The past 18 months have been a catalyst for change, especially in the home building market. What was once thought of as nice-to-have, digital marketing tools are now a necessity as builders are forced to shift how to market, sell to and interact with buyers.
A recent article by ProBuilder, highlighted BDX’s CEO, Tim Costello, and BDX builder customers discussing the adoption of new and innovative digital marketing tools.
As noted by Mr. Costello, builders received a harsh wake-up call. “Early on, he says, builders “received a very clear, very direct survival crisis message: If you don’t change the way you do business and adopt new [strategies], your sales will go to zero.” A key question Costello asks builders in helping them design their digital platforms is, “Where’s your Buy button?”
The housing demand surge during COVID forced builders to look review all aspects of the customer homebuying experience – from the first visit on their website to how a home is toured to even offering buyers the ability to purchase a house sight unseen without ever taking an in-person tour.
The bottom line is technologies like Matterport tours, online design centers, and visualizer tools are not just a temporary fix. Instead, builders are experiencing impressive returns from their investments both in cost-savings and conversions.
BDX customer Tri Pointe Home’s Linda Mamet, Chief Marketing Officer, was quoted as saying, “Mamet says the evolution of the builder’s digital marketing and home shopping tools, less reliance on outside brokers, and appointment-driven sales approach has enabled its sales and marketing operations to be more efficient, as evidenced by the builder’s 31% increase in orders per sales employee in Q1-2021 compared with a year earlier.”
“Mamet also credits the builder’s focus on leveraging technology as a key reason why its sales and marketing expenses dropped from 7.2% of home sales revenue to 5.6% in the first quarter of 2021 … and to just 4.5% in the second quarter.”
Read the entire article, “Top Trends in Digital Sales and Marketing Strategies,” and contact your BDX consultant to learn more about these digital marketing strategies for builders.
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