Genesis
A lively, spirited discussion has arisen at GeekEstate Blog over the debut post by Jeff Manson advocating the use of scripts to convert more leads into clients. A little taste:
(Script)
Hi, ______________ my name is Super Agent with ABC Realty. I am calling to follow-up with you to see if there is anything we can do to help or answer any real estate questions for you.I understand you are interested in:
• MLS # ____________ Etc…1. Would you like to schedule an appointment to see it?
2. If not available—Unfortunately the property you inquired about is already in escrow.
3. We are in a steady real estate market and some properties are selling quickly. The good news is we are getting large percentage of our clients offers accepted, even when there are competing offers.
4. Are you already working with a RE agent, or do you need some help? (If yes, go onto #5)…
…
Things to remember when going through a script or just having a conversation in general:
1. Always repeat the answer back and positively reply with “great, super, good for you, interesting, really, your kidding”. I think you get the point. Let them know you are paying attention and not interrogating them.
While you all pick your jaws off the floor, let me tell you that the replies that ensued were a mixture of web 2.0 purists that were disgusted by the very existence of such scripts (and for that matter, the term “lead”), old-schoolers standing behind systematization and middle-of-the-ways. Before, I tell you where I stand, a little background melody.
Magic Adwords
I remember the very first prospect like it was yesterday. My wife had been hounding me for weeks to try this new marketing thing she had found – Google Adwords, I believe it was called. After I ran out of procrastination, we went for it: 10 bucks a day at 2 bucks a click max. Left the office to pick up coffee, when the Blackberry buzzed. Is that a … lead?! The following day our name was on a builder’s contract – a shiny example of Mighty Conversion.
Early days
For those that don’t know me personally, let me tell you that I wasn’t born with the “gift of pressure”. That is, I’m more laid back than an ironing board – I answer questions, provide information and dish out advice based on what I would do if I were in the clients’ shoes. So in the early days, following up with prospect was a structureless, free form conversation which clients appreciated. It was like information nutrition without the nasty trans fats of salesy pressure. All was well…
Picking up steam
As the number of prospect arose, cracks started to show in the plaster of our un-system. Crucial information not obtained during calls prompted additional calls that frustrated our future clients. Since there was no systemic way of following up with information requests, the incomplete information obtained inevitably lead to incomplete service.
Necessary Structure
I could never stand for a parroty, ATT Long Distance, leads-are-sheep type of script like the one above. Likewise, I could never stand for haphazard, who-needs-systems pipe dreams that new age marketers preach. The way I see it the process goes a little something like this. When a prospective client requests information/answers/direction and the real estate pro answers the request with follow up call there are three possible outcomes. Either you’ll end up sending them homes that fit their criteria, you’ll answer a question or direct them to a trusted third party (i.e. mortgage preaproval) or they’ll tell you to go to hell/not answer phone etc etc. In order for you to help in each case you’ll have to have some structure in your conversation. Don’t get me wrong – I’m not advocating for scripts. I couldn’t get through one of those without throwing up in my mouth a little bit every time. But in order to help, you have to have some key pieces of information that you must obtain every single time. If you don’t, you’re not helping even if your style is two point oh, all the way.
Photo Credit – Niemster
