The Likeability Guy

Perception vs Reality

November 12th, 2008 Posted in Curt's Articles

My oh my, how the Real Estate sales world has changed in the last few months.  I have seen once proud home builders close their doors and “top” producers of years past, leave the business altogether.  It seems it was such a short time ago that people were begging to try and get into the business.  Now it seems that everyone has one foot out the door. 

So what really happened here?  Truth be told, greed got the best of people.  Home builders got blinded by the money rolling in the door and sales people got lazy with the ease that people were buying homes.  When the marketplace changed, the builders and sales people didn’t adapt to it.  I heard Division Presidents say things like, “Our process is good, we are just in a lull.  We will bounce back.”  Wrong, your company is now nearing bankruptcy.  I would hear sales people say things like, “I can sell, I always have, I just need to talk to more people.”  Wrong, you are now out of the business or will be soon.

My goal isn’t to be harsh, it is to be REAL.  This is what happened and is still happening for companies and sales offices across the country.  If you don’t get it, you can’t get better.  What worked 5 years ago or even 6 months ago is out dated and extinct.  You can be a victim of the changing times or you can CHOOSE to be successful. 

Reality Check:

• There ARE LESS people buying homes today.
• Loans ARE more difficult for home buyers to obtain.
• The Sales approach you used with success last year is outdated and ineffective.
• The company that approaches home sales without much flexibility is a future failure.

So there you have it.  That is a very short synopsis of today’s truth.  So what are you going to do about it?  Are you going to give up and fail?  Are you ready to concede defeat?

That’s Nonsense! 

If you have stayed strong over the last 2 years, you are not a quitter.  If you have kept a positive attitude for the better part of this year, you are a winner.  If you have provided top quality service to your homebuyers while being surrounded by hostility and uneasiness, you are a leader.  Since you are not a quitter, but rather a leader that is also a winner, it’s time to gain the right knowledge in today’s selling climate.

1. Forget the sales techniques that you used last year, they are old and tired.  Home buyers are way more educated than in years past.  If you use any technique that doesn’t involving asking tons of “why” and “what” questions, you are missing the boat.  As I have advocated before, you must be absolutely agenda free with the single exception of helping the person in front of you.

---

2. There are less people in the buying arena today then any time in recent years.  This doesn’t mean that you need more people to speak with; it means you need to do a better job with the people that you are speaking to.  We all want more people to talk to, but that isn’t going to happen right now.  Don’t waste or give up any opportunity that you have with someone.  Take advantage of ALL your opportunities.  In today’s market it is very possible that you speak with 4-5 people per week as opposed to 10-15 just a year ago.  Its time to be more productive with fewer people.

---

3. Loans are more difficult to come by these days.  That is just a fact.  This means that you need to become familiar with loan programs and options that may be available to future buyers.  This is not something that you can leave to a loan officer unless you enjoy being less productive or leaving your future income in someone else’s hands.  If you have a prospect that is willing and able to buy, you must educate them on how they can get a loan.  People are scared and you must have the right knowledge to ease their mind.

---

4. Flexibility within home builders is mandatory.  All those home builders with a purchasing and operations directed approach are failing in this market and will continue to fail.  Companies that take the approach of very limited flexibility or are not focused on buyers, will become extinct.  This style of leadership will not succeed today.  These companies requires a strong home buying climate to sell homes because they focus on the internal operations of the company rather than meeting buyers needs.  Any equation that puts the main focus on anything except the sales department and meeting current buying demands will be unsuccessful unless the market is red hot.

So there you have it.  These are four hard hitting topics that will tip the balance of success back into your hands.  We are selling in a different climate, so please do not keep using the same old tools with the same old thought process.  Be different, gain new skills, be a better listener, be flexible, and take advantage of all your opportunities.

Successful people and the future leaders of real estate will make a name for themselves in this market.  Anybody can have success during easy times, but only true skilled professionals still have success in tough times.  Be committed, stay confident in yourself and be willing to change and learn new things.