For smaller, local-market homebuilders, competing with large, well-established builders can feel like an uphill battle. But when it comes to delivering an exceptional customer experience, smaller builders have a hidden advantage. The ability to be more agile and customer-focused allows them to create a more memorable homebuying journey—if they know how to leverage their unique strengths.
This article draws insights from a recent webinar featuring Jeff Shore and Shant Samtani, who discussed how smaller builders can differentiate themselves and create a top-tier experience for buyers. Here’s how builders can put these strategies into practice:
1. Customize the Experience
As Jeff Shore points out, the key lies in personalization. While large builders often follow rigid processes, smaller builders can focus on delivering a highly customized experience. This doesn’t mean building fully custom homes—it means tailoring the customer journey to the individual.
A great example of this approach in action is Eddy Homes, which leverages Higharc to enhance their homebuying experience. To streamline the creation of custom plans, Eddy Homes has pre-configured their home designs and options within Higharc. This allows their team to quickly select and assemble combinations, saving time and reducing errors.
“My favorite thing about Higharc is the option management. We can set up plans with options ahead of time and piece them together without manually copying and pasting.” - Josh Ream, Director of Operations
Eddy Homes also enhances their customer experience by offering real-time visualization of home designs. With Higharc’s interactive tools, buyers can see real-time updates to their home designs during the selection process, making informed decisions with confidence.
2. Go Beyond Promises
Doing exactly what you promised is a baseline expectation—not something that wows customers. To stand out, builders need to exceed expectations. “You don’t get extra credit for doing what you said you’d do,” Jeff says. “You get extra credit for going above and beyond.”
Jeff emphasizes the importance of understanding your customers deeply. “When I know you well enough, I can go out of my way to take care of you individually,” he explains. Drawing inspiration from Unreasonable Hospitality by Will Guidara, Jeff highlights the impact of planned surprises—small, thoughtful gestures that show customers they are valued. These need not be extravagant; often, it’s the little things that create a lasting impression.
One example of exceeding expectations is proactive communication. Rather than waiting for buyers to ask for updates, some builders send regular progress photos and videos from the job site, keeping customers engaged and excited throughout the construction process. Others surprise buyers with an upgraded feature at no extra cost, such as a higher-end kitchen faucet or a smart thermostat.
3. Lean Into Differentiators
Smaller builders should focus on what makes their business unique. Shant Samtani’s company, Esperanza Homes allows for limited customizations within a set framework, such as pre-sold homes with design and construction meetings.
They invite customers to visit homes under construction, creating a sense of inclusion and excitement. While many large builders discourage visits during construction, fearing buyers may see unfinished elements and raise concerns, Esperanza Homes embraces the transparency, fostering trust with their buyers
4. Prioritize Employee Happiness
The secret to great customer experiences? Happy salespeople. Shant Samtani believes that “happy people sell homes.” When the sales team is content, they communicate better, engage more deeply with customers, and create a positive atmosphere that is contagious.
Builders can foster a positive work environment by empowering their sales teams with ongoing training and support.
Tim O'Brien Homes invested in their team by training its sales team on Higharc’s 3D visualization tools. Initially, adopting this new technology took some time, but once the team became proficient, it transformed their ability to engage with customers. Buyers could now see their home designs in real-time, explore 360-degree views, and adjust features instantly. This not only increased buyer confidence but also streamlined the sales process, making it more efficient and engaging.
5. Embrace Growth Through Discomfort
Providing a top-tier customer experience requires learning new skills and adopting new mindsets, which can feel awkward at first. Jeff Shore reminds builders that growth always involves some level of discomfort: “Whether it’s learning a new technology or adopting a new process, nothing worth doing is completely comfortable at the start.”
Before adopting Higharc, Core Space had to work with multiple external architects, making even small design changes a complicated and time-consuming process. The shift to Higharc introduced a learning curve, as their team had to adapt to a new way of designing and coordinating plans digitally. However, once they became proficient, the technology significantly streamlined their workflow, reducing inefficiencies and accelerating time to market.
Deliver a Top-Tier Customer Experience
While smaller builders may not have the financial resources or brand recognition of larger competitors, they hold a powerful advantage: agility. By personalizing the customer experience, exceeding expectations, leaning into their unique strengths, and fostering a positive team environment, they can compete—and even thrive—against the giants in the industry.
Now is the time for smaller builders to lean into their strengths, embrace new ways of doing business, and deliver an experience that not only meets but exceeds customer expectations. The future of homebuilding belongs to those who put the buyer first—are you ready?
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