You don’t like receiving cold calls? Neither do your leads.
When was the last time you were ecstatic about buying from someone who chased you down for months? Maybe Comcast or AT&T started calling you, then showing up at your door.
I had a Comcast salesperson show up at my door the other day pushing to upgrade my plan. It’s annoying. I viewed them as “an annoying pest” versus “a welcome guest.”
If Comcast had mailed me a sales letter telling me about their additional services, I may have read it and even considered what they were offering.
On the other hand, when they knocked on my door right as I was leaving the house, I didn’t want to talk to them, regardless of how good their offer was.
If you call someone using pushy sales techniques, you hurt your position and tarnish how the customer “views” you. Even if you do get a listing appointment, clients are going into it with their defenses up. You don’t want to have to fight an uphill battle from the start.
That’s why we recommend sending out your book before you reach out to potential clients — either via phone or in person. With books, you turn a cold relationship into a warm one.
Send a book package.
Sending a book package to your leads before you meet with them gets them curious and excited about you. Being an author immediately establishes you as an authority in the real estate industry. Buyers can tell you’re a serious professional who knows what you’re doing.
Imagine having a book with your photo on the cover! Your face will already have a place in your prospect’s mind, making your business relationship more personal from the start. Plus, books hold value. People are less likely to throw them away.
But how do you even begin writing your own real estate book?
With our MyBooks program, you don’t have to. We give you the license to use 14 real estate books as your own, training strategies on how to use them to get leads, and more.
A good book to target first-time buyers is definitely the First-Time Home Buyer’s Guide, written specifically for first-time buyers. It educates them on the entire home-buying process from start to finish and shows them why they need your help to buy a home. It goes into great detail about common mistakes, incentives for first-time buyers, the negotiation process, and much more.
Inside, potential clients will learn:
- 14 common mistakes of first-timers.
- How to get approved for their first home loan.
- The ins and outs of the buying process.
- How to guarantee a stress-free closing.
- Real estate horror stories (that you can help them avoid).
Check out membership details here.
Mastering Your Delivery
You’ve put a lot of work into building out your book package. What can you do to guarantee it gets into your leads’ hands?
Manilla envelopes (the big 9×12 full-size ones) are the perfect way to ensure your package will be opened. A handwritten address stands out from printed labels, so grab a sharpie.
Also, if you DO mail them, use real stamps. It will probably take a few, but real stamps in the corner are guaranteed to pique buyers’ curiosities.
You can also put everything in a slim white box (buy from office supply stores locally or online). Label your box “Special Delivery,” or give it a “Courier Service” stamp. Drop them off at buyers’ doors, or mail them out.
Either method you choose, the point is to make your mailer stand out.
Follow-Ups: The Secret Sauce To Getting Clients
Following up with home buyers after giving them your books is the secret sauce to getting them to hire you.
There is no guarantee that buyers will read your book or even remember to call you a month later when they are ready to hire a professional to help them buy their first house. To stay at the top of their minds, you have to follow up.
You can simply send them a letter, email them, or call them. Follow up with every person you give your book to within 4 to 5 days. Find out if they have any questions about the book or the home-buying process.
You can keep following up once a week until you get some positive feedback or the dreaded, “No, I hired someone else.”
The goal of a follow-up is to find out the buyer’s pain points and what you can do to help them out. Some people may be struggling to find the perfect home, while others could be having trouble getting approved for a loan. Others simply don’t know where to start.
After you’ve given someone your book, follow-up conversations will be easier because you’re no longer a stranger — so simply re-introduce yourself as the book author or provider and get right to business.