A few days ago, we ran a post discussing initial email contact with Internet leads. We got some great feedback from the AR community. As a follow-up to that discussion, I'd like to introduce some ideas on the next step after the email: the all-important phone call. While my intent is to provide some best practices tools for RealtyNow, our pay per sale lead program, these strategies can be incorporated into any lead or advertising program you're using.
Before we get started, here is a recap of the RealtyNow program:
- $99.95 monthly membership fee gets you access to the program
- You build the coverage area you want to target by cities, counties, zips, or a combination of all three
- We send you unlimited leads in real time, which means you'll receive the lead less than 10 minutes after the consumer submits their request
- If you close a transaction through RealtyNow with a property price of $150K or more, you'll pay a flat $1000 advertising fee.
- If you close a transaction that is less than $150K, you won't pay anything other than the monthly membership fee
- Extremely low-risk, cancel at anytime
(To learn more about RealtyNow, or to sign up, please visit www.realtynow.com or call 925-983-3400, ext. 1011.)
As I've said before, your success with any Internet lead relies heavily on your follow-up process. Now that we've given some ideas on how to draft a first-contact email, let's discuss phone strategy. The goal with working an Internet lead is to eventually get the client to agree to meeting you in person. I think we can all agree that the likelihood of representing the client in their next real estate transaction is much higher when you can meet them in person versus over the phone. That said, let's keep in mind that it may take a few calls and emails to achieve this goal. Don't rush it. Remember: the consumer is still in control.
Ultimately, you need to work whatever follow-up process and approach best matches your own selling style, but here are a few tips for your first call. This call should be made within one hour, but ideally you'll be calling as soon as you receive the lead, and after you've sent a welcome email:
•1. Begin the call by respecting the consumer's privacy and giving them control. This will put the client at ease and encourage him or her to open up.
•2. Every relationship is valuable; until you meet with this client in person, you truly do not know what this prospect could become
•3. Be professionally persistent; if you don't connect on the first call, I recommend calling at three different times of the day, three days in a row
•4. Get information before you give it, ask good questions, and deliver excellent service. After all, this is still essentially your "first impression"
•5. Don't always go for the close on the first call
Here is an example of a sample phone call script for the first call. Italic type indicates the actual script. Everything else is commentary:
Hello (client name), this is (your name here) with (your company here). First, I want you to know that I respect your privacy and will interact with you in whatever manner is best for you. The reason I'm reaching out to you is because I received your request for information on real estate, and my goal is to simply provide you with that information you need.
By now, you should have also received the email I sent you when I received your request. Is this a good time to talk?
(If yes, proceed)
(If not, schedule a time to call back)
Great, (client). As I mentioned, I specialize in helping clients with their real estate needs in the (area that client is interested in) market. Before we go further, it important to me that I understand what your goals are, and then I can prepare some info for us to review together, is that fair? (Rarely will someone say "no" here, since you've already confirmed that they can talk right now). (Client), how would you describe your real estate needs?
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Now let's stop for a second. The goal for this call should be to find an opportunity to ask questions, so keep that in mind. Based on the consumer's response, you'll need to use your own judgment here, but let's propose two common scenarios:
A. Consumer is working with another real estate professional:
Have you talked to another agent about your real estate plans?
If yes: No problem. What was the reason that you requested to speak to another agent? Here, you will want to discuss why you are not permitted to speak with this client at the present time, but there is still an opportunity. I am happy to help you, however I have to respect the rights of the agent you're already working with. If for some reason your contract expires with that agent and you're in need of a new perspective, I would gladly assist you.
If no: proceed to discuss what the client is looking for and attempt to setup a face to face meeting.
B. Consumer wants a competitive market analysis:
No problem, I am happy to provide that to you. In fact, I've already started pulling up some comparables. Let me ask you a few more questions about the property, so I can make sure the information I'm sending you is useful. Continue to lead the discussion with qualifying questions.
Great, (client name). I think I have enough information from you to do a market analysis in the area you're interested in. Can we meet on ________ to go over it?
Obviously, these scripts should be taken and made in to your own. They need to sound like "you."
In one of our future posts, we'll discuss voicemail. Here are some questions for AR bloggers:
*Do you leave a voicemail on the first call?
*What are some key elements you have found to be effective in your first phone call to a potential client?
*How often do you speak to a consumer who is already working with another agent? How often do you end up working with the client?
*What are some general best practices that you can share with other agents, specifically on initial phone contact?
I look forward to your feedback.
Feel free to reach out to me directly at rudd.lippincott@reply.com or 925-983-3427.
Rudd Lippincott
Director, Retail Operations
Reply! Inc.
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