As Seen at IBS75: Do You Know How Much Sales Traffic You Are Missing?

As Seen at IBS75: Do You Know How Much Sales Traffic You Are Missing?

Back in 2008, I wrote an article entitled, “It is 7 PM, Do You Know Where Your Customers Are?” The gist of the article was that we, as builders, were not positioning our model hours to make it more convenient for our buyers to visit with our sales professionals at the times when the buyers wanted to do so.  In other words, to enhance the customer experience.

Even “way back then” we knew that roughly 20-30% of our traffic in our communities were driving through to look at homes, by-passing the sales center, between 5-7 PM during Daylight Saving Time. In many parts of the country, we close our sales centers at either 5 PM or 7 PM. Moreover, for scatter-site builders, it is even harder for our buyers to find us since we don’t always have models in the areas in which we are selling.  Scatter-site builders often only have part-time sales agents or worse are using general real estate agents for a few hours per week to host an open house event.

The number one rule in sales is, “SHOW UP!” I would certainly advocate that you show up at a time when your buyers want to be there to get better results. My point is this, do you know what days and what time of day your traffic comes into your sales centers? Do you have a way to track it other than just on your weekly traffic summary that your sales teams write up on Sunday evening as they are trying to remember everyone who came in that week? What about the traffic that by-passes the sales center or comes in when it is closed? How do we track that?

I worked with a team to study traffic patterns in individual communities.  We investigated the traffic patterns by (a) physically being in the community at varying times; (b) by not always positioning ourselves in the model centers; (c) by setting up an individualized marketing and tracking plan on all inventory homes; and (d) most important, evaluating our efforts on a week-by-week basis so we could adjust rapidly, as needed. We also used technology that allowed us to know who was interested in each inventory home and what day and times they viewed the homes.

What we learned is valuable information that I believe builders should take to heart. The most important of which is that your traffic is not necessarily inclined to visit your sales center in person during your set hours.  As much as we liked to think that our homes sell themselves, they don’t.  Many builders have tried to reach buyers by putting brochures in a “Take One” box, in the hope that buyers will call after having collected all the information they think they wanted, without ever having met with a sales agent.  In other words, here is the answer to all the questions you think you have; so goodbye, thanks for visiting, we doubt we will ever hear from you again.

Others have put lock boxes on some of their inventory so that Realtors® could bring out clients after hours.  A step in the right direction, if you are using digital lock boxes, so you know who accessed the home while you weren’t there, and you have an on-site agent who is following-up real time.  However, do you want to rely wholly on a General Real Estate Agent to sell your homes? Can that agent effectively communicate your Unique Selling Propositions?  Will he or she be able to convince the client that buying your home over your competitors’ is a good idea, especially when your competitor is offering a higher Realtor® incentive bonus?  This is not the best solution, either.

At the International Builder’s Show, my co-presenter at The Master Session, “The Customer Experience Funnel, Chris Hartley, from Trendmaker Homes in Dallas, Texas introduced me to a tool that, used properly, can certainly help provide some solutions to this dilemma. The tool is a one-time access code to an electronic lock for prospects with or without a Realtor®.  The prospect either downloads an App or calls a phone number to get the code to open the door. The beauty of this is that they must be pre-screened before admittance to the home. This information can be immediately sent to your Online Sales Counselor or the Sales Professional at the closest model center. You set the available hours, but more importantly, your team of professionals gets the opportunity to interact with the prospect. We could take the automation even further by combining a chatbot follow-up text, but that will be addressed in our Vlog on April 24th, when Chris Hartley and Ingrid Prince join us to talk about the successes they have had using the chatbot service provided by Atlas RTX.

I was so interested in adding NterNow.com to my circle of recommended services that I reached out to the CEO and founder of the company, Lynne Davis to learn more. When I told her about this Vlog post that was working on, she provided me with additional research regarding the busiest times when prospects want to see your homes.  Here is what she shared with me:

“In looking at 2018 data, there’s a fairly even distribution of “after 6 pm showings” over the days of the week.  After 6 pm showings were heaviest on Saturday! Even more surprising, the runner-up was Wednesday, with Thursday being a solid 3rd.  All the other days of the week were amazingly close.

Here are the percentages:

Saturday 18.2%

Wednesday 16.3%

Thursday 14.2%

Sunday, Monday, Tuesday, Friday each 12.5-13.2%

This even distribution means it’s worthless for builders to try to extend coverage a couple of days of the week. To catch the majority of the after 6 pm visitors, they need a seven-day per week solution.

In looking at the data on a monthly basis, August leads the way with 15% and May and September tied for second at 12%.  As expected, December and January had the fewest showings with 2% each.”

So, what is the best solution?  The best solution is to have a highly trained and motivated sales force that knows how to sell your homes AND to put that sales force out there at the most opportune times to meet customers face-to-face.  This may require changing your sales center hours.  It may require making sure that you always have at least 2 agents responsible for a given community (and yes, in most cases they can self-generate enough traffic to succeed).  Perhaps you might even consider staggering the hours of the agents so that one closes, and one opens on a rotation basis.  But even the best sales professionals can’t be in multiple places at one time so that is where we benefit from layering in technology solutions like NterNow.com or Atlas RTX. When you utilize technology correctly, you enhance the customer experience and meet today’s buyers on their terms.  Like it or not, to thrive in today’s world, we must have a retail mindset. Since having customers purchase and enjoy our homes is our business, doesn’t it make sense to be more accommodating to the needs of those customers?

TO LEARN MORE ABOUT NTERNOW,  PLEASE VISIT: NterNow.com

TO LEARN MORE ABOUT ATLAS RTX, PLEASE VISIT: AtlasRTX.com

Kimberly Mackey is the founder of New Homes Solutions, and has the reputation as someone with real-world SOLUTIONS in a competitive and rapidly changing sales environment–SOLUTIONS like “50 Sales per Year before Any Walk-in Traffic”. She is a keynote speaker and published author of many Sales and Leadership articles with 20 years of experience as an executive in the residential home building and real estate industry. She has a proven track record working with Builders and Developers of all sizes –from the local/regional companies to the publicly traded nationals. She also works with Brokers from across the country and is the architect and director of the highly successful Preferred Builder Partnership with Berkshire Hathaway HomeServices Florida Properties Group where she works with 32 builders, 22 offices and over 650 agents.

For more information, or to book Kimberly for your next event, visit www.NewHomesSolutions.com, or visit Mackey at LinkedIn,www.linkedin.com/in/kimberlymackey; Twitter,www.twitter.com/KimberlyDMackey; and Facebook,www.facebook.com/NewHomesSolutions or on YouTube,  www.youtube.com/c/NewHomesSolutions

Spencer Powell, with Builder Funnel Caught Up with Kimberly at IBS 75

Spencer Powell, with Builder Funnel Caught Up with Kimberly at IBS 75

On the last day of the International Builder’s Show, I got to spend a few minutes catching up with Spencer Powell, from Builder Funnel on some key takeaways from the show. Here is how it turned out. Be sure to watch for our special guest. To view a Podcast I did with Spencer a whileContinue Reading

Mystery Solved: Social Media That Drives Walk-in Traffic

Mystery Solved: Social Media That Drives Walk-in Traffic

Hey everybody, Kevin Oakley from DoYouConvert.com here thanks to Kimberly Mackey and New Homes Solutions Consulting to talk to you about my session at the Builder Show that I gave at Sales Central called Mystery Solved: Social Media That Drives Walk-In Traffic. Here we go! We only have a few minutes to cover a lot.Continue Reading

The Key to Successful Realtor® Relations (As Told by a General Real Estate Agent)

The Key to Successful Realtor® Relations (As Told by a General Real Estate Agent)

This past week, I was privileged to recognize top producing general real estate agents at Berkshire Hathaway HomeServices Florida Properties Group. While I was there, I got the opportunity to catch up with some of my New Homes Specialist graduates to find out how things are going for them. Karen Tillman-Gosselin was kind enough toContinue Reading

What Happens 2 Weeks After a Big Training Session?

What Happens 2 Weeks After a Big Training Session?

Transcript of Video: You hold a big “RAH, RAH Training” for all of your Sales People. Everyone is super pumped and excited. You even have everyone write down the three things they will implement immediately. The first week back, the sales manager touches base with everyone to see how it is going and what theyContinue Reading

When Does the Customer Experience Start?

When Does the Customer Experience Start?

Asking when the Customer Experience starts is like asking the question, how long do you get to make a first impression? The answer for both is that they start well before initial contact is made with your prospect. Today’s buyers are more educated because of our connected world than they were just 5-10 years ago.Continue Reading

A Stocking Stuffed with Real-World Safety Solutions to Keep You Safe in Your Model Home and Beyond

A Stocking Stuffed with Real-World Safety Solutions to Keep You Safe in Your Model Home and Beyond

Happy Holidays and Merry Christmas from New Homes Solutions!  I am Kimberly Mackey. Today I would like to thank all of you for making 2018 so fantastic for us. It has been a year of abundant blessings, growth, and lessons learned. We are sincerely looking forward to a terrific 2019. Today, although a rather somberContinue Reading

Auditing and Planning Your Marketing for 2019

Auditing and Planning Your Marketing for 2019

It’s that time of year! We’re reflecting back and looking ahead. It’s often a time of optimism, ambition, and excitement. I want to make sure we build on that excitement, but also see it through to execution, so in the video, I’m going to show you how to audit your previous year’s marketing efforts andContinue Reading

Professional Associations Foster Networking, Personal Relationships and Successful Companies

Professional Associations Foster Networking, Personal Relationships and Successful Companies

Our builders’ associations are the very best resource for networking, growing our business and establishing personal relationships within the professional building community. Through these organizations, industry experts and specialists create, share and maintain core values that result in the best possible results for your business growth and community success. Through perseverance, networking, personal relationships andContinue Reading

Fix What’s Right!? (Use the Gratitude Challenge to do S.W.O.T. Analysis)

Fix What’s Right!? (Use the Gratitude Challenge to do S.W.O.T. Analysis)

Wait? What? Why on earth would I need to fix something that is right? If it is right, then by definition shouldn’t we leave it alone? Absolutely not! The last thing I want you to do is to leave it alone. What I want you to do is to focus your efforts on what isContinue Reading

Guest Blogger, Erica Lockwood: Challenge…Accepted

Guest Blogger, Erica Lockwood: Challenge…Accepted

Challenge… Accepted Let’s face it, life is bursting with a variety of challenges. As the old saying goes – you win some, you lose some. They come in all shapes and sizes and show up during various times of our personal and professional lives. As a left-handed young girl, I thought a gigantic challenge wasContinue Reading

VLOG: Lead From the Side

VLOG: Lead From the Side

TRANSCRIPTION OF VLOG: Hi, Kimberly Mackey from New Homes Solutions, and I am coming to you today from the barn so that I can talk to you about leadership. Hopefully I can get this 1,100 pound beast beside me (my horse, Prince) to actually cooperate and be part of it. “Prince, say hi to everybody.”Continue Reading

Guest Vlogger, Russ Laggan Asks: Are You Milking the Cow or Creating a Cash Cow?

Guest Vlogger, Russ Laggan Asks: Are You Milking the Cow or Creating a Cash Cow?

VIDEO TRANSCRIPT:  I know what you are thinking right now. What the heck did Russ just say? Yes, I did! Those who know me well know that the sillier the thing I start out with, usually the more powerful the point that’s going to be made, so stick with me. Get your toes off theContinue Reading

Guest Vlog: 5 Levels of the Sales Presentation

Guest Vlog: 5 Levels of the Sales Presentation

Transcription (*you can read it here, but we highly recommend that you watch this video as much of what Quint shares comes through non-verbally):  Hey everybody, Quint Lears at NewHomeSales.com. I am so excited to be featured here on New Homes Solutions. Kimberly, thank you for having me on the program. By the way, whenContinue Reading

Builder Funnel Radio Podcast: Episode 15: New Home Sales Management: Close 50 Sales a Year w/ Kimberly Mackey

Builder Funnel Radio Podcast: Episode 15: New Home Sales Management: Close 50 Sales a Year w/ Kimberly Mackey

A while back, Kimberly Mackey had the privilege of sitting down with Spencer Powell of Builder Funnel Radio to discuss new home sales management. Builder Funnel Radio is a podcast designed to bring you bite-sized sales and marketing strategies that you can easily implement into your company’s plans. In this episode, we talk to Kimberly MackeyContinue Reading

Webinar: Double Down for New Home Sales Success

Webinar: Double Down for New Home Sales Success

About the Presentation Learn how to master your sales presentation from the moment your prospect walk in the door! In this special, 2-part Lasso Webinar, Kimberly Mackey and Roland Nairnsey will deal you a winning hand of tools and tips to make the sales process seamless for your prospects. You’ll learn how to: Use the ‘Meet & Greet’ toContinue Reading

VLOG: Creating Urgency with the Downsizing Buyer

VLOG: Creating Urgency with the Downsizing Buyer

TRANSCRIPTION OF VLOG: Hi everyone. Kimberly Mackey here with New Homes Solutions, and I am coming to you today because you asked us some great questions on our little poll we conducted on Facebook. This prompted us to start a new series to answer your questions because they were fantastic. To have your question featured,Continue Reading

As Seen on NAHBNow: “Accountability: The Key to Sales”

As Seen on NAHBNow: “Accountability: The Key to Sales”

Accountability: The Key to Sales Filed in Home Building, Sales & Marketing on February 14, 2018 • 3 Comments Have you ever noticed how people who enroll in a weight-loss program that involves accountability and long-term maintenance most often do better than those who try to go it alone? The same is true in sales. It is notContinue Reading

Guest Vlog:  How To Use Pinterest To Sell More Homes

Guest Vlog: How To Use Pinterest To Sell More Homes

(Video contains subtitles) Hi, everyone. My name is Anya Chrisanthon, and I’m the host of the New Construction Marketing Podcast. Let me ask you a quick question. Have you used Pinterest? No, I don’t mean to get outfit ideas or recipes, although that’s all good. I mean, have you used Pinterest to help you sellContinue Reading

As Seen On NAHBNow: In New Home Sales, Process Equals Growth

As Seen On NAHBNow: In New Home Sales, Process Equals Growth

Posted on NAHBNow | The News Blog of the National Association of Homebuilders on July 19, 2018 In New Home Sales, Process Equals Growth Filed in Business Management, Councils & Committees, Home Building, Sales & Marketing on July 19, 2018  If you want to freak out certain personality types, just start throwing around words like process, systems, tracking and accountability — words thatContinue Reading