Video Mystery Shopping: Tips for Building a Better Builder’s Story
Oftentimes when watching video mystery shops, the SA’s tend to struggle with the Builder’s story. They either don’t bring up the builder AT ALL during the presentation or they have a tendency to recite a canned speech about how the builder is a ‘quality, family owned builder’….which can get very BORING!
Let’s face it….your prospects are probably visiting several builders during their home search. Your job is to provide a builders story that will make YOUR builder memorable and unique! Imagine that! A builder that your prospect will actually remember long after they have left your sales office. So, how do you do this?
Here are a couple of tips for you:
1. Don’t make your presentation boring! The fact that you have been in business since 1956 is honorable, but does it really impact your prospect? The fact that you are a quality builder is great, but don’t you think your prospect already assumes you are a quality builder? To make your builders story stand out think about what makes you different and better than the other builders. Try this exercise, fill in the blank: “We are the only builder in (your city) that (your uniqueness). Answers may range from ‘offers a no down payment option’ to ‘builds with brick’ to ‘offers award winning energy features’.
2. Avoid the ‘Pronoun Problem’. Too often SA’s refer to the builder as ‘they’ or ‘them’ during the presentation. This immediately distances you from your builder. It creates an us vs. them scenario. Try using the pronoun WE when referring to your builder. WE build in communities throughout Tampa Bay. WE offer an award winning energy efficient program. WE allow you to customize’
3. Ask your prospect’s if they have ever built a new home before. If they answer YES, then continue by asking them what they LIKED and DISLIKED about the process. This allows you to collect key information that can be used to customize and personalize your builder’s story. If your prospect has never built a new home, then your line of questioning changes. You can ask them about their expectations and then craft your builder’s story to reflect on that.
Bottom line, your builder’s story is your brand. It’s your secret sales weapon! By crafting and sharing an excellent builder’s story, you not only gain credibility and trust with your prospects, but you are able to affiliate yourself with a brand that is much bigger than you alone.