After several years of sitting on the sidelines, custom builders and developers are finally getting back into the real estate game. The beautiful part of prospecting with this group is that if once you’ve established a relationship, it can be an annuity in commissions that last for years. In addition, representing a builder or developer can mean dozens, or even hundreds of new leads coming from model home activity. Presenting to buyers that visit a model home may be all that you need to build a highly successful business representing your builder and multiple buyers, both for the builder, and for existing home sales.
Another great benefit to working with this group is that all of your prospecting for their business is done during weekdays. And guess what? No one in this group is on a “Do Not Call List.” To save time, your initial contact should be done over the phone. This is a “Take the Shots” strategy. Get a list of all of the builders registered with the county or state in your area. Be sure to get their contact information when you secure the list from the building or state department. It’s always included in licensing and incorporation documents that are public.
Next, make a brief call with the following script:
“Mr. Builder/Developer, this is ______ with We Get the Job Done Real Estate. I know you’re busy, so let me get right to the point. Our firm has enjoyed an excellent relationship representing many of the best builders and developers in the state. We’re in the process of expanding our representation, and I was wondering if you’ve ever used a top luxury real estate firm such as ours to objectively market your properties?”
No matter what the response is on the part of the builder or developer, respond with:
“That’s exactly why I want to schedule a time where we could spend about 30 minutes so I can share some of the proprietary approaches we use. If I can find out where you’re at, I can be specific in sharing what we do and we can see if it’s a fit. If nothing else, I’ll give you some great ideas that other builders are using to increase their sales activity. Would tomorrow afternoon work, or would Friday morning be better?”
What is the best way to approach builders and developers? Once you have an appointment, a presentation with this group is no different than it is with someone selling their own home. You must prove to them that your representation can net them more than if they used someone else or did it themselves. Although many builders are very personable and obviously know their product inside and out, they are usually not sales professionals, and they’re certainly not “objective” when it comes to negotiating a sale.