Proactive Prospecting for the New Market

Most of the builders I have been working with recently have come to the same realization – the past two years have been an anomaly in the market, and it’s taking a little extra effort these days to sell a home.

Here’s the good news: the high volume of leads you have in your CRM allows you ample opportunity to prospect.

Let’s dig in and get to work! Here are some tips to get you started.

Take time to Organize your CRM

Taking the time to clean and streamline your CRM will pay dividends later. You’ll be able to connect better with your buyers with targeted, personalized marketing. Prospecting won’t seem overwhelming when your data is easy to segment. To organize your CRM, review your Ratings, check for Unassigned Registrants, and archive or close-out sold Community Projects. Consider the value of an in-depth Audit of your CRM to identify opportunities to simplify.

Understand your Customers

In the past two years we haven’t had to spend time identifying our audience. Don’t assume your ideal customer is the same as they were in 2019. Many of the builders I work with found marketing demographics flew out the window in 2020. Now it’s time to really understand WHO will buy your homes. Understanding your target demographic will allow you to segment your current prospects within your CRM and personalize your message. You may be surprised to see your customer profile has changed in the past two years, offering you the opportunity to update your brand, marketing, and even your home plans.

Add a Personal Touch

If inbound leads have slowed, don’t fret! it offers a great opportunity to connect with customers on a more personal level. Reevaluate your Sales Processes and the associated templates. Is your message concise and personalized? Consider switching out long templated emails that describe every aspect of your company with quick personalized notes that elicit a reply to open a more connected conversation with the customer. Everyone’s inbox is chock full of marketing emails – make yours stand out.

Get Creative!

We are ALL bored by an inbox full of emails we won’t read. Consider other ways to make meaningful connections with your customers. Create quick videos to reintroduce yourself and your company. Send a fun message via text. Reengage customers by sending a link to a personalized app like NoviHome. But…don’t overlook the basics! Some customers still are best reached with a good old-fashioned phone call.

Don’t Make Assumptions

It’s easy to think that the thousands of prospects who reached out to us during the past two years have now moved on – to other communities, other builders, other locations. But really, WE DON’T KNOW. Perhaps the prospect got frustrated with the market and backed off. Perhaps they briefly moved to another state but are now back. We don’t know their situation.

Along that same line, don’t assume a prospect who couldn’t afford a new home a year ago still can’t afford it today. Consider how many people you know who have changed careers during this time. Heck, the prospect may have even fibbed when they said a home was unaffordable and we didn’t have the time to overcome that objection at the time! Even though pricing for a new home may be higher, so is rent. You’ll be surprised by how many prospects in your CRM are still in the market for a new home.

Focus on the Outcome

Your initial goal is to create or revive a relationship. Focus on setting up an in-person appointment. Answer and ask quick qualifying questions but encourage an in-person meeting for further engagement. Refrain from slipping into “sales mode” over the phone or via email. Remember: Buyers buy the relationship before buying the product. Don’t make the mistake of trying to sell the product before the relationship is established.

Set Prospecting Goals

When I consult with builders, I see two camps in the sales office when inbound leads slow – those sales agents who are Frantic, scrambling for new leads anywhere they can find them, and those sales agents who are Chill, taking a breather from the busy two-year selling season we just experienced.

Both were okay for just a moment — it’s been a wild ride. But now it’s time to regroup. Block time on your calendar each week dedicated to Prospecting old leads. Eliminate distractions. Segment lists by Rating or last contact date and set weekly and monthly goals for number of calls, texts, and emails sent and number of corresponding sales. Consistency will be key to winning this race.

It’s time to get back to doing what you do best – creating meaningful relationships with your buyers. You have the tools your need in front of you, dive right in!