Felicia Berry Highlights How Viera Builders Achieved Builder 100 Status with ECI's Lasso CRM

As part of our Top Builder campaign, ECI is celebrating homebuilders who earned recognition on the prestigious Builder 100 and Next 100 lists by Professional Builder and Builder Magazine. These rankings spotlight the top U.S. builders shaping today’s housing market. One of those honored is Viera Builders, based in Viera, Fla.—a fast-growing community builder with national impact. We sat down with Felicia Berry, Online Sales Counselor at Viera Builders, to learn what this recognition means for her team, how technology supported their growth, and what advice she has for other builders aiming for Top 100 status.

ECI: Congratulations on being named a Top 100 Builder! What does this recognition mean to you and your team? 
  

Felicia Berry (FB): Our team is thrilled to receive this ranking. We started as a small family-owned company in 2006 and have come a mighty long way in 20 years. We work hard, and this recognition means so much to us! 

ECI: How did Viera Builders achieve Top 100 Builder status?

 
FB: Our implemented tools and processes have helped us achieve this goal. Our website, Anewgo, and Lasso as our CRM have enabled us to have as much of an online presence as the national companies. Our collaboration between sales, design, architecture, and construction allows us to continue building quality, innovative homes while also giving us the flexibility to pivot when needed. 

ECI: How does ECI technology support homebuilder success?

 
FB: Lasso is probably the biggest growth tool we have implemented in years. Before we had an OSC and Lasso, leads that came in were lobbed out to the sales team with “best wishes” attached. We had no idea if they followed up with them, if they responded, if they became an appointment, or if they became a sale. We had no metrics whatsoever. Now, that has all changed, and we can track metrics that tell us exactly how our marketing, OSC, and sales teams are performing and converting. This has never been more important than in the last year in this difficult market. 

ECI: What advice would you give builders aiming for the Builder 100 list?

 
 FB: The right tools and processes will help you get there—just building more houses faster is not the answer. Having the right tools and processes to help you build better and meet customer needs is the answer to getting where you want to go. Trust me, your warranty department will thank you! 

ECI: What measurable results can technology deliver for builders?

 
FB: Being able to show direct results from actions taken—for example, when marketing spends money on a new campaign, we can show how much traffic it generated—allows us to make more intelligent decisions about where to spend our money and energy. Also, quantitative results equal competition to a sales team! When you show the team that they did better on their conversions two months ago than last month, it lights a competitive fire under them to raise their conversion ratios, including individual conversion rates. 

ECI: What technology investments deliver the greatest ROI in today’s housing market?

 
FB: In this difficult market, we invest a lot of money in marketing, and without CallRail and Lasso, we would have no idea how to track which marketing campaigns and platforms are gaining us the most traction. I highly recommend that any builder have a strong OSC and Lasso as their CRM if they want to make the most of every lead. And in this market, we all have to make the most of every lead! 

Conclusion: Viera Builders’ recognition on the Builder 100 list shows how technology, teamwork, and process can set even regional builders apart on a national stage. For homebuilders in Florida and beyond, the right CRM and marketing tools can make the difference between missed opportunities and measurable growth.

At ECI, we’re proud to support ambitious builders with solutions like Lasso CRM, empowering teams to capture every lead, improve customer experience, and compete confidently—whether in the local Florida housing market or across the U.S.