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Lasso guest blogger Matt Riley of Builder Designs shares how data can be easily located, extracted and read with Google Data Studio.

A New Data Diet

2019 is going to be the year that successful home builders make it a point to better digest their data – a sort of data diet.

As homebuilders, we have to let our data tell a story. More precisely, we need to read the story that the data presents. That story is what leads us to make business decisions that prompt better results. Why guess at what we “feel like” is working to drive decisions when the absolute proof is right there? Advancements in artificial intelligence, big data, and digital marketing strategies have enabled online sales and marketing to become more science and less “art.”

It Starts with Dashboards

Now this is all well and good to say, but how do you actually implement a healthy data diet plan? It all starts with organizing your data into dashboards that are easy to find, understand, and know the action items that should come next. Sales and marketing professionals struggle with finding the information that’s available to them. Most of the time, they have a wealth of information, but it lives in so many different places that it’s difficult to access. Even when they do find it, the reporting itself is incredibly confusing and intimidating. That is a recipe for avoidance.

The solution is dashboard reporting. Utilize tools that pull everything (well, almost everything) into one central location, like Google Data Studio, Google’s free tool. Granted, it is recently out of beta and still gets buggy sometimes, but Google Data Studio is still an incredibly powerful resource.

Imagine this: From one link, you create multi-page reports that give you a broad view of your data. Then, zoom in as close as a micro level, all while seeing your data in charts, tables, and graphs that make sense!

Not only does Google Data Studio make it easier to digest Google Analytics data, but you can also use it to pull data from multiple, third-party sources to track:

  • SEO efforts
  • Paid ad campaigns on Google and social media
  • Call Tracking software (e.g., CallRail)
  • Top converting web pages and sources
  • CRM data and better-personalized reporting  (using the new Lasso Data Export Service, for example)

With Google Data Studio’s help, you can also view actual lead conversion and track the buyer ’s journey to actual conversion. This is really powerful information to drive more informed business decisions on where to invest your money and where to stop wasting it.

Here are just a few examples of what some reporting could look like…

Dashboard reporting on major top-level events within a builder’s website:

Customer Demographics, city of origin, and how they found us:

Breakdown of CRM data reporting on email campaigns, walk-in traffic to the model homes and more:

Think of the data diet as low-fat, high-calorie consumption, where the information increases your focus, energy, and business wellness!

About the author…

Matt Riley Builder DesignsMatt Riley is Vice President of Marketing at Builder Designs. He specializes in online sales and marketing for home builders and has created multiple online and onsite sales teams, all of which have led to record-breaking sales numbers and profits. Matt regularly speaks at the International Builders’ Show, Pacific Coast Builder Conference, and many other new home sales and marketing trainings and conferences. Matt has been described as a “vanguard of marketing/sales executives who are genuine leaders in changing how new home communities are marketed and sold across North America.”

Here are more online sales and marketing resources from Matt and Builder Designs:

Drive Time Marketing Podcast

Builder Designs Blog

The New Homebuilder’s Guide to Online Sales & Marketing

Learn more at

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