American West Selects Pivotal for Best In Class Marketing Las Vegas homebuilder manages relationships with homebuyers using Pivotal MarketFirst
Tuesday, 10 January 2006
Pivotal Corporation, a Customer Relationship Management (CRM) solution provider and the CRM division of CDC Software, the enterprise software company of CDC Corporation, announced that American West, one of the most successful privately owned homebuilders in the nation has selected Pivotal MarketFirst.
Serving the rapidly-expanding Las Vegas residential housing market, American West will deploy Pivotal's best-in-class1 marketing automation and lead management Pivotal MarketFirst system as part of its commitment to delivering a responsive, highly-personalized home buying experience.
Based in Las Vegas, Nevada, American West has been building homes for the families of Southern Nevada since 1984. More than 14,000 families have chosen to live in a home built by American West due to the company's simple philosophy of "commitment to excellence" and devotion to building families big, beautiful and affordable homes in the best areas of the city.
Building in a city that saw its population explode by more than 85 percent between 1990 and 2000, American West saw the opportunity to automate many of the marketing and lead management processes that lead up to a successful sale - allowing the company to deliver a personalized home buying experience while managing a rapidly-growing market. After a review of available systems, American West selected Pivotal MarketFirst, Pivotal's comprehensive marketing automation and lead management system. The company expects to roll out the system across its business in early 2006.
Creating a Great First Impression
American West caters to one of the highest value and emotional purchases most Americans ever make - the purchase of a home. As a result, creating a superior first impression is paramount. Using Pivotal MarketFirst, American West's marketers can plan, design, test, and deploy personalized emails and marketing campaigns that are tailored to each potential buyer's preferences.
Built-in progressive profiling automatically refines marketing campaigns as the potential buyer provides additional preference information. In addition, by keeping a record of interactions across multiple channels including the Web, advertising and physical events, potential buyers never have to provide the same information more than once.
"American West fulfills the dreams of our homebuyers with first-rate homes and by putting top priority on providing a luxurious home buying experience during every interaction we have with our customers," said Larry Canarelli, President, American West. "Pivotal is helping us create customers for life by providing technologies that we can use to create relevant and personalized marketing campaigns and a higher quality home buying experience."
A Smart Way to Manage Substantial Inquiries
As one of the most successful privately owned homebuilders in the nation, inquiries are never in short supply - especially in a hot real estate market. As potential buyers respond to American West's marketing efforts, the Pivotal MarketFirst system automatically manages incoming leads and collects important customer information. Homebuyers' inquiries can then be scored and passed in real time to American West's community-based sales personnel - with critical customer information already attached.
Leads that do not require immediate sales attention can be automatically nurtured with personalized follow-up materials and educational materials that reinforce the American West buying experience. With at-a-glance insight, American West can track the return on investment of its marketing efforts from the first expression of interest on the Website or at a sales center, right through to the closing of a sale.
According to Rick Marquardt, president, Pivotal, "American West is well recognized as an industry leader that provides excellent customer service, luxurious homes and individually-tailored communities to its homebuyers. By taking advantage of the powerful personalization and lead management capabilities of Pivotal MarketFirst, the company is well positioned to deliver a first-rate home buying experience while managing explosive market growth."
1 Forrester Research, "The Forrester Wave(TM): Midmarket Sales Force Automation, Q4 2005" and Midmarket Sales Force Automation Scorecard Summary: Pivotal," Liz Herbert with John Ragsdale and Jessica Harrington, November 22, 2005.