REAL ISSUES

X-ray under performing communities.

Get actionable buyer recommendations.

REAL ISSUES INCREASE A COMMUNITY’S SALES

When a community is under-performing and management is trying to decide what to change in order to turn the sales around, we’ve found that in-depth interviews conducted with the prospects who visited the community during the past three to six months provide the ideal knowledge and insights to discover the specific causes and arrive at the best sales solutions for increasing sales.

Our interviews obtain candid answers about the prospects’ home buying intentions, their impressions of your product and offer, and their comparisons with your competition. The report includes a detailed profile for each prospect, describing what it would take to get them to make a buying decision, and provides their contact information for follow-up and conversion by your sales staff.

  • What are the benefits of Real Issues?

    Real Issues benefits:

    • Determining how prospects are making their buying decision and how your community “measures up” in their evaluation.
    • Establishing the quality of the traffic: The prospects’ position in the marketplace, the reasons for their purchasing time frame and the competitors they’re considering.
    • Identifying your community’s specific strengths and weaknesses compared with the competition.
    • Obtaining detailed Prospect Profiles that tell each prospect’s homebuying “story” so your sales staff can make follow-up calls to increase conversions and identify where and how you’re losing sales.
    • Generating “be-backs” because our interview walks them through the decision-making process, reminds them about all of the community’s qualities and features, and gets them to review their perceptions.
    • Providing valuable insights about your marketplace.
    • Customization is available to explore issues, assumptions, and concerns that are specific to your community.

    In one case, our research found that the prospects who could make an immediate home-buying decision because they were renting or leasing didn’t grasp the advantages of current market conditions (lower prices and interest rates). We helped the sales staff craft a presentation to illustrate what a prospect would lose in terms of buying power as interest rates increase, and they were able to generate more sales by creating a greater sense of urgency.

  • A Real Alternative to a "Focus Group"

    Our Real Issues service is the equivalent of a focus group study. Our interviews areconducted in person by phone in one-on-one conversations, in contrast with the focus group methodology of gathering 10 to 12 subjects in a group setting. The advantages of the one-on-one approach:

    1. The interviewees are much more representative because they participated at their convenience and without remuneration
    2. Any possibility of bias as a result of group behavior has been avoided
    3. The overall investment is substantially lower than the cost of conducting a focus group

  • The Bottom Line

    Real Issues are affordable and provide a high return on your investment. They allow you to eliminate the guess work and quickly identify the cause for underperformance. You’ll increase sales while minimizing discounts and incentives. Real Issues make sales and marketing easier, more effective, and more profitable!

Trying to turn around an unsuccessful community was like throwing darts at a moving target.  Everyone suspected different issues were the cause, but no one knew for sure.  So we would pick an issue to focus on, make changes and then wait to see if we had picked the right one or had to try something else.  The time and money we wasted was very painful.  With Real Issues, we quickly learned exactly what the problem was so we could fix it.  No more wasted time, energy – and money.

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