For many modular factory owners, partnering with realtors seems like a logical step to boost sales. But is it truly the most effective approach? Let’s break it down.
Why Realtors May Not Be the Best Fit
- The Show-and-Tell Mindset
- Realtors often focus on presenting rather than truly selling, leaving potential buyers without a full understanding of your product's value.
- Limited Product Knowledge
- Most realtors rarely invest the time to learn about manufacturing processes, custom options, or the long-term benefits modular homes provide. This lack of understanding limits their ability to effectively advocate for your homes.
- Motivation Misalignment
- Realtors prioritize sales over specific properties. If a quicker, easier commission opportunity arises—say, selling a used home—they're more likely to redirect their efforts elsewhere, even if the initial inquiry came through your project.
- Buyer Loyalty Dynamics
- Realtors often position themselves as allies of the buyer, not the seller. While this builds trust with their clients, it may not align with your sales goals, especially when a buyer’s expectations diverge from your offerings.
Why Social Media Can Be More Effective
If you’re starting out, social media offers a direct and cost-effective way to promote your modular homes. By showcasing your projects, sharing success stories, and engaging with potential customers, you can build a strong online presence and even make your first few sales without paying hefty realtor fees.
When Realtors Make Sense
Realtors can play an important role in modular home sales when:
- You have multiple properties available in diverse locations.
- You’ve partnered with agents who understand your product and are invested in its success.
- You need support with market research or accessing specific customer segments.
Key Takeaways
Hiring a realtor isn’t always the best initial step for modular home sales. Instead:
- Invest in educating your target audience through direct channels like social media or your website.
- Build relationships with realtors selectively, ensuring they align with your brand and understand the unique value of your product.
- Focus on creating a streamlined, engaging sales process that allows buyers to fully appreciate the benefits of modular homes.
At Prefab Lab, we believe modular home sales require a tailored approach, grounded in knowledge and trust. Realtors can be part of the equation, but only when their goals align with your long-term vision. So before hiring, take a moment to weigh the pros and cons—and always prioritize strategies that position your homes as the standout choice in the market.