Outhouse

The Outsource Hub for Home Builders

Jim Sorgatz

Design Inspiration: The High Line, NYC

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Bring Your Home Designs to Fruition at Outhouse

Sculpture by NYC artist Danny Cole.

Have you ever stumbled upon a place so unexpected and exhilarating that it floods your mind with creative ideas and inspiration? That’s exactly what I experienced on a recent trip to New York City while exploring the High Line, an elevated linear park built on a former rail line. This isn’t just any public park; the High Line is a unique blend of art, architecture, and urban design. Stretching 1.45 miles through Manhattan’s West Side it offers stunning views of the city’s skyline and showcases some of its most innovative buildings.

Iconic Architectural Landmarks

From the elevated perch, high above the crowds, the view of iconic buildings, like the Empire State Building, is astonishing. Here are a few of the wonderful buildings you see along the way:

  • The Eleventh (BIG): Designed by the Bjarke Ingels Group, this striking complex features two twisting towers at 76 Eleventh Avenue. Known for its bold geometry and expansive glass walls, The Eleventh offers panoramic views and a modern twist on traditional skyscraper aesthetics​.
The Eleventh – designed by the Bjarke Ingels Group.
  • 520 West 28th Street (Zaha Hadid Architects): A hallmark of contemporary design, this building is noted for its curving metallic façade and futuristic appeal. It is one of the last projects by the legendary architect Zaha Hadid, making it a significant landmark on the High Line​.
Condo designed by Zaha Hadid.
  • Chelsea Market: Originally a factory for the National Biscuit Company, this historic building now serves as a vibrant market with various food vendors and shops. The High Line runs through the building, showcasing its blend of old and new architectural elements​.
The High Line making it’s way through Chelsea Market.
  • 10 Hudson Yards (Coach Building): This skyscraper marks the northern terminus of the High Line and is a central part of the Hudson Yards development, a massive urban revitalization project often compared to Rockefeller Center in scale and impact​.
10 Hudson Yards building in the distance.

Unique Experiences and Sights

Walking along the High Line offers more than just architectural wonders. The park itself is a showcase of landscape design, featuring over 500 species of plants. Areas like the Gansevoort Woodland and the Washington Grasslands offer serene green spaces amidst the urban hustle​

Gansevoort Woodland

The High Line also functions as an outdoor art gallery. With installations like Paola Pivi’s “You know who I am” and Nina Beier’s “Women & Children,” the park provides a continuous rotation of thought-provoking art that enhances the visitor experience​.

Mural by renowned Brazilian street artist Eduardo Kobra.

Although some people don’t love these, beauty is in the eye of the beholder and I found “The Vessel,” and a whimsical sculpture by artist Danny Cole to be quite entertaining as well.

The Vessel – centerpiece of Hudson Yards. This interactive sculpture was imagined by British designer Thomas Heatherwick.

What’s The Connection Here to Home Building?

Wherever you find inspiration for new homes, whether it be the High Line in Manhattan, an out-of-this-world experience elsewhere, or a simple walk in the neighborhood park, Outhouse, the outsource hub for home builders, can help bring your wildest ideas to fruition. Give us a sketch on a napkin, and our architectural team will produce a full set of construction documents.

While plans are in progress, our rendering team will meticulously craft your 3D exterior and interior elevations, virtual tours, and visualizers. Our interactive team works their magic to build digital tools like interactive floor plans and interactive site maps that will engage your homebuyers. We can also coordinate digital assets with your web designer including industry experts Blue Tangerine, Bokka Group, Group Two, Meredith Communications, and Adlanta Creative,

All of this can be accomplished simultaneously in a compressed timeline bringing your homes to market faster, and increasing your ROI. 

The juxtaposition of old and new is striking. The iconic Empire State Building in the background.

Conclusion

The High Line is a testament to New York City’s ability to innovate and adapt, transforming an old rail line into a vibrant public space that seamlessly blends nature, art, and architecture. Whether you’re an architecture enthusiast or just looking for a unique urban experience, the High Line offers a fascinating journey through some of the city’s most captivating sights.

If you visit the High Line, or anywhere else that inspires some fresh design ideas, draw a quick sketch, and send it over to Outhouse.  We will take it from there to bring your idea to life!

Strategies for Staying on Top of Home Builder Software Integration: With Insights from Kevin Weitzel

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Outhouse Partner Shares Game-Changing Approaches for Streamlining Operations and Enhancing Customer Experience

In the rapidly evolving world of home building, integrating cutting-edge software solutions has become crucial for success. Kevin Weitzel, a partner at Outhouse, brings his expertise to the forefront, highlighting three key areas where technology integration can significantly impact a home builder’s operations and customer experience. From streamlining lead management to revolutionizing visual asset presentation, Weitzel’s insights offer valuable strategies for home builders looking to stay competitive in today’s market. This blog post explores three critical areas of software integration that can transform how home builders operate and interact with potential buyers.

The CRM Conundrum: Automating Lead Capture

If you have more than a couple leads coming in each day, importing them directly to your Customer Relationship Manager (CRM) is essential… why would anybody want to clerk the consumer given information into their CRM, again, from whatever platform is generating your leads.

–Kevin Weitzel, Outhouse Partner

This is an important point that highlights a critical aspect of efficient lead management and customer relationship management in the home building industry. Here’s why it’s so significant:

Efficiency and Data Integrity: Automatically transferring leads directly into a CRM eliminates the need for manual data entry. This saves time and reduces the risk of human error in transcribing information.

2. Speed of Response: Immediate lead import allows sales teams to respond quickly to potential customers. In the competitive home building market, rapid response times can be crucial in securing a sale.

3. Resource Allocation: By eliminating the need to “clerk” or manually enter consumer information, staff can focus on more valuable tasks like follow-ups and relationship building.

4. Customer Experience: Consumers expect a seamless experience. Having to provide information multiple times can be frustrating and may negatively impact their perception of the builder.

5. Data Consistency: Automated lead imports ensure that all leads are handled consistently, regardless of their source or the time they come in.

6. Scalability: As a home builder’s business grows, manually entering leads becomes increasingly time-consuming and impractical. Automation is essential for scaling operations efficiently.

7. Analytics and Reporting: Direct lead imports allow for more accurate tracking of lead sources and conversion rates, which is crucial for optimizing marketing strategies.

8. Integration Benefits: When leads automatically flow into the CRM, it’s easier to integrate with other systems like marketing automation tools, further streamlining the sales process.

9. Competitive Advantage: Builders who can quickly and accurately process leads are better positioned to outperform competitors who rely on manual processes.

In essence, the statement underscores the importance of streamlining the lead capture process in the home building industry. It emphasizes that in today’s fast-paced, technology-driven market, manual data entry is an unnecessary and potentially detrimental step that can be easily eliminated with proper system integration.

The ERP Challenge: Overcoming Obstacles to Real-Time Pricing

Integrating your Enterprise Resource Planning (ERP) system with your interactive floor plans to achieve real-time pricing is a great idea.  Often easier said than done, the lynch pin in this process is almost always the ERP.  The desire from the home builder is there, but far too often, the ERP itself is intentionally lacking in the ability to feed the data, via an Application Programming Interface (API), into other platforms.  Once implemented, the biggest issue is the ERP provider breaking the feed connections; sometimes regularly.”

Kevin Weitzel, Outhouse Partner

The importance of ERP data for real-time pricing in home building cannot be overstated, and the challenges Kevin highlights are significant. Here’s why his point is crucial:

1. Accurate and Dynamic Pricing: Real-time ERP data enables home builders to adjust pricing instantly based on current costs, market conditions, and inventory levels. This ensures competitive and profitable pricing strategies. [6]

2. Customer Satisfaction: Up-to-date pricing information allows sales teams to provide accurate quotes to potential buyers, improving customer trust and satisfaction. [7]

3. Efficient Resource Management: Real-time data helps with better resource allocation and inventory management, reducing waste and improving profitability. [6]

4. Informed Decision Making: Access to current data allows management to make quick, informed decisions about pricing, promotions, and product offerings. [8]

5. Competitive Advantage: Builders who can offer real-time pricing are better positioned to respond to market changes and competitor actions swiftly. [9]

These issues underscore the need for home builders to carefully evaluate ERP solutions, prioritizing those that offer robust API capabilities and reliable data integration. It also highlights the importance of ongoing dialogue with ERP providers to address these challenges and push for more open, flexible systems that truly support the needs of modern home builders.

Revolutionizing Visual Assets: The Power of Integration

“An easy integration for any homebuilder website is to put all visual home assets on one web page. Why have various assets for a particular home/plan on separate pages?  It is quite easy to integrate all of the home’s assets onto a single page.  As an example, images and/or virtual tours can be linked as hotspots on both Interactive AND static floor plans.  When not linked, a menu of a gallery accessible on a floor plan is easy and garners engagement.”

Kevin Weitzel, Outhouse Partner

Interactive floor plans, renderings, visualizers, and virtual tours for a single home should all be on one page of a homebuilder website for several key reasons:

1. Improved user experience: Combining these elements on a single page allows potential buyers to easily access and navigate between different visualization tools without leaving the page. This creates a seamless, intuitive experience that keeps users engaged. [10][4]

2. Enhanced information retention: By offering multiple visual representations in one place, homebuyers are more likely to retain information about the home. This multi-faceted approach caters to different learning styles and preferences. [10][12]

3. Increased engagement and time on site: Interactive elements like floor plans and virtual tours are known to keep visitors on a website longer. Grouping these features on one page encourages extended exploration, increasing the chances of conversion. [12][13]

4. Streamlined communication: Having all visual tools in one location simplifies the process of sharing information with potential buyers. It reduces the need for multiple meetings or explanations, saving time for both builders and customers.[13]

5. Competitive advantage: Offering a comprehensive, interactive experience on a single page demonstrates a homebuilder’s commitment to innovation and customer service. This can set them apart from competitors and appeal to tech-savvy buyers. [13]

6. Personalization opportunities: Integrated interactive elements allow for easier customization. Buyers can explore different options and visualize changes more effectively when all tools are accessible in one place. [12][13]

By consolidating these features on a single page, homebuilders can create a more effective, engaging, and user-friendly online experience that better serves potential buyers and increases the likelihood of conversions.

Conclusion: Embracing Integration for Future Success

Kevin’s insights underscore the importance of embracing integrated software solutions in the home building industry. By addressing challenges in CRM lead capture, ERP data integration, and visual asset presentation, home builders can significantly enhance their operations and customer experience, positioning themselves for success in an increasingly competitive market.

Citations:

[1] https://subcusa.com/5-reasons-why-construction-companies-need-a-crm-today/

[2] https://blog.velocity23.com/blog/making-home-builder-crm-plan-nhbj

[3] https://www.builderdesigns.com/resources/blog/maximizing-roi-why-a-reliable-crm-system-reigns-supreme-for-homebuilders

[4] https://www.motionops.com/blog/importance-of-crm

[5] https://info.builderfunnel.com/what-is-the-best-crm-for-home-builders

[6] https://www.priority-software.com/blog/how-does-an-erp-real-time-data-support-business-growth/

[7] https://www.silkcommerce.com/epicor/maximizing-the-use-of-erp-data-for-real-time-pricing-for-quotes/

[8] https://www.linkedin.com/pulse/improve-your-reporting-real-time-erp-data-sagesoftware

[9] https://www.vialaurea.com/en/blog/blog-posts-3/the-power-of-real-time-data-in-erp-systems-21

[10] https://truplace.com/real-estate/3-reasons-floor-plans-are-great-virtual-tours/

[11] https://rextheme.com/real-estate-floor-plans/

[12] https://graphiclanguage.net/blog/benefits-of-interactive-floorplans/

[13] https://www.ecisolutions.com/blog/residential-construction/revolutionizing-home-buying-the-power-of-interactive-floor-plans/

It’s Never Too Late to Pivot: Embracing New Technologies in Home Building

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In a rapidly evolving world, the ability to adapt and embrace change is more crucial than ever. While some industries may seem to move at lightning speed, others, like home building, can sometimes be slower to adopt new technologies. However, history and recent innovations teach us that it’s never too late to pivot and find success. Drawing inspiration from people who find success late in life, and groundbreaking companies like Tesla, this post aims to encourage home builders to embrace new technologies, including AI, to stay competitive and thrive.

Late Bloomers: Success Can Come at Any Time

Facing a milestone birthday this month, and always looking for ways to improve and innovate, I found this article in The Atlantic titled “You Might Be a Late Bloomer” fascinating.  In it we learn about remarkable individuals who found success later in life. This includes figures like Paul Cézanne, who, despite facing rejection early in his career, became one of the most influential painters of the 19th century. Another late blooming icon is Colonel Sanders, who founded KFC in his 60s after a series of career failures.

These stories remind us that success isn’t confined to the early years and that it’s possible to achieve greatness at any stage of life. This is a powerful message for many home builders who may feel hesitant to embrace new technologies, thinking it might be too late to change established methods. The reality is that there is always room for growth and innovation.

AI generated oil painting in the impressionist style of Paul Cezanne.

Tesla: Interrupting the Interrupters

Tesla serves as a prime example of a company that disrupted the auto industry with electric vehicles and is now being disrupted itself. Tesla’s innovative approach redefined what was possible in a sector long dominated by traditional combustion engines. Their road to electrification of vehicles and potential autonomous driving has been rocky to say the least.  But they have made tremendous progress over the past few years, operating like a fine-tuned engine. Then BAM!  Along comes Chat GPT and other large language models. Tesla is now pivoting towards artificial intelligence, demonstrating their commitment to staying ahead of the curve.  If successful, AI will bring autonomous vehicles to the road much sooner than expected, plus lead Tesla to success in their quest to build robots capable of performing the most complex tasks. It’s incredible to realize that since they began producing cars at scale, Tesla’s meteoric rise to the top of the auto industry and subsequent pivot to AI has taken place in a span of ten short years.

Tesla Optimus Bot – Interrupting the Interrupter

This ability to continually evolve and integrate new technologies is what keeps companies like Tesla at the forefront of their industries. Home builders can draw inspiration from Tesla’s journey, recognizing that adopting new technologies, even later, can lead to significant advancements and success.

Embracing New Technologies in Home Building

For home builders, integrating new technologies can seem daunting, especially if they have been following traditional methods for years. However, the benefits of embracing innovations like AI and other digital tools far outweigh the challenges. Here are a couple of home building-specific examples of new technologies that can revolutionize the industry:

  1. Interactive Floor Plans and Virtual Tours: These tools allow potential buyers to explore homes in detail without physically being there. Interactive floor plans enable users to visualize different layouts and customize their future homes. Virtual tours provide an immersive experience, showcasing the property’s features and finishes. These technologies can significantly enhance the buyer’s experience, making the decision-making process smoother and faster.
  2. AI-Powered Project Management: AI can streamline various aspects of the construction process. For instance, AI-powered project management tools can predict potential delays, optimize scheduling, and manage resources more efficiently. This not only improves productivity but also reduces costs and enhances the overall quality of the project.
  3. AI Enhancements for Homebuilder Websites: Industry partners like chatbot provider AtlasRTX, and home sales optimization expert Openhouse.ai provide AI tools for builder websites to increase user engagement and generate more sales. The Openhouse.ai platform also works with Outhouse interactive floor plans to guide homebuyers to the perfect home.
Layered interactive condo/townhouse map. Click to explore the buildings.

Case Studies: Builders Embracing Change

Consider the example of a small, hypothetical home building company, XYZ Builders, which decided to integrate AI-powered project management tools into their operations. Initially hesitant, they soon discovered that these tools significantly improved their workflow. They were able to complete projects faster and with fewer errors, resulting in increased customer satisfaction and a 20% boost in sales.

Another example is ABC Construction, which adopted virtual tours and interactive floor plans. Despite initial resistance from their VP of finance, the company quickly saw the benefits. Their online engagement skyrocketed, and they attracted a broader audience, including out-of-state buyers who could now explore properties remotely.

For home builders, adopting new technologies can open up new opportunities and lead to greater success.

At the 2024 International Builders Show, home building consultant Al Trellis, President of Home Builders Network, gave a presentation to a sold out crowd on the power of artificial intelligence for home builders. Real life examples of AI making a positive impact for his clients include:

  • Rapid development of a comprehensive training program for superintendents, including scopes of work for various jobs and trades.
  • Development of an HR program.
  • Marketing campaign for inventory homes.
  • Creation of a private placement memorandum.
  • Generation of ideas to stimulate sales of a stalled condominium project.

The uses for AI in home building are limitless. In addition to marketing and operations, we are seeing the start of AI innovations in CAD and the construction process as well.

Conclusion: It’s Never Too Late to Pivot

The stories of late bloomers like Paul Cézanne and Colonel Sanders, along with the innovative journey of Tesla, illustrate that it’s never too late to pivot and embrace change. For home builders, adopting new technologies can open up new opportunities and lead to greater success. Whether it’s integrating AI for project management or using interactive tools to enhance the buyer’s experience, the key is to stay open to innovation and continually seek ways to improve.

So, take the leap. Embrace the new technologies that can transform your business and stay competitive in an ever-evolving market. Remember, it’s never too late to pivot and achieve greatness.

The Power of Consistency: What Won’t Change in the Next Decade?

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In an era marked by rapid technological advancements and constant change, it’s easy to get caught up in predicting the future. Jeff Bezos once said, “I very frequently get the question: ‘What’s going to change in the next 10 years?’… I almost never get the question: ‘What’s not going to change in the next 10 years?’ And I submit to you that that second question is the more important of the two.” This insight highlights the critical importance of focusing on the constants that underpin lasting success.

One need look no further than to Katerra, the now defunct technology-driven off-site construction company founded in 2015.  Katerra seemingly held so much promise for streamlining the construction process.  Its demise ultimately came down to not-so-great management, but another contributor was lack of enthusiasm by the home building industry to make a major shift in construction methods.  Who knows, with AI coming into play we may see change in the next 10 years, but that won’t happen unless home builders and homebuyers begin to look at housing in a new light.  A house is one of the few things that is still entirely handmade here in America, and therefore a career choice and point of pride for many.

Image by Katerra Group courtesy of LinkedIn

The Foundation of Enduring Success

Success isn’t just about anticipating the next big trend or technological breakthrough; it’s equally about understanding and leveraging the fundamental principles that remain stable over time. These enduring elements form the bedrock of resilient and adaptable strategies.

Institutional Knowledge: The Unchanging Asset

One such constant is the value of institutional knowledge. This encompasses the collective expertise, experiences, and insights accumulated within an organization over time. Institutional knowledge is a critical asset that, when effectively harnessed, can guide decision-making, foster innovation, and provide a competitive edge.

Like any other industry, decision makers in home building often change roles, move to another company, or retire at some point.  New people coming onboard often have “new” ideas.  Sometimes the ideas are truly innovative, but often they have already been explored.  Whether it be in new home marketing, construction, or sales, this is where institutional knowledge is beneficial.  Long term employees and adequate documentation prevent companies from spinning their wheels, keeping them on the road to progress.

Unlike fleeting trends, institutional knowledge represents the enduring wisdom that an organization has built. It includes documented processes, historical data, and the nuanced understanding of market dynamics that only comes with experience. Preserving and utilizing this knowledge ensures continuity and stability, even as external conditions change.

Resilience: The Human Element

Another unchanging element is the human capacity for resilience. As Bezos emphasized, the ability to endure and adapt is crucial. This resilience is not just about weathering storms but thriving amid them. It involves cultivating a mindset that embraces challenges, learns from failures, and remains flexible in the face of uncertainty.

Will anyone ever forget 2020?  Builders moved their offices home, stopped construction for a short while, retooled their product, then charged ahead constructing new homes as the housing market boomed!  The ability of home builders to quickly pivot in 2020, and subsequent years as housing needs rapidly change, is a shining example of resilience.    

Building a resilient organization means fostering a culture where employees are encouraged to innovate, take risks, and learn continuously. This adaptability allows an organization to pivot and respond effectively to new opportunities and threats, ensuring long-term success.

The Intersection of Technology and Human Insight

While technology continues to evolve, the intersection of advanced tools with human insight remains a constant driver of innovation. Technologies like artificial intelligence and machine learning can process vast amounts of data and generate actionable insights. However, the interpretation and application of these insights still rely heavily on human expertise and intuition.

Check out this article from Denim Marketing about “Buy Now” buttons in home building!

With the rapid advance of technologies, builders have been exploring the potential of selling homes online with the click of a button.  Unlike most other products, there are many hurdles to clear when it comes to buying/selling a home.  Securing funding, credit checks, title searches, home inspections, appraisals, additional credit checks, construction and loan delays, pages of documents to sign, and last-minute snafus all come into play making human expertise essential – at least for the foreseeable future.   

Organizations that successfully integrate technological advancements with institutional knowledge and human resilience create a powerful synergy. This combination enables them to navigate complexities, anticipate changes, and maintain a strategic advantage.

Practical Strategies for Leveraging Constants

1. Document and Share Knowledge:

   – Create robust systems for documenting processes, best practices, and lessons learned.

   – Encourage knowledge sharing across departments to foster a collaborative environment.

2. Invest in Employee Development:

   – Provide continuous learning opportunities to help employees adapt to new technologies and methodologies.

   – Cultivate a growth mindset that values resilience and innovation.

3. Balance Technology with Human Insight:

   – Leverage AI and data analytics to enhance decision-making processes.

   – Ensure that human expertise guides the interpretation and application of technological insights.

4. Foster a Culture of Adaptability:

   – Encourage experimentation and risk-taking within a supportive framework.

   – Recognize and reward resilience and innovative thinking.

The Future of Stability

As we look to the next decade, the challenge lies not just in predicting change but in identifying and leveraging the elements that will remain constant. By focusing on institutional knowledge, human resilience, and the balance between technology and human insight, organizations can build a foundation for enduring success.

While the specifics of the future may be uncertain, the principles that drive success remain steadfast. By understanding and harnessing these constants, organizations can navigate the complexities of change and emerge stronger, more resilient, and better prepared for whatever the future holds.

Written by Jim Sorgatz and Tabitha Warren

Know Your Homebuyer Audience

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Are you surprised by the new home construction trends in your own city?

Two homes, one much bigger than the other.
Guess which house is the newbie?!

Having been in the industry for nearly 30 years, it is not often that I am surprised by trends in new home construction. The goal is to sell to anyone who financially qualifies. And, in these times of elevated interest rates and home prices the buzz is all about affordability, which typically translates to smaller homes. So, I am shocked to see the newest homes being built in my “affordable” neighborhood are 50%+ larger and significantly more expensive than my home that was built in the fall of 2022. The families shopping for homes right now are, apparently, looking for space, and have the means to afford a bigger house. And I guess that makes sense. Although there genuine efforts by cities and builders to create affordable housing, with a median price of $430,000 nationally per realtor.com, there really aren’t many homes that are affordable right now for first-time homebuyers. This hammers home the importance of knowing your core audience, building for them, and marketing to them appropriately.

There are many builders who do this well and adapt to the changing environment. One example is Arizona based Meritage Homes whose mission today is, “To design and build homes that are innovative, built with care and superior craftsmanship, which deliver enduring value.” Contrast that with their mission a couple years back, “To build move-in-ready affordable homes for entry-level and first move-up buyers,” and you can see the evolution to better reflect the current new home market.

How can you be sure you are targeting the right audience? Begin with a review of your overall marketing strategy. Do your website, sales offices, and print marketing appeal to the potential buyers you are attempting to attract? Although first-time and luxury home buyers are both seeking out their dream homes, the marketing for these two distinct groups looks very different. This is where consultation with marketing experts like Denim Marketing, Blue Tangerine, Adlanta Creative, and Bokka Group to name a few, can be highly beneficial.      

Next, review your digital marketing tools, and upgrade them if necessary. If you are still using static floorplans and stick renderings, think again. Interactive floor plans, renderings, virtual tours, animations, and visualizers all play an integral role in engaging homebuyers and selling homes.

Interactive Floor Plans (IFPs) have universal appeal, and every builder website should feature them. Buyers of all demographics love to select structural options and customize their living spaces with the interactive furniture planner. 

Interactive floor plan with furniture.
Outhouse’s new colorized Interactive Floor Plan

Quality renderings are essential for all builders as well. Black and white stick drawings are never a good option, even for the simplest of homes. Standard 3D (Outhouse Bronze and Silver) renderings are perfectly acceptable for homes at lower price points. For move-up and luxury homes, you will want to implement 3D photoreal renderings (Outhouse Gold). Luxury and custom builders may want to opt for Platinum renderings that can be further enhanced and customized.

Should your budget for digital marketing tools be a bit larger, investing in animations and virtual tours pays off in two significant ways. First, they enable homebuyers to digitally explore your homes from anywhere. Second, both are available at a fraction of the cost of constructing a model home. Your target buyer should be the top consideration when choosing which format to offer. Younger buyers prefer user-controlled virtual tours. Buyers over 50 typically gravitate towards video format animations.

Visualizer showing a before and after kitchen
Visualizer’s allow home buyers to customize interiors and exteriors

Another online tool appealing to home buyers at all price points is the Visualizer. With both interior and exterior versions available, buyers can mix and match colors and finishes to achieve the desired look and feel. The visualization process is so much easier than making selections for an entire house based on one-inch paint chips and tiny floor, counter, and cabinet samples. It also removes some of the pressure and stress from the design center visit.

Here are a couple more ideas to help you connect with your appropriate audience:

Elevate your brand with distinguished print marketing. Consider the hotel industry when investing in print—the swankier the property, the more excellent the print collateral. The manager of the high-end hotel presents you with a “folio” at checkout, not simply hands or emails you a bill. Although print appeals greatly to buyers in the luxury home market, even younger homebuyers like to walk away from the sales center with a brochure featuring their preferred floor plan and elevations at a minimum. In today’s digital world, people still appreciate a tangible marketing piece when making one of their biggest life purchases. Why not present them with something sophisticated or fun, and memorable?         

Printed brochure showing families participating in various activities
A great print piece makes a lasting impression!

Today, the most progressive builders are transforming their websites with artificial intelligence (AI) to better understand and target their audience. Like that provided by openhouse.ai, AI offers home buyers a personalized shopping experience and predicts where your unique market is going with more accuracy.

So take some time during this evolving housing market to understand your homebuyer and determine if your current marketing strategy is meeting their needs. If not, consider working with online marketing experts to determine which digital and on-site tools will move the needle most with your target audience to increase your new home sales.   

Growing New Home Sales By Casting the Widest Net Possible

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Shortly after moving to Blaine Washington, a small city sitting right on the United States and Canadian border, my spouse suggested we head to the Night Market located in Richmond, a suburb of Vancouver. I happily went along knowing nothing about this event other than it ran from 7:00 PM to Midnight, and and there would be food vendors. I was hoping the food might be better than the the typical state fair, and I wondered if the market would look a bit like a renaissance fair with turkey legs and all. When we arrived I saw this!

Night market packed with people between two rows of food booths.
The Richmond Night Market

There are more than 600 food booths here, and 90%+ of them are Asian. A quick search on Google and I learned Richmond is home to 230,000 people, three quarters of whom are Asian Canadian. The food was amazing, and I’m ready to fight the crowds again this summer. Having never been to Asia, I finally had a taste of the infamous night markets that friends tell me offer some of the tastiest delights.

In the stretch of the Pacific Northwest between Vancouver and Seattle, there are significant populations of immigrants from around the globe. China, Japan, Korea, India, Mexico, Europe, Ukraine, Russia, and many more. In my neighborhood in Blaine which sits right on the border, we have residents from both Canada and the U.S. as many families lives take place in both. This is often due to marriage, jobs, or immigration status. Peace Arch state park which is an open space between the two countries was one of the only places along the border where families could meet during the pandemic. I love taking the pups there, and jokingly warn them not to say “Eh” when we are on the Canadian side.

What does all this have to do with home building? North America is a melting pot of immigrants and cultures. Unless you are Native American, most of our families traveled from other countries to get here. And as more immigrants arrive, put down roots, and start their own families, home builders may need to look a little differently at the design, sales, and marketing of new homes. Just as men and women, families, singles, and various generations seek out different amenities in new homes and neighborhoods, people from various cultures often have unique wants and needs as well. North America also has home builders founded by immigrants including Outhouse clients Couto Homes in Texas where the Couto family hails from Portugal, Trico Homes in Alberta founded by Wayne Chu who came to Canada from Hong Kong, and K. Hovnanian Homes whose founder is from Iraq. There are also builders owned by foreign entities like Woodside Homes (Sekisui House), and Stanley Martin Homes (Daiwa House USA).

What it all boils down to is, like the diversity within our industry, the pool of homebuyers is vast. Casting the widest net possible to reach buyers is essential for sales. And that means thinking outside the proverbial box, and diversifying our sales and marketing strategies.

To continue this conversation, On Tuesday, May 21, 2024 at 11:00 AM PST, Outhouse invites you to join us for a webinar featuring Magda Esola from Brookline Homes, Ingrid Prince from Shared Drive, and Safiyyah Siddiqui from DHS Realty. Coming from varied backgrounds they will share their thoughts and experiences on selling homes with diverse buying groups. If you miss the webinar, you will find the program posted on our YouTube Channel following. REGISTER TODAY!

Tackling the Home Building Labor Shortage

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Two Innovative Organizations Making Strides In Workforce Development

One of the greatest challenges facing the home building industry in recent years is a labor shortage. With more and more kids going to college, and the tightening of work visa programs for immigrants, recruiting skilled workers has been a full-time job for many home builders and trade contractors. But the tides may be turning. A recent article in the Wall Street Journal, “How Gen Z Is Becoming the Toolbelt Generation,” observes that more young workers are going into trades. A few reasons for this are disenchantment with college, rising pay, and new technologies making careers in building much more exciting.

Home builders are also making strides in workforce development. I’d like to focus on a couple of innovative programs that are demonstrating success in this arena.

Jim Sorgatz, Outhouse VP Marketing holding The House That She Built book, flanked by Natalie Miles, owner of Natalie Miles Design, and Kristi Allen, owner of Woodcastle Homes
Natalie Miles, Owner – Natalie Miles Design, and Kristi Allen, Owner – Woodcastle Homes, with Jim Sorgatz, Outhouse VP of Marketing at a PCBC Professional Women in Building Bruncheon celebrating the success of The House That She Built

She Built Foundation

First is the She Built Foundation, an organization whose mission is to inspire girls to become the next generation of builders. It all started with a little book called The House That She Built, written and illustrated by Mollie Elkman and Georgia Castellano of Group Two. Published in 2021, this book has captivated thousands, inspiring a mostly women-powered movement, bringing the book and accompanying activity book to schools, libraries, and Girl Scout troops across the U.S. To make an even greater impact, the She Built Foundation was introduced to attendees at the 2024 International Builders Show. Did you know that 41% of the U.S. construction workforce is retiring by 2031? The need for construction professionals is great. Women currently only make up 11% of our industry. This organization serves a critical role in educating young girls (and boys) on the benefits of a career in building.

Closeup of three students at the Home Building Academy working with electrical parts
Students at the Home Building Academy learning electrical installation skills

Home Building Academy

A little lesser known is the Home Building Academy located in Phoenix, Arizona. This initiative was launched in 2023, by Home Builders Care, the charitable arm of the Home Builders Association of Central Arizona (HBACA). For students in this 9-week construction training program, tuition is fully paid, and they leave with certifications in carpentry and electrical. In the first four weeks of the program, students learn the basics of construction including:

  • Reading a tape measure
  • Understanding construction documents
  • How to build, level, plumb, and square
  • Using hand and power tools
  • OSHA 10 safe working practices

Following the classroom introduction, students move to hands-on training in carpentry or electrical. Check out the informative video on the Academy website to learn more.

Students at the Home Building Academy practicing construction and electrical skills, against a backdrop of wood framing.
Students at the Home Building Academy practicing construction and electrical skills

Support for programs like this is crucial. Ed Brady, CEO of the Home Builders Institute, tells us we need to replace 2.1 million jobs in the next few years. We have a 2-3 generation shortage of workers, and many longtime building professionals are aging out.

One way you can support the Home Building Academy is by drinking wine and craft beers, and eating some delicious food! Coming up on Saturday, May 11, 2024, is the return of Builders Uncorked, an event I helped launch during my tenure at the HBACA. This fun evening features stations with a unique selection of wines from around the globe. All funds raised go to train the next generation of home builders.

Congratulations to HBACA CEO Jackson Moll on the success of the Home Building Academy. And cheers to Lisa Rugloski, Stratton Hickcox, and the rest of the HBACA team who are leading the charge to raise funds through the Builders Uncorked event. With Phoenix Metro being one of the fastest continually growing areas in the country, the Home Builder Academy’s role in training workers for the future is vital to the home building industry.

Optimizing the Design-Market-Sell Continuum: Tips for Home Builders – Part 2

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In the dynamic world of homebuilding, a term that often echoes through the corridors of innovation is “value engineering.” Investopedia defines it as a strategic method aimed at delivering essential project functions at the minimum possible cost. This approach champions swapping out materials and methods for more cost-effective alternatives while maintaining the integrity of functionality—and, we’d argue, quality, too.

At Outhouse, this principle is at the heart of our Design-Market-Sell methodology. Our suite of services—from drafting to visual aids and digital innovations to print solutions—caters to builders across the spectrum. Yet production home builders crafting anywhere from 30 to 3,000 homes annually, stand to gain the most from our holistic approach. By integrating our seasoned Computer-Aided Design (CAD) expertise, builders can forego the hefty expense of maintaining an in-house drafting team. As our CAD wizards work their magic, our graphics and rendering teams get cracking on interactive floor plans, site maps, virtual tours, and much more, paving the way for a seamless transition to print media and sales office displays. This cohesive strategy not only accelerates your market entry but does so with significant cost efficiency. And therein lies the secret to mastering the Design-Market-Sell continuum.

In the first chapter of this series, we unpacked the foundational tools every builder needs to design, market, and sell new homes. Now, let’s dive into the digital realm that captivates homebuyers and enriches their purchasing journey.

Crafting Emotional Connections: The Power of Interactive Floor Plans and Site Maps

Outhouse has been at the forefront of Interactive Floor Plans (IFPs) and Interactive Site Maps (ISMs) for over two decades, boasting a portfolio that’s as robust as it is innovative. Optimized for mobile use, these tools work like a dream on any device, aligning perfectly with the preferences of over 70% of today’s homebuyers.

Headshot of Outhouse VP of National Accounts Erin Kearney against a wood plank backdrop with the words, "Helpful Tips - Visualizers"
Erin Kearney, VP of National Accounts

Erin Kearney, our VP of National Accounts, emphasizes the importance of understanding buyer needs and adopting a personalized sales narrative. The ability to swiftly capture and analyze consumer preferences sets a builder apart in a market brimming with competition. IFPs and ISMs are more than mere marketing gimmicks; they are bridges to potential buyers’ hearts and minds, allowing them to visualize and tailor their future homes. This emotional engagement is akin to the bond formed during a car’s test drive, transforming a potential purchase of “your house” into “my home.”

Moreover, ISMs offer a comprehensive view of available lots, linking directly to elevations, IFPs, virtual tours, and more, thus streamlining the journey from lot selection to home customization.

Marrying market insights with interactive tools is critical to truly excel in sales. These technologies elevate customer interaction and deepen the emotional bond with their future homes, positioning builders as pioneers in their field.

Sketch of Marilyn Monroe against a wood plank backdrop with the words, "Helpful Tips - Interactive"

Maximizing Engagement with IFPs and ISMs

Success with IFPs and ISMs hinges on precise construction documents and strategic website placement. Marcy Smith, our incredibly talented but media-averse Graphic Department Production Manager, shares invaluable tips for optimizing these tools:

  • Ensure clarity and accuracy in your CAD files before engaging with a digital tools provider. Autodesk offers a free ‘DWG TrueView’ for this purpose.
  • Incorporate a PDF version of your CAD files for ease of reference.
  • For IFP projects, detailed CAD files minimize back-and-forth, saving time and resources.
  • Clearly delineate desired lots for ISMs, especially in master-planned communities, to avoid unnecessary costs.
  • The placement of these tools on the website is crucial; they should be prominently displayed for easy access by potential buyers, enhancing engagement and site retention.
Headshot of Outhouse partner Stuart Platt against a wood plank backdrop with the words, "Helpful Tips - Visualizers"
Outhouse partner Stuart Platt

Virtual Reality: The Frontier of Digital Engagement

Virtual Reality (VR) stands as the latest marvel in digital homebuilding tools, offering virtual tours, animations, and visualizers that transport the model home experience to buyers worldwide. Stuart Platt, an Outhouse partner, advises:

  • For interior VR projects, consider selecting from Outhouse’s extensive library of interior designs to save on costs, unless custom designs are necessary.
  • Utilize color and material visualizers to give buyers a comprehensive view of their customization options, though it’s wise to limit exterior color schemes to maintain community aesthetics.

As a quick VR refresher: Virtual Tours are user-controlled tours – buyers click from room to room. Animations are essentially a video tour. And, Visualizers are customization tools that allow buyers to select options, colors, and finishes whether it be interior cabinets and countertops, or exterior roofing, stone, and siding.

In Summary

The key to optimizing the design-market-sell continuum is to work with a sole provider like Outhouse – the outsource hub for home builders. Whether launching a new community or seeking innovative cost-saving strategies, Outhouse is here to guide you through optimizing your design, market, and sell process. Reach out today to explore how we can transform your homebuilding journey.

Optimizing the Design-Market-Sell Continuum – Tips for Home Builders – Part 1

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As the 2024 NAHB International Builders Show gears up to roll out the red carpet this week, it’s the perfect backdrop for a little fireside chat on elevating your home building game. With the industry’s brightest minds converging in one spot, buzzing with the latest trends and innovations, we at Outhouse are seizing the moment to sprinkle some of our own seasoned advice into the mix. Let’s dive into the art of perfecting the design-market-sell trifecta, shall we? 

With so much information, this post is being broken into two parts. In Part 1 we cover CAD, Rendering, and Print Marketing – the essentials every builder must have. These are what we would call the more physical items, the ones used for design review, neighborhood presentations, in your design centers, and for the construction of your homes. In Part 2 we will discuss website tools. Although renderings fall into both categories, our second post focuses on digital tools that are more interactive. 

Part 1: The Essentials – CAD, Rendering, and Print Marketing 

In the realm of home building, there are a few non-negotiables: CAD, rendering, and print marketing. These are the bread and butter, the tools that transform a blueprint dream into a sticks-and-bricks reality.

VP of Operations Darin Keezer with CAD tips
Darin Keezer, VP of Operations

CAD (COMPUTER AIDED DESIGN) 

Imagine having a magic wand that ensures your construction documents are flawless, a foundation as solid as the homes you build. That’s what good construction documents do for you. Here at Outhouse, under the guidance of our VP of Operations, Darin Keezer and his cadre of seasoned pros with over 30 years of experience working exclusively with production home builders, we offer CAD services that are a cut above. Here’s why: 

  • Uniformity for the Field Crew: Our approach ensures that regardless of the designer, the plans maintain a consistent look and feel, making life easier (and error-free) for those on the ground. 
  • You’re the Boss: The files? They’re yours. Whenever you want them, wherever you need them sent, consider it done. 
  • No Nickel-and-Diming: We’re all about transparency. No per-lot-use or other hidden fees, just straightforward billing for the time spent on your plans. 
  • Compatibility is Key: Our 2D plans play well with others, making them a breeze to integrate with additional Outhouse services or other consultants. 

While the CAD magic happens, why not simultaneously kickstart your marketing with some stunning renderings, virtual tours, visualizers, interactive floor plans, interactive site plans, and print collateral? It’s all about multitasking. 

Outhouse partner Stuart Platt

RENDERINGS – A WEBSITE STAPLE

A well-crafted rendering can speak volumes, turning the intangible into something almost touchable. In today’s market, where digital home tours are gaining ground, the allure of a beautifully rendered image remains undiminished. While virtual tours and visualizers are becoming more mainstream, renderings are still the essential source of product visualization. Colored renderings should be a staple for every home builder website. Black/white stick drawings are a huge turnoff. For as little as $195, Outhouse can create a very nice 2D rendering. For a bit more, most builders opt for 3D photorealistic renderings, as they provide a far superior picture of a home. With realistic landscaping and the ability to include special lighting like dusk shots, the renderings are often more appealing than a photo of a newly constructed home, which is frequently on a dirt lot with a couple of “twigs” for trees. Today’s home buyers expect the essential marketing tools, and renderings fall into this category.  Here’s how we make your projects pop: 

  • From Meh to Marvelous: Ditch the bland for the grand with colored renderings that capture the imagination of your buyers. 
  • The Devil’s in the Details: Outhouse partner, Stuart Platt, swears by the golden rule: the more accurate your CAD, the more stunning the rendering. It’s that simple. 
Outhouse Partner Bill Gelbaugh with print media tips
Outhouse partner Bill Gelbaugh

PRINT MARKETING – YOUR PROJECT IN THE SPOTLIGHT 

In an era where digital is king, print marketing retains its crown for creating tangible connections. With an onsite print department dedicated to print media for production home builders, here at Outhouse, LLC, we understand the importance of every stage of production home building printing and the vital steps to making your project a success. This includes on-time delivery to your sales centers. Bill Gelbaugh, our print guru, knows the ins and outs of making your projects shine on paper. Here’s his blueprint for success: 

  • Plan with Precision: Like laying a foundation, choosing the right quantity, size, and type of print material sets the stage for everything that follows. 
  • Choose Wisely: Not all printers are created equal. Opt for one that knows the ins and outs of the home building industry. 
  • Attention to Detail: A single typo can throw a wrench in the works. Proofread like your project depends on it (because it does). 
  • Clear as Day: When it comes to special requests or concerns, communication is key. The right printer will make your vision a reality. 

That is our humble advice to ensure your print media materials turn out just as you envisioned and on budget. Remember, at Outhouse, LLC, we have more than 25 years of experience in specialized homebuilder printing. 

MEET US AT IBS! 

And there you have it, folks. A sneak peek into the alchemy of blending design, marketing, and sales into a seamless continuum. But wait, there’s more! Swing by IBS this week for a cup of joe on us at Sales Central in the West Hall, Room 311. Outhouse and our friends at Blue Gypsy Inc. can’t wait to meet you. 

Stay tuned for Part 2, where we’ll dive into the digital deep end with website tools that make your projects not just seen, but experienced. Until then, happy building! 

Outhouse – The Outsource Hub for Home Builders

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People often wonder about our quirky name. Well, we’ve got a secret to share. We take great pride in and are passionate about what we do, but we also know how to have a bit of fun. At Outhouse, we’ve embraced the tech industry’s laid-back culture, complete with remote work perks that give our team extra family time, thanks to a commute-free life.

But Here’s the Twist in Our Tale!

Outhouse, LLC is on a mission to redefine how the world of home building operates. We’re not just another company; we’re a dynamic fusion of three visionaries: Architectural Solutions, Inc., Nexus Multimedia, and Centeon Corporation. In the year 2000, we joined forces, driven by a common vision – to revolutionize the way home builders design, visualize, construct, and sell homes through a cutting-edge, integrated, all-encompassing platform.

Our compass? A set of core values that guide our every move – trust, culture, vision, value, and stewardship. Our brand promise is simple: consistently deliver the right product, provide exceptional customer service, and set the gold standard for production excellence.

Now, with integration and values in mind, our partners decided to embrace the Outhouse moniker, signifying that we’re your go-to “out” source for all things home building. Our tagline? “If you don’t do it in-house, bring it to Outhouse.” Many builders miss the “complete outsource” part, but the savvy ones know the real magic starts with Computer Aided Design (CAD) – the cornerstone of a streamlined, error-free process.

Lay a Solid Foundation with Outhouse CAD

With over a quarter-century of experience and plans drafted for countless homes across the nation, Outhouse knows home building like no other. Beyond expertly drawn plans, our construction documents provide the bedrock for crafting precise sales materials and dynamic marketing assets. What’s more? We seamlessly synchronize any changes you make across all our construction, digital, and physical onsite platforms. Our exclusive process minimizes hiccups and maximizes your profits.

Craft Digital Marketing and Onsite Sales Tools Hand in Hand with CAD

Here’s where the full-service brilliance comes into play. Builders who draft plans in-house typically don’t dive into digital marketing tools like interactive floor plans, renderings, virtual tours, visualizers, or animations until construction docs are done. But not when you partner with Outhouse for CAD. We kickstart your marketing assets well before CAD completion, giving you a head start on the competition. We design and produce your marketing essentials for your sales center in tandem.

Minimize Mistakes, Maximize Gains

Who doesn’t love saving money? Your dedicated Outhouse Account Manager takes the reins for all your projects – from CAD to digital tools to printed materials. This means that whenever there’s a change (imagine moving a wall), they execute it across all platforms. Meanwhile, builders using multiple providers must juggle each one for changes. By embracing Outhouse’s comprehensive suite of integrated services, you can leave the details to us, saving time, money, and adding extra padding to your bottom line.

If You Don’t Do It In-House, Bring It to Outhouse!

In a nutshell, Outhouse isn’t just a whimsical name. It’s a testament to our vision of being your one-stop-shop for construction docs and cutting-edge sales and marketing tools for home builders.

Print Is Not Dead – It’s Just Underutilized

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Our first-hand experience with print marketing

Outhouse recently added two new members to our Sales Team: Erin Kearney, Business Development Manager, and Kaelin Kerr, Sales Coordinator. While Erin handles website leads and inbound calls, Kaelin spends most of her time on outbound communications. In addition to emailing and calling, she is also mailing postcards to prospective homebuilder clients and is having great success. Who would think that a tech-savvy 30-year-old would get more replies from a postcard with a handwritten note than she ever receives from emails?

Erin Kearney, Business Development Manager, and Kaelin Kerr, Sales Coordinator

At Outhouse, we are not entirely surprised. Many people think print is dead, but our experience with an in-house print shop tells us otherwise. We are seeing a resurgence in print. As email boxes overflow with sales messages, companies seek other avenues to reach target buyers, and print marketing is growing. With so little “snail mail,” savvy marketers know print isn’t dead – it is underutilized, and they are expanding print campaigns to take advantage.

Print is powerful! The smell of paper and feeling pages between your fingertips – these are things that just can’t be duplicated online.

How Print Came to Outhouse

Outhouse Partner Bill Gelbaugh is the reader in our office. A new book with his name on it arrives in the mail nearly every other day. Retooling the US Housing Industry by Sam Rashkin – check. Internal Family Systems Therapy – check. Guide to the Bodhisattva’s Way of Life – check. Anatomy of a Great Home – check. 101 Whiskies to Try Before You Die – double-check! With an incredibly wide range of interests, the topic isn’t of paramount importance. Affectionately referred to by staff as “Buddha,” Bill is a seeker of knowledge and has a voracious appetite for books. And, although he owns a Kindle (maybe more than one!) he prefers the hard copy any day. This, in part, is what led him to start his own print business in 1991, with the company becoming primarily focused in the home builder vertical market by 2000.

Outhouse Founding Partner Bill Gelbaugh
Outhouse Founding Partner Bill Gelbaugh

Today, the print division he started is an integral part of the Outhouse family of products and services. One of the first things people notice when they come to our office is the warehouse location. Depending on the day, as you enter, the scent of chemicals may greet you at the door. Our print and sign departments are on site, and the equipment is typically running. With a primary focus on builders, the Outhouse print and sign teams excel at delivering your community brochures and the signage you need for your sales centers on time, every time.

Trained as a professional Graphic Designer, craftsmanship is part of Bill’s DNA. Frequently spotted with his magnifying glass verifying color calibrations, he is serious about superior print quality. This is one of the attributes distinguishing Outhouse from a typical strip mall print shop. Also setting us apart are professional artwork creation, coordinated digital file and asset management, and builder-specific delivery. Yes, we deliver your brochures and price sheets timed to your weekly sales cycle!

When Bill and our founding partners came together to create Outhouse, integration of print and all other services was one of the mandates. Our motto, “Ready to Build, Ready to Market, Ready to Sell,” encompasses this philosophy. A point of pride for our team is the fact that all work is done in-house. This allows us to simultaneously work on CAD, renderings, interactive floor plans, virtual tours, print layouts, etc., reducing overall time to produce construction documents and digital and onsite marketing assets for your new communities. Furthering this continuity, a dedicated Account Manager coordinates each client’s projects, making changes and updates across all platforms so you don’t have to remember these details.

Bill Gelbaugh and Doug Ills in the Outhouse Printshop Verifying Color Calibrations
Bill Gelbaugh and Doug Ills in the Outhouse Printshop Verifying Color Calibrations

“When you touch something, it triggers a reaction. You feel differently about what you touch. You begin to feel you own it. And research shows this makes you value it more.”

Dr. David Eagleman, Neuroscientist

Step Out From the Crowd With Print Marketing

One of the beauties of print is the unlimited potential for customization, thereby increasing the ability to trigger an emotional reaction. Builders can tailor renderings and IFPs to a point, but these platforms typically have technical limitations. On the other hand, print enables you to step out from the crowd and . The options for paper stock, finishes, shapes, sizes, and print techniques such as embossed, metallic, and varnishes are endless. Limited only by your marketing department’s creative minds, there is no other medium that encourages so much freedom. Print collateral also provides homebuyers with something tangible to take home from your sales centers or discover in the mail – a lasting reminder of your beautiful homes once visitors leave your sales center or website.

A handsome brochure presents potential home buyers with a vision unique to your company.

If you’d like to discuss print or simply have a conversation about a good book, feel free to call or set up a time for a video chat with Bill by emailing him at [email protected]. A favorite pastime is sitting down with a good cup of coffee or tea and meeting people to exchange ideas and learn more about each other and the world.

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