By Wendy A. Jordan
Welcome to "Housing Jeopardy." Let's get started.
"More than 1 in every 4 households in the United States."
Joanne Theunissen, of Howling Hammer Builders, Mt. Pleasant, Mich., hits the buzzer: "How many residences will be owned by single women by the year 2010?"
That's right, Joanne. In fact, the National Association of Realtors reports that single women already are the second largest group of home buyers in the country.
"Being talked down to."
Joanne hits the buzzer again: "What is the biggest complaint women clients have about home builders and remodelers?"
Right, Joanne. Women don't want to do business with contractors who treat them disrespectfully or with condescension.
"The most loyal clients."
Joanne's buzzer again: "Who are women clients, especially those over age 40, if treated right?"
Right again! Congratulations!
Joanne Theunissen is our "Housing Jeopardy" winner. And you might say she has already won her prize: Howling Hammer has been awarded custom-home contracts by many single women clients in the company's central Michigan area. "Our company has heavy involvement with the female market, especially those in the 50-plus age group," she says.
Joanne has practical advice for other builders and remodelers on how to work successfully with this large and growing market. First, she says, disregard the stereotypes. Women clients are not "nitpicky," they are not likely to be trouble-causing customers, and they don't change their minds all the time. "I haven't had a woman change her mind yet, except for paint color," Joanne says.
Doris Pearlman of Possibilities for Design, Denver, concurs, adding that women clients "are not impulsive." Quite the contrary, in fact. "Women make time and take time where big decisions are concerned," she says. They want to review the information, perhaps bounce ideas off friends and family, and think things over before making major decisions about their home.
Joanne advises beginning the sales process with a woman prospect by listening to her concerns and priorities. Sara Lamia, of Home Building Coach, Inc., Fort Collins, Colo., advises builders and contractors to ask enough questions to establish a connection. Then give the woman the tools she needs to make an informed decision, whether that's product information, checklists or guidelines on what factors to consider. "Use common sense language rather than technical lingo," says Sara.
"The most important advice," says Joanne, "is not to be pushy. If you put on the pressure, women will think you're trying to trick them. Instead, let them develop a comfort zone with you." Women who have never been married tend to be more independent, Joanne says. "They are used to contracts, and decision making may be easier for them. Older women, especially widows, usually are not very secure and are much less trusting. You have to give them a lot more time to review the paperwork. Don't expect to sign a contract with them in the first meeting."
As for project planning, women are willing to pay more for products that will last longer and look better. They don't want to hassle with repairs and callbacks. Once the project gets under way, make the line of communication clear by designating one person for the woman to talk to about her project, advises Joanne. When decisions are needed, give her a time frame.
"Say, 'I need a decision in a week,'" says Joanne, "and your client is likely to decide in 24 hours or call for more information and then decide."
It's also important to keep the client informed during production about what is happening and what will come next. If she finds a mistake, be straight with her, telling her the problem will be corrected and by what date. Then deliver on that commitment.
You have to earn the trust of a woman client. But once you find that comfort zone and produce a project that meets her expectations, you have a customer for life.
Wendy A. Jordan is a freelance writer based in Washington, D.C. She specializes in residential design, construction and remodeling.
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