Homebuilder Tech Agenda
Day 1 - Thursday, June 25, 2020
11:00 AM - 12:00 PM Eastern Time
Keynote - Economic Outlook: Skylar Olsen
Housing during and after a pandemic: the state of housing during this unprecedented crisis and answers big questions about what’s to come. From record job loss to historical government aid and the vulnerable state of the American renter, we’ll explore what’s next for the U.S. new construction housing market.
12:00 PM - 12:15 PM Eastern Time
12:15 PM - 1:00 PM Eastern Time
Learn how to understand where consumer interest levels are, what they are looking at, and how to tweak your creative and messaging to drive more traffic, leads, and sales all based on solid data at your fingertips.
Learning Objectives:
- Learn how to identify and interpret your data points into actionable marketing tweaks.
- Using data to guide your creative changes and messaging
- Measure and monitor your changes to ensure
See how the latest technology in web apps can dramatically improve digital performance. Explore what Digital Experience Platforms are capable of and understand how this functionality works hand in hand with your website.
Learning Objectives:
- Gain an understanding of web apps and how they differ from traditional websites.
- Learn how DXP can simplify and coordinate your marketing efforts.
- See examples in action and learn how to fine tune conversion.
1:00 PM - 1:15 PM Eastern Time
1:15 PM - 2:00 PM Eastern Time
It might seem like an oxymoron to combine automation with a personalized approach to marketing and sales. We have heard recently: Stop your automation; your buyers expect a personalized experience; chat bots and auto-generated texts and emails just don’t work; there’s nothing like the human touch. All phrases that we have heard during Covid and even before. There’s nothing like the personal approach of a real person, or a personalized email, but we are here to tell you that automation (done correctly) can provide exponential benefit to your buyers and allow you to create a BETTER personalized experience.
As technology improves and we build our tech stack, most consumers want technology to be used to INCREASE personalized support. Most people want more human interaction, not less.
How do you strike a balance?
After this session, you will be able to:
- Know when to automate and what to personalize
- Earn your buyers’ trust by providing timely and valuable content
- Get your messaging right and put yourself in your buyers’ shoes
- Understand data and consumer privacy laws: Respect & uphold
- Develop automation with a human touch
Long-sheltered from technology advances that have disrupted other industries, our time has come. Overnight, these revolutionary changes will permanently change the way we market and sell new homes. Are you prepared?
Learning Objectives:
- Review how technology has disrupted other industries.
- How will technology disrupt the New Homes industry?
- How can we prepare for this technology revolution?
2:00 PM - 2:15 PM Eastern Time
2:15 PM - 3:00 PM Eastern Time
This isn’t a session about design or deliverability, it’s a session about creating a strategy. What to say, how to craft your messages, incorporating story-telling and creative elements into your email marketing to generate engagement and genuine interest in your homes. How to attract the interest of today’s home buyer by addressing the problem they are solving. It’s that simple!
After this session, you’ll be able to:
- Formulate a communication strategy based on the stage and type of prospects
- Evaluate how your email strategy has been impacted—positively or negatively—by the pandemic.
- Develop future playbooks for relevant, effective communications
- Plan and develop communication strategies based on how your message is received.
- Know what to send next!
- Focus on providing what your buyers need and less about what you do
This presentation will review the performance data and tech stack of 5 builders across the US. Compare go to market strategy of a large, multi state builder as well as smaller, local builders. Review the technology and marketing tactics and budgets they use to get results.
Learning Objectives:
- Gain an understanding of how your data compares to other builders.
- Learn what marketing mix they use and how it compares to yours.
- Review data examples and how to look for outliers.
3:45 PM - 4:45 PM Eastern Time
Turning Crisis into Normalcy: Stories Directly from the Field
Day 2 - Friday, June 26, 2020
11:00 AM - 12:00 PM Eastern Time
New construction is a tale of two buyers: millennials (25-39), who are aging into the housing market, and baby boomers (55-75), who tend to be retired, repeat buyers. The pool of potential new construction buyers is staggering: 64% of all home shoppers have either set their sights exclusively on a newly built home or are open to buying one, but only 9% end up doing so. Zillow will unpack the ins and outs of these buyers sets and highlight what marketers need to know when attracting these buyers.
12:00 PM - 12:15 PM Eastern Time
12:15 PM - 1:00 PM Eastern Time
Understanding What's Really Working & What's Not With Your Paid Digital Media
- Group Two
- Bill Doughty
- Chelsey Keenan
MORESay goodbye to link clicks and hello to conversions! Making sure that what you’re spending your marketing budget on is working is the most vital part of creating an effective digital marketing strategy. From social media to google cost per click, you’ll be able to understand how to set up your ads and how to correctly monitor their success!
Learning Outcomes:
- Learn how to optimize your ads for conversions on your website.
- Understand what metrics to pay attention to in Google Analytics and Facebook Analytics.
- How to edit your ads based on the information you find in your metrics.
Driven by technology advances, customer experience and now the pandemic, consumers are increasingly shopping online. This seismic shift will dramatically change the way new home shoppers buy online. Buyers want it. The technology is here. Are you ready?
Learning Objectives:
- Why are consumers shifting to shopping for New Homes online?
- What technologies will facilitate this shift?
- How should Builders prepare for this monumental shift?
1:00 PM - 2:00 PM Eastern Time
2:00 PM - 2:15 PM Eastern Time
Creating Awesome: 5 Ideas from Envision
2:15 PM - 3:00 PM Eastern Time
Define and design a reporting system that provides everyone within your organization the information they need to make the right decisions.
With a sales and marketing focus, uncover ways to obtain the data you need and how to easily design reports using 3rd-party applications such as Google Data Studio for analyzing data. Understand what you can learn from your data and why it's important.
After this session, you will be able to:
- Understand what data is available to you in your CRM and other systems
- Know the most important metrics to achieve success
- Provide the tools to turn your managers into leaders and coaches
- Use data to improve decision making
- Understand the fundamentals to build your own reports
As New Home Sales and Marketing shifts online, traditional Sales Funnels will become obsolete. New Funnels will be buyer-centric, omnichannel, bi-directional and personalized. It’s all about curating a great customer experience and journey.
Learning Objectives:• Why traditional sales funnels won’t work online.
• How have other industries flipped the traditional sales funnel?
• How will new technologies drive New Home Buyers down Digital Sales Funnels?
3:00 PM - 3:15 PM Eastern Time
3:15 PM - 4:00 PM Eastern Time
Speed Round: The 9.5 Hacks to Take Your SEM, Social Media, and Reporting to the Next Level
- Group Two
- Matt Riley
- Bill Doughty
- Vicky Bak
MOREhomebuilderTECH’s version of speed dating. We will cover the “top three” categories that make the biggest impact in your digital marketing strategies. We will have three 15 minute blocks that cover: Setting up reporting to correctly assess and measure success, how to implement an overarching social media strategy that drives leads, and an efficient PPC/SEM strategy that drives out waste and increases lead quality.
See the latest strategies in advanced SEO and learn how to develop a roadmap for increased organic traffic. See how Google My Business, Link Building and Content Strategy can have a substantial impact on your lead conversion.
Learning Objectives:
- Learn why organic traffic is critical to your marketing efforts.
- Review a step by step roadmap of action that will increase your rankings and domain authority.
- See examples of before and after and review conversion data.
4:00 PM - 4:30 PM Eastern Time
Test Day Title
12PM - 1:30PM CST Eastern Time
TEST EVENT
June 25-26, 2020
(913) 393-3367