Have you ever hear the phrase, “work smarter, not harder”? In your real estate business, this can be the difference between earning over $250K per year and $70K per year. Using tried and true methods that have proven to work for others is a great way to minimize your effort and see greater returns.
One of the most important jobs of any realtor is converting leads into appointments, and appointments into contracts. Whether you are on a prospecting call, making an appointment, talking to past clients or connecting with your sphere of influence, using a script can help you breeze through this process.
In fact, 81% of realtors making $250K or more always use a script. This doesn’t mean that they are reading from a written document every time they talk to people. That would be awkward. However, they do have a loose idea of what they will say in any given situation.
As proof, these high earning realtors (81% of which always use a script of some kind) have 74% listing rate when they go to an appointment – in other words, 74% of their appointments sign contracts. Whereas agents who are earning only $70K or less generally have a 53% listing rate. These high earners are obviously saying something that works.
Additionally, the difference in income between those two percentages is significant. For example, if you call 200 expired listings and your average commission for each is $5,000, the difference between listing 74% and 53% is almost $5,000 in additional income.
So now that you are convinced that a script is invaluable when talking to potential clients, what exactly should you include in a script of your own? The following are four main elements that make up a time-proven, successful script.
- Build rapport. Building a relationship with potential clients is crucial. Talk about them, ask lots of questions, and find things that you have in common. Is your client an avid fly fisher? Tell him about the great fishing trips your dad used to take you on when you were a kid. Does she love to travel? Point out a great travel blog you came across on the internet.
- Get them talking. Get the homeowner talking about their house and their previous experience in real estate so that you will know their hot buttons and what is really important to them.
- Qualify the lead. What is their time frame? How much urgency is involved, what are their pain levels? All of these things will help you determine how to approach the sale.
- Find a way to get an appointment. Your goal here is not to sell real estate over the phone or in a meeting. Your goal is to get inside their home to see how you can help them as a real estate professional.
Using a successful script will smooth the process of converting leads into appointments and signed contracts. And over time, it will also become an invaluable and much used tool in your real estate sales kit.