New Home Sales Training - 10 Resolutions for Better Customer Service in 2009

At PREA Signature Realty, we are licensed Realtors and are bound by the Code of Ethics and Standards of Practice adopted by the National Association of Realtors as well as the regulations of the Missouri Real Estate Commission. We also provide our agents with extensive training on new home sales, including customer service. However, new sales representatives are not all created equally. In Missouri, sales representatives employed by a developer do not necessarily have to be licensed and not all new home sales representatives are licensed or have received any ethics training. Whether or not you are a licensed real estate agent or a member of the National Association of Realtors, it remains a good idea to adopt the Ten Golden Rules set forth below:

Rule 1 - Always follow the Golden Rule. Treat your prospects in the same manner that you would want to be treated. Remember a good customer service experience and provide the same prompt and knowledgeable service to your customer.

Rule 2 - Always introduce yourself and the project to prospects. When working with a prospect or speaking on the telephone, promptly acknowledge the presence of a new prospect. If a licensed real estate agent represents the prospect or customer, honor the agency agreement by directing communications to and through the real estate agent. Keep the real estate agent informed. When you do so, they can assist in addressing and resolving issues and managing customer expectations. An outside real estate agent should never receive the cold "surprise" call from their client (and your customer).

Rule 3 - Schedule appointments and property showings as promptly as possible. Call if you're delayed for a showing. Before you cancel a showing appointment, contact the sales manager to attempt to coordinate coverage before canceling. In a competitive market, buyers and their real estate agents don't wait. If they don't receive prompt service, they generally may and will move on to the next development or the next builder.

Rule 4 - Preview the units before you show the units. Report any adverse conditions (including safety or cleanliness issues) to the sales manager or other person responsible for such items. Conditions that present a danger of property damage or personal injury should be addressed immediately.

Rule 5 - Present a professional appearance at all times, dress appropriately and maintain a clean work space in the display units. No smoking, eating, or drinking in front of prospects.

Rule 6 - Be organized and prepared. Anticipate questions and objections. Prepare standardized answers. Know the product.

Rule 7 - Respond promptly to inquiries and requests for information. If you don't know the answer, contact the sales manager, transaction coordinator, or project leader for the answer. Always follow up promptly with the prospect. The prospect would rather receive prompt follow-up to an unknown question than to receive inaccurate or incorrect information. Instead of saying what the prospect or customer wants to hear, provide the prospect or customer with the correct information.

Rule 8- Stay positive. Never criticize the property, developer or competitor in front of a prospect. Focus on solutions to challenges, not on the problems. In today's market, there is no such thing as that "isn't my job" or that "isn't my responsibility." The customer doesn't care who is responsible - the customer just wants the job to be done and done well. As a new home sales representative, you are the frontline and direct contact for the prospect and customer. They are your customer, not just the builder's customer.

Rule 9- Communicate clearly. Promise only what you can deliver or, better, under promise and over deliver. You can follow what others do and be average. Or, you can exceed expectations and secure a customer for life. Technology is changing so you need to match the style of your communication to the communication style of the customer. When you are addressing an issue, memorialize conversations in writing - email or otherwise. Don't assume that simply because you sent an e-mail that it will be read or understood. If you want customers for life, you need to pick up the phone and explain or provide guidance and assistance on the topic. E-mail provides anonymous, confrontation-free forum and are great for documenting or clarifying an issue. However, if you want a customer for life, you need to speak and connect with them.

Rule 10- Work as a team. Whether an outside real estate agent is involved or not, it is best to focus on what is important to the customer. It does no good to point blame or to simply wash your hands of an issue simply because it may fall within someone else's primary duties. Don't simply delegate. Rather, you must be willing to fully participate in each step of the sales process. Although you represent the owner, developer or builder, your responsibilities include facilitating the sales transaction to provide your customer with the best possible experience and a smooth, stress-free closing.

These ten rules are intended to address the most common areas of dissatisfaction identified by purchasers of new homes as identified in response to recent J.D. Power Builder Customer Satisfaction Surveys. These surveys consistently show that one of the leading factors driving overall customer satisfaction is customer service. Remember, these rules represent minimum or expected customer service standards. If you want to be the best, you need to be willing to go above and beyond the service levels provided by other new home sales representatives.

For all of those real estate professionals who sell new homes, I wish you season's greetings and a prosperous 2009.

PREA SIGNATURE REALTY is a full service brokerage and consulting firm located in Saint Louis, Missouri. If you are interested in our sales training, sales management, and other consulting services, please contact Ryan Shaughnessy at 314.971.4381 or Michelle Silies at 314.397.3182.