Mixing Up Traditional Marketing Models for Next-Gen Buyers
Stephanie McCarty, CMO at Taylor Morrison, encourages her team to approach the next generation of buyers by mixing up traditional marketing models.
[MUSIC]
Welcome to Pipeline Visionaries.
I'm Ian Faizan, CEO of Caspian Studios.
And today we are joined by a very special guest, Stephanie, how are you?
>> I'm great.
How are you?
>> I am doing great, excited to have you on the show.
It's going to be a little bit different from our normal show, which is always
really fun.
We're going to talk Taylor Morrison, all the amazing stuff that you are doing,
marketing.
And as always, our show is brought to you by Qualified.
Qualified is the number one sales and marketing platform for
companies revenue teams that use Salesforce, head over to Qualified.com
to learn more how you can start having smarter, faster conversations with your
buyers,
right there on your website.
Stephanie, tell us what was your first job marketing.
>> This is it.
I don't have a traditional marketing background.
I came up through the communications and executive communications role with a
journalism.
So my marketing foray really began on internal branding and
getting your employee and your team members to fall in love with the brand from
the inside out.
And that has opened the door, Taylor Morrison, for
the last five and a half years to spearhead our marketing and brand strategy.
So not your traditional route, but I think comes with its advantage.
>> Flash forward to today, now that you are the CMO, what does it mean to be C
MO of Taylor Morrison?
>> It's pretty exciting.
I think Taylor Morrison's never had a CMO.
So there became a moment in time when you realized how we market and
brand new home construction and the communities and
homes that we're building really mattered.
I think in our industry, there's this field of dreams mentality where operators
thoughts.
If you buy the right land and you put the right product on that piece of land,
consumers will just flock to your door.
And I think they did until they didn't.
And we all walk around the world with a device in our hand,
their hungry for information.
I tell the story of when I first became a CMO at Taylor Morrison,
our website was a pure seduction tool where we just put a couple pretty
pictures of our homes.
And said, you must go into our sales center to learn more.
We wouldn't get pricing information.
We wouldn't talk about who's living there, why you should want to live there.
It wasn't a selling tool at all.
And now Souths forward five and a half years,
we basically have a buy now button where you can do both of your research,
assembling of a home building your home online, understanding full cost of what
your
options are, and essentially being able to reserve that.
And the only time you go into a sales center is to really validate what we've
told you
online and to write a contract.
So it's in my view, like almost a complete 180 of how homes in the past were
sold.
And we're going to get into all of that in our neck,
hopefully sure you can go and feel honest and trusted and
you can share those deepest, darkest marketing secrets.
Zoom it out.
What does Taylor Morrison do?
Taylor Morrison is the fifth largest home builder and community developer in
the United States.
We build homes of every shape and size really for all different consumer sets
from your
first time affordable buyer, first move up, second move up all the way up to
luxury,
and really anything in between.
We build coast to coast.
We're in 11 states and 22 of the top markets in the country.
And I've been with the organization about eight and a half years and have seen
the
organization grow tremendously.
When I first started with the organization, we were a $2 billion business.
Right now we're just shy of $10 billion.
And not only do you have the primary brand here,
Morrison, but you also have a family of brands in addition to that.
So speak to that as well.
We do.
Taylor Morrison, really the parent company.
We have a consumer brand, those silver homes are sold under the Taylor Morrison
umbrella.
Our resort lifestyle brand is Esplanon and we have several dozen of those
communities in Florida.
And a few that just opened in California.
And we have a four rent brand as well.
You know, today in the affordability crisis that we're facing,
there are people who are choosing to rent.
And so we are playing that space as well under Yardley, which is our four rent
brand.
And then we offer other services under kind of from a financing title and
insurance
perspective to aid in a consumer's purchase of a home.
So Taylor Morrison, home funding, inspired title and Taylor Morrison insurance.
And so who are your customers?
What are the types of people that that head to Taylor Morrison.com and figure
out how the heck
they're going to buy a beautiful new home.
Anyone can be a Taylor Morrison customer, which is why I love what we do.
Anyone dreaming up their next home or their first home or their last home or
the home for their kids.
So I think we fit everyone's kind of life stage, depending on what that is.
And we've had several repeat buyers, too.
They love the product.
They love the service.
They love the experience because we build in so many different states, they
have to relocate for work.
You know, they will seek out a Taylor Morrison home in their next kind of
location.
So if you're in the market for a home, Taylor Morrison.com and so you should go
Indeed.
It's really interesting to hear you, you say some of the macro economic trends
and how that is shaped it.
But also, you know, from the time that you took over to CMO to now, just like
how much is done
online and it seems like, you know, a key part of your strategy is it's digital
is, you know, the website is building an experience where you can help people
make the best decision for them.
How do you sort of think about that online experiences first, which is not
definitely not something that a decade ago, someone would say of like buying a
house online would be an online experience.
It's an evolution.
It has been.
It always will be.
I mean, it's a we've been in business selling since the beginning of time,
right?
And not a lot of innovation has entered that steer outside of maybe putting a
hard hat on at a job site and introducing electric tools versus just swinging a
hammer.
But when it comes to the selling process, I took over.
Well, I started this role as the first ever CMO in 2018.
So not long before COVID, we had started to plant seeds and started to create
the buy in process around.
Remember time when before Zappos before Amazon, when you had actually go onto a
department store to buy shoes or before you and airlines or you didn't have
your boarding pass on your phone.
You had a physical one.
So it's just taking our executive team through kind of reminding them that
things that they're used to today haven't always been.
And that's the space that home building needs to enter.
We need to enter that chat room and talk about here's what has always worked.
Here's that model, but there's a lot of that model that doesn't fit the next
generation of home buyers.
A perfect example of that is we use the terminology trap fence.
You go to a sales center.
We essentially there's this little U shaped journey you need to get in, which
is the trap.
Like you have to go through this sales room in order to get into the model home
to see the product you're hoping to purchase.
I don't know about you, but I certainly don't like to be sold to and I wouldn't
want to be trapped into a sales experience.
Right.
People want to be able to get information at their fingertips.
They do it for everything else and home buying doesn't need to be any different
than that.
I think with platforms like Zillow on the for on the resale side, people are
very used to.
I bought a new home in 2020.
I found my own home on Zillow sent the link to my realtor.
I'm still not really sure what he did for the commission he got, but you know,
consumers are driving this process versus being a part of it.
So I think consumers want to have a sense of control.
They like the convenience and COVID really allowed us to kind of accelerate
some of those plans.
The first digital product Ian that we introduced on the website was a scheduler
, like a schedule unemployment.
And think about some of the services you do today, you can probably go online
and schedule an appointment for just about anything.
In home building, we played this game of phone tag with a middleman to give an
appointment to talk to a salesperson.
And we found that by putting the button, schedule an appointment online,
consumers will make us will do it.
They'll do it on their own.
They'll come at a time that's convenient for them.
And we can track that.
Now we have a new way of understanding how these consumers want to engage.
And it's it was such a simple task.
From there, we allowed consumers to schedule a self credit tour where they
could go into a completed home and tour it on their own without a salesperson.
And how do those convert?
How did they feel about the home without having someone there to explain every
nothing granny?
And I think the big echelon of of the innovation that we've introduced at
Taylor Morrison is
very similar to the automotive industry where you can go on and you can kind of
build and price the power of your dreams
or your next car.
And you could pick your base model and your kind of options that you want to
add onto it.
We've we've created the software to be able to do that with the home.
You could pick your floor plan.
You could pick the lot in the community where you want to live.
It's location in the community is, you know, your number one, you can start
there, pick the floor plan that fits your needs, fits your family size.
And then all the add-ons that are important to you as a home.
Everything's itemized.
So you know exactly what that home is going to cost.
So you can build it based on your budget.
You can reserve it online and then you'll get a call from the salesperson right
now.
So that consumer is really driving the process, educating themselves along the
way and understanding what is kind of an overwhelming, daunting task.
If you think about just a new build from the ground up.
So it's really arming the consumer to be able to take a leading role in this
process, which is, I don't know, it's not only the future.
It's also just how people are showing up and wanting and creating the
interaction to be today.
So we're really proud of that.
That said, I'd say we're probably pretty behind most industries.
So we're still playing catch up at a lot of it's a mental game.
We have operators who will die on the hill of our product needs to be seen,
felt, touched, smelled before someone will buy it.
And we were able to kind of prove that wrong during COVID and even after COVID
that some people might not need to interact with a physical product as much as
maybe they had in the past.
And certainly we've seen a lot with the younger generation.
They want to lead the process.
They want to be involved.
They don't want to be sold to.
They want to build a relationship.
But they really want as much information as they can about the product and the
community and the lifestyle at their fingertips.
Yeah.
And it's it's almost so obvious in retrospect.
And it's so funny to even like even be having the conversations of like whether
we should do either or when the answer like is always both and right.
Yes.
It's like honestly wild even have that.
When I think the thing that when people are very draconian in the way that they
think about how the buying process should be and it's like, well, you know, if
if one of my sales reps can ask these, you know, if they get nine yeses, then
it equals the sale.
So we need to make sure the nine yeses and it's like, yeah, but if the digital
tool.
If they've selected those, you know, those nine things in the digital tool,
then like that is also them saying, yes, nine times to something.
And I think that 100% right.
Like some people do need to talk to someone, but I think that where you arm
those people with the decisions of like of what it means when you choose one
thing versus another.
Like our art, I just bought a home like you're in a half ago and our agents
like amazing.
And the stuff that she was telling us is like, hey, you're going to really want
a little kitchen nook here because you have a one and a half year old and you
're not going to want to walk all the way over to the dining room to feed him
when you're cooking dinner and like you're not going to want to do that.
Or like, oh, that's like, sure, incredibly valuable life thing perspective.
Yeah.
Yeah.
It's like those are the things that actually you want from a salesperson is
like, tell me how my life is going to be five years from now in this home.
Not like what the drywall is going to be like.
Exactly.
Yes.
And so I think that provides an opportunity for our salespeople to be providing
that kind of perspective versus, yeah, here are the options that you could put
in your home.
It's a different conversation.
That's, I think the relationship building that our sales teams do have with our
consumers, but all the other stuff to your point, we can get them to say, yes,
10 times over and feel so confident in that home and it meeting all their
immediate names.
The difference between a resale home and existing home and new, a new build
construction is it takes time.
If you're going to personalize your home, you've got, you know, anywhere
between seven to 12 months before that home is a tangible product that you can
walk inside.
So we've also seen with the use of technology, whether it's a visualization
tool, some sort of virtual reality, you can build less models and create an
experience online where people can be walking through these potential homes and
there's a cost benefit for the organization.
To not have to eat those costs of having to build these models that then sit
for a very long time.
So I do think there's a benefit to the consumer because we found that most of
the reservations that are coming in on these homes are happening between 10 am
at five p.m.
And our sales offices are opening.
They're happening most of the time between nine p.m.
And two a.m.
Right.
When when spouses can finally spend time together and talk about their plants
for the future and and build their life, you know, when they want to build
their life.
The sales offices aren't open.
And so the, you know, just as I do our, our website is selling 24/7.
And so to be able to have that technology and those products available on our
website, we have seen almost a 50% conversion rate for those that reserve a
home.
They are hot lead.
They're highly qualified and they're committed.
So I think when we first introduced these products, our sales agent saw it as,
oh, you're trying to replace me.
You're trying to replace the human that we're saying.
There's a need for our sales teams.
Their role is just adapting, right?
And it is, it's evolving and the relationship is changing.
Because we're doing some of the hard work online and we, I still believe it's
such a blind play.
You can talk to more people if we do more of the converting online, which we've
seen happen over the last few years.
What's out of our control is some of the macro environment, except from an
afforded perspective, from a mortgage rate perspective, right?
There's not a full lot we can do to, we can do to control that.
But one of the benefits of new home construction is we have an in-house lender.
I mean, if you see an 8% rate right now, that is not what our average buyer is
getting.
Our average buyer is getting in the high first to low fives because we have the
ability to buy down rates and.
It cover closing costs.
So from a marketing perspective, a lot of it's getting that narrative out there
because it's a lot different than I think people.
They'll see a headline.
They'll see what's happening in the resale existing home space.
And there's not as much of an education on, you know, the role new home
construction plays in that.
Yeah, completely different, right?
Like you said, the buying horizons and everything and how you plan for new
construction and the type of buyer it is and the neighborhoods and every, it's
like a completely different beast and it should be treated.
It's completely different, right?
100%. Right now, I think there's a little bit of a benefit that we're seeing is
there's just not a lot of supply in the resale environment.
So the only player that's really adding incremental supply into the market is
the new home construction.
So I think we are seeing a greater demand just because of limited supply and
our competitor of the resale world, which is, I mean, it's great.
We're trying to capitalize on as much as we can, given some of the other macro
environment indicators.
But I think, I mean, it's a really great year.
People are moving into beautiful homes.
They're feeling really good about a lot of the messaging right now.
We're doing a lot of education on finance because people are worried.
You have a set of buyers who are buying a payment, right? They're buying a
mortgage payment.
That's within their budget.
And to be able to talk to them and understand that, hey, you're marrying the
home, you're dating the rate, right?
The rate you can refinance at a later time, but you want to make sure you're
getting the home that you want.
If you look back two years ago and like buying frenzy where everyone was buying
a home right after COVID hit, a lot of people were being, they were buying a
home that they didn't really want.
And now you see them a couple of years in that they just got forced into a home
because they didn't know if they'd be able to get another home.
And that's never a good position for the consumer to be in.
So actually, if you can afford to buy right now is a really good time to buy
the minute that we start seeing rates reduce, which will be great from an
affordability perspective.
It's going to be harder to buy in a different way, right?
People are going to be coming out from every place and you're going to have
higher competition.
So right now you have more choice and you can actually find a home that meets
all your needs and you're not just kind of accepting because there's not many
out there.
But I think what's really fascinating too about the evolution of home building
and certainly within my eight and a half years at Taylor Morrison is there's
also this edict or this mindset that consumers are buying the brand.
They're not buying the home builder, right?
They're buying the product and they're buying the community.
But if you're building in a master playing community that also has seven other
builders, four plans are roughly similar price point might be similar.
How do you get them to choose the Taylor Morrison over a royalty or Richmond,
America, or a different builder in that area.
And so we've been really focused on how does our brand stand out from being
good stewards of the world and our sustainability initiatives and also just
brand building the certain kinds of partnerships or influences.
That we're joining forces with to help educate this next generation of
homeowners because Gen Z, I mean they're nearing their home buying years if not
, you know, currently there.
And there, where are they?
They're on TikTok for the new Google, right?
That's how they're searching for things.
And so being on some of those platforms, creating a personality behind a home
builder and a brand that's relatable.
We're planting the seed of who you should buy your home from before you're
ready to buy because that journey is so long and everyone's going to get to it
at their own on their own time horizon.
So I don't think you'll see a lot of national homeowners have that philosophy
of reaching the next generation of homeowners in that way.
We operate like a retail in a retail environment where we're going after every
sale and we're trying to make relationships with every generation in a way that
's meaningful.
And that just means being where they are.
And creating a brand that's memorable.
So we just teamed up with the home that I would just the leading organization
company and see where brands and the founders, Lee and Joanna, and have
inserted ourselves into their network of 7 million followers.
Because if they're interested in home organization, they likely either really
love their home or need of a home or it's a very similar market.
And again, it's just thinking about how you build your brand and what
conversations you're being a part of, which is really exciting because I feel
like we're still just barely scratching the surface.
Yeah, such a cool partnership and I definitely want to dig into that here in a
second.
One thing I had a question, would someone ever offer some type of incentive to
have their house be shown as if it's a model who like currently lives there to
see how people like are actually setting things up, etc, etc, because, you know
, you mentioned like having models is like one of the hard parts of like this
expensive to build and obviously that, you know, etc, etc.
Whereas like people who are already living in the home who are already like
happily living there. It's like, you know, if you just got to clean your house,
you know, for, for, you know, a week, once a once a year, something like that,
and get it all get it all ready to go.
I know you wouldn't be staged perfectly, etc. But it's just throwing it out.
Yeah, it's funny that you bring that up because my brain went to two places.
The first being, we have a lot of floor plans. We don't build a model for, and
we might have a model for a few of them, but people want to know how the other
ones live.
So there is probably something to that on kind of leveraging our existing
community members and showing how they live in their home.
But another, my brain then went to from a marketing perspective.
And there was actually a New York Times article, or maybe it was a Wall Street
Journal earlier this year, we're talking about like embracing the mess where we
try.
You can put a picture, but we have beautiful pumps and they're staged and you
know, merchandise to a tee. We actually get a lot of looky lose where they're
just coming into the model because they want to get design inspiration, which
is great, but no one lives like that.
You know, I, it's something I have to tell myself over and over again. So I
have three littles. It's hard to have a magazine picture perfect home all the
time, right?
So it's very okay to present a home that looks lived in.
But when you look at new homes and how they're marketed, they don't really look
good.
So we have various times made our homes look more lived in where there's
something on the counter and there's a blanket strewn about so people can
actually picture themselves in their belongings and how they would actually
look.
The toy closet won't look picture perfect. They'll probably be blocks or legos
if you're in my house all over the floor, which I think there's something very
endearing about that versus like stressing people out on like, oh, this home is
gorgeous, but I'll never be able to make it.
That's why.
And we actually have a partnership to the third place I went with a company
called mine, which essentially if you walk through one of our models that is
very aesthetically pleasing.
You can scan the codes on all these pieces of furniture and purchase them and
have them at your home when your home is delivered so that again it's taking
one piece off your, because I never know how to assemble everything I'm like, I
love that bed.
I love that lamp. I don't know where you got that lamp. And so we're taking one
thing off the plate of our consumers.
And it's been such a fascinating and fantastic partnership.
So I think that's also just from a making it easy simplifying the lives of our
consumers because no one likes to move.
No one likes to pack up their old place and move into their new place.
No one knows where to put things or how to furnish things.
So we try to aid our consumers in that process too.
So we appreciate the full journey, not just the transaction of getting your
keys and getting into the home.
Let's get into our next segment, the playbook where you open up the playbook
and talk about the tax rates that help you win.
What are your three channels or tactics that are your uncuttable budget.
Oh, man, just three.
Well, I probably double down on kind of digital innovation and making sure that
we're spending a mass from a product perspective, whether it's ideating.
I mean, that it's not a set it and forget it.
Your website mean we're constantly improving and enhancing.
We're doing a lot of consumer testing, user testing, comparing our experience
to some of our competitors, comparing our experience to other retail
experiences to make sure that we're operating in the same fashion that we're
thinking through that consumer experience.
So it's anything surrounding our website.
The second would be brand.
We really do believe that those who are going to win in the future is those
investing in brand, knowing that that will lead to the performance metrics that
we're all kind of.
On the hook floor. And so we've been investing a lot in brand in brand building
and so that that will continue.
I also feel like email is a huge, huge channel for us in terms of we have so
many products. We have so many communities out there.
And we've invested an upgraded our marketing stack to include better technology
that all allow for more automation and personalization.
So those are the three bucket items as I could think going into 2024.
That I would bake my CFO not to have from.
I love it. How do you think about investing in buyer resources?
I think we need to do more of it. You know, we invest in a lot of assets from
just an educational perspective.
Some people are if they're buying their first home, they don't really
understand how to take care of it.
So what are the resources, the thinking forward that we can do to help.
Our consumers once they've been done. I think a huge buyer resource for us. We
call it our customer portal, which is there's a lot of innovation that's baked
into the customer acquisition part of the process.
But once you've signed a contract, if you have done kind of a B to order home
or built to be built home, it's not a completed ready now home.
There's this process, which is ultimately you talk about the customer
experience. That's where we, it tends to go south for a little bit. It's, you
know, where you don't get the communication as quickly as you like it.
Your, you know, windows might be delayed and that might delay your home three
weeks. But if the communication doesn't occur, you're kind of sitting in the
dark.
And the bad guy ends up being your builder and you're trying to figure out what
's going on.
And so we look at it from, you know, how do we keep our customer engaged in
that downtime while we're constructing a home.
Because they're going through, they're on cloud nine when they sign up. Yeah.
And then there's nowhere else to go sometimes but down into the wall of like,
well, what's happening and and in COVID, we saw the supply constraints and
issues and material issues.
It was really hard. I think sales people don't really like to deliver bad news.
Right. And again, you know, our sales team's not paid their commission until
that consumer was into their home. So there's a lot that can happen between
point of purchase to the closing and delivery at that home.
And so from a buyer resource, that's where I think our industry needs to be
investing in from a technology perspective from a training sales perspective.
So people are more comfortable keeping our consumers informed along the way
since I guess that it's such a long purchase process when you're considering a
new construction.
So you mentioned brand obviously what are some of the ways that you think about
spending money on, on, on brand and just getting getting the name out there
getting people engaged with with Taylor Morrison.
Yeah, I think a lot of it that we're focused on just organic social and a
building a personality and a rhythm and a framework for how we're presenting
who we are and what we stand for.
It's also I think investigating and finding partnerships that fit with the
ladies at the home at it certainly in order to organize a home yet to own a
home, but most of their, they have a Netflix series, you know, with two seasons
and they're going into celebrity homes and existing
kind of transforming existing spaces but we partnered with them and they're
like what about it when it's a blank canvas how do we help our consumers
prepare for their move and think about smart spaces that can create this form
and function and this like sanctuary when they
come in and it came from a personal experience I had my home organized well two
spaces I had my pantry and my, my master closet and ice.
I told my husband because I wanted to pull out a sleeping bag and sleep in my
pantry it's how much I loved what they did it was like this space is beautiful
I feel at peace I feel like a whole like elephant is no longer sitting on my
shoulders I know where everything is everything has a place my kids can come in
here I don't know how to get to their snacks and I was like how do I bottle this up
and give it to all of Taylor Wars and consumers because there is there's just
this ecstasy that comes with organization that I totally doubted until I
experienced it first hand
and so we created this series this video series that went through every home
every space in your home with Joanna and Clay and said if you're buying a
Taylor more home did you know it comes with this and this this here's how we
think about where you put your pots and pans and where you put your spices and
how to do it that's
what happens when you post ads form and function and is just an efficient face
but also a way that's aesthetically pleasing you might want to show off to
friends and family when you're hosting and that video series was a hit I mean
we use it across every channel it was on our website we use it in emails, it
was all over social we did collaboration posts with their audiences which they
have six plus million followers so from a brand perspective it's a give to our
consumer because really any consumer can benefit from that content
you don't have to be a Taylor Morrison homeowner or home respected buyer and we
just received so much feedback and actually a lot of the feedback we heard was
how do you integrate more of what the home that it provides into our homes.
So now we're entertaining how do we what's a home at it custom design closet
look like that we build and you can only get in a Taylor Morrison home or a
pantry and integrating some of their product into the packages that we sell so
again it's that simple one stop shop
when you're moving into a brand new home you get the furniture that you want to
get your put spaces organized and ready so you take a lot of that burden off of
the consumer.
So that's another big space that's new I think for us and I think the industry
at large a lot of it the sustainability for us we talk a lot about we think we
call our consumers are more conscious consumers and they care about things
beyond just the product as you know the product is
kind of table stakes if you build a home I think the expectation is that you
build a quality home.
So it's everything above and beyond that that we're trying to say here's the
value you get here the people that work at Taylor Morrison.
I think diversity is something that we lean heavy into we're the only public
builder in the space as a female CEO and a 50% female board.
And so I think that allows our brand to just stand out in a way that's
vulnerable to us that I think a lot of consumers care about today.
Yeah, and for listeners if you go to Taylor Morrison.com slash the home edit.
You can check out a bunch of those videos and and they have the ultimate home
organizing guide and just put your name and email and and they'll send it to
you for free.
My dad.
Wait so was that your pantry in the video or is or you just saying you got your
pantry reorganized.
So I hired like a local small home organization company here in Gilbert Arizona
But after I had that experience that's what I was like how do I do this how do
I offer this so then I just started researching and I found the home edit and I
watched all their series I loved them as women and so we tracked down there
talent agent.
And I said hey I have this idea and we give me any of your time so probably
five to six months of supporting this agent we we got to a contract and I was
like here's what I'm going to do and we put my CEO her name is Cheryl on the
phone with Joanna and
Leah and there was this kind of natural chemistry that was born.
And so when they heard about that and we're doing that for patients who have to
travel long distances to receive care and can't afford it where it's a
financial constraint and they shouldn't be in a hotel while they're receiving
treatment they need to be really close
to the hospital. And so it's part of our philanthropic endeavor and wanting to
do that when we enjoy and I found out about it they were like yeah we want to
partner with Taylor Morrison you guys are like things and so it was one of the
ideas that I had a personal experience
and I just, it's a little bit how I work when I get something that I can feel
and taste and I know there's some benefit and added value to our consumer.
It became my side hustle roads like I don't know how I'm going to bring this to
market or make it happen.
But we did and it's been a wild ride but even our team members we I mean
predominantly we have female sales associates and I can take you back to New
York, April 2023 we have our a biannual leadership team meeting I'll tell you
most of our division
presidents are men. And I'm talking about this notion because they all want
brand recognition. They all want in their market people to know who Taylor
Morrison is. So I said I have this great plan we're going to partner with the
home at it.
And I just get blank stares. None of these gentlemen know who I'm talking about
who these women are. What this home organization this leading home organization
company is all about.
And I just said tonight call your wives, call your daughters, call your sisters
, ask them if they've heard of the home at it.
I think 99% of them told me in secret when no one else was looking at their
wife was a huge fan their sister their daughters they just like raved when I
they were able to reiterate that we were going to partner with the home at it.
And I said exactly this room, a very smart seasoned men who have been operating
in home building for a long time. We're not my target consumer, but your wives
are your daughters are your sister.
We know that women are kind of the key decision maker when it comes to a home
purchase.
And we know that women are going to be able to work with their children and
their children.
And we know that women are going to be able to work with their children.
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Quick hits, these are quick questions and quick answers.
Just like how quickly qualified.com helps people generate pipeline
that will create a SSA website and identify your most valuable visitors.
Go to qualified.com to learn more.
Stephanie, are you ready?
I'm ready. Let's do it.
Number one, you have a hidden talent or skill that's not on your resume.
Before I tore my rotator cost, I have been practicing yoga for a long time.
So I can do a headstand for several minutes.
Which I should put on my resume.
But I don't currently have it on there.
Do you have a favorite book or podcast or TV show that you recommend?
I'd love to read.
I read a lot of novels.
Tony Morrison's my favorite author.
So I recommend any of hers.
I actually just started listening to the Mel Robbins podcast,
which I think just from a mindset perspective and shifting your mindset
when you're approaching any kind of partnership has been really helpful for me.
So I love the Mel Robbins podcast.
If you weren't in marketing or business at all,
what do you think you'd be doing?
I have a journalism degree.
I find myself writing has always been a passion of mine.
I don't think that I'd go into like writing a book.
That seems like too much to sign up for,
but I'd be doing some sort of writing.
What is your best advice for a first time CMO?
My best advice would be to follow your gut.
A lot of times early on in my tenure at Taylor Morrison,
I questioned myself and I felt like that only I,
I, and I would have gotten to the end result faster.
And I think that imposter syndrome when you're first in the role is,
is real.
I think that probably is true for men and women.
But I did a lot of listening and seeking to understand and I asked a lot of
questions.
I always was like, why is it that way?
And a lot of times there wasn't a good answer, which gave me,
I felt like a free pass to change it,
or to find a different way of approaching it.
And so I would do that, ask a lot of questions,
follow your gut.
A lot of times if I don't follow my intuition,
yeah, I always wish I would.
So that, that's there for a reason.
Agree.
Well, Stephanie, it's been wonderful having you on the show for listeners.
You can go to Taylor Morrison dot com to learn more.
Any final thoughts, anything to plug?
You know, I think if you're in the market for a home,
we build a beautiful home.
We make the experience well.
I think from a marketing perspective, we're just getting started.
So as you said, content compounds and wins, we get wins and we have built the
trust and credibility inside of our organization that is allowing us to bring more
grand ideas
to the table.
We've really centralized marketing internally and have taken control of, you
know, the costs of the dollars that are spent on advertising for and day.
So I think that is going to allow us to kind of just continue to take brand to
new heights
and provide an experience that a lot of other builders really can't touch.
So really excited about what's done.
Exciting.
We will go along.
Thanks.
I hope so.
Move that bus.
Thank you.
Yeah.
Yeah.
Yeah.
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