It’s important to know how to convert both buyer AND seller leads. We’ll cover both in this blog. First, let’s go over how to convert seller leads to appointments.
How do I convert leads as a listing agent?
Having a guaranteed sale program (learn more about guaranteed sale programs on our Club Wealth blog and video, “Guaranteed Sale and Other U.S.P.’s“) is a great way to convert leads. Taking the risk out of doing business with you is important, and will help you convert most sellers to clients!
These programs sound something like, “If I can’t sell your home in 30 days or less, I’ll buy it!”. You do have to be able to stand behind that guarantee, and assuming you can, it is a great way to gain the trust of your clients.
If you don’t like the sound of that, you can try an easier guarantee to honor on your end. Something like “I’ll sell your house in 90 days or less or I’ll give you $1,000 off my commission!” You can also guarantee the sale “or I’ll sell it for free!” (this is actually the most productive guarantee currently!).
The principle associated with Guaranteed Sale programs is “Risk Reversal”. Which essentially means that rather than the consumer taking a risk by doing business with you, you remove the risk by guaranteeing your performance: Risk Reversal!
This is a sales and relationship service business. Don’t over analyze who or what you are trying to list, because a sign in the yard is better than a sign in your car. The goal is to get the listing, no matter the circumstance.
The more signs you have out in the workplace, the more leads you’ll get. More leads create more sales. More sales lead to more relationships, and naturally, in turn, into more sales!
What do I need?
Be prepared to list their home on the FIRST appointment! You will need a listing agreement, a key box, & a camera. You need to show up prepared, and confident that you are going to list the home. Right now, no matter what.
Your confident and assertive demeanor will assure the seller that you know what you are doing, you mean business, and you are here to get the job done!
What’s In It For Me – That’s all people care about. They don’t care about your fifteen awards, or how well you have done with other clients. You need to show them what’s in it for them, and ONLY what is in it for them.
You get exactly ONE sentence to tell the seller what makes you different… make it count!!
While touring the home we recommend B.R.O.T. (Build Relationships On Trust)!
This will enable you to connect with the clients at a deeper level, and ensure a smarter conversion to a signed listing.
As you preview the home with the client, use the F.O.R.D. technique to Build Relationships On Trust. Lead the conversation through open-ended questions about their:
Before you sit down to go over the paperwork, you’ll be chatting like old friends!
Educate, DON’T Sell
Educating versus selling will win time and time again. You will get listings far more often than you will by “selling”. If you sell, sell, sell they will tell, tell, tell you to go away.
Coach Michael Hellickson won virtually 93% of every listing appointment he went on. If you want to know how YOU can do that; Visit our 37 Minute Listing Presentation blog and video! There you will find the webinar with Michael Hellickson and Mike Bjorkman along with a free PDF handout!
Once again, don’t over qualify the appointment. A buyer is a buyer, is a buyer! As with the sellers, you don’t want to make the buyer come to your office or talk to your lender before they have even looked at homes. Making the buyer feel as comfortable as possible is the best way to get them to buy a home from you.
Give them what they want, NOW, and make your #1 focus getting an appointment, now!
Perhaps the single greatest home buyer lead generation tool is something called I.V.R. or Interactive Voice Response technology.
At one point in time, Coach Michael was getting 6,352 buyer and seller calls a MONTH on his I.V.R. system.
Don’t be lulled into getting, or settling for, inferior I.V.R. technology.
While most I.V.R. companies are getting around 25% call to conversion rate, the company WE recommend at Club Wealth boasts an 82% call to conversion rate, largely due to their advanced technology.
Essentially, I.V.R. is a 1-800-call capture technology. You place a sign rider on your “For Sale” signs, for example, that read: “For a 24 hour free informational recording, call 1-800-xxx-xxxx, extension xxxx”
When a potential home buyer or seller calls the number, the I.V.R. systems automatically captures their caller ID (even if they are calling from a blocked number!) and begins playing them a message about the house!
WHILE they are listening to the recording, the system also calls YOU, or your buyers agents!
At the end of the message, the buyer presses one, and is immediately connected with you!
Process of Showing Buyers
Always smile, never pressure. When dealing with the buyer make sure that you have a closing question, asking them: what they like about the home; is the price in their range; is the neighborhood an interest to them; would this home be one of their choices? Having those closing questions ready can help you close a buyer, or even find them another home that you have listed.
Some of the most effective closing questions are:
At what price would this be a great deal for you?
If you were to make an offer on this one, what would it be?
What would it take to see yourself living here?
Are there any other questions before we get started on the paperwork?