MH Sales Tip: A Successful Salesperson Will Be Accomplished In “Demonstrating” Features And Benefits Of Homes They Are Representing
“People don’t buy features; they buy benefits”
Shoppers (walk-ons) visiting a model home sales center display will often be initially reluctant to reveal information about their wants and needs in a new home. Sometimes the response when you ask them what they have in mind is “we’re just looking” or perhaps “just getting ideas.” Often these responses are intended to prevent perceived confrontational sales pressure.
Be welcoming without probing questions about their intentions, and volunteer to answer any concerns and questions about the homes they are touring. As you show them model homes, they most likely will reveal the reasons for the visit as they become comfortable with your presence.
It is not the features that your home has – It’s you taking the time to find out which combination of those features offer the greatest value and perceived benefits to the buyer.
Often a shopper will be a bit disoriented when entering a new home and will not completely comprehend how the floor plan is configured to address their family requirements, and/or the benefits of the features, amenities, and construction quality. A successful salesperson will be accomplished in “demonstrating” features and benefits of all the homes they are representing.
The “feature/benefit” sales approach will spur interaction that will reveal the wants and needs of the home shopper, such as number of bedrooms required, special needs, lifestyle, home placement site, budget, etc. The tendency for many salespersons is to over-talk the feature benefit presentations without interaction and reaction from customers. Your chance of making the sale is improved when you let the customer do most of the talking.
“Most people think ‘selling’ is the same as ‘talking’. But the most effective salespeople know that ‘listening’ is the most important part of their job” – Roy Bartell
The following are examples of features with benefits found in many homes that can be effective in assisting shoppers with the decision of which home would solve their requirements and desires. Not all homes have the same beneficial features. Some will have unique features or options that others will not. Your feature/benefit presentation will vary from home to home. Know what those features are in all the homes you represent, and be thoroughly prepared to address those benefits – at the appropriate time.
Floor Plan – The overwhelming majority of family home buyers of single-section or multisection homes will prefer a floor plan that that features the master bedroom with ensuite glamour bath privately located at one end of the home away from secondary bedrooms and guest bath at the opposite end, with an open concept living room and kitchen at center of plan.
This easy flow floor plan configuration eliminates or minimizes wasteful hallway space. The home shopper will sense the spaciousness of this plan upon entry to the home with an impressive direct line of vision through the living room to a beautiful bright modern kitchen. When entering a home with shoppers featuring this “open concept” floor plan, you should probably pause briefly before showing the rest of the home to allow shoppers to take in the visual. The “first impression” will be the one most remembered.
Kitchen – The most appealing kitchen will be bright, modern and well arranged for convenience and functionality, an abundance of deep and tall cabinets, perhaps a walk-in pantry, ample countertop space, easy close drawers and preferably an island or peninsula (single section home) workstation and/or/serving/snack bar.
Featuring specific unique aspects of a kitchen can be effective in home shoppers remembering the home. Example: Homemakers will remember the kitchen if you say, this kitchen has 38 cabinets, – for instance. Perhaps even asking the customer to verify by counting the cabinets themselves.
Utility/laundry/mud Room – If utility room is located at the rear exit door with access to a second bath can be entered from the rear exit door through utility/laundry room without passing through the home it also becomes a “mud room,” another benefit to the home buyer by preventing outside debris from being tracked inside the home. Do not take for granted that the customer realizes this feature/benefit. Make sure you bring it to their attention.
Construction and unseen features/benefits – How a home is built is a feature that cannot necessarily be seen, but should be addressed, such as the insulation in the sidewalls, floor and ceiling. If appropriate to the home you are showing, it will be beneficial to feature the availability of Energy Star, type and benefits of exterior siding, drywall with radius corners, steel frame, water heater size, floor coverings, warranty, wind safety, fire safety, etc.
Truism: Shoppers typically, “want to buy, but don’t want to be sold.” Purchasing a home is likely the most consequential life-changing decision that any of us will ever make. As such, most homebuyers are not susceptible to “pressure selling” techniques and do not want to be hurried in the decision to purchase. In almost every instance, the shopper’s decision to enter into a purchase agreement will be based foremost on the comfort level with the seller. “No hurry, patience” is the only way to assure that comfort level.
