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Many builders, both custom and production, have experienced a new buyer in town.
It seems no matter how much we talk, we are not getting through. Perhaps we
need to take a more active, or should we say, interactive, approach to selling
to a buyer’s needs. In this new era of home buying, what are things we can do on either
side of the desk?
For the builders:
Sell features that may be overlooked. We are proud of the products we put on the
ground. They are top quality with great materials, skilled craftsman and a lot
of sweat and elbow grease. Let the buyer know you use great products and great
trades.
As a division president for one of the state’s largest private homebuilders, I had the opportunity to watch many sales
professionals introduce a prospective buyer to the model home. One sales
professional actually opened the window to show the thickness of the glass and
let the buyer feel it. Another sales professional took a prospective buyer into
the attic to show an actual home feature working at its best...radiant barrier.
There is a world of difference in setting a little sample on your counter top,
and climbing up in the attic in the middle of summer, outfitted in suit and
tie. Needless to say, impressions are made when buyers experience benefit to
their new home.
Everyone knows that buyers need a piece of land for their new home. How about taking them to the lot prior to build, setting up a table in the area where
their morning area soon will be and treating them to an ice cold drink and
snack? It
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doesn’t have to have a big premium to be a great lot, just premium to the buyer.
For the buyers:
If you have entertained the thought of buying a new home, you owe it to yourself
to do a little homework before you buy. You have likely figured out the size
your new house should be, where you’d like to live and a budget range for your purchase. Now is the time to invite
builders to prove their product is the best.
You need to have a thorough check list to be able to compare builders. Make them
show you everything from the PSI of the foundation concrete to the shingles on
the roof, and everything in between. Create a “laundry list” of everything that will help you make the best decision.
One final buying thought: You’ve heard all about the cash-back to purchase, but maybe the quality of the
materials are not as good, or the features of the home were reduced. It all
adds up in the end.
Whether you are selling or buying a home in today’s new market, a quality home still commands a solid price and paying a solid
price should bring a quality home.
Mark Vogel
Vogel Construction
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