Study : Leads Protocol

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LEADS PROTOCOL (Receiving New Leads)

Why? Our studies show that agents who complete the lead protocol test have a 38% increase in conversions when compared to agents who do not complete the test. 

 

Be The One-Minute Man (Or Woman) — FASTER IS BETTER!

Always try to call within 1 minute of receiving the lead. According to Leads360’s analysis of 25 million data points, speed is the single most critical component to lead conversion. Conversion rates are 391% higher when the lead is called within a minute of their inquiry; 120% within two minutes; 98% in under three minutes; 62% in under 30 minutes; and 36% in under an hour. Even leads that eventually become qualified are sensitive to initial speed-to-call.

Research shows that even though the consumer may go agent or home shopping, a sense of ‘loyalty’ always drives them back to the agent who called them first. By initially providing consumers with education and responsive customer service, smart agents are able to create strong social and psychological bonds that tend to override competing offers.

1. REVIEWING THE NEW LEAD

• Make mental note of how many times the lead has filled out a form. Returning users are hot!
• Make mental note of what the lead is asking for and reply. You must portray being a good listener and listen to your client’s needs.
• Remember NEVER to ignore a leads request, no matter what! (Send listings if requested or answer their simple question.)
• Review the 20+ data points that came with your lead, treat these as “clues” to prepare you for the initial call.
• Reply within 1hr! If you reply within the first 1 minute you will most likely get an appointment. Today’s world is about instant and free information. If your response time is slow, you may have a
  lready lost credibility in their mind. FASTER IS BETTER! 

2. MAKING THE INITIAL CALL (MUST call upon arrival or within 1 minute)

• Make the initial call as soon as you receive the lead or within 1 minute.
• At the latest, reply within 24hrs! But…
• Note: Your appointment ratio will drop by 400% if you wait the next day.
• Follow the outbound script accordingly, keeping in mind the type of lead and what they’re inquiring on. You might have to tweak the script accordingly.
• If there was no answer on your first call. Send a quick email answering:
  • Their question,
  • Offering help,

• Noting your attempt to reach them via phone and your contact info.
• Note: Do not make these emails long, short and to the point.

• If you plan on calling them again later in the day/evening then do not leave a voice message.
• After your first attempt, enter a note in the CRM under “New Call Note” so that records show in the back end and your stats gets logged. Then remember to set your next task reminder activity in the CRM under “Reminders/Tasks”
• Also see step #8 for additional criteria when logging your notes in our CRM.

3. FOLLOW UP CALLS FOR INITIAL CONTACT (Qualifying the lead and booking the appointment)

• Make 8 days’ worth of call attempts, follow up each call with a text if you did not get a hold of the lead.
• Emails or text messages do not count as calls.
• Calls are to be made every day until you get a hold of the lead.
• Call attempts are to be a variety of morning, afternoon, evening and weekend calls.
• Make sure at least 1 of these 8 times is on a weekend.
• If you do not get a hold of them after your 8 attempts, push the call Reminder/Task ahead by 1-2 months and add a Future label. Just because they aren’t ready to buy now, doesn’t mean they won’t buy in the future.

4. SETTING UP BRANDED MLS LISTINGS

• Before giving up on a lead make sure you add the lead to a property match to ensure they are being kept in touch with via branded MLS Listings.
• Use the CRM to send listings, therefore the property match should already be set up automatically. It is recommended to call the lead to verify their search criteria is correct, as this criteria is automated and may be too broad of a search.
• If you don’t know their criteria, look at the notes to see what homes they have been inquiring on, make an educated guess on what search criteria they will most likely contact you to book a showing on.
• Log your notes in our CRM detailing the criteria you set the lead up on and on what system. You will be going back to this later.

5. FINALLY GOT A HOLD OF THEM?

• Remember how hard it was to get a hold of a lead? Now once you do you must capitalize on this conversation, as you may never get a hold of them ever again — Get the appointment!
• Have your script beside you and run through it as best as you can, keeping in mind the numbered questions contained in the scripts.
• Have your CRM or Gmail open to jot down notes quickly as you run through your scripts.
• It’s a good idea to have MLS open, MLS maps and our CRM open while on the call to answer questions quickly.
• After the call, 1) log your notes under “Call Note”, 2) Set your next Reminder activity under “Reminders” tab and 3) update the Lead Pipeline status eg. From New Lead to Contacted.
• Also see step #8 (very important) for additional criteria when logging your notes in our CRM.

6. INBOUND PHONE LEADS OR LEADS ON THE RUN

• If you can’t speak on the phone for long, always make sure you ask for these 3 items, so that you can call them back when you are free to talk.
  • Name
  • Phone Number
  • Email Address

 
7.  CMA OR LISTING LEAD

• Make your initial call attempt to book for DETAILED home evaluation/listing appointment by running through the Listing Script Close #2.
• If you do not get a hold of the lead – email the CMA using our CMA template or your MLS boards’ provided template immediately. Remember they are being told online that they will get a CMA immediately, so your response time is imperative in maintaining a good track record with your potential clients.
• Print out the email you just sent (CMA) and snail-mail it to the lead with your business card and our listing brochure.
  • Follow up in 3 days with a phone call.
• Follow all steps in #3 FOLLOW UP CALLS FOR INITIAL CONTACT
• Create a Reminder task to check for recent solds, once a month.
  • After sending this email with updated recent solds and similar properties for sale around their property, follow up with a call 2 days later.
• Repeat until you get the listing appointment.
• Also see step #8 for additional criteria when logging your notes in our CRM.

 
8. CREATING NOTES! In Point Form Using Our CRM

• Always enter in notes EXACTLY what happened on the call and who you spoke with! Copy and paste the below points within each lead in the General Notes section, pin the note, and answer the following questions next to it.

[BEGIN COPYING FROM HERE]

• • Was it a wrong phone number? why do you think it was a wrong number?
    • E.g. operator, man said wrong number, etc.
  • Working with a Realtor? Contractually Obligated?
  • Are they pre-approved for a mortgage?
  • Down payment amount? Did you try to upsale? (must be in dollars, not %)
  • Did you ask for the mortgage close?
  • Did you ask for a buyer or listing appointment?
  • If you didn’t get the appointment. What was the reason/objection(s)?
  • Renting or owns? If owns, did you get the address, #Beds, #Baths, basement & renos
  • When are they looking to make the move? (Closing date)
  • Next Plan of Action (NPA) : What are you going to say/do on your next phone call?

 [STOP COPYING HERE] 

9. LISTING (CMA) LEADS : PROTOCOL

• Make your initial call attempt to book for DETAILED home evaluation/listing appointment by running through the listing script close #2.
• If you do not get a hold of the lead – email the CMA using our CMA template or your MLS board template immediately. Remember they are being told online that they will get a CMA immediately, so your response time is imperative in maintaining a good track record with your potential clients.
• Print out the email you just sent (CMA) and snail-mail it to the lead with your business card and our listing brochure
  • Follow up in 3 days with a phone call.
• Follow all steps in #3 FOLLOW UP CALLS FOR INITIAL CONTACT
• Create a Reminder task to check for recent solds, once a month.
  • After sending this email, follow up with a call 2 days later with a phone call.
• Repeat until you get the listing appointment.
• Also see step #8 for additional criteria when logging your notes in our CRM.

 

Did you get the Listing Appointment?

Protocol Steps:

• Complete a comparative market analysis:
  • Make sure you print off the listings accordingly to insert into the package.
  • Snail Mail out the CMA before you’re listing appointment.

• Call to verify the appointment 1-2 days before your listing appointment. When doing so, ask any pre-qualifying questions you forgot to ask in this phone conversation.
  • Remember if the seller is interviewing more than 1 agent, always ask to go last!

• When at the property – Have the listing presentation ready.
  • Remember that the pre-listing package was sent prior; therefore you’re not spending most of your visit discussing the price of the home. You simply adjust your value accordingly now that you’ve seen the inside of the seller’s home and discuss it in the first slide of the presentation.
  • Run through the listing presentation, handle objections and get the listing agreement signed.

10. HOW TO RETURN LEADS (PROTOCOL)

To review this study material, please login and click on this link: https://estore.leadsod.com/ca/training/return-leads