This week on The Home Builder Digital Marketing Podcast, Michelle Byrge of Landsea Homes joins Greg and Kevin to discuss the need for builders to balance digital marketing with human interaction and connection.
As vital as digital marketing is, the human element of home buying cannot be neglected. Michelle says,
“So, I think you have to find the balance…the balance of those virtual tools that offer people insight, but ultimately what we’re still hearing from our prospects is that they wanna get into the model home and they wanna actually talk to a real person. So, you gotta find your balance for your company…but things evolve. We’re constantly keeping a pulse on that…”
One of the best methods for understanding what customers want and need is by asking the buyers themselves. Michelle explains,
“We’re constantly looking for the feedback because that’s how we get better on the tough situations and the ones where we’re winning. So, we do have a formal survey process where we survey at close and then into that first year of home ownership.”
Marketing strategies will constantly need to be assessed to reach and maintain the delicate balance between digital and humanness. Michelle says,
“So, I would say again, just continuing to look at all those virtual resources that keep that emotional value high because, in home building, it’s all about that emotional value and the lifestyle benefits for us. So, if we don’t wanna be too digitized. You’re just always looking for that balance.”
Listen to this week’s episode to learn more about striking the human balance of digital marketing.
About the Guest:
Michelle Byrge joined Landsea Homes in 2018 and currently serves as Vice President of Corporate Marketing, where she drives and oversees the vision, strategy, tactics, and day-to-day management of all marketing channels for the company, including the corporate website. She also leads company-wide sales trainings and helps implement onsite sales strategies for senior leadership in five different markets including Arizona, California, Florida, New York, and Texas. Companywide, there are more than 80 sales counselors and agents.
In her four years with the company, Michelle has built the entire corporate marketing structure, and developed the brand and marketing guidelines, creating consistency across all markets. This structure allowed the business to scale, operate more efficiently and set the foundation for future successes including becoming a public company and executing strategic homebuilder acquisitions in new markets. She also developed an extensive inside sales department, which started with just one employee.
Furthermore, she developed interactive tools for Landsea Homes’ leading High Performance Home and LiveFlex® initiatives. In addition to launching the programs, she developed a way for prospects to virtually experience these programs.
Michelle is an award-winning and decorated marketing professional. In 2018, she was recognized as Landsea Homes’ “Employee of the Year.” In 2020, she was recognized as one of the “Marketing Professionals of the Year” by the Building Industry Association of Southern California’s SoCal Honors, and in 2021 she was an honoree for “Marketing Professional of the Year” at NAHB’s The Nationals awards competition.
Most recently, Landsea Homes was named Builder Magazine’s 2022 “Builder of the Year,” which is determined based on a variety of factors, including overall marketing efforts.