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The Seven CX Questions Home Builder CEOs Ask.

Using CX to drive business

Customer Experience (CX) represents a clear opportunity for home builders to create real differentiation in a crowded marketplace. At Virtuo, we speak to a lot of builder CEOs and we’ve noticed that the leaders—the ones really striving to drive their business forward—often ask a few key questions. We’ve gathered them here, along with our answers. 

Let us know if you have any questions (or, answers) to add to our list. 

1. How can we streamline our customer communication processes to enhance satisfaction?  

CEOs (and really, everyone) knows the heart of satisfaction is communication. Making sure home owners and buyers know they are being heard is the heartbeat of great CX. But communications requires work and effort and needs to be efficient. This is why leaders make the investment in centralized communication system, utilizing technology like CRM software, can ensure prompt responses and personalized interactions with clients, improving overall satisfaction.

 2. What strategies can we employ to exceed customer expectations during the home buying process? 

CX leaders know they can’t just deliver on the basics and call it a day. They need to think of ways to stand out and really wow customers. They need to deliver experiences that are thankworthy as part of the buying and owning process. Tools like virtual tours have shown to be effective, and providing detailed information about neighborhoods, and facilitating smooth financing options can go a long way in exceeding customer expectations and creating a positive home buying experience. This is also where bringing in a partner like Virtuo can really help—delivering a move-in concierge service that truly elevates the home buying process. 

3. How do we communicate our commitment to quality across all stages of home construction? 

CX leadership is about staying in close, consistent contact with the customer. The good news is that this doesn’t have to just be responding. Communication can—and should—be proactive. This creates an opportunity to show buyers and prospects things like your robust quality control measures, premium materials, regular inspections and even training for staff and subcontractors. All of these elements can be incorporated into communication through apps or even just posts on your site, showing how essential it is for you to maintain consistency and excellence in home construction. 

 4. What are some innovative ways to gather feedback from customers and use it to enhance our services? 

Utilizing surveys, social media listening, and post-purchase follow-ups are effective methods for gathering feedback. The leaders we speak with also leveraging data analytics to extract insights and drive continuous improvement initiatives. Advanced tools, especially integrated with existing systems can now monitor conversations in real time and, using speech recognition, capture the themes, details and even sentiment. The ability to capture and use this data can help teams focus on what really matters to the most customers. 

5. In what ways can we personalize the home buying experience for each customer? 

This is particular challenge for CEOs looking to win. Homes can often feel similar and location can only take you so far. Personalization then becomes critical. Highlighting your customizable floor plans, providing design consultations, and incorporating smart home technology options allow for a personalized experience tailored to individual preferences and needs. Even more so, since many builders offer these things. So personalization often needs to take a step farther—to the way that these personalized elements are delivered as a part of a bigger, really personal experience. This is where leaders double down on the human connections they make with buyers. 

 6. What steps can we take to ensure a seamless transition for customers moving into their new homes? 

Moving is sometimes described as the “worst part of the best experience”. Builders that focus on this critical, exciting, but very stressful part of the journey create a massive amount of goodwill for their buyers, which translates into downstream growth. This is where Virtuo’s service is most impactful, but we recognize we are only a part of a big experience. Builders should also provide thorough orientation sessions, a comprehensive (and easy to read and access) homeowner’s manual, and establishing a dedicated point of contact for post-move-in assistance can facilitate a smooth transition and alleviate any concerns. 

 7. How do we foster a culture of customer-centricity within our organization to drive continuous improvement in customer experience? 

Leaders looking to fuel growth know CX this is not a one-and-done project. They realize that CX is something that is always-on, always-a-priority. It becomes a part of the way they do business and a key element of the culture of the organization. CX leaders will often incentivize employees for exceptional service, and incorporate customer satisfaction metrics into performance evaluations. Additionally, all feedback—good and bad—should be shared broadly across the organization as often as possible. These practices cultivate a culture that values and prioritizes the customer experience. 


CX is more than just good, modern business practice. In sectors across the entire economy, we consistently see that top leaders can leverage great CX to build a real edge for their orgs. 

Virtuo works with home builders, realtors, financial institutions, and insurance providers to deliver exceptional experiences for their customers. Learn more

About the author

Gary is the CMO of Virtuo. He has deep experience in marketing and advertising, having built strategies for brands including Nike, Virgin America, Oakley, and Google Cloud. He knows how to juggle.