Howdy, partner! The 2026 Lasso Roundup edition of Sales & Marketing Power Hour brought the heat, the honesty and even a mini donkey cameo. Carol Morgan and Kimberly Mackey wrangled a powerhouse panel to help home builders head into 2026 with more clarity, confidence and momentum than 2025 ever offered.

As we head into 2026, one message echoed across every expert: hope is not a strategy. Builders who act with intention, lead with clarity and create content that actually helps buyers will be the ones who win this year.

If 2025 taught us anything, it’s that reacting isn’t enough. Builders need clarity, connection and purposeful action to compete in a shifting market. Here’s your roundup of the big ideas and how to put them to work.

Leaders Who Build Leaders

Erica Lockwood, Joseph Chris Partners

Erica opened with a powerful truth. Strong companies grow strong leaders, and that only happens when teams commit to developing talent from within. Many builders rely heavily on external hires, but long-term strength comes from mentorship, ongoing training and environments where rising leaders feel supported.

Erica encouraged builders to think about leadership development as an everyday practice. A few of her key suggestions included:

• Pair emerging talent with experienced mentors
• Create structured leadership training tracks
• Build environments where people feel safe asking questions

Her reminder was simple. When people feel supported, they flourish, and the entire organization moves forward.

Sell Relief, Not Pressure

Brittany Horner, Mitchell Homes

Brittany delivered one of the most memorable themes of the session. Today’s buyers want relief. They want clarity, confidence and a sense of being seen. The traditional sales pitch no longer resonates because the emotional landscape has shifted.

Brittany encouraged teams to be intentional with tone, timing and follow-up. A quick video introduction before an appointment, fast personalized outreach and close alignment with marketing help buyers feel guided instead of pushed. People may forget the details of a conversation, but they remember the energy you brought into it.

Unified Content for the Modern Buyer

Dan Bridenstine, Group Two

Dan made the case that 2026 is the year builders must treat SEO and AI-driven search as one unified content strategy. Buyers are asking natural, conversational questions, and search tools are evolving just as quickly.

He encouraged marketers to focus on content that answers real buyer questions in a clear and confident voice. Unified content supports traditional search, AI-generated results and the overall buyer journey. When builders become trusted sources of information, visibility and credibility follow.

Intentional Leadership Creates Intentional Sales

Heidi Schroeder, ECI Software Solutions

Heidi reminded everyone that great customer experiences start inside the sales office. Leaders who coach consistently, train with purpose and set clear expectations create teams that serve buyers with confidence.

Her focus on intentional leadership emphasized three key areas.

• Consistent coaching conversations that focus on skill, not just numbers
• Clear expectations around follow-up and personalization
• Training that supports tools, processes and people

When leaders show up with purpose, teams naturally rise to match that tone.

OSCs as Connectors

Leah Fellows, Blue Gypsy Inc.

Leah celebrated how far the OSC role has come. Today’s OSCs are not order takers. They are connectors who bring together marketing, onsite sales, leadership and the buyer experience.

She encouraged OSCs to stay curious, collaborate often and lean into the parts of the role that require empathy and insight. When OSCs connect digital behavior with human conversation, buyers feel supported from their first click onward.

Smarter Data for Stronger Pipelines

Jake Scherrer, Audience Town

Jake brought a welcome dose of optimism. Demand for new construction is strong, but marketing must evolve with better data. With the right tools, builders can understand who is visiting their website and which of those visitors represent real buying potential.

This level of clarity pays off. Stronger data leads to better targeting, healthier pipelines and more meaningful conversations with prospects who are ready to move forward.

Move Even When It Feels Quiet

Ralph Williams, Sales Solve Everything

Ralph spoke to a familiar feeling. When phones quiet down and traffic slows, it can feel like nothing is happening. That is the moment, he said, when sales professionals separate themselves.

His encouragement was to stay in motion. Reach out to past prospects, refine presentations, strengthen Realtor relationships and keep developing skills. Results often lag behind effort, and the work done in quiet seasons becomes the momentum that shows up later.

Influencers Who Amplify Builder Stories

Carol Morgan, Denim Marketing

Carol spotlighted how influencers and Realtors extend a builder’s reach in authentic and engaging ways. Their content feels personal and trustworthy, whether they are touring a model home, sharing design moments or celebrating community milestones. These partnerships help builders show up in the conversations buyers are already having online.

Getting Unstuck

Kimberly Mackey, New Homes Solutions

Kimberly wrapped the session with clarity and encouragement. The market is not stuck. People are. Buyers feel unsure, sales teams feel overwhelmed and leaders often feel responsible for solving both challenges at once.

Her advice centered on momentum. Sales advisors should follow up faster, ask better questions, rely on their CRM as a strategic partner and lean into technology. Leaders should coach more frequently, train more consistently and hire for adaptability. Progress comes from clarity and consistency, not pressure.

The Takeaway for 2026

The 2026 Lasso Roundup made one thing unmistakably clear. Builders who lead with intention and heart will be the ones buyers remember. When teams develop their people, create content that answers real questions and bring empathy into every interaction, they position themselves for a strong and steady year ahead.

Reach out to Denim Marketing if you are ready for people first, strategy driven marketing that fits just right for your home building brand.

And before you go, here is one more update worth celebrating. Sales & Marketing Power Hour is now available as a podcast, making it easier than ever to tune in, learn on the move and stay inspired between sessions. Whether you prefer live webinars or listening on your morning drive, the insights are ready when you are.

Register for the Next Sales & Marketing Power Hour 

Join us on Wednesday, Feb. 11 at noon ET for the next Sales & Marketing Power Hour. Join us for the first live session of the year and pick up practical insights you can put to work right away.

For registration details and updates on speakers, join the Sales and Marketing Power Hour Facebook group for ongoing conversation and resources.

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