The sales cycle can be compared to a bicycle wheel. Proper tire inflation
and strong spokes support the wheel and provide a smooth ride. However, if a
spoke breaks or the tire looses air pressure, the ride becomes uncomfortable
and will end until repairs are made. Our "Wheel of Success" represents the
eight parts of the sales cycle that, like the spokes on a wheel, are
interdependent upon each other. If one of the spokes breaks, completing the
journey to a successful sale is slowed and can breakdown. Let's begin our
journey to closing more sales!
CURB APPEAL. Prospects form a first impression about your community when
they first see it. Therefore, maintaining the perimeter landscaping and
entranceway on a daily basis is a "MUST. Staff should check these areas at
least twice a day and dispose of trash and other items that create negative
"curb appeal. Add these items to your daily maintenance checklist:
1. Is the signage clearly visible, erect and well maintained?
2. Is the perimeter and entrance area landscaping neatly trimmed, colorful
and well maintained?
The prospects will continue to "evaluate" the community as they drive to the
office. Are the homes and homesites they pass well maintained? As they
approach the community center, what will they see? Is the parking area
clean? Are there specific parking spaces identified as "Prospective Resident
Parking"? Is the landscaping colorful and well maintained?
Remember. . . "You never get a second chance to make a good first impression. "
ARRIVAL AND GREETING. Prospects continue to "form opinions" as they approach
the office. When they enter the community center and approach the office,
what do they see? Are these areas clean and well maintained? As you
approach the prospect, they will begin to evaluate you. Are you "dressed and
groomed for success"? A warm, professional greeting sets the right tone when
meeting prospects for the first time. Put a smile on your face, stand up and
greet "your guests" with a firm handshake and pleasant greeting such as,
"Welcome to Shady Acres, my name is Mary. How can I help you?" If the
prospect indicates that he/she has an appointment with Mary, hopefully Mary
"remembers" this person from the telephone call.
Buying a home and/or leasing a homesite is an emotional experience.
Prospects will always be evaluating you and the community and looking for
reasons why they should or should not buy a home or lease a homesite from
you. Therefore, the salesperson needs to "break the ice" and "relax" the
prospects. At the same time, the salesperson needs to determine housing
requirements. How can we accomplish this? Offer "your guests" refreshments
and take them to an appropriate area/room to discuss their housing needs and
requirements.
DETERMINING HOUSING REQUIREMENTS. This spoke on the wheel is the most
critical part of the sales cycle. Without a clear understanding of all of
the prospects housing needs and requirements, it is impossible to present
"housing solutions. Therefore, the salesperson must ask questions to
determine:
1. the size (bedrooms, bathrooms, etc. ) and type (new or pre-owned) of home
required.
2. the monthly budget for home payment and homesite rent (housing cost).
Listen carefully as prospects describes their needs. Give them your
undivided attention. After prospects have communicated needs, describe
"housing solutions" that meet and even exceed their needs and requirements.
Use this time to provide information on the special features of your
community, the amenities and the monthly utility charges. Finally, address
any other issues raised by the prospect.
TOURING THE COMMUNITY. From the moment you leave the office until you
return, you will be spending valuable time with the prospect. "Take charge"
of the situation and adhere to the following guidelines:
1. Always drive the prospect to each home using either your car or a company
golf cart-type vehicle. Use this time to build rapport and trust with the
prospect. Get to know them better. Carry on a friendly conversation. Never
play the radio or smoke. Make sure the vehicle is clean.
2. As you drive around the community, point out well maintained homes and
homesites. "Sell" the benefits of professional, on-site management.
3. Tour amenities including the clubhouse, swimming pool area and other
areas that are important to the prospect.
4. Discuss the neighborhood area including schools, shopping and
recreational venues.
5. Respond all questions in a positive way and resolve concerns.
6. If the prospect communicates interest in a specific pre-owned home,
indicate that you can prepare an offer when both of you return to the office.
7. If the prospect communicates interest in a new home, indicate that you
can develop a price quote for the home and options when both of you return to
the office.
SHOWING HOMES. It's now time to present housing solutions and demonstrate
that you understand the prospect's housing requirements. Some helpful
reminders when showing homes:
1. Only show homes that "are ready to show. The quickest way to kill a
sale is to show a home that is dirty or offensive.
2. Never show homes that do not meet the prospect's housing requirements.
Don't waste their time or yours.
3. New show the prospect a home which is significantly more costly than
their budget. They may "fall in love with it"; however, since they cannot
afford it, they will most likely refuse to buy anything.
4. When showing homes, point out those items specifically important to the
prospect such as a family room, fireplace, three bedrooms, etc. This builds
trust and indicates that you clearly understand their needs and requirements.
5. Creatively discuss potential upgrades and decorating ideas.
6. Prior to showing the next home, determine what the prospect liked and did
not like about the home just shown.
7. Observe "body language" that says "we really like this home" or "we don't
like this home.
8. When showing homesites, indicate how the home will be placed on the site.
CLOSING THE SALE. In most cases, a prospect will not purchase a home during
the initial visit. However, after showing homes, don't take them back to
their car and say, "Thanks for stopping by. Give me a call if I can be of
further assistance. " Rather,
1. Invite them back to the office.
2. Summarize the homes shown and gain a clear understanding of what they
liked and did not like.
3. Ask if they would like to submit an offer on a specific pre-owned home.
4. Ask if they would like you to price out a specific new home including
options.
5. If they are looking to lease a homesite, ask for a deposit.
6. Answer any questions and establish a time to follow-up.
Don't be afraid to "ask for the order.
FOLLOW-UP. Successful sales people have a systematic, written follow-up
system whereby they maintain contact with each prospect until the prospect
buys from them or buys from a competitor. Successful techniques include:
1. Thank you card or letter within a few days of the initial visit.
2. Periodic telephone calls.
3. Periodic mailing of additional information, community newsletters and
other items of interest.
BROCHURES AND OTHER PRINTED INFORMATION. Professionally prepared brochures,
information sheets, community maps and residency documents convey a positive
message to prospective new residents about the community. Assemble the
appropriate materials into a "Prospective New Resident" information folder
and include your business card. Never display or hand out poorly copied,
illegible documents. "It doesn't cost that much to go first class. "
Over the years, we have shopped numerous communities. We have spent time
with managers and staff with excellent selling skills and those needing
training. There are a variety of seminars and training courses that
employees can attend. However, let's examine an inexpensive and easy way to
improve sales skills. We call this training method - "Putting Yourself in
the Shoes of the Prospective New Resident. " First - call us for a free copy
of our "Shopper's Evaluation Report. You can use this form for the
following exercise. Identify manufactured home communities that are leasing
homesites and selling new and/or pre-owned homes. Shop each community. At
the end of your visit ask yourself,
1. Did I form a positive first impression when I saw the community?
2. Was I greeted in a friendly, professional manner?
3. Did the sales person offer refreshments and spend time probing to
determine my housing requirements?
4. Did the sales person "take charge", give me a tour of the community? Was
the vehicle clean?
5. Were the homes that I was shown "ready to show"? Did they meet my
housing needs?
6. Did the sales person take me back to the office to review the homes sold
and ask me to buy something?
7. Did the sales person discuss following up with me?
8. Did I receive a professionally prepared packet of information that was
organized into a "Prospective New Resident" folder?
Next, contact 5 of the newest apartment communities in your area and repeat
the process. Compare the visits to the manufactured home communities with
the visits to the apartment communities. Who did the best job? Most
important - what will you do differently the next time a prospect visits your
community? Will you ride the "Wheel of Success" or will the prospect
reject your techniques and visit your competitor? Only YOU can influence
the outcome!
John Turzer is the President of JLT & Associates, a Real Estate Market
Research Company specializing in pre-acquisition and development market
research, due diligence, problem property turnaround, marketing and sales,
on-site sales skills evaluations (shoppers reports), sales training,
budgeting, financial analysis and resident relations. He can be contacted at
(808) 283-3380 or by email at
JLT & Associates is committed to providing excellent customer service. We stand ready to do "Whatever It Takes" to meet the needs of our real estate clients.
