Builders weigh in with their own, still-evolving solutions on how best to shepherd customers from contract to closing.
Last month in the October issue, we broached one of the greatest profit-sapping issues in home building; how to manage customers from sign-up through to the closing table, having met every decision date on time with a smile. It’s a problem that spawns an almost universal groan, yet generates little action toward a remedy or better yet, prevention. I described a 12-step sequence that greatly enhances the odds of success in this process then decided to take it to the streets—the home building streets—and gather some reaction from builders and perhaps a couple of sales trainers. I was hard on sales trainers in the last article in particular because after calling ten builders to learn how their trainers, either internal or external, address the problem I call “sales fulfillment” what I got was a universal, “They don’t.”