Summary
Overview
Work History
Education
Skills
Professional Affiliations
Timeline
Generic

Shelby Smith

Denver,CO

Summary

Performance-oriented Sales Leader looking for an opportunity to further impact the success of the company's sales and profitability in an ever-changing market by continual market research to establish a competitive market position. Deliver sustainable results through strategic planning, client and community relations, forward thinking product development by researching the changes of societal needs, establishing top sales team through strong positive leadership to improve performance and exceed company's sales goals. Thrive in a fast-paced environment with the ability to achieve high performance goals and meet deadlines. Build strong community teams that provide excellent customer satisfaction to enhance the buyers home buying experience.

Overview

26
26
years of professional experience

Work History

Director of Sales

Shea Homes
04.2011 - Current
  • Meeting and exceeding sales and closing goals while maintaining profit, value and high customer satisfaction.
  • Increased sales volume by identifying lack in market product availability by expanding product offerings through extensive competitive and market research.
  • Created and implemented sales and marketing strategies which increased first quarter sales by 50% over forecasted sales numbers.
  • Organized promotional events and interacted with community to increase sales volume.
  • Review and recommend pricing, price increases, incentives and sales promotions for all communities to Division President.
  • Established pricing strategies to maintain competitive pricing and maximize profits.
  • Evaluate and set all lot premiums.
  • Recommend all monthly build "starts" to Division President and CEO to make yearly closing numbers.
  • Provide monthly market research and competitive analysis report to Division President with recommendations on market strategy and position.
  • Set and identify all lots to be released on a monthly basis based on sales, competitive analysis and sales forecast.
  • Work alongside National Purchasing Director to establish market retail option pricing to increase profitability and remain competitive.
  • Work with Director of Construction to establish all lot build sequence to create an even-flo build cycle to decrease "indirect" costs but maintain a variety of lots for sale to capture buyers.
  • Developed the idea for a tiered option package strategy, different from all other builders in the industry that increased profitability and customer satisfaction. This has been adopted by all Shea builder divisions nationwide.
  • Work alongside market consultant strategist and marketing department to identify model home location, Interior design firm, model type, options, signage, community branding and cultivation of interest list.
  • Responsible for hiring, developing and managing a top level sales team capable of carrying out needed sales goals through positive leadership and support.
  • Held one-on-one meetings with sales team members to identify selling hurdles and offered insight into best remedy.
  • Established a goal measurement tracking method for all sales personal through the OKR (Objective, Key Results) mindset of "What gets measured, gets done".
  • Implemented a prospect communication follow-up guideline system for the sales team that leads the industry in satisfied customer experience.
  • Organize bi-monthly sales and product training for sales team.
  • Conflict management resolution with dissatisfied customers to achieve the best outcome for the builder while maintaining a positive relationship with the buyer and taking them to close.
  • Work alongside closing and mortgage departments to ensure that monthly, quarterly and yearly closing numbers are achieved.
  • Motivate sales team through monthly goal incentives.
  • Review all home offers and make recommendations to Division President.

Senior Community Manager

Shea Homes
02.1997 - Current
  • Meeting and exceeding sales goals from 1997 - 2014.
  • Successfully made a name for Shea Homes in the Denver Metro area during the start-up implementation of the Division.
  • Consistent record of building strong on-site construction/sales teams through positive leadership.
  • Top selling community nationwide during the recession in 2009 - 2011 with an average of 10 sales per month.
  • Management of homebuyer backlog from contract writing, building, closing and continual communication with buyers throughout the process after closing.
  • Successfully managed over 115 homebuyers in backlog at one time.
  • Created policies and procedures for successful community management.
  • Established weekly meetings with construction and buyer updates that have been adopted by all Divisions.
  • Generated professional networks by engaging in professional and industry organizations.
  • Researching competition and reporting analysis to Senior management.
  • Planned and executed promotional activities to drive community engagement and increase traffic.
  • Selling successfully off blue-prints.
  • Mentor position for all new sales professionals.
  • Management of all option cut-offs dates between builder, trade contractors and design center.
  • Developed and managed database of all past and present customers to follow-up for future sales and referrals.

Education

Bachelor of Science - Organizational Leadership

Colorado State University - Global
05.2026

No Degree - Business

Salt Lake Community College
Salt Lake City, UT

Skills

  • Team Leadership
  • Conflict Management
  • Sales and Marketing
  • Sales Operations, Negotiations and Closings
  • Forward thinking
  • Adaptability
  • Collaboration
  • Self-motivated
  • Research

Professional Affiliations

HBA - Home Builders Association Vice Presidents Leadership Roundtable

HBA - Sales and Marketing Council Board Member


Timeline

Director of Sales

Shea Homes
04.2011 - Current

Senior Community Manager

Shea Homes
02.1997 - Current

Bachelor of Science - Organizational Leadership

Colorado State University - Global

No Degree - Business

Salt Lake Community College

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