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Robust Web Presence Can Bring New Opportunities
 Most prospective home buyers today start their home search on the Internet. Before they even set foot in a model or sales center, they have checked out the builder and examined his homes via the Web.
For the builder, this trend presents not only opportunities, but potential pitfalls. A good Web site can level the playing field and enable small and large builders to compete as equals. A poor site — or worse, no Web presence — can mean missed opportunities and sales.
At a minimum, a home builder’s Web site should provide basic information, including:
• A short “biography” of the builder’s company
• Images (either renderings or photos) of the homes the company builds
• Floor plans
• Images and/or a description of the community where the homes are located, including a site plan
• Pricing information
• Options
• Contact information and an e-mail form so potential buyers can get in touch with the builder or sales staff
Beyond its role in providing basic information about the builder, their homes and the community, a Web site can facilitate the buying process for the prospective buyer and later provide support for the home owner. It can also help the builder save money by allowing sales staff members to focus their efforts on making the sale.
For example, a Web site can:
- Provide a “build-it-yourself” option that allows customers to choose a plan, structural options, amenities and more. Many automobile manufacturers provide this feature. You can, too. Visit “Build My One” on the Jeep Web site (Jeep.com) to see how it’s done.
- Display inventory and real-time content from your sales system, such as which plans go on which lots on your site map.
- Help prospects pre-qualify themselves.
- Provide buyers with access to a digital document library, including such items as a sample warranty manual, a selections sheet, etc.
- Act as a customer portal where buyers can see their selections, contracts, documents, construction schedule, images, HOA bylaws or important contacts and, perhaps most importantly, their tasks and responsibilities.
- Enable your home owners to initiate warranty service requests directly with the service providers on their time, without tying up your office and personnel. Tracking service completion can also be done on the Web.
- Integrate with construction management software that facilitates time management so vendors can view schedules, change orders, punch list tasks and more.
Hidden Benefits
These are just some of the functional roles that your Web site can play. A Web site can also fill a number of “hidden” roles that might not be immediately evident but are nevertheless important. It can:
- Make the lead, prospect, home buyer or home owner feel like they are part of something larger.
- Connect the prospective buyer with your product — what they saw, felt and dreamed they could have.
- Make the consumer feel like a winner by choosing you.
- Decrease your construction cycle and speed up your sales cycle.
- Lower your cost of goods sold and operating expenses, including labor.
- Function as a silent sales person and a teammate to your sales personnel.
- Many routine tasks can be carried out by the automated Web site allowing the sales people to focus their efforts on what they do best.
New home sales professionals will never be fully outsourced because their interpersonal dynamics are crucial, but builders will, and are, replacing some internal tasks with Web-enabled management software. Times are definitely changing, and the smart, successful builder will change with them.
Erik Cofield, CGA, the national accounts manager for BuildTopia, has leveraged technology and provided business management consulting for all sizes and types of builders, developers and remodelers. For more information, e-mail Cofield, call him at 240-399-0110 x213, or visit the BuildTopia Web site at www.buildtopia.com.
 NAHB Has Nearly 300 Resources to Help You Run Your Business More Profitably
Go to NAHB's Business Management Tools Web pages (available to members only) for instant access to nearly 300 timesaving, moneymaking and cost-cutting business resources to help you run your business more profitably. Get guidance on accounting and financial management, business strategy, computers and information technology, customer service, human resources and more.
Resources are added weekly, so bookmark www.nahb.org/biztools to go directly to these vital business management resources.
Local and state home builders associations can link directly to www.nahb.org/biztools from their Web site and give their members instant access to these resources. It will make your HBA's Web site the place to go for the information and guidance that members need to succeed.
 Improve Business Operations With ‘Cost of Doing Business Study’
The “Cost of Doing Business Study, 2008 Edition,” available through BuilderBooks.com, enables home builders to compare their business operations with like-sized builders across the country so they can fine-tune their businesses and boost profits.
The study analyzes several operational business categories ― including volume, operation type and land vs. no land costs ― and enables builders to identify their strengths and weaknesses, increase efficiency, set realistic budget targets and improve business practices.
The categories have been analyzed, where applicable, by average and by the top and bottom 25% of performers by net profitability.
Builders can use the the study to develop proven strategies to succeed in an increasingly competitive market.
To view or order the “Cost of Doing Business Study” online, click here, or call 800-223-2665.
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