Three Key Methods for Acquiring and Retaining Clients
The U.S. real estate industry generates over $1 trillion in revenue annually, according to IBISWorld Industry Reports. It’s a massive and competitive sector made all the more so by ever-shifting technology that can allow sales agents to be either more…
Could We Have Your Attention Please!
Sales Etiquette No prospective buyer should ever leave a home builder’s sales office feeling like they just attended the annual Tour of Homes, yet that’s exactly how I felt after visiting a new home community in an upscale suburb of…
Buying Signals | Are You Overlooking the Obvious?
Several weeks ago, I arrived early for a meeting with a client and caught myself mentally evaluating a salesperson who appeared to be winding up his presentation. During a lull in their conversation, I heard the prospective buyer tell the…
Become A Sales Enthusiast
When I evaluate a salesperson’s performance I become a virtual participant, much like a die-hard sports fan on Sunday afternoon. Sometimes I’m a cheerleader; sometimes I’m the coach, and more often than not, I’m a little overzealous. Case in point: While watching a new home video shop my family once thought our youngest had mastered the potty when I shouted, “Yes! She DID it! I’m so PROUD of her!” You could’ve cut the disappointment with a knife when they realized a sale had been closed.
BEFORE YOU SELL THE HOME – SELL THE BUILDER
It was the summer of 1989 when our daughters grew three inches taller and abandoned their skateboards in favor of nail polish, curling irons, and shoes. Our family was growing and changing. We were clearly outgrowing our home. Before long the girls would need larger closets and an area to entertain friends. We would need our own space, separate from the rest of the home, where we could relax and escape late night giggles during sleepovers.
Back then, before Internet was a household word or Google a twinkle in its founders’ eyes, we turned to the Real Estate section of our local newspaper…
WHAT IS IT?
You will never overcome this objection without finding out what the “it” is, so begin by clarifying the objection. When a customer wants to think it over, ask, “What exactly is it you want to think about? Is it the home’s layout, color scheme, design? Is it the community, location, amenities?” By providing choices, you make it easier for them to be direct with you about why they’re not buying, which provides you the information needed to overcome the objection.
The Cadillac and the Beetle
My first encounter with a salesman was the day my Dad took me shopping for my first car. “Before we go,” he said, “you need to know the rules of the game.”
He went on to tell me that the majority of salespeople are as slick as snakes, ready to lie like a dog to get you to buy what they’re selling. He warned me not to say a word; to let him do all the talking, and to keep a poker face. According to Dad, if a sleazy salesman sensed interest or excitement, we would have a slim chance of negotiating a better deal. “Salespeople are in business to make money. They don’t care about the customer.” By the time we arrived at the dealership, I expected to meet Satan face-to-face!
Talking About the Competition
People who are in the market for a new home ask a gazillion questions. It’s what prospective buyers do when preparing to make the largest investment in their lifetime. As their sales counselor, you don’t just answer their questions, you educate, motivate, and facilitate them every step of the way. It’s what you do to ensure your prospects are able to make a well-informed decision.
But is it risky talking to buyers about your competition?
Selling Features and Benefits
Anyone can walk through model homes with prospective buyers, pointing out bedrooms, bathrooms, cabinetry and cooktops, but a good sales professional knows there is a world of difference between showing a house and selling a home.
Today’s new home buyers are looking to buy or build their dream home, in some cases, their forever home, and they are counting on you to convince them that your home is a better choice than the competition. High on their list are features and benefits.
Trial Closing “Could this work for you?”
Now, imagine how much more relaxed and enjoyable the day would have been if my grandfather had been able to trial close a few times before popping the question. If only he could have arrived for a visit, dressed to impress, and asked, “After seeing this handsome devil, can you picture yourself in these arms?” Her smile — or the lump on his head — could have eliminated any apprehension he had about the timing of his close.