Mid-Atlantic Builders, one of our longtime clients, places a huge emphasis on creating the best customer experience.
We recently completed several projects for Mid-Atlantic Builders, each designed to further ensure that the prospective homebuyer has a positive, productive experience from the moment they approach a community. We started by updating their logo and community signage. Other parts of the effort—redesigning sales centers and incorporating state-of-the-art touchscreen displays—recently earned MAX Awards from the Maryland Building Industry Association.
Refreshing the Mid-Atlantic Builders logo required a soft touch. It’s known and recognized in the region, so we needed to maintain the integrity of the previous mark and all the brand equity that it’s earned. Our updates were subtle, meant to create a 2015 version of an already strong mark.
Once we’d settled on the new logo, we set out to incorporate it into their community signage packages. We created everything from the billboards prospects see when they approach a community to all the promotional and directional signs leading the way to the sales center.
We took the clean, sleek design approach and applied it throughout the sales centers. The goal was to transform each one into a contemporary environment that showcases Mid-Atlantic Builders’ significant investments in new technology, while improving the experience for prospective homebuyers.
Each element and detail was carefully designed and executed. Mid-Atlantic’s sales centers provide real-time information and a personalized experience that doesn’t overwhelm them with numerous displays and print collateral.
The new digital kiosks we incorporated allow for both a formal sales presentation and a “self-guided tour” by prospective home buyers via dual 47-inch digital touchscreens. They offer a more engaging, interactive experience than traditional wall-mounted displays. Content updates are made in real time via a content management system that allows all data to be managed remotely from their corporate office, ensuring up-to-the-minute accuracy of data such as home pricing, features and lot availability.
The digital touchscreen kiosks also include interactive floor plans that showcase the unique customization options offered by Mid-Atlantic Builders. Prospects can use the site to personalize and save their favorite floor plans. And the touchscreens are integrated with Mid-Atlantic’s CRM service to automatically capture sales center visitor information.
It all combines to create a fresher brand image for Mid-Atlantic Builders and a smooth, inviting customer experience. The response from prospects has been outstanding. That means the client is happy. And that means we’re happy.