Janice Glessner on Building Success as an Online Sales Counselor

As part of our OSC Masters series, we’re excited to feature Janice Glessner, Online Sales and Marketing Manager with S&A Homes in Pennsylvania. Having been in homebuilding since 2002, Janice started her career right out of college in onsite sales. In 2011, she helped develop the online sales program at S&A Homes and moved into her current role in 2017. In this Q&A, Janice shares the skills needed to be a great OSC, the resources she uses, and advice for others in the industry.

ECI: You have a unique perspective as someone who has transitioned from being an OSC to managing both online sales and marketing. What did you like most about being an OSC, and what do you like most about managing online sales?

Janice Glessner (JG): As an OSC, I loved engaging with people across different areas, discovering their needs and wants, and helping them find the right area or community. I enjoyed this variety after coming from onsite sales, where my focus was always on a single area or community.

I currently manage both online sales and marketing and feel that the two are inseparable. The online sales team's performance directly reflects the effectiveness of our marketing efforts. I meet with the online team weekly to discuss marketing campaigns, lead quality, and performance metrics. We’re constantly fine-tuning processes and messaging to stay aligned with market trends.

The online sales role is critical for builders since nearly all customers begin their search for a new home online. Currently, 80% of our sales come through our online sales team. The experience with the online team is often the first impression of a builder, and quick responses are crucial because customers won’t wait for information. Having an online sales team is equally as important as having an onsite sales team.

ECI: What are the most important skills needed to be an OSC?

JG: To be a successful OSC, you must have a strong drive. The top performers in this role are true unicorns, and I see these five traits/skills as most important:

• First and foremost, this is a sales role. OSCs need to have a sales mentality and enjoy picking up the phone and talking to people.
• They must be detailed and task-oriented. They’ll spend a lot of time in the CRM set up and follow-up processes.
• A willingness to learn new techniques, adapt to new tech tools, and shift strategies as the market changes is key. They need to know the market and how to handle objections.
• Success in this role requires persistence. An OSC must be goal-oriented, aware of their numbers, and always looking for ways to improve.
• Thick skin is a must. There will be rejection and silence, but great OSCs understand the power of consistent follow-up and the importance of “dialing for dollars.”

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

JG: Don’t hesitate to ask for help. This industry can be overwhelming at first, but it’s incredibly rewarding. We aren’t selling simple products. You’ll need to learn about the industry, your builder, locations, floor plans, and more. It takes time, but you’ll get there, and plenty of people inside and outside your company are willing to help.

Shop your competition. Visit other builders and learn what they offer to understand what sets your builder apart. Stay connected with your marketing manager. Even if you don’t report to marketing, touch base at least weekly to share feedback on leads and stay updated on campaigns. Know your numbers—set clear goals and monitor your progress to ensure you’re on the right track.

Get involved. Attend conferences like the "Do You Convert Online Sales & Marketing Summit" or "Blue Tangerine’s Home Builder Digital Marketing (& Online Sales) Summit." You’ll learn a lot and make valuable connections with others in your role. There are also online groups where you can continue learning and sharing. Never stop learning. This industry is always evolving. I’ve been in it for 23 years, and I’m still learning.

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

JG: There are a lot of resources available, but here are some that I recommend: Browsers to Buyers by Mike Lyon. We bought this book in 2011 when we launched our online sales program, and we still use its core principles today. Join the Do You Convert “All Access” group. It’s free and contains a ton of resources. Check out their blog as well. They have a huge library to help you learn and improve.

BlueGypsyInc.com – The blog is packed with online sales-specific information and training resources.

Jeff Shore’s free five-minute sales training videos. They’re geared toward onsite sales, but the principles work for online sales, too. There are a ton of free webinars and podcasts out there.

Many industry partners, like Anewgo and Lasso, frequently do webinars on various topics. I regularly listen to Online People Talking, Market Proof Marketing (Do You Convert), and Builder Town Hall (Meredith Oliver).

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

JG: Buyers will continue to expect on-demand service and access to more information than most builders currently provide. Builders are already moving toward greater transparency by sharing more content about the process, offering visualizers for options, and even displaying option prices on websites. As this trend grows, buyers will have more detailed questions, and OSCs will spend more time with each person before scheduling an onsite appointment. OSC teams must grow, and a hybrid OSC role will emerge. This role will cater to buyers who want to complete the entire sales process virtually while supporting online and onsite sales.