What has your building done for me lately?
Monday, April 4th, 2011We are no longer able to sell our services as an investment adviser. The axiom that states that real estate never decreases in value has been turned completely on its ear.
Sad to say, one of our biggest marketing weapons, that of real estate as investment alone, should be put back into the quiver to be used another day. Certainly property can be considered an “investment”, but a client is just in asking what exactly will this new building do for me?
Better yet, what will you, Mr./Mrs. Contractor, do for me?
As part of the team of people that assemble raw materials into a facility, we have to be able to answer this question. More often than not, an architect will speak to the program, aesthetics, function, form and capabilities of their design. An engineer will speak to the soundess of structure and the lasting value inherent in a given building that they have helped design. It is up to us, the contractor, to shape the message effectively and communicate to the client what the building will cost, an estimated time line to completion and any inherent issues that need to be addressed as early in the project as possible.
While we all would love to receive 100% correct and complete design documents, we all know that is more of a target than a reality. We have to wear more hats than contractor alone, and be willing to bring in experts where our own expertise is lacking. As the general contractor we will have ultimate responsibility for the construction quality and fit and finish of the facility. The answer to the question – What has this building done for me lately? – will ultimately determine if you are on the bid list or in the negotiating room for the next project. If the answers are not exactly what the client had hoped for in the design program, it is pretty much a certainty that they won’t call you back.
As professional builders, we can no longer wear one hat as the contractor of record. We have to be able to guide the client each and every step of the way and have either expert knowledge or access to expert knowledge with every phase. If we wish to be considered part of the professional trifecta (Design/Engineering/Construction) instead of the guys that simply build the building – we have to start acting the part. Ask yourself often – What have I, as a professional contractor, done for my client lately? If you can’t answer the unique experience and service that you provide quickly and with resounding authority, then the likelihood of repeat work and word of mouth will dim considerably.
We’ve got to be our own best cheerleaders – but in the process we also need to work diligently to give ourselves something to cheer about. Let’s not be afraid to be exceptional. The competition is much thinner in the rarified air of building companies that provide an exemplary experience, 100% of the time (even on difficult projects), to their clients.
