Stop Doing These 3 Things to Close More Home Sales
Have you ever walked away from a sales interaction wondering what went wrong? You had the perfect product, the buyer seemed genuinely interested, and yet, the deal didn’t close. Sometimes, it’s not about what you did wrong, but rather what you didn’t realize you were doing that was holding you back.
After years in new home sales, I’ve learned that some of our habits as salespeople can work against us, even when we think we’re doing everything right. You may have delivered a great presentation, showed enthusiasm, and checked all the right boxes. However, small, often subconscious behaviors could be undermining your efforts.
Let’s dive into three behaviors you need to stop immediately if you want to close more deals.
1. Stop Apologizing for the Price
Do you think the homes you’re selling are overpriced? Be honest. If there’s even a small part of you that feels unsure about the price tag, you might be unintentionally apologizing for it. Now, I’m not saying you’re directly telling buyers, “Hey, I’m sorry this home is so expensive.” But your body language could be sending that message loud and clear.
For instance, have you ever noticed yourself shrugging your shoulders or wincing slightly when you quote the price? Or maybe you avoid eye contact or even take a small step back. These subtle cues communicate hesitation, and buyers pick up on it. They start questioning the value of the home simply because you’re not fully confident.
So how do you fix this? It starts with believing in the value of the homes you’re selling. As the great Zig Ziglar once said, the most important part of the word “enthusiasm” is “IASM,” which stands for “I Am Sold Myself.” If you’re not 100% sold on the value of the homes, how do you expect your buyers to be?
Take the time to understand what makes your product unique. Is it the design, energy efficiency, or location? Find the reasons why the current pricing reflects the home’s value and buy into it fully. Once you do, your confidence will shine through in every conversation, and your buyers will feel that energy.
2. Stop Being Interesting—Be Interested
Here’s something you might not expect to hear: stop trying to be interesting. Too many salespeople focus on impressing buyers with the home’s features, thinking that a list of cool amenities will seal the deal. But here’s the truth—buyers don’t care how much you know. They care how much you care.
The best salespeople spend far more time listening than talking. Top performers typically listen 60% of the time and talk only 40%. If you’re focused on showcasing your knowledge or giving a detailed presentation, you’re missing out on a vital opportunity to learn about your buyer’s needs.
Instead of talking about granite countertops or square footage, ask open-ended questions that encourage buyers to share their story. Ask them why they’re moving. What’s missing in their current home? What are they hoping to find in their next one? When you start listening to your buyer’s specific needs, you can connect the dots between what they want and what your homes offer.
Think of it like a doctor diagnosing a patient before prescribing treatment. The more you listen and understand, the better you can match the buyer’s desires with the right features of the home. This builds trust, which ultimately leads to more closed deals.
3. Stop Judging Buyers Based on Appearances
We’ve all done it—made assumptions about buyers based on how they look or what they drive. A potential buyer pulls up in an old, beat-up car or walks in wearing casual clothes, and you immediately think, “There’s no way this person can afford a home here.”
I’ve been guilty of this myself. I remember a man pulling up to the sales office in a truck that looked like it had been through a war zone. His clothes were dirty, and he seemed rough around the edges. I didn’t think he’d be serious about buying, so I handed him off to a colleague. Guess what? He turned out to be a cash buyer.
The lesson here is simple: appearances can be deceiving. When you judge buyers too quickly, you’re leaving money and opportunities on the table. You have no way of knowing who is serious about buying or who has the financial capacity just by looking at them.
Treat every potential buyer with respect, and give them your full attention, regardless of their appearance. Not only does this increase your chances of making a sale, but it also helps build your reputation as a fair and trustworthy salesperson. Buyers remember how they were treated, and a good reputation will lead to referrals and repeat customers.
Stop These Habits, Close More Sales
Let’s recap. If you want to boost your sales and strengthen your relationships with buyers, you need to:
- Stop apologizing for the price – Believe in the value of what you’re selling.
- Stop trying to be interesting – Spend more time listening to your buyer’s needs.
- Stop judging buyers by appearances – Treat everyone with respect, no matter how they look.
Breaking these three habits will transform your sales approach. It’s not just about the product you’re selling; it’s about how you’re selling it. When you’re sold on the value of the home, listen more than you talk, and treat every buyer with respect, you’ll not only close more deals but also improve the lives of the people you’re selling to. And that’s the bigger prize, isn’t it?
