How Aligned Department Goals Can Improve Your Customer Experience

The homebuilding industry is a complex ecosystem. From land development until closing, it’s critical that every step aligns with the ultimate goal: delivering an exceptional experience for the homebuyer. Yet, one of the most persistent challenges in our industry stems from a misalignment between the various departments involved in the homebuilding process. These disconnects result in inefficiencies, missed opportunities, and ultimately, a diminished customer experience.

In this blog, we’ll explore the causes of misaligned departments and outline strategies to foster team alignment across your organization, creating a seamless homebuyer journey while optimizing business performance.

The Core Issue: Misalignment

The heart of the problem lies in a fundamental misalignment of priorities. Marketing teams may focus on generating leads and traffic, while sales teams are measured on closed deals. This divergence can create silos where departments work toward their own metrics rather than a shared objective.

A Customer-Centric Approach

“Everything we do has to be done with a picture of how it’s going to be perceived by our customer.” - Jeff Shore

Every decision—from design choices to marketing campaigns—should be filtered through the lens of the homebuyer’s experience. For instance, referring to a house as “Lot 57” instead of recognizing it as “Conor’s home” diminishes the personal connection that’s so critical in homebuying. Similarly, using terms like “spec home” instead of “quick-move-in home” can confuse buyers and weaken the value proposition.

Strategies for Team Alignment

1. Unified Goals

To break down silos, it’s essential to align teams around a shared objective. One effective approach is to give marketing and sales teams the same sales goals. Instead of focusing solely on metrics like traffic and leads, marketing should also be invested in conversion rates and overall sales performance.

“Ultimately, hitting your sales goal is what truly matters—not how far you are behind on leads or tours compared to your traffic targets. Achieving your sales goal drives everything else: meeting absorption rates, starting homes, closing deals, and hitting broader organizational objectives. Aligning your organization around these key sales goals fosters better collaboration between sales and marketing teams.” - Shant Samtani 

2. Transparent Communication

Open and honest communication is critical. Regular meetings between sales, marketing, and construction teams can help identify obstacles and brainstorm solutions. During these discussions, it’s important to use language that everyone—including customers—can understand.

"Sometimes, in the homebuilding industry, we rely too heavily on industry jargon—terms that people outside the field simply don’t understand. It’s crucial that we communicate in clear, consumer-friendly language, avoiding phrases and terminology that confuse or alienate real customers."  - Shant Samtani 

3. Data-Driven Decisions

In today’s market, data is an invaluable tool for bridging gaps between departments. By leveraging customer insights, teams can better understand what drives buying decisions and adjust their strategies accordingly.

"I think the biggest challenge we face is when we rely too heavily on our own expertise and experience. We tell ourselves, 'I’ve been doing this a long time; I know what I’m doing,' and fail to fully consider whether our actions align with what matters to our ultimate consumer—the homebuyer. When we make decisions without seeking input from the customer, we risk asking all the wrong questions and crafting solutions that don’t resonate. Everything we do must be filtered through the lens of how it will be perceived and valued by the customer. Too often, as homebuilders, we assume we know what’s best because we’re experts in our field. But without truly engaging with the customer—without getting into their mindset—we end up creating things that make perfect sense to us but provide little value to them. This disconnect is fundamentally flawed and leads us away from our primary goal: delivering an exceptional customer experience." - Jeff Shore

4. Training and Development

The COVID-19 pandemic highlighted the need for adaptability. During this period, many builders were forced to adopt new technologies and processes, such as virtual home tours and online sales platforms. While challenging, these changes also demonstrated the potential for innovation in the industry.

"It really comes down to the people who put in the work—those team members, the sales consultants, who are well-trained and focused on refining their approach. They show confidence and assertiveness in their closing statements, consistently asking for the sale. These are the individuals who secure deals in the first two weeks of a quarter, even in today’s market. Meanwhile, many other sales teams only ramp up their urgency toward the end of the month or quarter when a looming deadline creates pressure. You can see the difference in sales presentations when there’s a sense of urgency driven by deadlines versus those who are proactive from the start. Unfortunately, some are still operating with 'COVID behaviors'—a lack of urgency and discipline—in the early parts of the month or quarter." - Shant Samtani

5. Building Resilience

Periods of high demand, such as during the COVID-19 housing boom, often lead to complacency. When homes practically sell themselves, critical skills like follow-up and negotiation can atrophy. However, these skills are vital in a more balanced or challenging market.

Encouraging teams to maintain best practices, even during favorable conditions, ensures they’re prepared for shifts in the market. As Shant Samtani noted, “Selling the right amount of homes is better than selling too many.” Overextending can strain resources and erode customer satisfaction, ultimately harming the business.

The Path Forward

Overcoming poor team alignment in the homebuilding industry requires deliberate effort. By fostering collaboration, embracing change, and maintaining a customer-centric focus, builders can enhance efficiency and improve customer satisfaction.

When teams align around a shared goal—delivering an exceptional homebuyer experience—every stakeholder benefits, creating lasting value in the process.

This blog originated from a recent discussion about how builders can level up their customer experience in 2025. Watch the full webinar here!