We are back with another edition of our popular “Top New Home Sales & Marketing Tips” for the new year! This year we had insight from so many industry thought leaders that we needed two blog posts!
Here we focus on top sales tips and market conditions for new home communities. Our experts touch on an array of topics ranging from income expectations to personal branding.
For marketing insight, check out the article, Top New Home Marketing Tips for 2019.
Cheers to a successful year ahead!
Jen Barkan, Do You Convert
Make Friends with Marketing
With so many different ways now for prospects to find you, understanding the what, why, and how of your lead sources is super important. Regularly scheduled face time with marketing will help you not only to understand your leads better but help you to make appropriate adjustments to your follow-up processes.
Remember, not all leads are created equal, but they are equally important and your message and timing may need to change depending on the source. While online sales craves information from marketing, it’s a two-way street. Your responsibility as the Online Sales Specialist is to provide feedback on not only quantity, but quality and engagement of your lead sources. Reporting back on what you’re experiencing from the frontline phone and web inquiries is extremely valuable info and will promote better results for both sales and marketing.
Myers Barnes, Myers Barnes Associates
Act Your Wage
I regularly hear from people who want to make a lot of money. Who doesn’t? But my questions to them begin with, “How much is that?” What is your financial goal? “A lot” is not a number; neither is “wealthy.” It’s all relative to your perspective. A $100,000 income could be considered a lot. But maybe your vision is greater than that. My next question is, “How are you going to achieve your goal?” That’s the tough one. We all dream of making a six-figure (or higher) income, but without a plan, it’s just a wish. Here’s what you need to do to earn the big bucks you want: Act your wage!
If you want to earn $100,000, do the math. You must generate $40 an hour in sales. Waiting for a walk-in won’t net you $40 an hour. Talking to your friends won’t do it. And your social not-working certainly isn’t necessarily garnering you that kind of wage. To make $100,000 a year, you have to put yourself in front of more people. Make direct connections. Dig up new prospects. Put yourself face-to-face with a qualified buyer. Follow up with those leads you haven’t yet closed. Be active and proactive. THIS is the action that generates a $40-an-hour income and will guide you to your annual goal. When you make your living as a commission salesperson, you don’t get paid by the hour but by the results you deliver. Start acting your wage and powerful results will follow.
Erica Lockwood, Joseph Chris Partners
One Size Does Not Fit All
New Home Salespeople are not all created equal and that, ironically, is completely acceptable. While one might assume that most everyone entering a career in new home sales aspires to move into a management role, that fact could not be further from reality.
The truth is, there are many salespeople who are inclined to remain doing what they do best – selling. The smaller percentage of the talent pool are those who have a true talent for mentoring, training and managing others. The most commonly occurring faux pas is to look to the highest performing salesperson as the next go to sales management potential. While there are instances where this scenario has found success, there are many more that would show that it is not the best practice to effectively build a management bench.
Look to attitude and aptitude and an individual’s interest in helping others achieve their goals. Being a true leader is not an easy job and takes grit along with a dose of humbleness. When you take time to discuss career goals and aspirations with each of your salespeople – you may be pleasantly surprised. Whether or not your sales staff aspires to take on leadership roles, mentoring each for greatness is always a win-win!
Mike Lyon, Do You Convert
The Year of Personalization and Hard Work
2019 is going to look different for Online Sales. Don’t worry, all you need is a shift in mindset and work habits. Personalization will be the winning factor to help you stand out. We have so much technology at our fingertips, but don’t forget that it is all there to help us communicate more effectively with our customers. It takes work to personalize your communication; leverage the tech to enhance your touch.
Kimberly Mackey, New Homes Solutions Consulting
Don’t Chase Your Business, MAKE Your Business!
Every year we say that the market is changing, and every year it is true. In fact, the only constant is change. The market does what the market does. These are things over which you have no control. What you do have control over is doing the fundamentals day in and day out. Those who practice a disciplined, focused approach to building their business rather than just waiting on the business to come to them are the ones best positioned for any market conditions. Plan your time to do REALTOR® Outreach to create a steady sphere of REALTOR® VIPs. You need 25 VIPs who will each bring you two sales per year which will generate 50 sales per year! Think about that. Fifty sales per year before any walk-in or referral traffic.
Alaina Money, Garman Homes
Focus on the Feel
Melissa Morman, BDX
Are You Leveraging the X Factor?
We believe that Client Experience (CX) is quickly overtaking price and product as the key brand differentiator. McKinsey estimates that maximizing CX can increase customer satisfaction by 20%, lift revenue by 15%, and lower cost of service by 20%. CX is the net of how customers feel about the totality of their moments (human or digital) with your organization. Your “brand” is not something created by an agency or in the boardroom, it is the result of these moments over the duration of the client relationship.
Your CX isn’t something that just happens – it is something you can create and define. There are two key takeaways for builders here. First, we have to learn to evaluate every client interaction thru the eyes of our customers. Second, it’s critical to create an intentional recipe for success — eliminating friction and engineering delight!
Kerry Mulcrone, Kerry & Co.
“Position” Yourself for Success
Roland Nairnsey, New Home Sales Coach
Be a Developer
Amy O’Connor, Shore Consulting
Protect Your Mindset
Skylar Olsen, Zillow Group
Where New Construction May Pick Up
Charles Shinn, Builder Partnerships
Now is the Time to React
Jeff Shore, Shore Consulting
Confidence is the Key
Ryan Taft, Shore Consulting
Practice Makes Sales
Ralph Williams, Sales Solve Everything
Prepare Yourself for the Market Shift
Read Next: Top New Home Marketing Tips for 2019