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When Traffic Stops, Where’s Your Green Light?
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407-294-7614
When Traffic Stops, Where’s Your Green Light?
So, how are you enjoying the traffic in and out of your sales office? Nice, huh? It's almost as if you don't have to do anything to increase traffic and subsequent sales. Including staying on top of your game.
Well, hang on to your hat, Rusty! Here's the not-so-good news:
Whether you've experienced a market downturn in the past, or you're currently enjoying being a newbie in the new-home industry and know of no such thing, you must remember to not get lazy in your marketing skills! Just because business may be good NOW, does not mean you can rest on your laurels.
In any type of marketing, results take time. Don't get so confident that you don't market yourself and your company for the future - near or far. You must constantly build on your networking skills and contacts; build credibility; create and nurture friendships. The trickle-down effect works... eventually. Slam-dunks are a rarity (unless you're Shaquille!).
A friend of mine who has been a public-relations consultant for years has lamented the fact that when she is busy working and servicing her clients, she rarely has time to market herself. It has bit her on the you-know-what because when the economy, and other factors, are compromised, typically so is her marketing business. Same with this industry, especially when the marketing is not constantly nurtured.
If the market takes a quick, or even gradual, downturn, will you be ready? Don't be caught like a deer in headlights wondering what happened! Keep in mind and massage all those activities you know well (but I'm going to reiterate here anyway).
1. Don't get lax in attending your local chambers of commerce and leads-group meetings (if you're not a member, now's a good time to think about joining). And, please don't forget your business cards! In fact, carry them wherever you go, even outside business hours.
2. Talk up your community wherever you go. Find out if others know someone who knows someone who... (you get the idea). No activity is exempt - kids' sports events; PTA; houses of worship; neighborhood association; Rotary; charitable organizations, and so much more. There's certainly plenty out there. Networking and grass roots marketing have become the norm.
3. Follow up! Gather business cards, ask interested questions of your future prospect, make notes on the back of their cards and follow up with a note, info on your community, e-mail or an invite.
4. Keep on track with your sales goals - even if your bottom line is good right now. Stay challenged and make a goal for just one more contract than last month! It will keep you motivated to nurture those marketing skills and activities.
5. Don't negate the challenges of the competition! Yes, they're probably doing just as well, but it's a very competitive market right now. You can find their weak areas and be prepared to pounce - especially when that downturn arrives. You'll be that much more ahead of the game.
6. Stay educated. Don't get relaxed in continuing to learn all you can about your industry. And don't forget the real estate agents and Realtors who bring buyers to you! Meet them at your homebuilder association events and educational seminars. Make friends with them, and remind them where you are.
You may suffer a downturn, or you may not. But, why not be prepared and enjoy continued success in your selling? The final point I'm going to reiterate is that marketing yourself takes time; you have to work it and continually build upon it!
Now, what events are you planning to attend this short month?
Melinda Brody, MIRM has been inspiring and evaluating salespeople for almost two decades. She offers sales seminars, keynotes and video mystery shopping services for builders across North America.
