Communication with Our Customers

Housing and Construction Business Initiatives

Basic Policy

Sumitomo Forestry provides proposals for ideal home building to customers who are thinking about buying a home through continuous communication with useful and effective information offering.

With spread of the new type of coronavirus disease(COVID-19), information dissemination through digital content has become a mainstay. Sumitomo Forestry is strengthening communication through digital content, such as live broadcasts of actual examples via SNS, which can be easily viewed as a means of disseminating information on home building, and the "MYHOME PARK" web content, which allows users to view the woodiness that characterizes Sumitomo Forestry homes, as well as technology, performance, ZEH, and design capabilities anytime and anywhere they like.

In addition, showrooms and exhibition sites where visitors can see and touch rich woody materials and other materials with their own eyes, as well as completed homes and structural sites, are individually guided with sufficient infection control measures.

In addition, Japanese housing policy is encouraging the standardization of excellent long-term housing and Net Zero Energy Houses (ZEH) to transition to emphasis on the importance of creating high-quality stock which is easy to maintain so that each house can be valued and lived in for a long time. Sumitomo Forestry conducts housing maintenance and replaces equipment in addition to providing appropriate proposals such as exterior renovations to sustain comfortable living in the long term for every owner. We are able to create opportunities such as consultation and inquiries through ongoing communication at owners events held in each location throughout Japan in addition to sustaining ongoing asset value through long-term support for the comfortable living of our customers.

A Dedicated Team to Realize Your Ideal Home

Sumitomo Forestry offers a unique application system that realizes ideal home building.

Once a customer applies, we meet to discuss everything from the exterior and room plan to the interior and housing exteriors with a home building team dedicated to the customer made up of a person in charge of sales, design, interior design, production and housing exteriors. At the point of application, each person with expert knowledge inquires about the requirements for the home such as the budget, family composition, lifestyle and any other areas of emphasis to help achieve the ideal home in all respects.

In addition, customers are individually guided to actual construction sites and completed houses with adequate infection control measures, so that they can visualize a realistic home and realize their ideal home building. The website MYHOME PARK features videos showing actual construction sites under construction and completed homes, allowing visitors to experience Sumitomo Forestry's homebuilding in the comfort of their own homes.

Sales of Home in-line with Various Needs and Lifestyles

Sumitomo Forestry proposes housing to a broad range of customers from first time home buyers to married couples that plan to live with their children in multi-generational homes or who plan to live as a couple after their children are grown.

In response to needs such as efficient traffic lines and room plans easy for families to interact as well as storage ideas and the latest equipment, DUE CLASSO custom-built housing for double-income families proposes Saku-kaji (prompt housework), Tomo-kaji (housework together) and Shin-kaji (new housework). These innovations are plentiful and help families spend a wonderful time together in this important space created through family cooperation. DUE CLASSO helps create a living space to achieve a leisurely lifestyle in both personal and professional life.

In addition, each of the more than 1,000 carefully selected plans in "Forest Selection BF" is a concentrated collection of ideas for living that only Sumitomo Forestry can offer, allowing customers to choose a home that meets their needs and lifestyle from a wide range of options.

Both of these products promote ZEH specifications to provide living spaces that value the lifestyle environment as well as the global environment.

In addition, in response to changes in lifestyles caused by the spread of the COVID-19, we offer ideal homes with a variety of design capabilities that fully utilize the power of wood to help you concentrate and relax, so that you can comfortably enjoy your new daily life, including how you work and spend your time at home, and how you care for your health and cleanliness.

New everyday

New everyday

New everyday
New everyday

New everyday

Model Homes/Showrooms

Sumitomo Forestry has expanded its model homes to roughly 280 sites and its showrooms to about 80 different locations. Technology housing display centers in Tokyo, Osaka and Nagoya also specialize in appealing to the technological and performance features of Sumitomo Forestry Homes. Each model home and showroom has taken measures to provide an environment where customers feel safe as the world faces the COVID-19 through comprehensive measure to prevent the spread of the infection. Some of these measures include reservations before visiting a model home and online consultations.

Model Homes

The model homes offer a wide variety of one-, two-, and three-story structures so that customers can experience the appeal of a home that meets their needs.

  1. High-quality Luxurious Wooden Spaces
    Sumitomo Forestry's model homes use an abundance of famous Japanese and world-renowned precious woods for flooring materials, while walls, ceilings, and fittings are also designed with high-quality wood materials, allowing visitors to experience an overwhelmingly woody space. The wooden interior materials, which have been carefully selected and evolved by skilled craftsmen, are known as "PRIME WOOD," and provide a high-quality atmosphere that can only be experienced in the actual space.
  2. Design Proposals Founded in Comfortable Living
    The strength of a structure is obviously important in a home, but a room plan, flow planning and storage plan as well as other aspects to provide comfortable lifestyles is also vital to every family living in the home. Visitors to these model homes can see the innovative room plans and ease of cleaning provided by Sumitomo Forestry with their own eyes. For example, families with children can also get a picture about raising their children there, including proposals for floor plan and children room as well as a study corner perfect to raise children. These families can also get a feel for high quality wood spaces accommodating work at home thanks to workspaces that take advantage of wood properties that help enhance concentration.
  3. Environmentally Conscious Design and the Latest Equipment
    Sumitomo Forestry is revolutionizing design with the Ryouonbou design concept. This design concept aims to incorporate the soothing qualities of nature and facilitate a lifestyle which does not rely too much on air-conditioning and heating systems. Everyone can see the actual innovations at our model homes, such as a design to create airflow from the south to north of the home with wonderful light via deep eaves. Some model homes are equipped with the latest environmental equipment, such as solar power generation systems, household fuel cells, and HEMS, as well as whole-house air conditioning systems.
Yoshijima Model Home (Hiroshima Branch/Hiroshima) Opened in June 2021

Yoshijima Model Homes (Hiroshima Branch/Hiroshima) Opened in June 2021

Yoshijima Model Home (Hiroshima Branch/Hiroshima) Opened in June 2021

Yoshijima Model Home (Hiroshima Branch/Hiroshima) Opened in June 2021

Showrooms

Sumitomo Forestry's showrooms allow visitors to experience and check the actual materials and equipment used in each component. The showroom offers a wide variety of water-related equipment such as kitchen systems, bathrooms, and washbasins, as well as curtains, wallpaper, interior materials, furniture, and exterior components such as exterior walls and entrance doors. You can see, touch, and compare them to get a concrete idea of what your home will look like.

  1. Large Exhibition of a Variety of the Latest Equipment
    We exhibit system kitchens from multiple product manufacturers. Design features from the sink tops to the color and texture of doors from different manufactures can be examined while comparing the storage space and convenience. In addition, a large number of bathrooms and washstands are also on display, allowing visitors to check out the water features while envisioning how easy it would be to perform household chores in their daily lives.
  2. Total Coordination of Interiors and Exteriors
    To meet a variety of needs, a wealth of floor materials, doors and windows, furniture and more are on display together with curtains and wallpaper with a wide variety of colors and patterns. We also have brought together a broad line-up of exterior materials for entrance doors and external walls to help visitors solidify their exterior images, which can offer coordination for the entire home.
    Everyone can get a distinct individual feel with wood that varies in color and look for each tree species. The showrooms make available floor materials in addition to a broad range of other interior and exterior materials. Each person can experience the look and actual feel of these materials from the touch to texture which cannot be felt in catalogs or on websites.
  3. Exhibition of the Housing Structure and Latest Environmental Devices
    Structure of a house is displayed in an easy-to-understand manner. The unique "BF construction method" features a main structural material that is about five times thicker than a typical pillar and is secured with strong metal, providing a high level of earthquake and wind resistance. In addition, we have the latest environmental devices on display, such as solar power generation.
Utsunomiya Showroom

Utsunomiya Showroom

Fukuoka Showroom

Fukuoka Showroom

Technology Model Homes

The technology housing display centers are dedicated to promoting technology and performance features of "Sumitomo Forestry homes." These exhibition houses creatively explain excellent competencies of wooden houses and structural features of the Big Frame Construction Method—Sumitomo Forestry's own building method that is Japan's first wooden beam Rahmen structure—so that visitors are able to understand the basic structures of the homes through direct exposure.

Both in fiscal 2020 and fiscal 2021, despite continuing impact of the COVID-19, a cumulative total of 2,552 visitors came to our technology model homes in Tokyo, Osaka, and Nagoya.

Outside of Technology Model Homes

Outside of Technology Model Homes

Respect for and Application of Customer Feedback

Customers First Initiatives

Sumitomo Forestry has established the Customer Relations Office as a Group-wide customer consultation service. Communicating the opinions and complaints of customers, including neighboring residents, to improve each department as well as management is an important mission for the Customer Service Department in enhancing customer first actions even further. The Customer Service Department holds periodic meetings and working groups with each business division and Group company as well as shares information to provide high-quality products and services which will bring sensation to our customers. The Department discusses the issues and examples of solutions to bring together as specific measures. The measures then are executed throughout the Group, and the Customer Service Department regularly evaluates progress and efficacy of the measures, and undertakes reviews and corrective actions, in line with the PDCA cycle.

In addition, in order to raise employee awareness, we use our internal website to regularly disseminate to the company and Group company information on how to improve customer satisfaction that can be implemented on a daily basis and heartwarming case studies called "Your Kirari" Selection for the "Your Kirari Award" is conducted every year, and the impressions and insights of pleased customers are made public to Group employees. By having employees share their impressions with each other, they accumulate as a shared asset for the entire Group. In addition, in order to prevent recurrence of defects, we regularly disclose contents of customer comments, opinions, and consultations we receive, as well as the results of our analysis and responses to them. The support for internal training and one-on-one meetings with Group companies are also provided.

Operation of Sumitomo Forestry Call Centers

Sumitomo Forestry established Sumitomo Forestry Call Centers that open 24 hours a day 365 days a year toll free as a consistent dedicated helpline throughout Japan that allows immediate support such as an emergency response lifeline to assist our customers. The telephone number is distributed on magnet cards given to home owners at delivery and shared on owner dedicated websites, in magazines and other mediums so that this helpline will be used broadly by our customers.

Presently the centers are located in Tokyo and Okinawa, and are linked together, shortening wait times for customers who call via the unified national free-dial number. Moreover, in response to the COVID-19, we moved and expanded office space to better the workplace environment for operators. In fiscal 2021, due to spread of the COVID-19, a number of products were difficult to replace with new ones, and we responded with parts replacement and alternative products. We will continue to strive to improve customer satisfaction by promptly responding to customer requests and consultations.

Sumitomo Forestry Call Center Inquiry Breakdown (Trends)*

Sumitomo Forestry Call Center Inquiry Breakdown (Trends)

* The aggregation period for fiscal 2020 onwards is January to December of each year, and the aggregation period before fiscal 2019 is April of each year to March of the following year.

Customer Surveys

At Sumitomo Forestry, in order to provide our customers with even greater satisfaction and service, we conduct questionnaires three times during when residents move into their home and the second and tenth years of moving in, and receive the opinions and impressions of the owners.

The survey questions primarily elicit responses about specifications, design, building materials, systems and fixtures, and the support service provided by the staff. The Company then statistically processes and analyzes these results, and applies any findings to product development and employee training.

We strive to improve customer satisfaction through direct customer contact gained from the comments received in these surveys, which are then shared with all of our relevant departments.

Each branch collects and ranks items determined by the people in charge of sales, design, interiors, production, and housing exteriors to judge the level of customer satisfaction. Our headquarters forwards the results of these rankings to each branch every three months. Each branch then aims to improve overall customer satisfaction while doing everything in their power to revise measures accordingly based on the results.

In fiscal 2021, the satisfaction ratio in these surveys was 97.4% in the survey of new owners, and 95.7% in the survey of second-year owners. Furthermore, Sumitomo Forestry has adopted the Net Promoter Score (NPS)* advocated by the housing industry for the purpose of enhancing customer satisfaction. In October 2017, we revised the five stage evaluation to an 11 stage evaluation for the questions above.

We will continue to provide high-quality products and services which bring sensation to our customers by further leveraging customer feedback through the NPS survey analysis.

* NPS is a new index used to measure customer loyalty (the amount of trust and affinity for the company and brand).

Communicating Information to Customers

Website Operation and Magazine Publication

Sumitomo Forestry operates its clubforest special website for owners of Sumitomo Forestry Homes. As of December 2021, about 145,000 owners had registered as members.

Through a variety of content on the site, we provide information that is useful in helping members get more enjoyment and comfort out of their lives as homeowners. The site offers various contents such as a page where members can see photos of the construction site as its progresses, exclusive sales pages where only owners can purchase Sumitomo Forestry Home products at special discount prices and a 24-hour inquiry that accepts requests for building repairs.

Lovely Family is a home and lifestyle magazine published twice a year. It also features details about Group company activities such as renovation and utilization of lands. About 310,000 prints were issued for each issue in fiscal 2021.

The cover of 'Lovely Family', spring and summer 2021 issue

The cover of "Lovely Family", spring and summer 2021 issue

Progress check page in clubforest Progress check page in clubforest

Progress check page in clubforest

The cover of 'Lovely Family', fall and winter 2021 issue

The cover of "Lovely Family", fall and winter 2021 issue