Today’s home shoppers are better informed than ever. They have endless sources of information to fuel their home-buying journey – from national real estate websites like Zillow and Realtor.com to more specialized sources like blogs, social media, and personal recommendations. All of this leads to much more educated and informed shoppers who arrive at a builder’s new-home community expecting a personalized and immersive experience.
The developers of Wickenburg Ranch, a resort community northwest of Phoenix, saw a need to improve the shopper’s experience and turned to Computer Presentation Systems and its SalesTouch interactive touchscreen presentation system for solutions. The goal? Create a relaxed and memorable experience where shoppers are actively engaged from the moment they enter the sales center and more emotionally connected and ready to make faster purchasing decisions.
“Consumer research indicates that every home shopper is different and looking for a unique experience, so we set out to create an environment to make that happen in the way we design the sales center and encourage buyers to explore it,” said Deborah Blake, principal, The Ipsum Group, a strategic consultancy focused on the 55+ consumer. “SalesTouch, an interactive touchscreen presentation, was the perfect solution as it helps to achieve both an engaging home shopping experience and personalized interaction for the consumer.”
The developers designed the Ranch House, the Wickenburg Ranch sales and welcome center, to be open and inviting, with places for customers and real residents to interact, discover and learn at their own pace. To facilitate this, a range of CPS SalesTouch interactive touchscreens were employed with a customized presentation providing details about the community, amenities and lifestyle activities. A focal point for interaction, a large 9-screen digital wall display was installed with an accompanying tablet to control the content, creating a perfect setting for group discussions and a shared experience.
The Ranch House also offers “grab-n-go” style tablets with the custom SalesTouch presentation that shoppers can utilize while exploring on their own. There are two additional interactive SalesTouch touchscreens along the “drink rail” beverage area where customers can easily access the full presentation.
Wickenburg Ranch’s SalesTouch presentation includes an introduction to Wickenburg Ranch and its home builders, a preview to life at the Ranch, interactive golf-course maps, a detailed list of clubs and interest groups including a monthly calendar of events, a Pioneer Trails map highlighting walkable trails and points of interest, restaurant listings, and a “giving back” section showcasing local volunteer opportunities.
“We focused our SalesTouch presentation on lifestyle amenities and activities because we know these elements are key selling features in active resort style communities,” said Blake. “It’s intuitive, flexible and impactful in operation and encourages home shoppers to find personalized solutions, which we believe leads to faster home-buying decisions.”
By offering home shoppers access to desired information about the community in a more casual, non-sales environment, the developer is giving shoppers the opportunity to explore and learn at their leisure. The result is a happier, more emotionally engaged home shopper who feels good about Wickenburg Ranch and is likely to move their home-buying journey forward sooner than they would with a traditional sales model.
For more information, please visit Computer Presentation Systems.