How Housing Professionals Can Navigate the Current Sales Market
Elevated interest rates, tariff concerns and the volatility of building material costs muddied America’s economic outlook this spring, resulting in a sharp fall in builder confidence and the lowest homeownership rate in five years. But there are reasons for home sales optimism, and NAHB’s education sessions are here to help you maximize the current market.
While many uncertainties remain, the home buyer market is far from the lows of the 2008 recession. That’s why NAHB is equipping members with knowledge on how best to communicate with and market to buyers across all demographics.
"There is a breakdown in the buyer journey right at the point of lead conversion and it’s all about, in my opinion, a psychological thing that is stopping them from filling out that form online," said Meredith Oliver, founder of Meredith Communication.
"We have to dig deeper and ask more questions," she added.
Oliver and a panel of industry professionals shared their insights during an open, online discussion "The Psychology and Sociology of Sales," explaining the many ways to engage with hesitant buyers based on the cognitive behavioral triangle of feelings, behaviors and thoughts.
Panelists also discussed how to:
- Initiate open-ended dialogue with customers
- Help buyers of different generations overcome fears
- Instill confidence to new home buyers
On June 3 at 3 p.m. ET, you can dive a little deeper in a live discussion with experts, too.
In an upcoming Shop Talk titled "Content Marketing Strategies for Home Design Professionals," David O’Sullivan, president of O’Sullivan Architects, will lead a discussion about how builders, architects and marketers can use storytelling, digital platforms and visual content to showcase cost-effective design solutions, increase market visibility and strengthen connections with potential buyers.
Members can access all previously recorded Shop Talks here.