The construction phase is arguably the most complex and challenging part of the home buyer’s journey. With hundreds of activities, suppliers, and trades in motion, it’s easy for things to go off the rails. When schedules slip or details get missed, your buyers are the first to feel it—and often, they’re left in the dark. Without clear updates from you, frustrations grow, and before you know it, they’re venting to family, friends, and social media.
At Bokka, we’ve seen this play out a million times. Even builders who earn top survey scores in their pre-construction process and at move-in see satisfaction take a dip during the build itself. This totally makes sense—buyers visit their home site, see no visible progress, and head home disappointed. A lack of timely updates can turn that disappointment into frustration. Or worse, they blast you with negative online home buyer reviews due to poor construction communication and damage your reputation.
Construction Communication is the Key to Good Customer Satisfaction
So how does construction communication affect customer satisfaction? Data shows there's a strong connection between good construction communication and a buyer’s willingness to refer you to others. The more informed they feel during the build, the more likely they are to share positive feedback.
Buyer satisfaction at move-in depends on how well they’re kept informed through effective construction communication during the build.
When buyers rated communication as "5 Stars - Excellent," the average Net Promoter Score, or NPS (willingness to refer) at move-in was a high 81.2. But when communication dropped to just "2 Stars - Poor," the NPS plummeted to -41.8. This dramatic shift shows how important it is to keep buyers in the loop throughout the construction process.
Getting the construction experience right is tough. Issues are inevitable and sometimes outside your control (weather, product availability, etc.). While perfection is unrealistic, how you handle communication and set expectations makes a huge difference in the customer experience.
Are You Missing Key Feedback by Waiting Until Move-In?
Many builders collect feedback at key milestones like move-in and warranty, but that’s often too late. Think about it: construction is the longest and most challenging phase, so waiting until the end of the journey to check in means missing out on critical insights when they matter most. Without feedback during construction, you’re missing the chance to prevent small issues from escalating.
Today’s new homebuilders are more customer-centric than ever. And they should be. Customer needs are evolving rapidly, and they now expect a 5-star experience from start to finish. Builders are responding by assembling teams, committees, and task forces to map out the ideal customer journey, from initial interest through warranty and beyond. But while most builders focus on post-completion surveys, the construction phase—the most critical stage for customer satisfaction—can often feel overlooked.
Introducing Builder Signal: Keep Your Buyers Informed and Engaged
With Builder Signal, you have a powerful construction app to bridge communication gaps during construction. This platform gives you a structured way to share updates, ideally every week, with photos, videos, and comments that keep buyers informed and engaged. Imagine your customer seeing a new photo of their framed home or a video explaining the next steps—they’re no longer left guessing about progress.
Each update shows-up on their personal timeline, accessible via the Builder Signal app or website, giving the customer a clear view of what’s been done and what comes next. And because Builder Signal lets you pre-load each of your construction phases with descriptions, your buyers always know what’s happening, why, and what they can expect.
Real-Time Feedback Means Real-Time Solutions
Builder Signal isn’t just a one-way communication tool. It also offers a built-in survey feature, allowing buyers to rate their experience in each phase on a 5-star scale. If they leave a lower rating, you get notified immediately, giving you the chance to address issues before they fester. By proactively gathering feedback, you’re showing buyers you care about their experience every step of the way—not just at the end.
And for quick questions or concerns, the Builder Signal messaging feature allows instant communication. Buyers can send questions, and you can respond just as quickly, helping avoid any brewing frustrations that might otherwise turn into negative reviews or lost referrals.
Customer Success Story: How Builder Signal Helps Lombardo Homes
Builders who already have survey programs in place can still benefit from Builder Signal’s enhanced communication features. Take it from Melissa Cervin, Marketing Manager at Lombardo Homes (a top-100 builder), who uses Builder Signal as part of their customer experience toolkit:
“We love that these surveys provide insight into our homebuyers’ building experiences, as well as the ability to address challenges/feedback in real-time. I also don’t feel like we’re battling to get homebuyers to respond. Because the surveys are quick and convenient, we’ve had stronger-than-expected response rates. It’s a great addition to a tool we already love!”
Dare to Listen and Deliver a 5-Star Experience
In today’s competitive market, delivering a 5-star experience during construction is essential to maintaining customer satisfaction and boosting referral sales. With Builder Signal, you’re not only keeping buyers in the loop; you’re proactively addressing their needs and concerns before they have a chance to become frustrated.
If you’re ready to enhance the experience for your buyers during the most critical phase of their journey, schedule an appointment to learn more about how Builder Signal can transform your communication strategy.
FAQs
How does poor construction communication affect customer satisfaction?
Poor construction communication can leave buyers feeling uninformed and frustrated. This lack of information can lead to disappointment, negative reviews, and a lower likelihood of referrals. Effective communication keeps buyers engaged and satisfied throughout the building process.
What is the Builder Signal app?
The Builder Signal app is a powerful tool designed to bridge communication gaps during construction. It allows builders to share regular updates, photos, videos, and messages with buyers, keeping them informed and engaged throughout the construction process.
How can the Builder Signal app improve my construction communication strategy?
The Builder Signal app provides a structured platform for sharing updates and collecting real-time feedback. This helps address issues promptly, enhances buyer satisfaction, and can lead to more referrals and positive reviews.
Can the Builder Signal app integrate with my existing survey programs?
Yes, the Builder Signal app can complement your existing survey programs by providing enhanced communication features and real-time feedback mechanisms.
How often should updates be shared with buyers using the Builder Signal app?
Ideally, updates should be shared weekly to keep buyers engaged and informed about the progress of their home construction. Learn more - get the guide: Best Practices for Construction Updates
