The Importance of Relationships: Advice from an Award-Winning Sales and Marketing Pro

With more than 35 years of experience in the homes sales and marketing industry, Jeff Shore, founder of Shore Consulting, an Auburn, Calif.-based new home sales training company, was named the NAHB Sales & Marketing Professional of the Year at The Nationals during this year's International Builders' Show in Las Vegas.

"In the realm of residential real estate sales, Jeff Shore is not just a professional, he is a transformative force," shared Mollie Elkman, president of Group Two Advertising and author of The House That She Built, who nominated Shore for the award. "With a career spanning over three decades, Jeff Shore has left an indelible mark on the industry, reshaping sales strategies, inspiring professionals and generating unprecedented revenue."

Shore shares his thoughts on winning the award, trends he's seeing in the home sales and marketing industry, why relationship-building and more below.

What was the first thing that came to mind when you found out you were named NAHB Sales & Marketing Professional of the Year?

When my name was announced at The Nationals, the first thing that came to my mind was all of the people that I've been blessed to work with and for over the last 35 years in this business. We live in a relationship business. The relationships that I've formed over the years are priceless.

The win wasn't as much about contributions that I have made, but rather, about the years of collaboration with some very talented and wonderful people, especially those on the Shore Consulting team. I like to think that we all went up on the stage together.

Throughout your career, what role has relationship building played in your success?

We sometimes think that we're in the home building business. We're not. We're in the relationship-building business. We can apply that to our relationship with our customers. But where it really comes into focus is the relationship with our peers, our partners - even our competitors.

Early in my career, I asked myself, "How am I going to do this?" Now I ask the question, "Who can I do this with?" I find that my greatest successes come about when I partner with really smart people.

You presented during "The Rally: An Immersive Journey Into the Future of New Home Sales" Super Session at IBS. What are some key trends you're seeing right now?

I'll tell you what I'm thinking about the most - and that's the buyer's journey. This is such a confusing time to be a home buyer. On one hand, the need is overwhelming. On the other hand, the lack of homes to see and the amount of perceived compromise that customers have to adapt to is really painful mentally.

We need to do a better job of assuring customers that moving forward with a purchase decision is always the right thing to do. Timing the market has never been a good strategy. Rule No. 1: Live in the right home.

How can home sales teams better communicate to buyers that purchasing a house is the right move?

They can start with a history lesson. In theory, the worst time to buy a home over the last 40 years would have been 2008, just before prices plummeted. But if you purchased in 2008 and you still own that home today, you're a genius. You're the smartest person in the room.

In the long run, buying a home has always paid off. More important than that is the fact that you get a home. A home to live in. A home to raise your children in. A home that you can customize to your liking. We can't let economic fears get in the way of the true and important objective: living in the right home.

Aside from winning the NAHB Sales & Marketing Professional of the Year award, what were some of your favorite moments from this year's International Builders' Show?

I thought the education sessions were as good as anything I can remember from past shows. Add to that the level of optimism in the strength of the market and the consistent and exciting technological innovations, it makes for a thrilling time to be a part of this business.

For novice professionals just starting out in the homes sales and marketing industry, what are some best practices for achieving success?

The world is full of people who are willing to do the minimum they need to do in order to get by. The most successful people that I've met in this business go above and beyond what they're asked to do. They are voracious learners. They raised their hand to volunteer. They give without the expectation of receiving. If you're new to the business, develop a distaste for stagnation. Focus on growth and contribution, and this industry will take care of you for a long, long time.

How can salespeople just starting out in their careers organically build relationships within the industry?

Building relationships takes a certain amount of bravery. We want to reach out to someone, but there's a filter of insecurity that often prevents us from doing so. I have always found it most effective to think through what I want to learn from someone before I approach them.

I've literally written down a list of questions going into a meeting or a networking conversation. I find that people in this industry are really good at sharing their expertise. I have also found that not enough people ask in the first place.

What advice would you give to someone who wants to make a positive impact on the industry?

Think of the contribution you make to the business before anything else. Give and give and give some more. The recognition is wonderful, and the awards are nice to have, but the impact we make on the lives of others - that's what really lasts.

See the complete list of winners from The Nationals 2024.

For more information on NAHB's awards programs, go to nahb.org/awards.

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