Are you asking the most important question when we meet the seller?
I remember Margaret Rome, Baltimore Maryland 's two questions listing presentation.
One of the questions is - a BIG WHY.
Read more about that in this re-post from Kelly at BoomTown .
A lead picks up the phone. Now, what is the first question you ask? This is a loaded question since it will determine the rest of the conversation. If there is a conversation.
And the question is … Drum Roll Please:
Why are you moving?
Expand Your Opportunity
If asked correctly, to either a homebuyer or seller, you can quickly determine the reason for the move. In turn, this will tell you generally what size home they may need, what area, a certain price range, their buyer persona, and so on.
For home sellers, instead of “Why Are You Moving?” consider asking “Why Are You Selling?” instead.
This question also allows for a bit more time on the phone. Even if your lead insists they don’t want to act on buying or selling right this minute, you now (hopefully) have more information to pursue further opportunity with them down the road.
You call Bob Swanson after he registered on your sight over the weekend. This conversation could go one of two ways:
Agent: “Hi Bob, this is Megan from Milestone Realty and I noticed you registered on my site. Would you like to get together for an appointment?”
Lead: “No, thank you, I’m really busy right now and have to go.” [Hangs Up]
Agent: “Hi Bob, this is Megan from Milestone Realty. I noticed you registered and were browsing homes in the James Island area on my site. This is a great time of year to start looking! Why are you moving?”
Lead: “My wife and I are actually having a baby and need more space, but we aren’t ready to talk to an agent right now.”
Agent: “Sounds good, well let me know if you need any more information, until then I’ll send you property alerts for homes in that area that fit your needs.”
The latter option is the best case scenario, but do you see where we are heading with this?
Inform Your Follow-Up
Whether you gather the lead has a family, is going through a divorce, is single and looking to invest, or whatever the case, you can stash this information and use it when they or you reach out down the road.
If they are ready to buy or sell then even better! The key is to gather enough information to inform your follow-up plan.
Remember, 95 percent of leads are abandoned in the first 6 days. But 60 percent will buy in the next 6 months.
Take this information and use it to your advantage. Through asking the right questions now, you can create valuable follow-up strategies that keep leads active on your site until they want to make moves.
Making the Most Out of The First Call
Whether it is a phone call, email, or text, you need to make the most out of your first contact with a lead. Thankfully, technology now empowers real estate professionals with information in advance of actually speaking to a lead.
These conversations have the ability to dictate future branding, market expansion and persona building.
For example, let’s say Bob and his young family moved into a new area and bought a home with Megan. She then began to see a pattern of many more families moving to that area because of good schools, newer construction, etc.
Every bit of this information can help you make an informed decision on when to move into a new market and begin marketing to this specific group. All because you initially asked, and recorded the answer to one simple question.
Next Steps: Create Personas
Becky Babcock and Brad Nix from Path & Post Realty in North Metro Atlanta have taken this simple question and created a business around it. Their personas create a foundation upon which their business operates.
Every interaction with clients is based upon deciphering the client’s persona from the first phone call until the last hand shake.
From this information, Becky and Brad develop the scripts, follow-up, social media, online and offline marketing, and more.
One simple question and a little persistence creates endless opportunity.
So, What Is Your #1 Question When Calling Leads?