Sales and Marketing Power Hour: Overcoming Objections in Climate Challenged Markets

*Special thanks to Denim Marketing for our write-up of this session.

With extreme weather events, rising insurance premiums and natural disasters becoming more frequent, builders and marketers face new challenges in maintaining strong sales, especially in sensitive climate-challenged regions. How can we, as the homebuilding industry, effectively position new homes as smart, resilient investments?

Sales & Marketing Power Hour tackled this pressing question with the session “Climate Challenges – Overcoming Objections in Climate-Challenged Environments.”

As climate-related risks grow nationwide, homebuilding professionals are under increased pressure to educate buyers and address concerns about insurance, location and long-term safety. This timely discussion featured expert insights from Kimberly Mackey, Carol Morgan, Mackenzie Payne, Donna Knatz Barrett, and Randy Noel, who brought real-world strategies and solutions to help teams navigate these evolving objections with confidence.

Meet Our Experts

Randy Noel, President of Reve Inc. and former NAHB Chair
A second-generation home builder, Randy has built more than 2,000 homes and is hands-on with every step, from loan processing to plan selections. His work with the building code council and NAHB gives him a unique perspective on innovative construction techniques and resilience in design.

Mackenzie Payne, Staff Counsel, National Association of Home Builders
Mackenzie has proven herself to be someone with great insights on the challenges faced with insurance in climate-challenged markets.

Donna Knatz Barrett, Executive Officer, Charlotte-DeSoto Building Industry Association
Donna offers extensive experience in building hurricane-resistant homes and in positioning new homes versus used ones. 

Building Smarter for Today’s Risks

Today’s building codes are more than just guidelines—they’re essential protections. In storm-prone states like Florida, codes are revised after every major weather event to strengthen homes and prevent catastrophic failures. Panelist Randy Noel explained how techniques like peel-and-stick roof membranes and sealed deck joints help reduce water intrusion when shingles are lost during hurricanes.

Homes built after Hurricane Ian performed significantly better, with most homeowner concerns focused on power outages rather than structural issues. And under FEMA Risk Rating 2.0, which took effect in 2022, new construction in flood zones must be elevated to reduce risk, some even going beyond required levels with “freeboard” for added protection.

Understanding Insurance & Risk

Insurance remains a major hurdle for both buyers and sellers. The panel dove into common areas of confusion, including the difference between replacement cost and actual cash value policies.

In high-risk areas, homes with more than 50% damage must be rebuilt to current code, a requirement that increases rebuilding costs. Additionally, in Florida, properties can’t be sold within a year if homeowners made repairs themselves. And if a named storm is located within 100 miles, insurance companies won’t write new policies. Newer homes built to code often qualify for better insurance rates, while older homes are increasingly difficult—or impossible—to insure affordably.

Regional Risk Spotlights

From wildfires in California to shifting tornado patterns in Georgia, climate risk is evolving:

• California: Homes built to modern fire codes perform better, but the absence of a statewide wildfire risk standard creates inconsistency from one property to the next. Earthquake and drought risks further complicate matters.

• North Carolina: Flood damage is often made worse by sliding debris and mud slides, increasing the need for resilient design.

• Southeast: Tornado activity is shifting eastward, and states like Georgia may soon see building code updates in response.

The New Home Advantage

While resale homes remain the biggest competition for new construction, the advantages of buying new are more compelling than ever.

New homes are:

• Built to the latest codes

• More energy-efficient

• Covered by warranties

• Easier and less costly to insure

Buyers are increasingly asking for Energy Star windows, advanced insulation, and smart appliances, all commonly included in today’s new construction homes. Marketing and sales teams must clearly communicate these features as value drivers and potential insurance savings.

Educating Buyers & Sales Teams

Empowering your sales team to understand basic insurance terms and risk factors is key to turning objections into opportunities.

Encourage them to:

• Explain what’s covered in a homeowner’s policy

• Recommend independent inspections (even for new homes)

• Highlight hidden features like hurricane strapping or elevated foundations

• Share resources like FortifiedHome.org or HUD’s disaster prep materials

Even when homes come with warranties, buyers must understand their ongoing maintenance responsibilities. Clear, proactive communication builds trust and reduces future frustrations.

How to Handle Buyer Objections

One of the most actionable takeaways from the session is a six-step objection-handling strategy:

1. Hear the objection

2. Repeat it to show understanding

3. Question it to clarify

4. Handle the issue with facts or alternatives

5. Engage in a conversation, not a monologue

6. Confirm the concern has been resolved

Skipping straight to a solution may seem efficient, but it often leaves buyers feeling unheard. The panel reminded us: the real magic happens when buyers feel truly listened to.

Final Takeaways

• New homes are better equipped to handle climate risk, and that’s a message the industry must elevate.

• Insurance companies are favoring new construction, and buyers need help understanding why.

• Educated teams are the frontline defense against fear and misinformation.

• Homeownership is still the dream. It’s our job to help protect it.

As the housing industry adapts to these climate challenges, one thing is clear: proactive education, transparency and communication will lead the way forward.

Save the Date for Future Sales & Marketing Power Hours

• August 13, 2025
• October 8, 2025
• December 10, 2025
• February 11, 2026

REGISTER HERE FOR WEBINARS

Sales & Marketing Power Hour is a webinar series hosted by the dynamic duo Carol Morgan of Denim Marketing and Kimberly Mackey of New Homes Solutions Consulting. Created for new home sales and marketing professionals, Sales & Marketing Power Hour is a Silver Nationals award-winner. With the mission to provide ideas, tips and solutions to both marketing and sales teams in the new home industry,

Sales & Marketing Power Hour offers efficient practices and helpful advice on what is working in today’s real estate market. This program is ideal for sales and marketing leadership, company visionaries, on-site sales professionals and anyone who wants to remain relevant as our industry grows its technological presence. We invite you to join the Sales & Marketing Power Hour Facebook group by clicking here. Look for updates on guest speakers and topics. This group is dedicated to sharing real-world wisdom and expertise on hot topics for growing your business in today’s market. Whether you are a sales or marketing professional or a homebuilding President or CEO, this webinar series is for you.