No one buys ‘okay’ and expects a new home to be anything other than quality!
The new home sector has sometimes been described as a ‘sea of sameness’. This reflects what we hear when sales and marketing teams describe homes they are selling using generic rather than specific terms. ‘Quality’ is a good example, describing a home on one of your developments as being quality whilst true does not enable the customer to perceive the value in deciding on buying a new home with you.
When we actively buy, we want to believe that what we are buying has qualities worth owning. We want to differentiate the quality of a home and how it benefits us. Today’s conscious consumer needs to be able to articulate how their purchase is different and unique to them. We are in the age of conscious consumerism; looking beyond what’s labelled and what’s said.
The concept of conscious consumerism is an emerging descriptor for attitudes toward socially responsible behaviour, both from customers and that of a company they purchase from. It is important that your team conveys stronger messages to your customers that align with this.
How does your customer hear about sustainability, placemaking, build quality, customer satisfaction through their conversations? Yes, you have downloads on your website and whole sections in your annual report but conscious consumers want to hear about it in authentic everyday language, not an add on for corporate vanity. When communicating with your customers, everyone must live and breathe the brand, showing that they authentically align with it. Everyone must be armed with insight and be aware of all the value-adding initiatives that benefit the customer.
Any communication channel, managed by humans or chatbots must use the right responses in order to maintain a positive and consistent customer journey. By building strong relationships with customers, the customer applause gets louder – closer to 5*s. Conscious customers purchasing a new home; a high-value product, need to be in the driver’s seat to share positive reasons about their decision to buy with you with their approvers.
Customers want an effortless experience. They want to learn and know more about their new home. They want to be engaged and understand what they are choosing and want to tell others; to justify their decision to buy from you. Help them to articulate why they are choosing a home that may not be the most keenly priced but is right for them. They, in turn, will help you to achieve the applause and accolades that you, as a leader, want for your people.
- What are your team saying when they tell your brand story and help the customer to appreciate the value of buying from you?
- What do they actually say to ensure that your brand, the homes on their development and the service you provide stand out from the sea of sameness?