New home sales and marketing - NVBIA...• Google Ads / Keywords • Social Media (Facebook) • Email Blasts (CRM) • Waze / Google Maps Traditional Marketing: TV, Radio, Flyers

NEW HOME SALES AND

MARKETING Jack Gallagher – Discussion Leader

Mid-Atlantic Division President

Richmond American Homes

Sales and Marketing – Key Topics

•Model Homes

•Marketing and Advertising

•New Home Selling Process

•Sales and Marketing Team Members

Model Homes – Key Questions

• How many models?

• What floor plans to build?

• Where to locate?

• To Furnish, or Not to Furnish? When to order furniture?

• How many upgrades to showcase?

• Do you keep the merchandising style and budget

consistent across all models in a subdivision?

• Sales office in the garage, or in the study/home?

• Trap Fencing – Is the complex appropriate for it?

• Landscaping and Hardscaping – Where & How?

Model Count, Location, & Floor Plans

Model Count – Decision Factors

• Product Type – SF or TH (or both)

• Total lot count in the community

Location – Decision Factors

• Primary traffic corridor through subdivision

• Visibility from main access roads

• Proximity to amenities, open space, views, etc.

Floor Plan Selection

• Popularity, Profitability, Proximity to other Projects, & Lot fit

Model Merchandising • Different approach for different builders

• If personalization is a key part of your selling

strategy, best to showcase the options

• If going with an “everything is included” or

“package” approach, keep it to the standards

• For RAH, we budget same $/sf no matter the

location or the floor plan.

• Other builders often tailor their merchandising

budget to match buyer segment.

• Professional merchandising has a long

lead time. For RAH, 3-4 months.

• Make your option selections early, and don’t

change them. Review Plans thoroughly.

• Crucial to plan upfront to have an on-time

model opening.

Model Sales Office • Garage is best for longer term projects.

• Two offices are preferred for weekend staffing, with open floor space in front.

• Doors that close allow for buyer privacy when running numbers or discussing contract terms

• Stick with the same layout across communities for consistency in branding

• Digital resources such as touchscreens are replacing site maps and board displays

MARKETING &

ADVERTISING

Onsite Marketing Strategies

•Signage Directionals (bandits)

Community Entrance

Banners

Sign Spinners

Key Intersections

• Flags - Flutter vs Fixed

• Burma Shaves

• Billboards

• Blimp Balloons

Burma Shave signs

Online Marketing Strategies

•Company Website Must be easy to navigate

Real-time accuracy is key

Renderings, Tours and IFPs

• Google Ads / Keywords

• Social Media (Facebook)

• Email Blasts (CRM)

• Waze / Google Maps

Traditional Marketing: TV, Radio, Flyers

Online Marketing – Virtual Tours Amherst Model

NEW HOME SALES

PROCESS

Sales Floor – Varying Strategies

• Competitive vs. Shared Floor

The “Up” system

• Fixed Rate Commission vs. Quota

• Temps vs. Office Closure

• Structural Options vs. Design Center

• Associates in Training / Assistants

• Procedural vs. Script Approach

Sales Process – Contract to Close

• Lead generation, building rapport

• Running scenarios & choosing options

• Finalize decisions, execute contract

• Weekly follow-up, resolve concerns

• Track loan approval, communicate

• Help facilitate final walk-throughs

• Schedule settlement, deliver key

• Maintain communication through 30-day

Helpful Handouts – Why buy new?

Helpful Handouts – Why buy us?

RAH Home Gallery – With us, it’s Personal ©

• Ability to personalize is one of the top reasons buyers choose New over Resale.

• Crucial that your assortments be refreshed regularly to meet new trends in the

market for colors, materials, new technology, etc.

• Buyers must have an informed guide to keep the selection process exciting vs.

overwhelming, and to encourage decisiveness.

• Review selections, and maintain a policy that enforces no changes after home start

Sales & Marketing Team Members

• VP/Director of Sales & Marketing

• Sales Manager (if larger region)

• Marketing Manager

• Sales Associates

• Associates in Training / Assistants

• Sales Coordinator

• Design Consultant (if applicable)

• EVERYONE!!! (We are all in Sales)

Questions?