Issue link: https://read.dmtmag.com/i/549054
AUGUST 2015 24 THE JOURNAL Ask Eddie BY ED HICKS DEVELOPMENT MARKETING I have suspect buyers coming into my community and want to turn them into se- rious prospects, but can't seem to figure out a way to "get the ball rolling" with them. James R., Portland, OR That's a good question James. As you know just because they have driven into your model center doesn't mean they necessarily have a se- rious interest in your homes and/or community. So the process of turning them from a "suspect" into a "prospect" is one which often starts with how they are initially greeted. As a matter of fact, some of the best sales persons around will tell you it's their initial handling of a "suspect" which is so very impor- tant. Many what would be good prospects have been "turned off" by sales staff either by being ignored, or by not adequately communicating with them in during their initial visit. It is completely normal for real buyers to come into a community with an attitude which may be described as "covert hostility". I don't mean they are secretly ready to fight, but as many buyers often are, they have mentally pre- pared themselves to be "attacked" by a sales- person, so they set up some defenses. Getting past these normal defenses can be an important step in assisting them with recognizing how your homes and community may be a viable solution to their housing needs. As most professional salespersons know, the greeting is so very important. I use a system of asking questions, to kind of "break the ice" with suspect buyers, after first introducing my- self. I am always careful to make sure they re- member my name so I make sure they are given a business card right away, or make sure I have a name tag on. BY THE WAY, I write my "home phone" number on the back of the card in pen or pencil in front of them: it is inten- tionally not printed on my business card. Giv- ing it to them in this way, can help them feel more comfortable with me right away. You see, real prospects are important to me, and I don't mind getting calls at home from prospects, but that's another article. Most importantly, REMEMBER THEIR NAMES. If you have to, write them down on one of your cards, or a notebook while you are speaking with them. These days, don't make the mistake of presuming that they are neces- sarily married, so if they come in as a couple, ask them if you may refer to them by their first names, and let them know they are more than welcome to call you by your first name. Questions I like to ask (not necessarily in these formats), which will usually open a meaningful dialogue with them are: Where are you originally from? In what kind of dwelling are you living in? Where are you living now? Where do you work? How large is your family? Are you a member of a credit union? Where do your children attend school? Are you enrolled at a local community college or university? What degree are you pursuing? Where are you em- ployed? How long have you worked there? How much do you know about manufactured housing? How much do you know about land lease communities? Have you estimated the price range of your desired home? As you finish the initial visit, presuming they have yet to purchase a home or make an offer, there is plenty of time to get their contact in- formation. The most important information is definitely their phone number but also an e-mail address where they may be contacted. Let them know you are not one to "bother" them with follow up calls or e-mails, but will be used only when necessarily to correspond about a sales/buying situation. When they freely pro- vide this information to you, you can usually be assured they are beginning to feel comfortable with you; an important step in the overall sales process. To help in remembering them, you may find it useful to jot a note down on their vehicle, so when/if they come back in for a follow through visit, which is almost always a good side you have converted them from suspects to prospects, recognizing them immediately from your notes about their vehicle by make, color, and even the license tag number, will go a long ways to immediate recognition. Many profes- sionals keep this information on 3 x 5 cards or a small notebook which is indexed by vehicle or other identifying information. Greeting them by name during their subse- quent visit as they exit their vehicle or come into the office/model home may well be the "first positive" step in having them drip their conscious state from covert hostility to one of trust and honest help on your part. Try not to seem nosy, but rather make sure the questions are really a part of your assisting them with their home buying decision process. The sooner you can get the suspects turned into prospects, who see you as a knowledgable home buying counselor, the closer you get to making a sale. Edward "Eddie" Hicks, lic. RE Broker, and Lic. Mortgage Broker has been a manufactured housing community developer and industry consultant, re- tailer and home manufacturer since 1963, and is currently a manufactured home resident and the sales agent for a seniors Age 55+ m/h condominium homesite community in Central Florida: Hidden Harbor on Lake Harris. He may be reached at (813) 300-6150 and at easteddie@aol.com His websites are: www.mobilehomepark.com www.fac- torybuilthome.com T J