Display homes are a successful sales instrument in a builder’s toolbox but converting foot traffic into genuine leads is challenging for businesses. How do you connect with time-poor customers who are less inclined to venture outdoors but increasingly make purchasing decisions online?

HIA member Michael Agostino, Director of Perth-based Trendsetter Homes, says display homes have always been a fantastic (if costly) method to show clients of what your company is capable. However, he’s discovered they are no longer as effective at getting his clients over the line. 

‘What works is being able to demonstrate that we can design a home that meets the buyer’s exact needs and vision,’ he says. ‘We’re finding that virtual homes resonate more than a walkthrough of a physical building, which may not have been built to the buyer’s style or specifications.’

When Trendsetter Homes began in 1997, the company’s vision was to design and build custom homes with personalised service adjusted to suit clients’ specific needs. The business today employs six registered builders and an in-house design team to manage a portfolio of around $20 million in design, preliminary documentation and construction at any one time. Over the past 25 years, Trendsetter has achieved substantial growth thanks to a commitment to continually innovate and produce a high-quality product. Moving into virtual technology is just another way the business is pushing boundaries.

‘Virtual technology allows us as builders to create multiple display homes showcasing alternate schemes and design styles, without the investment and time constraints of purchasing land and building,’ Michael explains. ‘We can deliver virtual tours via chatbots through the Facebook Messenger platform, so people can view homes from their fingertips, anywhere and at any time.’

When Trendsetter Homes turned to digital marketing agency AdSocial, the strategy to use chatbot automation to generate qualified sales leads saw an impressive 91 per cent click through rate from the potential buyers’ initial connection with the brand through to the entire virtual showcase.

‘We have never experienced such a surge in interest when delivering a new and unique experience,’ Michael reveals. ‘Acknowledging this shift in the way people communicate has enhanced our ability to offer the customer exactly what they are looking for.’

According to AdSocial CEO Amberlea Henriques, innovative building companies are leveraging virtual tours via virtual reality (VR) headsets, but coupling them with chatbot automation – and delivering these tours to mobiles via social media – is a new point of difference.

‘Chatbots can be programmed to provide customer support 24/7, extracting keywords from messages to automatically respond to enquiries, saving businesses thousands of man hours,’ she says. ‘Around 80 per cent of messages can be responded to and followed up by a chatbot, without human intervention.’

Where this experience differs from VR is that customers don’t need to visit a physical location to connect to a headset and immerse themselves in a business’ product offering. According to Michael, this is something many people are reluctant to do, until they have decided on their builder.

‘The chatbot delivers walk-throughs of either physical homes that we filmed or renders of digital homes we created using design software,’ he says. ‘This is an inexpensive alternative and allows people to be inspired by our capabilities during the early stages too.’ 

What Trendsetter Homes has also found is that potential home buyers are resonating with the conversational quality of the chatbot experience. They can get ‘human-like’ answers to their initial questions without parting with their contact details to discover more about a business’ offering.

‘We are always there for a discussion and love to engage with clients but there’s a stage of the process where they’re just not ready to talk to someone,’ Michael says. ‘We now let the chatbot guide prospects through that journey until they are ready to come in and sit down with me for a consult.’

The chatbot can automatically follow up on previous discussions for up to one year, without human input. This allows businesses to stay front of mind while the customer explores their options. ‘The technology eliminates people who simply want to browse, and qualifies those ready to book a consultation,’ Michael says. ‘This saves our team so much time as they’re connecting with people when they’re ready to talk specifics.’

Despite the recent challenges of COVID, rising building costs and interest rate increases, Michael says that like other businesses, Trendsetter has had to adapt and pivot. Focusing on the possibilities of virtual technology has become ‘a game changer’.

‘This process is relatively new to our business, but we’ve received welcoming feedback,’ he says. ‘We’re currently working on new homes to showcase, and working with AdSocial to design content that explains our business, team and process to prospective clients.’

As a HIA member, Michael also appreciates the ongoing support of the Association throughout the ups and downs of home building.

‘The industry has been through some of the toughest times in the last three years, but HIA provides abundant value and support to those of us within residential building,’ he says. ‘Accessing various resources from industry trends, regulations and best practices helps our building operations lead to the best possible outcomes.’

When looking ahead, Michael is optimistic for the future. ‘There are lots of people who still want to build their dream home and Perth is primed for investment,’ he says. ‘For Trendsetter Homes, we also have exciting designs within the preliminary stage and homes under construction to share in the very near future.’

First published on 18 May 2023