Housing Giants: Ideal Homes

I have stressed the critical importance of focusing on the fundamentals of sales and sales management, whether you are a small- or mid-volume builder or one of the Giants, and urged avoiding quick-fix approaches (e.g., reliance on social media and discounting) and encouraged them to stick with what works.  Here is what Vern McKown is focusing on at Ideal Homes.

Ideal Homes, Norman, Okla.
(Housing Giants rank: 122) — Vern McKown, President

As the market tightened over the past few years, our ability to maintain sales did not come from a secret formula or new gimmick; it came from a commitment to execution on the small things. We always find ourselves going back to the sales basics. Specifically, we’ve emphasized training on the closing process.

We increased accountability on follow-up by implementing a new CRM system and creating a culture of discipline around long-term contact with every prospect.

In addition, we’ve taken a dynamic approach to Realtor relations, focusing on building deep relationships in lieu of tracking the quantity of activities a sales rep makes. Our sales managers no longer ask, ‘How many sales meetings did you attend this week?’ Instead, they ask, ‘What can you tell me about the Realtors you are working with?’

(Adapted from Bob Schultz’s column in Housing Zone/Professional Builder)