In new home sales, there are hunters and farmers. Though distant now, we can all remember when customers were beating down the doors and signups were churning – those were the times of the hunter. Hunters go for the big game. They sit back, wait for their ideal customer, take aim and fire. With traffic at their disposal and a keen ability to “turn it on”, hunters did very well.
Today, there aren’t as many “ideal customers” walking through the doors, and even when your associates do get a shot, the same all-or-nothing approach just doesn’t seem to work. There’s not as much traffic coming through the doors, and people are more reluctant than ever to make a commitment on the spot. It’s time for your associates to put down the rifle and pick their rake.
With excess inventory and consumer confidence still shaken, new home sales cycle time has increased dramatically. As a result, today’s best sales efforts are being led by farmers – the associates who plow the field, plant the seeds and harvest the fruit. These associates understand the value of managing their pipeline, caring for their community, and they take into consideration the “seasons” of the new sales cycle.
Whether implementing daily online marketing initiatives, adhering to strict follow-up and community business plans, or actively networking to build their contact base, success now lies in the hands of the associates who are willing to develop a plan and work it every day until they achieve success.
The day of the hunter has passed, and community farmers are now achieving the greatest results. Is your team made up of hunters or farmers? Now is the time to transform your team into a team of associates who consider every facet of your community’s business plan as their own.
In times like these, the farmer mentality is essential. Ensure your team is plowing, planting, and harvesting. It’s the only way to success in today’s market.
