How Builders Can Influence Their Prospects With Words

How Builders Can Influence Prospects

When you think about it, the skill of influence is a little like 'magic'...

You can take the construction knowledge you have in your head... and you can share it with potential clients during a meeting in your office, onsite or even in their kitchen.


Your knowledge and expertise will reassure, inspire and ultimately influence the decision your prospect makes...

You may influence their budget, their design, the builder they choose... or maybe all three.

Influence can persuade people by the thousands - or even the millions - to buy a product, vote for a specific person or even go to war.




However, in order to influence, you need to use the right words.

Words give you the ability to persuade people and influence their decisions.

Knowing what to say and when to say it is one of the most powerful and valuable skills you can acquire in business.


In 1963, Martin Luther King Jr. wrote down and delivered a six page script that changed history.

Words can move the world!

The best part is, this is a skill that ANYONE can learn!


So How Is It Actually Done?

The first step to mastering influence is to truly understand what it is that you’re selling.

Builders Marketing

Most builders think they’re building houses. They're not.

You might think that a real estate agent sells houses...

Or that Home Depot sells tools...

Or that your gym sells memberships...

When, in fact, none of those things are true.

Here’s an analogy that will change your life, if you apply it to your building company…

No one buys a drill because they want a drill. They buy a drill because they want a hole. Therefore, if you want to sell drills, you should advertise information about making holes; not information about drills.

Your clients are not signing contracts with you because they need shelter. They’re building a home where they'll create memories and build a better future.

No one buys a gym membership because they want to go to the gym. They buy a gym membership because they want to feel good about themselves when they look in the mirror.

And no builder buys a CRM System because they want to email their contacts. They invest in a CRM because they want to generate more opportunities to quote jobs or design new homes for contacts that have previously been in touch.

So, make sure you realize...


Your client is NEVER actually buying the service you provide...

They’re buying the benefit or result it will give them - that’s what you MUST focus on if you want to influence them.

Builders Marketing

Once you understand what your clients really want, you can influence them - without even speaking to them - by using the written word.

Every successful residential home builder already knows that most consumers who make an enquiry never call you back…

In order to progress a prospect from initial enquiry to a solid opportunity, you have to follow them up... multiple times!

Used correctly, email is a very powerful, cost effective and time-saving strategy that nurtures your cold prospects into hot opportunities... if you focus on what they REALLY want.


Remember, this is a skill anyone can learn.

The best way to learn is by using a checklist.

Just like you use checklists in your building processes, you can use simple checklists in your marketing processes too...

A simple checklist that will ensure your words are read by your prospects; which means they're more likely to be influenced by you.

When you can influence consumers using written words, you will have unlocked the secret to up-scaling your building company…

Click on the button below to download the Builders Email Checklist, so you can start influencing more of your prospects and turn them into hot opportunities today.


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  • Automate Your Follow Ups
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