Ep 119: Marketing with a Capital M with Steve Whaley

Steve Whaley

We are joined by Steve Whaley, Director of Corporate Marketing at Fischer Homes, to discuss how research, data and inter-departmental alignment drives his organization’s marketing strategy. Plus, it’s PSL season! Kevin likes them, Julie doesn’t, and Andrew resists.

Story Time (2:08)

• Andrew could not find pictures of his community’s model on his builder website, but it was on a syndicate website. If you’re not getting traffic for your own homes and communities, someone else is.


• Julie finally refinanced and the process was enjoyable(ish)! That also begs the question… would you be happy in your home until you recoup the expense of refinancing?


• Kevin has a new favorite story… a new builder partner is hitting it out of the park, but doesn’t understand why ad strategy is the driver. Kevin loves explaining why.

Event Updates (18:23)

• Online Sales & Marketing PULSE, October 6-7 – 200+ tickets sold! Get yours now at dycpulse.com.


• Davies Imaging is the 18th sponsor!


• Also… Professor Oakley in the works?

In the News (20:51)

• Opendoor is official going public (Inman.com)


• 8 major Google ranking factors – SEO guide (SearchEngineLand.com)


• Millions Are House-Rich but Cash-Poor. Wall Street Landlords Are Ready (WSJ.com)


• Teaser update on the Facebook pixel… more to come!

360 Topic of the Week: Marketing with a Capital “M” with Steve Whaley (37:33)

Steve is Director of Corporate Marketing for Fischer Homes, which operates in six markets and is on track to close 3,000 homes this year. Tune into this interview to learn:

• How Steve was an early adopter of the online sales model, and worked with Mike Lyon even before Kevin did


• How their online sales team has grown to 8 Online Sales Specialists and is centralized like the other major departments


• Steve’s approach to data analysis and research in marketing and the larger role of marketing within his organization
  
  
  
  • Side note: Steve has two people with math degrees on the marketing team.
  
  
  
  


• Why inter-departmental alignment is critical


• His career journey from CPG to candy to homebuilding


• Fischer Homes sales were up 138% in June 2020 – how his team was prepared for the changes brought on by the pandemic

Resources Mentioned:

• Ep 56: Camping with Carrie Rogiers


• Fischer Homes’ Sales Up 138% in June (BuilderOnline.com)

Questions? Comments? Email [email protected] or call 404-369-2595 and we’ll address them on the next episode.

More insights 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 119: Marketing with a Capital M with Steve Whaley appeared first on Online Sales and Marketing for Home Builders - DYC.