You can train and practice all you want, but to truly master the art of real estate telemarketing, you have to be willing to take the next step.
Martial arts great Bruce Lee once said, “If you spend too much time thinking about a thing, you’ll never get it done. Make at least one definite move daily toward your goal.” While Bruce Lee may not have been known for his real estate telemarketing, the sentiment rings true across any discipline or business.
You can think all you want about playing the piano, but unless you sit down at a keyboard, you won’t make progress. You can read every text ever written about telephone sales, but until you pick up the phone, you won’t close a deal.
That’s not to say we shouldn’t think. The key to Lee’s quote is that at some point, you have to take action. That’s where real estate telemarketing “happens,” which is why you will find here a mix of “think” pieces and “action” pieces. Or to quote the great (fictional) Jedi master Yoda, “Do. Or do not. There is no try.”
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10 Keys to opening the doors of real estate telemarketing
Real estate telemarketing is changing. The advent of Facetime, Google street view, and other technology has helped realtors show homes to buyers hundreds of miles away. Even before the coronavirus pandemic, some buyers were signing for homes without stepping foot on the property. A 2018 article in the Boston Globe reported that 20 percent of clients for one online real estate brokerage “submitted an offer on a home without visiting it first.”
One look at Etsy, Amazon, or any grocery delivery service makes plain that people are much more comfortable making purchases sight unseen than they were even a decade ago. This is all good news for real estate telemarketing. But just like in-person real estate interactions, there is a lot of competition. However, if you can master the process, you could do quite well for yourself. So what does that look like?
1. Think: Write your script.
Your script is your roadmap. You don’t need to follow it precisely, but you do want to make sure you take the right turns. What points do you need to make? What questions do you need to ask? Put it in your script. While you’re at it, write a few scripts: one for cold calls, one for follow-ups, and so on.
2. Action: Test your script.
Write, edit, write, edit, repeat. But to find out how well your script works, you need to test it out. Make some calls. See what feels awkward or what might be missing. Listen back to your calls to get an objective sense of how people respond. Then use that information to refine your script.
3. Think: Research your audience.
Market research is a multi-billion dollar industry in the U.S. alone. You certainly don’t need to spend bundles to figure out who your audience is or what they are looking for. However, it’s worth the effort and time to make sure you are reaching the right people.
4. Action: Test your results.
You did your research. You have your list of calls to make. Now is the time to track your outcomes. If you specialize in commercial real estate, did you get through to people looking to buy, sell, or lease a commercial space? You could make 1,000 random calls and hope for the best, but it would be much more efficient and effective to make 100 calls to people you might actually do business with.
5. Think: Present yourself professionally.
Yes, you are on the phone. No, the person you’re talking with cannot see you. Still, it behooves you to present yourself just as you would with an in-person conversation. This is partially about how you dress and sit and speak, but it’s also about attitude.
6. Action: Present yourself professionally.
Dress appropriately, whatever that means to you. If you would wear a suit and tie to meet clients, do so on your real estate telemarketing days, too. Sit up straight and smile when you are on a call. Believe it or not, that energy transfers through your voice.
7. Think: How will you respond to rejections.
Rejection is part of the story in any sales business. In real estate, especially, there are a lot of factors that could make someone decline an offer. That’s okay. It only means that you haven’t found the right property for someone, or the deal they need, or that they’ve changed their mind… we could go on. The main point is that how you handle rejection can shape your future interactions with that client and with other clients.
8. Action: Breathe.
Take a deep breath. Slow down and give yourself some time to recover. Some rejections are more difficult to accept than others.
9. Think: Consider your follow up.
Here’s another area where you can test and improve your results. Follow up is critical to success in real estate. What is your plan? Do you have email templates ready to go while you’re still on a call with someone? Do you have resources you can easily share? Are you organized and strategic?
10. Action: Make a plan and follow through.
Follow-through is so often left behind. But when you leave a client waiting and unsure of what happens next, you erode trust. It’s as simple as that. Even in cases where you don’t have updates (for instance, if you are waiting for a reply on an offer), it’s okay to let your client know that. “Hey, I don’t have any updates yet, but I’m expecting to have some news tomorrow afternoon. I’ll contact you, either way, to let you know what’s happening.”
The difference between success and “meh” in real estate telemarketing can come down to the details. If you plan to succeed, make sure you are taking “at least one definite move daily toward your goal.”
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