BUILDERS: Before You Cut the Price, Take a Hard Look at Your Sales Process

I. Payment Matters. But Value Closes the Sale.

Builders are facing a difficult combination right now: payment-sensitive buyers, more comparison shopping, longer decision cycles and increasing pressure to offer incentives. When traffic isn’t converting, it’s easy to assume the problem is price. But sometimes the real problem isn’t the price at all: It’s that the buyer was never given a strong enough reason to believe the home was worth paying for. 

II. Incentives Can’t Fix a Weak Sales Process

Buyers today have many options. Your salesperson has a short window to discover the buyers’ pain points and what will motivate them buy.

Yet too many presentations begin with the same model tour, the same countertops, the same floor-plan explanation and the same list of features. That’s not selling. That’s showing. The objective isn’t to show them everything. It’s to show them why this home matters to them. 

III. Don’t Start Negotiating Against Yourself

One of the most expensive mistakes a builder can make is offering an incentive before identifying the actual objection. Until you know, you’re guessing. And expensive guessing comes directly out of your margin.

IV. Traffic alone isn’t the objective. Contracts are. 

A strong marketing strategy attracts the right buyer. A strong sales process converts that buyer. The two should never operate independently.

V. Who You Hire for Sales and Marketing Matters 

Builders spend enormous amounts of time making decisions about land, architecture, product, construction costs and financing. The same level of attention should be given to the people responsible for taking that product to market and converting prospects into homeowners.

At Blender Realty, we solve the problems that stand between builders and sales. Because sometimes the answer isn’t another price reduction. Sometimes it’s changing the way the home is being marketed and sold.

If you’re planning a new community, or have specs that aren’t moving, are or simply want another experienced set of eyes on your sales and marketing strategy, let’s talk. Before you give away more margin, let’s determine what’s really standing between your buyer and the sale.

Anita Blender | Blender Realty 

The Builder’s Broker 

New Construction Sales & Marketing • Builder Representation