Dive summary:

• Good websites are critical to builder success – as in good photos, good video, good navigation, good information and good help to make a good first impression.
• There are many things builders can do to lure and keep traffic, and one of them is to use quality photos that put houses in a context where visitors can imagine themselves, not snapshots.
• Linking flexible floor plans to pictures is a recommendation, as are having sales people do smart-phone video tours that can be uploaded to YouTube and linked on the company site.

From the article:

Consider having an Internet concierge on duty 24/7 to answer questions, help buyers find what they need, and even suggest what they might like. These need to be “helpers” versus sales agents. ...