4 Cornerstones of Builder Digital Marketing & Sales Emerge Post COVID

With COVID constraining in-person marketing and sales, builders are upping their digital marketing and selling game. We studied the trends in our 2020 Re-Vision Survey earlier this year and have been in touch with some of the leading marketing and sales solution providers. In that process, we identified 4 cornerstone application areas:

  • Lead Gen
  • Web Experience4 Cornerstones of Builder Digital Marketing & Sales
  • Video Conferencing
  • Complete Online Buying

For Lead Gen, primary tool sets are:

  • Social media, which 33% of builders plan to increase usage of greatly and another 38% plan to increase somewhat
  • Email marketing, which 23% of builders plan to increase usage of greatly and another 37% plan to increase somewhat
  • Online listing services, which 17% of builders plan to increase usage of greatly and another 38% plan to increase somewhat

A wide variety of tools will be used to increase website visitor engagement and response, including:

  • Computer-generated model tour – increased greatly by 40% and somewhat by 26%
  • Interactive floor plans – increased greatly by 22% and somewhat by 34%
  • Website chat – increased greatly by 17% and somewhat by 32%
  • Website galleries – increased greatly by 12% and somewhat by 34%
  • Website real-time messages and offers – increased greatly by 14% and somewhat by 30%
  • Interactive lot maps – increased greatly by 14% and somewhat by 25%
  • Website animation – increased greatly by 10% and somewhat by 21%

Among all digital tools, video conferencing sits atop the list with 67% of builders increasing use greatly and 22% increasing use somewhat.

In the long run, there’s a vision for “Complete Online Purchasing,” where the buyer will be able to select a lot, site a specific home model and select options comprehensively providing a comprehensive specification with real-time pricing estimates.

We’re getting closer to the idea of a buyer personalizing a home purchase online, just like they can with their #2 big time purchase – a car.

Looking forward to helping builders make progress on all their digital marketing and sales challenges and opportunities at the TecHome Builder Summit in Orlando, FL, Aug. 10-12.

If you’re not signed up to get hosted to this breakout event, click here for more information.

John Galante