Pre-Event Think Tank Recaps In order to elevate the conversations at our Housing Innovation Summit this November, we asked early registrants to provide insight via pre-event Think Tanks that cover the topics of: Healthier Homes, Customer Experience + Engagement, Digitization, and Delivery Optimization + Industrialized Construction. Read all about our Healthy Homes Through Better Design + Operation series. This ran from August to October 2020 and included various Coffee Talks, podcasts and Think Tanks. CUSTOMER EXPERIENCE + ENGAGEMENT October 15, 2020 We asked 3 questions, including one that came from an April 2020 Staycation attendee. WHAT WE ASKED:

1. With the new focus many homebuilders and developers have on "big data" to illuminate customer actions, behaviors, choices (correlation), what are you doing or should we be doing to understand "small data" or the reasons WHY customers do what they do (causation)?

2. Unprecedented demand for new homes, supply chain issues, and further constraints on labor due to health and safety have created a perfect storm. How are you setting and managing expectations in this environment? What are your biggest challenges?

3. The pandemic has required us to use technology to engage customers more directly than ever

before. What opportunities have you found to successfully digitize the experience in sales, marketing or customer service? Have you encountered any digital communications tools/approaches that are counterproductive?

WHAT WE HEARD:

• The most innovative solutions will come from both human centric, thoughtful and curiousquestions as well as technical questions that can be more easily categorized. Asking open-ended questions that get the customer to think about WHY they are making the choices they are and exactly WHAT they are trying to accomplish –rather than your typical “rate xyz from 1-10” survey question will provide more objective, quantified, and reliable data that we can act on.

• Manage expectations. Even though we can’t always meet in person, it’s important to engagethe customer in personal communication at an interval that they prefer – weekly, daily, whatever it takes.

• Structures + Systems determine outcomes. The business model you’re using has a directimpact on your outcome (customer satisfaction). The systems and structures need to be tied to the economic environment. Our economic environment has changed to one where there is a surplus of demand and constrained supply. Yet we are using a model that was designed for somewhat limited demand and fairly plentiful supply. How will you adapt?

• Think ahead and Over Communicate. If possible, get ahead of supply chain issues byordering in bulk, far in advance. Set expectations with stakeholders both internally and externally. Get in touch with your vendors (trade, suppliers, etc) to understand what their up against, their pain points and work together to find win-win solutions.

• Use digital tools in a genuine and authentic way. There will come a time when we’recompletely selling online. How will you build trust? Does your current sales process rely on face to face communication? The most innovative, forward thinking companies will rethink their entire sales process.

HOW WE’LL CONTINUE THE CONVERSATION:

On November 10, we'll take a look at two sides of the customer experience—how to deliver on customer needs and expectations before and after the sale or lease. We'll kick things off by sharing the results of an original consumer research study on "jobs to be done", conducted for the Alliance by DaVinci Innovation Consulting in partnership with University of Denver and Rise. Hear snapshots from Luke Krueger, Co-Founder of ICwhatUC and Daniel Small, Founder + CEO of DaVinci Consulting, then chime in by asking questions and sharing your insights.

DIGITIZATION October 22, 2020 WHAT WE ASKED:

1. Digitization can create greater efficiencies and deliver value in every aspect of a builder or developer’s business. If someone were to get started tomorrow, where would you suggest they begin to get the most bang for their buck? Why? What are the hard and soft benefits?

2. The pandemic has required us to use technology to engage customers, suppliers and partners

more directly than ever before with limited person to person interaction. What technologies have proven critical for you this year? How have they helped? Any gaps that need to be filled?

3. Many builders we engage with are saying that we have a supply chain crisis on our hands. How can technology be leveraged to keep an eye on supply, manage costs and keep production flowing?

4. What is one process or business pain you’re experiencing today, that technology could

solve?

WHAT WE HEARD:

• To be successful, everyone needs to be involved. o Not only so that everyone understands the vision and the potential impacts to their role

and to the business, but also to gather important information. Mary in closings may know something critical to the process that nobody else does…

• Establish confidence in adapting a new system by finding small changes with big wins that you can fix today –without major disruption.

o This could begin in soft areas, such as customer satisfaction, employee satisfaction, speed to market, and then to the hard metrics around cost of sale, lead time to, cost of goods sold and so on.

• A lot of us rushed to get online, but it takes a lot of organization and planning to establish value. See Process Mapping and BIM Roadmap resources below.

• With the current restrictions and limitations of on-site visits, many builders are using the same photos to both check up on quality and progress as well as communicate updates with customers.

• Having open conversations with vendors about what they have in stock and influencing design decisions around what’s available takes time and coordination but has proven successful. It also creates a better working relationship with the vendor.

• How can we tie the data that we have together to create a customer life cycle that we can analyze and leverage in our business?

• How can we become digitization power users? THESE RESOURCES CAME UP DURING THE CONVERSATION

• BIM Roadmap - for guidance on how to think about BIM in housing, how to assess its potential value to homebuilding organizations + how to effectively adopt it. It covers the Why, What, How, Who, Impact, Best Practices and Risks of digitization — with insights from more than 20

experts and 100+ links to additional resources.

• Process Mapping - a great tool to gain alignment and ensure success of strategic initiatives in your business

HOW WE’LL CONTINUE THE CONVERSATION: On November 11, we’ll kick things off with expert snapshots from CJ Edmonds, Chief Revenue Officer, SmartRent; Nicole Godfrey, Global President, Runway Proptech; and Chris Graham, Vice President, Constellation Homebuilder Systems then we’ll open the floor for attendees to share insights and ask questions. We're taking the discussion beyond BIM and looking at the broader technology landscape. We'll create a picture of what tomorrow's digitally enabled home delivery company will look like. Then, we'll dig into the low hanging fruit—things that you can do now to generate value while you're taking bigger steps to digitize your business. INDUSTRIALIZATION October 29, 2020 WHAT WE ASKED:

1. Off-site construction methods promise to improve production and cost efficiencies, require less skilled labor, and help achieve competitive pricing ... but only 3% of all new homes are built this way. What barriers hinder a transition from traditional stick-building to off-site construction methods?

2. What are some of the pressures and pain points that builders are facing right now? Is there renewed interest in off-site as a potential solution because of current strains on construction costs, supply chain, labor, productivity or other?

WHAT WE HEARD:

• It takes a certain mindset and company culture to foster innovation and initiate change…to constantly want to do things better.

• You need the ability to measure the true total cost instead of the traditional hard cost comparison. It is not an apple to apple comparison. Take a look at our off-site value calculator as an example.

• Ensure common interest convergence where everyone can see value and there is collective buy-in from all parties. This is especially important in a disparate industry…

• Many modular and panelized start-ups are overcoming the lack of understanding and trust in their systems by becoming vertically integrated developers.

• The current cost of lumber is really encouraging builders to increase their use of technology and minimize waste.

• Avoid analysis paralysis and the desire to think through and deliver on every contingency –its’ overwhelming and will kill the project’s momentum before it starts. Be prepared to make mistakes, invest for the long term and take measured risk.

• Consider bringing in more stakeholders to address the lack of market acceptance -in addition to addressing standards and working with regulators...

THESE RESOURCES CAME UP DURING THE CONVERSATION

• Off-Site Heat Map – A free, crowdsourced, production housing heat map of off-siteconstruction service providers

• Examples of vertically integrated solution providerso https://www.modulehousing.com/o https://blokable.com/o https://www.modulous.com/

HOW WE’LL CONTINUE THE CONVERSATION:

On November 11, we’ll start the conversation on Industrialized Construction and Managing Change with expert snapshots from Rich Binsacca, Editor-in-Chief, Professional Builder; Chris Fox, VP of Architecture + Building Science, Van Metre Homes; Scott Thorson, COO, Oakwood Homes; Facilitated by: Brian Sayre, Senior Associate, Corporate Partnerships, Shadow Ventures. Then dive into think tanks immediately following. After wrapping up everything we hear at the summit, Dennis and Rich will host two more working groups by mid-January to keep the conversation going. Contact Dennis to get involved.