Consumer brand sage Joseph Michelli writes this about trust.

Trust is the emotional currency of loyalty. It’s what transforms one-time customers into lifelong advocates. Building and maintaining trust requires effort, but the return on investment is immeasurable. A trusted brand retains customers and attracts new ones through word-of-mouth recommendations and positive reputations.”

For homebuilders, success isn’t just about building homes, especially now, when it’s harder to sell them.

It’s about building lasting trust. In an environment defined by “higher-for-longer” interest rates, stubbornly high asking prices, and escalating costs for insurance and property taxes, buyers are more hesitant, more cautious than ever. When these affordability hurdles collide, builders face an uphill battle to create urgency in their sales pipelines.

Yet there’s a compelling lever still within reach: exceptional customer care and post-sale experience.

The ROI of this kind of care is tangible. Satisfied homeowners become advocates. They generate referrals—one of the most cost-effective and robust sources of demand in a challenging market. In some cases, they even trigger repeat purchases. As Baby Boom parents increasingly step in to help their Millennial and Gen Z children with down payments, trust and word-of-mouth influence the entire family buying decision. A positive experience with a builder becomes a reason for families not just to choose the home, but to endorse the brand.

Insurance as a Brand Experience

One area of post-sale experience that’s gaining traction is home insurance. While often treated as a transactional checkbox, forward-looking builders see insurance as an opportunity to extend the brand relationship beyond closing. A proactive, transparent insurance experience can shift the conversation from paperwork to peace of mind, turning what was once a one-time requirement into a loyalty driver.

Ben Sokoll, Vice President of Customer Support at Westwood Insurance Agency, underscores this point:

Every interaction that we have with a customer is an opportunity to educate. Most homeowners really don't know what's in their insurance policy.”

This insight is critical. Today’s homebuyers are navigating a volatile insurance market, shaped by the rising frequency of catastrophic weather events and the mounting financial risk they pose. Builders who connect buyers with partners like Westwood, providing clear, proactive guidance on coverage, offer more than just the opportunity to secure a policy; they deliver confidence at a time when uncertainty is the norm.

Why Now? Rising Anxiety Around Coverage

Insurance costs are skyrocketing in climate-sensitive states like Florida, Texas, and the Carolinas. Data from Cotality shows that post-purchase costs—property taxes and insurance premiums—have climbed so steeply that they now threaten the traditional predictability of monthly homeownership expenses. In Florida, for instance, escrow payments have jumped by 62% over the past five years, primarily driven by rising premiums.

This cost volatility is one reason buyers demand more education and transparency. Sokoll highlights how Westwood approaches this need:

We receive anywhere between 32,000 to 40,000 calls a month. Those are 32,000 to 40,000 interactions where we proactively go through a policy coverage review.”

These interactions go beyond customer service—they are moments of trust-building. In a market where high mortgage rates are already deterring buyers, this kind of service helps homeowners feel not only informed but cared for.

Proactive Engagement as a Competitive Edge

It’s no secret that the sales pace for new homes has slowed. According to NAHB’s July 2025 report, single-family starts dropped 4.6% in June compared to the prior month, with affordability challenges cited as the primary headwind. In this climate, the builders that will thrive are those that invest in customer care as part of their core value proposition.

Westwood’s proactive engagement strategy offers a model. By continuously reviewing policies and anticipating customer needs, they ensure homeowners stay both covered and connected. Sokoll explains:

Our customer satisfaction surveys are at 9.73 year-to-date, and that’s based on a score of 10.”

Such high scores are not incidental. They reflect a commitment to transparency, education, and ongoing support—a formula that builders can borrow to differentiate themselves when inventory is high and buyer urgency is low.

Loyalty Starts When Problems Arise

A defining moment for any homeowner comes when the unexpected happens: a hailstorm, a fire, or sudden life changes that increase risk exposure. Builders that align with responsive insurance partners can transform these moments of stress into opportunities for brand loyalty.

Sokoll puts it plainly:

Where loyalty kicks in is when that customer needs us most—whether that’s a hail loss, a fire loss, or life changes that increase their exposure.”

By staying engaged during these moments, builders and their insurance partners can provide solutions rather than frustration, fostering a long-term relationship that extends far beyond the initial sale.

Referrals and Family Influence

The importance of loyalty is magnified when you consider the referral effect. According to a July 2025 Redfin survey, nearly one in four Gen Z and Millennial homebuyers relied on family money—via cash gifts or inheritances—to fund their down payment. Parents, who may have purchased homes from the same builder or have confidence in a specific brand, play a critical role in these transactions.

This “nepo-homebuyer” trend highlights why post-sale care is crucial. A parent is far more likely to recommend a builder who treated them with transparency, respect, and ongoing service. Trust becomes a multi-generational bridge, with satisfied buyers influencing the next wave of customers.

Embedded Insurance and Retention

Builders often focus heavily on the pre-sale customer journey but neglect the opportunities that lie post-close. Embedded insurance programs provide a means to maintain that relationship. Westwood, for instance, not only provides initial coverage but also adapts as homeowners’ needs evolve.

We’re proactive in shopping your insurance for you. If your policy is being non-renewed, we go to the market and find the best rate and coverage replacement before there’s a gap,” Sokoll explains.

This kind of ongoing care reinforces the builder’s brand value. It sends a clear message: “We’re here for you, even after the keys are handed over.”

The Affordability Squeeze

Rising insurance premiums are not just a pain point—they’re a major affordability barrier. According to Cotality, states like South Carolina, Louisiana, and Colorado have seen property taxes and insurance premiums spike by 40–60% over five years. This trend is particularly challenging for younger buyers, who already face difficulties saving for a down payment.

The Redfin data shows that 18% of Gen Z and Millennial renters are not buying simply because they cannot save enough for a down payment. Another 25% cite high home prices in their preferred areas, while nearly 10% point directly to unaffordable insurance costs as a barrier. Builders who can help navigate these issues, through education and transparent cost breakdowns, will stand out as trusted advisors rather than mere sellers.

Weathering a Volatile Market

Market volatility is not going away. Sokoll notes:

Over the last couple of years, the personal lines homeowners insurance market has been very volatile due to catastrophic losses. Westwood’s long-standing carrier relationships allow us to secure coverage where others can’t.”

These relationships matter not just to the homeowner, but also to builders who want their buyers to feel confident that coverage gaps or soaring premiums won’t blindside them.

What It Means for Builders

In a market where buyers are hesitant, customer loyalty isn’t just a nice-to-have—it’s a growth strategy. Builders who invest in post-sale touchpoints, such as insurance reviews, service follow-ups, and transparent communications, create a pipeline of referral buyers. A satisfied homeowner is far more likely to recommend a builder to friends, family, or colleagues. In a hard selling season, that kind of advocacy can make the difference between meeting sales targets or falling short.

Sokoll’s approach offers a blueprint:

• Education builds trust. Every interaction should help homeowners understand and feel confident about their purchase.
• Proactivity prevents churn. By anticipating needs, builders and their insurance partners reduce friction and stress for buyers.
• Transparency drives loyalty. Sharing clear, honest information at every step strengthens the relationship.

Echoing this blueprint, Joseph Michelli goes on to say in his analysis on trust:

Extend trust to your customers by being transparent, consistent, and accountable. In doing so, you’ll create a foundation of loyalty that will foster sustained success.”

For builders seeking to compete in today’s high-cost, high-pressure market, these principles are non-negotiable.

Lessons Learned

Customer experience (CX) and customer care have become essential components of a builder’s brand identity. In a market where affordability challenges—from mortgage rates to rising property taxes and insurance premiums—are squeezing buyers, the builders who prioritize service and trust will stand apart.

The lesson is clear: homes may sell because of their features, but brands endure because of the experiences they create. As Sokoll’s comments make clear, the post-sale relationship is as critical as the sale itself. Builders who get this right will not only weather the current slowdown but emerge stronger, fueled by referrals, repeat buyers, and the loyalty of customers who feel truly cared for.