Most builders have data, but few are using it in a way that actually drives results. In this episode of Just Make It Pretty, I’m joined by Christine Blacklidge, VP of Business Development at Audience Town, to break down how real data can transform your targeting, your campaigns, and your buyer experience.

Christine brings her expertise in digital strategy and audience targeting to share why data isn’t boring, it’s your secret weapon. We’ll dig into the insights builders often overlook, how to bridge the gap between storytelling and targeting, and what AI means for the future of personalization in marketing.

Whether you’re building a new community or refining your digital ad strategy, this episode will help you move beyond guesswork and into smarter, more effective marketing.

📝 What You’ll Learn in This Episode:Why audience data is underutilized in homebuilding—and how to fix it

• The difference between having data and using data well

• How behavioral, location, and life stage insights can sharpen your targeting

• Ways to connect creative storytelling with smarter digital strategy

• What AI means for the next chapter of personalization and audience engagement

👤 About Our GuestChristine Blacklidge is the VP of Business Development at Audience Town, a leading ad tech company focused on the housing and real estate industries. With a background in sales and digital strategy, Christine helps builders and marketers use data to better understand their audiences, refine targeting, and run more effective campaigns.

Connect with Christine: https://www.linkedin.com/in/christineblacklidge/

In this episode, I’m joined by Craig Neal, Area SalesManager for Toll Brothers and one of the best storytellers in the homebuilding industry. Craig has a gift for using emotion, empathy, and authenticity to connect with people on a deeper level. This communication style bridges the gap between sales and marketing, and inspires connection across an entire company.

We explore:
✨ Why storytelling is so effective in homebuilding
✨What it takes to unify sales, marketing, and leadership using personal stories
✨How frontline teams can use stories as a way to deeply connect and understand their buyers

Whether you're leading a sales team, marketing a newcommunity, or trying to build a brand people believe in, this episode will help you root your message in something real.

Connect with Craig: https://www.linkedin.com/in/craig-neal-6442b062/

What if your marketing strategy wasn’t reactive—but predictive? In this episode of Just Make It Pretty, David Lynch joins Sarah to explore how predictive AI is changing the game for home builder marketing teams.

We break down what platforms like OpenPredict and OpenConnect actually do, how they work in the real world, and why builders need to rethink how they use data if they want to stay competitive.

This conversation isn’t just about AI, it’s about clarity at the point of decision. About knowing where demand is shifting, which buyers are ready to act, and how to respond with precision.

If you’ve ever felt like you’re guessing what your buyers want—this episode is your sign to stop. Predictive AI is here, and it’s more accessible than you think.