E26 - Building Purpose: Blending Brand, Strategy, and Emotion in Homebuilder Marketing

This episode dives deep into how purpose, brand, and full-funnel strategy shape success in homebuilder marketing. Jordan Mair and Salena Halabi explain ZGM’s “humanity plus technology” philosophy and how their Full Funnel Formula, covering awareness, consideration, and conversion, drives 30–40% more leads by blending emotional storytelling with analytical precision.

They unpack how builders can differentiate corporate and community branding, why “mother brands” need a strong purpose, and how emotional connection in sales centers (down to scent, seating, and staff tone) can transform buying experiences.

The conversation moves from branding fundamentals to real-world tactics—like pricing transparency, sales-team training, virtual tours, and automation—before ending with a look ahead at AI’s impact on search, social visibility, and Gen Z’s rising appetite for homeownership.