SAN CLEMENTE, CA – Many home builders are finding that the best way to stimulate sales is to create referrals from delighted customers. The building industry’s “new breed” has learned to deliver an extraordinary purchase and ownership experience to their customers, thereby generating up to 35-40% of their sales from referrals, according to Robert Mirman, founder and Chief Executive Officer of Eliant, a ‘customer experience management’ company that has been surveying buyers of new homes for 27 years.
In partnership with Newport Beach, CA-based Real Estate Temps,
Eliant has announced the results of more than 55,000 surveys which were administered in 2010 to all recent home owners from over 190 major homebuilders across the nation.
The surveys were used to determine the winners of the 2011 Eliant Homebuyers’ Choice Awards in which 134 builders received a sufficient number of surveys to qualify for this 14th annual competition.
Mirman, whose firm was the first to systematically conduct nationwide surveys of new-home buyers in 1984, said that the survey results confirm the growing commitment of home builders to the delivery of an extraordinary customer experience.
"No one understands more about a home’s quality or the customer service experience than the people living in the new home,” Mirman said. “Based on our survey results, these recent homebuyers are increasingly pleased with the quality of their new homes and the level of service they received from the homebuilder’s representatives throughout the first year after move-in. In order to develop a competitive advantage in their markets, homebuilders are developing new ways to truly delight homebuyers so they become ‘customer advocates’ who actively promote their new neighborhood to their friends.”
The best-performing builders based on the survey results were announced on January 18 by Eliant. Although 41 different builders or divisions were identified as being the best in the industry, this year’s awards were dominated by Richmond American
Homes (based in Denver, CO, with operations in 10 states; 16 awards);
Pardee Homes (based in Los Angeles, CA, with divisions in two states; 8 awards); Rosewood Homes (Scottsdale, AZ; 6 awards), MBK Homes
(Irvine, CA; 6 awards) and The Olson Company (Seal Beach, CA; 6 awards)
Mirman said each Eliant Homebuyers’ Choice Award category was divided into three volume-segments based on the size of the homebuilder: High Volume Builders, which included companies and builder divisions that sold more than 250 homes a year in 2010; Large Builders, which sold between 101 and 249 homes; and Medium Builders, which sold less than 100 homes.
Lynda Lane, CEO of Real Estate Temps and a long-term partner with Eliant on this award program, said: "We were pleased to note that the scores of this year’s winners are even higher than last year, confirming that home builders are not just promising a wonderful home buying experience, they are delivering on this promise. Moreover, these surveys show the size of the builder and its status as a public or private company has little to do with the successful execution of that commitment.”
Mirman added: "In fact, one of our shining stars again this year is Rosewood Homes, a medium-size privately owned builder headquartered in Scottsdale, AZ. Rosewood Homes ranked number one in six of our seven categories in its volume- segment, a tremendous accomplishment regardless of size. Rosewood Homes is the undisputed leader in the delivery of an extraordinary customer experience.”
For the second year in a row, Rosewood Homes is this year’s recipient of the “The Eliant”, the “Best Overall Customer Experience” award for single division builders.
The other recipient of “The Eliant” for “Best Overall Customer Experience” in the multi-divisional builder segment was MBK Homes (Irvine, CA). While this is the second consecutive year in which MBK has won this top award, this firm has developed legendary status based on its high ratings on Eliant’s surveys during the last 15 years. Of all multi-divisional builders, MBK Homes was ranked by homebuyers as delivering the highest rated “Purchase Experience.” MBK also received second place awards for “Home Quality” and the “Customer Service” experience.
Of all multi-divisional builders, one of the clear customer-favorites was highly rated Denver, CO-based Richmond American Homes. Three of its divisions (California, Phoenix, and Nevada) were ranked number one in several key categories, and the company won 16 of the 63 total awards. Mirman pointed out that “With five of Richmond American’s divisions winning awards and another three divisions receiving ‘Honorable Mentions,’ this firm has demonstrated an uncommon level of consistency in delivering outstanding customer experiences across many regions and differing buyer segments.”
Pardee Homes (Los Angeles, CA) earned its way into the top echelons of the industry with eight awards being captured by its divisions in Las Vegas, San Diego, and the Inland Empire. The Las Vegas division won four awards in the High-Volume segment, including the number one customer satisfaction rating for its nationally acclaimed “Customer Service” program. Pardee Homes’ San Diego division was ranked number one in the all-important category of “Percent of Sales from Referrals”, with 36% of its sales coming from home owner referrals and local word-of-mouth.
The Olson Company (Seal Beach, CA) garnered awards in six categories, including a number one ranking for the “Design Selection” experience. Within its segment, the firm also ranked second or third for delivering an incredible experience during the Purchase, Construction, and Customer Service phases, and ranked second for “Overall Quality” and “Sales from Referrals.”
Other builders with strong customer satisfaction ratings were William Lyon Homes
(Newport Beach, CA; four awards) and Greth Homes (Reading, PA; three awards).
Explaining the value of an award based on the customer experience, Mirman said "In essence, each survey represents a direct vote that the homebuyer gives to their builder. These award winners are not being selected by a panel of industry judges, but have been identified by their customers...the ultimate judges. The builders who ranked high in this survey have every right to be extremely proud of this achievement."
For further information on the survey methodology and a complete list of winning home builders, visit www.eliant.com .
About Eliant
Founded in 1984, San Clemente, CA-based Eliant has long been recognized as the nation's leading provider of specialized consumer research services for the nation's home building industry. The firm offers world-class customer experience monitoring services via e-mail, mail, or telephone to many of the nation’s top home building industry firms in 39 states and Canada. Other services include focus groups, exit-interviews, new-home shopper research, and customer experience management training and consulting. Eliant has earned an international reputation by providing a wide range of sophisticated customer experience management strategies for home builders, lenders, escrow firms, design firms and other companies interested in improving their customers’ loyalty.
About Real Estate Temps
Founded in 1990, Real Estate Temps was the first company to exclusively specialize in providing licensed real estate sales agents for new home sales offices on a straight-fee basis, thereby reducing or eliminating employment overhead costs for its builder clients. In addition to temporary staffing, Real Estate Temps annually places more sales professionals with homebuilders for full-time and permanent employment than any other new home staffing company. The firm also provides sales agents to resale home brokerage firms for open house coverage, to foreclosure and home auction companies for a wide range of sales-related activities, and to mortgage companies for escrow administration assistance.
For further information, contact Bob Mirman at Eliant (949-753-1077 x12), or Beth Phillips at Real Estate Temps (949-732-4858).
“Eliant 2011 Home Buyers’ Choice Awards”
Winning Builders List
Eliant is proud to announce the home-builder winners of the “Eliant 2011 Home Buyers’ Choice Awards,” in partnership with Newport Beach, CA-based Real Estate Temps.
The top national award - “The ELIANT” – has been presented to the two highest rated home builders based on 2010 ratings of the three “Key Measures” questions at Move-In and Year-End (i.e. Overall Quality; Builder Met Commitments; Customer’s Willingness to Refer a Friend):
The “ELIANT”: Overall Purchase & Ownership Experience
- Single division home builder: Rosewood Homes – Scottsdale, AZ
- Multiple division home builder: MBK Homes - Irvine, CA
All other awards have been given for home buyers’ satisfaction with key elements of the purchase and ownership experience. The six categories include:
- The Purchase Experience (on Eliant’s ‘Move-In Survey’)
- The Design Selection Experience (on the Move-In Survey)
- The Construction Experience (on the Move-In Survey)
- First-Year Customer Service Experience (from Eliant’s ‘Mid-Year’ and ‘Year-End Surveys’)
- First-Year Quality (from the ‘Year-End Survey’)
- Highest Percent of Sales From Referrals (from the Move-In Survey: “Were you referred to this builder by a friend?”)
In these categories, awards have been given to builders in each of three ‘size’ segments based on 2010 closings:
- High Volume Home Builders or Divisions: >250 homes closed
- Large Home Builders or Divisions: 100-249 homes closed
- Medium Home Builders or Divisions: <100 homes closed
Winners of the “Eliant 2011 Home Buyers’ Choice” awards are based only on scores from all surveys received from January 1-December 31, 2011, regardless of closing date.
41 Home builders receiving 1st, 2nd, 3rd place, or Honorable Mention awards include (in alphabetical order):
- Brookfield Homes Southland – Newport Beach, CA
- Camelot Homes – Scottsdale, AZ
- Classic Homes – Colorado Springs, CO
- Eastbrook Homes – Grand Rapids, MI
- FCB Homes – Stockton, CA
- GL Homes – Sunrise, FL
- Grand Homes – Dallas West Division
- Grand Homes –Dallas South Division
- Greth Homes – Reading, PA
- MBK Homes – Irvine, CA
- McKee Group – Springfield, PA
- McCaffrey Homes – Fresno, CA
- Minto Communities – West Florida
- Pardee Homes - Inland Empire Division
- Pardee Homes – LA/Ventura Division
- Pardee Homes – Las Vegas Division
- Pardee Homes – San Diego Division
- Richmond American Homes – California Division
- Richmond American Homes – Delaware Valley Division
- Richmond American Homes – Jacksonville Division
- Richmond American Homes – Nevada Division
- Richmond American Homes – Phoenix Division
- Richmond American Homes – Salt Lake City Division
- Richmond American Homes – Tucson Division
- Richmond American Homes – Virginia Division
- Robson Communities – Sun Lakes, AZ/Texas
- Rosewood Homes – Scottsdale, AZ
- Ryland Homes – Atlanta Division
- Ryland Homes – Baltimore Division
- Ryland Homes – Charlotte Division
- Ryland Homes – Chicago Division
- Ryland Homes – Jacksonville Division
- Ryland Homes – Las Vegas Division
- The New Home Company – Aliso Viejo, CA
- The Olson Company – Seal Beach, CA
- Tim Lewis Communities – Roseville, CA
- Wathen Castanos – Fresno, CA
- William Lyon Homes – Arizona Division
- William Lyon Homes – Inland Empire/San Diego Division
- William Lyon Homes – LA/OC Division
- William Lyon Homes – Northern California Division
“Eliant’s 2011 Home Buyers’ Choice Awards”
In partnership with Real Estate Temps |
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The Purchase Experience
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High Volume Builders:
First Place: William Lyon Homes-Inland Empire/San Diego Division
Second Place: Brookfield Homes Southland – Newport Beach, CA
Third Place: Richmond American Homes – Nevada Division
Honorable Mention:
- Richmond American Homes – Phoenix Division
- Robson Communities – Sun Lakes, AZ/Texas
- Richmond American Homes – Tucson Division
Large Builders:
First Place: MBK Homes – Southern California
Second Place: Richmond American Homes – California Division
Third Place: William Lyon Homes – LA/OC Division
Honorable Mention:
- William Lyon Homes – Arizona Division
- Pardee Homes – Inland Empire Division
- Classic Homes – Colorado Springs, CO
Medium Builders:
First Place: Rosewood Homes – Scottsdale, AZ
Second Place: The Olson Company – Seal Beach, CA
Third Place: McCaffrey Homes – Fresno, CA
Honorable Mention:
- Minto Communities – West Florida Division
- Grand Homes – Dallas West Division
- The New Home Company – Aliso Viejo, CA
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The Design Selection Experience
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High Volume Builders:
First Place: Richmond American Homes – Phoenix Division
Second Place: Pardee Homes – Las Vegas Division
Third Place: Richmond American Homes – Tucson Division
Honorable Mention:
- Richmond American Homes – Nevada Division
- William Lyon Homes – Inland Empire/San Diego Division
- Ryland Homes – Las Vegas Division
Large Builders:
First Place: Richmond American Homes – California Division
Second Place: Pardee Homes – Inland Empire Division
Third Place: MBK Homes – Irvine, CA
Honorable Mention:
- Ryland Homes – Jacksonville, FL
- Ryland Homes – Baltimore, MD
- William Lyon Homes – Arizona Division
Medium Builders:
First Place: Rosewood Homes – Scottsdale, AZ
Second Place: The Olson Company – Seal Beach, CA
Third Place: Tim Lewis Communities – Roseville, CA
Honorable Mention:
- Grand Homes – Dallas South Division
- Camelot Homes – Scottsdale, CA
- Greth Homes, Reading, PA
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The Construction Experience
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High Volume Builders:
First Place: Richmond American Homes – Phoenix Division
Second Place: Richmond American Homes – Tucson Division
Third Place: Pardee Homes – Las Vegas Division
Honorable Mention:
- William Lyon Homes – Inland Empire/San Diego Division
- Richmond American Homes – Nevada Division
- Robson Communities – Sun Lakes, AZ/Texas
Large Builders:
First Place: William Lyon Homes – Arizona Division
Second Place: Richmond American Homes – California Division
Third Place: William Lyon Homes – LA/OC Division
Honorable Mention:
- Ryland Homes – Charlotte Division
- Richmond American Homes - Jacksonville Division
- MBK Homes – Irvine, CA
Medium Builders:
First Place: Rosewood Homes – Scottsdale, AZ
Second Place: Minto Communities – West Florida
Third Place: The Olson Company – Seal Beach, CA
Honorable Mention:
- Tim Lewis Communities – Roseville, CA
- Richmond American Homes – Delaware Valley Division
- Grand Homes – Dallas South Division
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The Customer Service Experience
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High Volume Builders:
First Place: Pardee Homes – Las Vegas Division
Second Place: Richmond American Homes – Phoenix Division
Third Place: Richmond American Homes – Tucson Division
Honorable Mention:
- Richmond American Homes – Nevada Division
- Robson Communities – Sun Lakes, AZ/Texas
- Brookfield Homes Southland – Newport Beach, CA
Large Builders:
First Place: Richmond American Homes – California Division
Second Place: MBK Homes – Irvine, CA
Third Place: Pardee Homes – Inland Empire
Honorable Mention:
- Richmond American Homes – Jacksonville Division
- Richmond American Homes – Virginia Division
- William Lyon Homes – Arizona Division
Medium Builders:
First Place: Rosewood Homes – Scottsdale, AZ
Second Place: The Olson Company – Seal Beach,CA
Third Place: Greth Homes – Reading, PA
Honorable Mention:
- Pardee Homes – LA/Ventura Division
- Tim Lewis Communities – Roseville, CA
- The McKee Group – Springfield, PA
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Overall
First-Year Quality |
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High Volume Builders:
First Place: Richmond American Homes – Phoenix
Second Place: Pardee Homes – Las Vegas Division
Third Place: Robson Communities – Sun Lakes, AZ/Texas
Honorable Mention:
- Richmond American Homes – Tucson Division
- Richmond American Homes – Nevada Division
- Brookfield Homes Southland – Newport Beach, CA
Large Builders:
First Place: Richmond American Homes – California Division
Second Place: MBK Homes – Irvine, CA
Third Place: Richmond American, Jacksonville, FL
Honorable Mention:
- Pardee Homes – Inland Empire Division
- Richmond American Homes – Virginia Division
- Ryland Homes – Chicago Division
Medium Builders:
First Place: Rosewood Homes – Scottsdale, AZ
Second Place: The Olson Company – Seal Beach, CA
Third Place: Greth Homes – Reading, PA
Honorable Mention (1st Year Quality):
- FCB Homes – Stockton, CA
- McKee Group – Springfield, PA
- McCaffrey Homes – Fresno, CA
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Highest Percent of Sales from Referrals
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High Volume Builders
First Place: Richmond American Homes – Nevada Division
Second Place: Richmond American Homes – Phoenix Division
Third Place: GL Homes - Sunrise, FL.
Honorable Mention:
- Ryland Homes – Las Vegas Division
- William Lyon Homes – Inland Empire/San Diego Division
- Richmond American Homes – Salt Lake City Division
Large Builders
First Place: Pardee Homes – San Diego Division
Second Place: Wathen Castanos – Fresno, CA
Third Place: MBK Homes – Irvine, CA
Honorable Mention:
- Pardee Homes – Inland Empire Division
- Richmond American Homes – California Division
- Ryland Homes - Atlanta Division
Medium Builders
First Place: McCaffrey Homes – Fresno, CA
Second Place: The Olson Company – Seal Beach, Ca
Third Place: Tim Lewis Communities – Roseville, CA
Honorable Mention:
- William Lyon Homes – Northern California Division
- FCB Homes – Stockton,CA
- Eastbrook Homes – Grand Rapids, MI
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Overall
Home Purchase & Ownership Experience
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Multi-Divisional Builders (regardless of sales volume)
First Place: MBK Homes – Irvine, CA
Second Place: Robson Communities – Sun Lakes, AZ/Texas
Third Place (Tie): Pardee Homes – Los Angeles, CA
Third Place (Tie): The New Home Company – Aliso Viejo, CA
Honorable Mention:
- Tim Lewis Communities – Roseville, CA
- Brookfield Homes Southland –Newport beach, CA
- William Lyon Homes – Newport Beach, CA
Single Division Builders (regardless of sales volume)
First Place: Rosewood Homes – Scottsdale, AZ
Second Place: Greth Homes – Reading, PA
Third Place: McKee Group – Springfield, PA
Honorable Mention:
- McCaffrey Homes – Fresno, CA
- FCB Homes – Stockton, CA
- Classic Homes – Colorado Springs, CO
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