STAFF LIAISON
Stacie Cornell
Director of Events & Councils
407-691-2185
SMC News
“Confessions of a Soccer Mom Mystery Shopper……”
I recently interviewed one of my busiest shoppers to see her point of view when visiting model centers across the country. After successfully completing over 1,000 video mystery shops, here’s what she had to say…….
1-How many shops have you completed in new homes?
I have completed over 1000 video shops.
2-What are the things that impressed you the most?
I have seen the changes made by homebuilders to adapt to the needs of prospects. The recession took a toll, but pricing and product have evolved to provide a more economical product with a reasonable amount of quality. Many Sales Representatives have taken advantage of these changes and used advanced sales techniques to sell a good economical product in this recessionary climate.
3-How are you made to feel welcome and at ease?
A smile and warm greeting go far to disarm even the toughest prospect. I love to walk into a sales office and find a human who wants to help me, rather than a sales person who immediately goes into “sales mode.” Offering a beverage is a great way to do this.
4-What has been an example of how SR's built rapport with you?
Building rapport should be a natural uncovering of a commonality between the shopper and the Sales Representative, not a third degree. This can be as simple as building a bond over the terrible weather, or commiserating about being the parent of a teenager. Some of my best shopping experiences have been with Sales Representatives who are real and honest. The bottom line of commonality is that I represent someone who is in the market for a home and the Sales Person is in the position to facilitate that. If all else fails, agree with the prospect about the difficulty of searching for a new home. It is not an easy process. Build the rapport by showing how easy you will be to work with!
5-What are some examples of major turn offs?
The most common “turn off” I have seen is an aggressive qualifying of a prospect before any rapport is built. Many times, it seems, I am met at the door by a Sales Representative who immediately asks me how much money I make or obviously begins to assess if I am “worth their time.”
Another real peeve is a lack of inquiry as to what I want in a home. Please ask me what I am looking for. Your time is precious. Frequently I am led from one model to the next without any understanding of what I really would like. Recently I did a shop and not one question was asked about what I wanted in a home. I had mentioned that I did not want to exceed a certain price point. After expressing earnest interest in a beautiful home that met my needs and after seeing 2 other models that would not have suited my needs, I was then told I had to see all of the models, “just in case.” I had to become irritable and restate my price point in order to not be taken to all 8 of the models. Ask and listen to what the prospect wants and needs.
Please don’t mention your recent romantic affair or unpleasant medical condition. I have run into many personal revelations that have no place in casual conversation with a virtual stranger. When in doubt, don’t talk about yourself, ask about your client.
6-How were the homes presented? Did you visualize yourself moving in?
Physical presentation of the homes is not as important as the Sales Representative and how they create your new world in this new home. The most effective Sales People have been the ones who have listened to my needs and matched the home to what I have stated.. I have been taken into homes under construction, with no drywall, and have had a wonderful world created through the adept skills of a sales professional. I have had the earnest desire to buy a home from a floor plan because of the effective descriptions and word pictures used by the Sales Representative in a “virtual tour.”
7-How was the community presented?
Driving into a community under construction can be a daunting experience. A well developed entry to a new community is a welcome, but rare experience. I have seen everything from a trailer on a large undeveloped dirt lot, to a nearly closed out community with incredible amenities. In both situations, I have seen good and bad presentations. If there is only a dirt patch with no infrastructure or model, the Sales Representative must be prepared to get excited about the “vision” for the community. If the Sales Representative is fortunate enough to be selling in a community with amenities in place, use them and make sure to talk about them! I know these things sound obvious, but I have walked away from many shops wondering IF there were amenities, or WHAT the plans were for the community.
8-Were you asked to buy in a non-pushy way? Did the SR's earn the right to close you?
I am rarely asked to buy any home I look at. When a Sales Representative takes the time to know my needs, build appropriate rapport and then shows an understanding about the big decision I need to make, I think they have earned the right to close me.
9-How has the follow up been?
The majority of follow up emails I receive are automatically generated emails that translate in my world as “spam.” Occasionally I receive a personal note with a truly earnest thank you for the time I spent at the community. These personal notes are welcome, as are the VERY few phone calls I have received. Our world has become very impersonal, if you take the time to call me, I think you might really want my business. Attention and customer service goes very far in the impersonal world we live in!
10-Any other general comments?
Most Sales Representatives are delightful people. I find that many professionals, who have incredible potential, are just letting homes sell themselves. I know that with training and awareness, these same professionals can learn to use their strengths to sell more and become more prosperous for themselves as well as the builders.
"Ms. Teri Shopper" is a Video Mystery Shopper who holds a BA in International Business. She decided to leave her career in the training field to stay home and raise her children. When it was time to re-enter the work force, she chose to seek out alternative ways to utilize her skills, and has become a "Top" Shopper. Her main goal is to provide a real sales interaction in order to help Sales Professionals improve their skills and become more prosperous. She currently shops as well as helps other shoppers to become more natural so they can also provide a realistic sales encounter on video.
Melinda Brody and Company, Inc has mystery shopped over 20,000 sales agents nationwide and will celebrate 25th years (2011) inspiring, motivating and evaluating on site salespeople in the housing industry. Visit www.melindabrody.com. Follow us on Facebook.com/MelindaBrodyandCompany and sign up for our blog..melindabrody.wordpress.com
