Ep 153: Rebranding a Home Builder with Roka Music

Ep 153: Rebranding a Home Builder with Roka Music

Jun 17, 2021 | By Market Proof Marketing Podcast

Market Proof Marketing · Rebranding a Home Builder with Roka Music

Kevin Oakley is joined by Roka Music, the Chief Brand and Marketing Officer at StoryBuilt, to talk about the evolution and thought process behind rebranding her home builder. Andrew Peek, Jackie Lipinski, and Becca Thomas talk about how many leads are too many leads for a move-in-ready home, creating a budget that factors in innovation, and the recently wrapped up Market Proof Academy.

Story Time (1:51)

  • Jackie tells the story of how one customer supposedly broke the internet for a massive amount of websites last week (gizmodo.com) and how builders can set up a notification system so that they know when their own websites go down using downnotifier.com (or use a similar site.)
  • Becca shares the story of one builder that was concerned that they only had 56 people on a VIP list to purchase 1 move-in ready model home.
  • Andrew discusses his favorite moments, the biggest takeaways, and some interesting stories from the recently wrapped up Market Proof Academy.

In the News (12:00)

  • The Market Proof Awards (marketproofawards.com)
  • An Open Letter To CEOs: Why Your CMO Is Thinking About Leaving forbes.com)
  • Employees Are Quitting Instead of Giving Up Working From Home The drive to get people back into offices is clashing with workers who’ve embraced remote work as the new normal. (bloomberg.com)
  • Is there a housing bubble? Houses are getting more and more expensive. There’s a simple fix for that. (vox.com)
  • Zillow COO Jeremy Wacksman argues housing boom is no bubble (inman.com)
  • iOS 15 brings new ways to stay connected and powerful features that help users focus, explore, and do more with on-device intelligence. (apple.com)

Question of the Week (47:33)

360 Topic Of The Week: Rebranding a Home Builder with Roka Music (53:00)

Kevin is joined by Roka Music, the Chief Brand and Marketing Officer at StoryBuilt (formerly PSW). She talks about her experience since joining the industry in 2019 and she shares her favorite takeaways from working at the Sesame Street workshop. Roka tells the funny story of how she responded to a lengthy job posting online and how it landed her a dream job into the home building industry. She also tells of the rebrand evolution process that she spearheaded for her company and the positive impact it’s had.

  • Roka explains another way to understand marketing and branding is “Marketing is asking someone out on a date, branding is why someone says yes”
  • Why boutique and specially curated home selection options work well for StoryBuilt.
  • How in the last two years they’ve gone from a team of 2 to a team of 12 and what that team of 12 looks like in a company of 120 people.
  • Why they’ve partnered with animal rescues and how they link it to their community branding by naming their communities after the animals. See the video of George the parrot on their youtube page:  https://www.youtube.com/channel/UCrmSRjPffUTPFS3D-l8zFDQ
  • Why StoryBuilt’s rare ability to take marketing chances has really paid off in the last two years.
  • And why it’s been so exciting to work at StoryBuilt.

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.

Subscribe on iTunes —> https://now.doyouconvert.com/mpm-itunes
Follow on Spotify —> https://now.doyouconvert.com/mpm-spotify
Listen on Stitcher —> https://now.doyouconvert.com/mpm-stitcher 


A weekly new home marketing podcast for home builders and developers. Each week Kevin OakleyAndrew 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 153: Rebranding a Home Builder with Roka Music appeared first on Online Sales and Marketing for Home Builders - DYC.

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