It’s always a challenge to narrow down the offering of sales and marketing education sessions to a list we deem as “can’t miss,” but we had a new twist to this annual endeavor with this year’s migration to an all virtual Builders’ Show. Good thing 2020 taught us how to pivot. Here’s ONeil Interactive‘s curation of the IBSx 2021 Can’t Miss Sessions!
Adapt or Be Left Behind: Lessons Learned from Online Sales Counselors
Building Knowledge Session: On Demand
SPEAKERS
Chris Hartley, K. Hovnanian Homes, Plano, Texas
Ingrid Prince, Shaddock Homes, Plano, Texas
Anya Chrisanthon, Anya Chrisanthon Marketing , Wayne, Pennsylvania
Leah Fellows, Blue Gypsy Inc., Denver, Colorado
LEARNING OUTCOMES
– Learn lessons used by online sales counselors to strengthen your onsite sales team’s lead in nurturing skills.
– Gain a better understanding of the different roles, personalities and skill sets between online and onsite sales even if you move your entire selling process online.
– Refine the lead hand-off between online and onsite sales so that the the customer has a seamless experience and the team converts more sales.
– Explore digital tools and technology that help meet buyers where they are in their home buying journey, and learn how to utilize them to keep your buyers engaged.
WHY IT’S CAN’T MISS
It’s important now more than ever to develop a strong online sales program. We’ve seen online leads skyrocket over the last 12 months and the pace is not slowing down. It’s crucial to implement fast and effective follow-up processes, as well as efficient communication between your OSC’s and your on-site sales counselors. This all-star lineup of online sales gurus is sure to provide the right tools to evaluate and improve your current system.
Building the Right Organic & Paid Search Strategy
Tech Bytes: On Demand
SPEAKERS
Dennis ONeil, ONeil Interactive, Hunt Valley, Maryland
Kelly Fink, MIRM, CAPS, Milesbrand, Cumming, Georgia
Stacey Titemore, ONeil Interactive, Hunt Valley, Maryland
LEARNING OUTCOMES
– Learn current best practices for marketing your brand effectively via SEO (organic search) and SEM (PPC/paid search).
– Understand how over-bidding paid search efforts can negatively impact organic efforts.
– Learn how to prioritize your online needs in order to put together a comprehensive digital strategy.
WHY IT’S CAN’T MISS
It takes a true professional to keep up with the ever-evolving paid search game. What were once common bidding practices and keyword strategies have gone the wayside, paving way for more intuitive and intelligent ways to structure your Google Ads account. Stacey is one of the best in the biz when it comes to making builders’ media budgets go far with well-optimized campaigns. Toss in the vast builder digital marketing experience of Dennis and Kelly, and this session will show you how to tie all the pieces of your online presence together and bring to light where you may be cannibalizing your efforts. Tune into this on-demand if you want to stop wasting time and money.
Calendly & Facetime & Zoom, Oh My: Tech Tools to Navigate Today’s Shopping Experience
Tech Bytes: On Demand
SPEAKERS
Megan English, ONeil Interactive, Hunt Valley, Maryland
Molly White, ONeil Interactive, Lutherville, Maryland
LEARNING OUTCOMES
– Gain a better understanding of your online presence and marketing to be able to engage with your customers more effectively.
– Explore the preferences of todays home buyers that are a direct result of social distancing practices.
– Identify how best to incorporate digital tools, such as Calendly, Facetime, Zoom and video, onto your website to communicate with potential buyers.
WHY IT’S CAN’T MISS
It’s not news that builders should be rethinking how to connect home buyers with their product in this steadily growing virtual world. There are so many tech tools and applications that can make it easier for prospects to engage with your sales team, but are you tracking and measuring these tools to make sure they’re working? Molly and Megan will make sure you’re looking at the right metrics and setting the right expectations for success. We love data and this session has lots of it, so get your screenshot settings in place.
Humanizing the Virtual World: The (Un)Conventional Approach to Creating Relationships
Building Knowledge Session: On Demand
SPEAKERS
Kerry Mulcrone, MIRM, CMP, CSP, Kerry & Co., Hudson, Wisconsin
Laura Hanson, New Tradition Homes, Vancouver, Washington
Cori Masters, Beacon Homes, Kuna, Idaho
LEARNING OUTCOMES
– Explore the people-ology behind technology and learn how you can use virtual methods to forge a deeper, more meaningful customer experience while staying true to your brand.
– Understand the all-encompassing ROI of technology to help you connect at a deeper, more relatable level with your customers and sales team.
– Learn which tech tools are successfully being used to navigate this new virtual world and hear practical examples of whats working and what’s not.
WHY IT’S CAN’T MISS
Here at ONeil Interactive, one of our favorite wall posters reads “Add something uniquely human.” While builders are getting more tech savvy, our business cannot dismiss the importance of emotional connection. Bots can’t replace the warm and fuzzy feeling you get from a friendly smile and a helpful answer from a human. Kerry is no stranger to the IBS stage and we love when builders give us real world perspective, so gear up for some dynamic and relevant content.
The “On Your Lot” Revolution: Secrets & Myths From Three Successful Managers
Building Knowledge Session: On-Demand
SPEAKERS
Roland Nairnsey, CSP, New Home Sales Plus, MIAMI, Florida
Eric Alarid, GMB, CGP, Tilson Homes, Houston, Texas
Jeremy Jackson, MBA, JC Jackson Homes, LLC, New Bern, North Carolina
Michael Bosgraaf, Bosgraaf Homes, Holland, Michigan
LEARNING OUTCOMES
– Learn how to recruit a team of sales professionals that thrive, including a lead salesperson, sales associates and online sales counselors.
– Examine the sales training processes that are designed specifically for OYL sales people and are proven to consistently increase sales.
– Create the ultimate sales experience, and design and build exciting model centers that take home buyers on a harmonious journey, while increasing sales.
– Learn out-of-the-box OYL marketing concepts, and how to leverage social media, educational seminars and video to improve brand awareness and sales.
WHY IT’S CAN’T MISS
We’ve seen an explosion of on-your-lot builders entering the atmosphere. With the market en fuego and mounting land scarcity it’s a business model that deserves a closer look. This panel of BOYL rockstars are the ones to educate you on how to do it right. Just saying you CAN build on a homebuyer’s land isn’t enough. Effective marketing and a clearly defined process is key. Get the inside scoop on what keeps the customer experience testimonial-worthy and your bottom line consistent.
Social Media for All: Strategies for Large & Small Builders in 2021
Building Knowledge Session: Semi-Live
Tue, Feb 9 | 1:00 PM – 1:45 PM EST
SPEAKERS
Kelly Fink, MIRM, CAPS, Milesbrand, Cumming, Georgia
Carol Morgan, MIRM, CAPS, CSP, Denim Marketing, CARTERSVILLE, Georgia
Amy Alexander, CSP, Sublime Homes, St. John, Indiana
Joe Morrissey, MBA, Foxlane Homes, Warrington, Pennsylvania
– Discover how builders of various sizes and marketing budgets make the best use of social media.
– Find out which social media sites and tactics return the best ROI in 2021.
– Gain a deeper understanding for how to navigate Facebook advertising and how much to budget.
– Determine how to best use social media for reputation management.
WHY IT’S CAN’T MISS
When was the last time you took a good, hard look at your social media strategy? One size does not always fit all for builders, so here’s your chance to press pause and evaluate if you’re making any impact across your social channels. These ladies have been riding the wave of digital marketing trends for years and can give you examples of successful and not-so-successful social media blueprints.
Shop Talk: Organic and Paid Search Strategies
LIVE
Wednesday, February 10 | 10:30am – 11:00am EST
SPEAKERS
Kelly Fink, MIRM, CAPS, Milesbrand, Cumming, Georgia
Dennis ONeil, ONeil Interactive, Hunt Valley, Maryland
Stacey Titemore, ONeil Interactive, Hunt Valley, Maryland
Join a live “Shop Talk” Zoom session where Kelly Fink will be joined by Stacey and Dennis to answer your questions and chat about all things organic and paid search!
2021 Sales Rally: Future-Proof Your Sales Skills
LIVE
Wednesday, February 10 | 11:00 AM – 1:00 PM EST
SPEAKERS
Mike Lyon, CMP, Do You Convert, Tulsa, Oklahoma
Meredith Oliver, MCSP, MIRM, Meredith Communications, Raleigh, North Carolina
Amy O’Connor, MA, Shore Consulting, Hamilton, Virginia
Quint Lears, MIRM, CMP, Master – CSP, Founder – NewHomeSales.com, Las Cruces, New Mexico
Chad Sanschagrin, Cannonball Moments, LLC, Fallston, Maryland
Alaina Money-Garman, Garman Homes & Fresh Paint by Garman Homes, Cary, North Carolina
LEARNING OUTCOMES
– Learn the formula to build genuine connections quickly and how to exceed buyers expectations with new technologies.
– Determine what portions of your sales process can shift to virtual.
– Discover how to make the crucial link between online and onsite sales.
– Develop resilience to gain market share.
WHY IT’S CAN’T MISS
We’ll admit, it’s going to be tough to recreate the energy of the Super Sales Rally virtually, but if anyone can do it it’s this crew. This session is always a fan favorite and while we always take away nuggets of knowledge from the line up of industry experts, what we really crave is a few good laughs and some inspiration. Mark your calendars for this fully LIVE session.
Website Tools & Tactics for Virtual Selling
Building Knowledge Session: Semi-Live
Wednesday, February 10 | 2:00 – 2:45 PM EST
SPEAKERS
Megan English, ONeil Interactive, Hunt Valley, Maryland
Jenna Schwartz, ONeil Interactive, Fulton, Maryland
Sheena Ramos, Abrazo Homes, Albuquerque, New Mexico
John Allen, Brown Haven Homes, Blairsville, Georgia
LEARNING OUTCOMES
– Learn the best ways to optimize your website in order to sell virtually.
– Examine available tools that will help you show and sell a home without meeting a prospect in-person.
– Hear how builders have successfully transitioned to virtual selling.
WHY IT’S CAN’T MISS
Yes, we’re a bit biased on this one, but anything with “website” in the title should be on your shortlist this year. Website traffic is up. Engagement is up. Conversions are up. If you’re not investing in your website now, you’re too late and this panel will explain what you need to do to catch up. The ONeil team breaks down the tools, tactics and questions you should be focusing on, while Sheena and John share what it’s like to be in the virtual trenches serving vastly different markets. While geographies and audiences may differ they share a common innovative thread in order to give buyers what they need in today’s home buying environment.
Second Mile Service: Transforming the Home Building Experience
Game Changer Session: Semi-Live
Thursday, February 11 | 4:00 – 4:45 PM EST
SPEAKERS
Steve Robinson, Chick-fil-A
LEARNING OUTCOMES
– Learn how to identify and develop a core purpose for your business.
– Discover how to identify customer needs and establish an industry leading customer experience.
– Identify strategies to instill a customer-first mentality in your culture, brand and staff.
WHY IT’S CAN’T MISS
For starters, this speaker is from Chick-fil-a. If anything, he knows a thing or two about customer service. However, it was the learning outcomes on this one that grabbed our attention. If you don’t know the “why” behind your business you’re at a major disadvantage when trying to sell to customers. Buyers like to feel connected to what they’re purchasing, particularly when it’s as large an investment as a new home. If you don’t know what makes you better than your competitors, how will they? Consumers seek to identify with your brand and find alignment with who they are buying from. That starts with your customer experience and we’re keeping our fingers crossed that this session will enlighten us on just how to do that.
Shift Happens, Have You? Rethinking Your Marketing & Sales Strategies
Building Knowledge: Semi-Live
Friday, February 12 | 12:00 – 12:45 PM EST
SPEAKERS
Matt Riley, Group Two Advertising, Apex, North Carolina
Chad Sanschagrin, Cannonball Moments, LLC, Fallston, Maryland
Myers Barnes, MIRM, Myers Barnes Associates, Inc, Kitty Hawk, North Carolina
LEARNING OUTCOMES
– Learn how to adjust messaging and calls-to-action based on conditions.
– Determine how to get into the right mindset, limit negative self-talk and tap into intrinsic motivation in order to accept necessary strategy changes.
– Acquire fresh sales tactics to help you exceed sales goals and create significant profits, building and sustaining a competitive advantage.
WHY IT’S CAN’T MISS
Change is scary, but it can bring about beautiful results if you know how to properly cultivate and support the shifts. 2020 was a year of momentous change and growth for home builders, but not everyone embraced this storm as a positive opportunity. Those who chose to innovate and adapt were wildly successful and those who didn’t surely fell behind or became extinct. We’re excited to close out the last day of the show with the energy of this veteran trio and the actionable advice they have to offer.
