{"id":228338,"date":"2024-02-29T18:03:05","date_gmt":"2024-02-29T23:03:05","guid":{"rendered":"https:\/\/www.livabl.com\/articles\/?p=228338"},"modified":"2024-03-04T11:51:37","modified_gmt":"2024-03-04T16:51:37","slug":"ibs-2024-creating-the-best-home-builder-website-for-2024","status":"publish","type":"post","link":"https:\/\/www.livabl.com\/articles\/guides\/ibs-2024-creating-the-best-home-builder-website-for-2024","title":{"rendered":"IBS 2024: Creating the best home builder website for 2024"},"content":{"rendered":"

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DALL\u2022E generated image<\/figcaption><\/figure><\/div>\n\n\n

Building a comprehensive website is one of the most critical tasks for any home builder. Most buyers begin searching for a new home online, and their decision to purchase occurs long before they step inside a sales center.<\/p>\n\n\n\n

Buyers want most of their questions to be answered during a website visit, experts agree. Not everyone has the time or patience for a 2 p.m. showroom visit on a Wednesday afternoon.<\/p>\n\n\n\n

But what are customers looking for on a builder\u2019s website? Trust, transparency, and a wealth of information that\u2019s easily navigated, especially on mobile, where 80 percent of customers are conducting their research.<\/p>\n\n\n\n

Greg Bray of Blue Tangerine, Meredith Oliver of Meredith Communications, and Livabl\u2019s Steven Greco and Karyn Bonder go beyond their International Builders\u2019 Show panel discussion at the end of February to share website must-haves for home builders.<\/p>\n\n\n\n

Trust and the Emotional Connection<\/strong><\/h3>\n\n\n\n

Trust comes from creating an emotional connection, says Bray, president and co-owner of digital marketing consultancy Blue Tangerine<\/a>.<\/p>\n\n\n\n

\u201cBefore the customer even has a conversation with the builder, they are researching the builder online,\u201d he says. \u201cThe builder needs testimonials, galleries, maps, and so much more. There needs to be a personal connection. Builders need to demonstrate they aren\u2019t a faceless company.\u201d<\/p>\n\n\n\n

Bray says a critical factor in building trust goes into the simple quality and design of the website.<\/p>\n\n\n\n

\u201cIf it\u2019s ugly, you lose trust. An ugly website has nothing to do with building a home, yet we judge that way,\u201d he adds. \u201cI\u2019m not a psychologist, but we make decisions so quickly. You may not lose every customer with an ugly website, but they can move on to other sites.\u201d<\/p>\n\n\n\n

A Testimonial Goes a Long Way<\/strong><\/h3>\n\n\n\n

Clients also build trust and an emotional connection from the inclusion of testimonials. Reading and viewing firsthand experiences from other buyers helps website visitors gain a clearer picture of what a builder has to offer and the quality of its customer service.<\/p>\n\n\n\n

\u201cFrom a testimony standpoint, people trust online reviews more than they used to,\u201d Bray says. \u201cVideo testimonials connect in a much better way because they are harder to fake.\u201d<\/p>\n\n\n\n

Testimonials can also come from happy clients showing off their new homes via social media. Builders should always encourage buyers to tag them in their posts for that extra boost.<\/p>\n\n\n\n

\u201cSocial does connect with that\u2014you\u2019re looking to provide social proof,\u201d Bray says. \u201cFacebook can be a place to collect the reviews when a community comes in\u2014have people showcasing their brand-new house. Existing customers are excited and happy, and you can get that conversation connected back to you. That\u2019s powerful. It\u2019s not for a sale tomorrow, but you\u2019re planting seeds.\u201d<\/p>\n\n\n\n

Testimonials add another layer of texture to the online search, notes Oliver, president of Meredith Communications<\/a>.<\/p>\n\n\n\n

\u201cYou’ve answered the basic questions on your website,\u201d she says. \u201cThen the buyer is going to want to know about the builder. That\u2019s where social proof testimonial reviews come in and give you the credibility you need. They bolster the reputation that gets you the lead\u2014the phone call, the email, the text message.\u201d<\/p>\n\n\n\n

Maps Point the Way<\/strong><\/h3>\n\n\n\n

It doesn\u2019t matter to the buyer if the house is perfect\u2014if it\u2019s not in the right place for that person or family, they won\u2019t consider it.<\/p>\n\n\n\n

Greco, vice president of sales for Livabl<\/a>, says things have come a long way from the old days, when a physical map would be the key focus of a showroom.<\/p>\n\n\n\n

\u201cYou\u2019d walk into the sales center environment, and somewhere in the middle of the room, there would be a table with an island,\u201d he says. \u201cThere would be a site map, a static map, nothing electronic. Those builders with a little bit more money to spend might populate the lots with monopoly houses.\u201d<\/p>\n\n\n\n

Livabl <\/a>provides builders with interactive maps that do more than just show where a house is located.<\/p>\n\n\n\n

\u201dThe demand is far beyond the information we saw in the sales centers,\u201d Greco explains. \u201cIt has moved to the website because buyers have become more tech-savvy than ever. The consumer now demands that the builder provide as much information as possible so buyers can make educated decisions and prequalify themselves.\u201d<\/p>\n\n\n\n

Interactive Floor Plans<\/strong><\/h3>\n\n\n\n

Interactive floor plans are another way buyers connect emotionally during a website visit. What initially begins as daydreaming can become legitimate questions looking to be answered via an interactive floor plan. \u201dCan this bedroom serve as an office?\u201d \u201dWill my truck fit in this garage?\u201d<\/p>\n\n\n\n

\u201dWhen people start spending time on a builder\u2019s website, they build a connection, and it\u2019s harder for them to go on to the next house,\u201d Bray says. \u201cIt\u2019s a powerful tool that most builders still aren\u2019t fully taking advantage of that is readily available and affordable. There are other options that are more expensive, like augmented reality, but interactive floor plans also have a lot of power to create connection.\u201d<\/p>\n\n\n\n

Sites such as Livabl give builders an edge by providing customers with the interactive floor plans they seek and the information that can help them close with buyers.<\/p>\n\n\n\n

\u201dLivabl\u2019s virtual products are incredible because our interactive site maps, floor plans, and virtual tours are extremely detailed,\u201d Greco says. \u201dOur solutions are innovative because of the ability to drill down to that lot and then thumb through the different plans.\u201d<\/p>\n\n\n\n

Self Tours<\/strong><\/h3>\n\n\n\n

Data shows that self tours encourage buyers to take the plunge, because it\u2019s another way for them to gain information on a new home in a low-stress environment on their own time.<\/p>\n\n\n\n

Tom Nelson co-founded UTour<\/a>, a leader in unattended access tours. He explains how his research led to the value of self-guided exploration for new homes.<\/p>\n\n\n\n

\u201dHome builders get about 30 percent to 40 percent of their leads to schedule an appointment from the phone calls, form submissions from the website, and digital format leads,\u201d Nelson says. \u201dBut what happens to the other 60 percent? That\u2019s what we were trying to figure out.\u201d<\/p>\n\n\n\n

\u201dThey told us, \u2018It\u2019s not that I never want to talk to a salesperson. I don’t want to talk to them during the first visit if I liked the home.\u2019 These people were equating the new-home sales appointment to a timeshare appointment where they would get locked into an hour and sit through a hard sales pitch. And they just didn\u2019t want to do that. They just wanted to see if the home looks as good in person as online. They wanted convenience. They didn\u2019t want the hard sell. If they liked what they saw, they were ready to talk to a builder.\u201d<\/p>\n\n\n\n

It may seem odd for some builders to encourage self-touring while still employing salespeople in their centers. However, Nelson says there\u2019s room for both to flourish.<\/p>\n\n\n\n

\u201dWe know that staffing new-home salespeople is becoming more of a challenge because it\u2019s getting harder to find people to work the weekends,\u201d he adds. \u201dThere are also issues when builders are dealing with close-out communities. Putting a salesperson in that model home costs a lot of money when they\u2019re down to three or four homes left to sell.\u201d<\/p>\n\n\n\n

Taking Care of the Back End<\/strong><\/h3>\n\n\n\n

It\u2019s easy for a builder to get caught up in dynamic photos and glamorous drone footage for its website. But if its data isn\u2019t consistently maintained, it could be losing customers.<\/p>\n\n\n\n

\u201dOne of the biggest obstacles isn\u2019t very sexy\u2014it\u2019s data management,\u201d Bray says. \u201dThe product online must be completely accurate. The home can\u2019t be sold last week or two weeks out of date. It sounds simple, but it is not where most builders spend their effort. The same goes for bad and outdated information. Most current blogs are three years old, making the site look neglected.\u201d<\/p>\n\n\n\n

Bonder, vice president of business development builder sales and marketing for Livabl, says a lack of updated information can easily cost a builder a sale.<\/p>\n\n\n\n

\u201dI think about maybe 10 to 15 years ago in this industry, if a consumer didn\u2019t see pricing or didn\u2019t see availability, they would contact the builder directly,\u201d she says. \u201cBut we\u2019re seeing that it\u2019s trending away from that. Now, if consumers can\u2019t access the data they want to know, they will rule the builder out as an option.\u201d<\/p>\n\n\n\n

Ensuring your site can provide data wherever it is needed is important, something that can be achieved through the proper use and implementation of APIs (computer scripts that allow different programs to speak to each other and share data).<\/p>\n\n\n\n

\u201cThe more accurate and timely information on the builder\u2019s website is important because that will translate onto listing sites, especially with an API type of system, as opposed to just a traditional data feed system,\u201d she says. \u201cThe closer they can work together, the faster things move forward, and then the more information you give to the consumer. If you\u2019re doing that on your website, it will translate out to other listings sites. Cohesiveness is essential.\u201d<\/p>\n\n\n\n

Update Early, Update Often<\/strong><\/h3>\n\n\n\n

Builders must update their sites daily because few things turn a buyer off quicker than a broken link or stale sales maps.<\/p>\n\n\n\n

\u201cIt\u2019s a struggle,\u201d Oliver says. \u201cIt is not a lack of motivation. It\u2019s still a lean staff and business model. There\u2019s typically a marketing person that is spread way too thin. Frankly, many builders are still investing in and building sites with partners that lock them into a site difficult for the builder to update and manage on their website.\u201d<\/p>\n\n\n\n

She adds, \u201cI feel that the builder needs to find a marketing partner that allows them to be the primary owner and driver of their website. It is not my website; it is your website. If you get busy, of course, we are here for you. And we will take care of it for you. But we encourage and direct builders to get in there and take ownership of this themselves.\u201d<\/p>\n\n\n\n

Bonder explains builders can help themselves by hiring staff specifically focused on website maintenance.<\/p>\n\n\n\n

\u201cI think builders should be hiring for those positions so that someone can dedicate the right amount of time to making sure that there are daily updates,\u201d she says. \u201cIt\u2019s that important. We just have a habit of not sharing data, keeping data close to our chest. It\u2019s not doing us any good as an industry anymore. The more accurate your data on the website is, the better it is for the consumers. Also, sharing that data out where consumers are going to be coming in front of your homes is going to get you more consumer eyeballs.\u201d<\/p>\n\n\n\n

It\u2019s also important to be able to respond to queries quickly, something internal staffing facilitates.<\/p>\n\n\n\n

\u201cThe other piece of that is making sure that you can respond very promptly to any requests. Make sure you staff those important positions or make your homes available outside of the typical 10 a.m. to 6 p.m. hours because people are shopping at all points of the day and night,\u201d Bonder says.<\/p>\n\n\n\n

\u201cWe just live in that almost immediate gratification on the consumer side,\u201d she adds. \u201cWhat does that look like in home building? We can\u2019t deliver the home immediately, but we can deliver the information immediately. And I think that\u2019s today\u2019s expectation, and it\u2019s not going anywhere. It\u2019s going to continue to move in that direction. I know some builders are focusing on being able to buy the home online. I don\u2019t know if that\u2019s as critical right now. I think we need to focus on content and responsiveness right now.\u201d<\/p>\n\n\n\n

Closing the Deal<\/strong><\/h3>\n\n\n\n

The move to share so much information with buyers before even speaking with a salesperson seems shortsighted to some builders. They believe the personal touch and gatekeeping of the assets is still the way to gain sales.<\/p>\n\n\n\n

\u201cMany builders are still old school,\u201d Greco says. \u201cThey believe that the conversation about what homesites are available, which ones are sold, and the square footage of the lot\u2014they think that\u2019s a conversation that should happen between the buyer and the seller. In other words, they expect the buyer to come down to the sales center and engage with a salesperson to have that conversation. That is not how buyers consume today. Buyers want all the information, and the builder to be as transparent as possible. Builders must understand that once buyers have all the information, by the time they come into the sales center, they\u2019re 90 percent sold.\u201d<\/p>\n\n\n\n

How far are buyers from being able to put an online deposit on a home? Greco says he thinks it\u2019s sooner than might be suspected.<\/p>\n\n\n\n

\u201cThe trend will continue to evolve in that direction,\u201d he says. \u201cAlthough 80 percent still visit the physical on-site model, 90 percent of the decision to buy there and a particular house has already been made online. I don\u2019t think we\u2019re far from when a buyer might buy completely online. That\u2019s because the visuals are becoming so sophisticated that the consumer is comfortable making the purchasing decision and will put a deposit down via credit card online.\u201d<\/p>\n\n\n\n

This story appeared on Builder Online<\/a><\/em><\/p>\n

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Building a comprehensive website is one of the most critical tasks for any home builder. 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