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Episode #261: Merging Home Builder Sales and Marketing – Megan Bakel

⏱️ 23:14 🎤 Greg Bray, Kevin Weitzel, Megan Bakel
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Episode #261: Merging Home Builder Sales and Marketing – Megan Bakel
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  • 0:27
    Megan Bakel's Background
    Megan shares her 20-year career in home building, starting in sales and moving into leadership roles across various builders, eventually leading to her current VP position at Lancy Homes.
  • 3:42
    Non-Work Factoid
    Megan reveals her passion for long-distance running, having completed over 20 marathons and training for Berlin this year.
  • 6:45
    About Lancy Homes
    Lancy Homes, a public builder, focuses on high-performance, tech-forward homes with a strong emphasis on sustainability and smart home technology, partnering with Apple HomeKit and EcoBee.
  • 8:57
    Tech in Customer Journey
    Megan explains how Lancy Homes integrates technology and data analysis into the customer journey, from community launch to tailoring product offerings and sales experiences.
  • 13:54
    Choosing Tech Features
    The process for selecting in-home technology involves corporate team input, buyer surveys, and local market feedback to determine valuable features like video doorbells and air purification systems.
  • 17:33
    Sales and Marketing Merge
    Coming from a sales background, Megan discusses how she learned the importance of digital marketing, data utilization, and focusing on quality over quantity in lead generation.
  • 25:40
    Corporate vs. Local Marketing
    Lancy Homes balances corporate consistency with local flexibility through strong communication, allowing local divisions to influence campaigns based on market needs, especially regarding affordability and promotions.
  • 30:02
    CRM and Sales Feedback
    Megan acknowledges the challenge of consistent CRM usage but highlights the importance of training and monthly diagnostic meetings between sales and marketing to improve data quality and decision-making.
  • 34:01
    Advice for Marketers
    Megan advises smaller builders to leverage affordable options like SurveyMonkey, organic social media, and testimonials, and to consider hiring a marketing analyst to effectively track and utilize data.

Speakers

G
Greg Bray
Host — Blue Tangerine
K
Kevin Weitzel
Host — Outhouse
M
Megan Bakel
VP of Sales and Marketing, Lancy Homes (Florida division)

Key Takeaways

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Focus on quality over quantity in leads: Tailor marketing campaigns to attract specific buyer profiles rather than just increasing traffic numbers.

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Educate buyers on technology value: While some buyers may not immediately see the value of tech features, demonstrating benefits can convert them.

✦

Leverage data for personalized marketing: Utilize CRM data and buyer feedback to tailor marketing campaigns to specific communities and buyer profiles.

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Engage prospective buyers early: Implement surveys for VIP lists to gather feedback and shape community offerings, helping to overcome objections and personalize the sales process.

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Prioritize online presence: A strong website is crucial as most leads originate there, and it educates potential buyers before they visit communities.

✦

Test marketing strategies: For smaller budgets, test campaigns in one or two communities before rolling them out widely to ensure effectiveness and optimize spending.

✦

Consider a marketing analyst: If budget allows, an analyst can provide crucial data insights to inform sales and marketing strategies effectively.

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