Great and interesting question. There is no doubt that the land development is very behind a lot of other industries in terms of technological advancements in advertising.
Three potential reasons in Canada might be:
1. Land developers are traditionally a very brick-and-mortar business, where the people who run the companies started on the construction sites. As such, many builders that I know barely know how to turn on a computer!
2. The market has been HOT for a long time, and builders/developers have not had to adopt to the times like other industries.
3. What they do WORKS!
But, that is all changing.
When I started BuzzBuzzHome 2+ years ago, most builders that I met with barely knew how to turn on a computer, let alone understand the internet-machine! We are now starting to see builders and developers get more active online, and we are starting to see more activity in this space.
We are also starting to see sales centres get very technologically advanced in terms of their touch screen technologies, and interactive displays. Of course, there is a lot more that can be done, but at the end of the day, most of these projects are selling out in no time, and as such we are not seeing builders see the need to put much more money into the already very expensive sales centres.
I should also mention that Lasso is a pretty cool company! The specialize in relationship-management, so their systems are not really seen by the outside world.
All of that said, of course I would love to see HUGE advances in this field. There is so much more that can be done on the marketing and advertising side, especially in the online world. But, it all comes down to dollars and cents, and these builders know that their current system is working, so why change?
Two great campaigns in the past year:
1. Name Our Condo campaign for Backstage by Cityzen
2. Karma Condos by Lifetime and CentreCourt.
Would love to hear other opinions, and thoughts.
President / Co-founder, BuzzBuzzHome Corp.