Selling new construction homes requires a fundamentally different approach than selling resale properties, yet most real estate agents receive training only for the latter. Bill Gaul, CEO of Builders Update and chair of the RESO Data Dictionary New Construction Subcommittee, emphasizes that the differences are significant enough to demand specialized skills.
In a resale transaction, an agent typically shows a buyer multiple homes until one fits. New construction, however, presents a different scenario. A single community may offer multiple floor plans at various stages of completion, from finished models to homes not yet built. 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 is inefficient and counterproductive.
The stronger approach, Gaul argues, is to present the best fit first. This requires thorough preparation before the buyer arrives. Agents should visit every builder in their market to learn price points, construction quality, community demographics, and selling points. 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. Showing homes that meet fewer criteria after the best fit can leave the buyer fatigued rather than closer to a decision.
Another key difference is the presence of the on-site sales counselor, who has detailed knowledge of the builder's product. The agent's role is not to compete with that expertise but to build trust with the buyer and guide them to the right community. Gaul envisions a collaborative dynamic: "The agent, buyer, and on-site counselor work as allies toward the right home, sometimes one that has not 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. Completing the course earns a certificate designating the agent as a new home specialist, and a more advanced tier is planned for those who have closed a certain number of new construction sales.
The platform restricts detailed listing information to licensed agents, reflecting an agent-centric model. "We consider our information privileged, and we only make it available to licensed real estate agents," Gaul says. As new construction grows as a share of available inventory in many markets, the need for specialized training becomes increasingly evident.
