visualizers

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.

Optimizing the Design-Market-Sell Continuum: Tips for Home Builders – Part 2

March 28, 2025
By Jim Sorgatz

In the dynamic world of homebuilding, a term that often echoes through the corridors of innovation is “value engineering.” Investopedia defines it as a strategic method aimed at delivering essential project functions at the minimum possible cost. This approach champions swapping out materials and methods for more cost-effective alternatives while maintaining the integrity of functionality—and, we’d argue, quality, too.

At Outhouse, this principle is at the heart of our Design-Market-Sell methodology. Our suite of services—from drafting to visual aids and digital innovations to print solutions—caters to builders across the spectrum. Yet production home builders crafting anywhere from 30 to 3,000 homes annually, stand to gain the most from our holistic approach. By integrating our seasoned Computer-Aided Design (CAD) expertise, builders can forego the hefty expense of maintaining an in-house drafting team. As our CAD wizards work their magic, our graphics and rendering teams get cracking on interactive floor plans, site maps, virtual tours, and much more, paving the way for a seamless transition to print media and sales office displays. This cohesive strategy not only accelerates your market entry but does so with significant cost efficiency. And therein lies the secret to mastering the Design-Market-Sell continuum.

In the first chapter of this series, we unpacked the foundational tools every builder needs to design, market, and sell new homes. Now, let’s dive into the digital realm that captivates homebuyers and enriches their purchasing journey.

Crafting Emotional Connections: The Power of Interactive Floor Plans and Site Maps

Outhouse has been at the forefront of Interactive Floor Plans (IFPs) and Interactive Site Maps (ISMs) for over two decades, boasting a portfolio that’s as robust as it is innovative. Optimized for mobile use, these tools work like a dream on any device, aligning perfectly with the preferences of over 70% of today’s homebuyers.

Erin Kearney, VP of National Accounts

Erin Kearney, our VP of National Accounts, emphasizes the importance of understanding buyer needs and adopting a personalized sales narrative. The ability to swiftly capture and analyze consumer preferences sets a builder apart in a market brimming with competition. IFPs and ISMs are more than mere marketing gimmicks; they are bridges to potential buyers’ hearts and minds, allowing them to visualize and tailor their future homes. This emotional engagement is akin to the bond formed during a car’s test drive, transforming a potential purchase of “your house” into “my home.”

Moreover, ISMs offer a comprehensive view of available lots, linking directly to elevations, IFPs, virtual tours, and more, thus streamlining the journey from lot selection to home customization.

Marrying market insights with interactive tools is critical to truly excel in sales. These technologies elevate customer interaction and deepen the emotional bond with their future homes, positioning builders as pioneers in their field.

Sketch of Marilyn Monroe against a wood plank backdrop with the words, "Helpful Tips - Interactive"

Maximizing Engagement with IFPs and ISMs

Success with IFPs and ISMs hinges on precise construction documents and strategic website placement. Marcy Smith, our incredibly talented but media-averse Graphic Department Production Manager, shares invaluable tips for optimizing these tools:

Ensure clarity and accuracy in your CAD files before engaging with a digital tools provider. Autodesk offers a free ‘DWG TrueView’ for this purpose.
Incorporate a PDF version of your CAD files for ease of reference.
For IFP projects, detailed CAD files minimize back-and-forth, saving time and resources.
Clearly delineate desired lots for ISMs, especially in master-planned communities, to avoid unnecessary costs.
The placement of these tools on the website is crucial; they should be prominently displayed for easy access by potential buyers, enhancing engagement and site retention.

Outhouse partner Stuart Platt

Virtual Reality: The Frontier of Digital Engagement

Virtual Reality (VR) stands as the latest marvel in digital homebuilding tools, offering virtual tours, animations, and visualizers that transport the model home experience to buyers worldwide. Stuart Platt, an Outhouse partner, advises:

For interior VR projects, consider selecting from Outhouse’s extensive library of interior designs to save on costs, unless custom designs are necessary.
Utilize color and material visualizers to give buyers a comprehensive view of their customization options, though it’s wise to limit exterior color schemes to maintain community aesthetics.

As a quick VR refresher: Virtual Tours are user-controlled tours – buyers click from room to room. Animations are essentially a video tour. And, Visualizers are customization tools that allow buyers to select options, colors, and finishes whether it be interior cabinets and countertops, or exterior roofing, stone, and siding.

In Summary

The key to optimizing the design-market-sell continuum is to work with a sole provider like Outhouse – the outsource hub for home builders. Whether launching a new community or seeking innovative cost-saving strategies, Outhouse is here to guide you through optimizing your design, market, and sell process. Reach out today to explore how we can transform your homebuilding journey.

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.

The Importance of a Digital Marketing Ecosystem: A Lesson from Tesla

March 28, 2025
By Jim Sorgatz

When you think of leaders in the electrical vehicle movement, I believe even the Elon haters would have to give props to Tesla. They have moved into a position of power that is rare. One of the chief reasons for this is their self-contained ecosystem. From batteries to auto parts to charging stations and software, Tesla is in control. There is little that is outsourced.

This streamlined approach makes them significantly more profitable than other auto manufacturers. They also have one of the most powerful computer systems in the world, enabling drivers to control everything from a sleek touchscreen. Tesla also gathers data from their vehicles. Paired with AI, the data from every mile driven gives them the lead in autonomous driving. No one knows when robo taxis will make their grand entrance, but the probability of it happening in my lifetime is exciting!

*_{Tesla Touchscreen Controls Adobe Stock}*

The Ecosystem

What does all this have to do with homebuilder sales and marketing, you ask? It all comes down to the ecosystem. While some builders use individual vendors for renderings, interactive floor plans, print materials, etc., savvy builders understand the benefits of working with a full-service provider like Outhouse. In addition to digital marketing assets like interactive floor plans (IFPs), interactive site plans (ISPs), renderings, virtual tours, visualizers, animations, and digital kiosks, we also have an in-house print and signage shop and a full-service computer-aided design (CAD) department. Clients who use all our services benefit from significant time and cost savings. When you make changes in CAD, those edits carry across our entire ecosystem.

Our “Touchscreen” – the Interactive Control Center

Like Tesla, Outhouse now has a slick “touchscreen,” our new Interactive Control Center. With the launch of this intuitive administrative back end for our interactive platform, we are setting the stage for a new future in interactive control. A few of the features include:

A new look with upgraded graphics for ease of use and improved navigation
A clean template with easy-to-see project permissions
Choice between light and dark themes, similar to our IFPs
The ability to personalize by setting your home page – perhaps a specific community or your interactive floor plan list
No more pagination. The plan list is fluid. While not a huge issue for builders with only a few IFPs, builders with dozens will appreciate this time-saver
Seamless movement between IFPs and ISPs in the same community. No more toggling between lists of IFPs and ISPs
Simplified self-serve reports and the ability to export data in Excel, CSV, JSON, and XML
A search box and filters to make it easy to find what you are looking for.

Also coming soon to the Control Center are a dashboard, and everyone’s favorite – widgets. Everything is designed to simplify the management of your interactive tools and data collection from potential clients.

*_{Tesla’s Super Chargers in a line Adobe Stock}*

Integration

Integration makes life easier. Ask the owners of EVs manufactured by companies other than Tesla. There’s a reason the most prominent auto manufacturers are signing contracts to access Tesla’s Supercharger network. Constructed in secret, Tesla unveiled their first six Supercharger stations in 2012. From there, they have continued building a Supercharger network nationwide. They understood the need for a strong network of Superchargers for EVs to compete with gas-fueled vehicles. Tesla also fixes and improves their cars simply by issuing a software update. Their ecosystem is fully integrated, from construction to batteries to software to charging stations.

In recent years, Outhouse has enhanced our interactive products to achieve full integration with each other. Starting with our interactive site plan, your home buyers can click on a lot to reveal renderings of the available homes. Click on a rendering, and it opens an interactive floor plan. While engaging with the IFP, home buyers can also view virtual tours and select colors and finishes with interior and exterior visualizers. All of our interactive tools can be neatly packaged into an interactive kiosk for potential homebuyers to peruse while at your sales center.

Before you start your next community, consider how your company might benefit from implementing a complete interactive ecosystem rather than just a few pieces and parts. Today’s home buyers are shopping online; your website should make it easy for them to decide your homes and communities are the right fit for their families. As the EV market grows, you may also want to consider where to place a Supercharger!

Print Marketing Sells New Homes

October 1, 2024
By Jim Sorgatz

People often ask us why a print company specializing in print for home builders is necessary. Heck, today, builders sometimes ask us if print marketing is still a valuable sales tool! The answer to both questions is a resounding “Yes!” We explain why in this post.

The Role of Print in New Home Sales

In a recent episode of the Digital Velocity P odcast, co-hosts Erik Martinez of Blue Tangerine and Tim Curtis of CohereOne talk with Alex Kupski and Jake Hoffman, co-hosts of the Millennials in Print Podcast, about the Power of Print in the Digital Age. They conclude, “The more channels you’re present on and the more channels you’re marketing to people on, ultimately, the more effective you’re going to be. Print, just like social, just like email, just like your website, just like a commercial on TV, is a channel for you to market on. It’s another arrow in the quiver. It’s another way to reach people you might not have before.”

Print marketing works best when paired with digital marketing. Digital marketing is often the most effective way to draw people in. With interactive site plans, interactive floor plans, renderings, virtual tours, visualizers, and Matterport tours, your website is arguably a home builder’s most potent marketing tool. But it is only effective for a home buyer’s few precious moments on your website. Print collateral, on the other hand, has a much longer life span. Brochures and floorplan/elevation minis often sit on a potential buyer’s countertop or table for weeks or months, a lasting reminder of your homes and communities. Not every prospect immediately purchases a home, so print is a great way to keep them focused on yours.

David Weekley Homes brochure with cactus front cover, and homes on the back

Data shows that print used in tandem with digital marketing is one of the most effective sales strategies as the two mediums strengthen and reinforce each other. A study by InfoTrends found that 66% of direct mail is opened, and 56% of consumers who respond to direct mail go online or visit a physical store. A recent article in SFGate offers some great tips to sync your print and digital marketing efforts:

Place QR codes on print materials.

Provide digital opt-ins for direct mail.

Include social media reviews and comments on print materials.

Include hashtags and calls to action on print materials.

Although digital and print marketing take different forms, They work together to engage customers and keep your brand at the top of their minds.

Why Use a Builder-Specific Printing Company?

The challenge builders face that is unique to our industry is the weekly sales cycle. From week to week, home prices may change, lot availability changes, and options may vary. The typical strip-mall printer is not equipped to automate this process. Outhouse built their business to serve a single industry – HOME BUILDING. We do all work in-house, from CAD for your construction documents to print materials for your sales centers. This allows all teams, including architectural, rendering, graphics, interactive, and print, to work in tandem. By doing so, we create accurate, up-to-date print materials that are consistent and coordinated with your digital marketing assets. Utilizing the latest technologies, we print and deliver materials on time every week, on the builder’s schedule. Challenge solved – you send us your edits, and we coordinate these changes across all platforms.

Professional Artwork Creation: Outhouse provides clients with the considerable advantage of having drafting and rendering services on-site, allowing coordination with the development of their artwork for all printed materials. This coordination offers clients superior accuracy, faster turnaround times, and lower overall costs.

Coordinated File Management: Another advantage is the ease of managing and coordinating all created artwork with professional digital file and asset management. All artwork is kept up-to-date, consistent, and coordinated between city design reviews, printed sales materials, large format displays, and interactive web products and services.

Superior Print Quality: Superior brand standard quality and consistency every time on every product is only possible with the coordination, color calibration, and production of all graphics, printing, and display under one roof. Unlike a mass-market printer like Vista Print, Outhouse is not a WYSIWYG (What You See Is What You Get) printer. We believe that good enough is never good enough, and we have the magnifying glasses to prove it! On rare occasions when colors are incorrect or print quality is not up to snuff the first time off the press, we recalibrate and rerun the job.

Builder-Specific Delivery: Unlike many industries, home building has a weekly sales cycle, and having your print delivered on time is critical. Outhouse understands this. We meet your deadlines your way on your weekly sales cycle.

Woodside Homes brochure with three homes

The bottom line is print marketing still plays an integral role in new home marketing and sales. There’s a reason the Outhouse Interactive Floor Plan has a save button. It allows prospective homebuyers to save their customized floor plans and print them out for further review.

What about younger generations? Retail Focus Magazine tells us that print is 30% more memorable than digital. This applies to all age groups. You need look no further than nightclubs which hand out leaflets advertising upcoming events, and university welcome packs to know that print still appeals to young people. The magazine also notes the best campaigns are when print and digital work alongside each other instead of trying to compete. A younger audience may be digitally savvy, but they still appreciate a well-thought-out hard copy campaign.

Although any printer can give you a halfway decent brochure, only a company like Outhouse coordinates your CAD, rendering, and interactive projects with your print materials and sales office displays. Even if our print pricing is a bit higher, you will save significantly more overall through efficiencies in coordination.