LEAD CONVERSION SYSTEM

Transcription

1 T H E U LT I M AT E R E A L E S TAT E LEAD CONVERSION SYSTEM Richard Robbins International Inc. richardrobbins.com 1

2 TABLE OF CONTENTS THE ULTIMATE REAL ESTATE LEAD CONVERSION SYSTEM 10 Steps to Maximize Lead Conversion 7 Habits of Top Internet Lead Converters Lead Follow-Up Scripts Lead Intake Sheet Icons in this guide are made by Freepik from Richard Robbins International Inc. richardrobbins.com 2

3 THE ULTIMATE LEAD CONVERSION SYSTEM It s time to stop letting your hard-earned marketing dollars or hours of lead-generating time go to waste. Discover the top 10 steps for the most effective lead follow-up and 7 habits of the most successful internet lead converters. The Big Money is in Great Lead Follow-Up Marketing and prospecting are a complete waste of time without effective and timely lead follow -up. Remember though, prospecting is not lead follow-up. Prospecting is when you are looking for leads. Lead follow-up is when you have a lead and your focus shifts to setting an appointment. How much is 1 more converted lead per month worth to your business? 1 MORE LEAD converted each month = 12 more appointments each year = 3 more transactions per year (based on a 25% conversion) = $30,000 more per year (based on $10,000 average commission) Richard Robbins International Inc. richardrobbins.com 3

4 10 STEPS TO MAXIMIZE LEAD CONVERSION STEP 1 TREAT EVERY LEAD LIKE AN A CUSTOMER UNTIL THEY DISQUALIFY THEMSELVES Take time to build trust and rapport. It s the cornerstone of all sales today. STEP 2 RESPOND QUICKLY SPEED WINS! Your response time to any lead by phone or should be immediate to less than 5 minutes to give yourself a leg up on the competition. A survey done by Insidesales.com revealed that 50% of sales went to the first person who contacted them. STEP 3 SEPARATE THE SUSPECTS FROM PROSPECTS Qualify all leads for motivation using these 4 questions. Ask the 4 W s: Where are you moving to? When did you want to be moved by? Why are you moving? Would you consider using me as your real estate professional? Where + When = Lead No Where + When = Lead No Where + No When + Strong Why = Possible Lead No Where + No When + No Why = NO Lead Richard Robbins International Inc. richardrobbins.com 4

5 STEP 4 ALWAYS USE A LEAD INTAKE SHEET Record all contact and relevant information Record all conversations for future conversations and follow-up Record the source of your lead for future tracking and planning Ask all the lead prequalification questions whenever possible STEP 5 FOCUS ON GETTING FACE-TO-FACE Always be setting an appointment STEP 6 MAKE IT EASY TO SET AN APPOINTMENT WITH YOU The further out, the easier it is to say yes Set appointments now for later Tell them to pencil it in and you will call back to confirm STEP 7 SCHEDULE FOLLOW-UP TIME 4 TO 5 TIMES PER DAY Carry hot leads with you (in your handheld device, binder or folder) Leave a message the first time you call, then let them know you will call back Consider sending a video message to help them get to know you Consider using other forms of follow-up that they may prefer STEP 8 CHOOSE YOUR LEAD S PREFERRED FORM OF FOLLOW-UP Phone is still best In person (stop by) with some information Voice note, video message Richard Robbins International Inc. richardrobbins.com 5

6 STEP 9 FOLLOW AN ORGANIZED LEAD FOLLOW UP SYSTEM Online through your CRM Excel spreadsheet in combination with your calendar Binder system STEP 10 IF YOU SAY DO (INTEGRITY) 10 DAY 15 TOUCH LEAD FOLLOW UP SYSTEM DAY 1 1 CALL IMMEDIATELY 2 FOLLOWING CALL WITH DTU 3 CALL 2 HOURS AFTER FIRST CALL 4 AFTER CALL 2 WITH DTU DAY 2 5 VIDEO OR VOICE MESSAGE (USE HUMOR OR EMOTION) DAY 3 6 CALL OR TEXT DAY 4 10 (DAILY) 7-15 CYCLE CALL, WITH DTU, VIDEO, TEXT Richard Robbins International Inc. richardrobbins.com 6

7 7 HABITS OF TOP INTERNET LEAD CONVERTERS 1 They respond first, IMMEDIATE or within 5 minutes or less Top performers usually have ISA s (inside sales associates) on deck to be to able to respond immediately to all leads Immediate to 3 to 5 minutes is best the lead may still be on their computer Being the first to respond increases chances of a transaction by 238% (Leadqual survey of 70,000 leads) Most consumers are reaching out to two or three organizations at once so being first will give you advantage over other responders many people appreciate quick response times and have a sense of loyalty to the first person who reached out Phone is still best listen carefully to understand their needs stop selling and start listening build rapport 2 They give them all the information they asked for and more Deliver the unexpected Follow up all s with a phone call to ensure the information was received 3 When they say, they do Top performers always do what they say they are going to do, when they say they are going to do it. 4 They send video messages to non-responsive leads It doesn t have to be HD quality video take out your smart phone or use your tablet. Record a short video message to help your lead get to know you a little better. Make them laugh, teach them something they didn t know and spark conversation. Richard Robbins International Inc. richardrobbins.com 7

8 5 They are consistent for a minimum of 10 days Follow up every day for the next 10 days. Leave one voic then let them know you will call back Provide new relevant information (One Sheets) Ask questions to encourage response Say something funny - humour is a great rapport builder 6 They understand it s a long process Top internet savvy sales professionals understand conversion of internet leads can take 6 to 8 months to come to fruition. Not all leads are ready to buy right away but they may be some day. Top performers have systems in place to ensure no one falls through the cracks. They stay in touch with leads (with their permission) and continue to send relevant and valuable information on an ongoing basis to stay top of mind. 7 They track, monitor and make adjustments Top lead converters know what s working, why they didn t get the appointment and when it s time to move on and let go of a lead. Knowing your efficiencies is mission critical when it comes to internet leads. Richard Robbins International Inc. richardrobbins.com 8

9 LEAD FOLLOW-UP SCRIPTS BUYER LEAD FOLLOW-UP Hi, this is with. We met yesterday at the open house on 123 Any Street. I wanted to give you a quick call to follow up and make sure I answered all your questions about the home. Is there any additional information you would like on the home? I am so glad you stopped by the open house and I was hoping you could provide me with your thoughts on the home. Was there anything specific that appealed to you? Anything that didn t appeal to you about the home? I was wondering what brought you to the open house on (Sunday)? (Listen for answer i.e. the yard looked big, I like the neighbourhood). Repeat it back. So you came because it had (feature), but (feature) doesn t work for you, is that correct? I know of a few properties recently listed that have BOTH those features. Would you be interested in learning more about them? Excellent, let s set a time to get together and review all the homes currently for sale in your price range and criteria. I have an opening at and. Which would be better for you? [THESE SCRIPTS MUST ONLY BE USED IN COMPLIANCE WITH ALL APPLICABLE FEDERAL, PROVINCIAL AND STATE LEGISLATION, PRIVACY ACTS, NO CALL LAWS, CASL AND COMPANY POLICIES] Richard Robbins International Inc. richardrobbins.com 9

10 LEAD FOLLOW-UP SCRIPTS LISTING LEAD FOLLOW-UP Hi, this is with. Back on (date) you mentioned you might be interested in (repeat their plans). At that time, you mentioned your time frame was (repeat). I wanted to give you a quick call to follow up. Are your plans still the same? As I said on our last call, I specialize in selling homes in your area. Let s set a time to get together so I can take a look at your home. While I m there I can share some ideas on how I can get your home sold. I have an opening at or. Which would be better for you? To determine if they are a lead they must be able to answer the following questions: 1) Where will you be moving to? 2) When would you like to be moved by? (If they don t have a where or when, ask, Why are you considering moving? ) 3) When would you like to list your home for sale? 4) Will you consider me for the job at the time? OR You would like me to handle the sale, is that correct? [THESE SCRIPTS MUST ONLY BE USED IN COMPLIANCE WITH ALL APPLICABLE FEDERAL, PROVINCIAL AND STATE LEGISLATION, PRIVACY ACTS, NO CALL LAWS, CASL AND COMPANY POLICIES] Richard Robbins International Inc. richardrobbins.com 10

11 LEAD FOLLOW-UP SCRIPTS CLOSE FOR APPOINTMENT I m looking at my calendar and I have an opening tomorrow from 1:00 pm until 2:00 pm or would Friday from 3:00 pm until 4:00 pm work better for you? (Give them options, don t ask for options) I m going to send you my Informed Home Buyer s (or Seller s) Guide to introduce myself and my services a little better. I will also include a note confirming the date and time of our appointment. BUYERS One last thing, there is a form in the Informed Home Buyer s Guide I am sending titled 5 Must Have s and 5 Things I Cannot Have in My New Home. Would you mind taking just a few minutes to complete this form and review this package before our meeting? SELLERS One last thing, there is a form in the Informed Home Seller s Guide I am sending titled My Top 10 Favourite Features of My Home. Would you mind taking just a few minutes to complete this form and review this package before our meeting? Excellent, thank you. See you Friday. [THESE SCRIPTS MUST ONLY BE USED IN COMPLIANCE WITH ALL APPLICABLE FEDERAL, PROVINCIAL AND STATE LEGISLATION, PRIVACY ACTS, NO CALL LAWS, CASL AND COMPANY POLICIES] Richard Robbins International Inc. richardrobbins.com 11

12 LEAD FOLLOW-UP SCRIPTS VOICE MAIL OR TEXT MESSAGE SCRIPTS FIRST CALL Hi John, this is Richard Robbins from RRi, thank you for your inquiry on my website about 123 New Street. I d love to get you all the information you need. Please give me a call or text me at If I don t hear back, I ll try you again in a couple of hours, no worries. SECOND CALL (create urgency) Hi again John, Richard Robbins here from RRi, about 123 New Street. I just want to reach out to make sure you are aware that homes are selling fast in this market and I d like to make sure you have all the information you are looking for on this home as soon as possible. Call or text me at I m available between xx and xx. Have a great day! [THESE SCRIPTS MUST ONLY BE USED IN COMPLIANCE WITH ALL APPLICABLE FEDERAL, PROVINCIAL AND STATE LEGISLATION, PRIVACY ACTS, NO CALL LAWS, CASL AND COMPANY POLICIES] Richard Robbins International Inc. richardrobbins.com 12

13 LEAD INTAKE SHEET Date: Salesperson: SOURCE OF LEAD Name: Address: Spouse: 1. Best #: Home #: Best time: Referred by (if applicable): Send Thank you gift (if referral): YES / NO Where did you get our name: How many in your family: Where are you both employed: What prompted you to call: BUYER What was it about the ad/home that you liked? SELLERS How soon do you need to move? How long have you been looking for a home? Are you working with another agent? YES / NO If yes, WHO? How many homes have you seen with other agents? Why didn t you buy any of those? Do you currently own or rent? Yes, I own; MUST YOU SELL BEFORE BUYING? YES / NO No, I rent Are you looking to stay in the Guelph area? YES / NO What is the reason for the move? How soon can you have your home ready? Are you interviewing other agents? If we find the right property, are you prepared to make a decision at that time? YES / NO Is there anyone else who will be helping you make a decision about buying? PRESENT HOME FUTURE HOME Have you spoken to a bank or mortgage advisor? YES / NO Are there any penalties? YES / NO Can you port your current mortgage? YES / NO Desired Area Style Min $ Max $ Min $ Max $ Sq/f Sq/f # of Bed # of Bed # of Bath # of Bath Finished Basement Garage Special Features Notes: Finished Basement Garage Special Features Notes: Richard Robbins International Inc. richardrobbins.com 13