- Built for regional home builder owners, CEOs, presidents & division leaders
Zero Standing: A Home Builder Sales System To Move Standing Inventory Without Leading With Discounts.
Every finished home you discount to move costs margin you already earned. Zero Standing is a six-week home builder sales system for your entire sales team — not a seminar they attend and forget — built to create one consistent process for selling finished inventory without making discounts the first move.
One builder per city & price point
Led By Jason Forrest
6
1
15%+
- What Zero Standing Is
A Six-Week System for Finished Standing Inventory
10.3 months
37%
63%
Of builders are running some form of sales incentive — which is why an incentive on its own no longer differentiates your community.
Source: U.S. Census Bureau and HUD, New Residential Sales, May 2026; NAHB/Wells Fargo Housing Market Index, July 2026. Every month a finished home sits, it carries interest, taxes, insurance, utilities, and maintenance against margin you already earned. Our breakdown of builder price cuts vs. incentives in 2026 walks through what each option actually costs.
- Why It's An Install, Not A Seminar
How This Home Builder Sales System Works
Zero Standing combines a private kickoff, weekly lessons, assignments, and live dojo practice so the same sales process is reinforced across the team.
01 · How It Works
The Six-Week Build
Week One
Weeks Two Through Six
Week Six
02 · How They Sell
Mindset · Process · Language
What Actually Changes
Reps stop defending price and start creating certainty — so the buyer decides on the home, not on the discount.
03 · What It Changes
One Price · One Team · One City
How It’s Sold
The reason this runs six weeks instead of one day is that language only changes under repetition. A team that has practiced a response out loud five times uses it in front of a buyer; a team that heard it once in a ballroom does not. That is also why buying the deal becomes a habit — it is the only move a rep has rehearsed.
- Built For Builders Like You
One six-week install. Four seats at the table that decide it.
Zero Standing is bought by the person who carries the cost of standing inventory — and run by the people accountable for moving it. It gives owners and sales leaders a repeatable home builder sales strategy the whole team can practice and use, so margin is protected at the point of sale rather than recovered afterwards.
Owners
You financed the homes that haven’t sold. This protects the margin on inventory you already paid to build, without cutting price to clear it.
CEOs
Close the year on the plan you committed to, not the one discounting leaves you with.
Presidents
Install one selling process across every community instead of depending on your strongest one.
Division Leaders
Your team practices live for six weeks, so the change shows up on the sales floor — not just in the notebook.
- Who's Behind It
Led by the #1 ranked sales trainer in the world.
Zero Standing is led personally by Jason Forrest, founder of Forrest Performance Group in Fort Worth, Texas.
CEO & Chief Culture Officer
Jason Forrest
Jason created the mindset, process, and language methodology behind FPG’s sales programs, and has been training new-home sales teams since 2005.
He leads the private week-one session and the live dojo classes himself — this is not a recorded course with a facilitator attached.
#1 Sales Trainer In The World — Global Gurus 2025
The Track Record
What builders do with it
K. Hovnanian passed $1B in value over three years working with FPG.
FPG clients convert at 15%+ against an industry average near 6% — on the same traffic, in the same market.
Training new-home sales since 2005
- What Builder Teams Report
Deals won against competitors who were cheaper.
The point of the system is not that buyers stop asking for a discount. It is that your team has somewhere else to take the conversation. These are builder sales professionals reporting their own numbers after running FPG’s builder sales methodology — the same mindset, process, and language Zero Standing installs.
We exceeded our sales goal for the year. Our backlog for 2026 is more than double what was coming into 2025 — for our custom business, we have more backlog going into 2026 than we did in 2024 and 2025 combined.
Kirk Micklesen
KRM Development
Since starting this course, I've won 18 deals against competitors who are 5–10% cheaper.
$13,202,163
Kayla Bates
Heritage Homes · Revenue closed using at least one strategy from the program
Since starting this course, I've won 17 deals against competitors who are 10% cheaper.
$12,758,244
Lindsey Little
Heritage Homes · Revenue closed using at least one strategy from the program
I used to focus my attention on lack of leads. After learning the process, I shifted to proactively going after leads in multiple ways.
$7,447,000
Stella Braham
Heritage Homes · Nine deals won against competitors
I'm the solution, not the market.
Victoria Recker
Heritage Homes
Results reported by participants in FPG builder sales programs and shared with permission. Figures are self-reported revenue attributed by the salesperson to deals where at least one program strategy was used. Individual results vary by market, price point, and team. Zero Standing installs the same methodology on a six-week schedule built around finished standing inventory.
- Common Questions
What builders ask before they install Zero Standing
Zero Standing is a six-week home builder sales system for regional builders carrying finished standing inventory. It starts with a private 60-minute session with Jason Forrest, then runs five weeks of video lessons, assignments, and live 50-minute dojo classes before Commencement.
Training is an event your team attends and forgets. Zero Standing is six weeks of practice with assignments and live coaching, which is what makes new language actually show up in front of buyers. The goal isn’t motivation — it’s homes sold at full price before year-end.
Nothing extra. One price covers your entire sales team with no per-seat cost, so you’re not deciding who’s worth sending.
Because a selling advantage stops being an advantage the moment your competitor at the same price point has it too. FPG accepts one builder per city and price point.
Roughly an hour a week after week one: a video lesson, an assignment, and a 50-minute live dojo class. It’s built to run alongside a selling season, not replace one.
Your entire sales team, with the owner, CEO, president, or division leader involved. Installs stick when leadership runs the same process the team does.
Participants in FPG’s builder sales programs report winning deals against cheaper competitors rather than matching them. Kayla Bates of Heritage Homes reported 18 deals won against competitors priced 5–10% lower, on $13,202,163 of revenue closed using at least one program strategy. Lindsey Little of Heritage Homes reported 17 deals won against competitors priced 10% lower, on $12,758,244. Results are self-reported and vary by market, price point, and team.
An incentive is a price move your competitor can copy the same week. With roughly 63% of builders already running incentives in mid-2026, an incentive on its own no longer differentiates your community. Zero Standing changes what your sales team says and does before price comes up, so the buyer is deciding on the home rather than waiting for the next offer.
Zero Standing is focused specifically on finished standing inventory and consistent team execution. For broader capability building, see FPG’s home builder sales training page and the New Home Sales Training program.
- Next Step
See if your city and price point are still open.
This isn’t a pitch for another course. It’s a short conversation about the homes sitting on your books and whether Zero Standing fits your situation.
- 15-minute conversation with our team
- No cost, no obligation
- Built for regional builders with finished standing inventory
FPG.com · TheJasonForrest.com
We’ll never share your information. This is a conversation, not a sales call.
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