Industry consultant Scott Sedam shares feedback from builders who offer 27 of their own lessons learned in response to a previous article.
Last month in Professional Builder’s September issue, I offered “25 Lessons Learned” from my 25 years in the home building business, working with and studying builders not just in this country but around the world. It makes sense to follow that article with an October piece presenting feedback from builders on some of their own key lessons. I emailed a prepublication copy to a select group and not surprisingly, got back more ideas than I can fit in one article. But two things stood out. First, although the response to the September article was universally positive, I heard a lot about what comes under the general heading of sales and marketing. In fact, a couple of the builders rather dressed me down over my failure to include more in that regard. To this I plead no contest because although they are correct, I have spent 90 percent of my past 25 years working on operations, by choice. So much of sales and marketing deals with the fleeting emotions of buyers, and then there is that problem figuring out what really motivates new-home salespeople and why they do what they do. Yes, we can argue that sales and marketing are part of operations, but construction and purchasing get most of the airplay on that channel.