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Key Responsibilities and Required Skills for New Home Sales Representative

💰 $ - $

SalesReal EstateResidentialBuilderCustomer Success

🎯 Role Definition

As a New Home Sales Representative you will be the primary sales ambassador for our new home communities and model homes. You will generate, qualify, and convert leads; conduct high-impact home tours and presentations; negotiate offers and contracts in partnership with management and legal; and guide buyers through the entire purchase lifecycle from initial interest through closing and move-in. Success requires deep product knowledge (plans, options, pricing), strong CRM discipline, exceptional customer service, and the ability to meet or exceed monthly and quarterly sales targets.

Keywords: new home sales representative, model home sales, builder sales, residential real estate, closing coordinator, lead generation, CRM, contract administration

📈 Career Progression

Typical Career Path

Entry Point From:

  • Leasing Agent or Rental Sales Consultant with strong customer-facing sales performance
  • Retail or B2C Sales Representative with a history of closing high-value purchases
  • Real Estate Agent or Broker transitioning to builder sales with community-based focus

Advancement To:

  • Sales Manager / Community Sales Manager (oversee multiple communities and sales teams)
  • Regional Sales Director (manage sales strategy and targets across several communities)
  • Director of Sales and Marketing (lead cross-functional builder sales and marketing operations)

Lateral Moves:

  • New Home Closing Coordinator / Contract Administrator
  • New Home Design Consultant / Options & Upgrades Specialist

Core Responsibilities

Primary Functions

  • Prospect, qualify, and convert incoming leads (walk-ins, web leads, phone, referrals, realtor leads and community events) into appointments and signed purchase agreements while maintaining a strong, measurable pipeline in the CRM.
  • Deliver polished, informative model-home tours and plan presentations that clearly communicate home features, community amenities, pricing, optional upgrades, and builder warranties to prospects, tailored to buyer needs and buying motivations.
  • Prepare, present, and negotiate purchase agreements and option selections in accordance with company pricing, incentives, and lot controls; collaborate with Sales Manager and Legal to escalate and resolve complex contract situations.
  • Maintain up-to-date knowledge of community inventory, lot availability, construction schedules, pricing changes, incentives, and promotional programs to deliver accurate information and avoid selling conflicts.
  • Use CRM (e.g., Salesforce, HubSpot, Buildertrend) to log all customer interactions, manage lead follow-up cadence, update lead status, forecast sales, and produce reliable weekly and monthly activity and conversion reports.
  • Meet or exceed individual sales goals and conversion KPIs through proactive follow-up, strategic outreach, and effective closing techniques; consistently achieve pipeline and velocity metrics set by the community.
  • Coordinate with Production and Construction teams to provide buyers with accurate build timelines, home progress updates, and orientation information; escalate and troubleshoot construction or warranty issues on behalf of the homeowner.
  • Conduct pricing and options consultations that maximize up-sell opportunities (options, design upgrades, and mortgage incentives) while maintaining a high level of buyer satisfaction and long-term referral potential.
  • Manage the buyer experience through the escrow/closing process, including deposit collection, lender coordination, title and escrow coordination, final walkthrough scheduling, and move-in logistics to ensure a smooth, timely close.
  • Educate and advise buyers on financing options, lender incentives, FHA/VA or conventional loan nuances, energy-efficiency programs, and builder-provided mortgage/buyer incentives in partnership with preferred lenders.
  • Execute targeted marketing initiatives at the community level (open houses, model home events, builder-sponsored promotions, co-op realtor events) to drive brand awareness, foot traffic, and qualified leads.
  • Build and maintain strong relationships with local real estate agents, relocation contacts, community stakeholders, and industry partners to expand referral networks and increase market share.
  • Maintain model home and sales center presentation standards, staging, merchandising, and signage to optimize buyer impressions and increase conversion rates.
  • Track and analyze buyer feedback and market activity to provide actionable insights to Sales Leadership and Product teams regarding pricing, floorplan popularity, customer objections, and competitive positioning.
  • Provide accurate sales forecasts and participate in weekly sales meetings, pipeline reviews, and incentive program planning; adapt sales strategies to market fluctuations and company priorities.
  • Facilitate buyer selections, options ordering, and change order processes while ensuring adherence to the builder’s deadlines, policies, and documentation requirements for options and upgrades.
  • Participate in new hire training, on-boarding of sales assistants, and mentoring of sales team members to maintain consistent selling standards across shifts and communities.
  • Ensure compliance with all federal, state and local real estate laws, fair housing regulations, company policies, and ethical selling practices when marketing and selling homes.
  • Respond quickly to homeowner concerns after move-in, liaise with warranty and customer care teams, and follow through to resolution to protect the builder’s reputation and secure positive reviews and referrals.
  • Track commissionable activity, maintain accurate sales files and documentation, and work with payroll and accounting on commission reconciliation and closing paperwork.
  • Implement and refine lead-nurturing campaigns (email, SMS, phone) and work with marketing to test messaging, offers, and conversion tactics to increase lead-to-contract conversion rates.
  • Monitor and report on local market trends, competitor activity, and buyer demographics to inform pricing strategies, product offerings, and community-specific marketing.
  • Represent the builder at community events, trade shows, and realtor open houses to support community occupancy goals and improve the sales funnel.

Secondary Functions

  • Support regional marketing by providing timely community content, photos, buyer testimonials, and market feedback to help optimize digital lead generation campaigns.
  • Train and provide feedback to sales assistants on lead entry, CRM hygiene, appointment scheduling, and pre-qualification best practices.
  • Collaborate with design center staff and third-party vendors to ensure options and upgrade orders are processed accurately and within builder timelines.
  • Assist closing and escrow teams with documentation verification, buyer ID and residency confirmation, and coordination of final settlement statements.
  • Participate in weekly cross-functional stand-ups with construction, warranty, mortgage, and title teams to remove roadblocks and accelerate closings.
  • Help plan and execute seasonal community events, grand openings, and model refreshes to keep buyer engagement high.
  • Maintain physical security and daily opening/closing procedures for model homes and sales centers, including point-of-sale devices and sample management.
  • Support ad-hoc reporting requests by compiling sales activity metrics, lead sources, conversion ratios, and buyer demographics for leadership review.
  • Contribute to continuous improvement efforts that simplify the buyer journey, reduce cycle time from contract to close, and improve Net Promoter Scores (NPS).
  • Participate in local community outreach and corporate social responsibility programs that promote the builder brand and foster goodwill in the neighborhood.

Required Skills & Competencies

Hard Skills (Technical)

  • CRM proficiency: demonstrated use of Salesforce, HubSpot, Buildertrend, or similar CRM systems to manage leads, pipeline, and reporting with strict data hygiene.
  • Contract and closing knowledge: experience preparing, presenting and managing purchase agreements, addendums, contingencies, and closing documentation in a new home environment.
  • Mortgage and lender coordination: practical understanding of common loan products, lender processes, and financing timelines that affect new home sales closings.
  • Product and plan knowledge: ability to read and explain floor plans, elevations, structural options, and upgrade packages to buyers and coordinate with construction teams.
  • Pricing and inventory management: track lot control, inventory status, and dynamic pricing adjustments to avoid conflicts and maximize community absorption.
  • Sales forecasting & reporting: basic analytics skills to generate weekly/monthly sales forecasts, conversion metrics, and pipeline health reports.
  • Options/order entry systems: experience with design center/order management platforms to select and place buyer options and upgrades accurately.
  • Digital marketing basics: familiarity with online lead channels, listing portals, social media outreach, and event marketing that drive community traffic.
  • Negotiation & closing techniques: proven ability to structure offers, resolve objections, and close deals while protecting margin and company policy.
  • Microsoft Office and document management: comfortable with Word, Excel (basic functions), Outlook, and electronic signature tools (DocuSign, Dotloop).

Soft Skills

  • Exceptional verbal and written communication skills for high-touch buyer interactions and cross-functional coordination.
  • Strong customer-service orientation with empathy, patience, and a solutions-first mindset to manage anxious or first-time homebuyers.
  • Persuasive negotiation and influence skills, balancing buyer needs with company guidelines to secure mutually beneficial outcomes.
  • Active listening and needs-analysis capability to match buyers to the right floor plans, options, and communities.
  • Time management and organizational skills to handle multiple appointments, follow-ups, and administrative tasks concurrently.
  • Resilience and adaptability in a fast-moving market with shifting inventory and pricing dynamics.
  • High ethical standards and integrity in all sales practices and documentation.
  • Team collaboration and cross-functional problem solving with construction, warranty, marketing, and finance teams.
  • Detail orientation to ensure accuracy in contracts, options orders, and closing paperwork.
  • Presentation and public-facing confidence for community events, builder open houses, and realtor engagements.

Education & Experience

Educational Background

Minimum Education:

  • High school diploma or GED required.

Preferred Education:

  • Bachelor's degree in Business, Marketing, Real Estate, or related field preferred.

Relevant Fields of Study:

  • Business Administration
  • Marketing
  • Real Estate
  • Hospitality / Customer Service

Experience Requirements

Typical Experience Range: 2–5 years of direct new home or residential real estate sales experience, or equivalent sales experience in high-value, consultative B2C sales.

Preferred:

  • 3+ years selling new construction homes or experience as a licensed real estate agent with a track record of closing transactions.
  • Experience working with builders, development teams, or design centers and demonstrated success meeting or exceeding sales quotas.
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