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With 2026 shaping up to be a year of shifting buyer expectations, AI disruption, tighter talent markets, and evolving sales realities… what should builders actually DO to prepare?
Every December, the homebuilding industry looks forward to the ECI/Lasso CRM Annual Expert Roundup—a tradition that has grown from a single thoughtful blog post into three extensive editions covering Sales, Marketing, and Operations. And for the fifth consecutive year, Sales & Marketing Power Hour gathered a selection of these standout contributors for a live discussion packed with clarity, humor, and actionable insights. Read the FULL Top Tips Blog posts here:
2026 Top Tips for New Home Sales
2026 Top Tips for New Home Marketing
2026 Top Tips for New Home Operations
Before we dove into the conversation, we kicked things off with a familiar fan favorite:
Kevin the Mini Donkey (yes, he has his own Instagram: @kevintheminidonkey).
Because nothing says “strategic planning for 2026” like a tiny donkey stealing the show.
But once Kevin had made his appearance, it was time to dig in.
1. Building Leadership & Mentorship for 2026
Presenter: Erica Lockwood — Joseph Chris Partners
https://www.josephchris.com
Erica opened the expert portion of the session by tackling one of the biggest challenges coming into 2026: strained teams and overwhelmed leaders.
Her key question:
What’s the most practical first step to building intentional mentorship and long-term leadership development?
Erica emphasized:
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Creating structured mentorship pathways instead of informal “coaching when there’s time”
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Identifying high-potential team members early and giving them clarity on their growth path
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Improving communication between leadership and frontline teams
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Building cultures where expectations are clear and feedback is consistent
Her reminder was simple and powerful:
Strong leadership is not accidental—it’s intentional. And 2026 will demand it.
2. Shifting Your Energy to Create Buyer Confidence
Presenter: Brittany Horner — Mitchell Homes
https://www.mitchellhomesinc.com
Brittany reframed the conversation by focusing on the emotional landscape of today’s buyers.
Her insight:
People aren’t just searching for homes—they’re searching for relief.
She offered a practical shift for 2026:
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Approach every sales interaction with calm, grounding energy
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Prioritize authentic storytelling over polished marketing speak
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Use content to make buyers feel seen, safe, and supported
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Showcase the real people behind your brand through photos and videos
In a noisy market, Brittany said, authenticity isn’t a tactic—it’s a lifeline.
3. SEO + AIO: The Mindset Shift Builders Must Make Now
Presenter: Dan Bridenstine — Group Two
https://www.grouptwo.com
Dan delivered one of the most referenced insights of the entire session:
“SEO and AIO are no longer separate. They’ve merged into one discipline.”
His message?
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Buyers now ask long, conversational questions—the way they’d speak to a person
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Your content must clearly answer those questions or you won’t appear in AI results
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Your website is now a 24/7 sales team member, not a digital brochure
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Trust is created by depth, clarity, precision, and genuine value—not keyword stuffing
Dan challenged builders:
Are you truly creating the best answer in your market… or just the fastest one?
4. Intentional Leadership & Coaching That Drives Performance
Presenter: Heidi Schroeder — ECI Software Solutions (Lasso CRM)
https://www.ecisolutions.com/products/lasso-crm
Heidi reminded everyone of the history of the Lasso Roundup—and how much it has influenced builders each year. But she also brought a forward-looking question:
What single change in coaching or expectations will have the biggest impact on sales performance in 2026?
Her advice:
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Set clear standards that don’t move every quarter
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Invest in training that builds confidence, not scripts
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Coach teams intentionally and consistently—not reactively
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Lead with purpose, not panic
Heidi captured the theme beautifully:
Intentionality beats intensity, every time.
5. Strengthening the OSC Bridge Between Online, Onsite & Operations
Presenter: Leah Fellows — Blue Gypsy, Inc.
https://bluegypsyinc.com
Leah dived into the evolving role of the OSC, who is no longer simply a lead nurturer but the strategic connector across your entire sales ecosystem.
Her key message:
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OSCs must communicate what they hear from buyers to marketing
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They should actively influence content strategy
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Leadership should include OSCs in early conversations—not after a problem appears
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Standard operating procedures must evolve as OSC expectations expand
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Curiosity and human connection are irreplaceable
She said it best:
“The OSC is the bridge. And without a strong bridge, nothing aligns.”
6. The Underused Data Insight That Improves Lead Quality
Presenter: Jake Scherrer — audience town
https://audiencetown.com
Jake focused on the growing importance of attracting the right buyers—not just more buyers.
He highlighted:
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Hyperlocal behavioral insights that reveal who is truly ready to buy
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How layered data sets improve ad targeting and lead quality
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The value of understanding emotional as well as demographic signals
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Why builders should be using specific underutilized data to refine strategy
For 2026, Jake made it clear:
Better data = better conversations = better conversions.
7. One Action That Restores Sales Momentum During Slowdowns
Presenter: Ralph Williams — Sales Solve Everything
https://salessolveeverything.com
Ralph brought the conversation back to the fundamentals.
His challenge to every salesperson heading into a slower season:
What one action creates immediate forward motion?
His answer:
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Consistent follow-up
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Clear next steps
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Owning your pipeline
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Reaching out proactively with purpose, not desperation
Ralph reinforced a truth the industry forgets:
Technology amplifies good habits—but it cannot replace them.
8. Influencers, Realtors & Turning Everyday Moments into Content
Presenter: Carol Morgan — Denim Marketing
https://www.denimmarketing.com
Carol shifted the conversation into the content landscape of 2026—specifically influencer partnerships and Realtor collaborations.
Her advice:
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Start small and local
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Partner with micro-influencers who genuinely know your community
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Capture the everyday moments that show what life in your homes feels like
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Blend authenticity with consistency
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Encourage Realtors to share personalized content, not polished marketing collateral
Her question was the perfect prompt:
What story are you inviting others to tell about you?
9. Restoring Buyer Confidence & Moving Hesitant Buyers Forward
Presenter: Kimberly Mackey — New Homes Solutions Consulting
https://www.newhomessolutions.com
You closed the session with what many attendees said was the grounding message they needed most:
What behavior shift restores momentum when buyers hesitate?
Your answer:
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Slow down and listen
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Ask deeper questions that uncover the real motive
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Stop assuming you know what buyers want
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Use clarity to reduce anxiety
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Guide—don’t push
Your message was unmistakable:
Confidence is contagious. When sales advisors feel grounded, buyers feel safe moving forward.
Why This Roundup Remains Everyone’s Favorite Episode
Because it isn’t a prediction session.
It’s a preparation session.
Builders walk away with:
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Clear next steps
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Honest industry insight
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Practical behaviors
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Leadership direction
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Marketing clarity
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Sales fundamentals
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Realistic optimism
And this year’s message was clear:
The future belongs to the builders who create clarity—in their teams, their content, and their buyer experience.
