Back To Basics

It's also the right time to ask about financing. It can be as simple as sharing the price point of the product line and then asking if that's in the range they're considering. Then ask if they've talked to anyone about financing the home. If they say something like, “We have that taken care of,” or, “That won't be an issue,” they're not ready to talk about it. If they say something like, “We're pretty sure we'd qualify for a mortgage,” offer to spend a few minutes with them to discuss the options.

“Customers look to you to help them through that,” Overly says. “If the sales consultant is relaxed with it, chances are the customer will be, too. For ones who get uneasy, you'll sense that. It could be they do need the assistance and are concerned about being able to get financing. These days there's a program out there for just about every buyer. Behind closed doors, the sales consultant can tell them about that.”

It's good to do this, Overly says, before doing a model demonstration so that they are only shown product in their price range. “Show them something they can't afford and it creates challenges and obstacles that didn't need to be there,” she says.

Then it's time to head to the models. A good product demonstration will cater to the buyers' wants and needs in a home. If they say, “I love to cook,” then spend time in the kitchen and point out the features that will help them do what they enjoy most. If buyers are expecting or have a newborn, make sure they know which room would make a great nursery.

Some points of the demonstration can be standardized, though, focusing on those items that aren't available from competitors, especially behind-the-walls quality features and energy-saving extras that they can't see and touch. Address issues that competitors are bringing up in their presentations. It's important because, undoubtedly, customers have been to the competition or will go there soon. “Your customers will know [what the competition is saying],” Overly says. “If you can address that before they go, they have confidence in your expertise.”

Before a customer leaves, ask for the sale. Schultz says he likes process-of-elimination closing questions that will lead to an answer of “Yes,” “No,” or “Maybe.” One of those is, “Is this the type of home you'd like to own?” If the answer is “Maybe,” you can ask what features of the home the customers like and if there is anything about the home that doesn't fit their needs. Summarize what they said they like about the home and the community and create urgency with a statement about today's buying power with something like, “This is an amazing time for you. Interest rates are the lowest they've been in the last 50 years. With rapidly increasing construction prices, your buying power will never be better than it is now.”

“We teach salespeople that [customers] think about buying a home when they're with you,” Schultz says. “You want them to think it through. The only thing that may happen by not buying now is an erosion of their buying power. It's a Kodak moment. You don't want to wait to buy the home and spend more than you need to.”

The final step in the process is the follow-up. The experts agree that you shouldn't let more than 48 hours go by without a thank you for visiting. Riley likes to send a note in the mail, followed up with a phone call within a week “with anything that's changed before they get back out [looking at houses] the following weekend.”

To really get their attention, take the time to write the first note by hand. It's impressive to receive a handwritten letter in this day and age, Overly says.

From that point forward, stay in touch in whatever format—phone, mail, e-mail, or fax—the customer prefers. Logical touch points can be responding to questions they had; giving them new information, such as a new model opening or the release of a group of lots; or asking about something they mentioned during their visit, such as a child's sports tournament or a charity event they were hosting.

Follow those steps and commit to regular training, and it won't matter if the market conditions are hot or just lukewarm, Overly says.

“There are no gimmicks in selling that work,” she says. “It's all truly the basics of following a critical path and working hard and smart. It all comes down to treating customers well, connecting with their personalities, and following through with what you say you're going to do. ... The good, successful consultants that are there for a long time are focused on doing the best thing for their customer.”