Honest relationships. Reliable tools. Authentic experiences. That’s what we’ve seen consistently separate the good from the great in today’s market.

In our experience, delivering a quality home on time is just the starting line. Of course it matters — buyers expect it. But it’s not what gets them talking about you to their friends or family a year later. What really drives loyalty and referrals is what happens after the keys are handed over.

The 2025 Homebuyer Experience Trends Guide backs this up: communication typically falls off after move-in, and when it does, satisfaction and referrals often follow.

“A brand isn’t defined by a logo, it’s defined by the experience. A structured, consistent journey from first contact through warranty builds trust, loyalty, and advocacy that no marketing campaign can buy,” says David Merklinger, President at Coolaid Studios. “When homeowners know what to expect along their journey with you, they don’t just remember the experience — they share it with others.”

And Tim Bailey, Director of Operations at Avid, ECI Software Solutions, reinforces the point:

“A new report reveals a significant drop in customer satisfaction for new home builders after the move-in stage of the homebuyer journey. The 2025 State of CX Residential New Construction Report shows that while 97% of buyers would recommend their builder at the time of purchase, that number falls to 71% after they move in. This means builders lose the loyalty of over a quarter of their customers at a crucial stage — once they start living in their new home. Builders should prioritize the post-occupancy experience by focusing on three key pillars: Value, Caring, and Confidence. The post-move-in stage is a major opportunity to generate positive reviews, referrals, and brand loyalty. It’s the final impression that will directly impact a company’s reputation and future sales.” — Tim Bailey, ECI Avid Ratings

So, the question we keep coming back to is: how do the most successful builders keep that post-sale relationship alive?

What We’ve Learned from the Field

Working with builders across Canada and beyond, a few clear patterns have emerged. Buyers want to hear from you after closing — not about sales, but about living well in their new home. Proactive check-ins, like maintenance reminders or anniversary notes, go a long way. Referrals don’t just “happen” — they’re earned when you ask at the right time and make it easy.

It sounds simple, but doing it well and consistently is harder than it looks. Andrea DeGasperis-Ronco, Principal at OPUS Homes, sums it up nicely:

“For us, building homes is only half the work. The other half is creating a hand held approach to the new homebuying journey where clients feel informed, cared for, and confident throughout their time with us — long after closing. That commitment to care is what turns homeowners into referral partners.”

How Builders Are Tackling This

Here are some strategies we’ve seen work well. At 30 days in, a simple “welcome home” message with seasonal maintenance tips. At 90 days in, a quick check-in survey to gather feedback and address concerns. At 1 year in, an anniversary message — sometimes paired with a referral nudge.

These touchpoints aren’t complicated, but they’re authentic. They show buyers that you’re still there for them, not just for closing day.

CRMs like HubSpot, Salesforce, or Mailchimp help streamline these touchpoints. And when combined with SaleFish’s real-time buyer data — plus integration with Constellation, other ERPs, and accounting systems — everything runs more smoothly behind the scenes.

We’ve learned that every builder’s tech stack looks a little different — which is why SaleFish integrates with HubSpot, Salesforce, Mailchimp, Constellation, and other ERP and accounting platforms.

Why This Matters

The market is challenging, no question. Which means every buyer, every referral, and every bit of goodwill matters more than ever.

In our experience, the builders who continue to thrive are the ones who keep communication open and honest, build reliability into their processes, and show authenticity in how they treat buyers long after possession.

When homeowners feel that, they become advocates — not just satisfied customers. And that kind of advocacy is a builder’s most powerful marketing tool.

A Final Word

We’ve had the privilege of learning alongside builders who are doing this well. If something here strikes a chord, we’re always happy to swap stories — and hear what’s working for you.

If you’d like, we can walk through these ideas and explore how they might apply to your team. Or, if you’re curious, I’d be glad to show you a live demo to illustrate what this looks like in action.