What defines a “shift”? If you say, “scarcity defines a shift”, then you truly get what’s happening. There may still be lots of “leads” (if you are generating them properly) but there are fewer good leads. As important as lead generation is, if you don’t get a name and number and an appointment, what good is it? You might be deeply into activities that generate leads but leads that don’t turn into appointments make your activities futile. So let’s define a real lead as a lead that has a name, contact information and an appointment with a motivated person – now THAT’S a lead.
Gary Keller in his book “Shift” says that conversion is simple but requires preparation. Lead conversion is:
Capture – According to NAR most buyers and sellers only interview one agent so getting there first is important. Then, you have to ask, if you fear being “pushy” or “intimidating” it is inappropriate because just asking has no emotional energy attached to it. “If I found exactly what you’re looking for where would I contact you?” Try it, it works well!
Connect – The fundamental theme of connecting is curiosity – to understand someone’s wants and needs and become aware of their concerns and issues. You are a consultant who wants to understand their situation. Keller suggests six connection questions:
1. Who are they?
2. What do they want or need to do?
3. Where do they want or need to do it?
4. Why do they want or need to do it?
5. When do they want or need to do it?
6. How do they plan to do it?
Close – Does that sound too “sales like”, well it should according to Keller ”close” means “end in mind”. Based on your connection can you help? Is their “need” viable. Closing doesn’t just happen, it is part of the plan and you ask - ask to meet, ask when to meet, ask where to meet, ask if you should, could, want or must meet. Just Ask!!
Keller is a real proponent of scripts – so is John Hall & Associates. When you know the answer, it is hard to wait for the question. You want a chance to use your polished answer. Unfortunately many agents don’t have a polished answer! Because they never practiced the answer even though they have heard the question again and again. Keller has some great script suggestions. You also might try the John Hall & Associates intranet for dozens of scripts under “Flannigan’s Marketing Ideas”, more importantly PRACTICE them. Lead conversion is more than an art it is a skill-based aspect of your business.
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