Articles

The Front Porch Mary LeBlanc

Getting Back to Basics

Broker Programs 401

The Eyes Have It

Kudos Korner

Andiamo . . . Let's Go!

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The Front Porch

To think. If you look in Webster's dictionary, you will find the word think defined as: to form or to have in the mind; to have as an intention; to regard; to center one's thoughts on; to exercise the powers of judgment; to have a view. The dictionary goes on with more, but you get the drift.

With this clarification of "to think" in mind, I am continually puzzled by sales agents who ask prospective buyers upon completion of their model home tour, "Well. What did you think?" Let's see, a builder puts how many dollars into the models to capture people's emotions? And all an agent can say after the model home tour is "What did you think?" We want the prospective buyer to emotionally bond to our homes and the first thing we ask them to do is to exercise the powers of their judgment? Hmmm.

Selling homes has many aspects to it. There are technical skills to be learned and honed (greet, qualify, demonstrate, etc.) There are relationship skills to be polished (building rapport). But the agent needs to sell the dream and gain affirmation from the prospective buyer for both their homes and community. So sales agents must learn to incorporate more emotional language when assessing their prospects.

Hopefully the sales agent had the opportunity to demonstrate at least one of the models. When the prospective buyers return to the sales office, this is when the agent must appeal to the emotional involvement buttons. Starting with a simple affirmation such as "Aren't they great?" gets everybody rolling on the "yes" train. If an agent feels they might get a negative response (poor merchandising?), then they need to take a different direction. Perhaps something like, "Which one is your personal favorite?" or "Which one feels like home to you?" or "Which plan will have the Jones name on the front door?" The language can vary to meet the comfort level of different personalities, but the message is to get the prospect emotionally committing to the home. For a very long time we have had our agents go through training programs to get them out of the traditional selling box. That is, stop sounding like every other robotic agent in the new home community tour. "Hello. Welcome to Stonegate. Is this your first time here? We have four plans. Here is a brochure. The models are to the right. If you have any questions, I will be here to answer them for you." As the church lady once said, "Isn't that special?"

But to make matters worse, they get the same unemotional contact when the buyers return from the model tour. "Well. What did you think? Did you have any questions?" Being special again.

We all tend to get into a rut. It is a challenge to get outside of our comfort zone. So we need to insure our agents work on their communication skills and learn the warm and emotional appealing words that welcome the buyers to their new home and community. And then the agents will be special. Just think!

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Getting Back To Basics
By Manny Schatz , MIRM

Home Front: Much emphasis today in school districts is placed on "getting back to basics." The same emphasis should be addressed for sales agents in our industry don't you think?

Manny Schatz: Unfortunately, very few home builders have taken time to provide written standards of performance for their sales personnel. It is necessary for managers to provide sales professionals with specific guidelines of what is expected as reasonable performance standards for the sales process.

HF: What do you recommend?

MS: We recommend setting fundamental standards tailored to the needs of your company, the level of expertise of the sales team and the competitive demands of your marketplace. Within these standards, the sales team should be permitted some flexibility to achieve their optimum levels of performance. Each individual has his or her own selling style. The intent is not to encourage a robotic approach to selling.

HF: Most sales managers utilize some form of role playing in sales meetings to practice selling techniques they feel are relevant to their sales philosophy. What are your thoughts on this practice?

MS: When the techniques employed by peak producers are observed, the agents will appreciate the benefits of pursuing fundamental performance guidelines. Most sales professionals have been at least trained in these all important skills, but are seldom challenged to use them on a regular basis.

HF: At times I equate sales agents to boy or girl scouts. That is "Always Be Prepared". What do agents need to do to be prepared?

MS: Preparation is the first step in the sales process. It starts with a thorough knowledge of the area including regional amenities, shopping centers, medical facilities, schools, etc. Sales people need to know more about their competition than the competition knows about themselves! Then potential objections and issues need can be identified, the responses to which should be rehearsed (role played).

HF: Besides product and community issues, what else needs to be factored into "always being prepared?"

MS: The sales agents need to hone their abilities in the areas of communication skills, presentation skills and of great importance, maintain a positive, enthusiastic and professional attitude.

Manny Schatz, principal of Professional Builder Services, Inc. in Danville, has been involved in nearly every aspect of home building. He holds a general contractors license, a brokers license, and MIRM certification. In addition to his many professional affiliations, Manny was an associate of The Stone Institute, and worked closely with the late Dave Stone. For further information, contact Manny Schatz at (925) 837-1937.

 

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Broker Programs 401 - The Final Word

Most builders, if they have any broker co-ops, find themselves almost forced to invite agents to the site and feed them. Usually these are attended by those agents who have nothing else to do. Some seem like they need the nourishment we are providing. The good agents are making money. Seeing product . . . quickly. Seeingbuyers, sellers, lenders, escrow, inspectors, etc. They don't have time to shoot the breeze with another site sales crew. We end up with coffee or mustard stains in our models, disrupted sales environments, lots of extra litter, cigarette butts, a number of business cards we'll probably toss, a catering bill, and few results.

I resist this approach and prefer to get out of the box, and out of the office.

Every new home community has a few Realtor offices nearby that are likely supporters if properly promoted. I like to schmooze the top producers when I know I can reach them. Early Saturday mornings. At THEIR offices. Who is likely in the office at 8AM? The top producers, a new licensee and the too-frequent "office rat" that just goes to the office to get out of the house. The receptionist is likely a part-timer who does not necessarily know her agents.

I load up with bagels or donuts and walk in as if I belong. Seldom challenged. The good agents, who have appointments with CURRENT buyers later that morning, are checking the overnights for fresh new listings and are preparing to sell a home TODAY. Just what I want! I go office-to-office and introduce myself, confirm how we co-op with Realtors and give a bit of information that hopefully meets the needs of the today buyer. Leave an agent-client registration (an "Agent-Client Protection") a bagel then go see another agent in the office. In 30 minutes, I can see 6 or 8 top producers and try to secure a few commitments to visit.

Then I do the same thing for a few more Saturdays. Not surprisingly, each week, almost all the same agents are there. That's why they are top producers. On the fourth or fifth weekend, I go to another nearby office and start the process again. When I get to my site, inevitably, the phone calls would come in from Realtors in the first office. Clearly, I had made some new friends. They were worried about me. Was I in a crash? Are the bagels now cut off? Etc.

Next Saturday, I'll see both offices. Maybe only a dozen agents, but again, these are whom are likely to sell homes for me today. The second office is in week two of my program.Now consider this. I have made friends in two nearby offices. My friends are the top agents in each office. Even if the Broker has a policy of preventing outsiders from addressing the entire sales force at a sales meeting, I can leverage my friendships for an exception. The poor broker. He has his policy. And he has 6 or 8 of his best agents asking for a waiver! I'll be brief if I am invited and really only say six things.

As long as we're selling in this area, I'll continue to mine as many
as five local Realtor offices. When we have inventory, or if the market softens, I will have a support team that was assembled during good times, when Realtors are sometimes not welcomed. They'll carry me through any problems.

Dave Harding, CMP, is Vice President of Western Pacific Housing in Los Angeles. He is a nationally accredited trainer of new home sales professionals and the owner/author of a number of leading sales training courses. He can be reached at 310.665.3750 or at:dharding@wphi.com.

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The Eyes Have It!

Even with the best product in the best of markets, success ultimately relies on the quality of representation in your sales centers. In our Video Profiles, we capture your agent's entire sales presentation through the eyes of the buyer. Get the whole picture. Managers and agents are able to see what our evaluation reports have reported. Denial of the report is eliminated. Training. Use a Video Profile from LeBlanc & Associates to show your best sales agents demonstrating their selling skills. Quality. Our company has established itself as the premiere sales agent evaluation company in the building industry. Our expertise in the housing industry enables us to suit your needs and provide you with a quality video. Technically speaking. All work is done in-house so that we have direct control over the entire process. With our state-of-the-art editing suite, we can offer the best evaluation service in the industry.

Give us a call! LeBlanc & Associates 800/838-1779

 

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Kudos Korner

Our Kudos to another series of agents who have demonstrated super star status during this first quarter of 2002. Our list could have been longer,but we ran out of room! Here are some of the best:

Kim James - Centex Homes
Kim has a textbook sales presentation in a very comfortable, pleasant and interactive manner. Her confident poise and her ability to handle objections by turning it around and making it a benefit placed her in the 5-star rating!

Tricia Lynn - Centex Homes
Tricia offered another textbook sales presentation. She did an excellent job of qualifying and clarifying that the prospective buyer's needs were being met.

Pattie Solie - Centex Homes
Another superstar, Pattie creates rapport through her winning personality, knowledge about her product and determination to met the requirements of the prospective buyer.

Michael Lua - Centex Homes
Michael leaves little room for improvement. He is a polished sales
professional whose sincerity complements his knowledge of product,
community and selling skills!

Shawn-Marie McKinley - Lucas & Mercier
Shawn-Marie knows how to assume the sale. She is a solid sales professional who demonstrated a focused, organized sales presentation in a relaxed conversational manner. Shawn-Marie makes her prospective buyers 'feel at home'.

Pat Mason - Greystone Homes
Pat demonstrated a sterling sales demonstration. She excelled at using benefit selling language and knows how to obtain the prospective buyer's emotional involvement in both her homes and community.

Mando Hugonett - Longford Homes
Mando is a tenacious closer. He excels at benefit selling as well as building excitement for his product and community.

Joan Jaslow - Warmington Homes
Joan presents herself as a true sales professional who not only is interested in presenting her product, but also interested in fulfilling the needs of her customer. The pride in her voice immediately made her prospective buyers feel they were in the right place!

Carolyn Lewis - Premier Homes
Carolyn also excels at all the essential elements of a strong sales presentation. She knows how to effectively assess the needs of the buyer as well as how to garner their emotional involvement.

From our Video Profile series, we extend Kudos to each of the following agents who excel at their chosen profession.

Each understands and executes the art and technical aspects of selling.

TERRI MENDOZA ALI LANE ELISA BRAF WENDY NELSON
William Lyon Homes Ponderosa Homes Pulte Homes Centex Homes

Congratulations to everyone!

 

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