Can AI make your online sales team more effective without replacing the human touch? At the 2027 NAHB International Builders’ Show® (IBS), Jen Barkan will explore how residential construction companies can use AI to strengthen online sales, improve lead engagement and turn more prospects into buyers.
In her session, Are You Better Than a Bot? Expanding the Value of the Online Sales Specialist, Jen will tackle a question on every Online Sales Specialist’s mind: Is AI coming for my job?
Her answer focuses on opportunity, not replacement.
Use AI to Work Smarter, Not Lose the Human Touch
AI is changing residential construction sales, but technology alone won’t solve every lead-generation challenge. Jen will show builders how to use AI to free up time for meaningful customer interactions, coach online sales teams with objective performance data and expand the role of Online Sales Specialists (OSCs).
Learn how to:
- Put AI to work. Identify lead-engagement tasks AI can handle so OSCs can focus on building customer relationships.
- Improve sales performance. Use AI-assisted call coaching to identify opportunities and strengthen OSC skills.
- Expand the OSC role. Incorporate field visits, video content and cross-training with sales teams to build stronger buyer connections.
- Connect marketing and sales. Involve OSCs in pre-sale campaigns and events to create better customer experiences from initial interest to sale.
The goal? Make technology work for your team while keeping customers at the center of every interaction.
Close the Gaps Before Chasing the Next Big Thing
With low traffic and fewer leads challenging builders, Jen believes the priority is to focus on what teams can control.
Instead of chasing every new tool promising to transform sales, residential construction pros should identify gaps in their current processes and address them before adding more technology. The best solutions reduce friction for buyers, making it easier to research, explore and purchase a new home.
As technology evolves, that customer-first mindset will matter even more. The opportunity is to adopt new tools intentionally, not simply because they’re new.
Get More from Your Time at IBS
For Jen, one of the best parts of the Builders’ Show is connecting with industry colleagues, especially in the sales and marketing community. Some of the most valuable conversations happen outside the classroom, whether in the hallways after a session or over coffee in Sales Central.
Her advice for first-time attendees? Plan before you go to the show. With so much to see and learn, map out your must-attend IBS Education sessions before arriving to make the most of your time at the Builders’ Show.
Learn from Industry Experts at IBS 2027
Ready to strengthen your sales strategy, explore practical AI applications and discover new ways to connect with buyers? The Builders’ Show brings residential construction professionals together for industry insights, actionable education and connections that can move your business forward.
Get the insights you need to compete in a changing market.
Register for the IBS Expo+Education Pass to explore the show floor and choose from 120+ expert-led education sessions to help you put new ideas into action.