Tag Archives: new home sales

Sell the Dream

Lake-America-Jason Forrest-Forrest Performance GroupIn the 1800s, homesteaders staked their claim on free land; agreeing to improve it and to live on it for at least five years.

While we may not have to face the same obstacles they faced in the 1800s, like disease and ready access to water, we also don’t have access to free land. But the idea of staking our claim in the American dream remains strong.

Homeownership means more than just providing shelter for ourselves and our families—it provides a reliable, long-term investment and it means staking our own claim in the American dream. Don’t just sell the home, sell the dream!

Contributed by Jason Forrest, new home sales trainer/coach

One of Training magazine’s Top Young Trainers of 2012, Jason Forrest is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn about our new home sales training programs at http://www.forrestperformancegroup.com.

Of power, discrimination, and the iPhone

The iPhone 5 came out today and loyalists are standing in line all over the world to get their hands on their very own. But there’s iphone5-front-back Jason Forrest Forrest Performance Group new home sales training sales trainer real estate creating urgency transformingevidence that salespeople are pushing customers away from the iPhone.

This highlights an x factor sales professional’s power to persuade. But, as Spiderman’s Peter Parker knows all to well, “With great power comes great responsibility.” In this case, are salespeople helping their customers find the right product for their needs or are they so motivated by money that it clouds their process? The difference between manipulation and persuasion is intent.

Sometimes companies give sales professionals a bonus for selling a particular product even though we also tell them not to be pushy salespeople. But does providing a spiff make sales professionals view every prospect through that lens?

I believe there’s a paradox of selling–the more you focus on trying to sell something, the less you sell. But the more you focus on understanding and accomplishing your customer’s mission to improve their life, the more you will sell. When you lock on to selling a particular product, it can make you unable to see the customer’s real needs. And if you can’t really see or hear the reason they want to buy, it sure makes it hard to persuade.

So it’s your turn to weigh in:

1. It’s been proven that spiffs like this increase performance. But is it sustainable long-term?
2. What would you do (either as a sales pro or a sales coach) if this was your organization?
3. As a sales pro, are you influenced by these types of spiffs? How much does your selling preference have to do with incentives?
4. Is steering customers toward a product other than what they’re looking for doing what’s right for the client?
5. And of course…if you have the new iPhone in hand…whaddya think?

 

Contributed by Jason Forrest, new home sales trainer/coach

Jason Forrest (named one of 2012′s Top Young Trainers for Training Magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn about our new home sales training programs at http://www.forrestperformancegroup.com.

X factor sales professionals own it

This is an x factor sales pro, who took a lesson from our new home sales training and development programs and made it her own. And, according to her sales coach, it’s having amazing results. Go Peg!

Contributed by Jason Forrest, new home sales trainer/coach

Jason Forrest (named one of 2012′s Top Young Trainers for Training Magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn about our new home sales training programs at http://www.forrestperformancegroup.com.

Maximizing marketing events

Marketing events are supposed to do more than get people through a sales office door. As a sales professional, it’s your job to make a match Forrest Performance Group new home sales training and development new home sales trainer Jason Forresttake it to the next level and maximize the opportunity. Here’s a formula and sample scripts to follow to make sure marketing events are money makers:

Invite your top ten prospects as well as the existing homeowners you have a good connection with.
Be the connector:

This starts with building community. After you’ve done that, you can invite current homeowners to your event and then connect them with your top prospects. Make them feel welcome and comfortable by finding similarities.

Use the rule of three–introduce a prospect to three different owners and share three things about them. For example, “Mr. Prospect, I’d like to introduce you to Mr. Homeowner. Mr. Homeowner has been living here now for six months and you guys have a lot in common. You’re both doctors with young children and you’re both originally from the east coast.”

Step back and let them talk. Once they’ve established a connection, turn the conversation towards your home or community. For example, ”Mr. Homeowner decided to buy the ___ floor plan, which is the same one you are looking at. So I’m curious, Mr. Homeowner, what other floor plans and communities did you consider? How long did it take you and what was the deciding point?”

They’re not going to say anything negative in front of you so go in for the close and say something like, “Knowing what you know now, do you wish you would’ve bought sooner?”

If you’re working multiple buyers, this is a good point to go play matchmaker with a different prospect and buyer. When you follow up though, get on the offense right away with something like, “Looks like you and Mr. Smith have a a lot in common and hit it off well. What advice did he give you about [builder]? About the time he took to buy? About the overall decision?”

They’ll likely say something positive, so then you say, “That sounds great, so based on that, what do you say we go ahead and move forward with this?”

Since you’re at the party, just take a deposit and make an appointment to write the contract later so that you can keep working with your prospects. But as soon as someone says that they’re going to move forward, congratulate them in front of all the partygoers. Turn down the music and say, “I want everyone’s attention, Mr. Prospect has shared with me that he has decided to move forward with us. He’s going to buy the [floor plan] at [address]. Please welcome your new neighbor!”

Here’s something fun–if you start clapping at this point, everyone else will too. That really locks in their decision and helps eliminate any buyer’s remorse or butterflies. This is where you congratulate yourself because you just guaranteed yourself a contract.

Now find the next prospect and say, “Hidden Brooks Estates is a pretty cool community, don’t you think? What did you think about Mr. Prospect’s decision and the fact that the community welcomed him so warmly?”

After they affirm, say “I want to introduce you to someone” and then start the process again.

This stuff works. Focus on the process and watch the magic happen. Don’t have blind spots or nervousness, just do it.

Come on, get happy

Wanna be successful?

According to Shawn Achor, of the Happiness Advantage, it’s happiness, then success, not the other way around. He’s got graphs and science to back it up, but it just verifies what I’ve always known–beliefs are more important than abilities.

According to Achor, “Ninety percent of your long-term happiness is predicted not by the external world, but by the way your brain processes the world.” Ninety percent.

He also says that your brain is 37% better at sales when positive as opposed to negative, neutral, or stressed.

What would it mean to your life to be 37% better at sales? Share in the comments below.

 

Contributed by Jason Forrest:
Jason Forrest (named one of 2012′s Top Young Trainers for Training Magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn about our new home sales training programs at http://www.forrestperformancegroup.com.

Pursuit of Mastery

Success-Mastery-Jason Forrest-Forrest Performance Group“If a man is called to be a street sweeper, he should sweep streets even as Michelangelo painted, or Beethoven composed music, or Shakespeare wrote poetry. He should sweep streets so well that all the hosts of heaven and earth will pause to say, here lived a great street sweeper who did his job well.” –Dr. Martin Luther King, Jr.

Back in the day, people pursued mastery–maybe in an art they had a natural talent or interest in or a trade passed through the generations. In anything from shoe cobbling to martial arts, people strove to be the best and took pride in their work.

In the age of factories and mass production, we have lost the need (in some ways) to have such specific skills in trades. And thus, the mark of excellence comes in the form of a swoosh symbol instead of a row of precise, handmade stitches.

But, whatever our pursuit, there is still a joy in being better today than yesterday. There is still a personal satisfaction that comes with striving each day to reach your potential–whether as a street sweeper or a new home sales professional.

In addition to personal satisfaction, there are other benefits that come with pursuing mastery. More sales, for example. Don’t you think people are more likely to buy from the sales pro who openly treats her role as the art of solving customers’ mission than the one down the street who treats it like a task to get through before they can get home to dinner?

Speaking of dinner–we’re about to have a master chef in the family. My wife is going to school for culinary arts. I have a feeling my life’s about to change–and it may involve bigger belts and new suits.

How would your life change if you treated the art of selling with the kind of reverence Dr. King described? Share your comments below.

Contributed by Jason Forrest

Jason Forrest (named one of 2012′s Top Young Trainers for Training Magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn about our new home sales training programs at http://www.forrestperformancegroup.com.

Remember your first love?

Peeking-Confidence-Jason Forrest-Forrest Performance GroupOf course you do–the first time your belly got tingly and your hands sweat with anticipation when you might see the  object of your affection. And remember how you compared everybody you dated or liked to the first one who gave you butterflies and made your heart pound?

In new home sales, you can create that same effect with your buyers as they leave your office. Give them such a memorable and positive experience that as they go to the next home or community, they are constantly comparing back to you.

Get them asking each other, “Remember how the sales pro at [your builder] really took the time to listen to us and understand our needs?” Or thinking that your home was the one they could picture raising their kids in. And your neighborhood was the one that made them feel connected–where they felt like they would fit in and be part of a community.

If you do your job, you will get them to the point where they are always comparing the next home or builder to you.

For more on making them compare to you, see Dare 38 (“Give them an Assignment”) from 40 Day Sales Dare.

Contributed by Jason Forrest

Jason Forrest (named one of 2012′s Top Young Trainers for Training Magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn about our new home sales training programs at http://www.forrestperformancegroup.com.

Note from Jason Forrest: Instant Gratification

“Instant gratification takes too long.” –Carrie Fisher

Sales Pros:

Would you rather make 2 grand this month, or wait two months and make 6 grand? If you’re anything like these kids (and most of us are), it’s not as simple an answer as you might think.

I like to think of delayed gratification this way–I work like no one else today so that I can earn like no one else tomorrow. It applies to working out, to saving for retirement, and to so many other things. Stick with it and it will be worth it.

The more we can be disciplined to accept short-term pain for long-term gain, the more successful we will be.

Whenever you’re struggling to wait for something, divide a sheet into two columns. On the left side, write out the risks, pain, or discomfort associated with the delay. On the right, list all the advantages and benefits of waiting.

For example, in new home sales, working hard and missing nights and weekends today would fall on the left side of the page.  But on the right would be the reward or goal that you will get in six months by sacrificing those things now.

Focusing on the rewards that delaying gratification will get you is a great way to get through the temporary pain.

Here’s to earning what you’re worth!

Jason Forrest

Do you have examples from your own life? Share them in the comment.

Contributed by Jason Forrest

Jason Forrest (named one of 2012′s Top Young Trainers for Training Magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn more at http://www.forrestperformancegroup.com.

Angry Buyers

Angry Man-Angry Buyers-Jason Forrest-Forrest Performance GroupA couple comes in to a new home sales office and says, “We’re just looking.” What they don’t say is that they arranged a babysitter, filled up their SUV at $4 a gallon, and drove an hour to the community on a Saturday afternoon–the only day they both have off.

They say they’re just looking because they don’t know exactly what they want–they just know they’re not totally satisfied with what they have. The couple repeats the routine for six months and finally returns to the same community, arms crossed and brows furrowed. This time, they angrily say, “We know exactly what we want–do you have it?”

Why are they so angry and short? Well they’ve just spent much of the past six months unsatisfied with their current situation, but unsure what they want to change. As much as they’re afraid of being sold or of committing to something that isn’t right for them, they’ve walked into sales office after sales office, unconsciously begging someone to help them figure out exactly which home will improve their lives.

And now they’re ticked because nobody led them to a solution. Nobody had the courage to reject the “just looking” smokescreen and take them through the process like they would anybody else.

When they said they were just looking, salesperson after salesperson left them alone to wander the models aimlessly and return to their less-than-ideal home with an empty tank of gas and no answers.

Remember, an angry buyer today was a just looking buyer six months ago. And a just looking buyer today is just a solution away from being a contracted buyer. Because what they’re really “just looking” for is someone to guide them home.
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For more on this subject, see dare 21 (“Focus on the ‘Just Looking’ Buyer”) of my book, 40 Day Sales Dare.

Contributed by Jason Forrest

Jason Forrest (named one of 2012′s Top Young Trainers for Training Magazine–a national, industry-wide publication) is an expert at creating high-performance sales cultures through complete training programs. He incorporates experiential learning (rather than theory) to increase sales, implement cultural accountability, and transform builders into sales organizations that build homes. A sales professional at heart, Forrest is the author of Creating Urgency in a Non-Urgent Housing Market and 40-Day Sales Dare for New Home Sales. As a consultant for many of the leading homebuilders in the United States, Canada, and Australia, Forrest’s competitive distinction is his behavior-modification approach (which focuses on people, process, and presentation) and his focus on culture change.  Learn more at http://www.forrestperformancegroup.com.

To Realtor or not to Realtor?

Contributed by Jeanne CongerHandshake-X Factor- Jason Forrest-Forrest Performance Group

Let’s follow the logic.  Realtors have buyers. We need buyers. We need Realtors who have buyers.

The majority of home sales in most markets come from used homes–in most markets, the Broker participation rate is at least 80% for all single-family residential transactions. Why? Because it’s nearly impossible to buy or sell a used (yep, I said USED) home without a Realtor. Buyers are conditioned to call Realtors to look at homes.

So what does this mean for us in the new home market? It means that new home sales professionals should aggressively target Realtors (and thus, buyers). Especially those who would not otherwise be out looking at a brand new home.

So how do we increase Realtor co-op and increase our sales? Stay tuned next week for 10 benefits to Realtors who sell new homes!

In the meantime, be sales ready by creating relationships with the top five Realtors in your sub-market. Show them how you can help them make more sales by partnering with you.

Jeanne Conger, J Forrest Group’s National Sales Coach, has 25 years in the industry; experience with public and private builders; and over 900 hours of real estate courses under her belt. She is truly an industry expert. While she has worked in design studios, marketing departments, merchandising departments, and sales management (she coached a sales team of more than 100), Jeanne enjoys nothing more than being in the trenches.

Jeanne specializes in turning around laggard communities, helping sales professionals generate traffic, providing hiring consulting for sales managers, and coaching design center sales professionals. Learn more about J Forrest Group’s new home sales training programs.