Scientific Assessment Builder / Quiz Builder / Survey Builder
New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales...
Transcript of New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales...
![Page 1: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/1.jpg)
5 Custom Builder Sales Strategies Revealed
JANUARY 22, 2013 // 10:30 – 12:00 PM
Presenter(s):
Rick Storlie // New Home Sales Coach, Minneapolis, MN
Rune Haugseon // Ubix, Inc, Salt Lake City, UT
Jeremy Skogquist // NIH Homes, Minneapolis, MN
Starr Tingle // Sanctuary Homes, Louisville, KY
![Page 2: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/2.jpg)
What This Program is NOT…
• No Cheer Leading
• No Sales Training
• No Specs
• No Old Stuff
![Page 3: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/3.jpg)
The Moderator…
Rick Storlie
New Home Sales Coach
rh
![Page 4: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/4.jpg)
Rune Haugsoen The True Norwegian
30 Years Building Business Systems
-2002 – Web Marketing Automation (WMA)
-2007 – Homebuilding Industry
-2010 – Partnering with HB Practitioners
Generating Sales Ready Opportunities
Closing more Business
Improving Processes
![Page 5: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/5.jpg)
Our Panel… Starr Tingle
Sanctuary Homes
Louisville, KY
2011 Volume $918,000
6 Units
Avg Sale $153,000
Semi-custom, custom homes
(no models/inventory homes
![Page 6: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/6.jpg)
Our Panel… Jeremy Skogquist
NIH Homes
Minneapolis, MN
2011 Volume $11 million
Units- 14 homes, 5 remodeling
Avg Sale $579,000
Semi-custom, custom homes
(1 - 2 models/ 3-5 inventory
homes)
![Page 7: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/7.jpg)
Free E-book Resource Guide
Website Checklist
Case Study Samples
Personal Notes from
Rick
Much more!
Drop off your business
card up front at the end of
the program
![Page 8: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/8.jpg)
Website Marketing Webinar Series
1. DIY Online Sales Counselor
2. Web Marketing Automation
3. Website Lead Generation
Drop off your business card
up front to be sent an
invitation…
![Page 9: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/9.jpg)
Case Study Overview
2011 – 2012
Market Positioning
Lead Generation
Sales Conversions
![Page 10: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/10.jpg)
1. Estimating
2. Purchase Orders
3. Scheduling
4. Accounting
5. Warranty
Why don’t we sell homes the way we
build them?
![Page 11: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/11.jpg)
Challenges
Poor “Foundation”
• RWA Buyers
• Poor Online Presence
• B-backs
• Foreclosures
![Page 12: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/12.jpg)
Weren’t “Framing”
Relationship
Challenges
• Not aligned
• Retail mentality
• Company-centric
![Page 13: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/13.jpg)
Challenges
No Personalization
• Poor message
• Low ROE
![Page 14: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/14.jpg)
Challenges
Closing to the
Wrong Process
• Solo
• Assumptions
• Too complicated
![Page 15: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/15.jpg)
Challenges
No Way to
Pinpoint Weak Spots
• No metrics
• No tracking
![Page 16: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/16.jpg)
A Bad Process
• No Detailed Specs
• Starting to frame without a
finished plan
• Installing finishes without
completed selections
• Trying to close with an
unfinished punch list
• Not tracking our costs &
variances
![Page 17: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/17.jpg)
1. Online Leads
2. Value Creation
3. Technology
4. Update Process
5. Measure
Why don’t we sell homes the way we
build them?
RH
Au
tom
ate
![Page 18: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/18.jpg)
Customer Lifecycle Journey
Goals 1. Create Value
2. Know Each Customer
3. Automate Communication
4. Best Practice
Contact
Lead
Prospect
Buyer
Owner
Stages
![Page 19: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/19.jpg)
Customer Lifecycle Management
• Awareness
• Consideration
• Commitment
How do we measure results?
By Scoring Activity as a
Unifying Measure
![Page 20: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/20.jpg)
Contacts
Leads
Prospects
Buyers
Owners
Database Example
Customer Scorecards
# % Score
98 41
56 55 116
42 41 74
4 4 217
76 15
Stages
![Page 21: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/21.jpg)
Customer Lifecycle Management
Relevance
Nurturing
Partnering
Solution Intro.
Value
Creation
Process
Lead
Prospect
Buyer
Owner
Contact
Realtor
Influencers
Stages
![Page 22: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/22.jpg)
Continuous
Process
Improvement
Best Practice
RS
1 2
3
4
5
![Page 23: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/23.jpg)
Revolutionary or a Sign of the Times?
![Page 24: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/24.jpg)
Rick- Background & Visual Examples
Jeremy & Starr- Personal Insight
Rune- System Overview & Data
Our Format Today
![Page 25: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/25.jpg)
Step I- Building the Foundation for
Future Sales
![Page 26: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/26.jpg)
“Who is my ideal buyer?
Tarket
Market Positioning
ST
![Page 27: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/27.jpg)
“What do we do?”
Marketing Message
Market Positioning
![Page 28: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/28.jpg)
Market Positioning
ST/JS
![Page 29: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/29.jpg)
“How do you do it?”
Positioning Statement
Background
Relevant
“The Secret is…”
Market Positioning
![Page 30: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/30.jpg)
USP ties into Marketing Message
Market Positioning
JS
![Page 31: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/31.jpg)
Invisible Market & Women
Invisible Market
Visible Market
![Page 32: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/32.jpg)
Invisible Market & Women
Your Market
Visible 10%
Invisible 90%
![Page 33: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/33.jpg)
1. Available Homes
2. Photos
3. Design Library
4. Locations
Web Analytics
![Page 34: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/34.jpg)
1. How Much/Pricing
2. What/Design
3. Where/Locations
Web Analytics
![Page 35: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/35.jpg)
Virtual Model Home
![Page 36: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/36.jpg)
Virtual Model Home
![Page 37: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/37.jpg)
Virtual Model Home
RH
![Page 38: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/38.jpg)
Step 1: Customer Intelligence
Lead Sources 40 – 75% from Website
- 85%+ Requesting Value
- 15% From Contact Us
![Page 39: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/39.jpg)
Potential
Knowing Each Customer
Customer One-On-One
RS
![Page 40: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/40.jpg)
Step II- Framing the Relationship through
Education
![Page 41: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/41.jpg)
The Question…
“What’s your price-per-
square-foot?”
![Page 42: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/42.jpg)
Who are Your Looking for?
A Prospect
B Prospect
C Lead
D Lead
![Page 43: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/43.jpg)
Commoditization of Housing
90%+ Same
![Page 44: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/44.jpg)
Difference between
quality perception and
price performance
Value Gap
![Page 45: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/45.jpg)
Value Gap
Price
Performance
Quality Perception
![Page 46: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/46.jpg)
Value Gap
Price
Performance Quality
Perception
>
![Page 47: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/47.jpg)
Value Gap
Price
Performance Quality
Perception
>
![Page 48: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/48.jpg)
Closing the Value Gap- Develop D’s & C’s
![Page 49: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/49.jpg)
Creating Value
Invisible Market Invisible Active
Market
Close the
Value
Gap
![Page 50: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/50.jpg)
Creating Value
RH
![Page 51: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/51.jpg)
Lead-to-Prospect
Awareness
Consideration
Commitment
Lead
Prospect
Buyer
Owner
Contact Programs
Nurturing
Value Creation
Step 2: Communication
Stages
![Page 52: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/52.jpg)
Lead Nurturing Program
20+
Touch
Points
![Page 53: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/53.jpg)
Is the Lead Nurturing Program
Creating Value?
S2
Engaging
Educating
Differentiating
Closing the Value Gap
?
![Page 54: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/54.jpg)
Lead Nurturing Program: Email Results
Are we Engaging?
Yes!
![Page 55: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/55.jpg)
Lead Nurturing Program: Scoring Results
Are we Educating?
Yes!
![Page 56: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/56.jpg)
Are we
Closing the
Value Gap?
Call-to-Action
Who Clicked
65%+ of CTA
Design, Pricing,
location
Yes!
JS/ST
![Page 57: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/57.jpg)
Step III- Personalizing the Relationship
![Page 58: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/58.jpg)
Lead-to-Prospect Conversion
Step III- Personalizing the Relationship
Leads
Prospects
![Page 59: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/59.jpg)
Lead Management
Leads
Prospects
100 – 120 Leads/Prospects
![Page 60: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/60.jpg)
Reading Buying Signals
Interests?
B-back?
Hot Buttons?
![Page 61: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/61.jpg)
Online vs. Onsite Hot Buttons
Design
Location
Price
![Page 62: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/62.jpg)
Technology allows us to Track…
Open
Clicks
Web visits
When
What
How Long
![Page 63: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/63.jpg)
Results Identify…
![Page 64: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/64.jpg)
Lead Management
Leads
Prospects
2,000+ Leads/Prospects
RH
![Page 65: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/65.jpg)
Step 3: Sales Funnel
• Who is active Now
• What is she doing online
• How great is the Potential
• Is sales Following Up
Output: Sales Ready Opportunities
Contact
Lead
Prospect
Goal: Increased Return On Energy
![Page 66: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/66.jpg)
Sales Funnel
![Page 67: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/67.jpg)
Getting to
Know Each
Customer
Customer One-On-One
RS
Potential
![Page 68: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/68.jpg)
Commitment
Customer One-On-One: Emails Activity
![Page 69: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/69.jpg)
Interests
Customer One-On-One: Web Activity
![Page 70: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/70.jpg)
Customer One-On-One: Web Activity
Hot
Buttons
![Page 71: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/71.jpg)
Does the
Sales Funnel
work?
Sales
Funnel
Hot
Sales
Funnel
not Hot
All
Others
![Page 72: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/72.jpg)
How Sales Ready is Hot?
Conclusions: Hot compared to not Hot
Advances 20% Faster
Visits 12 times more often
Lasts 10 times longer
Shorter time between visits
Hot is
Hot!
![Page 73: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/73.jpg)
100% Automated!
![Page 74: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/74.jpg)
Continuous
Process
Improvement
Best Practice
JS/ST
1 2
3
4
5
![Page 75: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/75.jpg)
Step IV- Closing for the Next Step
![Page 76: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/76.jpg)
Prospect-to-Buyer Conversion
Step IV- Closing for the Next Step
Prospects
Buyers
![Page 77: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/77.jpg)
Prospect-to-Buyer
Conversion Rate •Salesperson =
Return on Energy
(ROE)
• 50% conversion of
RWA prospects
• Focus on Prospects
most engaged
![Page 78: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/78.jpg)
Salesperson Activities- 4 P’s
Preparation/Personal Development
9 hours or 23%*
Prospecting
12 hours or 30%*
Presenting 16 hours or 40%*
Partners 2-3 hours or 6%*
*Based on 40 hour work week
![Page 79: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/79.jpg)
Prospecting*
*NOT social media!!
1. Email
2. Phone
3. Text
4. Mail
![Page 80: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/80.jpg)
Presenting
1. Initial Meeting
2. Homesite Review or
Design Meeting
3. Plan Deposit
4. Purchase agreement
![Page 81: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/81.jpg)
Partners (Networking)*
1. Realtor
2. Buyer/Owner
a. Facebook
b. Open House
Co
rpo
rate
Pro
gra
ms
RH
*YES social media!!
![Page 82: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/82.jpg)
Step 4. Converting Prospect-to-Buyer
Hot
Sales
Ready
Referral Rewards
Event
Contacts
Leads
Prospects
Buyers
Owners
![Page 83: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/83.jpg)
Referral Rewards
Open House
Facebook Project
Starr’s last Project:
• 57 followers
• 7 Appointments
Open Home / Model
Jeremy’s Events:
• 20 RSVS
• 10 Groups Attending
• 1 – 3 Appointments
Significant Prospects-to-Buyer Source
Sponsors
RS
![Page 84: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/84.jpg)
Return on Energy Thoughts
Jeremy…
Starr…
![Page 85: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/85.jpg)
Step V- Tracking Variances
![Page 86: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/86.jpg)
Estimate vs. Actual
Step V- Tracking Variances
![Page 87: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/87.jpg)
Leads
Source
Conversion Rate
Average Activity Score
Average “Hot” Score
Metrics
![Page 88: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/88.jpg)
Prospects- How Many…
A, B?
Conversion Rate
Average Activity Score
Average “Hot” Score
Metrics
![Page 89: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/89.jpg)
Sales Activities
Prospecting
Presenting
Partners
Company & Salesperson
Metrics
RH
![Page 90: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/90.jpg)
Execution
Plan
Step 5. Process Improvement
Actual
Results
Goals and
Targets
![Page 91: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/91.jpg)
Monthly Review
1.Customer Scorecard
2.Communication Analysis
3.Sales Funnel Results
4.Sales Action – Example
![Page 92: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/92.jpg)
Scorecard Set Up: Sales
![Page 93: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/93.jpg)
Sales Activity Scorecard: Sales Person
JS/ST
![Page 94: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/94.jpg)
Free E-book Resource Guide
Website Checklist
Case Study Samples
Personal Notes from
Rick
Much more!
Drop off your business
card up front at the end of
the program
![Page 95: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/95.jpg)
Website Marketing Webinar Series
1. DIY Online Sales Counselor
2. Web Marketing Automation
3. Website Lead Generation
Drop off your business card
up front to be sent an
invitation…
![Page 96: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/96.jpg)
The Results…
2012 Volume $2.5 million
11 Units
63% Volume Increase over 2011
45% unit Increase over 2011
2012 Volume $15 million
28 Homes, 1 remodeling
27% Volume Increase over 2011
50% Home Increase over 2011
![Page 97: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/97.jpg)
Speaker Contacts:
Rick Storlie
New Home Sales Coach
14041 Burnhaven Drive, #101
Burnsville MN 55337
952-895-5566
Starr Tingle
Sanctuary Homes
Louisville, KY
502-648-7451
Rune Haugseon
Ubix, Inc
14041 Burnhaven Drive, #101
Burnsville MN 55337
952-895-5566
Jeremy Skogquist
NIH Homes
Minneapolis, MN
763-441-1945
![Page 98: New 5 Custom Builder Sales Strategies Revealed · 2018. 4. 13. · 5 Custom Builder Sales Strategies Revealed JANUARY 22, 2013 // 10:30 – 12:00 PM Presenter(s): Rick Storlie](https://reader036.fdocuments.us/reader036/viewer/2022081600/6044e95f64312a42a45286bb/html5/thumbnails/98.jpg)
IBS Education
National Association of Home Builders
1201 15th Street | Washington, DC 20005
800-368-5242 | [email protected]