OSC MASTERS | Martha Clifford

We’re excited to feature Martha Clifford, online sales specialist who has worked with Tuskes Homes for over a decade. With a passion for her role that shines through in everything she undertakes, she’s the OG of OSCs who has excelled in the home building industry. In this interview, Martha shares why she enjoys being an OSC, discusses the essential skills that have helped her thrive, and offers invaluable advice to newcomers eager to discover their path.

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

Martha Clifford (MC): Helping people! As an online sales consultant, I find it very rewarding to be the first point of contact with customers and to be able to help them along their home-buying journey. It’s exciting to connect with different families, answer their questions, and guide them toward something as life-changing as a new home. Watching everything come together from the first call to the moment they move in is fun. I enjoy the fast-paced and competitive nature of the job, this awesome industry we work in, and all the wonderful connections and friends I have made over the years.

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

MC: It’s essential to be a good listener to uncover and help what your customers are looking for. Being responsive and ready shows professionalism and builds trust. Being a master of your CRM will allow you to stay organized with your leads, which will allow you to follow up faster and more efficiently. Being adaptable, curious, and actively engaged in continual learning is critical for long-term success in this role.

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

MC: Build relationships and ask for help! Our industry is filled with so many intelligent and innovative professionals. Don’t be afraid to reach out, network, join groups and lean on other industry mentors for guidance and inspiration. Everyone started somewhere, and there are so many who are willing to share and offer valuable insights from their experience.

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

MC: There are so many great resources out there. I never miss attending the International Builders Show and the DYC Online Sales and Marketing Summit for in-person education. NAHB, Lasso, and other industry leaders regularly host webinars highlighting the latest sales trends, tech tools, and online marketing strategies. On my evening walks, I listen to “Market Proof Marketing” and “Online People Talking” podcasts for thought-provoking conversations surrounding online sales and marketing. There are countless other amazing industry podcasts out there as well. Additionally, you can join online communities through LinkedIn and Facebook, where you can connect with peers, share tips, and learn from others in the industry. I have an extensive library of fantastic books I have collected. Still, my recent industry favorite is “Building Certainty” by Julie Jarnigan which is a tactical toolbox of content marketing ideas for home builders.

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

MC: So many thoughts! I think the OSC role will continue to evolve in many ways due to changes in technology, data, customer behavior, and the real estate industry. Some of the tech topics are too complex to address here. I think it is important to note that with technological changes it will be important, more than ever, for an OSC to provide highly personalized communication, deeper connections and a seamless customer experience. I hope we see OSCs collaborating more closely with marketing teams and content creation, providing insights into what buyers are looking for. The OSCs who can adapt to these changes and contribute value to customers will continue to thrive in the future of online home sales.