NBN Online for the week of July 4, 2005

Oh, to Be Young Again ― It’s a Matter of Perspective

“Aging in Place” is all the talk lately and deservedly so. But what about the other end of the spectrum? What about the younger and first-time home owners who are remodeling for the first time?

How does that market segment differ from their older counterparts who are more experienced in homeownership? And are there any issues or “rules” we need to be (more) aware of?

Our company has worked on several projects involving younger home owners recently. We just completed a small project for a couple that couldn’t have been over 30. Last year we did a similar-sized project for a couple of about the same age. And we are currently adding a master suite for a home owner who is 20.

Now, I don’t think it’s necessary — and it’s probably not appropriate — to discuss or have any preconceived bias regarding younger home owners, or any age group, for that matter. However, you should always be sensitive to any issues that may affect a particular customer type.

So, what did we discover when working with these younger customers?

While the country is full of savvy and educated young people, let’s face it, as in everything, experience is often the best teacher.

Inherently, this group of home owners cannot have the same experience level with homeownership issues as home owners who are living in their third, fourth or fifth home. So quite naturally, they will have and voice some added concerns and apprehension when discussing their projects with you. How do we deal with that?

These younger customers may feel a little vulnerable. But that’s not too unlike most other customers or prospects regardless of age. After all, we are the experts, right?

But we can help this younger group feel more comfortable. “Trust us because we’re older and more experienced,” won’t cut it with them. Instead, we should take the time and the few extra steps needed to put them at ease. This means we will probably have to explain in more detail who we are, what we are planning and, once work has begun, what we are doing.

We also need to be able to find a common level of understanding and be sure we communicate with them on that level. I’m sure you’ve had plenty of conversations with technicians who have spoken to you in jargon you weren’t that familiar with. How many times have you had to ask them to speak in plain English? Think the same way about how you are talking to these clients.

This also may be their first major purchase. Again, homeownership experience primarily comes with age, so a 20-something can’t possibly have had as many big purchase experiences as a 50-something, right? This means you may have to go overboard providing assurances, references, whatever it takes (without being condescending).

Also, be prepared to talk to mom, dad or a trusted friend, relative or mentor, or to at least have them review the plans. They may also be the final decision maker. This is not an indictment of your abilities, and you need to put your ego aside. Remember when you bought your first car or house? Did you do it by yourself? Or did you have help?

For the most part, these home owners are very new at this, and you should help them overcome their feelings of vulnerability and take steps to instill in them confidence in your abilities and that you can be trusted.

Finally, be prepared for questions that may seem overly simple. If you seem to be fielding too many "simple" questions all of a sudden, you could be moving too fast or taking too much for granted. Did you really get to know them well enough to understand their level of need and understanding?

Age discrimination works in both directions, and keeping in mind the inherent attitudes and experience levels of our younger customers is just as important as all the CAPS related issues we deal with.

A good buying experience begins with an unbiased selling approach and sensitivity to the issues of each individual customer. Take the time to discover that.

As for me, I’m off to buy some more Grecian Formula. Oh, to be young again …

Greg Miedema, CGR, CAPS, is president of Dakota Builders in Tucson, Ariz. He is chair and founder of his local Remodelors™ Council, a member of the NAHB Remodelors™ Council Board of Trustees and currently serves as the chairman of the Remodelors™ Council Public Affairs Committee. The Southern Arizona Home Builders Association (SAHBA) has named Dakota Builders, Inc. Remodelor™ of the Year in 1998, 1999, 2000 and 2003. For more information, send him an e-mail.

'How to Find a Professional Remodeler' Available at BuilderBooks.com

The Remodelor™ of the Month (this link is accessible to Remodelors™ Council members only) award program is underway. Don't miss your opportunity to be named the Remodelor™ of the Month. 
 
The program groups local councils from different states into designated months. There will be two “wild card” months that will allow the council’s members-at-large to participate in the program. A winner will be chosen each month and that winner will then be automatically included in the nominations for the Remodelor™ of the Year award.
    
This is a great opportunity for local councils and members to get involved and submit their “best of the best” members to compete with other councils. The national Remodelors™ Council will send out press releases and highlight each winner in ReNews, the Remodelors™ Council e-newsletter.