By Phil Crone
Executive Officer, Dallas Builders Association
In unprecedented times, questions naturally arise about how to maintain business connections and personal networks when traditional avenues are restricted. Many members of the Dallas Builders Association, spanning developers, suppliers, realtors, and professional service providers, have sought guidance on sustaining vital relationships amidst social distancing measures. While physical proximity may be limited, the need for community and connection remains paramount. Indeed, this period presents a unique opportunity to redefine engagement and reinforce brand identity within the dynamic housing industry.
The term “social distancing” often carries a connotation of complete isolation, yet our inherent need for social interaction persists. Instead, we should embrace the concept of “social presence” – actively engaging with our communities and peers, even when circumstances demand physical separation. This shift in mindset transforms a challenge into a remarkable opportunity for every professional in the construction and real estate sectors to emerge as an industry role model.
By acting as a beacon of reliable information and steadfast integrity amidst a sea of uncertainty and misinformation, you can significantly enhance your brand’s reputation. This opportunity is readily available, amplified by platforms like social media and the Dallas Builders Association, which actively encourages and shares valuable insights from its members. Cultivating this kind of authentic presence doesn’t require complex strategies; a fundamental grasp of crisis communication principles is all that’s needed to make a meaningful impact. These well-established guidelines emphasize transparency, acknowledging uncertainty, avoiding over-reassurance, and, crucially, admitting mistakes. Above all, it’s essential to “stay in your lane” and focus on what you know best.
“In the middle of every difficulty lies opportunity.”
Albert Einstein
Avoiding Armchair Epidemiology: Focus on Your Expertise
During times of widespread public health concerns, there’s a natural inclination to seek answers to complex questions. Many fundamental aspects of global events, such as a pandemic, often remain unanswered by definitive data for extended periods. Questions like the precise reach of a virus, its exact lethality, the duration of immunity, the efficacy of various protective measures, vaccine timelines, and the future trajectory of case surges, are all critical. However, these are questions best left to qualified public health experts and scientists.
Unfortunately, the digital age has spawned a proliferation of “armchair epidemiologists,” individuals who confidently proclaim definitive answers based on limited information or biased interpretations. They often elevate every new “study,” regardless of its scientific rigor, if it supports their preconceived, and frequently politically motivated, hypotheses. While the answers to these overarching questions are undeniably relevant to all of us, they are not within our professional purview. Attempting to provide such answers not only misleads but also erodes credibility. Your role in the housing industry is distinct, and maintaining a clear boundary around your expertise is vital for effective crisis communication. Therefore, the most prudent advice is to consistently “stay in your lane.”
How to Effectively Stay in Your Lane in the Construction and Real Estate Industry
Your “lane” refers to your core area of expertise – the practical, day-to-day realities and strategic implications affecting your business within the broader construction and real estate landscape. This includes a wealth of invaluable information that your peers, partners, and potential clients are eager to understand. Think about the tangible impacts you’re observing: Are you experiencing significant supply chain issues? If so, identifying the specific bottlenecks or sources can be incredibly insightful for others in the Dallas real estate market. Have you noticed shifts in buyer attitudes or preferences – perhaps a greater demand for home offices, outdoor spaces, or flexible floor plans? Sharing these evolving trends provides a competitive edge and helps the entire industry adapt.
Furthermore, what legal or regulatory challenges are you encountering, and how are you navigating them? Insights into new permitting processes, zoning changes, or compliance requirements can be invaluable. What factors are you closely monitoring that directly impact pricing, from material costs to labor availability or interest rates? Finally, what safety protocols have you implemented on job sites or in sales centers, and are they proving effective in maintaining operations while ensuring well-being? Detailing these practical solutions not only offers reassurance but also provides actionable strategies for others. Every stakeholder in the housing industry, particularly builders, developers, and realtors, hungers for this kind of specific, actionable information. By consistently and thoughtfully sharing your unique insights, you establish yourself as a thought leader, a reliable resource, and ultimately, a trustworthy partner. This is a surefire way to earn followers and cultivate lasting customer relationships, especially in an industry that has sometimes been less inclined to transparent sharing. Remember, we are all facing similar challenges, and collaborative problem-solving benefits everyone.
Embracing Uncertainty: The Power of Acknowledging What You Don’t Know
Many aspects of effective crisis communication are inherently counterintuitive, and perhaps none more so than the imperative to openly admit uncertainty. In an environment where professionals are often expected to project an image of unwavering expertise and confidence, telling people, “I don’t know,” or “We’re not sure yet,” can feel like a step backward. However, resisting the temptation to offer premature, absolute declarations is a cornerstone of building enduring trust and credibility. We’ve frequently witnessed public figures, reporters, and even purported experts delete crucial nuance from their statements, presenting information as more definitive than the evidence warrants. This often leads to conflicting messages and, eventually, a significant loss of public trust when reality diverges from their absolute pronouncements.
Instead of declaring, “This is precisely how the market will perform,” or “This policy is the ultimate solution,” adopt a more measured and transparent approach. Let your audience know how you are currently analyzing a particular issue, outline the steps you are taking to address a problem, and clearly state your current opinion based on available data. Crucially, explicitly leave yourself open to changing your mind as new evidence emerges and circumstances evolve. This demonstrates intellectual humility and an adaptable mindset, qualities that resonate deeply with discerning audiences. Acknowledge the diversity of opinions within the industry; if a competitor or peer holds a different viewpoint, recognize it gracefully rather than dismissing it. In the context of crisis communication, “winning” isn’t about being proven absolutely right in every instance. It’s about how you approach problem-solving, your commitment to transparency, and your ability to maintain integrity. By embracing uncertainty and communicating with candor, you strengthen your position as an industry role model, enhancing your brand equity far more than any premature declaration ever could.
Navigating Market Fluctuations and Building Trust Through Candor
While the housing market has shown remarkable resilience and positive news in recent periods, it is almost certain that we will encounter further “bumps in the road.” Economic shifts, unforeseen regulatory changes, or evolving consumer behaviors can introduce new challenges. When such difficult news arises, there’s a natural, almost instinctual temptation to soothe anxieties by sugarcoating the situation with overly reassuring messages. While this approach might offer temporary comfort, over-reassurance inevitably backfires. When the inevitable discrepancies between the sugarcoated message and reality become apparent, your credibility – a painstakingly built asset – will be severely compromised. I experienced this internal struggle personally when faced with the unsettling possibility of an industry-wide shutdown during the initial phase of the pandemic. Every fiber of my being wanted to loudly declare, “No, that will never happen; our industry is far too essential.” Yet, history and experience teach a different lesson.
Candor, though often the harder path initially, is always the best option for long-term trust. It means explaining the situation clearly, outlining foreseeable outcomes without succumbing to overly dramatic language or hot emotion. Consider the leadership examples of figures like Winston Churchill or Franklin D. Roosevelt during the darkest days of World War II. They communicated grim realities with a steady hand, inspiring resilience without resorting to false hope. Strive for a communication style that is empathetic, matter-of-fact, and free of theatrics. Furthermore, an essential, yet often overlooked, component of effective crisis leadership is the willingness and ability to sincerely apologize for errors. I recall a plaque my late grandfather had that stated, “When you’re right no one remembers, when you’re wrong no one forgets.” That simple adage stuck with me, and over time, I came to understand its deeper meaning about accountability and blame. Paradoxically, the more readily you accept responsibility and blame yourself for a misstep, the less others are likely to hold it against you. They may even offer empathy, acknowledging that the situation was complex or that others also made similar errors. This is the genesis of forgiveness and reconciliation; it is nearly impossible to forgive someone who refuses to admit fault. Over the past few months, anyone glancing at news headlines or social media has witnessed a litany of crisis communication missteps by politicians, health officials, and various self-proclaimed experts. These failures have undeniably exacerbated the confusion, anxiety, frustration, and anger we have all collectively experienced. Your commitment to candor and accountability sets you apart as a leader.
Tell Your Story, Be a Beacon: Driving Success in the Dallas Real Estate Market
The housing industry stands at a pivotal juncture, poised to play an indispensable role in our nation’s economic recovery and future growth. Each one of you – from the seasoned developer shaping communities to the innovative builder crafting homes, the meticulous supplier providing essential materials, and the dedicated realtor connecting dreams with addresses – is an integral part of this vital ecosystem. And crucially, each of you possesses a unique story to tell, a distinct perspective, and invaluable insights to offer on the competitive market you operate within, especially here in the vibrant Dallas-Fort Worth metroplex.
In today’s information-saturated world, the sheer quantity of content often overwhelms. This overwhelming volume paradoxically increases the demand for quality – for information that is relevant, credible, insightful, and authentic. Builders, developers, consumers, and all stakeholders are actively seeking this quality information, and they will naturally gravitate towards those who consistently provide it. This period of difficulty, therefore, presents an unparalleled opportunity to transform perceived limitations into distinct advantages. Be socially present not just in terms of virtual interaction, but by consistently offering relevant, high-quality information that truly helps your community and clientele navigate these changing times.
By investing your time and effort in being an industry role model – by sharing your expertise, demonstrating integrity, and communicating with transparency – you will undoubtedly see significant dividends. This strategic approach will not only enhance your brand equity, solidifying your reputation as a trusted leader in the Dallas real estate market, but it will also positively impact your bottom line through increased trust, stronger relationships, and sustained business growth. Embrace this chance to lead, to inform, and to inspire.
Phil Crone is the executive officer of the Dallas Builders Association, the premier trade association and professional network for homebuilders and associated industries in the Dallas area. Discover more about the valuable resources, advocacy, and networking opportunities offered by the DBA at dallasbuilders.com.