Bob Schultz, New Home Sales Development System
Q. What are today’s buyers looking for this year?
A. Just as every other year, different people, depending on their situations and motivations, will be looking for different things. Individual buyers, within market segments and conditions buy homes. For example:
• There will be those who still have not accepted that there has been a market rebound, and will be looking for those bargains, deals or distress sales.
• Some will be looking for “what’s new” in design, features and the like. Exactly what “new” means can be a moving target, as the perception of that varies between segments of the buying market.
• Others will be seeking the best value, as they perceive that to be.
That’s why it is critical not to pigeonhole or stereotype based on your idea of what customers want, but rather, through interactive dialogue with a planned path of questions, to “discover” what the particular people you are working with at any given time are looking for, or more importantly what they are not looking for, will save both you and them an extraordinary amount of time.
Q. New construction sales are up. How can Realtors and builders capitalize on that trend?
A. The benefit of an increase in market activity can be potentially big for both Realtors and builders when approached appropriately. Two concepts to consider:
• Realtors should get to know several builders in the marketplace who build in a range of price points, product style and locations. Learn about their integrity, reputation and customer satisfaction history. Meet with their sales team and become comfortable with them being available to assist you in making sales. Here is something I am absolutely sure you have never done or have experienced; but as I travel around the globe working with homebuilders, I hear about and see examples of this occurring. A well-meaning Realtor shows up at a builders model home, with a ready, willing and able buyer, and the buyer says something like, “We really like this house”; and the Realtor responds with, “OK, but we have seven more to see today before you decide”. I ask, what is that about? As trust is built by both Realtors and the builders more sales will be accomplished in less time, with more satisfied Realtor clients (good for referrals) and many happy builder customers will be the result.
• Builders and their sales team should reach out to Realtors and inform them of who you are, what you have and how you cooperate.
Q. What are some strategies to sell to first time home buyers in 2014?
A. Two major issues with first time buyers are their fear and lack of knowledge of the process. You must become an expert on all things related to their ability to qualify for financing, and as needed, credit repair strategies.
Q. Several builders are adding higher priced homes to their products for buyers. How should Realtors and builders market to these buyers?
A. By identifying the type of sources that buyer profile is most likely to read, review and/or use, i.e. social media resources, publications and specific web sites that target that buyer profile. Examples are The Robb Report, Wall Street Journal, high profile location and/or activity specific (golf, boating, beach, city activities) magazines, Craigslist and many more.
Q. What are some of the ways builders can better educate Realtors selling new construction in 2014?
A. Through a series of education programs and events designed to provide Realtors with what they need to know and to do to make more money through builder sales. Creating a “Realtor only” section on their website that is constantly updated as to available homes for sale, financing and special offers and anything else that a Realtor could find helpful when readily available as they work their potential buyers,. I have created and presented all across North America a highly informative, information packed and entertaining event called Making Money Though New Home Sales. How To Get in On The Action, that provides a wealth of strategies and tactics to accomplish this.