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Summit Workshop: Laying a New Sales & Marketing Foundation

As the housing market evolves, so must the strategies that drive sales and marketing success. At this year’s Sales & Marketing Leadership Summit, Mollie Carmichael—renowned industry thought leader and Principal at Zonda—will guide attendees through one of the most forward-thinking workshops on the agenda: “Laying a New Sales & Marketing Foundation.”

This immersive session will challenge traditional assumptions and introduce a fresh lens on the future of homebuyer engagement. If you’re in a leadership role guiding your company’s go-to-market approach, this workshop is essential.

Why This Session Matters

To truly connect with tomorrow’s homebuyers, builders and marketers must go deeper than surface-level trends. Mollie’s session is rooted in exclusive, data-rich consumer research that reveals not just who these buyers are—but how they think, what they prioritize, and how they want to navigate the homebuying journey.

In an environment where economic pressure meets evolving expectations, the gap between what buyers want and what sales and marketing teams think they want is widening. Mollie will help you bridge that gap with actionable insights to recalibrate your approach from the ground up.

What You’ll Learn

This workshop offers a dynamic blend of market trends, behavioral data, and strategic planning. You’ll leave equipped to:

  • Pinpoint who’s buying now—and next. Explore the demographic and psychographic shifts that will shape demand over the next 5–10 years.

  • Understand what buyers really value. Go beyond “features and finishes” to uncover how buyers balance affordability, livability, and lifestyle.

  • Spot the gaps. Compare side-by-side data on consumer expectations versus sales and marketing assumptions—discovering where your strategy may be misaligned.

  • Refine the experience. Learn how different buyer segments want to discover, evaluate, and purchase homes—and how to adapt accordingly.

  • Align your strategy. Walk away with tools to create more resonant messaging, tailored experiences, and product-market fit.

About the Speaker

Mollie Carmichael is one of the most respected voices in housing market research. As Principal at Zonda, she leads groundbreaking studies on consumer behavior, community development, and market trends. Her practical approach to research translates complex data into strategic actions that move the needle for builders, developers, and marketers alike.

Who Should Attend

This workshop is designed for:

  • Division Presidents

  • VPs of Sales and Marketing

  • Marketing Directors

  • Sales Strategy Leaders

  • Product Development and Consumer Insights Teams

If you’re responsible for attracting and converting the next wave of homebuyers, this is your must-attend session.

Secure Your Spot

Workshops at the Summit are highly interactive and offer a rare opportunity to engage directly with top industry minds like Mollie Carmichael. Make this session a priority when building your agenda—and come ready to think differently about the future of new-home sales and marketing.

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