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MICHAEL KLOUDA: We've been able to learn more about our
consumer by using some of the tools like Design Your Own
Home where we can look at what consumers are interested in
when they design their dream home.
So obviously, we provide a lot of different options for them.
But you can tell which ones are more popular than others
and which ones really get played with a lot.
So from that you can see, well, what do consumers want
when they're dreaming?
When they come into the sales center and they actually buy
the homes, we can tie that data back to what
they've done online.
So we can get a good gauge on consumer interest in our
products by just what they do online when they are given the
opportunity to design their dream home.
We are involved in social media.
So we look at what people are doing online, what they're
saying about us online, of course, how they're responding
to things that we're saying about us online.
So we are tapped into the consumer's mindset that way.
But obviously, what consumers think about the company is
very important.