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New Home Sales Training - 10 Resolutions for Better Customer Service in 2009

By
Real Estate Agent with PREA Signature Realty - www.preasignaturerealty.com

At PREA Signature Realty, we are licensed Realtors and are bound by the Code of Ethics and Standards of Practice adopted by the National Association of Realtors as well as the regulations of the Missouri Real Estate Commission.  We also provide our agents with extensive training on new home sales, including customer service.

However, new sales representatives are not all created equally.  In Missouri, sales representatives employed by a developer do not necessarily have to be licensed and not all new home sales representatives are licensed or have received any ethics training.

Whether or not you are a licensed real estate agent or a member of the National Association of Realtors, it remains a good idea to adopt the Ten Golden Rules set forth below:

Rule 1 - Always follow the Golden Rule.  Treat your prospects in the same manner that you would want to be treated.  Remember a good customer service experience and provide the same prompt and knowledgeable service to your customer.

Rule 2 - Always introduce yourself and the project to prospects.  When working with a prospect or speaking on the telephone, promptly acknowledge the presence of a new prospect.  If a licensed real estate agent represents the prospect or customer, honor the agency agreement by directing communications to and through the real estate agent.  Keep the real estate agent informed.  When you do so, they can assist in addressing and resolving issues and managing customer expectations.  An outside real estate agent should never receive the cold "surprise" call from their client (and your customer).

Rule 3 - Schedule appointments and property showings as promptly as possible.  Call if you're delayed for a showing.  Before you cancel a showing appointment, contact the sales manager to attempt to coordinate coverage before canceling.  In a competitive market, buyers and their real estate agents don't wait.  If they don't receive prompt service, they generally may and will move on to the next development or the next builder.

Rule 4 - Preview the units before you show the units.  Report any adverse conditions (including safety or cleanliness issues) to the sales manager or other person responsible for such items.  Conditions that present a danger of property damage or personal injury should be addressed immediately.

Rule 5 - Present a professional appearance at all times, dress appropriately and maintain a clean work space in the display units.  No smoking, eating, or drinking in front of prospects.

Rule 6 - Be organized and prepared.  Anticipate questions and objections.  Prepare standardized answers.  Know the product.

Rule 7 - Respond promptly to inquiries and requests for information.  If you don't know the answer, contact the sales manager, transaction coordinator, or project leader for the answer.  Always follow up promptly with the prospect.  The prospect would rather receive prompt follow-up to an unknown question than to receive inaccurate or incorrect information.  Instead of saying what the prospect or customer wants to hear, provide the prospect or customer with the correct information. 

Rule 8- Stay positive.  Never criticize the property, developer or competitor in front of a prospect.  Focus on solutions to challenges, not on the problems.  In today's market, there is no such thing as that "isn't my job" or that "isn't my responsibility."  The customer doesn't care who is responsible - the customer just wants the job to be done and done well.  As a new home sales representative, you are the frontline and direct contact for the prospect and customer.  They are your customer, not just the builder's customer.

Rule 9-  Communicate clearly.  Promise only what you can deliver or, better, under promise and over deliver.  You can follow what others do and be average.  Or, you can exceed expectations and secure a customer for life.  Technology is changing so you need to match the style of your communication to the communication style of the customer.  When you are addressing an issue, memorialize conversations in writing - email or otherwise.  Don't assume that simply because you sent an e-mail that it will be read or understood.  If you want customers for life, you need to pick up the phone and explain or provide guidance and assistance on the topic.  E-mail provides anonymous, confrontation-free forum and are great for documenting or clarifying an issue.  However, if you want a customer for life, you need to speak and connect with them.

Rule 10-  Work as a team.  Whether an outside real estate agent is involved or not, it is best to focus on what is important to the customer.  It does no good to point blame or to simply wash your hands of an issue simply because it may fall within someone else's primary duties.  Don't simply delegate.  Rather, you must be willing to fully participate in each step of the sales process.  Although you represent the owner, developer or builder, your responsibilities include facilitating the sales transaction to provide your customer with the best possible experience and a smooth, stress-free closing.

These ten rules are intended to address the most common areas of dissatisfaction identified by purchasers of new homes as identified in response to recent J.D. Power Builder Customer Satisfaction Surveys.  These surveys consistently show that one of the leading factors driving overall customer satisfaction is customer service.  Remember, these rules represent minimum or expected customer service standards.  If you want to be the best, you need to be willing to go above and beyond the service levels provided by other new home sales representatives. Picture of Real Estate Agent: Ryan Shaughnessy, Broker/Attorney - Your Lafayette Square Real Estate Partner  (PREA Signature Realty - www.preasignaturerealty.com)

For all of those real estate professionals who sell new homes, I wish you season's greetings and a prosperous 2009.

If you are in the market to purchase a new construction home or if you are a developer looking to change directions with your sales staff in 2009, we would like the opportunity to represent you.  For more information, contact Ryan Shaughnessy via telephone at 314.971.4381 or via e-mail to ryan@PREASignatureRealty.com to schedule a free consultation.

END OF BLOG POST______________________________________________

GENERAL DISCLAIMERS

Review Note:  The opinions and statements contained herein represent my personal opinions and observations.  These blog entries are not reviewed, endorsed or approved for publication by Gilded Age, L.L.C., Gilded Age Sales, L.L.C. , Preservation Real Estate Advisors, L.L.C. or any affiliated companies.

Real Estate Licensure Note:  Ryan Shaughnessy is a licensed real estate attorney and Preservation Real Estate Advisors, L.L.C. is a licensed real estate brokerage in the State of Missouri.  The contact information for the brokerage is:  1802 Lafayette Avenue, Suite 200, Saint Louis, Missouri 63104, (314) 771-7233 x13 (office), (314) 771-4085 (facsimile), or ryan@PREASignatureRealty.com.  The website pages and blog posts are provided for informational and discussion purposes only and shall not constitute the listing or offering of any property for sale or rent or the performance of any activity for which a license is required outside of the State of Missouri.

Legal Advice Disclaimer:  The author is a licensed attorney.  However, the opinions and statements contained herein are for informational and discussion purposes only and shall not constitute the provision of legal advice.  Nothing contained herein shall establish an attorney-client relationship.   Readers are cautioned to seek legal counsel in their state before using or relying upon any of the information contained herein.

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PREA SIGNATURE REALTY

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PREA Signature Realty is a full service brokerage located at 1709 Park Avenue in the Lafayette Square neighborhood of the City of St. Louis.  PREA Signature proudly serves the following city neighborhoods:  Lafayette Square, Soulard, Benton Park, Benton Park West, Downtown Loft District, Forest Park Southwest, Central West End, Tower Grove East, Tower Grove South, Compton Heights, Shaw, The Hill, Dogtown, Carondelet, Holly Hills, St. Louis Hills, Dutchtown, and the Other Historic Neighborhoods of the City of Saint Louis, Missouri. 

The opinions expressed herein represent the opinions of the author only and do not reflect the opinions of PREA Signature Realty.  All photos and written content were produced by PREA Signature Realty.  All Rights Reserved - PREA Signature Realty (2009).  This content may not be reproduced or reprinted, except for Active Rain re-blogging, without express written permission of PREA Signature Realty.

For more information, visit our website at www.PREASignatureRealty.com or contact Ryan Shaughnessy at 314-971-4381 or send an email to Ryan@PREASignatureRealty.com

Comments (12)

Larry Bergstrom
Crescent Realty, Inc. Spanaway, WA. - Spanaway, WA
CNE, CRS, GRI

Number 11?  Be aware of what your builder's competition does and doesn't do with their products as compared to yours.

Keeping things on a professional level however, it's important not to compare, but once you're aware of what other developments the buyers have been to, (and since you've seen the other product as well) you can point out your builder's strengths compared to other builders without even mentioning the competition by name.

Dec 18, 2008 09:11 AM
Ryan Shaughnessy
PREA Signature Realty - www.preasignaturerealty.com - Saint Louis, MO
Broker/Attorney - Your Lafayette Square Real Estate Partner

Larry:  I absolutely agree that it is important to compare and contrast your product and services from those of your competitors.  It is a primary function of sales.  The post was more directed at improving customer relationships and customer service.  Rule No. 8 was directed at not disparaging the competition.  I don't include legitimate comparisons (mentioning or not mentioning the competitor by name) in the same category as disparagement.  Objective advise is good.  Petty comments are not.  Thanks for reading and come back soon.

Dec 18, 2008 10:02 AM
Larry Bergstrom
Crescent Realty, Inc. Spanaway, WA. - Spanaway, WA
CNE, CRS, GRI

Thanks. Point well taken on rule #8. 

I don't know about your market, but in the Northwest we've had problems with site agents "worried" over clients that come to site without their agent. Our MLS has even allowed exceptions to the selling office commission if the buyer is not accompanied by their agent.

What happened to the old philosophy of getting the property sold - no matter what?

Dec 18, 2008 11:04 AM
Julie Chapman
Julie Chapman Broker - Ormond Beach, FL
Daytona Beach Shores, Florida

Ryan,

Another overwhelmingly accurate insight into the real estate and the new homes sale arena....are you sure you don't want The New Home Sales Group as your own.......

Dec 18, 2008 01:55 PM
Ryan Shaughnessy
PREA Signature Realty - www.preasignaturerealty.com - Saint Louis, MO
Broker/Attorney - Your Lafayette Square Real Estate Partner

Larry:  The old philosophy hasn't changed.  I want a sale - not a commission dispute.  We view other Realtors as our partners.  They are the life blood and bring us 50% of our sales.  We go out of our way to protect the commission owed to an outside agent.  However, I have seen some outlandish claims relating to outside agent who didn't introduce or identify the property, didn't show the property, didn't negotiate the offer, etc.  However, the outside agent did have a buyer's agent agreement (albeit poorly written).  In that case, the buyer, not the developer, may have owed a commission.  However, we don't put out customers in the middle.  I paid a referral fee on the sale.  As the broker, it came out of my side of the deal - not my agents.   Everyone needs to keep their eye on the ball and that is to get the deals done.

Julie:  I'm an ActiveRain novice and don't want the group.  I appreciate your guidance, support, comments, etc.  I just call the issues as I see them and am enjoying the sharing of experiences and insights here on Activerain.

 

 

Dec 19, 2008 12:55 AM
Bill Gassett
RE/MAX Executive Realty - Hopkinton, MA
Metrowest Massachusetts Real Estate

Ryan these are great rules to live by. If everyone in our profession followed them the industry would be a whole lot better.

Dec 19, 2008 02:12 AM
Ryan Shaughnessy
PREA Signature Realty - www.preasignaturerealty.com - Saint Louis, MO
Broker/Attorney - Your Lafayette Square Real Estate Partner

Bill: They are pretty simple rules, right?  It is amazing that some just don't seem to appreciate the need for good customer service.  If the market is slow, shouldn't customer service get better (not worse)? 

Dec 19, 2008 02:18 AM
Not a real person
San Diego, CA

Nice list. I'm wondering why you don't move all those disclaimers to your home page rather than in each and every blog post.

Dec 22, 2008 03:54 PM
DJ Swanepoel
Real Estate Wiki - Los Angeles, CA

Great list Ryan! You offer some excellent rules here; I think number 9 is one of the most important. If you can't communicate with either a prospective client OR a fellow agent, you're not going to get far. Here's an excellent entry in The Real Estate Wiki that talks about buying a new home vs. buying a resale home.

Jan 02, 2009 05:27 AM
Ryan Shaughnessy
PREA Signature Realty - www.preasignaturerealty.com - Saint Louis, MO
Broker/Attorney - Your Lafayette Square Real Estate Partner

Russel:  In 2009, you won't see the disclaimer on the posts themselves.

DJ:  I absolutely agree that #9 is important.  If you can't or won't communicate and don't communicate effectively, then sales is probably not the best profession for such a person.  You have to be able to communicate in writing, by telephone and in person.  I am constantly suprised by the number of people who refuse to pick up the phone to talk to their customers and instead prefer to send a "safe" e-mail.  When an issue arises, it is important to pick up the phone and discuss the issue with your customer.

 

Jan 02, 2009 08:57 AM
Anonymous
Carole Gerretsen (PREA Signature Realty)

Number nine hits home with me the most. I have always felt that it is better to under promise and over deliver. I am also a big fan of picking up the phone as a way of keeping in touch with my clients and to get a read on how they are doing.

Jan 26, 2009 02:49 AM
#11
Ryan Shaughnessy
PREA Signature Realty - www.preasignaturerealty.com - Saint Louis, MO
Broker/Attorney - Your Lafayette Square Real Estate Partner

Carole:  No doubt about it - you and your customers connect with each other.  It is what makes you an effective Realtor.

Jan 29, 2009 02:01 PM