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Call us biased, but we find that picking up the phone and calling clients is the most effective way to interact with your database. Here are the 3 main reasons why we call databases.
#1 To identify now and future sellers
Of course we all want more appraisals, and calling clients is a great way to get them. An effective script with a clear reason for the call is a quick way to fill your calendar. However, as the most common type of call, understand going into them that some people won’t want an appointment. Consistently offering appointments can quickly burn out the connection with your clients.
This type of call is more effective when made sparingly. Do reconnaissance, build familiarity with subsequent calls, always listening for clues in the conversation and pounce once you’ve gathered more data. Learning to effectively toe the line between offering an appointment, and empathising with those that may not be ready, is crucial to prolonging the life of the relationship and being ready to capitalise when the opportunity presents itself.
#2 Build the Relationship
The second reason we call is to build and nurture the relationship between you and your client. As the great Tom Panos has taught us;
‘Frequency builds trust. Every touchpoint is another jellybean in the trust jar’.
– Tom Panos
Building the relationship through consistent calls that are relevant to the client, makes you their primary source of real estate information. Provide relevant market reports, local sales, listings and auctions, and create opportunities to provide renovation tips or market health updates. All of a sudden you’re not chasing down your next hot lead – you’re the local area expert, freely serving up nuggets of wisdom. You’re the name they think of when moving trucks appear down the street and they think about what their property is worth. You’re their ‘Real Estate Expert’.
The good news is your competitors are overlooking this opportunity! If calling isn’t generating a sale for them today, they’re seeing it as a waste of their time and money. Encouraging people to equate real estate to your brand by investing in these relationships today, means the money’s in your pocket in the future.
#3 Check and Certify the Data
One of the most important reasons to call is to validate the data – that is, to make sure that the data is correct and relevant. We have looked over too many databases boasting thousands of contacts and quickly discovered that while the quantity is high, it means very little as the quality is poor due to outdated, invalid or irrelevant information.
Wrong numbers, disconnected landlines, old invalid email addresses etc all bog down a database, keeping it less effective. And god forbid the name of a deceased person is still on the record – not only is it unprofessional but it definitely doesn’t support the ‘area expert’ dialogue.
Periodically calling data that isn’t tied to hot leads will not only allow new opportunities to organically present themselves but will provide the occasion to update or remove these shallow contacts.
Check out our blogs on categories and notes to make the most out of your prospecting calls, and as always, listen for that “not yet”, as it may mean “sometime soon”.