TRANSCRIPTION (but put your earbuds on, you will enjoy the video much more than just reading below):
Once again, this year I was honored to be included with the best thought-leaders of our industry when our friends at LassoCRM created “Top New Home Sales Tips for 2020.” I have been contributing to this phenomenal tradition since at least 2015. When they approached me this year, I confess, I really had to pause and think about what fresh advice I wanted to share. After all, with so many well-respected industry leaders, who had exceptional information to share, what could I add to bring more value?
It didn’t take me long though to realize that I was living the very essence of what I have been teaching so intensively this past couple of years with my workshops, in-depth consulting, and various training on “The Customer Experience Funnel.” You see, I am in the process of building my 3rd new home for my family and me to live. Fortunately, my wonderful sales representative is also building a new home. She said to me that because of her experience, she would make sure to walk me through the process thoroughly as she would any other customer. She understands that although I am a new homes expert. In this instance, my more important role is that of the customer. And, as a customer, this is a very personal experience for my family and for me. How awesome is that?
Then today, as I was preparing to speak to all of you though this vlog post, I received a phone call from one of my Realtors®, who gained her New Home Specialist designation from me. She had a customer who was extremely upset during the building process. Once I heard the concerns of the buyer, I fell into the same trap we all often do. In my mind, I said, these are all “normal” things. They are “no big deal.” Well, wrong! They are a big deal…to the buyer. In fact, they are very personal to the buyer.
We have to revive our sense of empathy in order to improve the buying process. Or, as I said in my LassoCRM article,
“Think Like a Customer to Create a Better Customer Experience
When we do things over and over again, it is easy to assume that everyone knows what we know. We do things like use industry jargon. SPEC, anyone? Do a Punch List lately? And, we forget to share with our prospects and customers what to expect next. Although it takes quite a bit of effort, try to step back and think like your prospects and customers. In your mind’s eye, try to experience buying from you for the first time. Anticipate and prompt for questions. Let them know that it is both normal and okay to have questions and that you are here to help guide them. Try to set the stage for what the next step in the process is, especially when you are handing off to another team member. For instance, think about how the transition works between your OSC (On-line Sales Counselor) and your sales professional; or, from sales to the design center, sales to construction, construction to customer support, and so on. Anyone who has ever competed in a relay knows that the most critical part of the race is the hand-off of the baton.
One best practice I witnessed this year when I spoke on “The Customer Experience Funnel” at the Master Session at the International Builders Show with Chris Hartley from Trendmaker Homes in Dallas, TX is to create a video with both team members in it to share with prospects (if they haven’t yet purchased) or customers (after they have purchased). This way, you know you are sending a consistent message, and it helps the customers to feel more comfortable because they see the next person on video with the person to whom they already have a relationship. Your team members can have a little fun with these videos and let their personalities shine through. Just make sure everyone stays true to the message that should you want conveyed to support the brand. To get more personal than this, you could set up a quick video chat using Google Hangouts, FaceTime, Skype, or Facebook Messenger, but this will create more work when you need to repeat it with each prospect or buyer. Use technology to help you, but more importantly, think through your processes as a company and map them out. Do they put the customer first? If not, it might be time to refocus them in 2020.”
Please check out the entire blog post to hear from other industry leaders like Jen Barkin, Myers Barnes, Erica Lockwood, Mike Lyon, Jane Meagher, Alana Money-Garman, Kerry Mulcrone, Roland Nairnsey, Amy O’Connor, Jeff Shore, Leah Turner and many more! While you are there, be sure to check out the “Top New Home Marketing Tips for 2020,” too.
Thank you, LassoCRM (and ECI company) for creating such a thoughtful tool to help us improve our industry.
I have included the links in our Vlog transcript and on the screen for you.
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