Jim Sorgatz

Education Sessions We’re Digging at IBS 2022

March 28, 2025
By Jim Sorgatz

With the International Builders Show (IBS) in Orlando only a week away (Feb 7-10), we wanted to give a quick overview of some of the great educational sessions presented by Outhouse, industry partners, clients, and friends. The event may be smaller this year, but the programing is top-notch! We also look forward to exploring the show floor, attending The Nationals, the VIP Builder Party, and meeting up with you all. Speaking of the Nationals, the Home Builder Digital Marketing Podcast featuring our own Kevin Weitzel is a Silver Award winner. We are excited to be in the running for the Gold!

Here are a few of the sessions we look forward to attending.

Strategies & Success Secrets for Creating the Online Home Shopping Experience Buyers Expect

Featuring Outhouse’s own Kevin Weitzel, and Greg Bray of Blue Tangerine
Thu, Feb 10 \ 1:45 pm – 2:45 pm EST \ W308-C
Homebuyers now have an online expectation that must be met and are more comfortable than ever purchasing a home without having to physically visit it. Join us for an engaging discussion with a group of top industry technologists who will show you the online experience your customers expect and expose how e-commerce technologies can drive new home sales.

The Power of Dynamic Thinking: Embracing Change as the New Normal

Featuring Al Trellis of Home Builders Network and Kevin Oakley of Do You Convert
Mon, Feb 7 \ 9:00 AM – 12:00 PM EST \ W304-A
In this Master Workshop, a powerhouse panel of industry experts explore the concept of dynamic thinking and how you can create a culture of change across your organization that constantly allows for improved operations, competitiveness and profitability. From design through delivery, you’ll explore and rethink all aspects of your business.

Marketing Strategies for the Future: Level Out & Level Up

Mollie Elkman of Group Two, Kerry Mulcrone of Kerry & Co., Bryan Mecsey of Zillow, and Karen Schroeder of Mayberry Homes
Mon, Feb 7 \ 1:00 pm – 4:00 pm EST \ W304-C
As the clouds part and things begin to level out, now’s the time to reassess your marketing efforts and set a course that keeps you ahead of the competition. This Master Workshop has you covered! The Marketing Umbrella approach is about thinking broadly when it comes to research, strategy, branding, content, digital and experiential marketing. We’ll explore the five elements for building a marketing plan with low spend and big results, and dive deep into the most effective tools out there.

Managing Through Success Complacency: Keeping Your Team on Top of Their Game

Chris Hartley and Cory Charles of K. Hovnanian Homes, and Jennifer Cooper of Evolution Marketing
Tue, Feb 8 \ 3:45 pm – 4:45 pm EST \ W311-C
How do you keep your team on top of their game regardless of market conditions? By sharing a proven process, a panel of experts will take you through the steps that support sales, marketing and training to ensure your team does not fall victim to a great market. Learn how to build, develop and grow powerhouse teams that focus on customer experience, sales and marketing. Understand what roles are vital in today’s world, how to train your teams for success and how to get buy-in for roles that you need in the future.

Extreme Makeover Sales Edition: Empowering Your OSC to Guide Sales Conversion & Customer Experience

Featuring Ingrid Prince of Century Complete, Leah Fellows of Blue Gypsy, Cori Masters of Beacon Homes – Shared Drive, and Heidi Schroeder of ECI | Lasso
Wed, Feb 9 \ 9:15 am – 10:15 am EST \ W315
Are you letting your OSCs take the lead, and are your customers getting what they want? If not, it may be time for an Extreme Makeover of your lead handling process. In this fast-paced, game show style session, our five OSC experts will provide their unique and spirited views to this process. Receive unmatched advice as you learn today’s best practices for lead qualification and conversion while giving your customers the experience they desire.

From Prospects to Profits: A Systemized Process for Sales Success

Featuring Erik Cofield from Association of Professional Builders
Wed, Feb 9 \ 9:15 am – 10:15 am EST \ W311-C
Numbers tell a story, and learning to generate and read numbers within your sales process allows for tremendous insight and smart, accurate decision making. But no manual process can deliver the numbers, the story and benefit of an automation one. In this interactive session, learn how to systemize your sales and leverage your numbers into formulas, decisions and a process that will lead to a great level of success.

How K. Hovnanian Uses AI & Digital Engagement to Put Buyers in Control of Their Buying Journey

Bassam Salem of AtlasRTX and Dana Spencer of K. Hovnanian
Wed, Feb 9 \ 10:15 am – 10:45 am EST \ Tech Bytes – W230
K. Hovnanian Homes has been at the forefront of new digital technologies to reduce friction between builder and buyer throughout the entire customer journey. Explore how they use their website as an important salesperson, and learn about their wildly successful digital assistant, ‘Ana’, text messaging, and other automated technologies that have helped them revolutionize the digital homebuying process.

Does Your Website Have a “Buy Now” Button?

Greg Bray of Blue Tangerine, Carol Morgan of Denim Marketing, and Paul Gortzig of Bokka Group
Wed, Feb 9 \ 11:15 am – 12:15 pm EST \ W311-A
Car dealers have perfected selling cars online — even allowing for a variety of options and upgrades. Why haven’t home builders figured this out? This session focuses on what home builders need to add to their websites to make “Buy Now” possible. Integrating technology with marketing messaging and learning how the sales team supports the customer experience for early adopters is key.

The New Rules for New Home Sales: Reevaluating Your Sales Process & Tactics in a Digital World

Matt Riley of New Home Inc, Chad Sanschagrin of Cannonball Moments, and Myers Barnes of Myers Barnes Associates
Wed, Feb 9 \ 11:15 am – 12:15 pm EST \ W315
In 2020, builders hurried to adapt to a shift to complete online selling. From home tours to closings, every step evolved to a virtual system. In 2021, the unprecedented demand pushed builders and new home sales professionals to their limits. In the haste to keep up, did you institute the best practices? Have you maintained the fundamentals you need? This advanced session will help you look at what works and where you can improve your sales system.

Is Your Sales Team Ready to Keep “By Appointment” Going?

Kimberly Mackey of New Homes Solutions Consulting, Melanie Mickie of Engel & Volkers, and Linda Hebert of Diversified Marketing and Communications
Thu, Feb 10 \ 11:15 am – 12:15 pm EST \ W311-C
For years, sales trainers have preached the value of setting appointments versus simply relying on walk-in traffic. After everything we have experienced in the past two years, have our sales teams finally seen the wisdom in doing so? Data shows that scheduling appointments creates a far better customer experience and equates to approximately 50% better closing rate. Working by appointment also generates more quality time with buyers, fewer tire kickers, more qualified buyers and much more. Join us to learn the systematic approach to help your sales team recognize the continued value of working by appointment and build their sales flow.

Uncover Hidden Gems in Local SEO Optimization

Cabe Vinson of Blue Tangerine
Thu, Feb 10 \ 11:15 am – 11:45 am EST \ Tech Bytes – W230
You understand the importance of SEO. You’ve spent a lot of time and money to optimize your content, site, profiles, meta data and more. Yet you still find yourself asking the question: “Why isn’t my business showing up at or near the top of the search results?” In this Tech Bytes session, uncover some strategies you can implement now to build upon your SEO foundation and improve your local search result rankings.

60 Design Ideas in 60 Minutes

Featuring Dave Miles of Milesbrand, and more
Tue, Feb 8 \ 9:15 am – 10:15 am EST \ Tangerine Ballroom – West Hall F3
In this fast-paced session, industry-leading architects, interior designers, developers and builders will share the most current design ideas and strategies that you can use to update your elevations, renew floor plans, animate streetscapes, enhance amenities and develop dynamic neighborhoods. Using a wide array of drawings and photos, the panelists will show you how cutting-edge design can capture your buyer’s attention and make the sale.

Tools for Growth & Protection When the Market Ebbs & Flows

Mike Dildine and Jared Maybon of Highland Homes
Wed, Feb 9 \ 3:45 pm – 4:45 pm EST \ W304-C
Markets will always have their highs and lows, and for many small business owners, those variations can stunt or slow desired growth, or restrict holding the status quo. This session will highlight the tools used to help builders and remodelers not only accelerate growth beyond their goals, but also protect them from losing traction when conditions of uncertainty, even unprecedented ones, surface in the market.

Meredith Oliver and Kerry Mulcrone in a fun session at IBS 2020

Capturing the Picture-Perfect Moment

October 1, 2024
By Jim Sorgatz

Photos of picture-perfect moments, often referred to as Kodak moments, generate an emotional response, inspiring us, amazing us, and even moving us to buy a new home.

I have friend a who is a professional photographer. He will sit for hours waiting to take the perfect picture capturing a bird or other critter in all its glory. It takes a lot of patience, but his efforts pay off as his photos are both moving and award-winning. Sometimes capturing the moment doesn’t take much patience at all. Yes, those are my legs floating down the river! This picture was taken on a recent rafting trip. In this case, the perfect photo came down to being in the right place at the right time for the photographer who took it. I now have the “harrowing” experience captured on film for posterity!

*It’s Only Love! Rod and Tina. Photo courtesy of Outhouse Print Manager Dory Boese*

Outhouse Print Manager, Dory Boese is a huge music fan. He has attended hundreds of concerts, and has taken thousands of photos of rock and pop icons over the past five decades. His knack for capturing perfect moments on stage is uncanny. You can literally feel the love and the energy in this picture of Rod Stewart and Tina Turner? There’s a reason she’s called “Queen of Rock ‘n’ Roll! The Rolling Stones, Bruce Springsteen, David Bowie, Joan Jett, Stevie Nicks, Heart, Diana Ross, Barbara Streisand, Bob Seger – Dory has snapped photos of them all. They are so captivating some are even featured on the Smithsonian website. If you are ever in the I-17 and Peoria area in Phoenix, stop on by the Outhouse office to check them out.

*Can you feel the power of the universe? Photo courtesy of Outhouse friend, Vim Vimmerstedt*

Nature frequently provides a visual feast. The clouds above were photographed during the Phoenix monsoons this summer. The beam of light shining through is so awe-inspiring, you can feel the power and wonder of nature. It also reminds me of a laser beam at a rock concert!

*Photo by “Single Rainbow Guy” Doug Ills, Outhouse Digital Print and Color Specialist*

And who can forget YouTube sensation Paul Vasquez, “Double Rainbow Guy,” whose video has garnered more than 49 million views. We think the photo above by our own “Single Rainbow Guy,” Outhouse Digital Print & Color Specialist Doug Ills, is equally spectacular.

Kodak moments play a huge role in new home sales as well.

Capturing the perfect moment also comes into play with new home sales. You want to captivate home buyers when they see your homes online, and a great first impression is critical. This is where sophisticated renderings, virtual tours, and animations are worth their weight in gold. They deliver a wow factor that home buyers will remember, and allow them to tour a home not yet built.

Not only does the rendering above show me what a room looks like. It also invites me to curl up on the sofa in front of the fireplace. The lighting, shadows, and textures you can almost feel, all play a role in creating this picture-perfect, cozy, warm room.

*Photoreal exterior rendering for Ivory Homes*

Quality exterior renderings are designed to inspire as well. Handsome, photoreal renderings place the home in a natural setting with real landscaping. You will notice though that setting is a few years down the road. Those trees and shrubs will be sticks for the first few years, but who wants THAT realistic?!

Engaging home buyers with interactive tools that entice them to create their own picture-perfect home also plays a role in new home sales. This is where Interactive Floor Plans shine, allowing buyers to select structural options, add electrical components, and arrange their furniture. Once they have completed space planning and furniture layouts, they then capture their perfect floor plan with a click-to-save button, preserving it for future review.

In the home building industry, the ultimate Kodak moment, comparable to photos on a wedding day, is the hand-off of keys to the new homeowners. Many builders love capturing this moment on film. There isn’t much that compares to the excitement of a family walking through their new front door. We’ve seen it on the reality shows, and it works the same in real life. That happiness is contagious, and is one of the best marketing tools.

Create a Positivity Bias

October 2, 2024
By Jim Sorgatz

The Better Thinking: Think Better. Be Better daily emails from Ronda Conger at CBH Homes have become an integral part of my daily routine. Her series of simple quotes that pack a considerable punch compels me to begin each day focusing on what is truly important. If you don’t follow Ronda or have not had the opportunity to hear her speak, you are missing out on a great source of positivity. She is a big personality and a tremendous inspiration to the home-building community and others. Her insights come from thought leaders representing diverse beliefs and cultures, including famous people, motivational speakers, respected brands, spiritual gurus, and many others. The one trait they all share is a love for life. Today’s Better Thinking quote as I write this post is by another big personality:

Surround yourself with only people who are going to LIFT YOU HIGHER. — Oprah Winfrey

Oprah knows well the importance of surrounding yourself with people who are going to lift you higher. We see the ups and downs of her life play out in the public eye. We also see that every time Oprah faces adversity, she triumphs, returning greater and stronger with the help of others.

Another recent quote from Better Thinking comes from one of the most prolific athletic footwear and apparel corporations in the world, encouraging us to always strive for excellence:

BETTER IS TEMPORARY. At Nike, the desire to be the best is a journey, not a destination – better is always temporary.

Equally important is seeking out peace and happiness. Take this quote for example from the Zen Master who Dr. Martin Luther King, Jr. called “an Apostle of peace and nonviolence” when nominating him for the Nobel Peace Prize :

If in our daily life we can SMILE, if we can be peaceful and happy, not only we, but EVERYONE WILL PROFIT FROM IT. –– Thich Nhat Hanh

The power of positive thinking can never be overstated. After a relatively slow July here at the office, I was thrilled to see this empowering message welcoming August:

Hello August,
This month, EXPECT TO BE VICTORIOUS, expect to win, and expect to shine.

To that, I say, “Go, August!”

There are so many nuggets of wisdom in the Better Thinking series that it is difficult to pick a favorite. One of the most meaningful in recent weeks is on creating a positivity bias. Daily affirmations like the one below provide a boost of energy and foster a mindset of success. I find this especially helpful on those days when getting out of bed feels like a chore.

CREATE A POSITIVITY BIAS. Purposefully start each day on a positive note. As soon as you awaken or your feet hit the floor in the morning, start the day by saying…”Today is going to be a great day” out loud. — Dr. Daniel Amen

If you have seen the award-winning Broadway musical DEAR EVAN HANSON, you know Evan does his own spin on this quote each morning. The show’s storyline might be a little silly, but the music is uplifting, and the overarching message about fitting in and finding our place in the world appeals to us all. Evan is a teenage boy on the spectrum, which means facing more significant challenges than most. Rattling off a short list of positives, he begins each day with:

TODAY IS GOING TO BE A GOOD DAY, AND HERE’S WHY… — Evan Hanson

As summer vacations come to a close, kids are heading back to school, offices continue to reopen, and live events and trade shows are resuming once again for home builders and related trades and sales and marketing professionals. These include the International Builders Show (IBS), Pacific Coast Builders Conference (PCBC), Southwest Builders Show (SWBS), and the Home Builder Digital Marketing Summit which we will co-host with Blue Tangerine early next year. There are a lot of unknowns ahead. Tempering the excitement of seeing business friends and colleagues in person is a bit of trepidation as new Covid variants come our way. Greater uncertainty may be the “new normal,” so I appreciate the stream of motivational messages from Better Thinking and other sources. Taking their message to heart, I plan to proceed with a bit of caution but also a massive dose of positivity. Today is going to be a GREAT day, and here’s why…!

Visualization Sells

October 2, 2024
By Jim Sorgatz

Lessons Learned from Zillow + a Trip to Croatia

*A mural at the market in Zagreb, the largest city and capital of Croatia.*

With its ancient towns, incredibly detailed architecture, and pops of color, the country of Croatia a sight to behold. If you haven’t been, this is one place that should be on your must-see travel list. The country is a visual feast, and the great walled cities like Dubrovnik and Split are spectacular! As you sail along the Dalmatian Coast and between the islands dotting the Adriatic Sea, the first glimpse of each city or town reveals a mass of limestone buildings with terra cotta tile roofs.

*Korcula Island, a historic fortified town.*

Although a bit similar, each is wonderful and breathtaking in its own way. Color and texture play a vital role in bringing out the unique personality of each island and the coastal area in general. Fantastic murals, light installations, brightly painted pottery, and fun, colorful yachts and boats stand in sharp contrast to the deep blue sea and off-white buildings. “A picture paints a thousand words” certainly applies to this amazing country, and that is why Croatia draws travelers from around the world.

Imagery and Engaging Tools are Vital to New Home Sales

The same holds true for your homes when it comes to painting a picture for potential buyers. Describing a “beautiful bedroom with tray ceiling and a pair of windows” is one thing. And then there is this rendering.

Which bedroom is most appealing to you? The one in the description, or the one in this beautiful rendering?!

A recent report by Zillow shows nearly half (49%) of new construction buyers under age 40 (Gen Z and millennials) say they feel very or extremely confident about making an offer on a home solely after seeing it virtually. The same holds true for 36% of buyers between the ages of 41 and 55 (Gen X).“

2020 brought some unique challenges to the home building industry. With Americans staying home in droves, builders were forced to rethink online marketing strategies. As the abundance of time people spend online continues in 2021, we see a growing contingent of sophisticated buyers who are making most purchases online; and retailers are spending billions of dollars engaging them. When it comes to their search for a new home, these same buyers seek out and expect a similar, interactive experience. Outdated 2D renderings and static floor plans are not enough to capture their attention. They are looking for tools like Interactive Floor Plans (IFPs) and Interactive Site Maps (ISMs). These tools are incredibly engaging and build emotional connections, especially the IFPs with their furniture planners, pricing tools, and structural options selectors. Statistics show that home buyers spend 2-3 minutes on the typical builder website. This time increases by 13-20 minutes, on average, with an Outhouse IFP.

*Click to engage the Outhouse Interactive Site Plan and Floor Plans.*

Statistics show that home buyers spend 2-3 minutes on the typical builder website. This time increases by 13-20 minutes, on average, with an Outhouse IFP.“

Also playing a huge role in online sales are virtual tours and animations, which allow home buyers to walk or fly through homes not yet constructed. These can be so lifelike with running water, crackling fireplaces, and more, they may even look better than the Matterport tours of your model homes. A massive benefit to builders is the cost, which is substantially less than building and furnishing a model.

*Click to see our animation in action – bubbling fountains included!*

Virtual Tours and Visualizers Bring Maximum Engagement

Kicking it up a notch are interior and exterior Visualizers, enticing home buyers to select color palettes, materials, and finishes for their new homes. In addition to clear, vivid images, the Outhouse Visualizer offers builders the choice between predetermined color schemes and a la carte selections.

Yes, model home traffic will gradually continue to grow, but the move to greater interaction online is here to stay. The pandemic has accelerated the widespread acceptance of new technologies. Even people who typically are later adopters have learned to use and appreciate the convenience of interactive online tools (can anyone say Zoom!). Visualizers, Virtual Tours, Animations, Interactive Floor Plans, and Interactive Site Plans are crucial for builder websites. All of these tools are designed to capture buyers. They market and sell your homes from anywhere in the world, even when your sales centers are closed.

Facing a Challenge? An OKR Might Solve It

October 2, 2024
By Jim Sorgatz

I moved to downtown Phoenix last year for the view and big-city feel. The 19-story Stewart Apartments, built by The Empire Group, offers sweeping views of the Valley, a rooftop pool, and popular breakfast joint Snooze which just reopened. It’s a pretty darn cool place!

Life here also comes with a couple of not-so-great features unique to downtown living, the biggest being the parking nightmare. Even with a reserved space that I pay for each month, I often end up late at night walking from a couple of blocks away to my apartment. The issue comes down to inconsiderate people, some not even residents, pirating reserved spots, and minimal guest parking – approximately 15 spaces total (including handicap) for a 300-unit complex. Yes, you read that right. How in the world does the city allow this? The management company seemingly has no way of controlling the parking situation. They have been working on it since before I moved here in September.

Life here also comes with a couple of not-so-great features, the biggest being the parking nightmare. “

“They need to commit to an OKR to resolve this parking issue!” I yelled internally to myself as I walked from down the street this past weekend. Short for Objectives and Key Results, OKRs were invented by former Intel CEO Andy Grove and made famous by companies like Google, Amazon, and Microsoft. They are designed specifically for situations like these.

The goal with OKRs is to make changes and solve problems by setting Objectives and determining success by tracking Key Results. We start by defining a timeframe, typically quarterly, but 30-days may be sufficient for the parking project. In this case, the objective would be to ensure residents who pay for parking have a place to park. The key result would be residents no longer whining to management and social media about not having a place to park. Open parking, reserved signs for occupied spaces, permits, and the right to tow may all be up for consideration. That last one is a biggie as people figure out pretty quickly the towing signs are bogus. Once you have an Objective and Key Results, you determine the initiatives that will accomplish these in the given timeframe.

Here at Outhouse, the initial department to kick off OKRs was Product Development. With so many innovative ideas coming in, we often struggled to get a handle on them. At our weekly team meetings, we discussed the ideas and started working on a few. At subsequent meetings, “bigger and better” ideas came up, sidetracking us from the ones we were already working on. Although we made progress, this process wasn’t very efficient, and it took a lot of time to complete projects.

The goal with OKRs is to make changes and solve problems by setting Objectives and determining success by tracking Key Results. “

And this is how OKRs came into play. We now approach the same projects with a manageable, three-step process:

Our team agrees on one to three top Objectives (no more than three) that we are committing to accomplish each quarter.
We then decide on several meaningful Key Results to track our progress towards the objective and ultimate success.
Finally, we map out the initiatives and tasks needed to achieve and move our OKRs forward.

With multiple tech people from various specialties working on product development, OKRs ensure the best use of time for each, and the entire team is working towards shared goals. They also force us to ask ourselves, “Why,” whenever we consider a new Objective. The goal is to pick those that are most critical. An added benefit has also been a reduction in meetings, from weekly to bi-weekly.

OKRs ensure the best use of time, and the entire team is working towards shared goals. They also force us to ask ourselves, “Why,” whenever we consider a new Objective. “

These examples (parking and product development) offer a simple overview of the OKR process. With the tremendous success here at Outhouse, we would like to share with you what we have learned in a five-part series:

Introducing OKRs
Preparing for the OKR Journey
Crafting Great OKRs
Driving OKR Alignment
Managing Effectively with OKRs

Watch your inbox over the coming weeks for this series written by Outhouse partner Bill Gelbaugh.