Category Archives: Builder Sales

“How Do You Mean?” (And other crazy objection handlers)

“How Do You Mean?” (And other crazy objection handlers)

Every time I ask the question, “how do you mean?” People always stop, give me a sideways chuckle, and then proceed to explain themselves much further than I would have ever gotten if I asked the question, “Why?”  But wait, I am starting in the middle, and we all know the best place to start is at the beginning.

Despite appearances, I am not having a “blonde” moment. LOL!  I am trying to prove a point. As sales professionals, we often jump to middle, or worse jump to conclusions by making assumptions, especially when it comes to objections.

The first assumption that we make is that what we have just heard is an objection.  It might very well be, but it could also be a statement or observation.  We need more information.  Let’s say you are showing a home to a buyer who, in your discovery, described this home almost to a tee. Imagine you are demonstrating the home, and they are placing furniture, loving the color selections, etc., then you get to the back yard.  Perhaps you even have it in your mind, that others you have shown this home to have objected about the size of the backyard.  Then, you hear the words you were dreading, “this is a small backyard.”  Is this an objection or is it merely a statement masquerading as an objection?

You see, all too often, we hear statements like this and do one of two things—we immediately launch into our pre-determined objection handlers, or we ignore it altogether and hope it will go away because everything else we are presenting is so dazzling that surely the buyer will ignore this one thing. What if, instead, we slowed down and learned more information before we assume something? How might that create a different result?

Over the years, many different sales trainers have referred to the 6 Step Method for Overcoming Objections.

  1. Hear the objection—this refers not only to hearing it verbally but being in tune with your buyers well enough to also pick up on the non-verbal cues they may be sending you.
  2. Acknowledge or repeat the objection to the buyer. Let them know that what they are saying is important to you and that you did hear them.
  3. Question the objection, or at least question whether or not it really is an objection. At this moment it may just be a statement. We need to know more.  “How do you mean?” comes in very handy in these situations. We may not know enough to ask the right follow up question, but we do know that we need more information. Avoid asking, “why?” Mainly because you could potentially sound “judgey” or condescending without meaning to sound that way.
  4. If necessary, now that you have enough information, answer the objection with your pre-planned objection handler. For instance, “Mr. & Mrs. Buyer, I hear you saying that this yard is smaller than you envisioned it would be when we were looking at the map of the community. However, if I recall, you did tell me that you don’t like yard work but wanted a lovely space to entertain. Is that correct? (Always insert trial closes to make sure you are on the right path).  Let me show you how, if we expand the patio area, and put in an outdoor grilling space over here, and a pergola over here, there would even be a nice space for a firepit. Is that what you envisioned? Did I miss anything we discussed previously?
  5. If they answered in the affirmative, move forward by confirming that the objection does not block the sale by using a summary close, at least up to this point. This might go something like, “Oh good. I’m glad I understood your vision. Just to make sure I am showing you what you described, up to this point you wanted a home on a quiet cul-de-sac, with a 2-car garage, a large, open family/great room, and space for outdoor entertaining… Insert whatever you had already confirmed to this point so that you can reconfirm where you were before this particular conversation began. Use the points that were important to them and the words they described to you during your discovery with them.  “And, so far we are hitting all those points, right?”
  6. Close it. “Great, I’m glad this backyard works for the entertaining space we discussed. Shall we move on to the rest of the home?”

Now, some of these steps can combine on occasion.  For instance, another way to repeat the statement and question the objection together is simply to put the emphasis on the last word of the sentence and turn it into a question.  It sounds like this, “This yard is small?” Pause after asking a question, allow the buyer to think and formulate an answer. They may be mulling it over in their head and decide for themselves how it might work out. In which case, allow them to explain it to you.

What if the statement is only a statement and not an objection at all?  By questioning it with non-threatening language like turning the statement into a question or “How Do You Mean?” You give your buyers the chance to explain themselves further, and you can get to the why without sounding judgemental or put them on the spot.

Remember, your buyers came to you for assistance. You owe it to them to slow down, get off your agenda, and discover what is important to them so that you can help them to move forward.  Never forget the best, grammatically incorrect question in the world, “How Do You Mean?” You’ll be amazed at how much you learn when you use it!

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

As Seen at IBS75: Text Vs Email: Chat Bots For the Win

As Seen at IBS75: Text Vs Email: Chat Bots For the Win

*Note: Special thanks to our Guest VLOGGERS today from Trendmaker Homes in Dallas.  While we provide this transcription for your convenience, we sincerely hope you will watch this video because it truly is a game-changer! Hi, my name is Chris Hartley, and I’m Ingrid Prince, and we’re with Trendmaker Homes in Dallas Fort-Worth. The purposeContinue 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

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

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

Process Equals Growth

Process Equals Growth

If you want to freak out certain personality types, just start throwing around words like, process, systems, tracking, and accountability. It is like they are “4 letter words” to some people. Now hear me out though. Don’t walk away. We haven’t gotten to the juicy part yet. Everyone can master these properties, but some ofContinue Reading

Podcast with Anya Chrisanthon: How Abundance Mentality Influences Sales Success

Podcast with Anya Chrisanthon: How Abundance Mentality Influences Sales Success

A few weeks ago, this on-site sales professional contacted me to say that she was starting a new podcast for New Construction Marketing. When I asked about her motivation, it was to learn as much as she could about her craft and share that with others, who like her might feel they are all aloneContinue Reading

Video: Do You Have An Abundance Mentality?

Video: Do You Have An Abundance Mentality?

Today, I’d like to ask you, do you have an abundance mentality or a scarcity mentality? Perhaps you have both at different times? For those of you with whom I have had the privilege of training or coaching, you have often heard me refer to these concepts.  Those who have an abundance mentality, focus onContinue Reading

Book Now:  Coming Soon to an Association Near You

Book Now: Coming Soon to an Association Near You

Kimberly Mackey, New Homes Solutions teams up with Carol Morgan, from Denim Marketing to present this fast paced, dynamic and timely topic. We know that our sales teams are handling the “hot prospect”, the one that comes through the door nearly ready to buy, but what about those who may need to some help toContinue Reading

Quint Lears, from NewHomeSales.com Interviews Kimberly Mackey on Sales Management

Quint Lears, from NewHomeSales.com Interviews Kimberly Mackey on Sales Management

At the International Builders Show in January 2018, Quint Lears caught up with me to ask me about sales management and the challenges our sales managers face in today’s hectic sales environment. If you find that you or your teams are struggling to get it all done, hopefully a few of these tips will helpContinue Reading

Kimberly Mackey to be Honored as Associate of the Year by Florida Home Builders Association

Kimberly Mackey to be Honored as Associate of the Year by Florida Home Builders Association

Industry Award Winners Announced During the Florida Home Builders Association Summer Conference  

Video:  A Better Registration Experience Questions are the Answers Part 2

Video: A Better Registration Experience Questions are the Answers Part 2

PART 2:  Recently, I presented to the Manatee/Sarasota Building Industry Association’s Sales and Marketing Council Kick-off Breakfast. It was a great event with about 100-125 building industry and related associates in attendance. They had taken a survey of their membership and asked me to create a program specifically to address the challenges on-site agents andContinue Reading

Video: Questions are the Answers, Part 1:  The Topo Must Go

Video: Questions are the Answers, Part 1: The Topo Must Go

Recently, I presented to the Manatee/Sarasota Building Industry Association’s Sales and Marketing Council Kick-off Breakfast. It was a great event with about 100-125 building industry and related associates in attendance. They had taken a survey of their membership and asked me to create a program specifically to address the challenges on-site agents and even generalContinue Reading