Realty Innovator

10 Tips to Maximize Your Real Estate Call Capture System

Utilize the number in all of your marketing:  You should place your toll-free hotline on every piece of marketing that you invest in, including sign riders, post cards, flyers, and websites. Remove your other phone numbers from the advertising to reduce confusion for callers. Studies have shown that callers are 300% more likely to access a call capture system, so take advantage.

Track your advertising efforts:  By adding a source digit to your extension, for the first time you will be able to accurately track response to all of your marketing initiatives. Regardless of the medium, make sure to place a separate source digit in the ad and carefully track your results. You can then remove ineffective campaigns and continue to tweak and tune your headlines to ensure maximum return.

Create a compelling recording:  Keep your recording short, around 30-45 seconds. You do not want to lose the caller’s attention before reaching the end of the recording, where you have a call to action. Try using the phrase, “You may receive our most current price by pressing X now,” to prompt the caller to direct connect to you.  Do not use text-to-speech software or systems that build this technology as it creates too great of a disconnect when you contact prospects back.

Do not disqualify potential leads:  Your only goal when advertising should be to identify potential buyers and sellers. Too often, all the information about a property is made available to the buyer, leaving them no reason to contact you. By simply removing the information that may disqualify a caller, you will find your call volume quickly doubling or even tripling. Some information you might consider removing from your call capture marketing is the listing price, bedrooms/bathrooms, and exact address.

Return calls promptly:  The best time to call a prospect is when their mind is still on your product or service. Prospects will be more receptive to your call if they are in the mindset of real estate. You need to make the first attempt within 15 minutes of the initial call into the system. The second attempt should be placed one to two hours later, and then space two more attempts over the course of the next 24 hours. Always make one of your attempts after normal working hours, between 5 and 7 pm. By staying on this routine, you should consistently contact over 80% of the callers to your call capture system.

Ask the right questions:  So often real estate salespersons find themselves simply answering questions from prospective clients instead of qualifying these leads. Practice your scripting until it is second nature, and learn to ask pertinent questions that will establish whether the lead is viable before you end your initial conversation.

You must also learn to handle the caller’s objections. Do not let them deter you; treat them as opportunities to build rapport. The key factor in communicating with your prospective client is being ready to field their objections and move the conversation in the direction that you wish to take it.

Incorporate the service into your listing presentation:  During your listing presentation, explain how call capture technology allows you to immediately follow up on potential buyers who call the toll-free number, who might otherwise drive by, pick up a flyer, and disappear without the seller being able to track their marketing results. Bring a sign rider into the presentation and have the potential seller call your number so you can display how quickly you can disseminate property details and accurately identify potential buyers.

Negotiate price reductions:  In today’s volatile climate, it is more important than ever that you are able to react immediately to market adjustments. Through your call capture’s advanced reporting, you will be able to easily quantitate your marketing efforts and successfully negotiate reduced pricing on your listings.

Implement direct response initiatives:  Direct response informational ads can be one of the most effective and economic forms of marketing. By placing low cost ads such as, “The Top 10 Buys in Mesa Hills” or “How Can Loan Modification Save Your Home?” you can attract both new buyer and seller leads into your pipeline at a minimal investment.

Supplement your advertising with SMS/Text Messages:  SMS/Text Messaging marketing is growing exponentially. By using it to supplement your print and audio adds you possess the perfect opportunity to place your name and contact information directly on the consumer’s mobile phone and begin the branding process.

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