Shift Tactic #5: Get to the Table – Lead Conversion gives you all the tools you need to convert a lead. Starting with capture, you move on to connect, cultivate, and then close. It really is that straightforward. Real Estate Trainer and Coach Joe Quattrucci does a deep dive on how to convert a lead. He also explores what is at work behind the scenes with rapport and connection. Joe has taught a series of classes on the Shift and what it means for your business. Here, he provides many tools you can use for lead conversion.
What is rapport, you may ask? Well, it is when several things all work together harmoniously to provide strong connection and smooth communications. This is what we want to cultivate with our leads! Whether you are working with a prospective buyer or seller, Shift Tactic #5 helps you convert the lead quickly and easily.
The Four C’s of Shift Tactic #5
You can think of this tactic as working the four C’s: Capture, Connect, Cultivate, and Close. Easy enough to remember, and therefore easy enough to do! This work is the basic work of a real estate agent on a daily basis, once you have a lead to work with. You spent time and energy generating leads, right? Then Shift Tactic #5 is where you take action with those leads.
Capture
Be sure to get all of the contact details. You want to capture as much information as you can. The information will help you communicate with your new lead/client in a variety of different ways. Having a lot of information about your lead will also help you with the next steps during Shift Tactic #5.
Use a simple and straightforward script to elicit their contact information. There is no mystery in this step. You are just collecting valuable information to help you and your lead moving forward. Remember, as the licensed professional, it is always your responsibility to ask the lead/client to take the next step in the process with you. In order to follow up and do this, you must have their contact information!
Connect
The best way to connect with a lead is to build rapport and trust with them. Therefore, you will be able to build the foundation of a working program with them. Take the approach of asking questions, and then listening to their answers. Not passive listening–active listening. You are seeking information that will help you connect with them on a deeper level. Keep in mind that at this step you are not selling, you are just investigating. As a result, your lead will more readily share helpful information with you.
What is rapport with a lead?
When people are like each other, they tend to like each other.
This creates a foundation of trust and effective communication. As a result of this foundation of trust, you can easily move on to building rapport with your lead. Rapport can be built by mirroring and matching their words, tonality, and physiology:
Words (7% of rapport)
- Recite Their Key Words and Phrases
- Identify Common Experiences
- Use Their Predicates
Tonality of Your Speech (38% of rapport)
- Tone/Pitch
- Tempo/Speed
- Volume/Loudness
- Timbre/Quality
Physiology of Your Body (55% of rapport)
- Posture
- Gestures
- Facial Expressions
- Blinking
- Breathing
- Proximity
Six Connecting Questions for Shift Tactic #5
- Who are they?
- What do they want or need to do?
- Where do they want or need to do it?
- Why do they want or need to do it?
- When do they want or need to do it?
- How do they plan to do it?
Cultivate
Use the information you have to gain insight to your lead’s life, issues, behavior, and motivations. With the information you gather in Shift Tactic #5, you can gain enough access to help you learn how best you can provide them the service they need.
Continue leveraging the six connecting questions as much as you can during this phase. The more you can learn from your lead, then the greater your chances of fostering a strong connection.
Ultimately, you are cultivating your lead as they move through the stages of business. Therefore, this is the most business critical activity you can master. You are helping your leads go forward, and as a result you are moving toward actual business:
- Possible Business
- Probably Business
- Profitable Business
Then ask yourself: what insights, access, and service can I provide to this client at this phase in their real estate journey? If they are thinking about buying or selling, then the insights, access, and service you can provide will be different than somebody who just bought or sold.
Close
You are ready to move toward the close once you capture and connect. Keep in mind, therefore, that the close is often a very natural extension of the cultivation process. When you have a strong connection with someone, the desire to meet together generates a positive reaction.
Ten Classic Closes for Shift Tactic #5
Choose the classic close that might fit the connection you have with your lead the best. Remember, you spent time cultivating your lead, so a close is the next step in the process. People seek and need connection, and your skills have set you in a good position with your lead. You should then use this good position to move forward with meeting your lead.
- The Hard Close “Let’s meet!”
- The Soft Close “I’ve really enjoyed visiting with you. Would you like to get together and discuss this further?”
- The Direct Close “Can we meet today?”
- The Indirect Close “Would it be okay if I got some information to look over and then we can meet to discuss?”
- The Trial Close “Have we gone over enough today that meeting would be our next step?”
- The Assumptive Close “It sounds like we should meet. I am available most times this week, so what works best for you?”
- The Negative-Positive Close “Would you be offended if I asked if we could meet to go over this?”
- The Take Back Close “I’ve really enjoyed visiting with you. To be honest, I’m not sure if I can be of help or not, but I would be honored if we could meet to find out.”
- The Tie Down Close “Wouldn’t it make sense for us to meet in the next day or so?”
- The Alternative Choice Close “What works better for you? Meeting today, sometime this afternoon or tomorrow morning?”
Motivated Sellers are Key
Remember, it is important for you to get yourself to the table with as many motivated sellers as you can in any market! Pay particular attention to their level of motivation during the initial conversations. If you know their level of motivation, then you can adequately cultivate and convert the lead when the time is right.
Real Estate Market Shift Tactic #5: Get to the Table with Joe Quattrucci
As Joe shows in Shift Tactic #5: Get to the Table – Lead Conversion, connection with and cultivation of your leads is critical to the success of your real estate business. By using one of the ten classic closes, you should then be able to convert your leads to profitable business.
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