This week on The Home Builder Digital Marketing Podcast, Craig Neal of Toll Brothers joins Greg and Kevin to discuss how home builders can create customer-focused sales and marketing teams.
To ensure that a home builder is customer-focused, everyone on the team must understand that stellar customer experience is the expectation. Craig says,
“…it’s the accountability to each other and having the professional integrity to make sure that you’re holding everybody accountable to the same standards…you’re buying into the fact that we are going to provide this exceptional customer service.”
To guarantee quality customer service, there must also be clear and consistent communication between the home builder and the home buyer. Craig explains,
“So, just having those constant touch points through the process and seeking reassurances from the buyer that we are providing that experience, and we are living up to what we’re meant to be doing and what expectations we’ve set with them consistently throughout the process just finds it’s really allowed us to provide that much higher customer experience.”
Even the best home builder teams aren’t perfect, so owning and correcting mistakes is essential for an outstanding customer-centric approach. Craig says,
“…it’s having everybody support each other, being vulnerable with each other, and understanding how you can improve. Asking how you can improve, but also being vulnerable with the customers as well. If you make a mistake, tell the customer and say, Hey, look, I’m really sorry, but I should not have said that, or we did this. We should not have done that, but then it’s correcting. It’s okay to make mistakes. It’s also okay to correct those mistakes as well.”
Listen to this week’s episode to learn how sales and marketing teams can prioritize the wants and needs of buyers during the home buying process.
About the Guest:
You owe it to yourself and the people in your life to be the best version of yourself. As a father, husband, servant leader, sales professional, and grateful immigrant from Scotland, Craig keeps going and growing with the desire to reach new levels. Betterment is a gratifying hobby. It has led Craig to pursue a degree and a broker’s license and to achieve his goal of speaking at the International Builders Show in 2023. Craig believes that work-life balance isn’t just doable, but required. He commits to being present, and focused in the moment, by setting and sticking to priorities and expectations, and holding others accountable to theirs, too.