Building and connecting with your database in real time is the key to closing more transactions in today's hot market. Here are a few tips for engaging with clients and potential leads, no matter your form of communication. Remember—when it comes to connecting, it's all about the first five minutes!
Lead Follow Up
Here is a video from Brad about lead follow up:
Here are some of the questions that you can ask when you are following up with a lead:
1. For an email: Find a recent sale in the neighborhood and reference neighbors name and or address in the subj line
- John Smith sold 123 Elm Street
2. When talking/texting with a potential seller, don't ask the 1st question, ask the 2nd assuming the answer to the first. Assume they are looking to sell/buy and then ask for details based on that assumption.
- Are you looking to use your equity to upgrade to a larger home (great if they are a younger demographic, or have kids)
- Once you sell, are you staying in the area?
- Where are you looking to move?
- Are you looking for another golf community?
- Are you upsizing/downsizing?
- Are you looking to purchase in the same area?
- Are you looking at the same school district?
- Are you moving to be closer to family?
3. It is easy for people to tell one lie, but harder for them to continue down that road. Try to keep them on the phone, even if they tell you that they aren’t interested, have already sold/bought.
- Congratulations! Where did you buy?
- Which agent did you use?
- How much over asking did you get? (If they have not yet sold, they may not realize that they should to expect to get above their asking price)
- How many offers did you put in?
4. Building rapport is very important, and one way to do that is by crafting a coincidence:
- Do a little social media recon to look for things you may have in common and then find a way to bring them up organically in conversation
- Unique, non-creepy bridges like college/highschool, sports teams, recent vacations, etc.
- Don’t be afraid to move the conversation away from real estate
5. HELOC: Here is a quick script for leads who are looking for a home value for the purposes of obtaining a HELOC
- Ask them why they are trying to get a heloc.
- Are they looking to add on?
- Are they needing to make repairs?
- How extensive are the repairs/renovations?
- What is their “Number” - What is the price that they would be willing to accept to scrap their plans and move?
- With the way that prices are currently, they may be much closer to that number than they realize.
- Just because they think they want one thing, doesn’t mean that is going to be their final decision. Especially if they are in the information gathering stage, keep those lines of communication open, because once they see their options, they may well decide that it will take less time/money/energy to sell instead!
Know How to Communicate
Knowing where a potential lead is located in the funnel will help you determine how to effectively communicate with them. While lookers and researchers won't require as aggressive of a communication strategy, those in the bottom three levels of the funnel—initial buyer, active buyer, and motivated buyer—should be persistently pursued.
Texting is a single thread of communication, so you only have so many chances to get a response before it becomes fruitless. Most successful texting campaigns contain two to six messages per month, but this number can fluctuate based on where the client is in the funnel. It's best not to go overboard with texts, especially if you don't receive a response. You should also aim to send your texts during peak times, such as in the mornings, evenings, or on Fridays.
Text #1: Keep It Vague
Show that you know them, but keep your message vague enough to prompt a reply:
- "Hi [NAME], it's [NAME]. Need to chat about something when you have a second. Are you free now?"
- "Hi [NAME], It’s [NAME]. Just returning your call with info you wanted. I can text or email it to you if you are not available. Just let me know. Thanks!"
Text #2: Ask a Question
If you still haven't received a response, follow-up with a question:
- "Strange question, but did you inquire about 555 Main Street? I found some info on this home and wanted to send it your way."
- "I'm not sure if you're here this weekend, but I have a list of open houses you might be interested in. Can I text them to you?"
- "Hey, it's [NAME]. If you're still thinking about buying/selling your home, I have a few resources to help you get started. Can I email them to you?"
Text #3: One Last Chance
- "Hey [NAME], I wanted to reach out one last time to see if you're still interested in buying/selling. If you changed your mind, just let me know. I'd love to know how I can improve!"
Make It Count
In most cases, you should always text before you call. If you do opt for a phone call, then it needs to count. Most smartphones are able to transcribe voicemail messages, so you can include specific details that will entice potential clients to return your message.
- "Hi [NAME], it's [NAME]. I know you reached out a while ago about wanting to know the value of your home. I went back and pulled your file and was comparing it against some recent comps in your area. With today's market being so hot, I think I can net you an extra $8,000 to $10,000 for your house. I'd love to talk through it and get your opinion. Give me a call back today so I can take five minutes to run through it with you. 919-555-1234. Thanks!"
CMA Email Scripts
Lead filled out CMA form without address
Hi [First Name],
Recently, many homes in (insert name of area/community) have seen sizable increases in overall property values. With this in mind, I'm reaching out to a few select homeowners in these areas that have seen the most growth. If you are considering selling your home, this is a great time to take advantage of the shift in the market.
At (company name), we have a market-leading and proven approach to selling properties in less time and with a higher profit to you. When you're ready to find out more, I'm only a click or call away. Not planning to move right away? No worries. I'd still be happy to offer you a no-obligation, free home evaluation on your property so that you'll have a more specific idea of its worth.
You can give me a call at at (phone number) or simply visit https://www.spencerprop.com/ at your convenience. I appreciate your time, (potential client name).
CMA Request With An Address Included
Hi [First Name],
You recently visited us at https://www.spencerprop.com/ to begin research into the value of your property. I was pulling this information together, but kept getting some conflicting data. You may have also noticed this if you've checked on automated valuation sites. Don't worry, this is typical when relying primarily on information from public record as those sources are often not accurate.
To get past this, would you have a moment for a quick call or email conversation to verify a few pieces of information about your home? Although an estimated home value range can be retrieved without the information, I really want to make sure we are able to give you a home evaluation with true substance!
Please feel free to give me a call at (insert client telephone number) or shoot over an email with a good time to talk. Sorry about the extra steps but I'm sure having an accurate idea of your home's value will be well worth it!
All the best,
Make Them Say No
Has it been a while since you heard from a potential lead? Put pressure on a response by asking a question that demands an answer:
- "Did you already get your house sold for top dollar?"
- "Did you want me to cancel your email updates?"
- "Have you given up on buying a house this year?"
What Not to Do
Canned, impersonal messages won't catch the attention of potential clients—in fact, they'll do just the opposite. You should also avoid using slang or sending an overly long message. In all of your communication, whether it be texts, calls, emails, or otherwise, don't do anything like this:
- "Hello [NAME]! Thank you for registering with spencerprop.com. Were there any properties in particular you had questions about?! I'd love to assist you."
What To Do
Every buyer's lead is automatically added to the Buyer Connection - Active Property Alerts email drip campaign.
Every seller's lead is automatically added to the Seller Connection email drip campaign.
If you are actively communicating with that lead, it is important to remove them from these drip campaigns. You can remove a lead from an email campaign by going to the Email Marketing tab on the contacts page and clicking on the "X" of the email campaign you would like to remove. Once you have removed the email campaign you will need to click Save on the DakBar.