Creating Realistic Expectations

By Al Trellis and Paul Sharp

Every builder has had to deal with the problem of the customer who expects too much. The problem with perfection, they seem to feel, is that its just not good enough. No matter how hard you tried, no matter how much extra work you put into building their home, they were never satisfied.

Creating customer satisfaction is a matter of perception. If clients expect perfection, they will be disappointed no matter how good your quality control is. If they expect no glitches, no delays, no subcontractor mistakes and no cost overruns, then theyre living in a dream world, and its the builders job to wake them gently.

Building a house is not brain surgery. However, a house is a highly complex, hand-crafted product, involving many different trades and skill levels. We use natural materials such as marble, which are filled with imperfections, some of which make it beautiful. The builder must convey this complexity to his customers at the same time he is trying to convince them of the quality of his work. It can be tricky at times. For the builder, house construction may not be an emotional undertaking. But for the buyer, the process is laden with emotion. When things go wrong in one area, theyll expect problems in other areas as well.

During the negotiation process I have a conversation with the client that goes something like this: Mr. and Mrs. Jones, do you expect a perfect house? They look a little startled and say, What do you mean? I mean, I tell them, that theres no such thing as a perfect house. Im a very good builder, one of the best, and Ive never yet built a perfect house. So if you want a perfect house, tell me now, because its going to cost you a lot more money. At this point, they say, Oh, no, were not looking for perfection. We just want a quality house.

Inevitably, during the final phases of construction, after going over a wall three times to ensure that it is perfectly smooth, I will say, Mr. and Mrs. Jones, do you remember our conversation about the perfect house? They will nod, and I say, We are now approaching that line of searching for the perfect house. They laugh and are satisfied with the high level of quality we provide.

Let them know at the beginning that things happen on the construction site that are beyond your control. Natural materials will vary. Concrete will crack. People get sick, subcontractors may have to work on other houses, the weather will turn bad and, sooner or later, youll be behind schedule. If they know such things are inevitable during construction, they can take it in stride.

If buyers expect perfection, they will always be disappointed. But if you have created realistic expectations from they beginning, they will be thrilled to find that the glass isnt half-empty its practically full.

Al Trellis has 25 years experience as a custom builder, speaker, consultant, and columnist. Al speaks to over 6,000 builders a year. Paul Sharp is a writer and marketing consultant and, along with Al, one of the founders of Home Builders Network. This article was reprinted from the book Building with an Attitude, published by Home Builder Press.

Visit their website: Click Here

Site Sponsors