What Makes For a Great Builder?

Purchasing a new home is likely the largest investment many of us will ever make, with long-lasting implications. The building process is a balancing act – coordinating dozens of trades, suppliers and the installation of hundreds of individual components all working together to form the ecosystem that makes up a new home. Choosing the right builder is not something that should be taken lightly, as who builds your home will have a material impact on your ownership experience.

If you’re lucky, you have a family member or trusted friend who has had a positive experience with a builder who also happens to be building in the area you wish you to live. If not, conducting your own research will have to suffice - but what should you be looking for? 

Bob Finnigan, COO of Housing at Heathwood Homes suggests the different between an average builder and a great builder comes down to attitude and the way they view their customers. “A great builder realizes that a happy customer is your absolute best sales tool. Regardless of the type of home they purchase, you must strive to meet or exceed the homeowner’s expectations.”  For example, Heathwood Homes does an inspection of the home prior to the homeowner walkthrough. “We ensure every possible effort has been made for the home to be as close to perfect as we can reasonably achieve, before the homeowner even sees it.”

That is great advice, but how does one research attitude? Start with the visible attributes that reflect attitude. A referral program indicates the builder relies on word of mouth as part of their sales process, which is generally the most important aspect of their business. A strong social media presence indicates a forward-thinking company that thrives on interacting with their customers in a public forum. Industry awards, particularly those that measure customer satisfaction are a strong sign of an organization that prioritizes their homeowner’s buying experience. Lastly, a builder who highlights their customer service standards is holding themselves to a higher benchmark than those who don’t. All of these initiatives are customer-focused and can paint a clear picture of how an organization treat their customers.

 “It’s a simple premise, but if you design your sales, marketing, construction and service programs around keeping the homeowner informed and educated, you set a clear expectation that you must execute to satisfy the homeowner,” says Finnigan. “In the end, it comes down to transparency.”

New Homes Need TLC Too

With brand-new products installed in the home and a good warranty to protect you, owning a new home is as close to hassle free living as you can get. But generally lost in the buzz of buying new construction is the thought of keeping it in “like new” condition. Understanding how to operate, maintain and service your home and the components within is critical in ensuring you don’t violate the terms of your new home warranty, retain your home’s resale value, and keep the cost of ownership low.

Ontario law requires builders and developers to provide a new home warranty through TARION Warranty Corporation. This warranty is designed to ensure your home was built to code and protects you within a defined period of time from any issues that may arise. The warranty is, however, conditional on an owner operating and maintaining the home as instructed by the builder and product manufacturers. Because understanding how and when to do the work is essential to successful homeownership, by law you will receive a maintenance guide from your builder. Additionally, your builder’s homeowner manual should contain all of the installed products manufacturer’s documents for your home. It is a good idea to request a sample homeowner manual from your potential builder prior to purchasing and get it in writing that it will be provided.

Like selling a car, the condition and service history of your home has a material impact on the asking price, and unlike factors such as market conditions or interest rates, you have complete control over this. Take advantage of the new technology tools that have been introduced in recent years that help you track the upkeep of your home. Many new homes now come standard with a web-based portal that stores all of your home’s product information and care instructions, while tracking your ongoing maintenance. Never lost or misplaced, this digital home resource is fully transferable if you decide to sell. 

When you own your home, it is impossible not to incur costs over time. However, extending the life of big ticket items such as appliances, flooring and countertops can save you money and delay the need for large scale renovations. Smaller maintenance tasks like replacing the caulking around windows and doors will keep your energy costs low. It is important to remember that most components in your home have the ability to affect other products or even the building structure if they malfunction, making even the smallest maintenance task important.

The experience you have when buying new construction depends on your understanding of the process; from your contract to purchase and all the way through the first ten years of ownership. Expecting to put as much “TLC” into your new home as needed will ensure you get the most out of your buying experience.

Use a Specialized Realtor When Buying New Construction

Buying new construction is very different from buying resale, and it’s easy to get caught up in the excitement when visiting the Presentation Centre of a new development. To save time, energy and most importantly, money, use the services of a realtor specializing in new construction. You have nothing to lose, and a whole lot to gain.

Like choosing a builder, choosing a realtor is not something that should be taken lightly. Expertise and some good advice will save you a lot of headaches and potentially a few costly surprises down the road. Start with recommendations from friends and family who have had experience with buying new construction, as they likely would have dealt with a realtor in the process. If you don’t have any personal referrals, try using free internet resources such as SundayBell (www.sundaybell.com) which allows you to search for agents who have specific areas of expertise and ask questions anonymously. This comparison will allow you to choose the best agent for your needs in a “no pressure” environment.

After you have selected a qualified realtor, narrow down your desired location and the various communities or projects being built. Your realtor will have insight into any new projects being planned for that area. “If you’re looking for condos, keep in mind that developers must sell a percentage of the units before they can get financed to start construction,” says Andrew La Fleur, a Toronto based Realtor. “This can mean early purchase pricing and other incentives prior to the official launch.”

The single biggest disadvantage you will likely experience when buying new construction is buying a contract as opposed to a complete structure. “Pre-construction contracts can be tricky, and you need to ensure everything discussed with the sales people is written into your contract prior to signing,” says La Fleur. “Things like actual ceiling height and finishes detailed  in your contract versus what is in the show suite are common points of contention, but those are relatively minor compared to undefined closing costs and restrictions on future assignment rights.” Having clarity in regards to your contract will have a direct impact on your buying experience.  An experienced realtor will negotiate for you and ensure there are no surprises when it is time to take possession of your new home. 

Just like buying a resale home, the realtor’s commission is paid by the seller, so there is literally nothing to lose from having a realtor work on your behalf. Keep in mind that the staff you speak with in the Presentation Center are paid by and represent the builder, so having a realtor working for you ensures your best interests are being looked after.

New Vs. Used Real Estate - What side are you On?

This article first appeared in the Toronto Sun - Homes Extra on June 8, 2012.

With talk of housing starts, particularly condominiums, dominating in the media lately, it seems as if new home construction is getting a lot more attention than it once did – and not always positive. If you are in the market for a home, the choice will soon be upon you; new or used? Don’t let the hysteria that surrounds the real estate industry cloud your judgement; consider all the factors before making a decision. There is no right or wrong answer, only what is right or wrong for you.  

Few, if any, purchases in life have a greater emotional and financial impact than buying real estate. You can reduce the emotional distractions by forcing yourself to write out a list of what you feel are the most important features.   Ask yourself, “What matters the most?” Is a third bedroom more important than an updated kitchen and bathrooms? Is the peace of mind that comes with a warranty more important than an older home with a lower price tag but more maintenance? What is your long term plan for the property? If it is destined to be an income property, perhaps an older home with dated finishes and a lower price tag would produce a higher ROI. If possible, try to align your current needs with your 5 and 10 year plans. That may be difficult, but it is well worth it.

A new home is more than just updated features; it comes with the peace of mind of a warranty, strict building code standards, lower operating costs and a certain level of customization in terms of upgrades and color schemes. However, unlike a resale home you may not have the instant gratification of an immediate possession date. Depending on whether you’re buying a condo, town home or single family dwelling, you could be waiting anywhere from a few weeks to a few years to take possession. Consider construction timelines very carefully, as they can be impacted by a variety of factors such as market conditions, permits and licensing, and even the weather.

Two people of similar backgrounds and demographic can look at the same property in completely different ways.  Let me give you an example.   I prefer sleek & modern, and I knew from the moment I started saving for the down payment that I would be buying new. I’m your typical “Gen Y” buyer; I want the latest and greatest, I want it done for me, and I want it now. A very good friend of mine who purchased a home at the same time had a different perspective. He put a premium on space, and gladly sacrificed the latest design and decor in exchange for the higher square footage that a 25 year old home afforded. In the end, we both obtained exactly what we wanted. 

There are many things to consider when buying a home, and chances are the top two on that list will be location and price. Beyond that, factors that will impact your decision are abundant. Resale value, rental income potential, ongoing maintenance costs, design preferences, peace of mind - I could go on but I think you get the point.  Which option will result in the best combination of what you want now, and in the future? Once you have the answer to that question, you will know what side of the fence you are on.

Real Estate Bubble? Here’s Why I’m not Concerned

This article first appeared in the Toronto Sun Homes-Extra section, issue May 18-20.

Search “Canadian Housing Market” on the internet and you will surely encounter dozens of articles from all kinds of industry experts giving their opinion on this fiercely contested subject. You will find, as I have, that there is a commonality in these articles; they are consistently inconsistent. 

You will find the heads of major banks, economists and politicians all making conflicting points about current market conditions. You will read that we are in the midst of a real estate “bubble”, or that the market is stable, and everything in between. You will read immigration statistics, unemployment figures, interest rate trends & predictions, and of course, the dreaded debt-to-income ratio. The same statistics will be used to make completely different points and after a while, you may come to the same conclusion I have: it is all irrelevant.

As a homeowner, all of this information is applicable to me and is concerning.  It is concerning now, just as it was 24 months ago when I purchased a pre-construction condo.  And, the same concerns were there for my parents 15 years ago when they purchased their first home. But like my parents before me, I did not get caught up in the hype and hysteria that is often associated with the subject of real estate. It was difficult, mind you, especially when buying a home within a building that hadn’t even started construction. Worrying about market conditions as they stand today is difficult enough, worrying about what they may be like in two years is enough to drive you crazy. But the experience taught me an important lesson; understand the market conditions, but worry about the things I can control.

Here is what I knew then: I will always need a place to live, real estate prices fluctuate, interest rates go up and down and the sun will rise tomorrow (probably). These are indisputable facts, the “rules” of the game if you will. They gave me the context needed to make a buying decision that was right for me.

Here is what I could control: I knew I wanted to buy new, which meant pre-construction. That afforded me the luxury of being able to select a builder, so I settled on a great local developer with a proven track record of successful projects and a reputation for customer care. I couldn’t know for sure if house prices would go up and down in the two years it would take for my condo to complete, but I did know that the purchase price was well within what I could afford. Interest rates were the biggest variable, so I made sure I could afford my mortgage at the 25-year average rate (about 6.25%). With confidence in both my job stability & potential career growth, I was ready to buy.

Two years after buying, I couldn’t be happier with my decision. My developer of choice lived up to my expectations, my interest rate is considerably lower than what I budgeted for and most importantly, I am ready for the market fluctuations that may or may not be in our immediate future. Of course with any investment, there will always be risk. Understanding that risk allows you to make a smart investment, which will help insulate you from the market conditions that you cannot control.

“Social Media” Should be Considered A Swear Word

ou’re probably thinking, “What an odd title coming from a company that is in the business of social media.” But how many times a day do you hear the term, “social media?” I’m guessing a couple dozen, if not more. For us, who work in the online marketing space, it is easily 200+. The repetition of the phrase is not the problem. It’s the hype, stigma and emotional response evoked when hearing the term that we have a problem with.

From Facebook’s IPO, to every brand in the world wanting to connect with you via Twitter, Blog, Pinterest, Facebook or Instragram (the list is considerably longer), you can’t get away from the far reaching social media monster. Lost in this hype, we’ve found, is the fundamental reason why almost 1 billion people are on Facebook; to connect.

At some point, connecting meant a $ sign. There are actually statistics out there which calculate how much each Facebook user is worth in advertising dollars, based on variables such as age, sex and location (I’m worth about $9 annually, so forgive me for my bitterness). I remember back in 2006 when I first signed up for Facebook and there were no ads, very few brands; it was generally “clean.” I can’t say the same anymore.

This convoluted mess has become mainstream and businesses have jumped on board. They know traditional marketing & advertising has become far less effective, there is simply too much of it. Social Media allows for them to expose their brand to us within our inner circles, where we spend unguarded time and open ourselves up to sharing. Sneaky eh?

That’s why I say, no more “social media.” Your online strategy should be focused on connecting, communicating and at the risk of sounding lame, being a good friend. Offering advice, giving and listening should be your only purpose when operating on social forums.

As online marketing becomes the norm, eventually we will start tuning it out much like we do billboards, TV commercials and newspaper ads. I would argue most of us already do, making the subtle but significant switch even more important. If you own a brand, connect with your customers & target market the way they connect with their friends; honestly.

Location...Price...Customer Service?

This article first appeared in the Homes Extra section of the Toronto Sun, April 13-15 edition. View here.

The laws of selling real estate have been the same for generations; location, location, location. A desirable location will dictate a premium price point based on higher demand; conversely a less desirable location will have less demand and therefore be cheaper. But for new homes, should you consider customer service & brand reputation in the same regard as location and price? The answer is yes, and here’s why.

In Ontario, all new homes are built to code, and backed with a mandatory warranty through TARION Warranty Corporation. What is not regulated, however, is the level of service & communication you will receive from your builder. From construction timelines & administrative procedures to occupancy & homeowner maintenance; your builder’s customer care initiatives will have an immense impact on your ownership experience.

For a new home buyer, the real experience starts when you take possession. Keep in mind that any new home or condo will require proper operation & routine maintenance of the home’s components; both of which are mandatory to preserve the warranty & the resale value of the home. Before choosing a builder, be confident they will give you everything you’ll need to take care of it, such as initial training, product operating manuals & maintenance guides and a dedicated resource to answer your questions as they arise.

Conducting simple research will tell you a lot about a builder’s post-occupancy service. Look for things like; does the builder have a “homeowner resource” section on their website? Do they have a referral program? A quick search of the TARION Builder directory will reveal any history of chargeable conciliations, and how many. If possible, speak with current or past homeowners to get a feel for their experience. Most importantly, ask the builder questions & get responses in writing if you are determining your buying decision on the answer.

Your desired location will dictate your options in terms of who you buy from, but ultimately you have the final say in who you choose. Select a builder who focuses on post-occupancy customer service, so you can enjoy your new home for years to come.

Common Misconceptions about Social Media

Being a “social company,” we speak with business owners on a daily basis. In some cases, it’s to educate. In others, it’s to consult. Regardless of the conversation being had, there are always the misconceptions about social media & communication that we need to overcome. Here is the top 3:

1. Social Media is a passing fad. This objection is probably the most common, and also the most easily overcome. “The proof is in the pudding,” as they say. The amount of Internet users that connect to at least one social media site is approximately 940 million people worldwide. 940 million people is not a passing fad, it is revolution of proportion never seen before. This number is only increasing, specifically with the number of smart-phone users on the rise. These phones make accessing social networks easier and more convenient. In our own backyard, smart phone use increased by 50% between 2010 and 2011, with approximately 6.6 million users across Canada.
2. My customer base is not using social media. In short, yes they are. Statistics show seniors are the fastest growing demographic of social media use in the modern world. With wireless technology advancing, rural areas, previously “left in the dark” are now connecting at record rates. Who else is left? The younger generations are pratically born with cell phones in their hands, and the middle aged demographic has had no choice but to connect or be left behind. Your customer base may not be using it to the extent that others are, but the percentage of users is likely far greater than you think. Do your research.
3. My business doesn’t need to connect through social media. Does your business need to connect with your client base, your prospects and your industry influencer’s? If it doesn’t, that is one heck of a business model. Chances are, your competitors are using social media to connect with their clients, as well as yours. Not operating in that space puts your business at a disadvantage, it’s that simple. If a business owner had the opportunity to speak face to face with a prospect and answer any questions they may have, they would take it. If there is a gathering place for your target market where they come to see products or service like yours, you would be there to represent your brand. That is all social communication is; representing your brand in the space where your target market is congregating.

Ultimately, the greatest misconceptions about social communication stems from a lack of understanding of what it really is. Social communication is not about having a Facebook page, it’s about making sincere and genuine connections with people of similar interests.

Content: Original vs. Shared

In the business world of social media, content is of course king. Sharing relevant content or Content Marketing (as it is commonly referred to), whether it be thought leadership, promotions or relevant news is priority #1 for any effective social media presence. Virtually all content can be placed in two buckets; original and shared. Let’s examine the characteristics of each, and which is more important for social media.

Original content is thought leadership; industry, product or service content created by an expert in that field and then shared with the online world. Original blog posts, pod-casts and video-casts are all examples of original content. Highly focused on specific subjects, good original content generally answers a question that is specific to that companies business, and valuable to the business’ target market. Frequent updates will soon create a library of original content, making the business an information source for their clients and prospects.

“Shared” content is just as the name suggests, shared content from the web that is of interest to your businesses target market. By definition it is not original, but created from news publications and industry experts. This type of content is still highly valuable to your target market, but has its limitations. For example, the characteristics of your business such as geographical area, target market and local economic influences may be highly specific, making relevant content difficult or impossible to find.

Now that we have defined the two types of content, which is more valuable to a content marketing strategy? The answer is: both.

Creating original content is more valuable; it can be completely customized and focused on your target market’s needs. It’s limitations are the time it takes to create valuable content, and creating it consistently. Shared content is generally far easier, but less specific and is less effective at promoting your brand as a thought leader.
A combination of original and shared content is generally the most effective strategy for most businesses. The ratio of each will depend on your time and resources, as well as the availability of relevant shared content.

Outsourcing Social Communication – Why Every Company Should

The golden rule of social media marketing for businesses is authenticity. This basic principal is why many “experts” claimed social media could only be done by you; nobody else. You alone are the expert, understanding your business, industry and client; only you can create unique content that your target market will want to read.
Everything stated above is absolutely correct, but content creation is only one part of the equation. Sourcing targeted users, influencers and existing clients is what you might call the “grunt work” of an effective social media presence; it is often the most time consuming aspect as well.

Like every business, there is likely a healthy balance between what you do internally, and what you outsource. Core competencies are kept in-house, what you can do best and most efficiently. Outsourcing allows business to gain expertise with limited resources, both human and capital. Why would social media be any different?

Creating unique content is something that should be done by you, your staff or an appointed advisor. This can be time consuming, but it is necessary to provide value to your target market. The “grunt work,” finding these targeted users, sharing relevant non-unique industry news and corresponding is an ideal candidate for outsourcing. The responsibilities are easily defined, as are the metrics used to define success or failure.

Social Concepts was founded on the basic principal that every company needs to lay a solid foundation for a social media strategy to be effective, and we can help do just that. By taking the “grunt work” off your hands, you can focus on crafting unique content. Once it is polished and ready to deliver, you will have a receptive audience to see it.

David vs Goliath – How Small Businesses can Beat Big Brands with Social Media

Chances are, you have competition. Unless your business is one of the very lucky few, you are likely competing against established brands and the ever growing pressures from web-based sales. Globalization is great, isn’t it?
These big companies have an established name, a large revenue base and the resources to mass market their product and/or services. So how does a smaller, local company compete against such odds? The answer is of course, through Social Media.

You have a deep understanding of your client base and the unique characteristics of your region that shapes your clientele. You know what brands they like, where they socialize and of course, where & how they communicate. Through a localized social media strategy, you can connect with your target market in ways large brands can only dream of.

Chances are, the big players in your industry already have an established presence on social media and just as likely, they have more followers & connections than your business could ever imagine. But what their large budgets and endless resources can’t do for them is tailor their communications to the specifics of every region they do business in. This is your advantage; don’t waste it.

3 Indisputable Reasons Why Every Business Should Be Using Social Media

In reality, there are thousands of reasons why using social communication makes sense for virtually every business. But everyday, people ask us why do I need to use social media because “I’ve been running my business successfully for (insert number of) years.” When we are asked this, we reply with the same 3 reasons, regardless of industry or business size:

1. Your clients are using it; sharing & connecting with other brands.
2. Your prospects are using it; sharing & connecting with other brands.
3. Your competitors are using it; sharing & connect with your clients

Most companies don’t see social media for what it is; a meeting of like-minded people who share their ideas, stories and experiences. If we told you there was a place in your community where your clients & prospects meet, and you are welcome to join them to learn about them and talk about your shared interests, would you? Of course you would! Social Media is exactly that, without the physical meeting place or face-to-face interaction.

It’s time to stop looking at social media as a “thing” or a “fad,” and start looking at it as a meeting place where you can get to know your target market. If you don’t, remember #3 on the list above.

Social Media is Free..Not Really

The fact that social networks don’t charge for enrollment feeds the notion that social media marketing is “free;” this couldn’t be further from the truth.

Yes it’s true, you can sign up for free, but the work involved in creating meaningful connections and valuable content is anything but. It takes time; a lot of it. If we had a penny, a mere $0.01 for every Facebook & Twitter account we come across on a daily basis that opened an account and posts once every day, week or month; we’d probably be retired by now. Don’t get us wrong, it’s great that more businesses are starting to think about social media as part of their business, but you have a long way to go after signing up.

Our recommendation is before you even think about signing up, define what you want out of your social media efforts. Product feedback? Customer service communication tool? Sales? Marketing? All of the above? After signing up, do what doesn’t come natural to most of us; NOTHING. Observe, watch at a distance, but don’t you dare jump into the conversation until you have something meaningful to contribute.

Slowly, over time and after sharing countless pieces of valuable news & information, your network will expand. Don’t be to concerned with the number; most businesses are not Coca-Cola, and will never get to Lady GaGa numbers. Worry about having an online relationship with every follower you have, so when you have something to say, you have a receptive audience.

Location..Price..Customer Service?

The laws of selling real estate have been the same for generations; location, location, location. A desirable location will dictate a premium price point based on higher demand; conversely a less desirable location will have less demand and therefore be cheaper. But for new homes, should you consider customer service & brand reputation in the same regard as location and price? The answer is yes, and here’s why.

In Ontario, all new homes are built to code, and backed with a mandatory warranty through TARION Warranty Corporation. What is not regulated, however, is the level of service & communication you will receive from your builder. From construction time lines & administrative procedures to occupancy & homeowner maintenance; your builder’s customer care initiatives will have an immense impact on your ownership experience. 

For a new home buyer, the real experience starts when you take possession. Keep in mind that any new home or condo will require proper operation & routine maintenance of the home’s components; both of which are mandatory to preserve the warranty & the resale value of the home. Before choosing a builder, be confident they will give you everything you’ll need to take care of it, such as initial training, product operating manuals & maintenance guides and a dedicated resource to answer your questions as they arise.

Conducting simple research will tell you a lot about a builder’s post-occupancy service. Look for things like; does the builder have a “homeowner resource” section on their website? Do they have a referral program? A quick search of the TARION Builder directory will reveal any history of chargeable conciliation's, and how many. If possible, speak with current or past homeowners to get a feel for their experience. Most importantly, ask the builder questions & get responses in writing if you are determining your buying decision on the answer.

Your desired location will dictate your options in terms of who you buy from, but ultimately you have the final say in who you choose. Select a builder who focuses on post-occupancy customer service, so you can enjoy your new home for years to come.

It's All In the Cloud

We’ve all heard the expression, “in the cloud.” From email to banking, a fundamental shift away from software to remote, cloud-based connectivity is making access to our vital information easier than ever before. So what does cloud computing have to do with our industry? A lot, actually.

Lowe’s Home Improvement recently launched “MyLowe’s,” a cloud-based portal for homeowners which will allow their customers to store information on purchases they make for their homes such as model numbers, owner's manuals, warranties, and paint formulas. No longer will important documentation be relegated to a box, lost or misplaced in that urgent time of need. Purchase products, install and enjoy; when you need to do maintenance, troubleshoot or reference the warranty terms, simply login and access the information.

As valuable as a cloud-based portal is to a homeowner, the most exciting aspect of this technology goes well beyond the basic convenience of the tool. Universal access to the home’s information and transferability will change the way consumers buy and sell homes. 

Imagine having access to a service history when buying a home, similar to CarFax in the automotive industry. Home inspectors would be able to provide a detailed report as to how the upkeep of the home’s components has been done based on the manufacturer’s maintenance recommendations, as well as inform the purchaser as to what extended warranties are still intact. Insurance companies will be able to calculate replacement & repair costs far more accurately based on the records kept in the portal.

In the modern age of real estate, property changes hands more than it use to. Most homeowner’s now have to use their first and often second homes as stepping stones. Each home purchase represents a significant investment and as such, anything a seller can do to reduce the risk and add more value will become increasingly important. After all, when buying a used car, don’t we all want low kilometres and an impeccable service history? Until recently, the only peace of mind we had when buying a resale home was the word of a qualified home inspector. 

Convenience, transferability and universal access to important information; when you combine these attributes, it is easy to see how “in the cloud” technology can change an entire industry. For residential construction, the question is no longer how, but when.