Customer Care is About More than Being Responsive
In the competitive world of homebuilding, the standards of customer care you offer can be the defining feature that sets your company apart from any other.
While being responsive to customer enquiries and concerns is undoubtedly important, exceptional customer care in the homebuilding industry goes beyond mere responsiveness. It encompasses a holistic approach that fosters trust, communication, and a seamless journey for homebuyers, right from the initial inquiry to post-purchase, comprehensive support and aftercare.
So, why is customer care about more than just being responsive and how it can significantly impact the success of a homebuilder?
Maintain Open Communication to Build Trust
One of the most valuable aspects of customer care that extends beyond responsiveness is establishing a relationship of trust.
Purchasing a home is one of life’s most significant events, and prospective buyers are understandably cautious. Buying a new home not only means investing their hard-earned money but also involves a lot of emotions. Buyers need to know that they can trust their homebuilder, in order to feel comfortable completing the purchase.
Building trust requires more than prompt responses; it necessitates transparency and open communication. As Jimmy Diffee explains in Customer Think magazine, ‘One of the most effective ways to maintain customer trust is by setting realistic expectations and being proactive with communication.’
Homebuilders can therefore establish trust by being open about every stage of the homebuying process. This includes being upfront about pricing, construction timelines, and potential challenges that may arise during the build. When customers feel they are getting accurate and honest information, they are more likely to trust the homebuilder and have confidence that they are making the right investment.
Effective customer care in the homebuilding industry also means addressing concerns and questions proactively, so that when an inquiry comes your way, you are honest and open about the answers, and provide updates, where necessary, in a timely manner. This approach not only saves time but also demonstrates your commitment to the customer's best interests.
Understand the Importance of Personalized Experiences
Another important ingredient of excellent customer care for homebuilders is personalization. Homebuying is a deeply personal journey, so buyers appreciate developers who take the time to understand their unique needs and preferences.
‘We live in a time and age in which customers expect a personal connection with the companies with which they interact,’ says Lior Kantor on Tweaks’ website.
Personalization starts from the first point of contact with a potential customer and continues throughout the entire buying process. It involves tailoring recommendations, designs, and features to match the customer's vision for their dream home. When homebuilders show that they genuinely care about the customer's desires, it enhances the overall experience and sets them apart from competitors who offer one-size-fits-all solutions.
Also, according to an ‘Epsilon 2017 survey, 80% of respondents indicated they are more likely to do business with a company if it offers personalized experiences and 90% indicated that they find personalization appealing,’ reveals Kantor, proving the desire for a personalised experience is strong among consumers.
Providing your buyers with plot-specific Completion Manuals is a great way to demonstrate your ability to tailor information and solutions for your customers. These comprehensive guides explain all of the information your buyers need to know about their new home, including how to use and maintain each of its specific features and fittings.
When you provide your buyers with plot-specific content like this, all of the information contained inside is relevant to them and their property. Unlike generic documents, where each customer has to wade through various options to find their chosen fittings and the instructions they need, this personalised content shows that you have really considered the buyer’s experience of moving into, and using, their new home.
This personalised approach not only improves customer satisfaction but also affects the company’s reputation, generating positive feedback and survey scores, and increasing those all-important referrals.
Educate and Empower Your Homebuyers
For homebuilders, the provision of exceptional customer care also involves an element of educating and empowering homebuyers. Purchasing a new home is a complex process of which customers often have limited knowledge.
Homebuilders can ensure they stand out above the competition by providing resources and guidance that help customers make informed decisions, such as is offered by Reservation Manuals.
This detailed breakdown of the homebuying process explains each of the various stages, as well as providing a list of actions that the customer should be aware they need to take along the way. When customers feel knowledgeable and in control, it positively affects their experience and leads to fewer surprises along the way. As found by Zillow’s 2018 study into the experience of 500 new home buyers, ‘Homebuyers expressed the desire to understand more about the building process.’
Additionally, you can use Sustainability Guides to educate homebuyers on energy-efficiency and sustainability, including both the practices carried out during the construction of the new home as well as how to optimise these features through the following use of the property. These allow you to explain and demonstrate your commitment to your environmental responsibility, to align with the growing consumer demand for eco-friendly homes while showcasing your dedication to creating a better future for homeowners and the planet.
Anticipate Customers’ Needs and Solve Problems
When it comes to customer care, being responsive is reactive, while true excellence in this area involves anticipating needs and proactively solving problems. For homebuilders, this means addressing potential issues before they become major concerns.
For instance, if a customer expresses a desire for a specific feature that might not align with the initial design plan, a forward-thinking homebuilder can work with the customer to find alternatives or suggest modifications that achieve a similar result. This proactive problem-solving approach not only saves time and money but also demonstrates a commitment to customer satisfaction.
It is also essential to be proactive in the event of unforeseen challenges during construction. Delays, unexpected costs, or initial defects are not uncommon in the homebuilding industry. An exceptional homebuilder will communicate these issues promptly, present viable solutions, and work collaboratively with the customer to navigate through them. Using a PropTech solution such as Spaciable or Spaciable Living, allows for instant reporting of defects from customers and facilitates a swift response from the homebuilder to provide repairs.
Harness the Power of Feedback
Finally, customer care in the homebuilding industry should always include a robust feedback loop. This involves actively seeking feedback from customers at every stage of the homebuying journey, and beyond.
Feedback can provide valuable insights into what is working well and where improvements can be made. By actively listening to customers and implementing changes based on their suggestions, homebuilders can continuously refine their processes and offerings.
Feedback also serves as a means of reassurance for customers. Knowing that their opinions are valued and their concerns are addressed fosters a sense of partnership between the homebuilder and the homeowner. It also helps build a sense of community among homeowners who have similar needs and experiences.
So, while responsiveness is certainly a fundamental aspect of customer care in the homebuilding industry, it is only one piece of the puzzle. Exceptional customer care involves building trust through transparency, personalizing the customers’ experiences, educating and empowering homebuyers, anticipating homebuyers’ needs, solving problems proactively, and actively seeking customer feedback.
By adopting this holistic approach to customer care, homebuilders can not only meet but exceed their customers’ expectations, leading to increased customer satisfaction, a rise in referrals, and long-term success in a competitive market.
