The Builder Marketing Summit has wrapped up for another year, and after two fast and furious days in Dallas, I walked away energized, full of ideas and, as always, wishing there had been just a little more time to talk with everyone.

This was my fourth year joining Greg Bray of Blue Tangerine and Kevin Weitzel of Outhouse for the Summit, where they once again gave me free rein to lead the Online Sales Counselor track. That opportunity means a lot to me because there simply aren’t many industry events where OSCs, and the leaders responsible for online sales programs, have the opportunity to spend this much concentrated time digging into what makes these programs successful.

And we definitely dug in.

What We Covered in the OSC Track

Over the course of the Summit, we talked about the things OSCs are dealing with every day: follow-up, prospecting, personalization, messaging, appointments, working the database, collaboration between Online and Onsite Sales, and how we continue to evolve as our buyers and the market change.

One of the things I love about the format of the Summit is that these aren’t just presentations where I stand at the front of the room and talk at people for two days. With a smaller group and multiple sessions together, we have the opportunity to really have conversations. People ask questions, share what’s working, talk about what’s not working and learn from each other. By the end of two days, we’ve covered a tremendous amount of ground.

Why These Conversations Matter Right Now

Those conversations feel particularly important right now. There is uncertainty in the market, buyers are taking longer to make decisions, and the way we communicate with prospects matters more than ever. It isn’t enough to simply have a follow-up process. We need to think about what we’re saying, whether we’re giving people a reason to engage with us and how we’re creating a genuinely personal experience for buyers who may be months away from making a decision.

I also had the chance to step outside the OSC track and participate in some of the main stage sessions, while sneaking into a few other sessions myself. One of the best things about this event is the amount of knowledge packed into two days. There are incredibly smart people in our industry willing to share what they’re learning, what they’re testing and where they think we need to go next.

The People Make the Builder Marketing Summit

But as valuable as the education is, the people are what make the Builder Marketing Summit special.

Our industry is full of people we work with, learn from and talk to online throughout the year, but there is something completely different about getting everyone into the same room. I loved reconnecting with longtime friends and colleagues, meeting people I’ve only known through a computer screen, and getting to know new people I hope will become part of my industry circle for years to come.

Why Online Sales Has a Place at the Summit

That’s also why this event has become such an important one on my calendar. Four years ago, Greg and Kevin invited me to create a space within the Summit specifically for online sales. Since then, I’ve watched that part of the event continue to grow and evolve, and I’m grateful they continue to recognize how important the online sales role is to the overall homebuyer journey.

For many prospective buyers, your OSC is one of the very first human interactions they will have with your company. How we handle that interaction, how we follow up afterward and how well Online Sales connects Marketing to Onsite Sales can shape the entire customer experience.

That’s why I keep coming back to teach the OSC Track at this event every year, and why I still get so excited about spending two days talking about online sales.

Tired, Reenergized and Already Looking Ahead

The Builder Marketing Summit is always a whirlwind. I leave tired, usually without having talked to nearly as many people as I intended to, and with pages of notes and ideas swirling around in my head.

But I also leave reenergized.

After 20 years in this business, it’s pretty great to attend an event that reminds me just how much I still love what I do.

Thank you to Greg, Kevin, Blue Tangerine and Outhouse for continuing to create a place where our industry can learn, challenge each other, share ideas and have a whole lot of fun along the way. And thank you to everyone who spent part of their Summit in the OSC track with me. I loved our conversations, your questions and the energy you brought into the room.

Already looking forward to next year.

Frequently Asked Questions

What is the OSC track at the Builder Marketing Summit?

It is a dedicated track for Online Sales Counselors and the leaders responsible for online sales programs, led by Leah Fellows of Blue Gypsy Inc. for the past four years. Sessions cover follow-up, prospecting, personalization, messaging, appointments, working the database and collaboration between Online and Onsite Sales, with plenty of time for questions and conversation.

Who hosts the Builder Marketing Summit?

The Builder Marketing Summit is hosted by Greg Bray of Blue Tangerine and Kevin Weitzel of Outhouse. This year’s Summit was two days of education and networking for home builder marketing and sales professionals in Dallas.

Why does the OSC role matter to the homebuyer journey?

For many prospective buyers, the OSC is one of the very first human interactions they have with a builder. How that interaction is handled, how follow-up happens afterward and how well Online Sales connects Marketing to Onsite Sales can shape the entire customer experience.