By Jeremiah Gore

The Power of Early Customer Interactions in Home Building

When I started in the new home building industry 20 years ago, sales would complete a new contract and then construction staff might hear about that in the next community team meeting. And then months later, the construction staff (builder) would meet the customer for the first time usually at the Pre-Construction meeting. Why in the world would I dare encourage such behavior?! If you want to learn about the importance of early customer interactions, keep reading. 

Emotional Altitude

Jeff Shore has spoken about Emotional Altitude and its application in the buyer’s journey. He details this concept further in the book, “From Contract to Close: How to Create Compelling Home Buying Experiences that Earn Referrals” which he co- authored with Bob Mirman, Eliant CEO and Founder. The book defines Emotional Altitude as “a gauge of the customer’s positive emotional experience throughout the process, measured on a spectrum of low to high.” Often the highest of the buyer’s emotional altitude is found at the signing of the contract. The possibilities are endless and the hope of a smooth journey is found in this moment. It is at this moment that our sales team has been trusted enough to move forward with the contract and it is at this moment that construction should insert themselves into this emotionally high moment. 

Contract Celebration 

Signing the contract should be a celebration for the buyers. They have made a major life decision and if sales have done their job properly and thoroughly with the buyers in focus, then we know that the buyers’ life will be better for their decision. 

If construction waits to meet the buyers until the Pre-Construction Orientation, they miss the opportunity to be a part of the excitement. Instead, they will see the buyers after 30-90 days as plans, permits, options, color selections, and electrical/low voltage options are finalized. By the time the customer gets to the pre-con, they are excited to finally get moving but that emotional high is found as much in relief of waiting as excitement for the next steps in the building journey. 

Construction should stop by during or right after the contract signing and be excited for the customers. The builder should say something along the lines of “I’m so excited for you guys. I look forward to building your new home for you.” The builder should put that into his or her own words and show their excitement and then they should express their eager anticipation to build their new home. 

Trust Matters 

Likability + Commonality = Trust 

We know that people are more likely to trust those that they like and usually that decision is made within milliseconds of meeting someone for the first time. Once anyone is ‘liked’ then they just need to add a bit of commonality to begin building trust. 

When would you rather begin this new relationship? When they are already excited and happy? Or would you rather be the one to bring the excitement to the meeting? Sales should help build the bridge in terms of commonality as they will know the customer already and be able to make those connections when they introduce the builder. As part of that introduction, sales should brag about construction in front of the customer. Construction will get the opportunity to praise the salesperson either at that moment or at the Pre-Construction Orientation. Just make sure that the praise favor is returned and affirmation of the salesperson or sales team happens. 

Start Building Early Customer Interactions

Construction should meet the customer as soon as possible. There will be times when construction can actually help close the deal by providing the expertise in the room that certain personalities will need before making the decision to move forward. Sometimes a simple handshake and confident introduction can remove the buyers’ anxiety and allow them the confidence to move forward. Construction should never be afraid to meet the customer as soon as possible. Don’t wait to make an impact!