In the face of homebuyer distrust, fueled in part by the media, quality builders are compelled to distinguish themselves worthy of homebuyer confidence. Presenting your quality story can give substance to your achievements. Highlighting construction features is only the first step. Buyers must also learn about your capability to deliver quality results. Consider applying some the following methods used by National Housing Quality Award winners.
Chapter 1: Customer Satisfaction Results
One way to demonstrate quality results is a portfolio of customer testimonials. Assemble letters from satisfied customers into a binder for easy viewing. Include comments and excerpts from customer satisfaction surveys and positive comments customers have made during conversation. As the portfolio grows over time, it becomes more and more impressive.
Presenting actual results data is a very effective way to substantiate superior quality capabilities and leads prospective buyers to expect similar high levels of performance. At the same time, they learn not to expect perfection. Some examples of statistics to include in this type of presentation are:
- Percent of satisfied homebuyers;
- Percent of homebuyers satisfied with the quality of construction;
- Percent of homes that closed with zero defects;
- Percent of warranty service calls that are completed in less than two weeks; and
- Percent of homes that have close on or before the scheduled completion date.
Chapter 2: Quality Assurance Program
Impressive quality results should be backed up by a look at the quality assurance (QA) methods that produce them. Explain QA as a systematic process that builds quality into the home from the beginning, not just a process of inspections that finds and fixes defects. Think about presenting your QA activities as a system that includes a quality plan, inspections, and defect prevention.
The quality plan exceeds regulations and building codes. Production manuals and scopes of work detail a higher level of construction requirements and tolerances. Building materials undergo a rigorous evaluation of strength and durability. Qualified contractors with proven performance perform work. Staff superintendents undergo training and apprenticeship programs before they are qualified to supervise construction.
Inspections verify that the quality plan is being followed and quality results are achieved. Inspections are performed after each trade contractor completes his work. Additional inspections take place at the completion of each construction phase. It may be useful to display examples of inspection checklists to illustrate the process. When a problem is found, it is corrected, the cause is analyzed, and actions are taken to prevent recurrence. Years of problem prevention result in zero-defect homes by building it right the first time.
Chapter 3: Continuous Improvement
Quality builders can also point to buyers that they are the beneficiaries of many cycles of feedback and improvement from previous homeowners. Describe how your customers are solicited for feedback on design, features, material selections, construction details, and customer service. Show potential buyers your survey and use it as an agenda to discuss customer-focused topics that are continuously improved. Explain how customer feedback on the topics is used to improve the satisfaction of future homeowners.
Chapter 4: A Quality Culture
Homebuyers appreciate builders with a quality culture because it tends to be consistent with their own priorities. Present company activities that demonstrate a commitment to quality and customer satisfaction. For instance:
- Company mission and value statements that center on customer satisfaction and quality;
- Quality policies that address areas of buyer concern, such as closing only 100 percent complete homes, employee empowerment to solve customer problems, company ethics statements, or decision tests, i.e., "do it as you would for your mother";
- Customer involvement in the construction process through construction training, regular status updates, jobsite visits, and participation in key inspections;
- Employee bonuses and performance evaluations that have customer satisfaction or quality criteria; and
- Awards, such as the National Housing Quality Award, which demonstrate high levels of quality achievement.
Build on these ideas to write your company quality story. Share it with employees so everyone can understand and appreciate the company's quality accomplishments. Train them how to tell the story and encourage them to take pride in sharing it. It is what homebuyers want to hear.