Haverford Homes is committed to being your “Best Builder Choice.” Our goals are to exceed your expectations by building you the highest quality semi-custom home at an exceptional value and to continue to develop communities that create and enhance the finest quality of living.

“Did you know we are the busiest privately held builder in the area?”

“How would you like to get $100K of value that you might not find somewhere else?”

“Did you know that I sold 15 homes in the last 6 months? Would you like to know why?”

“Do you know why we are the lowest risk, best choice option today?”

“Did you know the wealthiest people buy when house prices are low like today?”

Semi Custom Builder Modify non-structural items Customize features

Handicap modifications Elevators

Granite Brick Front Hardwood (Select Areas) Ceramic Tile Upgraded Maytag Appliance Package Superior Structural Integrity Structured Wiring Floor Systems

$100K in Standard Features All closing help paid with preferred lender Tax Benefits to ownership

1 of 100 instead of 1-5000 valued customers

Our professional home consultants will guide you through the entire process and take care of all the details.

Superior customer service Quality built the first time with a 10 year

warranty

Industry leading efficient completion times We are focused on quality and manage the process

well Highly experienced in house construction

managers Highest quality of materials

List Materials (Andy and Greg) Award Winning Designs

Finest For Family Living Awards 98% Customer Satisfaction

Highly trained and experienced new home consultants Highly experienced in house construction managers Top financial mortgage consultants Long term relationships with high quality

subcontractors Hands on executive level management support This team is ready to work for you as part of the 100

homes we build in 2009

Cynical buyer, negative, they generally don’t buy.

Action: Be kind and polite, give them a brochure and send them on their way

They know exactly what they want, and what they want to buy

Action: (Spec Buyer) Let’s take care of all the paper work, review the values and benefits of our homes, and we can settle you in 30 days.

Action: What do you need to know to make a buying decision today?

Low on relationships, very detailed, accountants and engineers.

Action: Refer to Product Knowledge Points and Inner Beauty Book

Interested in building relationships Who will be affected by this purchase

Psychologist, Teachers, & Social Workers Action: Compliment, feed ego, stroke buyer, and

hold their hand the whole way through Action: Listen like you have all the time in the

world Action: “Imagine the entertaining you can do you

in this family room!”

No small talk, quick and to the point, and they will lead you.

Action: Show our technology advantages Action: Show the financial benefits

Listen attentively Pause before replying Use Open Ended Questions

How do you like to buy? How do you mean? How soon are you looking to move in?

(Close Ended or Check Close Questions)Does this make sense to you so

far?Do you see how this would make

sense?

Watch Dog Foundation Waterproofing Flexible membrane sealant which expands and

contracts with climate change and settlement movement.

Eliminates water infiltration through the foundation

10 Year Warranty vs. 1 Year competition Why is this better than the competition?

Thicker Membrane that expands seasonally to seal your foundation and prevent basement leaks.

The foundation paint will adhere better and provide your home with an enhanced look.

10 Year Warranty. Why settle for one year from competitors when you can get a 10 year?

Taex Pest Control System Series of plastic tubes that we run throughout the

house that run inside the walls with an external fill port.

Once contracted with Hometeam Pest Control, their professional service technician applies the treatment from the exterior of the home quarterly, thus eliminating entry into your home.

Why is this better? Eliminates direct spray toxin exposure to children

and pets. Treatment can be completed when your away. No

need to be home! Eliminates typical time wasting inconveniences

related to conventional pest control applications.

Brick Front Standard Enhances the beauty and value of your home as

well as the community Helps dampen external noise (STC of 56) Low Maintenance Why is this better?

More attractive Better resale value Quieter interior More durable, low maintenance Lasts the lifetime of the home Increases Insulation R-Value

Basement Construction Step down slab in mechanical room

Safeguard against water leakage Prevents against potential damage to flooring,

furniture, and walls etc. Why is this better?

Acts as an emergency reservoir in the event of unexpected water accumulation.

Emergency back up sump pump Does not rely on electric or battery back up Fully functional with no power Provides continuous protection from your primary

pump failure Why is this better?

No battery maintenance Systems with batteries have a limited

running time Continuous protection when you’re not home

(vacation, work etc.) 90% Competition = No Back Up System Possible insurance discounts (check with

provider)

Mold prevention spray (all finished areas) Applied to all wood products in basement Totally Green Why is this better?

Not used by competition Environmentally friendly Prohibits potential mold growth No harmful chemicals used (family and pet safe) Product is edible and used in food products Easily identified by its color tint upon application

Metal Studs (Non Structural 24”) Located on all non-structural areas Prevents any moisture from being trapped or

absorbed Prevents bowed studs allowing for straighter

walls Why is this better?

Helps prevent mold growth for a healthier living environment

Prevents any moisture from being trapped or absorbed

Prevents bowed studs allowing for straighter walls

Mold resistant insulation Why is this better? Prevents any moisture from being trapped or

absorbed Helps prevent mold growth for a healthier living

environment

Floor Systems Engineered Floor Joist

never exceed 19.2” on center vs. 24” by competition

Eliminates floor vibrations and tremors Eliminates cabinets from rattling Why is this better?

Makes for a quieter home: virtually eliminates squeaky floors , deflection, and unevenness.

Advantech Sub Flooring (50 Year Warranty) ¾” (Haverford) vs. 5/8” (Competition) thickness Resists swelling and shrinkage and flaking vs.

standard OSB (competition) Engineered product, moisture and mold resistant Prevents separating and cracking of vinyl,

hardwood, & ceramic tile seams and floors Fewer drywall cracks and nail pops Why is this better?

Eliminates floor squeaks

Roofing 30 Year Architectural Shingles vs. 20 Year 3 Tab

Aesthetically more pleasing with a detailed design Additional 10 year life expectancy Less prone to leaks due to quality design

Wall Panels Engineered wall panels in lieu of stick framing Panels custom designed and engineered Constructed in a controlled environment Allows for a more uniform product and reduces

build out time

Rails Oak stained pickets in lieu of painted poplar

Adds a richness and elegance

Exterior Trim Synthetic material adds a low maintenance

Eliminates rotting, pealing, mold, mildew, chipping, cracking, and bleed through

Plumbing Upgraded Moen Fixtures

Pull out spray faucet in kitchen Exceeds builders grade classic lever handles stylish design complements any decor conserve water without sacrificing

performance Separate Shower in all Master Baths Standard Jacuzzi soaker tub (option for jets)

90+ High Efficiency Gas Water Heaters

Heats water faster Up to 96% energy efficient

Heats more water with less energy

Structured Wiring Alarm Pre-Wire for siren, motion detector,

keypad, and front door entry Security system included with a 2 year

monitoring agreement Provides protection and reassurance for your

family and valuables Plug and Play Smart Box

User friendly and adaptable to homeowners changing needs

Allows for future technological advancements 3 Telephone/2 Cable

All homeruns (individual line sets) Allows for additional phone lines

Ceramic Low maintenance and durable Adds custom look Sanitary benefits (vinyl may absorb moisture) Better for resale value vs. (vinyl)

Interior Doors Unique “Classique” Style with brush nickel

hardware Adds elegance

& White Shadow

Upgraded Interior Trim (Community Specific) 5-1/4” vs. 3-1/4” base molding 3-1/4” vs. 2-1/4 “ door and window casing 4-1/2 crown vs. 3-1/4” crown

Accentuates the architectural details in your home Adds decorative style and complements room

features

2 Tone Paint Enhances detail providing a designer look Adds sophistication and elegance to your home

Cabinets 42” (Haverford) vs. 30” (Competition) Oak

Cabinets Added resale value Additional storage space for a more versatile

kitchen Granite (3 Standard Colors RB, LP, RP)

Under Mount Sink Standard Added resale value Custom appeal

Interior Hardware Stratus Brush Nickel Manufactured by Schlage

Appliances (community specific) Maytag

Gemini Double Oven Range vs. Single Oven Re-circulating microwave vs. range hood 25 CU French door fridge with bottom freezer

(ice and water on door) vs. 18 cu standard top freezer (no water and ice)

Standard gas in all communities

Hardwood Hardwood in the foyer and hallways in all

houses vs. vinyl Bruce Dundee, 3/4" thick X 2 1/4" wide oak

and multiple finishes. Pre-finished and maintenance free Increases resale value Adds luster and beauty to your home

Establishing a quality relationship Establish a connection with the prospect

Generic conversation and compliments “How old is your little boy?” “I love your hair!” “I see you enjoy nice things.”

Discovering “hot buttons.” Soft questions

“Is this your first time here?” “Were you referred to us through a home

owner?” “Are you in the market for a new home?” “What is the most important thing to you in

a new home?” “What prompted you to start looking?” “How do you like to buy a new home?”

(Audrey to provide examples)

Say it!!! “Haverford is the lowest risk and best

choice option and would you like to know why?” Values and Benefits of Haverford

“Your 1 of 100 as opposed to 1 of 5000.” We have the ability to semi-custom your home

to your specific needs “You buy quality once and have it the rest of

your life.” “We have a 98% approval rating which sets us

apart from the industry.” “Our customers feel so good about us that they

often recommend their friend and family.”

“At Haverford we care about you and your families specific requirements.”

“We want to hear what matters to you and your family.”

“We build a quality semi-custom home with14 years of experience and a 98% approval rating that sets us apart in the industry.”

Ascending Close Requires 6 “Yes” Questions

Are you looking for the ideal house in a quiet neighborhood like_________?

Are you interested that we customize your home to your specific needs?

Are you interested in an estate subdivision like our community here at _________?

Are you in the market to purchase sometime in the future? Are you looking for a quality semi-custom builder such as Haverford

who is reputable? Are you looking for a safe neighborhood? Are you looking for a home with granite countertops in the kitchen? Are you looking for one of our homes with ceramic/granite etc? Are you looking to get the best value? Are you looking for a builder to satisfy your needs? Is our 98% customer service approval rating important you? Is our ten year new home warranty important to you?

Hot Button Identify the need Discovering “hot buttons.”

Soft questions “Is this your first time here?” “There seems to be something in your mind that is

making you hesitate. Do you mind if I ask what it is?” “On a scale of 6-10 where are you on buying a home?” “If you had a wish list, what would it be?” “Were you referred to us through a Haverford home

owner?” “Are you in the market for a new home?” “Do you live in the area?” “What is the most important room in your new home?” “What is it about a new home that makes you feel

good?” “What prompted you to start looking?” “How do you like to buy a new home?”

Trial/Check Close “Would this 4 bedroom layout work

for you?” “Don’t you think this open foyer

would work great for entertaining?” Might you be interested in knowing

that you’ll save 15% in energy costs? Would you like to see your choices

for granite countertops?

Power of Suggestion Draw mental pictures Speak to prospect as though they own

it Look how this lot backs to trees Those trees behind your house will never

be disturbed. You’ll always have this view. How about a playing 18 holes on a

championship golf course located conveniently near your home?

Check out the views of the lake from your backyard!

Invitational Close“When would you like to settle?”“If you don’t have any other questions or

concerns, here is the next step.”“Why don’t we take a look at the available

lots?”“We could start construction immediately and

have it completed in November. Why don’t we schedule for a November delivery.”

Prospect: How much is this just the way we see it?

Sales Person: If it’s not exactly right for your needs there is no charge at all. Can I ask you a couple of questions before we get to price?

Price Resistance Prospect: You are too expensive? Sales Person: That’s a very interesting observation;

We are busiest privately held builder in the area. Would you like to know why?

Sales Person: I understand how you feel. Others have felt the same way. However our homeowners have found that we are the best value and lowest risk to meet their semi-custom needs for their new home.

PointsDo not bring up price (That’s the best part)Focus on the value the customer receiveExplain why it’s priced through values and benefitsNever discuss price without discussing the values and

benefits at the same time“The Ashley including granite countertops, 4800 SF, on a 1

or 2 acre lot, will cost you x.”You cost too much“Compared to what.”

Sudden Death Close Print out Sales Contract

Sales Person: “Either this is a good idea and we ought to go ahead it with it or it not a good idea and you should forget it. But one way or another why don’t we make a decision right now so we can stop wasting each other’s time. “ Slide contract to person and sit silently

40% will push back and would have never purchased

60% would go ahead and sign after the tension

Just Suppose Close Find out the key objection Always remain positive, warm, and easy going. Continue to ask “are there any other concerns.”

Do not answer right away! Continue to ask until you have found the “primary concern.”

***Address all concerns at once***Prospect: I’m not sure if I should move forwardSales Person: There seems to be some question in

your mind that’s causing you to hesitate. Do you mind if I ask what it is…is it the price?

Prospect: It is the X?Sale Person: That is very important concern and in

addition is there any other reason why we shouldn’t move forward to today?

The last reason is the real objectionSales Person: That’s a very important concern and it’s

very important we answer that. What would it take to put you at ease with that concern?

Sharp Angle Close Prospect: I just can’t afford these

payments right now Sales person: Would you buy the home

if we could lower those payments to where you feel comfortable?

Sales Person: If we could pretty much build you the same thing for less would you take it?

Instant Reverse Close Prospect: The market is terrible right now Sales Person: That’s exactly why you

should purchase today! SP: You want to get this for the very best price

don’t you? SP: You want to go with a builder who

provides the best quality don’t you? SP: You’re probably going to buy a home in

the near future…correct? SP: That’s exactly why you should purchase

today at this price because you will never get a better combination of product, quality, delivery, and price.

Change Places Close If you were selling this home to me, how

would you convince me to purchase? What would you tell me that would ease

my fears and help me move forward on a buying decision?

Let’s use the Ben Franklin Decision Making Method Sales Person: “Lets list the benefits--

some of the reasons you should make this purchase. Then we'll list the negatives. Fair enough?” Sales Person writes down all the benefits to

this buying decision with prospect Prospect will write down all the cons to this

buying decision (shorter list generally)

Door Knob Close Before you leave today could you

share with me your thoughts on how I might be able to improve my presentation? Was there anything that I didn’t

cover? Where there any concerns I did not

address? Was what we discussed clear to you? Was there anything I could have

improved on?

Referral Close Agents-Do you have 2 or 3 other

seasoned agents like yourself who you could refer to us?

Prospects/Buyers-You have been such a pleasure to work with. Perhaps you could provide names and contacts to 2 or 3 family or friends who may be in the market to buy (now or in the future)?