|
 A Parade of
Homes is a golden opportunity to promote your homes and
to position your company. However, it can also be overwhelming
from the perspective of the number of people that typically
come to "view your home." However, with the proper mind set,
expectation, objectives and strategy, it can be an outstanding
vehicle to actually sell homes, rather than just to promote
and engage in a "social" event.
The Mind set
A Parade of Homes is a series of daily business events,
positioned as a social event.
The Expectation
Some people actually come to a Parade of Homes for the
specific purpose of buying.
The Objectives
The job of sales personnel is to temporarily "slow down" the
traffic and to sort through the crowd to identify potential
buyers, provide them with pertinent information relative to
purchasing, assist them in the selection of a home and/or location,
to gain commitment and to close.
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THE
STRATEGY
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1. Have
Fun. Create a
festive environment and atmosphere in which all people
who visit your Parade will feel welcome and not pressured.
At the same time, implement a process that allows your
sales team to identify those who might be interested
in at least obtaining specific information about possibly
owning one of your homes, or at best, buying one that
day.
2. Offer
Incentives. If
allowed by the Parade sponsor, offer an incentive or "Show
Special" to people who purchase by a certain date.
3. Take
Names. For post
parade pro-active contact by your salespeople, it is
imperative to have complete and accurate visitor information.
Therefore, you should conduct a drawing that will encourage
and motivate all visitors to register and be willing
to give accurate information thorough to follow-up.
To accomplish
this, give the customer a reason why registering will benefit
them. Hold a monthly drawing prize with a perceived
value high enough to cause them to register. Display a placard
in the sales office and also in the kitchen of each model,
since it doesn't matter how many times they register.
To be printed
on the top of the registration card:
"THIS CARD MUST BE COMPLETED IN ITS ENTIRETY TO BE VALID FOR THE DRAWING."
Name, Address, Phone, E-mail
To be printed
on the bottom of the registration card:
WINNER(S) WILL BE NOTIFIED
BY PHONE. A GOOD TIME TO CALL ME IS:
4. Attract
Attention. All
people staffing the parade should wear attractive, eye-catching
buttons that say "Ask me about the Parade of Homes Special."
5. Zone
Out. To begin
the "qualifying process", set up your Parade Home (or
homes) in "Zones" to facilitate the sorting process.
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| ZONE
1 |
LOCATION: In
or near the industry entry of first model
WHO: Greeters/Welcomers
| THE
DIALOG (SCRIPT) |
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"Good
morning. (-or-) Good afternoon. (-or) Good evening.
Welcome to (Name of Builder at Community).
My name is (name). Please feel free to take your
time and look through our model(s), and don't forget
to register for the drawing and a
chance to win a (state what the drawing prize is)." |
The
visitor might say:
"Do you have a flyer or brochure?" (-or-) "How much does this one cost? (-or-) "What
is the square footage, etc. ?"
| REPRESENTATIVE |
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| 'That
information is available in the (state the room or
location of
Zone 1)." |
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| ZONE
2 |
LOCATION: Somewhere
inside the model
| "Hello!
My name is (representative's name). How do you like
this home so far? (Wait for response.) I have some
additional information about (name of builder) and
the home sites that are available here at (name of
community). Would you be interested in it? |
Wait
for response. If yes, give them an "overview" sheet
and prices printed in a conspicuous color. If no, say:
| "Okay.
By the way did you register for the drawing?" |
Available
builder's representatives or salespeople should be roaming through
the model(s) center area:
| 'Welcome.
My name is (representative's name). As you can see,
we are very busy today. (pause) Is anyone here interested in information about how you can own a brand
new home and our special Parade of Homes incentive
program? |
When
a representative is asked a question they cannot or
should not answer,
they should respond with:
| 'That is
a good question. I would like to introduce you to
(name of builder's salesperson) who has that information." |
To
introduce a visitor to a salesperson, while walking
to meet a salesperson, get
the visitor's name and introduce
them to the representative.
| 'This
is (name or potential buyer), and they were just
asking me about...(state nature of the question)." |
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| ZONE
3 |
| LOCATION: In
a place near the exit of the first model, standing next to
a sign that says "Ask about (name of builder's) Parade of
Homes Special Incentive for home purchase by (date)."
Be sure to ask this question
of everyone carrying the "overview" and price sheet received
at Zone 2:
| 'Are
you (or, if a group, "is anyone") interested in getting
some further information about (name of builder)
and the home site available here at (name of
community)." If they respond yes, "Please let me
introduce you to a (name of builder) representative
who can tell you more about that." |
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Bob Schultz, MIRM,
CSP, is North America's foremost new home sales and management
expert. He is the author of two best selling books, The Official
Handbook/or New Home Salespeople and Smart Selling"' Techniques.
His company, New Home Specialist Inc., a full service management
consulting and sales training program, produces books, manuals
and systems for homebuilders, developers and Realtors". Bob
and licensed facilitators present custom sales training programs,
management seminars and strategic business planning retreats
throughout North America. For information about how to increase
your profits, contact New Home Specialist Inc., 2300 Glades
Road, Suite 330 West, Boca Raton, FL 33431, Phone: (561)
368-1151, Fax (561) 368-1171, E-Mail: newhomespec@emi.net,
or visit our website at: www.newhomespecialist.com. |
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