Instead of bringing the People to the Product (Pull), AI brings the Product to the People (Push) - like Uber.  This appropriately puts the Buyer first. Pulling Demand and Pushing Supply should go hand-in-hand based upon each Buyer’s unique needs, wants and constraints.

Historically, Builders started with Pull Marketing because top-of-funnel Classified Ads or Search Engines couldn’t provide the Personalized Experience and Engagement for effective Push Marketing. This is because Search Engines don’t have access to product information on builder websites – and even there, the website content was generic and static. This forced shoppers to go through exhausting multi-step, multi-channel, online-to-offline shopping journeys. Only when they are deep in the funnel does the Shopper and Builder know if it was a good match.

Push Marketing was thus forced down to mid-funnel to be handled by OSCs who filtered prospects to separate good, bad and ugly leads, and then bring the right products to each good lead. This Pull-first approach is like using search engines and social media to attract an audience to a restaurant. Then, sommeliers using Push marketing to expertly recommend great wine pairings.

• No DTC (Direct-To-Consumer) Marketing
  • Because Builders can’t reach shoppers directly, they must advertise on Search Engines and Portals to direct buyers to their websites
• Websites Direct Buyers Where and How to Shop
  • No website search engines
  • So shoppers must manually navigate to search homes. Need navigation menus, instructions, filters, buttons, links, scrolls to guide buyers to communities and homes. Every website is different. Terrible on mobile. Especially with i-frames and link-outs.
  • Content and channel designed for human eyes, emotions and actions
  • CTA is register to be contacted by OSC who then directs them to Community Salesperson
• Shoppers go to Community Sales Centers
  • Start anew with sales presentation kiosks
  • Meet Salesperson
• Repeat Disconnected “Channel Surfing” Process until Find New Home
  • Builders pay for this painful journey and experience
• Builders pay expensive upfront advertising to drive traffic
  • Anonymous 3rd-party traffic
  • Google going cookie-less
  • Double-paying for Portals and Search Engines, keep bidding for higher rankings.

• Enables DTC (Direct-To-Consumer) Marketing via AI Surrogate Shopper
  • AI doesn’t need to go through Search Engines and Portals
  • Instead of a Classifications approach with keywords and decision-tree chatbots, shoppers take an open-ended Expression approach with AI Conversations to express needs, wants and constraints. 
  • AI not only brings the products to the Buyer from portals, websites and sales centers, but also general and expert information from across internet. Collects, synthesizes and composes content from disparate sources into a personalized conversation.
  • AI notifies the Buyer of new matches and availability. No FOMO.

• AI Acts as Buyer’s and Seller’s Assistant
  • AI shops for Buyer 24/7 multi-modally (textual, verbal, visual) in multi-sessions across multi-channels and in multi-languages
  • AI helps Seller predict and optimize personalized Marketing campaigns

• AI Sees Things Differently
  • Search Engines, Portals and Websites were designed for human eyes. Human eyes need text, buttons, links, menus, filters and scrolls to navigate. They need attractive fonts, colors and images to engage.
  • AI doesn’t need navigation guidance. It goes straight to the requested content and collects, synthesizes, and personally delivers it to its owner multi-modally.

AI converges Marketing and Sales Online so Buyer’s/Seller’s AI Virtual Assistants can move Shoppers down Personal Buyer’s Funnels

AI Virtual Assistants utilize different types of AI to move buyers down each stage of the shopping journey and funnel. It acts on behalf of both the Buyer and Seller to guide the process to improve the Customer Experience while Maximizing Profits.

• Generative AI: Initiation/Production (New Top of Funnel)
• Predictive AI: Recommendation/Personalization
• Conversational AI: Collaboration/Consultation
• Optimization AI: Comparison/Direction
• Transaction AI: Convenience/Conversion

Make Everything Smart Interactive Personalized (SIP)

• Requires Interactive Apps with interactive and personalized content
• AI-Friendly/First

Create Buyer’s Portals

• For personalized website content and shopping cart that traverses channels and can have AI and human conversations.

Collect Multi-Faceted Data

• No Data. No AI.
• Buyers are not one-dimensional. Especially if have Co-Buyers.