Builders who want to stand out from the competition (who doesn't?) can do that just by asking customers how they feel about the home-buying process. Yet only 25 percent of the nation's home builders measure customer satisfaction, says Paul Clem, national sales director for Overland Park, Kan.–based Enlight Research. Builders that regularly survey customers have lower sales and marketing costs, fewer call-backs, and more referrals, Clem says