What Makes a Homeowner Choose a Particular Builder?

NZCB NEWS —

Grant Florence Chief Executive

What Makes a Homeowner Choose a Particular Builder?

There is often discussion between us all on what makes a potential homeowner/customer choose a particular builder. Reasons put forward are things like:

• Is it price?

• Is it house of the year awards?

• Is it advertising in the local paper?

• Is it the flash shiny ute?

• Is it multiple awards of many different colours?

• Is it luck?

The results of two pieces of research of new homeowners again illustrated to us that in fact, it is none of these reasons.

Firstly, research of more than 1000 homeowners that were randomly selected through telephone calls and who had built in the last 10 years – that was commissioned by ourselves and undertaken by Curia Market Research – again showed that it was referrals from family and friends that was the number one reason homeowners chose a particular builder.

This research project and indeed the number one reason ranking followed on from similar research we undertook on 2016. So, this is not new!

This was supported by the top three attributes considered important by homeowners when choosing a builder, being:

• Reputation for quality work

• Professionalism and communication

• The builder holding a formal trade qualification.

We will provide more information on this survey in the next edition of InHouse

Secondly, the 2017 new householders satisfaction survey conducted by BRANZ and released recently, showed similar results. This survey was with around 600 new homeowners and referral from family and friends again featured in the top three reasons given by homeowners as to why they chose a particular builder. The other reasons in the top grouping were show-home, best presented quote and had used the builder previously.

This followed the trend that was evident in this particular survey over the past three to four years. Again, this stuff is not new!

So, what does this mean for us?

It’s really about continuing to do the great job that our members already do across the country. Continuing to communicate regularly with homeowners – whether it’s on project scope or consent changes, completion date changes or variations (including the cost and reasons behind them) or all those great ideas that we always have to help improve the project for the homeowner, often at no extra cost. Not to mention getting the job done at the agreed time, having an organised, tidy site and respecting the property of the homeowner/customer.

It does however reinforce the need for us all to end the job on a high and positive note. Whether that’s a bottle of wine or gift to the homeowners as a thank you for the job, or that unplanned visit to check that all is well after its completion, the list goes on. But what these types of actions achieve, is to build on the homeowners’ excitement of the project and its completion, which of course, improves by over 500% their likelihood of making the referral of you and your business to family and friends. Pretty simple.

Till next time.