Without realizing it, they underestimate to get the costs where they want them. If you want to lower your prices to get a job, that s your business. But don t lie to yourself that you re making more profit than you really are. Selling features, not benefits. Builders are so fixated on building that they often neglect to tell consumers what the product will do for them.
People don t care about features.
If you don t have a strong marketing message or good marketing materials, you may be in trouble. Good marketing creates awareness and value perception. There are a lot of ways that builders can mess up their business. Al Trellis and Paul Sharp are cofounders of Home Builders Network. Al has 25 years experience as a custom builder, speaker, consultant, and columnist.