Winning work isn’t just about price anymore. For SME building companies, the real challenge is standing out as a professional that clients trust from the first interaction.
In this episode of the Build Up podcast, host Amy Voce is joined by Aidan Cropper, Managing Director of IPSUM (UK) Ltd, and David Gutierrez, Director of Nest Building Group. They’re joined by Paula Higgins, Chief Executive of the HomeOwners Alliance, and Alexandra Powell, who leads the family-run design and construction company Powell DC.
Together, they explore what homeowners are really looking for - and how builders can position themselves to win the right work.
Why this topic matters for building businesses
For many builders, the pipeline looks busy but unpredictable. Enquiries come in, but not all of them lead to the right jobs or the right clients.
At the same time, homeowners are more cautious about who they appoint. They’re comparing options, asking more questions and looking for clear signs of professionalism before committing.
As Paula Higgins puts it:
'Homeowners have high expectations, lots of concerns, and plenty of questions when they’re choosing who to trust.'
That puts pressure on every stage of your process - from first enquiry through to final handover.
Key risks, challenges or pressures discussed in the episode
The episode highlights the realities many SME builders are facing:
- Being compared on price when your value isn’t clearly communicated
- Losing work early because first impressions don’t build enough confidence
- Misaligned expectations that lead to tension once work starts
- Increasing demand for transparency around cost, timelines and delivery
There’s also a clear gap between what clients think they’re buying at the start and what they value once the job is underway. Bridging that gap is where good builders stand out.
Practical improvements or actions referenced in the discussion
The discussion focuses on what experienced builders are already doing to win better work:
- Responding quickly and professionally to initial enquiries
- Producing clear, structured quotes that explain the job, not just the price
- Setting expectations early around programme, responsibilities and risk
- Keeping communication consistent throughout the build
One point comes through strongly:
'Clarity up front separates you from ‘just another quote’.'
These are practical changes that directly affect whether you win the job and how smoothly it runs.
Specialist or expert insight
Paula Higgins shares what homeowners are actively looking for when choosing a builder - and what causes concern early on.
It’s not just technical ability. It’s how you communicate, how clearly you explain the process and whether you come across as organised and reliable from the outset.
Alexandra Powell brings a delivery perspective, showing how guiding clients properly from day one - especially where design and build overlap - builds confidence and reduces issues later.
Systems, professionalism or raising standards
Professionalism shows in how you run the job, not just the finished result.
The episode points to the importance of:
- Clear processes across each stage of the project
- Strong site culture, including behaviour, communication and presentation
- Good coordination with designers and other professionals
- Consistency in how you deliver, not just how you sell
Done well, this leads to better reviews, more referrals and repeat work from the right clients.
FMB member support or resource
FMB membership plays a clear role in helping builders stand out.
It gives you a recognised badge of quality that reassures homeowners at the decision stage. Your business has been vetted and your work inspected - something clients actively look for when choosing who to trust.
There are also practical tools to support how you present your business, including an FMB-approved quotation template to help you price work clearly and professionally.
Watch the full episode
If you want to win better clients and avoid the common issues that slow projects down, this episode is worth your time.
You’ll hear directly from experienced builders and industry experts on what makes the difference - from first contact through to delivery on site.
Watch the full episode now and see how you can apply these insights in your business.
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The Build Up Podcast
Build Up is the FMB podcast for builders tackling the real-world challenges of running and growing a building business in the UK.
