The process of selling new construction homes is fundamentally different from selling existing homes, yet most real estate agents receive training only for the latter. According to Bill Gaul, CEO of Builders Update and chair of the RESO Data Dictionary New Construction Subcommittee, this gap in training leaves many agents unprepared for the unique challenges of new construction sales.
In a resale, an agent typically shows a buyer multiple homes until one fits. New construction, however, presents a more complex scenario. A single community may offer multiple floor plans at various stages of completion, from finished models to homes not yet built. Gaul explains, “You go to a community, and there are twenty homes for sale, maybe three model A’s, six model B’s, eight model C’s.” An agent who approaches this like a resale, showing options in ascending order and gauging reactions, is working against the format.
Gaul advocates for a “best fit first” strategy. Instead of saving the best option for last, a new construction specialist should identify the closest match and present it early. This requires thorough preparation before meeting the buyer. Gaul recommends that agents visit every builder in their market to learn about price points, construction quality, community demographics, and selling points. Additionally, agents must distinguish between what a buyer needs and what they say they want. “Understand what they need, not only what they want, then deliver the product that best matches their needs first,” Gaul says. Homes shown after the best fit tend to meet fewer criteria, leaving the buyer fatigued rather than closer to a decision.
New construction also introduces an additional party: the on-site sales counselor, who possesses detailed knowledge of the builder’s product. The agent’s role is not to compete with that expertise but to guide the buyer to the right community and build trust. At its best, Gaul says, the agent, buyer, and on-site counselor work together to find the right home, sometimes one that has not yet been built.
To bridge the training gap, Builders Update has developed a course specifically for new construction sales. The course consists of six self-paced modules, each about thirty minutes long. The first module is free; the remaining five cost $149, or $129 for agents affiliated with participating MLS organizations. Upon completion, agents receive a certificate designating them as a new home specialist. Gaul notes that a more advanced tier is planned for agents who have closed a certain number of new construction sales.
The platform reserves its detailed listing information for licensed agents, part of an agent-centric model. “We consider our information privileged, and we only make it available to licensed real estate agents,” Gaul says. As new construction grows as a share of available inventory in many markets, the case for specialized training becomes stronger.
