What is IT?

 STAR POWER.

 How do you get it?

Let’ s look at some of the great rock icons and uncover their secrets for success year after year and what separates them from the lounge lizard singer at the local Holiday Inn. Let’s look at how these rockers can teach us something about our “act”.

Mick Jagger

If you have ever experienced the Stones in concert, you know you are in for an amazing experience.  Mick Jagger is prancing around like a 20 year old giving the audience everything he’s got with his hammy performance, exaggerated gestures and hyper exuberance.  Watching Jagger singing, “What a Drag It Is Getting Old”, you can’t help but notice that The Stones are singing these 40 year old songs for the 10,000^th time for an audience of their fellow 60-somethings. They are playing with heart and soul and when you leave, you know you got your money’s worth. This is far from the “has been” bands that are still trying to look hip and just look scary and old. The STAR POWER here is MEMORABLE.  

Are YOU memorable?  When your prospects come in your model center do they remember you the next day or are you reduced to “what’s her name” and ABC Homes?  How do you stand out in a very crowded marketplace?  You need to create excitement and think of different things to do and say that will be memorable.  In order to stand out, you need to provide more value than your competitor down the road.  You need to become a valued trusted advisor, not a pushy, obnoxious salesperson.  In order to provide more value, you need to empathize with your prospects and see the home buying experience through their eyes.  How can you help?  What information or resources could you provide? How can you make the transition smoother?  Instead of focusing on the sale, the close, the check, focus instead on helping your prospects with this enormous decision to go ahead and purchase a brand new home.  If you are willing to go all out, not only will you Rock your Sales, but you will Rock your Referrals!

Jennifer Hudson

Jennifer was a runner up on American Idol and was kicked off.  Simon Cowell told her she did not have what it takes to succeed.  What does Jennifer do? She auditions for Dream Girls and then wins a best supporting actor award at the Oscars for her first role!  How’s that for handling rejection?!  Jennifer’s story is amazing.  She sang in her church choir and was writing lyrics to songs. Her songs were always something positive.  One was penned, “Thank You”, which was a song about how much gratitude she felt about her life.  Another song was “I Take You Just the Way You Are”, which is a song about her boyfriend, a maintenance man.  She believes there was a direct connection between the songs in her head and her life.  Does rejection motivate you to move forward?  Do you have positive lyrics in your head?  With the market conditions now, we all should have the hit song “I’m a Survivor” in our heads.

Madonna

Love her or hate her, Madonna knows how to market herself.  She continually re-invented her image to stay in the game of rock and even now at 50; she’s as hot as ever.  Madonna was always controversial and took bold moves to get her message out there.  She did things her way and was not concerned about being “politically” correct.  Madonna is always coming up with a new look, a new sound, a new direction.  Things are always changing. I f you are selling like you did in the 90’s, you are out of the game.

Today’s buyer is a savvy negotiator and this requires that you are fully prepared to deal with them head on.  Do you know your community inside out? Have you, yourself, visited with the principals of the local schools?  Are you an expert in the area of town your community is in?  Have you thoroughly studied and visited your competitors so you know how to sell against their offering?  Always changing and being on top of your game is critical to Rock your Sales.

We can learn critical lessons from the rock star world and use some of their strategies to not end up in the discount bin or performing for free at the local county fairs.

 About the Author:

Melinda Brody, MIRM has been inspiring and evaluating salespeople for over 2 decades. She offers sales seminars, keynotes, training products and video mystery shopping for builders internationally. She just introduced 2 new CD’s, “Entrepreneurial Marketing-Creating Endless Traffic” and “Turn Ring into Bling.” Visit her website for info on these products and sign up for her FREE E-NEWSLETTER. www.MelindaBrody.com or call 407-294-7614.

Builders all know the financial and time commitment required to design and build a model home, the most valuable sales tool.  The expense continues as the home is decorated, landscaped, heated, cooled, cleaned and maintained.  Loans, taxes and association dues may contribute to the ongoing expense.  With the model complete, prospective clients are now able to visit and view the finished product.  Will they leave your model with firsthand knowledge of the expertise and attention to detail that went into the design and building of this model, from drawing board to cutting board?  In addition to the aforementioned expenses, the expense of staffing the model cannot be overlooked.  In these times of re-sizing sales organizations, we need to take a hard look at the effect the “warm body” sitting in your model may have on your sales and referral outcomes.

While visiting five model homes recently, I found them all to be staffed with assistants, or “Hosts”.  Yes, the doors were open and I did go inside to view the interior, but no one offered informative and interesting information about the model or the builder.  More importantly, I was allowed to leave the model without providing any contact information to the host.   How was I to be reached for follow-up or put in the pipeline?  The day that I made these visits, I was actually a non-contingent buyer and no one even asked my name or wanted to hear my story.

The builder and the model home sales professional cannot always be in the model.  The Model Assistant is an important part of the sales team and they should be chosen wisely and educated properly to make sure they understand the value they bring to both the sales team and the potential buyer.  They may not have the authority to move the buyer to the next level, but the ability to convey their enthusiasm, knowledge of their product and understanding of the buyer’s needs can go a long way towards influencing the model visitor.  In order to find the right people for your model, you (and they) should have a clear definition of what their essential functions will be.  Here are some thoughts you might want to consider.  Your model assistant will:

• get up and greet customer warmly and enthusiastically
• be knowledgeable of their floor plan and also other options available to view
• confidently demonstrate the model home and provide general information on its features
• provide customer with available information relative to their inquiries
• provide information regarding the community and surrounding areas
• know and communicate the strengths of the builder and what makes them unique
• give a 2^nd party testimonial about the salesperson who will be following up with them
• obtain a Customer Communication Card filled out with the pertinent information (and know what the pertinent information is)
• understand that their job starts when the model door opens
• believe they are part of a dynamic sales team, (not a “warm body for the day”) and convey that to the visitors

TIPS: Here are some tips to ensure that you will be open for business at all times:

• Hire the right person to be the assistant.  Spend as much time on this interview as you do the sales person in charge of the community.
• Create a Job Description so they know what is expected of them.
• Inspect what you expect from them.  Their chances of success (and yours) will be diminished if they rarely see a sales professional.  Include them in sales meetings to keep them involved and up to speed on what is happening.  This does not have to be a huge time commitment.
• Provide them with the information and training they need to be knowledgeable and capable.
• Monitor and measure their performance and expect them to do the same.  It will keep them striving for better results each time the door opens.
• Put an Incentive Plan in place that motivates them.  Financial rewards should not be limited to the professional sales team.
• In addition to knowledge and training, remember there is no substitute for someone whose greeting and smile conveys honesty and concern.

These people are indispensible to your companies.  It is an under-rated position that could pay dividends to your sales organization, if selected properly and trained appropriately!

Empower everyone on your Team with the right training and tools of the trade to keep your sales organization moving forward.

About the Author:

Kerry Mulcrone is President of Mulcrone & Associates, a New Home Sales and Sales Training company based in Minnesota. Since 1986 Kerry has been selling, training, teaching and motivating in the New Home Sales arena, providing organizations and clients with insight and perspective to boost their company and customer growth. With 20 plus years of hands-on experience from a top salesperson and new home sales manger to the Vice President of Sales & Marketing, Kerry has held numerous positions offering her “realistic, practical” approach and style. You can contact Kerry at (612)817-4089, kerry@kerrymulcrone.com or on the web at http://www.kerrymulcrone.com/.

Gone are the days, at least for now, when we could put out our Open House signs, unlock our doors, and then wait as a steady stream of prospective buyers came to visit. Now you are there, in your model, and your doors are open. But are the people coming to your “field of dreams”? If you answered no, then how do you get them to come? 

Let your mind wander a bit. Are you marketing in every way you can think of that will put you and your homes in the “place of most potential”, by attracting visitors to your model. Get creative with ways to attract interested visitors and play the “numbers” game…market as much and as often as possible to increase your traffic and your odds of making a sale. Here are some ideas to try, but think outside of the box and add your own to the list. Don’t be afraid to try something totally new and even “outrageous”! If you close the door to your imagination, you may as well close the door to your model. 

SIGNAGE:

• Put Awareness Riders on your signs to make them stand out both by their message but also by their shape. You could emphasize price point, monthly payment, or even FREE PIES!!(remember that imagination). Placement will make a difference, a corner spot will help them stand out. Have a set of 4 per neighborhood and mix them up to create interest, don’t let your audience get bored!

• Check your city’s website and direct people from an event to your Model. 

• Banner buildings under construction as to their status and availability; “Now Selling” or “2 Remaining”. People may be interested and need to be aware of the status and when and why they should stop back. 

• If they do show up at your model, what happens if you are not there? How do they contact you? Have a sign that is easily visible and welcoming, directing them how they can contact you. “For Immediate Viewing, call…….” If they are interested, you don’t want to miss them. 

INDIVIDUAL PROMOTION: 

 • Shop where they shop. Place business cards on local bulletin boards, restaurants, markets, lumberyards; the possibilities are numerous. 

• Participate in local home shows, fairs and trade shows with a booth, literature, photos. 

• Consider even the Wedding Fair, with the first time buyer in mind. Invite a past client who is a raving fan, to be a second party testimonial while helping out in the booth. 

• Keep your local Chamber of Commerce up to date with current homes available. Add flyers to their regular mailings, especially any that might go out to a families relocating to the community. 

• Form a networking group to enhance your personal business as well as your company’s growth. Get the good news out about your homes and communities, and use your network to learn what others are doing. 

• Use your/your company’s website to promote your homes. Link with your suppliers, vendors, and any local area businesses to get increased visibility. Advertise your special promotions and update the site frequently to keep it fresh. Include a link for potential visitors to get directions from their door to yours. 

• Are you a literary genius? Even if not, take a shot a writing some short articles (or get some help) for the local community newspapers, promoting your homes, but also suggestions for buyers looking to buy (and sell!) 

EVENTS: 

• Host a Customer Appreciation event… a barbecue, picnic. Encourage your customers to bring guests. “Good Will” goes a long way! 

• Get involved with your local Habitat organization or other non-profit, and encourage your team and trade partners to work along with you. Take advantage of any publicity that might come your way as a result, i.e.… press release, local news channel coverage, local newspaper article. 

• Always think seasonal. Remember back to school supplies in September, pumpkins in the fall, an Easter egg hunt on an adjacent vacant lot. Decorate a holiday tree in your model and donate it to charity for Christmas. Take advantage of local advertising to get the word out. 

• Sponsor a contest for the kids and offer a prize so they will want to bring their parents back! Provide them with pre-printed drawing of your model and let them color it and add trees, flowers, snowmen, pumpkins, and puppy dogs. (Make sure the address of the model is on the picture.) When they return the picture, they will get a prize! 

• Host a House Warming party for your Happy Homeowners and have the builder there to answer any questions and show pride in their product and reputation. Make sure to have your invited homeowners know they can bring guests who might be interested in a new home. 

MLS ACTIVITIES: 

• Offer continuing education in your models. Real Estate agents are always looking to fulfill these requirements and it gives your home increased visibility. Every body wins. 

• Sponsor a Realtor Focus group in your model. Based on their feedback, you will gain insight into ideas for future offerings and amenities. Keep them in your loop so they will promote you. 

• Have a “Meet the Team” weekend. Include the Builder, Designer, Sales Team, etc, to ensure that the Realtor community sees first hand the concierge level of care that your clients will receive. 

• Create a “Second Time Buyer” program for agents who sell more than one of your homes in a year. Consider extending it even to those who have multiple showings of your properties during the quarter. How about a gas card to ease the pain at the pump? 

NEW CONSTRUCTION EXCLUSIVE PROMOTIONS: 

 • New Home Planning Seminars, New Home Financing Seminars, Builder Blueprint Evaluation, Home Design/Decorating Seminar…anything that will attract potential clients who will be your future. Reward them with something that directly applies to a new purchase. 

• Think Green. Have experts in the field present ideas for protecting the environment that we can all be participating in. 

Remember, the key to attracting new traffic is not about what you do some of the time; it is about what you do all of the time. Consistent, repeated and innovative actions will net you the most gain. While we all want to find ways to get more visitors during the “down” times, the professional knows that working daily to find your prospects is “Best Practice”, and should be a constant. 

Deciding that some of these ideas and your own ideas could work is the first step. Turning that decision into an action plan will get your valuable players to visit your field of dreams. 

About the Author: 

Kerry Mulcrone is President of Mulcrone & Associates, a New Home Sales and Sales Training company based in Minnesota. Since 1986 Kerry has been selling, training, teaching and motivating in the New Home Sales arena, providing organizations and clients with insight and perspective to boost their company and customer growth. With 20 plus years of hands-on experience from a top salesperson and new home sales manger to the Vice President of Sales & Marketing, Kerry has held numerous positions offering her “realistic, practical” approach and style. You can contact Kerry at (612)817-4089, kerry@kerrymulcrone.com or on the web at http://www.kerrymulcrone.com/.