If you’re an Enterprise Builder or Building Products user, you know how useful the data can be.
Now, the dashboard just got even better with the addition of consumer segmentation.
How can builders use Consumer Segmentation?
Consumer Segmentation helps builders understand who is buying homes in their markets and communities, enabling more informed product and growth decisions.
- Understand who is buying homes from different builders and in different markets.
- Compare consumer profiles across builders to identify competitive positioning and audience differences.
- Identify which consumer segments are most prevalent in a market and where they are concentrated.
- Use consumer insights to inform product, marketing, and growth strategies.
Example:
A builder may find that a community attracts primarily families with children, leading them to emphasize larger floorplans and family-oriented amenities. In another market dominated by affluent empty nesters, they may prioritize single-story homes, premium finishes, and low-maintenance living options. This helps builders better align their communities with the buyers driving demand in each market.
How can building product manufacturers use Consumer Segementation?
Consumer Segmentation helps manufacturers understand who is driving demand, not just where demand exists. By identifying the consumer profiles behind new home purchases, manufacturers can:
- Understand the consumers behind housing demand in a market.
- Align products and sales strategies to local buyer preferences.
- Focus on builders and communities that serve their target audience.
- Better position and market products based on consumer demographics.
Example:
A cabinet manufacturer can identify which builders and markets are most aligned with its product portfolio. If a builder/market primarily serves affluent consumer segments, the manufacturer may position premium cabinetry and luxury finishes. If a builder/market serves more value-oriented buyers, it may emphasize more affordable product lines. This helps manufacturers focus their sales efforts on the opportunities where their products are the best fit.
Can I see what it looks like? Will I get training?
Yes, just reach out to your Customer Success Manager for a walkthrough. They’d love to show you all the features.
More About Enterprise
Zonda Enterprise turns homebuilding data into actionable strategy with the industry’s most comprehensive data platform.
Track the full new home construction lifecycle and unlock powerful insights through clear visuals, smart analytics on a map, and advanced segmentation, all in one easy-to-use platform.
