ChatGPT arrived with a splash, as artificial intelligence’s promise to transform lives and livelihoods went viral at ‘hello, world,’ even as a newborn. Clearly, though, the moment to plunge in, learn, and begin your own exploration of where and how AI may apply in both your strategy, your customer value-creation, and your everyday operations is now—not after its effects are fully-formed. Our session will serve as your intro to what AI platforms like ChatGPT and Bard are, what you need to know, what they mean for your business, and why that matters to you as a competitor. Ready to chat?...

• Conference Max Pass Required

Market conditions are rapidly changing, and builders need the very latest research to design and construct homes that meet the needs of today’s homebuyers. Drawing upon COGNITION Smart Data market intelligence, Green Builder Media’s CEO will present key sustainability initiatives and how they’re influencing consumer preferences, purchase drivers, and behavioral patterns. Future-proof your business by staying ahead of trends—emerging and present-day—in net zero, electrification, healthy homes, water conservation, solar, connected living, resiliency, and how housing market patterns (and homeownership itself) are changing as a result....

• Conference Max Pass Required

No one peers into the hearts and minds of American consumers quite like J. Walker Smith, described by Fortune as “one of America's leading analysts on consumer trends.” Always one of the most in-demand speakers at PCBC, Walker will share new insights—drawn from Kantar’s deep well of qualitative research—into people’s attitudes about and desires for home and community. At the heart of it all is a yearning for “human-scaled” experiences—a fusion of digital and analog life that is deeply rooted in social, personal, authentic connection....

• Conference Max Pass Required

With the release of the third iteration of the America at Home Study—and the first post-pandemic findings—this landmark survey continues to reveal powerful changes in behaviors and attitudes about home and community. Shifts brought on by the shelter-at-home period are creating lasting effects, seen most clearly in the desire for, and willingness to prioritize, wellness. This session will share new insights into Americans’ meaning of home, definition of well-being, lifestyle priorities, and most desired features—including generational differences....

• Conference Max Pass Required

As a follow-up to their earlier presentations, J. Walker Smith and Teri Slavik-Tsuyuki will engage in an open, interactive, “unplugged” conversation about their research—macro and micro—and what surprised them, what perplexed them, how to make sense of seemingly contradictory feedback, and what to do when you reach the end of what research can tell you. The conversation will be fueled by the audience as well, so come with questions, comments and curiosity about consumer insights and how we can all get better at uncovering them....

• Conference Max Pass Required

The more you know your consumer, the more you know how to connect with them. Putting the consumer front and center from the start of a new collection or community is what will attract buyers or renters and inspire them to move. Delve into what this potential buyer wants in a home and community plus what channels are they use and how can you reach them. Consider how and when they desire to connect to builders and developers about their future home. Understanding your target consumer will set you apart in a crowded market. This session will help explore consumer... Read More

• Conference Max Pass Required

Today’s volatile market is ever shifting, impacting both the math and psychology of your potential buyers. It’s no time to get caught short on the data you need to position yourself for them the moment they’re ready. In the spring of 2023, Wick Marketing will field a quantitative research study of hundreds of prospective homebuyers across the US, as well as buyers who have purchased since May 2022. Goal: Understand, with statistically significant data, the attitudes and perceptions of homebuyers around choosing a builder and purchasing a new home in today’s marketplace. In this session, you can be among the... Read More

• Conference Max Pass Required

What made you successful in past markets won't necessarily work in the new one. It sounds obvious, but the work of rethinking market and consumer needs - and where to focus your efforts and resources - is challenging and exhausting. Discover how the Market Proof Algorithm™ can reliably help you analyze your data to identify the true root causes preventing higher sales results, and how to address them. With this newfound clarity, master the art of navigating industry and market disruptions, differentiating between mere distractions and high-potential opportunities. Learn why Kevin believes the "Uberization" of new home sales is starting... Read More

• Conference Max Pass Required

As a marketer in the digital environment, you’ve been promised the ability to finely analyze and plan your marketing spend—and you would expect that digital spend to be far more effective and measurable. But as we’ve all experienced, it’s harder than ever to understand where to place your spend and how to assess its value. This presentation will explain the challenges of the digital marketing ecosystem and how each participant crafts their message to their own benefit, resulting in a fuzzy picture of what’s working and how to measure ROI. Learn how to cut through the noise and pick up... Read More

• Conference Max Pass Required

This session has been created for both marketing and sales professionals who want to gain a better understanding of how to implement digital storytelling that leads to sales. 2022’s digital marketing trends taught us to focus more on personalized messages, immersive experiences, and entertainment through short-form video. The big trends in 2023 are only building on these themes. How is short-form video evolving? Why is immersive storytelling so powerful? How can employee-generated content sell our homes? This session will answer these questions with real success stories from both a marketing and sales perspective....

• Conference Max Pass Required