Turning Marketing Guesswork Into Real Results With ECI And Audience Town

Summary: Connecting Audience Town with Lasso CRM helps home builders track which marketing efforts drive real buyer activity and home sales. By combining buyer intent data with CRM insights, builders can identify serious buyers earlier, target the right audiences, measure marketing ROI clearly, and eliminate wasted ad spend. This integration turns scattered marketing data into actionable insights, helping builders make smarter decisions, improve efficiency, and sell homes more effectively in a competitive market.

Let’s be real, selling homes in today’s market isn’t easy. Most of us know how to handle a job site, but marketing often feels like a roll of the dice. You invest money in ads, print signs, and post a few listings, but do you really know what’s working or who’s seeing them? 

If you’re asking questions like these, you’re not alone: 

• Are we reaching folks who are actually ready to move, or just throwing money at the wall?
• Which of our ads and channels are bringing in buyers?
• How do we prove that our marketing spend is bringing real results, not just draining the budget? 

Too often, we end up guessing and hoping for the best. But you deserve tools as reliable as your crew: simple, clear, and built to do the job. That’s why connecting Audience Town with Lasso CRM can change the way you market new homes. 

The real challenge with builder marketing 

In this business, sticking to the old playbook only gets you so far. There’s plenty of competition, and buyers have options. The biggest headaches we hear from builders sound like this: 

• Spraying and praying with ad dollars: You spend a bunch, but aren’t sure who you’re really getting in front of.
• Data that goes nowhere: There’s a pile of info somewhere, but it’s hard to sort out what matters or what’s working.
• ROI is fuzzy: It’s tough to prove to yourself or your team that marketing is paying off. 

Wasting money and time isn’t anyone’s goal. That’s cash and opportunity you could have put toward building more or building better. 

How Audience Town and Lasso CRM get you back on solid ground 

 Imagine seeing who’s coming into your funnel before they ever set foot in your model homes. Imagine actually knowing which ads are pulling their weight and which can be cut. That’s what happens when you put your Lasso CRM and Audience Town data to work together. 

With ECI’s connection between Lasso CRM and Audience Town, you’re not just collecting dust on a server somewhere. Now, you can finally make sense of what your buyers are looking for and put your marketing money where it does the most good. 

What does this connection help you do? 

• Turn numbers into plain English: Audience Town's dashboards let you spot patterns, see what types of buyers you have, and sort them by what matters—budget, timing, and more.
• Aim your message: Instead of blasting everyone, you reach buyers who are actually serious about moving into your new neighborhoods.
• Track what works, ditch what doesn’t: For the first time, you can line up your ads, website traffic, and contracts to see the whole picture. That means no more guesses when someone asks if the investment is working. 

What’s in it for your business and crew 

For business owners and leaders who watch every penny, this isn’t just about “better marketing,” it’s about running a tighter ship and staying one step ahead of the market. 

Make your marketing dollars count 

When you can actually track where your buyers are coming from, you stop wasting money on efforts that go nowhere. That frees up budget for the stuff that delivers, plain and simple. 

Get a clearer picture of your buyers 

The more you know about the people coming through your door, the better you can tailor your communities and homes to fit. You’ll be able to figure out trends, like what floor plans or price points are drawing attention, so you can plan smarter. 

Give your team tools that work as hard as they do 

Your staff already juggles enough. With Lasso and AudienceTown connected, they have visibility into what buyers want and what’s getting results, so everyone rows in the same direction with no extra busywork along the way. 

Let’s talk real builder marketing 

Marketing success isn’t about throwing more money at the problem; it’s about working smarter with what you already have. This connection lets you finally see whether your efforts are moving homes off the lot or just keeping you busy. 

If you want to talk through how this could work for your operation, let’s talk We’re up for a phone call, a virtual chat, or even a coffee at the International Builder Show, whatever works for you. 

[B] and let’s see how smarter marketing can help you build a better business, one home at a time. 

Recap: Selling homes today takes more than signs, ads, and crossed fingers. Builders need marketing tools that work with the same reliability as their crews in the field.

By connecting Audience Town and Lasso CRM, you move away from guessing and toward knowing—who your buyers are, where they’re coming from, and what’s actually driving results. You stop spraying dollars and start investing with confidence. Your team gets visibility instead of busywork. And leadership gets proof that marketing isn’t just a cost, but a driver of real growth.

Smarter marketing isn’t about spending more. It’s about finally seeing what works—and building from there, one home at a time.