Lately, it’s come to my attention that too many people nowadays think that Hotlines are a waste of time. Technology is changing so fast these days that every new gadget you purchase becomes out of date in months. Take a look at the iPhone for a prime example of this. I recently got myself the 4….now there’s a 5 and rumor has it the 6 is coming soon? It’s no wonder then, that so many agents have succumbed to the belief that recorded telephone hotlines, as a direct response mechanism, are outdated and inefficient. After all, isn’t everyone on the internet now? Absolutely not. There is still a percentage of the population that isn’t “internet savvy” and would prefer the telephone for information seeking.
This may have been a truer argument in the past few years, however, let’s look at the reality now. The reality of websites as a lead generation machine. Yes – they work. They get leads. They collect email addresses and some of the more savvy ones are now using push notifications and QR codes for smart phones. BUT, how many emails do you get daily? How many do you read? How many just get skipped over, sent to trash, or flagged as junk? Here’s my point – telephones are making a comeback!
BOTH websites and telephone usage are huge. As a society, we widely use all forms of technology to remain connected. Just because having your own lead generation website is newer, and perhaps sexier, doesn’t mean it’s the only way people seek information. Don’t miss out on a percentage of people that still rely on telephones!
Can you think of many major, successful companies that don’t have a telephone presence as well as a web presence? Coca Cola’s is 1-800-GET-COKE. Audi’s is 1-800-FOR-AUDI. Hilton Hotel’s is 1-800-HILTONS. Why do you think that is?
Well, these mega companies offer their prospects a way to reach them by phone (as well as internet) because despite how widespread internet usage is, telephone usage is just as much a part of our lives. The fact is that both the internet and a telephone hotline are perfect vehicles for your direct response ads because both offer prospects an easy and non-threatening way (available 24/7) to get the information they’re after without having to speak with an agent.
Talk to any of Craig’s mega successful members and they’ll tell you that their most effective campaigns offer both a hotline number and domain name for prospect direct response.
So why is it that some agents aren’t seeing the results they desire with their hotline leads? In 99.9% of cases it’s because they’re not using their hotline effectively.
As you know, Craig highly recommends that you use two different kinds of hotlines in your business: the Information Line for your less branded/fly under the radar ads, and a USP/Property Tree Hotline for your branded ads. We won’t go into detail here on the differences between the two, we all know that we should use both, as they achieve different results.
The net result is you end up with a lead.
Don’t believe me? Ask Rick Brash.
Most of you are familiar with Rick’s hotline story – how he generated 3,766 hotline leads in three months, resulting in $243,555.65. This is probably why he calls it his “AMS Freedom System.”
Can you say the same?
So what does Rick do that’s different from you?
Well, for starters he puts his hotline number everywhere. Rick firmly believes that the secret to success is to use a multi-layered approach to all of his lead generation. Why not give the prospect a choice of how they want to obtain their information? According to Rick, while many leads are good leads, he finds the hotline leads are grade “A.” If someone takes the time to write down the number and extension, call, listen to your recording, then leave a message, that’s a good lead.
Why else does Rick like hotlines? Well, he says it removes you from being “the gatekeeper.” Real Estate agents fall just shy of lawyers and salesmen in the eyes of public popularity – and the non-threatening, recorded message simply allows the reassurance that your prospect won’t be pushed into a hard sale. The hotline is there simply to incubate the request and nurture the prospect.
If you have used a hotline in the past, or are using one now, do you know your message vs. call ratio? Rick does, and it’s around 20%. Considering the average is about 3-6%, wouldn’t you say he knows what he’s doing?
Why is his ratio so high? Rick has developed a mastery of scripts. He has done years of testing and found the perfect script-writing formula. Interested in knowing what that is? Want to know what personality type and voice he’s struck gold with? How about the secret to it sounding natural and not like it’s being read?
Here’s a last very important point. Neither a recorded hotline nor your website should cost you anything if you use them effectively. Whatever minor monthly upfront costs you incur will be more than paid for in a single deal, so don’t use cost as a reason to not offer your prospects easy access to you.
Click on the video above and you can see the full webinar that we did with Rick Brash explaining all of this information!