Does Your Marketing Program Include Clienteling?

Clienteling is the blending of digital and physical worlds in order to maximize the customer experience.

Brick-and-mortar retailers have had a fair amount of experience putting together physical point of sale contacts along with ecommerce and back-end CRM touch points. Homebuilders are just starting to put together end-to-end sales channels.

Think about your CRM system: does it include information derived from a prospect's web visit (registration, for example, including which floor plan is of interest or what makes up their purchase motivators)?

Utilizing that "back-end" information is part of what is called a prospect's omnichannel experience -- no one, in other words, wants to have to verbally repeat what has already been input in a digital encounter.

iPads and Kiosks: alternative tools for "self-starter" prospects

When you have a be-back prospect, can you retrieve previous discussions?

Do you offer different types of on-site shopping experiences?

Some home buyers like talking with sales agents, walking through models, taking a site tour, reading a brochure.

Others, suggests Matt Rhodus in a recent Innovative Retail Technologies article are "self-starters" who may not want or need a salesperson's assistance initially but do want an enriched shopping experience.  Having an interactive kiosk or iPad presentation provides that alternative information-gathering experience -- which is much more rewarding for them than passive signage or static information.

Some buyers want immediate feedback from their on-site visit.  That's where the text follow-up with a video really pays off. Others want to take home your brochure to browse later.

Rhodus suggests understanding your individual customer and responding to their unique needs is key to creating a best in-class buying experience.  Having multiple tools, digital and physical, in place and available to your sales force is what facilitates your clienteling!  CPS has been providing sales and marketing solutions for 30 years; let us help you enhance your clienteling experience!

Homeshoppers Are Leaning Green -- How Are You Leaning?

Think back over recent new home sales....do you recall buyers where price wasn't the key motivator in the purchase decision?  We're all  familiar with the Big 3:  Location, location, location and you probably had buyers focused on other factors: schools, a specific floor plan, job relocation.

Let Buyers Know You Lean Green!

It might be time to add "green" to that list of key motivators -- particularly for certain buyer profiles.

There's an interesting Home Innovation Research Labs article in Builder suggesting there are  4 Types of Buyers Motivated by More than Just Price.  You can read the article here.

Only a small percentage of consumers, the article suggests, can be considered "super greens." However, there's a significant segment considered the "persuadable middle" that are interested in living a greener lifestyle but either don't know how or think it will be too expensive.

Who makes up this "persuadable middle" and how are you able to lean green to help persuade them? Let's focus on two buyer profiles making-up the persuadable middle:

Women: That's a fairly significant buyer profile! Key is that women tend to lean green as they are interested in health living options and the well-being of their family.  And, we've talked about the influence of women in home-buying decisions, previously! Key persuaders: imagery, relatable stories and information.

Millennials: Here's the oft-promised, up and coming buying segment! The authors suggest: These buyers aren't motivated to buy a high-performance, energy efficient home because they will have lower utility bills.  Rather, they want to buy a high-performance, green home because it is the right thing to do. Key persuaders: easily accessible and relevant information.

How can your marketing programs and agents respond to the persuadables? We'll suggest two strategies: adding an interactive system illustrating how and where green is found in your homes (you're making green easily accessible and visual) and using CRM to highlight prospects indicating green interests for targeted followup (more easily accessible and relevant information).

CPS can help you create and use specially designed marketing  programs that lean green!

Millennials and the "most convincing advertising"?

Just saw an interesting blurb:

"The most convincing advertising of all is seeing your own friends buying, wearing and using the product.  We engage with our peers through social media, I've bought countless items because of what I've seen on Instagram alone."

What do you think?  

Wendell Falls, NC - Social Media Wall

Many argue that millennials use social media not only to keep in touch with their circle of friends and family but to document experiences through photos and text.  

Historically, individuals enjoyed seeing their interests gain traction from their surrounding social circle -- whether friends, work colleagues or family members. 

Technology has enabled that process to embrace ever-widening circles and become an influential source of information, product marketing and influence.

Take a look at CPS' Social Media Wall combining traditional marketing copy and images with social media messages from Twitter, Pinterest, etc.  

The result: a dynamic marketing channel projecting vibrant and ever-changing messages -- many of which are created by your audience.

The Wall attracts attention by the very aspect that it responds to an audience need for new information. Trade static, passive signage for a continuously evolving set of photos, copy, video and customer-submitted (and curated) messages -- and watch the level of consumer engagement grow!

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!

Builders: How Focused Are Your Sales/Marketing Efforts on the 91%?

Back in April 2015, the Blog highlighted the statistic that 91% of home purchase decisions were made by women.  We mentioned women are more "connected," they're interested in relevant information and appreciate relatable content.

Recently, TecHomeBuilder featured an article titled The WOW Factor of Women-Centric Building and highlighted several key factors women look for in the home buying process:

(1) Make an emotional connection -- images can really help with this item.  Take a look at the interactive touchscreen system designed for Newland's Tehaleh master plan community displayed below.  At a glance, you're able to put together a set of thoughts about the community, imagine the energy taking place on a daily basis and want to investigate further.

CPS' SalesTouch Helps Imagine Living Here!

(2) Engage your buyer with a story -- let your shopper get to know you and use language that speak to her such as "build a better life."

Didn't we talk about relatable content back in April?  Let your buyer know your community is the place for her!  You're going to need to do some discovery to determine not only the demographic of your audience but their drivers.  Sometimes, it's schools; other times, recreation, easy access to employment locations or health care facilities.  Take some time getting to know your buyer profile's back story in order to tell appropriate stories to your buyer!

Understanding the Back Story Helps You Tell Relatable Stories!

(3) Focus on a Quality Presentation -- here's where interactive presentations help you engage the shopper! Walk into an office (any office!) with what is called "passive signage" and then walk into another with interactive presentations -- whether in a kiosk, on the wall or presented via tablet.  You can feel the energy, will definitely get engaged and want to explore!

There's more to the WOW factor -- keep an eye on the Blog!

Are Store Suggestion Boxes Past Their Prime?

It's true: the old, wooden suggestion box with a slot on top is no doubt past its prime.  Also no longer relevant to today's shopper is the passive comment board -- that tired-looking cork board with messages, faded and tattered flyers and weary, crumpled suggestion forms.

However, just because those items aren't relevant  doesn't mean retailers aren't interested in getting in touch with their shopper, soliciting opinions and providing information.

Today, many of those objectives are being met with digital solutions -- and they're not just passively collecting  but expanding to become customer experience zones displaying store specials, video and, even, websites.

CPS' touchscreen-based Customer Comment Board 

And...  are you listening to your customers?

CPS' touchscreen-based Customer Comment Board acts as a proactive customer service process.  Customers are  asked to submit comments, suggestions, ideas.  They're empowered, given a platform and might even provide ideas for new products, initiatives and improvements.

Take a closer look at the Board on the left -- there's all sorts of cstomer engagement initiatives combined into a single board designed to enhance the shopping experience:


   (1) The actual Leave a Comment section
   (2) A store events calendar with pop-up details available at a touch
   (3) Streaming video content
   (4) Weekly Specials display
   (5) Connections with social media

If you entered this store, wouldn't you want to walk up and see what's happening on this board? Digital signage has moved from a simple, one-way dialogue with either the shopper filling out a form or the retailer broadcasting to the customer to a two-way conversation. It's engaging, more personal and expanding the brand experience.

Builders: Are You on Track for Profit?

ProBuilder, in August 2015, had a great article entitled The 12 Processes for Sustainable Profit with the subtitle: How to establish sound business systems that ensure a healthy bottom line.

The processes range from land/lot selection to product design to sales & marketing processes.

ProBuilder suggests builders shouldn't focus on traditional questions or their answers.  For example, the article suggests virtually all sales training focuses on getting the deal.  That's great but..there needs to be a focus on determining the true total cost of the deal to determine it is a "good deal."

We're going to focus on Process #9: Building Schedules. The article says:

The best builders are the best schedulers -- and the best schedulers are the best builders. 

CPS FieldCollaborate; getting to a healthy bottom line!

What are you doing to be the best scheduler?

While it is true that it doesn't make sense to automate a bad process, we'll suggest that it doesn't make sense to schedule with a cell phone or pen & paper.  Take a look at CPS' FieldCollaborate -- an automated scheduling software application designed for homebuilders.  You're able to create your own standard templates and schedule from either a desired start or completion date. Your vendors  are assigned work dates and field managers track, record and monitor progress. 

Of course, there are all sorts of bells and whistles, too: a Vendor Portal to share schedules and drawings, Safety Assessments, Ratings, Punch Lists.

Key is the ability to create consistent schedules and measure results -- anywhere/anytime and accessible by all of your stakeholders (corporate staff, schedulers, field managers and your vendors).  

Yes; there are trade and material shortages, options/upgrades, all sorts of weather -- the list is endless. But, nothing beats an accurate and predictable schedule to enhance your operations and profits.