MEMBER VOICES
been just as transformative. For Cropper, it was a homemade cake and a handwritten note from one of their earliest clients that brought the message home. “It was a technically challenging build, but we delivered,” Cropper recalls. “That thank you cake felt like a real milestone.” While heartfelt gestures are memorable, Gutierrez and Cropper understand that they don’t come from nowhere. Earning trust is a process, built slowly over time through attention to detail, empathy and clear communication. Client care Communication isn’t a courtesy – it’s a strategy. “You learn that just because someone hires you for a major project, doesn’t mean they understand what’s involved,” says Gutierrez. “We need to guide them.” From setting clear expectations to explaining processes during the build, transparency is non- negotiable. “We use WhatsApp groups, we’re detailed in our estimates, and we’re very clear about house rules,” Gutierrez adds. Cropper has taken a similar approach, embedding communication tools into Ipsum UK’s operating model. “WhatsApp has been a great integration into our business,” he says. “We create client groups that include the site manager, project manager, director and client. It keeps everyone informed and avoids surprises.” This attention to communication serves a dual purpose: it prevents small issues from growing, and it empowers clients to feel in control. “It’s about partnership,” says Gutierrez. “If we need access through the side alley, for example, we don’t just turn up and hope – it’s all worked out upfront.” Constructive criticism Not every project ends with cake and champagne. Negative feedback is an inevitable part of the business, but for builders committed to growth, it’s also a gift.
“No one likes negative feedback,” Gutierrez admits. “But I’ve learned not to take it personally. You look at it from the client’s perspective; they might be stressed, have young kids, or be overwhelmed by the disruption. That’s understandable.” For Gutierrez, one recurring issue has been dust – an occupational hazard in any live-in renovation. “You can close doors, put down sheets, but dust finds a way. So instead of saying, ‘Well, that’s just how it is,’ you say, ‘Sorry about that, what can we do better next time?’” It’s a mindset of listening, adapting, and evolving, job after job. Cropper echoes the importance of listening, particularly during the build. “It’s really important to reach out to our clients for constructive criticism – not just at the end, but during the construction period,” he explains. “It helps us improve in real time, and it shows the client that their voice matters.” Being human At a time when online reviews can be bought, and reputations are sometimes inflated, authentic, heartfelt testimonials are worth their weight in gold. “Positive word-of-mouth is gold,” says Gutierrez. “Especially in places like Ashtead where loft conversions are common, mouth is “Especially in here loft mon, oft
That kind of authentic marketing builds trust in ways no brochure or advertisement ever could. “Online reviews are great,” he adds, “but people still don’t know what to trust. Speaking to a real person who’s had the work done – that’s powerful.” For Ipsum UK, the impact is felt internally and externally. “Heartfelt testimonials give us a massive sense of achievement and pride,” Cropper says. “We’re in a privileged and trusted position to be invited into someone’s home and asked to make major alterations. When someone takes the time to thank us, publicly or privately, it’s a huge testament to everyone involved.” The team shares these testimonials widely, not just on social media, but within the company itself. “We celebrate it,” says Cropper. “Because it reminds us why we do what we do.” The ripple effect There’s a business case to be made for positive feedback – it generates leads, closes deals, builds loyalty. But there’s also a deeper truth: great feedback is a reflection of great relationships, which are built not just with tools and timetables, but with empathy, humility, and care. “We’re not just building houses,” Gutierrez reflects. “We’re building someone’s future space, their family home, their memories, their safety. That’s not something to take lightly.” Cropper agrees. “In construction, trust is everything. som fam the to It’s what gets you through the tough jobs and what brings people back when they want more work done. We’re not just delivering buildings – we’re delivering peace of mind.” c It t b t d delive As building professionals navigate rising costs, stricter regulations and evolving client expectations, one thing remains constant: people remember how you made them feel. When that feeling is gratitude, admiration and trust, it echoes long after the final coat of paint has dried. ie me m e o emp “W Guti wan just deliv
Aidan Cropper
David Gutierrez
we’ll send potential clients a list of past
customers they can call. Real people, happy to talk about their experience and even show off the work they had done.” all. talk e and ork
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Master Builder
www.fmb.org.uk
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