When one homebuilder noticed that its potential customers would park outside their new communities, wait for its customer-service representatives to leave, and then hop the fence to go check out the digs, it knew it was time to try something different.
About two years ago, Taylor Morrison launched an online, mobile-friendly platform that invited its customers to plan and build their future homes. They were able to choose their lots, their floor plans, their elevations, their structural enhancements, their interiors – all the way to the backsplash — and more.
And yes, there was an online "shopping cart" type of element.
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