Tips For 2025 | Your Builder’s Story Is YOUR Secret Weapon In Sales!

For over 25 years, Melinda Brody & Company has compiled an annual benchmark study that compares the video mystery shop scores for all our clients from the prior year and establishes a national average for each of the primary areas of the sales presentation. The categories include approach and introduction, qualifying, community, builder’s story, home or model demonstration, homesite demonstration, closing, and follow-up. The study provides our clients and the new homebuilding industry with insights, trends, and opportunities for training.

A concerning trend we’ve noticed over the past few years is that the Builder’s Story has continually ranked very low, often dead last, in the survey. In 2023, the Builder’s Story score was a mere 36%. This means that only 36% of the over 1500 sales associates from 45 different builders we shopped with last year shared a sufficient builder’s story with their prospects, and 64% DID NOT! This is not good! Your builder is YOUR brand! It is very important to differentiate your builder from the competition when meeting with your prospects. Remember, people do business with those they “know, like, and trust,” so you must discuss your builder to gain that trust and value with your prospects.

Here are a few sales tips to help you do that.

1. Ask your prospects if they have ever built a new home before, and if they have, ask them to tell you about their experience. This is an easy segue to get them to open up about their likes and dislikes about the process, which helps you identify their hot buttons so you can then personalize YOUR Builder’s Story to address their concerns.

2. If your prospects have never built a new home, ask them if you can briefly share with them the process YOUR builder takes when building a home and how it benefits them.

3. Ask your prospects what is important to them in a builder. The answers will vary…some might mention quality construction, the warranty program, or even energy efficiency. Again, this allows you to customize a Builder’s Story specific to their needs

4. Be sure to trial close on your Builder’s Story, just as you would on a specific floor plan or homesite. After you’ve discussed the builder, simply ask “Does (Builder Name) sound like a company you would feel comfortable building your new home with?”

The goal is to create a memorable, unique Builder’s Story that builds value and trust. It’s your brand. It’s what sets you apart from the competition! Most buyers are visiting multiple builders before making their final decision. A strong, memorable Builder’s Story will allow you to stand out among the competition! Remember, your builder is your brand!