You know, one of the great mysteries to me in the new home industry is why there is oftentimes a huge disconnect between new home sales associates and Realtors. It’s as if they live on two different planets yet have one common goal – to sell houses!
Your Realtors are a vital part of your marketing plan! They are your ‘A’ team! They have the clients, you have the product! The quicker you realize this and begin to build a marketing system that includes your real estate comrades the quicker you will sell new homes.
Let’s look at the facts for a moment, shall we? As a new home sales associate, you spend a great deal of your time in your sales office…..waiting (and praying) for walk in traffic, correct? A general real estate agent typically spends a great deal of their time on the streets, showing clients potential homes for purchase…..OK, call me crazy, but doesn’t it make sense to have the REALTORS show their CLIENTS your new homes??
Now, let’s look at it from the Realtor’s perspective. A Realtor gets paid a commission once a home closes. They do not make money ‘hand-holding’ a buyer through the long (and often tedious) process of closing the home. So, call me crazy, but isn’t a NEW HOME transaction easier, quicker and more cost-effective for the REALTOR? Their client buys your home, and the Realtor gets paid at closing, but they don’t have to be involved in the time-consuming minutia that occurs during the process….that becomes YOUR job.
So, how do we get Realtors to help us ‘sell’ our new homes? Here are 5 quick tips that you can begin using today to increase your Realtor business.
- Identify the top real estate firms and realtors in your target market area. You need to know WHICH realtors are actually selling homes in your area. Once identified, create a database with their contact information. You have now created your ‘A’ team!
- Meet & Greet – Now that you know WHO you are targeting, get out there and meet them! Offer to attend a sales meeting at the top real estate firms. Bring some bagels and plenty of collateral materials. And, get specific in your presentation! Let the Realtors know exactly why they should bring their clients to your community. Better yet, hold an open house at your community so the Realtors can actually see your product.
- Educate and Engage – Don’t assume your Realtors know everything about your community or the new home sales process. Oftentimes Realtors don’t show new homes because the process (and commission structure) is unfamiliar (and scary) to them. Why not offer to conduct a brief workshop on how the new home process works? Create a partnership with your Realtor ‘A’ team.
- Keep in touch – Make sure you keep in touch with your Realtor ‘A’ team. I know a new home sales associate that schedules a lunch once a week with a top producing Realtor. It’s all about building relationships! Also, be sure to keep your ‘A’ team posted on events in your community, new inventory homes, special promotions or incentives. Make it EASY for them to sell your product!
- Appreciate and thank your Realtor community – Remember, people do business with people that they KNOW, LIKE, and TRUST. Let your Realtors know that you appreciate their time, their business, and their referrals. Thank them! I know a very successful new home sales associate that gives every realtor who brings a prospective buyer into her sales office a $10 Starbucks gift card. This is a great way to say ‘thank you’ for your business.
Bottom line, Realtors account for a VERY large portion of new home sales, well over 60% in many areas, can you really afford NOT to have a Realtor ‘A’ team in place?