From 2-Minute Browsers to Qualified Buyers: Interactive Floor Plans That Convert

Author

Jeff Schneider
June 04, 2025

A bi-weekly round-up newsletter of the best new construction and real estate marketing, sales, and news in the industry.

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In This Issue:

💡 The Big Idea: How Interactive Floor Plans Help Buyers and Boost Home Builder Sales.
🐝 Industry Buzz: The latest marketing and real estate news updates.
🧠 Get Your Learn On: Tailor your advertising to the mobile market with Neil Patel.
🏆 Quick Win: How exit-intent pop-ups can help your floor plans.
🧰 Tech Check: Create stunning 3D floor plans with Enviz.
🤖 A.I. Prompt Play: A custom prompt to create a limited-time incentive campaign.
📚 Recommended Resource: 10 Simple Upgrades To Help You Sell Homes Faster.
🎙️ From The Podcast: Home Builder Marketing Strategies: Expert Insights on Digital Marketing, Sales Training & Brand Messaging.
🏅 Marvellous Marketing: A standout social post from Kimberley Homes.
📈 Real Estate Market Update: a look at the market stats for May 2025
... and more!

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"Love the easy-to-digest format. Gives me a quick pulse check on the industry and some new things to try."

The Big Idea 💡

Your website visitors are spending just two to four minutes browsing before they leave—but what if you could double that engagement time while collecting valuable buyer data?

This comprehensive guide from Blue Tangerine reveals how Interactive Floor Plans transform browsers into buyers by creating emotional connections that drive real results. In this article:

☑️ Learn how one builder achieved 40% increases in leads, option sales, and faster sales cycles.
☑️ Discover why 98.1% of buyers consider Interactive Floor Plans essential during research.
☑️ Turn your website into a lead generation machine with proven engagement strategies.
☑️ Gain actionable buyer insights to inform your product development and marketing.
☑️ And more...

Industry Buzz 🐝

🏠 US Housing Market Shifts to Buyers' Advantage
According to AP News, the US housing market has nearly 34% more sellers than buyers as of April, the fewest buyers since 2013, excluding the pandemic lockdown. This shift gives buyers more negotiating power, with nearly 1 in 5 home listings reducing their price last month.

However, affordability remains a challenge, with only 21.2% of listings considered affordable for typical households.

📈 Mortgage Rates Hit January Highs, But Demand Still Grows
CNBC reports that mortgage rates climbed to 6.98% for 30-year fixed mortgages, the highest since January, yet purchase applications increased 2% week-over-week and were 18% higher than the same week last year. Increased housing inventory in many markets has been supporting transaction volume despite economic uncertainty.

🇨🇦 Canadian Experts Push Back on Housing Minister's Price Comments
The Canadian Press reported that housing experts are challenging Canada's new housing minister Gregor Robertson's claim that home prices don't need to fall for affordability.

Expert Mike Moffatt calculated it would take 18 years nationally (25 years in Ontario and British Columbia) to return to 2005 affordability levels if prices hold steady while wages grow at 3% annually.

📊 Provincial Governments Score Poorly on Housing Report Cards
Storeys reports that no Canadian province scored above a C+ in the Report Card on More and Better Housing, which graded governments on 140 policy recommendations for addressing the housing crisis.

Quebec achieved the highest grade of C+, while Alberta received the lowest at D+, with experts noting that "no government is doing enough" to build the homes Canadians need.

Get Your Learn On 🧠 

🖥 Tap to Convert: Top Mobile Strategies That Work
Your prospects spend most of their time on their phones, but is your marketing meeting them there? Neil Patel breaks down the mobile marketing strategies that winning businesses use to tap into the mobile market, boost conversions, and fuel lasting growth. Learn actionable tactics for social, search, SMS, and more—all designed to work within real marketing budgets.

Click here to watch the on demand webinar.

Quick Win 🏆

Add exit-intent pop-ups to your floor plan pages. Create a simple "Save This Floor Plan" PDF offer that appears when visitors are about to leave. Include pricing and features they can review later. Watch your floor plan page conversion rates increase.

Tech Check 🧰

Transform your pre-construction sales game with Enviz, the spatial visualization platform that converts your 3D models and floor plans into immersive VR experiences accessible on any device.

Let buyers walk through their future home before the foundation is even poured – creating deeper engagement and faster sales decisions for your off-plan properties.

AI Prompt Play 🤖

Welcome to AI Prompt Play, where we provide carefully crafted prompts you can copy, customize, and use immediately to create professional marketing content in minutes.

Tips for using these prompts:

  • Replace text in [brackets] with your specific information

  • Adjust tone and style descriptors to match your brand voice

  • Use the generated content as a starting point and customize to your needs

PROPERTY FEATURE MATRIX

Goal: Create a comprehensive yet scannable feature comparison for similar properties

Prompt: Act as a real estate data analyst and marketing strategist. I am a [CITY] home builder looking to create a clear, compelling comparison matrix for three similar floor plans. Generate: 1) A list of the 15 most important features to compare, 2) Engaging category headers that group related features, 3) Benefit-focused feature descriptions, 4) Visual icons or symbols to represent key differences, and 5) A summary section highlighting the ideal buyer for each plan. The format should be easy to scan while providing depth for those who want details.

Marvellous Marketing 🏅

Stand-Out Social Post From Kimberley Homes
Today's stand-out social media post comes from @kimberleyhomes with their clever "Throwback Thursday" reel. This video brilliantly showcases their past success stories while building credibility and trust with potential buyers.

By highlighting completed projects and satisfied homeowners, Kimberley Homes demonstrates their track record and expertise in a way that feels authentic and engaging. It's a smart approach to content that not only celebrates their achievements but also provides social proof for prospects who are researching their next home builder. This type of nostalgic, success-focused content is perfect for building brand confidence and showing the quality and consistency of their work over time.

Real Estate Market Update 📈

US Market:
According to NAR, existing-home sales declined 0.5% month-over-month to a seasonally adjusted rate of 4.00 million in April 2025. Year-over-year, sales retreated 2.0%. The median sales price reached $414,000, up 1.8% from April 2024, while inventory levels showed 4.4 months of supply.

NAR Chief Economist Lawrence Yun noted that home sales have remained at approximately 75% of normal activity for the past three years, with pent-up housing demand continuing to grow despite strong job market performance.

Canadian Market:
In Canada, CREA reports that home sales activity across Canadian MLS® Systems remained virtually unchanged (-0.1%) between March and April 2025, halting the declining trend seen since the beginning of the year. The national average home price increased slightly to $679,866 in April, up 0.2% from March but down 3.9% from April 2024.

According to CREA's Senior Economist Shaun Cathcart, the 2025 Canadian housing market represents "a return to the quiet markets we've experienced since 2022, with tariff uncertainty taking the place of high interest rates in keeping buyers on the sidelines."

From the Podcast 🎙

Discover proven marketing strategies and growth tactics on the Home Builder Marketing and Growth Show with Jeff Schneider. New episodes every week:

Transform how your home builder marketing delivers results with Rob Krohn's proven strategies. Discover data-driven tactics, buyer persona insights, and emerging tech applications that can turn your marketing into a revenue-generating engine. 

Transform your sales team's efficiency with HubSpot's new Sales Workspace. Learn how this unified command center helps builder sales teams streamline lead management, boost productivity, and close more deals with less effort.

Transform your website into a lead-generating powerhouse with a proven blogging strategy specifically designed for home builders. Discover the three essential types of blog posts that keep your sales pipeline full and position you as the trusted builder of choice in your market.

Listen to the podcast on YouTube, Spotify, Apple Podcasts, Amazon Music or any of your favourite apps.

What We’re Reading 📖 

The DMI Guide to AI in Digital Marketing: Ready to harness AI's potential without getting lost in the hype? The Digital Marketing Institute's comprehensive guide cuts through the noise to deliver practical insights that transform AI from a mysterious concept into a practical toolkit for your marketing operations.

This resource provides a holistic framework for understanding how AI can optimize content creation, enhance customer experiences, improve campaign performance, and streamline workflows.

Whether you're completely new to AI or looking to expand your current knowledge, this guide gives you the foundation to confidently integrate AI tools into your marketing strategy and work smarter, not harder.

Just For Laughs 😂

Good job, team! From Sales Enablement Collective

Points of Interest 🧐

🗓 On this day
On this day in 1937, the first shopping carts were introduced at the Humpty Dumpty supermarket in Oklahoma.

🧻 White Paper
Charmin is launching a ‘revolutionary’ new toilet paper design which promises to be “an innovation that the toilet paper category hasn’t seen before.”

🌬️ All Hot Air
Tensions are increasing in Europe as Belgium is accused of stealing wind from the Netherlands.

Whenever you’re ready, there are three ways we can help:

1. Complimentary 1-Hour Strategy Session: Let's get to know each other. We'll hop on a Zoom call to understand your goals and challenges and then provide actionable marketing recommendations tailored to your business. Walk away with strategies you can implement immediately. Schedule your no-cost strategy session.

2. HubSpot Audit & Optimization: Unlock the full potential of your HubSpot investment. Our thorough 60+ point check-up will identify what's working well and what needs attention in your setup. You'll receive a comprehensive report and a 90-minute review session to maximize your HubSpot performance. Request your HubSpot audit.

3. Complimentary Website & Marketing Check-up: Give your online presence a boost. We'll review your website and marketing channels, then conduct a 60-minute workshop to share our findings. You'll walk away with actionable tips to improve your digital marketing and attract more qualified leads. Sign up for your no-cost marketing check-up.

About Velocity23

Velocity23 is a growth agency and has been specializing in digital marketing for home builders for 13+ years. As one of the first HubSpot partner agencies to specialize in the home-building industry, we’ve helped builders across the country solve their challenges with content marketing, lead generation, lead nurturing, and marketing automation. Our experience has led to the development of the Growth Engine Framework™️, a marketing system that’s helped our clients achieve:

🖥 7.5M+ website sessions
🙋 112,200+ leads generated
🏠 9,690+ homes sold
💰 $3.3+ Billion in reported client revenue

If you’re experiencing marketing challenges or you want to sell more homes and grow your company, book a call today and let’s see how we can help.

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