Successful companies in the construction industry sell more than just projects, they sell experiences for customers. More often than not, customers remember their experience with a builder or remodeler more than the price of the job when they reflect upon their project. Communicating the experience your business provides can differentiate your company from others in the field and serve as a prequalifying process for your services, David Lupberger of Remodel Force said at the 2019 International Builders’ Show in Las Vegas.
While many contractors are concerned with price and believe it is the driving principle for client decisions, homeowners are more likely to work with contractors they trust, Lupberger said. Lupberger said selling with manipulation tactics, such as relying on fear, price, or promotion, does not build trust or loyalty with potential clients. Instead, the ability to communicate why clients should work with your company can create trust and pair your company with the ideal clients.
Lupberger compared remodeling and custom home building to surgery during his education session “Selling Your Why: Clearly Communicating the Reasons Potential Clients Should Hire You.”
“When you think of surgery, it’s highly personal, the outcome of the surgery is uncertain, and we hope we choose the right surgeon.” Lupberger said. “Let’s compare this to custom building and remodeling, there’s such an emotional element to what you do.”
To continue the comparison, Lupberger said often cost is the last consideration in a choice of surgeon, as the health of a family member takes precedent. Client’s homes are investments, and the long-term health of the home is valued much more than the cost of a project. Remodeling and building are value-added experiences, Lupberger said, and clients are likely more concerned with the job being done correctly by someone they trust than contracting the cheapest business, because they are investing in the future of their home.
Lupberger stressed communicating the why of the business to potential clients. A business’s why is an alignment and direct communication of its core values. Clients buy the people associated with the job, Lupberger said, and communicating values and principles can better help clients choose the people they want to work with.
One way to figure out the why of the business is to contact past customers and ask these customers why they chose your business, Lupberger said.
“What you’ll get back is anywhere from a one-paragraph to a four- or five-paragraph response. These are clients who are very appreciative for the work you did and, in their words, they’re going to define your why,” Lupberger said.
When potential clients enter the process of searching for remodelers or builders, they may not know what they want, Lupberger said. Reading about past clients’ experiences can help them identify the values and experiences they most desire during their project and help inform their decisions. Very seldom are the costs of the job highlighted by past customers. Instead, the experience of the project—ranging from a contractor’s ability to listen to their communication, manners, and cleanliness—are often highlighted by previous customers.
“You begin to get the sense of the companies, that they’re not selling a project,” Lupberger said after showing the room of remodelers and builders testimonials for several companies. “That they have actively engaged their clients. It’s our job to guide clients through this experience, to set expectations and then exceed them.”
Taking the whys from customers can help inform your marketing and messaging to potential clients to present observable practices that set your business apart from competitors. Clearly communicating these values and the whys of previous customers can also serve as a valuable qualifying process, Lupberger said, as clients who don’t identify with the values of your business will likely not be interested in your business.
