Why real estate brands are cutting ad spend and adopting new tactics like the metaverse

Homebuilder KB Home is used to working with hammers and nails. But this year, the company is putting some virtual tools in its belt. Later this month it will build its first model homes in the metaverse with a new community in Decentraland that allows customers to visit and customize virtual homes. The company views the offering as a way to enrich the customer experience and grow awareness for its real-life homebuilding capabilities, according to Chief Marketing Officer Amit Desai.