Hey, it’s Josh Schoenly, co-founder of Client Alchemist, and today I’m going to continue walking you through our 4-step protocol for systematically attracting your ideal real estate client at will.
In previous parts of this series we’ve talked about Steps 1, 2 and 3 of the process, which are:
Part 1: Identify – “Identify” who your ideal client is.
Step 2: Attract – Figure out how you’re going to “Attract” that ideal client.
Step 3: Connect – How will you “Connect” with them and lead them into Step 4 of “The Client Alchemist Way.”
Step 4: Converse – We’re going to cover this fourth step today. We’re talking about how to “Converse” with your clients in a meaningful way.
Stop “Converting” and Start “Conversing”
You’ll notice that we specifically do not use the word “convert,” and here’s why:
I don’t want you to focus on converting your potential clients.
I want you to start getting into conversations with those potential clients.
Too often sales trainers and gurus and brokers hammer in to your head that you’ve got to convert people, right?
“Oh, you’ve got a fizbo? You’ve got to convert ’em.”
“You’ve got an expired? You’ve got to convert ’em.”
“You’ve got somebody in your sphere of influence? You’ve got to convert ’em.”
Instead of looking at it as an event, which is what the word “convert” suggests, look at it as simply getting into a conversation with the prospect, lead, or potential client. If you continue the conversation long enough, the only natural conclusion is:
A) They will become a client with you or
B) They will send you people who would like to be a client of your services
It’s a paradigm shift and one that I would encourage you to embrace.
Conversion is trying to force people onto your time schedule, which is not very pleasing to the person on the other end. Instead we want you to:
- Treat them the way you’d like to be treated
When you do all these things, they will naturally choose to work with you as a client.
And not only that, when you take this perspective, they will be more excited about referring you other business because of the way that you attracted them. You attracted them by treating them the way you would want to be treated. You attracted them by simply getting into a conversation with them, by listening.
Treating People Like People
Now, we’re going to get into some very specific tactical principles and strategies you can use to get into more conversations with prospects and leads. You’re going to generate these conversations as part of “The Client Alchemist Way.”
Before we really dive in to that, I want to share one simple idea that on the surface sounds so easy to grasp, and yet it’s something that I need to be consistently reminded of. You might need to be reminded too. The ideas is this:
Treat every contact, lead, email address, connection on social media and cell phone number as though there is a real life person on the other end.
Because there is.
This is such a simple idea but most people, myself included, often forget that fact. We start treating people as if they’re only leads, when in fact, there’s a person on the other end.
There’s a person reading your email. There’s a person reading your text message. There’s a person reading your Facebook message.
There is always a person on the other end.
The Importance of Mental Visualization
I want to share a great perspective with you to bring this idea home. One of our Client Alchemist Pro members, Russell Brunson, shared that he uses a visualization tactic so he’s able to see the people that he’s emailing as people and not as things.
It’s really easy to think of people as things when you start having a lease coming into your system and you’re getting fans on your Facebook page. You might see their photos and their images, but you haven’t had that personal interaction yet. You haven’t met them in person.
So, a lot of them are going to feel like just a phone number or just an email address unless you begin to train yourself. Remind yourself that these are people that you’re speaking with.
What Russel Brunson does is he actually visualizes people in a stadium. Then he thinks to himself:
• Are they men or women?
• What are their occupations?
• Do they have kids?
• What are their ages?
• What are they looking for?
• What are their interests?
When you do this you begin to see those phone numbers and emails as people. You’re reminded when you’re sending out your material to keep that conversation going as if you’re talking to a friend or a family member. It’s a very simple tactic, but very powerful.
It’s very important because when you start following our 4-step protocol, “The Client Alchemist Way,” you are going to get results. You’re going to get leads. You’re going to be able to attract those people.
6 Tips to Dramatically Increase Response to Your Communications
1) Use Your Own Name When Sending E-Mails
When you are sending email communications, whether they be a broadcast email or an individual email, the email should come from you.
This means that if I were to get an email from you, it should have your name on it as the sender. It shouldn’t come from your business or your team name or anything like that. It should come from you.
Now you can include those other things but put them after your name because you want it to feel more personable. Always send your email communication and other communications as you. Make sure people know it’s coming from you first.
2) Send Emails as Plain Text or HTML Formatted to be Plain Text
So what does that mean?
That means that you shouldn’t have any headers or fancy logos or anything like that in your e-mails. All those things scream to the prospect that this is business or “salesy” in nature. That’s what happens when you have those things.
Some people would argue it looks more professional. Here’s the thing:
Professional doesn’t necessarily mean more business.
When you meet with a person you want to present yourself as professional, but when you’re communicating you want it to seem personal. Formatting using plain text or HTML as plain text is a great way to do that.
Now, you should still include your signature file and everything that’s required for you to include in your email communications. Keep the signature at the end, but don’t use fancy headers and logos and all that jazz. Send an email that’s simple in nature.
3) Use a Custom E-mail Address
You don’t want to use a Gmail, AOL, or Yahoo e-mail address. You want to use a custom domain. If I were to send you an e-mail it shouldn’t be firstname.lastname@example.org.
It should be something like: email@example.com
In your case, it would be: firstname.lastname@example.org
If you don’t know how to do this yourself, one of the many advantages of being a Client Alchemist Pro Member is that we’ll set this up for you. All you’ll need to do is buy the domain name and we’ll take care of it from there.
4) Keep Your Communications Short, Sweet and Conversational
That’s the average number a professional person is going to receive in a day. 121 emails.
How are you going to differentiate yourself?
We’re not going to write 5 paragraphs about why we’re the greatest real estate agent. We’re going to keep it short and sweet.
We’re all super busy and we’re all bombarded all day, everyday, with marketing messages. What is going to allow you to cut through the clutter is to be short and sweet. Be as effective as possible with as little words as possible.
Write your email, text, or Facebook communications like you would write a friend or family member. Before you click “Send” look at it and think “Is this the kind of message I would send my mom?”
You probably wouldn’t send your mom 3 paragraphs about how you’re top 5% of your market or how you sold a 120 homes last year or how great you are at this, that, and the other thing. You wouldn’t send that to your mom, so don’t send that to prospects and contacts that you’re trying to start a conversation with, either.
5) Convey a Benefit (or a Potential Benefit) to the Reader
You’ve heard this before, most likely, but it bears repeating:
What’s in it for them?
Telling them how great you are. That’s not what they need.
They’ve got a problem and you’ve got to try to offer them solutions.
Convey a benefit or a potential benefit. If you need help coming up with ideas for benefits, take another look at Part 3 of this series where we talked about this more in depth.
6) Include an Expectation of Response.
Include a call to action of some kind. The easiest way to do this is to simply ask them a question. When you ask them a question and you follow the other strategies that we’ve mentioned here, you get dramatically increased response from your contacts.
They will be much, much more likely to respond to you, and when they do, that’s how you can have a conversation with them.
We’re only scratching the surface on this idea of conversing. This is a topic we’ll come back to a lot, but I wanted to give you these foundational principles and strategies so that we can build upon that in the future.
Here’s what I want you to do right now. If you haven’t already done so, I want to go back and read the first 3 Steps of this process again. Those were Step 1: Identify, Step 2: Attract, and Step 3: Connect. The more you read these posts the more these ideas will start to internalize for you. You’ll get more ideas for yourself and how you can apply “The Client Alchemist Way” in your business.
Now I want you to start a conversation with us. We love to learn about your business and help you apply these principles in your specific market, business, and scenario. So do that right now. Leave us a comment below and start a conversation.