Companies that sell tangible goods are starting to stake their claim as Digital enterprises. Should Builders follow this trend? Who knows, but it's worth thinking about, considering the tectonic shift to digital house hunting by today's home buying consumers.
Several months ago, I read an article about Dominos Pizza transforming itself into a technology company that sells Pizza. It makes perfect sense because fast food restaurants deliver convenience and value. Consumers are used to procuring their pizza anywhere at any time of the day or night. It used to be we'd just pick up a phone and order a pizza from virtually anywhere. Mobile technology makes it possible to do the same with any mobile device, which means customers are ordering pizza from a smartwatch, a smartphone, a tablet and in the not-to-distant-future from a Smart TV. So Dominos has figured out they are actually in the technology business because they need to design the best user experience possible on these mobile devices.
This week I saw a GE ad on TV. GE referred to itself in this ad as "The Digital Company that is also an Industrial Company". This is a strong statement from a corporate manufacturing giant. They have always been in the business of helping enterprises perform better to improve life for their end users. With data science and analytics, they have digitized that value proposition. So if GE is staking its claim as a digital business, why not Home Builders? Home builders are in the business of helping people design their best life at home. Buyers dream, design and imagine their new home life in front of a screen for much of their journey to purchase a new home. This means that Builders have to invest in a digital experience that fuels the aspirations of their home buying prospects.
As I was writing this post last week, Builderonline.com published an article entitled "Technology as the Builder's most effective power tool". And the article ends with this question: "Ask yourself which kind of company you are – a builder, like many others, or a technology company with specific expertise in building homes?" It's no secret that buyers are using digital tools to find their way through the new home search and almost all other aspects of buying a home. A visit to a sales model has always been an opportunity to let consumers experience beautiful designs in person. It's arguably the most important conversion after a digital search. But now, it's also a critical touchpoint for connecting consumers to digital assets when they are at home househunting from the comfort of their sofa, again.
How does a builder stay connected after a sales model visit? One innovative Developer just launched the first personalized sales model brochure with RFID tagging. They've used technology to help consumers visit models and then personalized model brochures created with RFID tracking technology. If you've ever been followed around an open house by an enthusiastic realtor, you will appreciate that this makes it possible to give consumers more of a self-serve shopping experience, with sales people to consult as needed/wanted. As a consumer, I love this idea.
If I were managing a sales team in this space, I'd take a page out of David Weekley Homes marketing playbook and call them Advisors. I recently signed up for their newsletter to learn more about their brand strategy and market positioning. I received several responses from David Weekley Homes Internet Advisors who thought I might be looking for a new home. They each greeted me warmly and asked me thoughtful questions about my interest. They offered to provide answers and guidance in my search. The whole interaction felt more like concierge service and less like a sales person trying to get me to buy. I'm not in the market for a new home, but they would have easily engaged me if I were. All of this happened through a brief email exchange.
If being digitally-focused makes for a better customer experience, is it worth positioning yourself as a technology company? Does an enterprise act differently if it identifies as a technology or digital company? Time will tell, and I'm sure more than a few builders will have taken the road less traveled and become "the technology company with expertise in selling homes".
Thanks for stopping by.
Cheers!
Leslie Bridges, Chief Blogger
Marketing Blueprints is sponsored by Builder Promotions an e-commerce company that delivers convenience, control and peace of mind. Our builder-specific branded products are used by marketers throughout the home selling cycle.