When Tyler Stouder moved from a marketing agency into home building, he brought with him skills in digital marketing, social media, lead generation, and search engine optimization; in two years, he rose from digital marketing manager to director of marketing; he updated all digital and print marketing materials, including the websites, for Arbor Homes and its subsidiaries and implemented a customer relationship management program that is also integrated with marketing; he improved the customer portal so buyers have more information about the building process, including design selection.