Before you answer the question, this hypothetical scenario is based on a new property you have priced to sell at £350,000 … hence a reduction of just £350.
Or would you say ‘no thanks’ and leave it on the market (for goodness knows how much longer) to achieve the additional value?
Most developers would accept the reduction, happily. So, how about this for an idea? Instead of a meagre discount which probably wouldn’t excite anyone, spend £350* to provide 2 years After Care for each customer and, fulfil your warranty obligations into the bargain (it’s also a nice ‘value add’ for your sales team when looking to enhance the overall proposition). Isn’t it a bit of a ‘no brainer’?
Failure to organise After Care will invariably cost your business more! How? Because unhappy customers ALWAYS generate complaints which in turn place more pressure on the organisation. This manifests itself in several ways:
Irrespective of the reason why a customer is complaining, someone must take the call and respond to it. (This is a resource cost).
Where the complaint is justified, someone must organise a programme of work to address the issue. (Another resource cost).
When a complaint is either ignored, or where the response is too late, many complainants will turn to social media to voice their dissatisfaction.
Social media is instantaneous and permanent. And the damage to a businesses reputation is of unquantifiable cost; poor reviews and search engine results that present a poor picture of the business hang around for many years to come. (Reputational damage cost).
All to often, the extreme of complaints will involve senior officers of a company as they are quickly escalated internally. This is now a costly management distraction. (Highest level of resource cost).
To pacify unhappy homeowners some form of compensation is often applied (re-painting a room at no expense or the addition of a chargeable feature for free. (Intangible cost). It just isn’t worth it! No After Care does not save an organisation money, but rather it heightens the risk profile and without question costs more, over not just a given development but, over that business’s future trading.
If you want to know more about After Build speak to our Director of Sales and Marketing, Mark Fawcitt on 07342 037810 (markf@afterbuild.com).
*Rate per plot based on a development volume of 100 plots.
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