Issue link: https://read.dmtmag.com/i/179253
DEVELOPMENT MARKETING Ask Eddie BY ED HICKS What is the best way to discuss housing needs with prospective homebuyers visiting a sales center in a community? David B., St. Petersburg, FL After greeting the prospects, making sure I have a badge or some other way for them to remember my name and position, I almost always start with a series of questions. As a matter of choice, rarely do I start by "telling" them very much, except when they have asked a direct question. To not answer it would be rude. To do this, first they must feel comfortable with me. So first, I dress appropriately for the market. No smoking. No bad breath. And, I make sure to use plenty of deodorant, no cologne or perfume, shined shoes, creased slacks, pressed shirt, or appropriate length shorts, and golf shirts for more casual circumstances. Firm handshake, only offered to women if they offer theirs first (important in the South). And, one of the most important points I want to reach with them, is when they begin to see me as a "problem" or "needs" issue solver, revolving around housing. I want to get them from an emotional state known as "covert hostility" which most of us enter into when dealing with a "sales person", when buying a car or furniture, to a state of "enthusiasm" which is where their emotional state has them ready to make a positive decision to purchase one of my homes. I want to get them to begin to see me as a housing "counselor" there to assist them with understanding their housing wants and needs, in the context of issues such as: ego (will others see us as "trailer trash"?, security, safety, community resources, schools (if a family community), transportation routes, home construction features and quality, and the size and configuration of the home. Home price is almost always discussed with family buyers in the context of down payments and monthly lease payments and home payments. Seniors tend to be more interested in the homesite lease structure, rents, and community provided OCTOBER 2013 20 THE JOURNAL utilities and services. And, many want to understand leasing their homesite vs buying it as in a sub-division or condominium property. Seniors cooperative MHC are the easiest to sell with their option to purchase a homesite or lease it. After my introduction, and asking for their names, my first question is: "Where are you living now". Their answer will trigger a follow up response from me to their answers which answers may include: • We live in a site built home up north, but are planning on our retirement. We plan on downsizing into a smaller home in a community with amenities. • We live in the area, but are planning to move into something smaller and with lower maintenance costs. • We are currently living in a m/h in the area, but don't like the constantly increasing rents. We would like to own/control our homesite. But appreciate the right to screen new residents, and evict those who violate the lease terms, without expense or long waits. I often respond with follow through questions such as: • "How much do you know about manufactured/modular housing, in terms of construction quality? Fire safety? Windstorm protections? Depreciation? Resale financing options?" • "Will you be paying in all cash or financing this transaction?" • "When will you be planning on making a decision? Moving?" • "How important is owning your own homesite to you" • "Are you willing to live behind a "security gated" community? • "Will you be using our community center, spa, pool, fire pit, on the lake boat slips" • "Did you know we are less than 3 miles from 2 major supermarkets, a car wash, 2 pharmacies, 12 doctor/dentists offices, 2 fire stations, an ambulance service, a hardware store, 2 gas stations, 2 banks, 5 ATMs, 3 sit down restaurants, 2 fast food eateries, 4 18 hole golf courses, etc. Although we are located on a beautiful lake front, we are not isolated in a rural area. And the Re- gional Medical Center with full emergency services is less than 10 minutes from here. As I go through each of their responses to these questions, I begin to build a picture of their true need, and hopefully get a feel for their financial health (very important especially with family buyers). When I encounter a negative comment such as "these homes are so cheaply built, they depreciate rapidly after purchase", or "these cheap homes catch fire easily and blow over at the smallest wind storm", I let it slide the first few times, and let it roll off my back. Eventually, I will say something like "you know, a lot of people think that, but it is usually because they are ill informed (or ignorant of the facts)". Of course I share these facts respectfully, sincerely, and nicely. After all, who among us has a knowledge of everything. And, don't we often get our information from popular if not correct public opinions? I never have sold a home to someone I didn't honestly like or respect. And, I am sure no one who disliked me ever bought a home from me. It gives me an advantage to also be living in our community. After all, what better endorsement of a product than to be happily in conspicuous consumption? Then I share the the reality of post 1976 HUD Code home issues with them. If they still seem to be unconvinced about the construction quality, I offer to take them on a factory tour. When accepted, about 80% of the time, seeing the homes while being built results in a sale. And, it gives me a chance to show some home options and features which I may not have in my sales center. T J Mr.Hicks has over 45 years experience as a modular mobile home retailer, manufacturer, developer, broker, and mortgage loan officer. He is currently assisting in the marketing and sales of homes and homesites in a new MHC Cooperative located in Central Florida. 813 300-6150 easteddie@aol.com, www.factorybuilthome.com www.mobilehomepark.com