Smaller Builder Part 2: Take Advantage of Knowing Your Ground

BuilderOnLine Talks About How Smaller Builders Can Prosper

Frank Anton had another great BuilderOnLine article talking about smaller builders; you can read it here.

Gear Up Your CRM Reach!

His theme: many smaller builders survived the downturn, they've prospered and can continue to do so.

But, Anton suggests, there are 3 keys to ongoing success and smaller builders should  sharpen their focus on these critical items. Our last Solutions Blog talked about #1: Actionable Customer Service.

Maximize Being at Ground Zero!

Anton reminds: Remember that knowing the ground is a decisive factor not only in warfare but in homebuilding, as well.

Are there actionable possibilities, here, as well?  There are many but we'll focus on sales team actionables to start:

• Gear-up your CRM software with a focus on local co-op agents: Get creative, make a Taco Tuesday event in the sales center and raffle off a Margarita basket! Co-op agents in many areas are responsible for over 50% of sales traffic.
• Fine-tune your local agent reach: We've talked about demographically-focused agents (see an earlier Blog) -- they develop groups of interested home shoppers that are always available. Try tapping into several of those groups.
• Keep up your reminder emails: There's a tendency to think: well, I emailed those home shoppers already...what else can I do? IBS2019 speakers reminded us (and there's plenty of articles about this, as well): one time isn't enough! Two or three aren't either! Develop a set of focused emails and create a campaign for ongoing interaction.

Market Your Ground!

Your Team is on the ground: highlight what they know!

One thing we've learned in the 10 years of providing interactive touchscreen kiosks: home shoppers want to know more about the location! 

CPS SalesTouch provides an engaging way to tell your geographic story and we encourage builders to include items that go beyond the basics: the local craft store, interesting museum, fun restaurant.

Go the extra step and suggest a popular appetizer (one client highlighted a Gotta Try: for each restaurant!) or highlight what makes a particular recreation location appealing (is it the great fishing, the sandy beach or terrific mounting bike trails?).

Reach out and let your home shopper know what's particularly interesting around your community because your team is on the ground and knows it! Your team knows the area so they're able to highlight the local restaurants, unique shopping spots, great recreation areas..everything that helps your community stand out!

Remember: home shopping can be stressful because of the fear of the unknown.  You're building a good product and you want your buyers to know that you care about them. Let your local, on the ground, knowledge help mitigate the stress!

Interested in finding out how you can put some of these CRM and touchscreen kiosk actionables to work for you? Contact us to schedule a one-on-one demo so we can show you!

How to: Tell Your Amenities and Lifestyle Story Effectively

Bill Greene, with Atlanta-based multifamily developer Wood Partners, notes in a recent Multifamily Executive article, "The bar's being raised higher and higher on these communal amenities." He continues, "Millennials expect them. Besides wanting to live close to work, they expect every amenity you could probably find in a single-family suburban market, but all in one area."

Using interactive technology to tell your story!

And, actually, the same might be said for Boomers and their interest in a more urban environment. They want amenities associated with their previous suburban life such as pools, fitness spaces and large-scale theater rooms along with the lifestyle associated with a metro environment.

Location, of course, is still critical, as Jerry Davis with UDR notes, "The biggest community amenity is always the neighborhood."

One (perhaps) unexpected amenity of the moment is meeting/conference rooms.  With more and more people working from home, there's an interest in relaxing socially on-property as well as the ability to engage in community-centric activities such as wine tastings, dinners and game-nights.  Davis comments, "When it comes time for their lease to expire, if your residents have more friends that live at the community, they're more likely to renew."

The property not only needs the amenities but the ability to effectively tell their story.  Our suggestions include adding an interactive touch-screen based presentation to the leasing office with a clear focus on neighborhood and lifestyle. CPS' SalesTouch visually tells your story -- location, neighborhood and amenites.  Add CPS' Social Media Wall to engage prospects and residents in a property conversation -- and leveraging your social media, as well.  Ask us; we'll help you tell the story in the context of your community and amenity set!

Selling New Homes? How Your Neighborhood Can Win Over Resale

Home shoppers today can find many reasons to purchase new: improved construction processes (think structural reinforcements if you're selling in tornado- or hurricane-prone areas); energy efficient appliances and related savings, customization choices...no doubt, much of your sales and marketing attention focuses on these tangible items (and it should!).

Close to Everything: Take a Look at What Interests You!

At the same time, Marilyn Lewis' article, 20 Signs You're Buying in a Great Neighborhood, reminds us "a great neighborhood sells a home"!

What are you doing to promote your new neighborhood? Lewis' article (you can read it here) suggests the first thing you can do is: get out and learn about the neighborhood! Take a walk, pick up a latte, locate school resource guides and, soon, you'll feel comfortable talking-up the area to your home shoppers.


Lots going on in this walkable neighborhood!

Of course, there are brochures, guides and the like but...why not put technology to work introducing your neighborhood to your home shoppers?  Make it an engaging exploration; add personalized touches (we love the John Marshall's "Must Try" pick for their dining examples); Go Interactive!

Take a look at the SalesTouch interactive touchscreen presentation location displays above and to the right: you're able to view the local  area map and select a topic of interest mirroring