DFS Standard Operating Procedure

Purpose

This Standard Operating Procedure (SOP) exists to transform DFS's sales process from passive to proactive. It provides clear, actionable steps to help sales staff generate leads, engage with the local community, and build lasting relationships with potential clients. By following this SOP, team members will no longer rely solely on foot traffic but will actively contribute to revenue growth through digital outreach, local engagement, and professional follow-ups.

Our goal is to empower every team member to take initiative, use available tools, and confidently represent DHI across both online and offline channels—ensuring we remain the most visible and trusted source for indoor and outdoor home innovations in our market.

Scope

This SOP applies to all members of the DFS sales team, including full-time and part-time showroom staff, sales associates, and future team members participating in lead generation and client engagement efforts.

It covers proactive outreach activities such as digital prospecting, real estate and builder engagement, social media monitoring, and in-showroom customer conversion tactics. The procedures outlined herein are expected to be followed during daily operations, regardless of current showroom foot traffic.

Tools Needed

To successfully implement this SOP, each sales team member should have access to the following tools and resources:

  • Company email account
  • Sales Tracker Spreadsheet or CRM system
  • Facebook account (for engaging in local community groups)
  • LinkedIn account (for realtor and builder outreach)
  • Google Sheets or equivalent for logging contact details
  • Phone for calls and SMS follow-ups
  • DFS marketing materials (digital PDF or printed folder)
  • Optional: Meta Quest or Apple Vision Pro for showroom demos via the Dream Bar (Coming soon…

Daily Responsibilities

The following tasks should be completed each day to ensure consistent lead generation, follow-up, and in-showroom success. Sales staff should follow this outline as their baseline daily routine.

1. Morning Setup (9:00–9:30 AM)

  • Check the calendar for scheduled appointments and installs
  • Review follow-ups and open leads in the Sales Tracker
  • Ensure the Dream Bar (Meta Quest / Apple Vision Pro) is ready for use

2. Digital Prospecting (9:30–11:00 AM)

  • Find and contact 5 new realtors and 2 new builders daily via LinkedIn, Google, or Zillow
  • Send outreach emails or messages using the provided script
  • Log all outreach in the Sales Tracker

3. Facebook Community Engagement (11:00–11:45 AM)

  • Monitor Castle Rock and surrounding community groups for people asking about flooring, counters, remodels, etc.
  • Comment with helpful information and invite them to visit the showroom
  • Send DMs where appropriate and log interactions

4. Midday Recap & Lead Follow-Ups (1:00–2:30 PM)

  • Follow up with all warm leads and walk-ins from earlier in the week
  • Confirm showroom appointments and prepare materials

5. In-Showroom Client Interaction (As Needed)

  • Treat every walk-in as a design consultation
  • Collect full contact info and project details
  • Offer virtual walkthroughs and design experiences using the Dream Bar

Weekly Objectives

Sales team members should aim to meet or exceed the following targets on a weekly basis. These benchmarks help ensure consistent outreach, lead generation, and conversion activity.

Task Goal
New Realtor Emails Sent 100 per week
New Builder Emails Sent 20 per week
Facebook Comments with Leads 20 per week
Facebook DMs Sent 10 per week
Walk-In Conversions Tracked 100% of walk-ins
Real Estate Office Drop-Ins 3 per week
Builder Relationship Check-Ins 3 per week

Email & Messaging Templates

Use the following outreach templates to professionally engage with prospective clients, including real estate agents, builders, and local homeowners on social media. Feel free to personalize them to match your tone while keeping the core message intact.

Realtor/Builder Email or LinkedIn Message

Subject: Let’s Help Your Clients Upgrade Before They Move In

Hi [First Name],

I’m [Your Name] with DFS in Dacono. We’re helping builders and realtors close faster by streamlining design selections for their clients. If you’d like a showroom tour or a quick look at what we offer, I’d love to connect and send some materials your way.

Let me know if you’re open to it!

Facebook DM Template

Hi [First Name]! I saw your post in [Group Name]—we’d love to help. We’re local (off Plum Creek), and we specialize in affordable luxury finishes like flooring, counters, and cabinets. Let me know if you’d like to stop by the showroom or if I can send you more info!

Compliance & Reporting

To maintain accountability and ensure consistency across the sales team, all activities outlined in this SOP must be tracked and reported. These reports are used to measure individual and team performance, optimize lead generation strategies, and identify areas for improvement.

  • Update your Sales Tracker spreadsheet at the end of each shift with all outreach and showroom activity.
  • Include notes on realtor and builder contacts, Facebook interactions, and walk-in consults.
  • Submit weekly summary reports to your Sales Manager every Friday by 3:00 PM.
  • Flag any hot leads or customer concerns for priority follow-up.
  • Sales managers will conduct random audits of trackers and message logs to ensure quality and consistency.

Compliance is not about micromanagement—it’s about giving you the tools to succeed, recognizing performance, and helping DFS maintain a standard of excellence in how we serve our community.

Quality Checks & Tips for Success

To maintain a high standard of engagement, DFS sales managers will perform periodic quality checks to ensure each team member is using outreach tools effectively, engaging with leads professionally, and following through on opportunities.

Quality Checks May Include:

  • Reviewing your Sales Tracker for completeness and consistency
  • Auditing your Facebook group comments and DMs
  • Spot-checking email and text communication for clarity and tone
  • Assessing walk-in consultations for information capture and customer service quality

Tips for Success

  • Be consistent—routine effort wins over occasional hustle
  • Be present in the community—visibility builds trust
  • Personalize your outreach—generic messages don’t perform
  • Follow up promptly—strike while the lead is warm
  • Focus on service, not sales—solve problems and guide decisions

Final Thoughts & Next Steps

This SOP is designed to help you become more confident, consistent, and successful in your role at Dream Home Innovations. You are not just a showroom associate—you’re a trusted advisor, a community connector, and a driving force in our mission to help people transform their homes.

By showing up daily with initiative and professionalism, you will build your own pipeline of loyal clients and elevate DFS’s reputation as Castle Rock’s go-to destination for indoor and outdoor living solutions.

Begin today by implementing at least two outreach strategies, logging your efforts, and sharing your wins with the team. Your success story starts now—and this guide is your blueprint.