There are two types of leads: Renters and Homeowners. Homeowners will always list their home someday and this is the key to your success. Every homeowner lead you generate will always provide a listing opportunity, and when they decide to list that property, you want them to list with YOU. Here are some tips to make that happen.
This is where the rubber meets the road, and why we have some listing machine clients that get four listings in their first month, and why some clients get ZERO appointments.
Make sure that you contact every "address only" lead personally with a real evaluation. Here is what our successful agents are doing: They send a personal letter to the address with a few comps and an estimated "value range" with the services they provide sellers. Many of our clients have great success door-knocking and hand-delivering material to the actual home. You can look up the name of the homeowner using "Spokeo" or tax records.
For homeowners that put in their address and phone number: I should not have to tell you what to do with a phone number but many agents call with the wrong approach and kill their opportunity so here are a couple of tips: Don't assume these leads are wanting to list their property: They wanted an evaluation so Do Your Job and give them a real evaluation: Remember that auto evaluations are never accurate!!! So the best way to approach the call is to say something like: Hi, This John. Thanks for going on my site and checking your value. I saw the auto valuation you received was really inaccurate so I am doing a real home valuation for you and I had a couple of questions. If you call and say: “I am an agent with such and such,” or; “would you like me to do a real evaluation?” or; “are you looking to list your home”, You might as well give up. Don’t ask to do your job! Just do it and you will get better results!
Key: You need to do this no matter what even if they are not serious about listing their home: It is this first evaluation that obligates them to use you when they do list their home because you gave them something of value and did your job. It is a real evaluation that will get you the appointment and convince them that it is the right time to list their home.
MOST IMPORTANT: THE KEY TO SUCCESS IS THAT EVERY TIME YOU GET A TEXT MESSAGE LEAD FROM LISTING MACHINE ( or your sell page/ad ) IT IS AN OPPORTUNITY FOR YOU TO DO YOUR JOB AND DO A HOME VALUATION FOR SOMEONE THAT WILL LIST THEIR PROPERTY!!!! IF YOU DO A GOOD JOB, THIS PERSON WILL BE 85% MORE LIKELY TO USE YOU WHEN THEY LIST THEIR PROPERTY!!!
Follow-Up Calls and Door Knocking: Overcoming Objections.
When Calling a new lead after the initial text has been sent: Hi, my name is ________. How are you? Great, I was calling because I noticed that there were a lot of price inquiries online regarding your home recently. Someone was searching your home on my site, and you have a ton of views on Zillow and Trulia.
Don't worry... I'm not going to stop by, I'm going to mail over to you some comps so that you have a better idea of your Listing and Buying power on the market. Have you made any renovations or changes to your home recently?
#1 Objection: "Sorry not interested, I'm just browsing" Response: Oh gotcha. No problem at all. I want to send these over to you anyway so you can look over them and hang on to them for later when you are ready to sell.
However, I'm curious. Your house has had a ton of traction lately online. There have been numerous price inquiries on Zillow and my site. Have you been telling people you're selling because you are already working with another agent?
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