Two Common Mistakes in Setting Up Effective OSC Programs – And How to Avoid Them
In today’s competitive home building market, setting up an Online Sales Counselor (OSC) program that truly drives results is essential. However, time and time again, I see companies making key mistakes that limit their OSCs’ ability to build rapport with potential buyers and, ultimately, secure stronger appointments that will convert to sales. These errors often stem from unrealistic expectations around follow-up times and interaction quality, undermining what could be a highly effective lead engagement strategy.
Here, we’ll look at two specific examples I’ve encountered recently, which highlight critical areas where OSC programs fall short—and how they can be fixed.
Scenario 1: The Follow-Up Window Is Too Short
Blue Gypsy Inc regularly helps builders set up new OSC programs and audit existing programs.
In a recent interview with an OSC, I was shocked to hear that their company gave them just 10 days to engage with a new lead. If the lead didn’t respond within that window, it was marked as “dead.”
This kind of approach is severely limiting, and here’s why: 50% of home buyers need more than 30 days to make a decision. Yes, half of the buyers might be ready to act quickly within those first few weeks, but what about the rest? By cutting off communication after only 10 days, you’re potentially missing out on a huge portion of qualified buyers who simply need more time.
To build a successful OSC program, it’s essential to have a more robust follow-up process. This doesn’t mean overwhelming OSCs with manual tasks, but rather designing a strategic plan that includes 8-12 touchpoints in the first 30 days. After the initial 30 days, there should be ongoing follow-up with the proper mix of automated strategies and personal outreach in place to nurture leads that aren’t yet ready to make a decision.
Why this matters: Home buyers are making a life-changing decision, and it’s often not something they’ll commit to within a few conversations. Giving OSCs the time and tools to build trust and nurture relationships beyond 10 days is crucial to securing sales down the line. A short follow-up window leaves too many opportunities on the table. You’re paying to generate leads, why are you throwing them away?
Scenario 2: Rushing Phone Calls and Sacrificing Rapport Building
Another recent encounter highlighted a different key mistake in OSC programs: undervaluing the time it takes to build rapport over the phone. One OSC mentioned she was told that all the information she needed could be gathered in 2-5 minutes on a call.
Let me be clear—this is not enough time to build the necessary trust with prospects. While some conversations may indeed be short, others may require more time to really understand the buyer’s needs, build rapport, and determine whether an appointment is appropriate. A 10-minute conversation isn’t unusual, nor is it a waste of time.
Focusing solely on speeding through calls to schedule as many appointments as possible without qualifying the lead means that your show rate will suffer as will appointment to sale conversion.
Why this matters: Rushing through calls leads to setting appointments with unqualified or disengaged prospects, which results in no-shows, wasted time, and frustration. OSCs need the space and support to take their time on the phone, build a connection, and set meaningful appointments that are more likely to result in a sale.
What This Means for Your OSC Program
In both of these scenarios, the underlying issue is a focus on speed and numbers over quality and relationship-building. If you’re putting unrealistic time limits on follow-up or phone interactions, you’re doing it wrong.
Effective OSC programs prioritize trust, rapport, and sustained engagement. It’s not about cramming in as many calls or touch points as possible within a short window—it’s about nurturing each lead appropriately, giving them time to make a decision, and qualifying them effectively before setting appointments.
If you recognize any of these issues in your OSC program, or if you’re looking to avoid these common pitfalls, come talk to me. At Blue Gypsy Inc., we’re experts in creating and refining OSC programs that drive real results—by empowering OSCs to build lasting relationships with prospects, rather than rushing through the process.
Together, we can fix what’s broken and set your OSCs up for success.