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ith financing such a critical component of the home buying decision, panelists participating in a webinar presented by NAHB's National Sales and Marketing Council told listeners that they needed to understand the financing process and know how to explain it so they could better reduce the fear of it among home buyers and close the sale.
“The goal is to open up the conversation to get buyers out of the fear stage and into the emotional stage of why they are purchasing a home,” said Anthony Grasst of MetLife Home Loans during the NAHB webinar, What Salespeople Need to Know About Financing.
Be Prepared to Discuss Financing With Buyers in Terms Tat Reduce Teir Fears W
“If you understand financing as one of the critical components in selling a home and you are able to effectively communicate it to your buyers in a meaningful way, you will have more success in your sales than your competitors,” he added.
Grasst said that top salespeople know how and where financing fits into the sales process. They identify financing solutions beforehand and practice how to present those solutions using sales scripts. He said they also develop questions to ask buyers to get the pertinent financial information needed to make the sale.
“Train your salespeople to write their dialogue and practice asking, telling, trial closing and closing each part of the
buyer’s checklist,” added webinar panelist Chris Seung, CSP, of Customer Connected Sales Training.
But Grasst said many salespeople mistakenly avoid preparing themselves on financing because they are intimidated by the process or don’t want to be involved and prefer to have the lender take care of everything.
He noted, however, that the most successful sales teams are the ones who work with the lender during the sales process. Cooperating will reduce surprises and help the process advance more smoothly, agreed Seung.
“You need to know what your loan officer 16 DECEMBER 2011 | HOUSTON BUILDER | GREATER HOUSTON BUILDERS ASSOCIATION – BUILDING A BETTER FUTURE
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