The number one question I am being asked by homebuilders these days is this:  How do I engage my sales teams in social media?  Understandable, as builders are trying to grasp how to tie actual sales to the social media marketing process and determine a Return On Investment.

My answer?  There is no easy way.

Yes, it’s a whole new world that is highly influenced by social networks and word-of-mouth. And yes, homebuilders MUST participate actively in these networks in order to survive – and thrive – in this new marketing landscape. But how can we measure it to appease the CEO and CFO when the marketing department is asked how the expense is related to sales?

One sure way to influence the process is to include the sales teams in the programs.  These folks are the touchpoints, the welcome mat, the actual real person a potential buyer will meet when they finally decide to visit your sales complex.  Sure, you’ve done great work online to get them there (haven’t you?) but they have actually taken action and driven to your community for a visit.  Now the relationship building ramps up to a new level, and the sales professional becomes a critical component in the social media conversation.

Here’s some tips on how the sales team can engage:

• First of all, train the sales team on the use of Facebook, Twitter, LinkedIn, YouTube, Flickr and other tools so that they can assist marketing in the collection and distribution of information.  More importantly, these tools are going to become primary communications channels as the relationship with individual buyers continues.
• Add your social media addresses to the sales people’s business cards.  Decide either you are going to have one address for the entire company, one per community, or each sales person has their own individually – whatever you decide, put those connections on all communications including email signature lines.  Buyers need to know where to find you.
• Develop a communications strategy so the sales team has a structure to go by.  Give them a calendar and list of things they can send the buyer, talk with potential buyers about, speaking points about various aspects of your new community, details on the homes they have shown interest in, helpful hints about the surrounding neighborhood, etc.  They can never run out of cool things to share about your new homes and why they are different and better.
• Encourage the sales people to be people.  By that I mean that no one wants to be “sold” in every single social media communication they receive from you – there is a reason they call it SOCIAL media.  You need to interact SOCIALLY, and intermix sales information with just real life stuff.  Let your sales people show their personalities, develop a friendship and build trust with potential buyers just by being the great people you know you hired.
• Make sure the sales teams are collecting buyers’ social media addresses so you can communicate with them directly.  When they visit the sales office, ask them for this information as part of your regular process.  Don’t expect they will find you and connect without you taking the initiative.

Of course all of this takes time.  Social media is not an automated process, and it requires an investment of time and energy – but the payoff can be substantial.  And let’s face it, this market does not present buyers that are beating down the doors at the sales office – things are improving a bit, yet I would guess your sales team has some down time throughout the day when they can go online and communication in these new ways.

Sure beats handwriting thank you cards and cold calling be-backs.