digital marketing tools

Know Your Homebuyer Audience

October 1, 2024
By Jim Sorgatz

Are you surprised by the new home construction trends in your own city?

Guess which house is the newbie?!

Having been in the industry for nearly 30 years, it is not often that I am surprised by trends in new home construction. The goal is to sell to anyone who financially qualifies. And, in these times of elevated interest rates and home prices the buzz is all about affordability, which typically translates to smaller homes. So, I am shocked to see the newest homes being built in my “affordable” neighborhood are 50%+ larger and significantly more expensive than my home that was built in the fall of 2022. The families shopping for homes right now are, apparently, looking for space, and have the means to afford a bigger house. And I guess that makes sense. Although there genuine efforts by cities and builders to create affordable housing, with a median price of $430,000 nationally per realtor.com, there really aren’t many homes that are affordable right now for first-time homebuyers. This hammers home the importance of knowing your core audience, building for them, and marketing to them appropriately.

There are many builders who do this well and adapt to the changing environment. One example is Arizona based Meritage Homes whose mission today is, “To design and build homes that are innovative, built with care and superior craftsmanship, which deliver enduring value.” Contrast that with their mission a couple years back, “To build move-in-ready affordable homes for entry-level and first move-up buyers,” and you can see the evolution to better reflect the current new home market.

How can you be sure you are targeting the right audience? Begin with a review of your overall marketing strategy. Do your website, sales offices, and print marketing appeal to the potential buyers you are attempting to attract? Although first-time and luxury home buyers are both seeking out their dream homes, the marketing for these two distinct groups looks very different. This is where consultation with marketing experts like Denim Marketing, Blue Tangerine, Adlanta Creative, and Bokka Group to name a few, can be highly beneficial.

Next, review your digital marketing tools, and upgrade them if necessary. If you are still using static floorplans and stick renderings, think again. Interactive floor plans, renderings, virtual tours, animations, and visualizers all play an integral role in engaging homebuyers and selling homes.

Interactive Floor Plans (IFPs) have universal appeal, and every builder website should feature them. Buyers of all demographics love to select structural options and customize their living spaces with the interactive furniture planner.

Outhouse’s new colorized Interactive Floor Plan

Quality renderings are essential for all builders as well. Black and white stick drawings are never a good option, even for the simplest of homes. Standard 3D (Outhouse Bronze and Silver) renderings are perfectly acceptable for homes at lower price points. For move-up and luxury homes, you will want to implement 3D photoreal renderings (Outhouse Gold). Luxury and custom builders may want to opt for Platinum renderings that can be further enhanced and customized.

Should your budget for digital marketing tools be a bit larger, investing in animations and virtual tours pays off in two significant ways. First, they enable homebuyers to digitally explore your homes from anywhere. Second, both are available at a fraction of the cost of constructing a model home. Your target buyer should be the top consideration when choosing which format to offer. Younger buyers prefer user-controlled virtual tours. Buyers over 50 typically gravitate towards video format animations.

Visualizer’s allow home buyers to customize interiors and exteriors

Another online tool appealing to home buyers at all price points is the Visualizer. With both interior and exterior versions available, buyers can mix and match colors and finishes to achieve the desired look and feel. The visualization process is so much easier than making selections for an entire house based on one-inch paint chips and tiny floor, counter, and cabinet samples. It also removes some of the pressure and stress from the design center visit.

Here are a couple more ideas to help you connect with your appropriate audience:

Elevate your brand with distinguished print marketing. Consider the hotel industry when investing in print—the swankier the property, the more excellent the print collateral. The manager of the high-end hotel presents you with a “folio” at checkout, not simply hands or emails you a bill. Although print appeals greatly to buyers in the luxury home market, even younger homebuyers like to walk away from the sales center with a brochure featuring their preferred floor plan and elevations at a minimum. In today’s digital world, people still appreciate a tangible marketing piece when making one of their biggest life purchases. Why not present them with something sophisticated or fun, and memorable?

A great print piece makes a lasting impression!

Today, the most progressive builders are transforming their websites with artificial intelligence (AI) to better understand and target their audience. Like that provided by openhouse.ai, AI offers home buyers a personalized shopping experience and predicts where your unique market is going with more accuracy.

So take some time during this evolving housing market to understand your homebuyer and determine if your current marketing strategy is meeting their needs. If not, consider working with online marketing experts to determine which digital and on-site tools will move the needle most with your target audience to increase your new home sales.

What a Move to Small Town America Taught Me About the Marketing Potential of Small Volume Builders

October 1, 2024
By Jim Sorgatz

a caboose in snow hosing the Railway Cafe — *Railway Cafe. One of the first places you see when you enter downtown Blaine.*

When my spouse and I decided to leave the hustle and bustle of Phoenix, Arizona and head to the Pacific Northwest, we were pretty clueless about where exactly we wanted to settle down. It was a couple of our long-time friends who suggested we check out Bellingham, WA, a city of around 100,000 people that I knew absolutely nothing about. This city, tucked away in the northwestern corner of Washington State, is primarily known for its vibrant brewery scene and its closeness to Vancouver, BC. I found the idea intriguing, especially since our friends had also moved here from a big city and were loving every moment of it. My main concern was whether I’d miss the conveniences I’d gotten used to during my 45 years in a bustling metropolis.

Soon enough, I realized that Bellingham has a surprising cosmopolitan flair for a city of its size. This is partly due to its proximity to Canada and the presence of Western Washington University, both of which add a certain liveliness to the place. Bellingham has quite a lot going for it, including a multiplex movie theater, Costco, Target, Trader Joe’s, Whole Foods, Home Depot, Lowe’s, Macy’s, Dick’s Sporting Goods, a decent dining scene, and an impressive farmers market. This makes it feel much bigger than many cities of similar size. The only thing missing from Phoenix is Sprouts! The stunning ocean views and the abundance of nature sealed the deal. Or so I thought!

two small dogs, one tan and one white in front of a Canadian obelisk sign — *My pups walking across the US/Canadian border in Peace Arch State Park.*

As fate would have it, we ultimately fell head over heels for Blaine, a cozy town of just 6,000 people located a mere 18 miles further north, right on the Canadian border; and that is where we settled. Was it a culture shock? Absolutely, but when you’re used to driving in Phoenix, a 20-minute commute to the “big city” is a walk in the park. We chose this area because of its breathtaking surroundings and a home in a neighborhood that stole our hearts. Blaine is nestled around Drayton Harbor and is adjacent to Birch Bay, both of which are absolutely unique. Every time I make the drive between the two, I can’t help but appreciate how fortunate we are to live in this picturesque seaside community.

a loaf of chive dill pickle sourdough bread — *Anna’s Sourdough Bread which comes in some interesting flavors!*

Despite not having all the amenities of a big city, Blaine has its own charm that makes it an amazing place to live. We’ve got L & L Bakery with some of the most scrumptious cakes and macaroons you’ll ever taste, Anna’s Bread that comes in the most unusual flavors (Dill Pickle or Taco Tuesday anyone?), and The Vault Wine Bar with a wine list that rivals most big-city fine-dining establishments. There’s even a trendy speakeasy that recently opened in the lower level of the 1890 Taphouse. The Semiahmoo Resort is located on a picturesque spit reaching out into the bay. And then there’s the Railway Cafe, housed inside a caboose, which is one of the cutest and most meticulously designed spots I’ve ever seen. Adding to Blaine’s uniqueness is Peace Arch State Park, the only park in the country where you can stroll freely between two countries, Canada and the USA. And remember, we’re just a short 20-minute drive away from all those big-city conveniences in Bellingham, and 30 minutes to Vancouver B.C.

a walkway of paves in front of boats in a harbor — *Blaine Harbor.*

Now, you might be wondering, what does all of this have to do with home building? Well, the lesson here is that you can be a small builder and still pack a punch. For starters, smaller builders often have more control over the quality of their homes. The biggest challenge I see for both small and some larger builders is in the online sales and marketing department. It mainly boils down to a lack of staff and the misconception that having a comprehensive digital marketing strategy is prohibitively expensive. This is where it really pays to seek help from the experts.

Did you know that for as little as $2,700, plus subscription fees, you can have a top-notch digital marketing firm like Blue Tangerine design and manage a professional, high-performing website for you? It’s a website that seamlessly integrates Search Engine Optimization (SEO) tools and comes with ongoing support. Since your website is frequently the first point of contact for potential buyers, investing in one that’s done right and generates leads is crucial. As Greg Bray, President of Blue Tangerine, puts it, “A website visitor’s first goal is to eliminate you! A cluttered website with too much information and a lack of focus can easily turn them away.” Never underestimate the power of your website when it comes to selling new homes.

bar with a rack of bottles wall in front of a wall of windows — *Packers Bar at the Semiahmoo Resort.*

While you’re upgrading your website, don’t forget to incorporate digital marketing tools like interactive floor plans, site maps, 3D photorealistic renderings, virtual tours, and visualizers. These are engagement tools that bigger builders already have on their websites. The good news is that these assets don’t have to break the bank. Interactive floor plans from Outhouse, LLC, the most robust in the industry, start at just $285 per plan. Virtual tours of pre-built homes kick off at $2,800. Compare that to the cost of constructing a physical model, and virtual tours and visualizers become a no-brainer.

In today’s digital age, with homebuyers doing most of their research online, another tool that larger builders use is AI chatbots, such as those provided by AtasRTX, or human-powered live chat services from providers like CommVersion. You don’t necessarily need to hire additional sales personnel to answer homebuyer questions around the clock. As more and more buyers turn to the internet to purchase homes, having an exceptional Online Sales Counselor (OSC) is crucial. To ensure success, you might want to consider training from a consultant like Blue Gypsy, Inc., or outsourcing the role of OSC entirely to a provider like Shared Drive.

old stone bridge over a stream — *Whatcom Falls Bridge in Bellingham.*

The bottom line is this: being a smaller builder with a limited budget doesn’t mean you have to settle for an inferior online marketing program. If you prioritize digital marketing and invest a bit upfront, you’ll likely recoup the costs with the sale of just one or two homes. With the rapid advancements in artificial intelligence, it’s essential to bring your website and online marketing tools into the digital age if you want to thrive in the world of new home sales.

horse pulling carriage down street in a small town — Carriage rides at Blain’s downtown holiday celebration.

New Home Sales Centers Take Center Stage

October 1, 2024
By Jim Sorgatz

Even Smaller Builders Can Have a Top-Notch Sales Office

With the slowdown in residential sales, home builders across the nation are investing in new home sales centers, or model home centers, to showcase their houses and communities. Sales centers are a great vehicle to draw homebuyers in and highlight all your homes offer. Large public builders may opt for elaborate buildouts with cabinets, multiple touch screens, and monitors, especially in larger communities. On the other hand, many small or mid-size builders may ask what it takes to install a sales center. With some creativity and an eye for design, even the smallest production builders can set up an effective sales center in the garage of a model home.

Come on in and explore. Simple furnishings, large framed panels, a touchscreen display, and an acrylic logo create an inviting, sophisticated room for the K. Hovnanian Looks sales center.

A great place to start is with signage experts like Outhouse. With experience in top-of-the-line installations for some of the most prominent builders and scaled-down designs for smaller companies, we can offer suggestions and advice on model home centers to fit any budget. Large framed panels that tell a story create emotional connections and are cost-effective. A large acrylic logo on the wall and smaller directional signs and nameplates give the room a polished look. A wrap covering an entire wall packs a punch and creates a memorable wow factor.

Large format print. A wrap with the image of motorcycle racers covering two walls in a garage. — *An inspirational wall wrap in a private garage. Imagine one like this in your sales center!*

The key to a thriving sales center is excellent storytelling and uniformity of the design elements. With this goal in mind, builders sometimes combine their sales center with a design center bringing in additional warmth and visual appeal.

A wall wrap with the image of a boy capturing a firefly in a jar. An acrylic panel with text overlays a portion of the wrap. — *Starlight Homes sales centers may have a new look these days, but this is still one of our favorite iterations. Storytelling at its finest.*

In today’s digital age, an interactive kiosk is a must. Essentially a mini-website, interactive kiosks integrate your digital marketing tools in a single app for easy use onsite at the sales center. Responsive, device-agnostic kiosks like those provided by Outhouse integrate point-of-interest maps, interactive site plans, interactive floor plans, interior and exterior visualizers, virtual tours, and animations for a seamless home-buying experience. They engage homebuyers and can be installed on any device. Even something as small as a tablet becomes a powerful sales tool. Imagine buyers customizing their home through an interactive floor plan while touring your models.

The home page of an interactive kiosk produced by Outhouse. Buttons along the side link to a Welcome page, Point of Interest map, interactive site plan, and interactive floor plans. — The Outhouse Interactive Kiosk with links to a welcome page, point of interest map, interactive site plan, and interactive floor plans. Buttons can be customized to include virtual tours, interior and exterior visualizers, or whatever else you’d like.

With a more significant budget, consider installing large touchscreen monitors to elevate the impact. Visitors to your sales center will feel like they are in a sci-fi movie as they whiz around maps, floor and site plans, house renderings, virtual tours, and more, all on a grand scale. Hang a monitor on the wall or install it in a custom cabinet or table for a more sophisticated look. Creative License International and the Temeka Group are a couple of companies that build custom furniture for sales and design centers.

Cachet Homes Arizona sales center. The complete package in a compact space. Wall mounted acrylic panels, touchscreen monitors featuring an interactive kiosk, and print collateral engage the senses.

The final element of a thriving sales center is print marketing. Although some digital marketing agencies may lead you to believe that print is no longer a viable marketing tool, statistics show otherwise:

Infographic with images representing print marketing statistics which are listed below the graphic.

95% of people under 25 years old read magazines (Top Media Advertising).
82% of consumers trust print ads the most when making a purchase decision (Burstein).
Combining print and digital ads makes online campaigns 400% more effective (Top Media Advertising).
Print drives higher levels of brand recall vs. digital (77% vs. 46%) (Newsworks).

Think about it. We go to trade shows and expos like the International Builders Show, Pacific Coast Builders Conference, Southwest Builders Show, Southeast Building Conference, and more for human connection. We meet with business associates, physically test new products, and pick up many samples, catalogs, and marketing brochures along the way. When we get home, we review those brochures in detail as part of our decision-making process. Print still plays an integral role in marketing.

A print brochure for Capital West Homes in Arizona featuring a cover with photos of a family, community landscape, and house renderings and floor plans inside. — *Print brochure with house renderings and floorplans for Capital West Homes in Arizona. The perfect takeaway for model home center visitors.*

Outhouse installs sales centers/model home centers and provides print marketing for home builders across the nation. If you’re ready to install your sales center and would like a quote on signage, interactive kiosks, touchscreen monitors, and print collateral, contact us at info@outhouse.net. If you are unsure where to start, call the Outhouse experts at (602) 371-4394. We are here to help and can guide you in the right direction based on your design requirements and budget.