Housing Giants - July 24, 2008 - (Page 26) f e at u r e “By the time [sales staff] have been with us six months, I want to see that 25 percent of their traffic is self-generated.” — Nanette Overly, Epcon Communities to a particular community. Traffic reports have the ability to tell sales managers what is working. “That is really what our department lives and dies by, those traffic and sales reports. It is critical because if you don’t have traffic, you don’t have sales. It is a critical report that you have to react to instantly,” says Overly. Traffic, sales and conversion reports are also important tools for improving sales staff productivity and performance. Overly says that expected conversion rates can vary per community but can range from 1 in 20 in a presale community to 1 in 5 for inventory homes with a strong closing consultant. A cumulative look at the reports on a month-to-month basis allows her to measure sales staff performance and redirect resources or attention. Overly judges salespeople not just on their closings but also tracks their percentages of self-generated traffic. Detailed traffic reports should not just show number of bodies coming through the door but where the traffic originated. “By the time they have been with us six months, I want to see that 25 percent of their traffic is self-generated. I expect them to generate 50 percent of their own traffic when they have been here for a year,” says Overly. At LGI Homes, executive vice president Mike Snider says that tracking the traffic and conversions against their marketing efforts is one of the most important reporting aspects of a home builder’s operations. Specifically targeting renters and first-time home buyers, LGI relies heavily on direct mail and sends approximately 39,000 mail pieces per 26 HOUSING GIANTS.7.24.08 www.HOUSINGGIANTS.cOm http://www.lgihomes.com/ http://www.housingzone.com/GIANTS/article/CA6517631.html?q=%22direct mail%22 http://www.housinggiants.com
Table of Contents Feed for the Digital Edition of Housing Giants - July 24, 2008 Housing Giants - July 24, 2008 Contents Viewpoint News & Moves Process Critical Management Series: Part II Housing Giants - July 24, 2008 Housing Giants - July 24, 2008 - Housing Giants - July 24, 2008 (Page 1) Housing Giants - July 24, 2008 - Housing Giants - July 24, 2008 (Page 2) Housing Giants - July 24, 2008 - Housing Giants - July 24, 2008 (Page 3) Housing Giants - July 24, 2008 - Housing Giants - July 24, 2008 (Page 4) Housing Giants - July 24, 2008 - Contents (Page 5) Housing Giants - July 24, 2008 - Contents (Page 6) Housing Giants - July 24, 2008 - Viewpoint (Page 7) Housing Giants - July 24, 2008 - Viewpoint (Page 8) Housing Giants - July 24, 2008 - Viewpoint (Page 9) Housing Giants - July 24, 2008 - News & Moves (Page 10) Housing Giants - July 24, 2008 - News & Moves (Page 11) Housing Giants - July 24, 2008 - News & Moves (Page 12) Housing Giants - July 24, 2008 - News & Moves (Page 13) Housing Giants - July 24, 2008 - News & Moves (Page 14) Housing Giants - July 24, 2008 - News & Moves (Page 15) Housing Giants - July 24, 2008 - Process (Page 16) Housing Giants - July 24, 2008 - Process (Page 17) Housing Giants - July 24, 2008 - Process (Page 18) Housing Giants - July 24, 2008 - Process (Page 19) Housing Giants - July 24, 2008 - Process (Page 20) Housing Giants - July 24, 2008 - Process (Page 21) Housing Giants - July 24, 2008 - Critical Management Series: Part II (Page 22) Housing Giants - July 24, 2008 - Critical Management Series: Part II (Page 23) Housing Giants - July 24, 2008 - Critical Management Series: Part II (Page 24) Housing Giants - July 24, 2008 - Critical Management Series: Part II (Page 25) Housing Giants - July 24, 2008 - Critical Management Series: Part II (Page 26) Housing Giants - July 24, 2008 - Critical Management Series: Part II (Page 27) Housing Giants - July 24, 2008 - Critical Management Series: Part II (Page 28) Housing Giants - July 24, 2008 - Critical Management Series: Part II (Page 29) Housing Giants - July 24, 2008 - Critical Management Series: Part II (Page 30)
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