Volume builders have a very different approach to thank you gifts than Custom Builders or Remodelers, but regardless of the type of product, most all builders could do better when it comes to appreciation gifts, especially as referrals are really the goal. While it is true that a gift certificate is an acceptable business practice, it shows little creativity.   

Here is the problem:

• According to Men’s Health Magazine and the American Association of Psychology, a majority of MEN don’t like presenting a certificate.  It makes them feel financially weak.
• WOMEN are difficult to target for the best type of certificate, for various reasons.
• Gift certificates in general have a low “Wow” factor.

While you might choose something like a company branded mini-cooler, filled with tools, it is still not necessarily your strongest choice, although certainly respectable.

 Your goals:

• You want to be recognized for showing appreciation
• You want to provide something they will like, use, and preferably has your brand on it
• You want something tied in to what you do
• You are sometimes clueless what to get a difficult customer, but you have to give them something, so you settle on a gift certificate
• It can not be too expensive, nor too inexpensive
• You want to be viewed positively
• You want REFERRALS!

Their perspective:

• They want to feel appreciated
• They want something they will like and use
• They understand you want your brand on it, but they don’t want it to be too blatant
• They want something of value, mostly intrinsic or emotional value, but they will accept financial value
• The would really like….you probably don’t know what is perfect for them.

Merging the Two:

It is a novel idea, but you could actually ask them. One of the better ways to ask them is to offer them some choices.  Then they feel as though they are a part of it, and if they have chosen it, they are psychologically tied in to liking it, and therefore making the relationship with you, positive! Among the Choices:

• A charity of their choice (you will have to ask, but they appreciate being asked)
• A restaurant of their choice (again, you will have to ask)
• A personal gift from you, that took time and forethought.(but one you can replicate)
• A collection of before and after photos you took and put in to a nice but conservative photo album.  This truly works for volume builders, custom builders and remodelers.
• An extra piece of the countertop, but etched on the back with a welcome home message
• Framed laminated blueprints
• A gift card that can be personalized to them, AND, customized for you..see www.starbucks.com for a great example.
• Take that same company branded tool box, but add some flair, such as their family name
• Develop a company marketing piece that is branded to you, but can easily be customized for them, such as a scrapbook (your company name, their family name, and images you provide.

These things show that you started out like you wanted to end up…with a positive result. They show you planned and put time, effort, forethought and business process in place. These make you a winner!  You are also, more likely to get referrals. Whatever you decide to use, try to get original and be creative! For larger builders, ask some of your internal people, beyond the Marketing Manager.  For smaller builders, ask your previous customers, neighbors or some of your peers who are in the same age group and demographic as your typical or target customer.