MARCH 2011 |
www.opp.org.uk
BUSINESS
Common Mistakes Planning the Community:
1. Failing to understand that the industry is a people business, and the best architecture will not replace bad management.
2. Focusing on the near term (fi ve years) rather than estimating long- term opportunities and risks.
3. Designing a building that does not support change over time.
4. Using mediocre construction.
5. Locating the property on cheap dirt while ignoring the current and future conditions of the area.
6. Assuming customers of the same age have the same tastes and preferences.
Common Mistakes Positioning and Marketing the Community
1. Using industry terms that are not well-understood by consumers.
2. Focusing on the age of the target market.
3. Stigmatizing the product by your positioning, language, images, home and community design.
4. Ignoring the importance of community.
5. Showing unavailable standard options and upgrade features.
Common Mistakes Delivering Customer Service
1. Failing to implement an all encompassing customer service program that has tangible evidence of superior customer service.
2. Leaving the quality of service to chance.
3. Failing to have a vigilant program of upgrading, renovating, and re-inventing the club house, community space, amenities and services.
4. Failing to create self-sustaining, employee-to-employee customer service improvement programs.
5. Failing to develop systems so that employees can advance (through top quality performance, education and longevity) in recognition and rewards, even if they continue to do essentially the same job.
6. Failing to measure and manage the performance of a community from marketing and sales to construction, home delivery and lifestyle that provides usable information to upgrade services, plan budgets and keep the community oriented toward what the customers want.
7. Having a satisfaction survey program but not using the results.
8. Failing to listen consistently to the voice of the customer.
Common Mistakes in Sales
1. Selling features rather than lifestyle, benefi ts, opportunities and solutions.
2. Believing that an attractive building and the real estate will sell the property.
3. Assuming that anybody (sales person or not) can sell the community to prospective customers.
4. Failing to understand or use the knowledge of what customers want to sell the community.
5. Assuming you know what customers want.
6. Failing to include your marketing and sales professionals in planning the community.
7. Failing to provide market feasibility results and pro forma information to the marketing and sales team.
8. Failing to recognize the importance of life and activity in the community, and staging the community so that only the best of living in the community is seen.
9. Failing to arrange for prospects to meet and interact with home owners.
DEVELOPMENT | 31
For more information about the ProMatura Proof Positive ProcessJ and our other services, please contact:
USA - Margaret Wylde: PHONE 800 201 1483, SKYPE: margaret.wylde EMAIL
mawylde@promatura.com
UK - Mark Jeff rey: PHONE: 0207 729 0681, SKYPE: mark_jeff rey EMAIL: mjeff
rey@promatura.com
The ProMatura Group, LLC is a strategic development company that provides research and supportive services for all phases of planning, designing, building, marketing, selling and growing creative communities.
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