OVER THE PAST SEVERAL months, builders have said that they are looking for marketing software that lets them generate and manage more electronic sales leads at any level in an organization, be it national, regional, or by community.

Constellation has answered the call by developing Constellation Marketing, a new Web-based software that ships after the first of the year and will be available for both FAST and NEWSTAR.

“Our module will let builders capture more leads, identify the good leads more effectively, and more accurately assess the effectiveness of their marketing campaigns,” says Mark Dalby, Constellation's business development manager.

Here are some of the software's highlights:

  • E-mail marketing communications engine: Lets builders customize e-mail campaigns down to the community level. Builders targeting families with children can list information on local school districts, places of worship, parks, and recreation facilities.
  • Campaign management and analytics: Offers tool for builders to track the effectiveness of e-mail campaigns versus print ads. Builders can generate reports that tell them how many homes they've closed from e-mail campaigns.
  • Internet advertising interface: Provides a centralized place for builders to order online ads. The system supports Google, Yahoo, NewHome-Source, and Move.com.
  • Referral management: Allows builders to develop customized e-mail campaigns and takes into consideration the relationship between the home buyer and the targeted customer. The idea is for builders to offer incentives to buyers who make referrals; the software then helps builders set up follow-up e-mail campaigns to target the referrals they get.
  • Visit www.constellationhb.com for more information.