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[Best of 2019] 5 Things an Agent Should Never Say to Leads and Past Clients

December 26 2019

We're continuing an annual tradition of counting down our top 10 articles of the year. The following article was originally published in October and is #3 in our countdown. See #4 here.

Do you ever look back on a conversation and wish you had said something differently? It happens to the best of us. When you're communicating with real estate leads and past clients, it can be challenging to handle every conversation perfectly.

But being aware of what you're saying (or not saying) can help you begin to have conversations that lead to more leads, more clients, and more commissions!

Here are five things an agent should never say to leads, and what you should say instead.

Don't say: "Have we worked together before?"

Do say: "How have you been enjoying your home on Winding Way these past few years? Are you looking for something in the same neighborhood?"

ixact 5 things an agent should never say 1Recalling details from past clients is crucial for making them feel valued and putting them at ease. Before returning a phone call or email from a lead or past client, check your CRM for any notes you might have made about them in the past.

No one can remember details about everyone they meet, especially a busy agent. Using your CRM to store important details can help you set the tone for a successful conversation. Naturally work comments into the conversation that show your lead or past client that you remember details that they've shared with you.

Don't say: "I don't really do email. If you want to reach me, call me."

Do say: "I'd like to get your email address so I can keep you informed of valuable real estate information. Is that OK with you?"

Every client is different. Some prefer to communicate by text message, and others want to chat on the phone. As an agent, it's important to adapt to the communication preferences of your leads. No matter how your contacts prefer to communicate throughout a transaction, email marketing is key for keeping in touch with real estate leads and past clients.

Email is three times more likely to result in lead conversion than social media. It's effective for building and nurturing longterm relationships, which helps convert leads to active clients. Email marketing helps you remain top-of-mind with prospects and former clients alike. Retaining the business of former clients, and obtaining referrals from them, is the best way to make your real estate business less reliant on outbound marketing. However, repeat business and referrals can only happen if your clients remember you, and if they can easily find you! Email marketing helps solve this problem.

Best of all, email marketing is affordable, whether you are a new real estate agent or a seasoned pro. This enables you to conduct marketing with consistency, which is the key to lead conversion. If you aren't making email marketing a priority, you're missing lead generation and commission opportunities.

Email marketing helps convert prospects to active real estate clients! And using a robust CRM for real estate helps you create effective email marketing that brings results!

Don't say: "Sorry. I don't know of any landscapers/interior designers/contractors to recommend to you."

Do say: "I do know of several terrific landscapers in your area, I'll share their contact information with you right away. Be sure to let me know if I can help you with anything else."

We may all agree that for long term success, one of the most important things you need to do as an agent is add value to your client relationships. Positioning yourself as the expert in all things homeownership related will allow your leads or past clients to reach out to you.

Maintaining a list of reputable professionals you can recommend to past clients is a powerful way to offer ongoing value and establish yourself as a resource for your contacts. You'll have leads reaching out to you rather than you always contacting them!

Don't say: "Don't forget to send referrals my way."

Do say: "Who do you know that might be thinking about moving in the next year?"

Real estate referrals are priceless for agents. To gain more valuable referrals, you have to ask for them! If you're mentioning referrals at all, you're on the right track, but a vague comment or line in your emails that you appreciate referrals may go unnoticed.

Including a line in your email signature mentioning that referrals are welcomed and appreciated is helpful, but successful agents take it a step further. When you reach out to leads and past clients with regular keep in touch calls, make it a habit to mention referrals. Instead of mentioning referrals and leaving the task up to your contact, ask specifically who they know that is considering moving so you can take ownership of the communication.

Don't say: "Congratulations on your new home. It was nice working with you."

Do say: "Congratulations! It was nice working with you. Can you offer me any feedback on the home listing/buying process that we worked on together? Was there anything you found surprising, stressful, or difficult about the process?"

ixact 5 things an agent should never say 2After a home has closed, you may breathe a sigh of relief and move on to the next item on your never ending to-do list. But what if that contact could have offered you important insight on how the listing or buying process was experienced on their end?

Even the most seasoned agents are constantly growing and fine-tuning their processes, and who better to offer their perspective than a past client? Instead of simply saying goodbye and moving on, take advantage of the opportunity to learn from the transaction by requesting feedback.

If your past client praises you, ask to use their comments as a testimonial on your website or in your marketing materials. If you receive constructive feedback, consider whether it's something you should tweak in your strategy as an agent.

No one says the right thing 100% of the time. However, being mindful about how we communicate can make the difference in your career.

To view the original article, visit the IXACT Contact blog.