All builders want to sell homes, but each company, community and even product has unique challenges. Communicating the right message, at the right time, to the right consumer is not a one-size-fits-all scenario. Rather than focusing on marketing campaigns or Google vs. Facebook vs. Zillow, this session will explore techniques marketers can use to evaluate those opportunities, helping you determine: where they support the consumer experience (or not), how to estimate their ROI, and ultimately whether they align with your company’s goals. You’ll learn how to critically evaluate any marketing opportunity within the context of your goals, identify which part of the consumer shopping experience is supported by a marketing opportunity, and confidently support your artful marketing decisions with science. Because when a marketer knows how to master the tool, the tool no longer dictates the strategy. It responds to the commands of the marketer—or gets ejected from the toolbox.