1. Over-promising then under-delivering
Risk: If Renstrom Homes markets itself with extravagant claims (e.g., “we build your dream home in 90 days”, “zero cost overruns”, “we never miss a deadline”), but reality falls short (delays, cost overruns, quality issues) then potential clients will feel misled. That creates strong negative word-of-mouth and hurts brand trust.
Why this matters: In home-building, word of mouth and local reputation are critical. A single unhappy client in Pullman/Palouse region can ripple through the community.
2. Ignoring the “hidden costs” or fine print in marketing materials
Risk: If the website or brochure emphasizes “start at $X” for a custom home, but neglects to clearly define what minimal scope that covers (e.g., lot cost, utilities, finishes excluded), then clients may feel bait-and-switched. That leads to resentment and can show up as legal complaints or social-media chatter.
Why this matters: Transparency is especially valued in contracting/building where total cost often surprises clients. If Renstrom doesn’t clearly delineate “what’s included / excluded” in marketing, then the mismatch triggers negativity.
3. Over-reliance on price-leading messaging (cheap/discount builder angle)
Risk: If you emphasize “lowest cost home-builder in Pullman” or “50% cheaper than competition”, you may attract clients primarily focused on cost, who will be highly sensitive to any cost increase or delay. Moreover, this positioning may inadvertently lower perceived quality (cheap ≠ high-end). That can dissuade higher-margin clients or premium market segments.
Why this matters: As a custom home builder, you likely want clients who value quality, customization and long-term relationships, not just bargain shoppers who will nitpick.
4. Under-communicating risks & complexities of custom home-building
Risk: Marketing may overly “polish” the story: “Get your dream home, stress-free, turnkey”. But custom builds inherently involve many decisions (design changes, permit delays, unforeseen conditions). If you leave those out of the story, you’ll set unrealistic expectations and increase the chance of frustration.
Why this matters: Frustrated clients often become your loudest critics—for example online reviews, local referrals gone bad. They may donate cautionary tales to Facebook groups or local forums (“Beware Renstrom Homes—they made me choose 100 decisions in 2 weeks!”).
5. Inconsistent brand experience across touch-points
Risk: Suppose marketing promises “luxury, premium finishes, high-design” but when prospects visit the site they see cheaper finishes, or the website is dated and not polished. That mismatch erodes trust. For local markets like Pullman, perception is everything.
6. Not differentiating from competition, leading to commodity perception
Risk: If your marketing is generic (“We build quality homes in the Palouse region”) without showing what makes you unique (process, craft, client experience, technology), you risk becoming just “another builder” in clients’ minds. Then you default to price competition (connected to #3 above) and negative comparisons follow.
7. Ignoring online reviews and reputational risk
Risk: Because building homes is high-investment, clients will talk online, in local Facebook groups, in forums. If you don’t monitor and actively manage reputation (handle negative reviews, rectify complaints) then even minor service issues get amplified. Marketing that is not backed by service performance will backfire.
Why this matters: In Pullman and surrounding communities the network is tight. A poor Yelp/Google rating or negative word in town can significantly impact new business.