Check out the news section for a home we just completed with video of the build process. Maybe we'll push that up front a bit more. It's at a different price point, so have to battle that, but its good example.
We'll also have a model home complete late summer and available for people to AirBnB. It's hard to map out all of the differences online and in text, but the open house we had for the last home left fantastic impressions.
It will still be an early adopter audience, but we can add content to build confidence.
Homes were designed for the Kansas City climate initially, so will handle most weather. Easily adapted for northern and southern extremes. A custom, architect designed home of this nature will cost much more and be a long process, we are trying to amortize those costs over many homes. Maybe a couple of comparisons would help gel the differences?
It's tough trying to qualify buyers in this context with out being too blunt or too wordy. Experiment away!
Thanks for your analysis!
I saw your site yesterday, was put off by the fact you're accepting deposits but most of the floorplans are not even available.
Also, wasn't clear to me that these were "production ready". More than saying it, prove it (pictures, videos, etc). I'm not spending 500K on a beta product, that works for software not so much for homes. Even with Tesla's roadster, I had followed for a couple years before they ever sold one to the public. I didn't realize it at the time, but they did a long-term content marketing strategy. They talked about the technology, design, and a lot of teaser content. All that probably pulled in plenty of deposits but over the course of years as people saw the progress they were making and got excited.
On your site - it felt like all I saw were renderings which make me think this is at an experimental stage. Is this house built to last? Will it work in my climate? Could I just hire an architect and replicate the same thing for half the cost? What's the mortgage process like for this? I felt like I had a lot of questions unanswered. I'm not really in the market but like to follow new home solutions.
I think as you get questions from potential buyers, turn that into content to educate your audience. Talk about the materials, technologies, design considerations. I think you've probably done a lot of work that could get people interested, it's a long-term thing and I would think people have to be 100% confident in this product to put a deposit. Which leads to another thought, is a deposit the best CTA? Maybe have them schedule a sales/info call with someone? Ease them into it. Answer their questions.
Edit: I revisited the site and see that you are leading with a sales call, but on my first visit when I saw "reserve now" and talk of the $10k deposit, I assumed the button was going to ask for my money. Might want to make it more clear that you just want to talk.