Taylor Morrison on Wednesday unveiled a new interactive tool, actually a quiz, that matches prospective home with communities and homes that fit them best.
Using the newly launched tool, Spectacular Spaces, a future home buyer takes a short interactive quiz with questions about their lifestyle including cooking habits, their idea of a perfect Saturday night and even how they get their movie fix.
"Our goal is to find you a dream home and community that matches your personal criteria and lifestyle," said Taylor Morrison Chairman and CEO Sheryl Palmer. "This quick and interactive Q&A is the first step in taking out the guesswork on where to hang your hat at the end of the day. Who knows, you may find out more about your style than you thought?"
The new web search functionality aims to make the home buying experience easier and more enjoyable for home shoppers, starting where most home buying journeys begin—online.
Website visitors are asked a series of 10 quick and easy questions, which helps Taylor Morrison learn more about them and generate instant tailored results selecting the builder's best floor plans. While the quiz is certainly playful, the goal is to help the builder deliver a targeted list of homes, in the home buyer's preferred location.
Since its soft launch in late October, more than 7,000 people have taken the interactive quiz, tripling the time buyers are spending on the builder's website when they find the quiz organically. Visitors are also exploring more of Taylor Morrison's home offerings, with the Spectacular Spaces quiz reducing early exits from the website by as much as 80%.
A few key trends have emerged from the more than 7,000 quiz participants, such as two-thirds of respondents (67%) wanting a one-story home and 45% needing three or more bedrooms. The large majority of home shoppers are dog owners (83%) and another 74% are aspiring chefs, preferring gourmet kitchens. 39% of quiz participants work from home, and when it comes to the perfect Saturday, a pool and Netflix (61% and 52%, respectively) lead the preferred leisurely activities.