Keeping Sales Process Momentum Positive Over the Holidays

2019 Market is Strong Heading into the Holidays

We're just about to arrive in a double whammy environment for new home sales: less than optimal weather and many competing activities.

The weather might be frightful but ...

Yet, the overall market is positive: website visits are up, sales traffic is up, 2019 sales results are good.

How to keep the momentum going through the next several months?

Home Shoppers are in Your Office Because They're Interested!

A good first step is embracing the idea that home shoppers are visiting your community because they're interested in buying one of your homes... in many cases, today!

It's true: the weather might very well be frightful (while that is probably true in Minnesota, there are other locations where the weather is much better than July!).

And, recognize the power of inviting; take advantage of the holidays and your locale for inspiration. Hot apple cider makes any location seem like home! Add some fresh smelling citrus to up the scent if you're in a warmer climate! A fresh, new look and feel is contagious... and inviting!

Work Your CRM to Drive Traffic

Did you have a chance to read our Top Performer Blog? Our most effective CPS CRM sales manager's tip for success was persistence with follow-up. 

This Top Performer kept in touch with "his team" using his CPS CRM database -- and there's no better time to reach out than today. Invite "your team" over for holiday treats, coordinate a wine tasting, support a fundraiser for a local food bank. You're working to be "top of mind" for your team and any of their friends and family considering a new home.

After All, You're Prospecting for the Long Haul!

That's a Jeff Shore theme: top performers work the small things over and over. Ryan Taft is one of Jeff's sales trainers; he produced a great Blog reinforcing the small and consistent message:

1. Do it! (that is: start now!)
2. Personalize the Heck Out of It! (and the holidays make this pretty easy!)
3. Be Consistent! (get started, now; keep at it after January 1!)

Consider New Tools in 2020!

Take a look at the IBS2020 Buyer Guide: CPS is listed as a member of the 25 Year Exhibitors Club! 

We're persistent: we're actually celebrating 35 Years as a software vendor to the homebuilding industry! Join us in Booth SU631 and see how our persistence can help you sell more homes, build more profitably and provide more responsive customer care!

Builders: Grab Your CRM Tools for Spring Selling Season!

Might be Frightful Outside but..Spring Selling Season is Here!

We have to admit: the weather outside -- whether you're on the East or West Coast -- doesn't exactly encourage getting outside and going home shopping. Even if you're in Las Vegas -- it's snowing!

Take advantage of slower traffic today & get ready for Spring!

But, why not take advantage of the slower traffic and take stock in preparation for your Spring marketing efforts?  We have some ideas to start generating visits to your sales offices and engaging home shoppers once they arrive!

Start Reaching Out to Realtors & Other Neighborhood Sources, Now

There's a great, recent Frank Anton article in BuilderOnLine noting, "Remember that knowing the ground is a decisive factor not only in warfare but  in homebuilding as well."  

Do you know your local Realtor community? Why not get acquainted and start putting together a "Get Ready for Spring" open house and offer a "spa event" raffle for attendees? Or, a "Wine & Cheese" evening with a case of your favorite? Keep the buzz going: don't stop with one event! If you start now (in dreary February), you'll be ahead of 90% of your competition!

Here's where your CRM system can step in and help! Make sure your local Realtors are in their own section so you can easily email and measure your success in terms of visits, home shopper tours and sales.  Not sure how to do this? Let us know: CPS CRM is laser-focused on co-op agent features!

Start Thinking About Demographics, too!

Don't forget: many Realtors focus on specific demographics or groups -- relocations, ethnic or religious groups, 55+ buyers, etc.  Try reaching out to the demographic-centric agents, often.  They always have a group of interested buyers available to visit your community -- provide them with a reason to stop by -- again and again.  CRM will help here, too: establish Rating groups so you can sort through your database and focus on specifics.

Work to Create a Great Buying Experience

You want to be your customer's #1 choice: what can you do to make that happen? First, embrace the idea that home shoppers are visiting today because they're interested in buying one of your homes. In many cases, today!

Next, we'll suggest that it makes sense to start looking at your sales office as a customer does.  What will help you stand apart so the home shopper rates your community #1?

Think about: what are you doing to create a great buying experience? From the minute a prospect drives (or walks) up to your office, they're using all of their senses to evaluate the experience...from smell to sight to touch!  We'll talk about touch in the next Solutions Blog but.. make sure that your "curb appeal" is upfront, clean and appealing!

Followup!

Have you seen the stats? Only 50% of home shoppers hear back from the sales office they visited! Even a simple Thank You! gets you in the top 50%! Think about the value of  an automated & templated followup with a short, cell phone video with a quick tour -- you're in the top 10%!

Do you recall an earlier Solution Blog with Ryan Taft's CRM tips? Take these quieter times to start a top performer habit:

1. Do it!
2. Personalize the Heck Out of It!
3. Be Consistent!

Homebuilder CRM Top Performer Tips

Top Sales Performers Are Frequently Top CRM Users

A local Northern CA homebuilder's top sales performer (he's retired now; let's call him Jack for this Blog) was probably the single best sales agent user of CPS CRM.

Jack certainly knew how to work with home shoppers, using CPS CRM loan information to discuss financial alternatives to facilitate the home purchase and taking advantage of the one-stop Contract Wizard to quickly generate purchase agreement documents.

Consider CRM Database as "Your Team"

But, the reason we're suggesting he was the "best user" was his persistence with follow-up.  Because Jack sold homes for about 10-years, he built-up a considerable CRM database of home shoppers and buyers.

Jack kept in touch with what he called "his team" -- sending announcements of new releases to home shoppers and new communities to previous buyers.

He went the extra step to make sure his data was useful so he could send out "Happy Home Anniversary" messages based on their Close of Escrow date. There were no doubt other personalized emails celebrating birthdays, children, college graduations and the like!

Of course, Jack used the "system" to auto-generate all of this followup; he created templates for his followup activities and relied on CPS CRM to keep in touch with his team.

Consistent CRM Use = Top of Mind and Consistent Referrals

The result? Jack was "top of mind" for anyone on his team thinking about a new home -- and he was the recipient of many referrals as friends and relatives started their home buying journey.

Recently, Jeff Shore completed a new sales training series; his latest is Prospecting for the Long Haul (always informative; watch it here). His message: top performers work the small things over and over.  

Ryan Taft is a sales trainer on Jeff's team; he has a great Blog and recently included 3 tips reinforcing the small and consistent message:

1. Do it!
2. Personalize the Heck Out of It!
3. Be Consistent!

Didn't Jack take those tips to heart and play them out, every day? He took the tools provided to him in CPS CRM and was persistent! As Jeff mentions in his Prospecting session, it's the small things that, when practiced daily, generate results.

IBS2019: CPS is Persistent! We're Celebrating 25+ Years!

Take a look at the IBS2019 Buyer Guide: CPS is listed as a member of the 25 Year Exhibitors Club! We're thrilled to be included and invite you to join us at Booth SU631 as we talk about our award-winning CRM, construction scheduling, warranty management software and interactive kiosks! See how our persistence can help you sell more homes, build more profitably and provide responsive customer care.

Adding an Emotional Connection to Your Sales Office

There's a lot of details to take into consideration during the homebuying process: beds & baths, square footage, mortgage rates and a down payment. It's frequently your buyer's largest financial decision. Yet, there's an element of emotion to consider and kindle in every person's home shopping (and buying!) experience.

Imagine the conversations in front of this SalesTouch kiosk!

Jeff Shore notes in his book, Buying the Experience, that home buyers desperately long to be emotionally engaged with the home of their dreams.

Your mission: to maximize that engagement!

Your Sales Office is Often the Start of  the Journey

Emotions are part of our nature -- and it's worth considering, analyzing and evaluating how to add an emotional component into your marketing propositon as sales/leasing offices are frequently the first place visitors encounter the full range of your brand and product.

Storytelling Initiates Emotional Connections

Storytelling is one of the best content strategies for creating an emotional connection. Stories are tactile and create a visual picture. 

No doubt you've heard stories and imagined yourself within that context.  That's what makes a good story: it pulls listeners in and actually makes them a co-creator of the message. Stories make content more interesting and more memorable. 

Stories can also open up the discovery process to address the "why" your home shopper is in your sales office!

Incorporate Social Proof

We've mentioned, in previous Solutions Blogs, collaborative consumption when discussing today's consumers.  Home shoppers like company -- just like always: friends, relatives, work buddies. But, today, in many cases, they're "cloud" friends! These advisors are available through social media -- giving feedback, offering reviews, providing info as to sales and trends.

Your story needs to be part of this social cloud.  One of the easiest ways to provide social proof, if you aren't displaying social media on-site, is to incorporate testimonials. 

Get Interactive

Scroll back to the top -- emotion is tactile.  Take a look at Cornerstone Communities' interactive touchscreen kiosk: can you imagine the conversations when home shoppers walk into the sales office and see it? Wow! What a gorgeous view! I used to run but...I could get back into it with that path! 

Interactive touch presentations encourage emotional connections.  Did you know using touch generates entirely different (and more positive) brain activity than using a mouse? Take a look at Bob Musa's book, Creating Customers with Interactive Touch Screen Digital Signage, for more on the power of touch!

IBS Gives You the Opportunity to Touch!

CPS will be at IBS2019 the week of February 18th; we're in Booth SU631. Not going to be able to make it but interested in the power of touch as a sales tool? We can schedule an online demo here!

How to: Offer a Great Home Shopper Experience!

It's Competitive Out There!

Website visits are up, sales office traffic is increasing, 2018 sales are good.

SalesTouch: Differentiating Your Brand with Information

While these stats suggest a positive market, the marked increase in customer touch points and a growing need to standout in a crowded marketplace creates a highly competitive environment.

It's a Consumer-Driven Environment

There's an increasing emphasis on providing a consumer "experience" -- which Retail Customer Experience tells us is set to overtake price and product as a key brand differentiator by 2020.

But.. what adds up to make a great customer experience?

There's Information and then.. there's a Relationship

There's absolutely no doubt that home shoppers want to be able to (1) go and look at a product; (2) evaluate quality and (3) understand the product before buying.

Sales agents are an important part of the home shopper customer experience: they offer the direct, personal relationship surrounding the purchase. Importantly, a good agent, suggests Amy O'Connor, a sales trainer in Jeff Shore's organization, helps the home shopper achieve clarity and certainty regarding the purchase.  Your agent is going to want to determine the home shoppers needs and demonstrate how your product meets those needs.

Personalize the Experience

Today's home shopper -- Millennial or Boomer -- wants to examine alternatives, analyze the lifestyle and dream.  Listening is important -- as is providing tools to understanding the product. 

Take a look at CPS' interactive touchscreen system, SalesTouch: it offers a unique journey through the customer experience. 

What's your home shopper's particular need? Lower level master? Place for the baby grand? Close-by recreation? Home shoppers using SalesTouch take advantage of a unique process called narrowcasting: every home shopper can locate and examine the information that will help them make a decision.  In the order they want, at the time they want and in the desired detail. Throwing out a wide net, hoping it meets everyone's needs is no longer.

With so many consumers seeking the ability to gain clarity and information before they purchase, the race is on to offer personalized experiences.  SalesTouch provides that differentiating experience that makes your brand stand out!

Check Your Buyer Experience Gap: Then, Watch Referrals Grow!

In thinking about the takeaways from Jeff Shore's Sales Leadership Summit, realized there is probably an opportunity to analyze the buyer experience as well as that of the home shopper.

How to minimize the buyer experience gap?

Do You Have A Buyer Experience Opportunity Gap?

Extending some of Jeff's home shopper concepts a bit, 

-- What would be a great buyer experience after the home shopper signs the Purchase Agreement?

-- What is a buyer experience today in your organization?

-- The difference is your buyer experience opportunity gap!

Have you been asked to increase your buyer referral rate? Uncertain where to begin? Closing the buyer experience gap is a great place to start!

Keeping Buyers Informed is Key to Their Experience

Any chance you saw our Solutions Blog: Homebuilder #1 Referral Driver: Keeping Buyers Informed? You can read it here.

Not surprisingly, that Blog is one of our most frequently read! It kicks-off with Eliant CEO Bob Mirman's Builder and Developer article statement: the single largest referral driver for homebuilders is how well the builder keeps buyers informed regarding the status of construction. 

Lack of Information Creates Stress

Mirman asks us to think of the homebuying process as similar to a hospital stay.  No question: both are stressful! Yet, the stress can be mitigated by information.  No one, in other words, feels comfortable in the dark. He notes the #1 buyers' Willingness to Refer a Friend is the builder's ability to keep the buyer informed of their status. 

Communication Doesn't Need to be Complicated

Critically, Mirman notes, you don't need conversation -- just communication. 

Information is Communication

We'd like to suggest using software to gain the tools necessary to enhance your current communication process. CPS' software Portals take information developed by FieldCollaborate's construction users as well as WarrantyWatcher's customer service teams and make it available to buyers and homeowners via the Internet. 

No additional work required: the construction schedule can be set as available for buyers to view. Warranty requests, status updates and appointments can be viewed via mobile or desktop. In both cases, 24/7, anywhere/anytime. 

Want to take things up a notch, improve the experience even more? Go the extra step and take stage-of-construction photos and attach them to your milestones. Add post-repair photos so your homeowner knows how things look before getting home from work. After all, your buyers have Portal access 24/7 so they're up-to-speed as the work is completed!

Referrals Are the Result of a Great Buyer Experience

Referrals can be your least expensive source of traffic -- and the most rewarding.  Communication is a win-win as your team communicates results internally -- and they're easily viewable by your most important audience, your buyers!

Are You Getting Your Story On?!?

Robert Rose, with the Content Marketing Institute, asks: Do brands create stories? Do stories create brands?

Yao Xiao of Image Think documents the storytelling conversation!

Rose goes on to say storytelling has never been "hotter" than today -- although stories have been picked up, passed on and shared throughout history.

Today, storytelling principles and success factors are closely related with word-of-mouth, social sharing, social media, brand perception and content marketing. Yet, Rose suggests, storytelling is also often misunderstood, both from a content marketing and branding perspective.

We're going to be talking about how to create stories, nurture them, and encourage them in subsequent blogs. We'll try to work out the difference between what Rose calls boring and souless content and stories that engage.  

A connected content strategy where people are key!

After all, don't good stories compel people to change?  Isn't the very essence of a home purchase a desire for change?  

Several CPS staffers just spent time attending the 2017 Jeff Shore Leadership Summit -- and storytelling was definitely top of mind in many of the discussions.  Take a look at a summary photo generated from trying to examine a homebuilder customer story -- there's definitely a lot going on!

After all, CPS is definitely involved in digital storytelling with our SalesTouch interactive touchscreen product. In today's digital and data-driven environment,  single format storytelling has been transformed into transmedia storytelling in an effort to connect people and brands better than ever.

Builders: Relatable and Emotionally Charged Marketing Ideas

There's a current line of thinking suggesting that, regardless of the product (consumer electronics, cars, new homes), more and more women are now playing a primary role in the decision-making purchase process.

SalesTouch engages your audience with relatable content!

What does this emerging role have to do with your marketing approach and style?  If you've always marketed to what might be categorized as a "female audience," you might argue...not much.

However, all sorts of other bits of marketing data are emerging, as well: women are the "most" connected audience (throw out those preconceived "geek" ideas!).  That fact alone might suggest re-visiting your marketing approach: more mobile, less print; more Facebook, fewer mailers.

In addition, recent studies suggest women see information, products and even themselves in terms of how they relate to others.  Women, in other words, feel more comfortable responding to marketing messages that tell relevant stories.  And, the studies suggest a story's details matter as much as the outcome.

There are many marketing studies out there but.. let's just concentrate on these two pieces of information for a moment: women are "the most connected audience" and they are motivated by richly detailed stories.  How might this influence your marketing approach (and sales, for that matter!)?

Suggestion #1: don't cut to the end...take time (and energy) to tell the story!

Take a look at the image at the top of this blog.  It's from a CPS SalesTouch interactive touchscreen presentation at a multifamily property, The John Marshall.  This property is telling their location story: there's a lot going on in the surrounding area; there are all sorts of restaurants...

But.. that's not the end of their story!  John Marshall's interactive touchscreen system not only provides information about the restaurant and an appropriate image.. it calls out a signature dish!  If you were looking for an apartment in the area, can't you see yourself relating?  Trying this restaurant, living in this neighborhood?

To some extent, doesn't this image take you to Suggestion #2: The best stories are emotionally charged.  John Marshall doesn't just list the restaurants; it shows very appealing images and takes time to provide something really interesting: the "Gotta Try" dish.  Can't you just taste these oysters? Wouldn't it be great living in this property so you could try other restaurants and their signature dishes, too?

We'll have more Suggestions in future blogs talking about including women and their "relater" tendencies.  Meanwhile, try thinking of one new way you can incorporate relatable stores and technology into your sales and marketing process!

We'll give you a starter story idea: follow-up a prospect's visit (whether they were looking at a car, home, apartment or ...) with an email containing a short cell phone video you just made highlighting 2-3 items covered in your sales presentation -- as you open the door to the car or walk through the home visited.  It's easy-to-do and will resonate with your prospect!  This creative way to story-tell comes courtesy of new home sales trainer, Jeff Shore!

Interested in learning more about relatable marketing technology?  Here at CPS we can talk to you about interactive touchscreen-based presentations, social media walls and dynamic, consumer-focused comment systems.

Using CRM to Extend Sales Office Hospitality

Always love seeing Amy O'Connor's posts on Jeff Shore's website.  Amy blogs in addition to providing new home sales seminars -- and she brings a great combination of insight, humor and kindness to her commentary.

Technology Will Enhance Your Welcome Message!

Recently read 3 Southern Hospitality Tips That Will Increase Your Sales and could imagine Amy asking "How's your Mama doin'?" to a sales office visitor in that great Southern drawl of hers!

Of course, not many of us could ask that question like Amy can but... got us thinking about how the concept of hospitality fits into today's new home sales skill set.  And, what tools might an agent use to consistently enhance the home shopping experience?

Amy's #1 hospitality tip is Express Gratitude. There are lots of new home sales offices out there but this particular home shopper selected yours!  Let them know you are happy they visited and welcome them into your office.

This first visit should be just the beginning of your hospitality touch points. Did you know technology can help you enhance the welcome after the home shopper leaves your office?  Let your home shoppers know you listened and remember their unique reason for the visit.

The percentage of new home sales agents following-up with even a basic Thank You! is very small.

You will stand out with your show of hospitality touchpoints, in other words!

Let's assume you're already recording prospect visits; why not take the extra step and associate a particular area of prospect interest (a floor plan, amenity or an interest in schools)? Have these items setup in advance so you're selecting from a list of "reasons" for the stop at your office!

Then, have a preset series of Thanks for Visiting emails offering a little extra about their particular interest.

It's true; people aren't wild about generic emails.  Set yourself and your community apart from the generic with an informative (and hospitable) follow-up focused on a specific topic.  Think of the possibilities: adding a quick video about an amenity, taking your prospect on a short, cell-phone tour of Plan 2's kitchen!

Wondering how you can become more hospitable with technology? CPS has been providing CRM software to homebuilders for a bit more than 30 years -- we can show you!

Making the Transition from Mobile-friendly to Mobile-first

Kim Garst, writing in The Huffington Post, notes that it is hard to argue that social media has changed the face of digital marketing -- or marketing overall, for that matter.  She suggests that companies are finally accepting the fact that they MUST have a digital strategy to succeed.

One component of this marketing shift is the importance of mobile.  Garst suggests that the importance of mobile has transitioned from a "mobile friendly" website to utilizing mobile in every aspect of marketing including blogs, emails and social media posts.

Mobile website is the first step!

What can that mean for a new home sales person?  You'll want to consider how to catch the attention of an audience that is "on the go" either literally or in their use of mobile devices.

Jeff Shore, an expert new home sales/marketing, suggests agents use short, cell phone videos as a follow-up to prospect visits. Why not pre-record a quick introductory video for each of your models? Then, couple a short text message highlighting key points from the prospect visit with your cell phone video.

Text message?  As a way to followup with prospects?  Mobile means text for many -- and studies suggest the more quickly you're able to reach out to a prospect, the better  chance you have for meaningful contact.

The immediate text message with video gives you the third critical mobile component: personalization. 

There -- you've made the transition to mobile-first -- and, satisfied today's home shopper's need for information, delivered quickly and efficiently!

Understanding your target audience: women as "relaters"

There's a current line of thinking suggesting that, regardless of the product (consumer electronics, cars, new homes), more and more women are now playing a primary role in the decision-making purchase process.

What does this emerging role have to do with your marketing approach and style?  If you've always marketed to what might be categorized as a "female audience," you might argue...not much.



Here's a relatable story: complete with best dish to try!

However, all sorts of other bits of marketing data are emerging, as well: women are the "most" connected audience (throw out your preconceived "geek" ideas!).  That fact alone might suggest modifying your marketing approach: more mobile, less print; more Facebook, fewer mailers.

In addition, a series of recent studies suggest women see information, products and even themselves in terms of how they relate to others.  Women, in other words, feel more comfortable responding to marketing messages that tell relevant stories.  And, the studies suggest the story's details matter as much as the outcome.

Get Your Audience Engaged; Do Something That Really Stands Out

We're readers: books, magazines, blogs, you name it!  What's new in technology, marketing, the user experience, computer and mobile hardware ... all the areas we touch on with CPS' software products and our interactive touchscreen product, SalesTouch. 

And, we like to highlight articles we think others would enjoy, as well.

Power of Touch: Engage Your Prospects; Stand Out!

A recent Multifamily Insiders blog by Brittany McBride titled Let's Give Them Something to Talk About: Getting Your Audience to Engage with Your Brand is worth checking out; you can read it here.  Tongue-in-cheek she asks if anyone would every say, "Nope, I don't want anyone talking about me or engaging with my brand, said no one ever!"  She talks about the value of "word of mouse" as an influential tool.

We'll suggest the "power of touch" is equally persuasive.  Studies go so far to say as people touch, they make decisions.

And, if you're utilizing an interactive touchscreen system as a marketing tool in your sales or leasing office, consumers are touching your product!  And making decisions: I like Plan 2 better than Plan 1, for example.  Interactive touchscreens get consumers engaged and making decisions..who wouldn't want that?

Jeff Shore, the sales training guru, suggests (in his May 15 blog entitled Why You?)  that every sales person needs to ask, "What will make my product stand out?" to a home shopper as they go from community to community, looking at seemingly endless possibilities.

Shore suggests your sales presentation is key. What is different? What will really stand out in your buyer's mind?  What can you do to make your buyer feel differently about your community than all the others they have visited?

Again, we'll suggest the power of touch!  Let them browse through floorplans that meet their criteria, check out what's going on in the neighborhood that meets their needs (walking trails for one; nearby medical facilities for another), move some furniture around to see how things will look ( we've illustrated the Move it/Move it feature offered by SalesTouch above).

Engage your consumer; stand out in the marketplace; it's all possible with touch!

HomeBuilders: Your Team as Content Providers - Part II

Recently, we suggested homebuilders consider using their Construction Team to create relevant content for website and other social media outlets.  The trend towards social and mobile media -- coupled with content "commoditization"-- suggests every business needs to locate sources for cost-effective content (the highlighted Forrester Research study provides a great jumping-off point for a thorough discussion on this subject).

How might you move forward with this idea?  Internal sources to consider might include using team members as subject matter experts, developing information that is relevant to your business processes (for example, using CPS' construction scheduling software, FieldConnect Mobile, to post "stage of construction photos) and providing information to educate your buyers (such as a "behind the walls" video discussing how your homes are built). 

Builders creating relevant website/social media content!

We were really thrilled to see an example come to life: William Lyon Homes just published a YouTube video featuring one of their project managers,  Patrick McCabe, talking about the impact of William Lyon Homes in his life (his family moved into a Lyon home when he was 2 years old!). We've enjoyed working with him over the years; take a look here!

Another great suggestion for builder-generated content was provided by new home sales trainer and  marketing guru, Jeff Shore: ask your sales agents to create their own "walk thru" video describing a home recently toured by a prospect.  All they need is a smart phone The agent is able to quickly recap what features the prospect liked, how the floorplan met their needs and add additional educational information, as well.  Who wouldn't love receiving this type of follow-up email?

Sales Training: How Do You Communicate Your Advantage?

Robert Clay, in his Marketing Wizdom Tips No. 1 & 2, suggests asking yourself, "Why should someone buy from me?"

Their unique Selling Proposition is very clear!

There are a number of components involved, in order to answer that question, including a Commitment Statement, a journey "Behind the Scenes," a Positioning Statement and an irresistible offer.  Have you developed any of those components? 

And, more importantly, how do your salespeople articulate these components?  Are they able to communicate your advantage to every prospect that walks in the door?  Interactive touchscreen systems can help; however, how your sales force addresses the components is critical.

That's where sales training comes into play! Everyone in your organization needs to be able to easily and clearly communicate your selling proposition -- and you need to be able to coach your agents through the communication process.

Are you attending IBS2012 in Orlando? There are a number of great Sales & Marketing seminars available at IBS and we'd like to suggest Pulse2012 - a free sales and marketing event featuring Jeff Shore -- a nationally know sales trainer.  Information is available here:

https://www.builderwebapps.com/pulse/

Jeff Shore's Nationwide Sales & Marketing Survey

Jeff Shore

With over 20 years of new home sales and Fortune 500 experience, Jeff Shore blends hard working, real-world expertise with humor, insight and wit in his unique approach to new home sales training.  CPS has sponsored several of Jeff's sales agent and management training programs throughout the US over the last several years. 

And, we're really excited about the latest opportunity to partner with Jeff during this year's International Builder's Show in Orlando.  Jeff is asking new home sales/marketing professionals to participate in a nationwide sales/marketing survey.  He'll forward survey results to participants as well as discuss What's Hot/What's Not in Orlando at a fun and free event scheduled for Weds., February 8 at B.B. King's Blues Club.

You're invited to participate: take a look at the invitation from Jeff here:

I am conducting a nationwide survey of New Home Sales and Marketing Leaders about what’s working, what's hot and what’s not – and I need your help! This anonymous survey focuses on industry benchmarks, key challenges and emerging trends that will enable all of us to grow and improve together in 2012. Please know that I am doing this to better understand and share with you the current pulse of our ever-changing industry and not to solicit business. In fact, if you participate in our survey, it would be my privilege to send you a copy of the final survey results and analysis at no cost to you. On top of that, I’d also like to invite you to join me for a fun, energizing and free event during the International Builders’ Show in Orlando on February 8th at B.B. King’s Blues Club from 3:00 - 4:30 pm where I will present the results of The Sales & Marketing Pulse 2012. https://www.builderwebapps.com/pulse/ So, if you are a Sales Manager, Director or Vice President, would you please take about fifteen minutes now to complete our survey? If you are a Sales Professional and you think your Sales Leader would benefit from this offer, please feel free to forward this email on to them! You can find the survey here: http://jeffshore.com/pulse My commitment is to make this small investment of your valuable time pay you a handsome return once the survey results are compiled. Thank you in advance for your time and best wishes for a very successful 2012! Jeff Shore

Tweets and Facebook posts: Today's version of a referral?



Sharing the experience: Lyon Homes' San Carlos Court

This week there have been two articles with seemingly divergent themes: CCES' article, "9 Purely Business Reasons to "Green" Your Company" and Dawn Sadler's "Creating a Legacy Brand" on http://www.jeffshore.com/. 

But..are they actually related?

CCES suggests there are 9 purely business reasons why "green" benefits a company's bottom line.  Sadler notes that the only marketing program that will continue to drive homebuilder business is referrals. CCES doesn't mention referrals; Sadler doesn't mention green.

We'd like to suggest there are a number of similarities -- and that an interactive touchscreen can enter this discussion, as well.  Do you remember an earlier discussion about "helicopter friends"?  Today, shoppers Tweet, Facebook and otherwise share information, recollections, and experiences with their friends based upon all sorts of events...including shopping.
Isn't sharing today's version of a referral?  

Put a shopper-friendly (and "green" with paper-saving and/or print on-demand features) interactive touchscreen in your business -- and you'll see not only positive feedback from your potential buyers but "sharing" amongst friends!  And, there are the "green" business benefits (cost savings, improved efficiencies, employee morale) that tag along, as well.

As Dawn Sadler notes, " it's not how much you intended the experience, it is how your buyer experienced it!"

Adding new tools to your sales process or... Let's Get Creative

Really loved the Jeff Shore/Jason Forrest Sales Leadership Summit last week in Dallas.

No doubt, every attendee took away a new idea, added something new to their "sales and marketing toolkit."

Really noteworthy was the thought that the tool might already be there..just not put to effective use as a selling tool.  Tool in point: using a cell phone for someething other than calling prospects.  Why not snap a picture or create a short video to forward to a sales prospect highlighting a feature they liked (the gourmet kitchen) or missed (sunset from the proposed backyard)?

We're all carrying around cell phones and... probably taking pictures with them, too.  But..how many of us think about how we can incorporate these day-to-day items in a new and effective way?

Phone..check; email...check; telephone...check.  We have the tools.  How often do you think: Can I put this to a new and creative use?

CPS' Bob Musa joins Builder Radio and Winchester Homes' Jack Fugiel on Weds., May 11, for a webinar: Follow-up Tools, Techniques and Strategies that Work...imagine they'll be talking about tools you already have...and getting creative about their use to enhance your sales success. 

Interested in adding new tools?  Here's a link to the Webinar: http://tinyurl.com/3hy8j9y

Using YouTube as a "personal" sales tool

Just returned from an excellent Jeff Shore/Jason Forrest Sales Leadership Summit in Dallas, TX.

The seminar focused on providing management coaching for sales agents and one of the points I liked was the need to develop "personal" sales tools.  Jeff Shore demonstrated an example: an agent, having shown a home in the morning, following-up with a cell phone photo or video with a sunset view from the patio.  If the video is too long, Shore suggested, post it on YouTube and send a link.

Upon my return, saw a saved Wall Street Journal article discussing small business use of You Tube and other video sites.   Then, there's another article in the same Small Business section, "Talk is Cheap: Word of Mouth Advertising can be targeted, inexpensive and effective -- if done well."

That's how I see YouTube being a "personal" sales tool...an individual -- sales agent, marketing coordinator, anyone -- is able to take a topic (whether specific to an individual, a product, or company) and use it as a sales tool via YouTube or other video site.  Sometimes, you'll have an event (like the sunset) that can be captured and sent along with a message (Your new view!); or it's possible to use an event to create the message.

For example, one of CPS' SalesTouch interactive touchscreen presentations was the recipient of a Southern California industry award.  Yes; attendees heard that news but...we wanted more people to hear it! YouTube gave us an excellent vehicle to get the word out -- as well as serve as an ongoing piece of marketing collateral.  We created a 5-minute video featuring the presentation and posted it.  Some find it via keyword search and we use it as another piece of marketing collateral.  Another social networking tool as well as a cost-effective way to communicate.  Here's a link: http://www.youtube.com/watch?v=K1jMEfK-j6U.