Here’s a quick tip to figure out what the general public really thinks about your homes, communities, amenities and site agents.
(Note to Realtors: You can use this at Open Houses to collect valuable buyer perceptions about your listings.)
Have someone greet and interview your model visitors as they depart your model. A bright, colorful clipboard that is highly visible will improve your response. Keep your survey short and ask questions to determine the buyer’s perception of the positives and negatives of your homes and community. Ask buyers to rate the overall size, features, value, style of homes, amenities, etcetera.
Final question could ask them to rate how well the site agent explained and demonstrated the homes and communities to them. If you ask this question, for an objective opinion, please use an outside source to conduct the interview. This also prevents office gossip about the performance of your site agents.
Remember to keep your grading system simple and craft your questions so that the rating system is the same throughout. Make use of a large, colorful laminated card with the response choices clearly printed on it, handing the prospect the card at the start of the interview so they may refer to it and properly decide the appropriate choice.
I once did this when we had a model home that was not selling. The exit survey highlighted that buyers were looking for a four bedroom home but were perceiving the model home to be a three bedroom because the site agent was using the fourth bedroom as an office. The price list and the salesperson clearly indicated to the public that the home was a four bedroom, they just didn't see it. I immediately converted the garage to a sales office, merchandised the bedroom as a bedroom, and we saw an immediate jump in sales.
For more information on exit surveys, crafting questions, and making sense of the data, you may contact us directly.
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