Communication Key to Making the Sale
Brought to you by the Builder Realtor Relations Committee of the Sales and Marketing Council of the Northeast Florida Builders Association
Q. What are some of the ways site agents miscommunicate with REALTORS®? And, how can site agents better communicate with Realtors?
A. We, in new home sales, miscommunicate with REALTORS® in a number of ways. The most important example is when we say to them, “just bring us your clients and we will take it from there.” The average REALTOR® does something like six transactions per year and you want to tell them to just trust you and let you take over? If you were in their shoes, how would you feel about that uncertainty? The key is building the relationship and with relationships comes trust. Once trust is established, you learn to work as a team and you both sell more new homes.
The other way we miscommunicate with REALTORS® is by talking at them, rather than talking with them. I give examples in my blog and in my presentations of how the normal on-site salesperson presents in the general real estate sales meetings, where we just start rattling off statistics about our communities rather than asking them who they are working with and suggesting some solutions that might fit those needs.
When you engage REALTORS® in your presentation, they are more likely to think about a particular prospect that might be a fit for your community. Price range, bedroom counts and square footage are not part the of initial engagement experience. Most everyone has three to four bedrooms and 1,700-3,000 square feet. Set yourself apart, make it about them.
Q. Is sponsoring a real estate office meeting a good way to get in front of REALTORS® with the builder’s product and communities? How so?
A. Yes, it absolutely can be when conducted in a way to actually connect with the audience of REALTORS® as we discussed above. Remember, it isn’t about the quantity of REALTORS® in which you are able to present. It is definitely about the quality of the relationships you are able to build with those who have buyers whose needs fit that of your community. Make those unique connections, work with that REALTOR® to find the solutions that create the WIN/WIN/WIN.
Q. What are some other ways site agents can get their builder’s product in front of REALTORS®?
Kimberly Mackey, is the founder of New Homes Solutions, Inc., and has been called a rising star in the Homebuilder World for her 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 published author of many Sales and Leadership articles and a keynote speaker with over a decade and a half of experience as an executive in the residential home building and real estate industry. She has experience 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 program with Berkshire Hathaway HomeServices Florida Properties Group, where she has increased new home builder sales by over 200%.
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.