IBS 2019 Master Session: The Customer Experience Funnel: Best Practices for Profitability

Master Sesssion

All major aspects of the sales and building process are affected by the customer experience, making it one of the most critical elements for the success of your company. Yet building and designing a great customer experience that feels authentic and personalized can be challenging.

In the NAHB International Builders’ Show® (IBS) Master Session, “The Customer Experience Funnel: Best Practices for Profitability,” an expert panel will show you best practices to implement throughout the customer experience funnel—from first impression through completion of the home—to create healthier relationships that equate to larger profits.

The sales funnel will be inspected from all points. For the largest end of the funnel, creative, cost-effective ways will be examined that can drive leads using technology, along with “old-school, high touch” tactics that your sales teams can use to drive their own traffic. As the funnel narrows, explore lead management tools and ways to effectively manage the critical sales to start process. Building start to completion is where the funnel often becomes clogged, so we’ll finish by addressing leading methods and key metrics to keep customer service flowing smoothly and create happy homeowners who become eager referral sources. This session will also look at how to coach, support, measure and recruit sales team members.

In this three-hour advanced session, you will:

  • Learn cost-effective methods to drive and convert leads to more profitable sales.
  • Discover how to engage your sales team in your overall marketing strategy and hold them accountable for driving 50% of their own traffic.
  • Apply key metrics for measuring customer satisfaction and learn how to adjust, if needed, should your team and techniques not measure up.
  • Explore ways of improving your cycle time and production to create a better customer experience.

How to Secure Your Seat:
This Master Session will be held on Tuesday, February 19 from 8:30 – 11:30 AM and is eligible for continuing education credits. To register, you must have a full registration or one-day education registration for Tuesday. 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 2019 here.

About Our Presenters:

Kimberly MackeyKimberly Mackey is the founder of New Homes Solutions Consulting and has a reputation as someone with real-world solutions in a competitive and rapidly changing sales environment. She is a sales management consultant, trainer and keynote speaker with 20 years of experience as an executive in the residential home building and real estate industries.


Will Duderstadt Will Duderstadt is the VP of Digital Marketing at M/I Homes, Inc. (MHO), one of the nation’s leading builders of single-family homes. He oversees online marketing campaigns, lead generation, SEO, PPC, social media and content strategy for 16 divisions in 11 states. Will provides insight and leadership for M/I Homes’ Internet Sales Associate program and trains the team in best practices for lead creation and management. 


Chris HartleyChris Hartley is the Vice President of Operations & Marketing for Dunhill Home & Nathan Carlisle Homes in the Dallas/Fort Worth area. He has 15 years of new home sales experience as an On-site Sales Representative, Corporate Sales Trainer, Vice President of Sales & Marketing and Vice President of Operations. In addition, Chris is a Certified Trainer for the Texas Real Estate Commission and Public Speaker. Chris has worked with both public and private homebuilders across the United States.

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