The virtual tours have made a difference for Fayetteville, Ark.–based Rausch Coleman Homes, particularly among the young buyers to whom the company markets. “We were looking for something to make us more memorable,” explains Jeanne Conger, senior vice president of sales and marketing. “For the millennial buyer, it’s about having an experience and being able to create an emotional anchor for why this home would be worth getting in your car and driving out to come see us.”
The tours have become the third-most popular viewed page on the firm’s website, Conger says, with viewers devoting more than three minutes per session—longer than the length of the actual tour. And that popularity has converted beyond web presence.
“We’re exceeding our sales goals in every single market that we’re in,” Conger says. This aligns with what Avid Ratings’ research has shown, Cardis says, citing a 15% growth in options sales and 20% to 30% growth in overall home sales among builders using GoTour.
The ability for customers to select finishes online also has been a bonus for Rausch Coleman, Conger says. To make that process more interactive, potential buyers add items to a wish list and get pricing information or share options on social media. “There’s an emotional support system and an accountability out there when you publish something,” she says.
Courtesy Avid Ratings
According to McCarthy, Blu has seen similar success with its online configurator, which is used both as a tool for customers to conduct design experiments and for salespeople to walk through different options with the buyer. “Since all that data is already in the configurator, it makes it really easy to get through that selection process quickly,” she says.
The merging of these different elements into a cohesive customer experience is one of the strongest benefits that digital technology has to offer, says Cardis. “These lines of a digital experience and a physical product are now getting all mashed up, but in a good way,” he notes.
In addition to offering convenience, builders who embrace virtual options also increase their chances to deliver added buyer satisfaction.
“Home builders are involved with their customers and it’s all about customer service,” Ward says. “You have the opportunity here to provide a really great thing for your customers: to give them peace of mind.”
