Insights from Leslie Rhinier: OSC of the Month on Success in Home Sales

Lasso’s "OSC of the Month" for September is Leslie Rhinier, new home consultant for EGStoltzfus Homes in Lancaster, Pa. In this interview, Leslie shares her path to becoming an OSC, her advice to others in the industry, and her go-to resources.

ECI: What was your career path to becoming an OSC?

Leslie Rhinier (LR): I have been with EGStoltzfus Homes for seven and a half years. I was an educator, early childhood administrator, and program manager for 30 years. I attended Millersville University and obtained a bachelor's degree in early childhood/elementary education with a minor in urban education. I then attended graduate school to earn a master's in educational counseling, teaching, and curriculum from Penn State University.

After my career in education, I wanted to try something new. A friend mentioned an opening at EG, so I thought I'd check it out! All went well, and I was blessed to be able to join EGStoltzfus Homes and begin working in new home sales. I started as a new home greeter, working open houses in our model homes and sales centers. I then took on the new role of online sales consultant when the position became available about five years ago. It was a new part-time position then, and the OSC position was just something EG had started implementing. Not much was in place then, so the OSC role and processes have been progressing and growing.

ECI: How many online leads do you manage monthly?

LR: Our online leads range from about 100-200 new leads per month.

ECI: What's the best part about working on a team?

LR: I am a solo OSC. However, I have an amazing sales team that helps out from time to time, so I can take a day off and take a vacation. We also started a part-time phone greeter who covers for me on my weekly day off. She is available to take calls, provide quick, friendly customer service, and enter lead information to get home buyers started in their home search with us. This has been an invaluable addition so I can get some recharge time.

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

LR: I feel that the sales and leadership team has seen the value in the position since adding the OSC position. I think it started out as a misunderstood position. Many people thought the OSC just answered the phone and scheduled an appointment. Over time, I believe the role of the OSC was better understood after sharing data and specific stories and experiences that led to company sales. I believe now that leadership and coworkers better understand the value the OSC role provides in the sales process.

The front-line service home buyers receive helps set the tone and expectations for the customer’s whole experience with us. The sales team is happy to let the OSC nurture leads, as this can be time-consuming and takes stamina, energy, and motivation. Having the OSC allows the sales specialist to focus on their current stream of prospects and the milestones within our sales journey to move one step closer to a happy EGStoltzfus homeowner. We have seen prospects take up to two-plus years to build with us. We believe that the long-term nurturing of leads helps us to remain relevant and at the forefront with home buyers as they move through changes in the housing market and go through various stages of life.

The sales contribution from the OSC has increased to over 50% and has strengthened our overall sales process and home-buying journey for customers. We have watched our sales numbers grow, and our customer service reviews have pushed to a high of nine out of 10 ratings. We are also developing ongoing relationships, bringing many repeat buyers and referrals from happy customers and realtors who appreciate our support and love our process and team! Our whole team works diligently together to create a seamless home-buying experience. My role is crucial through online messaging, short/long term follow-up, continued lead nurturing, and providing preliminary information to appointment setting for the final onsite sales handoff.

ECI: How will your role evolve over the next few years?

LR: I would like to include more social media applications, and we are looking to expand that across the board in our company for all stages of home buying and production. I am trying to build my confidence with video and feeling comfortable. That has been my biggest struggle and fear.

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

LR: The greatest challenge is trying to respond to prospects quickly. I know time is critical, and I do my best to respond quickly. Every day is different, and it provides new challenges. Some days, it gets away from you as the phone continues to ring, numerous texts fly around, and emails and leads keep coming in. Just remember to give yourself grace and breathe deep. Ensuring you have automated responses (email, text, phone) helps a lot. Sometimes, you just can't react fast enough to suit everyone. Realizing you are just one person and doing your best is all you can do. Staying tuned in with other new home sales online consultants has been a big help because some days you feel alone and have limited contact with others, so make sure you take time for yourself, have backups who can cover for you, and move around while working. Oh, and get yourself a standing desk.

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

LR: My follow-up plans and preset templates have been a life changer. I’m an OSC for 14 communities, so having my premade templates allows me to respond quickly to almost all inquiries with great ease and smart use of my energy and time. My templates are created from data I gather using leads’ most frequently asked questions and neighborhood information. I can use those to quickly respond to leads, encouraging a next-step call to action.

ECI: What is your "go-to" closing technique to get an appointment?

LR: After listening to what you have shared with me and your questions, I would suggest an onsite informational visit to see our homes in person and learn more about how we can meet your visions for your new home. Does that sound like a useful next step for you?

ECI: What/who are your "go-to" training and support resources?

LR: I rely on Lasso videos and support. As often as possible, I look to questions and answers from Online People Talking at Do You Convert, past Do You Convert Training Resources and follow Selling New Homes through Facebook. But having a supportive manager and team is crucial to help you when the "frazzles" come!

ECI: Do you have a productivity hack you'd like to share?

LR: I schedule focus time into every day! At the start of each day, I set my day: I read a motivational quote, positively set my mind, and get grounded. Having my trusty notebook by my side is crucial. I take notes on everything. I also like to review my past goals and set new ones. I like to review the messaging and follow-up I used in the past, reviewing what has been working and tweaking what didn't. Refreshing the messaging is crucial to remaining relevant with home buyers. I also like checklists to help keep me focused and feel like I'm always moving forward.

ECI: Any tips or advice for fellow online salespeople and marketers?

LR: Give yourself grace. Remember always to be learning. Stay humble and learn from others.

ECI: What are your favorite activities to do outside of work?

LR: Spending time in our mountain home with family, dogs, and friends and watching Philly sports. Go EAGLES and PHILS!

ECI: What are you reading/watching(binging)?

LR: I am currently reading “The Subtle Art of Not Giving a F*ck,” reading about how and why to prioritize, categorize, and use your energies in the best ways possible. Why must we experience pain, struggle, and failure to grow and succeed?