This week on The Home Builder Digital Marketing Podcast, Jake Kaplan of Garman Homes joins Greg and Kevin to discuss why home builders should return to the basics when it comes to digital marketing.
Home builder digital marketing is so much more than just creating attractive assets. Jake says,
“…marketing has been taking a massive shift that it’s not all about the pretty. But it’s really all about the data and making sure that we are taking that data and optimizing it and using it to then craft more personal experiences for people.”
An important aspect of crafting better, more personalized marketing is returning to the fundamentals of digital marketing. Jake explains,
“…we still need to go back to the basics. We need to make sure that our website is accurate. We need to make sure that the specifications that we have listed are accurate, that the photography that we have is representative of the house that we’re building.”
Understanding and relating to home buyers doesn’t always take the latest and fanciest technology. Jake says,
“Listen to your buyers and interact with them in a human way. So often we get caught up in the AI and the automations and how can we make things easier when we also just have to get back to the basics. How can we connect with people on a deeper level and bring them along the journey?”
Listen to this week’s episode to learn more about how getting back to the ABCs of digital marketing can help home builders connect with customers.
About the Guest:
Jake Kaplan is the Vice President of Finance for Garman Homes. Garman Homes is a homebuilder based out of Raleigh, North Carolina on a mission to change the world. Jake is not your typical real estate success story. He started in the jewelry industry when he was 13 years old, which led to management positions for a pawn shop after graduating high school. He didn’t go to college, but always had the drive to do better.
Jake’s real estate journey started in 2015 in general brokerage, and then to operations for real estate schools before joining Garman Homes in 2018. He found his niche in finance but has the passion and understanding for operations and sales, combined with the appreciation of a well-crafted marketing campaign. While leading the charge for finance, human resources, and technology for two divisions, as well as Garman Home’s corporate entity, Jake loves to look for opportunities to streamline processes across all departments.
Jake’s recent accomplishments include more than doubling Garman Home’s bank lines of credit to coincide with their growth, leading the construction of a 7-day Habitat for Humanity Blitz Build house, earning Builder Magazine’s 40 Under 40 for 2023, and most recently taking charge of the company’s marketing department as they prepare for further growth and redefine their customer buying experience.
When Jake is not swapping out my multiple hats at Garman Homes, he can be found traveling/exploring the world with his wife and three girls, working out at the gym, or indulging at a local restaurant – a self-proclaimed exercise & food enthusiast here.