The reasons for our success aren't mysterious. We treat our customers with the utmost respect and courtesy. And although we follow a strict pre-qualification process, we make our customers aware that this process will make their buying experience a better one and that we want to help them find the home that fits their needs and desires, even if that means it's at a competitive community. We consistently follow up through every stage of the buying process, and well before the prospect considers purchasing a home from us. We make client satisfaction a top priority. And we stay in contact with clients after the sale on the premise that a satisfied buyer is the best source of referrals.

We also provide strong and continuous support for our sales team. In this challenging market, in which buyers are well educated regarding market conditions and have high expectations, salespeople need someone with whom they can share customers' questions and comments and who can provide the guidance to make the deal work.

Anyone who doubts the importance of these principles need only "shop" some large development projects to see how even the smallest instances of carelessness, indifference or rudeness can dampen the atmosphere of excitement and buzz that is essential to selling, and, conversely, how the sales atmosphere can be enhanced by enthusiasm and a spirit of cooperation.

Before undertaking any sales program, however, it is essential to have the cooperation of the developer. Even the most talented and committed sales team will be unable to sell if the project is not positioned to reflect the realities of today's real estate marketplace. Once the pricing structure has the developer's support, the sales team's ability to sell will be enhanced by observing the following basic sales principles:

•Be responsive: Any inquiry from a prospective buyer, starting with a Web inquiry, should be responded to as quickly as possible. And with a telephone call, not an e-mail. Electronic mail offers many conveniences, but it doesn't offer the personal touch that a telephone call does. The use of the telephone shows clients that they are important to you. Once you have established a rapport via the telephone, e-mail can be used to transmit information. The telephone is important for the initial contact, but homes can't be sold over the telephone. If you can't see them you can't sell them, you have to get them to visit.

•First impressions matter: From the minute the prospect walks through the door, their experience has to be terrific. That moment is the highlight of the day for our entire sales team--not just the agent who made the initial contact. Our schedule of appointments is recorded in a calendar to which all members of the sales team have access. Thus clients can be greeted by name, and thanked for their visit, by all members of the sales team whom they encounter. Similarly, all members of the sales team are focused on hospitality. We take the clients' coats, we offer to get them coffee, we ask them where they traveled from and how their trip was--all with the goal of gaining their confidence and trust. And because this is simple courtesy.

•Get to know the client: There is no point in boasting about your development's dog walk area if the client doesn't have a dog--or even worse, hates dogs. Spend as much time as possible finding out about the client's needs and wants before marching off to show them the property. And then highlight the elements that matter most to them. In other words, customize your approach by drawing out your client. Treat them like people, not like commissions. There is no "one size fits all" sales pitch.

•Educate, don't sell: Make sure the client understands the complexities of today's real estate market down to the smallest level of detail. Why interest rates are at historic lows, the terms of the federal tax credit for first-time and repeat buyers, what the fact that a building has FHA approval means in terms of down payment and mortgage interest rates--an understanding of such subjects is of the utmost importance to the client's decision to commit. Equally important, however, is to avoid overwhelming them with jargon. There's nothing like a technical discussion of buy-downs to send clients scurrying for the exit. The same applies to location. Don't just tell clients that the property has easy access to public transportation; show them where the bus stop is, and how quickly they can get there.

•Always pre-qualify: There is no quicker way to turn off a client than to show them a property they can't afford. Moreover, there is no greater obstacle to luring them back than disappointment. We pre-qualify all of our clients with our preferred lender--often before they come into the sales office. Although it may seem crass to require a pre-qualification, this can be accomplished in such a way that it helps forge the bond between client and agent by emphasizing the agent's desire to meet the client's needs. Pre-qualification is especially important in the case of first-time buyers, who may have no idea of what they can afford and are unfamiliar with added expenses, such as closing costs, that may affect their budgets.

•Acknowledge the client's aspirations: Although it's important not to show clients properties they can't afford, it's equally important to show them what the building has to offer. So go ahead and show them the penthouse, but only after you have showed them the properties in their price range. Everyone enjoys window-shopping, and viewing a property's more expensive offerings reinforces their confidence in the quality of the product.

•Invest in outreach: When it comes to return on investment, one of the most cost-effective strategies is reaching out to the public, including the broker community. Many developers view such expenses as needless frills when in fact no money could be better spent. How are you going to drive traffic if the public doesn't know about your development? This is not to say it is necessary to spend lavishly: there are many cost-effective ways in which to get the word out. At Trump, we recently sent cookie trays wrapped in our signature color, purple, to a select group of top agents. The important thing is consistency: in order to create buzz, you have to keep your name out there through routes other than traditional advertising, including networking at community events, visiting local real estate offices and sending follow-up letters to brokers who visit your development. One of the most effective outreach strategies is to retain a public relations firm to conduct a media relations campaign.

•Build a team of preferred professionals: Whether it's a mortgage broker, attorney or home inspector, it is important to build a team of preferred outside professionals who can be counted upon to give your clients timely and reliable advice. Often having a quick answer to a client concern can make the difference between closing the deal or not.

•Keep in touch: Don't give buyers the brush-off once they have closed. If you see them in the elevator, greet them by name. Walk the amenities floor on the weekends to chat with them. Recruit buyers to become "ambassadors" who welcome prospects at events. Ask buyers to do testimonials for your Web site or for newspaper articles. Solicit their referrals. Finally, if they have a concern about their home, make sure that it is promptly attended to. Although a happy resident can be a valuable extension of your sales force, it is surprising how often they are ignored once they have closed.

Many of these principles are common sense. But while they may sound elementary it is surprising how difficult they are to consistently and effectively implement, especially across all members of a sales team and in light of bad habits that may persist from the go-go days of the real estate market in which even the most cavalier or arrogant of sales agents could still make the sale.

But sales agents who follow these principles will find that they are consistently able to sell, even in the most challenging of markets. And it is the ability to make the sale--and in doing so, to satisfy the client's needs--that is the mark of the true real estate professional.

Jodi Stasse is president of Stasse & Co. in Pennington. The views expressed here are the author's own.