Category Archives: Sales

Head-to-Head: The NEW Lessons Learned from This Years Video Mystery Shopping Benchmark Study

Head-to-Head: The NEW Lessons Learned from This Years Video Mystery Shopping Benchmark Study

Back by popular demand, Kimberly Mackey of New Home Solutions Consulting and Leah Turner of Melinda Brody & Co. recently got together for the 4th time on Head-to-Head to unveil the highly anticipated results of Melinda Brody & Co.’s benchmark study. Based on over 1,200 mystery shops conducted across 40+ builders nationwide, this study provides a comprehensive snapshot of how new home sales teams are performing against industry standards.

The benchmark study evaluates salespeople’s proficiency across six critical categories: Meet, Greet & Register (which includes Discovery); Builder Story; Model Demonstration; Homesite Demonstration; Asking for the Sale & Closing; and Follow-up. Remarkably, this year’s results revealed a decline in scores across all categories – a first in the study’s decades-long history.

While some dips were less significant, such as the 3% drop in Meet, Greet & Register (from 97% to 94%), others were more concerning. For instance, only 30% of salespeople delivered the Builder Story effectively, showcasing their company’s unique selling proposition. Equally alarming, just 45% asked for the sale or attempted to close, and follow-up efforts remained consistently low.

These findings underscore the need for a renewed focus on mastering both the science and art of new home sales. As Leah Turner emphasized, the mystery shopping process measures the scientific aspects – the tangible steps and processes salespeople should follow. However, true success hinges on the artful execution of these steps, which requires coaching, role-playing, and a deep understanding of the buyer’s unique needs and motivations.

One of the study’s most surprising revelations was the 10% drop in Model Demonstration scores from the previous year. As Leah noted, this category typically excels, as it’s where salespeople are most comfortable. The drop could signify complacency or a lack of focus on this critical step, where salespeople have the opportunity to showcase the builder’s craftsmanship, included features, and unique selling points.

Kimberly Mackey and Leah Turner offered valuable insights and strategies to address these performance gaps. They stressed the importance of sales leadership being present in the field, observing and coaching their teams. Too often, sales managers find themselves trapped in the office, mired in administrative tasks rather than nurturing and developing their salespeople’s skills.

Both experts emphasized the power of curiosity, empathy, and active listening. Salespeople should strive to understand their buyers’ unique needs, motivations, and hot buttons and tailor their approach accordingly. The Builder Story, for instance, should be delivered in a way that resonates with each buyer rather than as a canned, one-size-fits-all spiel.

Closing and follow-up were also highlighted as areas for improvement. The experts advocated for an assumptive closing approach, where the salesperson sets expectations and guides the buyer through the process from the initial meeting. Follow-ups should be creative, personalized, and purposeful rather than generic check-ins.

Throughout the webinar, Kimberly and Leah encouraged salespeople to embrace their authentic selves, recognizing that true mastery comes not from mimicking others but from developing one’s unique strengths and style.

The benchmark study serves as a call to action as the industry navigates challenges like declining traffic and economic uncertainties. New home sales teams can elevate their performance and drive better results by refocusing on the fundamentals, embracing coaching and continuous improvement, and fostering an environment of curiosity and empathy.

As Leah Turner articulated, the ultimate goal is to make people’s dreams come true—a mission that requires both scientific precision and artistic flair. With the insights from this annual benchmark study, builders and sales teams have a roadmap to achieve that perfect balance, setting the stage for success in the years to come.

Head-to-Head is not a podcast, nor a webinar. It is a live conversation that we record so you can join us and take part. Kimberly goes Head-to-Head with industry experts 6 times per year. To register for upcoming events, catch up on past episodes, and learn more, please visit https://NewHomesSolutions.com/head-to-head.

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Sales and Marketing Power Hour: It’s Time to Turn Up the Tech

Sales and Marketing Power Hour: It’s Time to Turn Up the Tech

In today’s homebuilding industry, using technology effectively is essential rather than just an option. The latest Sales and Marketing Power Hour hosted by Carol Morgan and Kimberly Mackey brought together a panel of experts to discuss why builders need to leverage technology well. The panel included Monica Wheaton from ECI Solutions and Beth Byrd ofContinue Reading

Head-to-Head: The Top 5 Things You Need to Know When Working with the Active Adult Buyer

Head-to-Head: The Top 5 Things You Need to Know When Working with the Active Adult Buyer

Engaging the Active Adult Buyer: Insights from the Latest “Head-to-Head” Episode In the most recent installment of “Head-to-Head,” titled “The Top 5 Things You Need to Know When Working with the Active Adult Buyer,” Kimberly Mackey, alongside guest expert Todd Warshauer from Active Adult Consulting, delved into the intricacies of the real estate market forContinue Reading

Sales and Marketing Power Hour: Shaping Your Brand Voice

Sales and Marketing Power Hour: Shaping Your Brand Voice

This edition of the Sales and Marketing Power Hour was an engaging session led by hosts Carol Morgan with Denim Marketing and Kimberly Mackey with New Homes Solutions Consulting, focusing on the critical aspects of branding and its impact on sales. Taylor Humphrey, the Director of Sales and Marketing for Pacesetter Homes in Dallas Texas,Continue Reading

Kimberly Mackey Selected to Present Expert Insights at International Builders Show 2024

Kimberly Mackey Selected to Present Expert Insights at International Builders Show 2024

Las Vegas, NV – Kimberly Mackey, the founder of New Homes Solutions Consulting, has once again been honored with an invitation to share her industry knowledge at the prestigious International Builders Show (IBS) in Las Vegas, Nevada. Scheduled for February 27th to 29th, 2024, Mackey will lead two groundbreaking sessions designed to empower real estateContinue Reading

Head-to-Head: You Bought the Tech. Now How Do You Get Your Team to Use It?

Head-to-Head: You Bought the Tech. Now How Do You Get Your Team to Use It?

On January 9, 2024, Kimberly Mackey hosted the first Head-to-Head of 2024. Wow, did we come in hot with this discussion about how home builders can get their teams fully on board with new tech investments? She was joined by Keith McKinney, Vice President of New Home Star, and John Lee, CEO of Anewgo, subbingContinue Reading

Sales and Marketing Power Hour: 2024 Annual Lasso Roundup

Sales and Marketing Power Hour: 2024 Annual Lasso Roundup

Every year, ECI/Lasso CRM invites the top minds in the home building industry to contribute to a joint blog post featuring the Top New Home Sales Tips, the Top New Home Marketing Tips, and recently added The Top New Home Operations Tips for the year. You can visit https://newhomessolutions.com/SMPH-2024-Annual-Lasso-Roundup for links to the full blog posts onContinue Reading

Head to Head: Create a Realtor VIP Program That Won’t Drive You Crazy

Head to Head: Create a Realtor VIP Program That Won’t Drive You Crazy

In this edition of Head-to-Head, Kimberly Mackey is joined by Russ Laggan, the Senior Regional Director of Growth for eXp Realty, LLC. The discussion aims to show how builders and general real estate can partner successfully to create a terrific customer experience for their buyers. But wait, there is more…much more. You will love ourContinue Reading

head-to-Head: Lead, Follow, or Pivot:  Adapting Your Sales & Leadership Strategy in Real-Time

head-to-Head: Lead, Follow, or Pivot: Adapting Your Sales & Leadership Strategy in Real-Time

In the vibrant world of new home sales, there is always something new to learn, especially when it comes to honing one’s skills in sales and leadership. In the latest episode of the profound live discussion, “Head-to-Head”, Kimberly Mackey of New Homes Solutions Consulting and guest expert Roland Nairnsey of New Home Sales Plus tookContinue Reading

Sales and Marketing Power Hour: So, You Got a Lead, Now What?

Sales and Marketing Power Hour: So, You Got a Lead, Now What?

Today’s consumers are well-informed. To attract the right leads, we dive deep into the mindset of the modern homebuyer and explore ways to resonate with them. This entails leveraging effective marketing strategies, including targeted ads and SEO to reach target audiences. You will see proven techniques to generate high-quality leads consistently. Learn how to buildContinue Reading

Head-to-Head: Round 3–The Top 10 Mistakes Sales Professionals Make Today

Head-to-Head: Round 3–The Top 10 Mistakes Sales Professionals Make Today

Back by popular demand, Leah Turner from Melinda Brody and Company (Mystery Shopping) stopped by Head to Head for the 3rd year in a row to discuss the results of the Annual Benchmark Study that Melinda Brody & Company does which uses the results of their hundreds of mystery shops over the year to letContinue Reading

Head-to-Head: Back to the Future with Bob Schultz

Head-to-Head: Back to the Future with Bob Schultz

  While most sales and marketing people in the home building industry today probably haven’t been in the business long enough to have gone through some of the crazy swings this industry is known for, Bob Schultz has definitely been there and done that. In this edition of Head-to-Head, industry experts Bob Schultz and KimberlyContinue Reading

Atlanta Real Estate Forum Podcast: How Homebuilders Can Get Traction With Sales

Atlanta Real Estate Forum Podcast: How Homebuilders Can Get Traction With Sales

The podcast was recorded on February 23, 2023. Recently, Kimberly Mackey joined host Carol Morgan, Founder and President of Denim Marketing, to chat about the Traction Scorecard strategy, predicting sales paces and more on the All About Real Estate segment of the Atlanta Real Estate Forum Podcast. Here is a summary of the conversation. ForContinue Reading

Sales and Marketing Power Hour: Annual Lasso Roundup 2023

Sales and Marketing Power Hour: Annual Lasso Roundup 2023

The annual tradition continues, and this just might be the best one yet. Every year, LassoCRM does blog posts for the Top New Home Sales Tips and the Top New Home Marketing Tips. From that article, we team up with the experts who wrote the most innovative tips and bring them to life with ourContinue Reading

Sales and Marketing Power Hour: Follow-up Like a Boss

One thing on the mind of sales teams across the county right now is, “how can I follow-up in meaningful ways, and not ‘sound like a pest’? The keyword in that sentence is “meaningful.” We all sound like a broken record when we say the market has normalized and that we have to back toContinue Reading

Sales Performance Secrets with Kimberly Mackey on The Build Better Podcast

Sales Performance Secrets with Kimberly Mackey on The Build Better Podcast

EPISODE DESCRIPTION: Tired of constantly stressing over sales? Sometimes contracts come easy, and sometimes it feels like you can’t breathe because you’re so thirsty! New home sales is a volatile and stressful world to manage – but with some practical, tried and proven strategies, it is possible to bring some predictability to your business. TuneContinue Reading

Guest Vlog: Leah Fellows Asks “Is Your OSC Program On Track?”

Guest Vlog: Leah Fellows Asks “Is Your OSC Program On Track?”

We are pleased to offer something we haven’t done in a while on our blog–a guest vlogger. Please welcome Leah Fellows, with Blue Gypsy, Inc. New Homes Solutions’ Guest Vlog welcomes Leah Fellows with Blue Gypsy, Inc. Leah breaks down everything you need to know to answer the question, “Is your OSC program on trackContinue Reading

Sales and Marketing Power Hour with Kevin Oakley: Are You Measuring the Right Stuff?

Sales and Marketing Power Hour with Kevin Oakley: Are You Measuring the Right Stuff?

(If you would like to read the discussion between Kimberly, Carol and Kevin, the video transcription is below.) You hear it all the time. Homebuilding is a numbers game, but what numbers and what do they mean? Kevin Oakley, from Do You Convert stops by The Sales and Marketing Power Hour to help hosts, CarolContinue Reading

Head-to-Head with Roland Nairnsey: Avoiding Market Whiplash

Head-to-Head with Roland Nairnsey: Avoiding Market Whiplash

(If you would like to read the discussion between Kimberly and Roland, the video transcription at the bottom of the page.) Are you starting to experience Market Whiplash? Listen in, as Roland Nairnsey, from New Home Sales Plus and Kimberly Mackey go Head-to-Head. We will dive in HEADfirst into what you can do, right now,Continue Reading

Get Traction with Kimberly Mackey

Get Traction with Kimberly Mackey

Click HERE to listen to the ANewGo Podcast Kimberly Mackey of New Homes Solutions is on the Podcast, A New Go of New Home Sales! with John and Anya, this week to talk about current market temperature, salespeoples’ state of mind and how to measure the right metrics for predictable sales. So let’s get someContinue Reading