"Test Drive" Buyers

Recently I visited to local BMW dealership in our area in search for a new affordable but sleek looking vehicle. I was a little wary of going to BMW because I didn't want to step outside of my budget for the car. However, my husband, a BMW-aficionado, and certified BMW technician lured me to check out the new X5.

So we started out the day at Volvo, then Volkswagen, then Toyota, Jeep than finally BMW. The sales people at each location were all very polite (surprisingly) but clearly scavenger hunting. Some so rushed that it was clear they could care less if I was comfortable or not.

By the time I arrived at BMW, I was tired, hungry and a bit agitated. I just wanted to get in, get the info and get out. As I walked through the glass double doors into the world of perceived automobile luxury, I was greeted! I, mean, really greeted: professionally.  The gentleman shook my hand as he introduced himself and gave me the eye contact I needed to feel assured that he was dealing with me, not necessarily my husband. He asked me if I have ever "experienced" a BMW before. I was taken aback. EXPERIENCE? I replied, "you mean, drove one?" He took me off guard. He confirmed "yes, experienced it!" No one that day ever put it like that. So I told him about my rides backing out my husbands car out of the driveway but that was all.

So in an effort to cut all the questions short, I told him to run down the features of the X5 so that I can go home and compare. He said he could do that, but it wouldn't help me better understand what BMW had to offer. In my mind I thought - this guy is good - he's smooth. He suggested I test drive the X5 so I can better comprehend the features. "There's nothing better than feeling the power of the car yourself - than you can compare." Made sense. I dissuaded people all day from letting me test drive. But something about the way he illustrated the car made me feel like I HAD to drive it. I want to know what he meant by experience it.

Long story short, I drove it up and down Route 59 and returned back to the dealer by the major highway 287. I was impressed not only about the jeep but also with his skill - it wasn't forced, it wasn't scavenger, it wasn't dull and predictable. It was sincere. As I drove, he pointed out the features and characteristics of the car, compared it to others on the road and it made me trust him. I took great note of his skills, his tone and inflection, his warm matter-of-factness. At the end of our journey, I didn't pick up the car. But he made the experience all the more worthwhile. In fact, out of the whole day, he was more memorable than anyone else. So what's the point? I didn't buy the SUV. But I like the BMW way more just cause the way he introduced it to me. If I do have an urge to replace my car next week, it would be hands down - him and the X5.

How does this relate? I visited an open house yesterday. A darling of a house. Early 1900 mini-estate. All original well kept details. But as I entered, the sales person assumed I was with the gentleman that walked in 5 minutes before me. There were barely any lights on and the sales rep sat in the kitchen completing their calendar and address book as people look on. There were alot of treats in that home, treats only a trained eye would look for, catch and appreciate. The window covering blocked all the light in the home - literally we were in the dark. All the person could say is that the home had X many bedrooms and X many bath at XXX price. It was their listing and this was the service that they were giving their clients and the customers. WOW.

So I called my husband, as I often do, on great deals like this and asked him to scurried over and take a peek. He was amazed at the potential gold mine and disappointed about the service level. He instantly said, this agent needs to meet Rick and really learn how to test drive these buyers here today. I smiled in agreement. Mental note to self: if you aren't allowing buyers to "experience" the home, than you are doing a disservice to your clients and customers, alike. You got to show interest in the home that you are selling as well as an interest in the needs of the customers. They just might become a client.

There is a difference between showing homes and allowing buyers to experience homes. You respect and appreciate features of a home by detailing and illustrating benefits to a home not features. BENEFITS SELL, FEATURES TELL.  Get the help of a HomeMarketing Specialist {or become one}, professional Photographer and/or a Stager. Make key features prominent in a home, draw their eyes to it - don't have them search for it.Because today's market is flooded with inventory, make it easy for them to discern your home from others. Use color, use staging, get your home relocation ready. Tell them a short story about this home; people love stories and it helps them remember you, the house, the details. You'd be amazed how people fall in love with the storyline and want to continue to timeline. 

On that note, I think I will revisit my buddy Rick at BMW. Maybe thatA X5 is much, but I will reconsider the X3. :)