Hi – it’s Rick Storlie from New Home Sales Coach.
Welcome back to our sixth and final installment of the “60 Day Strategic Plan for Home Builders and Remodelers” during Covid-19.
We have worked on all kind of things over the last five weeks. Click on each week if you want to watch that lesson:
What we’re going to look at today is what we’ve all learned, and what we should avoid as we go forward.
Five Things Home Builders and Remodelers Have Learned from Covid-19:
LESSON #1: Prospect will buy homes virtually, versus in-person.
This happened, and it will continue to happen. People will now buy homes virtually – sight unseen. The salesperson has never met in-person with the prospect.
What I want to get across here is:
- Make sure you update your sales process so you and your team can work 100% virtual.
- Zoom is the big winner – learn to use this platform.
LESSON #2: Video is more effective than written word
Maybe we’re all craving human connection, due to “shelter-in-place?” But these strategies should be used (and may be the “new normal).
- Record a video for your initial follow-up. Something where you an get your personality across.
- Facebook Live and Instagram are also very effective.
- The old “virtual tours” aren’t so effective anymore. Creating live and recorded “personal” home tours really brings your personality and your company to-life. Much better for creating connection.
LESSON #3: “Organic” social media is better than ads.
- Zoom brought people into our homes.
- Get away from the “corporate branding” type advertisements and make things personal.
It’s very important that home builders and remodelers continue to “stay personal” and focus on connections with their prospects and clients.
This doesn’t mean you don’t promote a post on Facebook, or run an advertisement on YouTube, but those types of video ads will be much more personal.
LESSON #4: Use more online tools versus offline tools.
In the past we gave our leads just enough “carrots” to get them interested to schedule a meeting or visit our model – and that worked well.
Now we have to attract them online, and keep them connected online.
So tools that we “held back” to give our prospects in-person, we now need to “push them forward. What I mean by that is:
a) Give your leads the resources to pre-plan and dream. For example, give your leads access to:
- floor plans
- plumbing packages
- flooring selections
- light fixtures
- any and all online tools you can for helping people make selections
b) We have to keep people engaged in the pre-planning. Everyone has a different tolerance for when they’re re-engage. Don’t wait for them!
We have to continue to feed them good relevant information, not knowing when they’re going to say “OK – I’m ready.”
When that happens, maybe you’ll be meeting them in-person or virtual. You might even be doing something in-between.
LESSON #5: Realtors now versus Realtors in February.
a) Because the vast majority of transactions in the marketplace are “used” homes versus new home construction, we have always needed Realtors more than they needed us.
So we’ve always been courting the Realtors.
Inventory for used homes has dropped way off. A lot of people who were showing their home have stopped, not wanting an outsider to possibly bring the Covid-19 virus through their home.
So unless the seller has been able to vacate their home, Realtors don’t have enough inventory to show today.
They need home builders more than ever before! That means…
b) Build and nurture your relationships with Realtors.
Three Things to Do Going Forward:
GOING FORWARD #1: Stop reminding people about the pandemic.
a) Focus on “why now.” Accept that we have a “new normal” and move forward.
b) Example: My Mom turned 77 yesterday. I have twin baby girls (and four children in their teens). Obviously my Mom wants to see her new grandchildren, so we took the twins on a road trip to visit my Mom.
She was in tears because she couldn’t hug any of us, or hold the babies.
On the way home, my wife said, “We don’t know how much longer our parents are going to be around. They need to be able to hug and hold their grandkids.”
I believe psychology is going to start filtering in where people will do less and less social distancing.
That means open houses will start to draw traffic again, and in-person events will start working again.
c) Assume economic recovery. People are only going to be pent-up for so long.
GOING FORWARD #2: Continue Planting Seeds
a) Even if you’ve felt no one was listening, don’t be discouraged. People are cooped up. They are tired of being in their homes. They want to remodel their house or build a new home.
b) Continue to call, text, email, post. Keep sharing your expertise, even if you “feel” like its falling on deaf ears.
c) Continue to share floor plans (so they can dream and plan).
d) Continue to share locations you have available (so they can choose neighborhoods and schools)
e) Help them with pricing (so they can determine how much they can afford).
GOING FORWARD #3: Don’t look back.
a) Assume things won’t get back to “normal” anytime soon, if ever.
If that ever happens, it won’t be until we have a vaccine for this, and the entire population has been vaccinated. (Projections are at least 12-to-18 months).
I predict in-person relationships will become even more important.
We need to be prepared for the future, and if we don’t embrace this, or at least accept it, it will be our downfall.
I’ve been bringing you some of God’s word during these first five lessons. That’s where I turn as I’ve considered how to handle the response.
What I’d like to share today – since I talked about “sowing seeds” is Matthew 13:1:9.
He’s talking about sharing good news, and he said, “when you share good news, you’re going to get four different responses.”
Let me share this first:
The parable of the Sower…Matthew 13:1:9
13 That same day Jesus went out of the house and sat beside the sea. 2 And great crowds gathered about him, so that he got into a boat and sat down. And the whole crowd stood on the beach. 3 And he told them many things in parables, saying “A sower went out to sow.” 4 And as he sowed, some seeds fell along the path, and the birds came and devoured them. 5 Other seeds fell on rocky ground, where they did not have much soil, and immediately they sprang up, since they had no depth of soil, 6 but when the sun rose they were scorched. And since they had no root, they withered away. 7 Other seeds fell among thorns, and the thorns grew up and choked them. 8 Other seeds fell on good soil and produced grain, some a hundredfold, some sixty, some thirty. 9 He who has earns, [a] let him hear.”
People are being impacted by the newsfeed. If we saw the number of people who die in car accidents, and we saw that information daily, we would be paralyzed.
There are people who will be ready — some sooner, some later — to respond. You may have given them engagement three, four, five, six, even ten times prior to this. They need to hear it, and when they are ready – when the “soil is fertile.”
We are giving people hope going forward. We’re going to continue to build homes. We’re going to continue to remodel homes. We’re going to get through this.
Keep planting those seeds, and I know you’re going to be successful.
Thank you for listening to this series.