In online sales, we play a vital role in building rapport and understanding a home buyer’s needs and wants. After discovering a clear picture of their home search, the ultimate goal should be to identify the ONE. This is the ideal choice (a community, floor plan, quick move-in home, or sometimes even just the perfect builder) that aligns with the customer’s preferences and needs. When we present the ONE to the home buyer, something remarkable happens. They become emotionally invested in the process.
Kevin Oakley recently said,
"There's never going to be enough emotional drive or urgency if they don't pick something that there's any fear of loss in."
His statement resonates because sales is the transfer of emotion. When the ONE selected item becomes something real and tangible to them, they are emotionally invested and now fear that something they want could be gone–FOMO if you will.
However, you don't earn the right to select the ONE until you have the full picture of their home search. Before determining the ONE for a customer, we must give them the proper time and attention and identify what they’re looking for in a new home.
As online sales specialists, we get the privilege of talking to customers at the beginning of their new home search. It is important to spend time to build rapport, get them to open up, fully qualify them, and create a relationship. By uncovering all of this information and making them feel comfortable, you are providing the “easy button” for the home buyer. Once you understand what they are looking for, you’ll be able to select the ONE and share a sneak peek of why it’s a good fit for them.
I recently saw this principle in action in my own life as I was debating getting a second cat. I was indecisive but decided to call and speak with the owner. After describing the cat I was looking for (aka qualifying areas in the online sales world), she told me she had the perfect cat for me. After I learned about this cat, I was emotionally invested and feared someone else would get the ONE. I didn't want to lose out on the perfect opportunity, and I quickly moved forward with getting the cat.
Home sales are no different. Once the perfect home, community, floor plan, etc., has been identified based on what the home buyer wants, they are invested and the fear of loss is motivation to move forward in the process of finding their dream home.
Don't miss out on the opportunity to select the ONE for your customers. This process is sure to increase your conversions, which is a win-win for everyone!
