Your SuccessWebsite will have provided you with some excellent leads – people who have raised their hands and TOLD you that they were moving. If you fail to follow up promptly, professionally and systematically with these people, YOU WILL LOSE THEM.
This 5-Step Follow Up System will improve your conversion of prospects – the people who have raised their hands identifying their intention to buy or sell – into face-to-face appointments. The system includes a series of calls, letters and newsletters which help give you top-of-mind consciousness with prospects.
The 5-Step Follow-Up System:
Step 1 – Retrieve the Leads
Check your email to pull off the names, addresses and phone numbers of prospects who have requested information (e.g. free special report, property information etc.). Each report requested will be forwarded to the main email account that is created with your website. You should check this email account at least a couple of times per day.
Step 2 – Send the Requested Report
The report must be sent:
- With a cover letter (see sample)
- In a hand addressed envelope with live postage (use stamps not a postage meter). This is a deliberate strategy used to get prospects to open the envelope (because it looks like mail from a friend). Studies show that most mail is opened over the trash can and much of it is thrown out UNOPENED.
- Within 48 hours of receiving the message. It is important to provide the information in a timely manner.
Note that most of the report request forms contain a qualifying question (ie. To make sure that we send you the right information to help you in your current situation, please indicate which report you want to receive: If you are planning to make your move in the next 6 months or less, you’ll need to organize yourself quickly. However, even within this short time frame, there are many issues you can address to ensure your home presents itself in the best light. Please order Report #1. If you think it will be longer than 6 months before you make a move, there are a greater number of issues you can address. Within this longer time frame, the choices that face you are a little broader. Please order Report #2.). In reality, there is only ONE version of each report. But, the question will provide you with important information on the motivation of your potential client.
You may wish to email the report to your clients as well.
Step 3 – Enter the Name into your Contact Manager
Enter the names, addresses and telephone numbers of each prospect into your contact management system, as well as which report they requested. You should also note the answers to any qualifying questions.
Step 4 – Call the Prospect using a Pre-Written Follow-Up Script
DO NOT SKIP THIS STEP!If you only mail or email a response to your prospects, YOU WILL LOSE A SIGNIFICANT AMOUNT OF BUSINESS!
Call the prospect who requested information and use the Follow-Up Telephone Script (see below). The purpose of this call is to:
- Establish Top-of mind consciousness with these prospects in a non-threatening manner
- Probe them with qualifying questions to help you understand the quality and time frame of the lead
- Schedule an appointment if they do represent an immediate opportunity (to present your listing/buyer presentation – offer CMA, Prepare your Home for Sale information, Buyer Profile, Free Home Loan Pre-Approval etc.)
Step 5 – Schedule Follow-Up Plan
Based on your follow-up telephone call you should schedule future follow-up.
Unless the prospect represents NO BUSINESS, you should ALWAYS add the client to your email newsletter mailing list and if appropriate to your "Insider Real Estate Secrets Revealed" automated email course. Both of these features are available with your GOLD level SuccessWebsite. These automated follow-up mechanisms will accomplish three very specific goals:
- It allows you to give prospects regular, reliable and relevant information that gives you top-of mind consciousness.
- It gives prospects plenty of opportunity to further qualify themselves (by getting prospects to raise their hands for additional information).
- It allows you to set yourself apart from other agents and reinforce your unique selling proposition in a positive way.
What you do with these prospects after this point will depend on how your call goes.
- FUTURE BUSINESS – set call back date on contact management system in half the time they specify, and send them a free Monthly Newsletter if they still seem to represent a good or future opportunity.
- NO BUSINESS – delete them from the system if they are listed with another agent or if they have indicated clearly that they’re not moving (or won’t be using you)
Cover Letter Sample:
To achieve proven results, you should run the cover letter exactly as shown below. Remember to replace "YOUR NAME", "COMPANY NAME" and "DOMAIN NAME" with your information.
By including a personalized cover letter with the Special Report, you ensure it gets to John Smith even if Mrs. Smith opens the mail. Without the cover letter, Mrs. Smith might throw the report in the garbage thinking it’s junk mail.
| "Insert Company Logo Here"
December 15, 1999 Mr. John Smith Dear John, Enclosed is your FREE copy of the Special Report that you requested. I hope that you find it helpful during the sale or purchase of your home. Every year I witness home buyers and sellers struggle with the same questions and challenges, time and time again. That is why I put together this Special Report, in order to help people like you avoid the struggles and pitfalls of those who have gone through it all before. Should you find that reading this report triggers any questions pertaining to your unique real estate situation and needs, please feel free to call or e-mail me for information. Of course, there is never any obligation when you call. Sincerely, Your Name P.S. Be sure to visit my website for lots of information to help you sell your home fast and for top dollar and/or get the best home for your money: www.YOURDOMAIN.com -Free Over-The-Net Home Evaluation |
Follow-Up Telephone Script:
Again, to achieve proven results, you should follow the script guidelines as closely as possible when making your call.
BUYER FOLLOW-UP CALLINTRO: Is Mr. or Mrs. Smith there? (Always ask specifically for the person that requested the information.) Hi Mr. (Mrs.) Smith, this is <<Agent Name>> with <<Company Name>>, and the reason I’m calling is because I received your request for the information you wanted and I’ve sent it to you in an email. (I’ve popped it in the mail to you.) Is that okay? ESTABLISH MOTIVATION & TIMING: |
SELLER FOLLOW-UP CALLINTRO: Is Mr. or Mrs. Smith there? (Always ask specifically for the person that requested the information.) Hi Mr. (Mrs.) Smith, this is <<Agent Name>> with <<Company Name>>, and the reason I’m calling is because I received your request for the information you wanted and I’ve sent it to you in an email. (I’ve popped it in the mail to you.) I’ve popped it in the mail to you. Is that okay? ESTABLISH MOTIVATION & TIMING: |
"BUY FIRST": HOMEHUNTER SERVICE:Would you like me to email you daily updates of homes that match your home buying criteria from all Real Estate companies? Our list includes any Bank Foreclosures, Company Owned Properties or other Distress Sales. It’s a free service and of course you are never obligated to buy a home. Would that interest you? <<Prospect usually says yes>> |
"SELL FIRST": CMA OFFER:Would you like a free market evaluation to determine what your home would sell for? Also, I can give you tips on what to do and what not to do to sell your home for the most amount of money, and we can go over all the various closing costs you will incur so you will know exactly what you’ll have left in your pocket after all expenses. |
HOME MARKETWATCH™ NEWSLETTERWould you like to receive via email, my free monthly newsletter to keep you in touch with what’s happening in the marketplace? |