4 keys to growing referrals from spec-home customers
In the August 2011 issue of Professional Builder, customer-satisfaction expert Charlie Scott of Woodland, O'Brien and Scott writes about the great disparity in customer satisfaction ratings between spec-home buyers and those that purchased "to-be-built" homes. In short, spec-home customers are much less satisfied (find out why this is the case ).
Scott offers four tips for driving referrals from your inventory home buyers.
- Determine how much customer relationship time you have allocated in your home-building process. Develop strategies to maximize this relationship and educational time investment for both to-be-built and completed-inventory customers.
- Get rid of the buyer double-standard. Shift the company attitude to building communities and serving customers equally, regardless of the stage at which the home is purchased.
- Take a close look at the words and pronouns you use to describe your homes and customers.
- Treat all customers as to-be-built customers by purposefully building both a good home and a relationship. Doing so will unquestionably improve your overall customer willingness to refer, customer enthusiasm, referring activity, and referral sales. Plus, isn’t it simply the right thing to do?
Read the full article.