Follow-up for real estate leads: nail the first call : REAL ESTATE MARKETING

Overcome your call restraint

It is irrational. After all, “call withholding” is an illness reserved for cold callers, isn’t it? Then why does the warm call lead follow-up lead to the same symptoms?

The fear of the thought of picking up the phone and gaining the trust and business of a complete stranger is not too irrational if you think about it.

You have overcome the first hurdle by generating a response to your marketing. Now it’s up to you how to handle this call so you can win the deal.

This is intimidating for many of us.

Intimidation leaves us stuck. So back from the phone and take a deep breath. Then learn about the best practices that successful agents use to track real estate leads.

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Change your perspective

Remember that this first follow-up call is not cold. You’re return a call (or an email, etc.). This person has contacted you and is waiting for an answer. You have actually been given permission to contact them.

She may not be ready to press the trigger on a real estate transaction yet, and you should be prepared for it, but she was motivated enough to take the first step, and that’s a reason to celebrate, not back.

Also, who has too many leads in their pipeline? There is always room for another.

It’s all in timing

While our industry is known for its mantra “location, location, location”, outsiders do not know that “time is of the essence” is more than just a contract for real estate agents.

When faced with initial contact from a real estate lead, time can be either your enemy or your best friend.

It is important that you make this follow-up call within minutes of receiving the lead.

If you don’t, another agent will definitely do it.

No matter if it is call withholding or if you are extremely busy, we understand. However, studies show that the chances of getting the lead are highest if you return the call within five minutes.

Years ago, two employees partnered with James B. Oldroyd of the Massachusetts Institute of Technology (MIT) to conduct a survey of more than 600 companies.

Their goal was to “examine the response rates, timing and effort of leads, and their impact on the outcome of a lead,” said Steve Olenski of

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What they found should come to mind for every real estate agent:
  • Call back within five minutes and you will most likely connect to the lead.
  • If you wait half an hour, you are 100 times fewer likely to reach the leadership.
  • Wait five hours and your chances of ever connecting to this lead are 3,000 times lower.

Calling back immediately will most likely not only lead to a conversation with your lead, but will also be impressive.

“We call it the” wow effect “like in” wow “, it was quick! They are impressive,” said Dave Elkington, CEO of, to Olenski.

And how could they not be impressed, especially when they called other agents? Chances are pretty good that they got a call back from someone else so quickly.

However, this is not all we can take out of the survey. The conversion rates – “the rate at which the lead contact is willing to make an appointment and enter the sales cycle,” says Olenski – increase with a faster recall.

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Obviously, the goal is to make an appointment if you do property tracking. So ignore the time that matters at your risk.

What Not after saying “hello”

Before you call back, take a minute to familiarize yourself with everything you learned from his message. If it was a call to a specific property, you will see the MLS list in front of you. Then look around to determine the neighborhood, size, and anything interesting that may not be included in the publicly available listing information.

Concentrate solely on the tour and its reasons to turn to you no matter how tempted you are to play your own horn. Of course, when asked, you want to answer questions about yourself, but unsolicited comments about your sales statistics, terms, etc., make you seem overly “sellable”.

Don’t push an appointment until you understand where the pipeline is. At this point you are a consultant and not a real estate seller.

Identify yourself and your broker’s name and quickly add that you are returning their call.

At this point, the lead can determine the reason for the original call. Listen carefully on what has been said and answer all questions.

If the call contains information about a particular listing, describe it and then again listen.

If you feel the lead is open to staying on the phone with you, start a gentle investigation and ask if they have spoken to a lender, if they have a house to sell before buying another , and if he is interested in visiting the home, he called.

Before disabling the caller, let them know that you do not intend to track them like some of the other agents they have spoken to, but that you are available if they have any further questions.

Ask for permission to email notifications about new listings that are similar to those from which he called.

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The abstract

If you offer free reports or an e-book, offer it towards the end of the call. “I just created a market report for the Pleasant Skies neighborhood that gives you an idea of ​​what the different models are sold for. Can I email you a copy?”

Great free reports that are popular with consumers include: “Hack years off your mortgage“,”5 reasons why your home didn’t sell“”Sure-fire tips for a quick sale“,”6 Dangers of overvaluation“Which are all available Here.

Make sure to include your free reporting offer in your email, direct mail, social media and website to make incoming calls.

No giveaways? Hey, a list of new entries that match his criteria is a giveaway, so offer that. “I’ll tell you something, Joe, give me your email address and I’ll be happy to send you notifications of new offers that meet your needs.”

End the call with something like: “Great. If you now see other offers that interest you for a tour, do not hesitate to call me or send me an SMS. I am happy to make appointments for you and show you the neighborhood. “

The key to success with a lead that leaves you a message is the lightning-fast response time. Then remember not to get too strong. Consult the management, do not sell to them.

Now that you have an attack plan, order Free reports and add a free reporting offer to all of your marketing (email, direct mail, website and social media).

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