Developers’ Get-To-Know Buyers Events
The other day we dropped by this get-to-know the buyers event organized a developer as part of the key-handing over ceremony for a competed project. We weren’t a buyer, we were invited by a friend who bought a unit.
A lot of developers do these events these days, usually part of their marketing to impress the buyers and also to generate buzz to attract publicity. What usually happens is that they invite the buyers for a formal handover ceremony, and in the same time have a party or carnival atmosphere, with welcoming gifts, kids’ games, speeches, etc. Sometimes its not even at project completion yet, some developers have these gatherings midway through the project to show buyers the progress of construction, and at the same time get to know the buyers.
The event we went to was quite well organized, with good food and friendly sales staff making small talk with everyone. They even set up a few counters for appointed contractors doing alarm systems, wardrobe, that kind of stuff.
Unfortunately, the event didn’t turn out as great for the developer. Towards the end, some of the buyers took the opportunity to air their grievances about their homes, and worse still, started to rally up the other buyers who were there. Actually, it shouldn’t have been a huge problem, unfortunately, the marketing team simply didn’t know how to handle the little situation.
But in all, I thought it was a good event. The loud music, balloons and buntings attracted lots of attention and walk-ins from the outside folks.
Housing development should not be any difference from other businesses. The business that could develop strong relationship with the customers and with strong R&D will survive and progress in the long run. Those who hide and shy away form customers and responsibilities will be doomed and unfortunately took some customers along with them.
I think, also as a customer, for the developer to organize a customer appreciation gathering is definitely an excellent idea. The top management team is not afraid to meet their customers. In fact they are willing to build strong relationship with their customers. This will also show their lower level team that customers are important to their long term success.
There are great advantages to serious developer and as well as customers too.
• A time to show progress commitment.
• A time to show other businesses tie to the development, e.g. ID, appliances installation, safety gadgets, modification works, soft furnishings and etc…..
• A time to show the next launch model.
• A time to get feedback.
• A time for the management team to learn more about customers.
Eventually, the customers would have enjoyed such close relationship and would feel proud to be associated with the development. The customers will become the developer’s greatest advertiser and also become repeat buyers as well. Even faced with building quality problems they could be easily solved because of good relationship and trust.
These days it is tough to find developer that will solve problem together. In Fact they will leave those quality issues to the low level people who simply point fingers to the various departments.
It is better not to go near such developer. But we don’t have grading result buy customers on developers so most people cannot see that far. The fainthearted should only buy house that is fully completed.
Comment by Roger — March 19, 2007 @ 12:45 pm