Mastering The Present – Building for The Future

 Mastering the Present - Building For the Future [41:45m]: Play Now | Play in Popup | Download

By Bonnie Alfriend, Alfriend Sales & Marketing Solutions

Yes, the housing recession is finally over and housing seems to be on the move in the right direction. Many markets are beginning to see new home starts inching upward, and the extension of 1st time home buyer tax credits with new additions for existing home sellers will stimulate the housing market even more.  That’s not to say that we’re completely ‘out of the woods’ yet. Certainly the appraisal situation still needs to be addressed, and unemployment is a concern. However, we cannot get blind sided or paralyzed by these issues.

There is a delicate balance as we manage the present market and build for the future. Opportunities are out there to turn our companies around in major ways, but first we must be willing to risk failure – in essence get ourselves back in the game. This courage is what propels companies to success. Think back – great ideas and developments most often come during transition from difficult times to great times. It is in periods of adjustment and difficulty that we learn most. We have tightened our belts from necessity. We have made adjustments and changes, which makes moving in the right direction now much easier.

You control the Future by Controlling The Past.  I know, that’s easier said than done. We may think we are over the past, but it is not over us – it keeps trying to keep us down with fear, negative thoughts and yes, excuses us for not moving forward. Because of this there is work to do. It may to be too soon to celebrate, but it is certainly too soon to quit.

Here are some thoughts to consider as we prepare for a dynamic future in homebuilding and homes sales:

1.  Dare to be different. To be successful we must reinvent some things or, better said, we must have a point of differentiation. A recession forces you to sharpen those differences. Know what they are, clearly define them and proclaim them to the world! People are attracted to you because of your differences, not your similarities, to your competition.

2.  Understand with great clarity what creates value for your customers and don’t be afraid to deliver it. Survey your buyers and your prospects to find out what you are doing right – and where you need to improve or what more you need to deliver to solve their problems.  It is not about money; it is about building them a home in a location for a value price position that gives them the life they are seeking.

3.  Be diligent at changing who and what you are. Remember: when you are good, you will be copied.  So you must always be ahead of the pack. In the past 48 months we tended to look at what others were doing and copied them. Stop that insanity! Step up and be the first to deliver the goods in your market.

4.  Stop looking in the rear view mirror and start looking forward through the front window. The housing recession is over. You must ‘GOI‘ (Get Over It). Supply and demand of housing is nearing a positive balance – 7 months supply – very healthy.

5.  Don’t forget the new consumer ages 18-45. There are 116 million people out there that we may not be addressing. They are changing the way we market homes, the way we design homes and the way we sell homes. Speak to them. (Latte tables, Interactive computers in sales centers; less paper; social networking; great websites, etc.)

6.  Everyone in your company must have a sales mindset. From the receptionist to the payroll department to construction. Make sure they know every time a sale is made (E-Blast to every company employee). Make sure they are coached in how to generate leads to the sales department. Hold the company accountable for referrals.

Someone asked me if the employees of a company should be compensated for leads. My answer is yes; they get to keep their job! Without sales the company will fold. We must sell homes to stay in business.

7.  Price adjustments should be over. Just Say ‘NO.’ Customers always lag with market changes – whether the market is going up or going down. People were buying homes with inflated prices well into the downturn of the market, and people will continue to ask for discounts and referrals well into a balanced market and into the upward turn until…. We start raising prices (to create urgency and a belief that Now is the best time to buy,) and until we show how our values match or exceed the price asked. Learn to say NO and to explain why it is not a good idea to buy from a builder who is still adjusting prices downward to hold their business together. BIG RISK. They may not be in business long enough to complete your home.

Great things are happening all over America: Join the ranks of the movers and shakers.
Example: Gentry Builders on Honolulu just sold 16 homes in 3 hours – not because of discounts, but because they found a niche in the market that was not served. A product (single family condo – price point non-competitive)

8.  As Yogi Berra said: “The future isn’t what it used to be.” I believe it will better as we are better prepared to do the right things the right way to house America with better and better homes.

Bonnie Alfriend, MIRM, Fellow, CMP, CRB.
Author: Secrets of The Superstars: Excellence in Selling New Homes
New Home Sales Management: Build & Lead a Winning Team
Alfriend Sales & Marketing Solutions
2984 Cormorant Road
Pebble Beach, CA 93953
831-648-1772
Cell: 831-601-0253

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Next Online Coaching Program:

Wednesday, December 2  2:00pm ET
Public Relations Made Easy
With Jerry Rouleau

A good public relations campaign can be up to ten times more effective than traditional advertising – and cost of fraction of the price!  Why?  An article written about you, your company or your homes is:
1.    Tantamount to a third-party endorsement
2.    Is more trusted than ad copy
3.    Has a shelf life of up to 5 years… and more.

Learn how to plan, produce and implement your own Public Relations campaign from a master.  Jerry Rouleau’s firm has obtained over $50 Million in free press for his clients, and in this one-hour seminar he’ll walk you through the basics of what it takes to create a do-it-yourself PR package.  And, there will be plenty of time for questions and answers.

Register today to attend Public Relations Made Easy.  Note:  This live event will be recorded, and all registrants will automatically be sent a link to view or download the recorded video.

Registration is $37.  Register here.