Quality Helps Builders Excel in Tough Markets In today’s more challenging marketplace, where builders are increasingly highlighting construction features and offering financial incentives, promoting the ability to delivery quality results is also helping companies distinguish themselves from the competition, according to Quality Matters, the e-newsletter of the National Housing Quality Program. “Presenting your quality story is an effective way to move beyond the standard sales and marketing pitch and give substance to your achievements,” according to the publication. Some of the following methods can be used to publicize a company’s commitment to quality among potential home buyers: - Customer Satisfaction Results. A portfolio of testimonials can be used to document positive customer feedback and can be easily viewed when letters from satisfied customers are assembled in a binder. Comments and excerpts from customer satisfaction surveys and conversations can be included. Compiling statistics such as percentages of satisfied home buyers, on-time closings and homes with zero defects can also be an effective way to substantiate superior quality assurance.
- Quality Assurance Program. Quality results can be supported by illustrating the quality assurance methods that produce them. A systematic process like the NHQ Qualified Builder Program enables participating builders to document a quality plan, inspections and defect prevention. When a problem is found, it is corrected, the cause is analyzed and actions are taken to prevent it from occurring again. Displaying inspection checklists can also help explain the process.
- Continuous Improvement. Show potential buyers survey feedback from customers on design, features, material selections, construction details and customer service and how those findings are used to improve the satisfaction of future home owners.
- A Quality Culture. Items such as quality mission statements, ethics and policies, and industry awards help to validate high levels of quality achievement.
“Build on these basic ideas to develop the best approach to promoting your company’s quality story,” says Quality Matters. “Share it with employees, train them how to tell the story and encourage them to take pride in the company’s accomplishments. It could be just the thing your next home buyer wants to hear.”
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