Staying ahead of consumer demands | Build Up Ep #6

Build Up is a homebuilder podcast where we interview homebuilders, industry insiders, and experts covering all things branding, marketing, sales, customer experience, and more. A week or so after each episode, we publish the show notes here on our blog. To listen to the episodes right when they're published, subscribe on your favourite listening platform here. To get these show notes delivered straight to your inbox, sign up here.

Here are the top takeaways from the episode:

When in doubt, research it out

If your audience just isn't responding to your product the way you thought, do some research. Look to other industries and see what they're doing. Send out surveys to your customer base to see why they aren't showing up — you might be surprised by the data you find.

Customers want accessibility, control, and convenience

We spoke about this in the previous episode, but modern-day consumers want convenience when shopping - access to pricing, product, and help when they want it. Millennial and Gen Z consumers want to feel more in control during the buying process, like time to browse on their own terms. Finding the right balance between self-service and customer experience is key.

Technology and automation can help create warmer leads

In the case of UTour, allowing customers to browse homes on their own helps builders filter through leads. Whether someone comes back to see a house multiple times, or their tour lasts 5 minutes, tracking that data in a CRM and pushing it to the sales team will only help them. Now they can spend more time nurturing warm leads rather than chasing down those who weren't interested in the first place.

Want to be innovative? Listen to your customers

If you want to stay ahead of the curve, your consumers will tell you almost everything you need to know. By looking at your process through the lens of your customer, rather than your business, you can glean so much knowledge. You might even start to anticipate their needs in the future. You'll create a great experience for your customers if you're in tune with their needs and wants.

Rome wasn't built in a day

You don't have to overhaul your entire sales process in an evening. Small steps still lead to great change. Start off by finding points of friction for your customers or sales team or places where you might be losing resources internally. Then see if you can find a technological solution and go from there.

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