Bob Schultz, newhomespecialist.com
Q. As we enter into the fourth quarter of 2013, what should our priorities be to end the year with strong new home sales?
A. First, to carefully assemble the data needed to review where you are in relation to the sales and financial goals you set for all of 2013. If you are on track, great. But perhaps consider ramping it up for the last quarter and get in practice to exceed what you had projected.
On the other hand, if you are behind where you had projected to be by this time in the year, analyze what you would have to do in the remaining 12 weeks to get back on track, and then to also maybe even exceed your expectations.
Next, think through what actions, activities, tactics and the like you did exceptionally well for the first three quarters of this year, why you did what you did that went well and write down what you will need to do to assure that you keep doing those things extraordinarily well throughout 2014. Likewise, review what you did not do as well as you could have and determine what you must immediately do to become more proficient in those areas.
Q. For those real estate agents who have been focused on selling resale homes, what are the benefits of taking their prospects to a builder's model?
A. There are many, and the top among those reasons is that most brand new builder homes will be rated at the highest end of the energy efficiency scale. When buying a new home, the total cost of ownership, not just the "price," should be given careful consideration. So for example, a builders' brand new home with an average energy saving factor of 20 percent monthly could easily save the owner $50 (or more) per month. That's a big number in and of itself for sure, but when you relate it to "buying power," or what the same amount of money that is being saved would buy if applied toward a mortgage payment for example, at today's rates, that amount would be approximately $10,000. Another benefit: Imagine what must it be like to walk around barefoot on carpet where other folks have been clipping their toenails? So, brand new carpet and other personal selections can make for that warm and fuzzy feeling.
Q. Are there new technologies we should incorporate in our marketing plans?
A. One that is not "new" per se, but that has terrific time saving advantages is to use an iPad or I-type phone as a walking around brochure, along with every piece of information you need about anything you are selling or need to use to complete a listing or sales transaction. An abundance of photos, maps, location features and much more. All right at your fingertips.
Q. What is the best way to prepare for a strong entry into 2014?
A. Past performance is always a good indication of future success. Review goals, activities and performance benchmarks over the past nine months, then use that information to assess and to create an action plan, with time lines for implementation to achieve measurable improvement in the year ahead.
Q. Give us some final tips for a successful end to 2013.
A. Remember that "success" can oftentimes be the biggest breeder of complacency. Know also that no market ever remains great, or bad, forever. Always stay grounded in reality focused on the fundamentals and do not allow yourself to get distracted by irrational exuberance or unfounded optimism. The question to ponder: "Doing what I have been doing, the way I have been doing it, how many sales or listings did I miss?"
Bob Schultz is an expert in new home sales, marketing and profit management expertise, strategies and resources. Recently he was named to Builder magazine's Power 50 List as One of The 50 Most Influential People in Home Building, and is the creator of "The Official New Home Sales Development System" and author of "The Official Handbook for New Home Salespeople and Smart Selling Techniques." He can be reached at [email protected].