SmartTouch Success at IBS 2026: Innovation, Recognition & Industry Leadership
The 2026 International Builders’ Show (IBS) in Orlando brought together the brightest minds in home building, sales, marketing, design, and technology, and SmartTouch Interactive was proud to be part of it. Representing the company were Phoebe Pina and Michelle Kana, who spent three impactful days immersed in education, partnerships, innovation, and celebration.
For SmartTouch, IBS is more than an industry conference and award gala. It’s an opportunity to evaluate emerging trends, strengthen builder relationships, and ensure our strategies continue helping new home builders and residential developers sell more homes faster through quality lead generation and smart nurturing.
Day 1: Trends, Personalization & the Future of Marketing
Day 1 opened with a powerful reminder that what we do today shapes tomorrow’s results, a theme that resonated across sessions focused on multifamily trends, buyer behavior, and evolving market conditions. In addition, a truly inspirational talk by Cowboys legend Emmitt Smith. With multifamily sales increasing in 80% of metro areas in 2025 and the median first‑time buyer age rising to 40, it’s clear that demographic and economic shifts are redefining how builders must position their product for the future home buyer. These insights reinforce the need for strategic targeting geofence campaigns and lifecycle‑based marketing.
Sessions on budget‑friendly marketing and website personalization further emphasized the importance of evergreen SEO content, curated campaigns, and behavioral data collection. From contextual personalization to predictive AI‑powered website experiences, the message was clear: relevance drives engagement.
The Nationals Awards: Celebrating Excellence
One of the most exciting highlights of IBS 2026 was SmartTouch being named a Nationals Award Winner for Best Marketing Campaign – 55+ Community for Amblebrook Gettysburg a Crown Community, as well as finalist honors for Pomona, a Hillwood Community, and Masonwood Developments Provence. The Nationals represent one of the highest honors in the home building industry, celebrating innovation, marketing excellence, and measurable results.
It is truly an honor to be recognized by peers and to shine a spotlight on the team member’s tremendous work. This recognition is a testament not only to our team’s expertise but also to the builder and developer partners who trust us to elevate their brands and drive growth.
Day 2: Margin, Mindset & Marketing Technology
After some champagne and a good night sleep, back at it Day 2 which centered around alignment between marketing and the operational discipline required to protect margin and build long‑term trust. As one speaker put it: branding is how people see you, marketing is how they find you, and sales is how you get paid. When these three areas are misaligned, trust breaks down. For builders competing in crowded markets, differentiation must go beyond price and focus on clarity, confidence, and consistency.
Another major theme was the evolution of the marketing tech stack. Every builder needs a strategic combination of brand awareness tools, nurturing systems, CRM, and contract platforms, while keeping an eye on the integration of Artificial Intelligence. AI is transforming efficiency, campaign preparation, and content development, and it continues to reshape how marketing teams operate. As a forward‑thinking agency already integrating AI to enhance performance and compliance, SmartTouch is committed to ensuring our clients stay ahead of the curve.
Day 3: Trade Floor Innovation & Real‑World Inspiration
The final day was spent exploring the trade show floor alongside 1,650 exhibitors showcasing the latest building materials, finishes, appliances, and technologies. From innovative home performance features to elevated design aesthetics and live product demonstrations, the experience provided hands‑on exposure to what’s shaping the next generation of homes.
Beyond products, sessions on storytelling and social media strategy reinforced the importance of clarity and confidence in buyer communication. Builders were encouraged to reduce friction, reduce uncertainty, and increase confidence through both technology and messaging. Additionally, modern social strategy now prioritizes saves, shares, and authority‑building content over vanity metrics like likes. These insights will continue informing how SmartTouch crafts content strategies that educate, build trust, and drive meaningful engagement.
Bringing It All Home
IBS 2026 was a powerful reminder that the home building industry is evolving rapidly and success belongs to those who stay informed, adaptable, and strategically aligned. Through education, partnership, technology exploration, and national recognition, SmartTouch reaffirmed its commitment to leading the industry with expertise and innovation.
Our team returned energized and inspired, equipped with actionable insights that will directly benefit our builder and developer clients. We want to thank everyone involved with IBS and The Nationals Awards, and will continue to strive to provide marketing excellence.