WHY THE ZILLOW SALES PERSON HUNG UP ON ME
Do you hate clients who call you and waste your time ? Of course you do, we all do. But you have to stop and think about who you have invited to call you and the process they go thru before you actually speak with them.
Yesterday I got a call from Zillow about a new program they are offering loan officers around the country. To their credit this was a well thought out process. The program takes buyers from the website thru a process where they are asked a series of questions and then turned over to a loan officer.
YOU MUST THEN CALL THEM BACK IMMEDIATELY.
Now stop and think about that for a minute- I’ll wait.
What position are you in when you MUST CALL THEM BACK immediately? Do you go to a Doctor or a lawyer? Do you have a dentist ? Do you hava an accountant?
Do they call you back immediately?
THE DIFFERENCE BETWEEN A HEAD OF LETTUCE AND AN EXPERT.
The Zillow rep explained this process to me and I politely declined. She seemed totally stunned as if someone had just kicked her in the stomach. She went on to explain the entire 15 steps in the process a buyer now must go thru and all of the information they must provide.
At this point , I could not get a word in anyway so I let her continue trying to sell me. After another 2 attempts at closing me ( have to give her credit for trying) and another 10 minutes of explaining I once again said so.
I explained all of our frustrations to her.
1. We hate rate shoppers.
2. We hate working with buyers who we spend a lot of time with and then don’t qualify.
3. We hate being seen as a head of lettuce.
4. We hate having our down time or family time interrupted with only a 10% chance of actually getting a client.
FINALLY- I TOLD HER HOW I FELT AND THEN SHE LITERALLY HUNG UP ON ME.
Since I knew she would never sell me I finally told her, “Look, I’ll tell you what we can do. If you want to pay me $100.00 per lead I will take them with a max of 5 per day?
Her response was priceless and just one word “HUH?”
So I told her again that I would be willing to take up to 5 leads per day that went thru her 15 step process but that she would need to deposit 100.00 for each lead into my account before I called them back.
The response on the other end of the phone was priceless. There was total silence for about 30 seconds and then all I heard was “CLICK”!
HOW BUYERS GET TO YOU IS VERY VERY IMPORTANT.
How a buyer a gets to you is crucial to your success. The truth is that you are either chasing business or using the techniques I have perfected and share to get business chasing you. When you are chasing the business you are begging and showing little value. You appear just like a head of lettuce in a supermarket or a razor blade in a convenience store.
When you are instead getting business chasing you it’s because you are being seen as an expert and authority. Buyers are much less rate sensitive and you hold a much higher value in their eyes.
WHICH WOULD YOU RATHER BE?
Yes I know that is a silly question but stop and think about the ways you currently try to generate new business. Are you chasing or attracting?
I WANT BUYERS SOLD ON USING ME BEFORE THEY EVEN MEET ME AND I AM SURE YOU DO TOO.
If you don’t like the buyers or referral partners you work with —- IT IS YOUR FAULT.
THERE ARE 3 CRITICAL PIECES TO THIS PUZZLE:
1. Get to the buyers first so your income is in YOUR control.
So here’s a formula-
1.Target the best people you want to work with. So for example if you are in an area with average sales prices of 250,000 you want buyers renting for 1500-2000 a month.
You know they are renting and you know that they can afford the payments. You know a mortgage might be lower than their rent.
2.Let them hear your sales message – why they should work with you and educate them thru an automated process.
3.Encourage them to call you for a free consultation.
This is the formula I have laid out and provided all the steps for in my www.RentersIntoLoans.com system.
Now instead of having to drop everything to speak to borrowers you just paid 43 dollars each for you can put them thru a process.
Our process costs 50 cents per lead and they are already sold on using you BEFORE THEY EVEN CALL.
STEP 2-BECOME THE EXPERT IN A NICHE .
You can become an instant celebrity using this simple formula.
Pick a Niche
Become THE Expert
Let Everyone Know About Your Expertise.
The biggest niche in our market currently are the 7.3 million Boomerang Buyers who are now eligible to buy a home. I have put together a comprehensive training on this topic at
STEP 3- UNDERSTAND AND LEARN ALL YOU CAN ABOUT PERSUASION AND MANIPULATION.
I honestly have never seen anyone cover this for our industry specifically, but the bottom line is that you MUST learn persuasion and manipulation techniques. Now I know what you are thinking. These are bad words right?
Well nothing could be further from the truth. Each and every day you are either being persuaded and manipulated or you are manipulating and persuading others.
Truthfully that is what we all do for a living when you take a minute to stop and think about it.
You are trying to generate new business.
You are trying to get referrals.
You are pre-approving buyers and hoping they use you.
You are working on files and trying to get your processor to do their jobs.
You are convincing underwriters to approve your loans.
You are convincing closing agents to get their jobs done on time and accurately.
None of this takes into account your personal live and all of the persuasion and manipulation that goes on there each and every day.
Since I believe this DOES give LO’s an UNFAIR EDGE I have put my best tactics and samples
Just reading the letter itself is worthwhile
THE BOTTOM LINE- YOU ARE EITHER BEING CHASED OR YOU ARE DOING THE CHASING.
YOU MUST DECIDE WHICH BUSINESS MODEL WORKS BEST FOR YOU?
Dedicated To Increasing Your Production,
Brian Sacks is a nationally-renowned mortgage expert who has career closing of more than 5,924 transactions for more than $1 billion. He has trained, consulted and coached, tens of thousands of loan officers and company owners over the past 31 years on how to close more loans, make more money, and still have a life. Brian is the host of “Top Originator Secrets,” which can be seen weekly on Mortgage News Network and on his blog. You can get more information and grab your free report on “How to Get Agents Chasing You” at TopOriginatorSecrets.com