Stand Out, Sell More! A Conversation with Kelly Primeau
When it comes to marketing in this crazy housing market, you can’t afford to blend in—and thankfully, my friend Kelly Primeau is all about helping builders break through the noise. In our latest Head-to-Head conversation, we got right to the point: if you want to sell more, you’ve got to stand out—and that takes more than just a catchy slogan or pretty pictures.
Kelly, the founder of CEA Marketing and Second Sol Studios (and author of Future-Proof Residential Marketing), brought the goods. Not only does she run two powerhouse companies, but she’s also been helping builders generate qualified traffic for nearly three decades. And if that’s not enough, she just published a book packed with modern strategies built to withstand even the toughest market shifts.
Here are some of the standout moments from our conversation:
✅ Sales and Marketing: Not “Either/Or” but “Better Together”
We tackled the sometimes rocky relationship between sales and marketing—and how builders can’t afford that disconnect anymore. Sales and marketing must be two branches of the same tree. When they work together, everyone benefits. Marketing needs real buyer feedback (hello, pain points!) and sales needs smart tools and support to close the deal.
✅ Real Talk About CRMs
Yes, CRMs can feel like a chore—but if you’re just “checking boxes,” you’re missing the power of the data. When used well, a CRM can track behavior, shorten the time from lead to sale, and even generate follow-up emails automatically using AI. (No more “I’ll follow up later” excuses.)
✅ Support for Grassroots Efforts
Salespeople, if you’ve got an idea to drive traffic, run with it—but loop in marketing so branding, compliance, and message alignment are still in place. And marketing pros, if your sales team is trying to hustle, help them. Give them templates, toolkits, and maybe just a little grace. We’re all rowing in the same direction.
✅ Data is Not Just Numbers—It’s Direction
From tracking which website pages buyers visit, to AI tools that generate nurture campaigns from your notes (yes, really), today’s tech can give your team a serious edge. But only if you actually use it.
✅ Don’t Forget the OSCs!
Online Sales Counselors are the bridge between marketing and sales. They see buyer behavior across multiple communities and can spot trends in real time. Regular check-ins between OSCs, marketing, and onsite teams? Absolute gold.
✅ Education = Traffic
We also explored how offering value-packed, educational events—like first-time buyer nights or “ask the lender” sessions—can be more effective than traditional sales pitches. Today’s buyers want trusted information before they commit, and smart builders are meeting them where they are.
✅ Hyper-Local is the New Viral
Kelly shared smart, low-cost ways builders can tap into their local communities to build authentic connections. Think: Facebook Groups (yes, even the Elks Lodge one), Mommy & Me clubs, neighborhood influencers, and local podcasters. These aren’t flashy ad campaigns—they’re trusted voices in your market. When you partner with them, you’re meeting buyers where they already are and showing up as part of their world, not just pushing your own.
And yes—we even go so far as to discuss how your local Elks Lodge might just help you close more sales. Wait… what?
You’ll have to tune in to find out.
Watch the full episode now and learn how to Stand Out and Sell More!
Grab Kelly’s book Future-Proof Residential Marketing on Amazon
