Plan to enter an open house when there isn't a lot of traffic. Visit several within a short distance of each other, so if one is busy you can check out the other.
The fun starts when you walk through the door. Your mindset should focus on making friends. If you're planning to have a long term relationship, you prefer it with someone you like and who likes you.
When you greet the agent begin with casual conversation with a professional tone. Here are some suggestions:
- How is traffic today?
- Have you had any offers?
- Have the neighbors visited?
Your introduction is important. If you tell an agent that you are a loan officer, you've become the focal point of the conversation. Here's a hint...agents don't care about you. They care about what you can do for them. Introduce yourself by describing problems you solve.
"Hi....how is traffic today?....My name is Jeff Nelson and I work with agents who aren't getting all the referrals they deserve. Do you, by chance, know any agents searching for ways to increase sales without increasing their advertising budgets?"
"Hi....have you had any offers today?...My name is Jeff Nelson. Do you know any agents who are frustrated with their marketing and are searching for better ways to generate more leads without spending more money?"
Notice how the focal point of your introduction is about a problem. You'll enjoy better conversations when you describe problems, not solutions. Agents need to know that you understand their problems before accepting your solutions.
Of course, if you hit a nerve the agent is curious, even skeptical. It isn't everyday that a stranger walks into an open house and describes the very things that keep them awake at night. But remember, your goal is to schedule an appointment, not to tell them every reason why they should do business with you. Loan officers make the mistake of telling agents everything they offer, stealing thunder from follow up visits. You must resist the temptation to sell. So when they press for more details, instead you ask more questions.
Agent: "How do you help reduce expenses and increase referrals?"
You: "It depends on different factors, like what is the agent's marketing plan and how much they spend. For example, what's your largest expense right now?"
Once they begin talking, probe deeper. Ultimately they'll appreciate you for it. You are demonstrating uncommon behavior. Instead of acting like a stereotypical sales person, you're acting like a therapist, whoops...I mean consultant. Agents, like most humans, enjoy someone listening to their problems - so give them that chance.
If they answer, "I spend the most on advertising listings in the local real estate guide." Probe deeper:
- How often do they advertise?
- Does their phone ring with qualified leads?
- Is it expensive?
- What would make their phone ring more?
- Would they be interested in exploring ideas to reduce costs and increase results?
If they answer "yes" to the final question, schedule an appointment.
"I really appreciate your time and your information is helpful. I understand your dilemma and it seems like a necessary evil. I have some ideas that could help, but rather than take up time here and risk interruptions, would you be offended if I popped by your office later this week?"
If you've hit a nerve they'll be interested in discussing matters further. With this approach you could easily be filling your calendar with appointments. The more agents you meet, the more chances of finding the ones who are searching for you.
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