2017 Ain’t Over Just Yet
Guest post by Jen Barkan of Do You Convert
The summer comes to a close and fall begins. The kids head back to school, the sunny days get cooler, and the holiday season is fast approaching. With just a few months remaining on the calendar for this year, have you turned up the heat on your business goals?
The general brokerage industry begins winding down this time of year, but not new construction. You’re still busy building and closing homes before year’s end. The clock is ticking and you can feel it.
Your web and walk-in traffic may slightly pick up. While it’s not the fever you experience in a spring market, the quality of the lead is there. Less tire-kickers and more motivated buyers are in the market this time of year. With summer over, a buyer’s thoughts shift from vacation and back-to-school to the vision of a new home. Some take time off work for holidays and invest some of it in a new home search.
These prospective homebuyers might be scouting out the area because they are relocating, a move that often brings more urgency to close. Or maybe, they just had the family over for Thanksgiving dinner and realized how nice a big, brand new, updated kitchen and another guest room would be—or that it’s time to move the grandparents under their roof.
As we scurry through the next few months, I encourage you to focus on three areas that will drive you to close out the year strong: Customer, Company, and You.
Remember: Just like us, your buyers are busy this time of year. Our job is to help the customer and smoothly pave the path to purchase. Follow these two tasks to stay on track:
- Responsiveness = “I care.” Answering calls and responding as quickly as possible lets customers know how important they are to us.
- Set expectations. Do what you say you’re going to do. If you tell a customer you’re going to get back to them with info, do it. When you fail to live up to your word, you compromise integrity in the eyes of your buyer.
Focus on your move-in ready homes that can be sold and closed by year end.
- Promote the experience of being in their brand new home for the holidays.
- Push an inventory-focused sales contest for both onsite and online selling.
And Then There’s You
You may have goals that you set out to accomplish at the beginning of this year and haven’t achieved them yet. It’s not too late to succeed.
- Look back at your goal-setting or planning session from the first quarter. What could you push to accomplish in the last few months of the year? Create an action plan to get it done.
- Take a look at your current sales process, and step out of your comfort zone to try something new. Maybe it’s video email that you’ve heard about but haven’t done yet.
There is still plenty of time in the year to build even greater success. Start now to finish strong.
About the Author
With over 11 years in sales and marketing for new home builders, Jen Barkan brings frontline experience to Do You Convert as an Online Sales Coach. Jen developed and managed the Online Sales Program for Rose & Womble’s New Homes division in Hampton Roads, which grew to represent 20 builders and over 45 communities.
In 2016, she was named Online Sales Consultant of the Year by the National Sales and Marketing Council of the National Home Builders Association and was also a Silver Award winner in 2015. Later in 2016, Jen was the recipient of Professional Builder’s 40 under 40 award.
Learn more at DoYouConvert.com.