Visit www.builtaroundyou.com by Wilshire Homes and you’ll see why I’m looking over my shoulder. OK, maybe I’m not that worried about my job but this is a cool feature! They created a microsite to encourage interaction with a “Virtual” Online Sales Counselor named Sheila. Wilshire reports that online leads have increased by %13.54. Not too shabby, and if anything – it is an innovative feature for a homebuilder.
I took a test drive acting as a customer – the end result produces a housing report (view my report) that you can email to a friend, email to a wilshire associate, or print. I like the options. Obviously, they couldn’t list every variation in the scripts but covered most of the important qualifying questions – at least to get a customer pointed in the right direction.
Below are the results from Wilshire Homes in the case study by Marketing Sherpa:
Texas homebuyers are loving the microsite and Sheila’s down-home hospitality. At first, Horne (Wilshire’s President) had set goals that were mostly related to stickiness, but he was elated to see the microsite lift online sales leads by 13.54%. Even more interesting is that 2% of the site-generated leads actually complete their purchase online — sight unseen.
Additionally, site-generated customers visit an average of six homes before making a purchase, while offline leads look at 15. “It tells you that the knowledge the site users are getting is beneficial, which allows our sales team to achieve higher efficiency,” Horne says.
- 56.2% who start the lead generation process complete the entire demonstration and receive their housing report.
- 11.17% print their report or forward it to a friend.
- 3.14% email their report to a Wilshire Home sales rep for follow-up.
- Users spend an average of 6 minutes on the microsite.