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Homebuilder Tech

Homebuilder Tech Agenda

  • Welcome to HomebuilderTECH - Wednesday, May 8, 2019

    • 5:30-7:00 PM

      • Welcome Reception Cocktails and Conference Check-In In the “Library Bar” 1st Floor

  • Day 1 - Thursday, May 9, 2019

    • 8:45 AM - 9:30 AM

      • Welcome to HomebuilderTECH -Room: Platinum Ballroom #1

    • 9:30 AM - 10:30 AM

      • Day 1 Keynote Zillow- The Homebuyers Landscape: Understanding the Tech Journey- Platinum Ballroom #1

        • Marty Collins
    • 11:00 AM - 12:00 PM

      • Using SEO to Complete the Journey from Blog to Buyer - Room: Melody Room 2nd Floor

        • Chelsey Keenan
        • Adrian Aguirre
        MORE

        In this session, we’re going to take you on a journey of researching, writing, and distributing a blog that will benefit not only your company from an SEO standpoint, but your buyer from an informational standpoint. Blogs have a ton of power — so knowing how to research, write, and distribute them correctly is crucial for your sales. From keyword research, to writing natural, organic content that incorporates links and keywords, to distribution across social media, we’ll take you through each step to becoming a blogging pro. 

        Learning Outcomes:

        • Research and target relevant keywords for your content
        • Strategically incorporate applicable keywords into each blog (and write content that people actually want to read)!
        • Distribute your online content to the right places and the right people to increase organic traffic
      • Customization & Personalized Marketing: Let Buyers Find, Design, and Buy Online with Apps! - Room: Studio5 5th Floor

        • John Lee
        • Alexandra Quedenfeld
        MORE

        Stop using generic, static content to market new homes in today's interactive marketplace! Buyers can now instantly design and price their homes on their smartphones, just like they can with new cars. Buyers can also share their personalized brochures on social media, save them to their “Favorites,” and ultimately, buy their new homes online. Better yet, we can capture this detailed shopping data for valuable online leads!

        Learning Outcomes:

        • Convert generic, static content into exciting, interactive, and personalized content
        • Get tips on how to best utilize smartphone apps in new home sales and marketing
        • Discover new web app features and possibilities

    • 12:00 PM - 12:45 PM

      • Lunch

        MORE

        Lunch-Legislative Terrace on 2nd Floor

      • Social Media Corner with Vicky Bak - Available All Afternoon

        • Vicky Bak
        MORE

        If you’re feeling #social today, come hang with us at the Social Corner! Group Two’s social specialist Vicky Bak will be here all day to chat about your company’s current social presence and how you can improve it, as well as answer any questions you may have. As a builder, you have a unique story to tell — and in 2019, there’s no better place to tell it than social media. Come on over and see what you can do to send the right message to the right audience, increase brand awareness and engagement, and even just discuss what to do during a Facebook “shutdown”… If you “like” social media and strategy, you’ll love stopping by in between builder presentations to join the conversation.

        Learning Outcomes:

        • Discover effective ways to communicate the right message to your specific demographics

        • Engage your audience through tailored content and strategy

        • Discuss current trends and innovations in the “social world!”

    • 1:00 PM - 2:00 PM

      • How to Identify and Fix a Broken Community Using Data - Room: Studio5 5th Floor

        • Matt Riley
        • Mollie Elkman
        MORE

        Sometimes, we have broken communities that are hiding in plain sight. And sometimes, we know they aren’t performing, but we can’t put our finger on why. In this session, you’ll learn how to use analytic data to spot the communities that are underperforming, and implement specific marketing strategies to fix the real issues.

        Learning Outcomes:

        • Find and use key data in Google Analytics

        • Visualize a story through data

        • Drill down into data to uncover problems that may be hiding in plain sight

      • Creating Software Synergy: Making Connections with Your Software - Room: Melody Room 2nd Floor

        • Angela McKay
        • Dave Betcher
        MORE

        Your CRM is your hub for your sales and marketing tech stack and integration between applications is becoming more and more important. Not only for ease-of-use but for an improved purchaser journey and consistent data from initial interest through to purchase. Collaboration between all of the software and technology in your stack will make your life a whole lot easier and your usage better, plus you get the benefit of using best-of-breed software.

        Learning outcomes:

        • Understand the technology needed at each stage in the buying journey
        • The capabilities of an API. How it works and how it’s used
        • Utilizing your CRM as your hub of all prospect/purchaser data
        • Commons apps that are being used today for texting, chat, appointments, lead capture and others
        • Learn some innovative ways builders can use applications, engage their sales team and win more business!
    • 2:00 PM - 3:00 PM

      • Experiential Marketing: Pre-Sale Homes with Virtual and Augmented Reality! - Room: Studio5 5th Floor

        • John Lee
        • Alexis Udine
        MORE

        Experience and learn how the latest visualization technologies are revolutionizing new home sales and marketing. VR and AR home tours are not only fun, engaging, viral, and informative, but they also enable builders to bring their unbuilt communities and homes to shoppers online. See real world examples of how builders are using VR and AR today!

        Learning Outcomes:

        • Implement visualization technologies across your various digital marketing channels
        • Understand the pros and cons, as well as the possibilities and limitations, of visualization technologies
        • “Gamify" new home sales and marketing with VR and AR!
      • Create High-Performance Websites Through User Experience - Room: Melody Room 2nd Floor

        • Chip Johnson
        • Scott Smith
        • Chris Scott
        MORE

        Dive into the deep end of cutting edge web design with the development team at Builder Designs. Talk about the fundamental components that make up high performance mobile websites. Understand the difference between web apps and traditional websites. See how site speed and the laws of user experience make the difference between winning and losing. Review the user data of 400+ home builders to see how people are using builder websites and where the key conversion points are.

        Learning Outcomes:

        • Understand examples of A/B testing best practices
        • Create a high-performance user interface
        • Shift the focus away from what the builder wants into what the user wants
    • 3:00 PM - 4:00 PM

      • Advanced SEO Best Practices: A Technical Look - Room: Studio5 5th Floor

        • Matt Riley
        • Chris Scott
        • David Bean
        MORE

        Gain a better understanding of Google's latest ranking factors, including 'On Page' optimization best practices, page speed insights and new Image formats. See why Architecture and User Experience make a BIG difference in SEO performance. Take the guesswork out of link building with a proven format you can use.

        Learning Outcomes:

        • Understand the difference between off-page and on-page SEO
        • Understand what SEO means for your marketing strategy in 2019
        • Understand the breakdown of Google’s ranking factors
      • Implementing Technology with a Human Connection: Where to start with AI - Room: Melody Room 2nd Floor

        • Dave Betcher
        • Bassam Salem
        • Chris Hartley
        MORE

        Technology holds the promise of efficiency and increased sales - we all know it and want to find the very best tools to make an immediate and meaningful impact.  The challenge is siloed technology that doesn't work together and requires one-off implementation or trainings with very busy sales and/or marketing teams. There are tools built for you, and you alone, that work together to create a powerful systematic approach to capture leads and engage prospects. Using automation and A.I. can actually increase the humanization of each interaction with your brand.  We'll dig into this lively discussion, and talk about how to make quick, yet critical, changes to your business.

          Learning Outcomes:

        • Explore ways to use A.I. chatbots to bring efficiencies to your OSCs to capture web or Facebook leads and then follow-up with automated text messages.

        • Gain insights into how your prospects self-qualify and feed real-time intelligence to your sales teams to nurture the right buyers.

        • Learn what you can implement now and best practices for turn-key technology integrations.

    • 6:00 PM - 7:30 PM

      • Country Music Cocktail Reception - Skye Bar 28th Floor

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        Reception - Skye Bar 28th Floor overlooking downtown Nashville Skyline

  • Day 2 - Friday, May 10, 2019

    • 7:30 AM - 8:30 AM

      • Breakfast with our Sponsors- Zillow / AtlasRTX / Guild Quality / My Home Story / Envision

        MORE

        Breakfast-Legislative Terrace on 2nd Floor

    • 8:45 AM - 9:30 AM

      • Day 2 Keynote: The Self Programing Paradigm-Platinum Ballroom #1

        • Chad Sanschagrin
        MORE

        Your life is based on the stories you tell yourself. Most people tell themselves stories that make them feel weak and not enough. This is a representation of your programming which has hardwired your brain since day 1. In this exercise learn how to become the lead actor in your own movie by telling yourself different stories to live the life you are truly worthy of.  

    • 9:30 AM - 10:15 AM

      • Panel: Straight from the Field… And the best! -Platinum Ballroom #1

        • Chris Hartley
        • Renee Carlson
        • Lindsay Haltom
        MORE

        In this interactive panel, you will hear from some of the best Vice Presidents, Directors, and Marketing Managers at some of the top homebuilding companies in the country. They will discuss what the “new” role of marketing looks like in some of the top performing builders in the country, and how Sales, Marketing, and IT (Yes IT) are more intertwined than ever before. This talk will take live questions from the audience and tackle some of your top concerns and questions.

    • 10:30 AM - 11:30 AM

      • Predictive Marketing: “Pre”-suade Potential New Home Buyers with AI! -Room: Studio5 5th Floor

        • John Lee
        • Chelsey Keenan
        MORE

        In this digital world, are your marketing messages getting lost in translation? Today’s new home buyers want to find, design, and even buy their new homes completely online. Learn how the AI Cloud instantly translates builder-speak to buyer-speak, and even persuades potential buyers to buy new before they are even looking!

        Learning Outcomes:

        • Learn how content generates data that feeds AI to create leads and land sales
        • See how AI can become a virtual buyer and sales agent
        • Build and deploy the AI Cloud ecosystem
      • Reimagining Homebuyer Communication: Managing Your Sales & Marketing Process - Room: Melody Room 2nd Floor

        • Dave Betcher
        MORE

        No matter how talented your sales team is, or how hard they work, without a roadmap for success, it’s a lot harder than it needs to be. A systematic approach to selling ensures that there is consistency with how you manage your leads; but how do you incorporate personalization to your messaging? This session will go beyond the basics and provide insight and tools to create and manage workflows.

        Learning outcomes:

        • Determine your goals: re-engage, educate, appointments, or close
        • What does a successful work-flow (sales and marketing process) look like
        • Getting your content ready: Mapping your content to the prospect’s journey
        • The types of campaigns you should be creating based on the Marketing-Sales funnel
        • Get lead nurturing campaign examples to take back and make your own
    • 11:30 AM - 12:15 PM

      • Understanding Consumer Motivations in a Digital World - Room: Studio 5 5th Floor

        • Matt Riley
        • Jake Scherrer
      • Socially Speaking: How to Engage Different Generations on Social Media -Room: Melody Room 2nd Floor

        • Alexis Udine
        • Alexandra Quedenfeld
        • Chelsey Keenan
        MORE

        Believe it or not, there’s a direct relationship between generational characteristics and social media behavior. This session will help you understand what these unique connections mean for your social media strategy, so you can create and distribute the right messaging to the right people. Learn how to convert prospects into leads, as well as analyze and leverage your insights.

        Learning Outcomes:

        • Understand the direct relationship between generational characteristics and social media behavior
        • Create unique messaging based on what you offer each buyer demographic
        • Push messaging out based on social-buying characteristics
        • Get the right buyers to go from online to onsite
    • 12:15 PM - 1:00 PM

      • Lunch -Legislative Terrace on 2nd Floor

        MORE

        Lunch-Legislative Terrace on 2nd Floor

      • Social Media Corner - All Afternoon

        • Vicky Bak
        MORE

        If you’re feeling #social today, come hang with us at the Social Corner! Group Two’s social specialist Vicky Bak will be here all day to chat about your company’s current social presence and how you can improve it, as well as answer any questions you may have. As a builder, you have a unique story to tell — and in 2019, there’s no better place to tell it than social media. Come on over and see what you can do to send the right message to the right audience, increase brand awareness and engagement, and even just discuss what to do during a Facebook “shutdown”… If you “like” social media and strategy, you’ll love stopping by in between builder presentations to join the conversation.


        Learning Outcomes:


        • Discover effective ways to communicate the right message to your specific demographics

        • Engage your audience through tailored content and strategy

        • Discuss current trends and innovations in the “social world!”

    • 1:15 PM - 2:00 PM

      • Understanding The Buyer Journey and Proper Attribution Modeling - Room: Studio5 5th Floor

        • Matt Riley
        MORE

        In this session, you’ll learn about the different kinds of attribution models and how to choose the right one for your business. By understanding different buyer journeys, you’ll be able to determine where your marketing dollars should be allocated along your conversion path.

        Learning Outcomes:

        • Choose the right attribution model for your business
        • Use analytics and reporting to identify the buyer's journey
        • How to shift marketing dollars based on data
      • Beyond Design: Mastering Email Marketing -Room: Melody Room 2nd Floor

        • Angela McKay
        MORE

        Email might not be shiny and new but it’s still one of the most effective methods of marketing today for lead generation, engagement, conversions and sales. But email marketing does not sit on its own in a silo; the best results are when it is part of a multichannel approach. That’s when the power of email will truly be recognized. This session will focus on your email strategy as a whole and the key elements that builders need to focus on.

        Learning outcomes:

        • Deliverability: what factors come into play and what role you have to help achieve a positive deliverability
        • Developing a plan. Sending the email is one step but what follows? Understand the steps that everyone seems to miss
        • Creating positive experiences with email to build your brand
    • 2:15 PM - 3:00 PM

      • Location, Location, Location...Redefined For Today's Home Builder -Room: Melody Room 2nd Floor

        • Bill Doughty
        • Matt Coddaire
        MORE

        Recent advances in location technology have created incredible opportunities for builders to increase foot traffic and sales through geofencing and location-based marketing. This session will focus on how to leverage highly targeted, hyperlocal advertising campaigns to increase foot traffic and sales. You’ll walk away confident and informed about one of the industry’s hottest topics and how to best apply these strategies to reach your buyers.

        Learning Outcomes:

             Understand what’s driving the growth in location-based marketing and local strategies you can apply to Google My Business, Maps, Ads, and more.

             Implement the latest advances in geofencing and IP targeting to reach your buyers where they work, live, play, and even as they visit your competitor's model down the road     

        Measure the effectiveness of location-based marketing campaigns by leveraging conversion zones and Google Analytics' new "Store Visits" (beta) to track foot traffic and ROI

      • Digital Marketing 2.0: The Completely Online Future of New Home Shopping -Room: Studio5 5th Floor

        • John Lee
        MORE

        Digital marketing has accelerated the evolution of new home sales and marketing in recent years. In fact, the transformative technologies yet to come will completely change the way we buy and sell new homes. I’ll explain what these forthcoming changes mean for new home sales and marketing, as well as studies of disruptions in other industries to give insight into what the future holds.

        Learning Outcomes:

        • Define disruptive technologies
        • Recognize signs of change
        • Learn how to prepare for a disruption
    • 3:15 PM

      • Bringing it Home! Closing Ceremonies and Grand Prize Giveaways -Platinum Ballroom #1

        • Kerry Mulcrone
        MORE
        Look, Squirrel...Stop chasing distractions. Now that you are “Digitally Reinvigorated” let’s wrap it up and take it home.
        Link the state of your new Digital Mind to the state of your home and office space.
        Opportunities and Challenges await you after today!
        Say NO to Squirrels...

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