The #1 Friction Point In The Buyer Journey That You Need To Address Right Now—Visualization

The latest study of home shoppers conducted by BDX revealed that an astonishing 65% of home shoppers started out preferring new homes, but only 10-15% ended up actually purchasing a newly built home. Why are we losing out to existing homes?

We’ve got answers. As we studied home shoppers, we found that 87% of all buyers have encounter one or more friction points during their shopper journey, but there is one theme that continued to show up when we surveyed home shoppers that needs to be addressed right now—visualization.  

Building a new home requires making a multitude of decisions starting with the very first one, the floor plan. It’s important to provide ways for buyers to visualize through each of the major decisions that they need to make. Tools like online VR uses the latest technology to immerse buyers in the visualization process. While online VR is at the top of the visualization spectrum, a simple interactive floor plan and interior visualizer can also provide paths to visualization for buyers.


Pro Tip:

Make sure you provide a tool or way for buyers to visualize space as well as options that are available. Both are critical for buyers to make decisions at different stages of the journey.

If you need help adding visualization functionality to your website, BDX can help. Email us for an assessment of your visualization strategy or visit to learn more.

Source 2018 BDX National Home Shopper Journey Wave 5

About the Author

Alaina Latiolais

Alaina Latiolais is currently the Marketing Manager and HBA Partnership Program Manager for Builder’s Digital Experience. She previously worked as a Digital Marketing Consultant for BDX working with builders of all sizes in the Austin, San Antonio and Corpus Christi markets. Finding her love for B2B marketing, she now helps educate home builders about marketing and technology and understanding the digital consumer. Alaina has over a decade of experience working with small, medium and large businesses on their marketing strategies, always with a strong focus on the latest technology and results. She has a practical approach that saddles between warm and daring, always challenging businesses to take the next step to adopt new technology and ideas.

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