CRM for Home Builders

Transcription

1 CRM for Home Builders Anthony J. Moots, Hon.B.Sc. President, Builder Lynx

2 CRM 101 (c) Builder Lynx 2009

3 What is CRM? C Customer R Relationship M Management

4 What does CRM mean? Targeted correspondence and interaction from initial contact onwards Never ending relationship with each customer

5 Why Improve CRM? Contact with customers Builds customer satisfaction Creates sales opportunities Leads to more referral sales Creates a better customer experience Creates a better builder experience

6 CRM Issues Big cost correspondence with prospects and buyers takes time and money Managing the touch-points Attending appointments Creating touch-point messages Making phone calls Sending s Writing letters Sending postcards

7 CRM Issues Big, Increasing Cost All touch-points require people people cost $$$ As more customers are tracked, more time is required to make phone calls to send s, etc. Conclusion: CRM is an expensive, increasing cost CRM systems usually duplicate information already managed in your business

8 CRM Solution Automate with technology Automate correspondence Automate phone calls Automate s Automate letter writing Automate job processes Automate management Automate reporting Use technology which is already managing your business Keeps total system costs low Keeps maintenance costs low

9 The Customer (c) Builder Lynx 2009

10 Customer Lifecycle Initial contact Pre-sale Sale Decor Construction Closing/Occupancy After sales Next home

11 Customer Needs Understand the customer's needs at each stage Fulfill those needs Business continues everyone gets paid, customer moves in Basic, bare-bones legal requirements Current state of most of the industry

12 Customer Wants Understand the customer's need and wants Fulfill those needs and wants Where CRM can make the difference

13 During Construction Customer Needs Financing follow-up, if required Twiddle thumbs Bide time Wait Customer Wants Construction updates Early (or at least prompt) notice of delays Events with new neighbours Prompt answers to questions Transparent, timely and easy access to information about their home

14 Opportunity Fulfilling customer wants Increase customer satisfaction Improve sales, referrals, testimonials Measure customer satisfaction

15 Opportunity Knocks (c) Builder Lynx 2009

16 Case Study: Brookfield's Online Portal Brookfield Homes (Ontario) created Customer Connection

17 Toronto Star Front Page Construction progress Peruse customization catalogue Pictures of home Information is automatically up-to-date Automatic reminders

18 After Closing Customer Needs Financing follow-up, if required Move in, live in new home, work, play, live Inspections Defeciciency remediation Customer Wants Early (at least prompt) notice of delays Events with neighbours Prompt answers to questions Prompt deficiency remediation

19 Opportunity Correspondence Milestones Successes New projects Events with neighbours Community facilities Upsales for home furnishings Measure customer satisfaction Testimonials

20 Where to Start? (c) Builder Lynx 2009

21 Where to Start? High-level outline of key customer touch-points from initial contact, onwards Ask for feedback from customers Ask for help Keep it simple

22 Big or Small? One part, or many? Move ahead with all parts of the process; or Choose one part (module) to implement first Either way is fine, but start somewhere

23 CRM Technology Should utilize data and information already managed throughout your business Information should be re-packaged for customers Should not duplicate data and information Must be web-based

24 Conclusion (c) Builder Lynx 2009

25 Conclusion CRM can improve sales and customer experience Using CRM technology is critical to keep costs low Automate! Measure performance Use web-based technology that directly accesses information already managed in your business Duplicating information increases costs

26 Thank You! Questions? Anthony J. Moots, Hon.B.Sc. President, Builder Lynx