Marketing insights from photos of an expedition to Antarctica
A bucket-list trip to Antarctica is one of the most incredible and inspirational journeys. It’s a wonder seeing thousands of penguins and other animal life, yet not a single plant anywhere. The football field-sized+ icebergs, especially the tabular varieties, are astounding. And the monochromatic landscape is other-worldly. I came away with a desire to take better care of our planet, a greater appreciation of finding peace in solitude (this place is desolate!), and the realization I can enjoy summer when the high is just above freezing.
I also gained some key marketing insights. A recent post, Rules of Engagement, discusses the powerful lesson we learn from penguins, who are the stars of the Antarctic show. They captivate visitors as they gather stones to build nests, guard their chicks, run en masse along the beach to dive for food, and shuffle around checking out us humans. Likewise, digital marketing tools, including Interactive Floor Plans, Interactive Site Plans, and Visualizers, play the starring role on builder websites and are integral to the new home journey. Captivating and engaging homebuyers, digital tools create strong emotional connections and lead to an increase in closing sales.
A lesson also came on the importance of color. Against a backdrop of grey and white, the most captivating photos include glimpses of vivid color, most often provided by humans. Pops of red, orange, and yellow on ships, clothing, and kayaks look stunning in the barren landscape.
Colors from nature include teal from glacial ice; clear blue skies; orange, pink, red, and purple emanating from the stunning midnight sunsets; bits of orange and yellow on penguin beaks, necks, and feet; and an occasional rainbow. That’s about it! No trees, no flowers, no flashy birds. This is one of the starkest yet most exciting landscapes on the planet.
And that brings us to the relevance of color in digital marketing. Color appeals and speaks to us all. Color moves and motivates us, playing an essential role in new home sales. There is a reason so many builders request our 3D renderings in a dusk shot. The homes with golden, warm lighting inside, set against dark, deep blue skies with tinges of pink and purple are sexy.
One of the most powerful new tools is the Outhouse Visualizer. Homebuyers want to see their pre-built home with personalized colors and finishes, even if limited to curated packages. Colors excite, stimulate, comfort, and soothe. They also bring joy and create a sense of belonging. Interior and exterior visualizers offer a terrific, cost-effective way for homebuyers to see your house as their home, thereby building an emotional connection and leading to higher sales.
People love to explore, engage, and personalize. Interactive tools on your website allow homebuyers to do all three. Contact Outhouse today to learn more about our Visualizers, Interactive Floor Plans, Interactive Site Plans, Virtual Tours, Animations, and Responsive Interactive Sales Kiosks.