|
« November 2007 |
Main
| March 2008 »
Well, here we go! ‘08 is here, and from all indications, it should be a challenging yet interesting year for all of us.
The theme these days for all of us is certainly…How can I do less for more? How can I ensure high customer satisfaction and keep those nervous buyers from cancelling? Many times we get trapped into thinking that the only solutions are expensive systems/processes and/or the hiring of more staff in order to achieve higher levels of customer satisfaction, but certainly these are not options that are in the cards for many of us at the moment. But there are many ways to leverage what is right in front of us, without adding costs, and that is what this issue of Insight Inbox is all about. We have gleaned some of the best practices from leading industry players such as Eliant, EH Publishing, and Pivotal. These folks are out there with builders every day and are hearing some great success stories and ideas on how to delight customers without breaking the bank. Here are a few highlights:
Design Centers -- You have great design centers and online design portals, so why not leverage them for prospects as well as signed buyers?
Hot Products -- The hottest products straight from the CES showfloor…find out what products are really dazzling consumers today.
Marketing -- Hear about how one top 5 builder achieved perfect JD Powers scores by offering Envision (oh and they made 15%+ more on options upgrades!)
Solution Center -- Customer segmentation! Nothing delights customers more than being marketed to in their own language, whether that is literally as in Casasnuevasaqui.com, or figuratively as in Newretirementcommunities.com.
Happy reading,
Melissa Morman
by Blair Kuhnen
Can you make customer service capabilities a competitive advantage? Are you a little self-conscious about competition on customer service? Let me suggest that it may be one of the most effective marketing strategies you can implement. Consumers, particularly American consumers, have come to expect poor customer service. The bar for acceptable customer service has been lowered to a level where just doing the right thing becomes remarkable. Think of the last time you called your cable operator, wireless carrier, or Internet service provider. It does not have to be that way, and when it is not, it is often remarkable. Let me share with you a few examples to illustrate the point.
Let’s start with my cell phone company. Wait - that story would take far too long and I don’t want to lose you. All I can say is that in one dispute my bill was wrong 5 months in a row. After a 20 minute wait each month, a pleasant representative would assure me that it was “no problem” and that they would credit me for my misunderstanding of how their billing worked. Can you relate to this with your cable operator or Internet provider? What if it was vastly different?
First, a story of recovery that made me a customer for life. I have a Garmin GPS (Forerunner 201) that I use for running. The buttons stopped working correctly, and while out of warranty, Gamin offered to repair it for $56 plus shipping. Sold. Not sure what really happened, but they had no record of my order 3 weeks later. I worked with their customer service folks (all of which behaved as if they really did care). I had to call a couple of times, but never with a long wait. Knowing that I had paid, but having no real evidence of my order, they handled the issue by hand until resolved. When the representative had left for vacation, the manager called me (that’s right, they called me). When a brand new unit was shipped, Darla (my original representative) called me to let me know and give me the UPS tracking number. Two days later the new Forerunner 201 showed up at my door.
One more story. At work we have a Saeco Expresso machine. We called their customer service line when it malfunctioned and we could not seem to fix it on our own. With little wait, a pleasant and quite knowledgeable representative was on the phone. She not only was understanding, but skillfully led us through dismantling the machine and running a few checks. It turned out to be a bigger issue. She asked, “Can you find a couple of chopsticks?” Surprisingly we had some nearby. She artfully told us where to poke, what buttons to push, and what steps to take. No luck. Was I mad? Far from it - I was impressed. They sent us a self-addressed shipping label. I totally understood why it had to go back, knew the vendor did all they could and had 100% confidence that the machine would come back fixed properly.
Why not do the same thing with your homes? Think about the last time a homeowner burnt out part of their new sod. Yes, it was their fault, but what would it cost to have your sod vendor stop by and do a quick replacement when they are laying sod a block away? What might that homeowner have to say about you? Turn your issues into opportunities. The bar of expectations is so low, you are bound to soar over it if you try.
by David Hanchette, EH Publishing
Looking to wow your customers? Look no further than the 2008 International CES Innovations Awards Program, which honors the latest, the coolest and the most intriguing technology available today.
The categories include Audio, Computer Accessories, Digital Imaging, Electronic Gaming, Home Theater, Integrated Home Systems, In Vehicle, Wireless and much, much more.
The Innovations Design and Engineering Awards Program, which recognizes the most innovative consumer electronics (CE) products in the industry's hottest product categories, is featured in a special display at the 2008 International CES. The awards provide a one-stop shop of dazzling demonstrations and product presentations that, unlike the entire CES show floor, can be covered in just a few hours.
A few favorites:
 Category: Audio Components
Company: Bowers & Wilkins
Product: Zeppelin
The Bowers & Wilkins Zeppelin is a one-piece amplified speaker system and docking station that transforms an iPod into an astonishingly capable, yet highly compact, stereo music system. Sounds great, looks excellent.
Link: www.bowers-wilkins.com
Category: Digital Imaging
Company: Sanyo Fisher Company
Product: Sanyo Xacti E1
The world’s first waterproof camcorder takes both underwater video and six megapixel still photos above or below water. Hold your breath and shoot some video.
Link: www.us.sanyo.com
 Category: Electronic Gaming
Company: Lightglove
Product: LtWv Wrist Vmote
LtWv is a revolutionary human interface device worn on the wrist like a watch that will bridge the gap between man and machine with light. Try to keep it from the kids.
Link: www.lightglove.com
 Category: Home Theater
Company: Logitech
Product: Logitech Harmony One
The Harmony One remote features a color touch screen as well as a button layout and design advancements – based on extensive ergonomic and usability research – delivering greater navigation simplicity than ever before. Makes your coffee look cool.
Link: www.logitech.com
 Category: Integrated Home Systems
Company: SE2 Labs
Product: ITC One
World’s first personalized, compact, all-in-one, plug-and-play, entertainment system, which allows a variety of components that would normally take up several shelves to be contained in one small unit. Takes compact to a new level.
Link: www.se2labs.com
 Category: In Vehicle
Company: Navigon
Product: Navigon 7100
A composite of handsome lines and graceful curves, this is a bold new approach to a superb GPS navigation experience. Sleek design befits any automobile preference.
Link: www.navigon.com
 Category: Wireless
Company: Pantech
Product: SKY Shooting Star
The Drop phone, designed by fuseproject, is a fully-functioning intuitive phone with a fashionable aesthetic and seamless exterior. It resembles a drop of water, with refined taste and sophistication.
Link: www.pantech.com
Category: Computer Accessories
Company: Yoggie Security Systems, Inc.
Product: Yoggie Pico
Yoggie Pico is a USB key – sized Personal Security Computer with 13 security applications. It blocks Internet threats outside the PC and boosts performance by offloading the security software. Small, secure, simple.
Link: www.yoggie.com
After three days of crisscrossing aisles, listening to new product pitches and experiencing 140,000 people of all shapes, smells, and sizes, the show of new technology goodies in the electronics world was over. Beyond the products listed above, there were others – Sooloos Server, 32GD SD card, Pioneer 9mm Plasma, JVC 180 LCD panels, DTS two-channel algorithm surround, and Dolby image enhancement – that added enough spice and excitement to make the head spin.
If looking for the latest and greatest technology, the 2008 International CES was the place to be.
by Melissa Morman
Consumers (that includes each of us!) today have become extremely spoiled by the Internet, and we basically expect (demand!) to have all information online and at our fingertips instantaneously via the Web. We have even come to expect that car shopping can be researched completely online prior to visiting the dealer to conduct the paperwork.
 The days of keeping customers in the dark are long gone. So why in the homebuilding industry do we still have builders who do not have online, personalized portals for their buyers? This is the single largest purchase a consumer makes in his lifetime, and yet, we expect him to just ‘trust us’ and not sweat the details. How can we expect a customer to be delighted with making hundreds of options decisions involving thousands of dollars, with his only source of info being a rushed design appointment over a few hours? How can we expect him to feel good about this experience? Not to mention how our designers feel through this experience…they too suffer from a lack of current and accurate product information.
Admittedly, in the past -- given the complexity of our business and the ever changing options masters on a per plan basis, involving thousands of manufacturer products -- the creation/maintenance of a personalized portal was rather daunting and a non-starter. But thanks to technology advancements that enable integration in even the most rudimentary of back-end/CRM systems, and the industry’s coming together to amass/update all manufacturers’ products, these are no longer barriers.
The really great news is that for $100, builders can now provide a customer portal to each and every buyer, to better prepare them for an effective and critical design appointment. And the builders who have launched the solution (Envision) are realizing a 15-30% increase in options upgrade sales! So, a $100 investment is yielding thousands of dollars in margin on a per home basis, and the best news for our cash-conscious industry is that the return is immediate. This is not a ‘feel good’ solution with an elusive, ‘maybe someday’ impact…it starts paying back in the first few weeks of going live.
The really great news is that the customers are delighted with it! Not only are they spending more, but they are more engaged in the process (fewer cancellations), and they can even use the portal ‘post close’ to access product information and register directly online with their manufacturers. One of our top 5 builders achieved 100% JD Powers customer satisfaction scores with their buyers using Envision, whereas the control group (buyers not using Envision) were at an 8.5 out of 10.
So what are you waiting for? You are leaving thousands of margin dollars on the table with each home you sell without Envision…and in today’s climate, I cannot think of any builder who can afford that. Join Beazer, KB, Standard Pacific, WCI, Fulton, and other enlightened builders today! For more information, email us at envision@newhometechnologies.com.
by Blair Kuhnen
Why do builders seek to build in markets where there is strong job growth? It’s demand for housing, of course. Are any of you looking to expand into Detroit or Cleveland? Probably not. Does it make sense to do expand into markets with more demand than supply? Absolutely! Easy to say, but hey, it’s not exactly easy to pull up the stakes in Detroit and move to San Antonio.
What if you could find above average growth right where you are while driving higher customer satisfaction? It comes down to segmentation. There are segments that are growing faster than the average, and will for years to come. These are segments where new housing demand is strong and will stay strong. Here are just a few to consider: Hispanics, Baby Boomers, Asians, and Europeans (with all those inflated euros). Some segments are niches. If you have one of these in your local market, great. Start tapping into it. Two of these growth segments are nationwide and available to every homebuilder.
Hispanics and Baby Boomers are here and now. They are buying and will do so for decades. You need to get your fair share. You don’t have to move, but you may need to change your marketing, your advertising and even your product. Let’s take them one at a time. Continue Reading...
Continue reading "Home Builder Growth Markets: Just Move to San Antonio, and Everything Will Be Okay" »
by Steve Lewkowitz
Home builders need to view providing good customer care as just as important as being attentive to customer needs during the sales process. It is critical to maintain the previously developed relationship with the homebuyer and continue to build upon it.
Making customer care a priority ensures your company can profit from future sales opportunities, improve the efficiency of its processes, and elevate customer satisfaction, which can lead to referrals and more profits.
First impressions are everything, so good customer care starts when homebuyers are prospects and continues after they purchase and close on their home. This means home builders must focus on good communication, which involves more than just responding to a customerâs inquiry. Good communication should be quick and personalized, and it should provide the information that is requested. This does not necessarily require additional staffing resources. For example, automation features in a customer relationship management (CRM) system can provide an immediate automatic response to requests with exactly what the customer wants, 24 hours a day, 7 days a week. Continue Reading...
Continue reading "First-Class Customer Care, Anytime, Anywhere" »
by Martha Baumgarten
A prevailing theme in most any personal or professional effectiveness program is the shout-out to “be proactive!” These days, I work with clients who find it difficult to understand what that really means when it comes to the uphill battle for more new home sales. There is no single solution to all our challenges today, but there are some great ideas that are helping proactive builders who are willing to adopt some amazingly simple, customer-focused practices.
Take some of the ideas I’ve heard from participants in Eliant’s National Roundtable on Customer Satisfaction and other conferences. Somewhat counter to the prevailing pessimism in the industry, we have some great examples from innovative design center professionals. In many instances, the business of design options is flourishing. At one conference, I moderated a session on design center operations, and I was delighted to learn the extent to which many design centers had just undergone expansions or strategic relocation. Since my obsession is achieving better practices in the new home industry, my question of these designers and managers was, “What are you doing to assist builders with selling more homes and with retaining the sales that they do get?” Continue Reading...
Continue reading "The 2008 Homebuyer Experience: Becoming Consumer-Focused in a 21st Century Market" »
by Susan Pfingst, Hunter Douglas
 If you have any doubt about the emotional effects of light, just ask Dr. Judy. The radio call-in therapist, less famously (and more formally) known as Dr. Judy Kuriansky, stresses that light can increase your customers' energy, elevate mood and, when properly controlled, facilitate more healthful sleep patterns.
"Light has a tremendous effect on mental health," says Kuriansky, who is also an adjunct professor at the Clinical Psychology Program at Columbia University Teachers College and at the Department of Psychiatry at Columbia Medical Center.
Kuriansky encourages people to think carefully about their circadian rhythms (the 24-hour psychological rhythms associated with the 24-hour cycle of the earth's rotation). "It is important for people to feel that they have control over their environment," she says, "and some window coverings enable you to do that." Continue Reading...
Continue reading "Light: Mother Nature's Mood Booster" »
Read, browse, and learn from articles, blog posts, book reviews, video, and other relevant homebuilding news with In the Media. Whether these links include home sales advice, purchasing trends, or big-picture industry analysis, we know the content will be both informative and useful.
10 Things Homebuilders Can Do to Keep Customers Walking Through the Sales Room Door by Paul Cardis
"No single strategy is going to save a struggling home builder. Rather, it will take a holistic approach that attacks the problem from every angle and perspective. Quality home builders are going to be the last Mohicans standing — be one of them."
The Prospecting Machine by Mike Lyon
How Homebuilders Can Deal with Difficult Customers by Ann Matesi
"The reality is that the builder/client relationship is a long-term one, often lasting for a year or more. Getting along on a personal level will make the process work more smoothly. But, like building the home itself, laying a good foundation for the builder/client relationship takes work as well."
 When it comes to Search Engine Optimization the most common buzz word used is "PageRank". PageRank is at the core of Google Technology and ulitimately attaches a value or "PageRank" to each page within a web-site. This term can often get confused with the actual ranking of a page on the search engine. So just to be clear, when someone speaks of PageRank they are referring to the Google assigned value to that page on a scale of 1-10 (10 being the best) independant of how it may rank on Google for a specific search phrase. You can find a web page's PageRank by downloading the Google Toolbar and activating the PageRank button or using an on-line tool that will fetch it for you. The picture to the upper left is a screenshot of NewHomeSource.com with the PageRank Toolbar located in the upper right.
 Here is a blown up picture of the little PageRank Bar that will be displayed once you install the Google Toolbar. If you mouse over it, it will actually give you a Google snippet where it will tell you the score or PageRank out of ten. PageRank is essentially derived or computed by the number of Inbound links a site has from other websites on the Internet. These links are seen as citations or votes for that page for the anchor text associated with that link. What is anchor text one might ask? Anchor text is the clickable text that contains the link. Examples of anchor text above would be "PageRank", "Google Toolbar", and "on-line tool that will fetch it for you", because they are all clickable.
Now a high PageRank alone will not guarantee you a top ranking for competitive terms but it is a very powerful indicator of the potential for a page or website to rank on a search engine. It is then the search engine marketers job to optimize those pages to take advantage of the high page rank in order for it to show up in Google for the appropriate search queries.
|
|
Recent Comments