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New Home Sales Presentation – Earning the Right to Close

New Home Sales Presentation - Earning the Right to Close

One of biggest hurdles for a new home sales professional is getting that final stamp of approval, crossing the finish line, and earning the right to close on a home. It is both a life changing decision for the customer and a huge success for the builder. So, how do we keep this decision as clear and stress-free as possible for everyone involved? There are several steps of presentation that can help you zero in on a customer’s wants and needs, minimizing miscommunication. Providing a high value presentation that covers all the essential areas of a new home purchase will help you earn the right to close confidently with a high rate of success.

People want to be engaged right? Included, listened to, and interested. Finding the right approach with a customer is like going on a job interview or a first date. Keep your focus on them always, look them in the eye, be interested, try and pinpoint their values, their future plans, etc.. Don’t be afraid to ask questions. What is most important to them in their next new home purchase? When we ask this question, their response will fall into one of seven areas. Area, neighborhood, homesite, floorplan, personalization/customization, the builder, or financing. Remember, before we go into presentation mode when they tell us what is most important to them, establish what they already know about what we offer. You may be surprised how much research they have done and how much they know about what we are selling. Don’t waste your prospect’s valuable time telling them about features they are already familiar with.

Certain aspects of a new home will be more important to a buyer than others. For example, they may be most interested in the area: the surrounding community, shopping, schools, etc.. Again, as a salesperson you must be prepared for anything. Be sure you know the area well. You may want to use a labeled aerial map of the location for reference.

If they are interested in the neighborhood itself, be ready with a topo board or a neighborhood map to show them. What makes the neighborhood unique? There could be multiple factors: a community pool or clubhouse, beautifully maintained walking trails, whether it’s located in a quiet area or a busy area, or if it’s just minutes from a nature trail. 

Perhaps the customer is most interested in the floorplan. Trying to sell someone on a home location without a floorplan readily available can be a large blind spot for the buyer. So, be sure to have floorplans or even better, a built home of the floorplan that meets their needs. If the home site itself is the most important thing to the buyer, know the price ranges of the sites, size ranges, etc. so that you can give your prospect the best idea of what to expect before moving forward.

Personalization is often a key concern for a customer. Being able to select the flooring, countertops and other features can be so exciting, but also scary for a first-time new home buyer. If the buyer is currently living in an older home, this may be the catalyst for a new home purchase. In these cases, ask the buyer about their current home, and what they are most excited about changing when it comes to the personalization of their new home, and go from there.

For some, it isn’t the home itself that matters most, but rather the builder. Afterall, if you don’t feel comfortable with your builder, the possibility of closing on a home is far less likely. So, what makes the builder special? What makes you unique? What success stories do you have to tell? Do you have graphics and data to support this? Again, the more you can distinguish this key component with examples, the more likely you are to see a positive response.

Financing is often a touchy subject in the sales business. It’s important to note that if a buyer says that financing is their number one concern, this should be a red flag indicating that financing may be a roadblock when looking at potential homes. Your parents may have told you as a child that it’s impolite to discuss money, but in this case, especially if it’s the buyer’s most important factor, you must resist those natural instincts. Be sure that you bring up the elephant in the room early on before delving too deeply into the buying process. As always, make certain you are asking the right questions, such as what their knowledge of finances are, whether they have been pre-approved by a lender, etc.. Confirm that you can help your customer find a home within their price range before setting hopes too high.

These seven areas are the basic ingredients of creating a successful sales presentation to a prospective buyer.

  1. Area
  2. Neighborhood
  3. Floorplan
  4. Home site
  5. Personalization
  6. Builder
  7. Financing

Consistently presenting on these seven areas will help keep you organized, clear, and focused on the crucial aspects of buying a new home. Asking specific questions associated with each step will help you leave no stone unturned. Once you have done that, you can move closer to that finish line, and close for that sale.