Lifestory Research Reports:
Ashton Woods Homes Recognized by Home Shoppers as Most Trusted Builder in America for Second Consecutive Year
NEWPORT BEACH, California: Jan. 21, 2014
Trust is the new measure by which consumers evaluate home builders, according to ground-breaking national research of more than 40,000 new-home shoppers who identified Ashton Wood Homes as the Most Trusted Builder in America for the second consecutive year.
“In our second year of performing the Lifestory Research Most Trusted Builder in America Study SM, we once again identified that three of four customers believe trust is paramount in choosing a home builder,” said Lifestory Research President and CEO Eric Snider. “We find that the trust held by a customer toward a home builder plays a central role among home shoppers as they seek to reduce uncertainty in the high-risk decision of purchasing a new home.”
The Lifestory Research Most Trusted Builder in America Study tracks 133 home builder brands in the top 27 housing markets in the United States. To qualify for inclusion in the national ranking of the Lifestory Research 2014 Most Trusted Builder in America Study SM, builders had to be among the top 20 builder brands in the United States. A top 20 builder brand is a single builder brand being built in multiple markets with total revenues exceeding $500 million in sales.
Ashton Woods Homes is one of the nation’s largest builders, selling homes in Atlanta, Austin, Dallas, Houston, Orlando, Phoenix, Raleigh, San Antonio and Tampa. As the Lifestory Research 2014 Most Trusted Builder in America, Ashton Woods produced a Net Trust Quotient Score of 113.2, followed in order by (2) Meritage Homes, (3) David Weekley Homes, (4) Toll Brothers, (5) Taylor Morrison, (6) Standard Pacific Homes, (7) Shea Homes, (8) Drees Homes, (9) Ryan Homes – NVR, (10) Khovnanian (11) Highland Homes of Texas, (12) M/I Homes, (13) Richmond American Homes, (14) Lennar Homes, (15) Ryland Homes, (16) Pulte Homes, (17) D.R. Horton, (18) Beazer Homes, (19) Centex, and (20) KB Home.
The study, in its second year, evaluates attitudes from tens of thousands of consumers who are actively in the process of shopping for a new home in one of the top 27 housing markets in the United States. Trust is measured through the Lifestory Research Net Trust Quotient Score. This score is based on the fundamental perspective that every organization’s customer can be divided into three categories: “advocates,” who feel a significant trust toward a given brand; “neutrals,” who trust a specific brand, but do not see a specific brand as standing on the shoulders of other brands in regards to trust; and “antagonists,” who are skeptics with little, if any, trust in a specific brand.
The most effective way to gauge the trust of a brand is to take the percentage of customers who are trust advocates and subtract the percentage of people who are distrusters. Scores are standardized with 100 being equal to the overall average. Scores can array above and below the 100 point average. Each Net Trust Quotient Score represents the net value of a brand on trust. A brand with a high positive score is an indication that the brand is trusted by a large portion of the target market. Conversely, a low score is an indication that the brand is not trusted by the consumer marketplace.
To qualify to participate in the study, participants must have met all of the following criteria: Household located in the metro area of one of the 27 markets in the study (see link for list of markets), a household income in excess of $50,000, between the ages of 25 and 69, actively shopping for a home during the last 90 days, and with intentions of owning their next home (versus renting).
Detailed information about the study can be found at www.lifestoryresearch.com/2014mosttrustedbuilder