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

Copyright © 2011 Steven M. Weston