real estate: Measuring Marketing Effectiveness: The Basics of Web Analytics - 11/09/10 08:04 AM
This week we speak with Paula Huggett, The Bokka Group.
You’ve just dropped a wad of hard-earned cash on your website. Now you just sit back and watch the leads roll in…
True, your website is your most important marketing vehicle today, but it’s not enough simply to ‘show up’, even on the search engines.  Are homebuyers compelled to click on your site when they find it?  If they do, do they immediately find what they need?  How long do they stay… and do they do what you want them to do – click on you ‘contact’ button, or better yet, … (1 comments)

real estate: Website Essentials for Attracting More Sales - 11/03/10 02:41 AM
This week we speak with Brian Duvall –
Your website and email.  Like it or not, you’re business can’t grow without them.  Does your website perform like you want to pull in prospects and convert them to sales?  Does it create the interest and excitement that gets buyers hungry and excited to talk to you in person?  And if they do, are you able to follow up like they expect?
All these are issues every company faces, large and small.  Brian Duvall, of Duvall Media, shares his top tips to make your website perform as an extension of your sales department.  … (1 comments)

real estate: Marketing and Selling to Multi-Cultural Buyers - 09/27/10 04:40 AM
This week we speak with Fernando Pages.
As bad as the housing market has been hit, there is one group of buyers that continues to grow:  The multi-cultural market – immigrants and their families.  Since 1965,[  the number of first- generation immigrants living in the United States has quadrupled from 9.6 million in 1970 to about 38 million in 2007. 1,046,539 persons were naturalized as U.S. citizens in 2008.  So, if you’re not acknowledging and preparing to sell to this market, you’re probably missing sales.
Fernando Pages immigrated to the U.S. with his family as a child.  As a builder he … (1 comments)

real estate: How Top Sales Producers Follow Up - 09/12/10 01:04 PM
This week we speak with Shirleen Von Hoffman, Home Builders AdvantEdge
Shirleen Von Hoffman (aka ‘The Sales Queen’) is the kind of sales coach that rolls up her sleeves and gets ‘down in the trenches’ with agents to teach by example.  She has done hundreds of secret shops and uses video of her encounters as a place to start in her teaching.  And the agents she works with soon get over the discomfort of being videoed and shopped when as her coaching helps them overcome obstacles and achieve greater results.
We asked Shirleen to share her perspective on the ‘state of … (1 comments)

real estate: How to Manage and Motivate a Sales Team - 09/07/10 07:55 AM
This week we speak with Christine Hamilton, sales trainer, speaker, and consultant.
Christine Hamilton is a co-author of GPS for Success: Goals and Proven Strategies for Success, along with Stephen Covey, John Gray, Les Brown and others.  We spoke with Christine about her contribution to the book and what it takes to achieve success in selling homes in this environment.  Below are excerpts from our interview:
Managers:  Know thy salespeople.One of the most important things is to first evaluate the needs of the company. First and foremost is shopping the front line sales people. We observe how they manage what we … (1 comments)

real estate: Are Your Prospects Buying You? - 08/08/10 01:55 PM
This week we speak with Jeb Blount, author of "People Buy You".
“Most people in business or in sales recognize that it’s the relationships they have with their customers that are the most valuable,” says Blount.  Yet, for the past 30 years, as computers and the Internet have changed business practices, focus has changed from building relationships to streamlining processes.  And since these tools are available to everyone, it’s created a somewhat homogeneous marketplace where the challenge for any business is to stand out and get noticed.
“What is the competitive differentiator if everybody from the buyer’s standpoint looks the same?  … (1 comments)

real estate: Boost Sales by 30% With a ’1 in 3′ Referral Strategy - 07/27/10 12:33 AM
This week we speak with Myers Barnes, Myers Barnes & Associates, Inc.

Every successful salesperson knows that referrals are the lifeblood of a sales career.  Referrals are the reported as the #1 source of new leads for builders and Realtors alike, and sales to those who have been referred to you by happy customers are the least expensive leads you have and the easiest to close.
We spoke with one of the foremost sales trainers in the business today, Myers Barnes, to get his thoughts on how to build a strong referral program.  Below are excerpts from our recorded conversation:

real estate: How to Create a Winning Customer Experience - 07/19/10 01:04 AM
This week we speak with Beverly Koehn, Beverly Koehn & Associates
Beverly Koehn started her career as a salesperson in a builder’s model over 20 years ago.  Today, she shares her insights as a sales trainer and consultant to builders across the country.  Her book, Loyalty Is Love, details how to create long-term relationships with homebuyers and has been a favorite of BuilderRadio listeners.  We asked Beverly to discuss one aspect of building loyalty – creating a winning customer experience.  Below are excerpts from our recorded interview:
It’s so important that we all remember that we’re selling so much more than just our … (0 comments)

real estate: What Caused the Housing Crisis - 07/07/10 12:27 AM
Check out this youtube video on What Caused the Housing Crisis:

real estate: Right-Sizing Your Homes: Managing Space to Maximize Value - 06/28/10 12:44 AM
This week we interview Gale Steves, author of Right-Sizing Your Home.
Gale Steves is one of America’s leading home authorities. Creative thinker and guru, she helps consumers fashion livable homes and counsels companies to create products she knows people want and need. She has inspired millions with her ideas and solutions, first as a magazine editor, and most recently as the force behind Open House Productions, a consulting company formed in 2001.
We asked Gale to describe the concept behind her new book, Right Sizing Your Home, and how this concept can be put to use by builders, remodelers, and Realtors.  … (0 comments)

real estate: Four Steps to Home Sales Recovery - 06/14/10 01:21 AM
Rich Carlson, president of Carlson Communications in Northborough, Massachusetts, has been involved in advertising, marketing and public relations within the housing industry for 35 years.  He’s also the author of a new book, Are You Prepared for the Recovery.  Rich sat down with us to discuss his book and the major steps he feels are essential for getting through the current market and successfully moving forward.  The following are excerpts from our interview:
Step One:  Market Research
One thing that I try and emphasize is the importance of listening to your customers and conducting continuous research.  Research, just like sales training, it … (2 comments)

real estate: Where’s the Urgency in Today’s Housing Market? - 05/16/10 01:44 PM
This week we speak with Shirleen Von Hoffman.
Through secret shopping I get to see all kinds of things that builders only see on camera.  A lot of managers will only see what they see at a sales meeting, but they don’t see their agents in action out in the field.  In this market, when traffic is so slow, you would expect to see a lot of selling skills being used, but they’re just really not.
For example, when we do our secret shops, we’re finding that on only two out of 35 shops the agents will actually walk us through … (1 comments)

real estate: What is Your Marketing Strategy? - 04/19/10 12:44 AM
This week we speak with Dan Levitan, Levitan & Associates
I talk with builders across the county and still have difficulty understanding how builders expect to profit without a true strategy for success.  To illustrate, I was speaking to a gentleman recently that was working on a new plan for a builder.  The builder is upset because he’s not getting the traffic he needs and he wants to change his ads.  I asked, “What good is changing the ad going to do if, in fact, he doesn’t have a strategy?”  This gentleman has been in the business for a while, but … (2 comments)

real estate: Free webinar. Financing Strategies to Sell More Homes - 04/15/10 08:16 AM
<!--StartFragment--> Free webinar. Financing Strategies to Sell More Homes. Friday, April 16th
Registration link:           
Trying to figure out the in’s and out of financing and appraisals for new home sales? Selling More Homes Media and is sponsoring a no charge coaching/webinar on tomorrow, Friday, April 16th at 2PM EST. The panel will consist of experts from the financing, real estate, mortgage and appraisal world.
We may not be able to solve the world’s financial problems, but maybe we can help you make that extra sale! The coaching webinar would focus on ideas on how Realtors, builders and new … (1 comments)

real estate: The Challenge of Managing a Homebuilding Business in Today’s Economy - 04/11/10 10:38 PM
This week we speak with Charles Graham, Newton Graham Consultants.
Chuck Graham is a principal of Newton Graham Consultants, a Charlotte, N.C.-based management consulting firm that specializes in the pursuit of superior financial returns via dominant home builder market share positions. Newton Graham has production builder clients in many markets across the country.
We asked Chuck to weigh in on the challenges builders face in managing and maintaining business in a shrinking market.  Below are his observations and insights:
It’s a very challenging environment and quite frankly, as an industry we’re all pretty unprepared for what we’re facing.
If you think about … (2 comments)

real estate: Sell the Emotion of Your Home… With Video. - 03/28/10 10:09 PM

This week we speak with Jerry Rossi, speaker, marketing consultant, and author of Dog Eat Dog & Vice Versa: 9 Steps to Take the Bite out of Your Marketing.
100% of all purchasing is emotional.
But, 95% of all purchasers start their look on the Internet.  So, how do you stir the buyer’s emotions when they’re shopping online?  Simple:  With video.
Most websites are just flat.  They show pictures and they show plats and they make it pretty, but nothing really triggers the emotion.  Virtual tours are a great start; they’re the most clicked button on   But I bet no … (6 comments)

real estate: 7 Expectations Your Customers Have of You - 03/22/10 12:16 AM
This week we speak with Sundeep Kapur,
Online Communications expert, Sundeep Kapur, recently conducted a survey of over 400,000 online purchases as to their expectations of the companies that they did business with, online and off.  His team followed up with a cross section of respondents, conducted more in-depth focus groups, and have outlined Seven Key Expectations that your buyers have when they visit your website, pick up the phone to call you, or even open one of your emails.
Listen to the audio interview to get Sundeep’s full commentary, but here are the highlights of his survey results:
1. … (2 comments)

real estate: The Sale Before The Sale - 03/14/10 04:03 PM
This week we speak with Jeff Shore, Shore Consulting

There is recovery in the air.  But as of yet, that hasn’t translated into significantly higher traffic numbers in sales models. So, if you’re waiting to get the people who take their own initiative to come through the door, you’re not taking advantage of what’s really going on out there and it’s just not going to be enough to sustain you.
There has to be a strong effort on behalf of salespeople to do a much more thorough job than we’ve been doing to convince people to come out to the … (2 comments)

real estate: Setting Realistic Customer Expectations - 03/07/10 10:02 PM
This week we speak with guest, Tom Stephani.
Most of the ‘clients from hell’ are clients that we create on our own.
We create our own clients from hell by not creating, setting and maintaining realistic expectations from the very get go.  We have a lot of things that we do as an industry that we have to be very, very, very careful about, especially in these times when the custom client has the opportunity to go to any builder within the marketplace to have their home built.  And there are a lot of people that are promising things and not delivering on … (2 comments)

real estate: 5 Tips to Accelerate Your Personal Sales Recovery - 02/28/10 09:55 PM
This week we speak with Master Sales Trainer, Roger Fiehn, Roger Fiehn & Associates
Even in the worst housing markets there are individual salespeople who are not only surviving, they are thriving!  Roger Fiehn has spent the last several months finding and interviewing these sales professionals to find out what they do differently to outpace the market get our sales back on track.
“I work in what might be considered the three worst markets in the country – California, Nevada and Florida – and I’m here to tell you that in every one of those markets there are salespeople who are … (10 comments)


Jerry Rouleau

Terryville, CT

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