Online People Talking with Jen Barkan

Join us as we celebrate one year of OPT and releasing the 2024 Homebuilder Online Follow-Up Survey ("Secret Shop") results with a special live episode recorded November 6th. Jen Barkan is joined by Mike Lyon and Jessie Suggs to present key takeaways from our most comprehensive shop to date. The secret shop is designed to show homebuilder follow-up from the customer's perspective. 

Topic of Today: Secret Shop Results! (4:15)

• The origins of the online follow-up survey (and a fun fact about an auto dealer survey!)
• Logistics of how the shop and our partnership with Clear Evaluations 
• Recapping response times and the year-over-year improvement -- 72% picked up the phone and made a phone call after the online submission
• Initial response time key takeaways -- 44% of builders responded in under an hour 
• How many times in a month were the online sales specialists touching leads?
• Personalization decreased year-over-year -- 29% of builders sent a video email 
• How are online sales specialists opening the door for the organization in the live phone shop greeting? 
• Opportunities for improvement in qualifying areas of the live phone shop 
• Slowing down and taking your time through qualifying customers on the phone 
• Jessie and Mike's take on the percentage of online sales specialists who were able to overcome objections 
• Summarizing the handoff process (it's a hand-off, not a hand-hold!)
• Speed-to-lead is the biggest differentiator 
• Key takeaways for improving each element of the secret shop 

Jen Barkan is joined by Amanda Martin (with an appearance from Jessie Suggs!) to recap the recently dropped Q3 Online Sales Benchmarks! Detailing data coming in from over 50,000 leads, they recap lead volume changes, what increased and what decreased, and new metrics that are in this quarter's Benchmarks! They also give actionable items for putting insights gained from the data into strategic plans. 

Topic of Today: The Q3 Benchmarks! (05:50)



• Amanda discusses her passion for numbers and why she values the Benchmarks 
• They recap the lead-to-appointment, appointment-to-sale and online sales contribution numbers -- notably a 4% increase in the online sales contribution
• Detailing how many sales specialists and markets go into the Benchmarks 
• Decreases in the lead-to-appointment and appointment-to-sale metrics 
• What can online sales specialists do to keep pushing when lead volume is down? 
• Notable trends among leads, and overcoming today's objections 
• Tips for improving the lead-to-appointment metric 
• Focusing on the qualification of the leads and driving quality appointments 
• Trends among top-performing teams and individuals 
• Outlining key takeaways as we move toward the end of the year 

Skills Check! (25:11)

• Write down a goal of what you can do (that's within your control) to affect the numbers 
• How quick can you be to get a lead on the phone?
• Making sure you're qualifying accurately and sending leads to the correct community 
• Identifying holes in your handoff process 

Jen Barkan is joined by Jessie Suggs for this episode, recapping their recent trip to Chicago for the 2024 Online Sales & Marketing Summit! They recap their first time at the event, and the trends they saw this year. They also welcome a very special guest, Jen's son, Sam Barkan! Sam attended Summit this year as a builder attendee, and shares his unique perspective. Sam works with Chesapeake Homes in Virginia, currently working as an online sales specialist, with experience as an on-site sales specialist. 

Topic of Today (6:36): Special Guest, Sam Barkan! 

• Jen recap's Sam's background in both online and on-site sales 
• Sam discusses the biggest differences he notices between the on-site sales role and the online sales role 
• They chat about the amount of opportunities there are in online sales to positively impact people and make a difference for them 
• Sam shares his "Aha!" moments from attending Summit 
• Key takeaways he's planning on implementing as an online sales specialist 
• They cover time blocking, and how to take small steps to put items you've learned into action without it being overwhelming 
• Jessie encourages those who have attended to thank their leadership for investing in them 

Skills Check! (24:33): Knowing Beyond Your Numbers Heading Into Q4 

• Jessie encourages everyone to outline what success looks like -- to you and to your company -- to be able to forecast what you can contribute in Q4 
• Go to your leader, ask what your total Q4 sales goal is for October, November, December, and forecast what you can contribute based on your metrics 

Jen Barkan and Jessie Suggs sit down for episode #24, and today's topic is embracing the transparency of online sales and shifting the focus from defensiveness to opportunity when a slower market can lead to finger pointing. 

Topic of Today: 5 Ways to Embrace Today's Challenges in Online Sales (5:03)

• Jen and Jessie have heard several stories about OSCs getting pushback, and going into defense-mode 
• When things begin to slow and nervousness kicks in, finger pointing can ensue 
• Instead of getting defensive, let's embrace this and look at it as a challenge! 
• Which is worse, the pain of discipline, or the pain of regret?
• #1: Be able to confidently explain your role and what you do 
• #2: Know your metrics inside-and-out 
• #3: Have you done everything in your control within your CRM?
• #4: Stay in front of your peers 
• #5: Communicate proactively 

Listener Question Of The Day (32:16): "What is the difference between an adequate employee and a valuable employee?" 

• This question is based off of a great book titled 12 Habits of Valuable Employees: Your Roadmap to an Amazing Career
• Value employees look to maximize resources, create new efficiencies in everything they touch, eliminate obstacles and proactively solve complex problems 
• What are you doing beyond checking the boxes?

Skills Check! (37:30) 



• Jessie encourages you to take action on at least one thing from today's episode you'd like to implement 
• Update your metrics on a weekly basis and make adjustments accordingly 
• Know the word on the street! What is the customer vibe?

Jen Barkan and Jessie Suggs are joined by Lisa Parrish, Chief Creative Chick with Team PMP - Peter Mayer Productions! Lisa has been producing industry award events for 35+ years, and the topic is all about The Nationals-- the NAHB's premier awards event! They dive into awards categories, benefits of applying, tips on the submission process, steps to submitting an entry and more! Entries are due October 7 for anyone interested in applying! Finalists lists will be announced the first week of December. 

Topic Of Today: The Nationals awards! (04:14)

• Jen and Jessie welcome Lisa Parrish, a national treasure in the new home industry
• Lisa explains The Nationals, and what categories of awards are covered 
• What categories of awards are available for Online Sales?
• Diving into who should apply for each category 
• Why should you consider applying?
• Characteristics the judges are looking for 
• Tips for bringing up The Nationals to upper management 
• Insider tips on the submission process -- clear, concise and digestible  
• Breaking down the entry submission two-step process 
• Planning for the submission deadline 
• Lisa's thoughts on letters of recommendation 
• Jen shares the importance of providing a story and context behind the data 
• Levels of entry fees - do you have to be a member of NAHB to apply?
• After submission, when do you find out if you've been selected?

Listener Question Of The Day: (26:04) 

"With the submission process, is there anything that stands out to you, and are applications more merit based, creativity, or a combination of both?"

• Lisa details it comes down to professionalism, dynamic and results 
• Creativity and passion for what you do are clear standouts 

Skills Check! (28:12)

• Jessie encourages you to research The Nationals, and have a discussion with your manager to see if this is something you are able to apply for! 
• Jen shares her experience applying and winning silver and gold 

Jen Barkan is joined by Jessie Suggs for Episode #22, and they're shaking things up! Jen interviews Jessie, who candidly shares how she entered into the real estate industry, and her journey to becoming an online sales counselor, and ultimately to a coach at Do You Convert. A big topic discussed in this episode is comfort zones, and how important it is to always be seeking opportunity for growth and learning. And finally, they give you a bit of homework so you can put the advice into action! 

Topic Of Today: Jessie Suggs! (05:58)

• Jen is interviewing Jessie as this episode's special guest! 
• It all started with teeth! 
• Jessie describes navigating her way through roles to pursue her true passion
• Jen asks what drew her to the online sales role 
• The two discuss the best, and most difficult things about being an online sales counselor 
• Jessie shares what her tenure within the industry has looked like 
• She also shares the ways that she plugged in, and grew within the industry 
• Jen asks Jessie to describe the moment she knew she wanted to be a coach 
• They discuss comfort zones, and how important it is to resist the urge to allow fear to keep you in the same place 
• Jessie shares a typical day-in-the-life of an online sales coach
• She also shares what her free time looks like! 

Skills Check! (30:23)

• What is one thing you could be doing to put yourself out there, and develop yourself professionally? 

Jen Barkan is joined by Jessie Suggs and Amanda Martin to recap the recently dropped Q2 2024 Benchmarks! Things have held very steady since last quarter, and in some instances, improved! Also discussed in this episode are upcoming opportunities for growth and recognition, and Amanda leaves you with some homework that will improve your funnel. 

Word On The Street: Do You Remember Your First Day As An OSC? (15:20) 

• Jen, Jessie and Amanda do! They reminisce on their first day as an OSC! The accomplishment, the excitement, the nervousness -- all the feels! 
• The team is onboarding new online sales specialists, and are loving the work ethic and eagerness to learn they are bringing! 
• Online Sales Academy dates have been announced (November 13-15) and limited spots are available! 
• Who should apply for The Nationals?

Question Of The Day: UTour (26:57)

• Great resource for onsite sales team 
• Ways to use it effectively and not bypass online sales 
• You should have a UTour follow-up process (light weight, soft selling)

Topic of Today: The Q2 Benchmarks! (13:33)

• What are the Benchmarks, and how do we calculate them?
• Pleasantly surprising key metrics!
• Are you tracking "show rate"? 
• Recapping top performers 
• Data you can add to your reports to tell the story about what is happening with your leads

Skills Check! (30:28)

• Amanda gives you some homework! 
• Correctly defining an aged lead 
• Discovering the why behind your data 

Welcome to Online People Talking with Jen Barkan! In this episode, Jen and Jessie Suggs are joined by Julia Holloman, a Dream Home Specialist at Red Door Homes! Julia explains what "On Your Lot" online sales specialists do and how its different (and similar!) to production online sales specialists. They go through the metrics between the two and speak to why that might be.

Word On The Street: On Your Lot (10:15)

• Build on customers land.
• Take care of everything from start to finish.
• You can build anywhere that Red Door Homes builds.

Topic Of Today: Metrics for OYL vs Production (24:26)

• OYL has to paint a picture, there's no model home, so it's helping the customer create a vision of the future.
• Your job is to get them excited at the possibility of a home.
• OYL is a longer buying cycle.

Skills Check! (40:27)

• You got to listen to your calls!
• How are you answering the phone?
• Determine what your areas of qualification are.
• "Did I ask for the appointment?"

Welcome to Online People Talking with Jen Barkan! In this episode, Jen and Jessie Suggs are joined by one of our very own marketing coaches here at DYC, Beth Russell! They have noticed an uptick in OSC's creating overly templated emails that look as though they came from marketing, so the three dig into the difference between marketing emails and follow up emails. Beth gives her expert insight on the purpose of both kinds of emails and shares her concerns if the line is blurred between the two. The three discuss the difference between live chat and a chatbot.

Word On The Street: OSC's emails looking like they came from marketing (08:03)

• Email marketing is not the same as email follow up.
• Follow ups should not have a template.
• You risk people unsubscribing when you make your follow up a newsletter.

Topic Of Today: The fundamentals - difference between email marketing and follow up from online sales (17:30)

• Marketing emails are there for awareness and engagement.
• Email follow up needs to be short and sweet.
• Follow ups are human centered communication.

Skills Check! (36:40)

• Go do an audit of your email follow up. Is it too templated?
• Talk to your marketing and see what is going out.

Welcome to Online People Talking with Jen Barkan! In this episode, Jen is joined by Jessie Suggs to talk all about how to get an appointment. Jen and Jessie have noticed a disconnect in Online Sales Specialists knowing the best method of making an appointment and in some cases, not even asking at all! So pull out your notepads and pencils for this free educational episode on how to get those appointments the correct way.

Word On The Street: How To Ask For an Appointment (05:32)

• People are struggling with asking for the appointment.
• Review the call path.
• Prepare mentally.
• Be better than the bot! Add your personality!
• 5 areas of qualifications.

Topic Of Today: The 6 Ways To Ask For an Appointment (16:44)

• Assumptive close
• Soft Close
• Trial Close
• Hard Close
• Tie Down Close
• Alternative Close

Skills Check! (30:35)

• Write these tips down.
• Try one of these methods!