Top New Home Sales Tips for 2024

With 2023 wrapping up, what's in store for the new year? We asked some of the top industry experts for their thoughts and advice on how to tackle new home sales in 2024. Navigating the world of AI and chatbots, new home sales professionals have to figure out how to succeed in the always changing world of home building.

Kerry Mulcrone, Kerry & Co.
Always Remember Your Emotional IQ!

To all my sales friends we are in a world of AI and chat bots but always remember your emotional IQ!

“What is your EI?” What distinguishes great Sales leaders from good Sales Leaders? Always remember that we are all leaders! EI is a group of 5 skills that allows us to perform at our maximum, as well as help others to reach theirs.

1. Self-awareness- knowing your own strengths, weaknesses, drives, values and impact on others.
2. Self-regulation- controlling or re-directing disruptive thoughts and mood/energy swings.
3. Motivation- finding what makes you feel achievement and success.
4. Empathy- understanding others around you and their emotional makeup.
5. Social skills- building rapport with others to move them in the desired direction.

You can strengthen any of the EI skills through persistence, practice and feedback

Jason Forrest, FPG
Emotional Urgency in Home Sales: The Beacon Every Buyer Seeks

In new home sales, we sell more than boxes that people live in; we sell dreams and certainties. Harnessing emotional urgency is our key to truly resonate with today's buyers.

• The Role of Emotional Urgency: Today's homeowners are searching for a sanctuary among a sea of options. The salesperson needs to be their beacon of confidence, motivation, and certainty.
• Guiding Through Decisions: The home buying journey consists of numerous decisions. By guiding prospects one decision at a time, we simplify the process and position ourselves as trusted advisors. This focused attention deepens the buyer-salesperson bond, ensuring trust flourishes.
• Truth: The Buyer's Shield: We must bravely relay truths, even when they're challenging. By highlighting potential regrets or the pitfalls of merely chasing a lower price, we arm our buyers with knowledge, steering them clear of future regrets.
• Unearthing The Deeper Desire: A home is more than space or features; it's milestones and memories. Tapping into these underlying motivations, we shift from being transactional to truly understanding and serving our clients' deepest needs.

To sum up, in home sales, we're guiding our clients' dreams. By focusing on emotional urgency, leading confidently, speaking truths, and recognizing deeper desires, we help buyers find their dream homes.

Leah Fellows, Blue Gypsy Inc
“Semper Gumby"

My advice for OSCs as we move into 2024 is actually a phrase my husband always uses. “Semper Gumby.” This unofficial dog Latin motto of the U.S. Military which means always flexible. It’s important to understand that a lot of change is happening in our industry. From processes to the tools we use, there is constant adjustment and change. OSC’s need to be flexible.

The best way to be flexible is to be aware of changes from texting laws to interest rates. We need to understand the changes, people’s fears, their motivations, and be able to counsel them on how to move forward with their dream homes. A dip in lead volume shouldn’t send you into a panic. Instead, it’s an opportunity to revamp your processes, prospect in your database, and build stronger relationships with the prospects you do have. People will always buy houses no matter the interest rates and the climate. Our goals are how to flex with the changes and get our buyers to flex too.

As the building environment changes and people begin to sit on the fence, it’s time to hone your skills as a trusted advisor, as a resource, and as an expert in your company. Utilize your empathy to understand what is causing people to hesitate, but also learn how to be an educator on why waiting isn’t always the best option.

And Leadership needs to remember that your OSCs are the first contact buyers will make with your company. They will touch at least 50% or more of your customers. The customer experience is where we should focus. Continue to give your OSCs the tools, support, training, and pay that they need in order to create success for your whole company. “Semper Gumby.”

Mike Lyon, Do You Convert
The 2023 Phenomenon In The Online Sales World Was Turnover

We’ve been doing a lot of hiring and onboarding this past year. Why, you might ask. Well, the hot market faded, and we settled back into a more normal world and in some cases even more challenging because of the buyer's reluctance to move forward as quickly and effortlessly as before. This requires a new mindset and new daily habits just to achieve baseline results. Of course, this isn’t new to those who have been in the role for 4 years or more, but if you started this job after 2020, it was a rude awakening. Some just didn’t like it. More voicemails, no's, and straight-up ghosting. Let’s face it, it’s a tough job, but it’s also very rewarding when that hard work pays off. So in 2024, make sure you train (and retrain) the new market conditions and the new buyer. Leaders plug into your online sales program and make sure they are supported. They need your experience and guidance

David Hagan, Sales Uncomplicated
Why Emotional Intelligence is Far Superior to Artificial Intelligence

I hear a lot of real estate salespeople who bemoan the advent of large, automated service companies because they fear these companies will ultimately replace them. The only way you can be completely replaced by an automated service company is if you completely automate your services.

There will always be larger firms that can deliver automated services, powered by artificial intelligence, more efficiently and more effectively than you can. The one thing they cannot automate is an authentic human connection. The most important thing you can do with your prospective buyer is to leverage a high level of emotional intelligence, along with your technical intelligence, to connect with them.

1. Be Present
2. Be Authentic
3. Be Listening
4. Be Likable

I believe emotional intelligence is far superior to artificial intelligence and we can close more sales if we leverage our emotional intelligence to foster more human connections with our customers.

Jen Barkan, Do You Convert
Refocus on the thrill of the “Get”

Someone recently asked me what my favorite part of being an online sales specialist was. It was great helping customers and being a resource. But what I really got excited about the most was the sweet victory of the “get.”

First, it was utilizing my tools in my tech stack to “get” the customer to engage. Response time being my favorite because I liked when customers would say, “That was fast!”

Second, it was perfecting the art of the great phone call or email. I used to pretend that every homebuyer calling in was a secret shopper. I made sure I was “getting” every area of qualification; even if I did not get an answer, I tried. Then, I focused on “getting” their story to help paint a picture for them of how they would be living in their new home and community.

Third, the thrill of asking and “getting” the appointment, and sometimes that meant overcoming an objection. Lastly, working with my onsite sales team to keep the customer moving forward with great communication and ultimately “getting” the sale.

This next year we need to refocus on the thrill of the “get.” We’ve got to get excited about setting goals and making them by getting engagement, getting the qualification and story, getting the appointment, and finally getting the sweet victory of the sale.

Jessie Suggs, Do You Convert
How And Why To Avoid Over-Automation In Your Online Sales Process in 2024

Artificial Intelligence has been all the buzz over the last year in our industry, but here’s the thing AI has been around in some capacity in our industry whether we knew it or not. It’s not the new bright and shiny thing. It’s great for the right reasons, but lead follow up and nurturing is not one of those things. Just because your tech stack (CRM, call tracking systems, website chat) can be automated or streamlined doesn’t mean it should! In fact, what we should be focusing on in 2024 more than ever is personalized communication. Our customers want to be heard, and our customers want guidance. Priority on personalization that can’t be done without true human interaction, emotions, and understanding is how you will keep your customers moving through your pipeline. Capitalize on your online sales specialists’ key attributes; they are the non-biased, non-threatening, rapport-building, friendly customer advocates!

Myers Barnes, Myers Barnes Associates
The Importance of Discipline

Over a century ago, Elbert Hubbard defined discipline as, “the ability to make yourself do the things you should do, when you should do them, whether you feel like it or not.” That’s the inherent pain in discipline. You fight against your own urges. Your brain wages an intellectual battle between what you “want” and what you “should do”. Discipline drives you to keep working on yourself because, in your heart, you know you can do better. Accepting something as “good enough” is a compromise you’re not willing to make. In sales, discipline is the reason you pursue your leads with more consistency and confidence. You don’t give up after a few tries. Self-discipline guides you to push harder toward achieving a desirable outcome. On the other side of discipline is accomplishment, while regret only brings self-doubt. When it comes to making tough choices, you will reside in one of two pain zones: the pain of discipline or the pain of regret. Discipline is like labor pain. It lasts for a short while but then gives you lasting joy. Regret is a burden. Nothing more. Put them on a scale. Discipline can be measured in ounces. Regret weighs a ton.

Roland Nairnsey, New Home Sales Plus
“Be a Fountain Not A Drain”

This inspiring quote comes from American baseball player turned commentator Rex Hudler. Rex is referring to the fact that fountains refresh, replenish, and bring life to those around them, whereas drains empty and deplete water and resources. In business and life, people who are fountains bring energy to their colleagues, they are positive and encouraging, and make everyone around them feel better. Whereas drains are negative, complain, and drain the energy wherever they are.

In 2024, given the complex nature of new home sales—high demand, a shortage of homes in most markets, yet rates on the higher side—it takes more skill, finesse and commitment than has been needed in over a decade. It is imperative to embrace the fundamentals, and be a sales leader, inspiring others, and not making excuses or “draining by complaining.”

As a leader, ensure that everyone on your team has a sales process that is both effective and replicable, and that they are comfortable with discussing mortgage payments at a high level and showing the numbers. It is time to roll up our sleeves and role play to make sure we are client focused, asking insightful discovery questions, listening, adapting, narrowing down, closing, managing “big buts” and always moving the sale forward.

Don’t be afraid to evaluate with video shops and inspire the team by showing the best practices to the team. Build a solid foundation of success, be a fountain, and only accept salespeople that are striving to become the best and inspire others, and only accept the best from yourself.

Jeff Shore, Shore Consulting
Confidence is Contagious

Sales in 2024 will be won or lost based on one thing: buyer confidence (or a lack thereof). Front line sales professionals should be updating their “Why Buy Now” statement every thirty days, but they must also strongly believe in what they are saying. Confidence is contagious; so too is a lack of confidence. Keep the buyer focused on what really matters. Rule #1: Live in the right home.

Chris Hartley, K. Hovnanian
Heart, Hustle, And A Lot Of Belief

With 20 years of homebuilding behind me in five states and in various roles, I felt that I had seen all that homebuilding could throw at a person…that was of course until we saw interest rates rise to the highest levels anyone had seen since the year 2000.

Moral of that paragraph…never think you've seen it all until you really do.

Now, here is what I love about this industry—it is ALWAYS changing. To truly survive decade after decade in this amazing industry we call homebuilding, you must hold these three-character traits near and dear to your soul…heart, hustle, and a lot of belief. Let me explain this more…

Heart…you must genuinely love homebuilding for you to survive homebuilding. Some may call those in an industry that has extreme highs and extreme lows crazy. I prefer to say we just absolutely love what we do. I personally survived the Great Recession in Phoenix, one of the hardest hit markets at the time. When the market started to recover and I was interviewing candidates, the first thing I did was look to see if they weathered the storm, or if they took a leave of absence when times get tough. Something to be said about someone who sticks it out when times are difficult.

Hustle…to survive any market condition you must Hustle. You must work harder than anyone else, study more than anyone else, and perfect your craft better than anyone else. As the famous saying goes, you may be smarter than me, but I’ll be damned if you will outwork me. Those that put in the hustle will survive any market.

Believe...you must believe that the work you are putting in today will always lead to better times tomorrow.

Every market will produce winners and losers, but if you have the heart, put in the hustle, and believe in yourself…you will always find a way to be wildly successful!

Cory M. Charles, The SuperHero Mindset
Becoming A “Sales Superhero!”

In our dynamic world of new home sales, being a sales superhero isn't about capes and superhuman strength; it's about understanding your own unique selling style SuperPowers. Just as each SuperHero possesses distinct abilities, real estate professionals have their own strengths that set us apart.

Here are five essential tips to help you discover and unleash your inner sales Superhero, guiding clients to their dream homes and beyond:

1. Identify your sales superpower: Unlock the potential within by uncovering your unique strengths and selling approach.

2. Unleash your superpower: Ignite your competitive edge by channeling your strengths effectively in your sales process.

3. Embrace authenticity: Harness the force of authenticity to forge genuine connections and relationships through your unique style.

4. Know your Kryptonite: Shine a light on self-awareness, illuminating areas for personal growth and development.

5. Adapt and evolve: Flex your style like a versatile superhero, adjusting to the needs of diverse clients and ever-changing situations.

By implementing these key tips and understanding your unique selling style superpowers, you'll be well on your way to becoming a sales superhero. Your ability to genuinely help clients achieve their dreams is a power worth harnessing, and it will set you apart as a trusted and revered professional in this dynamic industry. So, go forth, embrace your unique strengths, and soar to new heights in your sales career.

Ralph Williams, Sales Solve Everything
The Importance of Being an Expert in 2024

As we enter 2024, it’s crucial to understand and embody the qualities of an expert. An expert is extremely knowledgeable on all aspects of their profession and continuously adds to their body of knowledge. By doing so, the Expert Sales Professional possesses the skills needed to determine when and how to use their knowledge to create value and certainty with their customers.

The quality of an expert derives from industry IQ. They know EVERYTHING about NEW HOME SALES including: target market/ builder profiles, product offerings, floor plans/ Inventory, homes sites, community, realtors/relocation specialists, pricing, agreements/financing/lenders, economy, market condition of the area, competition-builders, specs, resale and sales professionals.

While the list is extensive, the benefits of becoming an industry expert are immeasurable such as building credibility, trust, and confidence with customers. Expert level is measured by their hunger and willingness to master the industry and capture sales. Remember only one person gets the sale! Ricky Bobby said it best, “if you ain’t first, you're last”.

What distinguishes an expert from the average person? It’s their consistent ability to attain higher levels of success. So, here’s to your success in 2024!

Amy O’Connor, Shore Consulting
Keep the Sale...Sold

In today's market, one of the most important things is to keep a sale sold. Therefore, each backlog call becomes first and foremost a sales call. Every conversation with the buyer should be about reconnecting them to their future promise. Reminding them of how great their life is going to be in their new home. I recommend a weekly drip campaign of positive news to keep the buyer's emotional altitude high. With the "locked-in" effect keeping normal would-be buyers in their homes longer than usual, every sale counts.

Sara Williams, Anewgo
Shift for Sales Teams and their Skill Sets

In 2024 we are going to see a shift for sales teams and their skill sets will be challenged across the country. The bar is being raised and underperforming salespeople might find themselves in new roles.

Companies are streamlining operations, which could result in some job changes and a leaner workforce. Technology is a part of this movement and companies do not want humans doing the work of robots. They want to take their best people and leverage them for the jobs their tech cannot handle. Artificial intelligence (AI) is on a meteoric rise, tackling a lot of questions and tasks that sales and online pros would typically handle. We will continue to see the rise of virtual assistants on websites. AI is even giving search engines a run for their money, shaking up SEO and marketing agency and consultancy play books.

In 2024, successful sales professionals will distinguish themselves by excelling in technology adoption, while also demonstrating proficiency in soft skills and critical thinking, areas where AI and some salespeople might struggle. Top performing salespeople will need to rise above AI assistants.

What does this look like? Sales will need to be the best at solving buying problems. They need to tell real stories and provide evidence of buyers just like the one in front of them to make their customer feel safe and confident that others are saying yes too. Salespeople that are empathic and understanding, proficient in financing, and finding ways a buyer can make the home their own will win sales over sales teams and AI that may struggle to communicate financing programs and evoking real emotion.

This is not the time to “rest on your laurels”. Go out and get training. Get familiar with technology. Perfect your presentations and financial knowledge. Invest in yourself. Invest in your future.

Leah Turner, Melinda Brody & Company
Remove the Fears and Uncertainty

Mortgage rates are too high! Prices are too high! The economy is crazy! The sky is falling!!

Throughout 2023, we have all heard these much too familiar objections from our buyers. Many buyers are scared and uncertain when it comes to making the decision to move forward with the purchase of a new home.

We’ve learned this year that we can no longer just be new home sales consultants, we must be new home advisors. It is up to you to remove the fears and uncertainties and navigate them through the sales process from beginning to end. This includes addressing their fears. Three areas that you must master to be successful are:

1. Overcoming objections - Address your buyers’ fears and objections upfront. Don’t just ‘brush it off’ or try to sugar coat their concerns. These buyers read the news and especially the headlines, which can be scary!

2. Listening and being empathetic – Actively listen to your buyers’ concerns and handle them with empathy and kindness. Ask them to tell you their concerns and more importantly, ask them why it’s a concern to them. The answers may surprise you. Don’t assume that you know where their fears are coming from. Have open and honest dialogue so that you can address and answer their questions professionally, proficiently and genuinely.

3. Being proactive - Allow them to express what they are fearful of. Oftentimes, just allowing them to vent will resolve the issue

As a new home advisor, you owe it to your buyers to be prepared, offer solutions and help them make an informed decision

Kimberly Mackey, New Homes Solutions Consulting
The Market Is Always Doing Something...You Should Too

In the world of sales, especially in homebuilding, there's a constant truth we can't ignore: the market is always doing something. It’s up, down, or sideways, but it’s always doing something. Here's the kicker – successful salespeople and sales organizations don’t fret over market conditions. Instead it’s about taking control, being proactive, and staying one step ahead.

Regardless of the market conditions, success in sales comes down to this: understanding your prospects, creating genuine connections, and consistently putting in the effort to meet and exceed your targets. Remember, the market will always be in motion, but so should your strategies and efforts. With the right approach, you can turn even the most challenging market conditions into opportunities for growth and success. READ MORE

Heidi Schroeder, ECI
Using Data for Smarter Sales Management

Marketers have traditionally been data-savvy in their approach, but 2024 will mark a pivotal shift toward data-driven efficiency in sales management. Where sales managers once relied on anecdotal evidence passed down from their sales agents to drive important decisions, they will now use hard evidence to back quick outcomes. Sales managers will learn to strategically leverage CRM data and personalized dashboards to streamline sales operations and oversight. This approach will enable precise performance measurement, tailored sales strategies, and insightful predictions around sales behavior. Employing this data will allow sales managers to redirect their focus towards cultivating their teams’ relationship-building skills, engaging more effectively with buyers, and ultimately drive business growth by elevating the customer experience.

If you enjoyed reading this article, check out these other blogs featuring tips for new home builders:

• Top New Home Marketing Tips for 2024
• Top New Home Operations Tips for 2024