Top New Home Sales Tips For 2025

With 2024 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 2025. Navigating uncertainty and new technology, new home sales professionals have to figure out how to succeed in the always changing world of home building.

Kerry Mulcrone, Kerry & Co

Build Your “Credibility Account” To Build Your Future In New Home Sales!

A credibility account is your personal bank account where your actions either make deposits or withdrawals in building Trust with your customers!

Key deposits:

1. Transparent communication: Be upfront, timely, and reliable.
2. Demonstrate expert knowledge; Anticipate questions and provide understandable answers.
3. Consistency: Promise and perform to be trusted.
4. Personalization: Personalization is about people and customization is about products.
5. Problem-solving: Even if it isn’t your fault, own it till an appropriate person solves it.
6. Empathy to understand: Show genuine concern to build trust and connections.
7. Demonstrating value: Go beyond features and show lifestyle as an art and science.

As you build up your credibility account, you will have a reserve of trust to draw upon when the need arises, and grace is asked for!

Jason Forrest, FPG
Why You Need Scripts For Every Objection

In sales, objections are inevitable. Whether it’s about price, timing, or trust, how you respond makes all the difference. If you’re caught off guard once, that’s understandable. But if the same objection stumps you again, that’s on you.

“Stump me once, shame on you. Stump me twice, shame on me.”

Having a script for every objection is essential. It gives you confidence under pressure, keeps your messaging consistent, and turns objections into opportunities. The more prepared you are, the easier it is to pivot the conversation and guide your prospect to a decision.

Sales Warriors: get stumped once; learn from it. Get stumped twice? That’s what an average salesperson does. Be ready, and never let the same objection trip you up twice.

David Hagan, Sales Uncomplicated
Stop Going Back To The Basics!

“It’s time to get back to the basics!” We’ve all heard it (and most likely said it) a thousand times in the past three years. While I certainly understand the concept and don’t disagree with it, I find myself wondering why we keep straying from the basics in the first place!

Think about it; if “the basics” are so important and so vital to our success that we are constantly reminded of our need to return to them, why do we continually stray from them in the first place?

Here is my tip for homebuilders and new home sales professionals for 2025: stop going back to the basics! We need to develop a set of disciplines around the basics of our business that become so engrained in who we are, that it’s impossible to deviate from them.

Let’s resolve to make the basics so integral to our daily lives that we never have to go back to the basics again! READ THE FULL BLOG

Leah Fellows, Blue Gypsy Inc.
Raise Your Vibration

In the online sales counselor (OSC) world, we interact (and sometimes react) with so many people. From the actual potential home buyers we talk to daily to the sales agents, managers, and marketing people in our company.

OSCs can inject positive energy into the company or bring the energy down. When things are difficult, leads are low, less appointments are being set – it’s important to make every interaction count not just externally with our prospects but also internally with our team.

In 2025, I challenge you to be mindful on how you choose your energy.

Three tips to raise the vibration:

1. There’s no such thing as overcommunication – Hold regular meetings with sales team members to review appointments and next steps. You are on their team and there to help them win those sales.
2. Marketing is your best collaboration partner – know what’s coming down the pike and provide valuable feedback on lead sources and information. This helps both departments succeed.
3. Come with solutions—If something isn’t working, don’t complain to leadership; bring solutions. Think tactically to improve situations.

When practiced regularly, online sales counselors have the opportunity to raise the vibration.

Cassy Williamson, Shore Consulting
Creating A Culture Of Success

Building a culture of success in homebuilding isn’t just about hitting sales targets—it's about fostering a culture that empowers every individual on the team to bring their very best selves to the table because they feel valued and appreciated. A great culture fuels strong performance, attracts high achievers, sparks collaboration, enhances creativity, fosters loyalty, and sets the stage for long-term growth. It’s not about catchy slogans on a wall; it’s about how things run every day, with people feeling valued, connected to a shared vision, and motivated to keep leveling up while being cared for along the way. Leaders who focus on building environments where challenges are embraced, mistakes become lessons, and wins are celebrated, lay the foundation for professional and personal success far beyond the next big project.

Abby Cornelius, Stanley Martin Homes
Convert With Confidence

We don’t have a crystal ball for where the market is headed in 2025, but with a focus on improving your conversion rate, from lead to sale, you will get a bigger slice of the sales pie.

Here are 5 tips on how you can improve your conversion rate without using price reductions or hefty incentives.

1. Differentiate yourself. Clearly communicate what sets you apart from your competitors. This builds enormous value and excitement in the sales process.
2. Create memorable experiences. Don’t get lost in a sea of community tours. Find ways to create positive, memorable experiences that your prospects will want to share.
3. Forget the ABC of sales (Always Be Closing), instead focus on ABB, Always Be Booking. You should ALWAYS have a mutually agreed upon next step scheduled with each prospect.
4. Frequent fast follow-up. It is said that 35-50% of sales go to the salesperson who follows up first. Let that be you.
5. Treat your BUYERS like gold. Referrals typically convert at double the rate of cold prospects. Leverage your delighted homebuyers to generate warm leads.

By implementing these strategies, you will close more sales with confidence and build a strong foundation of skills that will serve you well in any market condition.

Cori Masters, ECI
The Future Of New Home Sales Is In Truly Knowing Your Buyer

I believe the future of new home sales is in knowing your buyer. This is not a groundbreaking opinion, but most builders forget that their buyers' demographics are changing. If anything, data shows that we'll continue to see more immigration in the future.

Understanding where your buyers come from and how to make them feel welcomed and understood will be paramount. There are so many resources you can use to learn about different customs and cultures. As a result, builders need to invest in training to get their customer facing teams to help their customers in an empathetic way. Make them feel welcome and be kind. We must remember that our customers are buying a home. This is supposed to be the ONE place where they can be unapologetically themselves. Let's spend time and resources in understanding what can make them feel welcomed and happy. Be flexible with the floorplans and study your marketing data to understand how to pivot when the shift happens.

Leah Turner, Melinda Brody & Co.
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.

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. 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.

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! READ THE FULL BLOG

Mike Lyon, Do You Convert
It’s A Program, NOT A Person

For all the small Online Sales Teams or even solo Online Sales Specialists, we see you and your hard work! We know what it takes to nurture and convert all those leads day in and day out.

This is your mini business line within your builder, and we encourage you to position it that way. It’s a PROGRAM, not just one person. Because of that, you need to evaluate it constantly and also critique the performance. Use the example of a missed call rate coming in a little high. You might be nervous to “tell” on yourself if you think of Online Sales as just a person. But if you were asked to evaluate the program—you might think differently about that metric. Your feedback would be: “Because of the call volume and staffing, it is hard for the program to keep up; we might need to make some adjustments.”

You are the CEO—Chief Everything Online, even if it is just a team of one. Communicate to leadership what's working and what isn’t and you’ll garner more support overall.

Ralph Williams, Sales Solve Everything
2025: The Year Of Unlocking Customers

As we move into 2025, one key challenge in the housing market is unlocking customers with low-interest rate mortgages who are reluctant to buy. As life and housing needs evolve, there are compelling reasons why buying now can make sense—even for those with historically low rates. Here are three sales angles to consider:.

1. New property incentives: We are seeing the highest level of pent-up demand among buyers wanting to make a move because of the lock-in effect. The lock-in effect is real—we have to offer rates close to what buyers are currently enjoying to get them off the fence. Builders can offer variable and fixed-rate buy-downs that can offset today’s higher rates, bringing rates closer to what customers currently have.

2. The lifestyle factor: Life changes—families grow, work needs shift, and personal preferences evolve. For those who need right-sized spaces or upgraded amenities, now could be the time to secure a home that fits their current lifestyle. Demonstrating how a new home can enhance daily life and meet future goals can be a powerful approach. Additionally, new homes come equipped with smart technology to simplify living, as well as energy-efficient features that help buyers save on utilities and redirect those savings toward enjoying life.

3. Building long-term equity: I anticipate a decline in interest rates over the coming year, which is likely to stimulate market activity and drive home prices higher. By purchasing now and locking in a favorable rate, buyers position themselves to capitalize on significant wealth-building opportunities. Securing a home in this market can be a strategic move that maximizes equity growth as conditions evolve.

By focusing on these benefits and compelling reasons, you can turn 2025 into the year where we give homeowners the confidence to make that next move.

Jeff Shore, Shore Consulting
Keep It All In Perspective

“Nothing is as important as we think it is while we’re thinking about it,” Daniel Kahneman.

One lesson I learned on my recent 90-day sabbatical: the world keeps right on spinning, even when I’m not trying to control it! The crises and problems—they all got handled, as they always do.

Seriously, you don’t need to step aside for three months to recognize that most of the stuff that stresses us out in the course of our day amounts to, in the long run, a proverbial hill of beans. We spend too much mental energy fretting over temporary things.

Look, we all have jobs to do and sometimes those jobs require us to navigate difficult situations. But don’t lose sight of the proper perspective. Chill out. You’re smart and you are surrounded by smart people. Everything gets handled.

In the meantime, don’t forget to stop and appreciate how freaking awesome our industry is. Start your day by thanking the Good Lord for the opportunity you have to change someone’s world!

Chance Dorsey, Sales Solve Everything
Activity Breeds Activity

In 2025, one of the biggest challenges facing new home sales pros will be consistently getting new prospects through the door. Years ago, I sold books door-to-door—the toughest job I ever loved! One thing I discovered early on was that the more I told my book-selling story, the more books I sold. New home sales works the exact same way: activity breeds activity, and consistently finding an audience to tell your story to is key.

This is where the 5 Pillars of Prospecting come in. Focus on getting the word out in these five areas, and you’ll build a reliable pipeline of prospects.

First, follow-up is everything. Your company has invested a lot to get that prospect through your model home door, so don’t give up easily—in fact, only give up once you see their name in the obituaries!

Second, connect with your “street team” (some people call them realtors!). Make yourself their “go-to” for new homes, staying top of mind by checking in and inviting them to lunch and bringing clients to your community.

Third, tap into the power of happy homeowners. A satisfied homeowner can be your best advocate, so be referral-worthy, and worthy referrals will naturally come your way!

Fourth, step out into your broader community—the one outside your model home. Get involved with local charities, businesses, and first responders. The sky’s the limit, and you’ll be surprised by the opportunities that pop up when you get creative.

And finally, digital marketing is essential these days (I say this with a Gen X scowl). A consistent social media presence keeps your story alive 24/7, allowing you to reach prospects anytime. Sell well and have fun!

Jen Barkan, Do You Convert
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. 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. 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. It starts with humanizing the Online Sales Specialist on your website and sending personalized video emails addressing the homebuyer’s specific questions and community of interest creates instant buy-in!

Find - Always be prospecting. Tracking months of follow-up from top builders, the majority of the follow-up is email marketing rather than intentional prospecting.

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!! READ THE FULL BLOG

Roland Nairnsey, New Home Sales Plus
Curiosity = Connection The Importance of the Correct Questions in New Home Sales for 2025

“Being interested is more important than being interesting.”

Having moved firmly away from the transactional times of the post COVID boom, our customers in 2025 are exhausted, and need to know that we genuinely care about them. How can you possibly care if you are doing all of the talking and none of the listening? We have to recognize the importance of genuine connection with our customers, which stems from being curious and asking the right questions throughout the sales process. Being truly interested in our customers not only gives you an understanding of their needs which will help you create more sales, but it also enhances the experience for the buyer, because you are proving that you are interested in them personally and not just giving the same old sales pitch to everyone.

The Ritz Carlton motto of “We are Ladies and Gentlemen serving Ladies and Gentlemen” has always been fitting. Let’s evolve this for 2025 into:

“We are kind, gracious, human beings, serving and connecting with our customers, with the goal of enriching and improving the lives of all we meet." READ THE FULL BLOG

Jessie Suggs, Do You Convert
Lean Into Personal Accountability

The most successful individuals I've encountered, whether as colleagues, mentees, or mentors, share a common trait: personal accountability. In a sales role, this quality is paramount. To excel, you must not only understand your role but also have the foresight to anticipate market trends and create an action plan.

Achieving this level of self-discipline isn't always easy. It requires conscious effort and training. Relying on discipline, rather than waiting for motivation, is key. You can't passively expect the market to dictate your success. Motivation, while valuable, is often fleeting. Instead, cultivate discipline—a steadfast commitment to your personal and professional goals. Discipline is the unwavering force that propels you forward, even when facing challenges or a lack of inspiration. By developing discipline, you'll consistently show up, put in the effort, and achieve your sales targets, regardless of external factors. This disciplined approach will naturally position you for success, regardless of market conditions.

Remember, your journey toward personal accountability is personal. It's about understanding your unique strengths and weaknesses, setting clear goals, and consistently working towards them.

Amy O’Connor, Shore Consulting
Invest in People

In the upcoming years, especially in 2025, I predict that talent acquisition and retention will become one of the greatest opportunities for homebuilders to achieve market dominance. As the skilled labor pool shrinks and new generations seek purpose-driven work, organizations that don't invest in culture, training, and growth opportunities will be left behind. Builders who treat their teams as their biggest asset will lead the industry.

Haley Naebig, NoviHome
Turn Every Walk-In into a Long-Term Relationship

In 2025, the most successful new home sales teams will master the art of maintaining buyer interest well beyond the initial appointment or walk-in. Not all buyers make immediate decisions, so the goal should be to extend the conversation for those who don't. Leveraging tech tools that track visitor preferences, offer personalized follow-ups, and keep them engaged through updates on available inventory or upcoming community events. A digital buyer journey paired with personalized touchpoints helps position you as their first choice when they’re ready to buy.

Amanda Martin, Do You Convert
Optimizing Tools to Maximize Efficiency

Investing the necessary time now to leverage technology effectively can yield significant benefits for online sales—and save you from the madness of repetitive tasks. A well-organized CRM holds immense potential for enhancing your day-to-day endeavors. After all, as the saying goes, "the definition of insanity is doing the same thing over and over and expecting different results." It’s time to break that cycle!

The primary goal of an efficient follow-up process is to optimize your time, allowing you to focus on engaging with high-quality leads who are actually responsive. If you find yourself repeatedly drafting the same emails or adjusting your online sales processes for different lead sources, consider dedicating time to develop new follow-up processes and templates. By implementing these changes once—rather than over and over like a hamster on a wheel—you can achieve the desired outcome: more free time, which ideally leads to an increase in appointments (and fewer hair-pulling moments).

By letting technology handle those mundane tasks, you free up your brain for more creative endeavors. With the time you reclaim, you can focus on self-development, honing your skills, and ultimately improving your ability to convert interest into revenue. So, let’s embrace the wonders of technology—because who wouldn’t want to spend less time typing and more time being an appointment-generating superstar?

Ryan Taft, Shore Consulting
Ask For the Sale in 2025!

As I approach 24 years in the new home industry, there’s something surprising: in all this time, I’ve been directly asked to buy a home only four times—and not once in the last 12 years. If you’re aiming to make 2025 your best sales year, it’s simple: start inviting potential homebuyers to make the purchase.

Consider my friend Charlie. He asked me for help getting out of a sales slump, and when I examined his process, one thing stood out: he wasn’t asking people to buy. Charlie is incredibly likable, a natural at connecting with people, and a skilled Storygetter™—someone who gets to the heart of why customers want to move. But when it was time to close, he’d end with, “Do you have any other questions?” That isn’t closing.

We decided he’d text me daily with his prospect count and how many he directly asked for the sale. Over time, Charlie began consistently inviting buyers to purchase. Now, he averages one sale per week and is recognized as a top performer.

Make 2025 the year you ask for the sale consistently!

Kimberly Mackey, New Homes Solutions Consulting
Building Today’s Complete Sales Professional

Today’s homebuyers demand more than a salesperson; they want a trusted advisor who builds lasting relationships, solves problems, and leverages technology to enhance their journey. The market continues to tighten, exposing areas where we lose buyers who came to us to help them with their journey. The complete sales professional embodies these traits, moving beyond transactions to create meaningful experiences and identify the best solutions for the individual buyer. As you examine yourself and your teams, here is an outline for a scorecard to determine what you are doing well and where work, training, support and systems are needed.

• Building strong relationships. Success starts with relationships.
• Solving problems, not just selling. Problem-solving is the foundation of trust.
• Leveraging technology to stay top of mind. Tech is a game-changer.
• From transactional to transformational. It’s about creating value beyond the sale.

READ THE FULL BLOG