Monday, April 6, 2020

Lisa Gray

Lisa Gray
215 POSTS 0 COMMENTS
Lisa is an accomplished marketer with years of expertise in direct response marketing, digital marketing, data analytics and business development working with both B2C and B2B.

    Overcome your call reluctance

    It’s irrational. After all, “call reluctance” is a malady reserved for cold callers, isn’t it? Then why does the warm-call-lead-follow-up produce the same symptoms?

    The dread at the thought of picking up the phone and trying to win the trust and business of a complete stranger isn’t all that irrational when you think about it.

    You’ve cleared the first hurdle by generating a response to your marketing. Now, it’s completely up to how you handle this call that will result in you winning the business.

    That’s intimidating for many of us.

    Intimidation gets us stuck. So, back away from the phone and take a deep breath. Then, learn the tried-and-true techniques successful agents use when following up on real estate leads.

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    Change your perspective

    Remember, this first follow-up call isn’t a cold one. You’re returning a call (or email, etc.). This person reached out to you and expects a response. You’ve actually been given permission to contact her.

    She may not be ready to pull the trigger on a real estate transaction right now, and you should be prepared for that, but she was motivated enough to take the first step and that’s a cause to celebrate, not back away.

    Besides, who has too many leads in their pipeline? There’s always room for one more.

    It’s all in the timing 

    While our industry is known for its “location, location, location” mantra, what outsiders don’t know is that “time is of the essence” is more than just a contract term to real estate agents.

    When faced with an initial contact from a real estate lead, time can either be your enemy or your best friend.

    It is critical that you place that follow-up call within minutes of receiving the lead. 

    If you don’t, another agent most certainly will.

    Whether it’s call reluctance or that you’re insanely busy, we get it. But studies show that the chances of reaching the lead are the highest if you return the call within five minutes.

    Years ago, two guys from InsideSales.com teamed up with James B. Oldroyd, from Massachusetts Institute of Technology (MIT) to conduct a survey of more than 600 businesses.

    Their aim was to study “lead response rates, timing and effort, and their influence on the outcome of a lead,” they told Steve Olenski at Forbes.com.

    Compel Your Target Market With Free Reports (Available in Free Reports)
    What they found should be etched into the minds of every real estate agent:
    • Call back within five minutes and you’re most likely to connect with the lead.
    • If you wait a half-hour, you are 100 times less likely to reach the lead.
    • Wait five hours and your odds of ever connecting with that lead drop by 3,000 times.

    An immediate call-back is not only most likely to result in a conversation with your lead, but it’s impressive as well.

    “We call it the ‘wow effect’ as in wow, that was fast! You are impressive,” InsideSales.com’s CEO Dave Elkington tells Olenski.

    And, how could they not be impressed, especially if they’ve placed calls to other agents? The odds are pretty low that they got a return call this quickly from anyone else.

    But this isn’t all we can take away from the survey; conversion rates – “the rate at which the lead contact is willing to set an appointment and enter the sales cycle,” according to Olenski — increases with a quicker return call.

    Free Report Offers Get Your Phone Ringing (Available in Free Reports)

    Obviously, getting an appointment is the goal with real estate lead gen follow-up, so ignore time being of the essence at your peril.

    What not to say after “hello”

    Before making the call-back, take a minute to familiarize yourself with everything you learned from his or her message. If it was a call about a specific property, get the MLS listing in front of you. Then look it over to determine the neighborhood, size, and anything of interest that may not be included in the public-facing listing information.

    Focus solely on the lead and his or her reasons for reaching out to you, no matter how tempted you are to toot your own horn. Naturally, if you’re asked, you’ll want to answer questions about yourself, but unsolicited remarks about your sales stats, designations, etc. make you appear overly “salesy.”

    Don’t push for an appointment until you understand where in the pipeline this lead falls. At this point, you’re a counselor, not a real estate salesperson.

    Identify yourself and the name of your brokerage, and quickly add that you’re returning his or her call.

    At this point, the lead may launch into the reason for the original call. Listen carefully to what’s being said and answer all questions.

    When the call is for information about a particular listing, describe it and then, again, listen.

    If you feel that the lead is open to remaining on the phone with you, begin a gentle probe, asking if he has spoken with a lender, if he has a home to sell before buying another and, naturally, if he’s interested in touring the home he called about.

    Before disengaging the caller, let him know that you have no intention of hounding him like some of the other agents he’s spoken with but that you’re available if he has additional questions.

    Ask for permission to email alerts about new listings similar to the one he called about.

    Free Report for Real Estate Marketing to sellers
    Add Free Report Offers to all of Your Marketing (Available in Free Reports)
    The wrap-up 

    If you offer free reports or an e-book, offer it toward the end of the call. “I just created a market report for the Pleasant Skies neighborhood that will give you an idea of what the different models are selling for, can I email you a copy?”

    Great free reports to offer that are popular with consumers include, “Chop Years Off Your Mortgage“, “5 Reasons Your House Didn’t Sell” “Sure-Fire Tips For a Quick Sale“, “6 Dangers of Overpricing“, all of which are available here.

    Be sure to include your free report offer with your emails direct mail, social media and website to drive those inbound phone calls.

    No freebies? Hey, a list of new listings matching his criteria is a freebie, so offer that. “I’ll tell you what, Joe, give me your email address and I’ll be happy to email you alerts of new listings that match what you’re looking for.”

    End the call with something along the lines of: “Terrific. Now, if you see any other listings you’re interested in touring, don’t hesitate to give me a call, or text me. I’m happy to set appointments for you and show you around the neighborhood,”

    The key to success with a lead who leaves you a message is lightning-quick response time. Then, remember not to come on too strong. Counsel the lead, don’t sell to her.

    Now that you have a plan of attack, order Free Reports and add a Free Report Offer to ALL of your marketing (emails, direct mail, website, and social media).

    Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

    PLUS: When you have time…here are Free killer tools to help your success this year!

    1. The 12 Month Done-For-You Strategic Marketing Plan – NEW 2020!

    The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

     

     

    2. The Free One-Page Real Estate Business Plan – NEW 2020!

    Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan.  – Click Here

     

     

    4. Become a Listing Legend Free eBook 

    Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

     

     

     

    5. The Free Online ROI Calculator

    Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

     

     

     

    3. Get the ALL-NEW Real Estate Marketing Guide “CRUSH IT” 

    The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted mailing list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here

     

      Employees have it easy when it comes to marketing themselves to prospective employers. A resume and cover letter are typically all that’s expected.

      Employees, however, aren’t the owners of small businesses with brands tied to the business owner.

      Real estate agents looking for “employers” (i.e. clients) go about it more like models, who send out portfolios and composites.

      The Selling a Home brochure is available in the Brochure section under Personal brochures.

      For an agent, a listing presentation is akin to the model’s portfolio and a personal brochure is her composite.

      But it’s not a vanity marketing piece

      It’s easy to keep the content of expired listing and FSBO brochure on the right track. Too many personal brochures, on the other hand, end up looking and reading like vanity marketing pieces.

      In fact, all personal branding walks that fine line. Therefore, lose the sales pitch, avoid trite, over-used statements and, overall, be authentic.

      What to include in your real estate brochure?

      • Your business philosophy
      • Your bio
      • Any impressive sales statistics
      • Awards received
      • Showcase how you give back to the community
      • Testimonials
      The World of Opportunities brochure is available in the Brochure section under Personal Brochures.

      The latter is critical. Choose only the best testimonials and sprinkle them throughout.

      Don’t forget the other stuff

      It’s easy to get carried away with the text aspect of your personal real estate brochure. However, it’s important to pay attention to other aspects as well. These include:

      • Color selection is important and should match the branding colors you use in your logo, website, etc.
      • Layout
      • Typography
      • Font
      • Photographs

      All of these should be carefully considered so that the end result is appealing, eye-catching and different from other agents in your market. Most of all it should convey expertise, authority, and professionalism.

      How to use your personal brochure

      “Our personal brochure is included and placed at the end of every pre-listing presentation package.,” says Barbara Todaro, the head of marketing for the Todaro Team in Franklin, MA. Other agents add to the list of ways to use your personal real estate brochure:

      • Include it in a mailing to owners of expired listings
      • Include it in a mailing to FSBOs
      • Stick it in your buyer’s packet

      “If you do not have a personal brochure, it’s time to get one,” Todaro said.

      “Buyers and sellers don’t want to be sold by you they want to be sold on you.” according to Mark Hughes, author of “Branded Agent: The 7 Strategies of Top Personal Real Estate Brands.”

      The Neighborhood Specialist brochure is available in the Brochure section under Personal Brochures

      Your professional real estate brochure will do just that.

      Order or download the Neighborhood Specialist Personal Brochure and add it to your listing presentation, provide it at your Open Houses, and use it as a leave-behind or hand out.

      Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

      PLUS: When you have time…here are Free killer tools to help your success this year!

      1. The 12 Month Done-For-You Strategic Marketing Plan – NEW 2020!

      The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

       

       

       

      2. The Free One-Page Real Estate Business Plan – NEW 2020!

      Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan.  – Click Here

       

       

      4. Become a Listing Legend Free eBook 

      Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

       

       

       

      5. The Free Online ROI Calculator

      Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

       

       

       

      3. Get the ALL-NEW Real Estate Marketing Guide “CRUSH IT” 

      The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted mailing list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here

       

        You’ve conducted a buyers’ consultation and you have a pretty good handle on what your potential buyers want in a home. Now, it’s time to find them the home that gets a BIG YES. Here are some tips to help you go from showing to SOLD in lightning speed.

        The checklist

        Just as no two listing clients are identical, not all buyers are alike. Some of them will take your consultation to heart, while others will remain unfocused. Although the following technique works for both, it’s the latter who will get the most out of it.

        Create some checklists and worksheets for your clients to use as they tour each home. HUD offers a home comparison checklist that you can download. Brand it and hand it out to your buyers.

        The Multi-Photo postcard is available in the Multi-Photo Series under the postcard section

        Do the same with a wish list worksheet – which is just as useful for you as it is for your clients. It helps you narrow down the list of homes to show and it helps keeps your clients focused on what is truly important to them.

        Go overboard on sharing information

        If there’s a home on the viewing list that you know fits most or all of your clients’ requirements, help make the sale by loading them up with valuable information.

        Is it their first time in a neighborhood? Be sure to grab some information about it and nearby amenities. If you know where they work, get an estimated commute time by putting the home’s address into Google maps and asking for directions to the work address. The time it takes to drive from one location to the other is included in Google’s directions.

        If the buyers have children, locate nearby schools on a map of the area. Even if they don’t have kids, learn about the quality of those schools.

        If you get lucky, and the home is located close to a quality school, remind childless buyers of how homes near good schools are good investments because they tend to hold their value better than homes near poor-performing schools.

        The best way to get this information is by going online, to schooldigger.com, and entering the name of the school or district in the search box.

        Finally, compiling a CMA for any home you think the buyers will be interested in is a must. They’ll want to know if it’s priced right and had those stats at your fingertips is a valuable customer service tactic.

        luxury marketing brochures
        Luxury Marketing Brochures are available under the Brochure section.
        Don’t encourage enormously high expectations

        I love this tip from John D. Mayfield, broker/owner of Mayfield Real Estate in Farmington, MO. He calls it “underselling,” and cautions agents not to “hype” up a home before the showing.

        Why?

        “Buyers may feel the home doesn’t meet their hyped-up expectations,” he suggests and goes on to caution that “The opposite is true, too—many practitioners have stories of showing homes they thought were downright ugly, only to learn” that it was just what the buyers were looking for.

        Sure, you should mention the home’s features that match their wish list, but, as Mayfield says, “Let the home sell itself.”

        Set the stage

        If you won’t be loading the buyers in your car, try to get to the home a few minutes before they do. This way you can run through the home and open drapes, turn on all the lights and ensure pets are safely tucked away.

        Know when to back off

        Veteran buyers’ agents know the signs of both interest and disinterest in a home. The buyer who zips through the home, barely looking at it, most likely decided at the curb that he didn’t like it.

        Then, there’s the buyer who focuses on one or two rooms, repeatedly returning to them – a definite sign of interest.

        When working with the latter, you need to know when to physically back off. Especially if it’s a couple, give them some privacy to discuss what is most evidently on their minds. “Is there enough room here for the sofa?” “How do you think yellow would work in here?”

        The nit-picker, on the other hand, needs your presence. Although many agents think the buyers who notice every little thing wrong in a home show disinterest, an experienced pro at the helm can guide them into understanding what easy fixes many of these “problems” can be.

        Give them a vision

        Most buyer agents know that a couple that starts talking about furniture placement is interested in the home. They’re envisioning what the rooms will look like with their furniture and accessories.

        Since you were smart enough to get them to provide a thorough wish list, guide their vision by pointing out the features they will find most desirable. Get them to realize that just because a room is used as a bedroom, it doesn’t have to be.

        Do they long for a home office? Point out which bedroom would make the ideal office and why.

        Order or download Property Flyers, available in our Flyer section, then provide them at your next Open House.

        Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

        PLUS: When you have time…here are Free killer tools to help your success this year!

        1. The 12 Month Done-For-You Strategic Marketing Plan – NEW 2020!

        The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

         

         

         

        2. The Free One-Page Real Estate Business Plan – NEW 2020!

        Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan.  – Click Here

         

         

        4. Become a Listing Legend Free eBook 

        Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

         

         

         

        5. The Free Online ROI Calculator

        Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

         

         

         

        3. Get the ALL-NEW Real Estate Marketing Guide “CRUSH IT” 

        The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted mailing list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here

         

         

          Americans don’t like salespeople.

          Salespeople are perceived as being liars or those who “grossly exaggerate, often,” according to Ken Lambert at SMPSBoston.org. He goes on to claim that “When people believe that they are trying to be sold something they instinctively get uncomfortable and often times defensive or even combative.”

          Think about it: The salesperson that descends on you the minute you step foot on a car lot. “Just looking,” you say, hoping that will get rid of him. That dread you feel when confronted by the salesperson, even if your every intent is to buy, is exactly what Lambert is referring to.

          When it comes to purchasing certain items, however, a salesperson is often required. Cars are one and homes are too.

          You are then, a necessary “evil.” Don’t be surprised if, at least in the beginning of your relationship with new clients, you’re treated as one.

          And part of that treatment is the “No thanks, just looking,” mentality.

          It’s a big barrier to every agent’s intent to build trust and rapport quickly. But one that must be scaled.

          It may not be the only objection you face with some clients. Even after you’ve won them over, there are plenty of things they may object to. Here are two of the biggies you may have, or will, encounter.

          The commission whittler

          Listing presentations offer plenty of opportunities for a potential client to take issue. Agent commissions, however, are the most common.

          First, most consumers know that, by law, commissions are negotiable.

          What they don’t typically know is that you don’t pocket the entire commission. Objection buster number one is to educate them. Use numbers they can relate to in your example.

          “Joe, suppose I earned $20 in commission. Half of that, $10, right off the top goes to the broker whose agent brought in the buyer for your home. The other $10 goes to my broker who then pays me my share, $5.”

          If all else fails, fall back on a time-tested commission objection handling technique:

          “Sure, Joe, you may well find another agent who is willing to cut her commission. But, ask yourself: If she can’t negotiate with you over keeping her earnings, how can you expect her to negotiate with the buyer when it comes to you getting the highest price possible? If she can’t convince you she is worth her full commission, she can’t very well convince anyone of anything”

          The math-challenged

          “We’d love to sell and buy another home, but prices are too high right now.” In the current housing market, you may be hearing this objection frequently. The alternative to this one is

          “We’ve decided to wait until the market gets better.”

          Either way, if the market truly is conducive to selling and/or buying, crunch the numbers for them.

          In the current market, most sellers will get what they want for their home, if not more. It’s the buy-side they’re concerned about.

          What they’re overlooking are two very important factors:

          • They have loads of equity right now
          • Mortgage rates are at all-time lows

          Combine the equity with the savings from low mortgage rates and you most likely have a situation where they can afford to buy a replacement home.

          Objection busting requires a delicate balance – one that can be achieved through empathy. Dan Lok, entrepreneur, author and founder of Closers.com, uses what he calls the “3 Fs,” Feel, Felt, Found.

          1. I understand how you feel
          2. Others felt the same way
          3. Here’s what I found

          “I understand that you’re frightened you won’t be able to afford a replacement home. Others feel the same way. But this is what I’ve found . . .”

          Order or download the Think it Over brochure from the Objection Handling Series. Add it to your listing presentation, provide it as a leave-behind, and have it available at your Open Houses.

          Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

          PLUS: When you have time…here are Free killer tools to help your success this year!

          1. The 12 Month Done-For-You Strategic Marketing Plan – NEW 2020!

          The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

           

           

           

          2. The Free One-Page Real Estate Business Plan – NEW 2020!

          Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan.  – Click Here

           

           

          4. Become a Listing Legend Free eBook 

          Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

           

           

           

          5. The Free Online ROI Calculator

          Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

           

           

           

          3. Get the ALL-NEW Real Estate Marketing Guide “CRUSH IT” 

          The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted mailing list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here

           

           

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