Real Estate Grad School Buyer Lead Conversion Scripts

Transcription

1 Real Estate Grad School Buyer Lead Conversion Scripts

2 1. Opening Answer/Question: Buyer Lead Conversion Process Either the Agent is responding to a question. For example the inquiring Buyer asks, What is the price on that property? Or the Agent is asking a question first. For example the Agent is calling back an Internet lead and asks, Is this the person who was looking at Real Estate on the Internet? You were looking at a 4 Bedroom home in Brighton on Model Lane and I was calling to see if you have any questions that were not answered already? 2. Trade info using alternative choice questions. Location Price - Size For example on location the Agent would ask, That property is in the town of Brighton? Are you looking exclusively in Brighton or are you also looking in Pittsford, Perinton and the other Eastern suburbs? It is very important that these are asked as alternative choice questions. Versus yes or no questions, alternative choice questions invite further conversation. Yes or no questions are more likely to end the conversation. 3. Tell me all and I ll make a note Ask, Why don t you tell me all the things you are looking for and I ll make a note. When the Buyer engages in the three trades conversation above; they will nearly always continue and answer this question. When this question is answered the chances of making an appointment is nearly 100%; providing you complete this script with compassion and skill. Option: There is an option at this point. At this point the Agent could ask for an appointment to show houses. Or, by completing the script, the Agent could ask for an appointment to meet for a Buyer consultation/presentation. (REGS strongly recommends the latter.) Either way, this script comfortably leads to an appointment with the prospect. 4. Paperwork and process This is an offer to share information with the Buyer that they do not have and that they realize will make their home purchase effort easier, less stressful, and more profitable. They understand this because of the script you use. 5. Hit it off or just be much better prepared. This is a simple way to make the Buyer even more comfortable and eager to make the appointment with the Agent. You can use whatever phrase or language that is comfortable for you as long as it conveys the same easy, comfortable tone. 6. Ask for appointment with an alternative choice question.

3 Best Buyer Lead Conversion Conversation Opening Statement and Question: You inquired about the property at If you have a moment, I just wanted to know if you wanted any further information. Follow that up with this exchange. This one is priced at (price). Is that the price range you are looking in or are you looking higher or lower than that? Then, This one is in (town or subdivision). Are you looking specifically in (town or subdivision) or are you also looking in (other likely subdivisions)? It is best if you add a distinction or two about the suggested towns or subdivisions so that they recognize your knowledge and insight into the areas. One more, This one is (sq. ft. or # of bedrooms and baths) is this the size property you are looking for or are you looking for something larger or smaller than this? After asking and answering, as above, about price range, location, and size ask, Why don t you tell me all the things you are looking for and I ll make a note. When they have engaged over the opening questions, they will nearly always answer this more open ended question and share the rest of what they are seeking. When they do that, when they share what they are seeking they will nearly always agree to meet with you about becoming their exclusive Agent. Many Agents have called this approach magic. It isn t. It is just extremely effective. Once they have shared what they want, they are indicating their comfort and trust in you. Then ask this. Have you reviewed a copy of all the documents Buyers use in (the city or area) to purchase a home? It is (number) of pages. I find that when you are familiar with the documents ahead of time then you can make the best decisions and enjoy the process; even when it is crunch time and you are making all the big decisions involved in purchasing your next home. Would it be helpful to you to have a copy of all the documents? And, Has an Agent reviewed with you the whole purchase process? What inspectors you may want to use, the role of the attorney in this area, the appraisal process, and all the details. It s not that complicated but there are a lot of details to anticipate. May I suggest that we get together I ll go through the whole process with you, answer all your questions, and give you a copy of all the documents. I don t bite. I promise. If we hit it off we ll work together and I ll help you buy the best possible new home. If we don t hit it off, no pressure, I promise, you will just be a lot more confident and prepared to make the best possible decisions. How does that sound? Would you be available an afternoon this week or would evening be better? You may notice that this script and exchange implies that you have a Buyer appointment where you sit down with the prospective Buyer and do the things described.

4 Brief Lead Conversion Dialogue 1. This is (name), with (real estate company), we met (yesterday or the time frame) at (address), in (town). If I recall correctly, you were looking for a larger master bedroom. (If you can make reference to something you know it is excellent.) Do you remember? 2. Can I talk to you for a minute? 3. How is your house hunting going? Anything promising? 4. The house on (Street Name) is in the town of (Town Name). Are you looking for a home exclusively in (Town Name), or are you looking in (A couple other town names that are logical other choices) and other towns as well? 5. I m making a note of that. So, you re looking in (Town Name). (Street Name) is priced at (Price of home they called on) is that the price range you re looking in? That one had (number) Bedrooms, how many bedrooms and baths would be ideal for you? You probably noticed (Street Name) was (number) square feet, what size home are you searching for? (Ask as few or as many of the above type of give information / ask information questions as needed so you know they are responding to your questions. Then ask the following.) 6. Why don t you tell me all the things you are looking for? 7. (Their name), let me tell you what I have found to be the best way to find and then buy the right home and go through the whole process as smoothly as possible. We meet and I ll go over the whole buying process with you. You will understand financing, costs, time frames, inspections, everything. I ll give you information on every available property. We will get to know each other and decide if we can have a successful relationship. If we hit it off, we can choose to work together. If not, you will be much better prepared. I am sure this will work. Are there any other questions I can answer or, properties you want to get information on before we get together? 8. Would a weeknight, a weekday, or the weekend be better? (Make the appointment.)

5 Ad/Sign/Internet/Customer Service New Lead Call Page 1 of 3 Hi, this is with. How are you? (Fine, what do you want?) I noticed that you called for information on one of the properties that we have for sale, on Street back on. May I talk to you for a couple minutes? (If no, thank them, graciously say good-by, and toss them?) (If yes, listen like crazy and say) That house you called on is in the town of. Are you looking for a home exclusively in, or are you also looking in,, and other towns as well? And that home was priced at $. Is that the price range you want or are you looking higher or lower than that? That home had bedrooms (or square feet, lot size or other feature that may be the reason a buyer would choose it), is that the size home are you looking for or are you looking for something larger or smaller than that? Why don t you tell me all of the things you are looking for in your new home and I ll make a note? There are three ways to proceed. Look at the end of this document to see the others.* I d really like to look at working with you to help you get into a new home. Could we go out some time, get a chance to meet and maybe get into a few properties so I can get a first hand idea of what the best home for you would be? (If no, they are putting it on hold for a while, or they just started looking etc., keep the door open for future calls and ask about motivation.) I understand that. May I ask why is it you were looking to make a move? After discussing motivation, ask one more time. Let s do this, let s get together, I don t bite. I ll give you lots of information that will be helpful whenever you decide to start looking again and we ll get a chance to meet. Are evenings or the weekend the best time for you? (If yes, listen like crazy, + 4)

6 Ad/Sign/Internet/Customer Service New Lead Call Page 2 of 3 I have at or is another day better for you. (Their name), I ll do a complete search for other properties that might work for you in preparation for our meeting. So, is your upper limit? Were you planning to pay cash or finance with a mortgage? (Unless it is all cash) That s great. Have you started working with a lender to determine the type of financing that will serve you best? If it would be helpful to you, we can talk about the options when we meet. (The following is a very powerful way to complete this call. Change it as necessary to suit your skills and way of working.) (Their name) let me tell you how I prefer to work. I ll put together a whole packet of information, everything that you may want to know for now. We ll go over the whole buying process with you and, who else is involved in the move? You will understand financing, costs, time frames, inspections and more. I ll give you information on every available property. We will get to know each other a little and decide if we can have a successful relationship. If we hit it off, we can decide to work together. If not, you will be better prepared to buy. I am sure this will work. Are there any other questions I can answer or properties you want to get information on before we meet? Before we go, can I communicate with you by ? (If yes) What is your address? See you on.

7 Ad/Sign/Internet/Customer Service New Lead Call Page 3 f 3 (Immediately send off a simple thank you note.) It was a sincere pleasure to speak with you on the telephone. I look forward to meeting with you on. You can reach me at the numbers on the enclosed card. I have put together a comprehensive package of information for buyers. I am customizing one for you. Send the same message immediately by with the introductory note, In case you don t get the note I sent in the mail following is a copy. Would it be convenient for us to communicate by ? This simple follow up communication indicates a level of service that is rare in any business dealings. It will pay you back in loyalty, efficiency, as well as repeat and referral business. * Option 2 May I ask why is it you were looking to make a move? Ideally, when would you like to be in your new place? * Option 3 Were you planning to pay cash or finance with a mortgage? (Unless it is all cash) That s great. The right mortgage program can save you hundreds of dollars a year, even thousands over the life of the loan. Have you started working with a lender to determine the type of financing that will serve you best? If it would be helpful to you, we can talk about the options when we meet. Additional Lead Conversion Verbiage Will you be moving from a home you own or a rental situation? Will you have to sell that to get into the new home? Would it be helpful to know how much equity you will be getting from the sale of your property after all the closing costs to take to the purchase of your next property?

8 Internet Leads Conversion Agents are making piles of money with Internet leads. 4 Common Internet Lead Conversion Mistakes and Solutions 1. Selling by 2. Ineffective responses 3. Ineffective phone skills at converting the lead to an appointment 4. Delaying appointments What is the goal with Internet Leads? Get the appointment. 1 st Mistake Selling by . The mistake is attempting to sell the house by . Instead sell the appointment. Sell the value of meeting with you. What is that value? You won t discuss these until you are voice to voice. Real Estate Expertise Area knowledge Property knowledge Contract and process knowledge Seeing the property Not missing new listings Access to secret inventory. Knowledge of switch properties Advocacy protecting their interests. What else? Start today to respond to some leads with more effective language. 2 nd Mistake Bad responses Absolutely no blah-blah. Be direct. Be simple. Be honest. Blah-blah is Thank you for, We are, We can help by We sell more, I would like to help, You visited our website There is nothing openly wrong with blah-blah. It reduces response rate. Never send this: You may not be thinking of moving immediately, Direct is You were on our website looking at 4 bedroom homes in Toco Hills between $350,000 and $400,000. The Solution: The structure for success is two steps Acknowledge their interest in specific location, price, and/or features Ask one, simple, alternative choice question about the location, price or features.

9 Good Responses - More Effective Language Acknowledge their interest, Hi, you were on our website looking at property in the town of Brighton around $250,000 with 4 Bedrooms. Ask one, simple, alternative choice question. (Location or Price or Features) Brighton is a good choice. Are you looking exclusively in Brighton or are you also looking at Pittsford, Perinton and the other adjacent eastern suburbs? This type of good response will weed out the unserious and cause the serious to want to call or text you because you are asking about what matters to them. Respond to some leads with more effective language. Do it now. 3 rd Mistake: Lack of skill at converting the phone lead into an appointment 5 Steps to Exceptional Lead Conversion 1. You inquired about houses at (location), in the (price range), and it looks like you were looking at (features), is that correct? 2. Explore Location, Price, Size: a. Are you looking exclusively in (area) or are you also looking in (logical choices.) You were looking at houses priced (range). b. Is that the price you are most comfortable with or are you looking higher and lower than that? c. It looks like you were looking for 4 bedrooms with 2 and ½ baths (or other features). Is that about the size home you were looking for or something larger, smaller, or different from that? 3. Why don t you tell me all the things you are looking for? I ll make a note. At this point you can make an appointment to show. We don t recommend that. We recommend that you continue this process and make an appointment for a Buyer Consultation. 4. Has anyone given you and reviewed with you a copy of purchase offer and the paperwork you will use to buy once you find the home you want. I find it s much better to be familiar with that in advance instead of seeing it for the first time when you are in the middle of making that (price range) decision; has anyone done that with you? 5. Let s do this. I don t bite. I promise. Let s get together. I ll go over all of that with you. Answer any other questions you may have and explain to you about inspections, appraisals, title companies, and how the whole process works. If we hit it off I ll help you find a great house. If we don t, you ll just be a lot better prepared to make the best possible decision. No obligation, when would be a good time to get together? Some afternoon, evening or would the weekend be better?

10 The Easy but Weaker Script Give information requested. Ask what they are looking for. Confirm what they want. Offer to show it to them. Ask for the appointment. Rehearse the full script. Be very conscious of asking questions when you rehears and when you are speaking with leads. 4 th Mistake: Delaying Appointments Ask for the appointment on the first phone call or when rapport is strongly built on the exchange. When asking for the appointment you have a choices. 1. Make an appointment to show property. 2. Make an appointment for a Buyer consultation. This mistake is not what kind of appointment. We recommend the 2 nd, the appointment for a Buyer consultation. But that is not the 4 th mistake we are addressing here. The 4 th mistake is not asking for the appointment. Get very comfortable asking, Can we get together? Would an evening this week work or would the weekend be better? Why don t we do this? Let s get together and Would an evening this week work or would the weekend be better? Ask for an appointment on every lead conversion conversation.

11 Chad Scripts Rich, I wasn't sure how many examples you wanted, but here are some of mine (The formatting/spacing is different in my actual s): Justin, Thanks for your Zillow inquiry on 825 N 19th Ave in Duluth. I have been in this home. It is foreclosed, yet in fairly good shape. Two bedrooms. The previous owners paid about $163K less $6500 in Seller Contribution for the house. What type of financing do you plan to use for your home purchase? Hi Teri Thanks for your Zillow inquiry on the homes in East End. I'd be glad to show you the 708 E 5th St on Saturday at 12:30. The one on E 4th St is Pending Sale... Let me know if that works. you can text or call me as well. Thank you Hi Steve Thanks for your inquiry on the E 6th home. I will forward you a bit more info here briefly. This particular property is a HUD Home so I checked HUD's system to see if the home is still available, and currently it is. I have sold a couple HUD homes in the past. There is a strict system we have to follow to pursue them but they are often great deals and worth the investment. Would you like to tour the home? Are you interested in it as an investment property or residence? Thank you In the process of writing this I talked to your dad on the phone... he is definitely on top of this process for you =) I'd be glad to help. If you are already working with another agent, just let me know and you won't hear from me again ;) Later Hi Clint Thanks for your inquiry on 2119 Logan. The home has been pending for a little while now. It is a short sale and so it is taking the bank some time to make their decisions. At this point, it probably wouldn't be worth your time to tour the home. However, if you would like, I can run a quick search for similar priced homes in Superior and it to you. Let me know Talk to you soon

12 Hi Frank It was nice talking to you earlier on the phone. Here is the basic info on the property you inquired on. Click Here to View Listings I have attached the county's rough sketch of the parcel. The red numbers are the neighboring fire numbers. I believe with this diagram you should be able to nail down the location when you drive by tomorrow. Coming from the intersection of Highway 2 and County Rd P, the land is about 1.5 miles on the West side of the road. You could also plug in an adjacent fire number in your GPS. I will send you the list of other properties shortly. I am happy to help you with any of your real estate needs on any property in the area. Feel free to call, , or text me. Have a great night! Hey Sam I'm not sure if I understand your question. The search I ran is of all the homes by all companies in the MLS. I work exclusively with Buyers. I don't list homes. I can help you two with any home in the area. I highly recommend teaming up with one agent to help you with all your houses so you can establish a relationship. If you call signs and work with the listing agents they have to represent their sellers and get as much money as possible for them. Just pick an agent who you hit it off with and go for it. I just closed on a number of buyer transactions so I have an opening or two to serve you two. If you'd like to work with me we can find you a home here real soon. Sent from my iphone Hi this is Chad from RE/MAX 1. Thanks for your inquiry on 6216 John! Here are some photos and details on the home.... just click on the link below. Click Here to View Listings How long have you been looking for a home? Hi Adam and Jen! It was nice talking to you earlier. Here is my so you have it. See you Wednesday at 5:30pm in South Superior. Have a great day!

13 Hi Mary Ann I hope you had a great weekend! I'm not familiar with Voyager Village other than its location and the fact that it is a Northwoods resort community of sorts where you can purchase real estate. A community like Voyager might be a good option for you given what you are looking for. Not sure if you would have the privacy you want in the 80K or less range in a place like Voyager. Did you have specific questions? I'd be glad to look into it a bit more for you. I will also go ahead and set you up on the auto-notification. I'll do what I can to limit the manufactured/mobile homes. Sometimes one or two will slip through. As you receive them, let me know what you think and we can tweak accordingly. Talk soon Hi Danielle Thanks for the . If you would like to go into greater depth we can talk by phone. There is no open house planned on that particular property but I would be happy to set up a private tour of the home with you guys. I am excellent at what I do as I specialize in working with Buyers, have my Accredited Buyer Rep Designation, and have the privilege to work with one of the very best teams in the area. Which Agents do you plan to interview? If my partner Jim Ronding is not on your list, I believe you are missing out. He is the owner of RE/MAX 1, has been selling homes for near 30 years, and has myself and my wife on his team. My wife Megan is our Customer Care Coordinator and does a killer job at making sure things move efficiently and that our Clients are taken care of. RE/MAX is number 1 in the World, In the US, In WI, and our company is number 1 by a large margin in Superior and Douglas County... we must be doing something right for our clients! =) If you would like Jim to come out to your place, I will just need to speak with you by phone for about 5 minutes to get some info on your house and schedule an appointment. I attached a picture of our team from a recent Convention where RE/MAX was honoring its agents for earning the company its JD Powers awards. Have a great day at work!

14 Hey Sam It was nice talking to you as well! thanks for the message too. I did a bit of checking and it turns out that because the property price reached a short sale point the seller is no longer wanting to sell individual units. They now have the whole building for sale only. However, we have one or two interested buyers in the whole complex and there is a strong possibility the new owner would be looking to sell off a couple of the condos. I can keep your contact on board in case that happens and you haven't purchase a place yet. Attached are some basics on the Ashland Condos (when they were individually listed) for your information. I ran a search of the MLS for homes in Ashland and within about 10 miles of town with at least two bedrooms between $100,000 and $200,000. Just click on the link below to see them: Click Here to View Listings If you give me some specifics on what you are looking for I can narrow down the search. I am a full-time Realtor and can assist you with any home by any company. Have a great night! P.S. Do you know what lender you plan to work with for financing? Hey Bridjett Thanks for your inquiry on 2820 W 2nd St. We just got an accepted offer on that home. Would you like me to you some other homes in the area that might fit your needs? Hi Sara Thanks for your inquiry about houses in the area. I'd be glad to send you some possible homes. What area would you like to be in? I am licensed on the WI side as well. Are you going to be in Duluth/Superior anytime soon? Hi Deanna! This is Chad from RE/MAX 1. It looks like you may be looking into buying a home at some point. I would love to meet you and chat about homes sometime soon. What is your schedule like?

15 Hi Chrissa That's a cool spelling. My sister's is Carissa but I call her Chrissa. Anyway, from what you stated in your message, it would probably make the most sense to set up a meeting at our office here with me to chat over the home buying/financing process and the homes that are on the market. What is your schedule like? Talk to you soon Hi Alex This is Chad from the Ronding Team. I help Buyers find and buy homes for our team. I do not believe the home on 69th would qualify FHA. I have been surprised before but I would have to say no. However I would be happy to chat with you and help you find one that would if you are not already working with a Realtor. Thanks for the the other day. Have a good one P.S. If you still want to see it just in case, we can still look at 69th. Hi Dave I have been very sick these past few days but made it into the office today for a bit. I just got off the phone with Kathy at NBC. Summary: You are golden when the time is right. The game plan as I understand it: 1. You will be getting your home on the market in the next 3-6 months to sell it. 2. I will set you up on an auto- with potential homes so that you can keep a better eye on the market. 3. When your house looks like it is sold we will set up a time to meet up and select homes to tour (8-9 months from now). 4. We will make an offer and I will help you walk through the process. 5. You will live happily ever after in the frozen northland. =) Would you let me know what I am missing and then I can keep in touch accordingly? Plan on 2-3 months tops from having no idea of which home to having the keys in your hand.

16 Hi Daniel Sorry it took so long to respond. I was in Florida on vacation this past week and got in this morning. The house on N. 5th St is pretty well sold as a short sale. Are there any other homes in the area you are interested in? I'd be glad to run a full search of the MLS for you and send you some homes to look at and/or meet with you to chat real estate this next week if you would like. Thanks for the inquiry. Hey Natalie Here's my address. Are you looking for your first home or have you owned one before? What I do for our team is work with Buyers to help guide them through the home buying process to help it go smoothly and have fun with it. I'd be glad to talk by phone or to sit down with you and anyone else you'd like here at my office this week or next. What's your schedule like? Have a great day at work! Chad