Kevin, Andrew and Jackie L. are back this week to discuss whether or not home builders should gate content on their websites. While lead magnets work well in other industries, is the same true of home building? Plus, they have an extensive conversation about content and the customer experience, and how the gap is widening between companies that do it well (or at all) and those that don’t.

Event updates

• The Market Proof Market Academy Spring event is sold out! Join the VIP list for the June or December Academy at marketproofacademy.com.
• Mike Lyon is hosting the IBSx Super Sales Rally! More info and register at doyouconvert.com/events.

Story Time (1:56)

Content and Customer Experience:

• Kevin is building a new custom home – why can’t he find a picture of the front door sample they’ve chosen?
• Jackie’s drain cleaning company has an aggressive customer experience process (that works).
• Andrew is putting in a hot tub – EVERYTHING went wrong.

In the News (22:29)

• What a content hub can do for marketing teams (digiday.com)
• What is Clubhouse? (mashable.com)
  • Kevin’s opinion and potential opportunities for home builders
• The U.S. Housing Market Gained More Value in 2020 than in any Year Since 2005 (zillow.com)
• Apple, Facebook Trade Barbs Over Privacy-Focused Business Models (wsj.com)
  • Apple and Facebook aren’t just rivals. They kind of hate each other.
• Top 10 MPM Episodes of Last Year (doyouconvert.com)

360 Topic of the Week: To Gate or Not to Gate? (42:25)

Kevin, Andrew and Jackie L. discuss answers to this listener question:

Kevin,

Hope you are well! A colleague and I were recently having a discussion over whether or not we should gate a couple areas on the site, specifically access to our planbook PDF and our visualizer tools. We are currently requiring a full name and email before proceeding.

Opinions were shared on how buyers are able to be converted through requiring the emails and conversely that we may be bouncing more buyers than it is worth and that the other contact forms on the site were doing their job.

I’m curious if you have any opinions on this topic and/or any articles that we may reference to further identify our decision?

Question of the Week (49:34)

• Last Week: Has your builder implemented a waitlist of some sort in any of your open communities? See answers here.
• New: We’re considering a potential format shift for the MPM podcast. Should we separate story time and news from guest interviews? For a chance to win a $50 Amazon Gift Card, let us know your preference in the Market Proof Marketing Facebook group!

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode.

More insights, discussions and opportunities in the Market Proof Marketing Facebook group.

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A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, and others 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 to sell you!

The post Ep 134: To Gate or Not to Gate? appeared first on Online Sales and Marketing for Home Builders - DYC.