Three main takeaways from today’s topic and challenge:
- Think of “looky-loos” as opportunities and not as time wasters
- Connect with “looky-loos” by asking questions not about homebuying
- They will remember your geniune interest when they are actually ready to buy
Hi everyone, Kimberly Mackey here with New Homes Solutions. Normally, our program for SOLUTIONS is for me to bring you some training tips for our first vlog of the month, and then we have a guest vlogger, but this month you get the bonus program; you get me both times. Next month we’ll be back on our regular schedule.
What I thought that I would talk to you today about is Parade of Homes traffic. I know for many of you, it’s time for the spring parade which is always one of the best programs that we do through our homebuilders’ association. All of us get together and we do drive and market our homes. We get to have a lot of people come out and take a look at them, and depending on where you are, your traffic could be phenomenal. I’m working with a builder in the Minneapolis, Minnesota market, and they are their parade is a big deal. It’s where they get a lot of their leads that they’re working for the entire year, and they get a lot of really serious buyers. Then for some of us, the Parade of Homes is that time when as on-site sales we think, “Ugh, we’re going to get all those looky-loos again, and I don’t want to deal with these looky-loos. They’re just coming in, and they’re taking up my time.” I want to encourage you to have a little bit of an attitude adjustment about them. So yes, you are going to get some people who just enjoy going to the Parade of Homes and seeing what’s new and what’s exciting, and what’s happening in their market, but I encourage you to look at these people as a challenge. Look at them as an opportunity instead. I hope that you will accept the challenge that I’m going to lay down for you here.
Even though they are a looky-loo now, something is going on in their world or they wouldn’t be out looking at new homes. I promise you, they’re thinking of remodeling and they’re thinking of decorating ideas. They may be thinking of moving, but they just don’t know if they can, and they don’t want to engage with you – that scary salesperson. The best thing you can do when those people come through your door and say, “Oh, we’re just looking. We are here for the Parade of Homes, and don’t bother trying to sell us a home.” Instead say, “Wow, thanks for coming out. You’re about the third couple that I’ve had in today (or the fifth couple, or the 10th couple that I’ve had in today) to come by and see us, and we’re just so excited to have you here. Tell me a little bit about where you’ve been so far? What else have you seen in the parade?” Reach out to them as people. Don’t let them being standoffish cause you to be standoffish. Remember, even though we like to think that we’re the ones with the scripts and new home sales, our buyers have scripts too. Our prospects have thier own scripts. This is the same as the “just-looking” buyer, so don’t push them. Don’t try to find out what they’re looking for, or even what’s wrong in their world. Just talk to them as if they’re your neighbors who are dropping by. Treat them as guests, and then ask them questions like, “What else have you seen? Did you find anything cool and trendy out there?” You know, I don’t always get the opportunity to get out and visit a lot of my competitors or go see some of the other communities. So tell me, what are you finding?” Be genuinely curious and excited about that.
Find out something that you have in common with them. Maybe they’re wearing logo apparel, so you can bond over a sports team, or find out where they’re from originally which is always one of my favorite questions to ask people because you’ll get their life story. Surely, somewhere in there, you’ll find something that you have in common. That’s the goal; to connect with them as people. Where do they live now? How familiar are they with your area? Can you point them in the direction of maybe some other model homes? I know that seems counterintuitive, and you’re thinking, “Why would I send them to my competitors?” Remember, you’re not trying to sell these people a home. You are simply trying to make a good impression and make a connection so that when they are ready, they’re going to think of you, and they’re going think of the way that you treated them.
Ask those questions about where they live now. Ask what’s going on in their world, and don’t ask them what they’re looking for. After you have toured the home with them or let them tour the home on their own, if that’s more comfortable, then ask them if they wouldn’t mind just filling out a little bit of information for you. Let them know you’re not trying to set them up on any registration or call list, but you’re simply trying to track how many guests come in so you can give good feedback about the parade and let the parade organizers know how much traffic you’ve had and from where the people are coming. I bet you’ll get a much better response. You’re going to get people who are going to fill out that registration form, and you might be able to then reach out to them and thank them for coming by. Send your card, send those old snail mails or send a video email if you’re going to send a video or a video text message so that you make a good impression. When they are in the market for a home, or when their friends and family are in the market for a home, they’ll remember you.
Thanks again. I hope that you will accept this challenge, and let me know how it goes for you. Until then, have a fabulous parade and a wonderful spring selling season despite what’s going on out there in the world.
Kimberly Mackey is the founder of New Homes Solutions Consulting, 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”. Her primary business is that of a Sales & Marketing Management Consultant. Companies call on Kimberly to set up the processes and systems within the company so that sales is the engine that drives the train rather than running it off the tracks. Because she has such a depth of experience in all disciplines within the building industry beyond the sales and marketing world, she is highly sought after to help companies to create a Customer Experience Process from potential lead to customer and throughout the building process into the warranty period and beyond. In other words, by creating a smooth transition and communication processes, she helps builders to create “Raving Fans.”
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. While you are there, please be sure to subscribe to SOLUTIONS e-newsletter which comes out twice a month with free training and best practice sharing from across our industry. You are also invited to connect with Kimberly on 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