When you build a house, there are certain rules you have to follow to be successful, just like all other builders. Buyers expect you to follow established safety codes and fulfill their wants and needs. As you build your reputation, buyers will inevitably ask themselves, “Why should I buy from you?” Typically, they find the answer to that question in third-party validation. Today, we’ll look at why third-party validation matters and how you can attain it.
Why Third-Party Validation Matters
Third-party validation is often the thing that triggers a buyer’s purchasing decision. Consider what Adam Aronson, CEO of Arrowsight, said about third-party validation.
While it’s common for brand managers or internal employees to speak positively about features and benefits[,] third-party validation is what really provides confidence and accountability to companies and consumers to fully commit to spending their money. . . . Nothing you say about yourself will have as much impact as what others say on your behalf.
Think about a decision you made recently. It could have been determining which plot of land to purchase to build on or something as simple as which takeout restaurant to order from. Before you made that decision, you likely did research and sought the opinions of other sources you trusted. In doing so, you were seeking third-party validation of your decision.
Rarely do people make decisions in a vacuum. They want to know that other people or entities they can trust support their decision. Having third-party validation is important to your success, but it’s not something you can just conjure out of thin air. How can you start racking up third-party validation of your work?
3 Ways to Start Earning Third-Party Validation
There are countless ways to earn third-party validation as a builder. Here, we provide three ways that are entirely in your control.
Give people a good reason to talk about you
Giving people a good reason to talk about you goes beyond having an outstanding product. Meeting or even exceeding expectations about what you produce is the price of admission, not the show. You must be able to clearly show people why they should be working with you.
Answering the question of why goes beyond logic and objectivity. In other words, “We have the best product” usually isn’t good enough (especially when everyone thinks they have the best product). You have to know how to speak to a higher purpose, because that’s what people tend to talk about.
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Constantly educate your prospects and clients
Third-party validation always stems from trust. If speaking to your higher purpose gives people a good reason to talk about you (i.e., why they’d talk about you), then building trust is how you get them to act on it. One of the best ways to build trust is through transparent education.
To build trust, you must be able to go beyond what makes you great. Teaching people something, even if it isn’t directly related to the product you’re trying to sell, is a strong way to do that. It shows that you’re truly committed to your higher purpose, rather than solely committed to making a sale. When people feel like you aren’t just trying to sell them something, they’re much more likely to trust you. When they both trust you and like the product you make, they can then validate you.
Here are a few examples of how you can start educating your prospects and clients to build trust.
- Provide move-in tips for your clients to help them start home ownership on the right foot.
- Create content that focuses on housing trends and ways potential buyers can successfully pursue home ownership.
- Keep in touch with your buyers after they purchase from you. You can provide helpful content to them or just drop a line to see how they’re doing.
- Pursue partnerships with other industry leaders to help expand your footprint and visibility.
People work with and recommend people they like and trust. When you educate, you can more successfully build trust.
Choose a 2-10 Structural Warranty
Working with an industry leader is a great way to prove that you have third-party validation. 2-10 Home Buyers Warranty (2-10) is the industry’s leading administrator of insurance-backed structural warranties, with 1 in 5 new homes having structural warranty coverage administered by 2-10.
Working with an industry leader like 2-10 provides home buyers not only with third-party validation but also something they explicitly request. Four of five buyers value a third-party, insurance-backed structural warranty. Additionally, 94% of prospective buyers say that they’re more likely to purchase a new home from a builder who offers a structural warranty, according to a joint survey from the National Association of Home Builders and 2-10 HBW.
In short, third-party validation is what gets your prospects off the bench and into the game as buyers. Give your prospects a good reason to talk about you, constantly educate them, and give them what they want with a 2-10 Structural Warranty.