Closing the deal relies on more than getting the job done
The homebuilding sector is looking healthy as 2018 edges on with over a million new housing permits authorized in June. It hardly needs saying that the competition for contracts is as rigorous as ever. Having a great reputation is always invaluable, but what really pays is knowing how consumers are thinking and what qualities they want most in a homebuilder.
The reason? You can bet that when a consumer has gone to enough trouble to save and plan for a home, they’re not going to go with the first builder they find in the book. Building a home is an immensely personal endeavor, and consumers want more qualities beyond the standard efficiency and competitive pricing.
Today, we’re listing the top 5 traits every good contractor doesn’t possess, but every great one does.
1. Be a bridge builder first and a home builder second
Homebuilders, contractors, and businesses of all kinds know there’s one word that holds everything together: communication. Your home building team would be lost without it, and your client relationship may not even get off the ground. A homebuilder must listen above all else, as it’s their role to provide a project that consumers want to see realized.
Customers want to know they’ll be heard, respected, and be a huge part of the building process. Making yourself available with time, advice, and support for their needs forges the kind of consumer relationship that lays the foundation for future business and a positive reputation.
2. Cultivate a strong online presence
Since listening is our number one recommended skill, homebuilders need to know that doing this in the 21st century depends hugely on their online presence. A massive 77 percent of the U.S. population is on social media, and that’s the avenue they’re using to not only find potential builders but to access and interact with them via their social media profiles and websites.
Social media is where new customers can get to know you, and existing customers can give you feedback and valuable reviews. Savvy homebuilders will have an always active, rapidly responsive social media attitude that never leaves a question unanswered or feedback unappreciated.
Builders who treat social media like a dialogue space and not a self-promoting platform will reap the benefits of being accessible to the public and open to their input. Check out these great tips to make your online presence something special.
3. Exhibit simplicity, transparency, and integrity
Consumers have the dream of a new home but rarely the practical vision that makes it a reality. As such, many future homeowners may find the process mystifying or even intimidating. The best homebuilders remove most of the customer’s anxiety by providing regular and easily digestible updates throughout the entire building process.
If we’re being completely honest, and you always should be, builders don’t exactly have the best reputation as a trade for honest dealing. Quote low, build high and frequent unforeseen expenses are two images the public have of the sector. Great home builders tackle this stigma by treating their quote as malleable only if there’s absolutely no other way to avoid it.
Customers will have far greater respect for the builder who tells them straight that sometimes projects evolve, new expenses can arise, and that it’s something to be realistic about. Compare this to the cowboys who say it can all be done on a budget no problem and they don’t deliver. Be transparent with your customers at all times and maintain the integrity of your brand.
4. You can validate your solid reputation
Word of mouth is a great aid for business but the more proof you can give of past successful projects (and happy customers), the better. A well-put-together portfolio of your previous builds is a powerful way to establish your credibility and give customers a way to relate to your builds. Homebuilders can do this in a few steps:
- Present an online photo gallery. Whether it’s on your website or social media pages, a photo gallery that’s online allows fast and easy access for consumers. It’s available 24/7 and viewers can click through and study it at their own pace. If you haven’t been taking lots of high-grade and varied photos of your builds, start now! Visuals are the most basic way to make an impression
- Provide complete project overviews (on request). Many of your customers will be content with the visual aspect of your constructions. Others will want to look a little deeper into the architectural and engineering aspects of your work. Make this an option in your online or paper portfolios. If you don’t, make sure you are fully informed on such details, should a customer want to know.
- Include client testimonials. It never hurts to have a page on your website or paper portfolio that displays your commendations and recommendations. Consumers respond to peer-to-peer recommendations more powerfully than standard advertising. Check out these testimonial tips that provide imaginative ways to incorporate client feedback into your portfolio.
5. You insure to assure
Your licenses must be to operate as a homebuilder. Consumers want to know you’re insured, qualified, and legally able to provide the work. More importantly, they want to know you’re willing to provide service agreements and warranties that guarantee against anything going wrong down the line.
Licensed builders are also better able to work with sub-contractors and offer reassurance to customers in case workers, or the elements cause delays or structural damage. Consumers shouldn’t be held accountable for unforeseen accidents.
When consumers see you’re a qualified builder with insurance, this sends the powerful message that you care about your workmanship, your reputation and above all, the client’s peace of mind.
No Boundaries Advisors has been helping businesses like yours grow and thrive for over 25 years. Contact us today to find out how our expert staff can help you.
