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Episode #286: Finding Home Builder Marketing Support – Sara Williams

⏱️ 24:11 🎤 Greg Bray, Kevin Weitzel, Sara Williams
AUDIO EPISODE
Episode #286: Finding Home Builder Marketing Support – Sara Williams
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Chapters

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  • 0:34
    Introducing Sara Williams
    Sara Williams, founder of Aarson & Co., shares her 21 years of experience in the home building industry, transitioning from working for builders and tech companies to offering advisory and consulting services.
  • 5:43
    Home Builder Tech Adoption
    Sara discusses the evolution of technology adoption in the home building industry, noting a shift from resistance to embrace, especially during the COVID-19 pandemic, though some resistance remains.
  • 15:12
    Diagnosing Builder Needs
    Sara explains her process for diagnosing a builder's needs, starting with identifying problems like lead generation or sales conversion issues, and then peeling back layers to understand underlying causes related to process, technology, people, or training.
  • 22:23
    Addressing Hidden Problems
    Sara addresses scenarios where builders focus on minor issues while overlooking major underlying problems, emphasizing the need to address immediate concerns while guiding them toward comprehensive solutions.
  • 27:02
    Common Tech Implementation Mistakes
    Sara highlights common mistakes builders make when implementing new technology, such as hiding new tools on websites, asking for too much consumer information too early, and lacking internal adoption or accountability for usage.
  • 38:37
    When to Hire Partners
    Sara advises on when builders should bring in external partners or agencies, stressing the importance of recognizing the diverse skill sets required in marketing and leveraging specialists for tasks where internal teams may lack expertise or efficiency.
  • 42:32
    Coaching Marketing Teams
    Sara discusses her approach to coaching marketing teams, focusing on core objectives like lead generation and conversion, and helping marketers understand and leverage the available technology in the home building space.

Speakers

G
Greg Bray
Host — Blue Tangerine
K
Kevin Weitzel
Host — Out House
S
Sara Williams
Founder at Aarson & Co.

Key Takeaways

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Assess your current marketing team's skill sets honestly; no single marketer can master all aspects (graphic design, strategy, technology, data analytics).

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Bring in outside experts or agencies for specialized tasks where your internal team lacks expertise or efficiency to avoid wasting resources and time.

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Ensure any new technology or tool you invest in is prominently featured and easily accessible on your website, or it will likely fail to deliver results.

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Avoid asking for too much personal information (e.g., email, phone number) too early in the customer journey; this can deter potential leads before they've even engaged with your offerings.

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Implement clear accountability and training for any new technology; treat it like a gym membership – results only come with consistent use and commitment.

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Prioritize lead generation and conversion as the primary metrics for your marketing efforts, ensuring all activities contribute directly to these goals.

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Educate yourself on available home building technology and consider leveraging external advisors to help navigate choices, ensure proper implementation, and avoid common pitfalls.

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