Five Ways to Stand Apart From Other Custom Builders
Prospective home buyers need to understand what makes you better than and different from other builders. When they ask, “Why should I build with you?” you and your staff need to be ready to provide the correct 10-second answer.
If you can’t answer quickly, or if your answer is, “We deliver a good value” or “We have a great reputation,” then you missed your opportunity to stand above the rest.
Successful builders are able to convey what differentiates them from their competition in all their initial customer contacts. This includes their marketing materials, phone calls and face-to-face meetings.
With all these contacts, you should be providing your prospective home buyers with tangible evidence of why building with you will be better suited to meet their needs.
Following are five important ways to differentiate your business:
- Clearly communicate what kind of builder you are.
Custom home builders should clearly specify whether they offer floor plan options, clients bring their own floor plans or the buyer and builder work on blueprints together.
Prospects need to understand your selection process ― whether it is simplified to options, customizable to the home buyer wishes or a combination of recommended options and custom features.
Also, prospects need to know if they will be primarily dealing with you, the owner or specialized staff members.
- Build unique homes.
Prospects want a builder who builds the home they envision.
If someone wants a rustic or log home, then they will pick a builder who specializes in that style of home.
Ensure that your prospects know your specialty, whether it is cottage, stone modern or any other type.
- Provide evidence of an enjoyable home buyer experience.
Claiming a great experience is not enough. You need to provide real proof.
Offer literature or documentation that clearly explains home buyer involvement and your construction process.
Clearly show home buyers how they will be making selections — whether it is with a designer, at a design center or online.
- Provide proof of being on time and within budget.
Being on time and within budget is extremely important to your home buyers.
The first step to assuring them that this is how you will build their home is to create a process of communicating this information to them at pre-defined times throughout the building process.
The second step is to outline how you will keep them informed. For example, providing schedule and budget information every Monday via e-mail or online will set you above others your prospect may consider.
- Provide additional, value-added resources.
Beyond just building a home, there are services you can provide that help your home buyers.
For example, include a Realtor® listing of their prior home, purchase their prior home if it isn't sold within six months or supply a relocation package.
Assisting home buyers with financing is another great service that can be as simple as working closely with a mortgage professional, or more detailed like providing in-house financing plans.
Being like everybody else is crowded. Set yourself apart to succeed.
Andy Elsbury is the founder of Indianapolis-based SelectionWare, which provides consulting services and solutions for home builders to improve the building process. For more information, e-mail Elsbury, call him at 866-585-9222, or visit the SelectionWare Web site at www.SelectionWare.com.
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