Double Your Lead Conversion

Leads alone won't make your business.

 In this post I'm going to show you three skills you need, to convert more of your leads and hit your goals this year.

The first skill is simple, and with practice it will become easy - That is, build rapport: Do you remember the last time you met someone new, and there was that awkwardness, you didn't know what to say and they weren't saying anything, so you were looking around and they were looking down at their phone. How much better could that have been if you knew how to build rapport and instantly increase the comfort level and connection between yourself and the other person?

This is what I follow to connect with clients and strangers no matter where we are.

First is Mirror.
Mirror your prospect's pace, volume, tone, and language! This one is simple: If they speak more slowly, then you slow your speech to meet theirs; you don't want to overwhelm them by saying too much too fast if they are accustomed to taking it slow. If they speak loudly or with more energy, try to meet them at their level of energy. Tone is a bit more subtle: Some people speak very matter-of-factly, with every sentence meant to get straight to the point. Whereas some others have a light, upbeat tone, preferring small talk and open conversation before getting into business. Accommodate their tone. And finally, try to incorporate the language they use. Every city has their unique terminology or phrasing. For example, Realtors in southern states of the US use the term "seller visits", which here in Ontario we call them "listing appointments". If you can pick up on the dialect and terminology of your prospect, or even better, research ahead of time, you can make them that much more comfortable with you.

People like people who are like them; as cliché as it may be, they want to know you, like you, and trust you, and the best way to get to that level of comfort, is to be like them. So I'll go through these quickly to give you an idea of what to look for. Quick disclaimer: You will not need to mirror them forever, you won't be stuck being an imitation of them every time you connect; but just keep it in mind for the first interaction to make everything after that a lot smoother.

The next skill is Qualifying for motivation.
If you don't already have one out, find a notepad and something to write with. The questions I'm going to share with you are very important for learning your prospects motivations; and you'll be able to use them to remind your prospect why they connected with you to help them buy or sell a home, and why they should trust your expertise.

  • Where are you looking to move: Too broad of a range is a red flag. My very first buyer client said they were open to living anywhere as long as it was in their price range and we ended up taking four months driving around Mississauga, Brampton, and Niagara Falls, until we finally settled on a house in Barrie.
  • Why are you thinking about making a move: "Seems like a good time, prices are up," is a very vague reason. You want to hear urgency and conviction from your prospect.
  • How soon are you looking to make a move: "I'm in no rush," vs, "We need to be out in 60 days." Which one seems more serious to you? More likely to have some urgency?
  • Who else is involved in the decision: Agents have told me about the time they've spent and the opportunities they've missed because they do a showing with one spouse, and they say "the house is great, let's come back again next week so I can show my husband who'll be making the final choice" and by next week the house is gone.
  • What's your backup plan if this doesn't happen by...: "We'll just lease the house." You see where this is going. No urgency.
  • Have you confirmed financing: The last thing you want is to get to offer time and the client says they can't get approved for financing.
  • What is your price range or price expectation: More specific is better. "I want to sell between x and y," gives you some insight into the research they've done, and how you can add value. Contrast that with, "we'll just put it up at $100k over the next comparable and see what happens over the next 6 months.
  • One of the most important questions - What's important to you in the agent you choose to represent you: The way the prospect answers will tell you everything you need to know about how you should tailor your listing/buying presentation to suit their desires.

And the final skill, Closing.
The close is necessary. The close is what helps you finish the deal and get one step closer to your goals. You don't get paid unless you close, so this skill is going to be the ribbon that wraps up the rest of the interaction. Here are a few closes you can use to get to an appointment.

  • Let's schedule an appointment/showing - are mornings or afternoons better for you: You don't want to paralyze your prospects with too many options.
  • You want to move to [location] by [date]. To help achieve that goal let's schedule a showing for tomorrow/Friday at 4:00pm and get the ball rolling: This is assumptive, and implies that you are working together, you have their best interests at heart, and you need to start the showing process as soon as possible for them to hit their desired moving date.
  • If I can show you how I can sell your home in less time, and net you more money, would it be worth 15 minutes of your time: This closing script is effective if your prospect has mentioned meeting with other Realtors, or may be suggesting they will buy/sell on their own, without the aid of a Realtor. 

Use these tools to build rapport and improve the connection between yourself and your prospect. Take note of how they're responding because they will tell you what they need from you, and how they want you to get the job done.

Keep these tools in mind, and write them down a few times if you need to. I promise they'll help you increase your conversion. Until next time, remember; a solid foundation will give you solid results.

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Mark Steele Real Estate Coach and Broker

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