Southeast Builders Conference

Merchandiser and interior design specialist Lita Dirks and I presented a session last week at The Southeast Builders Conference (SEBC) in Orlando.

Our topic "Creating the Million Dollar Sizzle with Affordable Marketing and Merchandising" was very current and the audience was extremely interested in our tips.

I had recently toured several communities in the Naples area to get a first hand field perspective of good and bad marketing techniques that are prevalent in communities.

The national builder, Toll, does an outstanding merchandising job at their communities. The model areas are immaculate and the sales teams enthusiastic. There are tips that can be picked up and emulated such as motion controlled model lighting.

Lita showed some excellent before and after pictures of models that needed to be refreshed to better merchandise their space.

When communities are taking longer to sell; creating the first impressions are critical. Every customer deserves the sizzle when visiting.

Along US 41, human billboards are used for communities. It seems inappropriate to use this method that typically is used for store closings and fast food restaurants.

It doesn't take a mega checkbook to improve a community's first impression to customers but it takes someone putting themselves in a customer's shoes.

Receptionists and Inquiries

Recently I called a senior community and asked for the name of the executive director and if I could speak with them.

I was told the community did not have an administrator and then the receptionist hung up on me.

Without knowing what I wanted or needed, the conversation was ended.

The list of reasons for any telephone inquiry could be as numerous as one's imagination but it is sufficient to say, this is an unacceptable way to handle any incoming telephone call.

Customer service skill training should cover how incoming calls and questions are handled. First impressions begin with the receptionist and they have the power to build a welcoming relationship.

Perhaps I was a family member wanting to speak with the administrator regarding our upcoming move and my telephone call was so abruptly mishandled. I'd start thinking twice about selecting this community. This simply interaction would raise my antenna as to the quality of staff and care provided.

This is why periodic telephone mystery shopping is so worthwhile. It's important to audio tape a telephone call so employees can hear for themselves their customer relationship building strengths and weaknesses. We recommend using written transcriptions of telephone calls in training; these transcriptions can be highlighted for employees to see where they need improvement. Our receptionists are like athletes--they need continued education and training to be the best first impression.

Publicity for On Going Interest

We are often asked what can be written about a community either as newsletter content or as press releases.

The opportunities are vast.

Don't forget there are many avenues for readership in addition to the local newspaper.

Let's take a real estate community as an example and the pre construction phase--

1. Land acquisition;
2. Planning and zoning approval announcement;
3. Groundbreaking.

Depending on the community's size and scope and your local newspaper, the press may announce planning and zoning approvals but preparing your own press release may help them with needed information.

If you attend the city's meetings, incorporating a quote from a city official makes the press release more newsworthy.

Groundbreaking announcements can include a picture--it can be an event or simply a picture with some key people involved in the project.

You may want to hold back some project information for later press releases rather than give everything away in the groundbreaking press release.

Ask yourself what do you want the groundbreaking to generate. At best, you may be able to take names, addresses and telephone numbers when anyone calls for information so it's important to plan to gather these inquiries from the get go.