Cracking the Lead Conversion Code
Playbook – You Need A Plan
Converting New Leads into Appointments
Demand Fulfillment must be as great or greater than Demand Generation
Call Old Leads – lower conversion, hear no more often
Leads are meaningless is we do not work them and follow up in a consistent, systemized and strategic way.
Appointment Generation Must be greater than Lead generation
Speed (Response) + Tenacity (Follow Up) + Script = Top Conversion Rate
Time destroys all things – Gaspar Nose – Irreversible
Ability to convert is impacted by your ability to contact them fast
100X better chance of turning lead into conversion in the first 5 minutes than you do after 30 min
Increase the number of leads you contact from 48% to 93% by calling the lead six (6) times vs 1 time. Do not call once the first day then day 2 – Instead call minute 1, minute 10, minute 30, hour 1, hour 3, then Day 2.
Competitors – average time to call back is 3 hours, 47% of companies never respond – but blame the leads for being bad.
Double dial – many people do not pick up a call from a number they do not recognize – but if they get a call back immediately from the same number they are likely to pick up the call.
Application – When you are calling a new lead for the first time – do not leave a VM or Text just yet, instead execute the double dial. Call every lead 2X – that does not pick up on the first call.
Best time to call leads
8 – 10 am
4 -6 pm
Best days to call leads
Wednesday and Thursday are the best time to make contact with leads
This all makes sense – as you can get them going to or coming from work at those hours and it is easier to reach them in the mid-week versus Monday and Friday.
Conflict – many salespeople do not start their day by 8am and are off the clock by 4pm
Resolution – Schedule your call blocks during times of 8 – 10 am and 4 – 6 pm
Beyond calling quickly and often – set up reminders in an Action Plan applied to all new leads in your CRM
Have all new leads in CRM
Automated emails and SMS Messages to compliment your calls to achieve the highest conversion rate
SMS is far greater than email
New lead with phone number – Use Auto SMS with merge codes–
“Hi, _________ (lead first name) I got your information from __________ (lead source name), can you talk now?
This SMS is very effective, why?
Speed and personalization matter. Also, inboxes are clogged with email vs. SMS messages.
Some CRM’s have auto or mass SMS – Follow Up Boss, Twilio, Better Voice or Send Hub
Another way to use SMS to create appointments from hot leads is to put less than 25 leads into a list and bulk texting them. Sending this to less than 25 leads in Send Hub it does not make you include the “reply STOP to opt out to disclaimer”
Hey, _________(first name) it’s _________ (your name) from _________, can you chat?
This will produce a flood of responses as long as you focus on hot leads that have been opening and clicking email and visiting your website recently
Using Auto and Bulk SMS messages to convert new and hot leads is one of the biggest untapped opportunities in lead conversion today.
No budget – search “How to make Google voice send SMS messages”
Emails that work – Don’t think of these as converters, think of them as conversation starters – conversations are what create closings.
1st email message is most critical as it will be the most opened and read email you send.
Craft emails that are more human
“I just got your information from __________ (lead source), is now a good time for you to speak?”
“Thank you for filling out a form on our website, we know it can sometimes be scary to do that, it now a good time for you to speak?”
Automated email on Day 1 and Day 2, Day 4 and Day 7 – this is 4 Follow Up emails in 1st week vs most companies who don’t follow up once. Keep them simple and human.
There is no perfect sequence and spacing to this but remember every day that passes lowers your open and click through rates.
Email open rates drop off over time so dramatically, you may choose to not send ay auto drips after 6 months.
Instead after 6 months – freshly craft all email and other communication.
Just checking in email – add this to your new lead and old lead campaigns
Subject Line: Checking in
Email: “I was just checking in to see if you need anything from me today.”
Bite sized approach is very effective.
Pro Tip: Us e Merge Codes when you have a name or address – this will pull in person’s name or address into email or SMS. This personalization increases open rates.
Phone, Email and Text are a team not individual.
After double dial – text them if not answer
Can automate email and SMS text
After sending mass emails – SMS text them to let them know it’s in their inbox
Call the ones that are the most engaged – clicking and opening the email
Need more quality appointments?
More leads are not the answer
You need purpose and strategy
Old leads buy too!
Smart mass email – to resurrect them – no html template – just a plain email.
Commit to not send mass emails that look like ad when they open them.
8 second attention span – only have 1 second in email.
Conversations create clients
Build trust with people you captured and on your email list.
Email to Old Leads create appointments:
Subject line: Quick Question
Email body: Are you still looking to buy _________ (a home)?
This works because it doesn’t waste their time and it gives them a huge out if they are not interested.
Subject line: Checking In
Email : “I wanted to check in and see if you needed anything from me today?”
Don’t pitch – keep it simple – less is more
BuzzSumo.com – shows most relevant articles that match my query – this will keep you emails fresh and in real time for the leads. Social relevance.
1. Educational – will they learn something useful and thank me by replying?
2. Entertaining – will the recipient smile and want to thank me by replying?
3. Conversational – will the recipient want to continue the conversation by replying?
Conversations create customers
Need to ask specific questions – clever questions
Ask at close of the email – “I think I want one of these, do you?”
Question mark – increase responses
Pro Tip: Set calendar for email marketing or lead follow up call days
Time Blocking for this
Do these 2 things
1. Pick up the Phone – need to do this to increase conversion –
Most email have 5% clicking through – so for every 1000 leads only 50 are clicking – focus on these when you many leads, Sort list by who opened the email or clicked it the most times. This makes it easier to call old leads. Treat these with same enthusiasm as new leads.
2. User tracking Software – who is visiting, how long they stayed, how often are they visiting
Write out the triggers you want to track.
Behavior based follow up vs only day and time – if they are using my site they may want more emails or a call.
Pro Tip – if you have user tracking to alert you to call someone – click or visit or call
Close more sales
What to say on the phone to an internet lead:
Every sale is won or lost before it is ever pitched
You must take control of your call
No cold calling – social media should make you salivate – they willingly submitted the information
How to stalk the lead before you call and how to use your social intel on the call
Hyper personalize the pitch – close more deals and make more money
Use social media, apps, etc. to close them at a higher rate
Ammunition for your sales pitch
2 steps pre-call lead stalk
Call leads as soon as they come in – contact quickly is more important than intel
Name email phone
If appointment is
Never stalk vs speed to response
2-4 data points – to use in the first minute of the call
Script is critical
When you are calling an internet lead and you have one minute to call them back – you need a script template to call them back so you can feel competent using the data points you have.
Hi _________ (first name), my name is _________ (your name) and work I for ___________ (team name) I was calling about the home you found on __________ (lead source) over on
__________ (street name). It looks like it is for sale and they are asking __________(price).
When you have a set time and date for a call and have time to research data and gather intel
2 step process
1. Google search – the leads email address (i.e.) [email protected] – this will target results to find company name phone number and social media profiles s you can learn about career, interest and family life. This is like their online thumbprint. Also use their email address when searching for people of FB Twitter, LinkedIn etc.
Do a quick FB search using email address and phone number – this opens up a treasure chest of personal information that is highly empowering for you. Look at profile picture while you chat with them on the phone
Tools – Spokeo, Intelius, Zabasearch – Big Data useful for search
Great tool: Charlie – great app that syncs with your calendar and push notification that provides you with a data rich brief on the person your meeting with/calling. Because it is synced with your calendar – you get a one pager, 10 minutes before each scheduled call. Interests, hobbies, social updates and twitter connections you have in common. These are data points you can use in the first minute of your call. This provides perfect icebreakers for emotionally connecting with your prospect about their interests, other than what you have to sell them and getting them to take their guard down.
2. Use 2-4 talking points or insights that prove you did your diligence.
Hey _________, It’s _________ from __________. I saw a tweet you sent out yesterday, about your FB groups and how ________________ (whatever idea, point, impact etc.). Impressive stuff. I actually spent few minutes in the group you created – its looks like you’ve built a special community, congrats. The reason, I called is that I saw that at one point you were inquired about our services _______________ and I wanted to talk to you more about it.
Hey, __________ It’s __________, from _________ and I just read an article on how you _____________ (what they did, said recognition of accomplishment) and It was very inspiring. I work with _____________ (Team Name) and I saw that at one time you were interested in ________________ (home, street address etc.) and I wanted to talk to you more about it.
This is very appealing to the lead/person – because it is very difficult to say no to someone who does their homework and flatters you out of the gates.
Four Custom Bullets
This is _______
I work with ________
I was calling to follow up about _________, how are you today?
These bullets will disarm the lead, make it clear that you are a professional and that they gave you their information. This will separate you from the other cold call agents.
How most agents do it and what not to do
Hi, I’m ______ with ______. How are you? Click.
Hi I’m __________ and I calling from ________ is now a good time to chat?
By inserting hyper personalized data/talking points into your script at the very beginning – BEFORE we let them speak or before we ask our first “is now a good time” question
The person on the other end is much more inclined to hear you out.
Now that we have nailed our opening next we need to gain psychological control over the person we are calling. Begin the conditioning process now so they agree
How to gain control over the caller with one statement
Hey _______, it’s _______ with _________. I was calling about the home you found on __________ (lead source) over on __________street. It’s currently listed for 249k, how are you?
What you say next is critical and it needs to be the same every time.
“I need you to please grab a pen and paper so I can give you information that isn’t available on line, please let me know when you’re ready.”
OR “Can you please grab a pen and paper, I want to give you my personal contact information in case we get disconnected”
OR “Can you please grab a pen and paper, I have some information that you will want to write down, can you please let me know when you are ready?”
Once they say they are ready – Great, my cell phone number is …. and my email …..
Giving them orders makes us the alpha on the call
Tone matters a ton on the phone – be very nice but assertive. This will not only empower you on the call but will also help you identify the more serious leads within seconds of the call starting.
This is pattern called interrupt
Playbook Vol 2 – The Initial Call/Overcoming Objections
Tell me the primary reason you inquired about ________________
Nearly everybody during the first minute will say some version of no – people are conditioned to put up a brick wall especially when a sales person calls us. Our job is to knock the brick wall down so we can have a normal human conversation.
i.e. – I just want to know what/if/how/when/how much __________.
These questions are all versions of “I don’t want to be sold, I just want to know more before I decide
ARP – Keep it simple and straight forward
“You just want to know if it is still available? No problem”
Since we are not with them in person we lose the #1 way we communicate – physiology or body language – 58% of all communication, Tonality is 35% and Words are 7%.
Important to understand because on the phone, acknowledgement is the equivalent of the head nod – they know you heard them
Respond – Almost always will be the same identify responses that are comfortable and work.
“Yes, this home is still available which is great news because there are so few homes available in today’s market
Pivot – The pivot gets the conversation back to where we want it
How long have you been looking for a home?
Digging Deep – questions to ask – How to build rapport with the internet lead
35% of internet leads choose the first person they talk to
Increase talk time for conversation – meaningful conversation is key to conversion
Avg. length to successfully close 20 -25 minutes – this will change the way we approach every call
People don’t want to talk to multiple Realtors – be first and talk to them the longest
They do not have to want to repeat this process
BUILD RAPPORT – ARP is key – MASTER the first 60 seconds
Talk time is best increased to dig deep with your leads
DIG DEEP OR GO TO SLEEP –
What is the number one reason you are considering moving now?
How long have you been researching/looking for a home?
Have you ever purchased a home before?
Why is now the right time for you to consider buying a home?
Have you ever worked with a real estate agent before?
What was the one thing your last agent did that bothered you the most?
What is your ideal time frame for buying/selling your home?
Ask more questions to dig deep
You’ve been researching for 6 months – wow – what websites have you been using to do your homework?
You like website X the most, why?
Oh, you’re having a baby, – great is it a boy or a girl?
Is it important you work with a successful agent team?
Write down their answers – to use their responses later in our call to close them
90 % of your competition will pitch their service and themselves, YOU will INSTEAD focus the first part of the call on them
Ask specific qualifying questions and be ready to listen
You must be prepared to Care, Ask Why? Then Why, again? You must do this to become and elite closer!
Once you have established rapport and dug deep enough the next step is to build trust in you company
Play Book Volume 3
How to Build trust with an internet lead in 2 easy steps
Now we have gained control of the caller, ARP’d around any brick wall statements,
Dug deep so we truly know why they are buying it is time for us to build trust
This requires more – it goes beyond liking you – you have to get them to want to buy from you
Keep it simple and focus to build trust
Only 2 things you need to say to build this trust and move onto the next part of the call
1. Cobranding – who can you align your brand with that consumers already trust?
2. Statistics – how you convey numerically that you are the clear choice to work with?
How to do this:
Example: At the Collins Team, we sell hundreds of homes each year to clients we meet online which makes us the number one team real estate team in _____________ AND our average clients saves $___________ on the purchase of their home.
In most sales scripts they try to hard and sound like a scam
Proactive Approach to Uncovering Objections
“Thanks so much for you time, __________ but I need to think about it.
Most salespeople focus on overcoming objections, INSTEAD focus on eliminating them.
Wait and think
Spouse – I need to talk to my spouse
Cost – I want to buy but don’t have the money
Pray – I need to pray about it
Expert salespeople proactively uncover these objections well before they ever get them
The time to uncover the objections is NOT AT THE TIME OF CLOSING BUT IN THE BEGINNING of the call.
Is there any reason they can’t move forward today?
If we are able to accomplish your goals and you agree everything makes sense, is there any reason you would not be able to move forward to next steps?
Yes, I never make a decision with talking with my wife
Can we get your wife on our call?
If you called your wife and told her
This is a trial close
In most cases if you have done everything right until now most people will not have any other objections that they will bring in later (AT THE TIME OF CLOSING FOR MEETING OR NEXT APPT)
How to start closing an internet Lead
The 5 Yes Technique
1 call close use 5 Yes technique right away
Earlier you said X when I asked Y, is this true? ASK 5X from the NOTES you’ve taken
1. Earlier you said You that if we could accomplish your goals and you agree everything makes sense, you would like to meet, is that correct?
2. Earlier you said you would like to be in your next home by the summer, is this correct?
3. Earlier you said you have a home to sell before you buy, is that correct?
4. Earlier you said you would like help with the best home loan speciaists to find the lowest coast loan and rate, is that correct
5. Earlier you said that the reason you were buying was because you are having a baby and need a bigger home, is that true?
Read them back the 5 digging deep questions – then we place these into our five 5 script
IF you want to make big money in sales – you need a script.