Some of the basic principles of Priority Preview™ Marketing were established back in 1972 on a 2,600 unit, single family project known as Villages of Central Park. Using these new techniques, those 2,600 units were sold, without any models, to exacting production schedules in less than 6 months (on average 100 units were sold each week...all selling was done in an off-site sales office approximately 13 miles from the site)
From 1972 to the present, the principles of Priority Preview™ Marketing were modified and have now become almost a science that includes some very specific guidelines:
- Initial interest is generated on price and/or emotional appeals rather than on specific site or product appeals...
- Media that is not traditionally used by real estate marketers works best (e.g. front news sections of newspapers; two minute television infomercials; "Take One" boxes in unusual high traffic locations, targeted direct mail).
- A preliminary "Adver -testing" program is of prime importance and eliminates much of the risk.
- The initial potential buyers database is generated (now on the internet) researched in depth to refine and develop product features and to determine the product mix. Every respondent is made to feel special and actually does contribute input to the final offering.
- A high level of interest and a sense of urgency is created before prospects are brought into the sales environment.
- Complete control is exercised over prospects... starting with the Priority Preview™ Registration form.
- All selling is by appointment only. The pre-sales office must always appear to be busy and always selling. People buy homes because they see other people buying homes.
- Segmented selling techniques are most effective. Scripts are used in almost all cases. "Soft" -information is presented by trained presenters (actors or actresses). Sales people are closers -and should take no more than 30 minutes to close a transaction.
- A relationship must be built with potential buyers from their very first response. And that relationship must be maintained until the transaction is totally closed. Hand holding is important.
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