How to Provide Value to a Prospect and Secure an Interview
Contributed by: Kam Vince Many prospects you will be calling for the first time you’ll have received because they made some sort of actionable request online. Whether that is clicking on a home to get more info about it, inputting their address to get a professional price analysis, or selecting a handful of homes in an area they like. Most of the leads are either looking for specific information to make an educated decision in the near future, gathering general information for a planned future move, or simply looking online out of pure curiosity. Regardless of the motivation, providing value to the prospect is one of the best ways to get them to eventually give you the one thing you're looking for...an interview. Your number one goal every time you get on the phone is to get your foot in the door so you can secure an interview. During the interview you can put on display your personality, highlight your strengths, and differentiate yourself from your competitors. You are likely in this business because you are an expert in building relationships, and that is the goal of our platform. Not everyone will be a legitimate business prospect, but EVERY ONE of the legitimate business prospects you reach should have some sort of motivation to grant you that interview if/when the time comes for it to be relevant.So here are a few things that will help you secure that interview, by providing VALUE to a prospect, with the motivation being to EARN their consideration for future business transactions.
Comparative Market Analysis - Offering a “Free, No-Obligation Home Valuation” is a very common value proposition for many agents around the nation to try and establish a relationship with a prospect.
Video Tours - Sometimes the person inquiring about a house or neighborhood will not be local and may want to see more about an area or home to make a decision. You can provide them an MLS video tour if the listing agent has provided one, or you can offer to perform a video tour yourself for them.
Data/Statistics - Often times by providing Demographics, School Ratings, Commute times, etc; you can win over a potential prospect by showing off your knowledge about the area.
Monthly Newsletter - Market Updates are a great way to get your CRM to work for you, by providing prospects an opportunity to passively receive area specific information periodically. You can also include Top 10 lists, Blogs, Testimonials, etc to Highlight what you bring to the table
Vendor References - Often times having a list of vendors (lenders, staging companies, landscapers, electricians, etc) you have used in the past can be helpful for a potential prospect and is a great way to offer value for maintaining communication with yourself, the expert.
Lastly, it is extremely important to ask for the interview, or at least ask for permission to follow-up periodically if they are not currently in the market. A statement such as, “Would it be alright if I follow up with you occasionally to provide you market updates? This way I can earn your business if you ever need real estate assistance” can be the start of a conducive business relationship.