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AI

The Bots are Coming: Are We Ready for the Disruption Ahead?

March 10, 2025
By Jim Sorgatz

Robot with human face

Jimdroid – Created by Tabitha Warren with a little help from A.I,

The past six months have been nothing short of a revelation. Last fall, I experienced an ischemic stroke—an event that was a bit terrifying and life-altering, but also utterly fascinating. While the recovery process has been grueling, it has also given me a rare, firsthand understanding of the intricate connection between the brain and the body—something most people never have to think about.

When a stroke occurs, blood flow to the brain is cut off, damaging nerves and severing their connection to various parts of the body. In my case, I lost control of most of my left side. However, I was fortunate—my face, speech, vision, and cognitive function were largely unaffected. Even more encouraging, my doctors reassured me that I had the potential for full recovery since I could still move my fingers and toes. What they didn’t immediately share, though, was just how difficult that journey would be.

After months of intense physical therapy and relentless effort, I have regained control of most of my muscles. Just last week, I celebrated a significant milestone—full range of motion in my shoulder. Walking, however, remains a work in progress. I can do it, but let’s just say I won’t be winning any style points.

This experience has given me a deep appreciation for something most of us take for granted: the brain-muscle connection. Under normal circumstances, our muscles simply do what they’re supposed to without conscious thought. A stroke doesn’t damage the muscles themselves but disrupts the neural networks that control them. Recovery, therefore, isn’t about healing muscles; it’s about retraining the brain to find new pathways through endless, repetitive exercises.

Army of cartoon robots

What Does This Have to Do with Robotics?

We all know the robots are coming. Many of us have chuckled at videos of Tesla’s Optimus robot tripping down a hill. Skeptics argue that humanoid robots are still decades away from being truly useful, but my stroke recovery has given me a fresh perspective—I now firmly believe they’re coming much sooner than we think.

Why? Because AI learning mirrors stroke recovery in many ways. Just as my brain must repeatedly attempt movements to forge new neural pathways, AI systems refine their capabilities through repetition. The more they practice, the smarter and more autonomous they become, adapting to new tasks without explicit reprogramming. We’ve already seen remarkable advancements in autonomous driving—Tesla’s latest Full Self-Driving (FSD) version 13.2 shows just how close we are to full autonomy.

The Impending Disruption in Homebuilding

It doesn’t take much imagination to picture robots swinging hammers on job sites. But what will push the homebuilding industry toward this reality? Tariffs? Immigration reform? The growing need for affordable housing? The catalyst may not be clear yet, but one thing is certain: innovation is essential for reducing construction costs and ensuring builders can continue to thrive.

Remember Katerra? In 2015, it looked like this technology-driven, off-site construction company would revolutionize the industry. But despite massive funding, the company ultimately collapsed in 2021 due to a combination of overspending, the pandemic, and lender failures. However, Katerra was just the tip of the iceberg. Since then, AI has advanced at an exponential pace, and robotics is poised to play a crucial role in the next wave of construction innovation.

Are We Ready for What’s Next?

Probably not. Most industries are slow to embrace disruption, and homebuilding is no exception. But the shift is inevitable. That’s why homebuilders and trade contractors need to start preparing now—adapting to new technologies and finding ways to integrate AI and robotics into their processes before they get left behind.

At Outhouse.net, we’ve always been at the forefront of innovation. From launching our first interactive floor plan over 20 years ago to developing interactive site maps, kiosks, animations, virtual tours, and visualizers, we’ve continually pushed the boundaries of what’s possible in digital marketing technology. And we’re not stopping anytime soon. We, too, understand the need to stay ahead of the curve.

The future is coming fast—are you ready?

The Power of Consistency: What Won’t Change in the Next Decade?

October 1, 2024
By admin-outhouse

In an era marked by rapid technological advancements and constant change, it’s easy to get caught up in predicting the future. Jeff Bezos once said, “I very frequently get the question: ‘What’s going to change in the next 10 years?’… I almost never get the question: ‘What’s not going to change in the next 10 years?’ And I submit to you that that second question is the more important of the two.” This insight highlights the critical importance of focusing on the constants that underpin lasting success.

One need look no further than to Katerra, the now defunct technology-driven off-site construction company founded in 2015.  Katerra seemingly held so much promise for streamlining the construction process.  Its demise ultimately came down to not-so-great management, but another contributor was lack of enthusiasm by the home building industry to make a major shift in construction methods.  Who knows, with AI coming into play we may see change in the next 10 years, but that won’t happen unless home builders and homebuyers begin to look at housing in a new light.  A house is one of the few things that is still entirely handmade here in America, and therefore a career choice and point of pride for many.

Image by Katerra Group courtesy of LinkedIn

The Foundation of Enduring Success

Success isn’t just about anticipating the next big trend or technological breakthrough; it’s equally about understanding and leveraging the fundamental principles that remain stable over time. These enduring elements form the bedrock of resilient and adaptable strategies.

Institutional Knowledge: The Unchanging Asset

One such constant is the value of institutional knowledge. This encompasses the collective expertise, experiences, and insights accumulated within an organization over time. Institutional knowledge is a critical asset that, when effectively harnessed, can guide decision-making, foster innovation, and provide a competitive edge.

Like any other industry, decision makers in home building often change roles, move to another company, or retire at some point.  New people coming onboard often have “new” ideas.  Sometimes the ideas are truly innovative, but often they have already been explored.  Whether it be in new home marketing, construction, or sales, this is where institutional knowledge is beneficial.  Long term employees and adequate documentation prevent companies from spinning their wheels, keeping them on the road to progress.

Unlike fleeting trends, institutional knowledge represents the enduring wisdom that an organization has built. It includes documented processes, historical data, and the nuanced understanding of market dynamics that only comes with experience. Preserving and utilizing this knowledge ensures continuity and stability, even as external conditions change.

Resilience: The Human Element

Another unchanging element is the human capacity for resilience. As Bezos emphasized, the ability to endure and adapt is crucial. This resilience is not just about weathering storms but thriving amid them. It involves cultivating a mindset that embraces challenges, learns from failures, and remains flexible in the face of uncertainty.

Will anyone ever forget 2020?  Builders moved their offices home, stopped construction for a short while, retooled their product, then charged ahead constructing new homes as the housing market boomed!  The ability of home builders to quickly pivot in 2020, and subsequent years as housing needs rapidly change, is a shining example of resilience.    

Building a resilient organization means fostering a culture where employees are encouraged to innovate, take risks, and learn continuously. This adaptability allows an organization to pivot and respond effectively to new opportunities and threats, ensuring long-term success.

The Intersection of Technology and Human Insight

While technology continues to evolve, the intersection of advanced tools with human insight remains a constant driver of innovation. Technologies like artificial intelligence and machine learning can process vast amounts of data and generate actionable insights. However, the interpretation and application of these insights still rely heavily on human expertise and intuition.

Check out this article from Denim Marketing about “Buy Now” buttons in home building!

With the rapid advance of technologies, builders have been exploring the potential of selling homes online with the click of a button.  Unlike most other products, there are many hurdles to clear when it comes to buying/selling a home.  Securing funding, credit checks, title searches, home inspections, appraisals, additional credit checks, construction and loan delays, pages of documents to sign, and last-minute snafus all come into play making human expertise essential – at least for the foreseeable future.   

Organizations that successfully integrate technological advancements with institutional knowledge and human resilience create a powerful synergy. This combination enables them to navigate complexities, anticipate changes, and maintain a strategic advantage.

Practical Strategies for Leveraging Constants

1. Document and Share Knowledge:

   – Create robust systems for documenting processes, best practices, and lessons learned.

   – Encourage knowledge sharing across departments to foster a collaborative environment.

2. Invest in Employee Development:

   – Provide continuous learning opportunities to help employees adapt to new technologies and methodologies.

   – Cultivate a growth mindset that values resilience and innovation.

3. Balance Technology with Human Insight:

   – Leverage AI and data analytics to enhance decision-making processes.

   – Ensure that human expertise guides the interpretation and application of technological insights.

4. Foster a Culture of Adaptability:

   – Encourage experimentation and risk-taking within a supportive framework.

   – Recognize and reward resilience and innovative thinking.

The Future of Stability

As we look to the next decade, the challenge lies not just in predicting change but in identifying and leveraging the elements that will remain constant. By focusing on institutional knowledge, human resilience, and the balance between technology and human insight, organizations can build a foundation for enduring success.

While the specifics of the future may be uncertain, the principles that drive success remain steadfast. By understanding and harnessing these constants, organizations can navigate the complexities of change and emerge stronger, more resilient, and better prepared for whatever the future holds.

Written by Jim Sorgatz and Tabitha Warren

Growing Sales With OpenHouse.ai – a Case Study with Trico Homes

March 28, 2025
By Outhouse Partner

What Does OpenHouse.ai Offer?

At OpenHouse.ai, we believe that it is essential for growth and success within the homebuilding industry to understand a homebuyer’s stage of life, motivation, and needs. Therefore, we offer homebuilders a data-driven marketing solution to connect with homebuyers and maximize the opportunity for sales.

Graph showing OpenHouse.ai rate for online visitors to lead conversion across all clients growing from 0.85% to 1.24% from February 2020 to August 2020.

Our platform uses data science and artificial intelligence to offer both an insights dashboard and an engagement platform. The engagement platform tracks a customer’s real-time behavioral patterns to predict the likelihood of purchase, and amenity, location, and price preferences. With this understanding, our system updates inventory search results and creates recommendations for each unique website visitor in real time. This allows homebuilders to put their best foot—or maybe we should say floorplan—forward, for each customer. Our platform also offers a comprehensive analytic insight dashboard, which provides a birds-eye view of homebuilder’s customers and operations. We pair the real-time behavioral data gathered from the engagement platform with changing market trends, to provide the most up to date and relevant insights into a homebuilder’s customers and communities. Builders can leverage our platform to optimize marketing spend, increase lead conversion, improve operational planning and promote data-driven sales and marketing procedures.

Trico Homes – A Lead Nurturing Case Study

Beautiful white kitchen with island n Trico Home.

BACKGROUND

In 1992, Wayne Chiu founded Trico Homes in Calgary, Alberta with the commitment of being a different kind of homebuilding company; one with an extra degree of care to create the best place to live for every individual at every life stage. Trico’s communities have now expanded into Cochrane, Airdrie, Chestermere and Okotoks bringing their quality designs, craftsmanship and customer care to each and every project. Trico Homes continues to show the utmost commitment to improving the homebuilding industry, the city of Calgary, and the homebuying experience. 

CHALLENGE

Trico Homes was in search of a solution to further improve the homebuyer’s web experience, while simultaneously bringing in more potential customers to Trico’s show homes. As 51% of people buy homes they found online, it is essential for Trico, and other homebuilders, to optimize the online experience. Trico in particular needed a new tactic to educate and nurture customers earlier in the homebuying process. 

Homebuilders alike also face the challenge of making high impact decisions on a daily basis, from floor plan selection to land development, solely based on intuition. Trico wanted to ensure confident decision making through the use of data and needed a technological platform that empowers data-driven decisions within homebuilding.

SOLUTION

Trico Homes embraced OpenHouse.ai’s data-driven approach of using adaptable experiences, nudges and a host of other tools to help homebuyers find what they want, faster. OpenHouse.ai’s platform provides the capability of directing prospective buyers to the most relevant products in real time. The user-friendly dashboard uses descriptive, diagnostic, predictive and prescriptive analytics, ultimately helping Trico better understand their homebuyers and provide a scalable customer experience.  

  • Accurately target buyers through improved segmentation using advanced analytics
  • Produce community specific campaigns to increase conversions 
  • Select the optimal product and floor plan designs for each segment based on geographic, demographic and community data
  • Focus on nurturing leads and, overtime converting these prospects to leads
  • Utilize OpenHouse.ai’s dashboards as the hub for all data analytics to provide powerful insights to understand customers needs and the changing market
  • Create an optimized and personalized website experience for online shoppers

RESULTS

  • 45% increase in organic search traffic
  • 41% increase in direct search
  • Increase of over 4 additional homes sold
  • 41% reduction in marketing spend 
  • Contact to conversion rate increased by 29% with no additional training to sales staff
  • 18% reduction in cost/lead
  • 18% increase in foot traffic 

CLOSING THOUGHTS

OpenHouse.ai’s marketing platform ultimately empowered Trico Homes to utilize data and technology to drive high impact decision-making within homebuilding. OpenHouse.ai’s technology enabled Trico to provide a personalized experience from website to sales center; as Trico’s website now learns and grows with every interaction, ultimately narrowing down homebuyers search to homes in the price range, style and community they want. Through utilizing AI-technology, Trico is able to better nurture and educate their leads and offer them a superior home shopping experience in the digital space.

Trico’s improved lead nurturing is also recognized in the acceleration of their sales process. As the integration of OpenHouse.ai’s technology drives more qualified buyers and a higher volume of foot-traffic to their show homes, Trico has seen an additional 4 homes sold per month compared to their previous monthly forecasts.

The adoption of OpenHouse.ai’s technology has ultimately improved the homebuying experience, shortened the sale cycle and enabled data-driven decision-making. OpenHouse.ai’s platform provides robust dashboards that serve as the hub for all of Trico’s data, providing powerful and meaningful insights to drive these informed business decisions. OpenHouse.ai’s technology delivers dynamic analytics and detailed demographics to ensure Trico and their marketing team are effectively and accurately understanding their customer segment and market. The integration of OpenHouse.ai’s technology has created lasting value for Trico Homes, ultimately advancing their marketing function and driving sales while simultaneously improving the homebuying experience for each of their valued clients.

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