With its recent acquisition of CalAtlantic Homes, Lennar is now the largest home building enterprise by revenue, operating in 49 markets across 21 states.
Let’s talk about what that means in terms of the data the company collects, analyzes, and uses to run business successfully–from site selection, acquisition, consumer preference, design, and sales, the amount of data is nearly obscene. And considering the raw numbers—an estimated 240,000 homesites and 1,300 active communities—making it all a productive part of the sales process and beyond is a behemoth task.
And, yet, it’s a necessity. As Stuart Miller, executive chairman at Lennar, describes in this short video, “The world is changing very quickly. If we are comfortable with change, then there is plenty for us to do.”
His team is leveraging traditional, conventional processes with trustworthy information in a way that it can use for better performance. Right now, it’s about trying things and finding reliable data sources that will prove results.
In order to better manage the data, Lennar has refined its information infrastructure so that there is a singular pipeline that accumulates data and then populates it across the entire enterprise. Miller says that this single source of information is the first piece of forward progress.
More progress is on the horizon. He predicts that the next 10 years will be revolutionary in the way we use data.
Lennar aims to use this new data funnel to create better, more relevant product and to reach consumers in a more timely, significant way. Yet, it all has to be flexible, responding to all the ways that consumers are researching new home options. Miller is embracing it and rethinking it to create the right way forward.
