November 21, 2007
 
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Five Ways to Stand Apart from other Builders - Turn Prospects into Customers
By Andy Elsbury
Prospective home buyers need to understand what makes you better than and different from other builders. When they ask, “Why should I build with you?” you and your staff need to be ready to provide the correct 10-second answer.

Andy Elsbury sets his business apart; do you?If you can’t answer quickly, or if your answer is, “We deliver a good value” or “We have a great reputation,” then you missed your opportunity to stand above the rest.

Successful builders are able to convey what differentiates them from their competition in all their initial customer contacts. This includes their marketing materials, phone calls and face-to-face meetings.

With all these contacts, you should be providing your prospective home buyers with tangible evidence of why building with you will be better suited to meet their needs.

Following are five important ways to differentiate your business:

  1. Clearly communicate what kind of builder you are.
    Custom home builders should clearly specify whether they offer floor plan options, clients bring their own floor plans or the buyer and builder work on blueprints together.

    Prospects need to understand your selection process ― whether it is simplified to options, customizable to the home buyer wishes or a combination of recommended options and custom features.

    Also, prospects need to know if they will be primarily dealing with you, the owner or specialized staff members.

  2. Build unique homes.
    Prospects want a builder who builds the home they envision.

    If someone wants a rustic or log home, then they will pick a builder who specializes in that style of home.

    Ensure that your prospects know your specialty, whether it is cottage, stone modern or any other type.

  3. Provide evidence of an enjoyable home buyer experience.
    Claiming a great experience is not enough. You need to provide real proof.

    Offer literature or documentation that clearly explains home buyer involvement and your construction process.

    Clearly show home buyers how they will be making selections — whether it is with a designer, at a design center or online.

  4. Provide proof of being on time and within budget.
    Being on time and within budget is extremely important to your home buyers.

    The first step to assuring them that this is how you will build their home is to create a process of communicating this information to them at pre-defined times throughout the building process.

    The second step is to outline how you will keep them informed. For example, providing schedule and budget information every Monday via e-mail or online will set you above others your prospect may consider.

  5. Provide additional, value-added resources.
    Beyond just building a home, there are services you can provide that help your home buyers.

    For example, include a Realtor® listing of their prior home, purchase their prior home if it isn't sold within six months or supply a relocation package.

    Assisting home buyers with financing is another great service that can be as simple as working closely with a mortgage professional, or more detailed like providing in-house financing plans.

Being like everybody else is crowded. Set yourself apart to succeed.

For more information, e-mail AndyE@SelectionWare.com or call him at 317-585-9200
Bring your business to the future — NOW
Computer Labs at the 2008 IBS®: Showcase of Builder Technology Innovations

See the future of building at the nextBuild Educational SessionsIs your business up-to-date technology-wise? It might not be! 

The NAHB: Builder Software — Computer Labs at the 2008 International Builders' Show®  and nextBUILD™ will feature a wide variety of vendors demonstrating the latest in builder technology. Come by and see what your business may be missing that could put you ahead of the competition!

nextBUILD Education Sessions: The Future of Building NOW!

Staying ahead of the curve is more important than ever in today’s market.  Attending the  nextBUILD™ education sessions will give you the advantage!  Each of these programs focuses on a unique technology-related issue affecting builders.  Individual speakers and expert panelists will provide their industry insights and advice to help you keep pace with the constant changes in your field! [return to top]

Free Sales & Marketing Audio Seminar Nearing — Register Now to Reap Benefits
Have you marked your calendar for the Audio Conference? With nearly 200 registered sites awaiting the upcoming two hour-long teleconference, Ramp Up Your Sales & Marketing in a Changing Market, it's clear that builders and associates are eager to hear the latest advice from industry veterans.

The audio conference is slated to begin at 2 p.m. ET Wednesday, Dec. 12.  Our panelists have been through market shifts in their careers and are eager to discuss their experiences and thoughts during an upcoming audio seminar what changes you should make to your sales and marketing efforts to thrive in today’s market.

A panel of sales and marketing experts will discuss successful techniques that are working for them.

The call will include a 40-minute presentation, followed by a 20-minute question-and-answer session.

Members are encouraged to e-mail questions to the panel in advance to Michael Copp at NAHB.

Topics will include the following:

  • Minimizing objections: Understanding buyer needs, wants, abilities and fears
  • Being innovative and offering incentives to buyers and employees
  • Assessing your sales team
  • Strategizing product mix — shopping the competition
  • Reducing inventory
  • Cutting costs
  • Exploring legal means of collections
  • Renegotiating credit
  • Mortgage credit options for buyers
  • Contingency contracts
  • Financing tips
  • Maximizing vendor, lender and supplier relationships
  • And much more!

The speakers are Bonnie Alfriend Fellow, MIRM, Alfriend and Associates, Pebble Beach, Calif.; Daniel Levitan Fellow, MIRM, Levitan & Associates, Fort Lauderdale, Fla.; and Ross Robbins, MIRM, Lee Evans Group/Shinn Consulting, Inc., Littleton, Colo.

To Register

Free online registration is available by clicking here. For more information, read the audio seminar flyer by clicking here.

HBAs and local sales and marketing councils are encouraged to host the audio seminar at their association.

For more information, e-mail Michael Copp or call him at 800-368-5242 x8340.

The audio conference is co-hosted by the National Sales and Marketing Council and Biztools™ , NAHB’s comprehensive business management resource on the NAHB Web site. [return to top]

Webcast of NAHB Fall Construction Forecast Available Till Feb. 5
The webcast of the NAHB Fall Construction Forecast Conference held in Washington, D.C. on Oct. 24. is available for purchase through Feb. 5.

The conference webcast includes panels of nationally recognized experts discussing economic trends, government policies, developments in the housing industry and the results from NAHB's recent surveys.

Purchasers will receive unlimited access to the webcast archive though Feb. 5, as well as electronic copies of the conference handouts and presentation material. Purchasers can watch at their own pace, rewind, fast forward and review important sections.

To Purchase the Webcast

To purchase the webcast, visit www.nahb.org/cfcwebcast.

For more information, contact Kate Carrigan at NAHB, or call her at 800-369-5242 x8244. [return to top]

Builder Achievement Award Nomination Deadline Extended to Dec. 3
The nomination deadline for the National Housing Endowment Builder Achievement Award for Outstanding Community Service has been extended to Dec. 3.

Do you know of a builder who makes a positive impact in their communities through charitable activities? There are many good reasons to honor their generosity by nominating them including:

National Housing EndowmentBuilders, don’t be shy — celebrate your staff’s hard work, and the attention may even inspire others to support local charities.

  • Associations, take advantage of this chance to serve your builder members and bring deserved recognition to their charitable endeavors.  

The Builder Achievement award recognizes NAHB builder, developer and remodeler members for exceptional community service and charitable work. Eight exceptional honorees are recognized in categories including Gold, Silver, Bronze and five Honorable Mentions. Each winner is given a donation ranging from $1,000 to $10,000 that is made in their name to a charity of their choice.

The winners are celebrated at a ceremony at the 2008 International Builders' Show in Orlando this coming February. The complete award description and entry form is available online at www.nahb.org/builderachievement.

For more information, contact Gwyn Donohue in NAHB Public Affairs at x8447. [return to top]

For more information or to contact us directly, please visit www.NAHB.org l ©2007, National Association of Home Builders

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