Marketing & Sales

Why Marketing Matters More During An Early-Stage Downturn

The temptation to look at marketing — and customer research — costs as an expense-savings opportunity as unit volume and revenues decline is growing. Here's a case for looking for something else to cut.

Technology

Even As Costs Bear Down On Buyers, Builders Can Spur Demand

Here's how Builders FirstSource's evolving Paradigm Omni platform venture with Pacific Northwest-based Hayden Homes points to removal of one of the building lifecycle's costliest resources: Time.

Marketing & Sales

Century's 'Buy-Now' Ground-Breaker Shifts The CX Goal Line

Here Century Communities president Liesel Cooper unpacks the strategic, operational, and consumer-focus reasons for cutting over to its click-to-buy contract platform. And, she affirms the "integral ongoing role" of sales associates in the new normal.

Marketing & Sales

A New Venture Erases Boundary Between Model Home And VR

Builders Design teams with Focus 360 to fuse physical world design's emotive power with the everywhere-ability of virtual reality -- giving builders a more direct digital thread to the minds, hearts, and purses of homebuyers.