The Value of a Referral
As a consumer, we face many buying decisions each and every day. Many of these are small, like where to buy coffee or gas. Some decisions are a little more important, like where to take your family for dinner or what movie you’d like to see. Every once and a while, these buying decisions can be significant, like purchasing a new sofa, switching insurance providers, or buying a new car. Whatever the decision may be, it typically requires time, energy, and hard-earned money, all of which we have limited amounts. In the case of significant buying decisions, the resources required to make that decision can create feelings of stress, uncertainty, fatigue, and even fear. Why is that? In my opinion, people are so busy and overwhelmed by life in general, they have limited capacity and cognitive resources to process every piece of information required to make a buying decision. Because of this, we try to simplify and revert to a more efficient way of decision-making. We pick out one or two pieces of relevant information important to us and take a calculated risk to move forward with that buying decision, without exploring all other variables of consideration. This could be the testimonial of an athlete you see on TV, cashing in on a coupon that was generously given to you, or the alarming words “FOR A LIMITED TIME ONLY”!
In most cases, we’ll make a buying decision based on the feedback from a friend or family member. Nowadays, this extends to a review or testimonial you read online. Statistically speaking, these “referrals” are the most powerful and effective pieces of information a consumer can rely on in order to make a significant buying decision. Why is that? For one, you trust a friend or family member. Two, you generally know what to expect if you’ve gotten feedback from someone who has used that particular service provider or product. Three, you use the knowledge someone has already accumulated through hours of research you otherwise would not have time to obtain. Another is risk. More times than not, you know whether or not a product or service is worth risking your hard-earned money. When multiple people you know, or testimonials you’ve read, have shared positive experiences about a particular product or service, then the risk of you having a negative experience is significantly less than randomly selecting something online.
How does this all relate to home remodeling? Well, home remodeling is a SIGNIFICANT buying decision. It can be one of the largest investments you and your family will ever make. Remodeling itself, can be risky, disruptive, complicated, and stressful. However, if done right, it can be one of the most rewarding decisions you’ll ever make, both financially and in terms of quality of life. How do I know that? Testimonials. Referrals. One of the greatest joys of being a remodeling professional is hearing from your clients that their remodeling experience was enjoyable and that the end result has positively affected the lives of their family. Unfortunately, this isn’t always the case. There are countless instances where we’ve met with someone who has been burned in the past and had a horrible remodeling experience. And it’s usually followed by, “You get what you pay for…”.
Well, why not “pay it forward”? The message is this. The value of a referral is invaluable. For both the referrer AND the recipient. If you’ve been fortunate enough to have had an enjoyable remodeling experience, share it with a family member. Tell a neighbor. Phone a friend! Unless you’re one of those “misery loves company” people, why let someone you care about do things the hard way and endure a “nightmare” remodeling experience. Give them the knowledge. Give them the peace of mind. Give them the gift a positive remodeling experience can provide.
If you or someone you know is looking to remodel YOUR home, talk to someone who’s already done the work. Listen to someone who’s been burned. Follow the advice of someone who’s done the research, taken the risk, and been through the process. Why burden yourself by exhausting YOUR time, energy, and hard-earned money if someone else has already done the legwork? If you don’t know someone who’s remodeled, look for reviews. Read the experiences people have shared with complete strangers on the internet. If they’ve taken the time to write a positive review (in a digital world of negativity), there MUST be some value in that.