Brilliant salespeople show confidence, responsiveness, and professional expertise in their agility. They also have the ability to pivot in the moment and to talk about current issues that affect customers when buying a new home.
We are clear that salespeople must be able to comment on news pieces and topical matters that customers read – relating to local as well as national news. People do buy people when they’re credible, clearly competent and good, relevant, bright conversationalists. New home salespeople have always needed a fast speed of reaction, a mental (and physical) agility as well as resilience to ride the ever changing landscape.
We regularly say ‘every market creates a market’ and since lockdown restrictions allowed us to open sales offices, we have seen a healthy sales rate and increased levels of interest in buying a new home. We have seen, and believe that, behaviours that worked in previous markets are still needed, sales consultants need to turn the volume up on those that are more relevant now. One key importance to review is the confidence new home salespeople need in being responsive, up-to-date and confident in their professional expertise, current in their knowledge and ability to comment on news pieces and topical, local matters that customers will also read.
Stamp Duty and interest rate changes are great examples of how we all needed to be agile, ready to spin on a sixpence and respond to this important change. External and internal changes that impact on new homes is essential knowledge, takes skill to translate into your individual locality and requires many salespeople to overcome barriers and self limiting beliefs.
Ultimately, the property market depends on core criteria – interest rates, low unemployment, low inflation, mortgage availability, demand and supply, and the very important ‘feel good factor’.
One of the most important things a salesperson can invest in is being really well-informed, able to talk knowledgeably about the housing market, as well as current economic conditions with customers. We know the press trade in the highs and lows of the national picture, frequently scaremongering. This can erode customer confidence and we promote that it is the sales person’s job to offer more of an ‘insider’s’ point of view and to help the customer by countering claims of doom and gloom that float around.
Ultimately, the property market depends on core criteria – interest rates, low unemployment, low inflation, mortgage availability, demand and supply, and the very important ‘feel good factor’. Because the economics of customers differ from site to site, we encourage salespeople to know the elements that are important and relevant to customers so that they can host healthy and open discussion, conversation that offers insight to your sales expertise as well as your development; connecting with what a customer is basing their sale on.
Highly impressive and successful sales professionals demonstrate their expertise by being current, more knowledgeable about the local market and why buying on a specific development gives them high value for their money. It’s vital that salespeople are confident and able to demonstrate that the homes they are selling are greater value than the price being paid and key to this is your ability to be able to help the customer to recognise the wide range of benefits as well as in their ability to stand out as a true property professional in your local market, taking pride in staying informed about national and global markets, the current property market landscape and how this relates to your locality.
Showing property expertise whenever communicating with customers is an essential trait and one that is, as the role demands, ever changing. The next change on the horizon we have details of is in the changes and regional rates for Help to Buy but who know what many happen in between!