Kolter Homes is a private company formed in Florida in the 1990’s. In 2010 they were new to the Georgia market and were planning additional expansion. The Georgia market, at that time, was dominated by many of the national builders and Kolter Homes was not known in the area. In order to be successful against much larger well-known builders, the strategy needed to focus on the customer experience.
The strategy needed to focus on differentiation in terms of the customer experience. Kolter Homes wanted the customer experience to encompass all aspects of their business, and they needed a plan to accomplish this goal. Step number one was to take an in depth look at the entire process, from the first time a prospect inquires on the website, then visits the model center, potentially purchases and closes on a new home.
The sales process required a new approach, based on what the buyer is looking to achieve, and, at the same time, teach a prospect how to compare and evaluate each alternative when making a high-ticket purchase decision.
Kolter decided to take advantage of the Reimagine Selling Program (Company Wide), which would help differentiate them from their competitors, and use the Value Map process to lower a customer’s decision risk by moving them from confused to clear thinking.
The 1st visit to purchase time frame shortened, the cancellation rate decreased, and the purchasers were secure in their decision to buy. And the Value Map process matched the five decisions every customer makes prior to their final purchase decision to the sales process, which resulted in more sales faster.
In a two-year study, associate Value Map users were measured against non-users. In the user group it was found that 67% of customers that completed the Value Map process ended up purchasing.
In the end, Kolter has gown 6 times since implementation and is now number 60 on America’s Top 100 Builders list.