Many builders I talk to think the hardest part of building a sales team is recruiting. But let me tell you a secret: recruiting gets you in the game; onboarding wins you the championship.
I’ve talked to thousands of home sales professionals, and the top builders all have one thing in common: they treat onboarding like it’s part of the sales process—because it is.
If you’re the owner of a small to mid-sized home building company, this article is your playbook for turning your new hires into productive, profitable sales consultants—faster.
Why Onboarding Matters More Than You Think
You’ve heard the saying: You never get a second chance to make a first impression. It’s not just true for buyers—it’s true for your team.
A disorganized onboarding experience sets the tone for mediocrity. A structured, high-accountability onboarding process sends a different message: We win here.
I remember working with a builder who brought in a rockstar sales consultant. Great resume. Strong closer. But their first two weeks? Total chaos. No CRM login, training schedule, or clear expectations. That rep quit after three weeks.
Now contrast that with another builder, who sends new hires a welcome video from the president, outlines their 30-day milestones, and has a mentor assigned before day one. That rep is still there, leading the team.
The 3 Phases of Onboarding Sales Hires
So, what is the best way to approach onboarding new sales hires?
Phase 1: Pre-Onboarding – Win the First 48 Hours
This is the most overlooked phase—and the most valuable.
A. Send a Welcome Packet Before Day One
- Include a branded welcome letter, company values, training schedule, org chart, and tools they’ll be using.
- Add a personal touch. I’ve seen builders include gift cards, company swag, or handwritten notes. That stuff matters.
B. Set Up Systems in Advance
- CRM login
- Email access
- Pricing sheets
- Inventory list
- Community specs
Nothing kills momentum faster than “Sorry, we’re waiting on IT to set you up.”
Phase 2: First 30 Days – Create Confidence and Clarity
A. Set Clear Expectations (And Put Them in Writing)
Your new rep should know by the end of week one:
- What success looks like in the first 30, 60, and 90 days
- How many appointments they should be setting
- What training modules they must complete
- How they’ll be coached and evaluated
💬 Marshall’s Tip: Precision partners with the top sales trainer in the world: Jason Forrest, CEO of FPG. FPG uses a “Success Map.” It’s a one-page plan that outlines exactly what “winning” looks like for every new hire. No guesswork. No gray area.
B. Teach the FPG Sales Process or Your Internal Framework
Even seasoned reps need to unlearn bad habits.
FPG breaks down the sales process into six parts:
- Rapport
- Discovery
- Presentation
- Objection Handling
- Closing
- Follow-Up
📍 Have them shadow your best rep. Then flip the script and have them practice teaching it back to you. You’ll see fast whether they got it or just watched it.
C. Include Product Training AND Buyer Psychology
Don’t just hand them a pricing sheet and expect magic.
Yes, they need to know floorplans and elevations—but more importantly, they need to know why buyers buy:
- Fear of missing out (inventory scarcity)
- Lifestyle upgrade (kitchen, schools, space)
- Pride of ownership
- Financial security
If your rep can’t connect your product to those emotional triggers, they’ll sound like a tour guide, not a closer.
Phase 3: First 90 Days – Shift from Training to Traction
This is when your rep either builds pipeline… or starts making excuses. The difference? Coaching and accountability.
A. Weekly Check-ins with Scorecard Metrics
Use objective KPIs like:
- Number of model home visits logged
- Appointments set
- CRM entries
- Sales presentations given
- Follow-ups completed
- Contracts written
🎯 Don’t “gut feel” your new hire’s performance—measure it.
B. Roleplay Objection Handling Weekly
The number one cause of lost deals? Weak objection handling.
Bring common objections into a weekly roleplay session:
- “We’re going to wait for interest rates to drop.”
- “We’re comparing builders.”
- “We love it, but it’s a bit out of budget.”
Watch how they respond. Coach. Repeat. Improve.
🧠 Remember: If they can’t do it in practice, they won’t do it in the model.
C. Gradually Remove the Training Wheels
In month two, have them take the lead in presentations.
In month three, assign them a traffic rotation and let them manage their own CRM follow-ups.
By day 90, they should be operating independently, with confidence and measurable results.
Common Onboarding Mistakes Builders Make
Let me save you from the same headaches I see every year.
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Mistake 1: Throwing Them into the Deep End
Yes, “sink or swim” sounds tough—but it actually sinks your ROI. Salespeople need structure, coaching, and confidence to succeed quickly.
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Mistake 2: No Ongoing Coaching
Training without reinforcement = entertainment. Coaching locks it in. If you don’t have time, assign a sales leader or partner with a team like FPG.
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Mistake 3: Letting Culture Be an Accident
Onboarding is the perfect time to reinforce your company culture. Share your values. Tell them why you started your company. Let them feel your mission—not just memorize it.
Your First 90 Days = Their Forever Habits
Here’s the truth: whatever behaviors your new hire starts with in the first 90 days will become their norm.
- If you reward activity, they’ll be proactive.
- If you ignore inconsistency, they’ll get lazy.
- If you coach for mastery, they’ll grow faster than you expect.
🎤 You don’t rise to the level of your goals—you fall to the level of your systems.
Final Thoughts
If you’re a builder who wants your sales team to produce like pros—not pretend like rookies—then onboarding is your fast track. It’s your best weapon for increasing speed-to-productivity, reducing turnover, and boosting revenue per rep.
Don’t wing it. Don’t wait. Build a system that turns your new hires into closers—and your closers into champions.
🚀 Want to Make Onboarding a Competitive Advantage?
Our recruiting packages include free onboarding with FPG to help builders implement complete onboarding and training systems for New Home Sales Consultants—from day one to month one hundred.
Let’s talk about how to create your custom onboarding plan, so every new hire becomes your next top performer today!
By Marshall Scabet, Owner of Precision Sales Recruiting (PSR)
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