Below is a question posed to me about advertising buyers’ needs.  I hope this helps you with any questions about how to approach handling buyers and their needs, too.

Question:

How would you advertise buyers’ needs? Examples in doing this?  Thank you.

Lorenzo

Answer:

When you control a listing, you are on potentially thousands of websites selling 24 hours a day; however, when you have a buyer, it’s only you!  Therefore, I always advertised my buyers on my website and any print advertising where I needed to destroy the competition.  A seller would rather list with the agent who appears to have all the perceived buyers rather than all the perceived listings.

I was able to obtain buyers by offering them services and value that no one else promoted.  One of these special services was secret, unlisted properties that netted me more listings in my search.   Another service was providing my “team,” which put them in touch with their lender early and with benefits.  I also provided guaranteed feedback for buyers and many other perks.  My buyers were well-qualified, loved that they were able to see more property than anyone else, easily signed my loyalty agreement (buyer brokerage agreement), and loved that their needs would be printed in the local real estate magazine.

The ad would look something like this:

Before you call any other real estate agent for a marketing plan or call to list, we might already have your buyer!  Here are our buyers as of press time.

(insert Buyer ID/Area/Beds-Baths/Price range/Special desire/Possession goal)

For an up-to-the-minute buyer list, visit www.waltersanford.com or call 815.929.9258 to discover what buyers might be coming in this week!

If you know of a property that comes close to any of the above buyer’s needs, please call me at 815.929.9258 or email walter@waltersanford.com for a confidential consultation.

The buyers always looked at me as “different” than the competition and that was all it took to get ahead of the pack!  Good luck!

Walter Sanford has been designing and implementing real estate systems for 30 years.  One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry.  Do what works, do what is proven.  Hire Walter Sanford.  Call our office at 800.792.5837, email walter@waltersanford.com, or chat with us online at www.waltersanford.com.

I’m mystified at brokers, owners, and managers who spend time instructing their agents on activities that aren’t pro-active. Social media won’t pay the bills, but properly handling an incoming phone call will lead to better things.

Included below is the minimum telephone policy checklist for a non-agent who answers the phones at the office. Obviously, if he or she is an agent, he or she would go further using our buyer and seller checklists. For non-agents, this checklist should create more converted leads. Remember, it’s not about the amount of leads you produce but how many you can convert to a client.

Telephone Policy Checklist

Please initial.

____________ 1. When the phone rings, always put a smile on your face! People know by the tone of your voice whether you are enjoying what you are doing or not. We want to keep the idea that this (like Disneyland!) is a happy place to work.

____________ 2. Always answer enthusiastically, “It is a great day at Sanford Systems. How may I help you?”

____________ 3. When answering phone calls, always ask the caller, “Would it be helpful if (agent’s name) knew what this call was regarding?”

____________ 4. When making phone calls for Walter, you say, “Good (morning, afternoon, evening), Mr./Mrs. ____________. Walter asked met to get you on the line to discuss (property address) or ___________ look at lead classification. (example: FSBO, expired, past expired) Would you hold for one moment while I get Walter on the line?”

____________ 5. Give the call to the party for whom the caller is asking. Always ask for permission to put the caller on hold, and wait for an answer.

____________ 6. If that party is not in or is on anther line, ask if someone else can help. For example, “Walter is on another line. May I help you at this time?”

____________ 7. If no one is available and you have to take a message, take the following required information from the caller:

Name: ask the caller politely how to spell his or her name

Phone number: ask for the number where the caller can be reached; be sure to get both a work and home or cell phone number; repeat each number

Message: please find out why they are calling, and be specific! You can say something like, “Walter usually calls in for his messages, and he may be able to answer your question and have me call you back sooner.”

Time: find the best time for a return call and the best number for that time

Note: do not push callers too hard, but try to get the most information out of them.

____________ 8. Always be polite by adding “thank you” and “please.” Never be demanding or rude.

____________ 9. No matter how badly you are treated by someone on the phone, they are always potential clients and are always right. Walter will handle the bad guys – not you!

_____________________________________ _______________
Telephone Operator/Team Member Date

This checklist was included as part of the new employee paperwork that we would acquire. He or she needs to be aware of job responsibilities and expectations. This policy/checklist helps in setting the tone for phone calls. Good luck in your training and in converting those calls to leads!

Walter Sanford has been designing and implementing real estate systems for 30 years. One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry. Do what works, do what is proven. Hire Walter Sanford. Call our office at 800.792.5837, email walter@waltersanford.com, or chat with us online at www.waltersanford.com.

Through my years of coaching and training agents, I have found the largest training gaps to be in handling leads.  Many times, the gap is at the phone level – either the incoming phone calls or the follow up phone calls.

Many leads are internet-generated and are unresponsive to email communication, requiring a phone call.  Remember, you can get phone numbers from leads, if the value you offer on your site is compelling enough.

Here is the phone lead checklist that my coaching clients are implementing so no leads go uncultivated.

Phone Lead Checklist

Marketer:________________________________Date:____________________

Client Name:______________________________________________________

Address:__________________________________________________________

City:____________________________ ST:__________ Zip:_________________

Telephone: H:_______________ O:________________ C:________________

E-mail:____________________________________________________________

Decision-Maker:__________  Influencer:__________  Other:____________

LEAD URGENCY — NOW

• o Definite, immediate interest to buy or sell – give to Walter
• o Intends to act in 3 months or less
• o Wants additional information from Walter; what?_________________
• o Database

INTERMEDIATE

• o Definite future interest
• o Intends to act in three to six months
• o Gathering information:__________________________________________
• o Database
• o Re-contact date: ______________________________________________
• o LLA
• o BA
• o Needs to be sold on buyer services.

FUTURE

• o Definite interest
• o Intends to act in 12 or more months
• o Database
• o Re-contact date:_______________________________________________
• o LLB

Comments/additional information:_________________________________

__________________________________________________________________

__________________________________________________________________

LEAD DIRECTION

Lead Referred to:___________________Contact Date:________________

Contact Date Input by:____________________________________________

RESULTS OF WALTER’S INTERVIEW

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

Re-direct instructions:______________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

Whether this phone lead checklist is on your laptop/tablet/smart phone or a printed hard copy, your assistant will find the information to be invaluable in determining the quality of this lead and also in preparing the rainmaker (YOU!) to turn the lead into an appointment.  This checklist is from our system Time-Saving Checklists. It comes complete with an easy-to-use implementation CD, and it will help in streamlining your operations to squeeze out every last dollar of profit for your efforts!

Walter Sanford has been designing and implementing real estate systems for 30 years.  One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry.  Do what works, do what is proven.  Hire Walter Sanford.  Call our office at 800.792.5837, email walter@waltersanford.com, or chat with us online at www.waltersanford.com.

Here was a recent quandary facing one of my coaching clients:

Question:

We are running into buyer call ins.  We get statements like “I just want to look at the home.”

Please give me your thoughts on working through this.  What should we say on the phone or in email to the person?  Also, I think if you try to overcome the objection 2 times and they still insist then we would show the person our own listing.  The benefit would be that we can try to talk to them face to face at the showing and it looks good to our sellers if we show our own product.  We will not show beyond that without a meeting.

Answer:

When you have commissioned buyer agents who do not produce leads (as you have), you will not get them to turn down a showing no matter how little information the buyer shares.  If you have a salaried buyer’s agent who handles showings and does the lead generation for secret properties, he or she will be more likely to do what you tell him or her.

We know that a buyer will only participate in a question and answer forum if they are given a reason to do it.  You have to give value.  Tell them this – “If I know more about you, I can show you additional properties that may fit your needs even better!”  If that question does not produce answers to your questions then follow up with – “If I can understand your situation better, I can show you off-market property from FSBOs, our old expireds, our past client database, our advertising your needs to the neighborhood(s) you target.”  If those two given values do not result in the buyer answering a few simple questions, then they are probably one of the following:

A.      A relative of another agent

B.      A current buyer looking for comps to their new purchase

C.      Working with an agent who cannot get away to show the property

D.      A weirdo who likes looking at property but never buys.

Those buyers who will not answer your questions and want to see property should be referred to someone in your office who needs that kind of business.  Is there that small percentage that they might buy from this agent? Sure, but your business is run differently.  For some agents, this kind of business is better than no business.

Once the buyer agrees to answer the questions, finds out you care about them, hears more about your “off-MLS” property — it will be easy for them to speak with a lender to obtain a “seller price dropping” pre-approval certificate.  It will also be easier to get the buyer(s) to sign a loyalty agreement.  If you want to meet them at the property then try these steps, the client has no reason to jump through any hoops since he or she has you jumping through them.

When it is your own listing, I would let up on this a little due to the benefit of the seller seeing you in action.  If you are unsuccessful, it sets you up for a price reduction.

Bottom line: you have more control over a salaried buyer’s agent vs. a commissioned one.

Walter Sanford has been designing and implementing real estate systems for 30 years.  One of the most successful REALTORS® and now wealthy from his systems, Sanford teaches his systems and strategies through his products, seminars, and personal coaching producing the best results in the industry.  Do what works, do what is proven.  Hire Walter Sanford.  Call our office at 800.792.5837, email walter@waltersanford.com, or chat with us online at www.waltersanford.com.

For years, I have taught real estate agents the merits of having their top priority be a pro-active, seller lead generation system.  All roads lead to the acquisition of a seller appointment!  We know that more sellers and “better” sellers means that you implement the least expensive and most effective way of developing buyer leads with your listings.

Many times, the disappointment of obtaining a lead and losing a listing presentation to the competition can knock the wind out of you for a few days so let me propose a semi-controversial method of determining how you can learn from your possible mistakes.

As a quick side note, please be aware that sometimes you simply lose the listing because you are not the last person presenting and/or the other agent “bought” the listing with a higher market price.

If it’s returned, this survey below may give you an insight as to what happened; even if it isn’t returned, it may be considered as outstanding follow up by the seller, which will look good for you when you implement my expired program should the property not sell!

Here is the survey that I would send to the few listings that I lost:

Email: A Survey to Determine Why We Did Not Receive the Listing

To:     Name

RE:     Thank You for Giving Me an Opportunity!

Congratulations on placing your home on the market! You have chosen a good real estate agent. I am disappointed that my company was not the one chosen to represent you, but I understand that it is your choice. I learned a lot of information that will help me when I find a buyer whose needs match your property.  I also understand that my company can learn a great deal about our own strengths and weaknesses from our unsuccessful presentation.

We put a lot of time and effort into our presentation for you, and we would appreciate it if you could tell us where we excelled and where we fell short.  Attached is a short survey.  Please take a moment to help me improve my services to future sellers by answering the questions and hitting the reply.  Thank you very much in advance!

1.       What was Walter Sanford’s biggest interest?______________________________________________________

2.       What two items impressed you about Walter Sanford’s presentation?___________________________________

3.       What two items were not impressive?_____________________________________________________________

4.       How could Walter Sanford have earned this listing?__________________________________________________

5.       What most impressed you about the agent that you did choose?_______________________________________

6.       Would you recommend Sanford Systems and Walter Sanford in the future?_______________________________

7.       If not, what would change your mind?____________________________________________________________

Thank you for helping our firm to become as strong as possible.  Our goal is to become an asset and a resource and to keep clients for life.   Your input will help us meet that goal!  I will build some interest in your property at meetings with potential buyers.

Sincerely,

Walter Sanford

Sanford Systems

An oil and gas lease lottery millionaire by age 16, Walter S. Sanford was in massive debt by the time he was 22.  Taking his winnings, he invested in over 400 units and found that high leverage real estate can be detrimental to your financial health.

Obtaining his real estate brokerage license during the 80s, Walter went on to become what some believe to be one of the top agents in North America.  He built his career on systems that are in demand by virtually every major franchise and top producing agent in the world.  1995 was Walter’s best year, in the midst of a real estate depression in Southern California, where he personally closed 316 transactions.

Walter Sanford now coaches some of the top agents and travels internationally to deliver his seminars based upon systems with velocity increased by technology.  He is the author of 10 ground-breaking books and software that assist top real estate producers in not only beating the competition but also providing lasting estates for their future.  Systems are his passion.

Walter has been buying or selling real estate for the past 35 years.  It took a long time for Walter to find balance, but today, he runs a successful coaching and training business.  He enjoys life in “small town America” with his wonderful wife and two darling daughters.

Many speakers and trainers have never been involved in real estate brokerage aspects and none have ever been involved to Walter’s extent.  If you would like to know more about Walter, please visit www.waltersanford.com.  You’ll find more information about how to hire Walter as a speaker or coach and how to obtain his ground-breaking products for your library.  Walter can also be reached at 800.792.5837 or walter@waltersanford.com.