Bill Gates certainly believes in feedback from his customers and potential customers, so much so that they have a place on their website allowing people to post their comments as seen below.
SEND US FEEDBACK
"The Feedback Hub app, available in Microsoft Store, is the go-to place to let us know about any problems you run into or send suggestions to help us improve your Windows experience.”
So what can feedback from walk-in prospects and on-line leads do for people in the home-building business?
A whole lot!! And here’s how…
For on-line leads, you learn if they received the information they need; if they were personally contacted to have any questions answered; if they are looking to buy immediately or only doing preliminary research; what got them to inquire in the first place and a great deal more.
For salespeople: they learn, whom among their prospects, are most interested in their community; what their specific hot-buttons are; when they want to buy; what objections they may need to overcome, etc.
For the marketing team: what marketing stimuli first got the attention of the on-line or walk-in prospect; more important, what prompted their inquiry or visit on the specific day they did; what groups can be targeted for on-going messaging; and where are the best avenues to direct their future marketing investments.
For sales management: how the salespeople are performing based upon their performance standards; who are the best prospects for the salespeople to concentrate on; replaces costly sales sops with real prospect feedback; specifically identify competitors and objections directly from “the horse’s mouth.”
For upper management: How does the company “stack up’ against its competitors; how are the various teams performing in the eyes of its potential customers; what market trends are emerging; what is needed to improve its competitive advantage; and what does the potential customer think and feel about the company’s communities, homes, amenities and the people they dealt with.
Builders and developers spend many thousands of dollars (albeit sporadically at times) on focus groups, sales shops, market research and other methods to gain insights. And while all this is beneficial, it is costly and not as time sensitive as we would hope it to be. The absolute best insights are directly from potential buyers who will provide their honest opinions in a timely, cost effective manner…but only if asked.
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