Homebuyers have different expectations and those expectations can (and probably will) change throughout the homebuilding process depending on their personal situation at a given time.  The key is to implement a program that clearly develops the homebuyer’s expectations up front and manages those expectations along the way.  By doing this successfully, the homebuilder will be building confidence within the buyer as they build their home.

   There are several key steps to putting an effective program like this in place.

·   Recognize how trust is built with a homebuyer: Trust and confidence are not achieved by words.  True trust and confidence are attained by how our actions are in line with what we said we would do.  If there is room for misinterpretation in what we say we will do, chances are our actions will not be in line (as perceived by the buyer).  Trust and confidence are hard to achieve and easy to loose.

·   Communicate important information in writing, visually and verbally: People learn and retain information in different ways.  Since buyers come from many walks of life and learn differently, it is important to communicate important information by all three methods-- and repeat the message frequently.  An example might be showing a timeline with a change order cut-off date and verbally going over a written change order process that the buyer signs.  Obviously, a sound change-order process must be established first.

·   Identify homebuyer accountability: Clearly show the homebuyer where they fit into the process and what they need to do and when these tasks are to be completed.  Providing the homebuyer with reminders at the appropriate time will help keep the homebuyer on track.

·   Gatekeepers: Put firm checkpoints in place where progress and processes are reviewed thereby keeping the homebuyer and builder on the same page.  Typical gatekeepers would be a pre-construction conference, pre-drywall conference and new home orientation.  During these checkpoints, change orders, adjusted home price, communication method, build status and other pertinent information can be reviewed.

·   Communications loop between the buyer and builder: Be it telephone, fax, e-mail or web accessed customer rooms; providing a reliable and consistent method to receiving and providing feedback to homebuyer’s questions/concerns is fundamental to establishing trust and confidence between the homebuyer and builder.  In addition to the consistent communications method, establishing a single point of contact has proven to be a good strategy for many builders to minimize miscommunication.

·   Keep it short and sweet: Most homebuyer’s lives are complicated enough.  There is a fine line between providing enough information and providing too much information.  It is important to provide the homebuyer with easy-to-understand information, allowing them to be informed about what is happening and when.  Timelines or flowcharts can be effective tools to relay much of the information.  Many of the builder’s internal processes do not need to be shared with the homebuyer if those processes do not directly impact the homebuyer.  Focus on what impacts the homebuyer.  The builder can produce a comprehensive program that covers all pertinent topics in a short document (less than 10 pages) that the homebuyer and builder can use as an easy reference.

   Developing a "Great Expectations" Program has benefits beyond differentiating your company from other builders.  By putting this information in a format to be shared with a buyer, the builder is showing how they will do what they say they will do, with professionalism. These are building blocks to confidence building.  A well-constructed program can also be a valuable training tool for employees.  The program will also help prevent costly mistakes caused by miscommunication.   Homebuyers are putting a significant amount of their assets into your hands.  Give them their piece of mind by demonstrating they have chosen the right builder. To learn more, go to Great Expectations.

   Art Zinszer - Zinszer & Associates, Inc.