Why Homeowners Don’t Understand You (And What to Do About It)

Avoid technical jargon and buzzwords when speaking to homeowners; translate complex concepts into customer-friendly language.

Utilize the FAB (Features, Advantages, Benefits) framework to explain products or services, focusing on what it is, what it does, why the customer needs it, and what they gain or lose.

Connect recommendations to homeowners' emotions by highlighting potential gains (e.g., saving money, comfort) or losses (e.g., costly repairs, inconvenience) if they act or don't act.

Be thoroughly informed and educated about the products and services you recommend; lack of knowledge can be perceived as malice or manipulation by the customer.

Understand that customers buy based on emotion and justify with logic; tailor your communication to address both aspects, emphasizing the emotional benefits first.

Recognize that a customer's pushback often stems from a lack of understanding; an incomplete explanation from you can lead to an incomplete understanding for them.