- Put Yourself in the Consumers' Shoes: Pretend that you fit the buyer profiles you want to attract. Visit the new and resale home communities in your price range. Where would you buy? List the reasons consumers should buy at your community. If there are reasons not to buy, fix them. The last "fix" should be price.
- Increase the Effectiveness of Your Marketing Budget: Effective marketing can pay off in spades. Don't expect expensive ads in the newspaper to solve the problem. Get creative. Go to community events. Network. Spread the word.
- Sell: Why have the prospects taken the time to visit your community? What are their needs and how can you accommodate them? If they are not serious buyers, do they know anyone who is seriously looking for a home?
- Practice: Work with your manager and other salespeople at overcoming objections. Every time a prospect walks out the door, ask yourself what you could have done better. Those who are most effective at turning a negative into a positive will get the extra sale.
- Work Harder: Paperwork can be done after hours. If the entrance is dirty, clean it. Begin most phone calls with, "I may have to call you back if a prospect walks in the door." Offer to meet a prospect after hours, particularly if you are attracting commuters. Is 9 - 6 during the week really the right hours to be open?
- Hold Onto Your Sales: Cancellations are up in many markets. Generating new sales is much more difficult than holding onto existing sales. Make your existing sales your #1 priority.
In summary, you are selling the American Dream. What could be better?
About the Author John Burns publishes three free Building Market Intelligence e-mails each month: U.S., Local and Strategic. He helps real estate executives develop and execute strategic plans, conduct market research and maximize profitability. More information on his company is available at www.realestateconsulting.com.