by Paul Cardis
Giving customers what they want is the name of the game when it comes to running a business, no matter what type of product or service you provide. And one thing we can be certain customers want is transparency. According to Label Insight, 94% of consumers are likely to be loyal to a brand that offers complete transparency. In other words, if your company’s policies and products come off as anything approaching opaque, you’re fighting a losing battle. Without easy access to the information they crave, homebuyers will look elsewhere.
So, the question remains: how can you differentiate your brand by offering a level of transparency that sets you apart? For starters, homeowners want more detailed information regarding the makeup of their home. They want to know:
- Where the materials originated
- How the materials were made
- Whether the materials are environmentally friendly
Most importantly, however, buyers want to know how the homebuilders are reviewed and rated by other buyers. Companies spend a significant amount of money on advertising but often underestimate the power of online reviews. Pretty pictures and virtual home tours can only go so far — eventually, customers want honest peer recommendations.
So, in the spirit of transparency, I encourage you to be proactive and share with homebuyers both the good and the bad, giving them a full representation of your company. You’ll be surprised by the effect transparency has on your business.
Not convinced? We can all learn a lesson from Facebook’s biggest PR crisis to date, when a number of shady, opaque policies led to the manipulation of pre-election public opinion. In the aftermath, Facebook has promised to start taking transparency seriously. More on that here.