As you may have noticed when shopping for a new home, builders strive to make the presentation of their model complexes an art form in itself. Many builders will lavish their models with only the most elegant upgrades, and will outfit their sales offices to the teeth as well. Indeed, awards are given out at local building association galas for the most beautiful sales offices in new home construction. But watch out for what may just be the newest category; the sales wardrobe! Although not an entirely new concept, the Realtor and building industries have occasionally outfitted their agents in at least a common blazer as a signature of their image and services. It would be difficult to believe that any builder has gone as far as JTS Communities in Northern California in salesperson presentation, however. That is because, as of the spring of '99, JTS decided to completely "dress" its sales organization in what anyone would consider elegant, professional wardrobes.

Jack Sweigart, president of JTS Communities is admittedly big on presentation. He believes that his community sales managers, as well as their associates were eminently worthy of the best. So, he dispatched Cheri Regan, former owner of her own modeling agency in Sacramento, and now a top sales person at JTS Serrano in El Dorado Hills, CA, to look into a professional wardrobe for his sales team. Happily in her former element, Cheri took the task very seriously. She chose Nordstrom for the ladies and locally prestigious men's clothier, Bonnie & Gordon, for the men. The goal was to find a group of coordinating garments that suited many different torsos, but which would offer variety, comfort, and versatility to its wearers. She and her Nordstrom personal shopper came up with an entire Bill Burns ensemble, in dark navy hues, tans and whites, which would complement any agent's coloring, and give a totally professional demeanor to their sales efforts.

"This was almost as exciting as selling a home," Cheri says enthusiastically, "Working with my fellow sales consultants on getting entirely new sales wardrobes was like helping to decorate a model home, only better! We hadn't heard of any builder in the area doing anything like this for their agents, and we were all thrilled at the prospect."

Pleased with Cheri's choices in wardrobe elements after a "showing" of them at a weekday marketing meeting, Sweigart gave the nod to go ahead with the wardrobe program. Cheri then had the task of gathering all 14 sales people for fittings. The ladies' effort was orchestrated at Nordstrom's where a personal shopper supervised the proceedings. Because of the volume of clothing purchased, Nordstrom stepped up to the plate by graciously throwing in the cost of alterations. The lead sales team ended up with several complete outfits, with a few alternative pieces thrown in for the ladies, and a choice of shoes and even coordinating socks for the men. Associate (relief) agents also received a wardrobe, albeit a smaller one, and completed the posh sales office look.

What was the reaction of the on-site sales people? "It certainly adds another classy element to our sales presentation," says Bill Hill, of JTS Silver Springs in Elk Grove, CA. "I don't even have to think of what to wear every day, and know I'll always look polished and professional."

"I think it's just great," beams Melissa Kassis of the new JTS Granite Bay at Olympus community in Roseville. "It takes the JTS 'look' to the next level and completes it by outfitting the sales staff as beautifully as they outfit the homes." The agents agreed that they were honored to be "gifted" the wardrobe, and feel it's an added bonus in an already booming new home market. JTS Design Center personnel may be next to be "wardrobed", giving a distinct and unique impression of all professionals who regularly meet with of JTS homebuyers.

JTS Communities, one of the few hometown, family-run builders in the Sacramento area, specializes in single family homes from entry level to luxury levels throughout the greater Sacramento area. The 27 year old company expects to sell in the vicinity of 600 homes in 1999 and looks confidently forward to the new millennium of home building.

What are the "rules" attached to such a fashionable windfall? "Just wear them with pride and keep them neat and clean, " says Kevin Coates of the Advantage Group, JTS' marketing firm. "The fabrics Cheri chose are incredibly easy to wear and maintain. We wanted something the agents felt elegant in, but didn't have to fuss over. She even came up with a casual ensemble for when our sales people are working out of sales trailers, or spending lots of time walking home sites."

Kris Steele, of Elk Grove Pointe, says he can't believe a builder would make such a big investment in its sales staff's appearance, but he's glad JTS went the extra mile. "It's as if, because we are trying to give 100% for JTS, they are willing to give back." says Kris." It allows me to focus on serving our buyers and makes me look and feel terrific."

So, the next time buyers enter a JTS sales office, they should take a moment to check out the sales person's new duds. Oh, and be sure to check out the homes too. After all, when salespeople are dressed for success, there must a pretty good reason for it.

For more New Home News Click Here

Published: July 23, 1999

Use of this article without permission is a violation of federal copyright laws.