3 Reasons Why Generation Y May be Avoiding Your Model Home
“Just get’em in.” Â It’s a tacky car sales line that no longer works Â in that arena, so why maintain this mentality when it comes to your model home? Â Generation Y home buyersâ€”people born in 1977 or laterâ€”stated in a recent survey they prefer a highly energy efficient home that will provide lower utility bills throughout the time they own the home over a lower-priced home without energy efficient features. Â Why do they know this? Â They are savvy researchers, already know what you have to offer, and hate being sold.
Here are 3 reasons why people Â may continue to search from home and avoid your sales force all together.
Sales make the for-profit world go round. Â Everybody knows it. Â So if you are someone who is paid to sell, why act otherwise? Â Let us avoid small chat over my (admittedly stylish) shoes, the weather, and the baseball game I didn’t watch anyway. Â The honest and most respected approach to an informed Gen Y like myself looks like this: Â I would like to see if there is an opportunity to do business together. Any other approach and the customer can spot you as a two-bit liar from a mile away.
2) Salespeople forget the customer may actually know as much as they do.
Sites like Zillow.com and Trulia.com have become a great equalizer in the housing industry. Â Not only have your customers shopped the available inventory (and probably have been for months if not years) but they have thoroughly explored your website along with competitors’ sites. Â They have already seen your branding, have read customer reviews at sites like angieslist.com and read the numerous blogs out there about the home building experience. Â The customer can literally be searching your site and reviews while touring your model. Â Be truthful and treat your client like the informed consumer they are.
We’ve all seen the movie Glengarry Glen Ross which depicts two days in the lives of four real estate salesmen and how they become desperate when the corporate office sends a trainerÂ to “motivate” them, otherwise they face being fired. Â In this era, people have options including making a purchase online and not interfacing with anyone at all. Â While this might not be the case in the home building industry yet, increasingly buyers who detect closing techniques are far less likely to buy from you, let alone trust you. Â A survey in Neil Rackham’s Spin Selling (McGraw-Hill Professional Publishing) indicates they may not even return your calls. Â Think of all those wasted marketing dollars.
Purchasing a home is not only one of, if not the biggest monetary decisions in one’s lifetime but has Â also become an emotional decision based on a lifestyle your consumer has already carefully researched and chosen. Â Baring this in mind might help agents pull Gen Y-er’s off their laptop and into the sales center.