The most expensive marketing that a builder can do is the one that ends with an avoidable failure on the lower part of the buyer journey. It takes time, resources and money to get a home shopper engaged and walking happily down the path to buying a new home. Here is a great infographic that we created documenting some of the common struggles that home shoppers encounter on the buyer journey. We’ve talked extensively about the importance of visualization, but today we are focusing closer to the contract—addressing options selection.
Every home builder marketing professional will tell you that the home buyer journey often starts a year if not two before a purchase is made. A delicate dance is often done to awe, educate, entertain, and entice a buyer down the funnel ultimately resulting in a home sale. Typically, early funnel content is educational. NewHomeSource nurtures many of these buyers with our Learning Center articles written to address the questions and concerns that home shoppers ask most frequently. It might be why most builders that list with NewHomeSource can typically attribute 30% or more of their sales back to NewHomeSource. The point is, that by the time a home shopper lands on a builder’s website, they’ve likely invested in marketing on an integrator website like NewHomeSource, as well as SEO, Social Media, and PPC among other things.
Marketers tend to focus heavily on getting online foot traffic and it’s easy to stop there with a premature high-five, but the research shows that the battle is far from over. Tools like room visualizers, interactive floor plans, and online VR are undoubtedly sticky, but the one tool that seems to work every time to get a consumer past the last sticking point is an online design center like Envision.
Optionality in new homes can be a double-edged sword. It’s often cited as the number one reason that buyers choose a new home over a used home, but it can also be the kill switch. But, is there a way to have your hand high and ready for a high-five when a buyer reaches this stage of the journey and avoids the typical pitfall? Yes! I would call this the magic moment for builders using the Envision online design center in presales mode. A buyer will launch from fear mode to excitement when you put the ability to understand the options available before they sign on the dotted line. Envision gives a buyer access to manufacturer-supplied articles, photos and videos, and specs that allow them to adequately understand the possibilities when it comes to customizing their home. With this information at their fingertips, Envision pre-sales leads convert at a staggering 20-40%, ensuring that all of your early funnel marketing dollars aren’t wasted at the last minute.
About the AuthorMore Content by Alaina Latiolais