Secrets of Success from Online Sales Counselors
Earlier this year, I had the great opportunity to present at the International Builders’ Show. As I was preparing, I sent out this message on Twitter: “Preparing the presentation for IBS, anything specific you would like to hear?” In no time, a user responded, “How about you only talk about the stuff that works.”
I laughed, and then realized that this response was right on. It’s easy to get caught up in theory and ideas, preaching instead of teaching. Often people know what they need to do, they just need “real world” examples to reinforce their knowledge and get them moving forward.
In that light, I’m taking this article to the street. I’m fortunate enough to have worked with some of the best Online Sales Counselors (OSC) across the nation. Let’s hear from these superstars on what makes them and their program so consistently successful.
“It’s all about fast, personal service,” Says Leah Kaiz, an OSC from Virginia. “I’ve found that people respond when they can tell you are genuinely there to help.”
One easy way to create higher response rates is to send emails that don’t look canned explains Leah, “I’m not a fan of pretty templates. When they arrive in my inbox, I know they weren’t designed uniquely for me. So do home buyers.”
Russ Klintworth, OSC for Simmons Homes reminds, “Not everyone will respond, it doesn’t mean they didn’t get the information. By sending more specific questions you increase your chance for a response.” Bottom line; don’t give up after just one email.
Kate Jacobs, OSC for American West Homes, using similar techniques says, “People like to talk about themselves. I ask something like ‘I’m curious, what’s changed in your life that has you out looking for a new home?’ Once I added that line in my emails, my response rate increased dramatically!”
Pay attention to customer feedback. When Elena Mora, the OSC for Ideal Homes, hears, “Wow! That was fast! I just sent my request less than a minute ago.” She knows she’s doing everything right.
Customers are impressed when you contact them while still on your website. Elena elaborates, “I respond to my leads in 5 minutes or less, and I have a rigorous follow-up system. I am here to help them with their home search.”
A few simple tricks can make the difference between providing information and creating consistently high conversion rates. Kate’s observation exhibits the need for a detailed personal follow-up system. “The buying cycle is so much longer now that the need for long term follow-up is so important!”
Each OSC has a detailed System. Russ knows follow-up isn’t a trick it’s common sense, “My goal is to answer every email and phone call promptly. The more knowledgeable you are about your product the better you interact with the prospective homebuyer.”
All OSC’s agree that in order to convert a conversation to an appointment, every communication needs to build a bridge from OSC to the onsite managers. “I often say things like ‘that is a great question for Jenny, our site manager, would you like me to set that up for you?’” Says Leah.
Elena explains, “I know which emails and calls they responded to, what they said, and what their hot buttons are so I can develop a script that will motivate them to come out to a model.”
Over the past few years as home search has changed so too has the role of an OSC. “I’ve found that social media has added to the richness of an OSC position. It gives multiple outlets to interact with past, present, and future homebuyers.” Says Leah.
Kate concurs, saying, “With social media taking off like it has, OSCs are seen now as the “face” of the company and serve as a true ambassador.”
“Maintaining a high web presence is key,” says Russ, “given the amount of time buyers now spend on the internet during their home search.”
Isn’t this great. These folks are so smart!
Sit in on a day-in-the-life of a successful OSC, and you’ll notice common traits among top achievers. Consistently high numbers are not luck of the draw. They aren’t due to the outdated belief that the same clients would be swingin’ through model doors anyway.
Let’s face it, those doors are not swingin’ like they used to. With 90% of buyers beginning their home search online, an OSC, implementing a proven process, will insure that qualified buyers mosey into that sales office.
Here are a few of the common traits I see all across the country:
Be quick on the draw. OSC’s know they are 100 times more likely to set an appointment if they catch a lead while still on their website. That means lightning fast response time. Firing off an email when a prospect is still on their computer engages the lead quickly with attentive customer service.
Use a Lead Management System and implement a process. Once contact is made and key information is identified, the OSC begins building a relationship. Customer Relationship Management (CRM) systems allow OSC’s to create short-term or long-term follow-up consistent with the buyer’s specific needs.
Sell the appointment, not the home. In this position and process, the “close” is setting the appointment. Understanding how to ask and being prepared for the common objections that will follow gives the advantage to those who are ready. It may seem obvious, but that’s what separates people who send emails, from highly effective OSC’s who facilitate sales.
One thing to keep in mind, while not every builder can have a full-time OSC, you absolutely, positively, without question must assign someone within your organization the responsibility of fast follow-up with initial contact from a prospect.
At the International Builders’ Show this year, Myers Barnes, noted New Home Sales Trainer, made a great statement: “We aren’t producing any more customers this year. If you want more sales you are going to have to steal them from your competition” By responding fast and responding right to your internet leads, you will be able to do just that.
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This article originally appeared in Sales & Marketing Ideas Magazine
Batman Has an iPhone – Do You?
Lose the dumb phone! You’ve got to have the right tools to be cool. But more importantly you have to have the right tools to run your business.
Real estate is visual. What’s the best way to convey that to potential buyers? Shoot a video. Use your smart phone, or if you want to make a very minor investment in the same tool I used recently at the International Builders’ Show then for just $199 you can buy a flip mino. It’s a little tiny camera, but it packs a big punch.
Take a look at this video, (Shot with my flip mino) the third in a series from my presentation at IBS. This will give you some great tools and ideas to work with to enhance your real estate business.
Let’s talk about content ideas.
What is your secret sauce? Throw out some content ideas.
To view the 4 part series click here.
Win By Default: Do You Have A Process?
Can you build a house if you don’t have a foundation? Why would you think you can set appointments with your online leads without an online sales foundation? That foundation is your process.
Here’s another behind the scenes look at one of my presentations at the International Builders’ Show. In this second of a 4 part series I’m talking about the online sales process.
It starts with a lead, but you need both short term and long term follow up. The goal is to invoke a response. Once you do that you can qualify the prospect. The bottom line goal is to set the appointment. We do that by using a process.
Set time up front developing this process and you’ll be ahead of your competition.
What is your process?
To take a look at the entire 4 part play list click here.
Follow Up: Nobody’s Doing It, What About You?
Send a message to your competitor and tell them, “I’m going to follow up with your leads.”
Thanks to the super expensive ($199) video equipment and a steady hand, I have a few clips to share from the International Builders’ Show. Might be a bit raw but the sound is good. Here we are behind the scenes at the International Builders’ Show talking to a crowd about follow up.
In today’s market it’s very important to find out what happens to your leads. In the following clip you’ll get a graphic view of what really goes on with lead management.
Don’t pull a Tommy Boy. There are many ways to nurture and grow that relationship. We do this by implementing a specific process.
Nicky Joy says it best, “Follow up is your first customer service test.” This is how people see what it’s like to do business with your company. Most people can’t make it past this first test. When we talk about follow up we need to be fast.
Check out the video and tell me what you think. What is one thing you’ve learned about follow up?
This is the first of a 4 part series of from IBS if you’d like to see the whole play list, here’s the link.
Or keep an eye out for my next post!
Video Interviews from the International Builders’ Show – Round 3
Last but certainly not least, here is the final round of videos from the International Builders’ Show. If you want to check out all the interviews from IBS, they are here on YouTube.
One of the highlights of the show for me was meeting John Fanning, the Co-Founder of Napster. (if you aren’t familiar with Napster, it is the service that basically turned the entire music industry upside down) He attended the Extreme E-Marketing presentation on Thursday and we spent a few minutes throwing around some video communication ideas.
Want some great marketing ideas from the best in Australia? Darren Mehl is the marketing manager for Metricon, Australia’s largest homebuilder. I spent half of my final day hanging out with him and the executive team soaking up as much as I could. Darren is extremely sharp and an all-in-all cool guy (its not just the accent).
Good thing I had my iPhone ready when I bumped into Extreme Makeover Home Edition, in the cab line. He shared some great stuff plus said some nice words about Simmons Homes. As I write this, I am working with Simmons on their third Extreme Makeover. (watch out, volume is high on this one)
I caught Jason Forrest from Shore Forrest in the hall after an event. I wanted him to talk about his new book, the 40 Day Sales Dare. I love the concept plus the interactive blogging from those who are on the dare.
