Spring into Success: A Comprehensive Guide to Improving Profitability in Online Sales Programs for New Home Builders – Part 2

In Part 1 of our blog, we focused on the digital components needed to have an effective and profitable online sales program. While digital tools optimize efficiency and scalability in online sales programs, it’s the human touch that adds empathy, understanding, and adaptability to the process. By leveraging both digital capabilities and human expertise, new home builders can create a sales experience that is not only well-organized and transparent but also personalized and engaging, ultimately driving greater profitability and customer satisfaction.

Below are some ways to enhance the overall humility to the online sales program process.

Effective Lead Nurturing:  Implementing a robust lead nurturing strategy to guide prospects through the sales funnel is crucial in the OSC role. Utilizing email marketing, social media engagement, and targeted content to stay top-of-mind with leads and provide them with valuable information at every stage of their buyer journey is a must. By building trust and rapport over time, you can increase the likelihood of conversion and repeat business.

Human Touchpoints: While automated emails and messages are efficient, personalized interactions from OSCs as well as onsite sales reps can significantly impact lead nurturing. Whether it’s a follow-up call, personalized email, or video email, or even a handwritten note, human touchpoints build rapport and trust with potential buyers.

Transparent Pricing: Being upfront about pricing and incentives to build trust with potential buyers is extremely important. Clearly communicating the cost of homes, available financing options, and any incentives or promotions resonate strongly with prospects. Transparency instills confidence in your brand and eliminates uncertainty, making it easier for buyers to make informed decisions and commit to a purchase.

Open Communication: Human interaction fosters open communication channels where buyers feel comfortable asking questions and expressing concerns about pricing. OSCs can provide clear and honest answers, building trust and credibility along with offering support to get the information they need from lenders and financial institutions.

Continuing Training and Development: Equipping your online sales consultants with the knowledge and skills they need to succeed in the digital landscape is crucial. Providing comprehensive training on effective online sales techniques, customer relationship management tools, and industry trends make a big impact on the success of the program. Empowered and knowledgeable OSCs can better engage with prospects, overcome objections, and ultimately close more deals.

While digital tools offer numerous benefits for streamlining processes and increasing efficiency in the sales process, humanizing the process is essential for building trust, understanding complex needs, effective communication, handling objections, establishing emotional connections, and adapting to changing circumstances. By combining digital tools with human expertise and empathy, companies can create a sales experience that is personalized, engaging, and ultimately more successful.