With more effective marketing, you will receive leads anywhere from 3 to 15 buyers (or even more) who are then funneled to your buyer program to determine profitability and, subsequently, admission to the “Buyer’s Assistance Club.” These buyers are then used to generate more listings and, of course, actually buy cooperative inventory.
As they say in the infomercials, “Wait, That is not all…” You could also be putting as many as one to three happy past clients and/or relationships into your sphere of influence/database for future follow up. Since most of the top agents are feverishly working the business for as many as fifteen years, we have found that one good listing in the $500,000 range that is well-leveraged (per the above) can be worth as much as $100,000 to you in your career. Please understand that pulling out all the stops to focus on the acquisition of more listing leads is well worth the effort in the long run.
What follows is the question list that is utilized when a listing appointment is appropriate and imminent. To make certain that we are clear, I use the following question list on all appointment type leads to “take their temperature.” The question list is also used to determine the immediate needs and which classification they might fall in. My goal was to solidify an appointment with a seller that had an immediate need for my services with a high motivation for sale. We will discuss lesser leads at the end of this chapter.
Since all of our lead-generation systems point to extremely prolific demographics, the chances are very good that when working my systems you will find leads that will be ready to answer every question on the checklist that follows.
There were many times where I was unavailable to close an immediate seller lead so the office staff, paid or unpaid, would be given a bonus for completing a question list by using the following script:
“Thank you for calling. Walter is out of the office right now; however, he has asked that when someone is in need of his services for me to ask some further questions so he could actually start the research before he returns your phone call. Would it be okay if I ask you some questions so Walter can return your call with solutions for your needs?”
That discussion possibly would open the door for that paid or unpaid assistant to complete the seller information sheet/question list. The office staff was motivated to complete these questions rather than just taking a name and a number, because if the incoming lead turned into a closed transaction, the staff member would receive $100 upon closing.
Keeping hard copy sets of these questions available next to call phones, keeping them on your network, or having a third-party endorser using them on your behalf are all acceptable. Recording answers digitally allows for faster forwarding to the person who will be obtaining the listing and also forward the answers to the lender who may be responsible for further lead follow up as outlined in our systems.
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