It’s a rare new home specialist who can consistently close a customer on the first visit. So taking the initiative to generate positive feelings before their second visit only enhances your odds of selling them a home.
An effective thank-you note establishes rapport and sets the tone for the relationship that follows. These days, a little thoughtfulness can go a long way, and a well-timed note is simply thoughtfulness in writing.
Over the years, I’ve learned that while there is no one script for every occasion, there are some things to keep in mind:
- First, remember that these are not just prospects, but human beings who are trying to make the most expensive and nerve-wracking purchase of their lives. In your note you want to establish an honest relationship with the customer and distinguish yourself from the herd of other salespeople they’ve met.
- When you sit down to write, set your sales personality aside and think customer service. This is not the time to reemphasize the benefits of your product or community, and it’s certainly not the time to try to close the sale. You simply want to continue the personal connection you made when they visited your model. Focusing your note on what’s meaningful to the customer can strengthen that connection. If you’re too aggressive at this stage, you may even alienate them.
- Avoid insincerity. I believe it was Jim Carey who quipped, “Sincerity — Yeah, I can fake that.” Instead, show them you were listening by referring back to your initial conversation — to the circumstances of their move or a common interest you discovered. It only takes a few seconds to jot down a thought or two on their registration card as a reminder for when you’re ready to write.
- Finally, express appreciation for their visit and put yourself at their disposal for future discussions. Let them know you’ll be calling with the answer to a question you were unable to answer, and then really call them. And be brief; the note doesn’t have to be long to make a positive impression. In today’s increasingly jaded world, a few word of thanks can go a long way.
Here are some other helpful hints:
- Hand write the note and address on the envelope.
- Use a postage stamp instead of a postage meter.
- Purchase some attractive and distinctive note cards if your builder does not supply them.
- Mail the note within 24 hours of their visit.
Remember, a thank-you note can go a long way toward establishing rapport with your prospects.
Mark Barnard, CSP, MIRM, is a builder representative in the active adult market in SummerGrove, Atlanta’s fastest selling master planned community on the south side. He has been in new homes sales for the past six years. To e-mail him, click here, or call 770-252-4525.
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