OSC of the Month | Summer Davis

Lasso’s OSC of the Month for December is Summer Davis, New Home Advisor for American Classic Homes who builds homes in the greater Puget Sound area in Washington state. In this interview, Summer shares her path to becoming an OSC, her go-to-resources, and advice to other sales and marketing professionals in the industry.

What was your career path to become an OSC?

I’ve been working with American Classic Homes as a New Home Advisor since April of 2016. The position found me, and I am so happy it did! Before starting my position,I did not even know what an OSC was. I like to say, I did not choose the OSC life, it chose me!

I was recruited by a local headhunter via LinkedIn. At the time, I was taking a hiatus and was not actively seeking employment. When I was told about the position I was intrigued and started researching the builder and the position. My love for home design, working with people, and interest in real estate led me to take the next step … and that is when I met Mike Lyon and Kevin Oakley of Do You Convert (DYC).

I knew from the start that this position was special. My DYC interview process was one that I had never experienced. I have (3) college degrees (Business, Law, and Legal Master’s in Taxation) and I had never been asked to take a Myers-Briggs personality test, create a short video, or asked what album I would bring if I was stranded on a deserted island. Mike Lyon’s passion, enthusiasm, and love for the OSC role is contagious. I fell in love with the idea of position before fulling understanding all that it entailed.

How many online leads do you manage monthly?

American Classic Homes is a small local builder, building about 25 homes per year. My monthly lead volume varies drastically depending on whether we have an upcoming community. Currently, I am managing a VIP List of 720 and have been averaging around 70 leads per month.

How have you seen online home sales change in the last few years?

The pandemic has had the greatest impact on the way we sell homes and interact with leads. It truly was an opportunity for OSCs to step up in their organization and shine. We were already equipped with the training and tools to help buyers find their dream home from the safety and comfort of their own home.

Prior to the pandemic, I attended the Builders Show in Las Vegas. I decided to attend a few realtor sessions and was shocked to learn how few used a CRM, had a follow-up process, or sent video emails. I recall being in a session where the attendees were asked if they had every sent a video email. Of the three people who raised their hand (myself included), only one was a realtor. This was a light bulb moment … If your builder had an OSC, you were already winning!

Post Pandemic, organizations that did not have an OSC were at a significant disadvantage. There was a definite shift from builders questioning if they should bring on an OSC to how soon they can hire one.

As a veteran OSC, Summer is always willing to share her knowledge and expertise. In addition, she takes the time to truly connect with her customers and their unique needs.

Heidi Schroeder
Lasso Sr. Sales Consultant

What’s the most challenging aspect of your job? What do you do to overcome that challenge?

The majority of our buyers are in the tech industry, are extremely analytical, and often consider the principles of Vastu and Feng Shui when purchasing their home.

Knowing what is important to our buyer and providing the right information in a thorough yet concise manner has been paramount in my ability to connect. I learned very quickly that anticipating the questions and concerns of our buyer prior to engaging is key to building trust. Before launching a new community, I create a lot summary spreadsheet which notes what direction of the home entrance any other significant floor plan directions (location of the kitchen, master bedroom, and children’s bedrooms).

What are the most important technology(s)/tool(s) you use in your role?

The three most important tools in my OSC arsenal our Lasso, CallRail, and BombBomb.

First and foremost, you cannot have a successful OSC program without a CRM. I literally would be lost without it and so would my leads. I could write volumes on my love for Lasso and all its features that make my life easier so I will highlight one. My favorite capability hands down is tracking my leads. I often joke that I am a stalker and that is all thanks to Lasso. Every time I receive a notification that a registrant is visiting the website, I get excited! Being able to see what pages your leads are visiting is pure gold! I use this information as an opportunity for outreach and make sure to schedule an activity for the next day. This method has created many appointments and sales.

Efficiency via automation is a reoccurring theme in our industry and that is why CallRail is a very important OSC tool. Not only are you alerted to what community the caller is inquiring about before you say hello, you are able to control the call flow. I was fortunate to have CallRail set up when I started my position and could not imagine performing my role without it.

Video emails build trust and connection and that is why BombBomb is imperative in my role. “Putting a Face to the Name” in the age of automation and chatbots sets you apart. Sending video emails can be intimidating at first but after you get over the initial shock of seeing your face for 35 seconds it becomes fun. You cannot rely solely on text to communicate, connect, and convert. Sending a quick video in place of a faceless message allows you to connect with people in an often disconnected world. I am huge fan of BombBomb!

What is your “go to” closing technique to get an appointment?

My key to closing starts way before asking for the appointment. Building trust is key, once you have established it, the next steps come naturally.

What/Who are your “go-to” resources for training and/or support?

I would not be where I am today in my position without the training and support of the DYC Team and the DYC Family. Being an OSC is unique and who better to understand your challenges than people in your industry.

I was fortunate enough to attend my fist DYC Online Sales and Marketing Summit a few months after I started my position, and it was a game changer. Not only did I learn how to become a successful OSC, but I also met OSC Rockstar’s who mentored me and who I look forward to seeing every year!

I would like to give a special shout out to Mike Lyon, Jen Barkan, and Jessie Suggs. You are not only amazing at what you do, you are amazing people. The DYC team and its members have become family over the years. I am counting down the days for the next Summit in Arizona!

Do you have any specific successes you’d like to highlight?

My biggest success to date was helping pre-sell an entire community (7 lots) during the height of the Pandemic. We released and pre-sold all seven lots exclusively to our VIP Interest List in April of 2020 without a model home and during a stay-at-home order.

When my builder told me we were going to release in two weeks, instead of panicking, I came up with a plan. Knowing all appointments with our listing agent would be via Zoom and that our prior model home was sold and closing in a few days, I knew what I had to do. I got out of my lounge wear (aka my “quarantine uniform”) and put on real clothes, did my hair and makeup for the first time in weeks, and headed over to the model with a tripod and a cell phone.

I spent the next few hours making a series of BombBomb videos (five in total) of the main areas of the home, embedded those videos in a Lasso template, inserted some informative but brief text, and sent a mass email to the entire VIP interest list the next morning.

The response was overwhelming. Not only was the open rate 65%, the click rate was my highest to date at 64%. While numbers are great, it was an email reply I received from the managing partner of our main competitor that has stuck with me, “I like people who do extraordinary things during extraordinary times.”

Any tips or advice for fellow online salespeople and marketers?

Join a professional group, never stop learning, be an early adopter, and make time for self-care. The latter is extremely important. OSCs are natural people pleasers and will often take on more than they should. OSC burnout is real, but it does not have to happen to you. Make time for what you love, meditate, set boundaries, and remember it’s ok to say “NO.”

What are your favorite activities to do outside of work?

I love spending time with my family, friends, and my 15-year-old Chihuahua, Bucky. I am a foodie who loves travel and trying new things. I LOVE LOVE LOVE to entertain and decorate for the Holidays. And call me a cliché, but I love my Peloton and my Peloton Family (it helps me stay sane in times of chaos).

What are you reading/watching(binging)?

Since it is the “Most wonderful time of the year,” I have traded in my true crime docuseries for the ever so sappy quintessential Hallmark Christmas movies. There is just something about them that brings me Joy and we can all use a little Joy in our lives!

Where is the first place you’re going when we get back to normal travel?

Prior to the Pandemic, I went to Vietnam with my Fiancé for 2.5 weeks and I miss international travel so much. Learning about other cultures via their food, architecture, customs, and history is such an amazing and unique experience. I have been blessed with the opportunity to travel to some obscure places in the world (Mongolia) and have so many more locations on my list.