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Is Guilt Causing Call Reluctance?

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By Frederick Herot, VP of Marketing, realtor.com®

Busy agents collect the names and contact information for hundreds of past and prospective customers over the years. When we ask these agents what percentage of the people on their “list” have been contacted in the past 24 months – we frequently get a slightly embarrassed answer that it’s less than half. In many cases it’s less than 20%

After months and months go by, it gets even harder to just pick up the phone and say “Hi, remember me?”

This is getting more attention now because one of our products for follow-up presents five people out of the agent’s database to call each day. It is visually bright and colorful, so it can’t be easily ignored; and it shows how long it has been since the last time the agent called them. To make the call go easier, we provide tools and dialogue.

In this business, trends in the real estate market are always a good ice-breaker – and having some relevant information on home prices, mortgage trends and market data will make up for many months of radio silence.

To meet this need, we offer a newsletter that is free to all REALTORS®. It contains national as well as some regional data on the housing market.

The dialogue is simple, “You may be wondering about what is happening in the housing market. I have a newsletter that gives you a general idea of regional trends, and I can also fill you in on what’s selling in your neighborhood. I’m about to send it to your email – are you still at the same email address?”

Having months go by only makes matters worse, so helping agents make the call regardless of how long it has been, can change the course of the relationship and may in fact come at just the right time—when the prospective customer is ready to move. Whether you use our CRM (Top Producer®) or your own method of follow-up, we still can provide you with the Housing Trend’s E-newsletter. It’s free, and who knows, it may smooth out some of those awkward calls that prevent your agents from calling.

Available at www.realtor.com/engage


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