What Stalls a £30m Sale in the New Homes Market?

What Stalls a £30m Sale in the New Homes Market?

Having a completed new-build with nobody there to market it, means the brakes are firmly pressed against its sale.

In almost two decades of working this market, it’s the most common and entirely avoidable delay that I come across.

Houses don’t sell themselves.

It might have once been the case that developers could auction off over 70% of new homes on launch day alone, but that simply isn’t a reality anymore.

Intensified competition, product similarity and an evolving market mean that most property developers are happy to secure half of this on the day.

The battle is being won on the experienced sales front. Clients need the right people controlling that swing vote in buyers’ minds.

They need to be personable, have a deep knowledge of the new homes market and be convincing enough to close buyers on half a million pound deals and upwards.

However, talent like this does not simply fall off the shelf.

Recruitment is not supermarket sweep

Attracting skilled sales negotiators in the new homes sector is no different to other areas of the talent economy, in that it’s candidate led.

This means that the hires you need are already in high demand and currently working roles. We have over 5,000 candidates on our database, of which 90% are already in employment.

It’s the relationship we’ve built with them over time that allows us to even get a conversation started with them.

To avoid working backwards from the finish line once you’ve completed your builds, you need to remember the timelines you’re working towards.

If you need a Mandarin-speaking sales negotiator, or multiple sales staff that understand a nuanced market or location, then you need to appreciate how that recruitment process moves forward.

There are contracts to be delivered, notices to be worked and a consideration that most sales staff will want to secure their quarterly commission before they leave.

It’s not simply a case of search and select when dealing with talent.

Build your pipeline for growth ahead of when the need arises. If talented sales negotiators are a fundamental cog to selling houses, then remember that it might take 12 weeks to secure them.

Partnerships in the same direction

When you’re managing five to fifteen new home developments, prioritising the recruitment process can understandably fall by the wayside. 
But, without that sales negotiator on launch day, you’re sacrificing long-term success for short-term demands.
Understanding the recruitment process and your involvement in it, will allow you to focus on your schedule while an agency moves the needle along in the background.
It comes back to trust, partnerships and remembering the proactive moves you can make with agencies to avoid costly delays.
At its basics, it’s about time management and lining your ducks up so that the sign-off process to recruiting talent is streamlined.
  • Agree deadlines and keep the lines of communication open in case they move
  • Allocate the hours needed to reading shortlisted CVs 
  • Find the windows to then interview
  • Communicate with your internal HR team to deliver the contracts 
  • Prepare the decision makers 
Bear in mind that a candidate needs a confirmed start date and contract before they consider handing their notice in.
Talent moves quickly and delays in the process will move you backwards and stall that £30m sale.
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About the author

Tim Bond-Gonzalez

Founder and Managing Director of U&P, Tim has over 30 years' experience in the New Home Sales industry. For more thought leadership on recruitment, connect with Tim on LinkedIn