Hey, everyone. I'm Lindsay with Zillow Group,
here today with a little bit of a different conversation
than you might be used to hearing from us.
This is PA Pro Tips,
where we're sharing tips from pros just like you.
Joining me is Mackinzie Ross.
She is a productivity coach with Keller Williams Group One in Reno, Nevada
Hey. Hello. How you doing?
Good. How are you?
Great. Productivity coach is a really interesting title.
What does that mean? What do you actually do?
I'm a real estate coach,
so I help agents new to the business
get into the business and get them up and going,
and get them into real estate and selling homes
and really building that awesome connection with clients.
So for somebody who is new,
or about to take the plunge into real estate,
if you could go back in time
and give some advice to your newly-minted self,
what do you think it would be?
Oh, I have three things that I live by,
and that I tell everybody:
Get comfortable being uncomfortable.
Don't fight yourself. And —
It's the sound of your voice, so get over it.
Really? Like I was always so scared to do videos,
or talk, or do whatever, because of my voice and —
Really, get over it.
I want to ask you about that make-or-break moment
when you get on the phone.
Having a conversation with somebody, and converting that
from a potential conversation into a lead —
what are your most successful strategies
when it comes to that moment?
First and foremost is always a phone call —
you have to make the phone call with somebody and let them know
that there really is a person on the other side of that line.
And the second one is, we're in a new age of technology
and, really, text messages are the way to go,
with a 98 percent open rate.
I want people to see my content, and I want people to see me.
So sometimes just sending a business card photo is really good,
and sometimes just telling them who you are,
and say, "Hey, I'm here for your — Let me help you."
When you do actually make that first phone call,
and you do connect with them, once you get off the phone,
make sure to write notes about what you talked about, 'cause we're humans,
and I can't remember what I ate for breakfast,
let alone what I just talked to somebody on the phone about two weeks ago.
I'm sure a lot of agents out there want to know,
when it comes to contacting potential clients,
how much is too much?
Is there a happy medium in there?
Probably, but I go and go and go until somebody says, "Stop."
Or always the best conversation to have is,
"How often would you like me to talk to you?
What is the best way to communicate with you?
Is it e-mail? Is it text message? Is it a phone call? Is it face-to-face?"
What is it that they want? Ask them; they'll tell you.
So I'm sure you get a curveball every now and then.
Walk me through the trickiest question
that you often get from a potential buyer on that first phone call.
I try to categorize their questions or their objections into two categories.
I try to figure out if it's an objection,
and objections are usually something that requires just a little bit more information.
And then sometimes it's somebody's opinion, and those are not curable,
or things that I have no control over or I can't fix.
One of the things I think we all get as real estate agents is,
"What are your fees?"
Or, "How do I get to the first house?
I just want to see the first house."
And you just kind of have to roll with it,
and figure out a way to get in front of them
and explain what you do as an agent,
and that you really do, as a buyer, work for free.
When it comes to information, you were talking about
how texting is kind of king for you these days.
Yep.
So now in the Premier Agent app
you can actually send and receive texts
not only through your computer, but also on your phone.
It's seamless. It's integrated.
How much has that functionality been able to help you
when it comes to reaching out to clients?
Big time. With being on the go all the time,
traveling and being out of the office,
I can't be attached to my computer all the time.
And having that option to bring it on my tablet
or on my laptop or even my phone,
and being able to text somebody
and carry all that information everywhere I go —
it's amazing.
Just a reminder, if you wanna follow along,
you can download the Premier Agent app yourself for free.
Just search Premier Agent in the app store
or on Google Play. So now you've made contact,
and you have to set out on your plan of action.
Walk me through how you coach agents
to stay one step ahead of what the client wants.
Know your market. Ask lots of questions.
Ask the client what they want. Dive deeper into their feelings
and their wants and their goals of a home.
Most of the time they will mention if they have a hobby,
or a commute to work, or children,
and those are really important things for them.
Pay attention to those, and really build their home
basis and home search off of that.
I'm sure you have had clients who ended up
in a very different house
than they initially said they wanted.
How do you navigate that?
Oh, you know, my favorite is always,
"I want a one-story," and they end up in a tri-level.
And that's okay. I try to show them each option,
one of each, so at least they have a general idea
of what each of them are, and we kind of just go from there.
And I kind of feel it out and see what they have,
and most often than not, you can kind of see what they're looking at
and really fall into arming yourself with information
that they don't know that you have.
And you can really figure out the path by just seeing what they like.
I also wanna ask you about My Agent,
which is another new feature that we have,
so that when a client logs into Zillow or Trulia,
you're the only agent that they see.
And the other interesting thing about it is,
you can actually track their activity
and see what homes they're looking at.
Yeah. My Agent is one of those things
that I never really thought was even possible,
and to have that option to send somebody an invitation to be friends,
almost, on Zillow, it really makes it easy.
You can see what they're doing, and really follow up with them,
and really arm yourself with some really good information
to make sure you're helping them in the way that they need.
And maybe they don't know what to ask,
but you know exactly what to do, because you're the professional.
And being the only agent on there that they see,
that they can reach out to and ask a question to,
and not be bombarded with phone calls
from a bunch of other agents, that's amazing.
So another feature is that you can actually see
when a client is active again. So after they've gone cold,
you can see when they're picking up that search one more time.
It's amazing to be able to have that in your back pocket,
to be able to reach out to somebody
when they've stopped talking to you.
And once they start to look at homes,
and they look at one a couple times,
that's the time to call them and say,
"Hey, I saw this amazing home,
and I thought of you when I saw it."
So now you've really gotten what that client
is looking for dialed in.
Then of course comes the upkeep, whether it's daily or weekly.
What do you coach agents on when it comes to that?
To-do lists are always one of those things
that pile up and pile up,
and you never get everything done on your to-do list.
So one of the things that I've found is notes
and your calendar. Stay on top of your notes,
and stay on top of your calendar.
Put all those next follow-ups in there,
but tasks really help with that.
Tasks will tell you when to follow up
with somebody that's 12-plus months out,
so that you're not contacting them too frequently,
and you're not letting a 30-day buyer fall through the cracks
which happens often.
I know you've been using this feature,
and it's one of the new things
that we've introduced in the PA app,
but it allows you to create a task list,
and then carry it with you
whether it's on your phone or your computer.
Because it's no help if you create a task list
and then leave it at home or in your office.
So now, using the PA app, you can actually create a task list,
carry it with you wherever you go,
and check things off when you get it done.
Yeah. And it tells you exactly
when you're supposed to follow up with somebody,
so you're never following up too frequently,
and you're really staying on top of what you're supposed to be doing.
Mackinzie, thank you so much
for sharing all of your tips with me
and with the rest of our PA community at home.
Of course.
And if you want to share your own tips
when it comes to lead conversion
and some of the things that have worked for you,
you can share those on social media
with the hashtag #PAProTips.
Thank you so much for tuning in for this episode of PA Pro Tips,
and we'll see you next time.
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