The effectiveness of a cold-calling campaign often depends on a combination of five factors. They are:
Who do you plan on calling?
Cold callers should make it a point to update their call lists on a regular basis. Not only is calling someone who’s recently rejected your business a waste of their time, it’s also a waste of yours. To get more specific, though, cold callers should know who their target is when they make a call as well as pertinent information about that person. Is this person a homeowner or a renter? Do they own multiple properties? If you can answer these questions before you get on a call, you’ll have a much better chance of making a connection.
What are you calling for?
There’s a big difference between calling an absentee owner and a homeowner whose neighbor just sold their home. Understand what services you plan on presenting and what the purpose of your call is.
When are you calling?
Real estate agents should know better than most that timing is crucial to striking a deal. If at all possible, then, it’s best to try to call individuals who are likely to be receptive to your message. For example, calling homeowners in neighborhoods that have seen several new home listings or sales could potentially be more productive than calling the “average” homeowner.
Where are you calling?
As we touched on above, certain real estate hotspots can occur for a variety of reasons. So it’s imperative for real estate agents to contact individuals in areas they feel are primed to benefit from their services.
How will you conduct the call?
Whether or not you’re prepared, positive, and respectful can mean the difference between unearthing a new client and missing out on a lucrative opportunity. Some other things you’ll want to keep in mind in this regard include:
- Practicing your calls before you make them each day.
- Learning your script, but not memorizing it. Remember, you want to sound like a human.
- Don’t take negative reactions personally and always act with respect and courtesy.
- Confirm who you’re talking to!