I recently had the pleasure of joining an old friend, Rick Storlie, on his Conversations That Convert podcast to discuss one of my favorite subjects: helping builders sell more homes in a changing market.
After nearly four decades in new home sales, one thing remains true—there is rarely a magic bullet. Success comes from combining the right people, the right process, and the discipline to consistently execute.
“AI is not going to replace salespeople, but it is already improving the sales process and the customer experience.”
- Roland Nairnsey
During our conversation, we explored how AI is changing the follow-up game. Many builders are sitting on thousands of leads that have never received proper attention. AI can help bridge that gap by reactivating dormant prospects and booking appointments, but it doesn't replace great salespeople.
Technology may get the customer back to the model, but it still takes a skilled professional to build trust, uncover needs, and earn the sale.
“New Home Sales is a contact sport, not a spectator event.”
- Me again
We also discussed two topics that are always close to my heart: recruiting and negotiation. Great sales teams are built through intentional hiring, coaching, and accountability—not luck. We look for people who understand sales, have great energy, and are internally motivated and possess true grit. Plus, of course are coachable, always looking to grow.
“If you haven’t failed, you can’t succeed.”
We discuss how there are so many fundamental activities involved in managing sales teams in this ever-changing market. So many companies seem to look for a quick fix or panacea to help improve sales. Instead, Rick and I review the many activities from recruiting, creating the best sales experience with models and props, rewarding activities such as utilizing the CRM for follow-up, prospecting and referrals, evaluating the product, pricing, and ensuring that compensation is fair but is also motivational. Effectively, we have to actively manage our stores!
We talked about elements from my new book Mastery of Negotiation: The 22 Golden Rules. When it comes to negotiation, most buyers aren't simply looking for a discount; they're looking to feel like they won. The goal should always be a win-win outcome where the buyer feels confident in their decision and the builder protects value. That's how lasting success is built. Enjoy my five essential tips during the podcast.
If there's one big takeaway from the interview, it's this: in any market, builders who focus on people, process, follow-up, and value creation will continue to outperform those looking for shortcuts. The fundamentals still matter.
Thanks again to Rick and please enjoy this podcast.