When sales are slow it’s easy to blame the market. Interest rates, discounters, government regulations. Once they’ve been sorted out the market will be ok.
The HIA wants to blame the market. So does Gerry Harvey and his big retailer friends. Faced with sluggish sales they place their industries woes squarely at the feet of the Reserve Bank and the Internet. They believe that, if rates don’t remain on hold, new home sales will continue to stagnate. Or if they could just get a fair go then profits would be restored.
Maybe their right but it’s hardly a recipe for creating sales.
Rather than looking pleadingly at the RBA the HIA would be better served by turning their attention on their own costs and pricing structures. In doing so they might discover an untapped demand for different products at different (read, lower) prices.
And rather than complaining about slow government approval processes they could make more better use of those approvals that are working efficiently.
As a business we’re not immune to HIA style thinking. It’s easy to get sucked into believing it’s a flat market and to be paralysed by the negativity of those who are convinced that sales will increase only when the market improves.
But that’s not what we’re about. It’s not how we roll. We know there are things we can do to expand our business even while others complain. We know there are ways to serve our customers better and more effectively. And that’s exactly what we’re going to do. Today – right now – for there’s no time like the present.