The difference between selling a resale home and selling new construction is often misunderstood, leading many real estate agents to approach both the same way—a mistake that can cost them deals and leave buyers frustrated. While a resale involves showing a buyer multiple homes until one fits, new construction communities present a unique challenge: a single development may offer several floor plans at various stages of construction, from completed models to homes not yet built. According to Bill Gaul, CEO of Builders Update and chair of the RESO Data Dictionary New Construction Subcommittee, an agent who treats this like a resale—showing options in ascending order and gauging reactions—works against the format's inherent dynamics.
The key to success in new construction is to reverse the traditional resale strategy. Instead of saving the best for last, a skilled agent identifies the buyer's best fit early and presents it first. This requires significant preparation before meeting the buyer. Gaul advises agents to visit every builder in their market, learning about price points, construction quality, community demographics, and selling points, so they can quickly match a buyer to the right community and floor plan. 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 says. Homes shown after the best fit tend to meet fewer criteria, which can fatigue the buyer rather than move them closer to a decision.
New construction also introduces a party that does not exist in resales: the on-site sales counselor. This person has 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 may not yet have with the on-site team. At its best, Gaul explains, the agent, buyer, and on-site counselor work as allies toward finding the right home—sometimes one that has not even been built yet.
To address the training gap, Builders Update has developed a training course specifically for new construction. The course consists of six self-paced modules, each about thirty minutes long. The first module is free, while 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, 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 continues to grow as a share of available inventory in many markets, the case for training agents to handle it effectively only becomes stronger. Without this specialized skill set, agents risk being left behind in a segment that demands more than just traditional showing techniques.
