Builder - August 2008 - (Page 56)

SALES STRATEGIES Michael Barsky, sales manager for Sharp Residential’s Olde Heritage and Lakestone neighborhoods in Woodstock, Ga., says he asks buyers to think about why a builder would slash prices. “If a builder is offering a $100,000 discount, you have to worry about the longevity of the builder,” Barsky explains to buyers. “There’s not that kind of proﬁt built into a house.” Leigh Staley Tarullo, president of Orlando, Fla.–based 3D New Home Sales Systems, recommends heading buyers off by bringing up incentives on your own with a comment such as: “We have some great homes value-priced to market and some special programs available. I’d like to tell you all about that in a little bit, but ﬁ rst, I want to ﬁnd out a little about you. Is it okay if we talk about you for a minute?” Barnes’ version is similar. When customers ask about incentives and offers, tell them something like, “Incentives vary and will depend on the speciﬁc home that’s selected and the time frame for purchase, so the ﬁrst step is to select a home. Once you’ve found a house and a lot that meet all your needs, we can discuss the incentives that apply to that speciﬁc house.” With those issues addressed and a level of trust established, you can move on to helping your buyers narrow down the available choices to the one house that is the best ﬁt for their family and their budget.—P.C. S Mobile Sales Center ales associates may have their primary office at the sales center or in a model home, but Denver–based sales trainer S. Robert August recommends that they also consider their car as a second office. This is because anyone they meet could be in the market to purchase a home. For that reason, he suggests keeping the car stocked with sales agreements, community brochures, business cards, a digital camera, a tape recorder, and a supply of fresh batteries.—P.C. W Sell the Dream hat part does homeownership play in living the American dream, and what makes a house a home? Coldwell Banker asked U.S. adults those questions in a recent national phone survey. An overwhelming 92 percent felt that homeownership is extremely or somewhat important to their idea of living the American dream. “Family,” “love,” and “family time” were the top three responses to the question about what makes a house a home. When asked what they looked for in a new home with children in mind, 71 percent of adults cited safety of the neighborhood and 66 percent said a good school district was a priority.—P.C. STRATEGIC MARKETING Team Players Builders team up with sports ﬁgures to boost their brands. B uilders have long used sports team sponsorships to promote their companies and boost their images in the community. Two builders are using that marketing concept in different ways: sponsoring a Ladies Professional Golf Association (LPGA) golfer and teaming up with a women’s basketball legend to spread the message of homeownership. Epcon Communities, based in Columbus, Ohio, sponsors Mollie FankhauserCavanaugh, daughter of Epcon principal Phil Fankhauser. Mollie recently earned her LPGA tour card and is in her ﬁ rst year as a professional golfer. events at its communities that are located Sponsoring a professional golfer made in cities on the tour. sense for Epcon, which markets its “It’s a great way for our residents to feel a maintenance-free condos to active adult tie to the sponsorship,” Overly says. Holiday Builders has partnered with buyers, says Nanette Overly, vice president of sales and marketing. Basketball Hall of Famer and “Golf symbolizes a lot of ESPN broadcaster Nancy what we’re about,” she says. Lieberman. She’s a long-time “We’re about lifestyle and friend of Holiday Builders’ things you can do with your president and CEO, Kim free time. ” Shelpman, who is also a comEpcon’s logo will be prompetitive athlete. inently featured throughout The partnership focuses the tour on Fankhauseron educating consumers, and Cavanaugh’s hats and golf particularly women, about bag. homeownership. “I’m a walking billboard, “We know we’re role I suppose,” Fankhausermodels.” Lieberman says. Cavanaugh says. “All our “There are 58 million tournaments are televised women in the workforce nationally and sometimes today. We earn a trillion internationally. It’s advertisdollars. We want people to ing no company can get GREAT PLAY: Epcon’s know as they’re shopping logo is prominently disunless they’re a sponsor.” for homes [that] they can be Beyond the logo place- played on this golf bag durdoing that with Holiday Builders.”—P.C. ment, Epcon plans to run ing the LPGA tour. FOR MORE SALES AND MARKETING STORIES, VISIT W W W.BUILDERONLINE.COM/SALES. GOT A SALES TIP? E-MAIL PAT CURRY AT: pcurry@hanley wood.com 56 ■ B U I LD E R augus t 2 0 0 8 W W W.BUILDERONLINE.COM http://www.builderonline.com/sales http://www.builderonline.com

Table of Contents Feed for the Digital Edition of Builder - August 2008

Builder - August 2008 Contents Editor’s Notes Bmail Book It Inside Story Success Stories Top Shelf Green House Sales Strategies Products Digital Home National Beat Seiders' Economy Trade Secrets: Staying Afloat Sign of the Times Missing Links Ad Index Last Word

Builder - August 2008

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