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Negotiation has developed a bad reputation in new homesales. For some salespeople, it feels uncomfortable, adversarial, or synonymous with discounting. Roland Nairnsey argues that the opposite can be true. In this episode, Sarah sits down with Roland to rethinknegotiation as part of a broader pricing and sales strategy. They explore why builders need to understand their market before deciding whether to negotiate, how different buyers respond to incentives and pricing conversations, and why asuccessful negotiation should leave both the buyer and builder feeling good about the deal. Roland also shares lessons drawn from decades in new homesales and the ideas behind his book on negotiation, including why some of the industry's "old school" sales skills may be more relevant today than ever. Roland's website: https://www.newhomesalesplus.com/Purchase Mastery of Negotiation: https://www.amazon.com/dp/B0GFSK3Z58?ref_=cm_sw_r_ffobk_cp_ud_dp_RA52592JMZ0X0KRSF7YZ&bestFormat=true

"We need more leads." "Our marketing isn't working." "The leads are bad." "Nobody uses our CRM." Sound familiar? Homebuilders run into these challenges all the time, but what if the problem you're trying to solve isn't actually the problem? In this episode of Just Make It Pretty, Sarah Haynes and Shari Morton, partners at Shared Drive, take six common challenges homebuilders face and approach each one from two completely different perspectives. Sarah looks at problems through marketing strategy, branding, messaging, buyer psychology, and customer experience. Shari looks through the lens of CRM, online sales, data, technology, processes, and operations. They're answering one question: Where would you look first? Neither gets to hear the other's answer before sharing her own. From underperforming community launches and questionable lead quality to CRM adoption and the pressure to sell more homes in 90 days, Sarah and Shari explore why the most obvious solution isn't always the right one. And sometimes, the most valuable thing you can do is bring someone into the conversation who sees the problem completely differently. Shari Morton | Chief Growth Officer, Shared Drive Shared Drive: https://shareddrive.com/

What actually makes you different, and why does knowingthe answer matter?In this episode, Sarah sits down with Mary Beth Berry to explore differentiation from several angles: how salespeople stand out when products and services look similar, how companies uncover what truly sets them apart,and how knowing your own strengths can shape the direction of your career. Mary Beth also shares how her recent move from trainingsales teams to selling the programs she once taught has changed the way she thinks about sales conversations, organizational challenges, and what it really takes for people and companies to change. Connect with MaryBeth:  https://www.linkedin.com/in/marybethberry/https://jeffshore.com/ Register for the Womens Circle: https://jeffshore.com/WLC

Chris Hartley has spent years bringing Life Lessons withDaddy to life. On the surface, Fostering Hope is a children's book about kindness, empathy and helping children and families experiencing foster care. But underneath it is a much more personal story aboutfatherhood, legacy, intentionality and the responsibility we have to teach children how to see and care about people whose lives may look very different from their own. Rather than simply talking about what's in the book, thisconversation explores why Chris needed to create it in the first place, what the process demanded of him, and what he hopes his daughters and other children carry with them long after they've outgrown the book. Pre-Order List: https://lifelessonswithdaddy.com/

Being great at the work does notautomatically make someone great at leading it. In this episode, Sarah sits down with Abby Cornelius, leadership trainer with Elevate Actually, to talk about the shift from high-performing individual contributor to effective leader. After more than 20 years in homebuilding, moving from internto executive leadership, Abby saw the same pattern over and over: talented people being promoted because they were excellent at their jobs, then expected to lead without ever being taught how. Together, Sarah and Abby unpack what changes when your role shifts from doing the work yourself to leading people, teams, and the business. They explore the habits that keep leaders stuck in the weeds, the difference between helping and rescuing, how to create accountability without carrying everything yourself, and the leadership skills organizations often assume people already know. Connect with Abby:  https://www.linkedin.com/in/abbycornelius/ https://elevateactually.com/

Sales teams spend a lot of time learning how to sell better. Conferences, workshops, scripts, objection handling, discovery frameworks, follow-up strategies...the training is there. So why does so little of it actually stick? In this episode of Just Make It Pretty, Sarah sits down with Malcolm Walker-Hendricks of SalesAsk to talk about what actually helps salespeople improve and where traditional sales training may be falling short. They dig into the difference between knowing what to do and actually changing behavior, why experienced salespeople often need awareness more than more information, and how better coaching can help teams improve the moments inside a sales conversation that ultimately drive results. They also explore why sales coaching so often turns into reviewing numbers, how managers can identify whether someone has a skill, practice, or accountability problem, and where AI can provide better visibility and feedback without turning salespeople into robots. If you lead, coach, or work on a sales team, this conversation will challenge you to think differently about how salespeople actually get better. In this episode: Why traditional sales training often fails to create lasting behavior change The difference between training, practice, coaching, and accountability What sales managers should pay attention to beyond conversion rates Why someone can have 15 years of sales experience without actually getting 15 years better How feedback closer to the sales conversation can improve performance Where AI fits into sales coaching without replacing the human element What salespeople can do over the next 90 days to meaningfully improve Connect with Malcolm Walker-Hendricks: LinkedIn: https://www.linkedin.com/in/malcolmwh/SalesAsk: https://www.salesask.com/Email: [email protected]

Creating More Women Leaders: Curiosity, Advocacy, and Knowing When to Step Up What does it actually take to create more women leaders? In this episode, I’m joined by Erin Yarbrough, Director of Marketing at Ideal Homes, to talk about leadership from a different angle. Instead of only asking how women can become leaders, we talk about what happens once you’re in a position to help someone else get there. Erin shares how curiosity helped her transition from higher education into homebuilding, build relationships quickly, and grow into leadership. We also dig into the difference between mentorship and true advocacy, why being the person who is always “helpful” can sometimes become a career trap, and how leaders can use their influence to create opportunities for people who may not otherwise get invited into the room. We also talk about professional reputation, boundaries, failure, work-life balance, and the responsibility leaders have to model the kind of culture they say they want to create. This conversation is really about becoming more intentional, both with the opportunities you pursue for yourself and the opportunities you create for other people. Connect with Erin:LinkedIn: https://www.linkedin.com/in/erin-yarbrough/Email: [email protected]

In this episode of Just Make It Pretty, Sarah sits down with Cory Charles, author of HEROIC’ish and founder of SuperHERO Mindset, for a conversation about the idea underneath his new book: identity. Rather than simply walking through the book, Sarah and Cory dig into the harder questions around how our identities are formed, what happens when we outgrow them, and why the version of ourselves that helped make us successful can sometimes become the very thing holding us back. They explore the difference between a skill gap and an identity problem, whether confidence comes before or after action, what happens when other people are still attached to an old version of you, and how you begin becoming someone new before you have the evidence to prove you can. In This Episode Where our identities actually come fromWhy you can’t always “out-skill” the way you see yourselfHow successful people can still struggle with identityWhy success can sometimes make it harder to changeThe difference between self-awareness and using “this is just who I am” as an excuseWhat happens when you outgrow an identity that once served youWhy your internal identity can lag behind your external successWhether confidence creates action or action creates confidenceHow the people around us reinforce who we believe we arePractical ways to start changing an identity you’ve outgrownAbout The Guest Cory Charles is the founder of SuperHERO Mindset and author of HEROIC’ish. His work challenges people to look beyond skills and tactics and examine the beliefs, identity, and mindset underneath how they show up in their careers, leadership, relationships, and lives. In HEROIC’ish, Cory explores what it means to own your identity and become the hero of your own story, even before you feel completely ready. Connect With Cory & Preorder The Book Connect with Cory Charles on LinkedIn Pre-order HEROIC’ish

A polished logo and brand guide may establish a company’sidentity, but they do not guarantee that people will use the brand correctly. In this episode, Sarah sits down with Kista Cook, owner ofPerpetual Maker, to explore what happens after a designer hands a brand over to the people who must use it every day. Kista shares what she has learned from years of watchingwell-designed brands slowly go rogue as employees grab outdated logos, improvise in Canva, order unapproved merchandise, and use AI-generated visuals under deadline pressure. Together, Sarah and Kista discuss why these mistakes happen, how brand inconsistency affects trust, and what companies can do to make staying on-brand easier than improvising. The conversation also explores how designers can createflexible systems rather than restrictive rules, how organizations can train employees to make better visual decisions, and why consistency does not have tocome at the expense of creativity. Guest: Kista Cook, Owner of Perpetual Maker Links: https://www.linkedin.com/in/kistacook/https://www.kistacook.com/

Kristin Peck was recently named Woman of the Year, but this conversation isn't really about the award. It's about the leadership that led to it. In this episode, Sarah sits down with Kristin, Director of Sales & Marketing at Tuskes Homes, to explore what it takes to become the kind of leader people genuinely love working for. They talk about building culture through everyday decisions, creating accountability without fear, developing people instead of simply managing them, staying authentic as a leader, and the relationships that ultimately become your professional legacy. Kristin also shares how her leadership has evolved throughout her career, what she's changed her mind about along the way, and what she hopes people take with them after working on her team. If you lead people, want to lead people, or simply want to have a meaningful impact on the people you work with, this conversation is worth a listen. Connect with Kristin: https://www.linkedin.com/in/kristin-peck-86730211/

What if charitable giving could do more than support a good cause? What if it could also create a more meaningful connection between a homebuilder and the people walking through their doors? In this episode of Just Make It Pretty, Sarah sits down with Mark Kovats of Goodness Giveaway to talk about a different approach to purpose-driven marketing, one that gives buyers a voice in where charitable dollars go and turns giving into something they can actually participate in. The idea is simple, but the psychology behind it is powerful. Consumers increasingly want to support companies that share their values, but they also want authenticity and agency. Mark shares research showing that 87% of consumers are more likely to buy from purpose-driven companies, while 84% want input into how a company's charitable giving is allocated. For homebuilders, that creates an interesting opportunity. Instead of simply telling buyers that your company gives back, you can invite them into the process. Sarah and Mark discuss how participatory giving can become part of the model-home and community experience, creating natural opportunities for conversation, lead capture, and connection without making the interaction feel transactional. Mark also shares what Goodness Giveaway has seen in practice, including typical show-home contact capture rates of 10–30% and examples of increases as high as 470%. But the bigger conversation isn't really about lead capture. It's about what happens when marketing gives people something meaningful to participate in. Sarah and Mark explore the difference between purpose-driven marketing that feels authentic and charitable messaging that feels performative, why giving buyers a choice matters, and how builders can use community involvement to create stronger relationships with the people they're trying to serve. Why giving buyers a choice changes the psychology of charitable givingWhat consumers actually expect from purpose-driven companiesHow builders can integrate giving into the customer experienceWhy participation can create stronger connections than simply communicating a donationHow charitable giving can create a natural, value-based reason for buyers to engageWhat Goodness Giveaway has learned about lead capture inside show homesHow builders can connect their charitable efforts more authentically to the communities they serveWhy purpose-driven marketing has to feel genuine to workHow giving can become part of the experience rather than another marketing message Homebuilders spend an enormous amount of time thinking about how to get buyers to fill out a form, scan a QR code, engage at an event, or begin a conversation with the sales team. Mark's approach raises a different question: What if we gave buyers something they actually wanted to engage with first? When the interaction is built around choice, community, and something buyers care about, lead generation becomes a byproduct of a better experience rather than the entire purpose of the experience. Connect With Mark LinkedIn: https://www.linkedin.com/in/mark-kovats-16132ab1/ Website: https://www.goodnessgiveaway.org/

The Parts Nobody Sees: Women, Leadership & Building Something That Lasts Leadership is often celebrated for the milestones everyone can see, successful businesses, career growth, awards, and influence. But behind every achievement is a story filled with difficult decisions, quiet sacrifices, self-doubt, resilience, and countless moments that never make it onto social media. In this episode of Just Make It Pretty, Sarah sits down with Mollie Elkman, CEO of Group Two Advertising and founder of the She Built Foundation, for one of the most honest conversations we've had on the podcast. Together, they explore what leadership actually feels like behind the scenes. From the pressure of business ownership and the loneliness that can come with leading others to the emotional labor women often carry in both their careers and personal lives, this conversation moves beyond the surface-level discussion of women in construction and into something much more universal. Mollie shares her journey into the homebuilding industry, what inspired her to create the She Built Foundation, and how some of the hardest seasons of her life ultimately shaped both her leadership and her purpose. Sarah and Mollie also discuss being underestimated, finding confidence, creating cultures where women can thrive, balancing ambition with authenticity, and why the strongest leaders are often the ones willing to be vulnerable. Whether you're building a business, leading a team, raising a family, or simply navigating your own next chapter, this episode is a reminder that leadership isn't about appearing fearless. It's about continuing to show up, even when no one sees the weight you're carrying. In This Episode: Mollie's journey into the homebuilding industry and leading Group Two AdvertisingThe unseen emotional realities of business ownership and leadershipWhy leadership can feel lonely—even when you're surrounded by peopleNavigating confidence, visibility, and being underestimatedBuilding resilience through difficult personal and professional seasonsThe story behind the She Built Foundation and why it became deeply personalCreating workplace cultures where women can build both careers and familiesLessons learned from two decades of entrepreneurshipWhat today's leaders can do to better support the next generation of women in the industry Connect with Mollie Elkman: Group Two Advertising LinkedIn: https://www.linkedin.com/company/group-two-advertising/ She Built Foundation: https://www.linkedin.com/company/shebuiltfoundation/ Mollie Elkman: https://www.linkedin.com/in/mollieelkman/

What makes one model home unforgettable while another blends into the rest? In this episode, Sarah sits down with Kristine from Five Star Interiors to explore the psychology behind memorable model home design. Drawing from years in both home sales and interior merchandising, Kristine explains how thoughtful design supports marketing,strengthens the buyer experience, and helps builders create emotional connections that ultimately drive sales. In This Episode: ●    Why model homes are marketing tools, not just design projects ●    The psychology behind memorable buyer experiences ●    How “memory points” influence purchasing decisions ●    Designing for buyer demographics instead of personal preferences ●    Why sales, marketing, and design teams should collaborate earlier ●    Affordable ways to create memorable spaces without overspending Key Takeaways: ●    Buyers remember experiences more than finishes. ●    Great model homes tell the story of the community. ●    Design decisions should support sales strategy. ●    Collaboration between sales, marketing, and design creates stronger buyer experiences. ●    Memorable doesn’t always mean expensive. Connect with Kristine: www.fivestarinteriors.com

In this episode, Sarah Haynes sits down with experience strategist Ashlee Nelson to discuss how homebuilders can use hospitality principles to create better buyer experiences. From sensory design and personalization to CRM strategy and proactive communication, Ashlee shares practical ways builders can differentiate themselves in an increasingly competitive market.  Key Takeaways  Hospitality is about how people feel, not just what you deliver.   Buyer experience starts long before contract signing.   Small details often create the biggest impact.   Transparency reduces stress and builds trust.   CRM systems can be powerful hospitality tools when used correctly.   Memorable experiences drive referrals and brand loyalty.   Differentiation often comes from experience, not product.   Connect With Ashlee https://www.linkedin.com/in/ashleenelson/

Marketing is about more than generating leads. The strongest brands, the healthiest organizations, and the most successful leaders all have one thing in common: they've built trust long before they ever needed it. In this episode of Just Make It Pretty, Sarah sits down with Amanda Biffle to explore the often-overlooked side of marketing: relationships, reputation, organizational trust, and the culture that supports long-term success. Together, they discuss why some builders thrive during uncertain markets while others struggle with blame, silos, and disconnected teams. Amanda shares lessons from her career in marketing and leadership, explaining why reputation is built through consistency, why relationships still outperform technology, and how leaders can create organizations where collaboration and trust become a competitive advantage. If you're a marketing leader, sales professional, builder, or executive looking to create stronger teams and a stronger brand, this conversation offers a refreshing reminder that people, not just processes, drive lasting success. Why your reputation matters more than your logoHow trust becomes a competitive advantage during difficult marketsThe difference between transactional relationships and strategic partnershipsWhy psychological safety creates stronger teams and better business resultsHow relationships continue to outperform automation in homebuildingBuilding authentic connections with buyers, Realtors, and industry partnersWhy marketing has become more technical but relationships still matter mostHow leadership influences culture through trust and transparencyThe difference between networking and building lasting relationship equityPractical ways to strengthen your professional reputation over timeWhy relationships are one of the most valuable long-term investments you can makeAmanda Biffle is a longtime marketing leader in the homebuilding industry with experience spanning builder marketing, partnerships, organizational leadership, and relationship-driven growth. Throughout her career, she has helped organizations build stronger cultures, stronger partnerships, and stronger brands by focusing on trust, authenticity, and meaningful relationships. 🔗 LinkedIn: https://www.linkedin.com/in/amandabiffle/