Housing Enters Dig-Deeper Patch as Economy Sends up Red Flags

Call this latter 2024, next patch of new-home marketing and selling – probably through year-end 2024 – the "dig deeper" period of the post-pandemic-defined new-home selling cycle.

John McManus
5 AUGUST 2024

Spiraling Wall Street losses, plunging investor confidence, and skyrocketing volatility following last week’s weaker-than-expected employment report remind us of the conditionality of new-home demand.

They also remind us of something we know all too well about new home sales but regularly forget during strong market cycles when new-home demand eclipses supply:

Order-taking and selling are not the same.

Call this latter 2024, next patch of new-home marketing and selling – probably through year-end 2024 – the “dig deeper” period of the post-pandemic-defined new-home selling cycle. During that dig deeper stretch, marketing and sales associates and their business leaders must adopt survival guide tactics that set them apart, not just from other new-home developer rivals but from alternatives ranging from surging existing home options to rentals, both single- and multi-family.

One such tactic – zeroing in on your specific customer’s needs, preferences, values, and experiences – bubbles up as a dig-deeper non-negotiable.

Why?

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