BREAKING DOWN THE BUYER'S WALL: NEW HOME SALES FOR BUILDERS

Roland Nairnsey (nearly four decades in new home sales, author of Mastery of Selling and Mastery of Negotiation) joins Rick Storlie to break down what's actually working right now.

AI IN THE SALES PROCESS:→ 20,000 leads in a single builder's CRM (mostly untouched)→ AI placed ~4,000 calls automatically→ 137 leads requested human follow-up→ ~30 appointments booked→ Sweet spot: 5–11 follow-up attempts before diminishing returns

RECRUITING THE RIGHT WAY:

1. Build your process before you post the ad
2. Hire for potential and grit, not just experience
3. DISC assessment: ~$13–14, major insight for ~$14
4. General realtors ≠ automatic fit for new home sales
5. Free 12-step guide: email [email protected]

NEGOTIATION RULES:→ Most buyers want to WIN something (not a lower price)→ Show them they've already saved money before they ask→ Always get buyers back in person before you counter → "If I could, would you" the sharp angle conditional close→ Odd-number counters signal real math, not desperation→ 9 out of 10 in-person negotiations: Roland made the sale

KEY STATS:

• 20,000 leads worked by AI outbound system
• 5–11 attempts = follow-up sweet spot
• $13–14 DISC assessment cost

THE FINAL MESSAGE:No magic fix. No one thing that saves you.It's the right people, the right process, and the discipline to make hard decisions consistently.

📚 newhomesalesplus.com | 🔗 builderleadconverter.com

STOP BEING A QUOTE SHOP

Ryan Groth from Sales Transformation Group reveals the complete sales training for contractors system that removes founders from sales and builds high-performing teams.

THE BRUTAL STATS:→ 50% of salespeople are weak→ 75% of sales managers untrained→ Only 7% are truly elite→ You're missing deals you don't know exist

BASEBALL DIAMOND PROCESS:

1. Home → 1st: Identify + schedule appointment
2. 1st → 2nd: Rapport + questions + polarity
3. 2nd → 3rd: Qualify commitment + get objections early
4. 3rd → Home: Estimate + present + close

CONVERSION RATES BY SOURCE:

• Cold calls = 1%
• Inbound leads = 30%
• Referrals = 50%
• Introductions = 80%

ACCSC OBJECTION FRAMEWORK:→ Acknowledge + ask permission→ Consequences of alternative conversation→ Solve it + close again

RECRUITING RIGHT:✓ Build recruiting VSL (8-20 min)✓ Skills assessment✓ Video interview✓ Role play simulator (8/10 before real leads)✓ Record field calls

KEY INSIGHTS:→ Referral success ≠ sales skill (you're playing t-ball)→ Hire for attainment not experience→ Bad habits take 8-268 days to rewire→ 91% give referrals when asked, only 11% ever ask→ Don't measure "did they close?" measure the 6 steps before it

THE FINAL MESSAGE:Stop quoting and hoping.Build a process. Train your team.Become a sales organization.

Book a call: salestransformationgroup.com

HIDDEN GEM TO MARKET LEADER IN 13 MONTHS

S. Brown Construction: what social media for construction companies looks like when done right. $300K+ design-build remodeler, small market of 100K people.

THE PROBLEM:→ Built luxury but looked like $5K handyman online→ Zero link clicks month one→ Digital presence didn't match craftsmanship→ Invisible = replaceable

13-MONTH STRATEGY:

1. Educational content (give value first)
2. Job site transparency (trust ≠ perfection)
3. Before/afters + CTAs (aspirational builder)
4. Omnipresence (projects across the city)
5. Lifestyle content (sell dream not dust)
6. Authority stacking (cost breakdowns + expert tips)
7. PEAK: 0 → 248 link clicks
8. Brand building (job site + 5-star review overlays)
9. Luxury visuals → 941 profile visits

FORMAT INSIGHTS:

• Reels = high reach (discovery)
• Static/Carousel = high-ticket buyer validation
• Instagram = design validation engine
• Facebook = community amplifier

KEY PRINCIPLES:→ Educational content = pre-sold clients→ Show $1.5M projects to land $1M clients→ Neighborhood proof > general testimonials→ Personality trumps product always→ Value = quality perception ÷ price performance

WHAT WORKED:✓ Clean intentional angles✓ Technical win carousels✓ Local neighborhood callouts✓ Review overlays on luxury photos

WHAT DIDN'T:✗ Generic CTAs✗ Messy job site visuals✗ Drive-by quick photos✗ Competing on price

THE FINAL MESSAGE:Stop competing on price.Start competing on brand.When brand matches value → only logical choice.

Free video: builderleadvideos.com

HIDDEN GEM TO MARKET LEADER IN 13 MONTHS

S. Brown Construction: what social media for construction companies looks like when done right. $300K+ design-build remodeler, small market of 100K people.

THE PROBLEM:→ Built luxury but looked like $5K handyman online→ Zero link clicks month one→ Digital presence didn't match craftsmanship→ Invisible = replaceable

13-MONTH STRATEGY:

1. Educational content (give value first)
2. Job site transparency (trust ≠ perfection)
3. Before/afters + CTAs (aspirational builder)
4. Omnipresence (projects across the city)
5. Lifestyle content (sell dream not dust)
6. Authority stacking (cost breakdowns + expert tips)
7. PEAK: 0 → 248 link clicks
8. Brand building (job site + 5-star review overlays)
9. Luxury visuals → 941 profile visits

FORMAT INSIGHTS:

• Reels = high reach (discovery)
• Static/Carousel = high-ticket buyer validation
• Instagram = design validation engine
• Facebook = community amplifier

KEY PRINCIPLES:→ Educational content = pre-sold clients→ Show $1.5M projects to land $1M clients→ Neighborhood proof > general testimonials→ Personality trumps product always→ Value = quality perception ÷ price performance

WHAT WORKED:✓ Clean intentional angles✓ Technical win carousels✓ Local neighborhood callouts✓ Review overlays on luxury photos

WHAT DIDN'T:✗ Generic CTAs✗ Messy job site visuals✗ Drive-by quick photos✗ Competing on price

THE FINAL MESSAGE:Stop competing on price.Start competing on brand.When brand matches value → only logical choice.

Free video: builderleadvideos.com

FROM 0 TO 1,400+ CLICKS IN 5 MONTHS

Social media case study: Bathrooms of Charleston competing against cheap one-day bath companies in commoditized market.

THE PROBLEM:→ 92 posts = 0 link clicks→ Posting demolition and construction photos→ Selling pain instead of outcome→ Busy but not productive

THE SOLUTION:✓ Lifestyle videos (completed luxury bathrooms)✓ AI talking head videos (4x higher save rate)✓ Local hooks (specific neighborhood callouts)✓ Listicle-style content✓ $100/month boosting budget ($3.33/day)

THE RESULTS BY MONTH:

1. 48K reach + 150 clicks (switched to dream-selling)
2. 565 clicks (local hooks + AI videos)
3. 300+ clicks (testimonials + micro-targeting)
4. Stable clicks (wellness positioning)
5. 1,400+ total (authority content)

PLATFORM INSIGHTS:

• Reels = 82% of total reach
• Facebook = trust platform
• Instagram = aspiration platform
• Hyperlocal = 60% reach increase
• Architecture photos = 400% better engagement

WHAT TO POST:→ Textures and finishes (sensory hooks)→ Local anchoring (name specific neighborhoods)→ Educational checklists (expert positioning)→ Video testimonials or Google review overlays

WHAT TO AVOID:✗ Construction progress photos alone✗ Job site clutter in frame✗ Phone flash (harsh shadows)✗ 0.5x lens (warped/cheap look)

KEY LESSON: Stop selling dust, start selling dreams.

FROM 0 TO 1,400+ CLICKS IN 5 MONTHS

Social media case study: Bathrooms of Charleston competing against cheap one-day bath companies in commoditized market.

THE PROBLEM:→ 92 posts = 0 link clicks→ Posting demolition and construction photos→ Selling pain instead of outcome→ Busy but not productive

THE SOLUTION:✓ Lifestyle videos (completed luxury bathrooms)✓ AI talking head videos (4x higher save rate)✓ Local hooks (specific neighborhood callouts)✓ Listicle-style content✓ $100/month boosting budget ($3.33/day)

THE RESULTS BY MONTH:

1. 48K reach + 150 clicks (switched to dream-selling)
2. 565 clicks (local hooks + AI videos)
3. 300+ clicks (testimonials + micro-targeting)
4. Stable clicks (wellness positioning)
5. 1,400+ total (authority content)

PLATFORM INSIGHTS:

• Reels = 82% of total reach
• Facebook = trust platform
• Instagram = aspiration platform
• Hyperlocal = 60% reach increase
• Architecture photos = 400% better engagement

WHAT TO POST:→ Textures and finishes (sensory hooks)→ Local anchoring (name specific neighborhoods)→ Educational checklists (expert positioning)→ Video testimonials or Google review overlays

WHAT TO AVOID:✗ Construction progress photos alone✗ Job site clutter in frame✗ Phone flash (harsh shadows)✗ 0.5x lens (warped/cheap look)

KEY LESSON: Stop selling dust, start selling dream.

Free video: builderleadvideos.com

CONTRACTOR COACHING SYSTEMS THAT SCALE

Danny Kerr from Breakthrough Academy shares proven systems that helped 2,000+ construction companies grow successfully.

THE SHIFT YOU MUST MAKE:→ Solo contractor = manage projects→ Growing company = manage PEOPLE→ Completely different skillset required

GSR: GOAL SETTING & REVIEW✓ 30-minute weekly accountability meeting✓ Three components: numbers, strategy, emotions✓ Friday: PMs submit numbers✓ Monday: Owner conducts GSR✓ Keeps everyone aligned on annual goals

DIAGNOSE PERFORMANCE PROBLEMS:

• Skill problem → needs training, SOPs, coaching time
• Commitment problem → needs conflict resolution, alignment talk
• Two different approaches most builders miss

BONUS STRUCTURE THAT ALIGNS INCENTIVES:

1. PM produces $1M at 20% = $200K gross profit
2. Pay $80K base salary
3. Anything over $200K → PM gets 10% of overage
4. Unlimited earning potential
5. Your goals = their goals

2008 RECESSION STRATEGY:→ Dropped only 3% when market crashed→ Understood the math: leads → quotes → jobs→ Conversion rates fell? Doubled marketing activity→ Could pull levers up or down

FADING FOLLOW-UP PROCESS:Days → Weeks → Months → Quarterly forever

• 15% annual revenue from 5-year lead nurturing
• Never stop unless "definitely no" or work done
• Bigger project = longer sales cycle

THE PROGRAM:✓ Month-to-month (no locked contracts)✓ 6-week Blueprint training✓ Implementation with coaches + peer groups✓ Stay 2 years or 8 years - your choice

btacademy.com | Contractor Revolution Podcast

Paid Estimates for Contractors with Marti Amos

Marti reveals paid estimates for contractors strategy: charge $500-$5K upfront instead of free quoting.

PAID ESTIMATES RESULTS:

Leon (Melbourne):

7 out of 7 deals signed

Started $1,500 → raised $3K

Hayden (Wellington):

7 months no work

60 days → $4.1M landed

Paid for every estimate

WHAT TO CHARGE:

$500-$5K action plans

$8-25K feasibility studies

GOLDEN RATIO:

20% gross margin (minimum)

8-12% overhead + salary (ideal 10%)

10% net profit (owner)

Example: $5M × 20% = $1M

- $500K overhead = $500K profit

Impact: 17% → 21% = $200K extra

REVERSE ENGINEER:

Want $500K net profit?

→Calculate jobs needed

→Figure margin required

→Determine leads needed

→Set marketing budget

MARKETING WHILE BOOKED:

Mistake: Stop when full

Better:→Keep marketing→5 leads come in→Choose ideal client→Price at 21%→Win it→Raise floor to 21-22%

"He who has options has power"

BUYER PSYCHOLOGY:

You: 8 months out

Competitor: starts next week

They want YOU

FIVE CONCERNS:

- Budget

- Timeliness

- Communication

- Trust

- Quality

Show to prospects:

- Case studies

- Team members

- Video testimonials

- Systems proof

BIGGEST CHALLENGES:

#1 Numbers (understand them)

#2 Pricing (reverse engineer with paid estimates)

#3 Marketing (not just word of mouth)

COACHING PILLARS:

1. Plug-and-play content

2. 41 coaches (monthly one-on-one)

3. Specialist coaches (members who graduated)

TRACK RECORD:

3,200 builders

22 years

700 active members

theprofessionalbuilder.com

#paidestimatesforcontractors #professionalbuilder #buildercoaching

Construction Accounting: Clean Books with Erin Andrews

Erin reveals how construction accounting transforms messy books into confident decisions.

GREAT AUNT BERTHA PROBLEM:→ Builders short-cut on bookkeeping→ Friend's mom does it→ Doesn't know construction accounting

Results:- Overpay/underpay tax- Can't get loans- Can't project cash flow- Don't know overhead

DIAGNOSTIC:- Current books review- Prior year tax returns- Process examination- Takes several hours

JOBTREAD INTEGRATION:Common issues:- Duplications- Cost codes don't match- Revenue counted 2-3x- Fix integration first- Then see real margins

TARGET MARGINS:Remodelers: 40-50% grossAverage: 25-35%Home builders: 30-35%Net profit: 10-15% (w/ owner salary)

Cost of goods:Labor, PM costs, warranty

MARKETING BUDGET:Builders: 1-2%Remodelers: 2-3%$1M remodeler: ~3%$5M remodeler: ~1.5-2%

MONTHLY SERVICE:- Books up to date- Reconciliation- Monthly reports- Payroll- Workers comp audit- Tax planning

CONSTANTLY WATCHING:Sign huge contract?Reevaluate tax situationNo surprisesERIN'S ADVICE:- No TikTok tax advice- AI isn't ready yet- Get accounting togetherLEVEL ACCOUNTING:- 19 years business- 5-6 years contractors- 34 states served

levelaccountingfirm.com

Erin Andrews on Linkedin#constructionaccounting #taxplanning #jobcosting

Realtor Referrals: $600K+ Pipeline with Brandon Williams

Brandon reveals how to build a realtor referral pipeline generating $600K-$800K annually while spending under $500/year.

THE NUMBERS:

Revenue: $1.2M (2025)

From Realtors: $600-800K (50%)

Marketing: <$500/year

One agent: $400K alone

THREE STRATEGIES:

#1 Walk & Talk ($150)

1-hour home inspection without report

Identify issues before formal inspection

Buyers estimate 5x higher → eliminate fear

Leads to: $5-10K repairs

#2 ATAC Reviews

30 min = ballpark pricing

Foot in door + become resource

#3 Post-Closing Remodels

Whole bath: $12-15K

Basement: $110-140K

Pre-purchase consult: $150

SNOWBALL:

$250K remodel + $50K changes = $300K

→ Sister remodel

→ Daughter windows

→ Endless referrals

HOW TO START:

• Visit real estate offices
• Weekly meetings need experts
• Bring donuts
• Get 10-15 minutes
• Impress ONE agent
• Snowball begins

Jason: 1-2 meetings/week

LOYALTY RULE:

Make them look good = business for life

Mess up = blacklisted

Their reputation is #1 asset

They want "a guy"

CE CLASSES:

• Realtors need education hours
• Teach common issues
• Realistic pricing
• Example: Water heater drain pan = $800 (not $50)

TIER SYSTEM:

• A tier: regular contact
• B tier: every 60 days
• C tier: every 90 days

TRAINING:

InterNACHI (nachi.org)

Reduces surprises

Fewer change orders

RESULTS:

$500/year marketing

$800K/year returns

1,600X ROI

No $3K/month ads

Just relationships

⁠bigfoot-contracting.com⁠

Atlanta, GA

#realtorreferrals #remodelingbusiness #atlantaremodeling