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Episode #323: Proving Marketing Value to Builder Leadership – Chelsea Fanders

⏱️ 24:42 🎤 Greg Bray, Kevin Weitzel, Chelsea Fander
AUDIO EPISODE
Episode #323: Proving Marketing Value to Builder Leadership – Chelsea Fanders
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Chapters

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  • 0:00
    Introduction to Chelsea
    Chelsea Fanders, VP of Sales and Marketing at Summit Homes, introduces herself and her extensive background in real estate.
  • 0:46
    Early Career Challenges
    Chelsea reflects on starting her real estate career during the 2007 recession and the valuable lessons learned.
  • 0:47
    About Summit Homes
    Chelsea details Summit Homes' operations, their focus on attainability and efficiency, and their unique buyer experience in Kansas City.
  • 1:00
    Leveraging Digital Technologies
    Chelsea discusses how digital tools like visualizers and website optimization enhance the buyer journey for Summit Homes.
  • 0:26
    Digital Comparison to Retailers
    Chelsea highlights the consumer expectation for service similar to Amazon or Walmart, influencing homebuilding's digital advancements.
  • 1:35
    Prioritizing Digital Initiatives
    Chelsea explains how Summit Homes uses the EOS system and a clear vision to prioritize which digital opportunities to pursue.
  • 0:17
    Measuring Marketing Success
    Chelsea describes the key metrics she monitors, including leads, conversions, traffic, and market share, to gauge marketing effectiveness.
  • 0:07
    Team Structure and AI Use
    Chelsea outlines Summit Homes' team structure, leveraging internal resources for social media and CRM, and external partners for paid search and AI tools.
  • 0:49
    Proving Marketing Value
    Chelsea advises marketers on how to gain executive buy-in by aligning ideas with company goals and effectively storytelling the 'what, why, and how'.
  • 0:27
    Inspiration Beyond Homebuilding
    Chelsea emphasizes seeking inspiration for big ideas from customer-centric brands outside the homebuilding industry.

Speakers

G
Greg Bray
Host — Blue Tangerine
K
Kevin Weitzel
Host — Outhouse
C
Chelsea Fander
VP of sales and marketing at Summit Homes

Key Takeaways

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Align marketing initiatives with your company's one, three, and five-year strategic plans to secure executive buy-in and resource allocation.

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Continuously tweak and optimize your website to provide clear information on costs and options, empowering buyers to research before visiting.

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Leverage local MLS data and competitor analysis weekly to understand market trends and inform your marketing decisions.

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Keep social media and CRM management in-house to maintain brand authenticity and direct control over customer communication.

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Utilize AI tools embedded in existing systems (e.g., Meta Studio, CRM) to summarize information, improve lead conversion, and enhance sales coaching efficiency.

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When presenting new marketing ideas to leadership, clearly articulate the 'what,' 'why,' and 'how,' demonstrating its impact on business goals and potential for pivoting if needed.

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Seek inspiration for innovative marketing and customer experience strategies from leading customer-centric brands outside the homebuilding industry, not just direct competitors.

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