Nothing will promote your work as a custom builder as effectively as your own enthusiasm for your homes. If you aren’t excited, eager, and thrilled about the quality of your product, then how can you expect your buyers to be receptive? Your enthusiasm will breed enthusiasm in your customers, and a lack of it will kill your chances for a sale every time.
Put some fire in your marketing so that your excitement shows through. To start, take a look at your sales presentation: Is it dynamic? Do you come across as prepared, animated, and energized about the idea of representing your business?
Try these simple strategies to help transmit your enthusiasm to your prospects and make them excited about your homes, too—excited enough to want to purchase one.
Keep your body language in check. Elevate your chin, unlock your face with a smile, and literally open your eyes to the opportunity in front of you. The very act of smiling will send signals to your brain that say, “I’m thrilled to be here with you.” Stay focused on the buyers; impress them right off the bat by purposefully turning your cell phone off in front of them. Give a strong and confident handshake. Walk with intention and purpose to your model home or sales center. Let them see you at your best.
Check the voices in your head. Keep your internal language upbeat and success-oriented. Identify a mantra or set of phrases that work for you and set you in a positive mental frame. Rather than say to yourself, “I hope they don’t tell me my price is too high,” you can say, “I can’t wait to help my buyers see the possibilities of this investment.” Choose the internal language that works for you and repeat it so often that it becomes second nature to you.
Choose your words very carefully. The words you use and the manner in which you use them send huge signals to your buyers. Words like cost, contract, payments, problems, and subcontractors frequently send negative signals. Rather, replace them with words like investment, agreements, opportunities, endorsements, and trade artisans. These words are accurate and much easier for your buyer to accept. After all, would you want a bunch of subs to build your home? Or would you prefer to have master craftsmen on the job?
Be authentically helpful. You can only fake it for so long if you are not being legitimate and genuine. If you are authentically interested in helping your customers have the best home-buying experience, then just be yourself. But also be professional, prepared, personable, and polished. Let your personality sell the trust and credibility that your buyer is looking for. Today’s home buyers are extremely savvy. They are very educated about the home-buying process and will detect the slightest amount of insincerity. In the aftermath, you will lose a sale.
At the end of the day, it is easy to be enthusiastic if you are passionate about your work. If you don’t absolutely, unwaveringly love what you do, then think about finding another profession. If you do have that passion for custom home building, then make sure that everyone else knows it.
Paul Montelongo has been a builder for more than 23 years and is a nationally recognized speaker and consultant to the construction industry. Visit Paul at www.contractorofchoice.com.
