Arthur Rutenberg Homes, Clearwater, Fla.
(Housing Giants rank: 77) — Arthur Rutenberg, Chairman

Our sales are directly proportional to the number of model homes and sales teams we have in the field. Metrics have always been important to me, so we pay close attention to the ratio of visitor registrations to first proposal or quote, and then sale. We work hard to recruit and select top-quality sales teams for each model, and because value is the key to sales success in today’s market, we make sure we give our franchise owners leading-edge tools to reduce their direct costs, and hence their ability to offer lower sales prices. Every item that goes into building one of our homes is being bought at the right cost by one of our 31 franchisees. Our best tool is software that lets each franchisee see the costs being obtained by the other 30.

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

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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)

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Jagoe Homes, Owensboro, Ky.
(Housing Giants rank: 145) — David Crowe, VP of Sales

Our focus, streamlined processes, and commitment to elim–inating waste in every area of our organization have proven to be the foundation that has seen us through the tough times.With respect to the sales staff, we simply refuse to participate in the belief that people will not buy or build a brand-new Jagoe home. This alone is not enough, but it all starts with the right attitude. In the past year, we have had to make some tough decisions in regards to our sales staff and how we sold in the past. Through needed downsizing, we graded our sales force and kept the best. Then we made a commitment to make sure they received the right support and tools to do their job effectively. We made sure all of them were operating with the best sales presentation possible and then had everyone video shopped. The video shops gave us a great benchmark and provided an extremely valuable coachable situation.

Instead of hoping, wishing, or praying for more traffic, we improved the experience, follow-up, and follow through. As a result, we are converting more of the traffic we generate.

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

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The clearest place for you to provide that leadership  is in a full model demo.  We believe the maxim:  Site more to Sell more.  Why would you surrender the power of a demonstration because a house “sells itself?”

You want to help build emotional attachment to a home (see Only 1 in 10 understand emotional attachment).  That attachment comes from your demonstration.

Here are six key steps in a model demonstration:

• Outside In.  Demonstrate from the outside in.
• Interior Features. Point out at least six features and benefits of the exterior. These items can be anything from the brand names of the roofing material and windows to what is included in the landscaping package.
• Room-by-Room Plan.  Have a clear room-by-room plan for presenting the home once you get inside. Usually, it is best to start with the living spaces and then move to the bedrooms and bathrooms and the master last.
• 6 Components.   Know at least six interior component parts and verbalize the brand names for all the appliances.
• Site Visit.  If a person is interested and qualified, the final step is to take the prospect to a specific site.
• Get Physical.  From there, it is important to talk about physical attributes, views, large trees etc.

Remember: you might only have one home site with a big home next to it and a wonderful tree in the backyard that faces south.  That package creates a one-of-a-kind opportunity and that creates urgency.

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Many salespeople spend a great deal of energy on relationship building and seeking an emotional attachment with customers.  The result: salespeople invest more time to gain a friend than in making a sale.

In fact, I often tell a story in my training about a salesperson who was brought a fresh-baked pumpkin pie from a prospect but never sold them a home.   The impulse to create emotional attachment is right, but the application breaks down.

Here’s the right approach in a nutshell: You want emotional attachment to your product…not you.  

So, how do you create emotional attachment?  First, you don’t leave the selling of your product to the product.  You, the professional salesperson, are there to facilitate an emotional connection.  That connection may come by way of certain name appliances.  Maybe its a bathroom feature.  Maybe its a pantry.  You won’t know where that emotional connection comes until you go through a proper model-home demo.  Within the demo, you will see the eyes flicker and come to life.  But you must give yourself the opportunity to see the sparks fly.

Please read our 6 Steps to a Proper Model demo.  Better yet, attend our New Home Sales Boot Camp®, we will get you letter perfect on your model demo.

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My sales are up 20% in 2011 compared to 2010! Thanks to Roland Nairnsey and Bob Schultz, I learned how to sell with their proven training as a Rookie, and have never looked back!

Christy Foy Bradshaw, Classica Homes, Charlotte, NC

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Thank you for the excellent training I received while at the recent sales and sales management programs that I attended in November.  As a result of the refresher, I was able to start the New Year off right with SEVEN sales in January.  I also have several hot prospects in the funnel for February.

The education that I have received from you has had the most positive effect on my career and earnings, than anything else I  have ever done!

The investment in the programs has paid for itself many times over, and continues to do so, in both good markets and bad.

Again, THANK YOU both for everything!

Scott Baughman, Premier Homes, Pueblo and Colorado Springs, CO

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Across the board we are finding success since teaming up with Roland and Bob.  They have assisted us in hiring 3 new sales associates, which have allowed us to keep our sales offices open 7 days a week and drive up the amount of traffic we are seeing.

We took away SO MANY amazing ideas from Boot Camp.  One was to create a “Home of the Month” that we marketed in all of our communities and website.  Within a week it was under contract!  I’d like to add that we have been trying to sell this home for over 6 months with no success until now.

We also started using some of the special closes, which have worked wonderfully to get prospects off the market and tied into buying a home with us. 

The on-site training with Roland is extremely valuable.  Our sales team, even those that we thought would have trouble adapting to the new training, were able to role-play with him to try out the new planned presentation and get comfortable using the system and phrases.  I attribute much of our success to this.  One can repeatedly be told how to do something but until they try it out for themselves, and are given feedback on how they did, they will not have the confidence to do it while in front of customers.  We have made our whole sales team into believers of role-playing!

Christie Redner,  Schaeffer Family Homes, Berlin, NJ

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Bob and Roland,

I just wanted to give you an update on our sales team:

Midland Conversion ratio 1 in 3.6

Odessa Conversion ratio 1 in 4.6

Lubbock Conversion ratio 1 in 5.9

Average sales price is up, best sales year ever!

Thanks,

Troy Finley, VP of Sales, Betenbough Homes, Lubbock, TX

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