The process of selling new construction differs fundamentally from selling resale homes, yet most real estate agent training focuses only on the latter, leaving many agents unprepared for the unique challenges of new builds. According to Bill Gaul, CEO of Builders Update and chair of the RESO Data Dictionary New Construction Subcommittee, the key difference lies in the presentation strategy.
In a resale, agents typically show buyers multiple homes in ascending order of preference, saving the best for last to build excitement. However, new construction communities often have multiple floor plans at various stages of completion, from finished models to unbuilt homes. 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." Treating this like a resale by showing options in ascending order works against the format.
The stronger approach, Gaul argues, is to reverse the resale habit: identify the best fit for the buyer and present it early. This requires significant preparation before meeting the buyer. Agents should visit every builder in their market to learn price points, construction quality, community demographics, and selling points, enabling them to match buyers quickly. It also involves distinguishing 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 advises. Homes shown after the best fit tend to meet fewer criteria, leading to buyer fatigue rather than a decision.
Another unique aspect of new construction is 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 bring the buyer to the right community and provide the trust that the buyer does not yet have with the on-site team. At its best, Gaul says, the agent, buyer, and on-site counselor work as allies toward the right home, sometimes one not yet built.
To address the training gap, Builders Update has developed a course specifically for new construction. It consists of six self-paced modules, each about 30 minutes long. The first module is free; the remaining five cost $149, or $129 for agents affiliated with participating MLS organizations. Agents who complete it receive a certificate designating them as a new home specialist, and Gaul indicates a more advanced tier is planned for those who have closed a set number of new construction sales.
The platform restricts its detailed listing information to licensed agents, part of what Gaul describes as an agent-centric model. "We consider our information privileged, and we only make it available to licensed real estate agents," he says. As new construction grows as a share of available inventory in many markets, the case for specialized training becomes increasingly compelling.
