The best ideas in attention and demand generation right now aren’t coming from homebuilding — they’re coming from beauty, wellness, fintech, and other creator-driven categories that have had to earn trust with skeptical, high-consideration audiences. This session brings together social and influencer marketing leaders from outside the industry to unpack what’s actually working for them, and where the housing world has room to borrow — including how creator content is reshaping where (and how) buyers go looking for answers in the first place.