|
|
| Building Success |
More Stories |
|||
|
I understand that in new home sales I’m the sales and customer service expert and the builder is the construction expert. How much do my buyers expect me to know about the parts and pieces of a home? M. L. N. - Cleveland, OH
As you know, buyers come in all types (not to mention shapes and sizes), with many different levels of experience and varying priorities. Certainly, some simply aren’t interested in learning the specific materials and methods that your builder is using. These buyers may be more interested in floor plans, community features and decorating issues. But thanks to the Internet and the proliferation of home improvement shows on television, there are many more buyers today who understand the details of quality construction – and find it essential to compare homes and builders on this basis. It’s also important to
remember that one of the most significant things we do as a professional
sales “counsellor” is to help our customers recognize the value of our
homes. For the majority of new home buyers this means helping them
understand how the quality of our homes impacts the quality of their lives.
|
Vegas Wasn't a Bust for the International Builders’ Show 2004 Despite Cold December Weather, New Home Sales Hot Yesterday’s New Homes Are Today’s Resale Homes Material World – Insulating Concrete Forms Agent of My Success – Tony Greer Q & A with |
|||
|
One way we do this is through the process of translating features into benefits. As we demonstrate the various details and components of construction and design, we’re identifying the features. What makes these features significant is next demonstrating the various ways these features translate into benefits that meet the needs of these particular buyers. In other words, buyers are usually focused less on “what it is”, and more on “what it does for me.” For instance, as we describe the amazing high tech, space-age, state-of-the-art, high efficiency multi-zoned HVAC system, we also demonstrate the benefits of this high quality feature in terms of its reliability, low maintenance, increased comfort and operational cost savings. Whether structural considerations, architectural features, site design, foundation details, mechanicals or other aspects of the new home, we can only demonstrate the features and benefits effectively if we truly understand the nuts and bolts of residential construction. While some areas of the country have buyers lined up ready to sign on the dotted line, the rest of us need to work hard to build value in the eyes and minds of the potential buyer. We need to be able to differentiate our builder and our homes from the competitors. We also need to find opportunities to differentiate ourselves from our sales competitors. Your ability to discuss materials and methods of construction with confidence is one of the most powerful tools you can use to build your new homes sales success. Wishing you continued success, Dennis Ask Dennis a question by writing to
question@sellnewhomes.com... |
|
Dennis
Walsh & Associates, Inc. Website
Design, Graphics, Product Logos and Product Interfaces |
