1. First Impressions Matter—Are You Setting the Right Tone?
The numbers are in—first impressions make a huge difference. Nearly all sales professionals in our January data greeted shoppers warmly, and most exchanged names early in the process. However, using the shopper’s name throughout the visit was rarely done.
What This Means:
A warm welcome sets the tone, but building rapport doesn’t stop at hello. Consistently using a shopper’s name creates a personal connection and makes them feel valued.
2. Are You Asking Enough Questions to Understand the Buyer?
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One of the biggest missed opportunities? Not asking enough questions to fully understand the buyer's needs. While almost 90% of sales professionals asked about the buyer’s desired move-in timeline, only 26% uncovered the main reason they were looking to purchase.
What This Means:
If you’re not discovering why a shopper is looking for a new home, you’re missing critical insights that could help guide their decision. Understanding their mission—whether it’s needing more space, relocating for work, or downsizing—allows you to tailor the conversation to their needs.
3. Presenting Homes with Confidence: Are You Selling the Story?
(Three-Point Story Data: 73.68% Mentioned Unique Selling Proposition | 21% Professionals Brought Messages to Life During Model Tour)
While most professionals mentioned their unique selling proposition (USP)—the differentiator that makes the builder or community stand out—only a handful truly made the homes “come to life” during the model home walk.
What This Means:
Buyers don’t just want facts; they want to feel what it would be like to live in the home. A model home is more than a showcase of features—it’s an opportunity to create an emotional connection.
4. Moving the Sale Forward & Closing Strong: Are You Taking Every Opportunity to Advance the Sale?
52.63% Took the Sale to the Furthest Point | Ask for a Clear Next Step: 63%
The best sales professionals know that every interaction should move the buyer closer to a confident decision. The numbers show only 52.63% took the sale to its furthest point by asking a final closing question.
That means momentum is being built—but not always carried through to the close.
What This Means:
Helping buyers feel confident in their choices is key to moving the sale forward.
A strong close doesn’t mean pressuring the buyer—it means reinforcing the value of their decision and guiding them forward with clarity. The final moments of a visit can make or break whether a buyer moves forward.
Key Takeaway:
Momentum only matters if it leads somewhere. Ensuring that every conversation ends with clarity, confidence, and a clear next step is the difference between an interested shopper and a committed buyer.
Final Takeaways: What This Data Tells Us
While some sales teams are excelling in creating strong first impressions, working through objectives, and closing with confidence, there are clear opportunities to:
-Ask more discovery questions to better understand the buyer’s needs.
-Enhance storytelling to make homes feel more personal and memorable.
- Clarify next steps so buyers always know what comes next.
-Take every sale as far as possible—there’s no harm in asking for the sale. Even if the customer does not buy that day, getting them to the next step/decision is a success.
Sales success isn’t about luck—it’s about process. By focusing on these key areas, your team can ensure more buyers feel confident in saying ‘yes’ to their new home.
How Mystery Shopping Can Elevate Your Sales Team
One of the biggest takeaways from this data is how much opportunity exists for improvement. If you’re not sure how well your team is performing in these areas, mystery shopping provides the clarity you need.
At New Home Sales Connection, we help sales teams refine their approach with real buyer insights from professional, undercover shoppers. The result? Better sales conversations, more confident buyers, and increased conversions.
Let’s Make 2025 a Year of Record-Breaking Sales!
With this data in hand, now is the time to evaluate, refine, and improve. The more intentional your sales approach, the better your results.
Want to see how your team measures up? Contact Lauren@cannonballmoments.com today to learn more about our mystery shopping programs.
