How to Turn Real Estate Leads Into $ales

Here are some of the scripts I used when I was actively practicing real estate -- our members currently use them with great success. The reason they work so well is because they're what I call "non-threatening, open-ended questions" designed to naturally start a personal relationship with a prospect. You're welcome to use this exact script as long as you're a client of mine. If you're not a client, please don't copy it word for word.

Just type it out once and then save it to your computer so that you're able to just copy and paste it whenever it's needed. This way, you won't have to write an email from scratch each time -- it'll take 10 seconds instead of 5 minutes which means you'll be much more likely to respond right away. Then log the lead into your database to reminder you to send them a follow-up email (discussed below) if you don't hear back from them. Make sure to reply to their message as quickly as possible. It's simple but it works extremely well!

 

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(always use a signature line with a clickable website address)

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Make sure to reply to their original email so they're able to reference the criteria they originally filled out. Just hit reply to their lead and then cut and paste your message along with filling out their <NAME> and <CITY> so that it's personalized.

Also, try to use words such as you're, there's, they're, too, etc. in the proper context to show that you're educated. Many agents have poor grammar skills, type in all caps, don't bother with periods, etc. The email you send is your first impression and you want to make the most of it. An agent who appears educated will make a winning first impression!

One of the most important things about lead follow-up is timing -- it's extremely important to get back to them as soon as possible. If a lead isn't responded to the same day it's received, don't expect a favourable response -- if any. Many agents constantly check their email and are able to respond to leads right away. This really, really impresses prospects. I can't stress this enough -- people are so impressed when they receive a response right away and you'll notice the response to your follow-up double if not triple if you respond to them immediately. They're also much more likely to send you a more detailed email if they're responded to right away. No one wants to pour their heart out only to be ignored for days on end.

I'm confident that if you use this script that you'll be able to turn many more of your leads into sales. Most of the agents that use the script above turn approximately 1 out of 20 of their leads into sales. Don't get discouraged though and give up if they don't get back to your first email as one follow-up usually isn't enough. You should be following up with prospects at least three times before throwing in the towel. If they don't respond to your initial message after a few days, send them a second informal message that reads:

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(always use a signature line with a clickable website address)

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This email's designed to make them feel a bit guilty about ignoring you and they'll usually respond with something like, "I'm so sorry but I've just been really busy this week. My husband and I are thinking about..." When you send your follow-up email, make sure to first go to the original email you sent which you should store in an email folder. Once you're located the original email with their criteria and your initial response, hit the reply button and copy the follow-up message onto it so that they're able to reference your entire history of correspondence. This way they'll be able to see the questions you asked in the original email.

If after a few more days they still don't respond to your first two messages, send them a final, more formal message (again off all of the previous messages you've sent in the past) which reads:

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(always use a signature line with a clickable website address)

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This final email is designed to professionally appeal to those who appreciate a soft sell approach plus it still asks a question that hopefully they'll say yes to. Only ask the newsletter question if they haven't already asked to be subscribed to the newsletter. If you're forced to give up on them, you really want to make sure that they're subscribed so that they'll remember you when they're ready to buy and/or sell.

Finally, if the lead provides a phone number, try calling them sometime in between. You may want to call them right away depending on how the lead looks. I liked the email method in most cases as it's much less threatening and people are more likely to open up if their guard's down. That said, if the lead has a bubbly/outgoing feel, I would always try a phone call right away. If on the other hand, the lead had a stern feeling with no comments, I would only send an email -- it's a gut feeling that you have to go with.

Best of luck,

Leads who indicate they're working with an agent:

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(always use a signature line with a clickable website address)

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I use this script just to clarify things as relocating prospects are often working with an agent in another city . Also, when prompted prospects may respond with "I met an agent at an open house a while ago who sent me a few listings. I can't remember their name but..." which isn't necessarily a relationship. If they're contacting other agents, they may be fair game depending on the circumstances. I'm certainly not one for stealing clients but if they contact you, you have the right to ask where they stand. If they state that they are in fact working closely with an agent, explain in a friendly way that it would not be ethical of you to get involved and wish them all the best.

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