The Three-Step Closing Process

Marketing — the process which creates consumer awareness of products and services — as it relates to small volume and/or custom architects or builders, is a topic that has been written and spoken about extensively at conventions and symposiums. Some great ways to create consumer interest in a builder’s services include realtors, job signs, advertising, parades of homes, seminars, home and garden shows, public relations and model homes. Effectively converting interest into a construction contract is something completely different.

The actual selling process is critical to a small builder or designer whose time to devote to selling is limited. The psychological transition a consumer makes from mere interest in a builder’s services to willingness to sign an agreement and spend hundreds of thousands of hard-earned, and yet-to-be-earned dollars, is not one to be taken lightly. Those who know how to guide clients through the decision-making process most likely will be the ones who get the best customers and spend the least amount of time during the often drawn-out preliminary stages.

First contact

The entire purpose of marketing and advertising is to get the phone to ring. Therefore, a phone call most often will be the first contact with a prospect. When the phone rings, make sure the image you have worked so hard to create is not tarnished by poor phone etiquette. Whether the call comes directly from the prospect or a realtor, always answer by identifying the company and who you are. Had a bad day? This contact is crucial, so don’t blow it with a bad attitude.

The first call provides an opportunity to make a positive impression and to make sure they are your type of prospective client. Prequalify them based on budget, time frame, where they want to build and type of home before you commit to an appointment. Start a prospective client information sheet to track this information and set an appointment with promising prospects. The meeting should take place in either your office or a model/spec home. Avoid meeting with the prospect at their lot (if they already have one) or their home.

Set up the first meeting with your prospective client so you control the pace and content. Have a goal for each meeting. For this one, goals could include: setting an appointment to meet again; agreeing to a site visit; or, ideally, to sign a preliminary design/build agreement.

Make sure the meeting space is clean and private. If you have created a brag wall, meet in this room and seat your prospects facing it. Have marketing materials on the table before your prospects arrive: brochures, sample plans, business cards, a presentation manual, sample forms and agreements, reference lists and a legal pad to record what is said. Scrambling around for this material after the prospect arrives indicates lack of preparation and organization.

Upon arrival, immediately greet the prospect at the door or in your reception area. Do not make them wait, even one minute. Their time is valuable and they will judge you by your response to their arrival. Also, do not take your cell phone into the meeting, and make it clear to everyone in your office that you are not to be disturbed while meeting with your prospect. Ask them if they would like coffee or something to drink and then usher them into your conference room. Direct them to a seat facing your brag wall; then excuse yourself to get one last item for the meeting. This is simply a tactic for letting them get settled and, more importantly, to peruse your brag wall. This helps establish credibility and can provide an icebreaker for your presentation.