Andy Burrows — The Trades Coach — says making the “horse” thirsty enough will mean you won’t have to force it to drink . . .
Plenty of builders are facing the same problem right now. The phone still rings, homeowners still want extensions, renovations and new homes, and builders are still spending hours measuring and pricing. Then . . . nothing.
The client says, “We’re still thinking about it.” “We might wait until after the election.” Or “We just need a bit more time.”
You can lead a horse to water, but you can’t make it drink. The answer isn’t to push its head into the trough. It’s to make the horse thirsty. In other words, builders need to give homeowners more reasons to want the project — and fewer reasons to fear it.
To be fair, homeowners have genuine concerns. The general election is on November 7, unemployment reached 5.6% in the June quarter, and building costs are still rising. The cost of constructing new housing increased 2.7% over the past year, including 1.6% in the June quarter alone.
When people feel uncertain, their natural reaction is to sit on their hands. Doing nothing feels safer than making an expensive mistake.
So how do you make them “thirsty”? Start by getting them excited about the result again. Many builders spend the sales meeting talking about foundations, framing, materials and square metres. Those details matter, but they’re not what the homeowner is buying.
They’re buying a bigger kitchen where the family can gather. A warm, dry bedroom for the kids. Indoor-outdoor flow for summer barbecues. Or a home they can finally feel proud of. Ask questions that bring that result to life:
• “What’s frustrating you about the house now?”
• “How would this renovation change the way your family lives?”
• “What happens if you leave things as they are for another two years?”
Procrastination has a cost too
The last question is important. Procrastination has a cost too. Building prices may rise, consent requirements may change, and the family could spend another couple of years putting up with a home that no longer works.
Next, reduce the risk they feel. Don’t just email a 12-page quote filled with building jargon and wait for the phone to ring. Meet with them, talk them through the proposal and explain exactly what happens next. Show them a simple project roadmap. Explain how decisions, variations, payments and communication will be handled.
Provide testimonials, project photos and examples of how you solved problems on previous jobs. Homeowners move forward when they trust the builder and the process.
Too much choice can also slow people down. Instead of giving them endless alternatives, offer two clear options: essential and preferred. You may add a third, “premium” if appropriate, but don’t add to feelings of confusion by giving too many choices.
Explain the benefits and trade-offs of each, then recommend the option you believe best meets their needs. For cautious clients, offer a smaller first step. A paid pre-construction stage could include site investigation, design review, budgeting, selections, and programme planning.
It gets the project moving without asking the homeowner to commit to the entire build immediately.
Honest urgency
Finally, create honest urgency. Explain how long the price is valid, when you next have space in the programme, and how delaying decisions could affect cost or timing. That’s not pressure — it’s useful information. Just don’t invent deadlines or pretend another client is about to take their spot.
Builders can’t remove elections, inflation, or concerns about job security. But they can stop behaving like estimators who simply deliver a price.
Help homeowners picture the result, understand the cost of waiting, and feel confident about the journey. Make the horse thirsty enough, and you won’t have to force it to drink.
