Although technology and data in your marketing mix was once a novelty, the transition towards digital has made these resources a necessity to excel in the given market. The concept of “Martech” is exactly this- the blending of marketing and technology to achieve high-level objectives and goals within your marketing function. Although the homebuilding industry may be slower to adopt new technology, the increasing need for accessible information is fueling this transition to digital. Homebuyers demand more visibility of information online, resulting in homebuilders utilizing technologies such as self-guided tours and interactive floor plans. Simultaneously, builders are also recognizing the need for more scalable, data-driven methods of gathering and storing customer information resulting in the use of a Customer Resource Manager (CRM) system.
At OpenHouse.ai, we are passionate about the digital revolution taking place within the homebuilding industry; and as an AI-powered marketing platform, we are excited about the use of Martech for homebuilders. In this blog post, we are going to share 5 marketing technologies that will elevate your business while also providing a more optimized and personalized home buying experience for each and every one of your clients.
1) Customer Relationship Management (CRM) Platform
A CRM system is critical in order for your organization to grow as this platform collects, organizes and manages all of your customer-related information. This technology allows you to track the buyer’s journey for every lead and for each customer you interact with. Builders in particular face difficulty consistently converting leads into homebuyers, thus presenting the need for an industry specific CRM.
Lasso is a CRM software custom-built to make it easier to capture, nurture, and convert more prospects to purchasers. Lasso empowers builders to capture, target and communicate with every lead right from the initial interest, through to move-in. CRMs like Lasso are a necessity for organizing and streamlining communications with your clients to ensure each lead is nurtured, resulting in more conversions and ultimately more homes sold.
2) A Tag Manager – Google
As the world has shifted more digital, so have the ways that marketers are advertising to prospective clients. If your business is running digital ads on platforms such as LinkedIn, Facebook, or on Google Ads, a tag manager helps to keep all your data sources organized within your website. Tags are snippets of code that get integrated into the backend of your website that allow platforms like Facebook, LinkedIn, or Google to analyze conversion rates, demographic information, or the path customers are taking on your website. Rather than adding a piece of code from every platform you are using into your website’s backend, Google Tag Manager allows you to manage your tags in one place while simultaneously combining all those individual snippets of code into one. This is an absolute dream for your website developer! Above that, as you get more comfortable with the platform, it also allows you to more accurately analyze the performance of your website.
The use of a tag manager, such as Google Tag Manager, will elevate your marketing function while also increasing efficiency and precision. The use of tags will vastly improve your analytics, resulting in high-quality reports and a more accurate understanding of your customers and online advertising. Data is power, and it’s time for homebuilders and their marketing teams to harness the potential of these meaningful insights.
3) AI-Powered Marketing Platform – OpenHouse.ai
OpenHouse.ai provides an AI-driven solution that empowers homebuilders to have a deeper understanding of their customer’s needs, wants and motivations, ultimately increasing the opportunity for sales. OpenHouse.ai’s technology helps you to select the optimal designs and floor plans to best serve your clients by utilizing web traffic heat maps, integrated demographics, product and community breakdowns and consumer behavioral patterns. Through utilizing real-time customer data in combination with census data, OpenHouse.ai empowers you to better understand your customer and optimize their homebuying experience. This technology nurtures your leads in order to drive more qualified buyers and a higher volume of foot traffic to your sales centers by using adaptable experiences, nudges, recommendations and a host of other tools.
Ultimately, this powerful marketing platform optimizes both the user experience on the front end of your existing website, while the AI technology is constantly learning and adapting via the back end of your site. OpenHouse.ai is revolutionizing the homebuilding industry by utilizing AI-powered technology and sophisticated analytics to empower homebuilders to make data-driven business decisions in real time.4) Marketing Automation Software – Autopilot
This technology eliminates a great deal of the guesswork involved in the marketing function, as the automation software allows you to capture and convert new leads form your website, and nurture them through personalized messaging. Autopilot’s software helps to automate tasks like educating new subscribers, assigning leads or booking appointments, which allows you and your marketing team to focus on high-level initiatives rather than redundant tasks.
The most powerful component of this technology is the automated customer journey, which allows you to integrate with hundreds of popular applications to ensure you have the most dynamic and powerful marketing stack. Buying a home is arguably the most strenuous, emotional and complicated purchase any individual will make. This means the buyer journey is intricate and complex, making automated customer journeys an invaluable investment for homebuilders.
5) Interactive Floor Plans – OutHouse
Interactive floor plans (IFP) enable homebuilders to showcase home designs and floor plans that will best fit the needs and wants of each homebuyer. This technology presents itself as a valued tool for marketers that fosters an emotional connection between buyer and their future home. Homebuilders that are integrating IFPs into their website will increase engagement, likelihood of purchase and ultimately nurture the emotional connection between buyers and their future home much earlier.
Outhouse is a powerful technology provider that offers interactive floor plans and site maps, exterior elevation renderings, interior home renderings, as well as virtual tours. As the home shopping experience has significantly shifted into the digital space, these pieces of marketing content will elevate the online experience for homebuyers and keep your organization top of mind when looking to purchase their new home.
The integration of technology into your marketing function is ultimately unavoidable. As home shopping has transitioned into the digital space, homebuilders must optimize their website, gather and track customer data, and leverage their online presence. Luckily, the constantly evolving world of martech supports all of these endeavors and so much more. Revolutionary marketing technologies, such as the 5 listed above, are empowering homebuilders to utilize data, information and technology to create a superior homebuying experience.
At OpenHouse.ai we believe that technology has the ability to empower timely and informed decision making for homebuilders and homebuyers. It is our vision to redefine the real estate industry and make it more accountable and accessible through the use of AI-driven technology. Are you ready to embrace the digital transformation of your marketing function?
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– The OpenHouse.ai Team