THE ULTIMATE
INDESTRUCTIBLE
BLUEPRINT FOR
MAXIMIZING
SALES IN 2017
Thursday, January 12
1:00 - 4:00 PM
MEREDITH OLIVER, MASTER CSP, MIRM
EVAN CARROLL, MSIS
STAN PHELPS, JD, MBA

2 2017 NAHB INTERNATIONAL BUILDERS’ SHOW®
RECOGNIZE THE ROLE CUSTOMER
EXPERIENCE PLAYS IN THE
CUSTOMER BUYING JOURNEY
CX + CJ = More Sales!
CX = Customer Experience
CJ = Customer Journey
In today’s session we are going to explore how to drive more traffic, leads, and
sales when you add CX + CJ into one indestructible sales and marketing blueprint.
THE CUSTOMER’S BUYING JOURNEY
1. Awareness Stage: The buyer realizes he or she has a need.
2. Consideration Stage: The buyer defines the need and researches options.
3. Decision Stage: The buyer chooses a solution.
NOTES
AWARENESS CONSIDERATION DECISION

3THE ULTIMATE INDESTRUCTIBLE BLUEPRINT FOR MAXIMIZING SALES IN 2017
THE FAN FACTOR ™
WHEN YOUR FANS START DOING THE SELLING AND
MARKETING FOR YOU!
• What if we started treating our clients, buyers, customers, prospects and
online followers like FANS at a rock concert?
• What if we started calling our clients, buyers, customers, prospects, ups and
followers FANS instead?
• What if we gave the FANS what they want in our online content?
• What if the FANS became the focus of our content instead of ourselves?
NOTES

4 2017 NAHB INTERNATIONAL BUILDERS’ SHOW®
WHAT IS A PURPLE GOLDFISH?
The entire premise of Purple Goldfish is that the customer must come first.
Customer experience should be priority number one. It’s essential that you stop
focusing all of your energy on “the two in the bush” (i.e. your prospects) and start
taking better care of “the one in your hand” (i.e. your current customers).
Many of your favorite companies use Purple Goldfish, whether they use the term
or not. Five Guy’s gives extra “bonus fries” in the bag and ballpark peanuts while
you wait. Izzy’s Ice Cream has the little scoop or “Izzy” added to the top of each
cone. Safelite unexpectedly details your car while the windshield resin dries.
Nurse Next Door delivers a warm apple pie when they’ve made a mistake. All
of these examples embrace the concept of G.L.U.E. or Giving Little Unexpected
Extras.
NOTES

5THE ULTIMATE INDESTRUCTIBLE BLUEPRINT FOR MAXIMIZING SALES IN 2017
PURPLE GOLDFISH IN THE WILD
From your own experience, think of a Purple Goldfish you’ve encountered in the
wild and how it aligns with the concept of G.L.U.E. Write your answers below to
share with the group.
DESCRIBE A PURPLE GOLDFISH YOU’VE
ENCOUNTERED:
HOTEL
RESTAURANT
RETAIL
OTHER
DESCRIBE HOW YOUR PURPLE GOLDFISH ALIGNS
TO THE CONCEPT OF G.L.U.E:
GIVE
LITTLE
UNEXPECTED
EXTRAS

6 2017 NAHB INTERNATIONAL BUILDERS’ SHOW®
CONVERT VISITORS INTO FANS
DURING THE AWARENESS PHASE OF
THE CUSTOMER JOURNEY
THE AWARENESS PHASE
• I think we might need a more energy efficient house…
• I think we might need a bigger house…
• I think we might want a better school system…
In the awareness phase, the customer thinks I might have a need.
At this stage of the journey, he or she is just beginning to entertain the idea of
making a change.
FANtastic Marketing utilizes The Fan Factor during the Awareness Phase to create
fans BEFORE they buy.
FANtastic marketing requires:
• High quality product
• User-friendly website
• Niched, target audience
• Compelling graphics
• Powerful brand story
• Extensive digital footprint
Where do most buyer’s experience your brand during the Awareness Phase?
Your website!

7THE ULTIMATE INDESTRUCTIBLE BLUEPRINT FOR MAXIMIZING SALES IN 2017
ON A SCALE FROM 1 – 10, WHAT IS THE UX (USER
EXPERIENCE) ON YOUR WEBSITE?
Remember: Good UX is in the eye of the beholder! Your website is not about you. It’s
about your fans.
The Components of Good UX:
• Usability – Can your visitors achieve their goals on your website?
• Clarity – Do your visitors understand what you sell and your USP?
• Relevancy – Does your message resonate with your target audience?
• Appealing – Is the user interface visually appealing?
• Compelling – Does your website connect with your fan’s emotions?
THE ULTIMATE HOME BUILDER USABILITY TEST
Can your website visitors find a home, a community, a floor plan, an available
home, or custom home portfolio in one click or less from your homepage?
0 10

8 2017 NAHB INTERNATIONAL BUILDERS’ SHOW®
FANTASTIC HOME BUILDER WEBSITE
BENCHMARKS
HOW DO YOU KNOW IF YOUR WEBSITE IS FANTASTIC OR
FLAWED? ANALYTICS!
Set up the following Google Analytics reports to be delivered via e-mail on a monthly
basis. Here are the selection sequences.
1. Audience>Overview. This report gives you an excellent big picture view of the
health of your website. It measures the number of sessions, visitors, page views,
average number of pages viewed per session, average session duration, bounce
rate and percentage of new sessions.
2. Acquisition>All Traffic>Source Medium. This report tells you where your website
traffic is coming from.
3. Behavior>Site Content>All Pages. This report provides traffic metrics on each
page of your site. Learn what pages receive the most views, how long people stay
on each page, the bounce rate per page, and the exit rate per page.
4. Conversions>Goals>Overview. A conversion occurs when an activity is completed
from your call to action list, such as an e-mail sign-up or the submission of a
request for information. This report tells you how many conversions your site has
received, and even more importantly, it tells you what traffic source generated
those conversions. Please note this report requires additional set-up. It does not
automatically start tracking your conversions.
GOOGLE ANALYTICS INDUSTRY BENCHMARKS
• Avg. Session Duration – 3:00 to 5:00 min/per visit
• Pages/Session – 1 to 1.5 pages per minute visited
• Bounce Rate – 30% to 40%
• Floor Plan Pages - :30 – 1:00 time on page
• Community Pages – 1:30 – 2:00 time on page
• Goal Conversions – 1 – 2% of Unique Users

9THE ULTIMATE INDESTRUCTIBLE BLUEPRINT FOR MAXIMIZING SALES IN 2017
HOW WELL DOES THE USER INTERFACE AND CONTENT ON
YOUR WEBSITE DO THE FOLLOWING?
• Define where you build
• Preview homes under construction
• Clearly state your pricing
• Sell your company story
• Establish your credibility
• Persuade me why your homes are better
YOUR FANS WANT VISUAL CONTENT
• Photos
• Videos
• Virtual Tours
• Interactive Site Maps
• Interactive Floor Plans
• Testimonials & Reviews
ADDITIONAL ANALYTICS TOOLS
• Crazy Egg
• Hotjar
• Domo
• Optimizely
• Kissmetric

10 2017 NAHB INTERNATIONAL BUILDERS’ SHOW®
CONSIDERATION—
CREATE CUSTOMERS, NOT JUST
TRANSACTIONS
WHAT IS YOUR NUMBER ONE JOB?
If you were to ask every sales representative in your company this question, how
would they answer? Chances are good that you’d hear about generating sales. After
all, that’s how they’re incentivized. While sales might be the goal, focusing on the
customer means that your number one job is to create customers, not necessarily to
create sales. By focusing on creating customers, sales will follow, and so will positive
word-of-mouth and referrals!
WHAT CUSTOMERS EXPECT - THE THREE R’S
Customers expect a personalized, quick, and consistent experience. A recent IBM
Institute for Business Value report brings this fact into sharp focus:
• 76% expect organizations to understand their individual needs. We see this as an
imperative to have a Relationship with customers.
• 81% of consumers demand improved response time. We see this as being highly
Responsive, by getting all of the basics right the first time.
• 68% anticipate organizations will harmonize consumer experiences. We see this
as organizational Readiness to create a consistent experience throughout the
entire sales process.

11THE ULTIMATE INDESTRUCTIBLE BLUEPRINT FOR MAXIMIZING SALES IN 2017
ARE YOU DOING THE BASICS TO RESPOND TO YOUR
PROSPECT’S NEEDS?
• Be on-time and “open” for scheduled meetings
• Communicate proactively with prospects, ensuring they have all of the
information the need
• Listen to understand—not to respond
• Prepare for meetings in advance and know everything you can about the
prospect
• Have all of the information ready and available that will help them make a
decision
RESPONSIVENESS—GETTING THE
BASICS RIGHT
NOTES

12 2017 NAHB INTERNATIONAL BUILDERS’ SHOW®
RELATIONSHIP—BUILDING TRUST
AND RAPPORT WITH PROSPECTS
“Getting to know the customer as a person is the most
important thing.” — Sales Manager
WARMTH AND COMPETENCE
People like doing business with companies and people that give them a sense
of pride. Research indicates that companies need to demonstrate both warmth
and competence to build a sense of pride for their customers. While competence
relates to the quality of the product and your company’s ability to deliver it,
warmth deals with how you make the customer feel. Your goal in sales is to build
a genuine relationship with your prospects, such that they want to do business
with you.
STEPS TO QUICKLY BUILD RELATIONSHIPS
• Smile. It may sound simple, but smiles are contagious and you want your
prospect to know you are happy to serve them.
• Share something about yourself. Humans tend to be guarded, but by
opening up yourself to your prospect, they see that you trust them and are
more likely to open up to you. Once they open up, they’ll share information
that may help you build a deeper relationship or show them properties or
features of interest to them.
• Reinforce trust with body language. Open up vulnerable areas including
your neck and navel. Don’t block these areas with your hands or arms. By not
“protecting” yourself, you show your prospects that you trust them and are
comfortable with them.
• Focus on them. Suspend your ego and listen. Allow them to educate you
in what matters to them. Avoid focusing on yourself or what you can do for
them.
• Flatter them, but only a bit. People like to be complimented, but they know
when they’re being buttered up. So do so in moderation and certainly keep it
appropriate.

13THE ULTIMATE INDESTRUCTIBLE BLUEPRINT FOR MAXIMIZING SALES IN 2017
HARMONIZE YOUR EXPERIENCE
Harmony is a musical term, which is best described as the pleasant sound you
hear when all of the musicians are working together. The opposite of harmony
is discord, and this is what you hear when each musician is playing, but isn’t
playing along with the entire group. If you’ve ever heard musicians warming up
independently before a concert, you’ve heard discord.
WHAT EMOTIONS DO YOU WANT YOUR
PRODUCT TO CONVEY?
WHICH TOUCHPOINTS ALLOW YOU TO
REINFORCE THOSE EMOTIONS?
CREATING #FOMO
READINESS—CREATING A
#FOMO-WORTHY EXPERIENCE
CREATE THE EXPERIENCE
• Unexpected
• Exclusive
• Relatable
TRIGGER SHARING
• Visual
• Simple
• Encouraged

14 2017 NAHB INTERNATIONAL BUILDERS’ SHOW®
THE FIVE INGREDIENTS OR
R.U.L.E.S. OF A PURPLE GOLDFISH
There are five ingredients or R.U.L.E.S. when creating a purple goldfish:
• Relevant - it should be of value to the recipient
• Unexpected - it should “surprise and delight”
• Limited - it should be something rare, hard to find or signature to your
business
• Expression - it should be a sign that you care
• Sticky - it should be memorable and talkable
TWELVE TYPES OF
PURPLE GOLDFISH
There are twelve impactful ways you can provide little extras. Half of the
Purple Goldfish are based on value and the remaining half dozen are based on
maintenance:
VALUE MAINTENANCE
#1. Throw-ins
#2. In the Bag / Out of the Box
#3. Sampling
#4. First & Last Impressions
#5. Guarantees
#6. Pay it Forward
#7. Follow-Up / Thank You
#8. Added Service
#9. Convenience
#10. Waiting
#11. Special Needs
#12. Handling Mistakes

15THE ULTIMATE INDESTRUCTIBLE BLUEPRINT FOR MAXIMIZING SALES IN 2017
DRIVING VALUE
Of the 12 types of Purple Goldfish, six drive customer value. Each type adds a
distinct “extra” for the customer and makes them feel they’ve received more
than they’ve paid. Here are examples of each type of Purple Goldfish:
#1. Throw-ins – little extras that are included with your product or service. They
help you stand out in a ’sea of sameness’. Southwest Airlines – ‘Bags Fly Free’ and
no change fees on Southwest.
#2. In the Bag / Out of the Box – little unexpected things that are added as a
surprise. Maggiano’s – order a pasta dish and Maggiano’s will pack an additional
one up for you to take home on the house.
#3. Sampling – give your customer an ‘additional’ taste by offering a free
’something extra’ on the house. Bigelow Tea – order a box of tea from Bigelow
and you’ll be treated to a sample of another flavor on the house.
#4. First & Last Impressions – you have two chances to make an impression.
When your customer comes through the door and right before they walk out,
hang up or log off. These little extras make you memorable and more importantly
‘talkable’. Hard Rock – When you check in the Hard Rock will let you sample a
Gibson guitar. Check in, plug-in and rock out.
#5. Guarantees - giving your customers that ‘little extra’ pledge that you’ll stand
behind your product or service. LL Bean – Leon Leonwood backs his product for a
lifetime.
#6. Pay it Forward (value) – give a ‘little extra’ back to the community. Plaza
Cleaners – if you are out of work and need a suit cleaned for an interview, Plaza
will clean it for free.
NOTES

16 2017 NAHB INTERNATIONAL BUILDERS’ SHOW®
CREATING YOUR PURPLE
GOLDFISH: VALUE
Using what you learned about driving value, consider your own organization. Can
you think of a Purple Goldfish you could offer for each type of value?
CONSIDERING YOUR OWN BUSINESS AND CUSTOMERS,
DESIGN A PURPLE GOLDFISH FOR EACH TYPE OF VALUE:
TYPE YOUR PURPLE GOLDFISH
Throw-ins
In the Bag / Out of the Box
Sampling
First & Last Impressions
Guarantees
Pay it Forward

17THE ULTIMATE INDESTRUCTIBLE BLUEPRINT FOR MAXIMIZING SALES IN 2017
BEING LOW MAINTENANCE
Of the 12 types of Purple Goldfish, six are about being low maintenance.
Each type deepens your relationship with the customer and positions your
organization as easy to work with. Here are examples of each type of Purple
Goldfish:
#7. Follow-Up/Thank You – make the ‘little extra’ follow up with your customer.
Rite Aid follows up with a call to check on a patient.
#8. Added Service – the ‘little extra’ that’s an added unexpected service. Safelite
– not only repairs or replaces your glass, but they also vacuum your car and clean
your windows.
#9. Convenience – what ‘little extra’ can you add to make things easier for your
customers. Amazon – Frustration free packaging that’s hassle free and good for
the environment.
#10. Waiting – all customers hate to wait. If it’s inevitable, how can you do a ‘little
extra’ to make it more bearable. Pacific Cafe – while you wait for your table, enjoy
a glass of wine on the house.
#11. Special Needs – acknowledging that some customers have needs that
require special attention. Rainforest Cafe – the restaurant caters to the needs of
customer by doing a ‘little extra’ for those with food allergies.
#12. Handling Mistakes – admitting that your wrong and doing the ‘little extra’
above & beyond to make it more than right. Nurse Next Door – this nursing
agency in Canada takes the idea of ‘humble pie’ literally by delivering a pie when
they make a mistake.
NOTES

18 2017 NAHB INTERNATIONAL BUILDERS’ SHOW®
CREATING YOUR PURPLE
GOLDFISH: MAINTENANCE
Using what you learned about being low maintenance, consider your own
organization. Can you think of a Purple Goldfish you could offer for each type of
maintenance?
CONSIDERING YOUR OWN BUSINESS AND CUSTOMERS,
DESIGN A PURPLE GOLDFISH FOR EACH TYPE OF
MAINTENANCE:
TYPE YOUR PURPLE GOLDFISH
Follow-Up/Thank You
Added Service
Convenience
Waiting
Special Needs
Handling Mistakes

19THE ULTIMATE INDESTRUCTIBLE BLUEPRINT FOR MAXIMIZING SALES IN 2017
ABOUT THE PRESENTERS
MEREDITH OLIVER, MASTER CSP, MIRM
meredith@creatingwow.com
@meredithcsp
Meredith Oliver, CSP, MIRM is a sales and marketing strategist. She is the
President and Creative Director of Meredith Communications, a digital
marketing agency in its fifteenth year delivering digital marketing solutions for
homebuilders. Meredith holds a Masters Degree in Communication Technology
and is a published author of three books, “Click Power: The Proven System Home
Builders Use To Drive More Traffic, Leads and Sales”, “FANtastic Marketing: Leverage
Your Fan Factor, Build a Blockbuster Brand, Score New Customers, and Wipe Out
the Competition” and “FANtastic Selling: The 10 Undeniable Traits of Rock Star, Top
Producing, Quota Busting Salespeople.” All three books are available online and at
the BuilderBooks bookstore at the Builders Show. She is a professional speaker
and holds the prestigious CSP (Certified Speaking Professional) designation,
the highest designation conferred by the National Speakers Association. She
has spoken to audiences from 10 to 2,000 at prominent industry events such
as the International Builders Show and National Automobile Dealers Annual
Conference and Expo. Meredith is a Past President of the National Speakers
Association Carolinas Chapter. She is a Past National Chair of the NAHB
Institute of Residential Marketing and currently sits on the NAHB National Sales
and Marketing Council Board of Governors. She is the Past Chair of the PWB
Communications and Education Committee and is the current Chair of the 2017
Nationals Awards. Meredith’s accolades and awards include the 2016 NAHB PWB
National Member of the Year and the 2015 Bill Molster Award for Outstanding
Service & Lifetime Achievement by the NAHB National Sales and Marketing
Council.

20 2017 NAHB INTERNATIONAL BUILDERS’ SHOW®
STAN PHELPS, JD/MBA
stan@purplegoldfish.com
@StanPhelpsPG
Stan Phelps, is the Founder of PurpleGoldfish.com and the Immediate Past
President of the Triangle Chapter of the American Marketing Association. He is a
TEDx speaker, Forbes contributor, and IBM Futurist. Throughout his career Stan
held many marketing leadership roles with Adidas, International Management
Group, PGA of America and Synergy. He’s the author of five books: Purple
Goldfish, Green Goldfish, Golden Goldfish, Blue Goldfish, and Purple Goldfish -
Service Edition. Stan holds a JD/MBA from Villanova University and a Certificate in
Achieving Breakthrough Service from Harvard Business School. He lives in Cary,
North Carolina with his wife Jennifer and two boys Thomas and James.
EVAN CARROLL, MSIS
evan@evancarroll.net
@evancarroll
Evan Carroll is an author, speaker, and experience architect. His career spans
roles in user experience, marketing, and product management for leading
agencies and technology companies. He’s the author of two technology books
and has appeared in major news outlets including The New York Times, CBS
Sunday Morning, NPR’s Fresh Air, The Atlantic, and Popular Science. A frequent
speaker on technology, marketing, and digital culture, Evan has presented to
audiences at SXSW Interactive, the Library of Congress, the Internet Archive,
the American Bankers Association, the American Bar Association, the American
Marketing Association, and the Direct Marketing Association, among others.
Before starting Evan Carroll and Associates, Evan worked at ChannelAdvisor,
an e-commerce software company that helps brands and retailers extend their
reach. Previously, Evan worked at Capstrat, an award-winning communications
agency in the Omnicom Group. There Evan helped technology, healthcare, and
higher education clients craft their digital and traditional communications. Evan
is co-author of the book, Blue Goldfish, which highlights businesses leveraging
technology, data and analytics to do a “little something extra” to improve the
experience for their customers. Evan holds MS and BS degrees in Information
Science from UNC-Chapel Hill. He’s a past president of the Triangle American
Marketing Association and is a member of the National Speakers Association.