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Transparency: What Clients & Customers are Looking For

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:

  1. Where the materials originated
  2. How the materials were made
  3. 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.

1 reply
  1. Susan Sipe
    Susan Sipe says:

    Good points, Transparency provides the facts a consumer needs to make an honest decision for themselves. Gone are the days that what someones word was the same thing you’d find in the contract and finished product.

    Reply

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