Convert potential sellers to listings using Agent Monday content
Potential sellers ideally need more regular communication than your general database. If someone is close to making a major real estate decision then you should be emailing them useful info at least once per week and following up with a phone call every 2-4 weeks.
Every connection with a potential seller is gold.
So how do you increase your chances of turning a small conversation at an open home, or over the phone, into a future listing?
How often should you follow up? What kind of information should you send them?
Let's break it down:
Step 1. Lay the foundation - position yourself as the expert.
Start sending educational content to your potential seller as soon as you know they are considering selling.
If a homeowner walks through your open home but isn't quite ready for an appraisal, then you should aim to send them a useful, educational article at least once per week until they are ready to move:
Example: 5 Minor home improvements that add major resale value
Or: How to avoid underselling your home
Remember, sellers are usually buyers too, so you could also add value by sending them articles that will help them make smart buying decisions.
Example: What to look for when viewing a home
And: How to buy a home when you have one to sell
You could literally just copy the text into an email direct to that particular client. Or, preferably, have a database group of 'potential sellers' who all receive the same email each week.
Keep in mind, as an Agent Monday member you have access to our full back catalogue of content with dozens of articles you can use to keep in touch.
Key Point: Potential sellers ideally need more regular communication than your general database. If someone is close to making a major real estate decision then you should be emailing them useful info at least once per week and following up with a phone call every 2-4 weeks.
Even if they say they are 6 months away from going on the market.
Step 2. Follow up by phone without being pushy...
The goal here is to check-in and show that you care. Don't push for an appointment or constantly tell them "it's a great time to sell". Instead, ask them questions, let them talk and look for problems you can help them solve, like finding a painter to complete touch-ups around the house, or a handyman to fix a broken gate.
Phone call script / questions: "Hey it's Andrew Duncan here from Agent Monday real estate, do you have a quick moment to talk? Or have I got you at a bad time? How is your search going? Has anything changed with your situation since we last spoke? Have you been receiving the emails each week? Are you finding them useful? Is there anything else I can do to help you at this stage?"
Step 3. Print your list of potential sellers each week and keep it with you at all times.
This list IS your business. It's your job to know every client on that list and to keep in contact with them.
Keep your list updated and remove clients as needed.
If they choose to list with someone else, that's ok too. You can't win them all.
You shouldn't feel bad as long as you have done everything you could to maximise your chances of winning their business - by keeping in touch on a regular basis with useful information.
Step 4. Use hyper-local sales.
Aside from useful content like 'Seven steps to a smooth house sale', the very best thing you can send to your potential sellers is info on recent sales near their home.
- Each month, print off a list of all the sales in your focus area.
- Compare that list with your list of potential sellers.
- If a recent sale is close to one of your potential sellers, i.e. within a few hundred-metre radius of their home, or likely a place they drive past during their daily commute, then call them and tell them about it.
Phone script: "Hey it's Andrew Duncan here from Agent Monday real estate, do you have a quick moment to talk? You may have already heard, but XYZ Street near you recently sold for $1.1 million and I just thought you might be interested to know. Did you get a chance to take a look through while it was on the market?"
If your client is a millennial, then you may be better off putting the above information into a text message.
Step 5. Be patient.
Some potential sellers will sit on your list for 2/3 years before they are ready to make a move. Some will say they are a year away from moving and then find they are ready to go next month. Take all time estimates with a grain of salt. If there is interest in moving, then keep in touch, be useful, and the rest will take care of itself.
Step 6. Master the presentation.
So what happens when they finally agree to meet with you?
Now you are ready for our guide on 'How to get better at listing presentations'
I wish you the best of luck!
PS. Got a question about the process outlined above? Get in touch via email and we'll do our best to help.