It’s Time to Build A New Virtual Model Home
What kind of an impression would you make if people searching for a new home show up at your model home and you have no furniture, a small desk in a dimly lit corner and weeds in the flower beds? When they ask for a brochure, a salesperson hands them a crinkly piece of paper with the prices scribbled on it. Needless to say, I’m sure you wouldn’t expect a return visit from them any time soon.
Sadly, this may be what’s happening on your website. How many browsers abandon their online search after visiting your homepage because of the lack of information, complicated navigation, “under construction” pages and poor or outdated design? If 90+% of new home buyers are starting their search online (have I hammered that statistic home yet?), then it is highly likely that your website will be their first impression of you as a builder.
Ask yourself: What kind of impression is my site making? Does it accurately reflect the image I have in the community? Maybe you don’t know…maybe you think you know. You must look at your site with a fresh eye and make sure that you have all of the pieces of the puzzle in their proper positions – and that they’re easy to access.
Don’t pucker up too much when it comes to attracting qualified prospects.
Have You Shopped Yourself Lately?
Looking to increase conversions? Think like a customer.
O.K., so you’re a successful homebuilder. Fantastic. And you’re marketing online—and maybe even taking advantage of an Online Sales Counselor to increase prospect interaction, response and conversions. Even better.
Still, you’re probably starting to realize it’s no longer O.K. to just sit back and wait for homebuyers to come a-knocking. Today’s online marketing technologies evolve and improve almost hourly, so if you want to make sure you’re focusing your online marketing efforts in the right areas, it’s critical to keep up with what your competitors are up to, as well.
The alternative? Being left behind in a huge cloud of technology dust. Here are a few quick tips that every marketing manager/OSC should be doing on a regular basis.
Google new homes in your areas—and see how you stack up.
In a few seconds, you can do a quick Google search for “new homes [your town]” and see how you rank in the search results (or if you rank at all). You’ll get a glimpse of your competitors’ offerings—and maybe even discover some new options for listing properties in other areas.
Just keep in mind: results and rankings change almost constantly, so make sure you constantly optimize your site for easy access by Google and other top search engines.
Don’t trust third-party sources for accurate, up-to-date listings.
Do you list your homes on third-party sites like NewHomeSource.com, NewHomesDirectory.com, Trulia.com? Again, search these sites for homes in your area as if you’re a customer to make sure your listings are current and accurate. Try searches in different areas and investment ranges. These websites don’t have time to keep up with everyone’s inventory—so make sure you check back with them often to make sure your listings are up to date and correct.
Try to “break” your website with a critical test-drive.
Curious how your site performs when a potential customer is searching for a home? Again, put yourself in their shoes—or at least in their web browser. Fire up your site with a critical eye, as if you’re seeing it for the first time. Then, ask yourself:
- Is the navigation intuitive?
- Are communities and floorplans easily accessible?
- Are any of the links “dead”?
- Are any of the pages—or listed properties—outdated?
Nothing is more frustrating to a prospect than an outdated website. That means one of your most important online marketing jobs is to MONITOR AND UPDATE EVERYTHING constantly. At the same time, make sure your company’s important features and promotions are properly highlighted—and that navigation is part of the solution (instead of a sales-blocker).
Don’t forget to keep track of competitors, too.
It’s easy to become complacent and think that the online homebuilder marketing universe revolves around you. Don’t worry; it’s just human nature, but it’s also one of the great barriers to expanding your horizons—and your success. Keeping an eye on your competitors’ sites is one of the best ways to learn about new features, programs and marketing strategies you may be able to leverage for your business.
Submit a request—to your OWN company.
O.K., so you send out hundreds of emails a month. But are you on the receiving end of your own marketing campaigns? You should be. Just remember the old phrase “Out of sight, out of mind.” Make sure to include your own contact information in all your marketing campaigns—automated or otherwise—to make sure your messaging is concise, properly targeted and correctly delivered. In your new “consumer” mindset, you may realize you don’t like the tone, phrasing or even the overall content of the communications you’re sending out to represent your company.
Conduct period reviews of the online marketing landscape.
Over time, for various reasons, web-based programs and processes for marketing your business online will break down and stop working. By far, the best way to check your entire web-marketing ecosystem is to regularly conduct new-home searches via your own site—as well as those of your top competitors. Just make sure that SOMEONE in your organization is the “point person” for periodic reviews of the online marketing landscape.
Remember, today’s web-savvy customers are already comparing you to your online competitors—so you might as well be aware of what they’re seeing. That way, you can proactively plan new programs and quickly react to competitive developments.
Secrets of Success from Online Sales Counselors
Earlier this year, I had the great opportunity to present at the International Builders’ Show. As I was preparing, I sent out this message on Twitter: “Preparing the presentation for IBS, anything specific you would like to hear?” In no time, a user responded, “How about you only talk about the stuff that works.”
I laughed, and then realized that this response was right on. It’s easy to get caught up in theory and ideas, preaching instead of teaching. Often people know what they need to do, they just need “real world” examples to reinforce their knowledge and get them moving forward.
In that light, I’m taking this article to the street. I’m fortunate enough to have worked with some of the best Online Sales Counselors (OSC) across the nation. Let’s hear from these superstars on what makes them and their program so consistently successful.
“It’s all about fast, personal service,” Says Leah Kaiz, an OSC from Virginia. “I’ve found that people respond when they can tell you are genuinely there to help.”
One easy way to create higher response rates is to send emails that don’t look canned explains Leah, “I’m not a fan of pretty templates. When they arrive in my inbox, I know they weren’t designed uniquely for me. So do home buyers.”
Russ Klintworth, OSC for Simmons Homes reminds, “Not everyone will respond, it doesn’t mean they didn’t get the information. By sending more specific questions you increase your chance for a response.” Bottom line; don’t give up after just one email.
Kate Jacobs, OSC for American West Homes, using similar techniques says, “People like to talk about themselves. I ask something like ‘I’m curious, what’s changed in your life that has you out looking for a new home?’ Once I added that line in my emails, my response rate increased dramatically!”
Pay attention to customer feedback. When Elena Mora, the OSC for Ideal Homes, hears, “Wow! That was fast! I just sent my request less than a minute ago.” She knows she’s doing everything right.
Customers are impressed when you contact them while still on your website. Elena elaborates, “I respond to my leads in 5 minutes or less, and I have a rigorous follow-up system. I am here to help them with their home search.”
A few simple tricks can make the difference between providing information and creating consistently high conversion rates. Kate’s observation exhibits the need for a detailed personal follow-up system. “The buying cycle is so much longer now that the need for long term follow-up is so important!”
Each OSC has a detailed System. Russ knows follow-up isn’t a trick it’s common sense, “My goal is to answer every email and phone call promptly. The more knowledgeable you are about your product the better you interact with the prospective homebuyer.”
All OSC’s agree that in order to convert a conversation to an appointment, every communication needs to build a bridge from OSC to the onsite managers. “I often say things like ‘that is a great question for Jenny, our site manager, would you like me to set that up for you?’” Says Leah.
Elena explains, “I know which emails and calls they responded to, what they said, and what their hot buttons are so I can develop a script that will motivate them to come out to a model.”
Over the past few years as home search has changed so too has the role of an OSC. “I’ve found that social media has added to the richness of an OSC position. It gives multiple outlets to interact with past, present, and future homebuyers.” Says Leah.
Kate concurs, saying, “With social media taking off like it has, OSCs are seen now as the “face” of the company and serve as a true ambassador.”
“Maintaining a high web presence is key,” says Russ, “given the amount of time buyers now spend on the internet during their home search.”
Isn’t this great. These folks are so smart!
Sit in on a day-in-the-life of a successful OSC, and you’ll notice common traits among top achievers. Consistently high numbers are not luck of the draw. They aren’t due to the outdated belief that the same clients would be swingin’ through model doors anyway.
Let’s face it, those doors are not swingin’ like they used to. With 90% of buyers beginning their home search online, an OSC, implementing a proven process, will insure that qualified buyers mosey into that sales office.
Here are a few of the common traits I see all across the country:
Be quick on the draw. OSC’s know they are 100 times more likely to set an appointment if they catch a lead while still on their website. That means lightning fast response time. Firing off an email when a prospect is still on their computer engages the lead quickly with attentive customer service.
Use a Lead Management System and implement a process. Once contact is made and key information is identified, the OSC begins building a relationship. Customer Relationship Management (CRM) systems allow OSC’s to create short-term or long-term follow-up consistent with the buyer’s specific needs.
Sell the appointment, not the home. In this position and process, the “close” is setting the appointment. Understanding how to ask and being prepared for the common objections that will follow gives the advantage to those who are ready. It may seem obvious, but that’s what separates people who send emails, from highly effective OSC’s who facilitate sales.
One thing to keep in mind, while not every builder can have a full-time OSC, you absolutely, positively, without question must assign someone within your organization the responsibility of fast follow-up with initial contact from a prospect.
At the International Builders’ Show this year, Myers Barnes, noted New Home Sales Trainer, made a great statement: “We aren’t producing any more customers this year. If you want more sales you are going to have to steal them from your competition” By responding fast and responding right to your internet leads, you will be able to do just that.
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This article originally appeared in Sales & Marketing Ideas Magazine
BuilderRadio Podcast – New Tools to Communicate with Your Prospects and Buyers
Filed under: Best Practices, Interviews, Online Marketing Experts, Online Trends, Resources & Tools
Be sure to stop over and check out the new podcast of an interview I did with my friends at www.builderradio.com
New Tools to Communicate with Your Prospects and Buyers.
Click Here to Listen Now >>
In this interview, we discuss the following strategies for upgrading your sales tools:
1. Lose the ‘Dumb Phone’
A smart phone, such as the iPhone, is like a Swiss Army Knife for communication. It’s always with you, so it’s easy to use to shoot a quick video of a customer or a home, or shoot pictures of a home, and then send them via email. Don’t forget your apps that keep you connected to all the social media outlets. You’ve got to have that ability in your phone to keep in touch and communicate in new ways.
2. Video
Video is the second most powerful form of communication; after face-to-face communication, there’s nothing better than video. Video can share expressions and emotions that you can’t share in an email or even over the phone where you lose that visual communication. Even though it’s still one-way, your buyers can see your excitement, energy and enthusiasm. So it’s very powerful.
3. Video Email
Video can be used to communicate with customers directly. There’s a great tool that I use called Eyejot.com. Video email gives you an opportunity to communicate more and better than your competitors. And the more you communicate, the better your chances are of making the sale. And by the way, a basic Eyejot.com account is free, so it doesn’t cost you anything to communicate on a much better level!
4. Social Networking
Social media is like word of mouth marketing on steroids. The first thing about social media is that it’s very broad; there are so many sites out there. The second thing people tell me is that they don’t have the time to engage in all the different social avenues. When you’re using social media, try to be efficient with it. Use your smart phone in your down time or in the evenings to make quick connections and have valuable conversations, and you’ll see the opportunities present themselves by using these new tools to better connect with Realtors, past customers and future buyers.
Video Interview – Building a House and a Blog at the Same Time
Building a home is an experience, not a transaction. Alaina Money, Sales Manager at Garman Homes, has taken this reality to the masses with her blog, buildlikeagirl.biz. Having sold many homes, Alaina decided she needed to get the perspective of her buyers. Convinced it would make her a better sales manager, she went into the trenches with the construction crew and got an insider’s view into the process—and has been blogging about it.
Recently I had the chance to visit with Alaina —aka “A Money”—and Jim Garman via Skype about the experiences.
Alaina Money Interview
Jim Garman Interview
Lively, witty, fun, and informative, Alaina uses the blogging medium to give the outside world an inside look, not just at the home-building process, but of the people of Garman Homes. “Our best asset is our people and we want people to get to know us better. Then they know we’ll do the right thing,” Alaina told me. “The blog brings people into the experience—the good, the bad, and the ugly.”
Jim Garman, owner of Garman Homes, supports Alaina’s transparency because her openness is building trust. He says, “The generation that is going to be buying homes the next 10 years is all about transparency. They want to see the people behind the company. Alaina makes people feel like they are part of the adventure so they’re okay with a mistake here and there. Alaina has blogged about a few tough issues. At a larger company that blog might have been censored.”
In addition to transparency, Alaina infuses passion into her posts, which currently number 40, and counting. Jim says Alaina’s engaging blog “is not about selling homes. Being memorable is the most important thing. Marketing is about being memorable, which means taking a few risks.”
A few key points that Alaina feels are important to having a successful blog is to
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1) Write in the style that you enjoy reading;
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2) Make your blog honest and don’t be afraid to put it all out there; and
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3) Pick a reliable partner who will provide productive feedback.
Using blogging and social media as a building block to making a good impression is an important aspect of marketing in our Web 2.0 world. A blog can be used for many years and implemented in marketing campaigns for unlimited use. A blog itself is free, but you have to invest your time and your passion. Build on a story that people want to follow. Your blog can be your blueprint to success!
