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Stop Cold Calling: A Step-by-Step Guide

Written by Lars Hedenborg on January 12, 2018

One of the most dreaded parts of a real estate agents job is cold calling. I know for me it was. I’m not a salesman, and I’ve never been good at engaging complete strangers in conversation over the phone. But here’s the thing, I built my business in such a way as to never have to cold call and as a result, I build a sustainable business with consistent revenue and profits.

When I started my career in real estate and saw that 99% of successful agents spent endless hours on the phone every day, I knew I had to do things differently. So, I dedicated my time to learning the best direct response marketing tactics available in an attempt to get prospects to call me instead of the other way around.

And the crazy thing is, it actually worked!

Within a few months of getting into the business, I was able to generate a consistent flow of warm inbound buyer and seller leads. And that changed everything…allowing me to scale my sales very quickly and live a life by design, not by default.

Today, I am going to share the five steps that changed my business forever.

Your step by step guide to stop cold calling

I built my business by becoming a master direct response marketer. I started with direct mail, and eventually, that evolved into what I’m doing now called brand story messaging.

While I learned a lot through my journey, I created a list of 5 things that I wish I knew before I started.

Here we go…

1. Clarity on Your Message

The clarity of your message should be apparent to not only you but also your target market. It’s essential you understand your market and what your prospects need and want so that you can fill that desire for them.

The real estate industry is filled with agents who are not professionals. Most of them shouldn’t be entrusted with the largest financial asset of another person’s life. Early on in my career, I identified this massive gap in my market for a professional who was able to help top-level executives and professionals navigate their home sale or purchase with a high level of professionalism and expertise. Once I understood that need, I was able to make my brand stand out from the crowd by clearly setting myself apart from the rest of the agents in my area.

What makes you different, what are your unique abilities in your market? Who is your ideal client? Is there a gap to serve them in your market? How can your unique abilities help you serve them at a higher level?

2. Clarity on Where You Stand

Once you’ve determined what your message is, it’s crucial that you are intentional about where that now puts you in your market. A lot of agents want to play nice and don’t have an opinion about their market and the market that they serve. Not only is this a disservice to your clients, this is a disservice to yourself and your business.

Be unashamed about your opinion of how a real estate transactions should be handled. That clarity and confidence will be embraced by your target market and further clarify your message. Be bold and take a stand in your marketing!

3. Build a System Around Content Creation

For the last eight years, I have been sending videos out to my list twice a month every month. That steady flow of information has helped build my brand and clarify my message. When your audience knows they can depend on you for content, you are able to build a reputation of trust that then transitions into your business as well.

Make sure you have a system in place to be sure that this content creation happens without your finger on the trigger. Create a marketing calendar and give access to your admin so they can hold you accountable.

4. Follow-up system

Once you’ve got clarity around your message, you know what you stand for, and you’re creating content on a consistent basis, you’re going to attract a lot of leads. Do you have a follow-up system that will engage and entice your audience so that when they’re ready to buy, you’re their first call?

I have created a five email drip campaign that clearly communicates my unique selling proposition (USP) that I send to every prospect starting on the day they give me their email.

Today, I am sharing that with you as a free gift. All you need to do is click on the button below to download the exact emails I use to convert more leads in less time (no cold calling involved).

5. Consistency is key

And probably the most important thing to remember…Building your business doesn’t happen overnight. It took me four years of grinding hard day in and day out before I was able to step back and take time away from the business. View your business as a longer game than what you’re doing right now. Everyone wants to grow to 400 sides overnight, but it takes time, and that’s okay.

Once you begin making progress stay on your own path and don’t compare yourself to anyone else. Ultimately we don’t know what people have going on at home, we don’t know what their physical health is like, and we don’t know what they went through before they got to this place. So, as the saying goes “don’t compare your insides to other people’s outsides.”

If you’re looking for a way to grow and build your business in 2018 you need to join me and my team at the Real Estate B-School Live Intensive Workshop March 5-6 in San Diego, CA.

I’ll be covering exactly what steps I took to build my business, and I’ll be sharing with you my step by step marketing playbook that I still use in my business today.

If the marketing playbook is not enough incentive; we will also have breakout sessions for your operations and sales team. Each session is designed to build on what we are covering in the main room and teach your team to help you build your business instead of punching a time clock.

Register before January 31, 2018, and receive an additional $300 off if you use the banner below to register!

March 2018 Spring Intensive Real Estate B-School

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