THE AGENT TELEPHONE INTERVIEW - SETTING THE STAGE FOR A BUYER / AGENT RELATIONSHIP
How you handle prospective home buyers who are "interviewing agents" by phone can set the stage for a relationship between a buyer and an agent. Buyers mistakenly believe that they can tell a good agent through a telephone interview. This impression has been conveyed as a result of buyers reading real estate advice columnists. Fact is, buyers don't know how to interview agents. They just think they do. The advice columnists often tell them to "interview three buyer's agents". I often think, "Why three? Why not two or four?" This advice is usually followed by a list of questions to ask. Questions that could not possibly identify a good agent for THAT buyer.
To set the stage, I must disclose that I never answer prospective buyer's questions about my practice or experience, never. Call me a contrarian, but I don't believe that the average home buyer, especially first time home buyers have the knowledge to judge what makes a good real estate agent.
The first question I usually get is, 'HOW LONG HAVE YOU BEEN IN REAL ESTATE?" My answer is always, "150 years". That always (1) brings a chuckle (2) lets them know that I have a lot of experience, and (3) lets them know right up front that I'm not going to play 20 questions with them.
MY TURN. The next question is from me. I have dismissed the caller's question with such dispatch that they are usually speechless, which makes it my turn. So, my first question is often "HOW CAN WE HELP YOU?" Now, we're going in the right direction. I'm getting information to determine if this caller is in the market for residential real estate. The word "HELP" is magic. That IS what they called for isn't it. Let's get into a real conversation. I will NOT submit to a list of questions from a total stranger who calls me because they saw my web site. That position is important because if they read my web site, they'd know that I must know a tad more about real estate sales than they, or they wouldn't have been prompted to call me in the first place.
LET BUYERS KNOW THAT YOU CAN HELP
So, feeling comfortable, they usually start telling me about themselves. "My job is relocating me to Maryland (or Northern Virginia) and I want to get some information about homes there."AH HA! ! ! Information about homes. That is the magic phrase. THAT I will talk about because once we start talking about real estate, they are MINE. Doesn't that make sense?? The caller doesn't know anything about homes in our area, but I surely do.
"Where is your new job located? I'll pull some current listings and give you an idea about what's available." I'm helping them already. That's really all they want. I imagine how traumatic it is for families to have to move, start working in a new location, get the children in new schools, leave friends and put their move in the hands of a perfect stranger at the other end of a telephone line. All they want is a friendly voice who offers to help them. That is exactly what I do. But, I still insist on controlling the conversation because I know the market, they do not. I know finance, they do not. I know the transportation, they do not. I know what I'm doing, they do not and I never let them forget it.
RELOCATION is my favorite word. Relocating home buyers are wonderful. They usually have a time frame that doesn't include every Saturday for the next 6 months AND they need to buy a home to have a place to live. Local buyers can often stay where they are until the moon is right for them to buy. Give me a relocating home buyer who will be looking in a reasonable price range and location for our market and I'll show you a commission check. As long as there is no relocation company who will be trying to put their hand in my pocket.
Now that I have control of the conversation, I usually want to get to the nitty-gritty of location, price, family needs, transportation, etc. Assuming that the buyer qualifies for a location and price range in our market, we can then get to the next step to bonding that buyer with YOU. "Give me an idea of the job location and we can zero in on areas that you might like." I just offered to help them find a location that they will like. No doubt they have been scared to death about finding a location that will offer transportation, schools, etc. in their price range. They give me their job location. My next question is critical. "What price range are you going to be looking in or do you know yet??" Sometimes, they really don't know. By this time, they feel comfortable with you and know you will HELP and they tell you the price range they have considered. If they don't have a price range, I just ask. "Give me your annual income for the position here and I'll figure a price range. It only takes a minute."Wow! ! You know that they are a relocating home buyer, the area and now you know the price range. The buyer is very comfortable because they know that you know what you're doing, know the market and are going help them. By this time, you can pull listings to e-mail to them, send a relocation package designed just for their needs or make an appointment to show them homes if they are planning a buying trip soon. Of course, you have to stay in communication with them because the day or two following your conversation, other agents will be returning their telephone calls, or not. But, you want them to just tell other agents that they have already found some one to HELP them, thank you very much.
LOCAL BUYERS are different. They probably already know the area in general and areas of interest to buy a home. Most local buyers that contact us have found a home on line and want more information. Not a problem. When they ask about a listing, I simply say "Hold on a minute while I get connected. Let me find my spectacles so I can see." So, now the buyer is relaxing and when I have the house in front of me, we start talking about the house. That is why they called and they quickly know that you're going to help them. For these buyers, I QUICKLY get to the question, "It's available. When would you like to see it?" NOW, that really gets to the heart of what we do. We sell homes. We show homes to sell homes. We answer our phone and offer to help folks to show homes to sell homes. No pussy-footing around in the above. If the buyer gives me a day that would be good for them, my next questions is "Do you have an agent?" Or, "Are you working with an agent?" If the answer is "Yes", I simply tell them to contact their agent who can help them. I don't spend any time with folks who have a relationship with another agent. So, assuming their answer is "No", we are ready to go. Make the appointment and start sending them information by e-mail. Keep them bonded to you until you meet. Don't make an appointment for a week away and ignore that buyer for a week. Send them a thank you note. Send them a confirmation. Send them a weather report. But, don't ignore them. They are valuable.
The important message in the above is TAKE CONTROL OF THE CONVERSATION AND KEEP IT. It will help you sell real estate. Of course, the conversations can take many turns, financing, etc. But, the message is the same, take control and you'll be able to do the best job you can do.
25 Comments on HOW TO HANDLE THE "AGENT TELEPHONE INTERVIEW"
JAN
04
2007
Good post. How do you handle the buyer when asked are you working with an agent and the reply is "not really" - then you ask what do you mean? And you still don't get a straight answer.
Lenn - This post is a MUST-READ for all new and newer agents, and a great reminder for those who've been around awhile. I love the way you take control of the conversation and use humor to gain it. Without really thinking about it that way, I realize I sort of do the same thing, always with humor.
Although I've never had a buyer ask me how long I've been selling real estate, my answer would be: Since dinosaurs roamed the earth!
I think that once buyers find us on-line and actually read about us on our website, they have an idea of how experienced we are...and that should make the initial phone conversation easy.
I also generally call the potential buyers who sign up at my website and just ask how I can help them. Open ended question that lets them do the talking while I take notes.
"and (3) lets them know right up front that I'm not going to play 20 questions with them. " - Just one consumers take, but I would know right then to move onto the next one on the list. Just my .02.
I actually don't mind answering questions from potential buyer. I have found that clients prefer somebody who is open to questions and isn't hesitant about answering sometimes difficult questions. It also allows me to establish rapport with the potential client and begins the process of establishing myself as a trusted advisor. That said, some potential clients do go a bit far in the interview process and have unreasonable expectations. Thanks for the post, it contains some great information.
Hi Lenn, Great post. Keep it short, sweet and close for the appointment. I handle calls pretty similarly but don't have the luxury of saying 150 years, YET!
I don't mind answering some questions either but do think it's important to follow up their questions with another question of my own to keep the conversation headed in the right direction. Great post, Lenn.
Thank you for the valuable information. It's always wise to put a personally touch in the conversation yet lead the conversation with authority. I know not to be timid on the phone and your right it's our job to sell homes and get people into the home, and build rapport and service from the start.
You would not believe how many agents do not ask if buyers already have one. They spend hours with them and $ on gas and end up with nothing. Great Post!
I've been selling real estate full time for 16 years and still occasionally find myself going down the rabbit trail on the phone with buyers. This is a good reminder to get to the heart of the matter and stay there.
For the consumers that insist on the long interview, we just need to remember that we will not be able to work with everyone. Some people just don't mesh with our personality so it' OK to let them find someone else.
When I realized that I didn't have to make everyone happy that ever talked to me it really took the pressure off. If my style of low key, tell the straight scoop with no frills doesn't make someone feel warm and fuzzy, that's OK. I only need to work with 10% of the buyers/sellers in my area to have more than I can deal with.
I truly believe if they have a mission to call three agents and you're the first one, you can persuade them that the have the right agent. Because those questions may not work for everyone, a good agent will be able to convence them that they're the one for them and not have them waster their time talking to others.
As a buyer I have NO problem qualifying myself with an agent, but to "surrender" control of the conversation.....HARDLY. Don't you realize YOU are the one that's applying for a "job"; not me!
Frankly, I believe your approach borders on arrogance, but if it works for you; great. But, from the perspective of two active buyers, you just struck out.
I agree with the buyer who just responded to your post. I am an agent who has been in real estate for 9 years and for over 6 years I was extremely successful as a buyers agent. One of the reasons that I was so successful as a buyers agent was because I learned how to listen to my clients and allow them to ask the questions that they want answered instead of trying to control the conversation. One of the chief complaints that I got from buyers about other agents they had spoken to was that the other agents weren't willing to listen to them and answer their questions.
I understand what you are saying about trying to get to the point sooner rather than later, but I can say from experience that sometimes a little patience goes a long way. I would also like to point out that sometimes people will say that they are working with other people because they aren't sure whether they want to work with you. I have had many experiences where I was told by the buyer that they had an agent they were working with but because I spent a little extra time with them and gave them more information then their supposed agent had given them, I was able to convert them into a client of mine.
Lenn - Great post and a great way to control the call. You can count on this post being highlighted to all our Buyer Associates. I see Ken Spencer already found it!
I liked your post, Lenn. But I don't mind getting asked some questions as it helps me fingure out what the buyer needs, or thinks they need, and they I can better assess HOW I can help them. I have generally found that the chemistry is more important to many buyers, not the answers to 20 questions. If the chemistry isn't right, then my skills and knowledge of the area probably won't make up for it. And it can take time to get to the point where they buyers feel comfortable.
I try to share info about me and how I work on my site so when buyers call after visiting we are already done with that stuff and can focus on the real issues they are facing. Works for me.
Disclaimer: ActiveRain Corp. does not necessarily endorse the real estate agents, loan officers and brokers listed on this site. These real estate profiles, blogs and blog entries are provided here as a courtesy to our visitors to help them make an informed decision when buying or selling a house. ActiveRain Corp. takes no responsibility for the content in these profiles, that are written by the members of this community.
LET BUYERS KNOW THAT YOU CAN HELP
Posted by 
;)
;)
