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As the construction industry is embracing the latest technologies, there are several challenges and motivations contractors are facing today. Whether it is related to pandemic, adoption of new tools or resource allocation, construction professionals have a tough time.
This is why we have taken the initiative to bring you valuable insights into the current technological trends in the construction industry. We interviewed Anya Chrisanthon, a leading Chief Brand Officer in one of the top-notch homebuilding tech companies to put some light on the growing technological trends.
Who Did We Interview?
Anya Chrisanthon is a renowned and capable Chief Brand Officer in one of the best homebuilding tech companies. Her knowledge and experience in the construction technology allow clients to find, design, experience and buy new homes online seamlessly.
Residential new construction faces a number of challenges in 2022 including supply chain issues, labor shortages, and affordability crisis. Global pandemic exacerbated existing conditions and pushed home builders to think outside the box and adopt new ways of doing business. Historically we’ve been a conservative industry-typically last to embrace change, but difficult circumstances can lead to greatest innovations.
I am excited for the future of residential new construction. We’ve settled for a mere 15% of the real estate market for far too long. Technological innovation will make new homes more attractive in terms of both how they’re built and sold, making them accessible to more people. It lights me up when I read about companies like Lennar partnering with Icon to build a first of its kind 3D printed home community in Austin, TX this year. Builders are exploring alternative green and sustainable materials and buyers want that.
eCommerce is also making its impact on the homebuilding industry and we’re starting to see a shift in the sales process from in-person to online. It’s been a big learning curve for most home builders in the last two years as everything shifted to virtual. Covid forced them to incorporate tech and now consumers expect a digital first experience. Digital is complex for new home sales because we have so many different systems that don’t typically talk to each other. The process of sales and marketing digitalization (or emergence of MarTech) has started, but it will take time for both mass adoption and to get it right.
The biggest challenge is to be able to provide that new home building experience that many customers come to expect-the HGTV experience. There is a lot of uncertainty right now when it comes to both availability and pricing of materials while demand for housing is at an all time high. There is a high potential for a poor customer experience if they’re not being communicated to on a consistent basis.
“Buy Now” has been one of the hottest topics of conversation in the last few months. Just like with any new technology or process there are a lot of misconceptions about what it is and what is not. The biggest one is that the “Buy Now” button eliminates the salesperson from the equation and takes the human element out of the sales process. It couldn’t be less true. “Buy Now” is simply a tool that streamlines the sales process making it easier for both the salesperson and the buyer to design and visualize their new home. It can be used by buyers independently, but I think most will use it in-sync with their sales person so everyone is always on the same page.
We are on an exponential technological growth curve. The next five years will be nothing like the last five-technological innovation will move faster and faster. We have a huge housing shortage to fill-and we need to do it sustainably and affordably. And I think we’re up for that challenge!
Robots are coming!
You may be scared, but do it anyway.
More Details
Anya Chrisanthon, a Chief Brand Officer at a leading homebuilding tech company helps to improve the way customers find, design, experience and buy new homes online.
Anewgo of New Home Sales-a weekly webcast/podcast for the company, she discusses innovative sales and marketing technologies that are growing in popularity in new home sales.
She highlights new systems, processes and techniques as well as shares best practices, case studies, tactics and strategies so that one can successfully incorporate MarTech into your sales cycle.