Publication Date:
Wed, 2001-01-03 18:00
Article Image:
| Cathy Horvath |
With growth numbers like those shown in the box outs below, it's imperative that professional builders utilize the Web as a sales and marketing tool. But, that begs the question: What is the most critical element of a builder's web site?
The most essential ingredient to a professional builder's web site is the ability to give potential buyers as much information as possible about the home they are considering. It's important to give the buyers a true feel for the dimensions of the house, the size of the rooms, the look and feel of the interior and exterior design, and the surrounding neighborhood.
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The number of U.S. Internet users
has just passed the 100 million mark,
representing half of the entire adult population,
according to research from the Strategis Group.
Just one year ago, that figure was 68 million.
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All of this can be accomplished seamlessly through the presentation of virtual tours of model homes. A virtual tour gives provides 360-degree views of the important areas of homes, both inside and outside. Such tours allow prospective buyers to pan around the rooms and zoom in and out for a better look at fireplaces, staircases and other features. They can also help the buyer narrow the choice of models in which they're interested. The builder's model is exposed to millions of prospective home buyers, 24 hours a day, 7 days a week.
Not only do virtual tours save time for the potential buyer, they save time for the professional builder. After previewing a virtual tour, customers meet with builders in a more "ready-to-buy" frame of mind.
Industry surveys have found that Web customers spend far less time driving from community to community looking at model homes these days and prefer to use that time in more leisurely pursuits. Their lives are hectic and fast paced. Using the Internet to educate themselves prior to in-person property tours, Web customers can preview models online via virtual tours and eliminate in advance those homes and communities that do not meet their requirements.
Computer created tours also allow professional builders to accurately demonstrate their work without the hassle of arranging an open house or on-site tour of a home. What's more, because builders often do not have the resource of model homes, virtual tours are an essential tool.
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Out of the 100 million users,
nearly four in 10 U.S. home buyers
used the Internet last year to shop for a house
an 18-fold increase in four years
according to the National Association of Realtors'
2000 Profile of Home Buyers and Sellers.
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Virtual tours not only alleviate much of the hassle and increase the efficiency of home buying, they also allow builders to market themselves in a new, powerful way. In addition to using this technology to draw more eyes to a Web site, large, medium size and custom home builders alike can market a home by emailing tours to potential buyers. Potential buyers are able to send this tour via email to their friends and family, thus providing the builder with a compelling, virtual marketing tool that spreads the word about the builder's products and services.
The playing field is leveled somewhat because regardless of the size of the builder, the consumer can be reached and impressed with the builder's product. Furthermore, builders' home buyers can email the tour to decorators and other contractors - window treatments, paint, flooring, furniture, etc. can be ordered with a most handy way of making arrangements.
The Internet is changing the way people do business. Why? It saves time and money-for both sides of the transaction. From clothing, groceries, stocks, cars, cruises, airline tickets, furniture, books, CD's-you name it! Why then, not a house? It's time for home builders of any size to join the new technological wave of marketing. Besides-it's far, far less expensive than the more traditional methods of marketing. You have only to surf the Internet to see for yourself.
For more information, contact:
Cathy Horvath
National Sales Manager
Internet Pictures Corporation (iPIX)
Alpharetta, GA
Phone 770-823-1621 www.ipix.com [1]
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