As new construction homes become a larger share of available inventory in many markets, real estate agents are finding that the skills needed to sell them differ significantly from those used in resale transactions. Bill Gaul, CEO of Builders Update and chair of the RESO Data Dictionary New Construction Subcommittee, argues that most agent training only covers resale methods, leaving agents unprepared for the unique challenges of new construction.
In a resale, an agent typically shows a buyer multiple homes until one fits. New construction, however, presents a different scenario. A single community may offer several floor plans at various stages of completion, from finished models to homes not yet built. “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,” Gaul says, illustrating the variety within one development. Treating new construction like a resale—showing options in ascending order and gauging reactions—works against the format.
Gaul suggests a stronger approach: reverse the resale habit. Instead of saving the best for last, a new construction specialist should identify the closest match to the buyer’s needs and present it early. This requires preparation before the buyer arrives. Gaul recommends that agents visit every builder in their market, learning price points, construction quality, community demographics, and selling points, enabling them to match a buyer quickly. It also means 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, potentially fatiguing the buyer rather than moving them toward a decision.
Another key difference in new construction is the presence of the on-site sales counselor, who knows the builder’s product intimately. The agent’s role is not to compete with that expertise but to guide the buyer to the right community and build trust that the buyer may not yet have with the on-site team. At its best, Gaul says, the agent, buyer, and on-site counselor work as allies toward finding the right home, sometimes one that hasn’t been built yet.
To address the training gap, Builders Update has developed a course specifically for new construction. It consists of six self-paced modules of about thirty minutes each. The first module is free; the remaining five cost $149, or $129 for agents affiliated with participating MLS organizations. Agents who complete the course receive a certificate designating them as a new home specialist. Gaul mentions 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, a reflection of what Gaul calls 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 continues to grow in importance, the case for training agents to handle it effectively only strengthens.
