The Host Couple Program

by Joe Adams

The host couple marketing program encourages cheerful residents to meet visiting prospects and to share personal observations relating to the life-style in their community. By volunteering to be host couples, satisfied residents can help their community's sales people sell houses. Host couples represent walking, talking testimonials and can promote the benefits of living in your development.

Host couples have more credibility than a salesperson. Prospects normally consider sales people partially biased and feel they may only provide a positive point of view. On the other hand, prospects feel residents will answer their questions more honestly than a community representative. Knowledgeable and enthusiastic host couples can overcome some of the doubts prospects may have.

This article will show you how to properly select, train, and supervise the residents who participate in a host couple program. Topics explain how to improve your chances of selling a home by using parallel personality techniques that enable you to match specific prospects with particular host couples. Final topics explain appropriate host couple compensation and outline the host couple's responsibilities.

Guidelines for Selecting Host Couples

The sales manager should interview each resident who volunteers to participate in the host couple program. Similar to hiring an employee, prospective host couples need to be screened before acceptance into the program. However, be careful not to offend any residents who are ill-suited for hosting a visiting prospect. Instead of telling residents they do not meet your criteria, consider them volunteers for other marketing efforts.

Host couples should have friendly, courteous, kind, and cheerful personalities. They should have a positive outlook on life. No one enjoys being around someone who constantly complains or criticizes. Negative attitudes can produce unfavorable results. Host couples must be easy to talk to and they must have the ability to listen well. Prospects can be turned off by residents who talk too much or act like know-it-alls. Ideal host couples do not talk about medical problems or physical ailments. They need not be super athletes, but they should portray a healthy, energetic attitude about life.

A good attribute for host couples is their ability to show a sincere interest in others. Polite host couples encourage their assigned prospects to talk about subjects that are interesting to the prospect. Residents who display a genuine concern for others can make a favorable impression on prospects and can set a proper atmosphere conducive to selling.

Improper host couples can produce an unfavorable environment. Ex-professional sales people usually make bad hosts; they consider hosting a prospect as a challenge and an opportunity to show they still can sell someone. Domineering or cynical husbands make bad hosts. On the other hand, quiet, easygoing men exhibit a relaxed life-style. Wives who are depressed or pessimistic yield negative results. However, women with jovial, outgoing personalities make excellent hosts.

Successful host couples enjoy meeting new people and look forward to having fun with their new-found acquaintances. Helpful host couples appreciate these potential new neighbors and make them feel important. They do not argue with prospects or tell them they are wrong, and host couples never assert any authority over customers. If any incompatibility arises, host couples are to inform the sales person, not the prospects.

To evaluate how people might perform as host couples, use the Host Couple Information sheet (Fig. 1 below). The sales manager should complete the form during a host couple's interview. By asking the various questions and hearing the responses, the interviewer can note how he or she is affected by the resident's personality. The impact residents have on the sales manager is more than likely the same impact that prospects will feel.

Host couple information. Click below to download full-sized version.
Click here to download full-sized version.

Training Host Couples

Although host couples are not considered employees, you must provide adequate training to help them achieve greater results. They should be given the basic knowledge and skills required to perform as hosts to visiting prospects. Host couples require both an initial training session and a development program.

All host couples must attend a preliminary training meeting before assigned the duty of hosting any prospects. Host Couple Guidelines (last paragraphs of this article) provide an outline of basic training for new host couples. The sales manager should review this form with all inexperienced host couples before he or she assigns any hosting duties. Emphasis must be placed on the do and do not portion of the guidelines.

Development training consists of monthly group meetings with all the host couples. The sales manager can have a short, positive motivational message, appreciation awards and hints for improvement. Allow time for each host couple to relate a story about a prospect they hosted during the month. By sharing information, the residents begin to help each other improve his or her own hosting techniques.

Supervising the Host Couple Program

The sales manager should be responsible for overseeing the host couple program. As supervisor, he or she is responsible for directing the activities of host couples, assigning prospects, training, and verifying compensation. Other tasks, discussed below, include informing sales people of the proper hosting procedures and how to handle any problems that may occur.

The sales manager should confirm that sales people are communicating with assigned host couples before, during and after prospects' visits. Before the prospects arrive, the sales person should inform the assigned host couple of an impending customer visit. This allows the host couple to confirm their availability and to plan their activities accordingly. The sales person should provide the host couples with brief backgrounds of the prospects they will be hosting.

Before the sales person takes the prospects on a community tour or previews any model homes, he or she should talk with the host couple. During this conversation, the sales person can acquaint himself or herself with any significant comments made by the prospects to the host couples. Information provided by the host couples concerning their assigned prospects must be considered confidential and not repeated to the customers. Inappropriate use of private conversations can erode the value of the host couple program.

After the prospects leave, the sales person should call the host couple to inform them of the outcome. If the prospects purchased, an enthusiastic thank you should be expressed. The sales manager should handle any compensation agreements. If the prospects did not purchase, the sales person should still thank the host couple for their time.

The sales manager is responsible for handling any problems associated with the host couple program. Ill-suited host couples are never fired; they are reassigned other duties to help in your marketing effort.

Any procedures that need to be clarified should be handled by the sales manager. Sales people should not tell host couples what to do or not to do. Sales people and host couples should be considered equals in the marketing effort. This relationship can keep host couples and sales people working together instead of one being considered subservient to the other. Any suggestions can be given to the sales manager to discuss in his or her next training session with host couples or sales people.

The sales manager should keep host couples informed of any activities or news that affects the community or the residents. Rumors can spread quite rapidly throughout a development. By keeping the communication lines open, the residents build trust in the sales manager and many will strive to help his or her efforts in selling homes.

Using Parallel Interest and Personality Techniques

Host couples and their assigned prospects should have similar interests and personalities. People usually get along better with others who share the same likes and dislikes. Communication is improved when acquaintances have common bonds they can discuss. By aligning analogous traits expressed by prospects with those displayed in host couples, you improve your chances of making a sale.

To match people's interests, you begin by comparing the answers on the 'Host Couple Information Sheet' (Fig. 1 above) to the prospect's replies expressed on the 'Let's Get Acquainted Form'. (Discussed in an earlier article in this series.) With this information, you align host couples and prospects with common interests in golf, fishing, bowling, tennis, dancing, etc. Recognizing similar traits can allow you to improve your matching skills: non-smokers with non-smokers, non-drinkers with non-drinkers, religious prospects with host couples who have similar beliefs, folks with similar hometown areas or occupational backgrounds with those from the same environment or careers, people with children with others who have children, members of fraternal groups with people belonging to the same organizations. Your goal is to match as many common interests, careers, hobbies, backgrounds, or activities as possible.

Personalities are more difficult to match than interests. However, you can improve host couple prospect relationships by aligning people with similar dispositions, temperaments and humor. By comparing known personality traits, you have a better chance of making a kindred match. Greater trust is established between host couples and prospects when they have similar attitudes and temperaments.

The host couple concept can also be used with unmarried people. Women prospects who are divorced or widowed should be assigned to a single woman for hosting purposes. Most single women feel more comfortable around other unmarried women. Unattached females have unique questions about activities and security that can be better answered by another single woman. Most singles do not prefer a "couples-only" atmosphere. They need to be told about any special groups or functions in the community or surrounding area that cater specifically to unmarried people.

Age differences are less important in matching prospects with host couples. Most people do not consider someone's age as significant as they do the attitudes people have about their age. Place more emphasis on similar physical abilities than physical ages when pairing prospects with host couples.

Compensation Programs for Host Couples

Each community must determine how much or what type of compensation to offer host couples. Payments for a job well done should not be limited exclusively to cash remunerations. You can set up cash equivalent gifts and allow host couples to select their own form of compensation. Many host couples feel more comfortable receiving a form of reward other than cash in return for one of their prospects purchasing a home. By receiving a gift, host couples feel comfortable telling prospects, "The sales department does give a small gift to each of its host couples, but all host couples are volunteers. If you decide to purchase a home in the community, you also may want to be a part of the hosting program." This brief comment places most prospects at ease if they were thinking about the personal motivation of their assigned host couple.

Establish a corresponding dollar amount on the gift given to host couples. Privately, the sales manager can inform each host couple about substituting cash as the reward for a sale. Some people may need the money more than they need a gift.

Since contract contingencies or personal factors may result in canceled sales or delayed closings, host couples should receive compensation after the home closes. A host couple should never have to ask for their payment. Some host couples may want to continue written or oral communications with their prospects during the period between the sale and closing. Resident correspondence with new purchasers can lessen the chance of buyer remorse.

Other forms of compensation can be used to show your appreciation for all host couples. Occasionally, all host couples should be treated to a group luncheon. Or a free round of golf can be given to golfers. Flowers for the wives on birthdays or anniversaries are a pleasant touch. Host couples can be an integral part of your marketing effort, and they should be held in highest esteem.

Outlining the Host Couple Job

Host couples will need to know what their responsibilities include. Below is an outline of a normal routine visit with assigned prospects. This agenda can be altered for your community's host couple instructions. A copy should be provided and reviewed with each host couple.

As a host couple, you will be called and informed of a scheduled prospect visit.
1. Your availability will be confirmed.
2. The prospects expected arrival date and the approximate time will be provided.
3. If the prospect's plans change, you will be notified.
When the prospect arrives at the sales office, the assigned sales person will call you. Wait about thirty minutes before coming to the sales office. This allows time for the sales person to get acquainted with the prospect.
The sales person will introduce you to the prospects. Depending on the time of day, your responsibilities may vary.
1. If your community utilizes a guest house program, you may take the prospects directly to a guest house. Give them their guest house key and point out the thermostat, television controls and complimentary coffee packets.
2. You may accompany the prospects to lunch.
3. The prospects may be ready for a town tour.
4. You may want to invite them to your home for a cup of coffee or cool drink.
5. You can take them to the clubhouse, pool or an activity in the community.
If the sales person decides to take the prospects on a town tour or to check them into their guest house, you may be asked only to take the prospects to lunch.
Do not plan any other activities with the prospects without first checking with the sales person. He or she may have a schedule planned for the prospects.
Have fun… these prospects may be your new neighbors.

Host Couple Guidelines

Job Duties - Review
Provide a separate sheet of the responsibilities you desire for host couples in your community.
Town Tour - Review
Provide a map and the specific businesses and services that prospects are to be shown.
Brochures - Review
Have host couples read all printed literature and answer any questions they may have.
General Information - Review
1. Keep sales person informed during the prospect's visit.
2. If you experience any problems with a sales person, inform the sales manager.
3. If you feel you are incompatible with an assigned prospect, contact the sales manager.
4. Expect monthly meetings to exchange ideas with other host couples.
5. You are responsible for any expenses above the $25.00 allowed for your lunch.
Do's & Don'ts - Review
1. Do always tell the truth.
2. Do answer any questions you can.
3. Do tell why you enjoy the community.
4. Do talk about your home.
5. Do talk about a good time to buy.
6. Do whatever activities you want.
7. Do not drink and drive.
8. Do not try and SELL the prospects.
9. Do not talk about rumors.
10. Do not show them inside any models.
11. Do not agree they should wait to buy.
12. Do not schedule the prospect's time without checking with sales person.
13. Do not quote any prices.
Human Relations - Review
1. Treat prospects as you would friends.
2. Do not dominate conversation.
3. Be cheerful, friendly, courteous and kind.
4. Express a positive outlook on life - no complaining or criticizing.
5. Be a good listener.
6. Do not talk about medical problems.
7. Talk about subjects in which the prospects are interested.
8. Never argue with the prospects.
9. Have fun.