How they did it:
Jerry and his team don’t give them the book right there at the open house.
“No, we don’t give them a book at the open house. They have to come into the office, so remember our market here is ethnic.
At an open house they may be on a normal day maybe 50 parties that come in. You don’t have time to build relationships with them. So what we try to do is create something of value and say, you know, have you thought about this?
This is something that we have. And they’ll say, oh, hey, that’s a good idea. And we’ll say, when would be a good time when we can get together because obviously at the open house we don’t have time to go over all the ins and out.
So we create a compelling reason why they have to come to the office.”
They go to the office just to get the book and leave in many cases.
“So they will come in. Once they come in, now we have the opportunity to win them over. And this is where one of the tools is the book.
The first meeting, when they come in, their intention is to just come in for 15 minutes, listen to the BS we have and just give me the stuff I want and they’re gonna get it.
But once we get them in, you know, we start talking about the process of buying a home. And then here’s a book that will help you. And pretty soon they start asking questions, and that’s when you win them over.”
The team’s goal is to get the lead to say, “I’m glad I met them,” when they leave.
Jerry and his team won over 20 listings like this.