The trend in selling over the last decade has shifted toward relationship building, getting prospects talking and telling their life stories. But as some markets across the country cool off, the benefits of a detailed model-home demo are being rediscovered by some.
Sales consultant Bob Schultz of New Home Specialists in Boca Raton, Fla., is a longtime advocate of the full demonstration. He estimates that only 5% to 10% of all new home sales people offer a detailed demo and not many more could offer one if asked.
"The benefit of a demonstration is you gain an opportunity for them to develop an emotional attachment," says Schultz.
Here are Schultz's key steps in a model demonstration:
- Demonstrate from the outside in.
- Point out at least six features and benefits of the exterior. These items can be anything from the brand names of the roofing material and windows to what is included in the landscaping package.
- Have a clear room-by-room plan for presenting the home once you get inside. Usually, it is best to start with the living spaces and then move to the bedrooms and bathrooms and the master last.
- Know at least six interior component parts and verbalize the brand names for all the appliances.
- If a person is interested and qualified, the final step is to take the prospect to a specific site. From there, it is important to talk about physical attributes, views, large trees etc.
"We tell our people all the time: site more, sell more," Schultz says. "I might only have one home site with a big home next to it and a wonderful tree in the backyard that faces south. That package creates a one-of-a-kind opportunity and that creates urgency."