This week on The Home Builder Digital Marketing Podcast, Josh Paul of Homebuilder Ops joins Greg and Kevin to discuss the 2024 New Home Buyer Customer Experience Expectations, a nationwide research study of buyers’ residential construction sales and marketing preferences.
This research study helps home builders recognize what home buyers expect throughout the home buying process and what might negatively impact home buyers during the journey. Josh says,
“We wanted to understand what home buyers, prospective home buyers, recent home buyers want out of the process, how they want to be communicated with, how they want to be followed up with. And also at the same time, the flip side, and this is some of the most interesting data in the study, is what don’t they want? What are the things that we’re doing, and our clients are doing when we communicate just because we don’t know any better or because we’ve always done it that way that is turning home buyers away.”
Home builders can alleviate many of the worries and uncertainties of home buyers with more informed messaging and content. Josh explains,
“There’s a lot of information, there’s research, there’s best practices that talk about the emotional hooks in the sales process and getting people to uncover their motivation behind wanting to move and their interest in a new construction home. What this study laid out, and it could be just the economic times that we’re in, is there’s a lot of logistical content and messaging that home builders can incorporate that will mitigate a lot of the concerns and fears and information gaps that buyers have.”
Home builders can meet and exceed new home buyer experience expectations fairly inexpensively and without drastic changes. Josh says,
“What home builder sales leaders should focus on is adjusting their process and providing content to meet homebuyers’ expectations. This report is all about what homebuyers want in the process, what new construction homebuyers expect in the process. And you don’t have to retool everything, you don’t have to blow everything up. You don’t have to fire everybody and rehire everybody. You can introduce content and changes to your process without spending a lot, without a lot of change management, that would make a big difference to buyers and eventually move the needle. You’ll have more appointments. You’ll have people moving to contract faster. You’ll have fewer cancellations because you have aligned your sales process and your marketing efforts with what buyers want, how they want to be treated, and the information they need to feel comfortable moving forward.”
Listen to this week’s episode to learn more about how home builders can give home buyers what they want and need throughout their home buying journey.
About the Guest:
Josh Paul is the founder and CEO of Homebuilder Ops, the leading HubSpot consultancy for homebuilders. Josh is obsessed with making sure sales and marketing executives in the residential construction industry have accurate and actionable reports, as well as the tools to create efficient sales processes and standout buyer experiences.