Tips For 2025 | Say THESE Four-Letter Words In 2025

Coming off the heels of the 2024 Homebuilder Follow-Up Survey results, builders have the opportunity to make small improvements that will result in big impacts. And let’s be real, when you get shopped, or the job and the market get tough, the knee-jerk response is typically, “OH, F*&K!?!!”! Don’t stress—Turn that bad four-letter word response into these instead, and you’ll succeed in any market.

Fact - Remember the facts.

Online Sales programs are strong with a contribution rate of 50% of total company sales. In reviewing conversion benchmarks of lead to appointment, appointment to sale, and overall contribution over the last five years, online sales programs continue to be the constant in the equation because of the consistency of process, CRM adoption, and skilled professionals in the seat. Leads managed by an Online Sales Specialist with a long-term nurturing mindset consistently and effectively with a proven process will result in more appointments and sales.

Fast - Fast is important in all parts of the home buyer's journey.

It starts with how easy your website is to navigate. Once a web visitor becomes a customer by submitting a form, the quicker the Online Sales Specialist responds is equated with how much your company cares. The speed at which you follow up with a responsive lead or how quickly and seamlessly your handoff process goes all helps set the tone for how the rest of the process with your company will go.

Face - Say it with your face.

As an industry, we are still missing the boat on using video as a tool for outreach. Building a new home is one of the most emotional purchases someone will make, so personalizing the experience for them is crucial. It starts with humanizing the Online Sales Specialist on your website by adding names and faces to your calls to action. Sending personalized video emails addressing the homebuyer’s specific questions and community of interest creates instant buy-in! Using video in the handoff process to reduce any threat level of who the customer is meeting and letting them know how prepared you are for their visit will set you apart like no other and will make your customers feel heard and seen.

Find - Always be prospecting.

We are seeing a surge of leads from 2022 converting into appointments and sales. Tracking months of follow-up from top builders, the majority of the follow-up is email marketing rather than intentional prospecting. Here are some key components of intentional prospecting that are proven to get you results

1. Send personal-looking emails with text only (not marketing) sent in mass to a segmented list of leads.
2. Include a call to action and follow up (fast) with responses to your email.
3. Piggy back on the email with texts and calls.
4. Incorporate your face into your mass emails and text messages.
5. Track your results.

Like I told my son, Sam, today: Confidence comes from preparation. Turn to these four-letter words and get prepared now so that you can tackle any "OH F&^K" moment that you may have ahead and outshine your competition. Let’s do this thing!!