Interactive Touchscreen Systems: Encouraging Discovery

If you're a regular Solutions reader, you've seen our blogs regarding the value of interactivity.

We've talked about engagement, narrowcasting, the value of touch in decision-making and how using technology in your sales offices/information centers keeps your brand in synch with today's consumers. Whether Gen X, Y or Boomer, today's homebuyer is connected.

Recently, a CPS SalesTouch client posted a YouTube video highlighting their new Grand Palm Discovery Center located in Venice, Florida.

Go Interactive: take discover to an entirely new level!

Their SalesTouch presentation actively encourages the home shopper to explore and discover Grand Palm. The presentation, so colorful and full of life, provides actionable touch points: it encourages homeshoppers to visit the surrounding neighborhood, learn about Grand Palm's amenities, find a floorplan that meets their needs and customize it with desired options, as well as select and place furniture in the selected floorplan.

Take a minute and compare this experience to a buyer walking into a sales office with passive signage and a static brochure.

Everything about the Grand Palm's interactive system involves an action verb -- designed to actively engage the home shopper from the minute they walk into the Discovery Center.

And, when you think about it, shouldn't the homeshopping experience encourage discovery? Your buyers are looking for something new; interactivity actively encourages the process, helps answer questions and encourages the homeshopper to imagine living in this community!

Doesn't this type of marketing tool build your brand, as well?  Your brand is part of the connected world; it recognizes how critical the exploration part of home shopping is to the consumer.  And, take a look back at the Grand Palm presentation, above: wouldn't you want to start touching to discover  what this is all about?

Interested in finding out more about CPS' interactive touchscreen system, SalesTouch? We're available at www.cpsusa.com.

Multifamily Preleasing: Interactive is a Great Tool!

Today's renter economy is strong enough -- in many areas-- that preleasing is gaining popularity as part of a multifamily property's revenue management strategy. 

In evaluating a prelease strategy, we'd like to suggest several ideas to consider after you've determined property specifics, audience, features, amenities and the like. We think they'll make your marketing process more effective as you reach out to your audience and enable them to better see your property's value (and values!).

(1) Use Interactive In Your Messaging -- Start Branding: Of course, you've considered your audience but..we're suggesting a bit more as you evaluate marketing messages to the audience.  Are you thinking, Gen X, Gen Y, Boomers ... does it really matter? 

Recent studies suggest that all 3 demographics have much in common (the "Connected Consumer" isn't limited to only Gen Y, for example).  And, your "most connected" consumers are women..regardless of age group.

 

While Gen Y has grown up in the digital age and are recognized as comfortable with technology, there are unique opportunities with interactive systems (large touchscreens and tablets) to connect with all audiences.

Today's consumer wants immediate information. Interactive touchscreens respond to their particular interest. 

Does your visitor want to see if their furniture fits into the your 2 bedroom unit  (which they can't visit)? CPS' interactive SalesTouch Move it/Move it feature allows consumers to select from a "sized" furniture palette and move furniture into the unit.

What about your building's amenities? The pool; the clubhouse; the fitness center -- all still to be built What will they look like?

Neighborhood? Will there be a local coffee shop? How about restaurants in the area?

Key to providing information is making it actionable: provide a way for your visitors to imagine visiting the coffee shop (how about an exterior image) or visiting a new restaurant (highlighting the "best" menu item) or riding the bike trail (how about the sunset along the river?). 

Pre-leasing works best when your audience -- boomers, Gen X, millennials -- can imagine living in your building, the selected unit and the neighborhood.  Interactive touch systems let your visitors start telling stories about how the property will meet their objectives! And, you're building your brand in the process.

(2) Energize Your "Green" Messaging: Study after study suggests Gen Y will spend if a product is shown to be cost effective and eco-friendly.  The latest consumer neuroscience studies suggest boomers appreciate marketing messages illustrating what value will be gained.  Highlighting green's cost-effectiveness is a powerful marketing message for all audiences.

And, while there are lots of "big ticket" green products, your message can highlight that it's the little things that count, too.

Do you have a "green" strategy?  Use your touchscreens and tablets to leverage that message.  Start your eco-friendly messaging at the pre-lease process --  highlighting unit features such as low-flow faucet/toilets, energy efficient appliances and low-e windows.

Build on it with the little things that are part of your pre-leasing process: CPS' SalesTouch offers e-brochures and prints brochures "on demand" and only the desired floorplans.

Add-on with features that come as a result of move-in: e-leases/renewals, streamlined recycling programs..maybe even a community garden.

Keep all of this information in front of your prospects as they're touching to discover your property's amenities and your brand.  Touch is powerful; neuroscience tells us touching a monitor generates completely different brain processes than using a mouse.  If you'd like information regarding CPS' interactive touchscreen system, SalesTouch, plrease visit our website, www.cpsusa.com.

55+: Ideas to Fine-Tune Your Marketing Messages

Many marketing studies (and our own Solutions blog!) spend quite a bit of time talking about the Gen X and Gen Y audience.

As they should: these demographic groups constitute a significant buying segment in today's economy -- whether you're selling big ticket items such as homes and cars or day-to-day products including cable, groceries and cell phone plans.

Interactive touchscreens, CRM: nuanced messaging!

Nevertheless, the Baby Boomer generation is still a noteworthy demographic in terms of purchasing power; fresh insights, based upon Nielsen NeuroFocus consumer neuroscience research, suggest revisiting preconceptions and marketing approaches for this demographic.

In essence, mature minds respond differently to messages, input and information.  Differently doesn't mean less or slower or diminished.

No one wants to be considered "old" or be treated as such -- particularly this generation.  60 is the new 50, right?  Stereotyping doesn't work.

But, did you know that mature brains respond better to positive advertising messages and actually have broader attention spans than Gen X and Y? This enhanced attention span suggests more nuanced messaging is not only appreciated but critical. 

Nuanced shouldn't suggest busy or overly-detailed, however; this generation doesn't like clutter or rapidly changing graphics/information. Progressive Grocer's Boomer Brain Marketing Assumptions: Think Again article suggests, "While the messaging can be complex, the delivery and format should be simple."

Implications for your marketing efforts? Imagine you're 55+ (and take the above comments into consideration): when viewing the Colonial Heritage interactive touchscreen "welcome" image, what message do you take away?  Engaging, peaceful, serene, inviting?  Wouldn't you like to explore more?

Interactive touchscreen sales tools respond very well for this generation: the delivery and format can be specifically designed and consumers are able to progress through your marketing information at their own speed.

Consider your CRM activities, too.  Make your product "top of mind" with easy-to-recall messages -- and utilize an automated CRM system providing repeated follow-up with your prospects.  Keep the messaging positive and highlight what your consumer will gain with the purchase.

Boomers might be a consumer segment frequently overlooked; nevertheless, they continue to exert a major marketplace influence in terms of purchasing power.  Enhance your impact with nuanced messaging!

Interested in exploring how to enhance your marketing program to better respond to not only Boomers but Gen X and Y? We'd love to talk to you regarding SalesTouch and CRM 2.0 software products!

Your sales office provides a distinct home-field advantage!

Earlier this week, our CPS Solutions blog talked about marketing studies indicating that regardless of product -- that is, whether it is consumer electronics, cars or new homes, for example -- women are emerging as the primary role in decision-making.

We'd like to highlight another set of marketing data suggesting that even the most "dialed-in" retail locations (and..we're all retailers at heart..wouldn't you agree?) have room to improve their actual physical location as a place of engagement.  We're going to provide several ideas to consider-- and they're completely different from yesterday's Relater Suggestions #1 and #2!

In-house Idea #1: Be Bold and Strategic with Signage:

It bears repeating over and over...the mere fact a consumer walks through your doors indicates a level of interest in your product.  The good news is you have a physical location for prospects to visit and it is up to you to maximize its marketing value!

We spend a lot of time in this blog talking about interactive touchscreens and they're certainly a way to go Bold and Strategic!  Interactive touchscreens engage prospects from the minute they walk in your door -- and they're great conversation starters.

Small sales trailer goes Bold & Strategic with Signage!

They're other ways to go Bold, however, and several are probably well within your control.

No doubt, you'd like to engage your prospects and get them involved with your brand.  How visible are your calls to action?  Do you make connecting (via Facebook or other digital channels) clear and straightforward?

How about your prospect registration cards?  Do you "just" ask for information or do you include a QR code or piece of information found only on the card? Try kicking-up this process!  Think about the reg card as a means of two-way communication.

What about business cards?  Some might find them "old school" but..why not have them located so it is easy to pick one up?  Many times, business cards are put away in a desk or placed in some obscure location.

Selling new homes? Try putting a different piece of information along with your card in each model!  Mary Smith might not be interested in the rec center highlighted in Plan 2 but..very interested in the school information located in Plan 4.  Who knows what the next visitor will find interesting but..you're making an effort to reach out, offer something of unique interest and your contact info is attached to all of it! 

Did you know people find thowing out a business card with a photo very difficult?

Remember: your location provides you with a distinct home-field advantage.  Put it to good use!









HomeBuilder CMO's: Your Construction Team Can Help!

The rapidly changing relationship between marketing and technology has been discussed by many; we found an interesting article summarizing an IBM study analyzing CMO issues. We think there's an opportunityto utilize technology employed by your construction team to help address the areas highlighted as CMO concerns:

(1) data explosion and social media;
(2) growth of channel/device choices; and
(3) shifting consumer demographics.

What do you think?  Are these your concerns? And.. are we serious about how your construction team might help?  Absolutely!

Live from your job-site: relevant and engaging content!

We like to think your construction team can help you deliver value to your customers and help create lasting relationships with your customers, as well.  How?  By taking advantage of recent construction scheduling software features utilizing new devices mentioned in #2 (above). 

Encourage your Field Managers to take "stage of construction" photos or video.  CPS FieldConnect Mobile makes it easy to email those immediately -- from the jobsite. Then, post those images on your website! 

Have a special "behind the scenes" story to tell?  Going green in terms of materials or processes?  Here's a unique, up-to-the minute way to tell your story! And, these stories will help you stand out -- both to potential and current buyers.

Social media (#1 on the list) is another great location for these stories.  Post Lot #12's grading photo; there's no doubt Lot 12's buyer will re-post it on his/her Facebook page, too!  Now, your buyers are joining your marketing team; and they're telling your story!

Did you know over 60% of Millennial (aren't they are large component of #3 above?) social media users will look-up a brand mentioned on a friend's page? You've just expanded your marketing reach -- not only in sheer numbers but to a demographic that is very relevant in today's market.  And, you've made a huge step in keeping them engaged; who knows when you'll post another image or aticle directly relevant to them? 

Try it; let us know how your content is becoming more relevant, more appealing and helping address those concerns outlined above.  Want more information about CPSFieldConnect Mobile?  We can help there, too!

Student Housing Leasing Offices: Great Venue for Interactive

Over the last decade, student housing has undergone a significant transformation.  Back in the day, universities (both public and private) housed almost all students on campus -- in dormitories and houses.  Married and graduate student housing demand emerged in the 50's and 60's; university-built apartment complexes met this need.  In the early/mid 70's, universities started adding apartment complexes designed for undergraduate students to meet demand for "non-traditional" housing.

Student Housing: Interactive Kiosks Meet Leasing Office Demands

Now, we've seen the transition towards private companies providing housing for all student groups.  Many institutions built and/or remodeled their traditional offerings around the Baby Boomer growth period.  Now, their complexes are aging and "in competition" with housing choices offered off-campus.  While "power houses" such as Harvard and Stanford might not find this an issue, Bill Bayless, CEO at REIT American Campus Communities, notes in Builder, "Colleges and universities, in order to recruit and retain students, need market-based solutions acceptable to today's customers."

Market-based solutions allow colleges/universities to allocate their ever-tighter budget dollars to their core mission: education.  As student "consumers" look for housing options, many schools find themselves unable and/or unwilling to compete.  Yet, housing is critical to the institutions's marketability.  Tom Trubiana, Chief Investment Officer at REIT EdR says, "Schools are looking for solutions to fulfill their commitment to students.  They're looking to the private sector, which can go out to the capital markets and raise funds."

As a result of this change, "student housing" is seeing the addition of features and amenities typically associated with "market" housing.  Mike Harnett, Pulte's chief investment officer, suggests "resort-style student housing" is becoming the norm -- and this is similar to housing provided by Pulte in its Del Webb communities. “It’s about high-touch, hospitality, and lifestyle,” he says.

The leasing process is somewhat unique in this market niche.  Students might reserve popular locations a year (or more) in advance.  At the same time, there's a tremendous "rush" at certain times in the year.  Just as complexes are changing, the leasing office must adapt, as well.  We're seeing the addition of interactive touchscreen kiosks and tablets to provide a quick overview of what's available to lease (and when), property highlights and surrounding local "hot spots" including dining, shopping and hotels for parents to use when visiting!

Marketing Housing to Millennials? Product Info as Key

No doubt, you've run across an article or two (maybe twenty??) about marketing to Millennials.  Sometimes referred to as Generation Y or the Echo Boomers, Millennials are the demographic group following Generation X.  Born somewhere between the late 70's and early 2000's, members of this generation are known for their increased use and familiarity with communications, media and digital technologies.

CPS' interactive touchscreen: information, authenticity, quality

Although not large as the Baby Boom generation, Millennials are a significant part of today's economy -- which makes sense as they're in their prime "purchasing" years.  As a result, all sorts of marketing types are joining Millennial parents in trying to determine what influences their decisions! 

Pamela Marsh and Erin Bilezikjian-Johnson (referred to as M and BJ hereinafter) were interviewed for an Advertising Age article regarding Millennial "shopping habits." There were several interesting comments that are worth considering if you are related to a homebuilder or multifamily marketing team.  Then, it might be worth evaluating how your marketing approach meets the Millennial's "shopping" process.

First, M and BJ note there is the myth of Millennial "impulsiveness" regarding decisions.  Their analysis suggests the reverse, "Millennials spend time and effort researching products and services."  Millennials read reviews, talk to people and place a tremendous amount of value in shared information, experiences and references (frequently, via social media). 

This result suggests providing information is a critical marketing objective as is encouraging sharing and making acquisition of shared experiences and materials part of your marketing process. 

Second, look back to the first comment and revisit the concept of shared: Millennials "helicopter" each other; they tell stories about their experiences, provide details about prices and  highlight both good and bad purchases.  And, most of the time, they're using technology to helicopter.

This suggests facilitating stories is a great marketing process -- visually encouraginh your prospects and buyers to re-visit your sales/leasing centers, providing a "gathering" piece of technology such as a touchscreen to encourage conversation about the experience of living there and making purchases, and making sure you've maximized your social media presence in terms of story-telling.

Finally, even though Millennials are very tech-savvy, they're open to having relationships with brands.  However, the brand needs to meet several key criteria, according to M and BJ, including authenticity, affordability and quality.

How are you demonstrating these Millennial-critical qualities in your marketing program?  Take a look at the Whole Foods Market Customer Comment Board (above); they're using an interactive touchscreen system to solicit comments, provide a calendar of events and display the week's current specials (that's authenticity, affordability and quality -- at a touch!).