Real Estate Agents: Don't Rely on the Free Consultation

Does this line sound familiar? “Call today for a free consultation.” Or
how about the wordier version: “Call today for a no-obligation
consultation.”

I'm betting it does sound familiar. Because while working in the direct-mail
industry, I saw these exact words on more real estate marketing pieces than I
care to count. And that's the first thing wrong with the free consultation —
it's overused, and it has been for years.

Here's what else is wrong with it (and those who have tested this offer
against others will agree with me here). Your prospects expect a free
consultation, and they know they're going to get one ... if not from you, then
from some other agent or REALTOR® they'll inevitably stumble across.

One final problem with the free consultation: Much of the information you'll
share during the consultation can be found on the Internet, if you know where to
look. And believe me, your prospects know where to look!

They can view homes online. They can find current interest rates online. And
now, with the advent of such websites as HomeValues.com, they can even get a
ballpark valuation of their home based on current sales information — and it's
free.

Here's the bottom line. The “no-obligation consultation” can no longer
stand on its own as an offer or initiative. It will not spur anyone to act. It's
okay to use it as a supporting offer, but you need to include something of real
value if you expect any kind of response.

It's time to adjust your approach.

So what do you do? I'll tell you, and you're going to be amazed at the
simplicity and power of this often-overlooked approach.

Build a stronger offer

The goal here is obvious. You need to strengthen your offer. You need to build
value into your personal marketing program. You need to give your prospects a
good reason to contact you.

Let me repeat that. You want them to contact you. You don't need to convince
them you're the best agent in the universe. You don't need them to accept your
general philosophy on client care.

You need them to call you!

Why so much emphasis on a simple phone call? Remember our statistic from
earlier: 74% of people shopping for a real estate agent go with the first agent
or REALTOR® they call.

People are busy. They know they need an experienced professional to help them
with the home-buying or selling process, but they don't want to spend days
calling around town. They don't even want to spend an hour.

They'll make one phone call — occasionally two — based on an ad or
direct-mail piece they saw, an Internet search they made, or a referral they got
from a friend.

They'll make this single phone call simply to gain enough information about
the agent to convince themselves they've “landed a good one.” Aside from
that, they don't care to look any further. If the first agent they call is
professional, knowledgeable, enthusiastic and friendly, then the first agent
they call will be their agent for the long haul.

It's that simple.

So the goal, again, is to be the first real estate professional they call.
And let's face it ... the free consultation has about as good a chance of
earning that call as I have of becoming a professional basketball player (and
you should know at this point that I was cut from my high school team).

Value. That's what will earn the shopper's first call. Something of great
value to them.

About the Author

Brandon Cornett has worked as a copywriter, web writer and advertising manager
within the direct mail industry. He now dedicates much of his time to helping
real estate professionals market themselves effectively. His "Modern Guide
to Real Estate Marketing" and his free newsletter are both available
through his website: http://www.ArmingYourFarming.com