Tap into Technology to Sell Homes and Stay Ahead of the Curve

Filed in Sales & Marketing by on November 26, 2018 1 Comment

The way customers are shopping for new homes has changed tremendously thanks to technology. Home buyers now demand a deep, enriched home shopping experience, one that has forever changed buyers’ expectations about their journey.

According to the National Association of Realtors® Home Buyer and Seller Generational Trends Report 2017, 89 percent of boomers and 99 percent of millennials search online; every generation of buyer expects some sort of digital engagement, and builders need to provide tools to meet those consumer expectations. Buyers today are already well into their home shopping journey by the time they step into your sales office.

Here are three ways you can create more memorable experiences using technology.

New ways to engage with home buyers

Home shoppers want to fall in love with what you’re offering and visit the sales office to reaffirm that they like in person what they saw online. Customer engagement is key, as the more engaged a customer is, the more likely they are to develop an emotional connection.

In a 2016 Bokka Group study, more than half of new home buyers considered social media most important in the research phase. Today, you can integrate social media directly into the sales office experience. Social media digital signage, which comes in numerous sizes and configurations, combines curated #hashtag-driven consumer images with traditional marketing images and copy to create an engaging and dynamic visual experience.

Many home shoppers use a touch-based smartphone or tablet when searching online, so touchscreen technology in the sales office provides a familiar continuation. Touch-based presentations engage home shoppers with details about the community from home plans and amenities to the local area.

Visual storytelling is powerful and interactive

Visuals can be more powerful than words in evoking emotions. Use text, but complement it with imagery to portray a relatable life story. Depending on what you want to communicate about your community, images let you illustrate compelling stories such as neighbors at community events, families in the local park, residents shopping at nearby retail, and friends in conversation over a beer or cup of coffee at the local hangout. Use photos to portray the local elementary school, art gallery, dog park, or community pool as well.

Personalize the buying experience with tech

One major benefit of buying a new home is the ability to choose and customize design features. Technology provides personalized experiences unique to each home shopper.

Interactive floor plans, online or at the sales office, encourage home shoppers to dream and create a plan that fits their lifestyle. They will see the base plan change as they touch to select and “try-on” structural options. Give your home shoppers the ability to print, email and save customized floor plans so they can revisit them after they leave the sales office.

Builders should also go beyond floor plans and incorporate virtual design studios that help home shoppers envision the interior living space. This virtual experience encourages personalization with various finishes such as cabinetry, flooring and countertops.

If your sales office isn’t utilizing some type of technology, you are behind the curve. Technology helps builders not only provide an enriched home shopping experience, it helps them stay ahead of their competition.

Lisa Meylor is the Marketing Manager for Computer Presentation Systems, a software development company that has provided solutions to new home builders for over 30 years. This post is adapted from a story in the Sept./Oct. 2018 issue of Sales + Marketing Ideas. Download the Sales + Marketing Ideas app on iTunes or Google Play to read it.

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  1. Jimmy Diffee says:

    Great insights Lisa. Thanks for the mention of the Bokka Group’s home builder research. So much great technology is now becoming possible (and affordable) for builders to improve the home buying experience. I especially agree with your take on the personalization that’s now possible. We have an article that goes into more detail on that here: https://bokkagroup.com/articles/personalized-marketing-for-home-builders/

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