One of the common traits I’ve found among new home salespeople is that they worry about closing the sale. In fact, it bothers them so much that, according to statistics, 87% of them do not even do a simple close when a buyer walks into a model home. We also know that nearly 90% of salespeople don’t even get a registration card completed with an address, both buyers’ names, e-mail and phone number. Without that information, there is no follow-up opportunity.

Closing makes salespeople nervous. They fear rejection and feel overwhelmed at the thought of asking the buyer for a commitment.

So, here’s a thought. Forget the nervous breakdown. Have a breakthrough instead. Stop assuming new-home shoppers aren’t going to buy today. Start seeing them as half-way committed to owning one of your new homes. Then use one of my favorite simple closes:

You: “I sense you love this home. Am I correct?”

Buyers: “Well, yeah.”

You: “Then shall we make this one yours?”

That’s it. Nothing involved. This close puts buyers in the position of committing to purchase or telling you why they aren’t ready right now. Some will buy. Some won’t. So what? Either way, you’ve brought them to a point of decision.

This is a skills-based housing market today. To excel, you must overcome your fear of rejection. Ask those closing questions. Get follow-up information on everyone who enters your model home. Do it enough and it will become second nature.

To quote Aristotle, “We are what we repeatedly do. Excellence, therefore, is not an act; but a habit.”

1. Pretend the internet doesn’t exist. It isn’t going away, so why ignore it? Learn how to use it to boost your sales, expand your market, and attract and educate potential buyers about your homes and community.

2. Make promises you can’t keep. If you don’t deliver, you lose credibility. It’s not worth it.

3. Don’t respond to clients and potential buyers right away. Whether it’s complaints or inquiries that make your phone ring and your computer beep, respond to them as quickly as possible.

4. Don’t ask for referrals or stay in touch after the sale. It’s easy to breathe a sigh of relief and ride off into the sunset after closing papers have been signed, but don’t do it. Allow your buyers the luxury of lingering. They may have some questions or need reassurance before they experience a bad case of buyer’s remorse. Plus you have an opportunity to ask, “Do you have some friends you would like to have as neighbors in your new home?” Lingering after the sale and staying in contact show that you are committed to building a long-term relationship.

5. Allow frequent interruptions. Figure that every time you’re interrupted, you’ll lose 15 minutes of productive time. Is it really worth it?

One of them is that potential homebuyers are exercising their option to shop multiple communities and to make more return visits, usually after they have viewed all the competitive offerings that are available.

This is the time to resurrect an often overlooked and misunderstood form of communication known as the telephone. If you are a veteran salesperson, follow-up using the telephone could be a forgotten skill. Let’s face it. Making follow-up phone calls to prospects and initiating continuing appointments have slipped by the wayside.

If you are new to the business, no doubt you are being told by your management team to go make calls. This leaves you scratching your head, thinking this makes perfect sense, but you’ve not received any training in how to do it.

In addition to forgotten skills by veterans and lack of education for those who are new to the business, e-mail is also circumventing the necessity to make phone calls. E-mail and text messaging are indeed streamlined and efficient methods of communication. They also insert a mental block into the minds of those texting and e-mailing regarding the simple benefits of phone-time compared to face-time. In reality, e-mail has become the great "copout" to making calls because many salespeople mistakenly believe that today’s homebuyers prefer e-mail correspondence over an actual phone conversation. It is, after all, less intrusive and more convenient.

I’m not here to tell or sell you otherwise. As an educator, I’ve learned to accept the adage, "A man convinced against his will is of the same opinion still." All I’m going to do is share some proven strategies that will provide you with the skill-sets you need to capitalize on this self-marketing strategy of making personal phone calls.

However, if you are reading this and are one of those self-actualized salespeople who wants to continue resisting the money-making opportunities the phone offers, then stop reading. But if you belong to the corps of the opportunist-elite, read on and celebrate the fact that there are numerous salespeople who don’t believe in the power of the phone or don’t want to use it to actively reach prospects. I say to celebrate because that leaves a much bigger pool of homebuyers for you to troll.

Phenomenal Phone Basics

Although telephone-call marketing isn’t rocket science, here are some ground rules that should give you liftoff.

Get your attitude ready. The first step to all successful endeavors is to establish a positive, enthusiastic mindset. Even though no one can actually see you when you are on the phone, it is vital to project self-confidence and cheerfulness. Make every effort to demonstrate the same attitude as if you were delivering an "in person" sales presentation.

Put a smile in your voice. Your voice is the only tool you will have to project your attitude. Put a serious smile in your voice and you will convey a friendly image. When selling from afar and not in person, your voice has to replace your physical appearance. Research shows that your vocal tone and delivery can count for up to 84 percent of the believability you have when people cannot see you.

Establish goals and objectives. Having a positive attitude in using the phone is a great start, but attaining success over the phone also depends on having clearly defined goals and objectives. The typical mindset for a novice is to merely make calls. This is certainly your objective in picking up the telephone; however, the actual goal is to secure an appointment with a potential new-home buyer. Let me elaborate: Though it seems logical that the main objective is to make calls, most salespeople lose sight of the fact that it may take a substantial number of calls before they actually secure one appointment.

At the end of the day, the number of phone calls you make will be inconsequential if you have not scheduled an appointment with your prospects for a return visit to your neighborhood. So, what you need to do is establish your end-goal at the very beginning. Determine how many appointments you actually want to book and go from there. The objective is to call and to continue calling — day after day — until you’ve scheduled that number of appointments.

Organize your telephone system. I once knew a real estate salesperson who was proud of the fact that he kept all his appointments, phone numbers and other pertinent information in his head instead of writing it down. While it was impressive, it was not very logical. Our minds can become cluttered just as our desks do. Scientists say that’s one reason we have difficultly remembering people’s faces, names and events as we age. We have so many life experiences in there to sift through before we can lock onto the one we want. That’s what gradually happened with the salesman I mentioned. He did retain all this information, but it would take him forever to pull it to the forefront of his mind. His clients became impatient and he would leave them with the false impression that he was forgetful.

So, even if you have an extraordinary memory, you still need some sort of system to record your conversations and the information you gather from prospects. If multiple calls with the same prospect are required to secure an appointment, you will need to accurately record what your prospect said each time you speak with him or her. This allows you to recall your previous conversations and to gently refresh your prospect’s memory, if necessary.

If you are using a computer system, the recording and retrieval of past conversations is easy and foolproof. If you do not use a computerized system, you will need to implement a manual system that will help you keep organized.

Have a good reason to call: An obvious objection made by salespeople today is they feel as if they may be bothering the prospect when they call. In some ways, that assumption could be true. You don’t want to be the telephone equivalent of junk mail. So, you should always have a good, compelling reason to telephone a prospect. Then you can be much more courageous and the prospect will actually welcome your call.

What are some reasons to initiate a call with a potential homebuyer? Here are a few:

You regret they had to cut the last meeting with you short, so you want to set some time aside to give them another opportunity to visit with you on site.

You have calculated how much home they can afford to buy at today’s interest rate and they might be surprised. You can also give them updated interest rate quotes for other homes they might be interested in buying.

You have someone else interested in their one-of-a-kind home.

You have compiled a checklist showing the extra value your builder is offering.

You simply wanted to call and tell them about some updates you’ve added to your Web site (or the builder’s site) and to let them know of some newspaper or magazine ads your builder is running of other homes that they might be interested in seeing.

You have some urgent information to share.

You were talking to their Realtor and thought of them.

Your community is offering some special incentives for a limited time.

You have bridge loan information. They may not have to wait to sell their existing home before acquiring a brand new home.

Voice-mail Commercial

As you know, many times prospects will use their voice-mail as a screening tool rather than actually picking up the phone. With this in mind, be prepared with a 20 to 30 second commercial that covers why you’re calling.

The typical message left today is something like this: "Hi Louise, this is Ann from Shady Acres. I was just calling to see if you are still interested in buying that house we looked at. If you are, give me a call so we can talk about it."

Remember, the objective is the call, but the goal is the appointment. A message leaving the call-back in the prospect’s court is a fruitless attempt.

Know what you are going to say before you say it in the event that you are going to wind up in voice-mail jail. Advertisers pay enormous money for a 30-second spot and craft their message carefully, realizing in 30 seconds an offering can be made and a call to action initiated. If advertisers on Super Bowl XLII can spend $3 million for one 30-second commercial, you can certainly spend a little free time thinking up your own short, attention-getting spot.

Try something to the effect of: "Good evening, Ms. Smith. This is _______ from Shady Acres. The reason I’m calling is _____. Obviously, you are not in at this time, so please don’t worry about returning this call. I’ll continue to call until I reach you. I look forward to setting some time aside with you to discuss the home-ownership opportunities at Shady Acres. If you want to reach me before I call again, my number is _______________."

Then persist in calling and continue to convey that you will call until you reach them.

It’s important that you understand that you should never leave the follow-up call in your prospects’ court. If you do not hear from them, they can count on your calling back until one of two outcomes is reached — either they secure the appointment with you or they emphatically express that they are no longer interested in home-ownership opportunities in your neighborhood. Both ways have benefits. If they don’t commit to buying, you have closure and aren’t left in limbo. The prospects can trust you to pursue them to the point of decision, which, believe it or not, can be a relief to them as well as to you. It’s one more thing they can take off their plates. You’ll also have the satisfaction of knowing that, if they don’t buy a home from you, it wasn’t because you didn’t give it your best effort. And, if they do buy a home from you, you didn’t let them slip through your fingers and into the hands of another salesperson.

A Word About Wireless

While these suggestions are intended for land-line telephones, the same rules apply to wireless technology. However, there is a different etiquette involved when you call people on their cell phones.

To begin with, don’t call their mobile numbers unless you have their permission. While you’re not telemarketing, you still should know that it is currently illegal for a telemarketer to make a telemarketing call to a cell phone number.

If you do call their cell phones and must leave a message, make it brief, bold and clear. You don’t want to waste their minutes; however, you should also make it obvious that you will be calling back unless they contact you with a different telephone number where you can reach them.

A Final Thought

Most of the strategies presented here are common sense; but, as the saying goes, "What’s common sense is not always commonplace." So, I encourage you to take these simple philosophies to heart. Embrace the phone as a means of effective communication, as a way to secure appointments and as a device that can make your sales soar.

Follow up is not an effort to negate the fact that many prospects will choose to own on their first visit. And certainly follow up is not an exercise to diminish the results of those salespeople and communities that achieve a high ratio of first-time buying decision. It’s just important to understand that the nature of our business requires multiple calls, and most sales are completed on return visits to the community.

Strategy #1: Building a Business Relationship

Because purchasing a new home or homesite is long-lasting, the relationship will be long-term. Initially, the relationship is far more significant than the home or home site. Since customers view products and services as commodities available from any source, they always have the ability to choose between competing builders and developers. Therefore, before they decide where to buy, they are going to decide from whom to buy. The salesperson they most trust will be the one they select.

Strategy #2: The Responsibility of the Appointment is Yours

Have you ever said these seven deadly words to a potential customer?

"Come back any time. I’m always here."

Do you realize how you have destroyed your chance for a sale? Tell somebody to "come back anytime" and you deplete every ounce of urgency you may have created. But more importantly, you have just informed the prospect that you are a nonprofessional who sits around all day with nothing better to do than wish and hope for business to come your way.

Whether by phone or in person, if your prospects refuse an appointment, they are telling you they are not seriously interested at this time. Or, if a second or third follow-up appointment is necessary, but they are unwilling to commit, they are, by their lack of commitment, telling you their true priorities. If there is a valid reason and you have a qualified buyer with interest, they will always be open and receptive to additional callbacks and appointments.

Strategy #3: Withholding Information by a Controlled Release

Surveys show that only a handful of prospects will come back to your sales center and model homes on their own. The psychology and strategy of the follow-up is that your prospect must have a reason to comeback or call back, and the salesperson must have a reason to call and invite back.

Though all your product information is designed to intrigue a potential customer, the worst mistake you can make is to mail or hand deliver a blizzard of information, including every brochure, floor plan and data sheet you can cram into a folder.

In new home and neighborhood sales, there will always be a request for information and, with it, the probability of continuing appointments. The request for information is the perfect reason for another appointment or call.

If you give all your product information — price sheets, terms, availability, floor plans and renderings — on the first visit, they do not need to see you again. Also, they will use your information to compare your community and homes with the competition’s and possibility cross you off the list.

Strategy #4: Follow-Up and the Telephone

The primary disadvantage of the telephone is that you are limited because your voice is the only vehicle carrying your message. Therefore, before attempting your phone conversation, remember that your voice will have to substitute for a firm handshake, your stylish clothing, your friendly smile and other clues visible in face-to-face selling. As a matter of fact, when utilizing the phone, research shows that when people can’t see you, your vocal quality, your tonality and delivery account for 80 percent of the believability you have.

Strategy #5: The Mail Follow-Up Campaign

It is essential in a productive follow-up campaign that your prospects see and hear your name countless times. Your purpose is to build top-of-the-mind awareness. In advertising, this is called a "saturation campaign" because an area is being flooded with one message.

There is one grave danger with letters as a follow up. Most people read their mail by their wastebasket. Think carefully for just a moment about how you read your personal mail. Is a trash can nearby? Don’t you normally scan your mail and quickly determine what you are going to open first? Many letters or packages that are addressed with computer labels and then stamped with a postage meter are thrown into the wastebasket without ever being opened because they are perceived as "junk mail."

Strategy # 6: Follow-Up and the Internet

The days of going out with a real estate agent and spending valuable time driving around are quickly diminishing. The website is now beginning to replace the personal visit and the Internet helps you stay in touch with your prospects and customers vial email.

A good web campaign delivers the same things virtually, that the buyer can actually get by walking into your model home center. Your website an immediately replace the meet and greet portion of a personal visit, and says to the informed shopper: "Let’s talk about the area." Here’s where the neighborhood is. Here’s the school district and school stats. Here are the nature trails and fitness center. This is your driving times and routes to work. Basically, here is all the information you need to decide if the area and our housing designs are for you.

The Internet is a powerful way for consumers to literally shop the entire world for a new home. However, gathering information is just the beginning of the home buying process, and this is where you come in. In a sense you will become an information handler. You will display information for their use on your web site. You will sift through the information they have gathered and brought to you. And you will condense and redistribute so that it applies to their unique set of circumstances.

Expertise is the core value you bring to a good follow-up sales campaign. Although prospects can do a good portion of their shopping online and get details about home loans, for now they still need and expect your participation in the sales process.

Strategy #7: Ranking Prospects

All prospects are not created equal. Prospects will be ranked by their motivation to purchase in direct correlation to their time frame to purchase. A simple way to do this is to rank your potential customers by the A, B, C method:

An "A" prospect is hot! These prospects are qualified, and have a genuine interest and the need to own. They also have the financial resources and the authority to render a decision. "A" sales leads are those who will own within 30 days.

"B" prospects are warm and are those who will own within 60 days. They are interested, but are not in a position to own because of a condition. Remember, a condition states that one of the areas of qualification cannot be immediately met. Perhaps finances are not available until a later date, or a presentation to all pertinent decision-makers is set for the future. Whatever the condition, you want to initiate a regular follow-up program.

A "C" sales lead is neither hot nor warm. "C" sales leads are normally 90 days to one year away from owning. Periodic contact is all that is necessary to keep your name fresh in their minds should their conditions change.

Strategy #8: The Key to Follow Up is Organization, Routine and Habit

Your potential customers are also another salesperson’s prospects. Therefore, persistence and consistency in contacting your prospects will build trust and a meaningful business relationship. The moment you stop calling or writing is the moment they may become involved with another salesperson.

Strategy #9: Follow Through on Your Promises

Whatever you promise, you must deliver. Sometimes in the exuberance of a sales presentation, we make promises with the best of intentions. We may judge ourselves by our intentions, but our prospects and customers judge us by our actions. The proverb — "Actions speak louder than words" is true. Another one states, "What you’re doing is so loud I can’t hear what you’re saying." Your credibility is established or lost based on your performance, not on your good intentions, or what you say you will do.

Remember, the purpose of follow us is to build trust, establish a business relationship and maintain the momentum until a transaction is complete. So, in pursuing your prospect, don’t make excuses, make good!