OSC Masters | Elena Mora

We’re excited to feature OSC Master Elena Mora, senior online community advisor at Ideal Homes & Neighborhoods in Oklahoma. Having worked for Ideal Homes for over two decades, Elena has a wealth of knowledge and experience in online sales and won the award for best online sales counselor at the International Builders’ Show in 2023. In this interview, she shares her thoughts on the most important skills an OSC needs to be successful, her recommended resources, and how she sees the role evolve in the future.

ECI: What do you like most about being an OSC?

Elena Mora (EM): I love how this role catalyzes what happens next in someone’s home search; it's not always about simply setting an appointment after the initial contact. While getting customers in front of a salesperson is the main goal of this job, sometimes that's not the right next step for every customer. As an OSC, we counsel customers on how to overcome obstacles that prevent them from homeownership.

This might include connecting them with our lender to improve their credit score, recommending a realtor to sell their home, or boosting their confidence to speak with their landlord about the terms of their lease. After we set the first domino in motion in a customer’s search, it’s so rewarding to follow up with them, learn about their progress, and close them on their appointment.

ECI: What are the most important skills needed for a successful OSC?

EM: A positive mindset and self-awareness will make you resilient in any market. It’s easy to get overwhelmed by media coverage about how high interest rates and prices are causing customers not to buy or even frustrated if you feel your builder isn’t offering enough incentives. However, resisting this negativity is crucial because it will hinder your effectiveness when facing challenging customers. I’ve noticed that when I’m in a negative headspace, I have difficulty overcoming objections because I view them as obstacles rather than opportunities.

Once I catch myself either getting defensive about an objection or deleting follow-up activities because of something I’ve read in a customer’s notes, I check my attitude and quickly jot down three things I’m grateful for. This change in perspective helps me see objections or challenges as opportunities, and then I’m better equipped to get creative about finding solutions for my customers. When you recognize how your attitude impacts your performance, you will convert more and be a lot happier!

ECI: What advice would you give to someone new to our industry?

EM: Don’t just have a willingness to learn; be proactive about your education and share your ideas. Consistently listen to podcasts and read industry-related articles and books. Once you understand a topic well, don't be afraid to offer your team suggestions on what can be changed/implemented/removed and why. A fresh set of eyes is a huge asset to an online program

ECI:  What books or resources do you recommend for new OSCs?

EM: "Building Certainty" by Julie Jarnagin provides great ideas on creating or repurposing content that increases engagement and gives your customers the confidence to move forward.

"Follow Up and Close the Sale" and "Buying the Experience" by Jeff Shore tie in the fundamentals of the 4:2 Formula to help you get your customers emotionally connected to your homes by providing valuable follow-up based on their needs.

"The Ronda Conger Show" will give you an instant zap of motivation with a healthy dose of self-reflection.

All things DYC – their articles, insightful podcasts, and, of course, their annual sales and marketing summit. This trifecta will keep you informed of the latest industry trends and best practices and connect you with the field's sharpest minds.

ECI: How do you see the OSC role evolving in the future?

EM: Customers will continue to expect personalized, eye-catching information delivered promptly while taking longer in the buying cycle. As customers research more options, OSCs must work harder to stand out and get noticed. This likely means creating more videos (though I’ll admit, videos aren't my strong suit). OSCs will also become experts in refining follow-up processes and developing new templates to meet customers where they are in their home-buying journey. Finally, we’ll play a more active role in coaching the sales team on follow-up strategies and prospecting techniques.