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.