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How many homes could you sell if your competition stopped selling?
How many homes could you sell if your competition stopped selling? In December, that’s exactly what happens. Since the longstanding belief in homebuilding is that fourth quarter is slow, salespeople mentally check out, making sure that the mindset is perpetuated year after year. While your competition is passing through December with the mindset that they can’t sell anything, you can get busy picking up the sales they’re letting go by. It will be like you’re selling against no one.
Sure, traffic goes down in December. But all that means for you is that the people who do make it through your door are not there to dilly dally around looking at “design ideas.” Look at it this way—if they’re taking time away from holiday parties/shopping and general busy-ness of the end of the year to look at homes…they’re there to buy. They are the serious, very-interested, “better-sell-me-now” buyers. So be ready to sell! Below are a few selling points to help you get your buyers across the finish line:
• Those who qualify for the homestead exemption can save taxes in 2011 instead of waiting until 2012. The exemption “has been set at $34,000 for the 2011 and 2012 tax periods. The 2011-2012 exemption reflects a $300 increase over the 2009-2010 exemption of $33,700.”
• What is a better present than a new home? There’s not much I can think of that I’d rather get for Christmas than a place where memories are made. A place where life happens. And if your client just has to have something to unwrap, suggest that they consider putting the keys in a jewelry box, where an engagement ring would be.
• Moving companies are typically less busy in December than in the spring and have off-season prices.
• Interest rates are typically lower in December than they are in the spring.
• Fewer transactions in December means that things get done faster and lenders have more time to consider your prospects’ situation.
• Be careful not to make this the main point of the sales presentation, but it’s a fair observation that the time when you can get the best price for the best home is at the end of a builder’s calendar year. Remember though, that this is a circumstantial close and only relevant once you’ve already achieved the emotional close (all the reasons why your home will improve their lives). The idea is that if they’re going to buy, they may as well buy now.
• Even if they can’t close during December, they can take advantage of those prices and close in 2012.
Now let’s get one thing straight—I’m not suggesting you jump to all the reasons why a person should buy this year as soon as they walk through your door. If they say they aren’t going to do anything until the first of the year, then you should just say, “Okay, no problem. Let’s just go through the homes and pick out your favorite so that when you are ready, you know which one is right for you.”
Once you’ve found out what they need and solved their problems, then say, “So when the time is right, is this the home you’re going to choose?” If they say it is (and only if they say it is) then say, “Great. So let’s spend a few minutes and talk about some advantages of buying this home sooner.” That way, if it makes sense for them to buy before yearend, they will. If not, you’ll be there for them when they are ready. Put your best case forward with all the reasons they should move forward now. And remember that if they wait, it’s still a win. Skipping steps in the presentation doesn’t get you any closer to the sale.
As the year comes to a close, remember that each person who walks through your door has had to put aside some of life’s busy moments just to get there. They’re skipping parties, decorating, and shopping to give you a chance to sell them a home. Don’t wait until 2012 to give them your best.
As a sales professional, author, professional speaker, and consultant, Jason Forrest helps home builders increase closings and profits through leadership sales training. His books include Creating Urgency in a Non-Urgent Housing Market and 40 Day Sales Dare for New Home Sales. He can be reached at jason@jforrestgroup.com and www.jforrestgroup.com.
