New Construction Sales Demand Specialized Training, Says Builders Update CEO

In the Lone Star State, where new construction is a significant part of the housing market, real estate agents are discovering that selling new homes requires a different approach than resales. Bill Gaul, CEO of Builders Update and chair of the RESO Data Dictionary New Construction Subcommittee, emphasizes that while new construction and resale listings may look similar online, the sales process is fundamentally different.

Traditionally, in a resale, an agent shows buyers multiple homes until they find the right one. However, new construction communities often have multiple floor plans at various stages of completion. Gaul illustrates, “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—showing options in ascending order—is counterproductive. Instead, Gaul advocates for a “best fit first” strategy, where the agent identifies the closest match to the buyer’s needs and presents it early. This requires thorough preparation, including visiting every builder in the market to learn about price points, construction quality, community demographics, and selling points.

Gaul stresses the importance of understanding what buyers need, not just what they say they want. “Understand what they need, not only what they want, then deliver the product that best matches their needs first,” he says. Showing homes that meet fewer criteria after the best fit can lead to buyer fatigue rather than a decision.

Another key difference is the on-site sales counselor, who has detailed knowledge of the builder’s product. The agent’s role is to build trust with the buyer and guide them to the right community, working alongside the counselor as allies. This collaboration can even involve homes that have not yet been built.

To address the training gap, Builders Update has launched a new construction training course. It consists of six self-paced modules, each about 30 minutes long. The first module is free, and the remaining five cost $149, or $129 for agents affiliated with participating MLS organizations. Completing the course earns agents a certificate as a new home specialist, with an advanced tier planned for those who have closed a certain number of new construction sales.

The platform also restricts its detailed listing information to licensed agents, aligning with 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 more critical. For Texas agents, mastering this skill set can enhance their ability to serve clients in a competitive market.