You’ve made it to the final step!
You’ve found your leads, and sent out your books. Now, it’s time to dig in and follow up…
Focus your efforts on the most promising leads.
If you have a lot of leads, sift through them and decide which ones you want to prioritize.
Working the best leads first sets you up to experience positive momentum.
And with hopeful results right from the beginning, you’ll be motivated to continue working through your list.
*Helpful Hint: if you’re having a really hard time building a solid list of 40 leads, then just get out there and hit the pavement with your books!
Then, when you begin your follow-ups, you have the added benefit of knowing how people responded to your book, and what features to focus on based on the feedback you’ve already received.
So just pick up your phone, and dial a number…
It’s crazy how that small, effortless action can pack such a huge punch of intimidation…
At one point or another, most of us are probably guilty of muttering, “Please go to voicemail, please go to voicemail,” as we listen to the ringing on the other end of the line.
Don’t feel bad if that’s you. Follow up may seem like the most difficult part of the process. It’s the step that most new Realtors (and some experienced agents) dread…
Because, let’s face it — it’s nerve-wracking wondering if the person who picks up the phone or answers the doorbell is going to be nice, rude, confrontational or passive…
But don’t impose your negative experience with irritating telemarketers or pushy business reps onto your leads. That just drains your morale and causes your interaction to lack confidence!
And don’t forget — you are not some random, annoying telemarketer…
you are a professional!
Smart Agent Joe says, “You shouldn’t be afraid to follow-up…
…you’re not gonna get the response that the other Realtors are getting, because you just gave them a gift.”
He shared a ”mindset-shift” experience that literally changed the way he approached his follow-ups…
“I called this guy after sending the book, and instead of being rude or annoyed, he was genuinely excited to hear from me! So excited that I was actually shocked…but then this huge light-bulb went off in my head: ‘The Rule of Reciprocity!”
Joe says his mindset was changed when he realized that following up after sending the book was not the same as just cold-calling.
“These people are happy to take my calls because I just gave them a Christmas present in July!”
To further illustrate the point, he uses the scenario of one person helping another on moving day.
“When the person who pitched in is moving themselves, the guy he helped first will feel obligated to lend a hand.”
So when you pick up your phone to dial the next number, remember: Because of the “book advantage,” your call is most likely expected…and if you’re still feeling nervous, remind yourself of Joe’s story and the ‘Rule of Reciprocity!”
Now let’s get started!
You can use this script to follow up on the leads who have received your book:
Here is a Training Video for the Old Expired Follow Up Script (3:15)
When you get your lead on the line, remember to
set the tone of your conversation right away…
You want your lead to enjoy a friendly and casual interaction, not a straight-up business call from the get-go.
As your conversation progresses, you can begin to offer helpful insights and possible solutions to whatever home-selling pain-points you’re picking up on.
It’s important to remember that not every interaction with buyers will go smoothly…
Potential Problems and Solutions When Contacting Leads
Sellers can be sensitive about their house failing to sell when it was on the market before.
It’s an emotional subject that can be touchy to discuss…
When you find yourself dealing with an emotional seller, the best thing you can do is find something positive to focus on.
If the situation escalates — instead of responding emotionally yourself — appeal to the seller with something that defuses the situation and pivots the conversation, such as complimenting a feature of their house.
When you focus on the positive during the initial contact, then your question regarding their interest in relisting the home — which was previously a failure on the market — will feel like it’s coming from the realm of subtle curiosity instead of judgemental assessment.
Will you get yelled at, treated like a jerk, or made to feel like a worm for daring to “call this number?” At some point, the answer is probably, yes.
Smart Agent Joe recalls a phone conversation with a woman to whom he sent his book.
“I don’t know why, but she was obviously very mad…She thought Realtors were scum-of-the-earth people, here to take over the world. Pretty dramatic stuff…
But instead of defending myself, I just let her rant…
After thirty minutes or so, she kind of just ran out of steam, and — here’s the funny part —
she was so blown away that I let her talk (and even agreed with her about some things), that she invited me to come to her house. That was Friday. Saturday morning, I got the listing.”
Don’t push back when you find yourself speaking to a confrontational prospect.
Of course, there are times when you should just disengage and end the call, but as Joe discovered, sometimes you can diffuse emotions by simply listening in a calm and patient manner.
You might even end up with a positive outcome when the seller realizes you understand her pain points and that you’re obviously easy to work with.
Thankfully, angry, emotional responses are quite rare.
Just remember to maintain a casual, friendly tone, and you’ll discover that most people have the decency to respond in kind, regardless of whether or not they want to sell their home.
Warning! Don’t Overcomplicate The Script
Helpful Hint: Try to talk to your leads like you would your friends or family. It’s much more important to establish rapport during your initial contact than to nail down business details!
At the end of the day, it’s always a person on the other end of the line, or just behind that door…
That means some phone calls and visits are going to be great, and others will be less than fantastic. The more experience you have doing it, the easier it becomes to know when your conversation is on the right track — and when it’s time to exit the stage.
Smart Agent Joe makes this meaningful observation:
“I think, as Realtors, we need to focus more on human behavior than we do on actually selling a home…because we all know how to sell a home…we know how to go through the process, the financing, the closing. Sometimes, we forget that we’re working with human beings.
Learning how to understand human nature takes time and purposeful intent, and that’s just not part of the training we get when we’re earning our real estate license.”
Another important point to remember:
“Consistency trumps quantity any day.”
In most cases, you won’t be calling your leads just one time. It will usually take at least five contacts to establish a connection.
And as I mentioned before, in order to keep a good momentum going with your follow-up calls or visits, you need to get rid of any preconceived ideas based on past experiences with annoying salespeople. You are a professional real estate agent offering valuable skills to your prospective client.
Need more motivation to be consistent with repeat follow-ups?
Consider the investment you’ve already made by sending your book package.
Why let that go to waste? Don’t stop short — commit to connecting!
With each contact you manage, you are gaining experience, and as the presentation becomes less intimidating, it will naturally become more polished, increasing your success rate.
Follow-up in a nutshell:
Infuse your conversations with confidence, focus on positive attributes during emotional encounters, and be prepared to call, call, and call again…
As long as you don’t get an outright rejection, the door is still open and you should continue to reach out.