It's a symptom, not the problem!

On-site sales agents are the builder's eyes and ears in the field. Builders' rely on you to articulate potential sales challenges long before sales come to a grinding halt. How in tune are you? Are you complaining about a lack of traffic but not offering any meaningful solutions? A lack of traffic is a symptom, not the problem. Throwing more marketing money at the problem isn't always going to help. Here is a quick quiz to find out how well you can diagnose the real issue:

True or False:
1) I can articulate to my sales manager the demographic and psychographic profile of my target audience.

2) I have written sales strategies in my day planner, on my legal pad or in my computer for my specific community.

3) I register every visitor and ask thorough marketing source questions.

4) All registrations are entered into a computerized lead database. I review the list frequently and look for trends, potential opportunities and potential challenges.

5) I report all of my traffic and the quality of the traffic-not just the traffic I think will buy.

6) I use my findings to have meaningful conversations with my sales manager and builder about what is and what is not working.

7) During those meetings I offer solutions and creative ideas (that are budget friendly) to overcome challenges.

8) I participate in the solutions and don't expect the builder or sales manager to do them for me.

9) I solicit feedback from my homeowners and customers under contract. I filter that feedback and report the relevant information to my sales manager and builder.

10) I encourage my homeowners to send referrals and give testimonials about why they choose my builder. I compile that information and report it to the sales manager and builder.

Once you've done your homework, now you are ready to diagnose the problem. Lack of traffic problems can be generally boiled down to one of the five "Ps".

• Product - Are you building the right product for the area?
• Place - Is the location desirable?
• Price - Are you too high, too low, or just right?
• Position - Are you clearly communicating the "so what" (the unique selling proposition)?
• People - Are you the right person to sell for the community?

Becoming a problem spotter won't happen overnight. It requires you to change your mindset. To learn more about this process, take the CSP (Certified New Home Sales Professional) educational course or one of the four IRM (Institute of Residential Marketing) courses offered by your local Sales and Marketing Council. These courses teach student to think at a broader, big picture level. You will be more effective on-site and create win-win opportunities for your builder.