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Our Online Sales Counselor of the Month is Lauren Ruggiero with Kimberley Homes in Edmonton, Alberta! As the New Home Concierge, Lauren contributes to 30-50 percent of overall sales, even in Edmonton’s challenging market. Read more to learn about her most useful technology apps, her go-to closing technique, and how she keeps her sanity. 🙂

How long have you been in your role/or working in new home sales?

In February 2016 I moved to Edmonton and started in the new home industry as an OSC.

What was your career path to becoming an OSC?

I was two years out of University working in Kelowna. When my boyfriend and I decided to move to Edmonton, my cousin Steve, the president of Kimberley Homes, called me with the opportunity to go through the interview process since the current OSC was heading out on maternity leave. After three months of phone/video interviews with Jill, our VP of Sales and Marketing, I made the cut!

How many online leads do you manage monthly?

40-50 leads/month

How have you seen online home sales change in the last few years?

Increasing numbers of people shop online and want to gather as much information as possible before they step into a show home. Sometimes they will be in communication with me for 1-2 years before they make a buying decision. This is where Kimberley Homes has an edge over builders who don’t have the OSC position; I’m able to build that relationship for years.

How do you see the OSC role evolving over the next few years?

The trend will consistently move towards more people shopping online and decreased foot traffic in show homes. Website/social media accounts will be the new show homes and the OSC will be the ‘front door’ to the company, creating the first impression with each lead. The faster, friendlier and easier the OSC can make the process for the buyer, the more success the builder will have overall.

What’s the most challenging aspect of your job? What do you do to overcome that challenge?

Being on call 24/7 and having my day easily derailed if I happen to get multiple new incoming leads, while balancing the other responsibilities of my job, can be tough. I have a great support team around me who understands that I need to and will drop everything to respond to new leads instantly.

What is the most useful technology tool to your job?

Lasso CRM, BombBomb, FollowUpThen, Dropbox, & CallRail

What is your go-to closing technique to get an appointment?

Presenting the appointment as the clear and logical next step – “It sounds like we have a good idea of what is important to you. The next step is to meet with our Area Manager so we can finalize your floor plan and lot selection. Does this day/time work for you?”

What/Who are your go-to resources for training and/or support?

Lasso CRM, Do You Convert & Jeff Shore

Do you have any specific successes you’d like to highlight?

It is a challenging market in Edmonton right now, but with excellent teamwork between myself and our Area Sales Managers, OSC sales have made up 30-50% of our monthly sales for the past 7 months.

Any tips or advice for fellow online salespeople and marketers?

Patience & empathy for your buyer – it’s the millionth time we’ve been asked the questions, but for them it is new and overwhelming.

Favorite thing to do outside of work?

I am an Indoor Cycle instructor and yelling at 20 other people for an hour keeps me sane. 🙂

Want to read more OSC of the Month features? View them all here.


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