Working in this fascinating world of sales and marketing for 30 years, I have had the good fortune of sharing and learning with the best in the industry. The basics remain the same… the new prospect’s desires need to be respected!! With that, I want to continue on with Part 2 of successful selling in today’s real estate market… product demonstration.
I’m going to use our Sandpearl Residences on Florida’s Clearwater Beach as an example:
You’re never sure how much time you have with your guest so it is always good to begin with a success (good news) story informing them know of we are now.
“We are so excited, we wrote 5 purchase agreements last month and already have 3 sales this month.”
It’s important to get them in the game before unveiling what we have to offer. This creates excitement and anticipation for what we have to offer.
Other success stories…
“We just completed two new models”
“We were just awarded with 3 Parade of Homes design awards last week”
“We only have one home left in the boutique building”
“The owner just informed us that we will have boat slips”
“Expedia recently ranked Sandpearl #8 best worldwide”
“The Sandpearl Resort just received the Silver LEED designation—first in Florida”
No need to go into great detail… urgency is created in the mind. This creates engagement, curiosity and excitement in learning the reasons for the successes. But, take time to let them talk—a lot. You now have a platform from which to lead.
Lose the sales pitch… this is where the focus on the “you the customer” comes into play and the marketing buzz goes away. The more you can personalize the better… work in little vignettes–keep a list of the good quotes you hear during the presentations, share them with one another and try to work them into conversations. It’s one thing for you to say it, it’s totally another if someone else says it. It becomes a softer sell–subtle, warm and friendly.
Keep the positive excitement at all times!! Let your voice reflect your different emotions relative to the information you are sharing–for example: pride when speaking about the developer… awe when discussing the architectural and site design… excitement regarding the model homes and the hidden benefits within. Your community is your masterpiece… sell it.
Think about what you are going to say as you exit the office and begin your tour. Whether turning left or right, what are the key points you want to mention as you walk along the sidewalk. Good News…
“Collections at Sandpearl just had its ribbon cutting a few weeks ago–it features quality resort wear and accessories.” “I just bought the most comfortable…”
These are part of your guest’s defining moments—You should be aware of at least 40 during each tour. I’ve talked about this for years; it is what helped make Saturn automobiles so successful–a focus on the experience!! These are moments when prospects form an opinion about you and the community at every point of contact. How can you make each one better, every day?
- Curb appeal
- How your prospects are greeted
- Professionalism of the sales center atmosphere
- Cleanliness of all touch points—especially the inventory (both furnished & unfurnished)
- Landscaping
- Your attitude
- Smells
If you want a more current term for this, let’s call them Brand Values. They are manifest in how you treat customers, fellow employees and vendors… the appearance of facilities… how you answer the telephone… how you treat the environment… how you dress… and so on.
Napoleon Hill talked often about definiteness of purpose as a quality for success. When we are driven by a purpose—one that will improve the lives of all guests we touch, we will command both respect and profitable share. If you have a purpose and can communicate it with clarity and passion, you will feel good about what your goals are and the path for with to reach them.
OK, back to the tour… There is no need to immediately enter the building. Stop several yards from the entry so your guests can experience arrival–never take prospects through a parking garage! This is an opportunity to mention the architectural style and the unique design elements that typically go unnoticed. Touch upon the streetscape/approach value… name the architect… structural integrity…… determine familiarity with the locale if not already done so. If you can work in some predispositions as you approach the building, so much the better.
Whether entering the building or the model, let the prospect enter first–they don’t want to be looking at your back-side–hence blocking the experience and/or view. Don’t make the mistake of quoting features and benefits before discovering their lifestyles.
Dave Stone always preached that the first thing you want to do is get them involved in the feel of the home, not what comes with it. How the home feels, lives and functions has to be done first, then, as you work through the process, you can pick up on something they may be interested in, mentioning features only after you have established some areas of interest. Get the home to sell first from the standpoint of living in it… let them experience it… let them feel the home. If they comment on the openness, you can respond with, “see how this home has brought in the light… that is something we told the architects when designing these plans–floor to ceiling windows and at the same time not giving up any privacy–how does this feel to you”?
Always stand in places that don’t block views… anchor yourself. Put yourself in the picture and the space shrinks–remain beside or behind them–corners are good. Have them describe what then enjoy doing when at the beach…
“Do you spend a lot of time in your home?… how does this feel as a beach home? wouldn’t you just want to live on this balcony?”
Did you know that you can call the resort for room service? …and have everything from crab cakes to sushi to crème brule delivered to your home?”
You want to be constantly asking how does this feel… get that feedback...
How does the kitchen compare with what you are used to?”
This is a perfect time to use third-party quotes.
A common mistake is to give too much information with no target. If there is anything to learn in sales, we must listen, get people involved and use the response…
“What really seems to appeal to you is openness… balcony… views… light…” and so on.
Don’t be afraid to ask whether the price range of the home meets their budget… is the value there?
Help them to buy!! Convince them that you have their best interest at heart. The moment they appear to become uncomfortable, do something to make them comfortable—do it their way.
Keep the doors closed. Each entry should be magical–i.e., let them discover the master suite when you want them to–adds to the romance. Whatever area they seem attracted to, spend time there… most are attracted to light/views–let them maneuver and then watch–they will gravitate to the areas where they will spend the most time. Engage them in the functionality of the spaces… what makes this room livable? Work the romance…
“Can you imagine how nice it would be to have your morning coffee on the balcony”? …”ordering breakfast in bed from the Resort”? …”enjoying the magnificent sunsets with family and friends?”
Don’t forget privacy and soundproofing features. A perfect time to talk about these items is when you come back in from the balcony and close the sliders… shutting out the noise.
Have water/soft drinks in the fridge. Invite them to sit down with the view in front of them… begin narrowing down a specific home and let them sell themselves from your point of guidance.
Use this same formula when presenting the common areas. The Resort should be part of your tour—it is an amenity/feature equally important to the sales process and not simply limited to the sale of Suites.
Always escort your prospect back to the sales center taking a different path than initially. Establish a reason to get back in contact with them… double check to see you have all the contact information and their preferred way to communicate.
Have you stopped to think about the Buyer’s Critical Path?
- Can I Believe this sales person? Is he/she Trustworthy?
- Do we Communicate?
- Does this community have What I Want? What I Need?
- Do I like/love the Models
- Can I Afford this home?
- Is it a Good Value? Better elsewhere?
- Do I have good reasons to Justify this?
- Do I have good reasons to Do This Now?
If you can get “YES” answers to all these questions… YOU WIN!!!
Focus on your process… Be logical!! The transformation will take place from logical to emotion during your sales presentation. Your goals will take care of themselves.
Above All Else, Be Memorable… Champion your sale!!
See Part 1 — Keep Learning
Steve McAuliffe 