Realtor Program Offers Small Builders Big Sales

Builders who are looking to outsource their sales load rather than carrying the overhead of employing a staff and running a sales office may have a solution with Century 21 Builder Connections. The real estate giant recently announced the brand extension, which aims to help realtors capture a portion of the new home sales market and builders harness the expertise and market research capabilities of the huge Realtor.

The program, launched at the Century 21 International Convention in Orlando this past March, is the first developed by a national residential real estate organization that integrates both builder and buyer representation.

"The benefits of the program are numerous. This new program joins our existing programs in allowing system members to further specialize their careers," says Steve Savino, senior v. p. of marketing, products and services.

Smaller builders who typically cannot sustain a sizable sales force could benefit most from this program. Builder Connections provides a sales force who will be trained in everything from helping buyers identify design requirements to finalizing contracts and coordinating the move-in and closing process. The cost to a builder is virtually the same as in the traditional Realtor/builder relationship.

"A program such as this could work well for a builder of the right size and market position. Small-volume builders and Realtors both have been hurt by the growing trend of direct sales through the Internet," says Darl Williams, president of Strategic Sales Development.

After completing the required training and by using the related marketing materials, qualifying members will be able to present builders with market research, ideas and proven strategies for successful new home sales. Builders will be allowed to select and customize the services they require from Century 21 representatives and gain access to relocation business typically not available to most small builders.