Dear Home Builders,
We care a great deal about quality, and we’re willing to pay for it. We’re not qualified to judge construction quality ourselves, but we know we shouldn’t just take your word for it either. We want proof before we give you our trust, and we think an insured warranty is a very credible piece of evidence.
Sincerely,
New Home Buyers of Today
Over 89% of new home buyers would like their builder to provide an insured warranty, but only 30% of new homes sold have one. This is an opportunity representing almost 60% of the market that can be seized by builders who effectively market their insured warranty.*
Remember, you are selling to the buyers’ perceptions, not yours. Buyers’ perceptions that you must deal with:
Warranties don’t sell homes…they create trust. Trust makes the prospect want to do business with you, and that sells homes! The opportunity to build trust is in making your warranty and performance standards the cornerstone of your relationship with your customer. This not only helps in selling, but it will pay handsome dividends in managing your customers’ expectations long after the closing.
Marketing intangible features like insured warranties is a much greater challenge than marketing something you can touch and see. The key is to adopt a simple, effective plan…and stick to it! Good Luck and Good Selling!
*Professional Builder Consumer Survey on Housing.
Contact Charlie Kesmodel, Regional Sales Director – Midwest, Professional Warranty Service Corporation at charliekesmodel@pwsc.com, 317-694-4205, www.pwsc.com