How to Convert Internet Leads into Sales
Internet leads are more plentiful than ever, says Internet sales and marketing consultant Blair Kuhnen, but onsite traffic and time constraints prevent most sales associates from responding to them adequately. Some associates perceive Internet leads as “tire kickers” and, predictably, don’t devote the time or energy to convert many of these leads into buyers.

According to Kuhnen — who owns a Fort Worth, TX-based consulting firm that specializes in the home building industry — that’s opportunity wasted, because Internet shoppers tend to be strong prospects. Builders find that more A-list prospects are requesting information online, and that most prospects are not using real estate agents. These potential buyers are more self-directed, and, with lower broker co-ops, can yield higher margins for builders. However, the strongest of these prospects — those who ask for more information — are often poorly served.

One pragmatic and effective approach, suggests Kuhnen, is to hire a good online sales counselor (OSC). This person receives all Internet leads automatically and follows up on them the same day. Treating every Internet lead as a “hot lead” is almost guaranteed to make your Internet marketing strategy more effective. Have the OSC also handle all incoming “off-line” sales leads and work out of your divisional office. His or her goal is to develop rapport and drive physical traffic into your communities. Think of the OSC as a concierge who helps prospects access your company's product offerings. The OSC is salesperson with a strong service orientation.

When hiring an OSC, Kuhnen recommends you look for a person who has these qualities and skills:

• Self-directed. Works independently and rarely receives the type of guidance or coaching that on-site sales representatives get; displays a can-do attitude.
• Sales, communication and service skills. Starts dialogs with prospects via phone calls and e-mail; develops customers’ trust by making and delivering on commitments.
• Extensive product knowledge. Provides detailed product information to help build credibility and trust. Has binders of information and other resources on hand, understands the communities and homes for sale. Acts as a single information source for Internet leads.
• Solid computer/Web skills. Facile with all the tools of the trade (e.g., e-mail, simple databases, Web sites, etc.). Not necessarily a technology expert but very comfortable with electronic media and tools.

A small company may not have the resources to hire a dedicated OSC or to contract with one who works off-site. Nevertheless, you’re losing sales if you let Internet leads slip through your fingers, Kuhnen asserts. Assign OSC duties to someone within your company who meets the above qualifications, and write the duties into the job description.

For more information, contact Blair Kuhnen, owner of Lux Solutions, at 817-923-4026 or via e-mail  at blair@luxsolutions.com. [return to top]

WOMEN IN THE NEWS: Rand Construction's Linda Rabbitt Honored
The National Breast Cancer Coalition (NBCC) presented an award to Linda Rabbit, owner and chief executive officer of Rand Construction Corporation, for her generous support of the Coalition. Rabbitt, a breast cancer survivor, was honored at a June 15 open house at NBCC’s new headquarters in Washington, D.C.

Rabbitt and Rand Construction Company donated a substantial portion of the construction services that went into the buildout of NBCC’s new office space. 

“We are thrilled with our new offices, and everyone at the National Breast Cancer Coalition knows that Linda’s tremendous support and the many talents of her crew at Rand Construction helped make it all possible,” said NBCC President Fran Visco. “We are extremely grateful for everything Linda and her entire team contributed to help NBCC continue in its mission to end breast cancer.”

Volunteering to help with worthy causes is nothing new for Rabbitt, who was named as one of Washingtonian Magazine’s 2003 People of the Year. As CEO of the area’s third-largest female-owned business and a leader of the Washington Building Congress and Commercial Real Estate Women, Rabbitt has encouraged women to build careers in construction and commercial real estate. As president of the International Women’s Forum, she helped create a Leadership Foundation to fund a fellows program for women moving up the corporate ladder. In addition, Rabbitt has helped raise funds for the Susan G. Komen Race for the Cure and for My Sister’s Place, a program for battered women.

The National Breast Cancer Coalition is a grassroots organization dedicated to ending breast cancer through the power of action and advocacy. For more information, go to: www.stopbreastcancer.org [return to top]

Lowe's Sponsors Habitat's Women Build Program
Building on its nearly six decades of experience in home improvement and community involvement, Lowe's has joined forces with Habitat for Humanity International as a national partner and 2004 national underwriter for Habitat for Humanity’s Women Build program.

The Women Build program encourages women to build Habitat homes and makes home ownership a reality for families in need. Through this initiative, Lowe's will help build more than 100 Women Build homes in 2004. The program kicked off during Mother’s day week in Dallas; Atlanta; Albuquerque, NM; Annapolis, MD; Detroit; Long Beach, CA; Portland, OR; Miami; New York; Orlando; and Denver. More builds will follow throughout the year.

“Lowe’s involvement with Women Build is much more than a financial arrangement — it’s a reflection of our commitment to address the nationwide issue of substandard housing,” said Larry Stone, chairman of the Lowe’s Charitable and Educational Foundation. “We are helping to build homes everyone can take pride in — our employees, the volunteers, the partner families and the communities.”

There are literally dozens of Women Build events going on at any one time. The following lists cities where Lowe’s-sponsored HFH homes are under construction or scheduled to start later this year:

• Atlanta
• Detroit
• Orlando, FL
• Arnold, MD
• Denver
• Albuquerque, NM
• Harlem, NY
• Portland, OR
• Kansas City, KS 
• Philadelphia, PA 
• Long Beach, CA
• Mooresville, NC
• Columbus, OH
• Richmond, VA 

For a complete list of Women Build projects, go to www.habitat.org/wb. [return to top]

Healthy Outlook for the 'State of the Nation's Housing'
According to the most recent report from Harvard University's Joint Center for Housing Studies, the “State of the Nation’s Housing” is very healthy. This helpful resource, sponsored in part by NAHB, documents housing's remarkable strength throughout 2003 at a time when job markets and other sectors of the economy were not so vibrant. In fact, the current housing boom has been longer and more broadly based than any previous expansion.

But now that the economy is bouncing back, what lies ahead for housing? The greatest likelihood, according to the report, is that our industry will achieve a "soft landing" with only gradual and moderate declines in sales and production. The State of the Nation's Housing 2004 provides statistics that reveal substantial gains in households headed by single women and ethnic minorities. It also indicates some of the challenges that lie ahead; for example, the fact that almost one third of all households spend 30 percent or more of their income on rent, while 13% spend 50% or more. To print your free copy of the report, go to the JCHS Web site. [return to top]

Women’s Council Fall Board Meeting Schedule Announced
In conjunction with the Fall Board Meetings, Sept. 29 – Oct. 3, the Women’s Council will be convening in Columbus, OH. WC meetings begin on Thursday, Sept. 30, and are open to all council members and prospects. Be sure to attend the Working Groups and Board of Trustees meetings on Friday, Oct. 1, and we encourage you to stop by the Women’s Council Hospitality Headquarters for snacks and refreshments.

Italics—NAHB Meetings

Wednesday, Sept. 29
12:00–1:00 p.m.	2004 Executive Board (Lunch)
1:00–5:00 p.m.	2004 Executive Board Meeting
Thursday, Sept. 30
7:30 a.m.–5:00 p.m.	Membership and Hospitality Headquarters
8:00–10:00 a.m.	Joint Council Chairs
10:30 a.m.–5:30 p.m.	Regional Trustees
Friday, Oct. 1
7:30 a.m.–5:00 p.m.	Membership and Hospitality Headquarters
8:30 a.m.–5:00 p.m.	Membership
8:00–9:30 a.m.	Advisory & Leadership Development
9:30–10:30 a.m.	PNP/PN Chair
11:30 a.m.–1:00 p.m.	Area Trustees
1:00–2:30 p.m.	Working Groups
3:00–3:30 p.m.	Bylaws/Regional Trustees
3:30–5:30 p.m.	Board of Trustees
Saturday, Oct. 2
7:30 a.m.–5:00 p.m.	Membership and Hospitality Headquarters
7:30–10:30 a.m.	Area Caucuses
11:00 a.m.–2:00 p.m.	Joint 2004 Executive Board
2:00–5:00 p.m.	2004 NAHB Board of Directors Meeting
Sunday, Oct. 3
7:30 a.m.–12:00 p.m.	Membership and Hospitality Headquarters
8:00 a.m.–12:00 p.m.	2004 NAHB Board of Directors Meeting
12:00 p.m.–5:00 p.m.	Regional Trustee Planning Meeting

For more information, contact Carmel Nayman at 800-368-5242 x8410. [return to top]

July 9 is Deadline to Sign Up for 2005 Committees and Councils
NAHB is looking for members to serve on the various committees and councils for the 2005 term. Members will be able to provide leadership, expertise and experience on the issues and challenges facing the industry.

The term starts immediately following the 2005 IBS in Orlando and continues through the completion of the 2006 IBS. The deadline for applying for an appointment is July 9. Members are limited to serving on no more than two standing committees or councils.

Members can apply online by filling out the 2005 appointment sign-up form, indicating their interests. The form can be accessed on the NAHB Web site by clicking www.nahb.org/2005appointmentform, then return the completed form by e-mail, fax or mail to NAHB as indicated. Forms also can be found within the individual sections for the various committees and councils on the “members only" side of the NAHB Web site.

Final appointments will be made following the Fall NAHB Board meeting and members will be notified by mail. For more information, e-mail Cynthia McKinley or call her at 800-368-5242 x8346.
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Only YOU Can Help Solve the GLI Crisis!
More than 50,000 NAHB members have received a “call to action” on general liability insurance (GLI). The survey is part of a GLI initiative to get an accurate national picture of the loss experiences of the residential construction industry and to develop new GLI products exclusively for the NAHB membership.

“NAHB members who receive the mailing should sit down and complete the survey and provide the materials needed to make this project a success,” said NAHB President Bobby Rayburn. “With insurance costs rising and exemptions making coverage less effective, it’s in everyone’s interest to participate in this effort.”

NAHB is partnering with Marsh, a global insurance and consulting firm, to develop new GLI products that will meet members’ needs. Marsh and NAHB are working on a timetable that would bring new GLI products to the market by January 2005.

Elements of the mailing, which are available online at www.nahb.org/gli, include insurance surveys plus a model consent letter authorizing insurance providers to supply crucial background information for this effort. For more information, contact Clayton Traylor at 800-368-5242 x8490 or Blake Smith (x8583). [return to top]

Election Tool Kit: Resource Materials for HBAs and Members
To encourage state and local home builders associations to promote and support their candidates of choice in the upcoming elections, NAHB is providing an Election Tool Kit. All materials in this virtual toolbox may be downloaded and customized to fit the need of your members or audience. Included are:

• Election fast facts and talking points
• Short promotional copy (to use in newsletters, e-mails, blast faxes, Web sites, etc.)
• Long promotional copy (to use in newsletters, e-mails, Web sites, etc.)
• Press release
• Helping Americans Vote/NAHB logo

For more information, please contact Marie Zenner at 800-368-5242 x8279. [return to top]

Tools to Help You Run Your Business Better and More Profitably!
Just click www.nahb.org/biztools to access hundreds of timesaving, moneymaking, and cost-cutting resources. You’ll find guidance in a concise, easy-to-read format on topics like financial management, production, sales and marketing, customer service and human resources. Plus, get answers to your tough questions about how to use software to improve your bottom line in the Talk About Business & IT section.  

Home building is a competitive business — go to www.nahb.org/biztools and gain your edge today! [return to top]

HBA Member Advantage: With Viking Office Products, Save 10% on Every Order
As a member of NAHB, you get an extra 10% off office products already discounted up to 69% off list.

Order from Viking, and you’ll get free delivery, overnight — almost anywhere for orders of $25 or more, with same-day delivery in many metro areas. Viking offers a one full-year, unconditional guarantee, hassle-free returns and 30-day free trials (with approved credit). To get your extra 10% discount call 800-421-1222 and mention code “HB,” or visit www.vikingop.com and enter “HB” in the comments field at check out.

For office supplies, furniture and much more, it’s time to join in the savings. Take advantage of this NAHB member benefit right now. With Viking Office Products and your NAHB membership, you save 10% on every order, every time you order.
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