In our last blog post about One Team, One Experience I talked heavily about alignment. If the move from online to onsite is done well, it should feel natural from the buyer’s perspective. Exciting, even. The OSC should be building anticipation, not creating confusion. It should sound more like: “I’d love for you to meet my good friend; they’re going to have a much better handle on those specific house questions and help you take the next step.” That is a handoff. Not:…
Why I’m Skeptical of “Micro-Dosing” AI Courses
Alright, friends. We’re closing out March Debunking AI Month with one more thing I need to get off my chest: I am deeply skeptical of these micro learning AI courses that keep popping up all over my social feed. You know the ones. “Learn 47 AI tools in 28 days!” “Become an AI power user by next Tuesday!” “Master the future with our daily 10-minute lessons!” Meanwhile I’m over here thinking… who has time to…
A New Kind of March Madness: March Is Debunking AI Month (And I’m Declaring It Official)
I just came back from the International Builders Show, and there were no less than 39 educational sessions with the word AI in the title, and vastly more that mentioned AI in the course of their presentation. AI has become to new home builders what, Marsha was to Brady Bunch. “Marsha, Marsha, Marsha…” if you don’t get the reference, it means I’m entirely too old. But I digress. I don’t know who needs to hear…
The Ball Dropped. The Confetti Fell. And Your Leads Are Still Waiting.
Every New Year starts the same way. The ball drops. We toast to “fresh starts.” Someone says, “This is the year we really tighten things up.” And somewhere, right now… an online homebuyer filled out a form on your website and is still waiting to hear back. Which brings me to the newly released 2025 Online Homebuyer Mystery Shop Report. And fair warning: this one doesn’t whisper. It clears its throat and says, “Hey… we…
The Book Is Out, Builders Are Buying, and IBS Is Around the Corner
It’s finally here! My new book, Attract, Engage, Convert is now available on Amazon and I couldn’t be more excited! This book is for builders, OSCs, marketing teams, sales leaders, and anyone trying to make sense of what really works and how to set up a successful OSC program. It’s built from nearly two decades in the trenches, helping builders and OSCs create meaningful, intentional online sales programs. And it was a labor of love. Even…
Why an In-House OSC Isn’t Just “Nice to Have” It’s Mission Critical
If you’re considering launching an Online Sales Counselor (OSC) program, or reviving one that’s stalled, you may be tempted by the promise of outsourcing. The idea of offloading the responsibility of nurturing your digital leads to a third-party service may sound like a time-saving solution. But here’s the hard truth: There is no easy button when it comes to creating a successful OSC program. Whether you bring your OSC in-house or contract the role out,…
Why Cutting Your OSC Is the Most Expensive Mistake You Can Make
When margins are tight, it’s tempting to look for places to cut costs. Too often, the OSC program ends up on the chopping block. On paper, removing a salary line or trimming bonuses may look like savings. In reality, it’s one of the most expensive mistakes a builder can make. An OSC isn’t just another role. They are the engine that converts costly digital traffic into real appointments and closed sales. Without them, your marketing…
Stop Hoarding, Start Helping: Why Being an OSC Is More Than Just Racking Up Bonus Bucks
Okay, I’m going to say it. Louder for the people in the back, the front, and especially for those OSCs sitting in the dark corner of the CRM, aggressively tagging every incoming lead like a kid calling dibs on Halloween candy: Just because a lead touched your pipeline doesn’t mean you are owed a bonus on it. You have to do the work. And more importantly, just because someone walked into a home for a…
The Budget Axe Falls (Again): How to Burn Down Your Sales Funnel with One Bad Decision
Here we go again. I’ve seen it before, and I’m seeing it now. Whenever the building industry slows down, the panic button gets slapped, and out come the budget-cutting machetes. And somehow, every single time, the Marketing Department is one of the first on the chopping block. It’s like an annual ritual: Market softens? Fire up the spreadsheets, folks! Line items must be slashed. But don’t worry, let’s totally ignore the fact that those “line…
Guest Post: Customer Experience in the Fast Lane: A Key to Closing Home Sales
Guest Post by Greg Bray President of Blue Tangerine Founder & Home Builder Digital Marketing Podcast Founder of the Home Builder Digital Marketing Summit October 18-19, 2023 in Denver Pioneering home builders have started to embrace the reality of selling homes completely online. However, buying a home online does not mean the process will be completely self-service. A new home is often the largest purchase someone will ever make, buyers will have questions along the…
Guest Post: Not So Random Advice From, Kimberly Mackey, A Top Trainer in the Building Industry
Guest Post by Kimberly Mackey Founder of New Homes Solutions Consulting Co-Host of Sales & Marketing Power Hour National Trainer & Speaker Recently Kimberly Mackey, co-host of the Sales & Marketing Power Hour & National Speaker, posted a thread on her Facebook group asking for “Random Advice” No specific topic, just good advice. To start the ball rolling she gave us a true gem that needs to be heard by leadership, online sales, and sales…