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Is your brand helping buyers trust you or just adding to the noise? Genevieve Benson, Director of Strategic Partnerships at Milesbrand, joins Anya Chrisanthon to break down how regional and private builders can compete in today's uncertain market through authentic storytelling, emotional brand positioning, and a customer journey that builds trust at every touchpoint.

Genevieve and Anya cover how to find your unique brand voice, when to do a refresh vs. a full rebrand, how to use real buyer stories to drive emotional connection, and where the biggest friction points are in the new home sales journey from first click to warranty.

Whether you are a small regional builder or scaling into new markets, this episode is a practical guide to standing out without outspending the nationals.

Topics covered:

-Authentic brand voice and storytelling for builders

-Customer journey mapping and friction point identification

-Brand re-skin vs. full rebrand

-Using psychographics and buyer data for stronger messaging

-Building a brand bible and training your team to live the brand

Anewgo is an all-in-one new home sales and marketing platform built for home builders. From AI-ready websites and interactive floorplans and sitemaps to AI Sales Assistants and data analytics, Anewgo helps builders create personalized buyer journeys, engage leads with interactive content, and convert more sales.

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Podcast: Anewgo of New Home Sales | Host: Anya Chrisanthon | Co-Host: Beth Byrd, VP of Sales, Anewgo | Guest: P. Allen Smith

In this episode of the Anewgo of New Home Sales podcast, host Anya Chrisanthon and Anewgo VP of Sales Beth Byrd sit down with P. Allen Smith — PBS television host, garden and community designer, and owner of Extreme Panel Technologies - to explore how structurally insulated panels (SIPs), sustainable materials, and intentional design are reshaping residential construction. The conversation covers Moss Mountain Farm, the Extreme Gatehouse Cottages, real-world build cost and waste comparisons, and the future of energy-efficient, net-zero home building for builders, developers, and build-to-rent communities.

Guest | P. Allen Smith - PBS host, garden & community designer, owner of Extreme Panel Technologies
Host | Anya Chrisanthon, Anewgo
Co-Host | Beth Byrd, VP of Sales, Anewgo
Key Topics | SIP panels, net-zero building, Moss Mountain Farm, sustainable construction, build-to-rent
Guest Website | pallensmith.com
Extreme Panel | extremepanel.com

About P. Allen Smith

P. Allen Smith is a nationally recognized PBS television host, garden and community designer, and sustainable living advocate. As the creator of Moss Mountain Farm - a 550-acre working farmstead in central Arkansas on the banks of the Arkansas River - and owner of Extreme Panel Technologies, one of America's leading manufacturers of structurally insulated panels (SIPs), Smith is on a mission to make net-zero, energy-efficient home building the new industry standard. He previously appeared at the International Builders' Show (IBS) alongside Anewgo VP of Sales Beth Byrd.

What We Cover in This Episode

1. What Are Structurally Insulated Panels (SIPs)?

Structurally insulated panels (SIPs) consist of a dense polystyrene foam core sandwiched between two layers of oriented strand board (OSB). Extreme Panel Technologies uses zinc-boray-infused OSB, which provides resistance to insects and mold. Key advantages for home builders:

• Superior energy efficiency with high R-values across 4.5", 6", 8", 10", and 12" panel thicknesses
• Faster build times - the Extreme Gatehouse Cottages took just 47 minutes to unload and four workers five days to fully close in
• Factory precision: panels arrive pre-numbered and pre-cut for doors and windows, with laminated construction drawings
• Dramatically less job site waste - a Birmingham, AL build-to-rent project showed all SIP waste fit in a couple of wheelbarrows vs. a full dumpster for a comparable stick-built house
• Straighter, truer walls than typically achievable with today's dimensional lumber

2. Moss Mountain Farm — A Model for Sustainable, High-Performance Building

Moss Mountain Farm, located in central Arkansas on a farmstead dating back to 1840, is the original set for P. Allen Smith's PBS series Garden Home. The main farmhouse was designed in the Greek Revival style - with proportions drawn from historic properties within a 175-mile radius - while integrating high-performance building technologies 20 years before they became industry buzzwords:

• Insulated concrete forms (ICFs) for the basement
• Soybean-oil-based spray foam insulation between wall studs
• Shredded denim recycled from a blue jean factory as batting insulation
• Passive solar design with PEX tubing under standing seam metal roof panels circulating heated glycol to a radiant brick floor
• Standing seam me

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In this episode of Anewgo of New Home Sales, host Anya Chrisanthon brings together three powerhouses for a conversation that will completely change how you think about AI in home building.

Joining her are Barrett Davis, Co-founder & CEO of Nter Now and HomesScribe.ai, Melissa Cervin, VP of Marketing at Lombardo Homes, and John Lee, CEO of Anewgo.

Here's the thing: AI isn't a future problem. It's a right-now problem. And this episode doesn't just talk about it, it shows you exactly what's happening.

Inside this episode:

• The live AI-to-AI phone call demo: Barrett built an AI buyer's agent that called Lombardo's AI sales assistant, negotiated pet-friendly customizations, asked about floor plan options, and booked a tour. No humans involved. Five minutes. Real.
• Melissa's unfiltered lessons from deploying "Toni": Lombardo's AI shopping assistant, what went right, what surprised her, and why early adoption is messy but worth it
• Why your website is now a battleground: smart browsers like Gemini, Perplexity, and ChatGPT's Atlas are comparing you to your competition from a side panel while buyers shop your site
• The LLM shopping experience: how Anewgo's interactive floor plan tools and exterior color configurators are showing up directly inside ChatGPT conversations before buyers ever reach your website
• The AI shift parallel every builder needs to hear: Melissa compares where we are now to when web leads first appeared, and why the builders who wait will regret it
• How to introduce AI to a hesitant sales team without fear, resistance, or revolt
• What "agentic AI" means for your OSC: and why your phone might already be ringing with AI on the other end

Whether you're a builder, marketer, OSC, or sales leader, this is the episode that makes it real.

🎙️ Watch it now: anewgo.com/podcast/181 or search Anewgo of New Home Sales on your favorite podcasting app

📍 Learn more at anewgo.com