I realize that all new home sales professionals recognize the importance of selling the community along with the new home. They know they need to sell the community in addition to the home itself, but many of them don’t know how to best succeed here.
Demonstrating a model home effectively is a skill, and one that can be learned. Differential demonstration reflects a presentation style that focuses on guiding the prospective new home buyer into the mindset of homeowner, not browser. You do this by helping them envision themselves at home, with their family, their furniture, and their pictures on the walls. They can see themselves cooking in the kitchen, enjoying a long soak in the tub, and entertaining friends in the back yard.
Part of being at home is the neighborhood—life beyond their yard and their driveway. What will it feel like to turn into the community as a homeowner, wave at your neighbors as you go by, walk your dog, and watch your kids play with others in the neighborhood? When you arrive at your home, where should it be with respect to the rest of your neighbors and the community? How about enjoying community amenities, like a clubhouse, pool, or walking trails?
Use differential demonstration to highlight community features that enhance the lifestyle for homeowners. As a new home sales professional, pose directed questions that will help you identify their location needs within this community.
Here are some differential demonstration questions to sell the community along with the new home you’re presenting.
Have you had an opportunity to drive through the community?
Was there something in particular that attracted you to the neighborhood? Are there any other details you would like to learn a little more about?
How important is neighborhood security to your choice for a new home?
As far as the location within this community, do you prefer the privacy of a cul-de-sac, or maybe the security an interior homesite, where neighbors surround you?
Have you considered a corner homesite? Do you know what makes a corner homesite special?
How close do you want to be to the amenities, like the pool, clubhouse, and fitness center? Do you want to be able to walk there or would you rather be a little farther away?
What direction would you like your home to face?
We do have a few green space/conservation/waterfront/pond front homesites. Of course, they are at a slight premium. Would that be of interest?
Ask questions—and lots of them. Every question should be designed to paint that picture of living in this home, on this property, and in this neighborhood. Practice your presentation questions in advance so you can ask them in a non-scripted way.
I welcome your ideas, suggestions, and experiences with respect to differential demonstration. Let me know what you’ve tried and the results. Feel free to contact me directly with any questions.
Myers Barnes is America’s favorite new home sales trainer, author, speaker and consultant. For more information, please visit www.myersbarnes.com.