A large homebuilder had significant existing relationships with vendors, including telecommunications, electrical and others – while their homebuyer customers tend to make many major service provider decisions at the time of their move. The homebuilder wanted to provide extended features and benefits to their customers, to provide added value and build loyalty.
This represented a new line of business for the homebuilder, and required a unique business value proposition and business plan. A new website and online presence would be needed.
I took on the leadership of the effort, aligning creative resources from the PR agency and the web developer with the internal marketing and IT teams, insuring that legal negotiations with various vendor partners completed timely and on mutual terms, and bringing relevant business leaders and executives to the steering Board.
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As a result….
- The product pilot was launched with a core set of offerings and features.
- The test in the target new community demonstrated the offerings most valuable to customers and the software created provided a key foundation for planned future expansion.
- Service provider partners created custom offerings for these customers and increased their community penetration.
- Customers loved it!
