Eric Alarid

This week Eric Alarid, Sr. VP of Business Development at Tilson Homes, joins Market Proof Marketing to discuss what it takes to be a great leader in home building. One of his most important pieces of advice? Make space for what you don’t know.Eric also shares the story of how he met and brought on his unicorn Director of Marketing, Dawn Dantzler, and the thought process behind his popular video marketing strategy. Plus… custom builder talk with Kevin and Jackie, how CRMs are becoming even more important to the digital advertising game, and more.

Story Time (2:05)

• Jackie’s custom home builder update – the plan they’ve settled on, and the emotional ups and downs to get there. Also, how the online design process mimics the old online sales process of yore.
• Andrew was super excited that Scott Stratten joined us for the Market Proof Marketing Academy follow-up call! Scott shared his perspective on standing out in the post-sale process, which led to a larger discussion on how we should be preparing for 2021. Listen to Scott’s MPM podcast episode here.
• Kevin the plumber… and therapist? Kevin’s main takeaway from Scott Stratten’s session: Marketers now have to manage two ways of the conversation… this is perhaps a better way of explaining the inevitable convergence of sales and marketing.

In the News (28:21)

• New-home sales soar 41% in October (inman.com)
• Facebook buys Kustomer for $1B to expand into customer service tools (techcrunch.com)
  • Facebook is getting into the CRM game.
• Salesforce signs agreement to acquire Slack (marketingland.com)
  • We guess CRM are important.
• Email Design Trends: What We’re Expecting in 2021 (litmus.com)
  • And what DYC thinks…
• YouTube Will Now Show Ads On All Videos Even If Creators Don’t Want Them (forbes.com)
  • Marketing (ads) ruin everything

360 Topic of the Week: Lessons in Leadership wtih Eric Alarid (48:50)

Eric is the Sr. VP of Business Development at Tilson Homes, an on-your-lot builder building all over Texas. He’s part of the 4th generation of Tilson Homes leadership and manages all aspects of sales, marketing and strategic growth. Learn how his approach to leadership has been shaped over several decades of working in the family business. He talks with Kevin and Andrew about:

• How he brought on Dawn Dantzler as Director of Marketing
• His process for problem solving
• Making space for what you don’t know
• How growing up in the family business (without a silver spoon) has shaped with work ethic
• Stories in customer experience
• Content marketing strategy
• Challenges and opportunities heading into 2021

Question of the Week(1:38:26)

Do you expect 2021 to be an easier or harder year for new home marketers, and why? Answers here.

Questions? Comments? Email show@doyouconvert.com or call 404-369-2595 and we’ll address them on the next episode.

More insights, discussions and opportunities in the Market Proof Marketing Facebook group.

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A weekly new home marketing podcast for home builders and developers. Each week Kevin Oakley, Andrew Peek, and others from Do You Convert will break down the headlines, share best-practices and stories from the front line, and perform a deep dive on a relevant marketing topic. We’re here to help you – not to sell you!

The post Ep 128: Lessons in Leadership with Eric Alarid appeared first on Online Sales and Marketing for Home Builders - DYC.