Dive Brief:

• Customer relationship management (CRM) software lets marketers store information about each client and each interaction in a database that can be used to develop insights into a client's needs and wants.
• Two builders in North Carolina and Pennsylvania, Savvy Homes and Rotelle Development Co., have opted for a full-fledged CRM package from SmartTouch Interactive.
• The goal is to have data about a prospective client while trying to win the business.

Dive Insight:

CRM systems are nothing new for selling services, but their adoption by home builders is new and, SmartTouch says, a sign that builders are confident enough about a recovery to make the investment. Jim Swingle, who's sales and marketing vice president at Savvy Homes, says that a robust database allows his people to "provide them with the right information at the right time, helping them to make the best possible decisions.”