Most modern marketers follow Gary Vaynerchuk’s advice in his book, Jab, Jab, Jab, Right Hook. They put out several pieces on content with no call to action, and then sometime in the future they finally ask their client to take the next step.
While that might work for selling wine and books, it’s a terrible strategy for real estate agents.
And here’s the reason why.
You can buy a book or bottle of wine with one click on Amazon. It’s a super easy process to have your products delivered to you in one step. And you can go from never hearing about the book to buying it in less than a minute.
The process to convert a lead is fast and simple, and the downside risk is negligible.
If you later decide you don’t like the book, then you are only out $10 bucks or so. No biggie, right? Even if you decide to throw it in the trash.
With Real Estate, the decision and conversion process is long and arduous. Hundreds of decisions need to be made and solid research is behind each one of those choices. And the downside risk is huge.
This means that there are 1000s of unanswered questions that need to be resolved before someone decides to pull the trigger.
If you’ve been following me for some time, you know that the main reason most buyers/sellers do not take the next step is because they have questions that remain unanswered.
So, if you only ask them to take the next step every fourth time you connect with them, it will take forever to get them down the conversion path and to the closing table.
Besides, people expect to be able to take action when they have learned the answers to their current concern. And if you don’t give them that option, they will go looking for it somewhere else.
So, while you are jabbing, someone else (like me) is swooping in and making the sale.
If you want to be the one making the sale, here’s how you can do it without looking like the pitchman for Shamwow.
Your stories will relate to people that are at the same place along the conversion pathway. And these stories should answer the most pressing question some one at that point would have.
And your CTA should ask them to take the next “baby” step in the process, instead of going for the appointment.
When you go for the appointment before the client is ready, they will look at your request like a “cheesy” pick up line and be immediately turned off.
Instead, keep walking them down the long path to buying (or selling) and they will follow your advice.
This is the best part.
Many of them will call you when they are ready for the appointment because they have learned to know, like and trust you while you were leading the way.
Here’s an example that might help, if you don’t quite follow.
A few days ago, I wrote a story to my prospects about how you can benefit from working with an Agent vs FSBO. I provided independent research and answered why you put more money in your pocket at the end of the day using an experienced agent. This answered the basic reason why people FSBO, to save money.
Most agents who would insert a Call to Action at this point would go straight for the listing appointment. Instead, I asked them to hit reply and share their thoughts with me about this subject.
By going for a real estate related conversation instead of an appointment, it seems more natural and you’ll get less push back.
While everyone is not ready for a conversation, you’ll get more people to talk then you will set an appointment. And people who are willing to talk are one step closer to signing an agreement.
If this sounds good to you, then my latest book will show you how I get more conversations and closings without all the cold calls and high pressure tactics. You can pick it up at Amazon here:
P.S. Bonus content for my email subscribers. Here is the link to the story on FSBOs. It’s a great lesson that you can re-write for your clients.