Marketing With Purpose Kit: Aligning Marketing with Business Growth
Becky Beyer, VP of Marketing at Pillar To Post, joins The Bliss Business Podcast's Marketing With Purpose Kit to explain marketing alignment in franchising, and why her Try Trust Believe program turns skeptical realtors into referral partners.
Marketing alignment in franchising breaks down at exactly the moment a franchisor loses control: the local handoff. In this week's Marketing With Purpose Kit, Tullio Siragusa is joined by Becky Beyer, Vice President of Marketing for Pillar To Post, who spent years in real estate franchising before bringing that lens to home inspection.
In this episode we explore:
• What true alignment between marketing and business growth looks like
• Connecting national brand strategy with local execution
• How franchise systems can scale while staying relevant
• Building marketing programs that drive both innovation and results
Marketing Is Infrastructure, Not an Expense
"A lot of times you will hear, even in a company, if sales are down or things need to be cut, the first thing to go is marketing," Becky says. "That is the wrong approach." Companies that cut it usually bring it back once the lagged damage shows up.
The Try Trust Believe Framework
Becky's answer to inspector-realtor friction is a three-step program: a free first inspection, 50 percent off the second, a free add-on by the third. "It takes you through that empathy stage from, hey, get to know me," she says, turning a cold relationship into a referral source.
Experience Doesn't Erase the Need to Earn Trust
The biggest misalignment she sees is seasoned inspectors refusing to give away services. "You absolutely have been in this business 10 years," Becky tells them. "But guess what? That realtor is new to you." Every relationship starts at zero, no matter your tenure.
That same discipline, meeting the customer where their trust actually is instead of where your experience says it should be, is exactly what Zero Company helps brands build into their own go-to-market systems.
Becky's closing story: a real estate client kept asking for more marketing help without saying why, until he finally admitted he was retiring in three years. Seeing his business from the outside helped him recruit new agents and grow before he stepped away.
Key Takeaways
• “The first thing to go is marketing” when budgets tighten, but cutting it usually backfires with a lag: sales weaken a year later, and the expense gets reinstated anyway
• Her Try Trust Believe program rebuilds the inspector-realtor relationship in three steps: a free first inspection, 50% off the second, a free add-on by the third
• The biggest internal misalignment is ego: seasoned inspectors resist “giving away” services, forgetting that a realtor meeting them for the first time doesn’t yet know their track record
• Contractors are comfortable training and meeting but uncomfortable asking directly for referrals; Becky’s referral program gives them scripted language and a clear call to action
• Cross-functional team rotation does double duty: it develops talent and gives Becky a more holistic view of how the organization’s pieces connect
• A quarterly sales-and-marketing planning document, mirroring the operational planning franchisees already use, replaced “extra money this month” marketing with a structured, trackable system
FAQ
What is Becky Beyer’s Try Trust Believe program?
A three-step framework for building inspector-realtor relationships: a free first inspection lowers the barrier to try, 50% off the second builds trust, and a free add-on service by the third confirms belief in the partnership.
What’s the biggest source of marketing misalignment Becky Beyer sees among franchisees?
Ego. Experienced operators resist giving away services or asking for referrals because they feel established, forgetting that each new customer or realtor is meeting them for the first time regardless of tenure.
Why does Becky Beyer push back on cutting marketing budgets during downturns?
Because the negative impact is often lagged by about a year. Companies that cut marketing see sales fall later, then re-hire and reinvest anyway, absorbing the cost of the gap without realizing the correlation.
🎙️ Hosted by Tullio Siragusa
🎧 Produced by Martha Huerta
Learn more about Becky Beyer. Watch the video: Marketing With Purpose Kit: Aligning Marketing with Business Growth. Read more: The Brands That Grow Best Understand the Hand-Offs That Matter.
Vice President of Marketing for Pillar To Post
Becky Beyer brings a wealth of experience from the real estate and franchise industries to her role at Pillar To Post. She started her career in marketing and communications at Greyhound Bus Lines before moving into real estate with CENTURY 21, where she worked directly with brokers and agents to build local marketing plans. Over time, she led franchise sales, recruiting, digital strategy, and industry events across CENTURY 21, ERA, and Better Homes & Gardens Real Estate. Becky thrives on helping brands grow, innovate, and connect with their audiences.
