Houston real estate sector adapts new tech to stay competitive during coronavirus outbreak
As the coronavirus impacts foot traffic throughout businesses in Houston, the real estate world is ushering in digital resources to adapt to a socially distanced city.
Mike Miller, vice president of Ashlar Development, saw the growing threat of COVID-19 in early March and knew he and his team had to find new ways to engage prospective home buyers safely. By the time Houston County Judge Lina Hidalgo announced the stay-at-home order, Ashlar Development had started the process of drafting a 360-degree interactive map for its northeast Houston community, The Groves, that would allow homebuyers to virtually tour the property.
"People were scared to come out of their homes, to touch model home door knobs, and walk-in and see a sales agent," says Miller, who noted the initial decline in foot traffic.
The interactive map debuted on The Groves' website on March 30, allowing users to experience the community through 35 different touchpoints. Website visitors can peruse nearby trails, the playground, pool, community amenities, and the local elementary school to immerse yourself in the community.
"One of our mantras at The Groves is to get outside. We encourage our residents to get outside and enjoy the community, enjoy the trails, and enjoy everything. What this [interactive map] does is it allows you to safely get outside from the safety of your home," he says.
Ashlar Development launched a virtual tour tool for its northeast Houston community. Image courtesy of Ashlar Development
Commercial real estate is also paving the way for innovation amid the pandemic. Houston-based real estate group, Cameron Management, unveiled its virtual 3D office tour on Monday. Partnering with Austin-based Swivel, a digital leasing platform for office space, the real estate group's latest venture will allow tenants and brokers the ability to take a 3-D virtual tour of suites.
The SaaS-based leasing application, AgileView, will feature 50,000 square feet comprised of 12 Cameron Management suites.
"We were looking to provide a tour to a broker, [or] to a broker's client, without anybody having to put themselves at any risk," says Jano Nixon Kelley, Cameron Management's director of marketing.
Kelley had built a strong relationship with the Swivel team prior to the coronavirus outbreak. When she learned of the capabilities of AgileView, "we jumped on it," she says.
"We were so pleased that they actually got the feeling for the building," Kelley says, "It doesn't look cookie cutter."
Another way both companies are getting creative is through digital marketing. Ashlar Development pivoted to digital advertising through paid media ads, email campaigns, and social media marketing. Rather than cutting its marketing budget, the community reallocated funds to building out the 360-degree interactive map and transitioning from print ads to digital display ads.
The response equated to what Miller deems an "incredible success." In the first week of launching the 360-degree interactive map, Ashlar Development saw a 3,000 percent increase in page views. The traffic resulted in a 1,200 percent increase in views to its "Meet the Builder" page, which features various home builders partnered with The Groves community. Since the tour launch, the company has seen a 220 percent increase in first-time visitors to its website.
Ashlar Development's significant web traffic isn't just a vanity number; Miller states that the Groves has seen a 116 percent increase in April sales as compared to last year. To date, the community is seeing approximately 30 percent in year-over-year sales since the stay-at-home order took effect.
Similar to Ashlar Development's approach, Kelley says Cameron Management utilized email marketing to launch her campaign. Cameron Management is also incentivizing brokers to use the application by hosting a two-week-long scavenger hunt for a chance to win an Amegy Bank debit card in an effort to support local business. "They can choose how to use their money, but hopefully they use it locally," says Kelley.
"Even if you're at home, [AgileView] gives you something visual to look at. Maybe you've got kids at home and can say, 'look, here's a game we can play together.' It's something to get people engaged," says Kelley.
"Office space needs for organizations of all sizes are modifying quickly, and likely will be changed for the long term. As the commercial real estate community adjusts to this new normal, there are still many unknowns," Kelley says. "At Cameron Management, we believe our differentiator is the ability to be nimble and pragmatic across all areas of our business—now and well beyond COVID-19," she continues.
For Ashlar Development, foot traffic has returned "almost back to normal," according to Miller, who attributes the rise to "pent up demand" once the stay-at-home order lifted.
"We're all kind of stuck in our houses, and our only outlet is to get outside and enjoy where you live," he says. "Our residents don't have to get in the car to enjoy a nearby county park, they can enjoy the community and the great outdoors right outside of their home," he says.
Miller himself recently bought a house from the comfort of his residence, electronically depositing his earnest money and signing for his future home.
"I think we're on the verge of a digital revolution in our industry," Miller says confidently. "Real estate has been slow to get into the digital realm, but I think this is going to force us to embrace technology."
Usually, Ashlar Development's selling point for The Groves is its access to "get outside." But, in a time of COVID-19, the company has optimized its technology to let home buying and touring stay inside for the time being. Photo courtesy of Ashlar Development