My last post explained the importance of differential demonstration when selling new homes. It’s a process that, when followed, provides a logical and effective path to purchase. An invaluable part of the new home sales process happens before you ever get to the home you’re going to present. With differential demonstration, be sure to sell the location before the home
Of course, as a new home sales professionals, you already recognize the importance of selling the community along with the new home, but for those of you who don’t know how to succeed here, let’s walk through the process.
Isn’t this nice to come home to?
If you’ve ever seen a great house in a questionable neighborhood, you appreciate the importance of the location. Don’t leave that essential detail as an afterthought. Sell the neighborhood with the home—actually, BEFORE it.
The discovery process of new home sales involves getting to know your buyer. Ask thoughtful questions to identify their needs. Uncover their dislikes along with their likes. Every nugget of information is a piece of a puzzle. It’s a clue to finding the right home in the right location. Since the location can make or break the allure of the home, spend time on ensuring the community itself fits with their vision.
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? What caught your attention? What did you notice? Finding out what appealed to them is a valuable sign of their priorities. It’s also useful for them to voice these thoughts because they become more “real” in their eyes. It’s no longer a thought, but a spoken desire.
- 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? Pique their curiosity. Get them talking about the pluses and minuses. Those negatives are opportunities to address objections and narrow the search criteria, as well as a chance to gain clarity on their priorities.
- How important is neighborhood security to your choice for a new home? This is a topic of growing importance these days. A gated community might be a high priority for some buyers, while others see it as a nice feature but not essential. This discovery question will give you the insight you need to gauge their concern. You can also impress upon the buyer the close-knit nature of the residents and any security features of the home you’re presenting (e.g., video doorbell, smart home security system).
- As far as the location within this community, do you prefer the privacy of a cul-de-sac, or maybe the security of an interior homesite, where neighbors surround you? Don’t assume you know how much the location of the home matters to your buyer. They might not have even considered this feature yet, so bringing it to their attention also shows how knowledgeable and thorough you are.
- Have you considered a corner homesite? Do you know what makes a corner homesite special? Here’s your opportunity to give your buyer the choice of a sought-after location. Bring it to their attention and listen carefully to their response.
- 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? Talk about the amenities and how they enhance the community. Families might appreciate being closer to these features while others prefer more distance from the gathering places.
- What direction would you like your home to face? Most homebuyers will want as much natural light as possible. Be prepared to sell the value of the homesites you have available by knowing how homes can be positioned there.
- 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? Present the options of the wide variety of homesites available. They might not have considered premium locations. It’s your job to fully inform your buyer of everything that could influence their decision.
Ask questions—and lots of them. Every question in your sales presentation 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. Rehearse with another team member or a friend. The quality of your new home demonstration is a vital factor in the buyer’s path to purchase.
Got questions? Ask me!
