Mike Lyon has accumulated a wealth of real world knowledge and firsthand experience in the realm of online marketing and sales for home builders. He delivers his information from the trenches and draws from his diverse background in online advertising, digital design, and internet sales.

He gained this insight from managing the internet sales and marketing program for a top 100 home builder. The program that Mike created was the first in his market and the information, statistics, and strategies he presents are the result of his direct experience as an Online Sales Counselor and Sales & Marketing Director.

Mike speaks with authority about online conversion rates and best practices that can be implemented to boost sales from internet leads. He is recognized as one of the top innovators in online lead generation and conversion for the home building and real estate industries. A highly sought-after consultant and speaker, Mike has worked with many of the top 100 home builders.

With Mike’s energetic and entertaining speaking style, he infuses lively fun into the topics of online sales, marketing and technology at events across the country and presents to thousands of sales and marketing professionals every year.

He is the author of Browsers to Buyers: Proven Strategies for Selling New Homes Online.

Rand Fishkin is a digital marketing pioneer who built the world’s most popular SEO resource, co-founded Moz and SparkToro, and has spent over two decades teaching marketers and businesses how to get discovered on the internet through his writing, videos, and speaking.

He’s the author of Lost and Founder and coauthor with Amanda Natividad of the upcoming book Zero-Click Marketing. Rand has keynoted hundreds of marketing and tech conferences worldwide, including MozCon, Turing Fest, SMMW (Social Media Marketing World), and Demand, and his research has been cited by the US DOJ, FTC, Wall Street Journal, Washington Post, and The Economist.

Kevin Oakley is the most trusted name in new home marketing to builders and developers across North America. He has over 18 years of experience running marketing and sales operations for home builders of all shapes, sizes, and areas of expertise. Kevin has worked for two different multi-billion dollar revenue builders (NVR & Maronda Homes) as well as for a private family-owned builder (Heartland Homes). He was intimately involved with the development, marketing, and sale of over 2 billion dollars in new homes prior to joining Do You Convert.

During his time with NVR, a top 5 home builder, Kevin had full operational responsibility for land, operations, construction, and sales for two home building divisions in the Pittsburgh MSA. While at Heartland Homes, Kevin’s management helped to grow sales by 15-20% each year during the downturn from 2008 – 2012 while simultaneously shrinking the marketing budget each year.

Kevin’s extensive background and time spent in the trenches allows him to uniquely connect with the challenges you face in today’s market. From launching new communities, increasing online lead volume or conversion, improving your customer’s experience, lowering marketing costs, strategic planning, and so much more – he has an outline for success. Kevin speaks regularly at the International Builder’s Show and Pacific Coast Builder’s Conference as well as select local home building associations and home building companies looking to gain an edge over the competition. Kevin is the author of Presale Without Fail: The Secret to Launching New Communities with Maximum Results, and the host of the Market Proof Marketing podcast.

Drawing from her background at Hugging Face and Moz, Britney Muller is now an AI educator and consultant who teaches marketers around the globe how to use AI behind the scenes to create practical workflows, make better decisions (not just faster ones), and level up their marketing results.

Britney has written The Beginner’s Guide to LLMs and BERT 101, and is a regular contributor to Search Engine Land. As a keynote speaker, she’s appeared at events like MozCon, brightonSEO, Turing Fest, and Digital Summit.

With over 17 years in sales and marketing for new home builders, Jen Barkan brings frontline experience to Do You Convert as Online Sales Coach. Since joining the DYC team in 2017, Jen has coached and trained hundreds of online sales specialists and worked with builders across the country to help develop their online sales programs. In addition to helping builders, Jen is a regular speaker at industry events and webinars and hosts a monthly series called Online People Talking, OPT, where she highlights Online Sales Specialists.

Prior to joining DYC, Jen developed and managed the Online Sales Program for Rose & Womble Realty’s New Homes division in Hampton Roads, which grew to represent 20 builders and over 45 communities.

In 2016, she was named Online Sales Consultant of the Year by the National Sales and Marketing Council of the National Home Builders Association and was also a Silver Award winner in 2015. In 2016, Jen received Professional Builder Magazine’s 40 under 40 award.

When Jen isn’t coaching online sales specialists, she’s spending time with her family and five rescue pups.

Cassy Williamson doesn’t just coach sales leaders – she activates them. She’s got the perfect mix of expertise and heart to shake things up in the best way possible. She is also the author of Unapologetic: A Journey to Living Boldly, Loving Fiercely, and Being Nothing But Yourself.

Karla has 12 years of experience in graphic design and has been designing for real estate and developers since 2014. Her graphic design experience combined with her new-home marketing background gives her a unique perspective and invaluable skills to best serve home builders.

Before joining Do You Convert, she ran her own successful design company that primarily worked within the real estate sector. She also served as marketing director for a private, family-owned homebuilder where she rebranded the company, managed the OSC, and executed their marketing strategy.

Karla’s design work is multifaceted and encompasses visual brand identities, signage programs, print, advertising, and web design. She’s passionate about rebranding and refreshing brands for builders by listening to their stories and making impactful changes through design.

With a broad range of experience working with teams of all sizes, she’s able to demonstrate that a well-designed brand is achievable and provide tools for success. Karla believes good design strengthens your brand, ignites confidence with internal staff, supports your sales teams, and creates confidence and trust with buyers.

In 2021, Karla was named one of Probuilder Magazine’s 40 Under 40. She received her certificate in Brand Management from Cornell in 2023, and she serves as an American Institute of Graphic Arts (AIGA) Mentor.

When she isn’t designing, you can find her baking cookies and bread, walking on her under-the-desk treadmill, taking short weekend trips to explore other cities, and sending handwritten cards.

Steve Shoemaker is the President of Ideal Homes, where he has been a driving force in the company’s growth and culture since joining in 2003. Promoted to President after more than 16 years leading sales and marketing, Steve made history as the first company president named from outside Ideal’s original ownership group, a testament to the trust and confidence the organization places in his leadership.

A graduate of Oklahoma Christian University with a Bachelor of Science in Mass Communications and Public Relations, Steve also holds the MIRM (Master in Residential Marketing) designation from the National Association of Home Builders. In his expanded role, he continues to oversee sales, marketing, and the design center while taking on responsibility for IT and company-wide leadership development initiatives. 

He has served as a judge for the National Sales and Marketing Awards and has held various committee chair positions within the Central Oklahoma Home Builders Association. Steve and his wife, Jama, have three sons.

With over 15 years of experience in home building, Julie possesses practical, first-hand knowledge of the industry and real-world insights into the marketing challenges builders face. Before joining the Do You Convert team, she worked in marketing for Ideal Homes, an award-winning, mid-sized home builder in Oklahoma. She has an extensive background in digital marketing, writing, content creation, and CRM management. Julie earned a BA in Mass Communication from the University of Oklahoma. She and her family live in southeast Louisiana where she also enjoys training Jiu Jitsu and writing novels.

As the Digital Marketing Director for M/I Homes, Carly Igoe is constantly working towards building a better online presence for M/I Homes by spearheading digital marketing initiatives for the website and correlating online channels to drive brand awareness, website traffic, and leads. 

With 12+ years of experience in digital marketing within both the home building and apartment management industries, she has a broad scope of expert knowledge on marketing homes of all shapes and sizes.

Sarah has over 15 years of experience in digital marketing, with eight years of experience in the home building industry. She has a passion for building engaging and results-driven digital strategies, and believes in continuous improvement and methodically measuring performance.

Before joining the Do You Convert team, Sarah was Director of Marketing for a privately-owned homebuilder in Arizona with over $110 million in annual revenue. In her role, she built and managed the company’s in-house digital marketing team and steered the company’s voice and marketing vision. Sarah employed innovative digital marketing strategies, leading the company to increase sales by an average of 16 percent each year.

In 2018, Sarah received the Silver Award for Marketing Professional of the Year from the National Sales & Marketing Council.

Sarah received her Bachelor’s degree from the Savannah College of Art and Design, and combines her creative background with her passion for data and analytics to create comprehensive digital experiences for consumers.

For more than 20 years, Dawn has helped organizations grow by putting the customer at the center of every decision and turning brand strategy into meaningful connection. As Vice President of Marketing and Customer Experience at Tilson Homes, she leads with one core belief: when you elevate the customer journey, growth follows. Dawn oversees marketing and customer experience efforts focused on creating a seamless path from first impression to lifelong advocacy, blending data, creativity, and storytelling to drive measurable impact.

Dawn also leads Tilson’s award-winning Online Sales Counselor team, ensuring every digital inquiry becomes a personalized, high-touch brand experience. By aligning marketing strategy with human connection, her team transforms online engagement into lasting customer relationships. Beyond marketing execution, Dawn is passionate about aligning brand culture with company culture. She spearheads a company-wide event designed to unify teams around Tilson’s brand promise, strengthen internal engagement, and ensure that the experience delivered externally is authentically lived internally.

Dawn has been honored as a National Association of Home Builders Silver Award Winner for Marketing Professional of the Year and is a sought-after voice in industry conversations. Whether she is coaching teams or shaping strategy, her focus remains the same: creating brands that resonate, teams that embody the mission, and sustainable, customer-centric growth.

Melissa Fort brings nearly 20 years of experience in the homebuilding industry, working with some of the nation’s largest builders. Her career includes leadership roles at both division and corporate levels, with expertise spanning marketing, online sales, brand management, CRM administration, coaching, leadership development, and training.

Throughout her career, Melissa has been recognized for her contributions to marketing and sales, earning accolades from the Dallas Builders Association and the National Association of Home Builders (NAHB). Known for her strategic approach and passion for excellence, she has consistently driven results and elevated team performance.

Originally from Florida, Melissa resides in the Dallas-Fort Worth area with her husband and son, who just started college. Outside of work, she enjoys traveling, spending time with her family, and embracing new cultural experiences. A fun fact: Melissa is also a host parent for international exchange students and has welcomed two students from Germany into her home. She likes to keep a full household and also shares her home with a hedgehog named Marshamallow and a miniature schnauzer named Fisher.

Jennifer Wammack grew up in the suburbs of Houston, Texas, where she met her high school sweetheart. Together, they’ve raised four wonderful children. A proud graduate of Texas A&M University, Jennifer embodies the “Aggie Spirit” of tradition, loyalty, and camaraderie, which she shares with her teammate and fellow Aggie, Karen Schieb.

In her role as Internet Sales Manager with M/I Homes for almost 5 years, Jennifer proudly serves as the “front door” to the company. She takes great pride in creating a warm, welcoming first impression for every lead, helping potential homeowners feel excited and confident about their next steps. Jennifer works closely with 24 New Home Consultants and stays connected to support their success as well as the overall success of the company.

Passionate about delivering an exceptional buyer experience from the very first interaction, Jennifer is known for her quick response times. She often follows up within minutes of an inquiry, consistently surprising and delighting both agents and prospective buyers.

Outside of work, Jennifer enjoys staying active and spending time outdoors with her family. Fun fact: she made it to the Showcase Showdown on “The Price Is Right”. She is also deeply dedicated to serving her community, having served as president of local charitable organizations, including Moms Helping Moms and Legacy League. For Jennifer, giving back both personally and professionally is one of life’s greatest honors. 

Karen and Jennifer have won multiple awards with M/I Homes, including the Chairman’s Club, Online Sales Team of the Year, and from the Houston Greater Builder’s Association, Online Sales of the Year, along with recently being recognized by the National Sales & Marketing Council for Online Sales Team of the Year from NAHB.

Beth joins DYC with over 13 years of experience in Sales and Marketing. Most recently, she spent seven years with a production builder based in Texas. There, she served as an onsite Sales Executive, and then built out the internal Marketing and Online Sales departments. Under her leadership, the Marketing and Online Sales team generated over $150 million in yearly sales and contributed nearly 70% of company sales. Beth also collaborated on the launch of four companies/brands, designed and launched three websites, and refreshed the company’s brand.

Passionate about building teams, brand stories, and customer journeys, Beth excels at creating a data-driven, holistic marketing strategy that thrives on Sales and Marketing collaboration.

Named one of Builder Magazine’s 40 Under Forty class of 2019, Beth received NAHB’s the Nationals Silver Award for Marketing Professional of the Year in 2022. Beth is a respected industry expert. She has spoken at the International Builder Show (IBS) four times and served as a panelist at the Sales and Marketing Summit twice. Her knowledge and expertise have had a significant impact on the industry, and she is always willing to share insights from her experience.

She currently resides in Georgia with her husband, two children, and two dogs. They frequently move across the country due to her husband’s military career but call Maryland home. In her free time, you can find her eating, spending time with her family, or looking up useless movie facts.

Karen Schieb has called Houston home for most of her life. She grew up in Clear Lake City during the height of the Space Program, where her father—an Electrical Engineer for Boeing—worked on the computer system for the first Lunar Excursion Module (LEM) in NASA’s Apollo Space Program.

With a long-standing career in Sales and Marketing, Karen has spent nearly 15 years with M/I Homes as an Internet Sales Manager. She considers herself a servant at heart, both professionally and personally, and approaches each day with a passion for helping others. This dedication also extends to her involvement in animal rescue and foster programs. 

Karen loves connecting with homebuyers and guiding them toward finding a new place to call “home.” Her calm, friendly demeanor makes future buyers feel comfortable and supported, helping conversations naturally lead to appointments and sales. She also values the strong relationships she builds with her New Home Consultants and support team. Alongside her teammate, Jennifer Wammack, Karen serves as a trusted trainer and advisor to New Home Consultants and Associates.

Karen and Jennifer have won multiple awards with M/I Homes, including Chairman’s Club and Online Sales Team of the Year. They have also both been recognized by the HGBA (Houston Greater Builders Association) as Online Salesperson of the Year. Most recently, they received the prestigious Nationals Award for Best Online Sales Team of the Year from the NAHB (National Association of Home Builders).

Family is central to Karen’s life. She cherishes time spent with her loved ones, especially her daughter and son-in-law, who live nearby and are expecting their first child.

Jackie Lipinski is an accomplished marketing professional with a passion for driving results in the home building industry. She joined Do You Convert with over five years of experience as the Marketing Director for a luxury home builder (American Classic Homes) in Washington State with over $80 million in annual revenue, and an average sales price over $1.5 million. Her expertise extends beyond luxury homes, as she served as the Director of Marketing for the multi-family division as well, successfully managing the presale launch programs for over 700 units.

As a Marketing Coach at Do You Convert, Jackie excels in training home builder marketing teams to analyze challenges, develop actionable plans, and implement strategies to drive results. She works with Home Builders in over twenty states with a total combined estimated revenue of $2 billion dollars. Jackie’s ability to navigate diverse segments of the market demonstrates her versatility and adaptability in delivering impactful solutions. Her unique blend of analytical prowess, abstract thinking, and problem-solving skills sets her apart as a strategic thinker who knows how to achieve tangible outcomes for home builders nationwide.

Jackie thrives on creating and implementing marketing processes where none had existed before. She possesses a keen eye for identifying untapped opportunities and leveraging them to elevate home builders in any market. Her collaborative nature, coupled with a deep understanding of the industry, enables her to provide valuable insights and solutions.

Originally from Illinois, Jackie currently resides in the greater Seattle area of Washington state with her husband, Matt, and their two children. In her free time, Jackie loves to hike and is working on her goal of visiting all the National Parks in America.

Emily Tucker is the Online Sales Specialist and CRM Operations Manager at Robuck Homes, where she helped build and shape the company’s online sales and CRM operations program. As Robuck’s first Online Sales Specialist, she has played a key role in developing lead management and customer engagement strategies that support both homebuyers and sales teams.

In her first year in the role, Emily was recognized as a 2025 National Association of Home Builders (NAHB) Online Sales Counselor of the Year Silver Award Winner and Wilmington, NC’s 2025 Online Sales Counselor of the Year.

Known for her authentic approach to relationship-building, Emily leverages social media, video, and personalized communication to create meaningful connections with buyers while serving as a visible face of the Robuck Homes brand. She is passionate about blending technology with genuine human connection to create exceptional customer experiences.

When she’s not helping builders create memorable customer experiences, Emily enjoys interior design, watercolor painting, and spending time with her two Australian Shepherds.

Caroline is a digital marketing professional with over 5 years of experience in the home building industry. She brings a wealth of knowledge and expertise in various areas of digital marketing, including content creation, social media management, and CRM management.

Before joining Do You Convert, Caroline worked in the marketing department at Boone Homes, a local award-winning home builder in Richmond, Virginia, where she played a key role in implementing new processes and bringing them into the digital age with a brand refresh, new website launch, and successful data-driven marketing campaigns.

Caroline earned her Bachelor’s Degree in Communications at Virginia Tech and still loves to cheer on the Hokies! She also enjoys exploring new restaurants popping up in Richmond, spending time with family, and traveling with her husband.

Lauren Jones is the Digital Marketing Manager at Estridge Homes, where she brings nearly six years of company experience and a genuine passion for the homebuilding industry. A graduate of Indiana State University with a degree in Communications and a concentration in Public Relations, Lauren has built a career at the intersection of storytelling, strategy, and the deeply personal experience of finding a place to call home.

Lauren joined Estridge Homes in 2020 as a Sales and Marketing Coordinator, and stepped into her current role as Digital Marketing Manager in December 2023, leading efforts to bring the Estridge story to life across digital channels.

Inspired by watching her parents’ dream home come to life, she has a personal understanding of what homebuilding means to families, and that perspective shapes everything she does. She is committed to showcasing the quality and craftsmanship that define Estridge Homes, and she continues to grow her expertise as a returning attendee of the Online Sales and Marketing Summit.

Molly joins the Do You Convert team with significant experience in Online Sales from her time as an Online Sales Specialist with Schuber Mitchell Homes. In 2024, she alone contributed to over 38% of all company sales, and she played a key role in ensuring exceptional customer experience with over 94% of calls answered!  One of her other superpowers is that she loves systems, especially Hubspot CRM.

Molly’s infectious personality and energy will come in handy as she connects with our builder partners on all things online sales. With her proven track record, strong communication, and organizational skills, we are super excited to have her join our team.

Molly resides in Colorado with her husband and fur baby, Waylon. She graduated from the College of Business at Missouri State University, and when she is not working, you can find her baking sourdough and spending time outdoors.

As the OSC for Tim O’Brien Homes’ Milwaukee Division, Erin is passionate about helping prospective home buyers begin their new home journey and discover the opportunities that come with building. Erin joined the industry straight from college in 2019 and has been in the OSC role since the start of 2020.

As the first point of contact for many buyers, Erin enjoys educating customers about the building process and helping them envision what’s possible with new construction. Her enthusiasm for homebuilding and commitment to creating a positive customer experience have made her a valuable resource for countless families.

When she’s not helping customers find their path to homeownership, Erin enjoys spending time with her husband, Chris, and their corgi, Pumpkin, along with their three cats.

Aeryn Barry is an Online New Homes Sales Consultant with Tim O’Brien Homes, where she has proudly helped homebuyers navigate the exciting journey of building a new home for the past four years. Passionate about creating exceptional customer experiences, Aeryn combines her extensive industry knowledge with a genuine commitment to helping families find the perfect place to call home.

Aeryn first entered the new construction industry in 2008, where she discovered a passion for helping people through important life milestones. Over the years, she built a professional career in higher. While she valued that experience, her passion for new construction ultimately brought her back to the industry she feels most connected to and truly at home in. Today, she enjoys helping families navigate one of life’s most meaningful decisions—building a home that fits their lifestyle and future goals.

A Wisconsin resident, Aeryn lives with her husband and 3 children. When she is not assisting future homeowners, she enjoys spending time with her family and being involved in her local community. Her passion for new construction, paired with her commitment to serving others, makes her a trusted resource for homebuyers throughout Wisconsin.