Tim O’Brien Homes streamlined their complex custom-building process by adopting Higharc’s visual, integrated platform. By simplifying plans and giving buyers interactive 3D tools, they increased sales speed, improved customer satisfaction, and strengthened trust through greater transparency.
Builders everywhere are feeling it: the push to protect sales pace and margins while today’s buyers grow more cautious and harder to convert. For Tim O’Brien Homes, that pressure sparked a strategic shift.
Instead of adding more options, they simplified. With roughly 200 homes built annually across Madison and Milwaukee, the team realized that a small handful of plans drove the vast majority of sales. Carrying dozens of additional plans was adding complexity without adding value. By narrowing their portfolio, they created greater clarity for buyers and operational efficiency for their team, proving that simplification can actually strengthen both margins and customer confidence.
They also tackled what leadership calls the “visualization gap.” While consumers can easily picture most major purchases before they buy, new homes have traditionally required buyers to imagine the finished product from static floor plans. That uncertainty slows decisions and often pushes buyers toward inventory homes instead of building from scratch.
To close that gap, Tim O’Brien Homes partnered with Higharc to create a more visual, streamlined, and connected homebuying experience.
The result? Buyers arrive informed, confident, and often with their personalized plan ready to move forward.
READ MORE 
