Issue link: https://read.dmtmag.com/i/161166
DEVELOPMENT MARKETING Ask Eddie BY ED HICKS I have been assigned by my broker to "sit" on a model center which is located within a community. What are some of your "tips and tricks" which you can you help me with to improve my sales? Eddie L., Puyallup, WA Having sold many homes from within a community sales center, I can tell you that it is very different from working with boulevard sales centers, office walk-ins or those calling in off an ad. For one thing, the number of suspects/prospects is much smaller than you will find on the boulevard or at sales offices, since the suspects/prospects have accepted the community location as acceptable to them or they wouldn't be wasting their time visiting the community. And, getting them to come in to discuss the purchase of a home and/or the sale or lease of a homesite, has already been accomplished. No matter which relatively expensive item your selling, getting a prospective buyer to feel comfortable with you is at least 50% if not more of the sale. Its always easier to make a deal with a friend, or someone who sees you as a professional who is there to help you through the buying experience. My style of selling consists of primarily asking questions: where do you live now, why are you considering moving, what kinds of housing have you been considering, what do you know about manufactured housing construction standards, what do you know about land lease communities, when do you plan to make a decision, will you be paying cash or will this be a financed transaction. . . . are all good types of questions to start off the conversation. I try never to disagree with a prospect's negative comments, if they come up. Such statements such as "manufactured homes all depreciate", or "people who live in trailer parks are all second and third class citizens", or when the ground shakes or the wind blows, there the SEPTEMBER 2013 22 THE JOURNAL trailer goes, are usually countered with "a lot of people think that, but I can tell you that isn't really true". In fact . . . and then I get to the issue and discuss it in a non argumentative way. I have found many prospective buyers don't always really believe what they are parroting,, but often are only testing out your knowledge of the subject, and giving them ammunition to shoot back any friends or acquaintances who may likewise parrot obnoxious, untrue, and potentially libelous statements. Showing the model or sample homes is an important step since it gives me a good idea of their wants and needs in terms of home size, configuration such as front and rear or clustered bedrooms, floor covering choices, cabinets and storage areas, utility room with washer and dryer hookups, etc. Most of all, I have learned that when couples are buying, the wife chooses the home largely based on the characteristics of the kitchen, and the master bathroom. There is generally an attitude of "if you love me honeybunns, I know you will find a way to buy it for me", or something to that effect, spoken or intimated. Of course, I am always equipped to discuss preliminary financing options which may be available for any given buyer based on their stated or implied financial condition. During the discussion, I mention a range of terms for financing which may include required down payments, loan amortization, and interest rate. I can usually quote a range of typical monthly payments by having memorized the monthly payment per $1,000 for various loans in terms of term: 15, 20, or 25 years and at current interest rates based on lender's criteria. The most important point at which I try to arrive is what I call the "magic moment the sale is made", which is when the conversation between us is on an equal footing, and they are convinced I am providing them reliable, informed, pricing and financing information to their benefit, and they see that I am sincerely on their side on the continuing transaction. If I sense some covert hostility on the part of the prospects towards "greedy salespersons", I will try to turn the relationship around by asking for their help. It goes something like this: "if you folks have a few minutes, I would like your opinion on a new model home which we just installed in our center here. It's a new concept in kitchens, with a great adjacent shared family room. The factory has a special running and says they will give me a nice discount if I will commit to buying three more of these by the end of the year, which savings of course I will pass on to you. But I am not sure how you or other prospective buyers like it. So, if you would, will you please come with me and take a look at it, and give me your opinion" I am now communicating with them on an equal to equal basis, by asking for their opinion. This tends to even the playing field, and often eventually turns into a situation where they begin to respect me as a professional and not just another greedy salesperson. When a prospect comes back a second time, it's almost always a good sign you have in essence a "pre qualified" buyer. I have noticed over the years that prospects/suspects usually visit the community in the same vehicle. So, by carrying a small packet of 3" x 5" cards around with me, to be used to quickly refer to key information on "be backs" I start by noting the make and color of their car, and if possible the license number. So, when they come back, I can quickly review the previous discussions as to their housing needs, and be ready to take the sale through the next step. It works wonders when can greet a previous prospect/suspect by name, recalling some salient