Jim Sorgatz

“Life Is Messy” – “Beat Your Promises”

October 1, 2024
By Jim Sorgatz

Nuggets of Wisdom from the Home Builder Digital Marketing Summit

“Life is messy. Not every home purchase comes from a beautiful situation. People sometimes buy a new home because they got divorced or someone died. If you have kids, your home is likely not perfectly manicured – you probably have toys scattered on the floor. Picture-perfect homes look great on a website, but they are not realistic. Being human is critical to building trust. Another component of building trust is transparency in pricing.”

*Stephanie McCarty from Taylor Morrison sharing her thoughts on building trust.*

Observations like these from Stephanie McCarty, Chief Marketing & Communications Officer at Taylor Morrison Homes, are thought-provoking. Fresh perspectives and nuggets of wisdom from a variety of home builders and digital marketing professionals are what draw me and others to events like The International Builders Show and the Home Builder Digital Marketing Summit. The 4th annual Summit in Phoenix, AZ, was the second live event sponsored by Blue Tangerine and Outhouse, LLC focusing exclusively on digital marketing. The 80+ attendees spent a day and a half learning from experts and sharing their knowledge in roundtable breakout sessions.

Thoughts to Ponder

Greg Bray, President of Blue Tangerine: “Only 20-25% of web visitors start (land) on your home page.” Wow! We spend so much time making our home page perfect. Time to go back and review our site to be sure every other landing page is just as impactful.

Thank you so very much for including me in the Digital Summit last week. It was a good event and I greatly appreciated the opportunity to hear from leaders in the industry as well as the different vendors who have innovated to make our jobs easier and more effective.
Gena, Marketing Manager
Keystone Homes

Cabe Vinson, Director of New Business Development @ Sr. Strategist at Blue Tangerine: “Good meta descriptions can improve click rates. Write for the end user, not the search engine – Google can tell the difference.” Also, “Google My Business reviews are huge, but perfect is not the goal. A 4.8 is better than a 5.0, as it seems a little more realistic.”

Mila Sorenson, Sr. Director of Marketing & Client Services at Blue Tangerine: “The big change to Google Analytics 4 is coming. Be sure to link GA4 to your Google products before that happens.” Mila also discussed using heatmaps and recording tools to see how visitors interact with your website. Very interesting.

*Bob Mirman from Eliant at one of the roundtable discussions.*

Bob Mirman, CEO of Eliant Inc.: “Be careful what you promise. Satisfaction is not the goal. It is the result of meeting promises and expectations. The only way to delight a customer is to BEAT your promises. So, set your buyer’s expectations at a level you know you can consistently BEAT, not just meet! The result – higher levels of TRUST.”

Cory Dotson, Sr. Director of Development Operations at Blue Tangerine: “Influencer marketing is much less expensive than traditional marketing.” As host of his own YouTube channel with 40K+ subscribers, Cory knows his subject well! “The biggest challenge is finding the right influencer. They don’t need to be in the same industry. The goal is to find an influencer who attracts your desired audience.”

Panelists Susan Paul from Costa Verde Homes, Sharon Baker from Camelot Homes, and Kim Ross from Christopher Alan Homes: Winter is coming – it always does. The time to prepare is when times are good.

From Dana Spencer, National Vice President of Sales at K. Hovnanian Homes: “Creating emotional connections with buyers is critical. Leveraging digital tools to create an emotional connection while reassuring potential buyers is more important now than it was 12 months ago, and we must accomplish this in a cost-effective way.”

*Dana Spencer with K. Hovnanian discussing creating emotional connections*.

One of the ways K. Hov is creating an emotional connection is with their new Looks program. Click here to check it out. I get teary-eyed every time I watch the video – it’s beautiful!

Kristi Allen, Owner of WoodCastle Homes: “It was way more challenging than I expected but also so much more rewarding,” Kristi says as she relays the story of starting her own home building company. “I also learned when faced with change you cannot be afraid to make mistakes. There are huge changes taking place within our industry, and no single person has all the answers. You have to be willing to ask questions and learn.” Kristi also inspires many through her volunteer efforts, one being the lead contractor for The House That She Built home. This project, and the accompanying marketing campaign by Mollie Elkman of Group Two Advertising, are elevating careers in construction by educating young readers, girls in particular, about the people and skills that go into building a home. This makes me wonder what else our industry can be doing to elevate careers in construction. Building new homes for families is not just a job but a major contribution to the American dream.

*Kristi Allen with WoodCastle Homes sharing her experience with change.*

A Great Relaunch of Live Programming!

With 80+ participants and presentations by more than a dozen builders and marketing experts, this year’s event was a successful reboot of live programming by Blue Tangerine and Outhouse. In addition to the inspiring presentations, attendees learned from each other through roundtable discussions. They competed in games of Kahoots for some terrific prizes provided by sponsors. The Wednesday evening mixer at Pedal Haus Brewery was also a lot of fun, offering participants a chance to mix, mingle, and build deeper connections at an offsite location and to see why downtown Phoenix is the “happening place.”

Looking ahead to 2023, we are planning a more significant event. Dates and location will be announced in the coming weeks, so watch your inbox for full details.

A big THANK YOU from Outhouse to all attendees, speakers, and sponsors. See you next year!

*Summit and Home Builder Digital Marketing Podcast co-hosts Greg Bray with Blue Tangerine and Kevin Weitzel from Outhouse.*

Why Is Experiential Marketing Essential for Home Builders?

October 1, 2024
By Jim Sorgatz

^{A giant wall wrap printed by Outhouse, “floating” candles, and authentic table decorations create the perfect setting for a Hogwarts themed party.}

There is a much more businessy answer to this question, but I’m going to start by introducing Darin Keezer, our VP of Operations. Most people know Darin as a number cruncher, spreadsheet whiz, Computer-Aided Drafting (CAD) specialist, and an all-around smart guy. Many people don’t realize he is also an expert on experiences and a brilliant party host (watch out, Martha!). Whether it be a Wizard of Oz Halloween or a Harry Potter Birthday bash, Darin and his wife Angie create the most amazing experiences for their two daughters and others. I am so jealous! With all the chatter about left brain vs. right brain – how is it possible that someone so technical can also be so immensely creative?

The bottom line is Darin and Angie know their audience and what kind of experiences they crave. With this knowledge, they put in the time, effort, and expense to create the best, most engaging experiences possible.

People crave personalized experiences. And after spending a significant amount of time sitting at home the past couple of years, we are seeking them out more than ever. In response, companies, and their marketing teams, are ramping up efforts to create unique, hands-on experiences for clients/customers. Salesforce tells us, “Brands who can facilitate outstanding customer experiences will be the ones that will differentiate themselves. And it’s not a secret to executives, as 68% of marketing leaders claim their company is increasingly competing on the basis of customer experience.”

_{Darin and his wife Angie turn their backyard into the road to the Emerald City.}

Outhouse and our digital marketing and web development partners like Blue Tangerine, Group Two Advertising, Meredith Communications, Adlanta Creative, Denim Marketing, A2 Digital Consulting, Boe Creative, Bokka Group, Evolution Marketing, Flying Orange, Kovach Marketing Pepper Glen Creative, Rhoads Creative, Wick Marketing, and 616 Marketing, and more understand the importance of experience when marketing for home builder clients. In today’s scroll through, swipe left, swipe right world, home builders need to stand out from the crowd if they want to be memorable. Experiential marketing gives a competitive edge to forward-thinking builders.

So what does experiential marketing encompass? A few general examples include:

Demos
Events and festivals
Activities and kiosks at trade shows
Unique brand experiences
Retreats

In other words, pretty much anything that actively engages clients/consumers.

_{Darin’s Halloween experience gives Tim Burton a run for his money.}

How does this relate to home building? The past couple of years have been huge for our industry. As the pace slows down, the top builders are elevating their homebuyer experience to grow sales. Static floorplans and stick renderings are out. Interactive Floor Plans, Interactive Site Plans, Visualizers, User-Controlled Virtual Tours, onsite Interactive Sales Kiosks, and community events/open houses are in. Today’s tech-savvy home buyers expect and respond most positively to experiential marketing online and in your sales centers. This interactive community map created for SoMi by Homes Built for America is a prime example.

_{Click the image to engage with the multi-layered site map, interactive floor plans, and more for SoMi, the new community by Homes Built for America.}

Here are the most significant benefits you will see if you create a more engaging website and sales center:

Increased Brand Awareness
Emotional Connection: People purchase products based on emotions — positive, hands-on experiences move them closer to conversion.
Word of Mouth: Draw potential buyers by giving people something to talk about on social media with a fun activity and a hashtag.
Lead Generation: Outhouse has designed our Interactive Floor Plans and, Interactive Sales Kiosks to deliver leads directly to your inbox. Participatory social media campaigns can generate leads as well.

Humans crave experiences. Think about that when you open a new community or redesign your website. A day at Six Flags can be fun. But, like Darin with his Harry Potter-themed parties, the best theme parks (Disney, Universal) understand people want more than a simple roller coaster. They return again and again for the experience – the interaction and emotional connections.

Outhouse has dedicated significant time and resources to developing online experiential marketing tools housed on a single Virtual Interactive Platform. Compelling on their own, our Interactive Floor Plans, Interactive Site Plans, Animations, Virtual Tours, and Visualizers are even more engaging when builders roll them all into an Interactive Sales Kiosk.

The benefits of experiential marketing are numerous. Outhouse is here to help you explore, learn how to create emotional connections with homebuyers, and discover which online and onsite engagement tools will boost your sales. Contact us today to learn more.

“Learning Never Exhausts the Mind”

October 1, 2024
By Jim Sorgatz

Builder Digital Marketing Summit – Live!

September 21-22, Phoenix, AZ

“Learning never exhausts the mind.” We love this quote from Leonardo da Vinci. And learning from experts and peers is the objective of the Home Builder Digital Marketing Summit, a two-day, action-packed, educational event! Reviews from prior years’ attendees bring this point home:

“I love that you had actual builders speaking! We hear from the same people over and over…. It’s wonderful to have some new voices in our industry!“

“The Summit was thought-provoking and insightful; I took away valuable information that I could use with my team.“

“Relevant topics and a plethora of actionable processes that can be implemented to start garnering results are a win in my book!“

Our Summit is Back and In-Person!

After two years online, we are excited to be hosting our fourth annual Summit in person once again, September 21-22 in downtown Phoenix, AZ. Taking place at the Found:RE hotel, we have an exciting line-up of leading industry experts who will guide you through two days of presentations, round table breakout groups, builder panel discussions, and networking. The curriculum is designed specifically for home builders seeking to optimize website and digital marketing strategies, furthering your ability to effectively grow sales.

Learn from the Experts

Explore with us the use of digital marketing to evolve the home buyer journey. Our speakers including Greg Bray and Cabe Vinson from Blue Tangerine, and Kevin Weitzel from Outhouse, will lead attendees through discussions on the most effective online tools, SEO, lead generation, digital marketing tactics, and more. Featured speakers include:

Stephanie McCarty Chief Marketing & Communications Officer Taylor Morrison

In her role, Ms. McCarty leads brand marketing, employee, customer and shareholder communications, media relations and PR, ESG initiatives and reporting, and crisis and issues management. In the last year, she has implemented an online customer experience strategy that includes innovative, industry-leading customer acquisition tools and products—establishing Taylor Morrison as a differentiated, progressive brand and helping to move the future of home shopping forward.

Dana Spencer National Vice President of Sales K. Hovnanian Homes

Ms. Spencer has been in the home building industry for nearly two decades beginning in 2003 with Pulte Homes, Pardee Homes, and Woodside Homes, generating over $70 million in sales in her career as a sales consultant. In 2011, Dana relocated to Arizona moving into sales leadership. In 2018 she was recruited by K. Hovnanian Homes to serve as Vice President of Sales with the Arizona Division. Six months later, she was promoted to her current role as the National Vice President of Sales where she leads the corporate sales efforts, initiatives and strategies on a national level.

Bob Mirman CEO and Owner Eliant, Inc.

The mission of Mr. Mirman’s 37-year-old firm Eliant, Inc. is to assist consumer-driven companies in systematically delivering an extraordinary experience to every customer, thereby turning delighted customers into referral generators. Eliant has provided international customer experience monitoring, training, and consulting for over 1,600 homebuilders and major mortgage and escrow firms across the U.S., Canada, and the Middle East. They also provide customer experience management services for BMW, Toyota, Beckman Instruments, IBM, and many others.

Network with Other Builders

Valuable learning takes place not only when we listen, but when we actively engage with each other. Alongside presentations are round-table discussions, builder panels, and an evening networking event. These opportunities to interact with each other help participants see how the knowledge we gain can be put to practical use.

Take Away Valuable Information

The valuable expertise packed into these two days will help you turn up the volume on your digital marketing. Whether you need to fine-tune your existing strategy or decide what first steps you should take to get your homes online, you will come away with new ideas, questions answered, and some great new business contacts. We can’t wait to see you there! Learn More & Register

Inclusion Sells

October 1, 2024
By Jim Sorgatz

Although I have always been a big proponent of inclusion, a photo I recently stumbled across on a clothing website really got me thinking about the topic and its relation to new home sales. In the world of fashion – old comes long before age 30. It’s rare to see models who are middle-aged, heavy, or imperfect in any way. Let’s be honest, who doesn’t like pretty!

Orelebar Brown is a men’s clothing brand I had never heard of. But on their website, I see a handsome, older man with wrinkles, greyish hair, and a surfer coolness. The little voice in my head shouts, “I want to be THAT guy!” Yeah, there are the younger, handsome 20-year-olds in the background of the same page, but there is just something about the confidence and life-well-lived attitude this man exudes. And, he is probably the most representative of a buyer who can afford the $200 t-shirt – this is an expensive brand!

As a company that prides itself on a culture of acceptance and diversity, our marketing team at Outhouse has noticed a recent shift by many famous brands to be more inclusive. In the fashion world, Victoria’s Secret now features plus-sized models. MAC cosmetics has their transgender cover girls. Even Gucci recently launched a campaign featuring all-black models. Many other brands are also thinking outside the box to present advertising that is much more inclusive. The bottom line is we want to see happy people that look like us. We all can’t be cover models. And sometimes, that inclusiveness needs to stretch beyond looks. People with limited physical abilities, including those who are visually impaired or blind, want to “see” themselves in advertising as well.

The move towards inclusion holds true for the housing industry as well. This topic is increasingly top-of-mind for builders and builder marketing agencies. Late last year, an episode of The Sales & Marketing Power Hour hosted by Outhouse friends Carol Morgan of Denim Marketing, and Kimberly Mackey of New Homes Solutions, focused on ”Diversity, Equity, and Inclusion.” In a recent post on LinkedIn, Jennifer Cooper of Evolution Marketing, the featured guest on our April 27th “Sales Office of the Future” webinar, shared an article about Old Navy letting TikTok write its spring ad campaign. In the post, Jennifer queries, “What happens when you ask your customers what they want to see in an ad?” In another post, Andrew Bazan from Lennar shares a Bloomberg article, “Removing Resumes From Hiring Process Can Improve Diversity.” Hmm…this an intriguing idea!

Although the Fair Housing Act stipulates that models used in advertising must represent both majority AND minority groups, a random review of home builder websites shows plenty featuring primarily happy, healthy, young, white families with a mom, dad, and 2.5 kids. This vision of America may appeal to many, but it certainly is not representative of our country’s demographic make-up. It also sends a subtle message of exclusion, most likely not intentional, as builders are typically happy selling to any buyers who qualify.

Our industry is in a tremendous period of growth, so appealing to the broadest range of home buyers may not seem of paramount importance. But the tide will turn again at some point. Builders whose websites and ad campaigns draw a diverse group of buyers will better position themselves to prosper as we head into the next inevitable downturn. So, take a look at your website and marketing. Do you see yourself? Do you see friends and neighbors? Do you see the family down the street who may appear slightly different? If you are missing anyone, now is the time to make adjustments—your marketing matters. Even if you are a luxury builder, those families buying first-time homes today may be looking for more upscale homes tomorrow. According to the Prophet Brand Relevance Index, top brands like Apple, TED, Bose, Android, and Fitbit are human-centered. “Brands are finding success in our new normal by connecting with us as humans—by appealing to the head and the heart.” And, we achieve connection when people see themselves, the vision of themselves they are trying to achieve, in our marketing efforts.

Rules of Engagement

October 1, 2024
By Jim Sorgatz

Penguins surrounding expedition gear sitting a rock.

In the military, rules of engagement are a directive specifying the circumstances and limitations under which forces will engage in combat with the enemy.

In Antarctica, the rule of engagement is – bring on the penguins!

Hundreds of penguins walking along a beach. Snow covered ice shelf and mountain in the background.

I recently had the good fortune of taking an expedition to the great white continent. Superlatives are not unwarranted. The icebergs are astounding. The clouds are incredible, unlike anywhere else I have ever been. They feel so close you can touch them. The landscape is otherworldly. And the penguins are utterly captivating and engaging. The Antarctic Treaty dictates that visitors maintain a distance of 15 metres from the penguins, but that doesn’t mean they won’t come to check you out! Penguins are as curious about us as we are about them.

Leopard seal lazily resting on black sand.

Not only are penguins the stars of the show for adventurers like me, they also draw crowds of other animals by sea to Antarctica. Technically, it all starts with the krill, but penguins are a favorite food of leopard seals, fur seals, sea lions, and sharks. And all are prey to killer whales. Watching the circle of life play out in real-time has its sad moments, but it is also one of the most fascinating spectacles on earth. With landings in both Antarctica and the Falkland Islands, I saw more penguins than I could count. Is it possible to get tired of them? For countless other explorers and me, the answer is an emphatic NO! They are SO engaging!

Rules of engagement apply to home builders as well. To sell homes, you need to engage home buyers. Traditionally, this has been accomplished with model home tours and glossy brochures. Although those still play an essential role in new home sales, today, home builder websites are the stars of the show. What used to be seen as a sales mechanism for younger buyers is now the primary marketing vehicle for home builders to reach all generations. This means engaging tools like interactive floor plans and site maps, visualizers, virtual tours, Matterport tours, and interactive sales kiosks are no longer options. In the home building industry, they are a necessity.

Penguin with baby chicks sitting in their pebble nest.

As potential home buyers become more web-savvy, they seek a more sophisticated online experience. This is where connected, interactive platforms, like the Virtual Interactive Platform (VIP) by Outhouse, come into play. Beginning with an interactive site map, potential buyers can click on lots to view interactive floor plans, renderings, animations, virtual tours, visualizers, and more. The beauty is entire platform is built upon a single site map.

Penguins relaxing on a white sand beach. Tall grass in the foreground.

Do not underestimate the power of virtual tours and visualizers. As builders begin moving towards a “buy now” option online, these interactive tools contribute significantly to your website’s ability to engage homebuyers and sell new homes. User-controlled virtual tours allow families to tour your homes from anywhere in the world. Interior and exterior visualizers encourage potential buyers to customize homes, increasing their vested interest.

In addition to incorporating interactive tools on your website, boosting engagement with these tools should also be part of the conversation. There are several best practices to accomplish this. The 2-3 click rule, for example, is the maximum number of clicks to get to your interactive floor plans. Other guidelines relate to how your interactive floor plans and site maps open (iFrames vs. responsive opens). Some of these apply specifically to one tool or another. The team here at Outhouse, or one of our website development partners like Blue Tangerine, Bokka Group, Adlanta Creative, Kovach Marketing, 616 Marketing, Power Marketing, Group Two, or Meredith Communications, are happy to review these with you.

A group of 9 King Penguins.You can see their orange necks.

The goal is to draw homebuyers in and keep them engaged on your website. Like the penguins in Antarctica, interactive tools are the star of the show on home builder websites. Implemented correctly, they keep buyers coming back and, ultimately, increase your conversion rate.