Everyone preaches quality. After all, who in their right mind would fill their marketing brochure with a statement like, “We don’t do the best job, but we sure are nice folks?”
As a custom builder, your No. 1 goal is to provide top-quality customer service while producing top-quality homes. So why not highlight this commitment to excellence in your marketing materials? Here’s how:
Play up past successes.
State facts, surveys, and statistics about your successful track record. Lead with bona fide testimonials from satisfied customers. Acknowledge that your prospective customers have likely had their own home-buying experience and then give them a compelling reason why building with your firm would be better.
Highlight your timely delivery.
Customers will frequently equate quality with promptness. In your marketing materials, offer guarantees and accurate projections of turnaround time. Can a customer get approval on the financing in less than 48 hours? Will the project be completed in less than six months? If you are able to guarantee prompt attention and swift action, advertise it and you may win more customers.
Show that you offer flexible choices.
Include in your promotional material the fact that you offer a variety of products, services, and upgrades. But keep in mind that variety is not the only way to define quality. Sometimes, offering only a few exclusive choices in designs or products can be perceived as being sophisticated. Know your market and your unique selling position.
Communicate effectively.
In this digital age, communication with customers should be extremely fast and easy. When your customer calls, e-mails, or corresponds with you, you should respond quickly and courteously. Saying that your company communicates effectively with customers is one thing. Doing it before the sale proves to your prospects that they can count on you after the sale.
Prove you have the right warranty.
Your warranty sends a silent message to your customer about the quality of your products and services. Provide a written sample warranty as part of your marketing campaign to demonstrate to your prospective customers what they can expect after the sale. If you would rather conceal your warranty in the small print at the bottom of your paperwork, then perhaps you need a better warranty.
All customer perceptions are crucial to making the sale, especially at the outset of the transaction. Communicate your company’s dedication to building quality homes in your marketing presentation and materials. Help your prospects understand all the wonderful services your company offers; your life will be much easier and you will enjoy more sales. Paul Montelongo has been a builder for more than 23 years and is a nationally recognized speaker and consultant to the construction industry. Visit Paul at www.contractorofchoice.com.
