Help Compel Buyer Prospects to
Request Your Services
The ONLY reason to run an ad is to get prospects to contact you. When you run a property ad, your primary objective is to get prospective buyers to contact you, using the specific property as “bait”. Even though this buyer is unlikely to purchase the property they’re calling on, you still must give them a good reason to call you, and most agents fail at this point.
You see, when writing their house ads, many agents make the mistake of trying to “sell the house” in the ad and consequently they generate very few leads. These agents waste their ad copy listing the non-compelling physical features of the home (such as new roof, water softeners, security systems, etc.) when, in fact, NOBODY buys a home because of these things.
Instead, you need to describe the property in EMOTIONAL terms so that you hit prospects’ hot buttons, compelling them to want more information. However (and this is important) when they call you, remember that it’s still unlikely that this particular property will be “the” property they want to pursue. Therefore, if ALL you talk about on your message when they call is “this” property, you probably won’t get them to leave a message.
Instead, when prospects contact you, your hotline script and landing page must give them an easy way to get details about the property that piqued their interest (because this, after all, is why they called you in the first place), but you must also offer compelling information about benefits that will have more universal appeal (such as hotlists of area home pricing, distress sale properties, best buys, etc.). This way, even if the prospect rules out the specific property they first called on, there is a greater likelihood that they will still leave you a message requesting the more universal information you offered. On our USP Property Tree hotline, we actually make the universal offers first, and then give them the opportunity to enter the 4-digit ID# to get specific information about the property they called in on. You could also use branching within the specific property script to say something like: If the property at 123 Main Street doesn’t interest you, you can press “2″ to receive daily emails of homes that do match your criteria.
Consider this. If you took this prospect’s call yourself, and if they lost interest once you gave them more details about the specific property they called on, you know you could probably salvage the call by getting them interested in something else — i.e. another property or a specific service. The words you use on your hotline/script must mimic what you would do and say to convert the prospect on a live call.
Now let’s take a step back to the point I first made and let me elaborate a bit. I’ve told you that you can’t sell a house in an ad. Well, the fact of the matter is, you can’t sell ANY big ticket item (such as a car or a home) in an ad, so trying to do so is pointless. Think about it this way: do you really think a prospect would call you up and purchase a home sight unseen simply on the basis of your ad? Of course not, so stop trying to do so. The best you can hope for is that a prospect will get excited by the ad (i.e. they will connect with it emotionally) and call you to find out more.
Why Do You Need a Hotline to Answer These Calls?
We’ve talked a lot about how prospects are hungry for good information, but are very leery of the selling process. When you place a house ad and ask prospects to call you directly, you are really handicapping yourself. Prospects will go to great lengths to AVOID sales pitch from a salesperson.
Whether you’re marketing a property or a special report or a hotlist, you must make it easy, convenient, and most of all, NONTHREATENING for them to get the information they seek. This is why I created what I call my “24 hour Talking Ads” which I ran on my USP/Property Tree Hotline.
My Prospect Calls Tripled When I Moved to the Talking Ad Format
Three times as many prospects called in on my listings when they were offered the opportunity to call in for information any time they wanted, without ever having to talk with an agent (unless of course they wanted to — they were given the opportunity to be 19 connected with my office directly by pressing “0”).
My 24 Hour Talking Ad System (i.e. my USP/Property Tree) has many important features such as branching capabilities, the ability to capture telephone numbers (even if the caller fails to leave a message), etc. Some members try to cut corners by running their property ads on their Information Hotline. This is a mistake for several reasons, but the two primary reasons are that:
- your USP/Property Tree Hotline should be branded . . . remember, you will make 4 or 5 universal offers to compel prospects to leave a message before giving specific information about the property. These USPs should be overtly linked to you.
- your hotline must have branching capabilities in order to allow prospect to easily navigate through the information you offer them.
You can rent your own USP/Property Tree Hotline with all my scripts already prerecorded in the exact same voice I use on my hotline (call AMS directly at 1-800-858-8889 for more information.) AMS can even record your house ads for you to ensure that the voice that answers is clear and has the right tonality. (Tonality is very important. If you sound too salesy, prospects will hang up.) The benefits of a USP/Property Tree Hotline are numerous. Not only does it answer your inquiries, it also sifts and sorts them. If you follow my guidelines and do and say the right things, 10-15% of prospects that call will leave messages, and that’s a good thing because then you don’t have to call back the ones who wouldn’t turn into business. Your hotline automatically sorts your prospects for you, revealing which ones are the most qualified, allowing you to follow up only with your best opportunities.
Best of all, AMS offers a 30 Day Test Drive. If you’re not happy with your USP/Property Tree Hotline within 30 Days, AMS will refund everything you’ve paid.