Get Ready! Complete the questions on this page as a warm-up to prepare for your coaching call. What frustrates you about working with people who don t need to buy right away? How do you determine the buyer s sense of urgency? What action do you take with a prospect who wants to buy immediately? Participate If there is anything you want to know about managing your A, B, and C buyers that is not included in this workbook, email or fax your questions to the coach at least three days prior to the scheduled coaching call. We ll do our best to address your issues. Email: fasttrack@kw.com Fax: 512-532-6614 Phone: 512-327-3070 ask for MAPS Fast Track 1
Aha s from the Last Call Introduction Objectives 1. Categorize your buyers as A, B, or C. 2. Describe how to follow up with each type of buyer. 3. Use scripts to determine your buyer s motivation. 4. Follow up with B and C buyers. 2
1. Categorize Your A B C 3
2. Follow up with Each Type of Buyer A Call daily with new listings. Add to IDX site (email new listings). Schedule your next appointment before your current appointment ends. Ask the lender to follow up daily until the buyer is preapproved. Ask the lender to sell you. B Add to IDX site. Put the buyer in a drip email campaign. Call weekly or biweekly until the buyer becomes an A buyer. Determine what needs to happen for the buyer to become an A buyer. For example, being in a lease is a common reason buyers want to wait to purchase a home. Depending on the market, you could ask a seller to pay the cost for a buyer to get out of a lease. Send weekly handwritten notes thanking the potential buyer for time on the phone and urging the person to use you when the time is right. C Add to IDX site. Put the buyer on bimonthly email campaign. Determine what needs to happen for the buyer to become a B buyer, then an A buyer. Ask the lender to call until the buyer becomes an A buyer. Ask the lender to sell you. 4
3. Scripts Mega Buyer Agent Skills Follow Up with a B Buyer Script Hi Prospect Name, this is Agent Name with Keller Williams Realty, and I m simply touching base to see if you are still in the market to buy a home, or have you already found something? Last time we spoke you mentioned you needed to before you really started looking. Let me ask, how is that coming along? [Drive it home] Thank you for your time. Just one other question and I ll let you go. First, I want you to know that you won t find anyone who will work harder or more professionally for you than I will. So let me ask, what can I do for you today to make sure that when the time is right for you to BUY A HOME, I will have the opportunity to earn your business? A, B, or C Buyer Script The biggest difference between those people who have or have not, is whether they did or did not do what it takes to achieve their goals. So let me ask, what can I do for you today to get you one step closer to achieving your goal to BUY A NEW HOME? Earn Your Business Script I want you to know I will do whatever it takes to earn your business, and I d like to ask a favor of you. Now I know what you re thinking I ve just spoken with this person on the phone and already he s/she s asking me for a favor, but it really would mean a lot to me. Will you please give me the opportunity to earn your business when the time is right for you to buy a home? Yes PERFECT! What can I send to you with my contact information that will be easy for you to access in the future? Perhaps a business card, email, calendar? Response Okay, you do that for me, and I ll make sure that the cost of your appraisal is taken care of, fair enough? 5
3. Scripts (continued) Motivation Script I want my motivation to match your motivation, does that make sense? What I mean by saying that is, if you needed to buy a home yesterday, then you would definitely want me to call you every day with every new listing that hits the market, right? Now, if you don t want to buy a home for say, six months to a year, then I would drive you crazy if I called you every day, right? So, let me ask, on a scale from 1 to 10, with 10 meaning you really want to buy a home today and 1 meaning you re not interested at all, how do you rate yourself? Response Great. What would it take to get you to a 10? Buyer Grading System Script Let me tell you how we work in my office. We have a prospect grading system that helps us follow up with you in a way that you want to be followed up with. We call it A, B, or C. I ll give you the definitions and you can tell me how to rate your level of motivation to buy a home, fair enough? A means you need to buy a home right away, and there is nothing stopping you from buying except finding the right home. B means that you would like to buy a home right away, but there is something that must happen before you can buy a home, such as you need to sell your current home before you buy. C means that you have no immediate need, and maybe there is something that must happen before you can buy a home. In fact, timing would be something like six months to a year away. Now, after hearing the definitions, how do you rate yourself A, B, or C? 4. Outsource C Follow Up What is the best use of your time? 6
Get to follow up with C buyers. Things for Your Lender To Do Contact C buyers every other week. (Make sure the lender has a database tracking system to manage this task.) Assist the prospect with any financial challenges until he or she is approved and ready to buy. Promote your services. Call you when the buyer s motivation peaks. Provide a summary report of C prospects biweekly, outlining status, call history, letters/thank you notes, etc. 7
Topic 8 Assignments 1. Practice scripts with your coaching partner (pages 5 and 6). 2. Complete the managing your A, B, and C buyers assignment on the following page. Fax the page to MAPS (512-532-6614) within three days of this call. 3. Complete weekly numbers form and fax to MAPS (512-532-6614). This should be done at the end of EVERY week. Notice While Keller Williams Realty, Inc. (KWRI) has taken due care in the preparation of the coaching program, the material contained herein reflects the practices of the coaches and is not necessarily the best practices promoted by KWRI. We cannot guarantee the accuracy of the materials. KWRI makes no warranties, either express or implied, with regard to the information and programs presented in this manual. KWRI will not accept liability for any loss or damage of any kind that you incur as a result of the use of any content provided by the MAPS Institute. KWRI therefore cautions you not to assume that the results of this exercise bear any relation to the financial performance you can expect as a KWRI associate. The coaching program is offered to support your professional growth by directing you toward productive activities. Copyright notice: All materials are copyright 2014 Keller Williams Realty, Inc. All rights reserved. No part of this publication and its associated materials may be reproduced or transmitted in any form or by any means without the prior permission of Keller Williams Realty, Inc. 8
Managing Your A, B, and C List your B buyers, and identify what it will take each one to become an A buyer. B Buyer Name Issue(s) Requiring Resolution Your name: 9
Weekly Numbers Form NAME: Week YTD 1. How many days did you work this week? 2. How many hours did you spend prospecting? 3. How many new contacts did you obtain? 4. How many Listing appointments did you refer to others in your office? 5. How many listings did you sell? 6. How many Ad and Sign calls did you answer? 7. How many Ad and Sign calls did you convert to appointments? 8. How many other buyer appointments did you set (walk-ins, referrals, etc.)? 9. How many buyer agency contracts did you get signed? 10. How many buyer appointments did you attend? 11. How many homes did you sell? 12. How many deals do you have pending? 13. What is your current pending income? 14. How many deals fell through? 15. How much paid income did you receive? FAX this to 512-532-6614 10