About Southern Comfort Homes
Southern Comfort Homes Inc. is an award-winning custom property builder, who has built over 175 homes since 2000 in coastal North Carolina, USA. Their target market is residential projects, for retirees who are looking to build their dream home or “forever home”.
The business's objective is to have a continual rolling schedule of 10 to 12 new construction projects each year. This volume lets Southern Comfort Homes focus on the detail and provide clients with personal attention. Each home is a unique, custom design to meet individual client requirements.
In order to attract new projects, the business uses a mix of direct and digital marketing channels. Their primary tactic is directly mailing purchasers of new lots, however, this is supported by activity on the social media site Houzz, participation in annual events, and placing display advertising on active projects.
Landing a new project involves face to face meetings, design services, long term project planning and competitive bidding against other area builders.
Many projects start as prospects who were first introduced to the company years before construction begins. Marketing Manager Ann Parvin explains, “Some prospects have been in our database for 10 years. They buy their lot with hopes of retiring to our area in the coming years. This leads to an extremely long sales cycle. We need a CRM system to properly manage each prospect’s journey, making sure we touch base with them regularly, so we don’t lose potential business.”
CRM for Prospect Management
Before using a CRM system, Southern Comfort Homes used a project management platform to manage their customer relationships. Though useful, the software was too expensive, and the company needed a system that enabled better prospect management over a long period of time.
After researching online, Southern Comfort Homes narrowed their CRM choices down to two systems, finally selecting SpotlerCRM as it offered more CRM features while remaining competitively priced.
How SpotlerCRM Benefits Our Construction Business
Using SpotlerCRM has improved Southern Comfort Homes's ability to communicate both with prospects and internally between staff and the day-to-day management. Ann stated, “Every two weeks I prepare a Task Report which lists the prospects we need a follow up. This helps organise myself, the business owner, and the builder with critical assignments.”
Ann continued “Using SpotlerCRM has made it easier for me to follow up with prospects and polish our sales process. It’s actually fun to use! I can easily add new prospects, and CRM Tasks and Activities build an easy-to-view customer history, which is great for our long sales cycles. I haven’t needed to contact the SpotlerCRM support team as it’s so easy to use!”
Recommendation
Ann summarised with “SpotlerCRM really is simple! I highly recommend the software for a small business with a limited marketing budget but still needs the ability to easily follow up with numerous prospects. If you’re a single marketer or a small marketing team, this is the system for you!”