Market Proof Marketing

Julie Jarnagin joins Caroline Collard and Jackie Lipinski to unpack the marketing moves that matter and discuss trust-building content.This episode dives into smart homebuilder strategy: why “unsexy” homes can still win with the right storytelling, how YouTube and influencers may shape AI-driven search results, what shifting homebuyer age data means for targeting, and why overusing obvious AI writing patterns can quietly hurt engagement.Story Time: Julie - Keeping the leads flowing by addressing concerns strategically, not hanging up red tapeJackie - The more money you spend on something, the more certainty you craveCaroline - Presale excitement is back - is it the year of the launch?In the news: Market Proof Marketing AcademyOutshining the FlashyThe Rundown: Why YouTube has become key for brand GEO strategiesThe Typical First-Time Homebuyer Is 35 Years OldThe AI writing tics that hurt engagement: A study

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/

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

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

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 StoryWe 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 ProblemWhy 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 NoviHaley 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."

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

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 aboutIn the NewsTrump signs executive order targeting institutional investorsChatGPT to start showing users ads based on their conversationsSingle-Family Home Size Continues to Decline

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

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

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

Kevin Oakley, Julie Jarnagin, and Jackie Lipinski are starting 2026 off with fresh takes in this year’s first episode. They discuss multiple mindset hangups, including how to get out of the “cleaning the windows while the house is burning” trap. The team also dives into some of the biggest tech moves and platform plays (or rather replays?) that are sure to shape what happens in 2026. Listen and learn to start your year right.Story TimeJulie – Less is more again this yearJackie – The mindset shift needed for post-peak performanceKevin – The age-old tug of war in company visions must be acknowledged before it can be improvedIn the NewsGoogle’s real estate listings ‘experiment’ sends Zillow shares down more than 8%Google Enters the Portal WarsMeta Is Considering Charging Business Pages To Post Links

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 DataMost housing data describes where the market was, not where risk and opportunity are forming nextIf 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 SignalsMarkets reveal more truth when people put capital behind beliefs, not opinionsWhat 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

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

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

Kevin Oakley joins Julie Jarnagin and Beth Russell to discuss the delta between a booming business and simply sending too-busy signals to buyers. The team reflects on why built-in distance through the use of automation and chatbots is bad for business.If solving for attribution headaches, automation concerns, and leveraging limited budget across the right platforms are on your end of year to-do list, this episode will help reveal what matters most to your buyers right now.Special AnnouncementsJust a couple seats left for January’s Market Proof Marketing Academy - don’t wait until it’s too late to save your spot!If you manage Online Sales too, OSA and OSAL are coming up in early 2026 too. Check them out today!Story TimeBeth – Tales from the home-search front: back-in-market woes made worse by AI searchJulie – Doorbusters aren’t busting like they used to, but homebuilder marketers can create urgency where retail lost the plotKevin – Are you sure you can’t respond to everyone who wants to do business with you?In the NewsSellers are taking their homes off the market at the fastest pace in nearly a decadePew: 84% Of Adults Use YouTube As Platform Growth ContinuesThe Pinball Customer Journey Has Replaced the Marketing Funnel

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

Kevin Oakley, Julie Jarnagin, and Jackie Lipinski discuss why great marketing is less about the message and more about the moment. From anniversaries to fishing lures to funnel metrics, the takeaway is the same: your audience determines your strategy. The right nuance can change everything.Special AnnouncementsMarket Proof Marketing Academy 2026 enrollment is nearly full. With fresh curriculum and expanded expert sessions, grab your spot now.Story TimeJulie - Who cares about 100 years? And how? And why?Jackie - An apparent a-fish-ionado, Jackie shares how her lure strategy relates to changing bait in digital advertising Kevin - Funneling more of nothing (good) still gets you nothingIn the NewsChatGPT Ads Are Coming — and They Won’t Look Like Google AdsThe Starbucks “Bearista” Cup Craze: When Product Drops Become Cultural EventsMeta to launch no-ads subscriptions in the UK

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

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

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