With the fear that “I won’t get what I want”, being the biased mindset of your potential client before they ever walk through the front door of your showroom (www.homeadvisor.com), it is obvious that your ideal client has many outside concerns that will influence their buying decisions. While many potential clients focus on factors having nothing specific to do with their home builder, the builder will still be required to effectively navigate those fears if they ever hope to become the final selection in the home buying decision-making process.

What is Strategic Positioning for a Builder?

The most important question for a builder is: How do you strategically position yourself to logically appeal to your ideal client?

Step 1: Presenting Your Products and Services: The key to your success is how you position the products and services that you know will appeal to the current concerns, pains, and overall thought processes of your potential client. The ability to artfully translate those concerns into the solutions you provide in a way that is simple, direct, and positions your organization as a trusted authority, is critical. Utilizing third party verifiable data to back up your logical recommendations eliminates the pressure in the mind of the client to have to blindly trust you, and further solidifies you as an expert in your field.

Step 2: Defining Your Process: The articulation of your processes defines the value your organization brings to its clients. The more definitive the leadership in answering questions before they arise in the minds of your client, the further the depths of your influence and effectiveness. With 92% of the population failing at realizing the goals in their lives due to a lack of vision (www.inc.com), visual aids eliminate having to rely upon the ability, or inability, of your potential client to visualize what you are hoping to define. Therefore, creating platforms that lend towards the visualization of the process you provide will be a critical step towards achieving the inspiration that drives the decision-making variables deemed important to your clients.

Step 3: Gather Relevant Data: The risk of regret and being sold to hold both the #2 and #3 spots in the fears your client brings to the buying equation. (www.hustleandgroove.com) As a result, such serves as the primary factor why most potential clients are so hesitant to provide their personal information.

While basic information is important to every sales process, creating the environment whereby your potential client can easily articulate as a first step, the factors that influence their buying decisions without disclosing personal information is key. If the primary focus of the initial interaction is the defining of how your products address what is most important to your clients, such will solidify your intention of creating an environment of uniqueness and significance in their evaluation process. Having technology that is interactive, engaging, and easy to use will serve you well in establishing the hard sought-after relationship you know is critical to the successful endeavor of gaining your client’s trust.

Having access to the right tools, or even better, having partnerships with those that focus on the acquisition of the most innovative tools to ensure your success, is the wisest move a builder can make in an economy sensitive industry.

We pride ourselves on serving as that solution, and such is why we have made the opportunity to partner with us as simple as acknowledging this article through any of the 3 following steps:

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During our next article, we will focus on How to Successfully Navigate the 9 Common Fears that Deter Your Potential Customers from Buying from You. In the interim, we look forward to the unique opportunity to serve you.