Each WEICHERT franchised office is independently owned and operated January, 2005 Weichert, Realtors. Revised February 2008 Revised January 2010, Revised January 2013 Revised November 2013, Revised January 2014, Revised July 2014 Copyright 2005 Weichert Co. Morris Plains, N.J., USA All rights reserved. Any form of reproduction or distribution is strictly prohibited.
Table of Contents Introduction... 2 Prospect Calling Techniques and Tips... 3 Call Topic: Sphere of Influence... 8 Call Topic: Sphere of Influence Social Media... 9 Call Topic: Under Contract Multiple Offers... 10 Call Topic: Under Contract... 11 Call Topic: Open House Invitation... 12 Call Topic: Open House Follow Up... 13 Call Topic: Follow Up Call... 14 Call Topic: Just Listed... 15 Call Topic: Just Listed... 16 Call Topic: Just Sold... 17 Call Topic: Just Sold I need your help... 18 Call Topic: Just Sold Please welcome your new neighbors... 19 Call Topic: Word of Mouth... 20 Call Topic: Pure Gold... 21 Call Topic: FSBO... 22 Call Topic: Expired Listing... 23 Call Topic: Event or Special Call... 24 Call Topic: Farming... 25 Call Topic: Farming... 26 Call Topic: Garage Sale... 27 Call Topic: New Call... 28 Call Topic: Weichert Brochure... 29 Close for an Appointment... 29 Call Topic: Answering Machine Messages... 30 Getting the Most from the Follow-Up Calls... 31 The Five Guiding Principles of Follow Up... 32 Get In the Practice of Lead Follow Up... 33 Prepare Yourself to Make Calls... 34 The Foundation of Your Follow Up System... 34 Reconnect and Build Rapport... 37 Probe... 39 Reflect... 40 Close... 41 Set the Stage for Next Contact... 45 Leaving Messages... 46 Weichert Tools and Resources... 47 July 2014 Weichert University Page 1
Introduction Weichert, Realtors believes that one of the keys to success in the real estate business is a commitment to regular, consistent and high volume prospect calling. This prospect-calling guide is designed to help you effectively make calls to secure appointments with potential buyers and sellers. Appointments lead to increased income. Included are techniques and tips on calling prospects and sample call dialogues that can help you focus on topics of interest to those you are calling. Prospect calling gives you an opportunity to develop new business while establishing a rapport with clients and customers. The activity of making calls has been proven to bring results. The goals during a calling session are: Make 100 Calls Actually speak to 30 people GET ONE APPOINTMENT Page 2 Weichert University July 2014
Prospect Calling Techniques and Tips Benefits It is proven that prospect calling will increase your income. The more people you talk to, the more opportunities will come your way. Believe in the benefits of this activity. You will avoid a roller coaster ride in this business through regular prospecting activities. Commitment Prospect calling has the greatest impact when you do it regularly, consistently, and at a high volume. The more calls, the more appointments you will schedule and the more business you will obtain. But you have to make a commitment to do this activity. Results won t happen if you make a few calls now and then. Obstacles The success rate of calling increases with the more calls you make. Analyze what stops you from making calls. Think of what you will gain by calling. By calling you are establishing rapport and sharing information. People can relate to that. As you call, you will certainly hear the word, No. Don t let that stop you. If you stop at No you won t see any results. For every No there will be many Yes responses. Plus a No today can still become a positive down the road as long as you keep in touch. Remember you are building rapport for a lifetime of business opportunities. Goals Some people s goal in life is to win the lottery. No effort involved - just purchase a ticket, take a chance to win money and change your life. The odds of that happening are not very good. A more realistic, attainable goal would be to increase your business by prospect calling so that you maintain a healthy cash flow. As you commit to prospect calling visualize what you really want car, house, motorcycle, dream vacation, college tuition and go for it. You can achieve it by calling! You might find it helpful to place a picture that symbolizes your goal next to the telephone as you make your calls. July 2014 Weichert University Page 3
Prospect Calling Techniques and Tips (Continued) Preparation Do your homework! Before you even pick up a telephone, be sure you have researched the market in the neighborhoods you are calling. Get statistics, specific addresses, etc. Don t pass yourself off as the Neighborhood Specialist without having something valuable to say about the area. Prepare your calling lists. Read through sample call dialogues and edit them into your own words. Know them so well you won t sound like you are reading a script when you talk to a customer on the telephone. Put your 5 favorite dialogues on index cards before you start calling. Calling List Resources To effectively prospect call you need accurate and legal call lists. Utilize your sphere of influence and Pure Gold lists. You can log onto the Do Call List on www.weichertone.com to generate calling lists. Check your multiple listing service to find just listed, just sold and expired listing properties in the neighborhood you are calling. Use your Open House Guest Registers as a call list. Access www.zillow.com and sort by FSBOs and Make Me Move sellers. Access www.craiglist.com, www.fsbo.com and www.forsalebyowners.com to find more internet sellers to call. Also read the real estate section of your local newspaper and cut out FSBO advertisements. Be sure to check the Do Call List before you call. Sample Call Dialogues In this guide we ve put together sample dialogues to get you started. The main components of the call are an introduction, engaging the customer, closing for an appointment or setting up for re-contact in the future. You can use these sample dialogues as a handy reference. Bring this guide with you to all call sessions. You can also develop your own dialogues. Share dialogues with your colleagues. Learn which ones work best for you, the ones you are more comfortable with, and the ones that bring you the most success. Page 4 Weichert University July 2014
Call Sessions Regular call sessions are held in your office and you should attend as many as possible. Calling with a group creates excitement, competition and support. You will feel motivated to call by participating in these sessions. Focus While you are on the telephone your entire focus is on the content of that call and that customer. Make the call as meaningful as possible. Think about what people want to hear or need to know. They will listen when there is something in it for them. Be a good listener. Show interest. Smile! People know when you re smiling on the phone it translates into your conversation and voice. Acknowledge their responses and questions. Offer to discuss your unique solutions to their questions and issues when you meet. Then schedule the appointment to meet. Control & Confidence You are the real estate expert during the call. Be sure you control the conversation. Don t let the conversation wander to things like commission rates and specific marketing plans during this initial call. Acknowledge that the person has good questions, but you can only effectively answer them when you meet with them and view their home. Control the conversation to get the appointment! Don t make excuses for calling. Avoid opening with Sorry to disturb you Is this a good time to talk? Can I take some of your time...? You ve got good information for the people you are calling don t ask permission to tell them something. Just tell them it s great news! Name Recognition Be sure to state your name and telephone number at least twice during the call. Don t let them forget who s calling. Leave a clear and concise message on an answering machine. July 2014 Weichert University Page 5
Organization & Follow Up Prospect calling doesn t always provide immediate gratification. However, if you keep good calling records with notes of people s needs, and regularly follow up, you will see results. The real estate business is all about establishing contacts, connections, and relationships. An unsuccessful lead right now can be worked into real business for the future. Be sure to do what you say you will do. If the person asks you to call back in three months, do it! Use a contact management system like your smart phone, day planner, WeichertPRO or tracking software to keep up with leads and follow up. Good follow up will bring results. REMEMBER: THE GOAL OF EVERY CALL IS TO SECURE AN APPOINTMENT! Note: If they are not ready to meet, secure their email to stay in touch. Say: I provide a quarterly Market Update to my clients and friends that provides valuable information on home prices and sales in your neighborhood. Would you like to receive this too? (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). Page 6 Weichert University July 2014
Overcome Fear of Cold Calling with These 5 Tips from Sales Experts Hate cold calling? So do 95 percent of sales professionals. Only 3 to 5 percent of all sales pros don t have any problems doing it, says Bill Grimes, president of Grimes Associates. You heard right! They hate cold calling so much that, according to Behavioral Science Research Press, Inc., the average sales person sells only 1.5 hours per day, and doesn't make a call until 11:00 am. Many sales professionals won't even call a prospect back a second time. Yet, we all understand that prospecting is absolutely necessary to build any business. So why is it that this basic task becomes so overwhelming? And how can you overcome fear of cold calling? Sales coaches will tell you that this fear goes back to common childhood fears of not fitting in, fear of rejection, and other deep rooted anxiety. Unfortunately, and by definition, prospecting has a crazy way of throwing all those fears and hurts you thought you had overcome, back in your face. And, the more no s you hear, the more you develop further fear of rejection and dread of prospecting in general. Here is great advice on conquering your fear of cold calling, from five of the wisest Sales gurus I follow everyday on Twitter: 1) Get Good Sales Training; and Keep Up the Personal Development. Starting out with great skills can help build your competence and your confidence, removing any fear of failure, any shred of doubt that you can succeed for yourself, for your company, and for your client. Personal development is the key to unlocking the confidence and the courage to succeed in sales. Your prospects and your dream clients will recognize these attributes and skills in you, because you recognize them in yourself. [Anthony Iannarino] 2) Start Out Expecting the "No." Sales is a world of "no" - 98% of your calls will result in "no". Get used to it; expect it; don't take it personally. Prospecting is simply discarding all the unqualified leads and retaining the "gold". [Steve Harper] 3) Prepare Better. Have a compelling reason for the call. Reference something relevant to your prospect's business, their industry. Use personalized, customized information in your openings and voice mail, coupled with on-target value statements. Practice your phone presentation. Tape yourself, and call others who will give you honest feedback. "Having a compelling reason and a compelling message can help reduce your fear big time!" [Paul Castain] 4) Break Your Call Blocks Into Small Chunks and Set Goals for Those Chunks. It is much easier to set a goal to make 10 calls than 100, or to dial for 15 minutes rather than an hour. It is much easier to overcome your initial fears and trepidations a few calls at time. You can get your mind around these small chunks. [Jeb Blount] 5) Accept That You are Dealing With Their Reality, Not Yours, and you can get over your hang ups about rejection and objections. Prospects are not rejecting you, they are rejecting what you represent, an unwanted interruption. The objection is not to your value proposition, but to being taken off track. Their response is intuitive, not intellectual, so it is up to you to deal with it on that level, rather than worry yourself about it and get hung up. The question becomes not how you can avoid it, but how do you use it to your advantage to get what you want, namely their attention long enough to get them engaged. [Tibor Shanto] -- Carla Gates, Director, Marketing July 2014 Weichert University Page 7
Call Topic: Sphere of Influence Introductory Dialogue Hello, this is. How are you? I m calling to touch base with you. Good to hear you and your family are doing well. As you know I work for Weichert, Realtors and this is actually a business call. I am currently expanding my business and need your help. Who do you know who might need my services? Who is the next person you would expect to make a move? Think of someone that is getting married, having a new baby, or thinking of downsizing. May I give them a call? Engaging the Customer Statements Think about your family, friends, neighbors or co-workers. I would love to offer my services to you also. Homes in your neighborhood at have sold in the range of $ to $. These homes are selling quickly averaging only about days on the market. This current market could be a great opportunity for you. The market is heating up. Questions Who is the next person you can think of who may want to sell or buy a home? Do you have any family or friends who are outgrowing their homes? Do you know anyone going through a major change in life such as a planning their retirement or getting married? Do you know about the recent market activity in your own neighborhood? Have you had your home priced recently? Some of the people I m working with now are moving up because they need more room for their kids, downsizing as they get ready for retirement Who do you know that might need my help? Close for an Appointment Are you interested in knowing how valuable your home is right now? I would like to offer you a unique service that will help you understand the value of your home: a complimentary Market and Price Trend Analysis. I can review this with you on Thursday at 10 a.m. or would Saturday at noon be better? (If they agree to meet, confirm the day, date and time. Begin to prepare for the first step of the listing appointment. If not, set the stage for re-contact as indicated below.) Set the stage for Re-Contact It was a pleasure speaking with you. If you ever have any questions about real estate in your neighborhood, please do not hesitate to contact me, of Weichert, Realtors at. I will be in touch to keep you updated on what s happening with real estate in your neighborhood. (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). Page 8 Weichert University July 2014
Call Topic: Sphere of Influence Social Media Introductory Dialogue Hello, this is. The reason I called is I haven t talked to you in a while (if appropriate add, I noticed your posts on Facebook) and wanted you to know I am still in (or just got into) the Real Estate business Statements I keep running into people I know who seem surprised. I am trying to let everybody know that I can help them with their real estate questions and needs. I recently helped our mutual Facebook friend (insert name) and I would love to offer my services to you also. This current market could be a great opportunity for you. Engaging the Customer Questions Are you in the market to buy or sell a home? Because there are so many good deals, we have a lot of interest from people thinking about buying a property for investment. Would you be interested in learning more about that? Of our Facebook friends, who is the next person you can think of who may want to sell or buy a home? Do you know about the recent market activity in your own neighborhood? Close for an Appointment Are you interested in knowing the value of your home right now? I would like to offer you a complimentary Market and Price Trend Analysis. I can review this with you on Thursday at 10 a.m. or would Saturday at noon be better? (If they agree to meet, confirm the day, date and time. Begin to prepare for the first step of the listing appointment. If not, set the stage for re-contact as indicated below.) Set the stage for Re-Contact It was a pleasure speaking with you. If you ever have any questions about real estate in your neighborhood, please do not hesitate to contact me, of Weichert, Realtors at. I will be in touch to keep you updated on what s happening with real estate in your neighborhood. I regularly send important real estate information, such as what properties are selling for, the BEST BUYS, to my clients and friends. May I put you on that list? (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure, and local market update. If you don t have a phone number for your Facebook Friend send a message like this: Hi, I haven t talked to you in a while. Please call me, I have something important to tell you. Thanks! ) July 2014 Weichert University Page 9
Call Topic: Under Contract Multiple Offers Introductory Dialogue Hello, this is from the office of Weichert, Realtors. I m calling because 123 Main Street just went under contract. They had multiple offers, which means there are buyers who didn t get that house and are still looking in your neighborhood. I m hoping you can help me out. Engaging the Customer Statements I can t reveal the selling price until the home closes. I d be happy to reach out to let you know the actual price when it closes. It was only on the market days. That s great news for your home. This current market could be a great opportunity for you. I d be glad to stop by and let you know what your home is worth. I m calling because I have buyers who would like to move into your neighborhood and really want to get their children into your middle school. My problem is there s nothing for sale. I m hoping you can help me out Questions Have you thought of selling your home? How does this home compare to yours? You might get an even better price than your neighbors. Have you had your home priced recently? Do you have a move planned for yourself the near future? In your neighborhood, who do you think will be the next person to move? I m calling because I need your help. I m trying to find my buyers a home and there have been a number of multiple offers on the house on your street. These buyers missed out again. By any chance do you know of anyone in your neighborhood that s thinking of selling? Close for an Appointment If you d like to find out how recent sales have impacted the value of your own home, I can help you with a complimentary Market and Price Trend Analysis. I can review this with you on Thursday at 10 a.m. or would Saturday at Noon be better? (If they agree to meet, confirm the day, date and time. Begin to prepare for the first step of the listing appointment. If not, set the stage for re-contact as indicated below.) Set the stage for Re-Contact It was a pleasure speaking with you. If you ever have any questions about real estate in your neighborhood, please do not hesitate to contact me, of Weichert, Realtors at. I will be in touch to keep you updated on what s happening with real estate in your neighborhood. (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). Page 10 Weichert University July 2014
Call Topic: Under Contract Introductory Dialogue Hello, this is from the office of Weichert, Realtors. Great news, we just placed a home in your neighborhood at under contract. It will be closing shortly. Our successful marketing of this home, along with favorable interest rates, have generated a lot of interest and uncovered a group of qualified buyers. Engaging the Customer Statements I can t reveal the selling price until the home closes. But I can assure you it was very competitive. It was only on the market days. That s great news for your home. This current market could be a great opportunity for you. I d be glad to stop by and let you know what your home is worth. Questions Did you know the house was for sale? Have you had your home priced recently? How does this home compare to yours? You might get an even better price than your neighbors. Do you have a move planned for yourself in the near future? In your neighborhood, who do you think will be the next person to move? Close for an Appointment If you d like to find out how recent sales have impacted the value of your own home, I can help you with a complimentary Market and Price Trend Analysis. I can review this with you on Thursday at 10 a.m. or would Saturday at noon be better? (If they agree to meet, confirm the day, date and time. Begin to prepare for the first step of the listing appointment. If not, set the stage for re-contact as indicated below.) Set the stage for Re-Contact It was a pleasure speaking with you. If you ever have any questions about real estate in your neighborhood, please do not hesitate to contact me, of Weichert, Realtors at. I will be in touch to keep you updated on what s happening with real estate in your neighborhood. (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). July 2014 Weichert University Page 11
Call Topic: Open House Invitation Introductory Dialogue Hello, this is from the office of Weichert, Realtors. I am holding an Open House at this Sunday from to and I wanted to personally invite you to attend. We like to let neighbors know what s available in case you might know someone who may be interested in moving into your neighborhood. Plus we encourage you to attend so you can see how your house compares. Engaging the Customer Statements The home is listed for $. You know the more it sells for, the more your house is worth. We anticipate having lots of qualified buyers in your neighborhood over the next few weeks. I apologize in advance for any extra traffic that might be in the neighborhood with the expected buzz I foresee with this property. I d be glad to help anyone you know who is considering a move. I d like to stop by and let you know what your home is worth. Questions What do you like best about this neighborhood? (use this information to help you in selling the neighborhood at the open house) Did you know the house is for sale? It s a great house have you been inside? What do you think of the price? Are you planning a move in the near future? Have you had your home priced recently? Of all the people you know, who would like to own a home in your neighborhood? Close for an Appointment I m not just calling to invite you to the Open House but wanted to offer my services to you. If you have questions or are thinking about selling Stop by at 1pm and let s talk. Are you interested in knowing how valuable your home is right now? I would like to offer you a complimentary Market and Price Trend Analysis. I can stop by before or after my Open House on Sunday or would Monday evening be more convenient? (If they agree to meet, confirm the day, date and time. Begin to prepare for the first step of the listing appointment. If not, set the stage for re-contact as indicated below.) Do you, by any chance, know of anyone in the neighborhood thinking about selling? Set the stage for Re-Contact It was truly a pleasure speaking with you. I look forward to meeting you on Sunday. If you ever have any questions about real estate in your neighborhood, please do not hesitate to contact me, of Weichert, Realtors at. I will be in touch to keep you updated on what s happening with real estate in your neighborhood. When I find a really good deal, I always send the information to my clients and friends. Would you like me to add you to the list? (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). Page 12 Weichert University July 2014
Call Topic: Open House Follow Up Introductory Dialogue Hello, this is of Weichert, Realtors. We met today at the Open House at. As a service to the sellers, I d like to get your opinions on this home price, presentation, interest. What did you think of the house? Would you like to make an offer on the property? You know.... today, the best homes priced right and in good condition sell before most people are aware of them. As the Neighborhood Specialist, I would like to offer my services to help you find your next home. Statements Not only can I help you find the next home that meets your needs but I ll also help sell your current home. I have someone in my office who can help you determine your buying power in today s market, plus explain to you many other real estate services Weichert has to offer. Engaging the Customer Questions How long have you been looking for a new home? What was it about this house that didn t work for you? What features are you looking for in a house? Have you been pre-approved for a mortgage? Do you have a home to sell? Close for an Appointment Before you continue looking for a new home I would suggest two things. First, you need to know how much your current home is worth. I can help you understand the value of your home with a complimentary Market and Price Trend Analysis. I can come to your home for a quick tour today at 5 and then review that information and results Thursday at 6 p.m. Second, you need to determine your buying power. I can arrange for you to speak with (GSM) in my office who can explain not only the financial aspects of selling and buying a home, but all the other supporting services that Weichert has to offer to make the selling and buying processes go smoothly. (If they agree to meet, confirm the day, date and time. Begin to prepare for the Buyer Consultation appointment. If not, set the stage for re-contact as indicated below.) Set the stage for Re-Contact It was a pleasure speaking with you. If you ever have any questions about real estate, please do not hesitate to contact me, of Weichert, Realtors at. I will be in touch to keep you updated on what s happening with real estate and check on your home search. (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). July 2014 Weichert University Page 13
Call Topic: Follow Up Call Introductory Dialogue Hello, this is from the office of Weichert, Realtors. I spoke with you last year and you mentioned you might want to move this Spring in order to get your children into new schools by this Fall. I was wondering if that is still your plan? This current market could be a great opportunity for you. Statements Homes priced right in your neighborhood have been selling. These homes are selling quickly averaging about days on the market. We have many qualified buyers who want to live in your neighborhood. I can help you not only sell your current home but also find you the next home that meets your needs. Engaging the Customer Questions Do you know how much your home is worth? Do you have an idea of where you would like to move? What is your moving timetable? Do you know your buying power? Are you aware of what the current rate of appreciation is for a home like yours? Close for an Appointment I would be happy to do an evaluation of the current value of your home. At Weichert we can offer you a unique service that will help you understand the value of your home: a complimentary Market and Price Trend Analysis. I can review this with you on Thursday at 4 p.m. Does that work for you? Also, I can arrange for you to speak with (GSM) in my office who can discuss your buying power and explain the financial aspects of selling and buying a home. (If they agree to meet, confirm the day, date and time. Begin to prepare for the first step of the listing appointment. If not, set the stage for re-contact as indicated below.) Set the stage for Re-Contact It was a pleasure speaking with you. If you ever have any questions about real estate in your neighborhood, please do not hesitate to contact me, of Weichert, Realtors at. I will be in touch to keep you updated on what s happening with real estate in your neighborhood. (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). Page 14 Weichert University July 2014
Call Topic: Just Listed Introductory Dialogue Good morning! My name is from Weichert, Realtors. We have just listed a home on your street (provide address) and I wanted you to know. We do this at Weichert as part of our service to our sellers. I was hoping you might know someone who would be interested in the home, perhaps a relative or a friend who is house hunting right now. I ve had a number of homeowners tell me they like to choose their neighbors and you might want to choose yours with a friend or family member who would just love to move into your neighborhood! Statements The home is listed for $. You know the more it sells for, the more your house is worth. We anticipate having many qualified buyers into your neighborhood over the next few weeks. I d be glad to stop by and let you know what your home is worth. Engaging the Customer Questions Did you know the house is for sale? It s a great house have you been inside? How does it compare to your home? What do you think of the price? Have you had your home priced recently? Do you have a move planned for yourself in the near future? Close for an Appointment Would you be interested in selling or finding out what your home is worth in the current market conditions? I would like to offer you a complimentary Market and Price Trend Analysis. I can share the information with you on Saturday at 10 a.m. I need to get a very informal tour of your home and gather appropriate information. I can stop by tomorrow at 4 p.m. How does that sound? (If they agree to meet, confirm the day, date and time. Begin to prepare for the first step of the listing appointment. If not, set the stage for re-contact as indicated below.) Set the stage for Re-Contact It was a pleasure speaking with you. If you ever have any questions about real estate in your neighborhood, please do not hesitate to contact me, of Weichert, Realtors at. I will be in touch to keep you updated on what s happening with real estate in your neighborhood. (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). Note: If they are not ready to meet, secure their email to stay in touch. Say: I provide a quarterly Market Update to my clients and friends that provides valuable information on home prices and sales in your neighborhood. Would you like to receive this too? (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). July 2014 Weichert University Page 15
Call Topic: Just Listed Introductory Dialogue Hello! My name is from the office of Weichert, Realtors. I m calling because I wanted you to be the first to know that your neighbors at have put their home on the market. Have you ever visited this home? Do you know anyone who might be interested in previewing it? Statements The home is listed for $. You know the more it sells for, the more your house is worth. We anticipate having lots of qualified buyers in your neighborhood over the next few weeks. I d be glad to stop by and let you know what your home is worth. Engaging the Customer Questions Did you know the house is for sale? It s a great house have you been inside? What do you think of the price? Have you had your home priced recently? Do you have a move planned for yourself in the near future? Close for an Appointment Would you be interested in selling or finding out what your home is worth in the current market conditions? I would like to offer you a unique service that will help you understand the value of your home: a complimentary Market and Price Trend Analysis. I can review this with you on Thursday at 10 a.m. or would Saturday at noon be better? (If they agree to meet, confirm the day, date and time. Begin to prepare for the first step of the listing appointment. If not, set the stage for re-contact as indicated below.) Set the stage for Re-Contact It was a pleasure speaking with you. If you ever have any questions about real estate in your neighborhood, please do not hesitate to contact me, of Weichert, Realtors at. I will be in touch to keep you updated on what s happening with real estate in your neighborhood. Note: If they are not ready to meet, secure their email to stay in touch. Say: I provide a quarterly Market Update to my clients and friends that provides valuable information on home prices and sales in your neighborhood. Would you like to receive this too? (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). Page 16 Weichert University July 2014
Call Topic: Just Sold Introductory Dialogue Hello, this is from the office of Weichert, Realtors. I am calling to let you know that we just sold a home in your neighborhood at. While marketing this home, Weichert generated a lot of interest in your neighborhood from qualified buyers who are still in the market for a new home. I was wondering if you might know someone in your area that may be thinking about making a move in the future? Statements The home sold for $. or.the home sold for $ over asking price! It was only on the market days. That s great news for your home. This current market could be a great opportunity for you. I d be glad to stop by and let you know what your home is worth. One of the reasons is that there s so little for sale. We have buyers who can t find anything to buy. I m hoping you can help me out Engaging the Customer Questions Would you be interested in knowing the location and sale price? Did you know the house was for sale? What do you think of the selling price? How does this home compare to yours? You might get an even better price than your neighbors. Have you had your home priced recently? Do you have a move planned for yourself in the near future? Were you aware that home values have gone up that much in your neighborhood? Do you know of anyone who is thinking of moving at some point in the future? Close for an Appointment If you would like to find out more about how recent sales have impacted the value of your own home, I can offer you a complimentary Market and Price Trend Analysis. I can review this with you Saturday at noon. I just need to get a quick tour of your home so I can gather accurate information. I can stop by today at 4 pm. Does that work for you? (If they agree to meet, confirm the day, date and time. Begin to prepare for the first step of the listing appointment. If not, set the stage for re-contact as indicated below.) Set the stage for Re-Contact It was a pleasure speaking with you. If you ever have any questions about real estate in your neighborhood, please do not hesitate to contact me, of Weichert, Realtors at. I will be in touch to keep you updated on what s happening with real estate in your neighborhood. (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). July 2014 Weichert University Page 17
Call Topic: Just Sold I need your help Introductory Dialogue Hello, this is from the office of Weichert, Realtors. I need your help. I recently sold a home in your neighborhood at and am currently working with preapproved buyers who would love to move here. By any chance would you be interested in selling your home in the near future, or do you know anyone in your neighborhood that might be? Statements The home sold for $. It was only on the market days. That s great news for your home. This current market could be a great opportunity for you. I d be glad to stop by and let you know what your home is worth Engaging the Customer Questions Did you know the house was for sale? What do you think of the selling price? How does this home compare to yours? You might get even a better price than your neighbors. Have you had your home priced recently? Are you planning a move in the near future? Close for an Appointment If you would like to find out more about how recent sales have impacted the value of your own home, I can offer you a complimentary Market and Price Trend Analysis. I can review this with you on Thursday at 10 a.m. or would Saturday at noon be better? (If they agree to meet, confirm the day, date and time. Begin to prepare for the first step of the listing appointment. If not, set the stage for re-contact as indicated below.) Set the stage for Re-Contact It was a pleasure speaking with you. If you ever have any questions about real estate in your neighborhood, please do not hesitate to contact me, of Weichert, Realtors at. I will be in touch to keep you updated on what s happening with real estate in your neighborhood. (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). Note: If they are not ready to meet, secure their email to stay in touch. Say: I provide a quarterly Market Update to my clients and friends that provides valuable information on home prices and sales in your neighborhood. Would you like to receive this too? (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). Page 18 Weichert University July 2014
Call Topic: Just Sold Please welcome your new neighbors Introductory Dialogue Hello, this is from the office of Weichert, Realtors. I am calling to let you know that we just sold a home in your neighborhood at. Roger and Isabelle Chisholm are so excited to be moving in. Please welcome them when you get a chance. They should be moving in by... While marketing this home, we generated a lot of interest in your neighborhood from qualified buyers who are still in the market for a new home. I was wondering if you might know someone in your area that may be thinking about making a move in the future? What about you? Have you ever thought about moving? Statements The home sold for $. or.the home sold for $ over asking price! It was only on the market days. That s great news for your home. This current market could be a great opportunity for you. I d be glad to stop by and let you know what your home is worth. One of the reasons is that there s so little for sale. We have buyers who can t find anything to buy. I m hoping you can help me out Engaging the Customer Questions Would you be interested in knowing the location and sale price? Did you know the house was for sale? What do you think of the selling price? How does this home compare to yours? You might get an even better price than your neighbors. Have you had your home priced recently? Do you have a move planned for yourself in the near future? Were you aware that home values have gone up that much in your neighborhood? Do you know of anyone who is thinking of moving at some point in the future? Close for an Appointment If you would like to find out more about how recent sales have impacted the value of your own home, I can offer you a complimentary Market and Price Trend Analysis. I can review this with you Saturday at noon. I just need to get a quick tour of your home so I can gather accurate information. I can stop by today at 4 pm. Does that work for you? (If they agree to meet, confirm the day, date and time. Begin to prepare for the first step of the listing appointment. If not, set the stage for re-contact as indicated below.) Set the stage for Re-Contact It was a pleasure speaking with you. If you ever have any questions about real estate in your neighborhood, please do not hesitate to contact me, of Weichert, Realtors at. I will be in touch to keep you updated on what s happening with real estate in your neighborhood. (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). July 2014 Weichert University Page 19
Call Topic: Word of Mouth Introductory Dialogue Hello, this is from the office of Weichert, Realtors. How are you? told me you might be thinking of moving. Are you getting ready to list your home? At Weichert, Realtors we offer complete and quality service to ensure that all our customers have a positive real estate experience. I d like to explain these services to you. Even if you re not ready right now to sell, I d like to show you what you would need to do to get your house ready to put on the market. Statements Homes priced right in your neighborhood have been selling. These homes are selling quickly averaging only about days on the market. We have many qualified buyers who want to live in your neighborhood. This current market could be a great opportunity for you. Engaging the Customer Questions What do you think of this market activity? Have you had your home priced recently? What is your timetable for moving? Have you purchased a new home already? Close for an Appointment Since you are considering a move, knowing the value of your home would definitely help you. I would like to offer you a complimentary Market and Price Trend Analysis to help you understand the value of your home. I can review this with you on Thursday at 10 a.m. or would Saturday at noon be better? (If they agree to meet, confirm the day, date and time. Begin to prepare for the first step of the listing appointment. If not, set the stage for re-contact as indicated below.) Set the stage for Re-Contact It was a pleasure speaking with you. If you ever have any questions about real estate in your neighborhood, please do not hesitate to contact me, of Weichert, Realtors at. I will be in touch to keep you updated on what s happening with real estate in your neighborhood. (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). Page 20 Weichert University July 2014
Call Topic: Pure Gold Introductory Dialogue Hello, this is from of Weichert, Realtors. How are you? It s been almost months since we last talked. (Find a topic to reconnect with this past customer like: I just drove by your home and noticed you painted your house. It looks lovely and I wanted to call to let you know that your house definitely has curb appeal.) Let me tell you a little about the current real estate market in your neighborhood. Engaging the Customer Statements Homes priced right in your neighborhood have been selling. These homes are selling quickly averaging about days on the market. We have many qualified buyers who want to live in your neighborhood. This current market could be a great opportunity for you. Questions What do you think of this market activity? Have you had your home priced recently? Have you thought about selling your home? Well, the time is right to put it on the market. If you know of anyone you could refer to me. I d love to be of service to them. Close for an Appointment Wouldn t you want to know the value of your home right now? I would like to offer you a complimentary Market and Price Trend Analysis. I can review this with you on Thursday at 10 a.m. or would Saturday at noon be better? (If they agree to meet, confirm the day, date and time. Begin to prepare for the first step of the listing appointment. If not, set the stage for re-contact as indicated below.) Set the stage for Re-Contact It was a pleasure speaking with you. If you ever have any questions about real estate in your neighborhood, please do not hesitate to contact me, of Weichert, Realtors at. I will keep in touch to keep you updated on what s happening with real estate in your neighborhood. (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). Note: If they are not ready to meet, secure their email to stay in touch. Say: I provide a quarterly Market Update to my clients and friends that provides valuable information on home prices and sales in your neighborhood. Would you like to receive this too? (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). July 2014 Weichert University Page 21
Call Topic: FSBO Introductory Dialogue Hello, this is from the office of Weichert, Realtors. I see you are selling your home. I d like to stop by, visit your home and preview it for my buyers. NOTE: If a FSBO is out of your immediate Market Area, leave off the office name. The purpose of this type of call is to close for an appointment. It is necessary to personally meet and establish a rapport with the FSBO. It is after you build that relationship that you can ask questions and discuss Weichert s services in person. Engaging the Customer Statements Maybe we can work together. We have mutual goals. You have buyers that may not qualify for your home and I have buyers who may see your home as a perfect fit. I d like to stop by to discuss how we can work together. I d like to come over tonight or another time that s convenient for you to see if your home will work for any of my buyers. If I were trying to sell on my own, my main concern would be ensuring the buyer who puts an offer on my home has the financial ability to perform. I have a Gold Services Manager who can pre-approve all your buyers for you so you can feel confident that they can afford your home. I don t get anything from this. In fact, it s illegal. I m just hoping you ll be impressed with me, my company and my service so much so that you ll refer any family or friends who need real estate help to me. Questions I wanted to know if you were cobroking with realtors? Would you consider paying me a commission if I sold your home to a qualified buyer? I will be showing clients homes on Sunday. Can I stop by your Open House to preview your property when I finish? ( oh, You re not having an Open House? Then when is a good time for you?) How long do you plan on trying to sell your home on your own before you would consider professional help? Close for an Appointment I pride myself on giving my clients access to every home available in the market. Your home may work for one of my clients. Are you available today at 4 p.m., or would tomorrow morning be better? I have an informational brochure that would be helpful to you as you consider what you need to do to get your house sold. May I drop it by? (If they agree to meet, confirm the day, date and time. Begin to prepare for the first step of the listing appointment.) Set the stage for Re-Contact It was a pleasure speaking with you. I would like to send you a free brochure that offers advice to help homeowners selling their homes on their own. (Follow up with a note that includes your business card and a copy of the For Sale by Owner Brochure.) Page 22 Weichert University July 2014
Call Topic: Expired Listing Introductory Dialogue Hello, this is from the office of Weichert, Realtors. As the real estate neighborhood specialist, I noticed your home is no longer listed for sale. Are you still interested in selling? If I have any buyers interested in a home like yours, can I call you directly, or are you working with another agent? OR Hello, this is from the office of Weichert,Realtors. I m calling because I know you had your house listed for sale a few (years/months) ago, but weren t able to find a buyer. I m not sure if you are aware that the market has improved since then, and buyers are actually having a hard time finding homes. If we had a buyer for your home, would you still consider selling? I have an informational brochure that would be helpful to you as you consider what you need to do to get your house sold. May I drop it by? The purpose of this type of call is to close for an appointment. It is necessary to personally meet and establish a rapport with the homeowner of an expired listing. It is after you build that relationship that you can ask questions and discuss Weichert s services in person. Engaging the Customer Statements I see your property recently expired and currently isn t being marketed. There are usually several reasons why a house doesn t sell during a listing period. Questions Why do you feel your property didn t sell? Do you still want to sell your home? Would you consider paying me a commission if I sold your home to a qualified buyer? I wanted to know if you were cobroking with realtors? Close for an Appointment I would love to see (take another look at) your home. Would Thursday at 6 p.m. work for you? (If they agree to meet, confirm the day, date and time. Begin to prepare for the first step of the listing appointment. If not, set the stage for re-contact as indicated below.) Set the stage for Re-Contact It was a pleasure speaking with you. If you decide you re still interested in selling and want to know how Weichert and I can help you, please call me from Weichert, Realtors at. In the meantime, I ll send you some information that you might find helpful. (Follow up with a note that includes your business card and include a copy of the Weichert Expired Listing brochure). July 2014 Weichert University Page 23
Call Topic: Event or Special Call Introductory Dialogue Hello, this is from the office of Weichert, Realtors. I am calling to invite you to participate in our office toy drive. Other events: Town-wide Garage Sale, Buyer or Seller Seminar, Investor s Seminar or Grand Opening of our new office. Courtesy Calls: 4 th of July Fireworks times and locations, reminder to set clock back for daylight savings time, community event Engaging the Customer Statements Homes priced right in your neighborhood have been selling. These homes priced for the market are selling - averaging about days on the market. We have qualified buyers who want to live in your neighborhood. This current market could be a great opportunity for you. Questions What do you think of this market activity? Have you had your home priced recently? Have you thought about selling your home? Well, the time is right to put it on the market. By any chance, do you know of anyone thinking about selling or buying right now? I d be happy to help them. Close for an Appointment I would like to offer you a complimentary Market and Price Trend Analysis to help you understand the value of your home. I need to get a quick tour of your home so I can gather the appropriate information. I ll be in your area tomorrow at 4 p.m. Then we can review the information together on Saturday at 10 a.m.? (If they agree to meet, confirm the day, date and time. Begin to prepare for the first step of the listing appointment. If not, set the stage for re-contact as indicated below.) Set the stage for Re-Contact Would you like to receive updates about the real estate market? I m glad to provide them to you. If you ever have any questions about real estate in your neighborhood, please do not hesitate to contact me, of Weichert, Realtors at. I will be in touch to keep you updated on what s happening with real estate in your neighborhood. (Secure their email and mailing address to follow up with a note. A handwritten note provides a personal touch. Include your business card and perhaps include a copy of the Weichert brochure). Page 24 Weichert University July 2014
Call Topic: Farming Introductory Dialogue Hello, this is from the office of Weichert, Realtors. I am your real estate Neighborhood Specialist. I have been actively listing and selling homes in your area and I m calling to give you the most current real estate updates. Statements Isn t this a great town? We have qualified buyers who want to live here. This current market could be a great opportunity for you. The prices homes have been selling for in your neighborhood have significantly impacted the value of your home. Engaging the Customer Questions Did you know a home in your neighborhood at recently sold for? What do you think of the selling price? Have you had your home priced recently? Just out of curiosity, how much longer will your current home meet your needs? Close for an Appointment I would love to let you know the value of your home in this market. At Weichert we offer a very unique service that will help you understand the value of your home: a complimentary Market and Price Trend Analysis. I can review this with you on Thursday at 6 p.m. Does that work for you? (If they agree to meet, confirm the day, date and time. Begin to prepare for the first step of the listing appointment. If not, set the stage for re-contact as indicated below.) Set the stage for Re-Contact It was a pleasure speaking with you. If you ever have any questions about real estate in your neighborhood, please do not hesitate to contact me, of Weichert, Realtors at. I will be in touch to keep you updated on what s happening with real estate in your neighborhood. (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). Note: If they are not ready to meet, secure their email to stay in touch. Say: I provide a quarterly Market Update to my clients and friends that provides valuable information on home prices and sales in your neighborhood. Would you like to receive this too? (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). July 2014 Weichert University Page 25
Call Topic: Farming Introductory Dialogue Hello, this is from the office of Weichert, Realtors. I am calling to see if you received the postcard I recently sent you. Were you familiar with any of the properties that just sold? Have you had a chance to visit the new listing? Statements Homes priced right in your neighborhood are on the market an average of days. Isn t this a great town? We have many qualified buyers who want to live here. This current market could be a great opportunity for you. Engaging the Customer Questions Did you know a home in your neighborhood at recently sold for? What do you think of the selling price? Have you had your home priced recently? Just out of curiosity, how much longer will your current home meet your needs? Close for an Appointment I would love to let you know the value of your home in this market. At Weichert we offer a very unique service that will help you understand the value of your home: a complimentary Market and Price Trend Analysis. I can review this with you on Thursday at 10 a.m. or would Saturday at noon be better? (If they agree to meet, confirm the day, date and time. Begin to prepare for the first step of the listing appointment. If not, set the stage for re-contact as indicated below.) Set the stage for Re-Contact It was truly a pleasure speaking with you. If you ever have any questions about real estate in your neighborhood, please do not hesitate to contact me, of Weichert, Realtors at. I will be in touch to keep you updated on what s happening with real estate in your neighborhood. (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). Note: If they are not ready to meet, secure their email to stay in touch. Say: I provide a quarterly Market Update to my clients and friends that provides valuable information on home prices and sales in your neighborhood. Would you like to receive this too? (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). Page 26 Weichert University July 2014
Call Topic: Garage Sale Introductory Dialogue Hello, this is from the office of Weichert, Realtors. I m calling because I noticed a sign for your garage sale this Saturday. It s always a good idea to clean out the basement and garage while making money along the way. I was wondering if you were cleaning up to get ready to sell your home. Statements This is actually a good time to sell your home. Homes priced right in your neighborhood have been selling. These homes are selling quickly averaging about days on the market. We have many qualified buyers who want to live in your neighborhood. This current market could be a great opportunity for you. Engaging the Customer Questions What do you think of this market activity? Have you had your home priced recently? Have you thought about selling your home? Well, the time is right to put it on the market. Close for an Appointment I can help you understand the current value of your home with a complimentary Market and Price Trend Analysis. I can review this with you on Monday at 10 a.m. or would Thursday at 7 p.m. be better? (If they agree to meet, confirm the day, date and time. Begin to prepare for the first step of the listing appointment. If not, set the stage for re-contact as indicated below.) Set the stage for Re-Contact It was a pleasure speaking with you. If you ever have any questions about real estate in your neighborhood, please do not hesitate to contact me, of Weichert, Realtors at. I will be in touch to keep you updated on what s happening with real estate in your neighborhood. Good Luck at your Garage Sale! (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). July 2014 Weichert University Page 27
Call Topic: New Call Introductory Dialogue Hello, this is from the office of Weichert, Realtors. As a Neighborhood Specialist, I d like to get to know as much as I can about the neighborhood, so would you please answer a few questions for me? Engaging the Customer Questions How long have you lived in your present home? Why did you choose to move into this neighborhood? Do you have plans to move in: a) under 1 year b) under 3 years c) under 5 years d) never Are you aware of the value of your home in today s real estate market? (If yes, say, We have many buyers for your neighborhood. If you could get your price would you consider selling now? Customer Answers Tie in Weichert s Services to customers answers. Close for an Appointment I can help you understand the current value of your home in this market with a complimentary Market and Price Trend Analysis. I can review this with you on Thursday at 4 p.m. or would Friday at noon be better? (If they agree to meet, confirm the day, date and time. Begin to prepare for the first step of the listing appointment. If not, set the stage for re-contact as indicated below.) Set the stage for Re-Contact It was a pleasure speaking with you. If you ever have any questions about real estate in your neighborhood, please do not hesitate to contact me, of Weichert, Realtors at. I will be in touch to keep you updated on what s happening with real estate in your neighborhood. (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure.) Page 28 Weichert University July 2014
Call Topic: Weichert Brochure Introductory Dialogue Hello, this is of the office of Weichert, Realtors. I am calling to let you know that at Weichert we are committed to providing the best quality service to our customers. At Weichert we work as a team to make everything customers need available right in our local office. That s what makes us different from other brokers. I don t know if you have been thinking about selling your home or buying a new one, but I can tell you it is a great time for a real estate transaction. The market is very favorable right now. I would like to give you a brochure that Weichert has developed to help sellers and buyers have the best real estate experience possible. Engaging the Customer Statements Homes priced right in your neighborhood have been selling. These homes are selling quickly averaging only about days on the market. We have many qualified buyers who want to live in your neighborhood. This current market could be a great opportunity for you. Questions What do you think of this market activity? Have you had your home priced recently? Have you thought about selling your home? Close for an Appointment I will gladly deliver this informative brochure to your home. At that time I can provide you with a complimentary Market and Price Trend Analysis that will help you understand the value of your home. I can stop by on Thursday at 6 p.m. (If they agree to meet, confirm the day, date and time. Begin to prepare for the first step of the listing appointment. If not, set the stage for re-contact as indicated below.) Set the stage for Re-Contact It was truly a pleasure speaking with you. I will drop off the brochure and if you have any questions, please do not hesitate to contact me, of Weichert, Realtors at. I will be in touch to keep you updated on what s happening with real estate in your neighborhood. (Follow up with a note that includes your business card and a copy of the Weichert brochure). July 2014 Weichert University Page 29
Call Topic: Answering Machine Messages Just Listed Just Sold Hello, this is of the office of Weichert, Realtors. My phone number is. I m calling to share some good news! Your neighbors at have just listed their home for sale with Weichert and we have already had a lot of interest from qualified buyers. If you would like information about this home, or if you know of anyone who might be interested in moving into your neighborhood, please give me, a call at. Hello, this is of the office of Weichert, Realtors. My phone number is. There have been a couple of recent sales in your neighborhood that have significantly impacted the value of homes in the area. If you are thinking of selling, or would like to know how these recent sales impact the value of your home, please give me, a call at. Brief and To The Point Hello, this is with Weichert, Realtors and I have an important real estate question for you. I d appreciate it if you would call me back at Again this is at Weichert and my cell is. Thank you. (When they return your call, state: Thank you for returning my call. I wanted to know if you knew of anyone in the neighborhood who might be thinking about selling... you see, we re experiencing a sellers market right now and I m trying to help my buyers in finding a home in this area. ) Page 30 Weichert University July 2014
Getting the Most from the Follow-Up Calls Lead follow up is a vital part of your success today and in the months and years to come. Are you aware that after following up with a lead at least four times you have a 78% chance of getting this prospect to meet with you? It s true! Increase your chances of getting that appointment by following these suggestions: Before making the call: Refer to your Prospect Follow Up Sheet or WeichertPRO for notes that you took during the last call. Use these notes to help you reconnect with your prospect during this next call. Review the section on Reconnecting and Building Rapport for ideas. Study the sections of this guide for sample dialogue on Probing, Reflecting, Closing, and Setting the Stage for the Next Contact. Plan your conversation flow before you dial the prospect s phone number. You can mix and match dialogues from each category for different calls you make. Practice the dialogue so you get comfortable responding to any question or concern that arise. Review the section on Leaving Messages for sample voicemails you could leave if a prospect is not at home. Making the call: Flip to pages 33 and 34 of this guide. Have the call flowchart in front of you as you talk to your prospect. The flowchart will serve as a good visual reminder of the steps you need to take during your follow up calls. Remember to take notes! Immediately after the call: Review the notes taken during the call, and include any additional notes about the prospect. Make sure you capture all these notes on your Prospect Follow Up Sheets or WeichertPRO, so they can be easily retrieved when you prepare to make the next follow up call to the prospect. Do what you say you will. If you promised to send additional information, do it. Schedule your next call immediately. If you plan to reach out to a lead again in two weeks, mark it on your calendar. Remember, successful lead conversion comes from having strong discipline in following up, using appropriate dialogue, and ensuring that your follow up calls contain the necessary ingredients for success! July 2014 Weichert University Page 31
The Five Guiding Principles of Follow Up 1. Reach out on a regular basis 2. Make yourself memorable 3. Make it personal by being a student of your prospects 4. Give something of value 5. Write it down Use a system to schedule and organize your activities Consistently contact your leads and focus on building your relationship. The more a lead hears your name, the more likely they will remember it. If you remain in contact with a lead, they will be more inclined to work with you because you made an effort to stay in touch. Make yourself stand out among other associates. Give your leads a unique item, tell them something interesting about yourself (such as hobbies or interests outside of real estate), or wear something distinctive so it s easy for potential buyers and sellers to remember you. Provide them with a higher level of service than your competition so you stand out from the rest. Knowing details about your prospects lives helps you to have a more natural flow to your conversations. People feel more comfortable with someone who can talk to them about leisure activities and common interests. Also, your leads will be very impressed and flattered that you took the time to learn something about them. The purpose of each contact with a prospect should be to offer them something to help them with their real estate needs and ultimately lead to them working with you. Offer to provide them with new listings that meet their needs, a meeting with your Gold Services Manager, the Weichert Brochure or one of the other Weichert Tools at each contact. Get to know the inventory and stay current on the local market statistics such as average days on market, absorption rate, and median sale price in your area so you are ready to talk about these helpful facts with your prospects. Don t let disorganization keep you from following up with your leads. Put a system in place to organize notes on your leads and prompt you to call them in a timely manner. Whether your system is online or paper-based, the discipline of recording what action to take and when with each lead will keep the relationship alive. When your lead is ready to make a move, it s you they will turn to since you were the professional who kept in constant contact, focusing on their needs. Page 32 Weichert University July 2014
Get In the Practice of Lead Follow Up The more committed you are to following up with your leads, the better chance you have at converting them into clients and customers. Don t fall into the trap of being too busy for follow up or not disciplined enough to follow up on a consistent basis. Here are some tips from top producers to help you stay focused: Time Management Make following up with leads a part of your routine commit time everyday to following up with leads. If you get busy, don t let follow up suffer. Find time in your day to follow up, even if it s not the same time everyday. Take advantage of the time you have when you are not out with clients and customers to work your leads. Consider lead follow up your job when you re not actively performing duties for your buyers and sellers. Discipline and Organization Be disciplined in your approach to follow up. Buy into the notion that consistent follow up is a proven method leading to success. If you have a system in place to follow up, stick with it and do not stray from that system. Keep the information you have on leads in one place. Many times people misplace or confuse information if they do not have one centralized location to keep all of their lead information. Documentation Develop a system of capturing critical information and use it for every lead. Whether you use paper or use WeichertPRO, apply your system of documenting every interaction to track your information. Keep notes on your leads. They ll be impressed that you remember the details of your conversations and that you re focused on their unique needs. Setting Your Expectations Expect rejection and get used to hearing the word No. The majority of your follow up calls could result in the lead rejecting your help (at least at this point in time). Many times the word No really means I need more information or I m not ready yet. Stay in contact with your prospects so that when they are ready to move forward, they ll think of you. Understand your prospects expectations. Today s buyers and sellers expect you to be accessible and ready to help when they re ready to move forward. They want you to be available to answer questions and provide them with information. If you are not available, they will look elsewhere to get what they want. July 2014 Weichert University Page 33
Prepare Yourself to Make Calls There is no better way to prepare yourself to call your leads than to become the knowledgeable neighborhood expert. Providing your leads with reliable information establishes trust and builds the foundation for a good relationship. Know the essential market statistics of your local area, including average days on market, absorption rate, and median sales price. Get to know the market, the inventory, and the communities you serve using these resources: Weekly office sales meetings and caravans (preview all office listings) Weichert Market Update Your Weichert Manager and colleagues Weichert.com web site and Weichert News emails Local MLS for new listings, price adjustments, hot sheets, etc. NAR s Realtor.com and Realtor.org web sites State association of Realtors Local newspapers and magazines Economic development authorities Area visitor s centers (for information on events and recreational activities) The Foundation of Your Follow Up System Calling your leads a minimum of four times should be your standard approach to follow up. But simply calling them isn t enough. With each call, your goals are to: Secure a face-to-face meeting for a Buyer Consultation or Listing Appointment Get closer to your leads to get the Mental Exclusive (ensuring when your leads are ready to take action, they will want to work with you) Get an appointment or get permission to re-connect When you sit down to make calls, keep the job aid on the next two pages in front of you. It will guide you through your conversation and show examples of how you can Build Rapport and Reconnect, Probe, Close, and Set the Stage for the Next Contact. Page 34 Weichert University July 2014
1 Call Flow Job Aid Reconnect and Build Rapport Probe Reintroduce yourself and use what you learned about your leads personal interests to get the conversation going. Hello, Sally, this is Joe Smith with Weichert Realtors. Remember we met (at the open house on Street yesterday/ a while back at ) How did your daughter s soccer game go? Last time we spoke you were planning a trip to. Did you have a good time? Top 10 Rapport Builders Family Kids activities Pets Friends Cars Hobbies Community news and events Work School Sports and Leisure Ask questions to learn more about your leads: What changed since the last time you spoke? How has their timing and motivation changed? How is your home search going? What did your family think about the homes? Are you still planning to move before Billy starts school? How did it go with my Gold Services Manager? What did you think about the Weichert Brochure I mailed you? Have you been to any open houses since we last spoke? Remember to Listen, Reflect, Probe and Close on every call, especially when you encounter objections. July 2014 Weichert University Page 35
Close for Buyer Consultation or Listing Appointment Secure a face-to-face meeting so you can talk more about their needs and address their concerns. Sounds like you re feeling nervous about the market. I d like to take some time to sit down and talk about your questions and concerns. Would that be helpful to you? When can we get together? I m available tomorrow night at 7 or Wednesday at 4 o clock. Which works better for you? I know I can save you some valuable time by meeting with you to talk more about your home search. Afterwards I can show you homes that fit your criteria and provide you with more information about the listings than you can get by just browsing online. Does Tuesday at 6 o clock work for you? The market has changed quite a bit since you last bought a house, and I have information about the local market that can help you get ready to sell and find your new home. Let s get together and talk does Saturday at 10 work for you? Set the Stage for Next Contact Set their expectations that you will be contacting them in the future and when they will hear from you again. (If the lead agrees to meet) Great I ll see you at 7 o clock at my office on Wednesday. I m looking forward to it. (If the lead does not agree to meet) Sounds like you might not be ready to meet, but let me send you (Market Info, Real Estate Article, etc.) to give you information about what s going on in the market/process of buying/selling a home. It will help you understand what to expect when you are ready to take action. It was a pleasure talking with you. (If the lead does not agree to meet) Okay, I ll keep your search criteria in my notes so whenever properties come on the market that might work for you, I ll email you and follow up to see if anything strikes you. Thanks for talking with me today. Note: If they are not ready to meet, secure their email to stay in touch. Say: I provide a quarterly Market Update to my clients and friends that provides valuable information on home prices and sales in your neighborhood. Would you like to receive this too? (Follow up with a note that includes your business card and perhaps include a copy of the Weichert brochure). Your Goals: Get an Appointment Get Closer to your Prospects so you get the Mental Exclusive Get permission to re-connect. Would you like to receive updates about the real estate market? I ll contact you regularly to update you. Do you have a friend in real estate? You do now. Everyone needs one. Page 36 Weichert University July 2014
Reconnect and Build Rapport Reconnecting and building rapport enables you to strengthen your relationship with your leads. When you are making a follow up call to a potential buyer or seller, build on the last conversation you had. The best way to do this is by engaging in non-real estate conversation. Be genuine. Don t pretend that you re familiar with something when you re not. Instead, find a topic you have in common and discuss it. Sometimes people will be reluctant to share personal stories or experiences with a person they do not know as well. In these instances, talk about yourself. It will give your leads an opportunity to get to know you a little better and to feel more comfortable with you. Top 10 Rapport Builders Family Kids activities Pets Friends Cars Hobbies Community news and events Work School Sports and Leisure Rapport Building Samples: I see your daughter was wearing a Central High School varsity jacket. I actually have a niece who is a sophomore there. What attracted you to the area? So you said you are a teacher? What do you enjoy most about your job? I noticed you have a Bermuda sticker on your car. When did you go? Did you have a nice trip? I see you are driving the new Dodge truck. I might be in the market for a new car. Would you recommend it? There are lots of outdoor activities in the area you mentioned hiking. Have you been to White Pine Trail? Did you catch the game Sunday night? July 2014 Weichert University Page 37
Reconnect and Build Rapport Talk about topics you remember from your last interaction. Remember to refer to your Prospect Follow Up Sheets to view notes from your last interaction. Identify their interests, and try to relate to them in some way. Be sure to highlight what you have in common with these prospects. Your Notes on your Prospects (from your follow up system) Jean and John Smith Not ready for six more months. Waiting for John s graduation. Anne Randall 3 girls all grade school. Sue, Abigail and Rachel. Eldest into gymnastics Rachel. Saturday sent 3 properties matching criteria. Dan and Marie Brown Teacher 9th grade at Hoover High School Girls Soccer Coach Set up with auto-email Maria Stewart First-time buyer, renting in Smallville Loves to bake cookies and pies, peach pie is her specialty Your Dialogue Hi, Jean. This is from Weichert Realtors. We spoke last month about your interest in homes in. I know you won t be ready to make a move until John s graduation, but I m calling to let you know about two houses that just sold in your neighborhood. Let s get together so we can talk about the sale price. That will give you an idea of house values in the area. I can stop by Friday at 2:00. Are you available? Anne? Hi! It s from Weichert Realtors. How are you? I was just driving by the gymnastics place we spoke about last time I called and thought of you. How s Rachel coming along?... You must be so proud.... I sent you a few properties I thought might be of interest. Let s get together Thursday evening to discuss them or would Saturday morning be better? Hello, Dan. This is from Weichert Realtors. How are you? I was driving past a home on Oak Street the other day and thought of you it s close to your school, and it has a park across the street with a great soccer field. It would be very convenient for you to have practice so close by I emailed you information on the listing. Why don t we discuss this and more at my office Monday at 6? Hi Maria, This is from Weichert Realtors. How is everything since we last talked? I remember you said how you ve been entering amateur baking contests with your peach pies. I was driving through Waterview today and I noticed they put out signs for the Annual Fair. They always have a big baking contest, and I thought I would let you know about it in case you re interested. I d love to meet to discuss whether you re ready to take advantage of the great opportunities in the market. Can you come to my office Monday afternoon? Page 38 Weichert University July 2014
Probe Probing is asking effective questions for the purposes of learning more about your lead s timing and motivation for moving. Specifically, you want to find out what has changed in their lives since the last time you talked and how (if at all) their timing and motivation has been affected. Start with open-ended questions that usually begin with the words How, Why, Describe, Tell me about. They allow your leads to elaborate on what is going on for them and give you insight into their home search. Then follow up with more targeted questions related to the lead s wants and needs in a home. Here are some sample probing questions: How is your home search going? Why are you moving? What did your family think about the homes? Are you still planning to move before Billy starts school? How did it go with my Gold Services Manager? What did you think about the Weichert Brochure I mailed you? What do you know about the Anytown area? Will you need to sell your present home in order to purchase a new one? How soon are you looking to move? How long have you been looking for a home? Describe for me the ideal picture of what you re looking for in a home. Where do you live now? What do you particularly like about your present home? How many will be living in the house? What don t you like about your present home? What price range do you feel is right for you? Tell me more about what you liked about the home on 202 Grant Ave. July 2014 Weichert University Page 39
Reflect Remember the importance of listening during every phase of the conversation. When probing for information from a lead, be sure to really listen to what he or she is saying, and show them that you understand. You can do this by demonstrating reflective listening. Reflecting is paraphrasing what you heard to ensure that you understand what your lead is telling you. Here is an example of using reflecting to overcome an objection about affordability: Potential Buyer: The housing market is so expensive here I don t think we can afford anything. Associate: Potential Buyer: Yes. Associate: Purchasing a home is a big commitment. It sounds like it s the financial aspects of buying a home that are on your mind, am I right? How much have you explored your financial options? Have you sat down with a mortgage expert about what you can afford? Potential Buyer: No. We just based our price range on our monthly budget numbers. Associate: Sample Reflecting Statements: I feel it s important for you to have all the facts you need to make an informed decision, especially when it comes to finances. I can put you in touch with an expert in my office who can help you get a realistic idea of what you can afford and what you re comfortable spending on a monthly basis. Would it be helpful for you if we set up a meeting with my Gold Services Manager? It sounds like is important to you when looking for a new home. So you believe if a home had you might be interested in purchasing in this area. That must have been difficult for you to What an exciting opportunity for you and your family to move to! So from your point of view I am sensing that you are ready for is that right? I understand that your concern with the current market condition is Page 40 Weichert University July 2014
Close Your goal is to get the lead to meet with you face-to-face to solidify your relationship through a Buyer Consultation or Listing Appointment. Your leads might be resistant at this point, so you need to sell the benefits of meeting with you. How will meeting with you get them closer to their goal of moving on? Listening, reflecting and probing will help you get to know your lead and understand their concerns. Then, you can close for an appointment to meet by showing them how meeting you will benefit them. To hear how these pieces flow together to help you close for an appointment, look at some common conversations shown on the following pages. July 2014 Weichert University Page 41
Close Conversation # 1: Challenged for Time Associate: Have you been to any open houses since we last talked? Potential Buyer: No we have not. We kind of had a busy day after we met you. It can sometimes be difficult to get an idea of what homes are available. Associate: It sounds like you might not have a lot of time to be going from one open house to another. Here s how I can help you. After we met at my open house, I thought of two other homes that you might like. I can set up private viewings for you so we can work around your schedule. I am available tomorrow after 5 o clock to meet in my office, go over a few things and take a look at these homes. Is 5:30 okay for you? Conversation # 2: Financial Concerns Associate: So Tom, I m sensing some concerns and hesitation tell me what s keeping you from a buying home? Potential Buyer: Well, I just want to be able to buy a home that won t be too much for us to handle financially. I m concerned that we can t afford anything right now in the area where we want to live. Associate: It sounds like you have a good idea of where you want to live, but house prices might be out of reach we have financial experts on staff who can help work out a monthly payment you ll be comfortable with. Why don t we meet in my office so I can introduce you to Sam, my Gold Services Manager? He can answer all the financial questions on your mind. Does Tuesday at 6 o clock work for you? Conversation # 3: Moving On Associate: What areas are you interested in? Potential Buyer/Seller: Well, my wife and I are retired now. We want to move closer to our grandchildren, but we have our own house to sell. We want to be near the family, but we don t know a lot about the area, either. Associate: Mr. Jones, I would like to hear more about your plans to move closer to your grandchildren. When can I come over to talk about your plan for putting your home on the market so we can start to make this happen for you? Page 42 Weichert University July 2014
Close Conversation # 4: Market Concerns Associate: What did you like about the house? Potential Buyer: Well, I like the house the kitchen is exactly what I want. But, I have some concerns about buying now that aren t related to the home. I ve heard so much about how badly the market is doing. I don t know if this is the right time to sell, even if we are outgrowing our home. Associate: There s quite a bit of information out there about the market that can make the decision to move on overwhelming. I understand why you re hesitant to commit to moving. There are many great reasons to move up in this market, and I d like to have a chance to sit down and talk about what s going on in the neighborhood where you want to live. When are you available to meet this week? How about Friday at 6:00? Conversation # 5: Do-It Yourself Shopper Associate: When would you like to meet again so I can show you more listings? Potential Buyer: Thank you, but I think I have been very successful in finding listings on the Internet. I like the fact that I can see all of the listings at my fingertips. Associate: I can appreciate the ease of shopping for homes online. However, did you know that many sellers don t have their homes advertised online? As a Realtor, I hear of houses coming on the market weeks before they re available to the public. I can email you information on all the houses that meet your search criteria and keep you updated when I hear of new listings. When are you available to start your search? Associate: (Alternate response) I know how easy it is to shop online from the comfort of your own home. Did you know that as a Realtor I have access to more information about the listings than what is available to consumers online? Plus, I m very familiar with the inventory in the area, and I ve been inside many of the listings you re seeing online. I can tell you what the homes are really like because I ve been there. Meeting with me can help you because of the first-hand experience and information I can offer you. Would next Tuesday evening be good for you? July 2014 Weichert University Page 43
Close Conversation # 6: Not Ready Yet Associate: This market currently favors buyers. In the past five years, there s never been a better time to buy. I d love to show you some properties that are priced very well and fit your criteria. Would Tuesday afternoon be a good time for you? Potential Buyer: Well, we were just trying to get an idea of what is out there. We really aren t ready to buy yet. Associate: I know buying a home is a big decision and there are probably many reasons why you feel you re not ready to buy just yet. When do you think you will be ready to move? What changes in your life do you expect between now and the time when you move? Potential Buyer: We just started talking about whether it s the right time for us to buy. We were pre-qualified, and so much of what we like seems to be out of our price range. Associate: Buying a home is a big decision, one of the biggest you ll make in your life, and you re the ones who can ultimately determine when it s the right time for you. I can certainly understand wanting to wait until you can find something you really like. If you found a house at the right price, would you be willing to consider a move earlier? Potential Buyer: Of course we would. Associate: Great! I would like to share with you how the process of buying a home works so that when you are ready to buy you will know what to expect. Now, I realize you are just looking; I ll keep you updated on properties coming into the market through our multiple listing service. You may not be aware that only a very small percentage of homes actually on the market are held open every week or advertised. I ll make sure you stay updated on houses that might interest you. If I see something I think you will like, we can get together and talk about it. How does that sound? Conversation # 7: Need To Talk It Over with the Family Associate: Based on what we talked about, it sounds like you might be ready to take the next step toward buying a home. Potential Buyer: Well, yes, I am very interested, but I can t commit to anything until I talk with my family. Associate: That s a very wise decision. When will you be talking with them next or seeing them? Potential Buyer: I will be talking to them later tonight when I get home. Associate: I can schedule a time for them to join us in setting up your home search so you can get their input while you re beginning your search. Would that be helpful to you? Page 44 Weichert University July 2014
Set the Stage for Next Contact If your lead agrees to meet with you, great! Confirm the time and place. However, you will most likely hear quite a few No s from leads who are resistant to committing to an appointment. Keeping in contact with your leads regularly will help you stay fresh in their minds so they ll think of you when they re ready to take action. Potential buyers and sellers change their minds all the time. Always commit to touching base again so your lead feels as if you re already working for them. Then, do what you say you will do send information and call again within a reasonable amount of time to talk about what you sent. It sounds like after the baby is born in September you ll be ready to start actively looking for a home. To help you prepare for when you re ready to start looking, I ll send you a copy of the Weichert Brochure. It has great information about what to expect when buying a home, and I think it will help you. I ll follow up with you in 3 weeks in case you have questions. What I can do is take the search criteria we talked about and search for homes for you. When properties come on the market that fit your criteria, you ll get an email from me with details about the listings. I know you said you won t be ready until March, but if something catches your eye, let me know and I ll arrange for you to see it. You should get an email from me tomorrow. I ll follow up with you next week to see if you re interested in seeing any of the homes. Even though you won t be ready to sell until Matt graduates in May, I can share with you the local market statistics so that when you re ready to sell, you ll know how the market is developing in your area. Be on the lookout for my email this week, and I ll follow up with you next Saturday to see if you have any questions. July 2014 Weichert University Page 45
Leaving Messages Leave compelling messages for your leads so they will be more likely to call you back. Here are some ideas to use when leaving voicemail messages: Hello, Mr. and Mrs.. This is from Weichert Realtors. I need to speak with you. Please call me on my cell phone at. Hello, Ms.. This is from Weichert Realtors. We met at the open house this afternoon over on Maple Ave in Clarksville. I was at the house that smelled like chocolate chip cookies. Well, I have some more information about that I need to talk to you about. Please call me back at. Hello, Mr.. This is from Weichert Realtors. Since we last spoke, I located properties which meet your search criteria in the area you were interested in moving to. It is important that I go over these listings with you because they are moving fast, so please call me as soon as you get this. My cell phone number is. Page 46 Weichert University July 2014
Weichert Tools and Resources Weichert has several tools to help you stay in contact with your leads: Weichert Brochure This essential tool demonstrates your personal commitment to the "Weichert Difference" and demystifies the real estate experience. It is full of helpful information and advice for all buyers and sellers. Market Update Use the charts and graphs in the timely Market Update presentation to talk about what s happening in the local market with your leads. Expired Brochure Get your foot in the door with sellers who have been unsuccessful by listing with another broker. Your Gold Services Manager can help you convince your leads to take action. Partner with him or her to reach out to your leads and offer them help with their financial questions. Learn more about how to make the introduction through the Buyer Consultation or the Listing Presentation on WeichertOne, Sales Associate Resources, Working with Sellers/Buyers. Direct Mail It s easy to set up your leads on a regular mailing schedule. Go to the Weichert Design Center and set up your account. Price Trend Analysis Differentiate yourself from the competition using this unique, proprietary pricing tool that provides your sellers and buyers with an executive summary of pricing to a subject property. In addition to reviewing past comparable sales and what s under contract now, this tool factors in the trend in the marketplace. July 2014 Weichert University Page 47
FSBO Brochure Introduce yourself to sellers who are trying to sell on their own. Position yourself as the knowledgeable, helpful person they can turn to for advise and helpful hints. Home Appearance Checklist Give prospective sellers this simple checklist as an overview of everything they can do to present their home at its absolute best. Internet Strategy Seller Video Share this video with sellers to inform them of the benefits of our Weichert Internet Strategy Guide to the ProcessUse the Process Map buyers and sellers so they understand you will be working with them every step of the way. Showcasing Your Home Give prospective sellers this tip sheet to help them take a close look at their home from the viewpoint of a prospective buyer, evaluating each area. Be sure to stress that making the home show ready can have a major pay-off. Property Brochures The Open House Property Brochure is a customizable piece designed to showcase listings. For more information on these tools, log on to www.weichertone.com, Sales Associate Resources. Page 48 Weichert University July 2014