Bill Webb, MIRM, LLC, www.billwebbmirm.com
Q: What are some creative ideas to generate more traffic to builder models in the summer months?
A. A colleague once asked me, “How can I double my revenue next year?” My Zen Master answer was, “Become twice as valuable.”
Remember, customers are only interested in WIIFM (What’s In It For Me?) If you provide a value proposition that is genuinely superior, they will seek you out.
It’s never about what we want to do (generate more traffic). It’s always about what they want to accomplish. That’s complex and individual, but only rarely is it truly buying the most house for the least money. However they may define it, the real goal centers around making an emotionally satisfying decision that they feel is prudent.
Serious energy efficiency, artfully packaged, strategically promoted and enthusiastically presented provides a wonderful opportunity for builders. Your plan must save them money from day one and allow them to feel they are helping the environment. Providing a genuine positive differentiation like this will draw as much traffic as you can handle.
Q. Summer typically brings buyers who are transferring to the area. How do we increase our efforts to bring in more relocation buyers?
A. The Internet provides real value to out-of-towners doing advance research. Assume they are excited about coming to a new city and are having fun creating their new-life dream. Presenting your product and credentials is necessary, but don’t overlook projecting an upbeat enthusiastic attitude about Northeast Florida and including lots of helpful community information.
Remember, your goal at this point is not selling a house (what we want) but rather opening a helpful relationship with them that is guaranteed free of sales pressure (what they want). Offer to become their friendly new town concierge and mentor. Only a few people will abuse that. More will be grateful and reward you for your kindness.
In a world where competing builders’ homes appear way too similar for comfort, you, the person representing your builder’s homes, can become the great differentiator. If that thought excites you and you’re willing to do the work, your future is assured.
Q. What are the benefits of buying this summer?
A. Consensus is building that the new housing market has hit bottom and will go up from here. Customers who can bring themselves to act now will thank themselves in the future. You must believe that and be able to back it up with credible statistics. In a strange way, your customers are looking for permission to buy. Give it to them.
Oh, and as to those not-yet-available troubled properties? People may start out thinking they offer a tantalizing opportunity. Without telling them they’re mistaken, your job is to overcome hazy make-believe with a right-now dream. When you present a sparkling new home they fall in love with, they will reach for it. Ask any good new car salesperson.
Q. Are there changes on the horizon such as lending rates, etc. that would encourage closing buyers before the fall season?
A. Some of us are fond of saying, “Wait until after the election. Things will be different then.” My experience has been that the only things that change after an election are a few of the faces we see on television. Everything else stays pretty much the same because government, at the federal level anyway, is too big to change.
This year may be different. My economist friends are becoming increasingly concerned about continuing explosive deficits. Take a cue from the EOC-Greece saga. Once this year’s elections are out of the way, action to shore up our finances may be discussed and even taken. No matter how that plays out, owning a state-of-the-art brand new home with no deferred maintenance and no functional obsolescence, purchased at an historically low price with rock bottom, fixed-rate 30 year financing, is a bet on America I’m prepared to make. Florida new homes are on sale! Get ‘em while they’re hot!
Q. What advice would you give Realtors and site agents to help them maximize their closings this summer?
A. The only way to maximize closings is to maximize customer satisfaction. Anything else is an abuse of the public. People who have not sold homes themselves may not understand that salespersons cannot trick customers into buying; overaggressive sales managers and trainers notwithstanding. Great salespersons represent great products and present them in an uplifting, energizing way that encourages customers to close themselves. If you don’t represent a great product, move. If you can’t bring yourself to be joyful in your profession, leave.
But before you go, recognize you will be walking away from the most wonderful industry there is in our economy. We provide homes that are the center of American family life. We should be proud of that. When you add in the fact that nobody has to lose for us to win, you are now talking about the best way I know to do well while doing good. Get busy and enjoy!
— Bill Webb is a marketing consultant who lives on Amelia Island. His website is www.billwebbmirm.com.