In the world of new-home sales, success hinges not just on the quality of the homes but on the effectiveness of the sales process itself. Builders often focus on offering the best features, energy-efficient designs, or prime locations, but ultimately it’s the interaction between the salesperson and the buyer that truly determines whether the sale goes through. What many don’t realize is that negative sales behaviors can be the silent killers of deals—often stopping a sale before it even starts.
Over the years, I’ve observed countless behaviors that unintentionally derail the sale of a new home. If you want to see your sales numbers take off, here are three bad habits you, or your team, must immediately stop.
Stop Apologizing for the Price of Your Homes
Let’s get right to it—do you think your homes are overpriced? If you do, whether you realize it or not, you may be apologizing for the price in subtle ways. While you might not verbally say “this is too expensive,” your body language could be doing the talking for you.
In the high-stakes world of new-home sales, nonverbal cues are just as important as the spoken word. Buyers pick up on hesitation, discomfort, or uncertainty, and those feelings are often transmitted through small physical cues—like a slight shoulder shrug, avoiding eye contact, or an involuntary step back when discussing price. Research shows that body language accounts for more than half of our communication, and when you’re not confident in the value of the home, customers will sense it.
The solution? You need to genuinely believe in the value of the homes you’re selling. Zig Ziglar, the legendary sales trainer, once said, “The most important part of enthusiasm is the last four letters: IASM—I Am Sold Myself.” If you don’t believe that the price reflects the true value of the home, how can you expect your buyers to? Take the time to fully understand what makes your homes unique, from high-quality finishes to sustainable building practices, and be confident that your price reflects that value. Buyers are more willing to pay a premium if they feel that the salesperson believes in what they are selling.
Stop Being ‘Interesting’
In new-home sales, the key to closing deals isn’t dazzling your clients with how much you know about the product. It’s about being interested in them. Too often, salespeople fall into the trap of trying to be “interesting”—talking up features, rattling off specs, or discussing industry trends—without taking the time to understand what the buyer truly wants or needs.
What is the easiest way to know if you’re being too “interesting”? Simple … you’re talking too much. Studies show that the best salespeople spend more time listening than talking. In fact, top performers listen 60% of the time, and they use that time to gather crucial information about the buyer’s desires, lifestyle, and pain points. In other words, they are curious.
In home sales, buyers aren’t just purchasing a house; they’re investing in a place to build their life. They may be looking for a home office for remote work, a backyard for their children to play, or a quiet neighborhood to retire. Instead of overwhelming them with features they may not care about, shift your approach to asking thoughtful, open-ended questions. Why are they moving? What’s missing in their current home? How do they envision their life in this new space?
Being genuinely interested in your buyers’ needs builds trust and helps you tailor your presentation to focus on the aspects of the home that matter most to them. Remember, a home is one of the largest investments people will ever make. By showing that you’re interested in more than just making a sale, you’ll build a stronger connection—and, ultimately, close more deals.
Stop Judging Buyers Based on Appearances
In new-home sales, it’s easy to fall into the trap of “curb qualifying”—judging a buyer’s ability to afford a home based on their appearance, the car they drive, or their initial demeanor. But this practice can cost you big sales and damage your reputation.
Years ago, while selling new homes, I made this mistake myself. One Saturday, a man drove up in a beat-up truck that looked like it had been through a demolition derby. His appearance suggested that he hadn’t showered in days. I quickly dismissed him as a serious buyer, thinking he wasn’t worth my time. My sales partner Sharma, on the other hand, welcomed him with open arms. As it turns out, that man was a cash buyer who ended up purchasing one of our most expensive homes. He was the proverbial “millionaire next door.”
This experience taught me a valuable lesson: Never judge a buyer by their appearance. You never know someone’s financial situation or their intent just by looking at them. The truth is, many wealthy individuals don’t feel the need to flaunt their wealth. In fact, studies show that many affluent buyers tend to drive older cars and dress modestly. When you pre-judge, you not only risk losing out on a sale, but you also fail to give the buyer the respect and attention they deserve. Every potential buyer who walks into your sales office is looking for a solution to a problem—whether it’s upgrading to a bigger home, downsizing after retirement, or moving closer to work. It’s your job to help them find that solution, regardless of how they look.
