S1Ep113 Why Builder Customer Experience Matters with S. Robert August

When you’ve helped generate over $25 billion in real estate transactions, recruited 5,000 NAHB members, and built communities through double-digit interest rates, you learn what separates the builders who survive from the ones who scale.

For S. Robert August, it’s not product. It’s not price. It’s not even design.

It’s the builder customer experience.

And if you’re still treating service like a “post-closing problem,” you’re missing your biggest opportunity.

Robert started his career in customer service—handling nothing but complaints. “Nobody called because they were happy campers,” he says. “Every call was a problem, and every problem was a lesson.” That crash course taught him what most builders learn the hard way: service isn’t just about fixing things. It’s about how you make people feel.

“Problems don’t fix themselves. You have to address them fast, and with empathy.”

Throughout his 50+ years in the industry, Robert has helped builders turn problems into profit—especially with change orders. Instead of treating them like chaos, he teaches builders to structure them into a repeatable, profitable system. Set expectations early. Explain the domino effect. Tie costs into financing. And don’t be afraid to charge for strange requests.

“Anticipate change, expect change. If you embrace it, you can move on a dime.”

But builder customer experience isn’t just about buyers. It’s how you treat trades, vendors, and lenders. Respect, trust, and clear expectations are the foundation of every relationship. “It takes 75 to 125 companies to build one home,” he says. “You better treat every one of them like they matter.”

Robert shared a story about a custom builder who handled post-closing like a mission. He showed up every morning for a month just to check in, answer questions, and make sure the new homeowners felt supported. The result? Zero issues—and endless referrals.

“The coffee was waiting for him at 8 a.m. That builder never had a service call we couldn’t handle.”

Too often, builders avoid post-closing follow-up because they fear complaints. Robert says that’s exactly when you should be leaning in. Ask how the buyers are doing. Ask for referrals. Stay top of mind—not just during the sale, but after the move-in.

“Every meeting is a chance to earn a referral.”

And if you want to build a winning team, invest in your people the same way. Robert’s companies mystery shop their own sales teams—not to fire anyone, but to help them improve. “We don’t shop salespeople to fire them. We shop them to help them get better.”

At the core of it all is mindset. Build trust. Set expectations. Follow through. And don’t overpromise just to pad your margins.

“You can do 158 things right—but if you blow one, nobody remembers the rest.”

And the one thing your buyers will remember most? How you made them feel.

Watch the full episode on YouTube.

About S. Robert August
S. Robert August is the founder of North Star Synergies and one of the most accomplished voices in home building, marketing, and real estate development. With over 50 years of industry experience, he’s helped drive more than $25 billion in real estate sales across residential, commercial, and resort projects.

A Senior Life Director of the NAHB and a nationally recognized educator, Robert has trained thousands of builders and sales professionals, served as Chairman of the NAHB’s National Sales and Marketing Council, and holds the all-time record for NAHB member recruitment. His focus? Helping builders create stronger customer experiences, more predictable cash flow, and long-term growth through smart strategy and real relationships.

Learn more at NorthStarSynergies.com.

About Michael Krisa
Michael Krisa is the creator and host of Builder Straight Talk, a podcast built for serious builders who want real conversations—not fluff. With a background in marketing and media strategy, Michael brings a no-nonsense approach to helping builders, contractors, and remodelers grow their business, simplify their systems, and fund more projects.

He’s known for asking the tough questions, digging out practical insights, and shining a spotlight on the people driving real results in the construction industry. If you're tired of buzzwords and ready for real builder talk, you’re in the right place.

Learn more at BuilderStraightTalk.com.