Market Proof Marketing

Kevin Oakley: Marketing Mind at Do You Convert
  • 4.9 (76)
  • MARKETING
  • UPDATED WEEKLY

A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley from Do You Convert will break down the headlines, share best-practices and stories from the front line, and perform a deep dive on a relevant marketing topic. We're here to help you - not sell you! No fluff - just honest perspectives on where to invest your time, money, and energy to get the highest volume of quality new home leads to your sales teams. Take action on these ideas, and you can market proof your marketing efforts for your home building company.

  1. Ep 428: Closing Down to Create Demand

    27M AGO

    Ep 428: Closing Down to Create Demand

    Kendall Thacker, VP of Product at Legacy South, joins host Kevin Oakley and Beth Russell to discuss his experience with a pre-sale event from the strategy behind it to the lessons learned.  Legacy South Pre-Sale Event StrategyKendall explained that the event was created to address declining Q4 sales by generating urgency and a sense of scarcity among buyers while showcasing their homes.  Model Home Gallery Grand OpeningWith five communities in focus, one new and four underperforming, the Legacy South team repositioned their under-visited model home gallery as a grand opening event. By highlighting new floor plans and hosting it before Thanksgiving, they aimed to create urgency and re-educate buyers on using their model home gallery for their home search. Scarcity Strategy Drives Event InterestKendall and the Legacy South team intentionally closed four communities in December to manufacture scarcity, a bold move that ultimately fueled attendance and urgency. Incentives like $50,000 in savings and $10,000 flex cash, along with strong agent engagement, drove a surge of RSVPs in the final two weeks before the event. Legacy South's Successful Event StrategyKendall described a successful strategy where Legacy South collaborated with a big Nashville influencer to create social proof and drive attendance. The event, held at a model home gallery, featured two large tents - one for a learning center with lenders and design teams, and another for entertainment and food. The event attracted over 250 attendees, resulting in 75 on-site appointments scheduled (plus 10–15 more within 24 hours), with 75% of attendees brand new to the builder. Follow Kendall on LinkedIn https://www.linkedin.com/in/kendall-thacker/ Learn More About 2ft Prostheticshttps://www.2ftprosthetics.org/

    36 min
  2. Ep 427: Brush Your Teeth

    FEB 19

    Ep 427: Brush Your Teeth

    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

    39 min
  3. Ep 426: Disappointment is Optional

    FEB 12

    Ep 426: Disappointment is Optional

    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

    46 min
  4. Ep. 425 Haley Naebig on Builder Experience, Bad Customer Service, and What's In (and Out)

    FEB 10

    Ep. 425 Haley Naebig on Builder Experience, Bad Customer Service, and What's In (and Out)

    Kevin Oakley welcomes Haley Naebig, Director of Sales at NoviHome, who shares her ins and outs for 2026. The 2026 Ins and Outs List (Home Builder Edition) Haley shares her take on what needs to stay and what needs to go in the housing industry this year. A Customer Experience Horror Story We get into Haley's real-life experience with the builder of her current home, and it's not pretty. From warranty issues to bizarre customer service interactions, she reveals what not to do if you want referrals and repeat business. What Actually Counts as "Selling" Kevin and Haley debate what sales actually means in 2026. The conversation touches on prospecting, follow-up, and why some sales managers are still blaming marketing for problems they could solve themselves. The Relationship Problem Why do so many builders actively avoid staying in touch with their homeowners? They explore missed opportunities and how to use consistent, helpful communication that keeps the relationship alive. What's Coming from Novi Haley teases some major product releases coming at IBS in Orlando. Plus, she shares what just launched, including co-buyer chat and something called the "Novi Nudge."

    36 min
  5. Ep 424: Design and Conquer

    FEB 5

    Ep 424: Design and Conquer

    Host Kevin Oakley joins Julie Jarnagin and Caroline Collard for a thought-provoking discussion of marketing by design, the importance of diverging perspectives, and a deep-dive into data that dispels the AI attribution hype.  Special AnnouncementsKevin will be interviewing Rand Fishkin this February - Please send in your questions about SEO, consumer behavior, and more to show@doyouconvert.com for the chance to hear Rand and Kevin discuss them live. The DYC team will be at IBS - come find us on Wednesday! Karla is speaking Wednesday morning on a brand panel and Kevin is speaking in the afternoon on Marketing Against the Giants. You don’t want to miss your chance to learn and connect with us in real life.Story TimeCaroline - Spamming doesn’t exist in silos, and neither do your buyersJulie - Doing the boring things right is still the best playKevin - When there’s only one marketing brain at the table, you can’t bridge the gapIn the NewsNew Research: AIs are highly inconsistent when recommending brands or products; marketers should take care when tracking AI visibilityEvery Marketer Says You Need “Taste”. Here’s What That Actually Means

    36 min
  6. Ep 423: Stop Marketing on Autopilot

    JAN 29

    Ep 423: Stop Marketing on Autopilot

    Julie Jarnagin, Beth Russell, and Caroline Collard unpack why intentional marketing matters more than ever for homebuilders.  From rethinking how buyers experience model home events to finding smarter ways to guide people toward a decision, this episode focuses on knowing your goal and designing the path to get there. If you've been feeling the rut of defaulting to familiar tactics, this episode will spark innovation and intention to get you to the next level.  Story TimeCaroline - Yoga lessons on clear destinations and staying flexible with leading buyers thereBeth - A sneak peek at an upcoming expert lens on events that changes how you think about attention, intention, and impactJulie - How “admin parties” thinking creates experience design for the work no one gets excited about In the NewsTrump signs executive order targeting institutional investorsChatGPT to start showing users ads based on their conversationsSingle-Family Home Size Continues to Decline

    26 min
  7. Ep 422: It's Not Hard, It's Work

    JAN 22

    Ep 422: It's Not Hard, It's Work

    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 Time Jackie - 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

    52 min
  8. Ep 421: No Simple Answers

    JAN 15

    Ep 421: No Simple Answers

    Kevin Oakley is joined by Julie Jarnagin and Caroline Collard for a wide-ranging conversation about the complexities builders can’t escape. From early-year trends to Texas growth markets to President Trump’s latest comments on housing policy, the team leans into the nuance builders actually have to navigate so marketers can face down their challenges with increased clarity and control. Special announcement Guest episodes come with a new charity gift twist in 2026- send in your guest recommendations and nominations to show@doyouconvert.com. Story TimeCaroline - Growth at DYC and how great marketers are built over timeJulie - Parenting in an NYC subway leads to lessons on patience and pacingKevin - A “brilliant” example of what can happen when experts don’t understand the systems they’re rewiringIn the News2026 PPC Trends to get ahead of nowTexas Triangle drives future of single family homebuilding Trump threatens to ban institutional investors from buying single-family homes

    37 min
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4.9
out of 5
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About

A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley from Do You Convert will break down the headlines, share best-practices and stories from the front line, and perform a deep dive on a relevant marketing topic. We're here to help you - not sell you! No fluff - just honest perspectives on where to invest your time, money, and energy to get the highest volume of quality new home leads to your sales teams. Take action on these ideas, and you can market proof your marketing efforts for your home building company.

Information

  • Creator
    Kevin Oakley: Marketing Mind at Do You Convert
  • Years Active
    2018 - 2026
  • Episodes
    101
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Market Proof Marketing
  • Show Website
    Market Proof Marketing

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