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.

In this episode of Just Make It Pretty, I sit down with Cassy Williamson, Strategic Performance Coach at Impact Eighty-Eight and author of Unapologetic, to explore what it really means to lead with people at the center.

We dive into:

✨ The ripple effect of people-first leadership
✨ How sales and marketing teams can “hold hands without stepping on toes”
✨ Why team culture is one of your most powerful marketing tools
✨ What unapologetic leadership looks like in action
✨ The power of personal brand in today’s business landscape

Cassy brings incredible insight from coaching executive teams and building strategies that blend emotional intelligence with business performance. If you're craving a more human, heart-led approach to leadership, this episode is for you.

🔗 Learn more about Cassy and Impact Eighty-Eight:

https://www.linkedin.com/in/cassywilliamson/

https://impacteightyeight.com/

What would you do if you hit the jackpot, literally? Would your life change? Would your work?

In this heart-centered episode, Sarah sits down with David Hagan, founder of Sales Uncomplicated, to talk about what it really means to build a life, and a brand, you wouldn’t want to walk away from.

From childhood lessons and dinner table lottery dreams to sales coaching and brand clarity, David shares his philosophy of living a “jackpot-proof” life: one grounded in purpose, passion, and people.

This episode is full of wisdom for anyone building a business or brand rooted in who they are. If you’ve ever felt like the pressure to perform has pulled you away from your why—this one will bring you home.

🔑 Topics Covered:
• What it means to “jackpot-proof” your life
• Why knowing your why changes how you sell
• The connection between passion and energy
• How to build a brand that feels human, not corporate
• Why your story matters in every sales conversation
• Navigating authenticity in the age of AI

👤 Guest:
David Hagan is a nationally recognized sales coach and founder of Sales Uncomplicated.

Connect with David: https://www.linkedin.com/in/dmhagan/

Sales Uncomplicated: https://salesuncomplicated.com/

If your team doesn’t believe in the experience you’re selling, your customers won’t either.

In this episode of Just Make It Pretty, I’m joined by Genevieve Benson, Director of Strategic Partnerships at Milesbrand, to dig into what real customer experience (CX) looks like in the homebuilding industry, and how it starts inside your company.

We talk about why customer experience isn’t just about service, it’s about leadership, alignment, and internal culture. Because if your sales, marketing, and operations teams aren’t united behind the brand… your buyers will feel it.

Whether you're a builder, marketer, or sales leader, this conversation is full of real-world insight and actionable ideas for building a brand that people believe in, on both sides of the transaction.

🧠 In this episode, we unpack:

• What CX really means in homebuilding (and what it’s not)

• Why culture and internal alignment drive external results

• The sales + marketing connection to customer trust

• How disconnected vendors and departments can quietly damage your brand

• One small shift that can radically improve your team’s CX impact

👤 Connect with Genevieve Benson:
🔗 LinkedIn
🏢 Learn more about Milesbrand: https://milesbrand.com

In today’s episode of Just Make It Pretty, I’m joined by Jordan Brown, Director of Sales & Marketing at Graham Hart Home Builder—and the recent McSAM Award winner for Sales Manager/Director of the Year.

We’re talking about what it really looks like to lead sales and marketing with intention—especially in a slow market. From choosing vendors who truly fit your team culture to protecting internal teams from reactionary cuts, Jordan shares a grounded, real-world perspective on what smart leadership looks like right now.

It’s a conversation about clarity, culture, and making decisions that support long-term growth—not just short-term comfort.

🧠 In this episode, we cover:

• How to evaluate vendors as true strategic partners

• What to look for before saying yes to a pitch or platform

• The tension between marketing and sales when the market slows down

• How to respond (not react) when leadership wants to pull budget

• Staying grounded when things get chaotic at the top

• The mindset shift required to lead both teams through uncertainty

👤 Connect with Jordan Brown:
📍 LinkedIn🏠 Learn more about Graham Hart: https://grahamhart.com

In this episode of Just Make It Pretty, we sit down with Taylor Humphrey, award-winning sales and marketing leader, Director at Pacesetter Homes, and one of the kindest, most grounded humans in homebuilding. Taylor shares his journey from imposter syndrome to industry leadership, and opens up about what it really takes to lead teams with empathy, clarity, and purpose.

We talk about the challenges of leading both sales and marketing departments, how to build bridges between them, and why clear communication and strong internal culture are everything when it comes to creating unforgettable customer experiences.

In This Episode:
✔️ Taylor’s story: from humble beginnings to top national awards
✔️ Imposter syndrome and how to move through it with grace
✔️ Leading different teams with different needs (sales vs. marketing)
✔️ Creating consistent customer experiences through team alignment
✔️ Why communication isn’t just a skill—it’s a leadership strategy

👤 Connect with Taylor Humphrey:
LinkedIn: Taylor Humphrey