Transcript leadfollowup - Pinnacle Estate Properties

LEAD
FOLLOW - UP
OFFICE MEETINGS MAY 4-6, 2010
 LEADS
COME AS A RESULT OF
PROSPECTING!!!
 THE
PRIMARY OBJECTIVE FOR US IS TO
TURN EVERY MOTIVATED LEAD INTO AN
APPOINTMENT !!!
 THE
OTHER IMPORTANT OBJECTIVE FOR
US IS TO MOVE EVERY LEAD INTO OUR
SPHERE DATABASE
 THE
NUMBER OF APPOINTMENTS WILL
DETERMINE THE SIZE OF YOUR INCOME.
PUT LEADS INTO CATEGORIES
 BIG
DIFFERENCE IN WORKING BUYER
LEADS VS. SELLER LEADS.
 MUST
CATEGORIZE YOUR LEADS INTO
HOT, WARM, AND COOL.
 NEED
TO HAVE SYSTEMS IN PLACE FOR
EACH CATEGORY.
BUYER LEADS
 OPEN
HOUSES
 DOOR KNOCKING
 REFERRALS
 FLOOR TIME
 SIGN CALLS
 800 NUMBERS - CALL CAPTURE
 NEWSPAPER & INTERNET ADS
 SPHERE OF INFLUENCE
 MAILERS & DROPS
 FARM
SUPPLIERS
OF BUYERS:
 FLORIST
- KNOWS ABOUT PEOPLE MAKING
LIFE TRANSITIONS = WEDDINGS, FUNERALS
(INHERITANCE), BABIES - REASONS TO BUY.
 NAIL
TECHNICIAN & HAIR STYLISTS - THEY
KNOW ALL THE SCOOP.
 C.P.A.’S
& ATTORNEYS
 WEDDING
PLANNERS - IDEAL FOR FINDING
FIRST TIME HOMEBUYERS
 WITH
EVERY BUYER ( HOT OR COLD ),
MAKE SURE YOU HAVE A MINIMUM OF
ONE SIT – DOWN BUYER INTERVIEW.

PROCURRING CAUSE GUIDELINES & O.H.’S
 DURING
YOUR BUYER PRESENTATION,
YOU SHOULD ASCERTAIN THE
FOLLOWING:
THEIR
 THEIR
 THEIR
 THEIR

MOTIVATION
ABILITY TO QUALIFY
KNOWLEDGE OF THE MARKET
LOYALTY FACTOR
HOT
BUYERS - MOST MOTIVATED
GOING
TO BUY WITHIN THE NEXT
1 - 6 WEEKS.
SPEND
THE MAJORITY OF YOUR
TIME WITH THIS GROUP.
ALL
PROSPECTS, NO SUSPECTS
WARM
BUYERS = MOTIVATED,
BUT NOT QUITE READY.
NEEDS
TIME TO INCUBATE (BAKE).
GOAL
WITH THIS GROUP IS TO
MOVE THEM INTO THE HOT
GROUP - WHEN DESERVING.
DO
NOT IGNORE THIS GROUP
COLD
BUYERS -NOT MOTIVATED
AND / OR NOT CLOSE TO BEING
QUALIFIED
 COLD
LEADS ARE WARM WANNA-BEES.
 GIVE LOTS OF INFO AND LITTLE TIME.
 DETERMINE WHY THEY ARE COLD. IS
IT DUE TO LACK OF MOTIVATION, NEED
TO SELL BEFORE BUYING, CAN’T
QUALIFY, OR SOME OTHER REASON?
 MOTIVATE !!! STAY IN CONTACT.
THERE
SHOULD BE A
REGULAR OR CONSTANT
RE – EVALUATION OF
YOUR LEADS TO SEE IF
THEY DESERVE TO BE IN
A DIFFERENT CATEGORY.
HOT
1
BUYERS
- 2 SHOWING APPOINTMENTS EA. WEEK
 LISTING
1
BOOK
- 2 PHONE CALLS PER WEEK
 UPDATES
ON EXP., CANCELLEDS,
POCKET LISTINGS.
HOT
BUYERS

E-MAIL NEWSLETTER - WRIGHT BRO’S WKLY

I-MARKET - MONTHLY POSTCARDS

PINNACLE CLIENT GIFT PROGRAM.

E-MAIL / MAIL INFO RELATED TO POTENTIAL
PROPERTIES, MARKET UPDATES,
NEIGHBORHOODS, PRICES, INTEREST RATES,
CONTRACT CLAUSES, UPDATES ON HOMES
PREVIOUSLY SEEN.
WARM
 MAYBE
 ONE
BUYERS
ONE APPOINTMENT A MONTH.
PHONE CALL EVERY 7 - 10 DAYS
 LISTING
BOOK
 I-MARKET
 E-MAIL
& E-MAIL NEWSLETTER
MARKET & NEIGHBORHOOD INFO
COLD
BUYERS
& MRS. BUYER - “STEP AWAY FROM
THE CAR”
 MR.
 THINK
 START
GREEN - DON’T WASTE GAS
WITH SIT DOWN BUYER
INTERVIEW TO FIND OUT WHERE THEY
ARE, AND HOW TO GET THEM TO WARM
OR HOT CATEGORY.
 COLD
BUYERS
GET THEM PREQUALIFIED
 LISTING BOOK
 OPEN HOUSES & PROCURRING CAUSE RULES
 E-MAIL NEWLETTERS WEEKLY
 SUPPLY THEM WITH TONS OF INFORMATION  PROPERTIES
 MARKET UPDATES
 WHAT A PURCHASE AGREEMENT LOOKS LIKE
 NEWSPAPER & INTERNET ARTICLES
 THINGS WE NEGOTIATE ON THEIR BEHALF

OUR
MARKETING MUST
DEMONSTRATE VALID REASONS
TO WORK WITH YOU INSTEAD
OF A COMPETITOR.
THE
CLIENT MUST BE
CONVINCED THAT WORKING
WITH YOU IS MORE
BENEFICIAL THAN WORKING
WITH SOMEONE ELSE
SOME VALID REASONS:
 GET
THEM A BETTER DEAL
 YOU
BETTER UNDERSTAND THE MARKET.
 THEY
WILL RECEIVE A HIGHER LEVEL OF
SERVICE
 YOU
ARE AN EXPERT ON THE
NEIGHBORHOODS THEY ARE INTERESTED
IN.
MORE VALID REASONS:
 YOU
KNOW HOW TO GIVE THE CLIENT
MAJOR ADVANTAGES THRU YOUR EXPERT
NEGOTIATIONS.
 YOU
CAN SECURE A BETTER LENDER
 YOU
CAN SAVE THEM MONEY.
 THEY
WILL RECEIVE THE PROFESSIONAL
REPRESENTATION THEY DESERVE
MORE VALID REASONS:
ACCESS
TO PINNACLE’S
PRE – M.L.S. INVENTORY.
ACCESS
TO FORECLOSURE
INVENTORY UNKNOWN TO
OTHER OUTSIDE AGENTS
SELLER
LEADS
 A SELLER
LEAD IS SOMETIMES DIFFERENT
FROM A SPHERE LEAD
 OUR
GOAL IS TO EVENTUALLY MOVE
SELLER LEADS INTO YOUR SPHERE
 GATHER
1-2 SELLER LEADS WEEKLY
SELLER LEADS
 INPUT LEADS INTO A CONTACT
MANAGEMENT SOFTWARE SYSTEM:
 TEMPO
 GOLDMINE
 AGENT OFFICE
 PRO REAL ESTATE
 TOP PRODUCER
 OUTLOOK
 ECT, ECT, ECT.
SELLER LEADS
 SEPARATE LEADS INTO 3 GROUPS
 THEY CAN MOVE FROM GROUP TO GROUP
VERY QUICKLY
 COLD
– MAY SELL 1 YEAR OR MORE
 WARM
 HOT
– WILL SELL 3 MO-1 YEAR
– WILL SELL WITHIN 3 MONTHS
SELLER LEADS
UTILIZING
A CONTACT SYSTEM
GIVES US THE OPPORTUNITY TO
BUILD A RELATIONSHIP AND TRUST
WITH OUR LEADS.
SELLER LEADS
 UTILIZING
A CONTACT SYSTEM ALSO
GIVES US THE OPPORTUNITY TO:
 OUTWORK
OUR COMPETITORS.
 PROVIDE CONSISTENT & UPDATED
INFORMATION.
 OUTSHINE OUR COMPETITORS
 EXPRESS KNOWLEDGE OF THE
MARKETPLACE.
 SHOW THEM OUR WORK ETHIC.
SELLER LEADS
 OBTAINING
SELLER LEADS BY:
FARMING
 DOOR KNOCKING
 REFERRALS
 OPEN HOUSES
 800 # CALLS
 ADD CALLS
 SOCIAL NETWORKING SITES
 INTERNET POSTINGS
 N.O.D.’S, EXPIREDS, FSBO’S

COLD SELLER LEADS
 MAIL
HAND WRITE PERSONAL NOTE
AFTER FIRST MEETING.
 CALL MINIMUM EVERY QUARTER.
 1 MONTHLY MAILER (I MARKETING) OR
JL / JS POSTCARD.
 1 - 2 PROMO ITEMS PER YEAR.
 1 UN-SOLICITED MARKET EVALUATION –
W / POSS MEETING.
COLD SELLER LEADS
 WEEKLY
E-MAIL BLAST FROM
(WRIGHT BROS)
 E-MAIL BLAST FLYER FROM ANY NEW
LISTINGS YOU HAVE
 2 MARKET UPDATE LETTERS ANNUALLY
WITH MARKET CONDITIONS,
COMPARABLES, GRAPHS, ECT.
 ADD TO SOCIAL NETWORKING GROUP.
WARM SELLER LEADS
 MAIL
HAND WRITTEN NOTE EVERY
QUARTER.
 CALL EVERY MONTH.
 1 MONTHLY MAILER (I MARKETING OR
JL / JS POSTCARD)
 1 - 2 PROMO ITEMS PER YEAR
 1 UPDATED “NO OBLIGATION” MARKET
EVALUATION
WARM SELLER LEADS
 WEEKLY
E-MAIL BLAST (WRIGHT BROS)
 E-MAIL BLAST FLYER FROM ANY NEW
LISTINGS YOU HAVE
 QUARTERLY MARKET UPDATE LETTERS
WITH MARKET CONDITIONS,
COMPARABLES, AND GRAPHS
 LISTING BOOK
 ADD TO SOCIAL NETWORKING GROUP
HOT SELLER LEADS
 MANY
OF THESE HOT LEADS WILL
HAVE ALREADY RECEIVED EVERYTHING
FROM YOU WHEN THEY WERE WARM &
COLD!
EITHER WAY:
 SET UP A LISTING APPOINTMENT ASAP!!!
 IMMEDIATELY DROP OFF THE PINNACLE
PRESENTATION AS A PRE-LISTING
PACKET
 SET THEM UP ON EVERY SYSTEM
UTILIZED IN WARM LEADS AND
CONTINUE UNTIL LISTED.
HOT SELLER LEADS
 GO
ON THE LISTING APPOINTMENT
 FOLLOW-UP WITH A LETTER
 CALL BACK IF NEEDED TO FOLLOW-UP
RECEIVE
A CALL FROM
THE SELLER!!
YOU
GOT THE LISTING!
ADDITONAL NOTES
 EVERY
LEAD REQUIRES A DIFFERENT
FOLLOW-UP PLAN. UTILIZE A DRIP
SYSTEM FOR SCHEDULING YOUR CALLSKEEP NOTES FOR REASONS TO CALL.
 BEST
TIME TO MAKE CALLS - EARLY
EVENINGS OR SATURDAYS 1 - 2 HOURS
PER WEEK IS ALL YOU NEED TO
MANAGE YOUR DATABASE.
ADDITIONAL NOTES
 CONTINUALLY
RE-EVALUATE YOUR LEADS
TO ASSESS MOTIVATION LEVEL
 THE
BETTER AND MORE CONSISTANT
CONTACT SYSTEM YOU UTILIZE, THE
GREATER SUCCESS FOR THE FUTURE.
 MANY
COLD & WARM LEADS WILL
EVENTUALLY BE MOVED INTO YOUR
SPHERE DATA BASE!!
PRINCIPLE
NEVER
:
ASSUME YOU ARE
THE ONLY AGENT WHO
HAS IDENTIFIED THIS
PROSPECT AS A LEAD.
THIS IS NOT A
REASONABLE ASSUMPTION
PRINCIPLE:
YOUR
LEAD EXIST FOR A CERTAIN
OR DEFINITE PERIOD OF TIME.
BUT, THAT PROSPECT SHOULD BE
A CLIENT FOR LIFE.
DO
NOT STOP MARKETING TO THIS
CLIENT ONCE THEY HAVE BOUGHT
OR SOLD.
THANK YOU FOR ALL OF YOUR
DETERMINATION AND HARD
WORK. YOU ARE DOING
FABULOUS. STAY THE COURSE.
WE APPRECIATE YOUR
LOYALTY AND SUPPORT FOR
PINNACLE ESCROW &
RIDGEGATE ESCROW.
YOU ARE ALL GREAT TO WORK
WITH !!!