Jeremy Forcier shares his high-impact insights on how to get appointments with Realtors and how to lock down those relationships:
If you aren’t cold (or warm) calling Realtors weekly, you’re losing market share. That’s a simple fact! Realtors are not going to just come to you. You need to be a proactive force in the marketplace!
So, how do you overcome call reluctance?
- Make it a game so it’s not cold-calling
- Be crystal clear on why you are calling! If you know why you’re calling and what you’re going to say, then it’s a lot easier getting the courage to make the call and you’ll be much more confident on the call when you go for the appointment.
When calling a Realtor, your goal should be one of three outcomes in this short 2-minute call:
- Schedule an appointment
- Invite them to something
- Ask them a question, and then give them information on the question you asked
Here’s an example of one of Jeremy’s calls:
Jeremy: Hi, is this Dave?
Agent: Yes, this is him!
Jeremy: This is Jeremy Forcier from People’s Home Equity. I don’t want to take up too much of your time. I just wanted to touch base with you because next Thursday I’m throwing an event where we’re going to have a speaker—his name is Dave Savage—he’s an industry leader and we’re going to have him come in and show Realtors how they can convert up to 50% more leads from their Open Houses. If you’re interested in coming and closing an extra 5-10 transactions this year, I’d love to see you there!
Agent: You’re about the 5th loan officer this week whose called me to ask me to attend an event. I’m pretty busy. Why should I come to this event?
Jeremy: Here’s the thing. This is where I think a lot of loan officers go wrong is that I don’t know you, you don’t know me, but I do know this. You’re a top agent, and I’m the top loan officer in the area. I think good people need to know good people. I won’t waste your time. If you don’t want to attend the event, that’s okay, but what I’d like to do is schedule a 15-minute appointment with you. I’d like to see if I can learn a little bit about your business and if I can have the opportunity to help you close more business this year, I would love that opportunity!
Agent: No, I’m just too busy.
Jeremy: I totally understand. I’m very busy myself, so what I’m going to do is shoot you over an email with a few times I have open when we can meet, but if there is anything I can help you with in the meantime, feel free to give me a call and I’ll hop right on it.
5 Realtor Questions
What do you ask the Realtor once you have that meeting?
- Where are you having the most success in your business today?
- What is your biggest pain or challenge in the business today?
- What are the top 3 things you need from a lender?
- What could be better with your current lender relationship?
- Unique and valuable promise + Would that be interesting to you?
Jeremy’s promise: “If referring a home buyer to me would actually increase your lead conversion and save you a few phone calls, would that be interesting to you?”
While asking the realtor these questions and providing your unique and valuable promise, keep the following in mind:
- Be really present…be an active listener…this is not the time to just think about the close.
- Reiterate their answers to these questions
For example, Jeremy says:
I think it’s great you are having a lot of success with listings right now especially “with right-sizing” your clients. I see that as an opportunity in the marketplace and it’s great to know you’re taking advantage of it!
Your biggest pain and challenge is inventory. It’s the big elephant in the room, but I think you’re doing all the right things in trying to create more inventory and I think I have some ways I can help you with that.
The top 3 things you need from a lender…what I really heard from you, is that you need “communication, communication, communication”! (“no matter what they say, I always say ‘communication’”)[pause]
That’s great! I am so passionate about communications. Obviously you already work with a great lender because you’re a great agent. However, I am looking to partner with 5-10 select Realtors over the next 12 months and I would love for you to be one of those agents. While I don’t expect you to refer me all of your business because we met and had a nice meeting, I would like to show you exactly:
- How my process works
- How we communicate with your clients
- How we can help you generate more referrals and help you manage all those leads that come in to create more transactions for you
So all I’m asking is that on your next two transactions, I have the opportunity to show you how that works within our process, because at the end of the day, the only way for us to know if it’s a good fit for us to work together and that it’s profitable for one another, is if we actually try it. While I don’t expect to be your number one, I’d love to have an opportunity on your next two transactions to show you how it works and see if we can form a long-term relationship.
How does that sound to you?
We’ve only got so many hours in a week, so make every meeting count! The key to being efficient is to engage in “leveraged activities”. What is a “leveraged activity”?
Any meeting in which you can gain exposure to more than just one person.
Some great “leveraged activities”:
- Happy Hours
- Broker’s Open
- Lunch and Learn’s
- Open Houses (invite the neighbors before the Open House to provide you and the Realtor an opportunity to meet with other people in the neighborhood and uncover potential future opportunities)
- Realtor Coaching Series
According to Jeremy, one of his most successful ” leveraged activities” is meeting the client with the Realtor at the Realtor’s office! This affords you the opportunity to:
- Enable the Realtor to see you in your ZONE
- Get two face to face appointments instead of one (or zero)
- Gain exposure to other Realtors (and effectively “bunny hop” over the gate keeper
Think outside the box:
Who wants to work every weekend? Jeremy works just 1 weekend open house per month. How does he do it? People want to be led. Jeremy provides leadership and thinks outside the box. Instead of a weekend Open House, how about proposing a “Thursday Night Twilight Open House”?
Working with your buyers:
A final tip on working with buyers, control the transaction! Preempt your client from shopping you. If you provide them one loan option on the assumption, you know what’s best (which is what most loan officers do), what do you think they’re going to do? Shop you!
Clients that don’t shop you either trust you implicitly or they weren’t going to do any research anyway. These types of consumers represent a very small sliver of the pie right now with all the information that is available online these days.
Instead, Jeremy creates a number of options for them through EDGE. This allows them to:
- Formulate questions
- Digest the information
- Instead of shopping you, they are shopping programs within EDGE
If you want to compete with big banks and online lenders who are doing the majority of loans, they’re just providing rate quotes and fee worksheets. Providing options is how you differentiate yourself and how you show a realtor that you’ve got something special to provide. Moreover, it’s not just words coming from your mouth. You can back it up when you’re having that meeting.
View Jeremy’s entire Coaching Call below: