Green Building: Going…Going…Green!

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This emotional feeling is almost entirely what HomeTown is about. It is almost entirely what will result in a unique and higher perceived value that is already beginning to cause people to take themselves out of the housing market when they get to HomeTown. This is exactly our goal – to create such a unique emotional reaction and attraction to HomeTown that people come into the sales office to determine what house best meets their needs, already having emotionally decided to buy in HomeTown. In other words, we want prospects to have already changed their focus and decision from comparing HomeTown to other subdivisions to deciding which home and homesite in HomeTown best meets their needs.

As a result, our sales consultants use a much more relational approach with the prospect. We do not let a prospect look at the models and then when they come back through try to hard close them on the one they say they like.

Because we have so much house type diversity and land plan diversity, our sales consultants spend a few minutes with each prospect when they first walk in to determine what land plan type and what house plan is most likely to turn them on. They are then invited to concentrate on that specific model. Our sales staff has become so experienced at this that they target the right house and land plan type about 80% of the time. As a result, the prospect rapidly develops a lot of trust and confidence in the sales consultant who has in the prospect's eyes truly become a new home expert in relation to the prospect's needs.

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