Willow – The Smart Operating System for Buildings & Infrastructure
New technologies are sparking a revolution in the built environment, challenging preconceptions of how property development and management can be implemented. To date, most property management systems are antiquated, reliant on strategies that are costly and inefficient. Affordable housing owners in particular operate in a more regulated environment, work with more limited resources and are subject to more onerous reporting requirements. Willow is a Smart Operating System for buildings and infrastructure. Willow provides live building data displayed in a 3D model environment including heating, cooling, water usage to optimize building management. The system tracks rental payments, maintenance history, and work order information (both responsive and predictive) to improve both the building management and the tenant experience. Willow provides a customizable community platform to better engage with tenants.
Our Work with Willow
Turf embarked on a discovery process to determine and understand Australian-based Willow’s competition and value-added relative to industry peers. We conducted primary research interviewing real estate development professionals, public agencies and infrastructure investment funds to assess their knowledge of digital twins, appetite for the product, and understanding of what problems the technology solved in the DBMO process. Then, we used this information to work with senior leadership to refine Willow’s go-to-market strategy in the US, including their marketing message, branding and definition of the target market. Turf became an extension of their business development team in the US, prospecting potential customers, conducting sales pitches and closing deals.