If you think it’s a tough time to be a new home salesperson, think about being a new home buyer these days. On the one hand, the cards are all in your hand – it’s an amazingly incredibly powerfully wonderful time to buy! On the other hand, the whole world seems to be saying, “bad idea”. Now add their current housing situation (which must be amiss or they wouldn’t be shopping). Insert the stresses associated with making the right deal, and market conditions, and finding the right home in an endless sea of choices, and market concerns, and gas prices, and….

You get the idea. It all leads to a recipe for one seriously stressed-out customer. And how does that stress affect them more than anything else? More than anything else, the stress clogs their brain – they don’t think clearly. Stressed out people struggle with keeping everything straight, and the more data coming at them, the greater the stress and confusion.

If you think about it, you are probably just like that, as am I. We get stressed about something and the stress makes it hard to think clearly. We lose our equilibrium. Before we know it even minor irritants cause us to snap.

What is the remedy? In a word: SIMPLICITY. Stressed out people abhor ambiguity, but they love the straightforward. Consider how your own presentation can compliment the simple and avoid the complicated.

Sales Stressors:
Feature-dumping
Long-winded answers without interaction
Lack of openness that causes the customer to wonder about your character
Product- or price-centered presentations

Stress Relievers:
Confirmation questions throughout the process
Explain things in simple steps
Giving the customer permission to ask questions when confused
Letting the customer know that stress is normal

Are you accidentally stressing out an already-stressed homebuyer? It might be time to simplify. Only then do you truly have a shot at changing their world.

By,

Jeff Shore

From the design and logo of Craigslist.org to the people who are looking for a new home we can obviously see that their whole motto is keep it simple.

I recently put this motto to the test because if this is true then those who post within the real estate section might be scaring away potential new home buyers rather than pulling them in with their ads that clearly give the information from a brochure you get while looking at model homes.  Don’t get me wrong, I think it is very important for those who are browsing to get all the information possible about your new homes and community but maybe we should try going about it with a simplistic perspective.

I posted an ad on Craigslist.org with information that was upfront and very informative but still to the point.  Think of an ad that a home owner trying to sell their own home would put up just with a hint of professionalism.  Then I made an ad that looks typical of a real estate agent meaning lots of information about the home and community, and a catchy title.  As an end result both the test communities were very close in their numbers but I did notice a slight lead in the community who had the least amount of filler information versus the highly worded ad.

Based on my results your best bet is to make your ads have a nice medium between the real estate agents ad and the “for sale by owner” ad.  Here are a few tips and tricks to help you do just that:

• Bullet point the important information people are searching for such as bedroom count, bathroom count, square footage, HOA cost (if any), community amenities such as a pool, park(s), greenbelt(s) and so on.
• Try to avoid words such as amenities or using your community name too often as it might seem like a real estate agent is posting the ad and most people do not use the word amenities when speaking about their communities pool.
• Highlight the fact that you are selling a new home in your title but be sure to include something about your community in the title as well.  Example: New home with community pool for sale
• Don’t be afraid to post your price in the area where Craigslist asks for the home price.  Putting the price within the ad description is very hard to find especially if your ad has lots of content to it.
• Put as many quality pictures within the ad as possible.
• It’s perfectly fine to use some of your brochure information or phrases within the ad just made sure it isn’t an overwhelming amount of information.

Happy posting!

In the home building industry, the challenge is to get the word out and show that owning a new home doesn’t mean that you are paying an arm and a leg.  For a long time we have adjusted the way we market to potential new homebuyer’s, case and point billboards, newspaper ads, television commercials…  I could go on but I don’t like to dwell in the past.  All of these ways to draw in a new homebuyer were great, 10 or 20 years ago.  It’s time to re-adjust yet again but this time let’s take our efforts to Craigslist.org.

Craigslist has been the leader in classified websites and lately it has been given the reputation as the biggest hub for scammers.  Just like anything in life there are risks but the reward at the end of this risk is the lead you get from your Craigslist ad.  With about 50 million unique visitors each month it seems as though potential new homebuyers have become very savvy on Craigslist and can spot a scam versus the real deal or in other words, you.

Now that we have cleared up our fears about Craigslist here are a few pointers to get you started:

• Set-up an account with Craigslist.org.
• Research the area you are looking to post in, look at what others are using for titles and descriptions.  Try to make your posts have a similar theme but still make each post your own so that it grabs the attention of someone looking for a new home.
• Use keywords that most new homebuyers are searching for such as new home, pool, bedroom count, etc. in your title and description.
• Abide by Craigslist.org’s Terms of Use, the last thing you want is to be banned from Craigslist.
• Make sure that you put at least one picture per posting.
• List bedroom count, square footage, price, etc. in your postings.
• Lastly, don’t forget to put in contact information or how you would like to be contacted within your description.

Happy posting!

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