Printed homeowner handbooks are an effective tool when used in the selling cycle for managing expectation to help the builder say “no” to uncovered item, manage unfortunate litigation, and setting quality standards. The big challenge is that the builder representatives do not actively use the handbooks with their buyers. This requires that the builder’s sales team, closing coordinator or project manager to bring the binder to the meeting to demonstrate how it can be used to access relevant information.
As consumers become more comfortable with mobile information technology your homeowner and warranty management program can respond by including:
- Printed materials such as a quick-start home orientation guide and a summary of important maintenance information
- Detailed information using the web and e-mail based campaigns to inform home-buyers about product care and operation during and beyond the limited warranty period
- The best results occurred when builders e-mailed homeowners seasonal reminders and tips.....referral rates in communities were twice what they were in communities that did not receive these e-mail updates
In our studies thirty percent of homeowners respond** to e-mailed information during their warranty period. Being able to track and learn from this kind of information is crucial for homebuilder success as consumers continue their rapid adoption of mobile information technology.
As consumers become more comfortable with web and e-mail based communication it is likely that the printed paper homeowner handbook become less useful. A thoughtful web-based warrranty and homeowner management program will be required to successfully support for the millennial, gen x and gen y market segments.
**Note - "Respond" is defined as customers the take action by clicking on a link for more information.
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