Signal over noise: Marketing that people actually feel

Key takeaway

Stair urged housing marketers to break out of the industry echo chamber and build brands around moments people actually remember. She said the most effective marketing isn’t always the loudest or the most expensive — it creates unexpected, human experiences that spark connection.

What leaders need to know:

• Marketing should create signal, not more noise. Stair said housing brands often fall back on the same language, campaigns and buzzwords, making differentiation harder.
• Human moments are the real opportunity. She said buying, building, financing and moving are emotional milestones, and marketing works best when it reflects what those moments mean to consumers.
• Memorable doesn’t have to be expensive. Stair cited simple ideas — shared shoes on stage, handwritten notes, community events and a meaningful hashtag — as low-cost ways to build connection.
• Experiences can deepen relationships. She said people stayed longer and engaged more when Stavvy created meeting spaces that felt curated, welcoming and useful.
• Data matters, but it doesn’t measure everything. Stair said dashboards can track clicks and conversions, but they can’t fully capture pride, relief, trust — or why someone chooses one brand over another.
• Unexpected moments can carry the message. Stair closed with a live example, bringing a puppy named Plaid on stage to create a moment the audience would remember and share.