Writing More Business in a Down Market

Originally Posted on LinkedIn 5/19/25

So, you want more business. In today’s climate…you need more business.

Tight market…builders want the lowest numbers, right? Or do they? Especially now, it is all about two things:

#1: Offering Value

Value is not necessarily the lowest price, and selling on price is a fool’s errand. Give deep thought as to what you can include within your contract price that has high perceived value to the builder, but negligible cost to you.

Consider the builder needs to sell the houses you help build…what could you ‘throw in’ for say a cost of $50-100 per home that a homebuyer would appreciate. Quick examples: sweep latches vs. finger pulls on single hung windows, or including rocker-style light switches vs. toggle switches.

#2: Reducing, as much as possible, the builder’s perception of risk in hiring your company for their upcoming projects.

In downturns, builder concerns about a vendor’s ability to complete the project and perform in warranty are magnified. If the builder feels uncertain that you can ‘weather the storm’ they are forced to look elsewhere.

So, focus your selling messaging around your company’s longevity, long-term commitment to the builder, and financial strength to persevere in a down market. When combined with strong value-adds, you become a tough to beat trade partner.

Looking for more ways to strengthen your book of business in a down market? We can help!