Overview:Over the past several years, many large builders have made the jump to online options systems. The benefit being that their massive upgrade inventory can be managed easily and conveniently from one central location. However, in creating this organizational system these same builders have created a by product which may prove to be even more powerful than the system’s original intent. By moving the options system online, builders have not only ensured convenient and steady access to the system by employees, but also to consumers as well. This strategy guide will outline for you how to take your online options system and mold it into a powerful virtual design center tool.
The Importance of Upgrade Options:If ever there was a time to focus on upgrade options sales, now is that time. With the slowing marketplace and diminished amount of potential buyers in it, increasing the bottom line of each home sold has become vital to a builders success. One only has to look to the marketplace to see the rise in upgrade interest. Thousands of options are offered ranging from cabinets to marble tiles, home entertainment systems and home automation. The fact is, consumers are willing to pay more for upgrades than ever before, it’s time to take advantage of this trend and increase your company’s overall bottom line.
Implementing Your Online System:As noted previously, the majority of online options programs are nothing more than elaborate order tracking and management systems. In order for you to truly be successful in the online options world, you need to break the trend and set yourself apart from your online competitors.
One of the biggest complaints from consumers during the purchase process is not having enough time to pick their upgrades. This detracts from the overall purchase experience and leads to a tarnished reputation for your company. An online options system is available 24 hours a day, 7 days a week ensuring that your consumers have plenty of time to thoroughly pick and finalize their upgrades.
Offering upgrade options online to your purchasers is great, but it really doesn’t reach its full effectiveness if it isn’t visual. At the very least you should offer your users thumbnail pictures of each product offered so that your consumers can get a visual perception of how the product will look.
Ensure that each product contains features and benefits that help aid the consumer in his or her decision. The more information that you provide, the more informed of a decision the purchaser can make.
Lay out your products in an organized and cohesive manner. Ensure that your optional upgrades are grouped in logical hierarchies that allow for easy accessibility. This minimizes the risk of confusing the consumer and ensures a greater overall customer experience.
Eliminate pricing objections through the use of mortgage based pricing. Most consumers when presented with an overtly large number will immediately tend to shy away from the product. An easy way to alleviate consumer’s uncertainties is to provide them with upgrades priced in relation to their monthly mortgage.
Integrating Your Online Options System:In order for your online options system to be successful, it needs to be firmly integrated within your sales and marketing strategy. No matter how great your online system is, it is no substitute for physical product samples or expert design center advice. Your online options system should compliment your existing physical sales center allowing customers to make initial selections. This ensures that the small amount of time that a consumer is allotted in the design center is used for more significant options questions.
Make sure that the online system is firmly tied within to your website and that it is easy to navigate to and from. Incorporate the options system in your sales and marketing literature. Tout it as a benefit and an additional reason why a home buyer should purchase from you.
Get your sales team to buy into the online options system. If you can’t get your team on board and 100% behind the product, the system will fail. You need each and every one of your associates to embrace the product and put it to work, only then will you reap the rewards of a successful online options system.
Frank Guido
President and CEO
Virtual Home Design
# posted by Admin @ 7:03 AM