November 18, 2020
Reasons You Should Be Using Home Builder Customer Surveys
As a home builder, understanding your customer is key to making sales. A home is one of the most important purchases that consumers will ever make, so knowing exactly what they’re looking for can help you adjust your marketing strategy for optimal results. One of the best ways to build this connection is through home builder customer surveys.
Instead of guessing what your potential customers are thinking, surveys help you get right to the source. The digital tools available to us make it easier than ever to conduct your own survey, whether that’s online or in person. Conducting regular customer surveys is a way to ensure that your company is consistently meeting their needs, and gives you the information you need to grow and evolve. Here’s what you need to know about home builder customer surveys and why you should be using them.
What Are Customer Surveys?
Customer surveys ask current, former, and potential customers key questions about their experience with your business. They can be conducted in a number of different ways — online, over the phone, or in person. You can use home builder surveys to discover vital information about your customers.
For example, you can survey people that visit your website to learn about their demographic information and use that to shape your marketing campaigns. You can also survey potential customers about topics like features they want to see in a house, how they prefer to shop for a home, and what they think of potential marketing ideas. Existing customers can complete surveys about subjects paramount to their customer satisfaction, including brand loyalty and what they’d like to see in the future.
What Are the Benefits of Using Customer Surveys?
There are a number of benefits to using customer surveys, which is why they have become so prevalent in many industries. One of the biggest benefits is that they can give you an idea of who your customers actually are and what they are looking for. You might have developed a target persona for your customers, but that could be completely different from the people who are actually buying your homes. This information can affect how you market your homes as well as the platforms you use to do so.
Another key benefit of customer surveys is that they can help you streamline the customer experience. Through their responses, you’ll learn what’s most important to your home buyers — and what you can leave out. Buying a home is one of the biggest decisions that your customers will ever make, and simplifying their process will reflect well on your company. Your customers will likely also have perspectives that you haven’t considered, which could help you solve key challenges.
Finally, customer surveys can improve customer loyalty and retention. They convey to your customers that you care about what they have to say, and that in itself can have a positive impact on your brand image. You can also use existing customer feedback to address their needs and stay ahead of your competitors. Customer retention for home builders might look a bit different than it would look in other industries, as consumers don’t buy new homes very often. However, that brand loyalty can benefit you in other ways, such as referring their friends and family to you.
Tips for Effective Home Builder Customer Surveys
You’ll need to spend time carefully crafting your customer surveys to ensure that you get valuable information in return. Here are some tips to help you get the most out of your customer survey experience.
Be Thoughtful About How and When You Conduct Your Surveys.
Not every customer is going to want to complete a survey, as this does take extra time on their part. Think about what kind of information is most important to you, and use that to influence how and when you conduct your surveys.
For example, if you’re most interested in improving your sales process, you could conduct a survey after an open house or even after a sale has closed. Alternatively, if you’re just looking for feedback on your initial marketing or more information about customer demographics, you can conduct your surveys earlier.
In today’s highly digital world, online surveys are often the way to go. There are plenty of survey tools and companies available that you can use to administer the questions and analyze the results. However, depending on the depth of your questions and your customer base, you might also consider a phone or in-person survey for a more personal touch. Keep in mind that these can take more time and effort to organize.
Encourage Specific Feedback.
Receiving extremely detailed feedback is the only way that your customer surveys will truly make a difference. A good mix of open-ended and yes/no questions can help you get a good picture of how your customers felt. For example, you can start by asking if their experience with your staff was positive or negative, and then ask why. However, you still want to keep your questions neutral — if they sound biased towards your company, you may not get the honest feedback you need to improve.
Keep it Short and Sweet.
If you make your survey too long, customers may not want to commit the time to finish it. Determine what your end goal is and what information you’d most like to know at the end of the survey, and focus on that. After you’ve selected your questions, don’t be afraid to go back and cut the ones that aren’t essential. You can also opt to ask each survey recipient if you can follow up with them later. This gives you the ability to ask clarifying questions without making the initial survey too long.
Customer surveys are a great way for home builders to connect with their customers. In many cases, directly asking customers what they care about is the best way to improve your brand identity and sales process. Customer surveys are just one aspect of the branding process — contact Milesbrand today to learn more about our branding solutions for home builders.