Last week, I offered an internet lead to a brand new agent, Anh Lai. I gave it to her because she is the only agent I know to specialize(!) in that area. She mentioned on her first day, in fact, that she wanted to focus on the Westminster, CO area. With that, she became the only agent I know specializing in that part of Denver. Who else would I give it to?
So I gave her the lead and she followed up several times by both phone and email. I kept after her to keep trying, but after the third time or so, I admit that I pretty much assumed nothing would come of it. I should have known better.
This morning, Anh sent me the following text message:
Hey! So I checked in with [the lead] the other day to see if she was still interested in the property she emailed about and she wants to set up a meeting for next Saturday. Yay! Just thought I’d share the good news, Mr. Mentor. Have a great weekend!
So I was sent back to school by an agent who’s been in the business for about 5 minutes.
The National Sales Executive Association recently reported the following:
- 2% of sales are made on the 1st contact
- 3% of sales are made on the 2nd contact
- 5% of sales are made on the 3rd contact
- 10% of sales are made on the 4th contact
- 80% of sales are made on the 5th – 12th contact
This means 90% of your sales will come after your fifth follow-up with a prospect. This is very important information for you to consider in your marketing plan.
Source: http://www.brokeragentsocial.com/article.php?article_id=621
Anh did so many things right:
- She stated her specialty clearly so I’d know who to refer to her.
- She followed up with the lead a number of times, in a number of ways, in a non-stalker-y way.
- While waiting for the lead to call back, she went and previewed the property and the closest comps so she could speak intelligently about them when she talked with the lead. OK, I made this a project for the current class.
- She communicated her progress to me routinely, and made me feel that she appreciated the referral.
Not only am I inclined to refer Anh more business, I’m going to suggest any other agent do the same if they ever want to refer a client interested in the Westminster area. I can say with confidence she will take great care of them for you.
So, did any of you other agents say you had some kind of specialty?
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