It is important as a team leader to make sure the leads you are turning over to your buyer’s agents are being nurtured, followed up with and converted into sales. Very often, team leaders say to me, “Sherri, my agents only work with the top 5-10 buyers that want to buy right now, and don’t build relationships with all the leads to nurture them into a successful sale. How do I get my sales team to follow up better and convert the leads I’m giving them?”
It is so important to build a big pipeline of leads—leads that will be future business 6-12 months from now. Building what I call a “gold-mine pipeline” with your individual buyer’s agents will help them create consistent monthly income, and be the springboard to an overall increase in the team’s production.
The first step is to have a weekly check-in meeting with your sales team to discuss how many people are in their pipeline, how many people they are talking to about buying, and what their timeframes are. If the agent wants to sell 24 houses, for example, they need to have 40 people in their pipeline at all times. This will ensure that they have enough leads that actually shake out into sales and income for the agent and you.
The key is to get them to realize that all leads turn into sales at some point—why not maximize the opportunity with each lead? It’s great to know that you have future business 3-6 months, or even a year, from now. Keeping all these leads in an organized pipeline for consistent follow-up ensures that your agents will be the ones to maximize the opportunity when buyer clients are ready.
Once they have a full pipeline, the next step is to make sure they are setting appointments to show properties to these buyers. Coach your agents to lead the transaction by creating the appointment and suggesting properties the buyers should see in person. Too often agents wait for buyers to choose the property, instead of selecting the properties on purpose to show. Many clients buy a home they didn’t like online. Review their pipeline and their list of clients. If there are objections for situations where an agent can’t get an appointment with someone, find out what they are and help your agent overcome them by giving them the strategy to make that call. It’s important for your agents to convert the leads and clients they have into face-to-face appointments. These face-to-face appointments yield signed contracts and more sales. Even if the buyer is at the beginning stages of the process and just gathering information, have your team provide a homebuyer’s packet that includes everything in the home-buying process, from obtaining a free preapproval, steps in the home inspection resolution process, the closing process and a detailed moving checklist. This will help radically differentiate your team and add value for the buyer.
Next, set up a time to review goals with your sales team on a weekly and monthly basis and hold them accountable to the number of calls they’re making and appointments they’re scheduling. Have them check in with you on a daily basis with what their schedule looks like and how many appointments they have for the week.
These steps should help you and your agents maximize opportunities and covert more leads into consistent sales. For a copy of the Gold-Mine Pipeline™, email yourock@sherrijohnson.com, and to attend my upcoming webinar, “Building a Gold-Mine Pipeline for Consistent Monthly Income,” click here.
Sherri Johnson is CEO and founder of Sherri Johnson Coaching & Consulting. With 20 years of experience in real estate, Johnson offers coaching, consulting and keynotes, and is a national speaker for the Homes.com Secrets of Top Selling Agents tour. For more information, please contact coaching@sherrijohnson.com or 844-989-2600 (toll free) or visit www.sherrijohnson.com.
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