Capgemini is the Experience Agency of Record for Edward Andrews Homes (EA Homes), a Luxury Home Builder in Atlanta, Georgia.
As the Experience AOR, we helped develop a new digital strategy for EA Homes in order to create brand awareness and drive sales. As part of this strategy, we managed their ongoing digital channels from media to content, social execution, eCRM and analytics. We also recreated the home-buying experience for their customers.
Through research and better understanding of their current process, we developed a more customer-centric design process. Now, instead of designing a home according to purchase order sequence (how builders think), rooms are designed in full one at a time (how buyers think). By increasing personalization, buyers walk away with a clearer picture of what their home will look like and less inclination to rethink their decisions, saving both time and money.
As part of the customer-centric design process, we created a quick quiz for buyers to help them understand their design preferences. This quiz puts buyers and builders on the same page, allowing the builders to personalize design options to their buyers preferences.
We know that experience is not only digital, but also physical. In addition to the digital experience, we redesigned the physical design center space, ensuring meeting and display areas worked with the digital tools we had created. We also developed ambient digital content to help inspire and set the mood. The new design space won the 2015 NAHB Nationals℠ Award for Best Design Center.
This process change and enhanced buyer experience increased EA Homes buyer move in rate by 42% across their 4 categories of homes. By getting home-buyers moved in faster, EA Homes was able to reduce build time and start making money faster.