Imagine this: you've just handed over the keys to a brand-new home you've built. You expect excitement and gratitude, but instead, the homeowner is visibly frustrated. What went wrong? Often, it's not about the craftsmanship—it's about communication. That disconnect between expectations and reality is where relationships with clients can either strengthen or fracture, and it all comes down to how effectively you communicate throughout the building process.
At Bokka Group, we've been helping home builders create exceptional customer experiences for over 20 years. Through years of experience and extensive industry research, we've identified the top communication pitfalls home builders face and developed proven strategies to overcome them. These insights come directly from working with builders across the country and hearing firsthand accounts from both satisfied and disappointed homebuyers. Let's dive in and explore how you can transform your communication approach to create happier clients and a more profitable business.
Why Communication is Your Strongest Tool
Jimmy Diffee, Bokka's co-founder, says it best: "The homebuying experience should be as exciting as it is transparent." We couldn't agree more. Building a home is one of the most significant investments most people will ever make—financially and emotionally. When home construction communication breaks down, that dream experience can quickly turn into a nightmare.
Poor communication isn't just inconvenient– it's costly in ways many builders don't fully appreciate. Research from the Project Management Institute shows nearly one-third of construction projects fail due to poor communication, resulting in billions of dollars wasted annually.
Clear and consistent communication builds trust, reduces stress, and creates enthusiastic referrals. At Bokka, we've witnessed how builders prioritizing excellent communication enjoy stronger client relationships, fewer callbacks, and increased referrals.
Conversely, miscommunication leads to distrust, costly mistakes, timeline extensions, budget overruns, and ultimately, damaged reputations that can take years to rebuild.
Top Communication Mistakes and How to Avoid Them
Over the years, we've identified five critical communication mistakes that consistently create problems between builders and homebuyers. Learning to recognize and avoid these pitfalls can dramatically improve your client relationships and business outcomes.
Mistake #1: Not Setting Clear Expectations from the Start
Have you ever heard a client say, "I didn't think that would cost extra" or "Nobody told me it would take that long"? That's classic unclear communication, and it's probably the most common issue we see across the industry. These misaligned expectations create frustration on both sides and can poison what should be an exciting experience.
Paula Huggett, Bokka's VP of Client Services, emphasizes the importance of setting clear expectations: "Transparency from day one builds trust and prevents conflicts. When homebuyers understand exactly what they're getting and when they're getting it, they're much more likely to be patient when inevitable challenges arise."
Here's how to do it right:
- Clearly define project scope, timelines, costs, and communication frequency in your contracts. Don't just rely on verbal agreements—document everything in writing with language that's easy for non-industry folks to understand.
- Conduct a detailed pre-construction meeting to clarify expectations. This isn't just a formality– it's an opportunity to address questions and concerns before breaking ground.
- Establish clear protocols for handling changes. Make sure clients understand from the beginning how changes impact timeline and budget.
I recall working with a builder in Colorado who implemented a comprehensive "expectation setting" package for new clients. It included a realistic timeline with buffers built in, a detailed explanation of the construction process with photos from previous builds, and a communication calendar showing exactly when they'd receive updates. Client satisfaction on the survey scores significantly improved within six months, with notably fewer warranty claims reported because expectations were aligned from the start.
A client should never feel blindsided by costs or timelines. Proactively managing expectations ensures a smoother build and happier clients who will sing your praises long after they've moved in.
Mistake #2: Infrequent or Inconsistent Updates
One common complaint we've encountered from homeowners is feeling "left in the dark" during the building process. Picture a young couple anxiously waiting for their home to be built, checking their phone constantly for updates, only to receive sporadic and vague information. This communication vacuum creates anxiety and erodes trust, sometimes beyond repair.
We've spoken with homebuyers who described the emotional roller coaster of not knowing what was happening with their future home. One told me, "The silence was deafening. We started assuming the worst—that they were hiding problems or delays. It was honestly the most stressful part of the entire experience."
How to get it right:
- Provide regular, scheduled updates, even if progress is slow. Sometimes the most important update is simply saying, "Here's where we things stand, and here's what's coming next."
- Be honest and transparent about delays and explain the reasons. Most clients understand that challenges happen, but they want to be in the loop.
- Leverage technology like Builder Signal to share real-time updates with homeowners. Photos and videos of progress create emotional connections to the building process and reduce anxiety.
As Diffee points out, regular updates "give buyers the confidence and clarity they deserve." It's not just about keeping them informed—it's about making them feel like valued partners in the journey.
A builder we worked with in Texas incorporated weekly video updates into their process. Every Friday, the project manager would walk through the site and narrate what had been accomplished and what was coming next week. These simple weekly videos significantly improved client experiences, greatly reducing anxious phone calls and emails.
Mistake #3: Poor Handling of Change Orders
Changes happen in every building project—it's simply the nature of creating something as complex and personal as a home. The mistake isn't that changes occur– it's failing to clearly communicate the impacts of these changes upfront.
For example, a client requests an upgrade, and you proceed without clearly outlining the added costs, timeline extensions, and potential structural considerations. When the final bill arrives with significant unexpected charges, what could have been a positive customization becomes a source of conflict and distrust.
How to prevent issues:
- Implement a formal, written change order process for every alteration, no matter how small. This creates a record that protects both you and your client.
- Clearly outline additional costs and schedule impacts in writing before proceeding with any changes. Make sure clients acknowledge their understanding with a signature.
- Use project management software to streamline and document changes, creating a transparent record everyone can access.
We've seen builders transform their reputation simply by implementing a clear change order process. One builder in Florida significantly reduced change order disputes after adopting a transparent, digital documentation system. Clear documentation turns potential conflicts into opportunities for transparent communication and collaborative decision-making.
Mistake #4: Ignoring Client Feedback and Concerns
Clients often feel builders don't genuinely listen when concerns are raised. If homeowners express worries about quality, timelines, or other issues and are brushed off with generic reassurances or, worse, defensive responses, frustration quickly escalates into resentment.
We once consulted with a builder facing multiple negative reviews, all with a common theme: "They didn't take my concerns seriously." When we dug deeper, we discovered their team was so focused on timeline efficiency that they weren't creating space for client feedback. They were solving for speed instead of satisfaction, and it was costing them their reputation.
Here's how to improve:
- Schedule regular check-ins dedicated to addressing homeowner concerns. These shouldn't be rushed conversations but thoughtful discussions where clients feel heard.
- Actively listen, acknowledge their concerns, and address issues clearly and patiently. Remember that for many buyers, this is their first building experience, and many technical aspects aren't intuitive.
- Train your team to maintain a respectful, responsive communication style, even when facing challenging clients. The most difficult conversations are often the most important.
Listening and addressing concerns swiftly can convert clients from skeptics into your strongest advocates. We've watched builders transform relationships by simply creating space for honest feedback and responding with empathy rather than defensiveness.
Mistake #5: Neglecting Closing and Warranty Communication
The job doesn't end when the keys are handed over—in many ways, that's when your commitment to the relationship is truly tested. Neglecting punch lists or failing to respond to warranty issues leaves clients feeling abandoned after they've made one of the largest purchases of their life.
A builder in the Midwest learned this lesson the hard way when they started experiencing a spike in negative reviews six months after closing. The common theme? "Great experience until we moved in, then they disappeared." Their warranty process wasn't aligned with the excellence of their construction process, and it was undermining all their hard work.
How to do it better:
- Clearly document and promptly complete punch-list items. Create a transparent system for tracking completion so clients know exactly where things stand.
- Set clear expectations for warranty service, outlining what is covered, for how long, and exactly how to report issues.
- Respond immediately to warranty calls, treating them as a continuation of customer service rather than an afterthought.
Warranty service, when done right, can reinforce trust and satisfaction long after move-in day. We've seen builders who excel at this phase earn lifelong loyalty and referrals simply by honoring their commitments with the same enthusiasm they showed during the sales process.
Leveraging Technology for Effective Communication
Technology has dramatically improved builders' ability to communicate effectively while actually reducing the time investment required. The right tools create transparency without creating additional administrative burden.
Bokka Group developed Builder Signal specifically to bridge these communication gaps, allowing real-time progress updates with photos and videos delivered directly to homebuyers. This visual communication is incredibly powerful—it helps clients feel connected to their home even before they move in.
But technology alone isn't the answer. The most successful builders integrate digital tools into a comprehensive communication strategy that combines high-tech convenience with high-touch personal connection. As one builder told us, "The software helps us be consistent, but it's the personal follow-up that makes clients feel valued."
This transparency significantly reduces anxiety and builds trust, turning what can be a stressful process into a memorable and enjoyable experience that clients enthusiastically share with friends and family.
The Power of Customer Experience
At its core, communication in home building isn't just about exchanging information—it's about creating a customer experience that resonates emotionally. According to industry surveys we've conducted, consistent, transparent communication dramatically improves client satisfaction, leads to better reviews, and generates more referrals.
Consider these compelling statistics:
- Homebuyers who receive regular updates are significantly more likely to recommend their builder.
- Clients experiencing transparent change order processes consistently report higher satisfaction.
- Builders with strong communication practices consistently see fewer warranty claims.
As Huggett notes, "When homebuyers are informed every step of the way, trust builds naturally, turning buyers into loyal ambassadors." That transformation from customer to advocate is perhaps the most valuable asset a builder can cultivate in today's competitive market.
Bringing It All Together: Communication as a Competitive Advantage
Effective communication isn't a luxury—it's essential for any home builder looking to stand out in an increasingly competitive marketplace. By avoiding these common mistakes and committing to clear, consistent communication, you'll improve client satisfaction, streamline your processes, and build lasting relationships that fuel growth through referrals.
We've seen firsthand how builders who embrace communication excellence transform their businesses. They spend less time managing conflicts, reduce costly errors, and create emotional connections with clients that translate into powerful word-of-mouth marketing.
Remember, as Jimmy Diffee says, the ultimate goal is to "bring joy and confidence to the homebuying journey." Adopting a communication-focused mindset positions your company not just to avoid costly errors but to thrive and grow in today's competitive market.
Ready to enhance your client communication and customer experience? Contact Bokka Group Today
