Here at Bild Media, we’re very fortunate to partner with some of the best manufactured home businesses in the country. From family-owned retailers to national community operators, our clients represent the full spectrum of the industry.
Through our relationships with these firms, we gain an inside perspective on how the most successful sellers in the country run their sales teams. Below, I’ve outlined five common traits I’ve observed among successful retailers and community operators and explained why I believe each trait helps them outperform their competition.
This is certainly not an exhaustive list, and I have no doubt there are successful sellers doing things differently. As they say, “There’s more than one way to skin a cat.”
Managers Manage, Salespeople Sell
Managing people is challenging. It takes a certain type of person, and even the most skilled managers can become overwhelmed leading their teams. But do you know what’s even harder? Trying to manage a team while also selling homes and closing deals. Many managers multitask as both managers and salespeople, resulting in underperformance in both roles.
I understand the inclination—most managers started as salespeople, and jumping back into sales when help seems needed can be tempting.
However, having an employee shift between big-picture management and detailed sales activities disrupts priorities. If a manager is focused on selling, they risk getting bogged down in the minutiae of closing deals instead of effectively running the business.
Comfort is Key
Have you ever heard the phrase, “Time kills deals”? I’m guessing you have. It’s a mantra home sellers live by, and it’s 100% true. The longer a deal takes, the less likely it is to close.
However, when touring homes, too little time can also kill a deal. The more time a potential buyer spends in a home, the greater the salesperson’s opportunity to help the buyer fall in love with it. But to keep someone in a home, they need to feel physically comfortable.
To maximize your chances of closing deals, your homes must be comfortable—heated, cooled, fully powered, and ideally staged. Buyers should feel instantly at home the moment they step inside your lot model. If your customers are sweating, shivering, or stumbling around in the dark, they’re much less likely to purchase from you.
They Provide Training
What does your training program look like for new salespeople? If your answer is, “Great—I update it regularly as lending practices, products, and regulations change,” you’re in good shape. If your response is, “What training plan?” you’ve got some work ahead.
Many retailers adopt a “sink or swim” mentality with new hires. If they figure it out on their own, they stay. If not, they move on. This approach might save time upfront by avoiding the creation and implementation of training programs, but it costs businesses significantly in efficiency and growth potential.
Untrained salespeople complicate deals, lose prospects, strain lender relationships, and damage your brand reputation. Skipping training might seem appealing in the short term, but it will cost your business far more in the long run.
Physical Marketing Materials Matter
We may live in an increasingly digital world, but people still appreciate physical items they can hold and take home. Successful sellers leverage this. High-quality brochures, posters, business cards, and other promotional materials can make a lasting impression.
Ensure your materials are of such high quality that prospects feel guilty throwing them away. They’ll keep these items, bringing your business to mind every time they see them.
Salespeople Stick Around
Some of our most successful clients measure their salespeople’s tenure in decades, not just years. Longevity is a clear sign of a successful team. Employees who stay for a long time tend to be happy, and happy salespeople typically sell more homes.
If you’d like to have a conversation about where your marketing could improve, I’d love to help. Click the button below to schedule a FREE discovery call. This isn’t a sneaky sales call, or a bait and switch maneuver. It’s a simple call to see where you can improve your marketing. I’ll look at the business with you, and let you know how I think you can improve your marketing. There is zero cost.