Why People DON'T BUY New Homes
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Overcome the buyer's fear in today's new home sales environment
Overcome the buyer's fear in today's new home sales environment
PREFACE
INTRODUCTION
NEEDS, WANTS, DESIRES
ETHOS, LOGOS, PATHOS
THE MOST IMPORTANT CHAPTER IN THIS BOOK
Freud and Berne
Mismatched Ego States
Child, Parent, and Adult Conflicts
Putting It All Together
Selling to First-Time Buyers
The Qualifying Selling Method
Selling to People Who Have a Need
The Front-End Bump
The Take-Away
Overcoming Resistance by Changing Self-Image
OVERCOMING OBJECTIONS
Acknowledge and Ignore
Small Bedrooms
Homeowner’s Fees
Not Trusting the Salesperson
Need to Think About It
Prices Too High
Prices Might Go Down
High Utility Costs
The Perfect Home
WHY IS IT GOOD?
SELLING TO ENGINEERS
WE HAVE THE WEAKEST KNEES IN THE WORLD
AIDA
WWJD
STANDING INVENTORY
GOOD WORDS – BAD WORDS
Avoid Using Real Estate Jargon with Your Buyers
Words to Use Cautiously
Things to Say If You Really Want to Tick Off Your Buyers
INOCULATIONS
Cancellations
Keep Selling After the Sale Is Made
PRICE LISTS & PRICING STRATEGY
Dealing with Rumors
SELLING TO FOREIGN-BORN BUYERS
Foreign Selling Etiquette
Winning the Negotiation
BROCHURES
INCENTIVES
SELLING OPTIONS
THE MODELS
The “Right” Orientation
YOUR DECORATING COULD BE THE PROBLEM
THE COMPETITION
SELLING THE HIGH-END HOME
Selling to Older Buyers
BROKER CO-OP
Creating Ambassadors
THE MOST INTERESTING CHAPTER IN THIS BOOK
Qualifying Buyers
Monthly Payment Estimator
Estimating Payments
Breaking Through Resistance to Getting Qualified
DE-SELLING
De-Selling an Option or Feature
De-Selling a Spa Tub
De-Selling an Exterior
De-Selling a Lot Location
We Prefer to Use “Prefer”
THE EASIEST WAY TO BECOME A BETTER SALESPERSON
When You’re in a Slump
Positive Enthusiastic Exclamations
Verbal Buying Inducements
Confidence-Building Phrases
Perception-Changing Statements
Power Phrases
Tie-Downs
Appellations
Turn-Arounds
Maxims
Take-Aways
ESSENTIAL SALES AIDS
Measuring Tapes
Water Pressure Gauge
Small, Clear, Glass-Covered Dish with Breath Mints
Post-Tension Foundation Cable
Water Bowl for Pets
Small Step Ladder
Bubbles
Coloring Books & Crayons
A British-Accented Greeting
Roof Tiles
Coffee, Chocolate, Cokes, Whipped Cream, Cinnamon
Fire in Fireplaces
Golf Umbrellas
Home Decorators Collection Catalogs
Move-In Gifts
The Move-In Ceremony
PRAISE THE LORD AND PASS THE AMMUNITION
Sell the Hardest After the Sale Is Made
THINGS WE LEARNED THE HARD WAY
A Question You Should NEVER Ask
The Turn-Over System
Giving Negative Information
Never Give Away Food
The Subcontractor Mentality
Never Assume a Familial Relationship
The Mailbox Location
“Just Call Construction”
Emergency Phone Number List
Be Wary of Cement Trucks
Never Assume a Prospect Likes a Feature Everyone Else Likes
Treat EVERYONE as if They Were Your Buyers
Put EVERYTHING in Writing
The New Home Orientation Tour
GETTING THE PAPERWORK OUT OF THE WAY
CREATING A GREAT NEIGHBORHOOD
DEALING WITH APPRAISERS
The Appraisal Data File
The Appraisal Data Sheet
ADVERTISING
The Floorplan Ad
The “Why Rent?” Ad
SIGNAGE
SURVEYS
GETTING ALONG WITH CONSTRUCTION
USING TEMPS
Temp Duty List
DEALING WITH HOSTILE NEIGHBORS
WHILE WE’RE IN THE TRAILER
Preparing Contracts
Creating Lot Files
Preparing Move-In Packages
Preparing Utility Hook-Up Information Sheets
Preparing a Specification Book
Signage
A Free Spin on the Roulette Wheel
SOME PROBLEMS ON THE HORIZON
WONDERFUL WEBSITES
GLOSSARY
APPENDIX
The Rules
Temp Duty List
Monthly Payment Estimator
Why People DON’T BUY New Homes ORDER FORM
Appraisal Data Sheet
Utility Hook-Up Information Sheet
How To Contact Us
Prequalification Sheet
Reservation Form
Price List
Price List Attachments
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Copyright © 2011 Steven M. Weston
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