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5 Customer Objections When Buying a New Home...and How To Handle Them

Spencer Powell | November 27, 2018

You might be saying to yourself, ‘My customers don’t have objections.’ But the reality is, yes, they do. You just may not realize it because they walk away from the deal without purchasing, and you don’t know why.

In this post, we’ll take a look at how inbound marketing for home builders can help you overcome these five customer objections.

But first, let’s break down what a customer objection really is. Fear. That’s right. Fear.


Customers are afraid that they will be:

  • Wasting their money on a service or product that doesn’t work;
  • Ridiculed by family and friends for paying too much or not getting their ‘money’s worth;'
  • Unable to get their money back if they are dissatisfied with the sale.

Once you understand that the root of their objection is fear, you’re well on the way to managing their objections, and that’s what successful inbound marketing for home builders is really all about.


Objection: Money

Money is probably the most common barrier most people have to overcome when they want to make a purchase. So, how do you make it easier for a potential customer to part with their hard earned cash? Your knee-jerk instinct may be to undervalue your services/ products and lower your prices, but that can be damaging in the long run.


How to Handle:

  • Validate the value of your services/ products by offering a competitor comparison;
  • Offer a ‘package’ deal that includes additional value for your customer’s dollar;
  • Offer a defined-time frame payment plan.

Objection: Length of Time

Sometimes a customer is interested in making the purchase, but they have reservations about the time involved.

  • Will they have enough time to use it?
  • How long will it take to build? Install?
  • What type of time commitments will be required to get the most out of the purchase?

How to Handle:

  • Provide a detailed timeline so that potential customers have a firm grasp of realistically how long the process will take;
  • Clearly outline the time ‘investment’ required to make full use of the purchase;
  • Competitor comparison and/ contrast, and how or why you are the smarter choice.

Ongoing Support

Another reason why potential customers don’t convert into paying customers is the fear that once the sale is completed, they’ll never see or hear from you again.


How to Handle:

  • Follow-up with a phone call or in-person visit after the deal is complete and ‘closed;’
  • Provide a method of on-going support that includes inbound marketing for home builders email campaigns.


Satisfaction, Guaranteed

The other most common obstacle to making a sale is a customer’s ‘what if’ fear of dissatisfaction.

  • What if the service/ product doesn’t meet my expectations?
  • What if the purchase doesn’t solve the current problem?
  • What if this isn't what I wanted after all?

How to Handle:

  • The easiest thing to do is to offer a money-back-guarantee; it will not only alleviate the ‘what if’ factor, but it will shout confidence to potential customers;
  • Provide an open dialogue via your inbound marketing for home builders.

Another great way to handle objections before they arise is your ‘About Me’ website page. It’s here that you can clearly demonstrate your understanding of the concerns held by potential customers and provide details on how you typically resolve these issues and tackle problems.

Success in home building is not just about building homes; it’s also about building relationships. And relationships require responsive communication to flourish and grow.


Topics: Home Builder Marketing