Technology is moving so fast these days that every time you turn around, the hot new, cutting-edge toy you just bought becomes almost instantly obsolete, or at least dated, by the latest and greatest new thing. It’s no wonder, then, that some agents have succumbed to the belief that recorded telephone hotlines, as a direct response mechanism, are outdated and inefficient.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?
Well, it’s true that the worldwide web has infiltrated our households. In fact, in a June 2010 study, 266,224,500 of the 344,124,450 people living in North America were internet users – that’s a penetration of 77.4% and a growth of 146.3% in the last 10 years. Pretty impressive right?
While it’s true that millions and millions of North Americans are on the internet now, let’s not forget that old bit of technology…the telephone, more specifically the cell phone. Cell phone usage has taken the world by storm in the last decade. In a 2007 study, 846.8 of every 1,000 people in the US owned a cell phone and 2/3 of these also had a landline. At the end of 2009, there were 4.6 billion cell phone users worldwide … 300 times as many as there were just 20 years earlier.
My point is, BOTH internet and telephone usage is huge. As a society, we widely use all forms of technology to remain connected, so just because the internet is newer, and perhaps sexier, doesn’t mean it’s the only way people seek information.
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?
Click on the special webinar we did with Rick below to find out!
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!