Housing Giants - July 24, 2008 - (Page 27)

week for each of its three subdivisions. Snider says that brings in approximately 100 leads per office, which results in an average of 15 closings per month per subdivision. LGI tracks their traffic through a self-developed PTS (performance tracking system) where every lead receives a number and is tracked in the system through the entire process. Having to make every number count, Snider says traffic reports can almost predict all other operations at LGI Homes. “Our three most important numbers are incoming ad calls and leads, how many appointments each week and how many sales. Those three things give us the end result, which is the number of closings each month,” says Snider. Wilson adds that in today’s market, sales managers need to direct their teams toward entry-level buyers and with the emotions of buying instead of renting. Wilson says that as market speculators and move-up buyers have been flushed out of the market, approximately 70 percent of the buyers in the near future will be first-time home buyers. Understanding the mindset of a renter takes careful tracking of the local apartment marketplace including rental rates, vacancies, lease arrangements and amenities. Sales managers in those markets should use apartment associations and their own research to report on what is happening with the rental market. “The sales manager has to focus the sales team around this entry-level buyer monitoRing tRaffic on tHE wEB Don wick, executive vice president of Rockford Homes in central ohio, says that sales managers should also be creating traffic reports of who is looking at their web site. By comparing internet hits with marketing efforts, builders can look for trends to see what is driving web traffic to their sites. Builders should consult with their webmasters to create detailed traffic reports to determine where web visitors are coming from (through searches or links) and what areas of the web site they are looking at. “Each week we get a report of the internet hits, where they are on the site, how long they stay at the site, what inventories they look at, what subdivisions and what products,” says wick. www.Housinggiants.com 7.24.08.Housing giants 27 http://www.housingzone.com/giants/article/CA462447.html?q=%22traffic reports%22 http://www.housingzone.com/custombuilder/article/CA6527427.html?q=entry level buyers http://www.housinggiants.com

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Housing Giants - July 24, 2008 Contents Viewpoint News & Moves Process Critical Management Series: Part II

Housing Giants - July 24, 2008

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