Looking to boost sales? Tweaking one or more areas of your sales and marketing strategy could do the trick.
During the International Builders’ Show, Meredith Oliver, Master CSP, MIRM, and owner of Meredith Communications, in Raleigh, N.C., and Jared Weggeland, of Focus Homes in Lakeland, Fla., shared some helpful tips and takeaways on ways builders can improve their game plan to increase sales.
Here are five problem areas they identified, and how to fix them.
Problem: Website lacks a sales-driven focus
Solution: Add high-quality or professional video and photography, detailed floor plans and a call-to-action to generate more interest and consumer engagement.
Problem: Lack of social selling
Solution: Drive more consumer traffic to the website using social media. Oliver suggested starting with Facebook, and taking advantage of social tagging – or what she refers to as exponential networking reach. “When other people start selling your product, it’s pre-sold,” she said.
Taylor Morrison Homes promotional video with nearly 70,000 views on YouTube
Problem: Sales presentations lack context
Solution: “Customized, not canned,” is key when presenting information to clients, Oliver said. Providing information in a way that gives the consumer context for why something should matter to them. Timely, relevant and useful information generates more interest in a product and fosters greater motivation to buy. “Don’t assume they understand what those features mean to them. Give them a why, a so what, or a because,” she said. It’s important also to give the right context to the right buyers. For example, you may want to shy away from talking about how great the neighborhood schools are to boomers.
Problem: Inconsistent follow up
Solution: “The more follow up you have, the more you will sell,” Weggeland said. And the best way to follow-up, he advises, is via high-touch, customized digital messages based on each consumer’s personal buying situation. Weggeland suggested using data-based outreach software, like Constant Contact or Lasso, to track the data (which is usually gathered either online or in person) and conduct targeted email and phone-based outreach to each constituency. “It takes a little upfront investment, but you get amazing returns,” he said.
Problem: Throwback sales center
Solution: Use the latest technology to sell. “Visuals make a big difference in a person’s ability to retain information,” Oliver said. Setting up interactive displays that promote visual storytelling will help the “uber distracted” consumer hone in on the products being offered right in front of them.