Kevin Oakley, Andrew Peek, and Jackie Lipinski talk with Brett Steele, the Sr. Sales Manager of New Construction at Zillow Group, about Zillow’s New Construction Consumer Housing Trends Report of 2020. They review the fascinating data behind people’s purchasing habits compared to previous years, they touch on the future of technology and how it can apply when purchasing a new home, and they discuss the benefits homebuilders have over resale homes.

Also in this episode, the Do You Convert team discusses the right and wrong ways to push home incentives, how marketing leaders need to identify avoid career burnout, and how true success in anything comes from doing things in small chunks of time each day.

Story Time (2:58)

• Jackie Lipinski discusses the different marketing options a builder could be doing vs running a $10,000 incentive in the best market ever.
• Andrew Peek talks about the benefits of using google’s data studio to create visual tools for marketing as well as upper management. Andrew and the team also dive into how to handle feeling like you aren’t making much progress in your marketing career when the homes sell themselves. 
• Kevin Oakley discusses his thoughts on the psychological insights into why content is so hard for so many marketers to get done plus he tells a few builder stories from his first trip in 2021.

In the News (20:35)

• How to tell stories using data (SearchEngineLand.com) 
• The ugly side of housing: low inventory. Fewer deals are going into contract (HousingWire.com)
• SNL Skit – Boomer’s Got The Vax (Youtube)
• Biden’s $2 Trillion Infrastructure Plan Proposes More than $200 Billion for Housing, Commercial Buildings
• Joe Biden wants to spend $2 trillion on infrastructure and jobs. These 4 charts show where the money would go. 
• Zillow’s New Construction Consumer Housing Trends Report 2020  (Zillow.com)

Question of the Week (40:46)

• What is your forecast on how the housing market will be by the first quarter of next year (2022)
  • Submit your feedback here – we’d love to hear from you!

360 Topic of the Week (41:52)

• Brett Steele, the Sr. Sales Manager of New Construction at Zillow Group joins us this week to discuss the main takeaways fromZillow’s 2020 New Construction Consumer Housing Trends Report.Brett discusses why it’s in every builder’s best interest to educate buyers in order to create the highest quality of leads, the new main roadblocks people are having when purchasing a home, and how builders can’t forget about their ratings as a marketing tool.  
  • The 3 main home buying roadblocks buyers had last year were price, timing, and location, and this year it has changed to feeling like they are getting a fair price, the timing of selling the old house when buying the new house, and feeling overwhelmed by the home buying process.
  • How a 3D walk-through, and not the listing photos, won Brett over into buying his own home from afar after determining that his dream table could actually fit in the home. 
  • 56% of people agreed they would have skipped looking at a resale home if they had seen a floor plan of the home prior.
  • Builders, please add the square footage to your plans for an added advantage over resale homes.
  • How the data shows that the future of home buying isn’t trending digital-only, they predict a hybrid of in-person and digital elements. 
  • Kevin and Brett remind builders that ratings are forever so don’t forget about your buyers while they are waiting for their home to be completed.
  • Brett recaps his days working at Disney World as the Monorail driver.

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 break down the headlines, share best practices and stories from the front line, and perform deep dives on relevant marketing topics. We’re here to help you – not to sell you!

The post Ep 143: Zillow’s New Construction Consumer Housing Trends Report with Brett Steele appeared first on Online Sales and Marketing for Home Builders - DYC.