Harmonizing Teams and Technology: Key Strategies for Efficient Home Sales

Put yourself in your customer’s shoes: they speak to your OSC (online sales counselor) about what may be possible for them when purchasing in one of your communities, and your OSC takes their information and sets up an appointment for them with your sales team. They also add that lead to your email marketing list. The next day, they get a mass-marketing email from you with information that contradicts what your OSC said.

Now, they’re confused. They aren’t sure whether what the OSC said is true. Even if they still move forward with their appointment and their intention to purchase a home from you, damage has been done to the relationship and they may feel like they cannot fully trust you to keep your word.

The key to avoiding this is to ensure all teams are working in harmony. Read on to discover our key strategies for efficient home sales that produce a seamless customer experience.


Cross-Train Your OSCs and Marketing Teams for Consistent Messaging

One of the biggest mistakes we see home builders make is failing to cross-train their OSCs and marketing teams. When these teams are not in active communication with one another, or do not have access to the same information about clients, you risk your customers getting conflicting or inconsistent information.

This can be disastrous, causing them to feel unvalued and confused. And confused brains don’t buy.

The best way to avoid undermining your customer’s confidence? Ensure anyone who has contact with your customers has the same information about them and the most up-to-date information to offer them. That means that if they speak to your OSC, the following email from sales should reflect the same information.

Not only will these best practices make your customer experience better, but it will also make you more efficient. When all your teams have the same information centrally located, they don’t have to waste time looking for the information they need or reaching out to colleagues to learn what they need to know to move the sale forward.

Of course, to facilitate this, you need the right technology.


Technology: The Catalyst for Sales & Marketing Efficiency

Emailing back and forth and calling colleagues is not efficient. What you need is a robust CRM (Customer Relationship Management) system that acts as a single source of information for all customer interactions. Leveraging a CRM can improve your sales processes and efficiency significantly. In fact, well-leveraged CRM software can increase sales by up to 29%, and boost sales productivity by 34%. How? Because it allows every customer touchstone to be personalized and current for the customer, meaning they always feel nurtured, heard, and will trust you to be working in their best interests.


The Power of Mobile CRM Solutions

87% of sales professionals report that their CRM has helped them improve their sales processes, but you need to remember that their efficiency depends on how easily they can use it to get the up-to-date information they need to deliver a quality experience. A CRM system that’s old or fails to work on the cloud properly is going to hinder your business, not help it.

To take your sales efficiency to the next level, consider adopting CRM systems that allow your team to be mobile. Sales representatives using mobile CRM systems meet their sales quotes three times more often than those who don’t, and that’s because they have constant, up-to-date information about every customer. That’s why we recommend everyone (OSC, online salespeople, and onsite sales people) have access to the CRM system and update it after every customer interaction.

You may think this isn’t important if everyone primarily works in front of a computer, but your onsite salespeople interacting with customers while touring communities, lots, and homes can greatly benefit from being able to check information about the customer(s) they’re with, regardless of where they are.


Leveraged CRMs Create a Seamless Customer Experience

Leveraging good CRM systems allows you to offer a seamless customer experience (FounderJar reports a 74% improvement in customer satisfaction), which in turn allows you to increase revenue. 64% of sales teams report that CRM software has been impactful increasing revenues, and that’s without spending any extra on advertising or new marketing campaigns. This increase in revenue comes exclusively from increasing your marketing and sales efficiency.

CRMs aren’t just beneficial for in-the-moment customer interaction, 82% of companies use their CRM for sales reporting to track and analyze sales activities. By gaining a deeper understanding of your customer behaviors and preferences, you can more effectively tailor your marketing campaigns to meet the needs and desires of your audience.


Unifying Sales and Marketing: A Strategic Approach

By adopting advanced CRM technologies, you not only streamline your sales and marketing processes, but improve your customer experience, in turn increasing your sales. This strategic integration ensures that all team members, from OSCs to onsite salespeople, are aligned, which significantly boosts operational efficiency and builds stronger customer relationships.

As you continue to refine these processes, remember that consistency in your communication and a unified approach in handling customer data are key to securing and maintaining trust in the competitive home building market.

Ready to transform your sales and marketing efficiency? Our CRM implementation services are designed to ensure that every member of your team comprehends and utilizes the CRM as intended. Contact us today to see how we can help you create a more cohesive, customer-focused experience that drives results.





Written By

Shari Morton

Shared Drive | CGO