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Understand the unique needs of your many different audiences

December 7th, 2012 by Integrity Windows

Whether you build residential or commercial, you must understand the needs of your audiences couldn’t be more different from project to project. While some traits are universally desirable — energy efficiency, durability, beauty — the needs of a single-family homeowner are much different than that of, say, an apartment complex developer. But that’s no surprise.

The Build Team at IMRE Build IQ sought out to better understand how needs change based on audience and project. Here’s a small sampling:

  • The Commercial Property Owners: Budget is the most important thing in a property owner’s consideration set. They will consider the overall look and feel of a space when selecting product and want to view a space holistically as opposed to mixing and matching looks.
  • The Public Space Owners: Recycled content will be important to these customers. Often times, the spaces are being designed by committee, so it is important to focus on the key factors that will drive their collective decision – durability, longevity, and cost. Public space owners often seek recommendations on style and design since they will be focused on the logistics of the project. Any design recommendations should be simple, but eloquent.
  • Homeowners: Because homeowner’s have made a personal investment in their space, they are the most involved in the actual style and design. The more luxurious the home, the more involved the customer will be in product selection. When working with these customers, be sure to share products that will functionally meet the needs of their space since they will be more focused on the design and style aspect of the products.
  • Builders: While a conservative customer, builders want to appeal to the tastes of homeowners, and will appreciate insight. They’ll be looking at what is trending locally. Remember, they are looking to meet the needs of their customers, so insight to these trends can help them to make a more informed decision.

What’s the one insight about a certain audience that’s helped the overall success of your business the most?

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