Milesbrand’s Genevieve Benson to Explore Cross-Industry Innovation at IBS 2026

Genevieve Benson, Milesbrand’s Director of Strategic Partnerships, is once again taking the stage at the International Builders’ Show. Taking place February 17-19, 2026, in Orlando, Florida, IBS is the world's largest annual light construction trade show, bringing together the residential construction industry’s most innovative minds to share groundbreaking insights and strategies.

Genevieve’s session, “Reimagining the Buyer Journey: Builder Lessons from Fashion, Tech & Hospitality,” is scheduled for Tuesday, February 17, from 2:15 to 3:15 p.m. in OCCC West 315A. She’ll be joined by Sarah Titus, Director of Marketing with Eastbrook Homes, for this dynamic exploration of how home builders can transform the homebuying experience by drawing inspiration from industries that have mastered customer engagement.

Breaking Down Industry Silos

Today’s homebuyers don’t compartmentalize their experiences. When they shop for clothes online, book a hotel room or purchase the latest tech gadget, they expect seamless interactions, personalized recommendations and experiences that feel curated specifically for them. Then they start shopping for a home and encounter a drastically different journey – one that often feels transactional, complicated and disconnected from the consumer-centric experiences they’ve come to expect everywhere else.

This session challenges builders to ask a crucial question: What if we designed the homebuying journey with the same intentionality, emotional resonance and ease of navigation that defines best-in-class experiences in fashion, hospitality and technology?

What the Session Covers

Genevieve and Sarah will guide attendees through a fast-paced exploration of how innovative home builders are reimagining every touchpoint of the buyer journey. From the first digital interaction to the moment a homebuyer receives their keys, every step presents an opportunity to build trust, reduce friction and create memorable experiences that differentiate your brand.

Through real-world case studies, attendees will discover how lifestyle-driven branding, authentic storytelling and smart digital tools are transforming what it means to buy a home. Whether you’re marketing a single community or managing a national brand, you’ll leave with actionable strategies to modernize your approach and create genuine connections with today’s homebuyers.

"The most exciting part of this session is showing builders that they don't have to reinvent the wheel," Genevieve explains. "Fashion brands, tech companies and hospitality leaders have spent decades perfecting how to create customer experiences that feel effortless, personalized and emotionally resonant. We can adapt those proven strategies for the homebuying journey."

Key Learning Outcomes

Real-World Case Studies from Multiple Industries: Explore three detailed examples illustrating how builders are borrowing successful strategies from fashion, hospitality and tech to create buyer-centric experiences that build trust and boost conversions.

Practical Audit Framework: Learn how to assess your current buyer journey to identify where experiences may fall short in emotional resonance, ease of navigation or alignment with homebuyer expectations shaped by other industries.

Cross-Industry Strategies That Translate: Discover specific tactics from lifestyle brands and top-performing home builders that empower homebuyers, reduce decision-making friction and create moments that matter throughout the journey.

Cross-Departmental Alignment: Understand how to break down internal silos between marketing, sales, construction and customer service to create cohesive experiences that enhance home builder trust and improve overall customer satisfaction.

Why This Matters Now

The residential construction industry stands at an inflection point. Consumer expectations have evolved dramatically, shaped by seamless experiences in other sectors. Homebuyers accustomed to one-click purchasing, personalized recommendations and brands that seem to anticipate their needs are increasingly frustrated by homebuying journeys that feel stuck in the past.

At the same time, competition for buyers’ attention has intensified. In markets where multiple builders offer similar products at comparable price points, the buyer experience becomes the primary differentiator. The builders who win aren’t always those with the best locations and lowest prices. They’re the ones who make buying a home feel easy, exciting and aligned with buyers’ values and aspirations.

By learning from industries that have mastered customer engagement, home builders can leap forward in creating experiences that don’t just meet expectations but exceed them in ways that build loyalty, generate referrals and justify premium positioning.

Join Genevieve at IBS 2026

Don’t miss this opportunity to reimagine how your buyers experience your brand. To attend Genevieve’s session, participants must be registered for an Expo + Education pass. For more details about IBS 2026, including other education sessions and exhibitors, visit www.BuildersShow.com.