Mixing Up Traditional Marketing Models for Next-Gen Buyers

This episode features an interview with Stephanie McCarty, CMO at Taylor Morrison, the 5th largest homebuilder in the U.S. made up of the nation's leading homebuilders and developers. 

In this episode, Stephanie shares with us why your website should be a selling tool not a seduction tool, how the role of sales is changing, and the unique ways Taylor Morrison has created partnerships to boost brand awareness and demand. Stephanie also talks about how companies should be approaching the next generation of buyers by mixing up traditional marketing models. 

 

Key Takeaways:

• Fitting your products/services to the various life stages of consumers. When you’re able to meet the customers where they are at any place in their lives and lifestyles, you’ll create repeat buyers naturally.
• Mix up your marketing game. There are marketing models a lot of us use that simply don’t fit the next generation of buyers. These outdated systems can act as unintentional traps for consumers who will probably decide the process isn’t worth their time or money. Make sure your company is removing as many buyer traps as possible by mixing up marketing models.
• Thinking of the customer journey after they buy. Once a customer buys from you, do you have strategies in place that benefit them and keep you top of mind? Innovative, engaging content is a great way to create a win-win for you and your buyers.

 

Quote: 

“Remember a time when, before Zappos, before Amazon, when you had to actually go into a department store to buy shoes, or before Uber, and Airlines, or you didn't have your boarding pass on your phone, you had a physical one. So it's just taking our executive team through kind of reminding them that things that they're used to today haven't always been, and that's the space that homebuilding needs to enter. We need to enter that chat room and talk about here's what has always worked, here's that model, but there's a lot of that model that doesn't fit the next generation of homebuyers.”

 

Episode Timestamps: 

*(04:28) - The Trust Tree: Managing a family of brands

*(24:39) - The Playbook: Creating innovative content your consumers (and beyond!) can benefit from

*(41:30) - Quick Hits: Stephanie’s Quick Hits

 

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

 

Links:

• Connect with Ian on LinkedIn
• Connect with Stephanie on LinkedIn
• Learn more about Taylor Morrison
• Learn more about Caspian Studios
• Taylor Morrison x The Home Edit