Episode #311: Mastering New Home Builder Sales Negotiation – Roland Nairnsey

Always aim for a win-win negotiation where both the buyer and seller feel satisfied, as this leads to more sales and a better customer experience.

Be present and conduct negotiations in person whenever possible to foster better communication and understanding of buyer emotions, as buyers act differently face-to-face.

Prioritize building value for every aspect of the home and its features; many buyers negotiate out of confusion, and strong value proposition can reduce the need for discounts.

Develop a clear negotiation strategy, whether it involves published incentives, 'back-pocket' offers, or a hybrid approach, to ensure consistency and maximize profit.

When a buyer asks if you're negotiable, pivot to their interest in owning the home and offer to review options, rather than immediately conceding or refusing.

When making a counteroffer, start high, come down slowly, and consider using odd numbers to give the impression of meticulous calculation.

Always 'give to get' during negotiations; if a buyer asks for something, request something in return, such as an earlier closing date, mortgage approval with a preferred lender, or a referral.