I came across this report I wrote when I attended the International Builders Show in Orlando.  I had fun reviewing it and remembering my VERY PRODUCTIVE time there at the Show.  I would encourage all of you who work with builders and new construction to attend every 2 or 3 years to stay up to date on the latest trends. 

 Day by Day

Highlights of the International Builders Show

Orlando, February 7-10, 2007

 February 7:  Opening day was a sensory overload!  I quickly realized that although I will be here the whole week, it will be impossible to see and experience everything!

 Product of the Day 

As I navigated the main floor full of products that would make any new homeowner (and Realtor) swoon, I was stopped in my tracks as I turned a corner and unexpectedly came face-to-face with....  Coaba Doors!  I stood there momentarily stunned, taking in the scene in front of me.  It was love at first sight!  These doors are to die for!  Coaba Doors has combined innovative new glass designs with time-tested door styles for a uniquely modern look.  Their several door collections are masterpieces of design and craftsmanship in wood and glass.  My favorite is the Geometric collection, and I believe it possible that a homebuyer could fall in love with the gorgeous entry door and decide to purchase the home, before ever stepping foot inside!  Check out www.caobawest.com. 

 I attended four educational seminars while my husband Rick perused miles and miles of aisles.  Two classes were outstanding, I couldn't take notes fast enough.  One was ho-hum, and in one I fell sound asleep!  (Fortunately, the guy next to me assured me that no snoring occurred...)

 The Art and Science of Breakthrough Creative was presented by three ad agency experts.  David Miles, President, Milesbrand; Beth Callender, Principal, Greenhaus; and Tom Weston, CEO Weston/Mason Marketing.  This was one class where I took copious notes of things I can start doing the minute I get home that will make difference.  David Miles explained the process of strategic development in a marketing campaign.  He focused a lot of time on The Brand Promise, with clips and slides of great ads to illustrate his points. Every builder thinks "Quality" is their brand promise.  Don't make this mistake, quality is expected.  Beth Callender addressed the Value-Price conundrum.  The key challenge in 2006 was to determine not just what price should be, but WHERE pricing would land as the market changed from week to week.  This uncertain market was exacerbated as builders desperate to make a business plan resorted to "smoking deals" advertising.  The result was already skittish buyers deciding the bubble had indeed burst and they may-as-well stay put.  It was a year of adjustment.  Even the most sophisticated and seasoned professionals just couldn't react fast enough to the market.  Key takeaway:  In this market, added-value alone will not be enough.  That doesn't mean you have to play the discount game.  Take the price hit, stabilize and then hit hard on value.  Break through the price-slashing clutter by promising (and delivering) a unique experience.

 Challenging Homebuyerswas my favorite seminar of the day!  My favorite quote - "Never underestimate the benefit of referring an unreasonable customer to your competition."  - Al Trellis 

 In all seriousness, I am thrilled to have received tools to work with behaviorally challenging buyers.  I learned that beyond your run of the mill behaviorally challenging home buyer, there are also innately challenging home buyers that are toxic and predatory, and once one of these zeros in on you, you essentially have no chance.  I felt so much better after learning this, considering one nightmarish experience I lived through.  Do you recognize these characteristics in any of your past or present homebuyers?

•  Toxic
• Predatory
• Crosses all functions
• General and ongoing agony
• Play people off each other
• Demean company personnel
• Demand extras for free
• Expect exceptions to normal procedures
• Ask to change contract
• Brag about lawsuits they have won
• Lie
• Play "What if...?"
• Manipulate
• Opportunistic
• Feel entitled
• Use sarcasm
• Yell
• Threaten
• Use foul language

 When you find yourself entangled with one of these predatory buyers, you actually have TWO problems.  The buyer, and something in your system that let this happen.  Your objective is to survive the relationship and contain the damage.  We were given some great defensive strategies.  I hope to never need to use them, but I now I will be armed and dangerous the next time a toxic homebuyer tries to work my builder over!