Hot Homes Increases Consumer Response

Since the launch of our Hot Homes feature a few months ago, more and more builders have utilized this unique merchandising opportunity to create increased awareness, exposure, and inquiries for their new home communities.  Best of all, it’s free and easy to add Hot Homes.

Are you are on the sidelines waiting to see if it’s worth the effort?

Well, it’s time to get off the sidelines and into the game – it works!  And we have the numbers to prove it.  More on that in a bit.

 

Separate yourself from the crowd

There are several ways for consumers to respond to Hot Homes as they  search and browse new homes on NewHomeSource.com.  Here, on a search results page, those communities with Hot Homes feature a special “HOT HOMES” emblem:

(By the way, promotions are also merchandised with a “SPECIAL OFFER” emblem.  Together with Hot Homes, we call these “Hot Deals” on the New Home Source website.)

Visitors to NHS are also invited to go directly to “Hot Deals” in their market, either by doing a dedicated Hot Deals search, or by clicking the Hot Deals tab from their search results page.  In either case, this search results view is shown:

Here, the consumer sees the Hot Homes title and description data fields you created to induce the visitor to investigate further and to request more information.

 

Results

On average across market areas on New Home Source, builders who have one or more communities featuring a Hot Home get 20% MORE consumer inquiries per community (AKA leads) versus builders who don’t have a hot home in that market area.

 

Your “action items"

• Learn how to input Hot Homes Data
• Log-in to BHI Live and go to the manage homes screen, select 'Yes' in the "Hot Home?" column and follow the prompts to enter a title and description.
• If you feed data to us, contact us for information on how to add the data to your feed
• For each of your communities, find two homes that you can feature as Hot Homes and create marketing copy that highlights the home or plan's uniqueness, value, or scarcity
• Ask questions -- we love to help you use our listing and advertising features to the fullest!  Contact buildersupport@newhomesource.com

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Paul Gruber, Senior Product Manager, leads product planning and development for BHI’s Consumer Products and Websites including www.newhomesource.com