Hate Cold Calling?
Stop calling with a motive and begin calling with solutions.
Your Website Doesn’t Always Convert
But it does provide opportunities; for example, if you’ve ever received a notification through your IDX solution that a phone number has been entered as well as a name, chances are that this client wants to be contacted. Actually, I guarantee this is a consumer that wants a reason to buy or sell. So why not blow them away with something special? Rather than leaping like a starving lion, why not take a more practical approach?
Impressions Last Forever- Especially the First One
Call the consumer within minutes of a notification- this is proven to work and waiting only leaves the shopper cold if they’ve moved on to other sites. But once you call, why not make it a service call? Using an assumptive approach to selling, you’re assuming the consumer wants to buy or sell, so rather than pounce, ask something that makes them important, involved, and part of the process.
Using a Text for Listing Info Feature?
You may be using them today, those text this home for more informationtechnologies, and here again, this service presents another unique opportunity to offer service to not only the listing client, but the shopping consumer. Again, calling the texting consumer in seconds or minutes is crucial to conversion success, and I also suggest using assumptive yet practical measures here as well to deliver a fantastic first impression.
A Few Script Ideas to Get You Started
“Hi, this is Agent, and I see you’re searching our site, I’m wondering how everything is going, and want to make sure you’re finding everything you need?”
“Hi! This is a service call from Brokerage and we’ve implimented a lot of new features to our search site, and I’m wondering what your thoughts are on how we could further your search experience?”
“Hi, I see you’re in front of our listing at 555 listing address and wondered if there were more questions I could answer?”
“Hi, this is Agent, and I see you’re in front of our listing, and I wondered if you might take just a minute to tell me what you thought of the curb appeal?”
“Hi, we see that you’re in front of our listing and wondered if you might take just a second and give me your impression of the home and how it stacks up to others in the neighborhood?”
The response can be one of two things, either the consumer is not finding everything they’re looking for and you’re now presented an opportunity to offer a solution, or they are enjoying your website or listing and are ready to go with questions, and they immediately see you as an agent with solutions, rather than the typical approach of “Hi want to see my listing?”
But I’m Busy
The success of real time service calls rather than sales calls depends on immediate attention of home shoppers. Conversion must be a team effort. So why not involve office staff to deliver real customer service in real time- this is the next level many seek having invested hours and money into new online and offline technology is practical uses that increase not only your service, reputation, as well as ROI.
Sellers Want to Know What Consumers Think
New technology brings buyers to sellers, but it also offers an opportunity to draw sellers with outstanding conversion. If a home is not selling and you can present more real time feedback from the actual consumer, you’re winning for the seller. If you’re not using technology in a fashion that builds a relationship, you’re only failing yourself.
A great example is that we all know that future neighbor sellers are voyeurs of neighboring listings- if one of these neighbors texts the property and you practiced these methods, you’ve now delivered an impression that others haven’t even thought of- thus a future fan. These same sellers will often traffic your website, imagine if they received this same courtesy call from your IDX- this is a win/win opportunity in cross pollinating customer service as part of your service offering as well as immediate real time live feedback to your sellers.
Forget the Scripts
Why not just mean it for a change? Why not throw out the motive, and simply call with a solution.
Offer real Customer Service- Be the Value.
Matt Stigliano
August 24, 2008 at 2:04 pm
Benn,
You’re on fire today. This one hits home for me. I often feel like I’m calling and only trying to sell sell sell or buy buy buy. Reading this makes it clear to me that I’m not insane and what I consider the simple approach is not only easier to me (and how I like to do things), but also can see (now that’s it written right in front of me) how this can bring a buyer/seller into the conversation that we’re all trying to have with them. I guess I often feel that the scripts I hear and am told to use feel so forced and are “fishing” for the ultimate answer of “yes I will list/buy with you.” Now of course, I’m not stupid, we are “fishing” for that answer in a sense, but when you’re actually “fishing” for it, it makes it feel contrived. I like things to happen a bit more organically. Speak to them, get to know what they’re about…the rest will come without the hard sell. Its good to see that I’m not alone in the way I think/feel and its good to see that someone can put the bits of ideas and pieces of thinking into a concrete “how to” of sorts. With each post I read, I see more and more of who I am and what I want to be as an agent. Thanks.
Kyle Louvar
August 25, 2008 at 2:21 pm
Great piece Benn! We, Reply7, offer agents the text message marketing and lead generation solution. Many agents using our Reply7 service have realized the tremendous success of contacting consumers immediately. Our agents receive an instant lead every time a consumer sends a text message inquiry to their listing. It’s a great way to offered unparrelled customer service and generate new buyers. As you said, also a great listing solution to provide to sellers. Let the technology do the intitial work so you have more time to spend one-on-one with consumers and get them engaged in a meanful conversation that focuses on your ability to deliver outstanding service to them.
Linsey
September 10, 2008 at 8:06 pm
I think there is a place for a script. Knowing what to say is important. Heck, I practice how to pitch things to my kids so I get the right response. 🙂
You can still have a plan and mean it. When I was coaching agents, one of the things I would remind them is to pay attention to that internal gut feeling. If you feel uncomfortable with your ‘script’, you can bet that the consumer will too.
You’ve got to come from a place of genuine service and they’ll feel that too. It won’t feel like a pitch. As soon as it feels like a pitch – you’re off course. I love the feeling of making calls that seem easy and comfortable that convert into leads. I know that I’m doing just what I should be doing.
Benn Rosales
September 10, 2008 at 8:13 pm
Linsey, you are so correct, practice makes perfect, which is why I gave a few examples. I’ve found that the most simple approach leads to a longer conversation and higher conversion.
I have used this method for a very long time and the cool thing that has happened time and time again is folks did get caught off guard, but that day or two days later a phone call came where they asked directly for me…
Service calls rather than sales calls work.
Missy Caulk
October 7, 2008 at 1:52 pm
Benn, this is an old post of yours, but wanted to chime in and tell you are are so right about calling right away. Web 2.0, Gen Y and X er’s want what they want, when they want it right now. If they have left a phone number, call before their hand leaves the mouse.