Anewgo of New Home Sales

Hosted by Anya Chrisanthon and John Lee

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197

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Aug 2026

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John Lee and Anya Chrisanthon of Anewgo discuss innovative sales and marketing technologies that are growing in popularity in new home sales. They highlight new systems, processes and techniques as well as share best practices, case studies, tactics and strategies so that you can successfully incorporate MarTech into your sales cycle. With millions of dollars flowing into PropTech space they evaluate new and current technologies with uncertain adoption and lifespans in the new construction industry.

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August 11, 2026Episode 19837 min

It's Only Hard for the Good Ones: Abby Cornelius on Leading in Homebuilding-198

Send us Fan Mail We invest heavily in training salespeople to serve customers. So why aren't we investing just as intentionally in preparing leaders to serve our people? Abby Cornelius - Leadership Advisor at Elevate Actually and a 20+ year homebuilding veteran - joins Anya Chrisanthon for a conversation about the leadership training gap in homebuilding and what to do about it. And this one is personal: Abby was Anya's sales trainer at NVR, where Anya was named Rookie of the Year for her cohort. From intern to executive Abby got into homebuilding as a fluke - a finance major whose cousin talked her into an internship. She never left. Sales, national sales training, sales leadership, nine months in land acquisition, division president training, and Director of Sales. Her takeaway from sitting in every seat: when you understand how the whole operation works together, you show up better in the seat you're in. The training stopped As a salesperson, Abby went through a rigorous year-long program with ongoing coaching. Then she got promoted to leadership and it was: here's your team, go figure it out. Sitting in ops meetings Googling terms under the table, no tenured leader to lean on, and a generic two-day management course that didn't connect to homebuilding. It felt hard for about a year - and it's the same story she kept hearing from every leader around her. Breaking out of firefighting mode Only three things should derail your day: sales, starts, and closings - today, not future ones. Everything else needs a cadence. Abby shares the systems that saved her: scheduled one-on-ones that teach your team to save non-urgent items, and building processes around repeat pain points - like her offer sheet that ended the scrambled texts and half-baked emails. Building self-reliant teams You teach people how to treat you. If your team brings everything to you, you've become the bottleneck. Abby's tips: don't answer on the first ring for non-urgent items, ask "what have you tried?" before giving answers, and borrow her sister's kindergarten classroom rule - "three before me." Leadership is stewardship When a neighbor asked Abby's husband for parenting advice, he said: "It's only hard for the good ones." The same is true of leadership. If it feels heavy, that means you care. Your job isn't to keep things moving today - it's to care for your people and your business long-term. Leadership Elevated Everything Abby wished someone taught her sooner, built into homebuilding-specific leadership development: a two-day workshop for entire operational teams - sales, construction, purchasing, marketing, finance - plus a six-month virtual cohort limited to 10 leaders, launching in September. Because the ROI on well-equipped leaders shows up in margin, retention, and days under construction. One piece of advice for this week Pick one. One thing you want your team to get better at - and triple down on it. Scattered effort never gets the depth of solution you need. Connect with Abby on LinkedIn , subscribe to her free weekly LinkedIn newsletter Leadership Edited, and learn more about Leadership Elevated at elevateactually.com - click Work With Abby. About Anewgo Anewgo is an all-in-one new home sales and marketing platform. We equip builders with AI-ready homebuilder websites, interactive design tools, floorplans, sitemaps, AI Sales Assistants, and data analytics to create personalized buyer journeys. Learn more at anewgo.com or find every episode at anewgo.com/podcast . Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/anewgo-of-new-home-sales/id1602564768

August 4, 2026Episode 19734 min

Kristin Peck on Transparency, Leadership, and Winning Buyers with WLC's Woman of the Year-197

Send us Fan Mail Fresh off being named the Women's Leadership Circle Woman of the Year at the Jeff Shore Sales and Marketing Leadership Summit, Kristin Peck - Director of Sales and Marketing at Tuskes Homes - joins Anya Chrisanthon for a conversation about value, transparency, and working for your seat at the table. The award moment Kristin was scanning the room trying to figure out who was winning - until Amy O'Connor dropped the Zumba hint. For women navigating an industry where their voice doesn't always carry the same weight, the WLC award is about leading while supporting other women. Value purity - the Summit panel takeaway When builders lead with incentives, buyers focus on the number instead of the home. They interpret the incentive as the value. Kristin's advice: audit how your homes present value - online, in person, all the way through follow-up - before you discount anything. Because once you lead with the discount, you have to backtrack and restart when they walk through the door. From flight attendant to sales leader Kristin was flying for United out of Newark when 9/11 happened. As a young mom of three, she made a pivot - got her real estate license, landed with a large builder, and built a 20+ year career across sales, regional training, and leadership by continually raising her hand for the hard things. Today's buyer isn't harder - they're overloaded Buyers aren't more difficult. They're more educated, they've done the research, and they're drowning in information - some of it wrong. Your job is to help them navigate it. That means a "front page" - website, Zillow, MLS - that's clear, concise, attractive, and accurate. And someone who actually responds fast when they have questions, because a distracted buyer moves to the next website that will talk to them. Why Tuskes doesn't advertise incentives The price is the price. Tuskes prices homes to market value and leads with transparency - and buyers appreciate it. Confused prospects don't come in. Transparent ones do. On the Anewgo Marketing App Full transparency: Tuskes is an Anewgo client. Kristin's take on how the interactive design experience fits the buyer journey: financing and paperwork aren't fun - the app is. It lets buyers bring their vision to life, solves the "what does saddleback even look like" color-name problem, and prepares them for design decisions while having fun doing it. Kristin's tech filter Show me how this solves a problem, gets more sales, or enhances the buyer experience. If it can't do at least one, it's not a product for her. And on AI: general AI is great for admin, but homebuilding needs specialized AI grounded in accurate facts - not three-sink kitchens from a generic image generator. Advice for future leaders You're not entitled to anything you didn't work for. If you want a seat at the table, start working for it - take the hard tasks, push out of your comfort zone, and surround yourself with people who make you better. Connect with Kristin on LinkedIn and learn more about Tuskes Homes at tuskeshomes.com . Explore Shore Consulting programs including the Women's Leadership Circle at jeffshore.com . About Anewgo Anewgo is an all-in-one new home sales and marketing platform. We equip builders with AI-ready homebuilder websites, interactive design tools, floorplans, sitemaps, AI Sales Assistants, and data analytics to create personalized buyer journeys. Learn more at anewgo.com or find every episode at anewgo.com/podcast . Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/anewgo-of-new-home-sales/id1602564768

July 29, 2026Episode 19632 min

Stop Blaming the Market: Chad Davies on Why Your Specs Aren't Selling-196

Send us Fan Mail Before you blame the market, look at how your homes show up online. Chad Davies - founder of Davies Imaging Group (DIG) , serving builders doing 500+ units a year across 28 markets - joins Anya Chrisanthon fresh off the Jeff Shore Sales and Marketing Leadership Summit, where his team captured the entire event from behind the camera. The view from the Summit Every conversation - on stage and at the bar - came back to the same theme: stop negotiating. Selling homes is no longer a price battle. Builders have cut as much as they can, and the differentiator now is how you capture buyer attention. The DIG story Chad photographed his first $2 million home at 17. Sixteen years later, DIG is a specialized team - photographers who only photograph, dedicated editors in Guadalajara ripping through post-production, virtual staging artists, and a separate video production discipline. Why? Because one person can't carry the whole weight, and the friction in builder photography lives at the front and back end: scheduling, communication, and turnaround time. What 28 markets reveal Some regions are ripping, others are slow - and the trends are shifting. California, which invented the twilight photography craze, now wants daytime shots. Lifestyle and amenity video is surging while standalone model video fades. And in competitive markets like Texas, builders are suddenly finding photography budget - because when you can't compete on price, location, or product, presentation is the only lever left. The spec home rant If your home exists, it needs real professional photos - not a rendering, not construction team phone pics. And if it's not selling within a month, stage the pictures. Chad's team is seeing homes that sat for a year sell in weeks after virtual staging. Buyers aren't buying a shell - they're buying a new lifestyle, and you can't show them that with an empty room. Your job as a marketer is to remove the imagination, not demand it. The virtual staging surprise The biggest fans of virtual staging aren't marketing teams - they're sales teams. When a stale listing gets staged, it renews the sales team's excitement to sell it. If you want to empower your salespeople, stage the sitting inventory. Where AI fits AI-generated video is a variation of a photo, not a replacement for video production. Use it to fill social channels and supplement your media strategy - but it's an "and," not an "or." The biggest untapped opportunity in builder content Mic up your construction team. The first big builder that embraces behind-the-scenes content from their superintendents - showing culture and quality instead of talking about it - is going to have a great year. As Chad puts it: you're not telling people your culture, you're showing them. Connect with Chad on LinkedIn or on Instagram (Chad Davies), and learn more at daviesimaging.com . About Anewgo Anewgo is an all-in-one new home sales and marketing platform. We equip builders with AI-ready homebuilder websites, interactive design tools, floorplans, sitemaps, AI Sales Assistants, and data analytics to create personalized buyer journeys. Learn more at anewgo.com or find every episode at anewgo.com/podcast . Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/anewgo-of-new-home-sales/id1602564768

July 22, 2026Episode 19514 min

July State of AI: The 93% Milestone and What It Means for Builders-195

Send us Fan Mail 93.2%. That is the Google AI Overview citation rate for the builder Anewgo has been working with on its AEO initiative - meaning when buyers ask Google's AI real questions about communities, floor plans, features, and pricing in that builder's market, the AI cites that builder's website as a source 93% of the time. In this July State of AI episode, Anya Chrisanthon - CCO at Anewgo - walks through the newest data from Anewgo CTO Keng Lim's follow-up study and rounds out the month's biggest AI news for home builders. Finding one: the builder became part of more buyer conversations - on every platform ChatGPT surged early (16% to 72%), gave back some ground, and finished at 61%. Gemini climbed steadily to a new high of 75%. Google AI Overview climbed at every single measurement and finished at 93.2%. Three platforms, three different trajectories, all moving up. The lesson: buyers ask the same question in different AI tools and get different answers. If you're only measuring one platform - or not measuring at all - you have an incomplete picture. Finding two: being cited is not the same as being recommended Google cited the builder's website 93% of the time but ranked them number one only 43% of the time - a 50-point gap. Getting found and trusted by AI is step one. Step two is making the case: clear community details, plan options, included features, real points of difference. That's what converts a citation into a recommendation. Finding three: AEO creates value before the website visit While AI visibility went up, website sessions dropped about 47%. The study can't attribute the traffic change to AEO - but the opposing trends prove that sessions alone can no longer measure AEO progress. A buyer can have a meaningful brand encounter with your business inside an AI answer, and your analytics never see them. The new scorecard: are AI tools citing you, are they recommending you, and are the visits you do get more engaged and qualified? The rest of July in AI The model race kept sprinting - GPT-5.6 shipped as a full lineup and the industry theme shifted from "best model wins" to "best fit wins." The European Commission ordered Google to open Android to rival AI assistants - one more sign that the AI on your buyer's phone is becoming a choice, not a default, and your digital presence has to work for all of them. And agent frameworks went from theoretical to shipping - moving AI from answering questions to completing work. 📊 Read Keng Lim's full article with all the charts: Case Study Update: 93% Google AI Overview Citation Rate 📖 The original case study: How a Builder's ChatGPT Citation Rate Rose from 16% to 72% 🔍 Free AEO Assessment: email your website URL to beth@anewgo.com , subject "AEO Assessment" - free, no obligation, specific to home building. About Anewgo Anewgo is an all-in-one new home sales and marketing platform. We equip builders with AI-ready homebuilder websites, interactive design tools, floorplans, sitemaps, AI Sales Assistants, and data analytics to create personalized buyer journeys. Learn more at anewgo.com or find every episode at anewgo.com/podcast . Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/anewgo-of-new-home-sales/id1602564768

July 7, 2026Episode 19436 min

The Secret Is on Camera: What Video Mystery Shopping Reveals About Your Sales Team with Leah Turner-194

Send us Fan Mail What's really happening in your sales offices when you're not there? Leah Turner , national sales coach and trainer at Melinda Brody & Company, is back on the show for the 40th anniversary year of one of the most unique research studies in new home sales. In this episode, she and Anya Chrisanthon dig into the 2025 Annual Benchmark Report - and what the data reveals about where sales teams are winning and where they're still leaving sales on the table. Listen to a previous episode with Leah here: https://podcasts.apple.com/us/podcast/secrets-to-successful-realtor-engagement-with-leah/id1602564768?i=1000623849874 What video mystery shopping actually looks like Shoppers walk into your sales office with a hidden camera. The full interaction is recorded, scored, and sent to the sales manager. But what makes Melinda Brody & Company different is the one-on-one call before the shop - where the shopper is briefed on the specific challenges that sales manager wants to address. It's not a gotcha. It's a baseline. The builder story gap - still Only 49% of sales associates shared the builder story in 2025. Leah says the problem isn't awareness - it's the introduction. Salespeople don't know how to bring it up naturally. Her fix: start with "Have you ever built a new home before?" and let the answer lead you in. And whatever you do - say the builder's name. One associate described the warranty, the quality, and the energy efficiency for several minutes and never once said who the builder was. The model demo jump From 84% to 95% in one year. The biggest shift Leah has seen: top producers are bypassing the sales office entirely and taking buyers straight into the model. Into the kitchen. Let them walk. Join them. The forced "sit down in the sales office first" approach was raising everyone's anxiety - including the salesperson's. Closing is not a moment - it's the whole presentation Closing sits at 52%. Leah's take: salespeople treat closing like something that happens at the end, which makes it terrifying. If you ask "what's important to you in a home, a homesite, a builder, a community?" upfront - and customize everything around those answers - the close at the end is just a natural next step. You've earned the right to ask. The buyers walking in today are already qualified Buyers use technology to disqualify. If they made it through the research phase and walked into your sales office, they are interested. They are a hot lead. As Leah puts it - they're more like a B-back than a first-time visitor. Treat them that way. Follow-up jumped from 51% to 67% Technology and CRMs are helping. But Leah's warning: generic follow-up is worse than no follow-up. If your message is "thanks for coming out, call me if you have questions" - don't bother. Make it specific. Make it memorable. Reference something real from the presentation. Better yet - shoot a 30-second video of yourself. The cringiest things caught on camera Smoking cigarettes on the home site. Painting fingernails. Eating lunch. Not standing up when a prospect walks in. And the shift Leah has seen over the last ten years: top performers now ask to be video shopped. They want to see themselves. They want to improve. Connect with Leah: leah.turner@melindabrody.com Connect with Ben Marks: ben.marks@melindabrody.com Melinda Brody & Company on LinkedIn and Facebook About Anewgo Anewgo is an all-in-one new home sales and marketing platform. We equip builders with AI-ready homebuilder websites, interactive design tools, floorplans, sitemaps, AI Sales Assistants, and data analytics to create personalized buyer journeys. Learn more at anewgo.com or find every episode at anewgo.com/podcast . Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/anewgo-of-new-home-sales/id1602564768

June 30, 2026Episode 19332 min

One Year of Sophie: What Anewgo's AI Assistant Learned From Talking to Builders-193

Send us Fan Mail One year ago Anewgo launched Sophie - the AI sales assistant that lives on anewgo.com. In this special birthday episode, Anya Chrisanthon interviews Sophie live to find out what she's learned, what she's noticed, and what she knows about your buyers that your sales team probably doesn't. We practice what we preach at Anewgo . We don't just build AI assistants for builder clients - we use one ourselves. Sophie has spent the last year talking to builders, marketers, and sales leaders who visit anewgo.com. She knows our products, she knows our industry, and she has some genuinely surprising things to say. What Sophie has learned in her first year When Sophie launched in June 2025, builders were asking "what is this thing?" and "can it write a blog post for me?" A year later the conversation has shifted completely. Builders are moving from curiosity to strategy - asking how to build a connected AI ecosystem, not just add a single tool. Sophie says it best: AI isn't just a feature anymore. It's the new interface. What builders are still underestimating Two things keep coming up. First, AEO - Answer Engine Optimization. Builders think SEO is enough, but in an AI-driven world, getting cited by tools like ChatGPT is what actually matters. If you're not optimized for AI, you're practically invisible. Second, the power of a connected ecosystem. Builders think about individual tools - a CRM here, a website there. The real magic happens when everything talks to each other. What the market is telling Sophie right now Builder confidence is still below 40. Mortgage rates are hovering around 6.49%. Tariffs are adding to construction costs. Traffic is soft. But the builders Sophie talks to most often have a steely resolve - they know this isn't the time to pull back. The ones who invest in their digital presence now will own the recovery when it arrives. The question Sophie gets asked that she didn't expect Builders ask her if she gets frustrated. What it's like being an AI. One builder asked if she could make coffee. She can manage sales pipelines and optimize websites - but barista services are not yet in her skill set. The one thing Sophie knows that your sales team doesn't 99.5% of your website visitors never fill out a form. Sophie sees their digital body language - the communities they visit five times before ever engaging, the floor plans they pour over for minutes, the features they zoom in on. That invisible 99.5% has a story. And Sophie can read it. Free market research tool Sophie mentioned No login, no paywall - real-time data from Fred and the US Census Bureau covering mortgage rates, housing starts, market scores, and price forecasts for over 33 metros. With an AI business advisor built right in: anewgo.com/market-research-tool What's coming Anya teases a follow-up episode at the six-month mark for Anewgo's builder AI assistants - diving specifically into buyer trends and what consumers are actually asking about when shopping for new homes. Want to chat with Sophie on anewgo.com? Go to anewgo.com and say hi. Want your own Sophie for your builder website? Learn more at anewgo.com/ai-assistant or email beth@anewgo.com to get started. Free AEO Assessment: email your website URL to beth@anewgo.com , subject "AEO Assessment." About Anewgo Anewgo is an all-in-one new home sales and marketing platform. We equip builders with AI-ready homebuilder websites, interactive design tools, floorplans, sitemaps, AI Sales Assistants, and data analytics to create personalized buyer journeys. Learn more at anewgo.com or find every episode at anewgo.com/podcast . Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/anewgo-of-new-home-sales/id1602564768

June 23, 2026Episode 19216 min

Is Your Website Built for What AI Is Doing Right Now?-192

Send us Fan Mail Imagine you have an old analog TV from the nineties. Right now there is the most incredible programming available - streaming, 4K, immersive audio, interactive everything. But you're watching it on that old boxy TV with rabbit ears. You're not getting a fuzzy version. You're getting static. Because the technology delivering all of that content is simply not compatible with the hardware you're using to receive it. That is exactly the situation a lot of home builders are in with their websites right now. In this solo episode, Anya Chrisanthon - CCO at Anewgo - rolls up the June AI brief and answers the question every builder needs to be asking: can your website actually keep up with what AI is doing right now? The June AI brief Google announced the best ads must now be answers - already testing a format in real estate where buyers ask questions inside an ad and get answers pulled from your website. Apple rebuilt Siri from the ground up as an agentic AI that takes actions across apps on behalf of the buyer, introduced Visual Intelligence in the camera so buyers can point their phone at your model home and ask what elevation it is and what it costs, and quietly built infrastructure for buyers to swap ChatGPT, Claude, and Gemini inside Siri. AI Overviews now reaches 2.5 billion users. AI Mode searches run three times as long as traditional searches. Buyers are asking AI questions before they ever visit a website. That is the programming that's available right now. The question is whether your website can receive any of it. Three things an AI-ready website can do that traditional builder websites cannot First - it can be understood by AI. AI systems aren't reading your website for emotion or brand vibes. They're looking for specific, structured, consistent information. Vague taglines, generic community descriptions, and marketing language that sounds great to humans give AI nothing to work with. An AI-ready website is written so AI can read it, understand it, and summarize it accurately to a buyer who asks. That is AEO - Answer Engine Optimization. Second - it connects to the platforms buyers are already using. An AI-ready website isn't just a destination. It's a connected node in a larger ecosystem. Anewgo's ChatGPT integration lets buyers design their home inside ChatGPT and arrive on your website already identified, already engaged, already partway through the journey. A traditional builder website built on a standard CMS has no pathway to that experience. It doesn't matter if your website is new or was just launched. If it wasn't built for AI, it's already outdated. Third - it learns. Every buyer who visits, every floor plan they view, every color they select, every question they ask the AI assistant - all of that is behavioral data that feeds back into the intelligence layer of your platform. 99.5% of your website visitors never fill out a form. On a traditional website, those buyers are invisible. On an AI-ready website, they have a profile. Two things from today: (1) Free AEO Assessment - email your website URL to beth@anewgo.com , subject "AEO Assessment" - no obligation, no cost, specific to home building. (2) See what a fully AI-ready builder website looks like: anewgo.com About Anewgo Anewgo is an all-in-one new home sales and marketing platform. We equip builders with AI-ready homebuilder websites, interactive design tools, floorplans, sitemaps, AI Sales Assistants, and data analytics to create personalized buyer journeys. Learn more at anewgo.com or find every episode at anewgo.com/podcast . Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/anewgo-of-new-home-sales/id1602564768

June 15, 2026Episode 19114 min

What Apple Just Told Us About the Future of AI: My WWDC 2026 Takeaways-191

Send us Fan Mail Apple's Worldwide Developers Conference just happened - and the message for home builders is bigger than most people realize. In this solo episode, Anya Chrisanthon - CCO at Anewgo - breaks down the biggest announcements from WWDC 2026 and translates them into plain language for home builder sales and marketing leaders. Siri goes agentic Apple rebuilt Siri from the ground up - powered by Google's Gemini and Apple's own on-device models. The new Siri doesn't just answer questions. It takes actions across apps on behalf of the user. Composing emails, managing files, performing multi-step tasks without manual navigation. The home buying version of this - scheduling tours, requesting brochures, getting answers about a specific floor plan - is coming. The builders whose digital presence is ready for it will have a significant advantage. Visual Intelligence in the Camera app Apple introduced a dedicated Siri mode inside the camera app. A buyer standing in front of your model home points their camera at the exterior - and Siri tells them the elevation, color scheme, community, and starting price if that information is structured and accessible online. Apple just built the infrastructure for a visual AI layer that sits on top of every physical space a buyer walks into. That changes what a model home experience looks like. The hidden feature Apple didn't announce After the keynote, developers discovered a hidden Extensions framework in the iOS 27 developer beta that lets users swap ChatGPT, Claude, and Gemini inside Siri - infrastructure Apple built but chose not to announce. Apple is hedging. Siri becomes the container. The AI model underneath can be whatever the user prefers. When a buyer asks their phone about your homes, it might be Siri answering. Or ChatGPT through Siri. Or Claude. Or Gemini. If your digital presence doesn't give any of those AI systems enough specific, accurate, structured information to answer with confidence - you're not in that conversation. This is exactly why AEO matters across all platforms, not just one. Search gets faster Apple rebuilt the foundation of search across Spotlight, Mail, and Photos - and the new infrastructure indexes new files and data almost immediately. The lag between publishing content and having it surfaced by AI systems is closing. A community page that hasn't been updated in six months is going to look stale in a way it never did before. 📋 Three things from today: (1) Free AEO Assessment - email your website URL to beth@anewgo.com , subject "AEO Assessment" (2) Marketing App 3.0 webinar replay (3) See what a fully connected AI-ready buyer experience looks like: anewgo.com About Anewgo Anewgo is an all-in-one new home sales and marketing platform. We equip builders with AI-ready homebuilder websites, interactive design tools, floorplans, sitemaps, AI Sales Assistants, and data analytics to create personalized buyer journeys. Learn more at anewgo.com or find every episode at anewgo.com/podcast . Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/anewgo-of-new-home-sales/id1602564768

June 2, 2026Episode 19019 min

Google Marketing Live 2026 Takeaways-190

Send us Fan Mail Google Marketing Live 2026 just happened - and the message wasn't about features. It was a warning. In this solo episode, Anya Chrisanthon - CCO at Anewgo - breaks down the biggest announcements from GML 2026 and translates them into plain language for home builder sales and marketing leaders. The headline nobody said out loud Google's Chief Business Officer opened with "I'm not exaggerating when I say we have made a decade's worth of innovation in the last year alone." That's not marketing speak. That's a warning for anyone still in wait-and-see mode. How your buyers are already searching differently AI Overviews now reaches 2.5 billion monthly users. AI Mode has passed 1 billion. Searches in AI Mode run three times as long as traditional searches. Your buyer is having a conversation with AI right now - and if your website doesn't give AI enough to work with, you're not in that conversation. The best ads must be answers Google's VP of Ads said it directly on stage: "The best ads must be answers." Google introduced a Business Agent for Leads - already being tested in real estate - where buyers can ask questions inside an ad and get answers pulled directly from your website. If your website doesn't have clear, specific answers to real buyer questions, AI has nothing to pull from. AI Brief: great news for smaller builder marketing teams AI Brief lets advertisers give Google's AI a creative brief in plain language and let it handle execution. The role of your marketing team is shifting from doing to directing - and that levels the playing field against national builders with big agencies. The Universal Cart - and why John Lee called this years ago Google's Universal Cart follows buyers across Search, Gemini, YouTube, and Gmail without losing their place. John Lee has been talking about this exact connected, agentic buyer journey for years. Anewgo's ChatGPT integration - where a buyer designs their home in ChatGPT and arrives on your website already identified and engaged - is the home building version of this. It exists today. Measurement finally grows up Google's Meridian marketing mix modeling tool is now inside Google Analytics 360. For the first time, builders have infrastructure to show leadership exactly which channels are driving sales - not just leads. 📋 Three things from today: (1) Free AEO Assessment - email your website URL to beth@anewgo.com , subject line "AEO Assessment" - specific to home building, no obligation. (2) Watch the Ecosystem Webinar replay with John Lee (3) Register for the Anewgo Marketing App 3.0 launch webinar - June 9th, open to everyone: https://us02web.zoom.us/webinar/register/WN_w0K2dtK9QW2Bp26h9vZu_A About Anewgo Anewgo is an all-in-one new home sales and marketing platform. We equip builders with AI-ready homebuilder websites, interactive design tools, floorplans, sitemaps, AI Sales Assistants, and data analytics to create personalized buyer journeys. Learn more at anewgo.com or find every episode at anewgo.com/podcast . Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/anewgo-of-new-home-sales/id1602564768

May 26, 2026Episode 18932 min

Jennifer Cooper on AI, Shoppable Models, and What Builders Keep Getting Wrong-189

Send us Fan Mail In a market where a lot of builders are pulling back, Jennifer Cooper is making the case for why that's exactly the wrong move. Jennifer is the founder and CEO of Evolution Marketing and Evolution Design Studios - a fractional marketing consultancy with seasoned teams across the country serving home builders of every size. In this episode, she and Anya Chrisanthon of Anewgo get into the real conversations happening in builder boardrooms right now. The budget conversation nobody wants to have If your growth goals are going up but your marketing budget is staying flat, you're setting yourself up to miss your numbers. Jennifer explains why spend has to match growth - and what it signals when leadership doesn't value what marketing can actually do. AI adoption in the field right now Jennifer isn't scared of AI - she's brought it to the table as a strategic partner. She breaks down what smart teams are actually doing with AI, why she keeps an "invisible chair" for it in every strategy conversation, and how builders can use it to work faster without losing their brand voice. AEO, authority, and the PR comeback AI is looking for authoritative content and third-party validation. Jennifer shares how one of her builders built a PR strategy that AI is now actively sourcing - and why blogs, content, and earned media are more important than ever in the AIO era. The CRM conversation we're still having in 2026 Having a CRM isn't enough. Jennifer explains why most builders have it but aren't using it right - and how to think about your full tech stack from OSC tools to self-touring to visualization. Shoppable model homes: the business case Evolution Design Studios brings a full shoppable model program to builders of any size. Builders save an average of $10,000 or more per model, get a revenue-generating online storefront, and create a stickier digital experience - without handling a single purchase order. Jennifer breaks down exactly how it works and who it's right for. The secret to staying ahead Wake up every day and ask why. Jennifer's advice for marketing leaders navigating one of the most challenging - and most opportunity-rich - moments in the industry. Connect with Jennifer on LinkedIn or at evolutionmarketingco.com . About Anewgo Anewgo is an all-in-one new home sales and marketing platform. We equip builders with AI-ready homebuilder websites, interactive design tools, floorplans, sitemaps, AI Sales Assistants, and data analytics to create personalized buyer journeys. Learn more at anewgo.com or find every episode at anewgo.com/podcast . Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/anewgo-of-new-home-sales/id1602564768