19 Feb 2021


Feb 19, 2021




As we kick things into high gear for 2021, it’s vital that both sales and marketing teams are realizing that, more than ever, empathy is king this year.

Taking the time to understand someone is going to help you build a relationship, and that my friends, is what it is all about.


“Buyers are more likely to be open and forthright with salespeople they know. Especially with high-stakes decisions, a seller who has built a reputation and history has an edge.” – Harvard Business Review

Understand how educated buyers are


Our clients are seeing that they are working with the most educated buyers of all time. That’s no surprise when you consider where consumers are in their customer journey when they even want to speak with a sales rep.

  • 19% want to connect with a salesperson when they’re first learning about the product
  • 60% want to connect after they’ve researched the options and come up with a short list
  • 20% want to talk once they’re decided which product to buy

With so much information at their fingertips in our digital world, consumers are wanting to research on their own time to find out what they really want. And how great is that for us?

Now we get to work with educated buyers that are further down the funnel. What does that really mean for you? That means your salesperson can save so much time with each customer, allowing them to sell more product and better service their existing clients.


Because consumers are so educated, empathy goes hand-in-hand with stopping the bad habit of making assumptions about your audience. Time and time again we see it as consumers ourselves. Email after email comes into our inbox and we wonder: “Did I even sign up for these emails? Why are they targeting me? Why are they just assuming I want said product or service?”

Mass communication with general assumptions is not going to work. The more personalized messaging you send out and the more personalized of an experience you can offer, the better ROI you’ll get on your initiatives.

Our latest sales center presentation, MySCP, is a prime example of this. By allowing our clients to completely customize this tool, they can then offer the best experience possible that is tailored to their buyers. As a potential homebuyer is walked through this presentation, it becomes all about their personal home journey. They can favorite and customize products as well as take everything home with them in a print or digital brochure to reference at any time.

While tools like our MySCP came from years of listening to our clients’ needs, getting to know your buyers and offering empathy can be as simple as monitoring their online activity when they’re on your website. Start there and you never know how much you could learn about them!


All of the time, especially recently, we get questions like… “What is the latest and greatest tech? What is coming next? What are our competitors doing?”

While this is all important and valuable information, making business decisions simply based on the next big thing will only cause issues. We regularly have those strategic conversations with our clients.

As Kimberly Mackey from New Homes Solutions pointed out to us in a recent conversation, technology does not fix everything. In fact, it can reveal holes in your processes if you are not ready for it.

Instead of jumping into the new shiny tool just because it hit the shelves last week, businesses should be focusing on what your buyers need and find technology that helps you do that.

We couldn’t agree more. Ensuring you’re offering the best experience for your customer should drive everything you do, but you need to pick and choose the content, services, and tools that help you best do that. Focus on making their lives easier and what they need from your brand.


So, if you’re looking for marketing collateral, maybe instead of jumping into the world of AR/VR, you start out with exploring 3D renderings and just how much those can do for you.

If you’re interested in talking strategy and coming up the best ways to connect with your audience, let’s chat.

Let’s talk