The ABCs of Setting Customer Expectations 

While no customer experience is perfect and let’s face it, some customers just can't be pleased, there is something we can do to make the sales and building process smoother for both our customers and ourselves.

Regardless of how easy or difficult your buyer may be, there is a way to give yourself the best possible chance of success in meeting their needs: Setting Expectations. Here's how:

A - Acknowledge the Challenges. As much as we would like to think we're the best at what we do, mistakes happen. Just as no one is perfect, no house is built perfectly. Tell your customer up front that there might be bumps along the road. Your job in partnering with them is to reasonably address any and all concerns that arise. Their job is to tell you when they arise and not let them linger. If your buyers know the good, the bad, and the ugly upfront, then the good, the bad, and the ugly won't come as a surprise down the road.

B - Be Honest. In sales, honesty really is the best policy. If your customer has unrealistic expectations, be honest in telling them so. Just as a doctor would never leave out critical information when delivering a grim diagnosis, neither should any professional undermine their own counsel by sugarcoating or omitting crucial details to make someone else feel better about a situation. If you're honest with a buyer about potential or actual issues, you've done your job. If the buyer reacts poorly to your honesty, that's on them. Remember, you can only control how you respond to a situation. You can't control how others react to your response.

C - Communicate. Communication is critical to setting expectations. Be proactive. Call your customers once a week to check in on them. Do they have questions? How is the sale of their home going? Have they given all of their documentation to the mortgage company? Did they get the picture you sent them of their foundation being poured?  Perception is REALITY! If the customer's perception is that you are proactive and on top of your game, they will be more relaxed through the process. If the perception is that they only hear from you when there's a problem, they'll start to dread your communication and will not be open to receiving it.

Don't be afraid to ask your buyers how often they'd like to hear from you. We recommend that you reach out to them when the contract is executed, when the permit is received and once framing commences, tell them to expect a weekly call and biweekly meeting with the builder. If they ask for more, give it. If they ask for less, explain why that probably isn't the best course of action based on your experience. They will appreciate your recommendation. And by all means follow through with your commitment to communicate.

Setting expectations with your customers is not only critical to their satisfaction, it's critical to your sanity! There's nothing worse than the feeling of dread when you know you have an unhappy customer and are too far down the path of misery to do anything about it. Acknowledge that the process is imperfect, be honest with them throughout and communicate. Setting expectations gives you both something to hold the other accountable to when challenges arise. And if your customer doesn't appreciate this approach? Just know that you’ve done everything in your power to provide the best experience for them.