5 Of Our Best Tips For Excelling in New Home Sales in Any Economy

“Houston, we have a problem...” *

Could a truly terrifying situation have been more understated?

The year was 1970. When an oxygen tank exploded aboard the Apollo 13 spacecraft, the crew faced a life-threatening crisis.

The meticulous training and preparation of the astronauts prior to their flight, with support from the ground control team, played a pivotal role in their safe return to Earth.?

The crew's ability to improvise solutions within the confines of their training and knowledge demonstrates the importance of preparation in managing a difficult situation.

As the person responsible for revenues at your company, helping your sales team successfully navigate a downturn may not be quite as life-threatening as what the Apollo 13 astronauts faced. But their example of thorough preparation, and ability to improvise solutions with precious few resources is one many of us will never forget.

Now, please don’t get me wrong. I am NOT a pessimist, or a negative thinker — In fact, quite the opposite!

I don’t have a crystal ball, and I am not a fortune teller, nor do I play one on Netflix, CNN, or any other media, channel or platform…

What I do know is this: Those of us in home building live in a VERY cyclical industry. So a little bit of positive preparation for a challenging situation can come in handy, every so often.

And if we’re honest, my guess is, the possibility of a recession has probably crossed your mind at least once or twice in the past few weeks and months. If I’m right about that, you're probably already keenly aware of the need to make sure your sales team is ready for challenges ahead.

By helping your team focus on what matters most in every moment, I believe you’re on the right track. So let's take a look at some of the key strategies we’ve helped thousands of new home sales professionals use, to help your sales team shine even during the most difficult of times.?

If I were meeting with your team today, here’s what I’d suggest:

Tip #1. Own Your Prospect’s Success

Top producers view their prospects' success as their own. They genuinely care about their buyer's satisfaction, creating a more authentic and empathic connection. Product knowledge is important, but the real secret to selling success is that connection with your prospects. As one of my early mentors said,

“They don’t care what you know ‘til they know that you care.”?

Stronger relationships lead to more sales. It’s really that simple — and that important.

And don’t forget to tap your circle of influence, especially when leads become scarce. Personal connections can be a goldmine for referrals.

Your personal networks, friends, family, and acquaintances can be a great source for potential new prospects. They already know, like and trust you. By conveying your commitment to your prospect’s success, the folks you know will feel comfortable sending others your way.

Tip #2. Stay Agile and Adaptive

The market for new homes is notoriously fickle. Keeping current and adapting to trends is essential for selling success. You need to keep a close eye on financing options, buyer preferences, and competitive offerings.

You can’t always change what’s already been built. But you can listen to your prospects, and adapt how you present what you do have, based on what you’re hearing from them.

You never know when demand will shift radically. Who’d have guessed, for instance, that remote work might spike a sudden demand for home offices and outdoor spaces?

By keeping your finger on the pulse of evolving new trends, you can act quickly to tailor your offers accordingly.

Top producers stay up to date with current trends in real estate, as well as broader conditions in local and national economies.

Having not just product knowledge, but everything that goes into a home buying decision allows you to address home buyer concerns and objections as effectively as possible.

Tip #3. Harness Your Tech?

In today's digital age, top sales professionals are masters of media. They take advantage of tools that help them communicate and build relationships with buyers. Using the right set of tools effectively can help you stay organized, efficient, and responsive. And they can save you a huge amount of time.

Appointment apps can help you schedule quality time with prospects strategically.

For instance, booking meetings back to back, so as one set of prospects is coming in, they see another leaving, contributing to a sense of social proof, and possibly even a little “FOMO” about a house or lot they may have their eye on.

Setting up and knowing your way around your Customer Relationship Management (CRM) system is critical for staying on top of prospecting and lead follow-up. It helps you keep track of interactions, as well as prospect details, such as birthdays, school schedules, financing limitations, feature preferences and more. It’s your greatest defense to ensure that no opportunity slips through the cracks.

In professional selling, the misuse of time is your #1 enemy. Harness your tech to guard this most precious of resources.?

Tip #4. Connect Via Video

As you’ve probably noticed, video is fast becoming the most direct path to response from your ideal prospects. And no fancy crews or gear needed — just pull out your phone, and hit “Record”!

Help prospects feel a more personal connection to you and the amazing new homes you can provide for them, even before visiting your site. Create personalized, live video tours, showcasing the layout, design, and ambiance of your homes and community.

You might even consider video tours of homes under construction to give prospects a sense of activity and excitement. There’s nothing like a homemade looking video to “stop the scroll” on channels like Facebook, Instagram and TikTok.?

Why is this so effective as a sales tool? It takes advantage of the “familiarity effect”. People favor things and experiences they’re most familiar with. And video can be a powerful way to help your ideal prospects become familiar with your company, community and product.

Tip #5. Keep it SIMPLE!

Remember: simplicity sells, complexity confuses. And a confused mind will not buy. Make it easy for your prospects to buy.

Ok, I know that’s easier said than done, so here are a few suggestions:

1. Focus on understanding your customer's needs deeply and tailor your offerings to those specific needs rather than overloading them with options.
2. If prospects express concern about a downturn, emphasize the long-term value and stability of investing in a home, aligning your product with their financial goals.
3. Know your numbers so you can articulate them in a way your prospects can easily understand.
4. Have the latest mortgage and inflation rates fingertip handy, with a clear explanation of what they mean for your prospect in the near and long term.
5. Build genuine relationships and trust with prospects, as this will create a foundation for referrals, no matter what’s going on with the economy.

The easier it is for your prospects to understand how your offer is their best option — in a way they can explain it to their spouse, or someone they rely on for guidance when making a big decision — the more sales you’ll make.?

For you too, as a sales professional, simplicity is king.

Just think back on it — haven’t something like 80% of your sales come from about 20% of your conversations? Employ the 80/20 principle and dedicate your efforts to having fewer conversations with higher quality prospects.

BONUS TIP: Get “Convicted”!

The #1 thing that determines selling success or failure is how much conviction you have that you are actually helping your prospect. When you’re 100% convinced that accepting your offer is the very best thing they can do, you become unstoppable.?

You uncover every hidden objection and demolish it for them. You help them make a decision, one way or the other.

Does it take extra work to find and only speak with the best prospects for your product, and identify the key benefits it can provide for them? You bet! Is it worth the effort? Just ask the top producers in any field.

A Final Word For Sales Leaders

I hope you find these strategies helpful in helping your team be all they can be, when it comes to selling new homes in a challenging economy.

In times of uncertainty, a well-prepared and adaptable sales team can make all the difference. By helping them focus on the 20% of activities that generate 80% of results, your company can weather any storm, and come out stronger on the other side.

After all, it's not just about performance and numbers – it's about helping people find their dream homes and building relationships that can last far beyond the sale.?

If at any time we can help you reach your goals, please remember we’re here for you. At SalesSolveEverything, we help today’s home builders take their business to a whole new level by providing their sales leaders and teams with everything they need to achieve outstanding success.?

Have a question we can help you get answers to? A challenge you’ve been trying to unravel? Give us a call at (888) 738-4020 and schedule a free Sales Strategy Audit today.?

In all my decades of selling new homes and helping others do likewise, I believe there’s never been a better time to be ready for whatever comes next!

*This is the more well-known phrasing, popularized by the movie, Apollo 13. The actual phrasing by astronaut Jim Lovell at the time was, "Houston, we’ve had a problem…”

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