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Coach Your Buyer’s Agents and Team Members to Convert More Leads Through Value-Driven Strategies

The goal of each sales agent is to constantly convert buyer leads into closed business; however, many agents struggle with first qualifying the buyer’s needs and time frame, and then converting that buyer into a client and ultimately selling them a home.

Most agents fail between converting contacts into leads, leads into clients and then clients into appointments. If you don’t have scheduled face-to-face appointment time to either show houses or view homes to list, you are not going to list or sell a home. Creating value is how you communicate your value proposition to solve their problem and get yourself hired. How well do you communicate and differentiate your services compared to other agents or brokerages? The agent who adds the most value gets hired. It’s true. I always have said, “First we sell ourselves and our value, then we sell a home.”

Follow these techniques to increase your conversion rates with buyers, add value and sell more homes right away:

Follow up on every lead. Seventy-five percent of open house attendees are not followed up on, according to NAR, so be in the 25 percent of agents who follow up on open house leads. Open houses are still a huge source of income for agents to convert more leads into appointments. Listing and buyer leads come from every contact you meet. Make sure you are following up with these leads weekly or monthly, and put these leads in your pipeline to convert them into appointments.

Provide a valuable Exclusive Homebuyer Guide. When you make the common uncommon and the process special, people remember you.  Offering anything of value to help them is the key. An Exclusive Homebuyer Guide or packet is designed to create huge loyalty from the buyer. Explain your mortgage, title, home warranty and insurance services that help buyers realize the value of your one-stop shopping services.

Read and respond to body language. Fifty-five percent of all communication is through body language, and agents should listen and respond to a potential buyer’s body language. Make sure you are following their body language, and ask a lot of questions to help you move toward the next step in the sales process. You can diffuse and disarm situations and ease their minds about certain steps in the process that are stressful; this helps you build trust and confidence.

Work at their speed and pace. Some people are just starting the process, and that’s OK. You should let them know that you are OK if this takes two weeks, two months or two years to help them with their home-buying purchase. You need to build rapport and build confidence and trust by solving their problems with solid, proactive solutions.

By setting yourself and your unique value proposition apart from your competition, you will add value to their home-buying experience. Even adding surprise value—which means going the extra, extra mile to radically differentiate yourself—will make your service over-the-top and create clients that rave about you and choose to hire you. When you add value, you get hired. Plain and simple. Adding tremendous value creates a different experience for the buyer than they get from other real estate agents. They will be attracted to your proactive and value-driven service, and you will get hired time and again.

For a free copy of my exclusive Adding Value to Buyers video and script, click here.

Sherri Johnson is CEO and founder of Sherri Johnson Coaching & Consulting. With 20 years of experience in real estate, Johnson offers coaching, consulting and keynotes, and is a national speaker for the Secrets of Top Selling Agents tour and the Official Real Estate Coach for McKissock Learning and Real Estate Express. For more information, please contact or 844-989-2600 (toll-free) or visit