Quality Measured

Centex Homes focuses on delivering complete homes.
By By Paul Cardis, Avid Ratings Co. | October 31, 2007
Centex Homes — Atlanta

At Centex Homes, the quest for customer satisfaction starts at the top and is reinforced nearly every day. "It's part of our culture," says Atlanta Division President Todd Jones.

The company's primary focus, Jones says, is on delivering a home that is truly complete. "When you give somebody a complete home, the amount of calls coming in for service are greatly reduced, and you can really focus on that customer once they're in the home."

Construction and sales teams at each Centex community are rated on how they treat customers. To foster a healthy competition, quarterly awards are given to the teams earning the highest scores.

There's also a quality assurance walk-through prior to delivery. A third-party inspection firm rates superintendents on the completeness of the home. If anything is left undone, superintendents are rated on how quickly those items are finished.

The builder is particularly adept at keeping customers informed of their home's progress. Passing the buck is frowned on.

Salespeople are highly rated for their product knowledge and efforts to make the buying process pleasant. Jones says constant training is the key. Area sales managers visit communities several times a week to ensure agents are following up on a timely basis with prospects and customers.

"You've got to put in place tools that measure set requirements for communicating with customers and completeness of the home before delivery," says Jones. "Then you need to act on non-compliance. That's the hard part."


Centex Homes — Atlanta

Finalist in Atlanta Market

Headquarters: Alpharetta, Ga.

Chief Executives: Todd Jones, division president; Marv McDaris, vice president of operations

Number of Employees: 83

Product: Single-family detached and semi-attached; multifamily attached

Average Square Footage: 2,310

Average Sales Price: $303,000

2006 Closings: 785

2006 Housing Revenues: $209 Million

Avid Index: 241 points (out of 300)

Home Buyers Willing to Recommend: 78.9%

Home Buyers Making Actual Referrals: 78.1% (28.2% have made 6 or more referrals)

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