When most people think of marketing they think of lead generation. After all, the more leads you generate, the greater your income will be; right?
If you are doing everything correctly your income will go up as your lead count goes up; however, this is not always what occurs. Often, real estate professionals get good at lead generation yet their income doesn’t increase. They often think this is a case of “bad leads” so they pour more money at lead generation activities. They might send more short sale letters increase their website spending, send out postcard, host seminars, and more. While it’s true you can’t have too many leads, there does become a point when the leads aren’t the issue. If you are generating 400 or 500+ leads a month and only closing a few transactions the problem isn’t the leads!
Prospects who are considering a short sale are naturally apprehensive. After all no one really wants to do a short sale it just often becomes the “best” decision to make. To help you convert your leads into new clients, I invite you to consider the following scenario.
A Short Sale Letter
There are many different ways to target short sale prospects. One method of targeting the prospect is by sending out a letter to pique their interest on a loan modification. When they call asking about a loan modification, but you are more interested in taking a short sale listing, consider the following conversion script.
Conversion Script
When you are looking to convert a lead into an appointment it rarely takes more than 3 questions to help the prospect see the value in meeting with you. You don’t need to “sell them”, you don’t need to “close them” just ask interest piquing questions where they can see the value in meeting with you.
Consider the following questions:
- Are you just starting to learn about the process of completing a loan modification?
- Have you ever completed a loan modification?
- Have you compared a loan modification vs. a short sale?
When the prospect gives you a “no” answer on your 3rd question that is your opportunity to set a time to meet with them. Let the prospect know that you are there to help them decide what is best and that your consultation is FREE. Any prospect who turns down a FREE consultation isn’t worthy of your time or follow up.
