flexiblefullpage - default
Currently Reading

Adapting Your Sales Strategy to Respond to Buyer Hesitation

billboard - default
Sales + Marketing Trends

Adapting Your Sales Strategy to Respond to Buyer Hesitation

A recent John Burns Real Estate Consulting consumer survey revealed that 66% of would-be buyers believe now is a bad time to invest. Here’s how builders, rental investors, and building products companies can keep them in the game

September 6, 2022
Row of new houses under construction
Image: Stock.adobe.com

Homebuyers are backing out of home purchases and waiting for an improvement in housing affordability in the event of a housing reset, but that doesn’t mean builders should throw in the towel just yet. According to John Burns Real Estate Consulting, home builders should instead shift their marketing toward renters to cater to those who have been pushed out of the for-sale market. 

Meanwhile, rental investors trying to capitalize on increased traffic in the rental market can attract the 58% of renters who are saving to own a home by offering the single-family house they want as a professionally managed rental with future purchasing opportunities if inclined. 

Owning a home is important to most, but not all—and maintenance is a big reason why: While 88% of homeowners indicate that owning a home is very or somewhat important, only 62% of renters feel the same. Maintenance, financial responsibilities, and inflexibility are the biggest reasons why 38% of current renters do not believe homeownership is important. Per our Master Plans and Amenities report, the top two reasons build-to-rent communities appeal to homeowners are 1) community upkeep and 2) having less maintenance responsibilities (including the associated costs).

Read more

leaderboard2 - default

Related Stories

Sales + Marketing

7 Sales and Marketing Trends to Watch (and Learn From)

These award-winning campaigns from NAHB's 2024 National Sales and Marketing Awards showcase next-level strategies and stellar results

Sales + Marketing Trends

Brand Loyalty and Why Builders Should Think Like a Hospitality Brand

Whether its offering that personal touch or incorporating experiences into amenity use, home builders have something to learn from the hospitality industry

Digital Marketing

How Today's Consumers Feel About Online Targeted Ads

Are consumer attitudes evolving when it comes to data-tracking practices online and the targeted advertising they see as a result of it?

boombox1 -
native1 - default
halfpage2 -

More in Category

Home builders can maximize efficiencies gained through simplification and standardization by automating both on-site and back-office operations 

Delaware-based Schell Brothers, our 2023 Builder of the Year, brings a refreshing approach to delivering homes and measuring success with an overriding mission of happiness

NAHB Chairman's Message: In a challenging business environment for home builders, and with higher housing costs for families, the National Association of Home Builders is working to help home builders better meet the nation's housing needs

native2 - default
halfpage1 -

Create an account

By creating an account, you agree to Pro Builder's terms of service and privacy policy.

Daily Feed Newsletter

Get Pro Builder in your inbox

Each day, Pro Builder's editors assemble the latest breaking industry news, hottest trends, and most relevant research, delivered to your inbox.

Save the stories you care about

Lorem ipsum dolor sit amet lorem ipsum dolor sit amet lorem ipsum dolor sit amet.

The bookmark icon allows you to save any story to your account to read it later
Tap it once to save, and tap it again to unsave

It looks like you’re using an ad-blocker!

Pro Builder is an advertisting supported site and we noticed you have ad-blocking enabled in your browser. There are two ways you can keep reading:

Disable your ad-blocker
Disable now
Subscribe to Pro Builder
Already a member? Sign in
Become a Member

Subscribe to Pro Builder for unlimited access

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.