Creating the Marketing and Sales Team

Training Real Estate Agents to Be Good Buyer Representatives for Your Properties

Some of the best “members” of your marketing and sales team may not be on the team. Buyers’ agents can significantly extend your marketing reach if they know about your homes, are enthusiastic about them and are trained to sell them.

If you are marketing a lot of homes over a long period of time, you may find it useful to provide training to any real estate agents interested in helping their clients buy one of your homes. Neighborhood Housing Services (NHS) of Phoenix and Atlanta Neighborhood Development Partnership (ANDP) in Atlanta both offered training to buyers’ agents (click here to see the ANDP curriculum). Training topics could include any income restrictions, atypical steps in the sales process required by a funder, the best way to talk about the neighborhood and information about special features of your homes.

NHS South Florida requires its prospective home buyers and their agents to attend a one-hour orientation before making an offer on a home funded by the Neighborhood Stabilization Program (NSP) because of the program’s unique requirements. The orientation was designed to ensure that buyers and agents have a clear understanding of eligibility requirements, resale restrictions, and what to expect during the bidding process – before going to the trouble of preparing an offer. Click here to see the curriculum for NHS’ NSP Orientation.

Finally, you may want to take the initiative in training real estate agents, staff or others to show your homes to their best advantage. There’s an art to presenting a home to a potential buyer; Homeport, a NeighborWorks organization in Columbus, Ohio, produced a series of five videos to train people to do it well. Click here for links to those videos.

Homeport Training Videos:

Homeport Training Video 1.2
Homeport Training Video 2.2
Homeport Training Video 3.2
Homeport Training Video 4.2
Homeport Training Video 5.2

To help you convince Realtors of the value of supporting the affordable housing market, you will find useful information on the National Association of Realtors website in the Housing Opportunity section.

In the next chapter, we will discuss market research as it relates to the marketing and sale of affordable homes.