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“Life Is Messy” – “Beat Your Promises”

October 1, 2024
By Jim Sorgatz

Nuggets of Wisdom from the Home Builder Digital Marketing Summit

“Life is messy. Not every home purchase comes from a beautiful situation. People sometimes buy a new home because they got divorced or someone died. If you have kids, your home is likely not perfectly manicured – you probably have toys scattered on the floor. Picture-perfect homes look great on a website, but they are not realistic. Being human is critical to building trust. Another component of building trust is transparency in pricing.”

*Stephanie McCarty from Taylor Morrison sharing her thoughts on building trust.*

Observations like these from Stephanie McCarty, Chief Marketing & Communications Officer at Taylor Morrison Homes, are thought-provoking. Fresh perspectives and nuggets of wisdom from a variety of home builders and digital marketing professionals are what draw me and others to events like The International Builders Show and the Home Builder Digital Marketing Summit. The 4th annual Summit in Phoenix, AZ, was the second live event sponsored by Blue Tangerine and Outhouse, LLC focusing exclusively on digital marketing. The 80+ attendees spent a day and a half learning from experts and sharing their knowledge in roundtable breakout sessions.

Thoughts to Ponder

Greg Bray, President of Blue Tangerine: “Only 20-25% of web visitors start (land) on your home page.” Wow! We spend so much time making our home page perfect. Time to go back and review our site to be sure every other landing page is just as impactful.

Thank you so very much for including me in the Digital Summit last week. It was a good event and I greatly appreciated the opportunity to hear from leaders in the industry as well as the different vendors who have innovated to make our jobs easier and more effective.
Gena, Marketing Manager
Keystone Homes

Cabe Vinson, Director of New Business Development @ Sr. Strategist at Blue Tangerine: “Good meta descriptions can improve click rates. Write for the end user, not the search engine – Google can tell the difference.” Also, “Google My Business reviews are huge, but perfect is not the goal. A 4.8 is better than a 5.0, as it seems a little more realistic.”

Mila Sorenson, Sr. Director of Marketing & Client Services at Blue Tangerine: “The big change to Google Analytics 4 is coming. Be sure to link GA4 to your Google products before that happens.” Mila also discussed using heatmaps and recording tools to see how visitors interact with your website. Very interesting.

*Bob Mirman from Eliant at one of the roundtable discussions.*

Bob Mirman, CEO of Eliant Inc.: “Be careful what you promise. Satisfaction is not the goal. It is the result of meeting promises and expectations. The only way to delight a customer is to BEAT your promises. So, set your buyer’s expectations at a level you know you can consistently BEAT, not just meet! The result – higher levels of TRUST.”

Cory Dotson, Sr. Director of Development Operations at Blue Tangerine: “Influencer marketing is much less expensive than traditional marketing.” As host of his own YouTube channel with 40K+ subscribers, Cory knows his subject well! “The biggest challenge is finding the right influencer. They don’t need to be in the same industry. The goal is to find an influencer who attracts your desired audience.”

Panelists Susan Paul from Costa Verde Homes, Sharon Baker from Camelot Homes, and Kim Ross from Christopher Alan Homes: Winter is coming – it always does. The time to prepare is when times are good.

From Dana Spencer, National Vice President of Sales at K. Hovnanian Homes: “Creating emotional connections with buyers is critical. Leveraging digital tools to create an emotional connection while reassuring potential buyers is more important now than it was 12 months ago, and we must accomplish this in a cost-effective way.”

*Dana Spencer with K. Hovnanian discussing creating emotional connections*.

One of the ways K. Hov is creating an emotional connection is with their new Looks program. Click here to check it out. I get teary-eyed every time I watch the video – it’s beautiful!

Kristi Allen, Owner of WoodCastle Homes: “It was way more challenging than I expected but also so much more rewarding,” Kristi says as she relays the story of starting her own home building company. “I also learned when faced with change you cannot be afraid to make mistakes. There are huge changes taking place within our industry, and no single person has all the answers. You have to be willing to ask questions and learn.” Kristi also inspires many through her volunteer efforts, one being the lead contractor for The House That She Built home. This project, and the accompanying marketing campaign by Mollie Elkman of Group Two Advertising, are elevating careers in construction by educating young readers, girls in particular, about the people and skills that go into building a home. This makes me wonder what else our industry can be doing to elevate careers in construction. Building new homes for families is not just a job but a major contribution to the American dream.

*Kristi Allen with WoodCastle Homes sharing her experience with change.*

A Great Relaunch of Live Programming!

With 80+ participants and presentations by more than a dozen builders and marketing experts, this year’s event was a successful reboot of live programming by Blue Tangerine and Outhouse. In addition to the inspiring presentations, attendees learned from each other through roundtable discussions. They competed in games of Kahoots for some terrific prizes provided by sponsors. The Wednesday evening mixer at Pedal Haus Brewery was also a lot of fun, offering participants a chance to mix, mingle, and build deeper connections at an offsite location and to see why downtown Phoenix is the “happening place.”

Looking ahead to 2023, we are planning a more significant event. Dates and location will be announced in the coming weeks, so watch your inbox for full details.

A big THANK YOU from Outhouse to all attendees, speakers, and sponsors. See you next year!

*Summit and Home Builder Digital Marketing Podcast co-hosts Greg Bray with Blue Tangerine and Kevin Weitzel from Outhouse.*

3 Tips to Keep Marketing Momentum in a Slowing Economy

October 1, 2024
By Blue Tangerine

The economy is slowing down which makes it especially important that your marketing is up to speed. Competition is stiffer than ever and buyers are being more cautious, so how do you ensure your marketing continues to work for you? Here are three tips that will help you keep marketing momentum so you don’t fall behind:

1. Seek Out In-Person Learning Opportunities

Marketing tactics and technology continue to evolve and change, even when the economy is slowing down. To keep your brand strong and relevant, you must continue to learn and innovate. In-person learning keeps you up to date on the latest trends and introduces you to new ways to market and make connections with your audience.

Learn from industry peers and experts to keep your marketing fresh and up to date. Some of the best ideas are born out of conversation and collaboration and in-person learning provides the best opportunity for this type of growth. Summits and conferences offer not only expert advice and instruction but networking opportunities that encourage conversations that help you put the learned information to practical use.

The Home Builder Digital Marketing Summit is a unique opportunity to learn and grow in an atmosphere you won’t find at larger, mass-marketed summits. With engaging, hands-on learning, small group discussions, and networking opportunities, our summit will give you the edge you need to keep your website and digital marketing ahead of the competition.

Some of the topics and speakers you will see at the Summit:

Meeting Your Customers Where They Are – A Fireside Chat with Stephanie McCarty of Taylor Morrison Homes
Using Digital Tools to Create Emotional Connections with Dana Spencer of K. Hovnanian Homes
Buyers Navigating Change for Success with Kristi Allen of WoodCastle Homes
5 Secrets for Achieving Over 40% of Sales from Referrals with Bob Mirman, Eliant
Builder Panel: Preparing for an Uncertain Future with Kim Ross of Christopher Alan Homes, Sharon Baker of Camelot Homes and Susan Paul of Costa Verde Homes
Discover Hidden Gems in Local SEO Optimization
An Insider’s Look at How to Use Social Media Influencers to Create Buzz
5 Analytics Tools to Improve Your Website: Hands-On Learning

Take a minute to look through the full schedule and speaker lineup and see what we have in store, then get registered so you don’t miss out on this great in-person learning opportunity. You can register now using the code outhousefan for a $100 discount. This means you get your registration, including summit meals and a networking happy hour, all for the low price of $495. This is a small investment for a big return on your marketing efforts.

Grab your seat today and save $100! Register with code outhousefan

2. Dial Up Your Marketing

When budgets are tight it can be tempting to put marketing on the chopping block. Failing to ramp up your marketing efforts during an economic slowdown can be a costly mistake for the long-term health of your business. Maintaining brand recognition and providing information and visuals about your homes is vital. There are still buyers who want to buy now, an actively marketing builder will attract their attention and their business. Cautious buyers are using this time to plan. They continue to look for homes and research builders, continued marketing efforts is important to remain relevant and stay on their radar.

Increase your digital visibility. Effective SEO, robust audience lists and active social media engagement take time, you can’t flip a switch and expect immediate results. Expending effort to grow these aspects of your marketing is the only way to remain visible to your audience now and in the future.

Become a trusted resource. Look for ways to create content that resonates with potential buyers’ current concerns. Enhance your website with images, floorplans, and visual tours of the homes you build. Collect customer and partner testimonials to share on your website. Reliable, educational content makes you a trusted resource and builds relationships.

Dig deep into your analytics. Knowing where your audience is coming from, how they find you, and what they are looking for will help to refine targets and get the most out of your marketing spend.

3. Listen to Podcasts

PODCAST: DIGITAL MARKETING IS WORTH THE MONEY – JULIA MALLOZZI

Listen to this episode as guest Julia Mallozzi of Bill Clark Homes and Legacy Homes has a discussion about why digital marketing is worth the money you put into it.

LISTEN NOW

Podcasts are a great way to hear from a variety of experts and peers, providing a broader perspective and new ideas. By providing a break from the large amount of visual media we are exposed to each day, it is easier to focus when listening to podcasts and we absorb more information. Easily accessible, they provide an opportunity to engage in learning at no cost, even if you only have half an hour to spare.

The Home Builder Digital Marketing Podcast is rapidly becoming one of the most trusted resources for home builder marketers. Hosted by Greg Bray of Blue Tangerine and Kevin Weitzel of Outhouse, this weekly podcast covers topics that include building your marketing team, website development and optimization, brand reputation and management, selling homes online, marketing to buyers’ needs, building relationships with buyers, embracing new technology, and much more.

Winner of the NAHB Nationals Silver Award in 2022 for Best Professional Development Series, and over 20,000 downloads, The Home Builder Digital Marketing Podcast is an invaluable source of information for any marketing team.

A slowing economy can be stressful; putting the brakes on your marketing efforts can be detrimental to the success of your business. Follow these three tips to keep up to date on the latest trends and tactics and to keep your brand fresh and relevant. Have questions? Let’s Chat.

Why Should I Attend Trade Shows and Summits?

October 1, 2024
By Tabitha Warren

Imagine being a market leader when your company emerged; you held 10% of market share. A couple of years later, that number grew to 20%! But you decided that you didn’t need to evolve. You stuck to what always worked. You thought that the innovations coming out were quirky. You thought they would quickly fail because of design flaws. You had such a following of dedicated customers that you thought, “I don’t need to invest in strategic, creative marketing.”

Meanwhile, your two top competitors put millions into research. One became known for being the leader in new and exciting technologies. They developed their flaws away, vied for market share, found fun new ways to market their products, and this company nurtured “super-fans,” to quote Meredith Oliver.

Moreover, you don’t even think that some projects they are working on are real. Why would you invest in replicating innovations like that?

Some of you may already recognize this cautionary tale. This is the story of Blackberry and iPhone.

What Blackberry never learned that Mac, Steve Jobs, and iPhone did is how to pivot. Home builders could learn from Apple’s clever moves. The company not only entered a market that wasn’t their primary market. They moved away from computers and iPods and into the cell phone market. Then, they continued to pivot away from being a product company to a service company. Their phones are only secondary to the apps and services sold through their various platforms.

What does all of this have to do with the title of this blog? Well, the answer is everything. Trade shows and summits bring together top industry partners and competitors. They put research and innovation all under one roof. If your research shows that your number one competitor is blowing you out of the water regarding sales and wait lists, go to a summit they are attending. You may have a chance to discuss strategy with them or at least overhear it. Maybe they won’t be there, but some of the services they use in their digital marketing strategy will be. These events are your chance to casually talk to vendors and experts in one place. They provide the opportunity to talk to other builders using those same products and see how the services have helped them succeed.

Are there holes in your online presence? You are bound to find a solution to digital brand equity. One thing we learned at a recent summit is that Google reviews are the new word of mouth. The difference is that word of mouth disappears; online reviews live on forever. You could learn how to get that 3-star review to a 4-star.

Wait a minute, you say you aren’t using Google to maximize your online marketing yet? Do you know exactly how much revenue should be attributed to your email marketing campaign? To that last Google Ad you ran? There is going to be a speaker who addresses that. You might overhear that a sponsor there offers those services. Google is at the center of sales and marketing these days. Every company needs to know how Google reviews help their company’s Google marketing plan. Google Analytics is the place to understand those metrics. If your company isn’t using Analytics, they should be. If you don’t have staff that understands Analytics, there is a speaker to help you get started. There are also companies to run those numbers for you. Industry events give your company a place to start.

Summits and trade shows aren’t just excellent places to find solutions and to keep up with industry innovations in a competitive market. They are also a fantastic place to take new employees to train them. Did you poach a brand new OSC or sales team from another industry? They know a lot about sales but not in the home building industry. Here is where you can throw them into the deep end. They will train with you, but that new OSC will learn a lot from networking with others in the industry. They will learn about technologies. They will hear stories about what others have done wrong and what they have done right. This strategy doesn’t only work for OSCs and sales teams. Your marketing team and many other employees can benefit from summits, expos, and trade shows as well. We live in the digital age, and your marketing team needs to know how to utilize their marketing budget to bring your sales teams the best leads.

One upcoming event that offers a deep dive into home builder online marketing and sales is the Home Builder Digital Marketing Summit. Taking place September 21-22, 2022, in Phoenix AZ, full details are available here.

Tabitha Warren was an Income Tax Accountant for 15+ years. In the first months of the pandemic, she took a chance and re-careered to freelance in Marketing. She currently, and very happily, works with video and photo editing, social media marketing, and now blog writing.

Why Is Experiential Marketing Essential for Home Builders?

October 1, 2024
By Jim Sorgatz

^{A giant wall wrap printed by Outhouse, “floating” candles, and authentic table decorations create the perfect setting for a Hogwarts themed party.}

There is a much more businessy answer to this question, but I’m going to start by introducing Darin Keezer, our VP of Operations. Most people know Darin as a number cruncher, spreadsheet whiz, Computer-Aided Drafting (CAD) specialist, and an all-around smart guy. Many people don’t realize he is also an expert on experiences and a brilliant party host (watch out, Martha!). Whether it be a Wizard of Oz Halloween or a Harry Potter Birthday bash, Darin and his wife Angie create the most amazing experiences for their two daughters and others. I am so jealous! With all the chatter about left brain vs. right brain – how is it possible that someone so technical can also be so immensely creative?

The bottom line is Darin and Angie know their audience and what kind of experiences they crave. With this knowledge, they put in the time, effort, and expense to create the best, most engaging experiences possible.

People crave personalized experiences. And after spending a significant amount of time sitting at home the past couple of years, we are seeking them out more than ever. In response, companies, and their marketing teams, are ramping up efforts to create unique, hands-on experiences for clients/customers. Salesforce tells us, “Brands who can facilitate outstanding customer experiences will be the ones that will differentiate themselves. And it’s not a secret to executives, as 68% of marketing leaders claim their company is increasingly competing on the basis of customer experience.”

_{Darin and his wife Angie turn their backyard into the road to the Emerald City.}

Outhouse and our digital marketing and web development partners like Blue Tangerine, Group Two Advertising, Meredith Communications, Adlanta Creative, Denim Marketing, A2 Digital Consulting, Boe Creative, Bokka Group, Evolution Marketing, Flying Orange, Kovach Marketing Pepper Glen Creative, Rhoads Creative, Wick Marketing, and 616 Marketing, and more understand the importance of experience when marketing for home builder clients. In today’s scroll through, swipe left, swipe right world, home builders need to stand out from the crowd if they want to be memorable. Experiential marketing gives a competitive edge to forward-thinking builders.

So what does experiential marketing encompass? A few general examples include:

Demos
Events and festivals
Activities and kiosks at trade shows
Unique brand experiences
Retreats

In other words, pretty much anything that actively engages clients/consumers.

_{Darin’s Halloween experience gives Tim Burton a run for his money.}

How does this relate to home building? The past couple of years have been huge for our industry. As the pace slows down, the top builders are elevating their homebuyer experience to grow sales. Static floorplans and stick renderings are out. Interactive Floor Plans, Interactive Site Plans, Visualizers, User-Controlled Virtual Tours, onsite Interactive Sales Kiosks, and community events/open houses are in. Today’s tech-savvy home buyers expect and respond most positively to experiential marketing online and in your sales centers. This interactive community map created for SoMi by Homes Built for America is a prime example.

_{Click the image to engage with the multi-layered site map, interactive floor plans, and more for SoMi, the new community by Homes Built for America.}

Here are the most significant benefits you will see if you create a more engaging website and sales center:

Increased Brand Awareness
Emotional Connection: People purchase products based on emotions — positive, hands-on experiences move them closer to conversion.
Word of Mouth: Draw potential buyers by giving people something to talk about on social media with a fun activity and a hashtag.
Lead Generation: Outhouse has designed our Interactive Floor Plans and, Interactive Sales Kiosks to deliver leads directly to your inbox. Participatory social media campaigns can generate leads as well.

Humans crave experiences. Think about that when you open a new community or redesign your website. A day at Six Flags can be fun. But, like Darin with his Harry Potter-themed parties, the best theme parks (Disney, Universal) understand people want more than a simple roller coaster. They return again and again for the experience – the interaction and emotional connections.

Outhouse has dedicated significant time and resources to developing online experiential marketing tools housed on a single Virtual Interactive Platform. Compelling on their own, our Interactive Floor Plans, Interactive Site Plans, Animations, Virtual Tours, and Visualizers are even more engaging when builders roll them all into an Interactive Sales Kiosk.

The benefits of experiential marketing are numerous. Outhouse is here to help you explore, learn how to create emotional connections with homebuyers, and discover which online and onsite engagement tools will boost your sales. Contact us today to learn more.

“Learning Never Exhausts the Mind”

October 1, 2024
By Jim Sorgatz

Builder Digital Marketing Summit – Live!

September 21-22, Phoenix, AZ

“Learning never exhausts the mind.” We love this quote from Leonardo da Vinci. And learning from experts and peers is the objective of the Home Builder Digital Marketing Summit, a two-day, action-packed, educational event! Reviews from prior years’ attendees bring this point home:

“I love that you had actual builders speaking! We hear from the same people over and over…. It’s wonderful to have some new voices in our industry!“

“The Summit was thought-provoking and insightful; I took away valuable information that I could use with my team.“

“Relevant topics and a plethora of actionable processes that can be implemented to start garnering results are a win in my book!“

Our Summit is Back and In-Person!

After two years online, we are excited to be hosting our fourth annual Summit in person once again, September 21-22 in downtown Phoenix, AZ. Taking place at the Found:RE hotel, we have an exciting line-up of leading industry experts who will guide you through two days of presentations, round table breakout groups, builder panel discussions, and networking. The curriculum is designed specifically for home builders seeking to optimize website and digital marketing strategies, furthering your ability to effectively grow sales.

Learn from the Experts

Explore with us the use of digital marketing to evolve the home buyer journey. Our speakers including Greg Bray and Cabe Vinson from Blue Tangerine, and Kevin Weitzel from Outhouse, will lead attendees through discussions on the most effective online tools, SEO, lead generation, digital marketing tactics, and more. Featured speakers include:

Stephanie McCarty Chief Marketing & Communications Officer Taylor Morrison

In her role, Ms. McCarty leads brand marketing, employee, customer and shareholder communications, media relations and PR, ESG initiatives and reporting, and crisis and issues management. In the last year, she has implemented an online customer experience strategy that includes innovative, industry-leading customer acquisition tools and products—establishing Taylor Morrison as a differentiated, progressive brand and helping to move the future of home shopping forward.

Dana Spencer National Vice President of Sales K. Hovnanian Homes

Ms. Spencer has been in the home building industry for nearly two decades beginning in 2003 with Pulte Homes, Pardee Homes, and Woodside Homes, generating over $70 million in sales in her career as a sales consultant. In 2011, Dana relocated to Arizona moving into sales leadership. In 2018 she was recruited by K. Hovnanian Homes to serve as Vice President of Sales with the Arizona Division. Six months later, she was promoted to her current role as the National Vice President of Sales where she leads the corporate sales efforts, initiatives and strategies on a national level.

Bob Mirman CEO and Owner Eliant, Inc.

The mission of Mr. Mirman’s 37-year-old firm Eliant, Inc. is to assist consumer-driven companies in systematically delivering an extraordinary experience to every customer, thereby turning delighted customers into referral generators. Eliant has provided international customer experience monitoring, training, and consulting for over 1,600 homebuilders and major mortgage and escrow firms across the U.S., Canada, and the Middle East. They also provide customer experience management services for BMW, Toyota, Beckman Instruments, IBM, and many others.

Network with Other Builders

Valuable learning takes place not only when we listen, but when we actively engage with each other. Alongside presentations are round-table discussions, builder panels, and an evening networking event. These opportunities to interact with each other help participants see how the knowledge we gain can be put to practical use.

Take Away Valuable Information

The valuable expertise packed into these two days will help you turn up the volume on your digital marketing. Whether you need to fine-tune your existing strategy or decide what first steps you should take to get your homes online, you will come away with new ideas, questions answered, and some great new business contacts. We can’t wait to see you there! Learn More & Register