentation from Steve Shoemaker with Ideal Homes, where he emphasized testing ideas with small "bullets" before committing to the big "cannonballs," along with Brian McCarthy with Abrazo and RIoT Technology's survivorship based analogy, which reminds us to challenge assumptions and look for the missing data before making decisions. Beth Russell: As the Builders' Show came to a close, I found myself gathered with a group of industry leading women in Sales Central, reflecting on the week and our industry as a whole. Our conversations centered around leadership, support, and the importance of creating space - for ourselves, others, and new ideas. What makes the show so special is that there's room for everyone and their unique perspectives and experiences. By sharing our journeys, we help others grow, learn, and feel empowered to step outside their comfort zones. Some of my favorite moments include:Steve Shoemaker's honest take on mistakes he made, risks he took, and lessons he learned. Chip Bell's endless charisma on stage, passionately discussing the view from the customer. The Marketing Leadership Collective Dinner at my all-time favorite, China Polblano. Brian McCarthy's natural storytelling ability.Craig Neal and Taylor Humphry throwing paper airplanes at us. All. Of. The. Hugs. Julie Jarnagin:What an amazing week with some amazing people! My favorite part of IBS 2025 was spending time with the Do You Convert team and all of our builder partners. Our very own Karla Tuten had an excellent presentation on brand consistency, reminding us just how important it is to reinforce your brand at every single touchpoint. I also heard a fascinating presentation on how AI is being used in the design space on time-consuming tasks and providing designers more time on the creative aspects of their work. Like and subscribe on your favorite platform! The post Ep 377 - 2025 Builders Show Wrap Up! appeared first on Online Sales and Marketing for Home Builders - DYC.

Market Proof Marketing · Ep 376 - The Best Project Management Tool? The One You’ll Use!Kevin Oakley is back this week, and is joined by Julie Jarnagin and Beth Russell. This week's episode kicks off with a funny story from Kevin about being everyone's best friend, and shifts into story time, covering insightful calls with builders the team has had recently. News stories discussed include Google lifting its 2019 ban on fingerprinting for advertisers, a deep dive into the effectiveness of builder incentives, AI readiness in homebuilding, and a new task manager blog written by DYC's very own, Samantha Kellenberger!Story Time (04:40): Julie has been working on her IBS presentation around brand consistency, and how providing guardrails (using LEGO as a great example) keeps things consistent while using user generated content. Kevin follows-up surrounding a recent conversation about creating rules, and showcasing content to inform certainty. Beth had an interesting call with a company owner, who referenced the Hippocratic Oath that doctors make -- do no harm -- and tied it to their website. For example, putting too much information out there and over-engineering what you're showcasing can cause more harm than good. Kevin reminds: until you hit a minimum lead quantity, you don't get to complain about lead quality! Kevin spoke to a builder this week who has one community performing very differently than others despite having similar processes for marketing. Using GA4's path exploration tool, he noticed that the options people were clicking most were the items right in the center/most obvious. He encourages marketers to use this tool, and view it from the eyes of a customer. Mobile reality can't be ignored or fixed -- you can only do so much on a mobile screen. In The News (28:13): Google just lifted its 2019 ban on fingerprinting for advertisersGoogle now allows advertisers to track users across devices and websites, collecting data points like IP addresses, operating system details, and screen resolution.Kevin's hunch is we only see this live for a short time before it's taken away again, but they'll collect a significant amount of data in the meantime.The Cost of Incentives: Have Buyers Come to Expect Perks?Are consumers addicted, are builders addicted, or both?Kevin recaps the importance of the messaging of "new," and how you don't have to offer the biggest new incentive, you need to lean into how consumers want to stay informed. One nuance discussed is how some customers don't qualify without them.The Seven Stages of AI Readiness In Homebuilding From hype to impacti, AI is more than a buzzword. Julie loves the advice to evaluate AI vendors with a critical eye, and reminds you that if you're headed to IBS, there will be a lot of buzzwords, but you need to ask great questions and "pull back the onion."You need to have a clear process on how your business operates before you can layer in AI -- rethink workflows not just technology. Avoid AI for AI's sake -- start with clear business goals. Which Task Manager Tool is Best for Your Team?The best project management tool is the best one everyone in your organization will use! If you're looking into using a task manager to help your team (Monday, Asana, Trello, etc.) she outlines the pros and cons to help you make an informed decision.Beth remembers wanting to implement something for her team, and asking Kevin how to get started, and thinks the ease-of-use summary was so helpful in the blog. Come for the writing, stay for the summary chart! Things We Love - Things We Hate (53:38):Beth has entered "Masters season" in the Augusta area, and is fascinated by how intertwined it is into the culture. She is equally obsessed and perplexed. Julie is in the midst of Mardi Gras, in full king cake and parade season. But her favorite thing is going to thrift stores, and loves the hunt. Kevin's favorite is the Hollyland Lark M2S Microphone, which is extremely small, and is a great price for 2 mics. Like and subscribe on your favorite platform! The post Ep 376 - The Best Project Management Tool? The One You’ll Use! appeared first on Online Sales and Marketing for Home Builders - DYC.

Market Proof Marketing · Ep 375: Builders' Show Pro TipsJulie Jarnagin and Beth Russell are here for a special Valentine's Day episode! They kick things off looking forward to the 2025 International Builders' Show (IBS), and share tips that you may not have thought of, that will make your time in Vegas more enjoyable and impactful if you're attending! They also share some really exciting news out of DYC -- the release of our brand-new SEM-PPC Quarterly Benchmarks! News topics include OpenAI's recent Super Bowl commercial, and an interesting YouTube fact that marketers need to consider. Story Time (02:42): Julie is looking forward to IBS! She shares tips that aren't-so-common, but super helpful: bring a microphone if you're shooting content! Check out a variety of content and take the time to dig through some of the lesser known sessions. Snacks! It can be hard to find time to wait in line or grab food, so Julie recommends bringing granola bars. Beth is noticing a theme of builders taking a journey of discovering what makes them unique, and urges marketers to discover, "What problem are you trying to solve for your customers?" If you solved a problem for a customer, no matter how small, it's such an important message to be sharing across your platforms. In The News (11:35): Q4 2024 SEM/PPC BenchmarksSarah Simmerman released our first-ever Quarterly SEM/PPC Benchmarks to complement the popular Online Sales Benchmarks. Helps you view trends across 90+ builder partners and compare how you are performing. Provides a great example for storytelling, and how to provide data in an impactful way. 2025: The Year Homebuilders Prove Who They Really Are And Can BeThe quote that stood out to Beth: "The firms that thrive in 2025 and beyond won't just be those who build efficiently, it'll be the ones that build trust."People are struggling to identify how they can navigate this market against big builders, and building trust is at the essence of that. How can you build trust from an organic point-of-view?The process of purchasing and marketing a home is very connected to human psychology.OpenAI's ChatGPT Super Bowl commercial was created entirely by humans, and maybe we don't have to fear AI after all The company opted not to use AI in the creation process to show that it's an extension of human creativity. They're showcasing how the tool can be used to expand upon human creativity, vs. replacing it.YouTube is now even bigger on TVs than phonesWhile Beth finds this article interesting, she isn't surprised, as an early adopter of YouTube TV. She shares how they adapted well to amass a great library and offerings. As marketers, don't disregard YouTube! Julie brings up the huge desire for longer form videos -- how can you take everyday interactions and purpose it for this?Consistency is key, and don't be afraid to explore video editing AI tools. Things We Love - Things We Hate (30:43):Julie has a bit of a sweet tooth, and has been loving and hating all of the Valentine's Day candies. Did you know that Nerd clusters have similar macros to the gels people use for long distance running?Beth has been prioritizing closet organization, and is using clear bins to make it even more functional. Like and subscribe on your favorite platform! The post Ep 375: Builders' Show Pro Tips appeared first on Online Sales and Marketing for Home Builders - DYC.

Market Proof Marketing · Ep 374: Messaging, Metrics & MomentsJen Barkan joins the podcast this week for a very special episode with Julie Jarnagin and Kevin Oakley. In Story Time, Julie highlights the importance of detailed messaging, referencing a builder survey on buyer preferences, while Kevin stresses having strong systems first, and Jen shares insights from National OSC Day and a creative prospecting strategy. In The News covers Q4 Benchmarks, a Homes By Dickerson award-winning case study, shifts in commission post-NAR settlement, and debates over Super Bowl ad spending. And finally, in Things We Love - Things We Hate, Julie shares her journey in making King cake, Kevin shares exciting news about an upcoming trip to Guatemala, and Jen finds both value and stress in her new Oura smart ring. Story Time (00:37): Julie has been deep-diving into messaging with builders, and emphasizes that in today's market, we need to be really paying attention to those small details. They discussed a builder who surveyed a VIP list, and saw that 70% of those surveyed wanted a house that was 3,000 sq. ft. or lower, and didn't care about pendant lights. They detail the importance of sharing that messaging, and how profound that process was for their company.Kevin "double clicks" on making sure your systems and processes are down first, which allows you to then focus on your messaging. Jen shares our recent celebrations surrounding National OSC Day that took place on February 9th, and a recent prospecting strategy she utilized with an OSC, and how they worked around a tricky on-site scheduling barrier.Did you know there are over seven events listed currently on DYC's website? Kevin shares details about an upcoming speaking appearance, and a special breakfast event happening at the 2025 International Builders' Show. In The News (21:02): Q4 Benchmarks and 2024 Wrap-Up Online Sales remains a constant in a changing market. From Q3 to Q4, appointments from aged leads increased from 19% to 24%.Homes By Dickerson Case Study Julie shares the builders' dedication to their local Parade of Homes, and how the challenge was creating visuals for homes that weren't built yet. Inspired by boutique hotels, each home had a different curated theme. The builder is up for a NAHB Silver Award. Here's what else a $7M, 30-second Super Bowl budget can purchase in 2025They discuss whether a Super Bowl commercial is a good use of spend, and how their perspective has changed after reading the article. Do you remember the commercial that was just a QR code?Kevin is surprised by companies who produce amazing commercials, but never air them again. Commissions Have Risen Slightly For Affordable Homes, Fallen Slightly For Expensive Homes, Since NAR Settlement Took EffectJen shares a peek into the conversations happening on the online sales side, and what they are hearing from agents during calls, as well as buyers asking how having a realtor affects their spending power.Things We Love - Things We Hate (44:10):It's King cake season in Louisiana, and Julie decided to make her own! It took 24 hours, and although it tasted good, she said it wasn't worth all the trouble. Kevin finally got new glasses, and really enjoys being able to see well. But what he hates, is that he got two different kinds of glasses and they didn't pass the kid test. He and his wife are also helping to take 25 high school students to Guatemala, and an app he heard about this weekend called How We Feel, a journal for your wellbeing. Jen got the Oura Smart Ring and loves all of the stats it shows, but her "readiness score" is causing her some stress and to overthink. That said, Julie has been appreciating Jen's advice from the ring!  Like and subscribe on your favorite platform! The post Ep 374: Messaging, Metrics & Moments appeared first on Online Sales and Marketing for Home Builders - DYC.

Market Proof Marketing · Ep 373 - When to Speak and When to Listen Join us for episode 373 as Jackie Lipinski and Julie Jarnagin cover exciting news from DYC's online sales team and upcoming events. A big topic this week is the almost out-of-nowhere emergence of DeepSeek, a new AI app that has the world talking. They also cover Threads -- which now offers ads -- and the importance of authenticity when selling a product, and not just focusing on overloading information. Story Time (01:14): Jackie brought up the quotes she received for redoing her deck, and reminds you that while it's great to be prepared, authenticity and supporting your customer is more important than checking off boxes and overloading informationJulie shares the DYC University we're holding for new hires, and the benefit of taking the time to learn what other individuals in your company do on a day-to-day. She also reminds marketers to be cognizant of making sure to share what you do with your team, and ensure your marketing department doesn't have a PR problem. In The News (15:40): Q4 Benchmarks and 2024 Wrap-Up (https://www.doyouconvert.com)2025 Online Sales Academy: Leadership Edition (https://onlinesales.doyouconvert.com)U.S. stock markets tumble as investors worry about DeepSeek (https://www.npr.org)Meta Launches ads on Threads (https://searchengineland.com)ICON, a builder of 3-D printed homes last valued around $2 billion, cuts around 25% of staff (https://techcrunch.com)Things We Love - Things We Hate (33:12):Jackie was part of a Toastmasters competition, and although she's a co-host on a podcast and talks for a living, she was a little nervous! But she ended up winning, and gets to go to the next level of the competition! So a friendly reminder: even though you do something often, it's ok to be afraid or nervous. After all of the snow in Louisiana, and the return back to warmer temps, things in Julie's house are now snapping and breaking, which has been less-than-fun.  Like and subscribe on your favorite platform! The post Ep 373 - When to Speak and When to Listen appeared first on Online Sales and Marketing for Home Builders - DYC.

Market Proof Marketing · Ep 372 - See You At The 2025 International Builders' Show! Join Jackie Lipinski, Julie Jarnagin and Beth Russell for an exciting new episode! They kick things off by applying recent experiences to insightful marketing opportunities, and sharing the importance of speaking your customers' language. Julie talks about the team's upcoming trip to Las Vegas for the 2025 International Builders' Show, and the team gives practical advice for those looking into some influencer marketing this year. Story Time (03:08): Beth brings up an example surrounding the times we nearly trip on uneven pavement, and how it relates to our marketing strategies. Julie brings a prop -- her Native body wash -- which has two columns next to the ingredients, one showing the name, and the other explaining what it actually is. Things brings up a good lesson for builders in the importance of speaking our customers' language. Jackie is getting a new deck put in, and shares the different approaches she experienced when getting quotes, and how it shaped her expectations. In The News (17:00): Join Do You Convert at the 2025 International Builders' Show Julie shares the dates and locations that she, Kevin Oakley and Karla Tuten will be speaking Kevin will be talking about leveraging technology for incredible customer experienceKarla will be talking about the importance of brand consistency Julie shares a story about her "what not to do" style presentationThe trio reminds you -- wear comfortable shoes at IBS! How to Win With Influencer Marketing In a Year of Big Change and Endless OptionsAuthenticity is such an important element, and the way you can merge someone's content into your storytelling is where a story comes to life An "influencer" you work with doesn't always need to be someone with the largest page, it can be those who work at and are passionate about your company Has spring housing demand already started?For new homes -- it's our season! Now is the time to put your foot on the gas. They discuss trends in the appointment-to-sale ratio and the 2024 Wrapped and Q4 Online Sales Benchmarks that just dropped and will be discussed in more detail in a future episode! Google Ads Search Max - new match type spottedA new match type -- smart matching -- has been spotted by some users Google hasn't announced yet what the new match type spotted is exactly It appears to be more A.I. based Things We Love - Things We Hate (34:55):Julie's favorite right now is that we are hiring for a Marketing and Events Manager at Do You Convert! She also loves the app Hollarhype, that gives friends and family opportunity to share voice memos with you while you're running, which was so beneficial during she and Jessie Suggs' marathon! Beth's favorite is kicking off the Marketing Leadership Collective for 2025! Jackie is starting a book club with friends and would love your favorite recommendations: [email protected]. Like and subscribe on your favorite platform! The post Ep 372 - See You At The 2025 International Builders' Show! appeared first on Online Sales and Marketing for Home Builders - DYC.