Prospecting – Telemarketing/Focussed Marketing
With the completion of this module, the participant should be able to / or have done:
How to prepare for telemarketing.
How to talk to people on the phone.
How to use focussed marketing to take advantage of the energy created in an area where there is a listing
Prospecting – Telemarketing/Focussed Marketing
Knowledge and skills taught in this session:
- Guidelines for telemarketing and a demonstration on how to ring a person to look for a specific listing.
Remember to get your workbook out and follow through in it, as you complete the lessons online. Do the work, complete your daily planner and do the exam questions.
Guidelines and scenario
Scenario 1: Looking for a listing
Before you think about picking up the phone, there are a few things you need to do to prepare yourself.
Listen to your own voice
Be prepared
Warm up
Psych up
Stay positive
The script to use when looking for a specific listing.
“Good evening. My name’s Peter Gilchrist. I’m with loop Realty and this is a business call. Just yesterday, I had a buyer through a property around the corner from you. The property didn’t meet their needs but they’re very keen to live in the area and they’ve asked me to approach home owners nearby to see whether another house might be coming up for sale. Would you mind if I asked you when you folks might be looking to move?”
“Well, not for quite a while.”
“Mrs Smith, when you say “quite a while” – it is Mrs Smith, isn’t it? Once again, my name’s Peter Gilchrist – what sort of time are we talking about: one or two years?”
“Probably more like five.”
“Ah, a little bit too long for us. But thank you so much for your time. It is nice to meet you, albeit over the phone. I do quite a bit of work in your area and I’d like to keep you in the loop as to what is happening with prices in the market place and so on. Would that be real with you?”
“Yes, that would be fine.”
“Thank you. I’ll keep on with my hunt for the right home for this family. Enjoy the rest of your evening.”
Some alternative openings are:
“Good evening. My name’s Peter Gilchrist. I’m with loop Realty and this is a business call. I’d like to tell you – it is Mrs Smith, isn’t it? – once again, I’m Peter Gilchrist – that you live in a very popular area! In fact, it’s so popular that we have several buyers who’ve asked us to contact people in your street to see if they’d be making a move in the near future. Would you mind if I asked when you folks might be looking to move?”
“Good evening. My name’s Peter Gilchrist. I’m with loop Realty and this is a business call. Last week, just around the corner from you, we sold a property for $675,000 at auction. Sadly, there were two families at the auction that missed out. They’ve told us that they’d still like to live in this area. My call tonight is to see whether you folks might be looking to move.”
Exercise: Role play scenario 1
Exercise:
Run through the three scripts. Practice them several times until you are familiar with them.
Prospecting –Telemarketing/Focussed Marketing 2
Knowledge and skills taught in this session:
- A demonstration on how to ring a person to introduce yourself.
Remember to get your workbook out and follow through in it, as you complete the lessons online. Do the work, complete your daily planner and do the exam questions.
Scenario 2: Introducing yourself
“Good evening. My name’s Peter Gilchrist and I’m with loop Realty. This is a business call but I’m not looking for anything from you tonight, either buying or selling. How is your evening going so far?”
“Good, thanks.”
“That’s fantastic. All I’d like to do is introduce myself. My name is Peter Gilchrist. It is Mrs Smith I’m talking to?”
“Yes, it is.”
“Fantastic. Mrs Smith, I’m doing some work in your area at the moment. What I’d like to do is keep you in the loop as to what is happening with prices in the market place and so on. Would that be real with you?”
“Why? I’m not thinking of selling.”
“That’s true! But you may one day. Besides, I enjoy getting to know the people in my patch. And if you’re in the know, you may be able to help when other people are selling or looking for a place.”
“Well that’s true, I suppose. Yes, all right.”
“Thank you. Mrs Smith, it’s been nice making your acquaintance. Enjoy the rest of your evening.”
Exercise: Role play scenario 2
Practice the script several times until you are familiar with it.
Prospecting –Telemarketing/Focussed Marketing 3
Knowledge and skills taught in this session:
- How to focus your marketing in the area around a listing.
Remember to get your workbook out and follow through in it, as you complete the lessons online. Do the work, complete your daily planner and do the exam questions.
Scenario 3: Focussed marketing
The idea of focussed marketing is to do a mailbox drop in the area around a listing to ensure that the people know what is being done there and who is doing it. The listing is also a great excuse to talk to the people in the area, by either door knocking or telemarketing.
To prepare for focussed marketing, carry out the following steps:
Design a series of leaflets to distribute to the people in the area. The leaflets will carry messages such as: “Just listed”, “Open this Saturday”, “Auction this Saturday”, “Just sold” and “New neighbour”. Make sure the leaflets have your logo and photo on them and make it very clear who is doing the work.
Get them printed.
Work out a system for delivering them on a regular basis. Don’t deliver them yourself. This is a $10 an hour activity. Organise for someone to call in and pick them up on a Monday and do them throughout the week. Kids are great for this.
Do not miss a single opportunity to deliver any of the messages.
If you’re new to the business, you should door knock around the listing and hand out the leaflets in person.
The number that you deliver is over to you, but I suggest you start by targeting at least 200 houses. I’ve seen companies deliver up to 500 personally addressed window envelopes around each listing taken.
Remember too that a personal assistant can organise all this for you. Certainly, a loop should run the system once it’s established.
Individual exercise
Look at your own situation in terms of sales and prospecting.
Work out how you could use each of the four farming techniques covered in the last three sessions: direct mail, door knocking, telemarketing and focussed marketing.
Developed your ideas and plan how to implement them.
Then schedule the times into your planning schedules.
Additional Material
Although not required to be completed before proceeding to the next day we highly recommend them.
CLICK on each activity to begin