We have evolved into a culture that expects instant gratification. We want Wi-Fi everywhere so we can access anything we want, at any time—and we don’t want a slow connection. How many times have you groaned while waiting for a file to download?
We have DVRs and On Demand television viewing so we can catch the shows and movies we want with the push of a button. And we want express shipping without the express price.
Email used to be a great way to quickly communicate with people…until text messaging came along. Then, email became the equivalent of snail mail, because we want an instant reply. Who wants to wait for an email response?
Let me tell you, though, you have to tame that addiction to super-speed when you’re in sales. As much as the general public wants fast response, they don’t necessarily give one in return. You’re competing with all of the other distractions in their lives. Your customers will reply when it suits them. It’s not their responsibility to respond. It’s your job to make the connection.
Far too often, I see new home sales professionals give in and give up after just a few attempts to follow up with their prospective homebuyers.
Really? These buyers are preparing to make the largest investment of their lives and they should hand it over to someone who isn’t committed enough to them to follow through?
The strength of your efforts contribute proportionally to your results. A phone message and an email is not enough to spark a relationship with a busy buyer. That’s s first date, not a relationship. A form letter without personalization is lazy, and won’t get you anywhere either.
A friend of mine is currently in the market for a new home. She visited one community, spoke with a sales associate, and learned about another community by the same builder, one that was more family-friendly in terms of amenities. This homebuyer didn’t visit that second community, but was contacted three times by another agent from that community. This person she never met thanked her for her visit and interest, and even asked her to complete a survey about the community.
She told me she even replied to the agent to advise him of the error and received yet another form letter in response.
Build a process for building connections.
The undeniable truth is that most home or homesite sales occur as a result of multiple, quality contacts. Persistence and consistency are the keys to strengthening the relationship that is essential in making the sale. The moment you stop calling or writing, you give up the sale, and another sales professional picks it up.
When you forget them, they forget you. It’s that simple.
Myers Barnes is America’s favorite new home sales trainer, author, speaker and consultant. For more information, please visit www.myersbarnes.com.
