This week on The Home Builder Digital Marketing Podcast, Melissa Cervin of Lombardo Homes joins Greg and Kevin to discuss how home builder digital marketers can use innovative tools to improve customer experience and increase sales.
Home builder marketing is more than just finding exciting and creative technology, it’s about how using the right technology can positively impact customers and business. Melissa says,
“And you start taking it from being a fun, cool tool for the customers, and there’s so much involved just in that, like I talked about, them getting emotionally attached, cutting down on cycle time, getting them to contract sooner, getting them more comfortable with their options. There’s so much in it from the customer standpoint, but then being able to talk to your team about how this can actually impact your bottom line as a customer.”
For home builder marketers struggling to adopt new technology, start by implementing one thing at a time. Melissa explains,
“I would also say you need to build a plan where it’s baby steps. If you are doing black-and-white drawings straight out of the plan right now, maybe your first step is going to color renderings, getting that photo-real rendering, and making that investment. Because it’s really hard to jump from where you’re at to the investment of going all the way to everything interactive. I think we all understand that not all companies are able to do that quickly or easily. So, make a 1-year plan or a 5-year plan where you add something new to it every year and take the baby steps, but just do each step right.”
Home builder marketers should not just replicate what other home builders are doing but should be leaders in experimenting with new technology. Melissa says,
“I think it’s widely known that in general, builders are slow to innovate but quick to copy. The only regret I have is sometimes being slow to innovate and quick to copy. Copying is comfortable because it’s tried and true. You’ve seen other people do it. Take the chance, take the risk. You grow either way. If it’s the right thing, you grow from it. If there’s something that isn’t exactly right in whatever that new innovation is or that risk that you take, you learn from that too.
Listen to this week’s episode to learn more about how home builder digital marketers can be more innovative in using technology.
About the Guest:
Melissa is an accomplished marketing executive with over 20 years of leadership experience in the homebuilding industry. Her career began at Roberson Brothers, with pivotal marketing management roles at Centex Homes and Pinnacle Homes leading her to her current position as Vice President of Marketing at Lombardo Homes. In her role, Melissa drives brand recognition and delivers measurable results across divisions in both Michigan and Missouri.
With expertise spanning strategic marketing, business development, and continuous improvement, Melissa is known for her dynamic leadership style and passion for integrating technology into marketing. She thrives on the power of data-driven insights to shape strategies that elevate the customer experience and keep Lombardo Homes at the forefront of the industry. Her commitment to innovation, fostering talent, and driving positive change underscores her dedication to maintaining Lombardo Homes as a market leader in the homebuilding sector.