Words Matter: What to Say and Avoid in Remodeling Sales

I began my career in remodeling straight out of architecture school. I was creative and knowledgeable about design and construction, but I also looked very young. I remember initial meetings with prospects where we’d discuss cool ideas and the remodeling process, and about 70% of them would then ask, “Are you old enough to be doing this?” Not a real vote confidence.

I grew a mustache, which added a couple of years to my boyish appearance, and the problem improved, but didn’t go away. Then, I realized that how I was perceived had a lot to do with the way I communicated, not just the way I looked.

Coming from an architecture background, it was easy to use design-oriented terms, but I also needed my language to convey a particular expertise and authority. So, one word I began using was “fenestration,” which means “the arrangement of windows and doors.”

I might say to a prospect, “In the next step of our process, we will look at the kitchen layout and the fenestration on the back façade.”

When weaving in this word—and others like it—into the conversation, I found that, suddenly, prospects would no longer look at me as a young boy. Instead, they would see an expert, and then react differently to the advice.

The following are some areas to focus on and words you might try.

Words to Use

Design: If you want to convey more design experience you might begin using words like “symmetry,” “seamless,” “balance,” and others in the course of conversations about the project.

Technical: If you want to showcase technical knowledge, use terms such as “fascia,” “soffit,” “valley,” and so on. These give you an opportunity to explain their meanings, and then you become an educator.

Empathy: If you want to convey caring and reduce fear, then use words like “respectful,” “integrity,” “pride,” and “thoughtful approach.” You will find the client anxiety begins to lessen with these terms.

If you are trying to sell “process,” use words like "explore," “in our process," "investigate," or consider alternatives.

Words to Change

I’d also suggest trying to stop using certain words that may be a little scary and replace them with these:

Stop using "change order" and begin using "addendum."

Stop using "contract" and begin using "agreement."

Stop using the "cost" and begin using "investment."

Stop using "estimate" and begin using "budget."

Stop call them a "customer" and begin saying "client." It is more professional and implies you are doing a professional service, not selling them a product.

Key Phrases for Effective Communication

There are also several key phrases that help communicate effectively, allow you to control the conversation, and make people feel more at ease.

Below are three examples:

“Would it be helpful if I..” This might be followed by, “…shared another approach or showed you a way to save?”

“Many of our clients have found…” This phrase validates your suggestions and gives your insights the backing of many people like them.

“I believe this project warrants…” This might be followed by, “looking at alternatives with some rough elevations or budget alternatives.”

Remodeling and remodeling sales is as much about client experience and feelings as it is about the sticks and bricks. The more intentional you are with words and phrases, the more effective you will become.