Your Best Bet...The Phone
BATTLECALL GUEST EXPERT: Walter Sanford, National Real Estate Trainer
In my travels around the country, the two most common questions I am asked are: "What is the single most important thing I can do to find new business?" and "I don't have the money to start a lot of fancy advertising and marketing programs. What can I do to be a top producer?"
The answer to both questions, I believe, is the same: "Get on the phone!" In this era of technological wonders, I sometimes think we're in danger of losing sight of a fundamental truth -- the telephone remains the single best tool for communicating with customers. Phone calls not only save time by providing you with instant feedback on a customer's needs and desires, but it also gives you the ability to zero in and target a potential group of clients that may be interested in very specific services.
So, why do salespeople sometimes hesitate to start dialing? I hear a lot of excuses. The two most common excuses are: "I'm too busy" and "Cold calling doesn't work in my town." What's really behind all the excuses? More than likely it's a fear of rejection or lack of a compelling service. None of us like to feel like we're intruding on or bothering people unnecessarily.
There are two main ways to avoid that scenario. The first is to schedule calls when people are likely to be available, say 9 a.m. to 5 p.m. and 7 p.m. to 8:30 p.m. during the week and 10:30 a.m. to 1 p.m. on Saturdays. The second is to make sure that you're calling the right people with a compelling message.
In my years of "pounding the phones," I found that I got the best responses from expired listings, FSBOs, actual or potential out-of-town landlords, newlyweds, new parents, empty nesters with large homes, renters living in expensive apartments, and investors.
Finding phone numbers is usually pretty simple. If the person you want is not in the directory, try going through your title company, checking the MLS, and visiting various internet sites.
What you offer a potential client is also key. My goal in any telephone presentation is to deliver as much value as possible in the shortest amount of time. My expired script goes something like this: "Hello, Mrs. Johnson. My name is Walter Sanford. I'm a real estate broker here in Long Beach. I noticed that your listing expires today and I'd like to apply for the job of marketing your home. It's the key to higher prices. May I meet with you?" From there, I offer to provide them with a written value analysis within 24 hours, a list of five inexpensive ways to increase the salability of their house, and a free appointment with my accountant!
Sometimes, all you may get is voice mail. In those situations, you need to leave a compelling message. If you're calling potential buyers of rental properties, try offering them a copy of the latest rental agreement approved by the local apartment owners association; a list of competent carpenters, plumbers, electricians, landscapers, and a free 15-minute consultation with an accountant regarding the benefits of 1031 tax-deferred exchanges.
No matter what kind of client you're calling, the point is to demonstrate that you have the expertise and resources that customers need in order to make intelligent decisions. Implementing a phone-prospecting program is easy--you just set aside an hour every day and start dialing.
Walter Sanford was one of the top real estate agents in North America for nearly thirty years, and now, he is one of the most requested speakers, trainers, and coaches. He has authored twelve systems and books on checklists, pro-active lead generation, affiliate lead generation, plus others mentioned in this article. You can hire Walter or buy his products by visiting his website for more details at waltersanford.com.
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