Tabitha Warren

Build It & Post It

May 1, 2025
By Tabitha Warren

TikTok is Now Essential Marketing for Homebuilders

If you think TikTok is just for teenagers, think again. It’s rapidly evolving into a powerful search and discovery engine, and yes, that includes finding new homes. Consider this foundational statistic highlighted by Atlas RTX: “84% of home buyers use the internet as their primary research tool…” In today’s digital landscape, TikTok represents a significant and growing slice of that online activity, particularly for demographics crucial to the future of homebuilding. For builders aiming to connect with modern buyers, establishing a presence on TikTok isn’t just a novelty; it’s becoming a strategic marketing imperative.

Showcasing Properties in a New, Dynamic Light

Static photos and full-length virtual tours have their place, but TikTok’s short-form video format demands a different approach – one that can be incredibly effective for showcasing homes. Builders are using engaging, fast-paced videos to:

Offer Quick Walkthroughs: Highlighting key areas and features in under 60 seconds.
Spotlight Unique Selling Points: Zeroing in on a stunning kitchen island, a spa-like bathroom, or energy-efficient windows.
Use Trending Sounds & Styles: Making property tours feel current, relatable, and shareable.
Tell Visual Stories: Capturing the feeling of living in the space, not just the dimensions.

This dynamic format grabs attention quickly and allows builders to convey personality and key features in a way traditional marketing often struggles to match.

Reaching the Next Generation (and Current Buyers Too)

While TikTok initially gained fame with Gen Z, its user base has significantly broadened. Millennials, now the largest cohort of home buyers, are active on the platform, as are increasing numbers of Gen X. Builders can use TikTok to:

Build Brand Awareness Early: Connect with potential buyers long before they are actively searching.
Target Specific Demographics: Utilize TikTok’s algorithm and ad tools to reach relevant audiences in specific locations or with particular interests (e.g., first-time buyers, eco-conscious consumers).
Humanize the Brand: Show the faces behind the company, share construction progress, and create a more relatable image.

Leveraging Trends and Influencers

Smart builders on TikTok don’t just post, they participate. This means:

Highlighting Trendy Features: If home offices are trending, showcase your best office spaces. If outdoor living is hot, feature your patios and decks.
Engaging with Comments: Answer questions and interact with potential leads directly on the platform.
Considering Influencer Collaborations: Partnering with local home decor or lifestyle influencers can expose a builder’s projects to a large, engaged, and relevant audience, generating buzz and credibility.

Behind the Scene images courtesy of Canva Pro

Building Community and Trust Beyond the Sale

TikTok offers builders a unique channel to build relationships, not just generate leads. Sharing behind-the-scenes glimpses of the construction process, introducing the build team, offering quick home maintenance tips, or answering frequently asked questions in a casual video format can foster trust and community around the brand. This authenticity resonates with modern consumers.

Log In or Lose Out

The way people discover, and research homes is evolving rapidly. TikTok is no longer a fringe platform but a major player in the online attention economy. Homebuilders who embrace it, mastering its unique style and leveraging its reach, are positioning themselves to connect effectively with today’s buyers. Those who ignore it risk becoming invisible on a channel where their future customers are increasingly spending their time. In the current market, being active and strategic on TikTok isn’t just marketing; it’s essential business development.

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TikTok’s Blueprint

April 15, 2025
By Tabitha Warren

Viral Trends Forcing a Rethink in New Home Design

A split screen of classic, slow to produce, blue prints vs TikTok's constantly evolving word of trends — _{A split screen of classic, slow to produce, blue prints vs TikTok’s constantly evolving word of trends}

Remember when home design trends evolved over years, maybe decades? Then, BAM, in comes the hit platform TikTok, where a 60-second video can launch a design craze overnight. From hidden pantry doors going viral to the sudden ubiquity of “cloffices,” the social media giant isn’t just for dance challenges anymore. It’s becoming a powerful, if sometimes unpredictable, force shaping buyer expectations and, consequently, influencing the very blueprints of new construction homes. For builders and designers, understanding this rapid shift is key to staying relevant.

_{Split screen of TikTok trend video & a dated kitchen created in Canva Pro}

Open Concepts & Flexible Spaces a Layout Revolution?

The desire for open-concept living isn’t new, but TikTok has amplified it, showcasing seamless flows between kitchens, dining areas, and living rooms perfect for entertaining and family life. Videos often highlight the airiness and connectivity these layouts provide. Beyond just openness, there’s a growing demand for flexible spaces. A room might need to serve as a home office during the week, a homework station in the afternoon, and a yoga spot on weekends. Builders are responding by designing floor plans with bonus rooms, lofts, or dens explicitly marketed for their adaptability, moving away from rigidly defined room purposes.

Home office & Yoga Gyme hybrid space generated by Adobe Firefly — _{Home office/Yoga Gym hybrid space generated by Adobe Firefly}

The Rise of Hyper-Specific Room Requests

TikTok thrives on showcasing unique and aspirational home features, often turning niche ideas into mainstream demands. Dedicated home offices became essential during the pandemic, but TikTok introduced us to the “cloffice,” a cleverly converted closet space, appealing to those needing a compact workspace. Elaborate, hyper-organized pantries (sometimes with secondary “prep kitchens” or coffee bars hidden within) are another viral hit. Mudrooms with custom built-ins for coats, shoes, and even pet supplies are frequently highlighted. While not every buyer needs these specific features, their visibility on TikTok means builders are increasingly fielding requests and considering incorporating them as standard options or upgrades.

From Modern Farmhouse to Maximalist Flair Aesthetics and Finishes are Key

Visual trends spread like wildfire on platforms like TikTok, influencing homeowner preferences at an accelerating pace. While the enduring appeal of Modern Farmhouse persists, we’re also witnessing significant interest in aesthetics like Maximalism, with its bold embrace of colors, patterns, and textures; Biophilic Design, emphasizing natural light, indoor plants, and earthy materials; and the allure of moody, dramatic interiors. Specific finishes, as noted by industry observers such as Coldwell Banker, are also gaining viral traction, with “Bold Wallpapers” emerging as a popular choice for creating striking accent walls or transforming entire rooms, often inspired by online showcases.

Builder Kitchen, plain colors, easy for a lot of people to like — _{Sego Homes Rendering, follows classic concepts of design, but also on trend: healthy, green, available smart technology.}

However, builders often navigate different landscapes. While customization remains a powerful tool for showcasing possibilities in model homes and catering to pre-sale buyers, the need for broad market appeal in spec homes often necessitates a more neutral foundation. Color palettes leaning towards versatile browns and grays, along with universally accepted tile and fixture choices, provide a safe harbor, ensuring a wider range of potential buyers can envision themselves in the space should a deal fall through. This doesn’t negate the influence of trending aesthetics but rather highlights the strategic balance builders must strike between capturing current design enthusiasm and ensuring long-term marketability.

Smart Homes are Non-Negotiable

Smart home technology is frequently featured in TikTok home tours and gadget reviews. Integrated lighting controlled by phone, smart thermostats learning preferences, keyless entry systems, and whole-home audio are becoming baseline expectations for many tech-savvy buyers. Green Builder Media writes about tech mega trends and the evolution of technology in building regularly. The advances and demand are astounding. Builders at all levels are increasingly integrating robust Wi-Fi infrastructure and offering smart home packages as standard or easily accessible upgrades, recognizing that a “connected home” is now a major selling point fueled by online visibility.

Balancing Trends and Timelessness

TikTok’s influence on home design is undeniable, pushing builders to innovate and adapt faster than ever. The challenge lies in balancing fleeting viral trends with timeless design principles that ensure a home’s broad appeal and long-term value. While incorporating a trendy feature might attract buyers today, core elements like a functional layout and quality construction remain paramount. The blueprint for new homes is indeed being sketched by social media, but savvy builders will use the eraser wisely, blending the best of the ‘now’ with designs built to last.

At Outhouse.net, our highly customizable interactive floorplans can help builders showcase their flexible options. We can help builders give homebuyers the home of their TikTok fantasies. Contacts us now to find out how.

Multigenerational Living: A New Era in Home Design

December 3, 2024
By Tabitha Warren

The landscape of American households is undergoing a significant transformation, with multigenerational living on the rise. This trend, highlighted by industry voices like Sara Gutterman of Green Builder Media, has sparked a demand for innovative housing solutions that cater to the needs of families across different generations. Lennar Homes, a leading homebuilder recognized for its commitment to sustainable and forward-thinking practices, has risen to the occasion with its NextGen® – The Home Within A Home® concept. This innovative approach revolutionizing how families live together is at the forefront of this movement. .

Lennar's NextGen Home Exterior Elevation with first level floor plan — _{Lennar’s NextGen home courtesy of Builderonline.com}

NextGen: Redefining Multigenerational Living

Lennar’s NextGen homes offer a unique solution to the challenges of multigenerational living. These homes feature a private suite with its own entrance, kitchenette, living room, bedroom, and bathroom. This design allows families to live together while maintaining privacy and independence. Lennar emphasizes the importance of flexibility in housing design, stating, “NextGen homes offer the perfect blend of togetherness and autonomy, allowing families to live in harmony while respecting individual needs.”

The Rise of Multigenerational Households

The trend towards multigenerational living, echoed by publications like Green Builder Media, is driven by a variety of factors, including economic pressures, cultural shifts, and the desire for closer family ties. Sara Gutterman notes, “Multigenerational living is not just a trend; it’s a reflection of the changing dynamics of American families. Forward thinking builders provide solutions that supports these evolving needs.”

The Benefits of Multigenerational Living

Multigenerational living offers a range of benefits for families. It can provide financial support, shared responsibilities, and emotional closeness. Sara Gutterman believes that “Multigenerational living can foster a sense of community and belonging, creating a supportive environment for all family members.” Here more about generational homes and marketing on Sara’s interview on the Home Builder Digital Marketing Podcast.

Green Builder Media’s Next Generation Influencer Group: Amplifying the Conversation

Green Builder Media’s commitment to understanding and shaping the future of housing extends beyond construction. Through initiatives like the Next Generation Influencer Group, the company actively engages with thought leaders and influencers like Sara Gutterman, fostering conversations about emerging trends and innovative solutions in the housing industry. You can learn more about it at their webpage: Influencing the Future.

A young man and two young women collaborating in front of a computer screen. — _{Happy business people working on computer by wavebreakmedia courtesy of CanvaPro}

The Future of Generational Housing

As the demand for multigenerational housing continues to grow, companies like Lennar Homes and Green Builder Media are committed to leading the way with innovative solutions. Sara Gutterman envisions a future where “homes are designed to adapt to the changing needs of families, fostering connection and support across generations.”

Conclusion

Lennar Homes’ NextGen concept and Green Builder Media are a few of the companies redefining multigenerational living. These companies provide innovations like flexible and supportive environment for families of all sizes, fostering connection and independence. As the landscape of American households continues to evolve, builders could learn from these smart companies and be poised to meet the needs of families with innovative and adaptable housing solutions.

_{*Floor plan image courtesy of www.lennar.com/nextgen/.}

The Fibonacci Sequence and The Golden Ratio in Home Design

October 1, 2024
By Tabitha Warren

The Secret Formula Behind Beautiful Homes: The Fibonacci Sequence and the Golden Ratio Use Math to Create Beauty in Your Home

Examples of the Fibonacci spiral: stair cases, grapefruit, shells, sunflower, plants — _{Fibonacci spirals in a variety of contexts courtesy of Canva Pro}

Coming from a financial background, when I think about the Fibonacci sequence, I think of a mathematical tool that market analysts use to understand and project market trends. I think of debatable market theory that sparks hot button discussions. For me, the Fibonacci sequence elicits thoughts of pie charts and trend lines. It’s an interesting tool in a market analyst’s toolbox.

When a colleague mentioned it to me in the realm of homebuilding, art, and aesthetics, my mind was blown. I had to learn more about this versatile sequence.

A Bit About the Fibonacci Sequence

The origin of the Fibonacci sequence is much discussed, but it’s believed that it has a hodgepodge evolution with both ancient Indian and medieval European ancestry. The mathematical concept itself seems to have appeared in Indian history as early as 200BC. Sanskrit poetry suggested the sequence in its rhythmic patterns.

In the West, the sequence became more widely known around 1202 as a result of Leonardo of Pisa, aka Fibonacci, when he introduced it to discuss the nature of rabbit population growth. The name “Fibonacci Sequence” wasn’t made popular until much later by a French mathematician named Edouard Lucas. Lucas conducted extensive research on the sequence. He realized that it had deeper relationships with other mathematical concepts. His formalization of this mathematical study allowed for a broader understanding of underlying mathematical structures and eventually led to his development of his own sequences, Lucas sequences, as well as the Lucas-Lehmer primality test.

Vector Set by Studioworkstock courtesy of AdobeStock

The Journey from Mathematics to Nature and Art

The Fibonacci sequence is a series of numbers in which each number is the sum of the two preceding numbers (0, 1, 1, 2, 3, 5, 8, 13). In nature, it is often seen in the arrangement of leaves, petals, seeds, and even galaxies. The Golden Ratio is a mathematical constant approximately equal to 1.618. It can be found in plenty in nature from the ratio of the length of a human arm to the length of the forearm, to the ratio of the length of a snail shell to its width, to the ratio of the distance between branches of a tree to the distance between the trunk and its branches.

If you look around you, you’re bound to notice the repeating patterns at work. Scientists hypothesize that the Fibonacci sequence and the Golden Ratio often lead to the most efficient arrangement for space-saving in nature. An example of this might be the number of seeds that can fit into the head of a sunflower, any other arrangement would not allow this maximized number of seeds. If you take the time to explore, you’ll notice this same thing in pinecones, lilies, and tree branches. All these things grow in spirals and often demonstrate Fibonacci patterns. Beyond plant life, you can observe this pattern in honeybee colonies and the nautilus shell. Look around, and you’ll be surprised to see mathematical sequences everywhere adding to the beauty of the visuals we assume happen at random.

In art, one need only look for a subtle spiral flow to recognize the influence of the Fibonacci sequence, guiding the viewer’s eye through the piece. Artists have embraced the Fibonacci sequence and the Golden Ratio for centuries. Master artists like Leonardo da Vinci had an affinity for mathematics, incorporating it into their art. The Mona Lisa and The Last Supper create a sense of balance and harmony that have captured the hearts and minds of audiences across the world. Leonardo employed the Golden Ratio to create a visual flow that captivates viewers.

_{The Fibonacci House by Square Three Architecture}

Fibonacci Sequence and the Golden Ratio in Architecture and Home Design

Ancient structures like the Parthenon in Greece are testament to the Golden Ratio as far as showcasing adherence to proportions. The influence of these mathematical principles lends a timeless elegance to historical structures. Modern architects can draw inspiration from these architectural beauties when designing for enduring appeal. The golden ratio helps create a balance that makes sure that buildings are both visually pleasing and functional.

In home design, the Golden Ratio and the Fibonacci sequence offer a blueprint for creating spaces that feel instinctively balanced and inviting. Room dimensions, furniture placement, window and door sizes, and even decorative elements can all be guided by these principles. Notably, some architects have even designed entire homes based on the Fibonacci sequence. If you have a chance, take a look at this home by Square Three Architecture. They call it the Fibonacci House, and it is designed entirely around a Fibonacci spiral, incorporating the sequence throughout. The Fibonacci House is an extreme example, but it effectively demonstrates how the sequence and the Golden Ratio can be used to create pleasing flows within a design.

Other Ratios in Home Design

The Golden Ratio and the Fibonacci sequence may be the most used ratios in home design, but there are other mathematical sequences that can be used to create aesthetically pleasing spaces. Another approach to explore might be the Rule of Thirds. This rule divides a space into nine equal parts, with the points of intersection serving as focal points for furniture or decor. While not directly related to the Fibonacci sequence, the Rule of Thirds offers a similar approach to achieving visual balance and appeal.

The Fibonacci sequence and the Golden Ratio are more than just mathematical tools or systems; they are the underlying architects of wonder and coherence in our physical environments. From the beauty of nature to the style of art and the hygge of our homes, their influence is everywhere. A timeless aesthetic can be brought into our designs through balance and proportion if we understand these principles and incorporate them into our designs properly. The next time you’re awestruck by the sunsetting over the ocean, a fascinating painting, or a stunning room design, consider the Fibonacci sequence and the Golden Ratio. They might just be the underlying mathematical forces that harmonize the beauty you sense.

Generative AI Unleashed: Real-World Applications and Implications of Generative AI for Businesses

October 1, 2024
By Tabitha Warren

In an era where tech is sprinting forward, generative AI is shaking things up across the board. Companies are using it for all sorts of things, like whipping up content or fine-tuning their workflows. This game-changing tech is totally reshaping how businesses innovate and stay ahead. In this blog, we’ll investigate the possibilities and hurdles that come with generative AI, and how savvy companies can harness its power.

Opportunities with Generative AI

Generative AI can create text, speech, images, music, video, and even code, making it a versatile tool for various applications. Here are some key opportunities:

1. Content Creation: Businesses can produce a consistent online presence by using Generative AI to help develop high-quality content.

Nike, known for its innovative digital marketing, leverages AI technology to add emotional depth to its campaigns. By using AI to analyze the emotional traits of audience segments, Nike creates ad content that deeply resonates with consumers, boosting ROI.

One of their campaigns driven by AI-powered emotional analysis was the launch of Serena William’s sports apparel and the celebration of women in sports. Nike showcased a successful blend of influencer marketing and advanced technology. This approach has been a key factor in the brand’s ongoing success. Much of the content could have been produced without AI.

2. Customer Service: Human agents can find more time for complex issues by leveraging AI-driven chatbots and virtual assistants to handle repetitive customer inquiries. Sometimes, the technology can even produce high quality customer services in an environment where none existed before.

Sephora makes innovative use of AI to enhance the customer experience. Recognizing that many shoppers felt overwhelmed by their extensive product range, Sephora implemented an interactive chatbot-driven quiz to guide users through the shopping process. This not only personalizes the experience but also makes it more enjoyable.

Their success led to the launch of an AI-powered shopping service on Facebook Messenger, featuring tools like a virtual color match assistant and KikBot, an AI makeup expert offering tips. The results are impressive: Sephora has seen a 44% increase in customer engagement, and their chatbot now handles 72% of routine inquiries autonomously. This blend of technology and personalization truly sets Sephora apart in the beauty industry.

Sephora Chat Bot Images — _{Photo Credit: https://www.chatbotguide.org/sephora-bot}

3. Product Design: Generative AI is transforming physical product design by significantly shortening design cycles and sparking unprecedented innovation.

This technology enables rapid generation and high-fidelity visualization of design concepts, making it easier to gather precise consumer feedback and refine designs. McKinsey estimates that generative AI could unlock $60 billion in productivity within product research and design alone.

3. Product Design: Generative AI is transforming physical product design by significantly shortening design cycles and sparking unprecedented innovation.

This technology enables rapid generation and high-fidelity visualization of design concepts, making it easier to gather precise consumer feedback and refine designs. McKinsey estimates that generative AI could unlock $60 billion in productivity within product research and design alone.

4. Marketing: AI can improve customer engagement and conversion rates by personalizing marketing campaigns.

_{Heinz A.I Ketchup, ‘Draw Ketchup’ campaign, property of Heinz Ketchup}

Heinz has taken a creative approach to customer engagement by leveraging AI image generators following the success of their ‘Draw Ketchup’ campaign, which saw a remarkable 1,500% uplift. The brand encouraged both employees and fans to use AI tools to create artistic interpretations of their iconic ketchup bottle.

This initiative not only produced a wealth of amusing content (both user and AI generated) but also fostered a deeper connection with customers, as they actively participated in the brand’s narrative. The creative use of modern digital technologies has led to high engagement levels, showcasing Heinz’s ability to stay relevant and innovative in the marketing landscape.

Challenges and Ethical Considerations

While the potential of generative AI is vast, it also comes with significant challenges:

1. Bias and Fairness: AI systems can inherit biases from the data they are trained on, leading to unfair or discriminatory outcomes.

AI systems can pick up on hidden patterns that exist in our minds, leading to unintended consequences in how they operate. These biases can sneak in at different points during the AI’s creation, from gathering the initial data to teaching it how to work and finally putting it into action. It’s important to recognize both the obvious biases we know about and the more subtle ones we might not be aware of. Both types can interfere with the results an AI system gives us and even make existing unfairness worse.

Selection bias occurs when the training data is unrepresentative. Confirmation bias arises from over-reliance on existing trends. Measurement bias results from systematic data collection errors. Stereotyping bias reinforces harmful stereotypes, while out-group homogeneity bias leads to inaccurate handling of minority groups.

For more on this, check out this article from Forbes that discusses how racial bias can exist in AI systems: Forbes

Addressing these biases involves using mindful language, seeking diverse perspectives, and continuously monitoring AI systems to ensure they are fair and just.

2. Privacy and Transparency: The use of personal data in AI systems raises concerns about privacy, data security, and how that information will be used.

As AI technology advances, privacy and transparency are crucial. Governments and organizations worldwide are tightening controls to ensure ethical AI development and data protection. For instance, Europe’s upcoming AI Act sets new standards for AI usage.

Addressing AI privacy involves several strategies. Secure account management, robust data encryption, and regular security updates are essential for protecting sensitive information. Allowing users to customize privacy settings and access their data ensures transparency and control. Embedding privacy measures in AI systems from the design stage and having dedicated security teams to address threats are also key practices.

Educating users about AI technologies and adhering to regulations like General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) further bolster privacy efforts. By prioritizing these measures, AI can be developed and used ethically, safeguarding personal data and fostering user trust.

3. Job Displacement: The automation of tasks could lead to job losses. This will make it necessary to have strategies for reskilling the workforce.

AI is likely to transform our lives in profound ways, reshaping how we work, live, and play. AI is predicted to add up to $15.7 trillion in global GDP by 2030. This statistic alone makes it crucial to cut through the hype and understand its real impact on the job market.

AI will influence jobs in two fundamental ways: automation and augmentation. Routine tasks like data entry and basic customer service will likely be automated, streamlining workflows and freeing humans from repetitive work. More complex tasks will see AI augmenting human abilities, such as helping healthcare professionals analyze medical images or assisting lawyers in summarizing documents.

The balance between automation and augmentation will determine AI’s impact on jobs. Automation will handle everyday tasks, while augmentation will, hopefully, improve human creativity and problem-solving. This shift will make roles requiring human ingenuity more valuable, whereas manual, repetitive jobs may face higher risks of automation.

The future of work could turn out in a couple of ways. One possibility, AI handles all routine tasks, allowing humans to focus on deep and creative work. This will hopefully lead to a happier, more productive society. Another possibility is that people displaced by AI will struggle to transition into new roles, worsening inequalities and straining social support systems.

The reality will probably fall between these possibilities. Companies might want to think about the social consequences of automation, not just what they might gain in efficiencies. This includes assessing AI’s impact on their workers, and companies may want to put measures in place to help workers transition to higher-skilled roles. Governments could also play a role in supporting workers through legislation and frameworks.

Overall, generative AI holds tremendous potential for companies who are willing to explore. And this includes home builders! Check out our recent webinar with Al Trellis, President of Home Builders Network, where he discusses AI in home building with Bill Gelbaugh and Kevin Weitzel from the Outhouse team.