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International Builders Show this year was, as always,
a great networking and learning experience. I'd like
to share with you my Top 13 Take-aways. I will be
expanding on each topic in future newsletters. Enjoy!
I welcome your feedback and comments.
1. Universal and green designs are no longer an option;
we must incorporate these elements into our engineering
and design strategies now and for the future. Their
use promotes sustainable quality habitat and visit-ability
for all.
2. A rare conversion of multi generations is upon
us, the likes of which we see but once a century.
This conversion includes the GIs to the Millennials.
What this means is that now more than ever, diligence
in performing research to identify primary target
markets is crucial. The ability to offer products
that will enjoy quick absorption in the market place
and the opportunity to capture this rare cross generational
appeal is now.
3. The use of behavioral
assessments to assist in creating a team of Top
Performers is becoming the gold standard for not only
hiring decisions, but to gain increased productivity
with your existing sales team. Explore the use of
this vital tool to help you reach your sales goals.
4. Choose impactful imagery to convey branding and
assure that your message is received as intended.
The adage a picture is worth 1,000 words applies to
the 50+ market but carefully consider imagery to appeal
to your target market. Are you trying to reach men
or women – or both. Each sub-segment appeal
to an image may vary. As we know, Boomers, Silents
and GIs are not created equal! Therefore, studying
our changing demographics and generational identities
is key in effective messaging.
5. Top Performers require ongoing support, accolades,
recognition and training to maximize their success
and thus your profitability. Invest in training and
coaching to refine and retool your team.
6. Home designs are shrinking. With the unprecedented
interest in energy efficiency, cost consciousness
and the desire for a simpler lifestyle, our hats are
off to all who can deliver an appealing product that
makes a smaller footprint, yet delivers the quality
and flexibility buyers expect and desire.
7. Think lifestyle not real estate. Real estate has
taken a huge hit over the past few years, but lifestyle
desires and needs are evermore in vogue.
8. Sell the experience; it's all about the experience.
In the end, builders are judged on the overall buyer
experience, start to finish. Everything your customer
touches, sees and experiences cries out to be World
Class. Do it, and you'll be ahead of your competition.
9. Train your Top Performers to conduct and control
those meaningful financial discussions with their
prospects. When working with sales teams across the
country and around the world, we discovered that the
comfort level of conducting a serious financial discussion
with prospects is very low. Today, the financial topic
demands our top performers are skilled in directing
these necessary conversations with prospects. Help
your sales team be prepared to conduct these discussions
by providing the educational support and resources
they need to advance sales and improve their closing
ratios.
10. Social Media is the rage. No matter how you've
tried to avoid hopping on-board, you simply cannot.
This seemingly inconsequential form of communication
through networking has produced extraordinary results.
The new decade demands a new way of communicating
to prospects, homeowners and our ever expanding world
of contacts. Use Facebook, Twitter and LinkedIn, create
a blog, and measure the results. You'll be amazed
at the outcome and thankful you made this 21st Century
shift.
11. Unique Selling Propositions are in focus anew.
What is your USP? Have you reviewed it lately? Does
it need a fresh eyes approach analyzing its effectiveness?
Remember, once these elements have been identified,
all messaging, sales speak and media placements reinforce
your unique message and promotes your differentiation
from your competition.
12. Selling is not easy, especially in today's challenged
market environment. This fact is coupled with an all-time
low consumer confidence index. Strategies and homework
on dissolving objections is key to keeping control
of the selling process and moving your prospects down
the critical path of sales to happy home ownership.
13. Follow-up strategies are not an afterthought,
rather a carefully planned and executed series of
communications to prospects, and present and future
home owners. Do you have a written follow up plan?
If not, begin today to formulate one that will help
you exceed your sales goals.
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