1) The Opportunities and Challenges of New Homes Sales
The Unique Challenges of New Home Sales
Motivation: The Key to Meeting the Challenges
Preparation
First Impressions Are Important
Making Customers Feel Comfortable
Organize Your Personal Sales Environment
Requirements for Success
Making the Most of the Opportunities
Conclusion

2) Using Well-Planned Presentations
The Importance of Selling Skills
The Objectives of an Organized Sales Presentation
How to Build a Presentation
Address Yourself to Your Buyers' Motives
Guidelines for Management of Sales Exhibits
The Credibility of the Presentation

3) Qualifying and Counseling Prospects
Beginning the Qualifying Process
Qualifying Categories
Questioning Techniques
Self-Evaluation

4) Demonstrating New Home Sales
The Importance of New Home Demonstrations
Planning a Demonstration
Competitive Research
Using a Value Index System
The Walk-Through and Rehearsal
The Do's and Don'ts of Showing a New Home
Achieving the Purpose of the Demonstration

5) Converting Objections Into Closing Opportunities
The Nature of the Home buying Decision
Avoid Jumping to Conclusions
Types of Objections
When to Be Hard of Hearing
Avoid Defensiveness
Stay on the Prospect's Side
The Seven Steps to Handling Objections
Anticipate Major Objections
Third-Party Stories
The Principle of Reduction
Documentation
Prepare a Working Plan for Dealing with Objections
Commonly Heard Objections
Summary

6) Creating Urgency to Induce Action
Everything in the Sales Arena Should Convey the Message of Urgency
Teamwork
Phasing and Marketing Strategy
Summary

7) Generating Sales with Be-Backs
The Importance of Be-Back Business
Getting Be-Backs by Generating Emotional Involvement
Maintaining Good Prospect Records and Profile Data
Selling Against Competition
Follow-up
The Importance of High-Yield Opportunities
Conclusion

8) Closing the Sale
The Relationship between Qualifying and Closing
Handling the difficult Decision-Making Process
The Four Steps to a Sale
Closing Techniques
Avoid Introducing Too Many Decision-Making Subjects
The Closing Question
Types of Closes
Body Language and Buying Signals
Relieving Buyer Tension
The Salesperson's Approach
Initiating the Close
Confirm and Reinforce the Buyer's Decision

9) Opportunities Through After-Sales Service
General Forms of After-Sales Service
Keeping Buyers Informed
The Purpose of After-Sales Service
Specific Ways to Provide After-Sales Service
Maintain Good Customer and Sales Records
Buyer Involvement
Help with the Transition to a New Home
New Resident Activities
Welcoming Buyers to the Community
Summary

10) Managing and Marketing New Homes for Builders
The Role of the Broker in Builder Sales Management
How to Effectively List Builders' Homes
Commission Arrangements in New Home Sales Programs
On-Site Versus Off-Site Representations
Models and Demonstration Homes
Selection and Recruitment of Personnel
Educating New Home Sales Agents
Motivating Salespeople to Achieve Optimum Results
The Responsibilities of On-Site Personnel or Listing Salespeople
Communicating and Reporting to Builders and Managers
Creating Cooperative Broker Programs
Responsibilities of Listing Agents or Builder's Sales Managers
Policies and Procedures Manuals for New Home Sales
Summary

11) Improving Communication Skills
The Importance of Listening
Major Rules for Communicating
Natural Communication Tools
Props and Visual Aids
Cooperative Response
Conclusion

12) Creativity in Selling and Financing
The Need to Understand Creative Financing in Today's Housing Markets
Creative Financing Checklists
An Application of Creative Financing Techniques
Some Creative Mortgage Alternatives
Contracts for Deed or Land Contracts
Wraparound Mortgages
Conclusion

Glossary