Builders are investing more in technology than ever before…

But somehow, the buyer experience still feels disconnected.

In this episode of Just Make It Pretty, Sarah sits down with Krista Hartford, Senior Digital Product Manager at Trumark Homes, to talk about what’s really going on behind the scenes… and why more tech isn’t automatically creating better experiences.

Krista operates at the intersection of marketing, sales, IT, and operations… a role most builders don’t even have. That perspective gives her a unique view into where things are breaking down and what it actually takes to create a more connected, seamless buyer journey.

This conversation goes beyond tools.

It’s about how buyers have changed, where builders are still operating with outdated assumptions, and why the biggest gaps often happen after the sale… not before.

They also dive into how Trumark approached solving these challenges through their LiveTru app, what it took to implement it successfully, and why adoption is often harder than the technology itself.

If your marketing, sales, and customer experience don’t feel aligned… this episode will help you understand why and where to start.

• How the homebuyer has evolved and what they expect today
• Where the biggest breakdowns happen in the buyer journey
• Why the contract-to-close phase often creates the most friction
• How data and CRM should actually be used to improve decisions
• Where AI is adding value vs where it’s being overused
• The real problem most builders are trying to solve with tech
• What it takes to successfully implement new systems across teams
• Why alignment, not tools, is the key to a better buyer experience

Krista is the Senior Digital Product Manager at Trumark Homes, where she leads initiatives across marketing technology, CRM, and customer experience. Her work focuses on connecting teams, improving communication, and creating more transparent, streamlined experiences for homebuyers.

🔗 Connect with Krista: https://www.linkedin.com/in/kristahartford/