Builders: Automated Construction Software Helps Gain Efficiencies

Good News: Homebuilder Order Growth Continues to Accelerate

Have the details at your fingertips!

One of our most recent blogs Homebuilder Construction Rates Accelerating; Let's Talk Efficiency  was developed as a result of two recent Zelman & Associates comments,

"Builder order growth has continued to accelerate; excess speculative inventory has been absorbed and housing starts are picking up to satisfy demand."

"Increasing construction activity always presents the risk of cost inflation and labor tightness."  

Are Your Operations Optimized to Meet the Challenges?

There's nothing quite like throwing ice water on good news, is there?  How are builders addressing cost inflation and labor tightness? Possible to make adjustments and see results relatively quickly?

We'd like to suggest the answer is: YES!

Let's take a look at one of CPS' builder clients currently using our automated construction scheduling software,  FieldCollaborate. When asked how they previously managed their construction process, the CEO replied:

"Email and phone. We were really disjointed. There were disputes among FieldManagers about trades because they didn't know who was working on what, when."

Costs and Labor Can Be Better Managed! 

Sound familiar?  What has changed with the implementation of a scheduling system?

"Because you can plan out jobs far in advance (we schedule out 6 months), builders and vendors can forecast materials, allocate labor toward our jobs, etc. The purchasing team can negotiate better prices with vendors as they're able to pinpoint quantities and timing."

Using a Portal to Helps Get Everyone on the Same Page!

We've also talked about the value of SST (self-service technology; take a look at uses throughout a builder's organization in this Blog). FieldCollaborate offers SST with its Vendor Portal. Vendors, using authorized credentials, are able to view their schedules (as well as drawings, photos, notes and the like) up to 6 months in advance.  Builder staff access the same Portal. Everyone's looking at the same schedule, same calendar, same workload.

Critical is the short-term view regarding efficiency:

"The Portal eliminated a lot of phone calls, texts, etc. That extra time allows us to continue to move homes."

Want to find out more about the efficiency and profitability advantages provided by automated scheduling software? Contact us; we can provide a full-featured FieldCollaborate demo!

Homebuilder Construction Rates Accelerating; Let's Talk Efficiency

Builder Order Growth Continues to Accelerate

Alan Ratner, Managing Director of Homebuilding Research at Zelman & Associates, recently delivered great news for homebuilders saying,

 "Builder order growth has continued to accelerate; excess speculative inventory has been absorbed and housing starts are picking up to satisfy demand."

Isn't this great news for everyone associated with the homebuilding industry?

Yet, Increased Construction Activity Presents Risks

Ratner continues,

"Increasing construction activity always presents the risk of cost inflation and labor tightness." 

 If you've been reading our Blog, you might recall a March 2019 article noting Ashok Chaluvadi's comments in Builder,

A key issue cited by 82% of builders is the cost/availability of labor. What's particularly noteworthy is labor replaced building material prices -- which had been the hot topic in 2018.

Increasing Costs and Labor Shortages Turn Focus to Efficiency -- Particularly SST

This environment (increasing costs, labor shortages) provides an opportunity for builders to laser focus on areas specifically under their control --  operations -- in order to increase internal efficiencies (and, in turn, profitability). One opportunity is automated construction scheduling -- particularly SST elements (that is, self-service technology). 

SST had somewhat of a bad reputation in years past.  It may have tried to do too many things in too disparate ways. However, attitudes change; today, demographics and technology make SST an important tool for home builders as they consider that increasing workplace productivity is the option most under their control, today.

SST implies technology and construction management software leverages SST

An effective construction software implementation gets everyone within the building process (and that includes both in-house and vendors) on "the same page" as to which tasks need to be accomplished, in what order and on what date.

Cloud-based software makes the information available to everyone, 24/7, anywhere anytime. That means you can expect a reduction in delays, dry runs, phone calls, texts, misunderstandings. 

In a sense, getting everyone on the same page is a good first step in exerting organization control.  Interested? CPS' FieldCollaborate is award-winning automated construction software; contact us and we'll give you all the information needed so you gain productivity while experiencing this order growth!

Homebuilder Customer Service: A Critical Link

Homebuilder Customer Service is a Hot Topic

We've been talking about homebuilder customer service frequently this year; you can see earlier Solution Blogs here (Putting Metrics on Your Dashboard) and here (Add Focus to Actionable Customer Service).

Is Customer Service a Priority?

Value-Unique Motivates Referrals

Today's homebuyer and homeowner expect to receive a quality customer service experience. What will set your team apart is a value-unique experience. That's service that will generate posts, Tweets, and, most importantly, referrals. How to get value-unique?

Are You Prioritizing the "Most Important Department"?

There's a new Hanley Wood Construction Wire article asking, "What's the Most Important Department in Home Building?" and customer service emerges as a top contender! Author Jim Haffner points out that the "last person who interacts with customers leaves a lasting impression."

That doesn't mean that sales or construction (or estimating or accounting, for that matter!) aren't important. What it does seem to highlight is that customer service needs to be considered a critical component of the entire building process -- and that, sometimes, it is regarded as an afterthought.

Metrics: Effective Measurement Tools!

The last contact point can offer the most memorable experience -- frequently because your homeowner expected everything to already be in tip/top shape. No one likes to have to reach out for repair but... it does happen.

Go Quick, Consistent and Memorable

Why not make it as easy and straightforward as shopping on Amazon? CPS WarrantyWatcher provides a 24/7 Homeowner Portal so owners can quickly and easily submit a request directly to the customer service department -- complete with photos! And, they're able to use the same Portal for status updates and request history.

Go the extra step and ask your customer service rep or vendor to include a photo so they're able to check things out on their phone on the way home... isn't that value unique?

Key customer service terms: quick, consistent and measurable. You're able to take care of quick with the 24/7 portal! WarrantyWatcher also provides the metrics that allow for measurable! Do you know your longest outstanding Work Order? How about the most frequent warranty issue? How easily could you locate homes with a recalled microwave? Usable data is your friend in these cases!

Finally, there's the value in consistency as it will pay off in referrals. Your homeowners need communication -- not necessarily conversation! Keep them informed and they will be comfortable with your process -- even if that replacement part is taking time to arrive.

Technology Provides Desired SST

Technology facilitates your ability to deliver on your homeowner's expectations and there's really no other way to meet their need for SST (self-service technology). A recent Radial article summarizes:

Self-service channels consistently outperform other channels in terms of consumer satisfaction. Your homeowners love self-service because it reduces friction and provides immediate and consistent answers.

Customer Service: Expand Beyond Vanilla!!

Chip Bell Talks Out of the Box About Customer Service

Chip Bell, a well-known authority on customer loyalty and service innovation, has some interesting thoughts regarding customer service:

Outside the box customer service = retention, referrals!

Make Service Neopolitan, Not Vanilla!

Bell suggests: Walk on the wild side with your customers! In other words, provide a customer experience that is not only good but innovative -- which translates to meet customer expectations and then go for the unexpected!

Innovative Service Brings Rewards

What's interesting about customer service, from Bell's perspective, is a quality service experience will be met with customer loyalty and Tweets, referrals and all sorts of positive items for the organization.

Homebuilder Opportunities to Deliver More

How can you step out of that Vanilla box? 

1. Key customer service terms: quick, consistent and measurable! Do you know the average age of your homeowner warranty request? Can you drill down and find out how many times broken windows were installed in your community? Information (or, data) is key to being able to provide consistent, quality service.
2. Make your warranty process frictionless! Does your homeowner need to call between 8-5? Or, submit a written list of issues? How many times does your team trade voicemail messages? Do they know what's scheduled? Keeping homeowners informed is the single best way to obtain referrals!
3. Keep your vendors in the loop, 24/7 -- and make that process as easy as possible. Typically, vendors have their own processes and you can't really customize yours for each of theirs so make sure your vendors have everything they need anywhere/anytime, 24/7. Work orders, drawings, photos, contact info.

Software Will Help!

Homebuilder customer service is a day-in/day-out process. You'll want to have tools to expedite the heavy lifting so it's possible to move beyond vanilla!

Frictionless is 24/7 Homeowner Access!

CPS WarrantyWatcher provides cloud-based warranty management that's available 24/7 on all platforms (tablet, phone, desktop) so your team and vendors are able to respond quickly. And, your homeowners get a seamless process, too with 24/7 access to submit and monitor their requests!

Visit CPS at PCBC 2019

We'll be showcasing WarrantyWatcher at PCBC 2019 May 30-31; visit us at Booth 141! Or, reach out to us and we'll schedule a one-on-one demo.

Why Implement Interactive Kiosks in Your Sales Office?

SST: Attitudes are Changing About Self-Service Technology

Our Blog has been talking quite a bit about SST recently --  that's self-service technology (read here and here). Self-service hasn't always had the best of reputations; however, attitudes, preferences and expectations change quickly. One reason is changing demographics; another is technology.

Interactive meets the need for fast & concise information!

So far, we've focused on the operations side of homebuilding as technology provides builders with a new way to make information available 24/7 to their vendors, homebuyers and staff within their organization as they're able to leverage cloud-based solutions.

It's communication without conversation!

Interactive Kiosks are Self-Service and More!

Interactive technology provides many of the customer service benefits associated with self-service.

Whether your demographic is Boomers or Millennials, your home shoppers want fast and concise information. And, they're interested in content that's tailored to their specific situation: that's personalization! That type of information delivery adds up to a new level of customer service that's actionable and personable!

Interactive reaches across demographics!

Interactive technology goes a step further as it delivers content that's engaging, exciting and impactful.

Why Interactive is a Must for Homebuilders!

First, it's engaging! Take a second to ponder what are you more likely to look at and consider: a static sign with pre-determined messaging or a screen that offers you a choice of content (and that's designed to be tailored to your objective)?

81% of survey respondents say interactive displays grab their attention more effectively than static. 

CPS has been providing interactive touchscreen systems since 2008 and we've always said: interactive grabs your home shopper's attention from the minute they walk in the sales office door!

And, it's not just that there are gorgeous graphics! Grab your attention means providing the type of information your home shopper is seeking!  They're able to drill down beyond those gorgeous graphics to the details behind your floorplans (yes; there's a Jack and Jill bath; yes: the bonus room can turn into a 5th bedroom!), drag 'n drop furniture to see how your plan fits their lifestyle and email/print the results!

They're locating actionable and personalized information, in other words.  That's what interactive digital technology is designed to provide.  Our next Blog will focus on how exciting and memorable signage will further your sales efforts.

Smaller Builder Part 2: Take Advantage of Knowing Your Ground

BuilderOnLine Talks About How Smaller Builders Can Prosper

Frank Anton had another great BuilderOnLine article talking about smaller builders; you can read it here.

Gear Up Your CRM Reach!

His theme: many smaller builders survived the downturn, they've prospered and can continue to do so.

But, Anton suggests, there are 3 keys to ongoing success and smaller builders should  sharpen their focus on these critical items. Our last Solutions Blog talked about #1: Actionable Customer Service.

Maximize Being at Ground Zero!

Anton reminds: Remember that knowing the ground is a decisive factor not only in warfare but in homebuilding, as well.

Are there actionable possibilities, here, as well?  There are many but we'll focus on sales team actionables to start:

• Gear-up your CRM software with a focus on local co-op agents: Get creative, make a Taco Tuesday event in the sales center and raffle off a Margarita basket! Co-op agents in many areas are responsible for over 50% of sales traffic.
• Fine-tune your local agent reach: We've talked about demographically-focused agents (see an earlier Blog) -- they develop groups of interested home shoppers that are always available. Try tapping into several of those groups.
• Keep up your reminder emails: There's a tendency to think: well, I emailed those home shoppers already...what else can I do? IBS2019 speakers reminded us (and there's plenty of articles about this, as well): one time isn't enough! Two or three aren't either! Develop a set of focused emails and create a campaign for ongoing interaction.

Market Your Ground!

Your Team is on the ground: highlight what they know!

One thing we've learned in the 10 years of providing interactive touchscreen kiosks: home shoppers want to know more about the location! 

CPS SalesTouch provides an engaging way to tell your geographic story and we encourage builders to include items that go beyond the basics: the local craft store, interesting museum, fun restaurant.

Go the extra step and suggest a popular appetizer (one client highlighted a Gotta Try: for each restaurant!) or highlight what makes a particular recreation location appealing (is it the great fishing, the sandy beach or terrific mounting bike trails?).

Reach out and let your home shopper know what's particularly interesting around your community because your team is on the ground and knows it! Your team knows the area so they're able to highlight the local restaurants, unique shopping spots, great recreation areas..everything that helps your community stand out!

Remember: home shopping can be stressful because of the fear of the unknown.  You're building a good product and you want your buyers to know that you care about them. Let your local, on the ground, knowledge help mitigate the stress!

Interested in finding out how you can put some of these CRM and touchscreen kiosk actionables to work for you? Contact us to schedule a one-on-one demo so we can show you!

What Does Friction Have to Do with A Builder Sales Office?

Why Are We Talking About Friction?

Actually, we're going to discuss the lack of friction -- meaning ease and less hassle during a transaction.

How Many Frictionless Features Do You See?

The term "frictionless" as it relates to customer experience has gone through several evolutions according to a recent retailcustomerexperience.com article by Sheryl McKenzie.

Today, the definition has moved beyond less hassle (everyone expects that now!) to greater personalization and wow! experiences. It also means anticipating -- not just meeting -- customer needs.

Customers Expect Great Experiences & Leave When Friction Appears

Consumer expectations regarding friction impact their level of engagement and their brand experience.

A recent Rules of NextGen Loyalty suggests consumers expect a great experience -- and will won't stick around a brand that doesn't deliver.

McKenzie suggests, "Consumers who encounter friction will run the other way fast, and second chances don't come easily."

What's Next?

McKenzie suggests brands need to create experiences that stay one step ahead of the consumer.

From a builder standpoint, Jonathan Wilhelm says in a recently BuilderOnline article, "builders have the opportunity to distinguish themselves in (today's) challenging period." 

One way, Wilhelm suggests is to stand out with a state-of-the-art sales center that can enhance the buying experience and make a lasting impression.

Isn't that the definition of frictionless!?

Let's Get Interactive!

Wilhelm goes on to say builders should create an experience that engages and informs home shoppers. He explains the necessity of detailed, visual and concise information, the value of interactive presentations, comfortable workstations, etc.

Take a look at the CPS SalesTouch interactive kiosk at a Minto sales center above. Home shoppers are able to review the community, select floorplans, drag 'n drop furniture, mix and match structural options -- basically, start dreaming about their new home and putting the pieces together to make it happen!

That's a competitive edge that helps you, the builder, make a frictionless homebuying experience! 

More? Look for CPS at IBS2019

CPS will be at IBS2019; contact us for an onsite demo.  If you're unable to attend, we can provide a one-on-one online demo, starting now!

Have You Asked: What's Our Home Buyer Experience Gap?

Just a couple of Solution Blogs ago, we talked about the how the concept of customer service has transitioned into customer experience -- you can read it here.

Let's focus this Blog on your buyer -- after the time of purchase.

Information Reduces the Gap!

What is a Buyer Experience Gap?

Ask yourself:

• What would you consider to be a great buyer experience after the Purchase Agreement is signed?
• What is the actual buyer experience today in your organization?
• The difference is your buyer experience gap!
  

Is Communication Part of Your Gap?

Did you see our Solutions Blog: Homebuilder #1 Referral Driver: Keeping Buyers Informed? You can read it here.

That Blog is one of our most frequently read! It starts with Eliant CEO Bob Mirman's statement in Builder and Developer: the single largest referral driver for homebuilders is how well the builder keeps buyers informed regarding the status of construction.

Lack of Information Creates Buyer Stress

Mirman asks us to think of the homebuying process as similar to a hospital stay.  No question: both are stressful! 

Yet, the stress can be mitigated by information. 

No one, in other words, feels comfortable in the dark. Mirman notes the #1 reason for buyers' Willingess to Refer a Friend is the builder's ability to keep the buyer informed of their status.

Communication Doesn't Need to be Complicated

Mirman points out, You don't need conversation -- just communication.

That's How Technology Can Decrease that Experience Gap

We'd like to suggest technology will provide the tools necessary to improve your communications -- and reduce the gap! CPS' web Portals take information already developed by FieldCollaborate's construction users and WarrantyWatcher's customer service teams and make it available to buyers and homeowners via the Internet.

No additional work required: the construction schedule can be set as viewable for your buyers. Warranty requests, status updates and appointments are available via mobile or desktop. In both cases, 24/7, anywhere/anytime.

Want to up your game, decrease the gap even further? Go the extra step and take stage-of-construction photos and attach them to your construction milestones. Your buyer knows what's happening, fewer trips to the job site, fewer calls --- and your internal team can view them, as well.

How about adding post-repair photos so your homeowner knows how things look before getting home from work? After all, you buyers have Portal access 24/7 so they're up-to-speed as the work is completed.

Referrals are the Result of a Great Buyer Experience

Referrals can be your least expensive source of traffic -- and the most rewarding. Enhanced communications is a win-win as your team communicates results internally and they're viewable by your most important audience: the buyer.

Adding an Emotional Connection to Your Sales Office

There's a lot of details to take into consideration during the homebuying process: beds & baths, square footage, mortgage rates and a down payment. It's frequently your buyer's largest financial decision. Yet, there's an element of emotion to consider and kindle in every person's home shopping (and buying!) experience.

Imagine the conversations in front of this SalesTouch kiosk!

Jeff Shore notes in his book, Buying the Experience, that home buyers desperately long to be emotionally engaged with the home of their dreams.

Your mission: to maximize that engagement!

Your Sales Office is Often the Start of  the Journey

Emotions are part of our nature -- and it's worth considering, analyzing and evaluating how to add an emotional component into your marketing propositon as sales/leasing offices are frequently the first place visitors encounter the full range of your brand and product.

Storytelling Initiates Emotional Connections

Storytelling is one of the best content strategies for creating an emotional connection. Stories are tactile and create a visual picture. 

No doubt you've heard stories and imagined yourself within that context.  That's what makes a good story: it pulls listeners in and actually makes them a co-creator of the message. Stories make content more interesting and more memorable. 

Stories can also open up the discovery process to address the "why" your home shopper is in your sales office!

Incorporate Social Proof

We've mentioned, in previous Solutions Blogs, collaborative consumption when discussing today's consumers.  Home shoppers like company -- just like always: friends, relatives, work buddies. But, today, in many cases, they're "cloud" friends! These advisors are available through social media -- giving feedback, offering reviews, providing info as to sales and trends.

Your story needs to be part of this social cloud.  One of the easiest ways to provide social proof, if you aren't displaying social media on-site, is to incorporate testimonials. 

Get Interactive

Scroll back to the top -- emotion is tactile.  Take a look at Cornerstone Communities' interactive touchscreen kiosk: can you imagine the conversations when home shoppers walk into the sales office and see it? Wow! What a gorgeous view! I used to run but...I could get back into it with that path! 

Interactive touch presentations encourage emotional connections.  Did you know using touch generates entirely different (and more positive) brain activity than using a mouse? Take a look at Bob Musa's book, Creating Customers with Interactive Touch Screen Digital Signage, for more on the power of touch!

IBS Gives You the Opportunity to Touch!

CPS will be at IBS2019 the week of February 18th; we're in Booth SU631. Not going to be able to make it but interested in the power of touch as a sales tool? We can schedule an online demo here!

Customer Service 2019: A New Paradigm for Builders

Customer Service is Now the Customer Experience

No doubt you've heard: business is moving faster than ever -- and the customer experience is becoming more of a top priority for all types of businesses.

But...what does that mean for you as a builder?

There seem to be 2 important components to today's customer service concept:

1. Customer service is critical to competing effectively.  It's not all about price, in other words. Check Yelp or Google restaurant comments if that doesn't resonate. 
2. The customer process has expanded to be the customer experience -- not just service after the sale.  That means every touch point from prior to the sale, during the sales process and post-sale. 

What Makes a Great Customer Experience?

How "convenient" is your sales center?

Shep Hyken just released The Convenience Revolution and is recognized for helping businesses deliver great customer experiences. Ideas include:

1. A quick response time can help generate that remarkable WOW! moment you wish every customer experiences with your business.
2. There are many ways to be convenient for your customer.  Think about your sales center, as an example: are the hours convenient to your buyer demographic? Is there seating? Is it comfortable? How available is your team to answer questions; address issues? After hours?
3. Digital transformation is personalizing; too many think it is static.

Using Personalized Technology to Enhance the Customer Experience

You might be asking yourself: so....they're telling me that customer service needs to be quick, convenient and personal? How does that play out for a home builder?

1. Provide convenience -- from the website to sales center to sales process, closing and post-sale. Innovative ways include: interactive kiosks to engage and inform your home shoppers as soon as they walk into the door. Use e-brochures; keep the paper weight down!
2. Self-service is not only acceptable; it's expected. Your buyers want information -- and they want it now! Add web-based Portals to disseminate information about their home, your process and status updates. Self-service reduces friction -- providing the desired convenience, as well!
3. Make your operation consistent and predictable.  Let home shoppers, buyers and homeowners know what to expect -- and deliver to that expectation. Home shoppers and buyers gets anxious about the unknown; letting people know what is happening is critical; use web Portals to deliver construction and customer service information that's already available in your organization. You're not doing more work; just making access more convenient!

Interested in Enhancing Your Customer Experience?

CPS will be at IBS2019 in Las Vegas the week of February 18; visit us at Booth SU631 -- or start your journey now! Or, use our contact form and we'll schedule a demo that fits your schedule.

What Can Builders Do to Up Their Productivity?

Productivity Issues Are Long-Standing and Complex

One of this year's "hot" topics has actually been a topic for a number of years -- in 2017, for example, MarketWatch noted, "the construction industry has a chronic productivity problem."

Use Technology to Manage the Details

The reasons are many and the impact is considerable on the global, national and local levels -- as well as individual homebuilder profitability.

Technology Offers Help at the Builder Level!

Rather than looking at the issue globally, however, let's focus on what you, as a homebuilder, construction manager or superintendent, can put your arms around to up your productivity -- which will improvide profitability.

First, however, we'll take note of a MarketWatch comment: there's been an underinvestment, in the construction industry, in technology.

Homebuilding is the Sum of Many, Many Details

Yet, there are relatively inexpensive and highly effective digital solutions that will have an immediate impact on your business -- as they'll help you organize, manage, evaluate and report on the many details surrounding every job.  For example, are you able to immediately answer these questions:

• Which of my vendors consistently meets my objectives for starting and completing a job on time? How can they access that schedule? What about when things change?
• Which vendor delivers work that meets my published standards and drawings? Do I have published standards? Are they readily accessible? How do vendors access the latest drawings?
• How much rework did my plumbing vendor have to do at the Estates community?
• Were all those homeowner roofing complaints related to this year's heavy rain, manufacturing issues or poor installation?
• Are punch issues resolved prior to walkthrough? Do I have a way to keep track of the punch items from the walkthrough?

Generate and Track Your Punch Items

Technology for the desktop and mobile devices (software such as CPS' FieldCollaborate construction scheduling and WarrantyWatcher customer service management) will help you create and distribute schedules to your vendors and track performance so you're able to address some of those questions. Consistent, easily available, measurable schedules -- along with all of the supporting details such as standards, drawings and easy access -- are key to getting your arms around some of those details.

Portals, Dashboards, Reports: They're Available & Will Up Your Game!

Being able to analyze which vendors are effective, the reasons behind rework and how punch items are addressed enables your organization to make huge gains in productivity as you use data to make sure you're laser focused on key issues based on facts, not commentary.  Use on-screen dashboards or generate reports detailing past-due punch items, find out which happen over and over, utilize Quality Inspection checklists to catch problems at the task level before your walkthroughs.  That's how technology helps you manage the details!

IBS2019 Before & After!

CPS will be demonstrating these easy-to-use and powerful solutions at IBS2019 in Las Vegas from February 19-21 (you can grab free passes to the exhibit floor here):

https://www.buildersshow.com/ComputerPresentationSystemsInc

Can't make it to Vegas or don't want to wait to up your productivity? Schedule a demo here and we'll be in touch asap!

Builders: Collaborate to Increase Your Referral Rate

Have you been asked to increase your buyer referral rate -- and not quite sure where to start?

Keeping Buyers Informed is Key

Any chance you saw our Solutions Blog: Homebuilder #1 Referral Driver: Keeping Buyers Informed? You can read it here.

FieldCollaborate Is All About  Communication!

Not surprisingly, that Blog is one of our most frequently read as it kicks-off with Eliant CEO Bob Mirman's Builder and Developer article comments:  the single largest referral driver for homebuilders is how well the builder keeps buyers informed regarding the status of construction. 

Information Mitigates Stress

Mirman asks us to think of the homebuying process as similar to a hospital stay.  Both are stressful -- yet, the stress can be mitigated by information.  No one, in other words, feels comfortable in the dark.

The same applies to good experiences, suggests Mirman in June 2017 Builder and Developer. He notes the #1 driver of buyers' Willingess to Refer a Friend is the ability to keep them informed of their status.

Collaborating to Enhance Your Communication Process 

Importantly, Mirman notes, you don't need conversation -- just communication.

Buyer communication -- in an organized and consistent manner -- may be easier said than accomplished -- and that's where corporate collaboration can assist. Did you attend the Housing Leadership Summit in May 2018? A great session suggested collaboration is more than "working together"  as it involves a commitment to structural change involving both cultural and behavioral elements.

Information is Communication

We'd like to suggest adding software to provide the tools to enhance your current communication process. CPS' software Portals take information developed by Field Collaborate's construction users and WarrantyWatcher's customer service teams and make it available to buyers and home owners via the Internet.

No additional work required: the construction schedule is available for buyers to view. Warranty requests, status and appointments can be seen via mobile or desktop. In both cases, 24/7, anywhere/anytime!

Want to take things up a notch, become more user friendly? Go the extra step and take stage-of-construction photos and attach them to construction milestones. Add post-repair photos so your homeowner knows how things look before getting home after work.  After all, your buyers have Portal access 24/7 so they're up-to-speed as the work is completed!

Referrals Can Be Your Least Expensive Traffic Source

Referrals can be your least expensive source of traffic -- and the most rewarding.  Communication is a win-win as your team communicates results within the organization -- and they're easily viewable by your most important audience, your buyers.

Builders: Get Added Value from Your Buyer Surveys

Rating our experiences... that's a concept that has started-up brand new companies and entered almost everyone's life in the last 10 years.  There used to be pen-and-paper questionnaires.  Today, we have Yelp, TripAdvisor, Amazon, Survey Monkey ... even primary care physicians are asking for feedback!

 Get Proactive: Engage buyers mid-stream with surveys

Traditionally, many homebuilders took advantage of post-closing surveys.  Pen-and-paper has migrated to web-based. Some builders utilize results to evaluate sales agents and construction managers.

We'd like to suggest surveys be a part of your ongoing communications process.

Doesn't it seem a bit abrupt to ask "How did we do?" out of the blue for such a major event as a home purchase -- although it can make sense for a dinner out or hotel stay.  There have probably been many "great job" and "could have been better" events from the first sales office visit through closing. 

Finding those mid-stream results -- and managing around them -- not only engages your buyer and enhances the customer experience but allows the builder to manage people and process on a more timely basis.

Earlier CPS Solutions blogs talked about initiating and maintaining the communications process during the construction process.  Keeping your buyers informed; providing stage-of-construction photos -- CPS' FieldCollaborate offers a Buyer Portal just for that reason.  Why not schedule a survey after the first Construction meeting?

Now, your buyers are involved in the feedback process and engaged to the level needed to provide meaningful feedback.  It's no longer a perfunctory "How Did We Do?" at closing; you've initiated full-scale dialogue. And, that's the type of communication that will generate referrals!

Find out how we can help you integrate SurveyMonkey into CPS' construction and warranty software!

Builders: How to Improve Your "Refer a Friend" Rate

Did you see the recent Solutions Blog: Homebuilder #1 Referral Driver: Keeping Buyers Informed? You can read it here.

Keep in Touch & Watch Your Referrals Grow!

Not surprisingly, this Blog is one of our most read posts as it summarizes Bob Mirman's comments (he's Eliant's Founder/CEO), in a Builder and Developer article, that the single largest referral driver for homebuilders is how well the builder keeps buyers informed regarding the status of construction. 

Mirman suggests: think of the homebuying process as similar to a hospital stay.  Both are stressful -- and the stress can be mitigated by information.  No one, basically, likes to be in the dark.  And, with today's social media, bad experiences can be broadcast all too easily.

The same can be said for good experiences, suggests Mirman in the June 2017 Builder and Developer. He notes the #1 driver of buyers' Willingess to Refer a Friend is the ability to keep them informed of their status.

Importantly, Mirman notes, you don't need a conversation -- just communication.  CPS' software Portals take information developed by Field Collaborate's construction users and WarrantyWatcher's customer service team and make it available to buyers and home owners via the Internet.  No additional work required: the construction schedule is available for buyers to view.  Warranty requests, status and appointments can be seen, as well, via mobile or desktop. In both cases, 24/7, anywhere/anytime!

Want to add additional information, become more user friendly? Go the extra step and take stage-of-construction photos and attach them to construction milestones. Add post-repair photos so your homeowner knows how things look before getting home after work.  After all, your buyers have Portal access 24/7 so they're up-to-speed as the work is completed!

Referrals can be your least expensive source of traffic -- and the most rewarding.  Communication is a win-win as your team's results communicate results within the organization -- and are easily viewable by your most important audience, your buyers.

Warranty Management: Developing a Strategic Advantage

Today, it seems that everyone is talking about improving the quality of customer engagement.

Use Warranty as a Customer Engagement Touchpoint!

There are many possible engagement touch points: have you considered your warranty operation as an opportunity to enhance your relationship?.

Back in the day, warranty was introduced as a tool to attract customers. Companies wanted to show buyers that they were willing to guarantee their products.  Soon, the idea caught on and everyone was providing a warranty on their products and.. home builders were no different.

Home builders found, as did others, that managing warranty was a task in and of itself.

Claims management, vendor logistics,... before they knew it, warranty seemed to be a monster that had a life of its own.

Today, however, warranty management, if properly conceived and administered, offers an opportunity to increase your strategic advantage.  It can improve customer engagement and, through today's social media outlets, provide a direct customer voice.  What home shopper wouldn't be encouraged to see a Facebook post highlighting a successful warranty claim?

Successful warranty operations can become both a strategic advantage and a referral source!

How?  An article by Aditya Baliga in Industry Week, suggests a key element is to develop a holistic and streamlined warranty process.  Some key elements:

1. Warranty Analytics -- Do you know your Top 10 issues? How about their reasons?
2. Claims Processing -- Have you done everything to improve the process and minimize costs?
3. Automation -- Go Mobile! and let your homeowners submit requests directly, as an example.

CPS has been helping home builders improve their customer relationships for -- over 30 years.  WarrantyWatcher can provide the analytics you need as well as expedite both claims processing and vendor notification using automation.  Give us a shout out!

Home Builder Customer Service: Another Referral Source

Did you catch our blog titled Keeping Buyers in the Loop is #1 Referral Driver? You can read it here!

Status updates: 24/7 availability!

We noted that Eliant, home building's largest firm specializing in managing the consumer experience, said in a recent Builder & Developer article that the single largest referral driver is how well the builder keeps buyers informed regarding the status of construction!

That statistic is part of a great article by Eliant's founder/COE, Bob Mirman, noting similarities between hospitals and home builders.

At first, you could think such a comparison is silly; yet, there are striking similarities: patients and home buyers are justifiably anxious, worried, confused and scared as they're involved in an unfamiliar environment. Not for the same reason but.. still concerned. Mirman suggests empathy goes a long way towards making everyone feel comfortable.

Doesn't the same thought apply to your homeowners? They've just made their single, largest purchase and... now, there are some issues!  Empathy coupled with good indicators that progress is being made will go a long way in making the homeowner feel satisfied.

Another Mirman point: the value of contact when delays are encountered -- or anticipated. Are you keeping homeowners in the loop as to status of their service request? Are your employees proactively reaching out?

Then there's the third and most critical point that is striking almost in its simplicity:  impact of status updates. Mirman really appreciated the daily calls from an assigned staff internist. He knew he'd get the latest information and didn't need to worry about voicemails, missed calls and miscommunication through a 3rd party.

Take that thought, apply it to your home builder warranty/customer service department and ask:  how well do we keep your homeowners up-to-date? We'd like to suggest taking a look at CPS' WarrantyWatcher and its Portal.  Homeowners have access, 24/7 and in real-time, to submit a request, view the scheduled vendor visit and review previous requests.  It's their "piece of the pie" automatically generated from use of WarrantyWatcher's customer service software. Service request status is automatic, always visible and available 24/7 -- on your homeowner's desktop, laptop, phone or tablet! 

Homeowners like to feel they made a good decision -- and will talk about it when given a chance. Referrals can be a key sales driver; we can help you make sure your post-sale status updates are one of your referral drivers!

Homebuilders: What's Different About 2017?

Interesting John McManus article in a recent Builderonline titled: Spring 2017: A Different Market. Take a look here.

FieldCollaborate: Tools for Today

McManus suggests that the just out of recovery market of 2 years ago is no longer.  Previously, demand for new homes was from the higher-end buyer.  Buyers weren't too concerned about qualifying and had definite ideas about what they wanted in their new home. To some extent, pricing was elastic.

Today, McManus says, it's a different market.  Now, the growth spot is lower-end, further out geographically with lots of communities open and selling homes. More competition, in other words, with a clear focus on price.

The change has put lots of stress on builders.  Lower sale price homes dictate a focus on margins. Costs are going up. It all translates into more of a push for volume.

McManus quotes a builder: We haven't spent so much time and focus on start-to-completion cycle times in six or seven years as we are right now.  It's really basic stuff of doing what we do, only doing it better and faster. Otherwise, we can't get the margins we need.

This type of market needs tools to help manage, measure and report.  Take a look at CPS' FieldCollaborate -- construction software designed to help you define, track and analyze your cycle time and highlight problems meeting your goals.  Improve communications -- both internally and with vendors. Reduce callbacks with task-specific quality checklists. Keep your field managers off their phones with automated followup and reminders.  We can help you meet the challenges presented in today's market.

Exploring Lifestyle When Marketing Homes to 55+ Shoppers

There's an eye-catching article in the recent Builderonline.com: Remember Wine is Divine When Selling to 55-Plus.

Marketing to 55+: Let's Talk Celebration!

Who could resist a deep dive to read the article after seeing that headline?

Author Deryl Patterson talks about incorporating wine into home design, the sales center and community club house and suggests boomers look at wine differently than other generations. Wine, Patterson says, is more than a beverage -- it's a universal symbol for celebration.

He takes that point further in his marketing to 55+ buyers: make it fun! These buyers are looking for something more than square footage, number of bedrooms and whether or not there's a basement lot available.  This home purchase is about their next life step and realized lifestyle.

It makes sense to help home shoppers visualize the lifestyle available within your community: let them virtually explore community amenities and the surrounding neighborhood.  Focus on the lifestyle options: recreation, shopping, dining, community involvement opportunities.

CPS' SalesTouch provides an engaging and informative exploration with a touchscreen-based presentation.  Community amenities and neighborhood points of interest can be explored at a touch -- with visually engaging photos, video and copy. Engage your buyers with the vision!  It might be sailing at one community -- and the rodeo at another!

While not everyone is a wine drinker, in other words: everyone loves a celebration!

Walkable Neighborhoods: Both Millennials & Boomers Love 'Em!

While traditional suburban communities continue to attract, urban environments are opening new home neighborhoods -- and attracting buyers! Both Millennials and Boomers are considering and buying in areas that previously wouldn't have offered new construction.

Use SalesTouch to Take a Virtual Walk About!

One of these neighborhood's key features (or, you could think, amenity) is walkability. There's even a new term: walkable urban places (sometimes referred to as WalkUps -- but completely different than multi-story buildings from the early-mid 1900's!!).

WalkUps are defined, in a June 2016 BuilderOnline article by Lauren Shanesy, as a development with substantially higher density, mixed-use product, emerging and new product types and a variety of transportation options.

Following are several marketing ideas you might consider using with a  WalkUp community: none are too complicated or expensive yet provide good touch points for your home shoppers:

1. Highlight Transportation Options: Home shoppers in all demographics love the idea of reducing their reliance on a car. Residents in WalkUps spend less on transportation so why not highlight options for your home shoppers?  Provide maps, schedules -- even signage from your local metro.  While Millennials and Boomers are key demographics for the new urban community, reduced transportation costs appeal to moderate-income home shoppers, as well.
2. Offer Walk Abouts: One of the reasons WalkUps are popular is easy access to convenient, interesting and unique shopping and dining venues.  Why not create an "It's in the Neighborhood" guide highlighting 15 close-by locations that are probably new to most of your home shoppers? Think: ethnic restaurants, unique bookshops, unusual hardware stores.  Let your potential buyers explore (literally or virtually) and see themselves living the experience! Drones are making aerial photos so much more affordable -- take a look at Richmond above and consider using this type of visual introduction to the neighborhood.
3. Shine a Light on Educational Institutions: Washington, DC is considered the second highest ranked WalkUp and over 50% have B.A. degrees.  One of the urban neighborhood attributes frequently mentioned by Boomers is access to educational opportunities.  These don't have to be just colleges and universities. Consider adult education and interest-focused centers, too. Look for places like innovative yarn shops, photography studios, art centers.  Let your visitors know what's in the neighborhood with an easy-to-read map focused on neighborhood learning opportunities!

Go one step further and add an interactive touchscreen system to tell your WalkUp story. CPS' SalesTouch offers the aerial photo detailing shopping, dining, recreation and community options in Richmond (above); can't you see your buyers virtually exploring your neighborhood?

Using CRM to Build Homebuilder Customer Loyalty

At first glance, it might seem a bit strange to read about brand loyalty in the home building industry.

On-site Social Media Walls encourage social interaction

You might ask: don't folks buy one home at a time?  And, don't most hope to live in their current home for years? Once they decide to move, does it even make sense to suggest buying a new home from the same builder?

While there might be some truth in each of the statements above, there's also a considerable amount of weight behind having homeowners blog, Tweet and post about their new home purchase, refer a friend and, yes, actually have their current builder be "top of mind" when considering a new home in the future.

Acquiring new customers is good, but it's just the beginning.  Businesses only win big, Jai Rawal posits in his recent 6 Ways to Builder Customer Loyalty at Every Touch Point article, when customers can be nurtured into loyal customers. Rawal goes on to suggest that providing a satisfying emotional experience helps create loyalty.

After all, it's estimated to cost 6-7 times more to acquire new customers than to nurture a current one into an ongoing relationship!

Schedule events, use CPS CRM to invite & remind

How to engage home buyers at every touch point?  While there are ideas that might not resonate too well with home builders such as adding a points-based loyalty program (think your local market, airlines and hotels), it is possible to kick-up your CRM system a notch and start taking advantage of his other suggestions -- and consider adding complimentary touch points to maximize your impact:

• Engage your prospects and buyers via social channels.  We've talked about CPS' Social Media Wall -- an easy-to-implement tool capturing and displaying social media content in sales and information centers.
• Encourage current buyers to become brand ambassadors through referrals. Nielson reports that family and friends are the most persuasive influence on buying decisions.  Use social media and a referral program so your customers can easily and confidently promote your communities.  Send letters and/or emails reminding homeowners about your referral program -- frequently.  Most people won't remember it exists after 1 month.
• Use email marketing to keep in touch with homeowners.  Here's where CRM shines as you can create pre-set pieces, schedule their delivery and dial-in recipients (only those buyers in the last 6 months, everyone with a pool, all Plan 2 homeowners, etc.).  Send a referral program reminder, invite homeowners to a summer BBQ at the sales center, offer a coupon to the new pizza place...all focused on engaging and reconnecting with your homeowners.
• Delight Your Homeowners on Special Occasions.  It doesn't have to be overly exciting -- a simple thank you on the anniversary of their closing or birthday wishes.  A recent Fulcrum study found that 75% of customers receiving a birthday message from a company thought more highly of the company.  Again, CRM excels at this type of automated -- yet personalized --messaging.

Intrigued by the concept of brand loyalty?  Interested in exploring how your organization can put some of these ideas into action? Contact us for a demo -- or visit our website.