IBS 2018 Master Session: Back to Basics: Marketing Essentials to Build Your Brand

There is a lot of discussion about these new marketing
buzzwords: content marketing, social media and SEO. With so much focus on
big-picture ideas, many builders are uncertain about how to apply these new
tactics to their business. 

In the NAHB International Builders’ Show® (IBS) Master Session, “Back
to Basics: Marketing Essentials to Build Your Brand
,” you will go back to
basics to learn how you can set up an annual marketing plan centered on the
essential components that drive traffic in person and online. You will learn
how to apply the essentials good marketing is built on and leave with an action
plan to implement a successful marketing plan for the year. 

In this three-hour advanced session, you will:

  • Learn the necessary components of a successful
    builder marketing plan.
  • Identify how to determine budget and allocate
    marketing dollars in the most beneficial way with the least amount of waste.
  • Identify the right message and content to
    generate action from today’s homebuyers as well as how to get that message in
    front of the appropriate audience.
  • Learn how to evaluate the effectiveness of both
    your online and onsite marketing program and when/how to implement change
    throughout the year.

About Our Presenters:

Mollie Elkman
is president and owner of Philadelphia-based Group Two Advertising and is a
thought leader on marketing for the home building industry. She specializes in
understanding the consumer experience and creating successful, traffic-driven
advertising programs for builders from coast to coast. Mollie is an
international speaker with audiences ranging from small team training sessions
to large conferences, which include the International Builders’ Show, regional
Home Builders Association conferences and NAHB 20 Clubs. 

Andy Bergren
is a senior account manager for Group Two Advertising, where he guides home
builders from across the country in developing marketing programs that
effectively reach their target audience. While Andy is well versed on a variety
of marketing topics, his passion lies in using technology and emerging trends
to enable builders to connect and engage. 

Lucy Wohltman
is currently the vice president of sales for new construction for Zillow, but before
moving to a national sales management role, she ran the West Coast sales team.
Since Zillow’s acquisition of Trulia, Lucy has been dedicated to the new
construction market, directing product strategy and sales execution. 

How to Secure Your Seat:

This Master Session will be held on Wednesday, January 10
from 1:00 – 4:00 PM and is eligible for continuing education credits. To
register, you must have a full registration or one-day education registration
for Wednesday. General seating is first-come, first-served, but seats can be
reserved in advance for $25. Reserved seating can only be purchased during IBS
advanced registration online, not on site. Simply add this session to your
Builders’ Show registration.

Get details of all the Master Sessions offered at IBS 2018
here.

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