About the Book:

Secrets of New Home Sales Negotiation, How to Achieve ‘Yes!’ Every Time.

This groundbreaking field manual will become the new best friend to any home-builder, sales manager, or new home salesperson who is weary of losing sales to the deals, discounts and incentives offered by their competitors. Order it today!

Secrets Of New Home Sales Negotiation will help you transform your approach to negotiating and slice through every obstacle – from price phobias to extreme bargain hunters. Apply the tactics and you’ll overcome your need to concede your position by applying field-tested strategies, proven to deliver success with even the toughest home-buyer.

Guaranteed you’ll learn how to:

• Power past Price Resistance
• Overcome your pesky competitors’ deals, discounts, and incentives
• Negotiate global, selling homes to anyone from any culture
• Vaccinate yourself against every known objection
• Apply killer persuasion strategies that close sales like clockwork
• Discover – and AVOID – the biggest negotiation mistake that even hardcore, new home salespeople make in their presentations
• Tap into today’s sales strategies that expand the bottom line

Secrets Of New Home Sales Negotiation will unleash your potential to dramatically increase your income, expand the profitability of each sale, and build a following of satisfied customers. Pick up a copy and watch your sales SOAR!

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We talked about a secret shop of 261 communities with NewHomesDirectory.com to collect comprehensive data on the follow up process with online leads.

Want to hear the numbers ?… They might surprise you. Check out the video. The good news is, as a builder, all you have to do is follow up and you will be ahead of the pack!

We went on to talk about the importance of a Customer Relationship Management tool, CRM and how this can both automate and improve your ability to connect with prospects.

After we finished, I flipped the camera around for an impromptu interview to get her take on what is happening in the industry. View the video below or click here.

Denise commented on how well many builders are doing. With less competition, builders are able to be stronger in their communities. She says, “You still need to get out there and work really hard to get those buyers off the fence!”

She visited with three builders in San Antonio that are all feeling very optimistic and have steady traffic coming through. Plus, they are closing the deals. Builders are using new strategies to work with and in this economy.

It’s not about the market it’s about market share. Ultimately, Denise gives builders the advice, “Just keep at it.” Learn everything you can about your competition and what buyers want.Similar Posts:

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In this video I talk with Dan Jaqua, of Jaqua Realtors in Michigan, about Dialogue Coaching techniques.  Rather than traditional role playing and scripting, Dan uses video techniques to coach agents.

Dan says, “I believe most sales people have a passion for what they do, they just can’t convey it.”

How will you put your passion first when talking with your customers?

View Video on YouTube

View More Videos Here >>Similar Posts:

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It literally made me laugh out loud, and I’m not a big laugh out loud kind of guy. They are a little edgy, not your run of the mill new home marketing videos you might have seen before – and that’s what I like about it. I believe that by pushing it a little, and being creative with the content, you have a better chance of the message being spread.

I spent five minutes talking with Holly Haener, the Director of Sales and Marketing for CBH Homes about the campaign, discussing how they came up with the idea and the reactions so far.

The team over at CBH Homes is smart and definitely knows how to have a great time doing what they love. The interview is below and I have also included two samples of the eight video series. You can view all the videos here as well.

Video Interview Link

This is one of my favs.

Video Link

This is the video we’re talking about in the interview. This one pushes the envelope of humor. What do you think? Does it cross the line? Would your company utilize videos like this?

Video Link
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First up we have Alaina Money from BuildLikeAGirl fame and Zach Schabot from Go Realty sharing their takeaways from the two sessions. They pulled 6 hours and were still smiling at the end – I guess that is a good sign. As a bonus, Alaina throws out phrases like “forgone conclusion” “love fest” and I finally get Zach’s last name right.

View Video Here

Next up we have Andy Ladner, Vice President of Marketing at Home Builders Association Raleigh-Wake who talks about what it takes to create an active and energized community. If you are having trouble getting the turnout you want for events or see your membership dwindling, pay attention and learn from one of the best SMC’s in the country. The bottom line, just hold a Drag Show and everyone shows up.

View Video Here

A big thanks to the Triangle SMC for having me out!
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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.

——–
This article originally appeared in Sales & Marketing Ideas MagazineSimilar Posts:

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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.
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Recently I had the chance to visit with Alaina —aka “A Money”—and Jim Garman via Skype about the experiences.

Alaina Money Interview

Link to Video

Jim Garman Interview

Link to Video

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

1) Write in the style that you enjoy reading;
2) Make your blog honest and don’t be afraid to put it all out there; and
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!
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Tim Costello, CEO of BHI (newhomesource.com and the newly formed Builders Digital Experience) who shared some great new tools available for builders (plus his story about driving Betty)

Jeff Shore talking about opportunities for builders to rethink their strategies for 2010 and overcoming addictions to “b-backs”

Finally, the good people at Graphic Language have a new “revolutionary marketing tool for homebuilders, real estate folks, and their agencies to broadcast, propagate, manage, and track new home listings online” that they are launching at the show – newhomefeed.com (Robert O’ Shaughnessy can explain)

Stay tuned for more videos coming as fast as I can upload over 3G…Similar Posts:

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A big fat “thank you” to Sarah Yaussi, the Executive Editer of Big Builder for her participation in the Blogging lesson in the Social Media Boot Camp series. She also did a great wrap up and agreed to re-post here. Be sure to let her know how awesome she is by leaving a comment and following @bigbuilder on Twitter

Last week, I participated in an online seminar called “Social Media Boot Camp: Blogging – Building Your Home Base.” I was invited as a guest speaker by Mike Lyon of http://www.doyouconvert.com/ fame, who hosted the event. (I still love that he called me a social media ninja, although it means I may have to start dressing the part.)

I thought the topic of blogging was a particular good one because it seems as though builders are starting to catch on to the idea that blogs are an effective search engine optimization tool. Now, let me just talk about SEO for a second. Even though I can’t see you, I know some of your eyes are glazing over at the term. The kindergarten-level explanation is that a blog, like other social media outlets, can help your name pop up higher on the list of possible matches when someone does a Google search for something generic like, say, “new homes in Dallas.” (For a much more detailed and yet easy-to-read explanation, I suggest checking out this blog post; it does a great job explaining it all in plain English.)

But being able to stack the deck in your favor when it comes to search results is just one benefit to a blog. Others include:

• Simple to implement (there are many user-friendly templates)
• Low cost (some blog hosting services are free)
• News focused (fresh content drives Web traffic)
• Authoritative (looks very professional)
• Highly interactive (comment features are king)
• Spread easily (think RSS feeds)

Given this rather long list of benefits, I’ve been noticing a lot of builders launching blogs, both separate from their corporate Web sites and integrated into their existing sites.

But with a growing number of builders sold on the blog idea, “now what?” seems to be the big question. Many builders seem to be struggling with the content part of the equation–what to post, how often to post, how much to write, what kind of voice to have, and so on. If that sounds like you, let me share with you some of the advice, suggestions, and ideas that were doled out during the seminar.

1. What’s the best blog format? While some of the seminar participants used Blogger, most liked using WordPress. We built http://www.housingcrisis.com/ on a WordPress template and have been pretty happy with it. It’s not too hard to figure out how it works, and there are a ton of different template styles and themes. (A word of caution here: Some of the coolest looking blog templates require an enormous amount of content, so you may want to rein your imagination in to make it more manageable.)  

2. How often do I need to post? That’s a good question, and there’s no right answer. But remember that search engines absolutely love all that is fresh and juicy content, so the more often you post, the more likely you are to have success in driving traffic. Me personally, I’m trying to step up my blogging to two to three times a week. It’s a far cry from some of the best bloggers who post multiple times a day–one of my faves is Calculated Risk, who at the time I wrote this post had posted five times on his blog–but I think that’s a good goal given that my day job has a few other responsibilities. The bottom line: Content gets moldy fast, so new posts a couple times a week are probably the way to go.
3. What should I write about? I totally feel you on this one. There are definitely times when I open up a new Word doc, and it sits there blank for quite some time. And I’m sure it’s worse for people who aren’t naturally prolific writers. But that’s really where I say, “Loosen up!” Your next blog post is not your opus. (I have to remind myself of this all the time because as a journalist my natural tendency is to write stories with facts, figures, and quotes in them, and you don’t have to do that with a blog. A blog is more about personality and perspective, in my mind.) The shelf life of a blog post is so short that it doesn’t have to be a masterpiece. I liken a blog post to a paper cup; you use it once and then throw it out. Of course that doesn’t mean they should be messy and riddled with typos and grammatical errors. It just means stop stressing and get typing.

   As for topics, there are a million things to write about. Here are eight ideas that are a little more imaginative than “home for sale”:

• Real estate/home building
• Local economy
• Green building
• First-time buyers
• Financing
• Local events
• School districts
• Your employees (I think this is a good one that is hardly ever used)

We covered off on a lot more, but I think that’s pretty much the meat of the session. As a follow-up, I asked participants to point me to some of the blogs they were working or thought were good examples. Take a look!

• Peachtree Residential Properties: http://atlantaluxuryhomes.wordpress.com/
• Dealssentials: http://www.dealssentials.com/
• Zach Schabot: http://zachschabot.blogspot.com/
• Wanderings of a Wayward Online Sales Consultant: http://www.leahkaiz.blogspot.com/
• Stylecraft Builders: http://stylecraftbuilders.wordpress.com/
• NewHomesDirectory.com: http://blog.newhomesdirectory.com/
• Brookfield Homes San Diego: http://blog.brookfieldsd.com/hud-does-it-again/
• Housingcrisis.com: http://www.housingcrisis.com/
• Real Property Alpha: http://realpropertyalpha.com/
• Eastern Shore Housing: http://www.easternshorehousing.com/

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