That should come as no surprise—customer expectations have been ratcheting up for years. Not long ago the mere fact that you offered ENERGY STAR appliances put you on the cutting edge; today, buyers expect them. Now the same is happening with ratings, as the Real Estate industry works to raise public awareness of HERS scores and other energy-efficient and healthy home certifications and incorporate them into appraisals. The hope is that homes with these certifications will become the baseline.
This is great news for housing quality, but it only confirms the need to further differentiate yourself. One way is to provide a great customer experience—known by the acronym CX in marketing circles. This is an experience that leads people to enthusiastically embrace your homes' performance benefits. "Homebuilding has become commoditized," says Jimmy Diffee of Bokka group, a CX agency for homebuilders. "There's a lot of room for the high-performance builder to create a premium experience and ... read more