Wellness in New Home Sales

Why is it so important to provide safety before I begin the sale?

Providing Safety First
It’s a unique concept, approaching the sale from the abstract angle of establishing a safe environment for the prospect, and one that’s not always taken seriously. But in essence, all successful marketing has resulted from that platform. Whether accidental or intentional, buyers are never pushed to us, they are attracted. And it’s that law of attraction that we must delve into to survive.

Let’s start with the reason I market myself as a therapist. We are an industry in need of healing. Outmoded systems and old ideas are choking us and keeping us from embracing the visceral side of what we do.

The visceral side is certainly connected to our core product. How marvelous that we’re in an industry where we sell a little piece of the planet to people. And then we place shelter on that knoll so that they can have a sense of place and connection for our journey through time.

Restoring wellness to the way companies communicate with their buyers and provide goods and services is my highest priority. You wouldn’t think it’s a system that’s broken, but it is. And we’re scared, shivering and yearning for warmth and a way into success.

To become our own healers again, we need to know how to create a toolbox of soothing and healing systems for the home building industry, by restoring health to the way salespeople deal with prospects, the way builders deal with their entire organizations, and the way they create homes for us to live and thrive in. By approaching the process from a more organic viewpoint, we see that creating safety and acknowledging the unique aspects of behavioral marketing is the key to attracting the buyers who are looking for us. Becoming a magnet for the human spirit energizes the company and the entire industry for the better.

The law of attraction is one that assumes you bring to yourself the things you think about, that energy and matter draw good results to us. I have a philosophy that there is a core of power in any idea, and the closer we are to it, the shorter our orbit is around it and the more warmth we receive. As we move away from this core of principles, we travel a longer distance, are separated from the light, and estranged from the simplicity of what makes us human. As we add cogs to the wheel out of our own desire to move faster, we overcomplicate our journey and inhibit progress.

By returning to and understanding that the shortest path will bring us the most reward, we find that there are others traveling that path with us. These are the people who are attracted to you because they’re attracted to comfort and safety. They are all yearning for simplicity as well. You are all equal.

It is with this ideal in mind that I find the law of attraction working for me and working for the people I have helped. When I’m on the right path and have an authentic mindset, I look around and all the things I desire are naturally authentic as well. In essence, when I put my “for sale” sign out, the buyers are already on my lawn just waiting for a hot bagel and some good coffee before they sign my contract and buy my home.

How change and fear can overtake the sale
We are more afraid of change than death, evidenced by the fact that we keep smoking in the face of certain illness and death. Because change is the catalyst for all growth, and growth is the path to all wellness, change and wellness naturally go hand in hand.

Fear is a part of nearly every decision. It is the yang in our ying. The stop in our go. The down in our up. It is one of the most prevalent behaviors present in every sales encounter. If we can approach and eliminate fear, by traveling on the shortest path to healing that emotion, we can stay on our path of authenticity as we reinvent what it means to create the meaning of “home” for our buyers.

To quote Marilyn Ferguson on this idea of fear of change we read, “It’s It's not so much that we're afraid of change or so in love with the old ways, but it's that place in between that we fear . . . . It's like being between trapezes. It's Linus when his blanket is in the dryer. There's nothing to hold on to.”

If you're looking for something to hold on to, a hand that will guide you as you leap to the next rock and discover that selling is about healing, and being whole is what makes life so euphoric!

How quickly can brand marketing save me?

Sadly, in today's fear based economy, especially the home building industry, many of us hesitate to open the curtains in the morning. Shivering with negative anticipation, we shrink at the thought of hearing about one more failure among our peers, a reduced buyer base, or worse yet, finding our coffers empty and our lenders on their way to Timbuktu. We feel powerless, like we're spinning our wheels trying to grow and survive. At the same time there's an eerie and profound fear that we don't quite know if we're doing the right thing.

For those of you who are reaching out for help, who have heard about the solid principals brand marketing can bring to your company and want to drink the lemonade, a common question is circling. "So how long will it take before I will see results?" Or to translate, "How long before you save me?"

For decades, traditional new-home marketing practices have been about throwing out your nets to a calculated number of prospects, with hooks, speed-bumps and giveaways as your bait, which some call advertisements or mailing campaigns. We hover over our prospects like vultures with name tags, waiting for our prey to stop at a sign, call us or walk-in to our models. And then we pounce, filling in a customer card, and proudly scratch a check-mark onto our list of things to "do" today. People showed up? Didn't the strategy work?

First, let's define what we mean by results. One of the first things I do with my clients is clarify language. I make sure we're all speaking the same one before we start. It's key to positioning our strategy. Then when we know what the real question is, the answers come.

Results can come in many forms. It's a sliding scale of episodic measurements whose elements are more about what direction you're moving than just movement. For instance, efficiency within your organization, increased morale, lower costs, higher conversion rates, employee retention and increased referral rates are all results, per Se. And, so are sales. Solid, wet-ink, check-clearing sales. So, it stands to reason that if sales is your ultimate result then all behaviors, processes, measurements and initiatives should be moving you toward that end with mind-blowing precision.

The truth is by simply aligning the look of all your image materials, mapping and controlling your systems and learning what your customer needs and how he buys can all offer you immediate results. Reigning in and controlling how everyone is talking to one another and your customer can also help you emerge from anonymity. But to see yourself buckled in at the top of the brand race-car requires a two way commitment between you and all your employees. Your brand marketing specialist can be your guide but the vehicle of your success is you.

The reason brand marketing is so compelling and so elusive at the same time is it only begins to breath and move when a symphony of events, which have been carefully choreographed, are set in motion through total goal clarity.

It starts with understanding exactly who you are and what you do, and forming a plan of action based on your resources, business plan, and the talent you have. From there you put a marketing message strategy in place that gives you a voice that's real. The impact of a simple and real message (advertising) is more evident when it's backed by the entire organization's karma because then it draws customers to you. Yes, to you. No more throwing out impersonal and desperate nets. Now you can predict your success because you're actually presenting solutions that work, reaching out with messages that follow the way people are really looking for products, and following through with the customer experience you promised in the first place. It is the only way to be heard above the roar of messages that are already out there. It's the only way to true results.

To find our how you can experience predictable and fast results, contact us today. Let us help you grow.