Maronda Homes Implements New Lead Management System

LANSA-built Application Improves Home Buying Process

Downers Grove, Illinois, USA — August 20, 2007 — In today's real estate market, builders do more than enlist agents to find new home buyers. Maronda Homes, a home builder in Florida, Georgia, Pennsylvania, Ohio and Kentucky, markets its homes by using directories and Web sites, such as its own Web site, Maronda.com. These approaches produce leads, which in the past were sometimes not nurtured to their full potential. To alleviate this problem, Maronda Homes asked LANSA to design the Active Lead Management system (ALM) that organizes lead capture and streamlines lead workflow.

The new Active Lead Management system was developed using Visual LANSA and is accessible via browser, providing secure anywhere access to Maronda users. Leads captured through Maronda.com and other marketing outlets are automatically qualified, rated and channeled to the appropriate sales rep. Leads can also be entered into the system in situations where a prospective homebuyer calls Maronda or simply visits a model home.

Once in the system, leads are actively assisted by Maronda sales representatives following Maronda's proven sales methodology. Automated reminders ensure that sales reps follow through with appointments, calls, letters, visits, demonstrations — and financing through Maronda's own lending company, MFC Mortgage.

Leads can be filtered by location, action, status, targeted move-in date and more. Detailed Information about each lead is organized into tabs, such as Contacts, Milestones, Actions and a 360-view that brings all the highlights together. Calls, notes, appointments and email are integrated into the system so that all communications with the prospective buyer are logged automatically and may be reviewed by the sales rep and sales manager at any time.

A dashboard view allows sales managers to monitor leads and sales activity across a region, highlighting performance metrics essential to supporting business decisions.

Relying on the System i database, the ALM system generates customized emails that may be sent automatically by the system's marketing engine or personalized by a sales rep. These emails include home images, floor plans, and so on — whatever is appropriate based on the interests of the prospective buyer and the status of the lead within the system.

Doug DeLuca, application manager at Maronda Homes, said, "Providing prospective customers with courteous and attentive service is Maronda's primary concern with regard to this initiative, and the savings from the integrated solution supports the value delivered in each Maronda home. LANSA is very much in tune with Maronda's value-driven mission."

"LANSA is pleased to have been able to help Maronda implement this new system that streamlines parts of the home buyer sales cycle," commented John Siniscal, president of LANSA Americas. "Making the sales process more efficient helps keep the cost of Maronda's homes more affordable, which contributes to their leadership position in the market."

About Maronda
Maronda Homes began business in 1972 and has now built more than 20,000 homes in Pennsylvania, Ohio, Kentucky, Georgia, and Florida. The company’s goal is the same as the day they started in business: To build a quality Easily Observable Better Value and service it. For more information, please visit: www.maronda.com