How Important Is Quality To The Average HO?

john elliott

It's my belief that 'quality' as such is not an important factor to the average homeowner. The cabinets that we make and install are very high quality and installed to the very highest standards, but the customers assume that this is the case anyway, so it's something we don't feature too much in our sales presentations.

Most HO's are more interested in features, appearance etc. They simply don't think about concepts such as 'quality'. If you asked them directly thay would say that it was really important to them, if you had some way of making them tell the truth they would have to admit that they hadn't even thought about it

Just my rather bleak opinion

John

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Ed the Roofer said "John too, in his crass and blunt demeanor.............."

Richard

I think HO's desire for quality is an unspoken thing. They know what "quality" looks like, but not what the tradesman has to do to achieve it. They might see an incredibly superior job and not even realize it because they might not have the "eye" to even tell the difference. They simply like what they are seeing.

a quote that sort-of explains my idea--

"beauty is in the eye of the beholder"

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Rich

copusbuilder

I had a bid once for a customer that couldn't afford the kitchen of her dreams. Frustrated she blurted "You don't understand! It doesn't have to be the best, it just has to look the best"

I have friends bragging about work done on their house and when I see it I want to cry....No, they know less about remodeling than I know about open heart surgery

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AkA Richard Cranium

hatchet

IMO - quality has another side to it.. perceived value. I've seen a job that was completed (by others) for a rancher - it was the most cobbled up mess of T&G pine, drywall, etc.. but he thought it was awesome because that was what he perceived it to be. I'm in the process of bidding a job and the wife actually said - you're going to 3-coat the T&G ceiling arent you? She wants the quality product and knows what it takes to get it. It becomes really easy to sell to someone who understands quality.
The concept of perceived value versus quality comes down to the education of the homeowner. Either the homeowner has to be educated on the difference or we, as contractors, need to lower the standard. I personally don't want to lower my standards and I'm pretty sure that most people on these forums have similar ideals.

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Rich
WIT Construction Co.
Superior MT Contractor

Stone Mountain

Many times over the years I have gone to pick up a cheque from a customer, only to be invited out to look at the deck. I would look around, see all the tiny flaws or deviations from my plan, or odd little things the carpenter invented to solve a problem, and then, before I could say anything to the client in the way of explanation or apology, they would almost universally gush about happy they were.
On the other hand, at least 90 % of our decks are well done, and at least 3 of our crews are virtuall artists when it comes to workmanship.

Oddly, this never seems to happen with fences, which is why most of our busniess now is decks.

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donb1959

I'm really beginning to wonder if folks are all that interested in quality. I sell on quality and value, but my lead close ratio has dropped drastically in the past year, I still give the same presentaion I have always given but now more and more I hear an audible gasp when I give the qoute.

I just can't bid a job at a "medium-low quality" price. I always bid the job knowing that that price is the price I can do a quality job for. Trouble is in the painting world folks don't want to pay for the quality job, but they sure want a quality job none the less.

For instance. I go price an interior job last week. 3 bedrooms, 2 baths,living room, foyer, den, and kitchen, all walls and trim (alot of trim). I figure the job, go back in to submit it to the owners, when I enter the foyer I notice a bid on the table that I had not previously seen. I know this company and the kind of work they do, their price was ONE HALF of what mine was.

I didn't get that job, the other guy did, I qouted this job for good paint, all walls/trim prepped properly etc. how he could do it....and many more like it for that price is beyond me, but what gets me is that these folks that I'm giving these qoutes on have money....yet they will settle for substandard work.

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thom

I think John hit the nail on the head. People are more interested in features than quality. That's why the big builders can put in plastic tubs and surrounds, cheap paint, cut corners on framing, etc.

The best example out west is vinyl vs aluminum windows. They cost about the same. Vinyl offers features like flip around for cleaning. Vinyl, like all pvc, deteriorates in UV. The aluminum will last 50years+, the vinyl about 10years. Vinyls sell themselves and the job. Go figure.

nadonailer

I think people 'want' quality or think they do, but they don't really know what it is! So we can still give them 'top quality' but advertising it may not be the best way to go. Except in wealthy markets where it is the buzzword....

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Tscarborough

Everyone wants quality in the finest sense of the word. They simply refuse to pay for it and will settle for the semblance of quality. Faux is "good enough".

hatchet

I've been having good luck in selling "quality" features that you can't see. I just gave my employees a 5 question quiz, if you will. Asking about quality.. what is quality, how do you measure quality, etc. I got the expected answers -
Q - What is quality?
A - "neat, clean, straight, plumb... overall looking professional. Pleasing to the customer and the boss." and variations of that.
Q - 3 suggestions that, in your opinion, would increase quality.
A - "To know exactly what the boss wants", "Improve skill level", Don't rush, good planning" This was the best answer I got.

Anyway - I think quality goes far beyond what someone can go up and touch - it's also what's behind that trim. So back to my original thought - selling. I'm selling the quality features that you can't see that sell themselves in cold climates.. air infiltration sealing, higher R-Values. If they call me first and I actually sit down to discuss their project - I'm usually the only bidder. So far it's working...
Now back to training my employees on what quality is and how to achieve it

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Rich
WIT Construction Co.
Superior MT Contractor

john elliott

But never-the-less these are 'features' rather than just 'quality' on it's own.

John

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Ed the Roofer said "John too, in his crass and blunt demeanor.............."

hatchet

Features or a quality built home? Is it a feature if they don't have a choice? Synergy - the whole is stronger than the sum of the parts. I can have the best trim guys, the best flooring subcontractor, and best painters and still not have a quality home - if it doesn't function correctly.

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Rich
WIT Construction Co.
Superior MT Contractor

troubleseeker

I think a lot has to do with the "quality" of the customer. We do mostly high end renovation/addition. Most of these people have owned several homes, and have more appreciation for better quality(and the understanding that it costs more), than the average homeowner.But even so, many of them are willing to pay lots of money for what I call the "impress the neighbor" items over items that should be upgraded.The window reference is a good illustration of this, where they perceive a window as a window, and don't question why the vinyl unit can be sold for $160 as opposed to the same size quality unit that costs $450. Most people don't think 6 years ahead to the repair costs, they have just been conditioned to believe that you will spend money to fix it, even many move up owners.

We often replace porch columns on $700,000 homes that have rotted in three years because the were built with trash lumber, and I am always amazed when people just think it happened because they are wood and that wood will rot.

Double-A

I don't think you can separate quality from features.

Take a cabinet for instance. If its made with the best material to the tightest tolerances and installed plumb, level and square, does it matter if there is no door?

Is it quality if you leave off a drawer pull? Isn't that a feature? Are full-extension drawer glides a 'feature' and not a hallmark of a higher quality product, or just a different one?

Ask a cabinet maker and you'll get a much different set of answers than if you ask your client, but the cabinet maker is not buying, nor will he use those cabinets.

Its a just a pain in the butt to dig around in the back of a drawer because there are no full extension glides and no built in or add-on drawer organizers.

Quality is answering your clients needs with the solution that best fits those needs. Period. Everything else is just mental masturbation on the part of the 'contractor'.

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New York Times, July 20, 2006

PressurePros

Everyone's definition of quality is different. I try to ascertain what the customer is looking for in my sales presentation. Some think fit and finish is most important. For these customers O.T.S cabinetry with some custom trim added is fine. For some it is every detail down to how smoothly a drawer glides. These customers would demand custom cabinetry. Some people think a quality paint job is how straight your wall/ceiling intersection is and would be fine with floor molding not being sanded and smooth.

If you expect that everyone of your customers wants and admires the same things you may be lowering your closing ratio. Let the customer tell you where you should spend your time. If it were up to me, every job I do would be using the best materials with the utmost attention to detail. Not everyone is willing to pay for that.

I don't imply to offer junk and workmanship should always remain at the same level. Here is a method with which I have had great success. If during my sales presentation the customer is all over the place (ie unsure what they are looking for) I will break their proposal into three tiers. For you remodeling guys it might be Budget, Standard and High End. Build your highest profit margin into your Standard plan. I call my plans Silver, Gold and Platinum. It may sound gimmicky but it allows me to stay competetive with lowballers.

Don's example above is classic. The customer based their decision on price. When Don started talking about quality paints and proper prep he may as well been doing the Charlie Brown waat waa. The customer sees DOUBLE THE PRICE and their mind is closed. Insurance, license, certification be damned. Using a multi-tiered pricing schedule and knowing how to sell it might have been effective in allowing him to close the sale.

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Ken Fenner
Pressure Washing PA
Roof Cleaning Services PA

copusbuilder

I want to learn how to do that. I have had wet daydreams? Is it close to that?

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Danahy

I mentally assume that the people that call me have had bad luck in the past, hence the call to me. I give off the impression that if they are nice enough, will let me do my best, use the best the products, and pay me what I'm worth... I might... let them have my services... I tell them that I am booked, and that I turn down more jobs than I except. We talk about the work that is there already, and and how wonderful it could be...

I find quality to be a frame of mind, a mental pool in which to play. When I get the right customers, I always make sure I deliver.

People that want a quick coat of paint, or only care if its done or not are for some other guy to worry about.

Teetorbilt

The customers run the entire gauntlet. Some will nit-pik you to death on perfect work while others would be perfectly happy with putty filled joints, stippled paint and crooked grout joints.

I'd say that I've seen it all but there is another one just around the corner.

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donb1959

My close rate in 2005 was at 40% with the same prices I'm giving now, I've found that the home owners mind set has changed with the economy. I don't know how one sells a multi tiered paint job. If I tell the customer $xx.xx is the price for the lower teired job which includes a much lesser paint, minimum prep, and no warrenty vs. my higher teired job with quality paint, proper prep, and my 2 year warrenty,the customer would think, ok, so for this price I get crap and for this price I get quality?

I can see the multi tier with upgrades on almost every other trade out there, but not with painting.

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747

I understand what your saying about quality as in construction of cabinets as a example. But most homeowners just want a first class job. Just get them the look they want for the best price would be my advice.