Why Implement Interactive Kiosks in Your Sales Office?

SST: Attitudes are Changing About Self-Service Technology

Our Blog has been talking quite a bit about SST recently --  that's self-service technology (read here and here). Self-service hasn't always had the best of reputations; however, attitudes, preferences and expectations change quickly. One reason is changing demographics; another is technology.

Interactive meets the need for fast & concise information!

So far, we've focused on the operations side of homebuilding as technology provides builders with a new way to make information available 24/7 to their vendors, homebuyers and staff within their organization as they're able to leverage cloud-based solutions.

It's communication without conversation!

Interactive Kiosks are Self-Service and More!

Interactive technology provides many of the customer service benefits associated with self-service.

Whether your demographic is Boomers or Millennials, your home shoppers want fast and concise information. And, they're interested in content that's tailored to their specific situation: that's personalization! That type of information delivery adds up to a new level of customer service that's actionable and personable!

Interactive reaches across demographics!

Interactive technology goes a step further as it delivers content that's engaging, exciting and impactful.

Why Interactive is a Must for Homebuilders!

First, it's engaging! Take a second to ponder what are you more likely to look at and consider: a static sign with pre-determined messaging or a screen that offers you a choice of content (and that's designed to be tailored to your objective)?

81% of survey respondents say interactive displays grab their attention more effectively than static. 

CPS has been providing interactive touchscreen systems since 2008 and we've always said: interactive grabs your home shopper's attention from the minute they walk in the sales office door!

And, it's not just that there are gorgeous graphics! Grab your attention means providing the type of information your home shopper is seeking!  They're able to drill down beyond those gorgeous graphics to the details behind your floorplans (yes; there's a Jack and Jill bath; yes: the bonus room can turn into a 5th bedroom!), drag 'n drop furniture to see how your plan fits their lifestyle and email/print the results!

They're locating actionable and personalized information, in other words.  That's what interactive digital technology is designed to provide.  Our next Blog will focus on how exciting and memorable signage will further your sales efforts.

Homebuilder CRM Top Performer Tips

Top Sales Performers Are Frequently Top CRM Users

A local Northern CA homebuilder's top sales performer (he's retired now; let's call him Jack for this Blog) was probably the single best sales agent user of CPS CRM.

Jack certainly knew how to work with home shoppers, using CPS CRM loan information to discuss financial alternatives to facilitate the home purchase and taking advantage of the one-stop Contract Wizard to quickly generate purchase agreement documents.

Consider CRM Database as "Your Team"

But, the reason we're suggesting he was the "best user" was his persistence with follow-up.  Because Jack sold homes for about 10-years, he built-up a considerable CRM database of home shoppers and buyers.

Jack kept in touch with what he called "his team" -- sending announcements of new releases to home shoppers and new communities to previous buyers.

He went the extra step to make sure his data was useful so he could send out "Happy Home Anniversary" messages based on their Close of Escrow date. There were no doubt other personalized emails celebrating birthdays, children, college graduations and the like!

Of course, Jack used the "system" to auto-generate all of this followup; he created templates for his followup activities and relied on CPS CRM to keep in touch with his team.

Consistent CRM Use = Top of Mind and Consistent Referrals

The result? Jack was "top of mind" for anyone on his team thinking about a new home -- and he was the recipient of many referrals as friends and relatives started their home buying journey.

Recently, Jeff Shore completed a new sales training series; his latest is Prospecting for the Long Haul (always informative; watch it here). His message: top performers work the small things over and over.  

Ryan Taft is a sales trainer on Jeff's team; he has a great Blog and recently included 3 tips reinforcing the small and consistent message:

1. Do it!
2. Personalize the Heck Out of It!
3. Be Consistent!

Didn't Jack take those tips to heart and play them out, every day? He took the tools provided to him in CPS CRM and was persistent! As Jeff mentions in his Prospecting session, it's the small things that, when practiced daily, generate results.

IBS2019: CPS is Persistent! We're Celebrating 25+ Years!

Take a look at the IBS2019 Buyer Guide: CPS is listed as a member of the 25 Year Exhibitors Club! We're thrilled to be included and invite you to join us at Booth SU631 as we talk about our award-winning CRM, construction scheduling, warranty management software and interactive kiosks! See how our persistence can help you sell more homes, build more profitably and provide responsive customer care.

What Does Friction Have to Do with A Builder Sales Office?

Why Are We Talking About Friction?

Actually, we're going to discuss the lack of friction -- meaning ease and less hassle during a transaction.

How Many Frictionless Features Do You See?

The term "frictionless" as it relates to customer experience has gone through several evolutions according to a recent retailcustomerexperience.com article by Sheryl McKenzie.

Today, the definition has moved beyond less hassle (everyone expects that now!) to greater personalization and wow! experiences. It also means anticipating -- not just meeting -- customer needs.

Customers Expect Great Experiences & Leave When Friction Appears

Consumer expectations regarding friction impact their level of engagement and their brand experience.

A recent Rules of NextGen Loyalty suggests consumers expect a great experience -- and will won't stick around a brand that doesn't deliver.

McKenzie suggests, "Consumers who encounter friction will run the other way fast, and second chances don't come easily."

What's Next?

McKenzie suggests brands need to create experiences that stay one step ahead of the consumer.

From a builder standpoint, Jonathan Wilhelm says in a recently BuilderOnline article, "builders have the opportunity to distinguish themselves in (today's) challenging period." 

One way, Wilhelm suggests is to stand out with a state-of-the-art sales center that can enhance the buying experience and make a lasting impression.

Isn't that the definition of frictionless!?

Let's Get Interactive!

Wilhelm goes on to say builders should create an experience that engages and informs home shoppers. He explains the necessity of detailed, visual and concise information, the value of interactive presentations, comfortable workstations, etc.

Take a look at the CPS SalesTouch interactive kiosk at a Minto sales center above. Home shoppers are able to review the community, select floorplans, drag 'n drop furniture, mix and match structural options -- basically, start dreaming about their new home and putting the pieces together to make it happen!

That's a competitive edge that helps you, the builder, make a frictionless homebuying experience! 

More? Look for CPS at IBS2019

CPS will be at IBS2019; contact us for an onsite demo.  If you're unable to attend, we can provide a one-on-one online demo, starting now!

Making the Transition from Mobile-friendly to Mobile-first

Kim Garst, writing in The Huffington Post, notes that it is hard to argue that social media has changed the face of digital marketing -- or marketing overall, for that matter.  She suggests that companies are finally accepting the fact that they MUST have a digital strategy to succeed.

One component of this marketing shift is the importance of mobile.  Garst suggests that the importance of mobile has transitioned from a "mobile friendly" website to utilizing mobile in every aspect of marketing including blogs, emails and social media posts.

Mobile website is the first step!

What can that mean for a new home sales person?  You'll want to consider how to catch the attention of an audience that is "on the go" either literally or in their use of mobile devices.

Jeff Shore, an expert new home sales/marketing, suggests agents use short, cell phone videos as a follow-up to prospect visits. Why not pre-record a quick introductory video for each of your models? Then, couple a short text message highlighting key points from the prospect visit with your cell phone video.

Text message?  As a way to followup with prospects?  Mobile means text for many -- and studies suggest the more quickly you're able to reach out to a prospect, the better  chance you have for meaningful contact.

The immediate text message with video gives you the third critical mobile component: personalization. 

There -- you've made the transition to mobile-first -- and, satisfied today's home shopper's need for information, delivered quickly and efficiently!

Personalization: Reframing the Home Purchase Decision-Making Process

Builder Radio offers a great set of resources for new home sales/marketing professionals ranging from Podcasts to Webinars to an audio/visual library...all oriented towards "Helping Builders Sell More Homes."  We suggest dropping by http://www.builderradio.com/ and taking a look at what is offered.

Let your buyers take the floorplan and...make it their own!

Recently, Jane Meagher with Success Strategies participated in a Builder Radio Podcast titled, Making Personalization Part of the Sales Process.  She highlighted a key sales concept: today's consumer likes to have control over purchases and that desire offers homebuilders a unique advantage compared to used, foreclosed and spec homes: the ability to personalize the purchase.

Jane suggests that salespeople ask probing questions designed to get prospective buyers to "dream the dream" and talk about their preferred lifestyle.  This process allows the buyer to reframe their decision-making process and, she says, drives the buyer to ask, "Why settle? Maybe I can get what I want, even if it costs a little more."

That question allows the builder to differentiate the new home from other homesfor sale-- since their purchase must be considered "as is."  Sure, after the purchase the buyer can tear up the carpet, add granite but..not today.

And, here's where an interactive touchscreen system can be an effective sales tool, as well.  Buyers can mix and match structural options, see the results and print out their uniquely designed floorplan.  No more standard brochures with arrows, lines and cross-outs! They can add/remove furniture and mark-up the floorplan, as well.  Change the wall between kitchen and family room to a pony wall; mark-up the kitchen to add a center island, make the base floorplan their home.

Robert Musa talks more about the value of interactive touchscreens in the sales process in his book, Creating Customers with Interactive Digital Signage.  It's available through BuilderRadio.