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Turning Down the Heat of That Burning Question
 If you haven’t had one knock on your door recently, you probably will be getting one soon. You know, the prospect who has just been “burned.” Through no fault of your own, they don’t trust you or any other remodeler.
So the “burning” question for you, as an industry professional, is how do you respond to this type of consumer?
You could just say to yourself, "Well, you didn’t get burned by me,” and continue going about your usual business. But that is probably not in the best interests of this potential customer — a person you ostensibly are in the business to serve, educate and guide through the remodeling world.
The right approach is to expend a little more effort in order to gain their trust. Provide them with more accurate information and assurances and proof of your professionalism, abilities and responsiveness. If you and the other pros in this industry don’t step forward to do this, who will?
Educate them on how to avoid getting burned by using yourself and your company as a positive example. Start by telling them a little about how you operate, your procedures and how you handle different phases of the process?
You also can tell them about some of your company policies and your company structure.
Offer to show them a letter or picture or, heck, give them the phone number of a past or current customer (with that customer’s permission, of course) who’s willing to discuss a job you did for them.
These things will help restore the burned customer’s faith in the remodeling industry, and that's an endeavor for all of us — improving the image and performance of our industry. Remember, a club of one doesn’t help anyone, not even the one. But when our industry’s image rises, we all rise with it.
I believe that we owe it to any prospects who fit this profile to help them to overcome their anxiety and concerns, whether real or perceived. It’s good business to take a few minutes out of your day to answer that call and provide some sound advice, tips and pointers ― no matter what the outcome. It helps the industry, it helps you and, bottom line, everyone is a potential source of leads for your next customer.
Nation's Building News Correspondent 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
"How to Find a Professional Remodeler," available at BuilderBooks.com, promotes the professionalism of your remodeling business by offering valuable advice to your customers on the process of selecting a remodeler. The brochure guides consumers from the dream to the reality of having their homes remodeled by skilled and trained professionals. Sections include what to look for in a professional remodeler, what questions to ask and signs of a professional remodeler. To view or puchase this publication online, click here, or call 800-223-2665 to order.
BuilderBooks.com Offers a Variety of Publications for Remodelers
BuilderBooks.com offers a variety of other publications about remodeling. To view or puchase these publications online, click here, or call 800-223-2665 to order.
The NAHB University of Housing Offers Designation Programs for Remodelers
The NAHB University of Housing offers CAPS, CGR, CGB and a variety of other professional designation programs and business management courses that set builders and remodelers apart from the competition. To learn more about NAHB’s designation programs, visit www.nahb.org/designations. For a complete list of all current education offerings, click here.
Who Will Be the Next Remodelor™ of the Month?
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.
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