This week on The Home Builder Digital Marketing Podcast, Meredith Oliver of Meredith Communications joins Greg and Kevin to discuss how implementing the right AI tools in home builder digital marketing engages home buyers and drives business growth.
To effectively use AI in marketing, home builder marketers should embrace an attitude of curiosity, adaptability, and continuous learning. Meredith says,
“So, the modern marketer is someone who’s open, flexible, fast. It’s a mindset. It’s not being stuck in, we’ve done it the same way, or this is the only way that works for us because we’re so unique and special, which, of course, all of you are, but you have a lot of similarities too. It’s being willing to take a risk and get out there.”
Home builder digital marketers who aren’t familiar with AI tools can start by trying just one tool to begin with. Meredith says,
“So, just figure out one tool. I call it the SO Principle. S, soak in more knowledge, more information about AI. Take it in and observe. Observe what other people are using, observe what big brands are doing, little companies, your corner coffee shop. How are they all using it? And when you soak in and observe, you’ll figure it out as to what’s right for you.”
In using AI, home builder digital marketers should never forget the value of the human element of marketing. Meredith explains,
“… the biggest mistake is not using your HI, your human intelligence, with your AI, your artificial intelligence. Because it’s your human intelligence that knows what the buyer profile is for that one neighborhood that’s really slow on sales and leads and desperately needs a new marketing approach, strategy, campaign, whatever. It’s your human intelligence that understands the buyers that just came in and met with you, and that their dog’s name is Scruffy and their kids are Sophie and Jonah, and they need a move-up home in a better school district. That should all be known in your human intelligence. And if you don’t know things like your buyer persona, your target audience, how to position yourself in the marketplace, then what you’re going to feed into AI is going to be garbage.”
Listen to this week’s episode to learn more about how home builders can use AI to improve digital marketing strategies.
About the Guest:
Meredith Oliver is The Homebuilder’s Chief Marketing Officer. She is the founder and Chief Marketing Strategist of Meredith Communications, a digital marketing agency specializing in website design, SEO, content, and social media for home builders. For over 20 years, Meredith has helped builders generate leads, drive traffic, and convert online shoppers into buyers. She is the author of FANtastic Marketing 3.0 and FANtastic Selling, and a 24-time speaker at the International Builders’ Show. Meredith holds a Master’s in Communication, a Bachelor’s in Psychology, and the Certified Speaking Professional® designation. She has served in leadership roles with NAHB’s NSMC, IRM, and PWB councils, earning industry honors, including MIRM of the Year and the Bill Molster Lifetime Achievement Award. Meredith also hosts Builder Town Hall, a livestream talk show for home building sales and marketing pros. She lives in Raleigh, NC, with her family and runs on coffee, creativity, and college football.
