Mixing Up Traditional Marketing Models for Next-Gen Buyers
Learn how Stephanie McCarty, CMO at Taylor Morrison, is encouraging her team to approach the next generation of buyers by mixing up traditional marketing models.
5th largest homebuilder in the U.S.Headquartered in Scottsdale, Arizona, Taylor Morrison is one of the nation's leading homebuilders and developers. We serve a wide array of consumers from coast to coast, including first-time, move-up, luxury, and 55-plus active lifestyle homebuyers under our family of brands—including Taylor Morrison, Esplanade, Darling Homes Collection by Taylor Morrison, and Christopher Todd Communities built by Taylor Morrison. From 2016-2022, Taylor Morrison has been recognized as America's Most Trusted® Builder by Lifestory Research. Our strong commitment to sustainability, our communities, and our team is highlighted in our latest Environmental, Social and Governance (ESG) Report on our website.
Guest Bio
Stephanie McCarty is a millennial executive. At just 36 years old she’s climbed the corporate ladder to nearly the tippy top—serving as Chief Marketing and Communications Officer for Taylor Morrison, the nation’s fifth largest homebuilder. In her role, Stephanie leads consumer marketing, executive and employee communications, media relations and PR, and crisis and issues management.
Upon her arrival she built a communications team from the ground up, elevated visibility of key leaders through major media placements, earned trust and credibility from 3,000+ team members through creative communications channels and increased employee engagement scores around transparent communications. She has also led Taylor Morrison to becoming the nation’s fifth largest homebuilder through a series of mergers and acquisitions, and to earning notable accolades—like America’s Most Trusted Home Builder by Lifestory Research five years running and a ‘Best Places to Work’ Award by Glassdoor. Stephanie’s forte and the cornerstone of her communications strategy at Taylor Morrison is delivering “corpsumer” (corporate + consumer) communications that enrich emotional connections between team members, customers and consumers.
Throughout her career Stephanie has had a history of success leading communications functions for the University of Phoenix, Insight, ON Semiconductor and McMurry, Inc. She is an active member in the communications field, receiving a ‘Top Women in Communications’ Award by Ragan, a ‘Top Women in PR’ award from PR News, serving on the board for the International Association of Business Communicators in multiple capacities and guest lecturing for collegiate journalism and mass communication courses. Stephanie holds a Bachelor of Arts in Journalism and Mass Communication from the Walter Cronkite School of Journalism at Arizona State University. Stephanie has spearheaded many of the company’s internal and external initiatives that align the company’s ESG core pillars: Building for the Future, People First and Transparency and Accountability.
Guest Bio
Stephanie McCarty is a millennial executive. At just 36 years old she’s climbed the corporate ladder to nearly the tippy top—serving as Chief Marketing and Communications Officer for Taylor Morrison, the nation’s fifth largest homebuilder. In her role, Stephanie leads consumer marketing, executive and employee communications, media relations and PR, and crisis and issues management.
Upon her arrival she built a communications team from the ground up, elevated visibility of key leaders through major media placements, earned trust and credibility from 3,000+ team members through creative communications channels and increased employee engagement scores around transparent communications. She has also led Taylor Morrison to becoming the nation’s fifth largest homebuilder through a series of mergers and acquisitions, and to earning notable accolades—like America’s Most Trusted Home Builder by Lifestory Research five years running and a ‘Best Places to Work’ Award by Glassdoor. Stephanie’s forte and the cornerstone of her communications strategy at Taylor Morrison is delivering “corpsumer” (corporate + consumer) communications that enrich emotional connections between team members, customers and consumers.
Throughout her career Stephanie has had a history of success leading communications functions for the University of Phoenix, Insight, ON Semiconductor and McMurry, Inc. She is an active member in the communications field, receiving a ‘Top Women in Communications’ Award by Ragan, a ‘Top Women in PR’ award from PR News, serving on the board for the International Association of Business Communicators in multiple capacities and guest lecturing for collegiate journalism and mass communication courses. Stephanie holds a Bachelor of Arts in Journalism and Mass Communication from the Walter Cronkite School of Journalism at Arizona State University. Stephanie has spearheaded many of the company’s internal and external initiatives that align the company’s ESG core pillars: Building for the Future, People First and Transparency and Accountability.
Episode Summary
This episode features an interview with Stephanie McCarty, CMO at Taylor Morrison, the 5th largest homebuilder in the U.S. made up of the nation's leading homebuilders and developers.
In this episode, Stephanie shares with us why your website should be a selling tool not a seduction tool, how the role of sales is changing, and the unique ways Taylor Morrison has created partnerships to boost brand awareness and demand. Stephanie also talks about how companies should be approaching the next generation of buyers by mixing up traditional marketing models.
Key Takeaways
- Fitting your products/services to the various life stages of consumers. When you’re able to meet the customers where they are at any place in their lives and lifestyles, you’ll create repeat buyers naturally.
- Mix up your marketing game. There are marketing models a lot of us use that simply don’t fit the next generation of buyers. These outdated systems can act as unintentional traps for consumers who will probably decide the process isn’t worth their time or money. Make sure your company is removing as many buyer traps as possible by mixing up marketing models.
- Thinking of the customer journey after they buy. Once a customer buys from you, do you have strategies in place that benefit them and keep you top of mind? Innovative, engaging content is a great way to create a win-win for you and your buyers.
Quotes
“Remember a time when, before Zappos, before Amazon, when you had to actually go into a department store to buy shoes, or before Uber, and Airlines, or you didn't have your boarding pass on your phone, you had a physical one. So it's just taking our executive team through kind of reminding them that things that they're used to today haven't always been, and that's the space that homebuilding needs to enter. We need to enter that chat room and talk about here's what has always worked, here's that model, but there's a lot of that model that doesn't fit the next generation of homebuyers.”
––Stephanie McCarty, CMO, Taylor Morrison
Episode Highlights
*(04:28) - The Trust Tree: Managing a family of brands
*(24:39) - The Playbook: Creating innovative content your consumers (and beyond!) can benefit from
*(41:30) - Quick Hits: Stephanie’s Quick Hits
Episodes Transcript
- Fitting your products/services to the various life stages of consumers. When you’re able to meet the customers where they are at any place in their lives and lifestyles, you’ll create repeat buyers naturally.
- Mix up your marketing game. There are marketing models a lot of us use that simply don’t fit the next generation of buyers. These outdated systems can act as unintentional traps for consumers who will probably decide the process isn’t worth their time or money. Make sure your company is removing as many buyer traps as possible by mixing up marketing models.
- Thinking of the customer journey after they buy. Once a customer buys from you, do you have strategies in place that benefit them and keep you top of mind? Innovative, engaging content is a great way to create a win-win for you and your buyers.
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