Are sales slow because agents don't know how to sell?

A very wise friend of mine, a man with many years experience advising new home developers on sales and marketing issues, bemoans what he considers the generally low quality of agents staffing new home developments. In his view, they simply don’t know how to sell.

He describes as typical agents who know little about the homes they’re selling or their competition, who ignore buyers or show no interest in learning their wants, and who systematically fail to follow up – among many other shortcomings. I could add my own lengthy litany of how confusing, uninformative and just plain wrong-headed much of new home marketing is from a home buyer standpoint.

It’s obvious that poor sales and marketing efforts are only one aspect of the current slow pace of new home sales. Just how big a factor are they?

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