volume buyers membership meeting 04232014

Spring Membership MeetingAlbany, New YorkApril 23, 2014

Agenda

• 8:30 – 10:30am • Our customers - Who is Buying• Preparing Your Sales Center• Marketing to Boomers• The Coming Hispanic Wave

• Lunch

• 1:30 – 3:30pm• Practical low Tech Tactics to Drive Traffic• Digital Marketing• Get the Appointment, Developing Trust, Closing the Sale

04/08/2023

Chris Nicely

• Marketing & Sales Professional• Building Products Marketing• 20 year veteran in MH

– Retail– Communities– Branding– Promotions

• Pillars of Promotion• www.chrisismymarketingman.com

04/08/2023

The MH Customer

• 55% of mobile home owners reported an annual household income less than $30,000

• 52% of respondents estimated the market value of their mobile home was under $20,000

• 41% of mobile home units were purchased for under $20,000

• Median model year and estimated value have decreased from Market Facts 2008

So what does that mean to us? 2012 Foremost Insurance

Survey

Survey of 10,000 MH residents

04/08/2023

The MH Customer

• 68% own or are buying their mobile home • 24% rent• 40% of mobile home owners don’t anticipate

ever selling or moving from their current home • 39% live in a land lease community• Single-section homes represented 59% of all

units• Multi-section homes are down 8%

2012 Foremost Insurance Survey

04/08/2023

The MH Customer• 82% of our buyers start online• A Buyer will visit 2-3 physical stores before

making a decision (used to be 5-6)• 51% of buyers are over 45 years old, and

growing• 44% are first time homebuyers• Single women represent 20% of the home buyer• Hispanics represent 9-17% of new MH sold• 25% of approved buyers are still looking 6

months after loan approval• 97% of homes sold for less than $150,000

CLN Primary Research

Retail MHPrice Distribution

Sales Price Units % Units Sales $ % of $Less Than $40,000 1,298 12% 45,972,416 5%

$40,000-$49,999 1,989 18% 89,297,554 10%

$50,000-$59,999 1,163 10% 63,671,430 7%

$60,000-$69,999 1,105 10% 72,121,674 8%

$70,000-$79,999 1,141 10% 85,569,265 10%

$80,000-$89,999 1,191 11% 101,287,480 12%

$90,000-$99,999 1,004 9% 95,123,617 11%

$100,000-$109,999 766 7% 80,234,239 9%

$110,000-$119,999 501 4% 57,357,614 7%

$120,000-$129,999 326 3% 40,612,829 5%

$130,000-$139,999 222 2% 29,868,778 3%

$140,000-$149,999 165 1% 23,939,068 3%

Greater than $150,000 380 3% 69,237,075 8%

11,251 100% 854,293,039 100%

12%

18%

10%10%10%11%

9%

7%4%3%

2% 1% 3% Less Than $40,000$40,000-$49,999$50,000-$59,999$60,000-$69,999$70,000-$79,999$80,000-$89,999$90,000-$99,999$100,000-$109,999$110,000-$119,999$120,000-$129,999$130,000-$139,999$140,000-$149,999Greater than $150,000

Units

68%

While 82% of home buyers start their search online, the physical store appearance still attracts 56% who say they select the home center by its curb appeal.

So how does your sales center look to fresh eyes?

To reinforce the brand and serve as a retail beacon to attract and excite customers

Brick & Mortar Business Objective:

Home Buying Experience

HealthyInformative

Friendly

Clean

Helpful

Variety of Homes

Warm and Hospitable

Enjoyable Experience

Ordinary

Cheaply Made

Personalized Service

Primary

Secondary

Negative

Expensive

Good Value

High Pressure Experience

High Quality

Trustworthy

Same as Others

Neighborly

Best in Class

Professional

Trailer Park

Knowledgeable Staff

Affordable

Old Fashioned Up-to-Date

Desired Brand Attributes

11

More for your Money

Security

• Retail consulting and design firm

• Founded in 1953• Diverse portfolio of

prestigious retail clients• Each project we undertake

involves the active leadership and hands-on involvement of our senior partners

• We offer Turn-Key solutions that lead to measurable results

King-Casey

Key Customer Zones

ExitExit

ModelModel

Consultation

Consultation

Information

Information

ReceptionReception

EntryEntry

StreetStreet

®

There are sub-zones (features, options, kitchen, etc.)

Street ZoneZONE OBJECTIVES• Drive traffic from street• Communicate distinctive brand• Convey special promotions

KING-CASEY OBSERVATIONS• No distinctive or connecting

brand elements (other than primary signs)

• Picket fence is common• Brand identities are non

proprietary• Sales center building is a

converted home model (missed 3-D branding opportunities)

• Landscaping is minimal (low quality)

• Looks like a typical used car dealership (flag bunting; lawn signage)

• Looks temporary• Brand does not visibly project

value

To Do:• Street Zone

– Primary Signage, 3-D Branding– Wayfinding– Showcased Homes – Enhanced Landscaping– Paved parking lot– Fencing– Sidewalks– Striping

Entry ZoneZONE OBJECTIVES• Communicate distinctive

brand• Encourage walk-in• Welcome and invite• Pre-sell communications• Staged messaging

KING-CASEY OBSERVATIONS

• Non-branded building and communications

• Weak navigation (enter here, park here, start here, etc.)

• Does not excite or build perceptions of professionalism

• First impression does not instill customer confidence

Entry & Welcome ZonesWelcome & Info About Using the Facility

• Welcome Message• Guest Book captures name, phone, email, etc.• Customer/staff interaction point (zone visible from

office)

Validation of Brand• The Company Story• Mission Statement• The Home Buying Process (from choosing a home

to getting your keys and moving in)• Quality Features and Benefits• Service wards and recognitions• Customer Testimonials

Focus Group: “I would like to see pictures of the manufacturing plant”

To Do:• Entry Zone (Retail Center)

– Clean, uncluttered– Colorful– Reinforce branding– Office designation– Clear commercial front door– Welcome Message (mat or more)

Reception/Welcome Zone - Lobby

KEY OBJECTIVES• Welcome the customer• Distinguish your brand from the competition• Reinforce a positive brand impression• Communicate a quality customer experience• Assure customers they have made the right choice• Customer navigation communicates the entire

shopping process• Pre-sell for options and upgrades• Educate and inform

Materials & Options Zone

• Display zone communicates the many options available when purchasing a Home

• Allows customers to browse samples with or without home specialist

• Actual 3-D samples are attractively displayed on walls along with photo beauty shots of home environments

• Drawers in cabinetry for literature, additional samples and storage (reducing clutter)

• Tables and seating for spreading out sample books and materials

Focus Group: “I like that the home builder gives you lots of options”

ConstructionOptions

FixtureOptions

DecorOptions

• Brand Validation (About YOU)– Mission– Reassurance message– Customer Testimonials– Quality Features and Benefits– Awards and recognition

• Home Information Zone– Models and Floor Plans (general information

for first-time customers)– What’s on this Lot (Specific Models and Floor

Plans Currently on the Lot)– Features, Options and Benefits (general

information)

Customer Shopping Process (continued)

Consultation Zone• Friendly and inviting “meeting

pods” send quality signal that YOU are interested in helping the customer find their dream home

• Meeting pods allow customers to meet privately with home specialist

• Sliding doors for soundproofing and privacy

• Zone can be used initially to “pre-qualify” customers, explore customer needs, provide customer with basic information about YOU, and later to “close” sale

Focus Group: “Sales people from some the leading companies are knowledgeable and willing to sit down with you and discuss everything – other (brands) are not .”

Focus Group: “The agents must act as if you are their friend”

Financing

Land

To Do:• Welcome/Reception Zone

– Where to Start the process– What to Do– The Home Buying Process (from selecting a

home to moving in)– Reinforce MH and modulars– Guest Book

Customer Shopping Process (continued)• Model Home Display Zone (the landscaped lot

where model homes are on display)– Way-Finding– Model Home Entry Zone (informational signage

in front of each home)• Model Home Information Zones (information

communications within each model home)– Model Name and Floor Plan– Features and Options Available and As Shown– Base Price and Price as Shown– Key Communications (features and benefits)

throughout model home

Model Home Entry Zone

• This zone is the “entry” to the outdoor lot where the model homes are on display

• Signage in this zone encourages browsing of the lot and the homes

• Signage includes navigation information regarding the layout of the lot and the homes that are displayed

Models on Lot

Featured HousesLot Site Plan

Navigation

26

Home Information Zone• Allows customer to preview what’s on the lot

as well as the many other models available• Allows customer to pre-select the models they

would be most interested in seeing

Focus Group: “They should have pictures and floor plans of the homes on the lot”

Focus Group: “Give me (more) information about your homes”

Focus Group: “Give me information about the homes before I meet with a sales person”

Model Home Entry Zone

• Every home has branded exterior communications identifying the model name, base price, and floor plan (basic, at-a-glance information)

• Allows customer browsing “on your own”Focus Group: “Show me the cost (of the homes)

like they do with cars”

Focus Group: “I picked XXXX Homes because of their (variety of) floor plans”

Model Home Information Zone• Every home includes a

branded “About this Home” communication kiosk at the entry - key info about this particular home, and information regarding base price and the price as shown

• Silent salesmen – visual clues

• Brand-name hardware and appliances are identified

• Key construction features and benefits are identified

• All home models on display are attractively decorated (including lowest priced homes)

Focus Group: “All available options should be listed in (each of ) the model homes”

Retail Vision

Provide world class home buying experience in which differentiating value is immediately apparent by the

consumer.

04/08/2023

Boomer Market is Booming

Born from 1946 to 1964, Boomers are 76 million strong--comprising 1 in 4 Americans

Why the boomer segment is expanding - • Increase in life expectancy• Post WWII birth rates

Facts:• By 2015, those aged 50 and older - 45% of the U.S.

population (AARP). • One-third of the 195.3 million US Internet users,

adults 50+ = Web's largest users• Email is the most popular activity among 50+ users,

followed by web browsing, research, and shopping• 72% of Baby Boomers have broadband Internet in

their homes• The Internet is the most important source of

information for Baby BoomersSource: http://www.immersionactive.com/resources/50-plus-facts-and-fiction/

http://www.immersionactive.com/resources/50-plus-facts-and-fiction/

Boomers• Save/invest more• Spend on luxury products/services• Shop in the morning hours, prefer “one-stop” shopping• Are very convenience-oriented• Patronize reputable/traditional outlets• More technology-prone• Defy aging

• 51-54% of MH buyers are 45+• The 45+ buyer looks for specific features

• affordability • low maintenance• available amenities • value

• Dependent living – higher percentage of children living with parents longer

• Additional monies devoted to quality of life

• Lower debt • Higher down payments• Boomer home buyers will pay cash

Boomers are fighting the aging process, both physically and emotionally. This generation thinks “young" and does not want to be associated with their parents’ generation. People representing your product should be young at heart as well and 10-15 years younger than your target. They identify themselves with a generation or two behind them – the greater the reason to appeal to multigenerational audience.

The Way Others See Boomers

The Way Boomers See Themselves

What Boomers Really Are?

• Reinforce that the 50+ buyer is the “same” as they were 30 years ago with aspirations and goals • This is a moment in the process, not end of line • Capitalize on nostalgia• Avoid stereotypes - be individuals• Emphasize the product’s benefits • Consider product features that will make living in MH the smart, safe choice

Strategy

• Provide unique—or at minimum – distinctive amenities.

• Overcome the negative preconceptions of senior housing.

• Enable seniors to age in place.• Integrate seniors into the larger community.• Play up the marketing value of sustainability.• Include features like:

• Wide hallways, 360 degree bathrooms, smooth transition flooring, no step showers and tubs, grab bars, 36” doors, no low or high appliances, brand names galore

Housing Features

•Leverage the power of brands

•Emphasize comfort associated with making the decision to buy

•Discuss energy efficiency

•Testimonials resonate

•Reputation, years in business

•Customer satisfaction awards

•Warranties

Tactical Strategy

Keep your ads

• Simple • Single message oriented • Presented at a slower pace (radio/TV) • Short clear communications • Keep backgrounds clear and simple, so the

main message is not lost.

Selling is more than knowing your product; it’s knowing your market. Ron Volper, Ph.D. specializing in selling strategies, teaching at New York University, recently published an article for the American Marketing Association on selling to Boomers – five key steps…

To build rapport with Boomers:

Use high touch over high techBoomers want to touch it, experience the product. If only a picture exists, get more mileage with an interactive experience – build, design, furnish your home.

Listen for needs.Good advice for any selling situation.Boomers are less influenced by online ratings from people they have never met and more influenced by what friends and colleagues tell them. Identify the DBM!

Avoid multitaskingBoomers have been raised to do one thing at a time and give others their undivided attention. When a salesperson allows random customers to interrupt our conversation and also exchange text messages, Boomer customers can lose their train of thought, and lose confidence in the salesperson.

Win with the right wordsThe way we talk to a customer is as important as what we say. Baby Boomer and peers are not impressed—when the young salesperson inserts the word "like" into sentences, as in "this kitchen is like the most glamorous we have."

“Dude, I was, like, so stoked,

serious.”

Empathize with the customerBaby Boomers grew up at a time when “Made in America" meant a lot. They know we now live in a global economy and that the U.S. has become a service economy, but they love to hear Made in America. If its made close by – pitch it!

Ask, don’t tell• Where will you be

living in your home?

• Who will be living there?

• What do you like to do – hobbies?

• Primary residence?

• All have impact on the expectations in their home.

The 50+ will be: • More diverse • Seek individuality • Rely on known brands• Want to “customize” their

homes They are:

• Internet savvy• Will be well researched

buyers • Demanding

Remember

Gain trust; make the sale and create a satellite sales person for your business.

Boomers will become advocates for a seller that gains their confidence and fulfills promises.

Pay Off

HOLA! Se Habla SALES

National Association of Hispanic Real Estate Professionals®

The U.S. Hispanic market • Comprised of subcultures from over 20

countries in Central and South America, the Caribbean and Spain, with the majority (63%) of Mexican heritage.

• Consumer behavior patterns of U.S. Hispanics are not identical


Growing Audience• Hispanic consumers living in the U.S are 50

million• Growing exponentially to a projected 133 million

by 2050 (U.S. projected 438 million)• Hispanic consumers are growing up exposed to

American brands - a very viable target audience.• 1,000,000 Hispanic households forming every

year, 50% higher than non-Hispanic white households

• Achieving higher education, which is key to higher paying employment and increased standard of living

• 16.5% of college enrollment are Latinos

Source: http://www.inc.com/michael-olguin/6-reasons-marketing-to-hispanics-makes-sense.html

http://www.inc.com/michael-olguin/6-reasons-marketing-to-hispanics-makes-sense.html

Hispanic Home Ownership• Hispanics accounted for more than half of the

total net increase of owner households. • Passionate about home ownership; 56% say it’s a

symbol of success and achievement – compares to 32% of all other Americans

• 74 percent of Hispanics said that owning a home is a good way to build up wealth that can be inherited by younger generations (compared to 59 percent of all Americans) - the Hispanic culture is more family-oriented.



• 84 percent of Latino renters "strongly" desire to buy a home

• 55 percent plan on buying in next five years.

• Hispanics have achieved home ownership gains every year since 2000 except two

• Hispanic home ownership grew 58% while the rest of the U.S only saw 5% growth

• Younger average demographic by 10 years than the rest of the population

Hispanic Home Ownership



Spring Membership MeetingAlbany, New YorkApril 23, 2014

One shoe does not fit all…• Figure out the composition of the Latino market

in your area and learn the holidays and language idioms.

• Mexican Americans represent the highest number of Latinos in the United States, but…

• In Austin, Tex., for example, there is a big Honduran population. They celebrate their country’s independence on Sept. 15. If you do business in a Honduran neighborhood, recognize that day with a Honduran flag and a special discount or offer.

Source: http://boss.blogs.nytimes.com/2013/02/01/marketing-tips-for-reaching-hispanic-americans/

http://boss.blogs.nytimes.com/2013/02/01/marketing-tips-for-reaching-hispanic-americans/

• US Hispanics are culturally more social - stay connected to family and friends - spending more time on social

media sites than any other ethnic group.• US Hispanics value the opinions of others

and it is the reason why they seek reviews of products and services from their social networks

• Technology is embraced at a higher pace

Mi Casa


Internet Usage• With landlines in Spanish-speaking countries so

poor, Hispanics quickly embraced cellular usage at the technology's infancy.

• 47 percent of Spanish-dominant Hispanics were using the Internet, vs. 74 percent of the bilingual and 81 percent of the English-dominant segments. (up from 64 percent just three years ago per E-marketer).

• Build your company’s Web site in such a way that it appeals to both the logical and emotional minds.

• Make an emotional appeal with a Spanish word sprinkled in that conjures family union.



• Hispanics spend an average of 29 minutes per day on social sites, 10 minutes > than non-Hispanic Whites.

• 39% of Hispanics post ratings and reviews of products they’ve purchased and services they’ve received - only 15% of non-Hispanics

• 40% of Hispanics visit social networks and maintain profiles in these networks - 19% of non-Hispanics.

• 69% of US Hispanics read blogs, watch videos posted by others, and read customer ratings - 42% of non-Hispanics.

• QR codes can be useful tools. About 40 percent of American Latinos own smart phones.

• Event marketing can be a good strategy• Hispanics are historically very loyal to their beliefs,

friends, family.• Recognize needs of those recently moving to the U.S.

versus those who have generationally lived here. • Build relationships before asking for the business. • Average handling time for Hispanic callers is

significantly longer than for non-Hispanics• Hispanics are more relationship-oriented and less

transactional. • Hispanics need time to gather information and get all

their questions answered. • Be polite and spend more time with a customer.

Unrivaled Loyalty



• 76 percent said that stability of family ranked first or second as the primary reason why clients want to buy a home.

• 30% said the freedom to create a home that suited their personal or cultural style, were the top one and two reasons why their clients want to purchase a home;

• 30% ranked lack of down payment as one of the top two challenges for their buyers.

• 51% are more sensitive to purchase price and mortgage payment.

• Some form of consumer education would be most useful to enabling Latinos to achieve homeownership.

• First-time homebuyers constitute more than 50 percent of their client base

National Hispanic Real Estate Professionals Survey

Source: National Association of Hispanic Real Estate Professionals, October 2009

• The visual confirmations provided in television advertising are extremely important, especially so for Spanish-dominant Hispanics.

• 49% of U.S. Hispanics who watch television during prime-time hours, watch Spanish language programming.

• 40% of Spanish-dominant Hispanics regularly watch English-language programming.

• 30% of English-dominant Hispanics regularly watch Spanish programming.

Reaching the marketTelevision

• Radio is a proven, effective medium in targeting Hispanics.

• The most unique aspect of Spanish-language radio stations is the time spent listening.

• The Hispanic population often listens to the radio all day.

• The entire family may listen to one station and tune in, on average, 26 - 30 hours per week. This ranks more than 13% above the general population.

Radio

• Minority newspapers are an inseparable part of the local minority community. They deliver news that is specifically geared to the needs and concerns of individual communities.

• Newspaper readership skews to Adult 34-54 age group with an average HHI of $40k+

• A great home buying demographic

Print

• Events create excitement, reinforce image, and allow you to hand-deliver your marketing message face-to-face with your target audience.

• Many company's efforts at selling themselves to Hispanics are limited to sponsoring the occasional Cinco de Mayo celebration -- these half-hearted efforts will not effectively capture the attention of Hispanic consumers.

Event Marketing

• Latinos -- particularly recent immigrants -- welcome “Junk Mail” as a means of becoming a more informed consumer.

• Overall, Hispanic households are 3.5 times more likely to respond to a direct mail solicitation than a non-Hispanic household;

• 72% say they always read their mail, including direct marketing;

• 60% of the direct mail sent to homes is in English;

• 52% of the respondents speak only Spanish in their homes.

Direct Response Marketing

Illegal Immigrant Reform

Pillars of Promotion

Six Proven Tactics That Drive Traffic & Sell More

•Curb Appeal•Advertising•Kick Down Signs•Promotions•Web Presence•Email

Curb Appeal

• Lack of branding • Confusing

environment• Unprofessional• Temporary• Threatening• Uninformative

From Focus Group: “Looks Like a used Car Dealer”

Observation Summary

87

From Focus Group: “Looks like a diner”

From Focus Group: “Too much bragging”

From Focus Group: “Give me information about your homes”

From Focus Group: “Show me the cost like they do with cars”

Signage

Welcome to the Office

OfficeHousekeeping

Emphasize Name Brands

Staging

A collection of over 2,000,000 design and decorating ideas

You can create idea books with images you find and let others

see your ideas as well.A great place to go and get

design dilemmas solved by the community.

Dress Code

Name BadgesBusiness Cards with Referral Information

Classified Ads

Kick Down Signs

• Message• How Many• Where• Legal

Promotions

Pennants, flags - Is anything going on here?

Balloons

Email & Web Presence

• Web Presence– Your digital store front– Tell your story

• Email– Collect all the time– Non invasive communication– Constant Contact & Emma

Digital Marketing

Leveraging Technology to Drive Traffic and Sell More

How did you first begin your search for a home?

82% began their search online

0

200

400

600

800

1000

1200

1400

1600

1800

2000

Online Home Center #N/A

Co

un

t

Have you been to a sales center?

60.6% had not visited a Home Center before

0

200

400

600

800

1000

1200

1400

1600

1800

No Yes #N/A

Co

un

t

What were you looking for?

• Pictures = 72.9%

• Price = 71.9%• Floor Plans = 77.5%

0

500

1000

1500

2000

2500

Co

un

t

On a scale of 1-10, how easy was it to find what you were looking for?

• Average Score = 5.5

• Median Score = 5

0

50

100

150

200

250

300

350

400

450

1 2 3 4 5 6 7 8 9 10

1 = Not Easy At All 10 = Very Easy

Why Digital Marketing? • Cost effective• Growing• Ability to reach many• Un-intrusive• Flexible• Interactive• Graphical• Fast

Internet Growth16 million in 1995 to >2.9 Billion in 2014 (almost ½ the world’s population); 273 million N.A. Internet users as of 2012, 78.6% of the N.A. population; 1990 – 0.8%

• Internet: 74%• Sales professional: 69%• Yard sign: 22%• Open house: 12%• Newspaper ad: 9%• Home book or magazine: 6%

Source: 2010 National Association of REALTORS® Profile of Home Buyers and Sellers

How Information Sources Rank

http://www.realtor.org/prodser.nsf/products/186-45-10?OpenDocument

Home Buyers Start Digitally

• 82- 84% of home buyers start search online

• Virtual storefront• Prospect is looking for reasons to

eliminate • Remember the GOAL - Get the prospect

to contact the store; inquire, email, call or stop in

How is your digital curb appeal?

What is Digital Marketing?

• Web site• Advertising• Affiliate Marketing• Email• Streaming Video• Podcasts• Photography• Social media• Voice broadcast• Mobile devices• Digital Outdoor

Web Site

Web Site• Most frequently used function – “Find a

Home”• Find something with a search• You are not going to sell the home on the

Internet – merely entice the user to inquire

• If help is needed the user needs to know where to go; what to do

• Google Places – fill it out NOW• SEO – Links to and from

When Internet users look for information, services or products to buy, more than

• 8 out of 10 rely on search engines, not simple surfing.

• 85% of these searchers don’t click on paid links.• 63% of links that are naturally displayed at the

top of search engines get clicks.• Over the last year, Pay-per-click (PPC) costs

have grown 37%, and they go on rising.

http://www.searchingsolutions.com/4-internet-marketing-statistics-you-should-know/

More reasons to rely on organic SEO…

Don’t Make Me Think, by Steve Krug• Understand the User – Reservoir of Goodwill• Users should not have to ask:

• Where am I?• Where should I begin• Where did they put the _____?• What are the most important things?• Why did they call it that

• Communicate clearly• Visually• Headlines• Minimal Content

• Home page should have a focus

Advertising• Craig’s List• Banners• Google Adwords• Pay per Click (Affiliate Marketing)• Classified: digital newspapers• Community boards• Real Estate sites (some also pay per

click)

Free Classifieds and Bulletin Boards• Go to www.craigslist.com and click on the state

and the city in which the retailer is located. • Search for mobile home, manufactured home,

doublewide and single wide. Note whether store is utilizing this free classified bulletin board. Be sure the ads are SAFE COMPLIANT and follow other regulations. company policies and procedures. Show that competition is (most likely) using these.

• Google search for “free classified bulletin board (city name)” and use.

• Be sure hard copy newspaper/shopper classified ads are being shown online as well – most include the online version.

http://www.craigslist.com/

Email• Preferred correspondence• Collect emails• Communicate regularly, with content• Email Blasts, large graphic

announcements• Target emails – text only, small graphics• Don’t SPAM – play by the rules – or get

barred

Email – CRM?• Go to last 10 new contacts in each sales

professional’s CRM system – do they have the prospects email address?

• Is the store using email blasts? When was the last one? Does it incite action?

• Inspect the email signature for each sales professional and manager – go to sent mail in Outlook and check the last several emails sent – does it include the web site?

• Inspect outgoing emails and insure the sender is using professional format and that content is appropriate.

Only 30% get opened

Video

• Easy • Fast• Inexpensive• Virtual home tour• Linkable• Get the Inquiry

Photography

• Shoot with your back to the light source

• Focus on what’s important in the room

• Less ceiling, more room

• Glamorize• Skirted• In Focus

• A digital camera was the most important technological purchase or upgrade it provides sales professionals an electronic version of pictures and can be used for marketing of homes.

• Communication via telephone continued to be the primary means of communication, as indicated by 69% of all respondents in a recent NRA survey.

• Online marketing has become increasingly attractive because of its low cost and efficiency in attracting the attention of would-be buyers and sellers.

• 76% of Realtors use multiple pictures and/or slide shows for their online listings and 37% use virtual tours, know your competition.

http://photographyforrealestate.net/2007/06/13/statistics-that-drive-real-estate-photography/

Social Media• Twitter• FaceBook• Instagram• My Space?• Not a personal page• Use to display

– homes – offer special – post testimonials– make announcements

• Include on all other advertising• Drive people to the web site

Mobile Devices

• Intimate• Rapidly emerging• Use with caution • Don’t violate a private space• Effective

Digital Outdoor

• Bright• Easily and quickly changeable• Event specific• Can be pricey

Why do we do all this?

INQUIRIES

* Only 52% of Internet leads receive a follow up communication from the agent* 68% ‐ 70% of Internet leads do business with the first agent who speaks with them* 62% of those who get a call from the agent receive it on the same day they submitted an inquiry

Internet Lead Statistics:

Sales Funnel

300 Leads

30 Appointments

6 Applications

2 Approvals/Deposit

1 Sold

To Be Terrific

• Be Specific - Measure• Use Google Analytics or tracking

program• Track inquiries• Measure results• Understand your $ return • Allow it to lead your future decisions

Google Analytics

It means that not only are buyers using the internet in droves, but that a huge amount of them are unattached buyers! Give these buyers what they want, and you'll dramatically increase the odds that they'll choose you to work with. According to NAR's 2008 Profile, the four features below are what buyers want most from your website:

• Photos• Detailed Property Information• Virtual Tours• Contact Information

What does all this mean?

What is this?

Quick Response (QR) Code

Conclusion

• Digital is here to stay – and growing• Digital is an extension of other marketing

strategies• Digital is subject to the same regulations (i.e.

SAFE Act), company policies and procedures, as other advertising

• Digital is not a casual media – be professional• Social media is a part of the digital strategy• Mobile marketing (texting) is subject to the

same regulations as other medium.

FINALLY

• The objective is to drive the prospect to the virtual storefront (web site) and secure an inquiry/contact.

• From the inquiry we schedule an appointment

• Communicate professionally• Create one more opportunity to sell a

home

Are YOU Utilizing Every Digital Media

Channel Effectively?

Is your Competition?

04/08/2023

Advocates Promotes you on your behalf. They are so happy about you and the home that they tell others.

RegularRegulars are those who come back to purchase their next home.

Customers A customer is someone who purchases a home.

Prospect If the person is interested in your promotion and responds, they become a potential prospect.

SuspectA suspect is someone who matches the demographics of other customers and is receptive to your promotional message.

Ladder of Customer Loyalty

MeetGreetQualifyFeature/BenefitTrial CloseCloseFollow upAsk for referral

Professional Housing

Consultants

Recruit & Train

04/08/2023

04/08/2023

Why CRM?• Provides discipline• To do list• Aids memory• Provides professionalism• Allows follow up• Generates referrals

04/08/2023

Systems

• Salesforc.com• ZOHO• ACT!• In house

Approved Not Closed

Survey of 400

The Sample Universe• 30,121 apps approved in 12 months• 12,249 bought a home• Almost 18,000 chose to NOT to buy, EVEN

after they were approved• Are they still in the market?• Did they buy?• From whom?• Why?

Are you still looking for a home?

Yes39%

No61%

Those Still Looking

When will you be making a purchase decision?

3-6 mo18%

12+ mo12%

6-12mo27% 2-3 mo

22%

1 mo21%

Are you likely to select a manufactured home?

84% of those still in the market to buy a home were likely to buy a manufactured home

Why a specific builder?

31.0%

18.0%

13.0% 14.0%

8.0%

14.0%

0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

Best Deal Design Name Quality Financing Misc

No longer looking for a home

62% of the approved not closed prospects tell us they are no longer looking for a home – Why?

Why no longer looking for a home

Purchased Already

63%

Decided not

to buy

37%

Did you buy New or Used?

New51%

Previously Lived In

49%

Where did you buy your home?

Unknown, 8.00%

Realtor, 2.80%

Individual, 38.00%

Dealer,

48.60%

Why haven’t you purchased?

• Life changing experience – 17%• Bad experience with the dealer and/or

finance company – 17%• Credit/economy – 17%• Land issues – 13%• Wide spectrum of individual issues – 37%

100 Approvals

41 Buy From Originating SC 36 No Longer

Looking

23 Are Still Looking

9 >6 mos

14 <6 mos

20 Bought elsewhere

16 Gave up

U

U

U

U

U

U

U

U

U

U

CONCLUSIONS• Time does matter – Within six months of

approval 62% buy • Those still looking - most have purchase

intentions within 6 months - 14% of original approvals.

• Buyers are looking for the best “Deal”.• Half buying in that 6 month period buy a

used home.• Influenced by “deal”, proximity to where

they want to live and sales person.• People that don’t buy are influenced by a

life experience or a POOR experience with dealership/finance company

04/08/2023

The Bottom LineWhat a day!• Prime suspect 30-55 years old, $30K-50K• 52% Boomer; 50% 1st time buyer; 20%

single mothers; 17% Hispanic• Boomers are huge; Hispanics will be HUGER• 82% start online• Proven lo-tech promotional tactics still work• Digital marketing compliments all efforts• Build trust to sell more• Approved is not sold

Thank you

Chris [email protected]

www.chrisismymarketingman.com

mailto:[email protected]

mailto:[email protected]

04/08/2023

Material originally planned for presentation, NOT presented

Sales Pro 101

SALES PRO CHECKLIST Daily Preparation Professional Appearance and Dress Million Dollar Smile Arrive 15 minutes early to home center Create/Update TO-DO list daily Sales Process Professional Presentation 100% of the time Company and Home Center Story Office Visit (offer drink and snack) Feature Benefit Appropriate Homes Leave cell phone in OFFICE Ask for Sale and T.O.(MEET MANAGER) Sales Agreement with Deposit 100% NO CUSTOMER WALKS ALONE

RULE #1

“Assume Everyone Can Buy”

ATTITUDE

Attitude Contaminates

High PayoffsHave Existing Home to SellNo Money DownUnrealistic Payment Range“Just Looking”Young Buyers

EMOTIONSGaining Trust• Family• Location• Needs and wants• Dreams• Lower stress • Appeal to emotional side of brain

• Gain info in visit• Use in F&B• Recognize in closing

EMOTIONAL DECISION

“Home buying is PURE emotion from start to finish..recognize this and

appeal to and not avoid.”

• EMOTIONAL TRIGGERS—F&B’s that meet customers needs not yours

• EMOTIONAL REPONSES—objections surface• EMOTIONAL ATTACHMENTS-buying signals

and opportunity to Close.. • EMOTIONAL SHOPPING-Fear and suspicion

must be over come by TRUST

Gaining Trust

“The more trust you build, the more needs are met…the more profit you earn.”

• Greet as a “Friend” not as a “Stranger”• A Doctor does not diagnose you in the

Waiting Room• Move to the Visit Room as soon as

possible

Old School

• You want a SW or DW, 3brm or 4 brm?• How Much Do You GOT To Put Down?• How Much You Want to Pay a Month?• Will You Buy Today If The Price is Right?

THESE QUESTIONS ARE TOO DIRECT AT THE BEGINNING!

“Customers will share inaccurate information and incomplete information if you are not sincere and attentive.”

Gaining Trust

• What brings you out to buy a home today?

• Why do you want to move?• Who will be living in the home?• Where will you be placing the home?

Gaining Trust

What areas of the home are the most important?

• Do you have special hobbies or interests that require additional space?

• Do you have furniture you will be bringing with you for your new home?

• Have you seen any homes you liked? • What did you like about it? • Anything you didn’t like? • Price Range?

Gaining Trust• When do you need to move to your new

home?• Create Urgency based on current market

conditions. (price changes, promos, coupons etc…)

• How are you planning on handling your purchase?• Cash • Finance• Do You Have a Lender?

“Fine, Fine, Fine”

Building Value Filling the Glass

• With each feature & benefit you fill the glass a little more for the prospect as you build value.

• Continue to fill the prospects glass until it overflows and they will see the value for themselves.

Feature - Benefit

The Five Senses that Intensify Emotional Involvement

• Sight (see this, look at that, notice this)• Feel (feel the cabinet, countertop, carpet)• Smell (smell the new-ness, clean air)• Sound (listen to how quiet, listen to the TV)• Imagination (imagine having company,

your first party)

Sales Routine

BUILD THE BRIDGE

• You can be sure that…• What this means to you is…• Which allows you to…• Which saves you…• Guarantees you that…• To assure you…• Which meets or exceeds…

Tie DownsEmotional Triggers

• “You do like it don’t you?”• “_____ is important to you, isn’t it?• “This will work for you, won’t it?• “Doesn’t that make sense?”• “This is what you would want in your home,

isn’t it?”• “Can you see how this would help you?”• “You all work hard for your money, don’t

you? So saving money is important to you, isn’t it?

PLANNED PRESENTATION

• EXTERIOR• FRONT BEDROOM• SECOND BATH• THIRD BEDROOM• KITCHEN*• MASTER BEDROOM & BATH*• LIVING ROOM/DEN

Feature Benefit• 12 inch Steel I-beam• OSB Wrap• Elevation of the

Home (dormers, pitch, overhang)

• Vinyl Siding• 20 yr shingles• Several exterior plug

ins• Exterior Light

Fixtures front and rear

• Security of a steel foundation

• Add’l strength, insulation• Great curb appeal, pride of

ownership

• Maintenance Free, no painting

• Longevity, name brand• Conveniently located for

use• Safety and security when

you family arrives home at night

Feature & Benefit (examples)

Handling Objections

• The Feature/Benefit Presentation was not good enough. The VALUE was not there.

• They want to negotiate a better deal• They stall so they can shop• Because it’s a valid objection(need to

talk to mom and dad)• They object out of fear. Could be getting

ready to buy.

Reasons Why Objections Surface

Responding To ObjectionsListening: Demonstrates confidence & you

don’t over react• Nodding your head, Write down comments,

Respond “I understand”Discounting: Move past objection by not

giving it much value.• “Besides that…”, “That’s the best reason

for owning this home”Isolating: Make effort to identify the final &

only objection• “What is your real concern?”, “Do you have

any other reservations?”

Responding To Objections

Elaborating: Provide opportunity to the buyer to overcome their own objection

• “Why do you say that?”, “When you say that, what do you mean?”

Addressing: Deal with objection and continue to work on agreement

• “I understand, so allow me to work that out”

• “Assume we work that out, do you have any other concerns?”

Handling Objections“I Want To Think About It”

• “I understand” what are your major concerns?• I want to talk to mom and dad• I need to get my land ready• I need to wait til school starts, gets out, first of year,

Christmas

• “I would want to do that too….great! But all I need to know is do you guys like that house….fine….then let’s get started…lock in the price and you can go ahead and do_______________.”

• “if you cannot do ______ then we will give back your money. Remember as your builder I will help you through all of these changes over time.”

Closes• Let’s go in and pick out your colors?• You do like it don’t you…if I could do I’d

do it for you…. The house is worth it.

BE A PRO!

You must:• Invest in quality visit time…know your

product.• Believe in the process. Believe you are

creating more value.• Practice, Practice, Practice!!• SMILE!!!

volume buyers membership meeting 04232014

Marketing

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