The topic of yesterday’s meeting of the Nashville Chapter of HBAMT was “Features Most Requested by New Home Buyers,” presented by Jayson Campbell, of Re/Max Elite. Jayson has many years experience in new home sales. That, combined with his general brokerage experience gives him a clear advantage in knowing first hand what buyers do, and don’t want. Best of all, he communicates those observances well. When he is speaking, you will enjoy listening!
I won’t share all of the detailed information because you should have been there too. One fact is clear. Although many people’s financial capabilties are less than they once were, their expectations are not. Our challenge is to provide solutions that meet and exceed those expectations, and stay within financial capabilities.
You can have every design feature, the very best location, and the very best price, but THE MOST IMPORTANT thing every buyer wants is the answer to three questions:
1) Can I trust you?
2) Are you good at what you do?
3) Do you care about me?
In the age of the internet, our prospects don’t want us to “feature-dump.” They already know most of the answers. What they don’t know, they will ask. They don’t want canned presentations and can smell a “lack of sincerity” a mile away. They truly want to find a place where the answer to those three questions is YES!
When I first got into Real Estate, a veteran agent told me…. “Make a friend, sell a house.” That simple quote stuck with me. Those three questions above will stick also and will be more useful than any “cliche” from a book.
Years ago I was working with a retired couple moving from Brentwood to Spring Hill. Upon meeting them, I asked them very sincerely “why in the world you would want to do that?” (That’s a no-no in the books!) They proceded with their reasons… Their current home was paid for. They could pay cash for the new home in Spring Hill and have money left over to have more fun. They also wanted to get a little further away from family, who came by and raided the pantry a bit too often!
They were very methodical and the search came down to two homes. After a few weeks of consistent visits, I was bombed with a question…. “Why should we buy your home over the other one?” (I knew exactly what their other choice was and ours was clearly a better fit.) We went down their list of needs and wants and addressed each one, without “trashing” the other home. I then said, if you don’t buy this house, then I have failed to effectively communicate the exceptional value you are getting and how happy you will be in it.
“Bullshit!” said the man with a slight grin. “What’s the real reason?” The real reason???? (slight hesitation) “If you don’t buy this home, I won’t make any money.” They both burst into laughter and the contract was signed. And we are still friends to this day.
Back to Jayson’s three questions. They don’t apply just to those buying a home, but building realtionships in our every day life. The selling process really is easy. Some of us just prefer to complicate it.
One other tidbit…. never “trash” or make fun of another home. Someone will buy it, knowing what you said, and will never speak to you in the grocery store again.
You do not have to be an actual home builder to become involved in the Home Builders Association of Middle Tennessee. There are lots of benenfits to becoming a member of this, and the HBAMT Sales & Marketing Council. Please feel free to call me anytime for additional information.
Trey Lewis is a licensed Real Estate Broker in the State of Tennessee with Ole South Realty, www.OleSouth.com, 615.896.0019 direct 615.593.6340. Specializing in new home sales in the Greater Nashville area to include Nashville, Murfreesboro, Smyrna, and Spring Hill, Tennessee