Real Estate / Pro Secrets for Appointment Setting / Chapter 4
Pro Secrets for Appointment Setting
In this chapter, you will learn. . .
- Three reasons why a lot of agents fail at prospecting
- How to get prospects the RIGHT way
- How to get your prospects to say Yes
Now that you’ve discovered the infinite possibilities within your reach as a real estate agent, I’m pretty sure that you’re eager to start learning the ropes. And you probably can’t wait to close your first deal ever. However you do realize, don’t you, that before you can close that deal you’d need to do some serious leg work first. Yup, you need to get on that phone and talk to a bunch of prospects.
If you’re that type of person who doesn’t have any problem with communicating over the phone, well and good for you. You can definitely use that skill to your advantage when you do phone prospecting. But if you’re that person who’s not really into talking to people over the phone (and strangers at that) you might be wondering how you could possibly set appointments that way.
This article will guide you on how you can get your prospects to say yes over the phone without losing your cool.
Don’t worry! Prospecting over the phone isn’t as challenging as you may think it to be! But now you’re probably thinking: If setting appointments isn’t THAT challenging, then. . .
‘Why do a lot of agents fail at prospecting?’
Good question. There are actually three major things that keep a lot of agents from successfully setting an appointment with a prospect: fear, excuses, and procrastination.
Fear is the first (and the biggest) reason why agents fail at prospecting. It’s that nagging thought at the back of your mind every time you pick up the phone to call someone on your list. It’s that little voice in your head saying, ‘What if the person on the other end of the line rejects your offer?’ Or even, ‘You’re never gonna get that prospect to say yes to you.’
Fear. It’s a nasty feeling, isn’t it? Not only does it paralyze you, it also keeps you from maximizing your fullest potentials. But the thing is, most of the things you fear are not even as scary as you think them to be. And the worst case scenarios that keep playing in your mind are most likely not gonna happen anyway.
So the next time you hear that little, doubtful voice in your head trying to stop you from reaching for the phone, remind yourself that as long as you’ve done the right preparations you’ve got nothing to fear. Remind yourself that you are the one in control; not the person on the other end of the line.
The second reason why a lot of agents fail at prospecting is because they have allowed themselves to make excuses. Statements like, “Prospecting is really just not my strongest suit.” Or, “I’m just too busy to get on the phone right now.” Or, “I have better things to do than talk to prospects over the phone.”
You know that those are not real reasons, don’t you? Because first of all, you do understand just how important prospecting is. You are fully aware that you should be setting aside time for cold calling. And that even if prospecting isn’t your strongest suit at the moment, you can always learn and master the skill.
The third and last reason on my list as to why many agents fail at prospecting is procrastination. Now I won’t pretend like I’ve never been guilty of this before because I’m sure all of us at one point have tried procrastinating. But that doesn’t mean it’s okay to put things off for a later time.
In fact, you can end up losing a prospect client because of procrastination. Putting that call off for a later time can lead to some other agent getting in touch with that client and then successfully closing a deal with him or her. And you most certainly don’t want to lose your prospective clients, do you?
Now all these may sound good in theory, but you’re also probably wondering, where do I start looking for prospects?
How to get prospects the RIGHT way
Remember how I mentioned in the last chapter that it is entirely possible that you’ve been reaching out to the wrong people all along? Here are three things you can do to make sure that you’re getting prospects the RIGHT way:
Make it a point to reach out to your network on a regular basis
People have the tendency of forgetting things rather easily. But don’t let them forget that you are a real estate agent! Of course, you don’t have to remind people about that every single day, but you do have to reach out to your network on a regular basis. Don’t give up after a one-time effort of offering them your services as an agent. Give them a quick hello, send them a text message, or chat with them on social media. Reach out to those in your network at least once in every three months, max. Trust me, they may not immediately turn into a client but they’ll remember the services you offer and will keep you in mind for future reference.
Be visible online!
The people you should be talking to are all online, so can you guess where you should be seen as well? That’s right. Your services should be posted online as well. You know how modern things are these days. Gone were the times when agents like you and me had only the telephone to reach out to prospects. Now we have the Internet—social media to be exact. And let me tell you, social media is THE thing when it comes to marketing.
If you’re not into social media, it’s time that you start learning how to love the channel. It’s your tool to create millions of dollars. So how exactly do you promote yourself on social media? Well, you need to create content for yourself. This content should be designed with your target market in mind, and should be something of real value to them.
For example, you can create a blog post, or a tutorial video, or some memes relevant to your branding. Anything that you think would inspire your target market to engage with you. And who knows? If you do your social media marketing right, your network might even choose to share your social media posts to their friends, and then to their friends of friends! That way you get to have a wider network for your prospects.
Position yourself as a real estate expert
Knowledge IS power, especially when it comes to marketing. People naturally listen to those who they know are experts in their fields. And not only do people listen—they trust those whom they perceive to be knowledgeable.
Want to position yourself as a real estate expert? Then make sure you play the part. Be knowledgeable in your chosen niche and post content that show the depth of your knowledge. But of course, make sure to do that in an engaging way.
For example, do you keep track of the market where your niche belongs? You should. People expect you to know the statistics. They expect you to help them make smart choices when it comes to acquiring or selling properties. So you should always know all the stuff that agents are expected to know. And if you could even go further than just knowing the basic statistics, that’s an additional incentive for you.
When you let everyone in your circle know that you are an agent; when you make yourself and your services visible on social media and on your website; when you position yourself as an expert in real estate, I guarantee that you’ll get the appointments you need to hit your personal target.
But then, here’s the next challenging part. Now that you’ve attracted the right audience, how do you move them through the next phase which is appointment setting?
How do you get your prospects to say Yes?
Not all agents fail at prospecting. In fact, you don’t have to. What you need to succeed at appointment setting is simple: You need to learn the techniques. I’ll let you in on three techniques that have always worked for me when I’m speaking with a prospect.
Tip # 1: Begin with an outline
When you’re on the phone with someone, the only resource you have to win them over is your voice. There’s no way for them to see your facial expressions. No way for them to see your gestures or visual aids. So you really have to make sure that you use the right words to turn on the right switches in their minds.
But it can be all too easy to lose your train of thought halfway through your conversation, right? That’s why you need to have an appointment setting outline. Make sure that you create one before you start calling people. Your outline should address the following:
- Why should your prospect care about what you have to offer?
- What are you committed to achieving at the end of the call?
Answering these questions will help get you in the right mindset for appointment setting and will also help keep you on track during your phone conversation. And here’s also something you need to keep in mind when preparing your outline: Talk like you already got the appointment. That will help boost your confidence as you speak to your prospect. And believe me, your prospect will hear the difference.
Tip # 2: Put yourself in your prospect’s shoes
If you were to switch places with a prospect, what do you think will get you to say Yes to a real estate agent?
That kind of thinking will help you better strategize for your next prospecting call and reduce the chances of getting a flat No from the client. For example, think about your prospect’s pain points and how your offer can help address them. When you draw their attention to the value that your offer brings to them on a personal level, you’ll more likely get their attention.
Next, try not to beat around the bush. Remember, most (if not all) of the prospects you’re going to be calling don’t know you’re going to call them. So be respectful of their time. Don’t go around in circles when you can get straight to the point. Of course, don’t be too direct to the point of rudeness either.
Also, make it a habit to speak to your prospect while standing up. This will help you say things more naturally and help keep the conversation as smooth as possible. And when you talk to your prospect, try doing so as though he or she is right in front of you. Your gestures and facial expression while you’re on the call can greatly improve the quality of the conversation.
Tip # 3: Build rapport with your prospect
Remember how I mentioned early on about the importance of understanding your prospects’ pain points? That’s primarily because you can use that to build rapport with them. You want them to feel the ‘connection’ early on in the conversation so they don’t end up hanging up on you.
But it’s actually more than just understanding what their pain points are and knowing the value of what you have to offer. You also need to learn how to listen. Really listen, not just to what they are saying but also to how they say those things. And then, mirror their conversation style. For example, if they’re the more formal, conservative type, then adjust your communication style to fit theirs.
Also, make it a point to validate or affirm their statements or concerns before you talk about your ideas or your offer. Take note, this is not the same as parroting them, okay? What you want to do is assure them that you are listening to what they are saying. This is more or less the phone call version of nodding your head.
Why do you need to take note of what they’re saying? Because people generally want to feel valued. They want to be understood. So if you give your prospect that; if you show them during your initial conversation that you understand where they’re coming from and what they need, you’ll win their trust. And once you win their trust, it would be easier for you to get the appointment.
And that, my friend, is how you win the prospecting game. But of course, prospecting is not the only thing you have to master. You also need to learn how to negotiate like a pro.
So in the next and final chapter of this guide, let’s talk about some tricks of the trade when it comes to closing deals successfully. Excited to learn about them? I am too!
Click on the link below to get to the final chapter.