Increase Customer Communications

Accurately communicating your work is so critical that, when done well, it actually can become one of your best competitive advantages. Like a successful marriage, the key to a trustworthy homeowner-contractor relationship is open and frequent communication. Communication can sometimes be problematic because people get consumed by the work, the materials, and the deadlines. You don’t want to slow down to talk about the work, but when it isn’t done correctly you’ll have to talk about it because it has to be redone.

Remodeling accounts for 40 percent of all residential construction and improvement spending and almost 2 percent of the U.S. economy. While the volume of work is astounding, it is competitive and homeowner expectations for a good communication flow are greater than ever.

Homeowners already know many of their options, they have expectations, and they want the work done right—the first time. However, closing the communication gap also means working together as a team. Communication problems often occur when clients are too busy to attend weekly job meetings. It opens the door for misunderstandings.

Proactive remodeling contractors who anticipate educated, busy and demanding customers are setting up guidelines for frequent communication to prepare a homeowner thoroughly for what lies ahead. Some firms are even designating Residential Integrators, who are tasked with the responsibility of representing the company's mission, structure, attitude, and professionalism. You can find a guide to Residential Integrator's Customer Relations at www.ConstructionBook.com.

Communication for the Ages

The most critical decision any homeowner makes on a remodeling project is choosing the right professional, and word of shoddy work, excessive costs, legal aggravations and poor communication spreads quickly.

Today’s homeowners demand more expertise from their remodeling contractors due to their access to countless resources for designs, products, methods and communication tips. The need for communication increases in relation to the amount of information available to a client.

Generation Xers have the skill to do the research and a strong desire to know what’s going on, so you have to communicate very clearly with them to make sure you understand why they like something and why they’re bringing something to the table.

The amount and quality of communication is critical on the other end of the spectrum as well. Baby boomers and retirees have more time to research Age-In-Place (AIP) projects. People with disabilities present an even different set of communication challenges.

Regardless of age, the tone of communication influences buyer satisfaction and resulting referrals. Consider communications training, be aware of your body language and learn how to replace unfriendly or intimidating words and phrases while still establishing boundaries.

Best Practices

Typically, budgets and schedules are the biggest issues on a project. To keep everyone on the same page from the beginning, it is a good idea to provide the homeowner with a catalog that is categorized for quick reference and update it with copies of meeting notes, change orders and selection confirmations. Construction Book Express has a huge selection of forms and documents available for you to customize at http://www.constructionbook.com/forms-documents/.

Another best practice that contractors of any size can incorporate is to have one key contact person for the duration of the project. The salesperson and operations manager are very involved with the homeowners throughout the project, however one person should run the job from beginning to end.

Stepping up your customer communication may be less difficult than you think when considering the opportunities available for interaction:

• Contact customer within 24 hours of initial call;
• Qualify leads, schedule appointments, provide references and exchange contact information;
• Share estimates, budgets and methods for changes;
• Review detailed outlines of warranty on workmanship/materials;
• Examine job schedules and product selections schedule;
• Conduct pre-construction meetings;
• Warn customers of potential problems hidden behind walls;
• Conduct daily or weekly meetings;
• Establish and discuss rules for children, cleanup and protection of personal property around work area;
• Survey customers and demonstrate appreciation;
• Stay in touch after the project;

Finishing Touches

Larger companies are able to devote resources to formal customer communication and satisfaction programs, but smaller contractors can benefit from these strategies, too. Your company should establish a long-term system launched at a project’s conclusion. Time and expenses could be built into a project’s overhead as marketing costs.

• One week after homeowner walk-through, final items should be completed and clients should receive a final Homeowner Manual materials including:
  • Warranty information
  • Emergency contact numbers
  • Paint choices/product selections
  • Home maintenance pamphlets
  • Congratulations/thanks letters
• Ten days after sending the final billing statement, send your customers a survey with cover letter, self-addressed stamped envelope and a $10 coupon to a local coffee house.
• Upon final payment, have a “thank you” gift delivered to the customers.
• Five months later, send the client a letter notifying them of a follow-up phone call within two weeks and scheduling an appointment for six-month warranty work if necessary.
• Set up an annual project anniversary for 10 years, wherein clients receive a "congratulations" card promoting special services.

One important reference for all contractors and builders is Managing Your Most Difficult Customers, also available at www.ConstructionBook.com. Learn how to make every customer a happy customer with this great new book!