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Value add is important if you want to be different from other agents. When it comes to the process of your leads, what are the ways to show loyalty, maintain top of mind and effectively follow up? On this episode of Real Estate Uncensored, we discuss this with Beverly Ruffner and learn how she built her business on internet leads alone.

Everybody does business out of convenience not loyalty. You can set the value and be different. -Beverly Ruffner

Takeaways + Tactics

If you give too much information on the phone you’re giving them permission to go & talk to someone else.

Be calm, collected & client minded, not commission minded.

Find out where your leads are in process, plug them into the pipeline & follow up properly.

At the beginning of the episode, Beverly told us about her work and how she grew her business from internet leads alone. This led into a discussion about market shifts and the opportunities in relocation markets. Beverly said, “knowing your market helps conversion.” Next, we discussed the lead process and details like the number of phone calls you need to build into the path to conversion. We talked about customer service and the importance of leading with value and being different.

An agent becomes front of mind when they work to benefit the life of the client. Ask yourself how to add value, that’s how you bring in the leads. We went onto to talk about lead follow-up and how you can benefit from tracking where the client is in the lead process, so you can follow-up properly. We also talked about optimizing your website, “ask the customer what websites they go to look for homes online, if they don’t say yours you’re in trouble.” Your website has to be branded well and it has to be sticky.

Towards the end of the show, Beverly gave us an example of a script for contacting an internet lead immediately. She reminded viewers and listeners not to give away all the value over the phone. “Put value on the meeting, if you give too much information on the phone you’re giving them permission to talk to someone else.” At the end of the show we also discussed how to handle lead follow-up 2 weeks, 3 weeks and a month in.

Good customer service is one level above crap and that can’t be hard to beat. Making yourself top of mind comes down to you being client minded and not commission minded. Learn to use your phone calls to show the value that you can add, but don’t give all of it away. Make sure the call leads to an actual meeting. Everybody does business out of convenience not loyalty. You can set the value and be different.

Guest Bio

Beverly Ruffler is the CEO/Founder of Balance Business Consulting and real estate team owner licensed in Virginia. Go to www.facebook.com/balancebc for more information.

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