Mastering the Cold Call

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At various points in building your real estate business, you will likely find yourself in the position of making a “cold call.” Generally, a cold call is when you contact a potential client or business before they’ve contacted you or expressed interest in your services. First impressions matter in business, so conquering the art of the cold call can help pave the way for establishing new relationships. Here are some tips to help you turn cold calls into hot prospects:

Manage nerves

While it can be somewhat uncomfortable to contact people out of the blue, don’t let nerves get the better of you. Keep a positive attitude and remember that any rejection you encounter is not personal. Project a confident, poised manner whether you make the call in person or over the phone.

Lay a foundation

If you have the contact information, consider emailing your prospect prior to making a cold call. In addition to introducing yourself, you can use the email to provide background about your experience and business approach and to prepare the prospect that you’ll be in touch again. With an initial email, your prospect will be expecting your call, which can help things go more smoothly and comfortably.

Find a connection

If possible, do some research on your cold call prospect to find something in common that you can use as a conversation starter or icebreaker. If you have a mutual friend or business associate, be sure to mention that connection to help establish rapport.

Have your elevator speech ready

When a prospect isn’t expecting your call or visit, they may not have much time in their schedule. Be sure to have a condensed version of your professional background and experience ready to share quickly. Write out some bullet points or notes highlighting your most important accomplishments and philosophies that have contributed to your real estate success, and keep those nearby for reference whenever you make cold calls.

Differentiate yourself

Since you may only have a few minutes of your prospects’ time, be sure to communicate what sets you apart from others in your field. Do you have experience in a particular market segment or niche? Do you have a track record of fostering long-standing client relationships? Have you been recognized by your peers or professional associations? Be sure to mention anything and everything that distinguishes you as a real estate professional.

Ask questions

Find out what’s important to your prospect by asking questions during the cold call. Ask about their professional background and current goals to help you align your services with their specific needs.

Let them ask questions

Allow time during the cold call for the prospect to ask questions or to clarify the information you’ve provided. Encourage them to call you after the call with any questions that come to mind.

Follow Up

Whether a cold call goes well or poorly, be sure to follow up to thank the prospect for their time and to leave the door open for future communication. Always leave your contact information, and make it clear that you’d welcome hearing from them at any time.

Use examples

For instance, you might mention that you always go the extra step to provide service excellence by telling your clients about the value of American Home Shield® home warranties. In addition to providing important budget protection for costs associated with covered home system and appliance breakdowns, American Home Shield home warranties can help keep transactions on track and help increase buyer satisfaction.  American Home Shield home warranties show prospects that you care about your clients long after deals close, reflecting your dedication to their best interests.

AHS assumes no responsibility, and specifically disclaims all liability, for your use of any and all information contained herein.

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