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 Breaking

• Watered-down signals are the new normal thanks to privacy rules and technology companies fighting against each other
• Which 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 think

Intelligence You Can't Simulate

• Who - not what - can create real clarity around attribution
• AI and attribution: over-simulated and overstated, but most keep falling for it
• There is no dashboard for common sense

Listen now. Email your questions for future episodes of Office Hours to show@doyouconvert.com.