Personalization: Reframing the Home Purchase Decision-Making Process

Builder Radio offers a great set of resources for new home sales/marketing professionals ranging from Podcasts to Webinars to an audio/visual library...all oriented towards "Helping Builders Sell More Homes."  We suggest dropping by http://www.builderradio.com/ and taking a look at what is offered.

Let your buyers take the floorplan and...make it their own!

Recently, Jane Meagher with Success Strategies participated in a Builder Radio Podcast titled, Making Personalization Part of the Sales Process.  She highlighted a key sales concept: today's consumer likes to have control over purchases and that desire offers homebuilders a unique advantage compared to used, foreclosed and spec homes: the ability to personalize the purchase.

Jane suggests that salespeople ask probing questions designed to get prospective buyers to "dream the dream" and talk about their preferred lifestyle.  This process allows the buyer to reframe their decision-making process and, she says, drives the buyer to ask, "Why settle? Maybe I can get what I want, even if it costs a little more."

That question allows the builder to differentiate the new home from other homesfor sale-- since their purchase must be considered "as is."  Sure, after the purchase the buyer can tear up the carpet, add granite but..not today.

And, here's where an interactive touchscreen system can be an effective sales tool, as well.  Buyers can mix and match structural options, see the results and print out their uniquely designed floorplan.  No more standard brochures with arrows, lines and cross-outs! They can add/remove furniture and mark-up the floorplan, as well.  Change the wall between kitchen and family room to a pony wall; mark-up the kitchen to add a center island, make the base floorplan their home.

Robert Musa talks more about the value of interactive touchscreens in the sales process in his book, Creating Customers with Interactive Digital Signage.  It's available through BuilderRadio.

Your prospect's first visit: is it really a "be back"?

Beth Bliffen, a new homes sales/marketing professional based in Southern California, has a great blog on the value of Real Estate Staging.  She talks about packaging vacant standing inventory homes to your targeted market.

What jumped out in a recent blog, however, was this sentence, "Today's buyer can be considered a "be back" on their first visit... if you realize over 90% of homebuyers will have seen your homes online."

Going beyond the static...engaging your prospect

How have you modified your sales and marketing program as a result of that statistic?  Many people "shop" online, for example, but "buy" in a bricks-and-mortar location after having the opportunity to "try on" the actual clothes, shoes, whatever.

If you're selling new homes, for example, this statistic can signal that your sales approach needs to be modified as does your marketing collateral.  It might not be enough, for example, to provide static sitemap and floorplan displays -- your prospect has already seen those online. 

Good sales people ask questions and position inventory in relationship to the responses.  The "gourmet" kitchen meets a specific need, for example, and the "den in lieu of 4th bedroom" accommodates someone who works from home. 

An interactive touchscreen facilitates the same process...responding to a prospect's criteria (e.g., let's look at all 4 bedroom homes--for the 3 kids-- with a lower level master--have an early riser-- and den--who works remote)...and there's an inventory home available, now!  Plus, you're able, via the interactive presentation, to bring the neigborhood to life -- schools, shopping/dining, recreation.

Today's visitor doesn't need an introduction to your community; they know the basics (that is, they've already shopped online) and now they're ready to drill down and find out the details to determine if there's a fit and make a buying decision!