Do you see your new homes customer as a transaction? A one-off? Or is the connection a long-term relationship that delivers future return on your time investment? A customer who remains connected with you during the transaction and beyond will not only return when it’s time to make another purchase, but will also refer others to you. If they’re as happy with the relationship, those others will keep generating referrals.
Successful new home sales people know that today’s buyers seek a relationship with their sales agent. And with so much competition for their business, you need to give them what they want.
Where does the relationship start?
From the first contact.
When you differentiate yourself as someone who is genuinely interested in finding the right home for the buyer, not just making a sale, you’re on the road to becoming the trusted adviser. You take the time to understand their needs and wants, even helping them to uncover certain features that they hadn’t considered as valuable—or, conversely, as unnecessary for their lifestyle.
You provide information about communities, schools, hospitals, and other area amenities. You share virtual tours, articles about the area, and event calendars to give them a sense of place. You answer questions, even before they’re asked. You educate. You don’t focus on making the sale, but guiding them home. You don’t count the minutes and hours you dedicate to nurturing this prospect. That’s for the clock-watchers who are purely transactional.
Remember these five key points about building the sales relationship:
#1. People buy from people they like and trust. Yes, it’s personal. It doesn’t matter how knowledgeable you are, how many homes you’ve sold, and your position with your company. If a prospect doesn’t like you, you won’t make the sale.
#2. Listening is more important than talking. Close your mouth and open your ears. Your prospect is serving up many clues. When you focus on what they’re saying, you will gain insight that you can turn to your advantage—and, ultimately, your buyer’s.
#3. The purchase is an emotional decision that is supported by facts, in that order. Homebuyers respond to the experience. They need to feel excited and inspired by the home you’re presenting. Don’t stack up a pile of features and expect them to close the deal. Build up the experiential side.
#4. Solve the problem first. Then sell the solution. A trusted advisor is a professional who creates positive results to a buyer’s challenges. Uncover those problems for the individual buyer, solve them, and then present the solution to the buyer. But make sure the problem you’re solving is an important obstacle your customer wants to overcome.
#5. Stay positive. You will certainly be faced with objections. Accept them as challenges. When you maintain a positive attitude, your homebuyer will feel more comfortable in the budding relationship.
