With a salesforce that's largely untested in a soft market, real estate experts are stressing a return to core sales skills.
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“We don't profess to be smart enough to know what's going on in every customer's mind,” Overly says. “Asking for the sale helps us understand their objections. We'll say, ‘Can you share with us what's keeping you from buying?' Now that I have their objections, selling starts.”
But the sales process actually starts with sales consultants studying their market and their competitors, says Atlanta-based Cheri Riley, president and managing partner of Paces Ferry Realty, which represents new construction in the upscale Buckhead area. By shopping the competition, they find out what products and benefits are being offered in the market and how they can position their builder or community to stand out. They also learn how their own company is being described by other builders and can be prepared to address those points in sales presentations.
And while they're checking out the competition, they should check out their own product line. Riley recommends going back through the inventory and looking at it with fresh eyes to find the nuances that make the homes unique and special.
THE RIGHTWAYThere's no service, of course, in telling sales consultants what they're doing wrong without offering insights on how a sales presentation should be done.
When a customer arrives in the sales center, two things need to happen, Overly says: Cell phones need to be turned off and feet need to hit the floor. Both actions show the customer that he has the sales consultant's full attention—as well he should. “The best opportunity I have is the one right in front of me,” Overly notes. “You get up from behind the desk and greet the person coming in the door.”
That greeting is the beginning of the sales process, Schultz says, and should include the name of the community, the name of the builder, and the name of the sales consultant. Here is an example: “Good morning! Welcome to Quality Homes at Spring Lakes. I'm John Wilson. And you are?” The name of the builder and community need to be mentioned at least six times during the presentation, Schultz says, to help buyers remember the community when they get home from a day of model-hopping.
After the initial greeting, Schultz recommends asking customers how much time they have to look at models that day. Follow that up by breaking the ice. If it's warm that day, offer them a cold drink. If it's chilly, ask if they'd like some coffee, tea, or other hot beverage.
Next comes a discovery conversation to find out how long they've been looking at houses (where they are in the purchase process) and what they need and want in a new home. Notice here that we didn't say, “Start a canned pitch about your builder and your product line.” It's important to ask about their priorities because the best sales center experiences focus on the customer, not the builder.
So, don't shortchange the interview process, Riley says. Take time to find out what they're looking for in a home. If they're not sure, ask probing questions. Ask about where they're living now. Are they looking for something smaller or larger? How many people will be living in the home? Do they need space for a home office? Do they enjoy entertaining? All of these questions will help narrow down which homes will be the best fit for them and what features to highlight in the model demonstration.
“You have a million different angles you could pitch,” Riley says. “If you're just hitting rewind and doing a [standard] pitch, you'll miss something. Match their personality type and zero in on what they want.”
