Custom: The REAL Definition

One of the words that is overused to the point of confusing the public is "Custom."

The word Custom is often used in higher end Real Estate or other "perceived" high end products. The word is used by marketers to make consumers feel as though they are going to receive a unique and high quality product.

The problem is that most products including homes are not really custom.

For 99% of people that have ever built a home from a New home building company they had about 6-12 different floor plans they could build, with each home having various other "limited" options to add or enhance. Then, there is a specific amount of lots that person can select from to build the home on in a specific location.

That's not custom. It's ordinary.

• Custom is different


• Custom is unique


• Custom is one-of-a-kind


• Custom is both a product and an experience

Custom is NOT...

Providing the exact same service to ALL your customers. People are ALL different. They learn different, understand different, have different expectations, and feel different.

Saying "no" to your customers more often then saying "yes." Finding a way to say "yes" more often then not is what custom is all about. Custom is about them, not you

Telling your customers "when" they can call you or be able to get in touch with you. If you have a voice message that says when you return phone calls each day or your available hours totally coincide with the normal work hours of your customers, you are NOT custom.

Modeling your business plan after any other company. Most similar type business are copycats. Many home builders use the same philosophies, procedures, rating systems, etc. If you are not original, don't start business.

There is a Custom Home Builder that has been taking the North Texas area by storm. They have figured it out. They are unique. They are On-of-a kind. They are TRUECustom™.

Diamond R Homes does not design your home, pick your lot, or tell you how you will be communicated with.

They will change, tweak, create, or whatever it takes to design the home that you really want. You don't have to settle for a home being 70% of what you want. Diamond R Homes allows you to be 100% exhilarated with YOUR home.

Diamond R Homes does NOT own a slew of lots in any given location. They build on your lot, help you find a lot, and negotiate the acquisition of a lot on your behalf.

The Hallmark behind any great company or product is the manner in which you feel before, during, and after the experience. This, more than anything is the real value behind a TRUECustom™ home. At Diamond R Homes, it is ALL about the Individual customer.

Custom is about experience. It's about caring more about something or someone else before you care about yourself. Diamond R Homes believes that by providing selfless service first, the rest will take care of itself.

It's easy to be ordinary. Choose something Extraordinary.

Curt Fletcher aka The Likeability Guy, is a Real Estate Professional, Business Development Strategist, Published Author of the book, "How To Sell More Homes and Increase Your Income," Sales Trainer, and Professional Speaker that focuses on improving your Likeability to increase your Opportunities for Success!

The always Illusive and Tricky "Value" Proposition

If there is a bigger sales buzzword than "value" I'm certainly not aware of it. Value is almost always talked about by training professionals as one of the most important measures of having a successful sales outcome.

It's often said that by providing "value" first, you will increase your odds of making the sale.

I don't disagree with this logic at all. As a matter of fact, I believe it whole heartily and have experienced many years of personal success having done exactly that.

Where this conversation gets a little "muddy" is the definition of "value."

1. What is it?


2. Who defines it?


3. Where can I get it?

Value IS anything (Verbal Exchange / Tangible Exchange) viewed in the CUSTOMERS eyes as important and it is provided by YOU.

Value IS ONLY defined by the CUSTOMER. It can never be assumed by the Sales Person what might be of importance to the customer.

Value can ONLY be found in understanding the TRUE needs of the customer. If a Sales Person guesses value and tries to provide their version...it will never be found.

Value can be construed in so many different ways it is difficult to provide a simple answer to the "what is it" question.

It can be simply that you are a fantastic listener and you make the customer feel comfortable and confidant.

It can be that you offered them a great "deal" after determining what is important for them.

It may be that you build great rapport (Likeability) and the customer really enjoys being around you and working with you.

• How do you Really know if you have been successful in your Value Proposition?

The way I can always tell is that the conversation will turn from a more superficial (generic)conversation to a way more meaningful discussion. The customer starts to describe their thoughts in descriptive paragraph like details rather then one word or odd single sentence type speak.

Many sales people think that Most prospective customers are a pain because they give them the "Heisman-(Stiff arm)" during their interactions. The truth is they are avoiding you as a defense mechanism to avoid the annoying and often clueless sales person.

You MUST prove otherwise for them to "open" up.

During conversations with past assistants or with sales people looking for help, I typically turn the topic to specific encounters. I like to always ask how the conversation typically ends with certain customers.

The customers I like to ask about are the ones that the sales person thinks were decent prospects, but they could not convert them to a sale. In essence, they were duped by the customer which creates frustration for the sales person.

If it is a cordial but still mostly generic conversation you may think you have a good prospect...most likely you don't.

If the customer is doing most of the talking and asking more and more questions you most likely have a winner. They are "hot." Don't blow this opportunity. Follow-Up quickly with answers to their questions.

Understand that every single customer is different so assuming the same value is good for each person will NOT yield the results you want.

Be aware that value is not a random buzzword but a very real transfer that must occur, in the customers eyes, from the sales person to them. The quicker in the conversation that this occurs the better odds the sales person will have in a successful outcome.

Curt Fletcher aka The Likeability Guy, is a Real Estate Professional, Business Development Strategist, Published Author of the book, "How To Sell More Homes and Increase Your Income," Sales Trainer, and Professional Speaker that focuses on improving your Likeability to increase your Opportunities for Success!

Uniqueability

Okay, so uniqueability is probably not a real word, but it should be. Since I sort of made it up, I guess I can make up my own definition also.

Uniqueability-To understand and appreciate the ability to be different then something else.

It's not about just being different for the sake of being different, but rather understanding why you need to be different.

It's that knowledge of knowing how and why to be different that will set you apart from others. This will affect you in product creation, marketing distribution, interviewing ability, personal relationships....basically every aspect of life.

When I say different, I don't necessarily mean weird different, but more of a fresh approach different.

Take home builders for example. Especially the large scale ones. They have maintained the same thought of operations for years...more homes, faster construction, service is secondary. Believe it or not, this mantra holds even more true today for these companies, yet they still wonder why they continue to flounder.

I recently became affiliated with a new kind of home builder. A builder that is not in business to sell more homes than everyone, but rather a builder that desires to provide exceptional service at every single turn.

They are a company this is very small in personnel mainly because we have a core of people that all believe in the same goal. Great service first. We believe that when you genuinely take care of your customers ALL the time, the rest (profits / sales) will fall into place....and it has.

Diamond R Homes is truly a company that is the pure definition of uniqueability.

While every other builder operates on old methods and outdated thoughts, we operate on attitude and desire to help. While it is true we have over 50 years of home building experience in our core group, not a single one of us ever adopted the mentality of the big corporation.

For us, Uniqueability is defined by providing a TRUE Custom experience. The fun and joy we bring our customers is surpassed by nobody and our attitudes could not be more in sync as a group.

The way we feel is that if you want to buy the same generic (sticks and bricks) home, you can get that anywhere combined with mediocre to poor service. But if you want something better, something different and unique, you will want to check out Diamond R Custom Homes.

Be different then the rest for the right reasons, and the results will surprise you.

Diamond R Homes

Diamond R Homes is a TRUE Custom Home Builder. Many people think "Custom" Builder just means an upper scale production home. It doesn't.

TRUE Custom means YOU CHOOSE.

TRUE Custom means WE Cater to YOU.

TRUE Custom means 100% Unique.

At Diamond R Homes, we have assembled a small team of Fantastic People that share ONE COMMON Trait. WE ALL Strive to provide a unique and fantastic service oriented Experience.

Truthfully, we could provide many exciting services because our attitudes are ALL in alignment with helping others.

We selected Home Building because we have a combined 50 Years of unsurpassed success in the art of Creating Genuine Customer Happiness.

In that 50 years, we have amassed an abundance of usable knowledge in home design, personal connections, and systems that when combined to help you, create a TRUE Custom Experience.

Our goal is not to build many homes as fast as we can. Our Goal is to Help YOU build your Dream Home where you want it, how you want it. In undertaking that single act of genuine desire to help you, our market share has increased, but the mission remains the same.

At Diamond R Homes we subscribe whole heartedly with one of Zig Ziglar's most impressive revelations, "If you help enough other people get what they want, you will get what you want."

Diamond R Homes is a TRUE Custom Home Builder that operates in the Dallas / Fort Worth Marketplace. We WILL build on your lot, we WILL help you find and purchase a lot, we WILL design a home WITH you, and WILL provide Customer Service to Ridiculous Levels.

We don't believe in building homes in a static environment. The world is a changing and dynamic place and so are the needs of our Customers. The ONLY way to provide the level of service that we do is to adapt our skills to your desires.

"Amazing Service is our Brand. Superior Home Building is our Medium."