Tabitha Warren

Unlocking Success in the Competitive Home Sales Market: How Interactive Tools and Incentives Make New Builds a Smart Choice

October 1, 2024
By Tabitha Warren

Architect checking house floor plan for new build on tablet device — _{Architect checking new build floor plan on tablet courtesy of Envato Elements}

For the past few years, potential homeowners have been facing a challenging scenario – soaring mortgage rates that threaten to make their dream of owning a home harder and harder to reach. The low supply of existing inventory due to families not moving from their low-interest-rate homes is making the situation even worse. The financial waves of the housing market have left many potential buyers contemplating their options. Is it still feasible to dive into the deep waters of mortgage loans when the rates are riding too high? Or should they seek the calmer shores and consider a different route altogether?

In this blog, we’ll explore why the alternative path that more and more prospective homeowners are setting their sights on, purchasing a new build home, might be a better option. We’ll also talk about some of the most alluring incentives that home builders can leverage to take advantage of this market. Finally, we’ll talk about the need for home builders to have an effective website with engaging digital tools to set themselves apart from their competitors.

New builds come with some advantages to existing properties. Among these advantages might be the ability to customize the home, energy efficiency, warranty coverage for the initial year of ownership, and lower immediate maintenance costs. Builders that can market these advantages as cost saving advantages might just win prospective buyers from the resale market. What home buyer doesn’t want to save on every aspect possible of homeownership?

So, what home builder incentives are the most attractive to new home buyers? As mortgage loan interest rates soar, there are two stand out incentives. First, closing cost assistance can reduce the financial burden of a new home buyer at the time of closing. This makes homeownership much more attainable to buyers at these heightened rates. The second is interest rate buydowns! Some builders are offering to buy down the buyers’ mortgage rate to get the prospective buyer to a more manageable monthly mortgage payment. From this writer’s logic, this frees the buyer to only need finances for one of the two things themselves. They either need enough money for a down payment or an interest rate buy down if they want a nice low payment for the term of their dream home.

Housing market affordability is so strained that this Fortune 500 homebuilder is offering a fixed 4.25% mortgage rate in some communities
Check out this article from Forbes!

Builders have a myriad of other incentives aside from these two. They can offer base price discounts on specific homes. This usually happens with the first few homes in a new development. They can offer free or discounted upgrades, customizations, or appliance packages. They can also offer to pay HOA fees for the first year. These are just a few of the incentives available that can make new construction more financially attractive than purchasing an existing home.

Never Underestimate the Value of a Good First Impression.”

You’re with me this far. You’re a builder. You offer some of these incentives, but you want to know how to set yourself apart from other builders when marketing to potential homebuyers. Interactive tools may be key in the real estate market. These tools offer a more engaging and informative experience to potential buyers, making it easier for them to visualize themselves in a potential new home. It can also make sure they clearly understand what the properties have to offer.

Don’t believe us? Here’s some statistical proof provided by the Content Marketing Institute:

88% of marketers say interactive content differentiates them from competitors giving them a significant advantage in a crowded market.
93% of marketers agree that interactive content is effective in educating buyers as compared to 70% for static content.
Interactive content attracts 2x the engagement of similar static content.

Those numbers are hard to refute, and they are just some highlights. If you want more information, head over to the Content Marketing Institute’s website to read more of their studies.

Some of the best interactive tools come in a few different categories: visualization, personalization, and lead generation, to name a few. When it comes to visualization, the most useful tools for new home buyers tend to be interactive floor plans, virtual tours, and real-time online booking and scheduling. Interactive floor plans (IFPS) allow buyers to customize layouts and explore different design options. Buyers can visualize a space and personalize it to their needs. This can be a powerful selling point for new construction homes where there are often many customization options.

_{Interactive Floor Plans Top New Buyers’ Useful Tools Lists}

Virtual tours or 3D tours allow a homeowner to experience a home, whether it is real or 3D rendered, from the comfort of their own home. Builders can showcase the home in detail. This is incredibly important in times when physical access may be limited or just plain inconvenient.

Further, websites can integrate features that allow buyers to schedule appointments, book showings, or attend virtual open houses. This is a convenience for both the buyer and the home builder!

Once the potential buyer is interested in a builder, the best interactive tools need to be personalized; this can be achieved with real-time updates on available homes, pricing, and promotions. After all, everything else on the builder’s site hooked this potential home buyer; the builder will want to keep them interested! A great addition after purchase might be online sales tools. Many websites allow buyers to complete the purchase process online, including signing contracts and making payments.

Finally, lead generation might be the final piece of the interactive tool puzzle. Home builders can use website analytics to gain insights into user behavior. A data-driven approach can help them refine their marketing strategies and help them understand what features are most appealing to buyers. They might use this information to improve their sales tactics. Moreover, valuable data about user engagement and preferences can be provided to builders from their interactive tools. When potential buyers engage with these tools, builders can collect information and follow up with targeted marketing and sales efforts specific to individual buyers.

Modern websites can capture leads and integrate with customer relationship management (CRM) systems. Sales teams can use this information to effectively nurture leads and follow-up. The best way to turn a potential buyer into a homeowner is with timely and personalized information. Search Engine Optimization (SEO) and social media integration might be the bow on the package. A well-optimized website can rank higher in search and make it easier for potential buyers to find and explore a builder’s properties. SEO strategies can drive organic traffic to the builder’s site. With the addition of well-thought-out social media integrations, builders can leverage social networks for marketing and referrals.

To sum it up, modern website assets empower homebuilders to provide a superior online experience, engage potential buyers effectively, and leverage data to optimize their sales strategies. By staying up-to-date with the latest web technologies and user experience trends, homebuilders can gain a competitive edge in this competitive home sales market. There is definitely room for new home sales to outpace resale with the proper online strategies!

If all of this sounds a little mind blowing to you, a great place to learn about all of these digital tools, and the corresponding analytics would be from the experts at The Home Builders Digital Marketing Summit, and some of the amazing companies sponsoring and hosting the event.

Tabitha Warren was an Income Tax Accountant for 15+ years. In the first months of the pandemic, she took a chance and re-careered to freelance in Marketing. She currently, and very happily, works with video and photo editing, social media marketing, and now blog writing.

10 Lessons Ted Lasso Would Have for the Home Building Industry in 2023

March 28, 2025
By Tabitha Warren

*This image was taken from the official press kit for “Ted Lasso,” distributed by AppleTV+*

The final season of Ted Lasso was loved by some and flopped for many. I was one of the people who was a tried-and-true fan in the same manner that I’m a fan of the home building industry. Ted wants us to be better, happier, more hopeful people. The home building industry wants people to find a home for their family and build happy, hopeful lives there. They want us to continue to “believe” in the American dream and a place to call our own. On that note, I believe that Ted Lasso has a few more lessons for home builders. But this time around we’ll take a few quotes from the entire cast.

The series finale of Ted Lasso shows the team comes together; each has a piece of the iconic “BELIEVE” sign. They put it together. It’s ripped, it’s tattered, but it’s all there. It’s beautiful. It stands for something.

When I saw it, I saw the home building industry. It has had a several-year struggle from materials shortages to housing shortages and long waits to labor shortages to skyrocketing interest rates. Like A.F.C. Richmond, it often feels like the housing industry can’t get a win.

Many of us in the housing industry just need to take some of the Lasso lessons and above all remember to “Believe in Believe.”

You guys are more distracted than a bunch of cats playing laser tag.”
Ted Lasso

Focus on Relationships: The key point here is focus. One of the lessons from Ted Lasso is the importance of building strong relationships with clients, customers, and colleagues. In season 3, we see Ted continue to prioritize his connections with the team and work to build trust with new players like Dani Rojas. With these fictional characters as well as in home building, focus on relationships creates trust and confidence among all parties. New homes are significant investments, so home buyers need to believe builders and contractors will deliver quality work within agreed-upon terms.

Well, I don’t want comfort.”
Roy Kent

Embrace Change: The willingness of homebuilders to adapt and embrace new technologies and building practices is critical to staying ahead of the curve. By adopting new technologies, trends, and practices, home builders can offer better homes, enhance customer satisfaction, and position themselves for success in an ever-evolving market. Ted Lasso is all about embracing change and adapting to new situations. In the final season, A.F.C. Richmond undergo some significant changes as they adjust to new coaching and playing styles. This inevitably leads them to advance to the Champions League. Embracing change can make many of us champions in our own rights.

Unless it’s Animal Crossing. That sh! t’s ‘clucking’ soothing.”
Isaac Macadoo

Communication is Key: Effective communication is essential in any industry. Home builders should prioritize clear and open communication with clients and trade partners to ensure everyone is on the same page. Ted Lasso is a shining example of effective communication. Ted and the team continuously work to improve their communication on and off the field. Communication takes many different forms, and sometimes we all need to calm down and make sure we are playing from the same rule book.

Right now, y’all brains are basically in London in 1857. They’re blocked up by other people’s dookie.”
Ted Lasso

Prioritize Customer Experience: Ted Lasso understands the importance of providing a great customer experience, and builders should too. Ted works to create a positive and supportive environment for the team. He often takes them on strange and winding journeys if it will result in them understanding the process better. Ultimately, this helps them perform better on the field. Similarly, home builders should prioritize their clients’ experience, from the initial consultation to the final walkthrough. That’s the idea of the home buyer journey.

I’m a work in prog-mess.”
Ted Lasso

Emphasize Quality: In season 3, we see the team working to improve their skills and techniques to produce better results on the field. Ted Lasso is known for his attention to detail and emphasis on quality, which should also be a priority for home builders. Prioritizing quality materials and craftsmanship to ensure projects stand the test of time is a good business practice. Things don’t always have to be perfect, but we in the homebuilding industry should strive to improve every day.

Can I say a bad word? I think you’re being stupid.”
Phoebe (Kent)

Be Authentic: Authenticity is a fundamental aspect of successful homebuilding. It establishes trust, strengthens relationships, and fosters customer and trade loyalty, all of which are vital for sustained success in our competitive market. Authenticity benefits the homebuilding business and ensures a positive and fulfilling experience for the buyer who entrusts home builders with their dreams of a new home. Ted Lasso is all about being true to yourself and your values, which often involves a lot of honesty.

“Time is a construct, like gender and many of the alphabets.”
Zava

Embrace Diversity: Diversity and inclusion are essential themes in Ted Lasso, and these values also play an important role in new home construction and sales. This season, we see the team welcome new players from different backgrounds and work to create a more inclusive environment. Home builders also benefit by striving to gather diverse and inclusive teams to foster innovation and creativity. Like Ted Lasso, homebuilders will find that different viewpoints and experiences enable them to innovate, problem-solve, and attract a broader group of homebuyers.

We are now one. There is no we; there is no you; there is only we and us and the ‘wenus.'”
Zava

Collaborate: Collaboration is vital in any industry, including home building. Prioritizing collaboration with contractors, designers, and other stakeholders helps builders ensure projects are completed on time and within budget. Partnerships also enable builders to manage complex projects, maintain quality control, creatively innovate, and manage costs. I think Zava said it all.

I’ve had more psychotic episodes than Twin Peaks.”
Ted Lasso

Be Resilient: Ted Lasso is all about resilience and overcoming adversity. In the final season, the team faces some tough challenges, but they bounce back and come out stronger in the end. Home builders should also be resilient in the face of setbacks and challenges and work to solve problems as they arise. In the past year, we have faced economic uncertainties such as rising interest rates, inflation, and fluctuating housing demand. Being resilient allows home builders to adapt to these changing economic conditions.

I look like Ned Flanders is doing cosplay with Ned Flanders.”
Ted Lasso

Have Fun: Last but not least, Ted Lasso reminds us to have fun and enjoy the journey. The boys at A.F.C Richmond work hard but also take time to enjoy each other’s company and have fun on and off the field. Home builders should also remember to enjoy the process and take pride in their work while finding ways to have fun along the way.

The Mayfair – by Hampstead Living with Believe sign added

The wonder of Ted Lasso comes from within the process of growth and connection. It doesn’t have anything to do with wins and losses. Just like the continued beauty of home building should be connections and community. Connections to quality business partners and connections to the families we come together to help. We are building a community on so many levels. Community of like-minded builders and vendors. But most of all, communities of new homeowners will be proud to have bought a home from us and will want to come back the next time they purchase. I think we all need to take notes from Ted Lasso and Believe in Believe.

Why Should I Attend Trade Shows and Summits?

October 1, 2024
By Tabitha Warren

Imagine being a market leader when your company emerged; you held 10% of market share. A couple of years later, that number grew to 20%! But you decided that you didn’t need to evolve. You stuck to what always worked. You thought that the innovations coming out were quirky. You thought they would quickly fail because of design flaws. You had such a following of dedicated customers that you thought, “I don’t need to invest in strategic, creative marketing.”

Meanwhile, your two top competitors put millions into research. One became known for being the leader in new and exciting technologies. They developed their flaws away, vied for market share, found fun new ways to market their products, and this company nurtured “super-fans,” to quote Meredith Oliver.

Moreover, you don’t even think that some projects they are working on are real. Why would you invest in replicating innovations like that?

Some of you may already recognize this cautionary tale. This is the story of Blackberry and iPhone.

What Blackberry never learned that Mac, Steve Jobs, and iPhone did is how to pivot. Home builders could learn from Apple’s clever moves. The company not only entered a market that wasn’t their primary market. They moved away from computers and iPods and into the cell phone market. Then, they continued to pivot away from being a product company to a service company. Their phones are only secondary to the apps and services sold through their various platforms.

What does all of this have to do with the title of this blog? Well, the answer is everything. Trade shows and summits bring together top industry partners and competitors. They put research and innovation all under one roof. If your research shows that your number one competitor is blowing you out of the water regarding sales and wait lists, go to a summit they are attending. You may have a chance to discuss strategy with them or at least overhear it. Maybe they won’t be there, but some of the services they use in their digital marketing strategy will be. These events are your chance to casually talk to vendors and experts in one place. They provide the opportunity to talk to other builders using those same products and see how the services have helped them succeed.

Are there holes in your online presence? You are bound to find a solution to digital brand equity. One thing we learned at a recent summit is that Google reviews are the new word of mouth. The difference is that word of mouth disappears; online reviews live on forever. You could learn how to get that 3-star review to a 4-star.

Wait a minute, you say you aren’t using Google to maximize your online marketing yet? Do you know exactly how much revenue should be attributed to your email marketing campaign? To that last Google Ad you ran? There is going to be a speaker who addresses that. You might overhear that a sponsor there offers those services. Google is at the center of sales and marketing these days. Every company needs to know how Google reviews help their company’s Google marketing plan. Google Analytics is the place to understand those metrics. If your company isn’t using Analytics, they should be. If you don’t have staff that understands Analytics, there is a speaker to help you get started. There are also companies to run those numbers for you. Industry events give your company a place to start.

Summits and trade shows aren’t just excellent places to find solutions and to keep up with industry innovations in a competitive market. They are also a fantastic place to take new employees to train them. Did you poach a brand new OSC or sales team from another industry? They know a lot about sales but not in the home building industry. Here is where you can throw them into the deep end. They will train with you, but that new OSC will learn a lot from networking with others in the industry. They will learn about technologies. They will hear stories about what others have done wrong and what they have done right. This strategy doesn’t only work for OSCs and sales teams. Your marketing team and many other employees can benefit from summits, expos, and trade shows as well. We live in the digital age, and your marketing team needs to know how to utilize their marketing budget to bring your sales teams the best leads.

One upcoming event that offers a deep dive into home builder online marketing and sales is the Home Builder Digital Marketing Summit. Taking place September 21-22, 2022, in Phoenix AZ, full details are available here.

10 Lessons Ted Lasso Would Have for the Home Building Industry

October 1, 2024
By Tabitha Warren

Courtesy Apple+

This Fall, “Believe” wore me down. I had been hearing about Ted Lasso for two seasons. As a person that isn’t into watching sports, I wasn’t interested in a show about a football (soccer) team. But references were everywhere. Finally, on a walk with my husband, I (begrudgingly) looked at him and said, “I think we should watch Ted Lasso.” His eyes nearly fell out of his head.

This wasn’t because he had wanted to watch it. He didn’t even know what it was about. Recently, he had to return to the office. He had to host a temporary project for an executive team and teach them to use new tools. Early in the experience, they made him write “Believe” and hang it over the door to the conference room. He didn’t get the reference. We hadn’t watched Ted Lasso. His team was floored that he didn’t get it. He was happy to dive in with me and be in on the mantra.

Ted Lasso is a heart-warming show about an American football coach that is hired by an English football (soccer) club. They hire him for his uniquely up-beat and sometimes over the top coaching style. He’s charismatic. Ted arrives in England only to discover that the English don’t believe in hope and optimism. His own brand of hopeful leadership continuously hits brick walls of negativity. Ted finds that his first obstacle won’t be helping with soccer strategy, it will be battling prevailing negative, downtrodden attitudes. After his first day on the job, he posts a sign above the locker room doors that simply says, “Believe.” It’s his way of planting the seed of hope in the minds of his players.

It took three episodes for Ted’s charisma and off-beat leadership style to win my husband and I over. From there, like many people, I started writing down Ted quotes and applying them to my industry: home building. Here are ten key take-aways for anyone working in home building out there:

1. “Taking on a challenge is a lot like riding a horse, isn’t it? If you’re comfortable while you’re doing it, you’re probably doing it wrong.”

If the pandemic has taught us anything, things in the home building industry need to change. This varies from updating our websites, to having new virtual tools, to designing houses to have better flex space for families that are working and schooling from home.

2. “As the man once said, the harder you work, the luckier you get.”

There is no doubt that home building and sales are hard work! The market might make it seem like hard work isn’t necessary now. However, home site availability, or lack thereof, has presented new challenges. How are competitors retaining customers with wait lists that can seem unmanageable? Are they just lucky? Or maybe they are creating luck by working hard and listening to customers? Have a plan that keeps customers interested. When products aren’t ready and available, get good at customer nurturing. Wait list management can be one of the more difficult aspects of our industry. It is hard work, but there are several different strategies to take this on when experiencing “gapping.” Solutions include setting a priority list without target dates, a priority list with target dates, reservations with or without base pricing, price increases every x sales, lottery releases, eBay style auctions, sell with escalation clauses on costs, or pause sales entirely for a set amount of time. For more information on these strategies check out this article from our friends at Do You Convert: The Definitive Guide To Priority Lists In 2021

3. “You know what the happiest animal on Earth is? It’s a goldfish. You know why? It’s got a 10-second memory.”

There is a rule out there called “the 15 second rule”. This is how long your website has to catch your prospective customer’s attention! Are you running SEO to see how long customers are staying on your website? This will tell you if you need to consider updating your website, adding new interactive tools, or scraping it and starting over from scratch.¹

Customers need that 10 second hit of endorphins. Does your website delight? We want those happy goldfish. Don’t let them forget you. Well-designed websites, like those made by Blue Tangerine, with great interactive tools, like Interactive Floor Plans by Outhouse are great ways to keep customers on your website and interested in your homes. For more information on how to build an award winning website and win your customers over, check out this blog by Blue Tangerine: 10 Tips for Home Builder Websites.

4. “If the Internet has taught us anything, it’s that sometimes it’s easier to speak our minds anonymously.”

This one is an internal suggestion. In an early episode, Ted implements a suggestion box for the team. Things are brought to his attention by a few players that he may not have known on his own. Not all decisions can be made in a vacuum. Not all information can be caught by one or two people. Here at Outhouse, the management does an anonymous annual survey asking what our team would like to see change at the company. It, also, asks what they like and would like to see stay the same. It has helped us change and evolve. There is an open-ended question asking for any other input we think they should know. The anonymity really opens people up. They feel freer to say what they feel and think. Maybe your company would benefit from doing things like this a few times a year. Maybe your sales agents and marketing team has caught trends or gaps in your system that you’re missing.

Courtesy Apple+

5. “I think that you might be so sure that you’re one in a million, that sometimes you forget that out there you’re just one in 11.”

Demand was at an all-time high in 2021. It’s forecast to continue this way into 2022. There are stories out there about customers feeling like they weren’t treated as having been valued. Home builders knew that another customer would come along and buy the home if the last prospect was unhappy. This is a terrible way to build a brand reputation and repeat buyers! Don’t be so sure that your company is the end-all-be-all. Even in a high demand market, customers need to be treated with value.

6. “I feel like we fell out of the lucky tree and hit every branch on the way down, ended up in a pool of cash and Sour Patch Kids.”

Remember that markets change! What are you doing to market to the future that slows down? Are you planning ahead? Our friend Meredith Oliver at Meredith Communications hosts a live stream event the first Friday of every month to discuss sales and marketing. It’s a great place to get ideas, keep on top of market changes, and connect with other people in the industry. She also has guests that are worth following. One of her guests may become a valuable resource! Bottom line: find resources that work. Luck won’t last forever.

7. “There’s two buttons I never like to hit: that’s panic and snooze.”

I just wanted to drive the point home here. We are at an unprecedented time in the housing market. But it is not time to panic. Maybe it was a few months back for those of us who weren’t prepared for the sudden and massive shift to online home sales, but that ship has sailed my friends! Hopefully, by now everyone has made the necessary changes, and customers can explore homes online. It is, however, time to put a plan in place on how to continue that progress. Know customer expectations. Have a budget for those things. Even if those things are in place, it is not time to get complacent. It is, also, not time to snooze because the market is booming! It’s time to be preparing for when the market slows. Know how to make it through lean times, and how to drive sales during those times.

8. “I believe in Communism. Rom-communism, that is. If Tom Hanks and Meg Ryan can go through some heartfelt struggles and still end up happy, then so can we.”

This is an industry with extreme highs and extreme lows. We struggle together, and luckily, we are not in it alone! What can we do to prepare for those heartfelt times of struggle? First, consider working with industry experts to grow your home sales. Many larger builders already do this as regular practice. Experts help incorporate web tools like interactive floor plans and virtual tours that buyers expect and that top builders are already using. They also help maintain unique brand identities. Those items are our second point. Even without expert help, it may be an important strategy to incorporate web tools and present a strong brand identity. We want customers to recognize us in the din of online marketing vying for their attention. This is how we all end up happy, builders and buyers, no matter the market position.

9. “We all know speed is important. But being able to stop and change directions quickly? Well, that’s like Kanye’s 808s & Heartbreak. It don’t get nearly enough credit.”

During 2021, we witnessed the beginning of the “Great Reshuffling.”² People began to move from where they had to live for work to where and how they wanted to live for work from home. This shifted market demands to different areas as well as the type of housing that customers were demanding. Amidst a housing shortage, it was now the mark of a great home builder to be able to shift their offerings. We’ve seen a high demand for things like flex spaces, green spaces, and so many other trends. Ted’s lesson here: be able to build a quality product quickly but be able to evaluate market demands and change quickly when the market calls for it.

10. “Here’s an idea that’s gonna help a little or hurt a whole lot. Who needs a drink?”

Like Ted, making real changes and progress in home building starts with belief. From there, it takes a whole lot of hard work. For many, it may take changing decades long attitudes, traditions, and processes. It may take going against the grain, investing in new technology and new talent. What can’t happen is continuing to do things the same way that we always have. Like my TV mentor Ted, I’m going into 2022 with a little belief, a whole lotta optimism, and an open mind. I can’t wait to see how all of our friends out there progress as they adapt to this ever growing industry! We’ll be here to help.

Courtesy Apple+

Zheng, D. (2020, May 14). The 15 Second Rule: 3 Reasons Why Users Leave a Website. Retrieved January 7, 2022 from https://www.crazyegg.com/blog/why-users-leave-a-website/
Zillow NewConstruction (n.d.), New Construction Conversion Playbook. Retrieved January 7, 2022 from https://wp-tid.zillowstatic.com/bedrock/app/uploads/sites/2/2021/09/Zillow_NewConstruction_ConversionPlaybook_2021.pdf