It is becoming evident today, more than ever, that builders need to be tracking and engaging with potential home buyers from their first click online to closing the sale. There are several factors that have changed the way home buyers shop today, as well as several different strategies and tactics you can use to connect with these buyers. But first, let’s understand why there is such a great need for interactive selling and engagement tools. Here are the three things to consider:
FIRST, THE OMNI CHANNEL
You’ve probably heard of this term before- and its increasing popularity is driving the movement to better market to consumers. Basically, the Omni Channel can be defined as a client having several interactions with a brand through multiple devices. Home buyers are no longer just searching a couple of places for information on new homes. They are scouring the internet, researching options and forming opinions. Now, builders constantly have to interact with consumers, as seamlessly as possible through several different mediums. Creating a succinct home buyer experience that repeatedly drives interaction and promotes a strong brand resonance is imperative. For our builders we offer several integrated technologies to help you take advantage of the Omni Channel (more on that later!)
It is important to remember that it isn’t enough to just have a website anymore. Buyers need to have a consistent experience across multiple screens or devices. For instance, buyers may get excited about their potential new home and want to share a tour of the home to their friends and pull up YouTube on their mobile phones. Or, they may want to use their computers to design a custom home and play with adding different available options. Either way, home buyers are craving customization and want this technology to be available to them, whenever and wherever.
SECOND, THE SALES CYCLE
It is also vital to understand that the typical sales cycle for home buyers has gotten longer. Now, it takes about 9-12 months from the time someone starts looking for a home to when they close on a house. And what does this mean for builders? Builders need to have personalized, targeted and responsive nurture campaigns centered on these leads. One phone call a week after a lead walked in is a good practice, but typically, if that is all you do, it is nowhere near the realistic amount of effort and time it takes to nurture a lead to close.
THIRD, CREATING A VISUAL SENSE OF PLACE
Remember, the purpose of your website is not to sell anything, but rather to “hook” consumers on your message and convince them to take action. We accomplish this by creating a visual and emotional sense of place, creating personal attachment, and sense of urgency.
In order to engage a customer, the best practice is to gain their trust and give them the tools they crave. Through each section of your website, buyers are becoming more involved with your products and hopefully the end result is selecting you as their builder. Let’s explore some different and creative ways to start connecting with your home buyers!
COMPELLING COPY: One of the easiest ways to start attracting shoppers online is having compelling content, or written materials/articles, available on your site. Blogs highlighting your company’s values, special promotions and even a community diary detailing how your community has progressed is another great way to capture buyers’ attention. Don’t forget social media! Connecting socially will enhance your online presence and open an interactive relationship with your buyers.
GORGEOUS ART: Including high quality renderings and detailed floor plans help create a more effective visual sense of place. Renderings are now of amazing quality and more affordable than ever. You even have several options to choose from to showcase your homes in the best light ranging from photo-realistic, night, twilight, watercolor and standard 3D. Think you can tell the difference between a Real or Rendered image? Click here to find out!
CAPTIVATING VIDEO: Video is becoming increasingly popular; over 180 million people watch over 36 billion online videos per month. Did you know that just 1 minute of video is worth approximately 1.8 million words? Think of the impact you could be making by adding a home tour or company introduction to your website’s homepage! For even more added importance, video listings receive 41% more clicks that plain text listings. Ideas for using video in your marketing strategy include:
- Model home/Community Tours
- Company History
- Company Philosophy
- Meet the Team
- Message From the CEO
- Green Features
- Buyer Testimonials
Any of these can be accomplished professionally and within budget. Contact us to learn more at info@thebdx.com.
INHERENTLY INTERACTIVE: Take it up a notch and add interactive elements to your sales process. This can be achieved with interactive virtual tours that allow buyers to explore your homes before they are even built. Online design centers allow buyers to play and share their creations with their friends before they move in.
A USEFUL USER INTERFACE: A successful user interface will allow for a specific call to action. So now you have the buyers in your model home, what technology options do you have to offer them? BDX’s salesArchitect iPad application is a portable solution that allows sales professionals to present builder and community information while utilizing interactive maps and site plans to visually explore community inventory. Our Envision product also allows for a mobile design experience tailored for home builders.
With the digital landscape of home shopping evolving, stay ahead of the curve with BDX. Contact us today at info@thebdx.com to learn more about our innovative sales solutions.