Homebuilding is unique because it is the
only industry that strives for customer satisfaction without
expecting to profit from repeat sales. Builders fail to realize
important potential benefits of their most valuable commodity
– the good will of satisfied customers. Look beyond the
traditional view of homebuilding and leverage satisfied homeowners
into repeat sales, not for another home, but for services after
they move in.
Homebuilding is a service business. Builders
don’t swing the hammers that produce the product. Builders
sell a service that manages the conversion of sticks and bricks
into a home that fulfills a homebuyer's dreams. They provide
architectural design services, manage trade contractors, and
assure quality. Homeowner services do not need to end when the
home is built.
The Homeowner Services Market
"There is a kind of a phenomenon that
takes place in our business that doesn’t happen any other
time in a person’s life. When a person buys a house it’s
the one time in their lives that they are willing to completely
reboot so many other aspects of their lives," says Paul
Estridge, President of The Estridge Companies, Carmel, IN, 1998
NHQ winner.
Internet access, home maintenance, remodeling,
lawn mowing, house cleaning, and homeowner insurance are just
a few examples in an endless array of services that are purchased
from new suppliers. Why not you?
New horizons are open to builders who recognize
services new homebuyers need as they reboot their lives. Develop
strategies for listening to the voice of the customer. Survey
customers from the last few years about their home related services,
purchases, and upgrades. Examine established neighborhoods for
problems you can solve and unfilled needs.
It is important to offer services under
your name that take advantage of your unique relationship with
satisfied homeowners. Your positions as a quality homebuilder
can open doors for remodeling and home maintenance services.
Consider partnering with an insurance company that provides lower
homeowner insurance rates because you are a quality builder.
Or form an alliance with a telecommunications company that installs
high speed internet lines throughout the communities you build.
The possibilities are endless.
Delivering Homeowner Services
Quality oriented builders already have
many of the systems in place to deliver special services. Trade
contractor partnering and quality control principles apply equally
well to an extended network of trade contractors and business
associates. Service skills exhibited by warranty service personnel
apply directly to long term relationships with customers. Even
design centers can serve double duty for selling remodeling upgrades.
Recognize the value of your access to satisfied
homeowners. See the potential of your company as a portal for
services to new homeowners. Find new horizons for homeowner services
and profit by delivering services your homebuyers need.