Originally Published as: Building Wins: Common Customer Complaints and How to Handle Them
Most customer complaints don’t start with a mistake. They start when expectations and reality stop matching up. After more than four decades working with builders, suppliers, and customers throughout the post-frame industry, I’ve become convinced that many of the complaints we encounter have less to do with construction issues and more to do with communication.
What some people may not realize is that before I spent those decades on the supplier side of the business, I was a builder myself. Like most builders, I learned some lessons the hard way, and one of those lessons had nothing to do with construction techniques, engineering, or building materials. It had everything to do with communication.
One project in particular still sticks with me. When the customer signed the contract, I told him we would likely be starting construction in a couple of weeks. At the time, that was my best estimate. Unfortunately, we began experiencing some supply issues getting trusses, and the schedule started slipping. The delay itself wasn’t the problem. The problem was that I never picked up the phone. As the two-week mark approached, I knew we were running behind and that the customer was expecting to see activity soon. What I failed to do was make a simple phone call and explain what was happening.
Eventually, the customer called me, frustrated and wanting to know what was going on. Looking back, I don’t blame him. In his mind, two weeks had come and gone, and he hadn’t heard a word. The reality is that a thirty-second phone call probably would have prevented the entire issue: “Hey, we’re getting close to the timeline I originally gave you. We’re dealing with a truss delay, and it looks like we’ll be delayed another 3 to 5 days. I’ll keep you updated.” That simple conversation would have changed everything.
The lesson has stayed with me for years. The problem wasn’t the delay; the problem was allowing the customer to fill the silence with their own assumptions. Certainly, mistakes happen. Materials get damaged. Deliveries get delayed. Weather creates challenges. Customers change their minds. Every builder reading this article has dealt with those situations. But the companies that consistently create loyal customers aren’t the ones that avoid every problem. They’re the ones who manage expectations before, during, and after the project.
Before the Build: Set Expectations Early
The easiest complaint to solve is the one that never happens. Many customer frustrations begin long before the first post goes into the ground. A customer signs a contract and immediately begins building expectations in their mind, imagining timelines, construction schedules, delivery dates, and finished results. The challenge is that many of those expectations were never actually discussed.
A builder may say, “We’ll probably get started in a few weeks.” The customer hears, “Construction begins exactly three weeks from today.” A builder may say, “Weather can impact scheduling.” The customer hears, “The weather won’t affect my project.” Nobody is intentionally misleading anyone; they’re simply hearing different things.
Many disputes also begin with assumptions about scope. The customer assumes something is included. The builder assumes it isn’t. Neither side intentionally creates the misunderstanding, but if expectations aren’t clearly discussed and documented, frustration often follows. A few extra minutes spent reviewing responsibilities, scope, and expectations can prevent hours of headaches later.
This is why communication before construction starts is so important. Talk about timelines, permitting, weather delays, material availability, and site preparation responsibilities. Talk about what happens if schedules change. Most importantly, explain what the customer should expect throughout the process. Customers can handle uncertainty far better when they know uncertainty exists; what they struggle with is surprise. One lesson I’ve learned over the years is that customers can handle bad news much better than they can handle surprise news. The sooner they know what’s happening, the better everyone will be.
During the Build: Communication Matters More Than You Think
Once construction begins, communication becomes even more important. Many customer complaints during construction have very little to do with craftsmanship. Instead, they sound like this: “Nobody called me back.” “I don’t know what’s going on.” “Why wasn’t anyone here today?” “Why does it seem like nothing is happening?”
Notice something — most of those complaints aren’t about construction. They’re about information. Customers want to know what’s happening with their project. That’s reasonable, after all, they’ve invested significant money and trust into the process. When communication stops, uncertainty takes over. Silence creates uncertainty, and uncertainty creates frustration.
Many builders avoid difficult conversations because they don’t want to upset the customer. The reality is that by the time you’re debating whether to make the call, the customer is often already frustrated. Delaying the conversation doesn’t reduce irritation; it increases it. If a project is running behind, call. If materials are delayed, call. If the weather creates scheduling issues, call. If there is no major update at all, call anyway. A short update is almost always better than no update. Customers appreciate knowing where things stand, even when the news isn’t what they hoped to hear. Today’s customers also have more ways than ever to share their experiences. A concern that might once have remained a private conversation can now be discussed publicly within minutes, which makes communication and responsiveness even more important.
Handling Issues During Construction
Let’s be honest — every project has challenges. No matter how experienced the builder, no matter how detailed the planning process, something unexpected eventually happens. A delivery arrives late. A change order appears. The customer wants something different. A scheduling conflict develops. A minor issue arises on the job site.
When these situations occur, the response matters more than the problem itself. One of the biggest mistakes contractors make is becoming defensive. Instead of listening, they start explaining. Instead of understanding the concern, they start assigning blame. But customers don’t care whose fault the issue is. They care about who owns the solution.
Listen first. Ask questions. Make sure you fully understand the concern. Then focus on what can be done moving forward. In many cases, customers simply want to know that someone is taking their concern seriously. That doesn’t mean every complaint is valid, but it does mean every complaint deserves attention. A customer who feels heard is far easier to work with than a customer who feels ignored.
After the Build: Don’t Disappear
This may be the most overlooked stage of the customer experience. The project is complete. The final invoice is paid. The crew has moved on. The builder is focused on the next project. Meanwhile, the customer lives in the building every day.
Questions arise. Minor adjustments may be needed. Warranty concerns occasionally surface. Punch-list items sometimes remain. This is where many companies unintentionally damage otherwise positive relationships. Customers who were thrilled during construction suddenly feel abandoned after completion.
A quick response goes a long way. A follow-up call goes a long way. A simple check-in a few weeks after completion goes a long way. The last impression often becomes the lasting impression. Customers remember how the relationship ended, so make sure that ending reflects the professionalism you demonstrated throughout the project.
A Quick Word for Suppliers
While this article is aimed primarily at builders, the same principles apply to suppliers as well. Builders become customers the moment they place an order. They want communication. They want realistic timelines. They want updates when conditions change. They want follow-through. Whether you’re dealing with a building owner or a builder, people want information, honesty, and communication. The fundamentals don’t change.
Turning Good Projects Into Great Referrals
The best builders understand something important: customers don’t expect perfection. They expect professionalism. They expect communication. They expect responsiveness. When expectations are managed properly, complaints decrease. When problems arise, they get resolved faster. When customers feel informed and respected throughout the process, they become more than satisfied customers. They become advocates who tell friends and neighbors and recommend your company long after the final invoice has been paid.
Some of the strongest customer relationships are built because challenges were handled properly when they appeared. I’ve seen customers forget mistakes. I’ve rarely seen them forget being ignored.
Customers rarely expect perfection. Most understand that weather, schedules, deliveries, and unforeseen issues are part of construction. What they do expect is honesty, communication, and follow-through. Every project eventually ends. The reputation you leave behind doesn’t.
