Your Next Home Buyer is Watching Someone Else's Videos, with Jackson Wilkey

Your Next Home Buyer is Watching Someone Else's Videos, with Jackson Wilkey

Jackson Wilkey grew up in North Idaho working power lines, logging timber, and running cattle before a friend talked him into sales. He landed in Beaverton, Oregon as a sales rep for escrow, trying to teach real estate agents how to grow their business. What broke the ice wasn't a sales pitch, it was barbecue videos. Jackson posted clips of himself smoking ribs and brisket to the same agents he was trying to reach, and the walls came down. "It's more about who you are than what's on the video." That insight carried him into real estate, where he found hyperlocal searches happening far more on YouTube than Google. He started vlogging Portland suburbs and added a simple call to action. "The next day it was like 14 phone calls of people raving, going, 'I didn't even know you guys were real estate agents. I have a $600,000 budget. Can you help me?'" Today Jackson has launched 14 YouTube channels, closed over 800 homes from video generated leads, and co-founded Channel Junkies. He also documents his own house flips, mistakes included. "I've currently done seven house flips. I've lost money on two of them. It's basically a Netflix series." Jackson and Michael dig into what builders can take from this, including why leading with the finished product misses the story buyers connect with. "You have 50 homes, that's 50 people you need to reach, not 500,000." We also cover camera gear that matters and why polished home tour channels generate views without leads. "It's made it more valuable to be raw and honest on these videos." Jackson closes on a note about consistency that applies to homes or channels alike. "99-plus percent of people quit YouTube and podcasts after three episodes. Stay consistent and you'll learn what's working." Jackson Wilkey is a real estate entrepreneur, YouTube strategist, and co-founder of Channel Junkies, teaching real estate professionals to build inbound lead systems through long-form YouTube content. Jackson recognized a shift in buyer behavior: people wanted trusted guides for relocation decisions, not salespeople. That insight sparked a strategy generating more than 800 home sales across 14 markets using organic YouTube content alone. Known for his straightforward approach, Jackson is a leading voice in search-based marketing for real estate professionals, builders, and entrepreneurs. His philosophy: search builds visibility, long-form content builds trust, and trust drives business. Through channels like Original Houston Texas and his training platform at Channel Junkies, Jackson helps professionals build a repeatable inbound business powered by content, consistency, and trust. Channel Junkies: https://channeljunkies.com [https://channeljunkies.com] Original Houston Texas: https://originalhoustontexas.com [https://originalhoustontexas.com] Follow Builder Straight Talk: * Web: https://BuilderStraightTalk.com * LinkedIn: https://www.linkedin.com/in/michaelkrisa * Facebook: https://www.facebook.com/BuilderStraightTalk * Instagram: https://www.instagram.com/builderstraighttalk Chapters: 00:00 Introduction 03:23 Meet Jackson 03:56 Blue Collar to Sales 05:07 Discovering Video Marketing 06:04 Barbecue Breakthrough 07:13 Transitioning to Real Estate 08:27 YouTube SEO Discovery 10:51 Community Vlogs 11:46 The Call to Action 13:01 Overcoming Video Fears 14:39 Connection and Trust 16:11 Working with Builders Today 16:49 Authenticity 19:54 Storytelling vs Perfection 22:05 Builder Content Strategy 22:55 House Flipping Docs 24:16 Mistakes and Lessons 28:10 Video Content Ideas 29:41 Showing Home Imperfections 30:36 Partnering with YouTube Agents 31:36 Evergreen Content 32:57 Find Your Niche Audience 35:07 Luxury Home Marketing 36:51 YouTube Strategy for Builders 38:06 Finding Your Niche Market 40:33 Videos That Generate Leads 43:25 Hard Money Lending Explained 43:49 Builder Incentives and Storytelling 46:15 Relocation Trends and Patterns 50:25 Camera Equipment and Setup 54:07 Vlogging vs Entertainment Channels 56:02 Rapid Fire 58:18 Consistency

When You Start Feeling the Pressure, It's Time to Grow! with Matthew Reibenstein

Matthew Reibenstein started as a civil engineer before realizing the job site felt more like home than the office ever did. "Those aren't my people. I do better in the job sites. I do better in the trailers. I do better with the foremen." For fifteen years he ran Royal Design Build in Montgomery, Texas, building custom homes shaped around the families who'd actually live in them. His design process starts with one question before anyone talks about cabinets or floor plans: tell me about your day. Because livability is what makes a home actually work. "What I'd rather do is make the home work for you, then we'll make it pretty." He also has something to say about the language the industry uses. "It is not a unit, it's a home. It's where somebody raises their family, it's where somebody retires, it's where somebody lives life." When production builders moved into his market, a school board planning committee handed him numbers he couldn't ignore: seventeen new communities coming into his backyard, every one of them a production builder. Standing still wasn't an option. A merger with Story Built Homes followed, and with it an honest look at what it costs to trade fifteen years of sole decision-making for a shared table. "We live in a world where a lot of times the word follower has a very negative connotation, and I don't know why that is. There's leaders and there's followers. And I've always said, in order to have good leaders, you have to have good followers." He's equally candid about 2021 and 2022, years that looked golden from the outside and felt like something else from where he was standing. "Every day of my life I hated it, and everybody goes, 'Well, that's when building was the best.' You're right. I could've walked outside and said, 'I'm a builder,' and you didn't even check my credentials, and you signed a contract with me." Faith, a cowboy hat story with a lesson worth hearing, mental health in the trades, and a three-Ironman detail that catches most people off guard round out one of the more candid conversations on the show. Matthew Reibenstein is the Chief Strategy Officer at Story Built Homes, with more than a decade of experience in custom homebuilding and land development across Montgomery County and Greater Houston. He joined Story Built Homes following the merger with Royal Design Build Co., the firm he founded and led for 15 years. A Texas A&M graduate, Matthew is the Immediate Past President of the Greater Houston Builders Association and a Life Director of the Texas Association of Builders. Outside of work, he is a devoted Christian, husband, and father of three, and is rarely seen without a cowboy hat. Follow Builder Straight Talk: * Web: https://BuilderStraightTalk.com [https://BuilderStraightTalk.com] * LinkedIn: https://www.linkedin.com/in/michaelkrisa [https://www.linkedin.com/in/michaelkrisa] * Facebook: https://www.facebook.com/BuilderStraightTalk [https://www.facebook.com/BuilderStraightTalk] * Instagram: https://www.instagram.com/builderstraighttalk [https://www.instagram.com/builderstraighttalk] Chapters 00:00 Introduction 02:36 Meet Matthew Reibenstein 03:46 Engineer to Builder 09:42 Meaningful Builds 11:26 Setting Client Expectations 15:17 Buyer Trends Over Time 18:20 Why Merge to Compete 26:58 Leading and Following 30:14 Custom Spec and Land 33:22 Risk Capital and Problem Solving 37:57 Career Doubts in Chaos 38:45 Post COVID Frenzy 40:28 Supply Shocks and Shortages 43:25 Market Whiplash 45:45 Faith at the Desk 47:33 Giving Back to Builders 53:39 TAB Leadership and Mentorship 57:30 Homes, Not Units 01:02:15 Why Join the Association 01:07:57 Rapid Fire 01:10:46 Closing

No Land, No Momentum: Building Smart in a Tight Market, with Ben Horning

Ben Horning grew up on job sites. His father built Berks Homes from a parking lot equipment deal in the mid-1970s, and Ben now runs it as president alongside his sister Katie, building around 480 homes a year across Pennsylvania. Ben explains the company's strategy of staying out of direct land competition with national builders and how that's shaped everything from where they build to who they build for. "No, I mean, that's not really a concern. More or less on the land side because anywhere they go and they're entrenched, they inflate the land values to a point where it's just really challenging for us little guys to battle with them." He also covers how buyer expectations and price sensitivity have shifted, and what it now takes to move homes in a market where a small price change can stop traffic in its tracks. "It's a huge challenge, and we're extremely price sensitive in some of our neighborhoods. Sell a couple, and I'm only talking about raising a price by like $2,500. Raise that, and then all of a sudden crickets for two weeks." The conversation gets into land development, data centers moving into residential markets, what Ben learned from his recession chapter, how he and Katie navigate family succession, AI's limits in homebuilding, and what he'd tell the next generation about a career in the trades. "I have a neighborhood right now that was selling phenomenally well, and directly adjacent to it, the developer sold it to a data center and basically made four or five times the amount of money he would've in half the time. And now my neighborhood is struggling because the buyers know that site's near there." --- Ben Horning is the president of Berks Homes, a family-owned homebuilder in Eastern and Central Pennsylvania. He's been in construction for over 21 years — long enough to have seen the industry from just about every angle. Ben grew up around the family business, which gave him an early appreciation for what it takes to build something that lasts. After college, he spent four years in Land Development before striking out on his own in 2009 — not exactly ideal timing, given the state of the housing market. He ran his remodeling company for a decade anyway, figuring things out as he went, and came back to homebuilding in 2019 to take on a role he'd had in the back of his mind for a long time. As a second-generation owner, he came into the COO seat with a clear priority: get the right people in the right positions and give them room to do their best work. The last two years have been largely about that — building structure that creates opportunity, and developing leaders who can carry things forward without everything running through him. He lives in Downingtown, PA with his wife and three kids. When he's not at the office, he's probably on a sideline somewhere watching one of his kids play, trying to stay active, and loudly rooting for every Philadelphia team regardless of their current record. https://www.BerksHomes.com [https://www.BerksHomes.com] https://www.BHDesignBuild.com [https://www.BHDesignBuild.com] https://www.instagram.com/ben_berkshomes/ [https://www.instagram.com/ben_berkshomes/] https://www.tiktok.com/@berkshomes [https://www.tiktok.com/@berkshomes] Follow Builder Straight Talk: * Web: https://BuilderStraightTalk.com [https://BuilderStraightTalk.com] * LinkedIn: https://www.linkedin.com/in/michaelkrisa [https://www.linkedin.com/in/michaelkrisa] * Facebook: https://www.facebook.com/BuilderStraightTalk [https://www.facebook.com/BuilderStraightTalk] * Instagram: https://www.instagram.com/builderstraighttalk [https://www.instagram.com/builderstraighttalk] Chapters: 00:00 Introduction 01:01 Meet Ben Horning 03:02 Parking Lot Origin Story 05:10 Raised on Job Sites 06:21 Berks Homes 08:03 Avoiding National Builders 09:28 Sales Pace and Market Strength 15:48 Design Signature and Experience 18:14 Buyer Expectations and Information 21:15 AI Questions and Trust Building 24:24 In House Brokerage Strategy 34:56 Finding and Developing Land 36:57 Financing Banks vs Private Capital 39:37 Data Centers Hit Housing 49:19 Right People Right Seats 53:55 Recession Lessons and Integrity 59:48 Future of Housing and Trades 01:06:35 Rapid Fire Round 01:09:02 Faith and Family Priorities 01:11:27 Closing

Reading the Industry: Pro Builder's Take on What's Ahead, with Rich Binsacca

Rich Binsacca has spent nearly 40 years covering residential construction -- from job sites in college to Head of Content for Pro Builder and Custom Builder, a print publication in its 90th year and NAHB's official media partner. The thread running through this conversation is culture. The builders Rich has consistently watched perform well share one common trait: "The best builders that I know are committed to a culture, and typically that culture is customer-focused, customer-centric. They really do a great job, operation wide, taking care of their customers and making sure that they deliver a high-quality product that meets and exceeds their expectations." Consolidation in the mid-size builder segment is one of the more telling conversations in the episode: "Because we're seeing more diversity among buyers, not just other builders, but private equity firms, Japanese conglomerates, and land banks, we're seeing more mid-size builders opening themselves up for sale, saying, 'Look, I'm open to a conversation that you can acquire me.' And I think part of it is just this uncertainty, and even since the pandemic, just this kind of rollercoaster economy we've been on. They're like, 'Look, I just wanna get out. I'm just done with this. I'll go be a consultant or I'll maybe work for another builder, but I don't want my own company anymore. It's too hard.'" Buyer expectations come next. Rich's read on where younger buyers are headed includes a footnote on millennials that complicates the current Gen Z narrative: "When you look at Gen Z now, it's kind of the same narrative, and I'm just waiting for them to go through the same life changes and say, 'Well, no, we still want single family homes.' Right now we don't, but in 10 years, 15 years, when we're maturing and we've got maybe a kid or two -- yeah, I want a yard. I want a single family home." Labor gets a candid segment -- no false comfort on the workforce gap. Data centers come up too, with real implications for land and infrastructure. On technology, Rich highlights Fordje, ARX, and AI for Residential Construction by Grace Mase. "The builders who will struggle most over the next 10 years are the ones who don't embrace technology and innovation." --- Rich Binsacca is a nationally award-winning journalist, editor, and communications professional. He serves as Head of Content for Pro Builder and Custom Builder, overseeing editorial strategy across print, digital, and live platforms, and as Community Builder and host for ProConnect Events -- a forum connecting home builders, design professionals, and developers with leading product manufacturers and service providers. When he's not working, you'll find him on a tennis court, on his bike (usually headed to tennis), out on a trail, or behind a camera photographing things most people walk right past. He lives in Corvallis, Oregon with his wife of 24 years and two cats. * Pro Builder: https://probuilder.com [https://probuilder.com] * Custom Builder: https://custombuilderonline.com [https://custombuilderonline.com] * LinkedIn: https://www.linkedin.com/in/rich-binsacca-389124a [https://www.linkedin.com/in/rich-binsacca-389124a] * Instagram: https://www.instagram.com/richbinsacca [https://www.instagram.com/richbinsacca] Follow Builder Straight Talk: * Web: https://BuilderStraightTalk.com [https://BuilderStraightTalk.com] Chapters: 00:00 Introduction 02:37 Meet Pro Builder’s Insider 03:30 Early Journalism Spark 06:45 Construction Roots 07:16 Pro Builder Career Path 09:00 Print Legacy Goes Digital 11:14 Audience and Industry Reach 12:37 What Makes Builders Win 17:39 Consolidation and Survival Niches 20:23 Building a Sellable Business 22:32 Big vs Small Builder Experience 25:56 Quality Risks and Lawsuits 29:12 Video Marketing That Builds Trust 35:31 Hottest Markets Right Now 37:01 Hot Housing Markets 37:27 Buyer Expectations Shift 39:01 Built-to-Rent and Smaller Homes 42:00 Lease-to-Own Reality Check 46:07 Policy Barriers and Buy-Right 50:04 Where Regulation Works 52:51 Data Centers vs Housing 54:24 Offsite and 3D Innovation 56:53 Fixing the Labor Pipeline 01:00:30 AI Tools for Builders 01:05:04 Wrap-Up

Make It Rain: Building Homes, Culture, and Community, with Andi Dirkschneider Bliss

Andi Dirkschneider Bliss grew up on job sites with her dad before starting Brookline Homes in Charlotte. After studying neuroscience and behavioral economics at Emory University, she managed a thousand REO properties at a distressed real estate hedge fund before joining Brookline in 2016. In 2025, she became the third woman to serve as president of the HBA of Greater Charlotte, the seventh-largest HBA in the country. This conversation gets into what that background means in practice. Brookline builds roughly a hundred homes a year for first-time and move-down buyers around Charlotte's 485 loop, and the neuroeconomics thread runs through everything. "Value is not just dollars and cents. It is how does it make you feel? How does it live for you? How do you feel as part of the community?" Sense of place, the "no assholes" rule, a diverse team, and a dog-based brand identity all get real airtime. "If someone comes in and is being a jerk to any one of my team members, we are not selling a house to them. I do not care how much money they want to throw at us. Life is too short to deal with jerks." Succession covers the gradual handoff from her father, her MBA and master's in real estate during COVID, and a leveraged buyout plan that got upended. "Our nuclear family of four became a family of two very fast." The company now sits in an irrevocable trust. Andi also addresses being a woman in homebuilding head-on. "I still get people coming in the door who don't want to talk to me. They want to talk to my production manager or my director of operations because they're men and they assume that I just do design or just do sales. I have a GC license too. I've built houses too. I've been in the field too." Andi Dirkschneider Bliss is a second-generation homebuilder who quite literally grew up on job sites. As a kid, her family moved frequently as her father worked for several different national homebuilders, giving her an early front-row seat to how housing shapes communities and creates a sense of belonging. She began working in the industry in high school, but her path wasn't linear. Andi earned degrees in Neuroscience & Behavioral Biology and Behavioral Economics from Emory University, launching a career in digital marketing before moving into real estate investment and asset management. That mix of psychology, economics, and human behavior continues to influence how she leads and builds today. In 2016, Andi joined her family's company, Brookline Homes, where she's worked across purchasing, sales, construction, and land acquisition and development. After completing her MBA and Master of Science in Real Estate (MSRE) at UNC Charlotte, she became President of Brookline Homes in 2022. Today, Andi is passionate about creating attainable homes for first-time and move-down buyers, while also focusing on something equally important: growing people. https://mybrooklinehome.com [https://mybrooklinehome.com] https://www.linkedin.com/in/andi-bliss [https://www.linkedin.com/in/andi-bliss] Follow Builder Straight Talk: * https://BuilderStraightTalk.com [https://BuilderStraightTalk.com] * https://www.linkedin.com/in/michaelkrisa [https://www.linkedin.com/in/michaelkrisa] * https://www.facebook.com/BuilderStraightTalk [https://www.facebook.com/BuilderStraightTalk] * https://www.instagram.com/builderstraighttalk [https://www.instagram.com/builderstraighttalk] Chapters: 00:00 Introduction 01:17 Welcome Andi 03:37 Brookline Homes 04:22 Wearing Many Hats 06:00 Growing Up Building 07:51 Neuroscience to Real Estate 10:58 Joining Dad to Build 12:43 Challenging Builder Status Quo 14:07 Reading Buyers Better 18:46 Healthy, Efficient Homes 20:37 Curated Options, Less Stress 22:10 Designing Sense of Place 27:14 Neuroeconomics and Value 30:16 Influence and Sales Experience 31:52 No Jerks Rule 34:11 Dogs as Brand Mascots 38:23 Hiring for Diverse Team 40:45 Succession 42:51 COVID Reset and Education 45:32 Systems that Run Without You 46:39 Millennial Culture and Authenticity 51:13 Succession Handoff 54:08 Family Tragedy Reshapes Plans 55:47 Irrevocable Trust 01:01:43 Becoming the Industry Face 01:05:26 Women in Building 01:10:33 Advice snd Let Them Theory 01:13:44 Rapid Fire