“Stop believing that telemarketing is barbaric and seek to make a positive contribution by using words and tonality that convey your genuine interest in helping the consumer.”
YOUR POSITIONING HELPS SET THE STAGE
This episode builds on the topics we covered in Episode #65, on the differences between cold-calling and strategic telemarketing. Real estate is a service business. How are we ever going to explain the services that are available to people if we won’t pick up the phone? Door knocking is exhausting and sometimes scary. Ask yourself: What is my position? Your positioning helps set the stage for all the things you’ll say during a telemarketing call. Remember: You’re not the hero of this story! The hero is the seller and the buyer. Your role is to be the guide who helps the “hero” on their journey of buying or selling a home. Take that “positioning” in your real estate business, where telemarketing is one of the easiest ways to have the most conversations about real estate with people. You’re the guide!
YOUR INTRODUCTION GIVES THE NECESSARY CONTEXT
Be yourself. Be “you” as you introduce yourself to people as the guide, who can help them overcome the challenge of buying or selling a home. “I have some similar properties to yours that have sold recently and what they went for — and I thought this info might help you.” And then we withdraw. When you give them something without asking anything in return, you’ll set yourself apart from the other 15 people that have been cold-calling them or banging on their door. Position yourself as a good person who just wants to help.
YOUR TONE & PACE MIGHT NOT BE WHAT YOU THINK!
Going off of a script can come across as not being genuine. You’re not using YOUR words when you talk to people. Don’t be so afraid to be yourself and learn to “hit the beats” in a conversation. Listen to this section to learn how to make a quick, effective intro to any telemarketing conversation — and to make it YOUR intro. You can use this formulaic model in any context, without being a pest. Keep in mind that if you’re nervous OR excited, you may be going too quickly. Slow down and be clear as you offer your guidance.
WHEN IN DOUBT, DEFAULT TO HELP & CONTRIBUTION
If the person on the other end of the line sounds hesitant, doubtful, busy or mad — just acknowledge it. And then default to helping them, while expecting nothing back. Be helpful and back off. That’s what a good guide does for the hero.
LET THE OGRES MAKE YOU BETTER
Sometimes when you make telemarketing calls, you’ll encounter the “ogre.” Don’t get mad at them. Let them make you better. You can learn perseverance from dealing with ogres. “What are you so mad about?” Call them out, persevere and who knows? Maybe you’ll be the pattern interruption that turns them around. If not, you’ve only lost a little bit of your time.
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