Sales All-Star: Eva Walker

This article first appeared in the PB August 2002 issue of Pro Builder.

Company: Orleans Homebuilders, Bensalem, Pa.
Awards: NSMC Region 8 Salesperson of the Year, 2001
2001 net sales units: 150
2001 net sales dollars: $21 million
Average number of appointments per month: 80-100
Cancellation or bust-out rate: 3%

Eva Walker is a natural. She is among those new home sales all-stars who do so many things correctly from the moment they start their career that they seldom stop to put a name on the processes that make them successful. They just do it. But Walker, who sold 150 townhomes last year for Orleans Homebuilders, has isolated four points of emphasis from which others can learn.

The first is consistency. Each person who walks into the sales center gets the same level of energy, attention and enthusiasm, even those who clearly don't look the part of a new home buyer. "It does not matter if you cannot sell a new home to them," Walker says. "They have friends and family, and if you treat them a certain way, they will try to pass it along to someone else."

Second is to be an idea resource for buyers. An 80-year-old woman looking to move down to an age-restricted product did not think she was a buyer when she came into the sales office, but Walker helped her overcome a series of obstacles and sped up the process. She connected the woman to a friend who handles estate sales and to another who specializes in moving antique furniture. For other buyers, aiding in the finance process is key. "There are always ways that you can simplify someone's life, and they appreciate it," Walker says.

Buyer Viewpoint: Mary Pfleger

She knew all the models real well — measurements, sizes, what was in them and what each one had — and that enabled me to do a lot of comparison when I was talking to her. She gave me numbers to call for information that I needed, like finding out the taxes in the area — she gave me the numbers of homes that were going to be like mine so I could compare.

A third point of emphasis for Walker is a proper demonstration of the model. It starts with knowing the angles at which the home looks best and always pausing at those locations.

Fourth and most important is finding a comfortable way to follow up and close. Before customers leave for the first time, Walker always secures a reason for follow-up calls. If they ask a question, she will use that as a pretext for the next conversation, which ultimately will include another invitation to the sales center. From there, closing becomes a series of questions designed to gain agreement. "Is this a good day for you? Do you like living in this area? Are you happy with this design? Why don't we start looking at home sites?" Walker says. "You get the ball rolling, and you get closer to when they say, 'OK, let's go for it.'"

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