5 Steps to Being the Hero that Your Homebuyers Deserve

Years ago, as a fresh new home sales professional and on the advice of a well-known sales coach, I employed a graphic in my email signature that represented how I felt about myself at the time. I was “green” but super excited about my new opportunity.? The graphic was a superhero. Yes, it was all there; the red, white and blue unitard complete with the “hero” cape flapping in the proverbial breeze.? Then underneath was the inscription of my newfound title, “Service Hero”. At that time, I prided myself on being, in my eyes at least, the very source of each of my homebuyer’s happiness. I was “faster than a speeding bullet” when calling my buyers with construction updates, I was “more powerful than a locomotive” when asking the closing questions and I was “able to leap tall” objections with a single….well you get the idea.? Let’s face it, most salespeople like to play the superhero.? We’re always positive, motivated and love saving the day.? But lately this HAS NOT been our norm!? In fact, we’ve probably felt more like the villain in our customer’s story of homeownership than the superhero!

Saying that the last year has brought about some amazing challenges and frustrations to our industry could easily be labeled as the “understatement of the century”.? Our world has been totally turned upside down!? And guess what?? So has the world of our homebuyers!? Frustration and uncertainty abound on both sides.? Our buyers face emotional and financial struggles from uncertain or unpredictable close dates, unanswered questions about construction timelines, possible price increases, extended rate locks, moving and storage issues and the simple fact that they just don’t know where they’re going to stay if their new home isn’t completed on time.? There’s no shortage of frustration in the sales professional’s world either.? At the top of the list is the fear of being the source of disappointment for our buyers, not having reliable answers for their concerns or making hard calls every week because of extended construction times or other issues.? There’s also the problem of limited inventory or not being able to offer “to be builts”. Many sales professionals are even hesitant to answer their phones out of fear of not having the answers, not wanting to deal with frustrated buyers or having to be the bearer of bad news. Much of this has led to job satisfaction woes as sales pros who are normally positive, motivated and energized find it a struggle to keep going every day.? Well “chin up” caped crusaders and let’s shed this Lex Luther mentality with a few suggestions and solutions on how to keep your customers AND yourselves engaged throughout today’s homebuilding process and even get them to the finish line as happy new homeowners that love us enough to send referrals.

Redirect and Reinforce

Often, uncertainty can create anxiety and scattered thinking.? Our buyers start to fold as frustrations mount and as their options start to dwindle.? These emotions can manifest themselves in different ways from defeated silence to full on emotional outbursts.? It’s these moments where we as sales professionals must bring back into focus the reality that brought them to the show in the first place.? I learned this lesson years ago when one of my buyers was in my office because they were experiencing their own frustrations from the homebuilding process, albeit in this case the challenges seemed more abundant than normal.? We had experienced construction delays from a change in the structural options and were also hit with delays in getting materials to the job site.? But while they were in my office and during a rather intense discussion, I started to bring them back to what brought them into my model home in the first place.? I reminded them of their current living situation and what it was about that arrangement that they disliked so much.? I told them that I understood their current frustrations, but even now they didn’t seem as frustrated as they did when I first met them.? Then I went the other direction, I started to refocus them on the goal; what it was about this new home that they loved so much and how their life was going to be better once they were in it.? I reminded them about how the kids were going to have more space to grow and each one would have their own room.? As I reinforced their vision, you could almost see their frustration start to melt away.? I said, “yes, I get it, it’s amazingly frustrating and difficult, but I promise it’ll be worth it in a few weeks.”? Then I reminded them that I was going to be with them every step of the way.? Did this conversation cause their frustrations and concerns to magically disappear?? No, not immediately.? In fact, if I remember correctly, I ended up having this same pep talk with them a few more times.? But each time, they would leave my office recommitted to making their dream of owning their new home come true. They appreciated and even commented on my willingness to listen and be transparent about what was going on throughout the process.? Did they end up closing? Yes, and in the process becoming good friends of mine and even sending a few referrals my way.

Build Rapport Early and Often

I can’t imagine mentioning the conversation above without mentioning the important process of building rapport.? You simply don’t have “heart to heart” exchanges like the one above if you haven't properly created rapport.? It goes without saying that building rapport is high on the radar when it comes to connecting with your customer.? Every customer we have wants us to “get them” or understand them, and there is no doubt that we should at every opportunity.? Building rapport helps us understand our buyer’s motivations and gives us insight into their reasons for purchasing.? However, in today’s market, too many sales professionals are skimping on this tried-and-true part of the presentation.? Why?? Demand is high and supply is low……they’re going to purchase anyway, right?? Well, the answer to that is "yes", they probably will.? However, keep in mind that having a solid, friendly but professional relationship with your buyers affords you many things, one of which is the right to deliver bad news (or not so great news) if it becomes necessary.? I probably would not have even entertained the idea of saying what I did to my buyers in the previous example had I not taken the time to understand them and also help them to believe that I could be a trusted advisor.? So how do you build rapport?? Two ways…..be curious and be caring.? My personality type is such that these two characteristics come more natural to me, but if this doesn’t fit your style, then my suggestion is for you to find a way to make it fit your style.? Besides, these two adjectives are what separate the referral generators from the deal seekers.? Which are you and which do you want to be??

Shape Expectations

In our business it’s always been important.? But today, expectation shaping needs to be taken to a whole new level.? It’s easy for us to take for granted the simple fact that we know how the whole process works.? However, our buyers, who may only purchase a home every 7 to 10 years or have never even built a home, simply do not have the same level of understanding as we do. ? This is where we can bring value to the relationship by demonstrating our knowledge of our product and our processes, then helping them understand it.? So, what’s the best way to shape expectations? Easy….education, education, education….and by the way, don’t forget to add in a good 'ole dose of education!? Know your product, know your luxury features, know your materials and why your builder uses them, know the processes and how to explain them and be able to thoroughly explain financing.? If someone asks you a question and you don’t know the answer, tell them you’ll find out and get back with them.? Then when you find out, share it with them and then commit it to memory.? You must cover all of your bases, not once, but as many times as it takes to help your buyers understand what is to come and especially what could happen considering today’s homebuilding environment.? Be careful though, don’t make the pathway seem overly grim.? We don’t want them running out of the market. But you should thoroughly address the challenges that are inherent to our industry right now and how those challenges could affect their timelines.? And remember to always assure your customer that you will be with them every step of the way throughout the entire process.

Communicate, Communicate, Communicate

Yes, it’s important enough to say it three times.? Open, honest and consistent communication is important to keeping your buyer happy throughout the entire process.? In fact, customers are happiest when they are informed and kept up to date on the building progress or potential pitfalls and how they are being overcome.? But keep in mind three important rules about communicating with your buyers.? First, have a schedule for when you plan to provide updates to them.? I recommend a team call from you and your construction superintendent once a week.? I referred to it as the Sales/Super meeting.? It normally took place on a consistent day and time.? Plan it at the beginning of the process and then stick to it.? If you can’t make that call, try to let them know in advanced and give them an idea of when you will connect with them next.? Second, always try to communicate in the way that they prefer.? Is it a call, an email or a text?? This seems to always change depending on generational differences and technological skills.? I will mention one caveat though, and it may be because of my Gen X tendencies, but there are definitely times that it’s important to have a real conversation.? In this case and if they are my customers that prefer texting, I’ll text them to request a call or even a face-to-face meeting depending on the circumstances and subject matter.? This gives me the opportunity to initiate the conversation and share with them what I feel is important.? Lastly, and speaking of initiating the conversation, always make sure that you are the one reaching out to them.? If they call you for information first, and you call them back, then it could feel to them that they’re the ones having to oversee problems and hunt down the solutions.? Don’t put them in the PM role by making them feel like they must reach out to you every time.? Instead, be proactive with your communication and they’ll be more likely to get the impression that you’re on top of everything.

Stay Healthy & Motivated

Now listen, being successful at everything I mention above means nothing if your body and your mind aren’t in a good place.? Markets like this (and life for that matter) can create serious stress.? Stress creates anxiety and on it goes!? Did you know that there are zero health benefits to living a completely stressed and burned-out life?? Of course you do.? The truth is that stress will always be there.? We’ve got plenty on tap to last a lifetime.? So, what can we do about the stress in our lives?? We must manage it and create habits that alleviate the effects it has on our body and mind.? Here are a few ideas.? One thing I always loved about being a new home sales professional was the need to get outside.? Movement is a must when staying healthy, so get outside on a nice day, walk your showcase homes, pick up trash around the model, walk your lots and homesites.? I used to go to the amenity center and straighten chairs and tables.? The benefits to this are multifaceted.? You get to make the community look good for your next prospect or you can plan how you’re going to sell those homesites that back to the busy street.? You might run in to current homeowners who love the fact that you're out making the community look better. I always took this opportunity to ask them which of their friends they would like to have as neighbors. But most importantly, you get some fresh air and hopefully a new perspective.? Don’t get me wrong, if Insanity and P90X are your thing for exercise, then get busy with it, but don’t underestimate the health and head benefits of a field trip in your community.? Also, find about 10 to 20 minutes every day to get quiet and reflective. ?Breathe deep; in through your nose while counting to five and out through your mouth while doing the same.? Try your best not to think or solve problems during this time, but instead really focus on the moment.? Read something inspirational and focus on being grateful.? I’m a true believer that it’s impossible to be negative and grateful at the same time.? Then finally, listen to that jam that gets your heart pumping and your attitude on plane.? I mean something that really rocks!? Music is one of my passions and in my mind there is no better motivator than blasting something with a killer back beat and a blazing guitar riff! Then finally, eat real food, because positive thoughts and energetic walks have a healthy appetite, and that model home candy and drive-thru grub isn’t going to fit the bill.? As Jim Rohn says, “Take care of your body.?It’s the only place you have to live.”

I hope you find inspiration from these few ideas, but keep in mind that we are truly in this thing together.? If there is anything we at Sales Solve Everything can do for you or your team, please don’t hesitate to reach out.? You can call us at (888) 738-4020 or reach us online at?https://salessolveeverything.com/contact-us/.? Take care and happy selling!