What's So Hard About Doing This? Part 1

by George Allen

90% of MHRetail Salescenter and LLCommunity Sales/Leasing Consultants Do Not Do What's Described in the Following Paragraphs, Yet Every One of Them Should!

No, this is not a tutorial about signage or Mystery Shopping. It's about on-site salesmanship and leasing-so that once the following suggestions have been implemented and supervised, sales/leasing consultants can say, "We're doing our part to put the MHIndustry & LLCommunity asset class back on track as this nation's Best Source for truly affordable, attractive, quality, non-subsidized, 'green' housing, along with highly Desirable Lifestyle Environments in professionally-managed landlease (nee manufactured home) communities!" So here goes…

The phone rang six times before someone answered, saying "Whadaya want?" When I asked if it was "so & so" MHRetail salescenter in "such & such" landlease community, they answered: "Yea." Such is the too frequent beginning of MOST initial telephone inquiries to MHRetail salescenters, in and outside LLCommunities. Folks, it's time to "shape up" and start performing professionally as leasing and sales pros, or admit defeat, and get into some other line of work.

Here's how the initial incoming telephone inquiry from an otherwise interested and, let's for the moment assume, "qualified" prospective homebuyer and rental homesite lessee, or eventual resident, should be handled.

Answer the phone on the second ring; not the first, third, fourth, fifth or sixth. Why? Several good reasons. First, use the initial ring as a reminder to put a SMILE into your voice! Use the first ring to "get motivated" to sell and/or lease! As Zig Ziglar often said, "I'd rather be greeted with a fake smile (in one's voice), than with a genuine frown!" So, give your new customer a genuine SMILE! Think about it. Furthermore: answering on the first ring is akin to pouncing on the potential customer-like you've got nothing else to do but that. Answering on the third, fourth, fifth or sixth ring conveys the opposite message: "Hey, I've got better things to be doing than talk to you!" Surely, you don't want to convey that turnoff message, do you? Answer on the second ring.

Then, what Greeting to use? I prefer how the Newby Management team of Ellenton, FL, does it: "Good morning (or afternoon); Thank you for calling (salescenter name). I'm (name), how may I serve you?" Oomph! Did you catch that? I don't know about you, but I want to get to know folks better who want to SERVE me! And here's your opportunity to begin to do likewise. Perhaps it's high time you start wowing your prospective homebuyers and site lessees when they phone!

Early on in the initial telephone conversation, Ask for caller's name, and Make a record of it on the Daily Traffic Report-you do have such a daily record of phone calls and on-site visits, right?-on the clipboard right next to the telephone. After all, you just shared your name during the Greeting, so "fair's fair" to ask for theirs-and use it during the conversation. Besides, if you're like me, and sincerely believe this initial phone contact is a critical first key step to developing Good Resident Relations = More Resident Referrals = Great Resident Retention (a.k.a. "6R's of Really Good Resident Relations!"), then get this relationship off to a good start! Asking for prospect's name also serves as a good and timely reminder to get their contact information as well, adding it to the aforementioned Daily Traffic Report. Let me know if you'd like a free copy of such a traffic recording form.

At this point, inquire as to caller's housing needs. What's needed? When is it needed? How will they be paying for the home and site rent (qualifying question). Just be careful not to discriminate during this important first conversation. How to know? Just recall that old bromide: Realtors Can Really Sell Housing Fast Now! The first letter of each word is a reminder of each of the seven protected classes of citizenry: Race, Creed, Religion, Sex, Handicap, Family and Nationality. Think I'm kidding? You won't, the first time you get caught practicing "linguistic profiling" by an agent contracted by the federal government to ensure you're playing fairly. So, during this part of the conversation, offer some pricing information as well (housing price range, site rent amount), as a further non-discriminatory way to qualify prospects.

Furthermore, if the caller is interested enough to have phoned the salescenter and/or property, given you their name, address and phone number, and worked through the housing needs and qualifying conversations, by all means ASK FOR A DEFINITE APPOINTMENT TO VISIT on-site!

But the job is not yet done! Remember to offer Travel Directions to your location. Don't cop out and suggest they use Map Quest or rely on a GPS system. While these are popular tech options, there are still many folks not so technically inclined, who need help finding your location. While you're at it, ask How They Learned of the salescenter or property. Why? This is the easiest and best way to gauge the effectiveness of whatever marketing means are in effect at the time: e.g., referrals, billboard, drive-by, newspaper ads, online information (such as MHVillage.com), Yellow Pages directory, local Chamber of Commerce, brochure picked up at a local hotel, resident referral, and on and on.

Well, that's about it. Those are the most basic of touchstones used by the most successful of leasing and sales consultants working in today's MHRetail salescenters and on-site in landlease communities. How confident are YOU that your staff is following this or a similar routine? It may be time to find out! How? Mystery Shop them! Call the MHIndustry HOTLINE: (877) MFD-HSNG or (877) 633-4764 and ask for a free copy of the Standard Shopping Report form.

OK, let's turn our attention to what happens when the prospective homebuyer and or homesite lessee arrives to see and experience housing product and lifestyle features.

Do you have signage off-site and on-site to guide visitors to your location? I've written before about bootleg signs at interstate exits, adopting the last quarter mile of highway leading to your property's entrance, WELCOME HOME entrance signage, and vacant rental homesite signs suggesting "BUILD YOUR NEW DREAM HOUSE HERE! Call (your phone number)." Do you have such signs in place? How about getting prospect from the entrance of the building to the Information Center (hopefully, you're not still calling it an Office). If it isn't right there within eyesight of the entrance, plan on putting up small signs en route to it. And reserve the best parking spot with the sign: RESERVED FOR FUTURE RESIDENT!

OK, prospect arrives on-site, at the Information Center, gets out of their vehicle and comes into the salescenter. What does your staff do? Do you have any idea? You'd better! Here's what they "should do"…

We're going to stop here for now. This topic will be continued in Part 2.

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George Allen, Realtor(r), CPPM(r)Emeritus & MHM author & freelance management consultant specializes in factory-built housing & landlease (nee manufactured home) community real estate asset class. George authored three textbooks on realty development, investment and management, plus his popular Chapbook of Business & Management Wisdom. Also pens subscriber-supported monthly Allen Letter and the Allen CONFIDENTIAL! business newsletters. Contact him at Box #47024, Indianapolis, IN. 46247. Phone (317) 346-7156. FAX: (317) 346-7158. Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it . Website: community-investor.com for his blog.