Volume Buyers Membership Meeting 04232014

Spring Membership Meeting
Albany, New York
April 23, 2014

Agenda
• 8:30 – 10:30am
• Our customers - Who is Buying
• Preparing Your Sales Center
• Marketing to Boomers
• The Coming Hispanic Wave
• Lunch
• 1:30 – 3:30pm
• Practical low Tech Tactics to Drive Traffic
• Digital Marketing
• Get the Appointment, Developing Trust, Closing the Sale

Chris Nicely
• Marketing & Sales Professional
• Building Products Marketing
• 20 year veteran in MH
– Retail
– Communities
– Branding
– Promotions
• Pillars of Promotion
• www.chrisismymarketingman.com
4/25/2014Page 3

The MH Customer
• 55% of mobile home owners reported an annual
household income less than $30,000
• 52% of respondents estimated the market value of
their mobile home was under $20,000
• 41% of mobile home units were purchased for under
$20,000
• Median model year and estimated value have
decreased from Market Facts 2008
So what does that mean to us?
4/25/2014Page 4 2012 Foremost Insurance Survey
Survey of 10,000 MH residents

The MH Customer
• 68% own or are buying their mobile home
• 24% rent
• 40% of mobile home owners don’t anticipate ever
selling or moving from their current home
• 39% live in a land lease community
• Single-section homes represented 59% of all units
• Multi-section homes are down 8%
4/25/2014Page 5 2012 Foremost Insurance Survey

The MH Customer
• 82% of our buyers start online
• A Buyer will visit 2-3 physical stores before making a
decision (used to be 5-6)
• 51% of buyers are over 45 years old, and growing
• 44% are first time homebuyers
• Single women represent 20% of the home buyer
• Hispanics represent 9-17% of new MH sold
• 25% of approved buyers are still looking 6 months
after loan approval
• 97% of homes sold for less than $150,000
4/25/2014Page 6 CLN Primary Research

Retail MHPrice Distribution
Sales Price Units % Units Sales $ % of $
Less Than $40,000 1,298 12% 45,972,416 5%
$40,000-$49,999 1,989 18% 89,297,554 10%
$50,000-$59,999 1,163 10% 63,671,430 7%
$60,000-$69,999 1,105 10% 72,121,674 8%
$70,000-$79,999 1,141 10% 85,569,265 10%
$80,000-$89,999 1,191 11% 101,287,480 12%
$90,000-$99,999 1,004 9% 95,123,617 11%
$100,000-$109,999 766 7% 80,234,239 9%
$110,000-$119,999 501 4% 57,357,614 7%
$120,000-$129,999 326 3% 40,612,829 5%
$130,000-$139,999 222 2% 29,868,778 3%
$140,000-$149,999 165 1% 23,939,068 3%
Greater than $150,000 380 3% 69,237,075 8%
11,251 100% 854,293,039 100%
12%
18%
10%
10%10%
11%
9%
7%
4%
3%
2% 1%
3%
Less Than $40,000
$40,000-$49,999
$50,000-$59,999
$60,000-$69,999
$70,000-$79,999
$80,000-$89,999
$90,000-$99,999
$100,000-$109,999
$110,000-$119,999
$120,000-$129,999
$130,000-$139,999
$140,000-$149,999
Greater than $150,000
Units

While 82% of home buyers start their search
online, the physical store appearance still attracts
56% who say they select the home center by its
curb appeal.
So how does your sales center look to
fresh eyes?

To reinforce the brand and serve as
a retail beacon to attract and excite
customers
Brick & Mortar Business Objective:

Healthy
Informative
Friendly
Clean
Helpful
Variety of Homes
Warm and Hospitable
Enjoyable Experience
Ordinary
Cheaply Made
Personalized Service
Primary
Secondary
Negative
Expensive
Good Value
High Pressure Experience
High Quality
Trustworthy
Same as Others
Neighborly
Best in Class
Professional
Trailer Park
Knowledgeable Staff
Affordable
Old Fashioned Up-to-Date
Desired Brand Attributes
11
More for your Money
Security

• Retail consulting and design firm
• Founded in 1953
• Diverse portfolio of prestigious
retail clients
• Each project we undertake
involves the active leadership and
hands-on involvement of our
senior partners
• We offer Turn-Key solutions that
lead to measurable results
King-Casey

Key Customer
Zones
Exit
Model
Consultation
Information
Reception
Entry
Street
®
There are sub-zones
(features, options, kitchen, etc.)

Street Zone
ZONE OBJECTIVES
• Drive traffic from street
• Communicate distinctive brand
• Convey special promotions
KING-CASEY OBSERVATIONS
• No distinctive or connecting brand
elements (other than primary signs)
• Picket fence is common
• Brand identities are non proprietary
• Sales center building is a converted
home model (missed 3-D branding
opportunities)
• Landscaping is minimal (low quality)
• Looks like a typical used car
dealership (flag bunting; lawn
signage)
• Looks temporary
• Brand does not visibly project value

15
To Do:
• Street Zone
– Primary Signage, 3-D Branding
– Wayfinding
– Showcased Homes
– Enhanced Landscaping
– Paved parking lot
– Fencing
– Sidewalks
– Striping

Entry Zone
ZONE OBJECTIVES
• Communicate distinctive
brand
• Encourage walk-in
• Welcome and invite
• Pre-sell communications
• Staged messaging
KING-CASEY OBSERVATIONS
• Non-branded building and
communications
• Weak navigation (enter
here, park here, start
here, etc.)
• Does not excite or build
perceptions of professionalism
• First impression does not
instill customer confidence

17
Entry & Welcome Zones
Welcome & Info About Using the Facility
• Welcome Message
•Guest Book captures name, phone, email, etc.
• Customer/staff interaction point (zone visible from
office)
Validation of Brand
• The Company Story
• Mission Statement
• The Home Buying Process (from choosing a home to
getting your keys and moving in)
• Quality Features and Benefits
• Service wards and recognitions
• Customer Testimonials
Focus Group: “I would like to see
pictures of the manufacturing plant”

18
To Do:
• Entry Zone (Retail Center)
– Clean, uncluttered
– Colorful
– Reinforce branding
– Office designation
– Clear commercial front door
– Welcome Message (mat or more)

Reception/Welcome Zone - Lobby
KEY OBJECTIVES
• Welcome the customer
• Distinguish your brand from the competition
• Reinforce a positive brand impression
• Communicate a quality customer experience
• Assure customers they have made the right choice
• Customer navigation communicates the entire shopping
process
• Pre-sell for options and upgrades
• Educate and inform

20
Materials & Options Zone
• Display zone communicates the
many options available when
purchasing a Home
• Allows customers to browse samples
with or without home specialist
• Actual 3-D samples are attractively
displayed on walls along with photo
beauty shots of home environments
• Drawers in cabinetry for literature,
additional samples and storage
(reducing clutter)
• Tables and seating for spreading out
sample books and materials
Focus Group: “I like that the home builder
gives you lots of options”
Construction
Options
Fixture
Options
Decor
Options

21
• Brand Validation (About YOU)
– Mission
– Reassurance message
– Customer Testimonials
– Quality Features and Benefits
– Awards and recognition
• Home Information Zone
– Models and Floor Plans (general information for first-
time customers)
– What’s on this Lot (Specific Models and Floor Plans
Currently on the Lot)
– Features, Options and Benefits (general information)
Customer Shopping Process (continued)

22
Consultation Zone
• Friendly and inviting ―meeting pods‖
send quality signal that YOU are
interested in helping the customer
find their dream home
• Meeting pods allow customers to
meet privately with home specialist
• Sliding doors for soundproofing and
privacy
• Zone can be used initially to ―pre-
qualify‖ customers, explore customer
needs, provide customer with basic
information about YOU, and later to
―close‖ sale
Focus Group: “Sales people from some the leading companies are knowledgeable and willing to
sit down with you and discuss everything – other (brands) are not .”
Focus Group: “The agents must act as if you are their friend”
Financing
Land

23
To Do:
• Welcome/Reception Zone
– Where to Start the process
– What to Do
– The Home Buying Process (from selecting a home to
moving in)
– Reinforce MH and modulars
– Guest Book

24
Customer Shopping Process (continued)
• Model Home Display Zone (the landscaped lot where
model homes are on display)
– Way-Finding
– Model Home Entry Zone (informational signage in
front of each home)
• Model Home Information Zones (information
communications within each model home)
– Model Name and Floor Plan
– Features and Options Available and As Shown
– Base Price and Price as Shown
– Key Communications (features and benefits)
throughout model home

25
Model Home Entry Zone
• This zone is the ―entry‖
to the outdoor lot
where the model
homes are on display
• Signage in this zone
encourages browsing of
the lot and the homes
• Signage includes
navigation information
regarding the layout of
the lot and the homes
that are displayed
Models on Lot
Featured Houses
Lot Site Plan
Navigation

26
Home Information Zone
• Allows customer to preview what’s on the lot as well
as the many other models available
• Allows customer to pre-select the models they would
be most interested in seeing
Focus Group: “They should have pictures and floor plans of the homes on the lot”
Focus Group: “Give me (more) information about your homes”
Focus Group: “Give me information about the homes before I meet with a sales person”

27
Model Home Entry Zone
• Every home has
branded exterior
communications
identifying the model
name, base price, and
floor plan (basic, at-a-
glance information)
• Allows customer
browsing ―on your own‖
Focus Group: “Show me the cost (of the homes)
like they do with cars”
Focus Group: “I picked XXXX Homes because of
their (variety of) floor plans”

28
Model Home Information Zone
• Every home includes a
branded ―About this Home‖
communication kiosk at the
entry - key info about this
particular home, and
information regarding base price
and the price as shown
• Silent salesmen – visual clues
• Brand-name hardware and
appliances are identified
• Key construction features and
benefits are identified
• All home models on display
are attractively decorated
(including lowest priced homes)Focus Group: “All available options should be listed in
(each of ) the model homes”

Retail Vision
Provide world class home buying experience in which
differentiating value is immediately apparent by the consumer.

Born from 1946 to 1964, Boomers are 76 million
strong--comprising 1 in 4 Americans

Why the boomer segment is expanding -
• Increase in life expectancy
• Post WWII birth rates

Facts:
•By 2015, those aged 50 and older - 45% of the U.S.
population (AARP).
•One-third of the 195.3 million US Internet users,
adults 50+ = Web's largest users
•Email is the most popular activity among 50+ users,
followed by web browsing, research, and shopping
•72% of Baby Boomers have broadband Internet in
their homes
•The Internet is the most important source of
information for Baby Boomers
Source: http://www.immersionactive.com/resources/50-plus-facts-and-fiction/

Boomers
• Save/invest more
• Spend on luxury products/services
• Shop in the morning hours, prefer “one-stop” shopping
• Are very convenience-oriented
• Patronize reputable/traditional outlets
• More technology-prone
• Defy aging

•51-54% of MH buyers are 45+
•The 45+ buyer looks for specific features
•affordability
•low maintenance
•available amenities
•value

•Dependent living – higher percentage of
children living with parents longer
•Additional monies devoted to quality of life
•Lower debt
•Higher down payments
•Boomer home buyers will pay cash

Boomers are fighting the aging process, both
physically and emotionally. This generation thinks
―young" and does not want to be associated with
their parents’ generation. People representing
your product should be young at heart as well
and 10-15 years younger than your target. They
identify themselves with a generation or two
behind them – the greater the reason to appeal
to multigenerational audience.

The Way Boomers See Themselves

• Reinforce that the 50+ buyer is the ―same‖ as
they were 30 years ago with aspirations and
goals
• This is a moment in the process, not end of
line
• Capitalize on nostalgia
• Avoid stereotypes - be individuals
• Emphasize the product’s benefits
• Consider product features that will make
living in MH the smart, safe choice
Strategy

•Provide unique—or at minimum – distinctive
amenities.
•Overcome the negative preconceptions of senior
housing.
•Enable seniors to age in place.
•Integrate seniors into the larger community.
•Play up the marketing value of sustainability.
•Include features like:
•Wide hallways, 360 degree bathrooms, smooth
transition flooring, no step showers and tubs, grab
bars, 36‖ doors, no low or high appliances, brand
names galore
Housing Features

•Leverage the power of brands
•Emphasize comfort associated with making the
decision to buy
•Discuss energy efficiency
•Testimonials resonate
•Reputation, years in business
•Customer satisfaction awards
•Warranties
Tactical Strategy

Keep your ads
•Simple
•Single message oriented
•Presented at a slower pace (radio/TV)
•Short clear communications
•Keep backgrounds clear and simple, so the
main message is not lost.

Selling is more than knowing your product; it’s
knowing your market.
Ron Volper, Ph.D. specializing in selling strategies,
teaching at New York University, recently published an
article for the American Marketing Association on
selling to Boomers – five key steps…

To build rapport with Boomers:
Use high touch over high tech
Boomers want to touch it, experience the
product. If only a picture exists, get more
mileage with an interactive experience – build,
design, furnish your home.

Listen for needs.
Good advice for any selling situation.
Boomers are less influenced by online ratings
from people they have never met and more
influenced by what friends and colleagues tell
them. Identify the DBM!

Avoid multitasking
Boomers have been raised to do one thing at a
time and give others their undivided attention.
When a salesperson allows random customers to
interrupt our conversation and also exchange text
messages, Boomer customers can lose their train
of thought, and lose confidence in the salesperson.

Win with the right words
The way we talk to a customer is as important
as what we say. Baby Boomer and peers are not
impressed—when the young salesperson inserts
the word "like" into sentences, as in "this kitchen
is like the most glamorous we have."

Empathize with the customer
Baby Boomers grew up at a time when ―Made in
America" meant a lot. They know we now live in
a global economy and that the U.S. has become a
service economy, but they love to hear Made in
America. If its made close by – pitch it!

Ask, don’t tell
•Where will you be
living in your home?
•Who will be living
there?
•What do you like to
do – hobbies?
•Primary residence?
•All have impact on
the expectations in
their home.

The 50+ will be:
•More diverse
•Seek individuality
•Rely on known brands
•Want to “customize”
their homes
They are:
•Internet savvy
•Will be well researched
buyers
•Demanding
Remember

Gain trust; make the sale and create a satellite sales
person for your business.
Boomers will become advocates for a seller that gains
their confidence and fulfills promises.
Pay Off

National Association of Hispanic Real Estate Professionals®

The U.S. Hispanic market
• Comprised of subcultures from over 20
countries in Central and South America, the
Caribbean and Spain, with the majority (63%)
of Mexican heritage.
• Consumer behavior patterns of U.S. Hispanics
are not identical

Growing Audience
• Hispanic consumers living in the U.S are 50 million
• Growing exponentially to a projected 133 million by 2050
(U.S. projected 438 million)
• Hispanic consumers are growing up exposed to
American brands - a very viable target audience.
• 1,000,000 Hispanic households forming every year, 50%
higher than non-Hispanic white households
• Achieving higher education, which is key to higher
paying employment and increased standard of living
• 16.5% of college enrollment are Latinos
Source: http://www.inc.com/michael-olguin/6-reasons-marketing-to-hispanics-makes-sense.html

Hispanic Home Ownership
• Hispanics accounted for more than half of the total net
increase of owner households.
• Passionate about home ownership; 56% say it’s a
symbol of success and achievement – compares to 32%
of all other Americans
• 74 percent of Hispanics said that owning a home is a
good way to build up wealth that can be inherited by
younger generations (compared to 59 percent of all
Americans) - the Hispanic culture is more family-
oriented.

• 84 percent of Latino renters "strongly" desire
to buy a home
• 55 percent plan on buying in next five years.
• Hispanics have achieved home ownership
gains every year since 2000 except two
• Hispanic home ownership grew 58% while
the rest of the U.S only saw 5% growth
• Younger average demographic by 10 years
than the rest of the population
Hispanic Home Ownership

One shoe does not fit all…
• Figure out the composition of the Latino market
in your area and learn the holidays and
language idioms.
• Mexican Americans represent the highest
number of Latinos in the United States, but…
• In Austin, Tex., for example, there is a big
Honduran population. They celebrate their
country’s independence on Sept. 15. If you do
business in a Honduran
neighborhood, recognize that day with a
Honduran flag and a special discount or offer.
Source: http://boss.blogs.nytimes.com/2013/02/01/marketing-tips-for-reaching-hispanic-americans/

• US Hispanics are culturally more
social - stay connected to family
and friends - spending more time on social
media sites than any other ethnic group.
• US Hispanics value the opinions of others and it
is the reason why they seek reviews of products
and services from their social networks
• Technology is embraced at a higher pace
Mi Casa

Internet Usage
• With landlines in Spanish-speaking countries so
poor, Hispanics quickly embraced cellular usage at
the technology's infancy.
• 47 percent of Spanish-dominant Hispanics were
using the Internet, vs. 74 percent of the bilingual
and 81 percent of the English-dominant segments.
(up from 64 percent just three years ago per E-
marketer).
• Build your company’s Web site in such a way that
it appeals to both the logical and emotional minds.
• Make an emotional appeal with a Spanish word
sprinkled in that conjures family union.

• Hispanics spend an average of 29 minutes per day
on social sites, 10 minutes > than non-Hispanic
Whites.
• 39% of Hispanics post ratings and reviews of
products they’ve purchased and services they’ve
received - only 15% of non-Hispanics
• 40% of Hispanics visit social networks and maintain
profiles in these networks - 19% of non-Hispanics.
• 69% of US Hispanics read blogs, watch videos
posted by others, and read customer ratings - 42%
of non-Hispanics.
• QR codes can be useful tools. About 40 percent of
American Latinos own smart phones.

• Event marketing can be a good strategy
• Hispanics are historically very loyal to their
beliefs, friends, family.
• Recognize needs of those recently moving to the U.S.
versus those who have generationally lived here.
• Build relationships before asking for the business.
• Average handling time for Hispanic callers is significantly
longer than for non-Hispanics
• Hispanics are more relationship-oriented and less
transactional.
• Hispanics need time to gather information and get all their
questions answered.
• Be polite and spend more time with a customer.
Unrivaled Loyalty

• 76 percent said that stability of family ranked first or second as the
primary reason why clients want to buy a home.
• 30% said the freedom to create a home that suited their personal or
cultural style, were the top one and two reasons why their clients
want to purchase a home;
• 30% ranked lack of down payment as one of the top two challenges
for their buyers.
• 51% are more sensitive to purchase price and mortgage payment.
• Some form of consumer education would be most useful to enabling
Latinos to achieve homeownership.
• First-time homebuyers constitute more than 50 percent of their
client base
National Hispanic
Real Estate Professionals Survey
Source: National Association of Hispanic Real Estate Professionals, October 2009

• The visual confirmations provided in television
advertising are extremely important, especially so
for Spanish-dominant Hispanics.
• 49% of U.S. Hispanics who watch television
during prime-time hours, watch Spanish language
programming.
• 40% of Spanish-dominant Hispanics regularly
watch English-language programming.
• 30% of English-dominant Hispanics regularly
watch Spanish programming.
Reaching the market
Television

• Radio is a proven, effective medium in
targeting Hispanics.
• The most unique aspect of Spanish-language
radio stations is the time spent listening.
• The Hispanic population often listens to the
radio all day.
• The entire family may listen to one station and
tune in, on average, 26 - 30 hours per week.
This ranks more than 13% above the general
population.
Radio

• Minority newspapers are an inseparable part
of the local minority community. They deliver
news that is specifically geared to the needs
and concerns of individual communities.
• Newspaper readership skews to Adult 34-54
age group with an average HHI of $40k+
• A great home buying demographic
Print

• Events create excitement, reinforce
image, and allow you to hand-deliver your
marketing message face-to-face with your
target audience.
• Many company's efforts at selling themselves
to Hispanics are limited to sponsoring the
occasional Cinco de Mayo celebration -- these
half-hearted efforts will not effectively
capture the attention of Hispanic consumers.
Event Marketing

• Latinos -- particularly recent immigrants --
welcome ―Junk Mail‖ as a means of becoming
a more informed consumer.
• Overall, Hispanic households are 3.5 times
more likely to respond to a direct mail
solicitation than a non-Hispanic household;
• 72% say they always read their
mail, including direct marketing;
• 60% of the direct mail sent to homes is in
English;
• 52% of the respondents speak only Spanish
in their homes.
Direct Response Marketing

Pillars of Promotion
Six Proven Tactics That
Drive Traffic & Sell More

•Curb Appeal
•Advertising
•Kick Down Signs
•Promotions
•Web Presence
•Email

• Lack of branding
• Confusing
environment
• Unprofessional
• Temporary
• Threatening
• Uninformative
From Focus Group: “Looks Like a used Car Dealer”
Observation Summary
87
From Focus Group: “Looks like a diner”
From Focus Group: “Too much bragging”
From Focus Group: “Give me information about your
homes”
From Focus Group: “Show me the cost like they do
with cars”

A collection of over 2,000,000
design and decorating ideas
You can create idea books with
images you find and let others see
your ideas as well.
A great place to go and get design
dilemmas solved by the community.

Dress
Code
Name Badges
Business Cards with
Referral Information

•Message
•How Many
•Where
•Legal

Pennants, flags - Is anything going on here?

Email & Web Presence
• Web Presence
– Your digital store front
– Tell your story
• Email
– Collect all the time
– Non invasive communication
– Constant Contact & Emma

Digital Marketing
Leveraging Technology to
Drive Traffic and Sell More

How did you first begin
your search for a home?
82% began their search online
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Online Home Center #N/A
Count

Have you been
to a sales center?
60.6% had not visited a Home Center before
0
200
400
600
800
1000
1200
1400
1600
1800
No Yes #N/A
Count

What were you
looking for?
• Pictures = 72.9% • Price = 71.9%• Floor Plans = 77.5%
0
500
1000
1500
2000
2500
Floorplans
P
ictures
P
rice
Financing/Loan
Info
B
uilding
ProcessH
om
e
C
enter
Land
C
om
pany
Inform
ation
O
ther
Count

On a scale of 1-10, how easy was it
to find what you were looking for?
• Average Score = 5.5 • Median Score = 5
0
50
100
150
200
250
300
350
400
450
1 2 3 4 5 6 7 8 9 10
1 = Not Easy At All 10 = Very Easy

Why Digital Marketing?
• Cost effective
• Growing
• Ability to reach many
• Un-intrusive
• Flexible
• Interactive
• Graphical
• Fast

Internet
Growth
16 million in 1995
to >2.9 Billion in
2014 (almost ½ the
world’s population);
273 million N.A.
Internet users as of
2012, 78.6% of the
N.A. population;
1990 – 0.8%

•Internet: 74%
•Sales professional: 69%
•Yard sign: 22%
•Open house: 12%
•Newspaper ad: 9%
•Home book or magazine: 6%
Source: 2010 National Association of REALTORS® Profile of Home Buyers and Sellers
How Information Sources Rank

Home Buyers Start Digitally
• 82- 84% of home buyers start search online
• Virtual storefront
• Prospect is looking for reasons to eliminate
• Remember the GOAL - Get the prospect to
contact the store; inquire, email, call or stop in
How is your digital curb appeal?

What is
Digital Marketing?
• Web site
• Advertising
• Affiliate Marketing
• Email
• Streaming Video
• Podcasts
• Photography
• Social media
• Voice broadcast
• Mobile devices
• Digital Outdoor

Web Site
• Most frequently used function – ―Find a Home‖
• Find something with a search
• You are not going to sell the home on the
Internet – merely entice the user to inquire
• If help is needed the user needs to know
where to go; what to do
• Google Places – fill it out NOW
• SEO – Links to and from

When Internet users look for information, services or
products to buy, more than
•8 out of 10 rely on search engines, not simple
surfing.
•85% of these searchers don’t click on paid links.
•63% of links that are naturally displayed at the top of
search engines get clicks.
•Over the last year, Pay-per-click (PPC) costs have
grown 37%, and they go on rising.
http://www.searchingsolutions.com/4-internet-marketing-statistics-you-should-know/
More reasons to rely
on organic SEO…

Don’t Make Me Think,
by Steve Krug
• Understand the User – Reservoir of Goodwill
• Users should not have to ask:
• Where am I?
• Where should I begin
• Where did they put the _____?
• What are the most important things?
• Why did they call it that
• Communicate clearly
• Visually
• Headlines
• Minimal Content
• Home page should have a focus

Advertising
• Craig’s List
• Banners
• Google Adwords
• Pay per Click (Affiliate Marketing)
• Classified: digital newspapers
• Community boards
• Real Estate sites (some also pay per click)

Free Classifieds and
Bulletin Boards
• Go to www.craigslist.com and click on the state
and the city in which the retailer is located.
• Search for mobile home, manufactured
home, doublewide and single wide. Note whether
store is utilizing this free classified bulletin board.
Be sure the ads are SAFE COMPLIANT and follow
other regulations. company policies and
procedures. Show that competition is (most likely)
using these.
• Google search for ―free classified bulletin board
(city name)‖ and use.
• Be sure hard copy newspaper/shopper classified
ads are being shown online as well – most include
the online version.

Email
• Preferred correspondence
• Collect emails
• Communicate regularly, with content
• Email Blasts, large graphic announcements
• Target emails – text only, small graphics
• Don’t SPAM – play by the rules – or get
barred

Email – CRM?
• Go to last 10 new contacts in each sales
professional’s CRM system – do they have the
prospects email address?
• Is the store using email blasts? When was the last
one? Does it incite action?
• Inspect the email signature for each sales
professional and manager – go to sent mail in
Outlook and check the last several emails sent – does
it include the web site?
• Inspect outgoing emails and insure the sender is
using professional format and that content is
appropriate.

Video
• Easy
• Fast
• Inexpensive
• Virtual home tour
• Linkable
• Get the Inquiry

Photography
•Shoot with your back
to the light source
•Focus on what’s
important in the room
•Less ceiling, more
room
•Glamorize
•Skirted
•In Focus

• A digital camera was the most important technological
purchase or upgrade it provides sales professionals an
electronic version of pictures and can be used for
marketing of homes.
• Communication via telephone continued to be the
primary means of communication, as indicated by 69% of
all respondents in a recent NRA survey.
• Online marketing has become increasingly attractive
because of its low cost and efficiency in attracting the
attention of would-be buyers and sellers.
• 76% of Realtors use multiple pictures and/or slide
shows for their online listings and 37% use virtual tours,
know your competition.
http://photographyforrealestate.net/2007/06/13/statistics-that-drive-real-estate-photography/

Social Media
• Twitter
• FaceBook
• Instagram
• My Space?
• Not a personal page
• Use to display
– homes
– offer special
– post testimonials
– make announcements
• Include on all other advertising
• Drive people to the web site

Mobile Devices
• Intimate
• Rapidly emerging
• Use with caution
• Don’t violate a private space
• Effective

Digital Outdoor
• Bright
• Easily and quickly changeable
• Event specific
• Can be pricey

Why do we do all this?
INQUIRIES

* Only 52% of Internet leads receive a follow
up communication from the agent
* 68% ‐ 70% of Internet leads do business
with the first agent who speaks with them
* 62% of those who get a call from the agent
receive it on the same day they submitted an
inquiry
Internet Lead Statistics:

Sales Funnel
300 Leads
30 Appointments
6 Applications
2 Approvals/Deposit
1 Sold

To Be Terrific
• Be Specific - Measure
• Use Google Analytics or tracking program
• Track inquiries
• Measure results
• Understand your $ return
• Allow it to lead your future decisions

It means that not only are buyers using the internet in
droves, but that a huge amount of them are
unattached buyers! Give these buyers what they want,
and you'll dramatically increase the odds that they'll
choose you to work with. According to NAR's 2008
Profile, the four features below are what buyers want
most from your website:
•Photos
•Detailed Property Information
•Virtual Tours
•Contact Information
What does all this mean?

What is this?
Quick Response (QR) Code

Conclusion
• Digital is here to stay – and growing
• Digital is an extension of other marketing
strategies
• Digital is subject to the same regulations (i.e.
SAFE Act), company policies and
procedures, as other advertising
• Digital is not a casual media – be professional
• Social media is a part of the digital strategy
• Mobile marketing (texting) is subject to the
same regulations as other medium.

FINALLY
• The objective is to drive the prospect to the
virtual storefront (web site) and secure an
inquiry/contact.
• From the inquiry we schedule an appointment
• Communicate professionally
• Create one more opportunity to sell a home

Are YOU Utilizing
Every Digital Media
Channel Effectively?
Is your Competition?

Advocates
Promotes you on your behalf. They
are so happy about you and the
home that they tell others.
Regular
Regulars are those who come back
to purchase their next home.
Customers
A customer is someone who
purchases a home.
Prospect
If the person is interested in your
promotion and responds, they
become a potential prospect.
Suspect
A suspect is someone who matches
the demographics of other
customers and is receptive to your
promotional message.
Ladder of
Customer
Loyalty

Meet
Greet
Qualify
Feature/Benefit
Trial Close
Close
Follow up
Ask for referral
Professional
Housing
Consultants
Recruit & Train

Why CRM?
• Provides discipline
• To do list
• Aids memory
• Provides professionalism
• Allows follow up
• Generates referrals
4/25/2014Page 148

Systems
• Salesforc.com
• ZOHO
• ACT!
• In house
4/25/2014Page 149

Approved Not Closed
Survey of 400

The Sample Universe
• 30,121 apps approved in 12 months
• 12,249 bought a home
• Almost 18,000 chose to NOT to buy, EVEN after
they were approved
• Are they still in the market?
• Did they buy?
• From whom?
• Why?

Are you still looking for a
home?
Yes
39%
No
61%

Those Still Looking
When will you be making a
purchase decision?
3-6 mo
18%
12+ mo
12%
6-12mo
27% 2-3 mo
22%
1 mo
21%

Are you likely to select a
manufactured home?
84% of those still in the market
to buy a home were likely to
buy a manufactured home

Why a specific builder?
31.0%
18.0%
13.0% 14.0%
8.0%
14.0%
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
Best Deal Design Name Quality Financing Misc

No longer looking
for a home
62% of the approved not closed
prospects tell us they are no longer
looking for a home – Why?

Why no longer looking
for a home
Purchased
Already
63%
Decided not
to buy
37%

Did you buy
New or Used?
New
51%
Previously Lived
In
49%

Where did you buy
your home?
Unknown,
8.00%
Realtor,
2.80%
Individual,
38.00%
Dealer,
48.60%

Why haven’t you
purchased?
• Life changing experience – 17%
• Bad experience with the dealer and/or finance
company – 17%
• Credit/economy – 17%
• Land issues – 13%
• Wide spectrum of individual issues – 37%

100 Approvals
41 Buy From
Originating SC 36 No Longer Looking
23 Are Still
Looking
9 >6
mos
14 <6
mos
20 Bought
elsewhere
16 Gave
up
U
U
U
U
U
U
U
U
U
U

CONCLUSIONS
• Time does matter – Within six months of approval
62% buy
• Those still looking - most have purchase intentions
within 6 months - 14% of original approvals.
• Buyers are looking for the best ―Deal‖.
• Half buying in that 6 month period buy a used
home.
• Influenced by ―deal‖, proximity to where they
want to live and sales person.
• People that don’t buy are influenced by a life
experience or a POOR experience with
dealership/finance company

The Bottom Line
What a day!
• Prime suspect 30-55 years old, $30K-50K
• 52% Boomer; 50% 1st time buyer; 20% single
mothers; 17% Hispanic
• Boomers are huge; Hispanics will be HUGER
• 82% start online
• Proven lo-tech promotional tactics still work
• Digital marketing compliments all efforts
• Build trust to sell more
• Approved is not sold
4/25/2014Page 163

Thank you
Chris Nicely
chrisnicely1@gmail.com
865.385.9675
www.chrisismymarketingman.com

Material originally planned for
presentation, NOT presented
4/25/2014Page 165

SALES PRO CHECKLIST
 Daily Preparation
 Professional Appearance and Dress
 Million Dollar Smile
 Arrive 15 minutes early to home center
 Create/Update TO-DO list daily
 Sales Process
 Professional Presentation 100% of the time
 Company and Home Center Story
 Office Visit (offer drink and snack)
 Feature Benefit Appropriate Homes
 Leave cell phone in OFFICE
 Ask for Sale and T.O.(MEET MANAGER)
 Sales Agreement with Deposit 100%
 NO CUSTOMER WALKS ALONE

RULE #1
―Assume
Everyone
Can Buy‖

ATTITUDE
Attitude Contaminates
High Payoffs
Have Existing Home to Sell
No Money Down
Unrealistic Payment Range
―Just Looking‖
Young Buyers

EMOTIONAL DECISION
“Home buying is PURE emotion from
start to finish..recognize this and
appeal to and not avoid.”
• EMOTIONAL TRIGGERS—F&B’s that meet
customers needs not yours
• EMOTIONAL REPONSES—objections surface
• EMOTIONAL ATTACHMENTS-buying signals
and opportunity to Close..
• EMOTIONAL SHOPPING-Fear and suspicion
must be over come by TRUST

Gaining Trust
“The more trust you build, the more needs
are met…the more profit you earn.”
• Greet as a ―Friend‖ not as a ―Stranger‖
• A Doctor does not diagnose you in the
Waiting Room
• Move to the Visit Room as soon as possible

Old School
• You want a SW or DW, 3brm or 4 brm?
• How Much Do You GOT To Put Down?
• How Much You Want to Pay a Month?
• Will You Buy Today If The Price is Right?
THESE QUESTIONS ARE TOO DIRECT AT THE
BEGINNING!
―Customers will share inaccurate information and
incomplete information if you are not sincere and
attentive.‖

Gaining Trust
• What brings you out to buy a home today?
• Why do you want to move?
• Who will be living in the home?
• Where will you be placing the home?

Gaining Trust
What areas of the home are the most important?
• Do you have special hobbies or interests
that require additional space?
• Do you have furniture you will be bringing
with you for your new home?
• Have you seen any homes you liked?
• What did you like about it?
• Anything you didn’t like?
• Price Range?

Gaining Trust
• When do you need to move to your new
home?
• Create Urgency based on current market conditions.
(price changes, promos, coupons etc…)
• How are you planning on handling your
purchase?
• Cash
• Finance
• Do You Have a Lender?
“Fine, Fine, Fine”

Building Value
Filling the Glass
• With each feature & benefit
you fill the glass a little more
for the prospect as you build
value.
• Continue to fill the prospects
glass until it overflows and
they will see the value for
themselves.

Feature - Benefit
The Five Senses that Intensify Emotional
Involvement
• Sight (see this, look at that, notice this)
• Feel (feel the cabinet, countertop, carpet)
• Smell (smell the new-ness, clean air)
• Sound (listen to how quiet, listen to the TV)
• Imagination (imagine having company, your
first party)

BUILD THE BRIDGE
• You can be sure that…
• What this means to you is…
• Which allows you to…
• Which saves you…
• Guarantees you that…
• To assure you…
• Which meets or exceeds…

Tie Downs
Emotional Triggers
• ―You do like it don’t you?‖
• ―_____ is important to you, isn’t it?
• ―This will work for you, won’t it?
• ―Doesn’t that make sense?‖
• ―This is what you would want in your home, isn’t
it?‖
• ―Can you see how this would help you?‖
• ―You all work hard for your money, don’t you? So
saving money is important to you, isn’t it?

PLANNED
PRESENTATION
• EXTERIOR
• FRONT BEDROOM
• SECOND BATH
• THIRD BEDROOM
• KITCHEN*
• MASTER BEDROOM & BATH*
• LIVING ROOM/DEN

Feature Benefit
• 12 inch Steel I-beam
• OSB Wrap
• Elevation of the Home
(dormers, pitch, overha
ng)
• Vinyl Siding
• 20 yr shingles
• Several exterior plug ins
• Exterior Light Fixtures
front and rear
• Security of a steel foundation
• Add’l strength, insulation
• Great curb appeal, pride of
ownership
• Maintenance Free, no painting
• Longevity, name brand
• Conveniently located for use
• Safety and security when you
family arrives home at night
Feature & Benefit (examples)

Handling Objections
• The Feature/Benefit Presentation was not
good enough. The VALUE was not there.
• They want to negotiate a better deal
• They stall so they can shop
• Because it’s a valid objection(need to talk to
mom and dad)
• They object out of fear. Could be getting
ready to buy.
Reasons Why Objections Surface

Responding To Objections
Listening: Demonstrates confidence & you don’t
over react
• Nodding your head, Write down
comments, Respond ―I understand‖
Discounting: Move past objection by not giving it
much value.
• ―Besides that…‖, ―That’s the best reason for
owning this home‖
Isolating: Make effort to identify the final & only
objection
• ―What is your real concern?‖, ―Do you have any
other reservations?‖

Responding To Objections
Elaborating: Provide opportunity to the buyer to
overcome their own objection
• ―Why do you say that?‖, ―When you say
that, what do you mean?‖
Addressing: Deal with objection and continue to
work on agreement
• ―I understand, so allow me to work that out‖
• ―Assume we work that out, do you have any
other concerns?‖

Handling Objections
“I Want To Think About It”
• ―I understand‖ what are your major concerns?
• I want to talk to mom and dad
• I need to get my land ready
• I need to wait til school starts, gets out, first of
year, Christmas
• ―I would want to do that too….great! But all I need to know is do
you guys like that house….fine….then let’s get started…lock in
the price and you can go ahead and do_______________.‖
• ―if you cannot do ______ then we will give back your money.
Remember as your builder I will help you through all of these
changes over time.‖

Closes
• Let’s go in and pick out your colors?
• You do like it don’t you…if I could do I’d do it
for you…. The house is worth it.

BE A PRO!
You must:
• Invest in quality visit time…know your
product.
• Believe in the process. Believe you are
creating more value.
• Practice, Practice, Practice!!
• SMILE!!!

Volume Buyers Membership Meeting 04232014

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