Sales success will lead 2016

We have heard consistently that 2016 is the year where the WA property market will stabilise and normalise – which translates to the fact that we are going to have to work that bit harder to achieve our sales targets.

PropertyESP often conducts phantom shops for our clients, because no matter how great your marketing strategy is, if your sale’s people can’t convert the buyers when they come in the door – the marketing spend is simply a waste of money.

Typically there are a number of poor practises that sales people employ that costs them the sale.

Firstly, I have seen some sales people show a total lack of interest in the incoming buyers.  Some have been so incompetent that they have stayed behind their desk and referred the buyers to the sales list without making any effort to engage in conversation.

Secondly, some sales people can be too scared to ask the tough questions such as:

  • So where else have you looked?
  • What do you like about our estate/property over the others?
  • What budget do you have in mind?
  • What’s stopping you from buying today?

Next a high percentage of sales people forget to brag about their project.  If your project or developer has some strong benefits then it is up to the sales person to sell these! But they also have to be different and unique, especially in highly competitive locations.

Lastly, very few of the sales people who I have phantom shopped actually ask for the sale.  They often let the prospect walk out the door armed with brochures galore – but they haven’t asked the vital question “So can you see yourself living here?”

The sales effort also shouldn’t end there.  Once the prospect has left the sales office, your team still need to follow up the prospect and maintain regular contact while they are still in the market.

I recently did an audit of a client’s sales list and determined that one third of buyers where no longer actively looking, one third had bought somewhere else and one third were still actively looking.  This meant that potentially out of every 100 registered leads, there were 60 who could still be converted.  Even if you only achieved a 50% success rate – in this market that would be a significant outcome.

If you believe that something is amiss with your sales team then contact PropertyESP on and let us determine where the issues lay.  Once you identify the problem you can then work towards solving it!

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PropertyESP is a group of property experts – analysts, marketers, PR people, sales experts – who understand Australia’s obsession with property and love to share that knowledge. At PropertyESP, we appreciate property and exploring what is being sold and how that is changing over time. We like to get behind the trends to see what people are buying and selling at the local level. We share our knowledge with our clients so they can make informed decisions when developing, buying and selling property. We believe that better understanding leads to better decision-making.

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