March 2007
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Lassoing Buyers Info: Kennecott Land March 8, 2007 - Residential land developer Kennecott Land had a problem. As it was working to develop more than 4,000 acres of land for a master planned community known as Daybreak in South Jordan, Utah, the Murray, |
"We didn't have any kind customer relationship management. We were using Excel spread sheets," says Jennifer Hurst, Kennecott's director of marketing.
Daybreak is a 10-to-15 year project that will result in almost 14,000 homes; it's easy to imagine why the task of managing customer data was daunting. Then, Hurst learned about the synergies they would have with Lasso Data Systems, a developer of on demand customer relationship management (CRM) software custom built for the real estate industry.
Lasso's program enables Kennecott to create potential customer databases, launch targeted marketing campaigns, and manage inventory and pricing. "If you are going to do all this marketing, you might as well have a tool in place that lets people have access to us," says Hurst, who reports that the two companies signed a multiyear leasing agreement in June 2006.
"Our software allows almost every role within the marketing and selling part of industry to be more useful," says David Clements, CEO of the Vancouver, Canada software company. "It helps marketing and sales managers. There is a tremendous amount of saving in time and money at the administrative level."
Lasso currently has about 400 active real estate projects across North America and is opening an office in New York City to access to the surge of redevelopment taking place there. Last year, the company partnered with managers at the Trump International Tower located on Waikiki Beach in Hawaii, a project that sold out before an ounce of concrete was poured at the site.
Judi Hasson
Senior Editor
Big Builder Magazine
