It’s so easy for members of a sales team to focus on making the next sale, that when a reservation deposit is made, there is a deep breath, then the move on to the next hot lead or prospect. When that happens, often that new depositor, who has just made a major commitment, is forgotten. It’s hard sometimes to think about focusing on a depositor when you know you have to make that next sale. But paying more attention to your depositors can go a long way toward retention.
Often there are many months between when a person puts down a deposit to when a community opens. Many feelings can emerge that may cause the individual or couple to regret making such a big decision. That’s why it’s important to make your depositors feel like a part of the community right away. Not only does this help build more solid relationships in the long run, but it also prepares you to handle any objections they might have in the future.
Staying in touch with depositors allows you to answer any questions or concerns they may have. It’s the time to get them excited and prepared to move when the time comes for your community to open. It may take a little bit of your marketing budget, but wouldn’t you rather have that solid relationship than be blindsided if a group of people change their minds right before your opening?
Instead of that negative alternative, help create bonds among your depositors. A series of events just for depositors provides a personal connection to the community, opportunities to get to know and socialize with future neighbors, and a way to showcase the engaging lifestyle that will be offered at your community. Online communities are also a good tool for this, as they allow for quick communication among both staff and future residents. You can also host parties for depositors so they become friends with their future neighbors. And, go out of your way to answer questions and provide tools for their upcoming move. All these tactics are about staying in touch, which is the most important thing.
So while it’s important to focus on the next sale, don’t forget about the one you just made. It’ll pay off in the long run.