The average agent converts online leads 2% of the time, but Prabhjit Singh is a realtor with a 10% conversion rate. He says before you can convert an online lead, you must first create trust.
“You have to become vulnerable. Share something about yourself that makes you human. Make a connection with the potential client,” said Singh.
Singh says when you first contact the client, your job is not to sell them a home. Your first job is to create that connection that leads to trust.
“If you don’t do something in the conversation to make yourself memorable, you are replaceable to them,” cautions Singh.
The way you’ll know if you’ve made a connection; can you leave the conversation knowing everything about their family? Once you’ve established trust, you have to have a process in place to seal the deal. Singh advises as soon as the lead comes in, you must call them within seconds.
“Start talking to them in general. Don’t get right down to business. Find a way to converse about life.”
He then says you should ask directly, “when do you want to look at this property?”
How to Pre-Qualify the Lead
To prevent yourself from wasting time, follow Singh’s script by saying, “I have to ask you a few questions legally before I can move on. Is that ok?”
- Do you have a signed agreement with an agent? Have you spoken to a lender?
- Do you have a place you need to sell or when is your lease ending?
- What is your timeline? This will tell you how often you should be following up with them.
How to Make them Feel Comfortable with You
“Video is also a very important tool to use to help clients get to know you and feel comfortable with you before they’ve met you.”
Online reviews are also critical to converting online leads. Singh says every client will google you before they choose you.
Get Them to Come to your Office
It’s important to get the lead to come into your office. You have to have a face to face meeting. Singh recommends using this script: “Hey, can you come in on this day at this time? We need to go through the strategy and the contract.”
“The number one reason clients walk away is they fear they’ll be forced into something,” says Singh.
Follow-up
Once you’ve mastered your process, you have to have systems and a good follow-up program in place. Singh advises having an auto-responder for both email and text. Make it something like this: “Hey, I’m in the middle of something and I saw your text come in about this property. When is a good time for us to speak?”
“It takes the pressure off of them to speak to you right now, and it lets them choose when to speak to you.”
Singh has a system that works well for him. He will dial every number twice. If they don’t pick up the first call, he immediately calls back.
“They will generally pick up the immediate second call, because telemarketers don’t call a second time. And if they don’t pick up the second time, I will generally dial again. Almost all pick up on the third call.”
If they don’t answer the third call, he will text the customer, “Let me know…” They always text you back. And when they do, don’t respond. They will call you. You need them to call you.
If three days pass, and they still haven’t responded, he says a good way to humanize yourself is to pull out a piece of paper, write their name on it, and the address of the property they are interested in. Then do a video while holding up the paper and saying, “Hey Sara, I see you’re interested in the property on Jackson street. When can I show it to you?”
“This is a high touch business. It’s all about the relationship.”
How do you authentically create a relationship with your clients?
