Your prospects call you to look at resale homes after seeing an ad in the paper. You show them homes. Then, after a long hot day, they get out of your car and into theirs, and tell you that they are going to look at newly constructed homes and will call you in a day or so to let you know what they decided.

How you respond could make or break the sale.

If your buyers catch you off guard in this way, my question is, are you really surprised?

In many markets, about one out of three homes being sold are new homes. How many of these buyers do you think bought on their own after being with a Realtor? It's hard to say, but the number could be shocking.

Could it be that you made the assumption that just because the prospects called on a resale ad, that they want a resale, and will not consider a new home? Probably. General agents for the most part, don’t think “new homes.” They aren’t trained to think new homes and basically are not expected to sell new homes.

During the ride to see the resales, what do your prospects see? They see a huge, gorgeous billboard extolling the virtues of the lifestyle and buyer incentives in a new homes community.

Your prospects may even ask you about the community. You may know something about it, but probably don't. Even if you do, you may be hesitant because you aren't sure if the builders pay commission. And since you've never been to the community and don't know anyone on the sales staff or where to park, it could be awkward and embarrassing.

Later, the buyers go to the community and purchase a new home without you, and all you are left to think is, “all buyers are liars,” which of course is not true.

What happened?

Maybe you didn't do a good job qualifying the prospects. The question “Have you considered a new home?” never came up.

Here are some steps to take next time:

1. Become knowledgeable about the new homes in your market. Read the real estate section of your local paper and new homes magazines. Your prospects do.
2. Make it a goal to visit one new homes community a week. Introduce yourself to an on-site consultant. Swap email addresses. Build rapport with the on-site consultant.
3. Ask every prospect if they have considered a new home. If they have, ask them which ones, and what did they like about them? This will give you great information about their wants and needs.
4. Explain the new homes registration protocol to your prospects, and why it will not cost them more in most cases to use your services.
5. If you have been out all day and need a break, take them to a new homes community with which you are familiar. It will give everyone a chance to use the facilities, and get something to drink.
6. Allow the on-site consultant to answer their questions about the neighborhood, taxes, and commerce. This is what they do for a living.

When you leave, all of you will be refreshed and all will have a better feel for what your prospects want to purchase.

And hopefully, when your buyer makes a decision, you won't be left out.

Published: June 28, 2004

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David Fletcher has been a Florida licensed real estate broker and new homes sales and marketing consultant for 30 years. Along the way, he has sold more than $3 billion in new homes and condominium products for developers and builder/developers. He has been broker of record for 16 rental conversions and marketing consultant in 29 lender workouts for major communities and condominium projects, a featured speaker at the National Association of Realtors, and chaired the Florida Home Builder Association's Sales and Marketing Council. In 2008 he was named a 'Lifetime Achiever' by Keller Williams Realty's International Division. You may contact him at or call him at 407.234.2349.