Recently I introduced The Easy-Cool Prospect-to-Client Conversion Method. Here’s how it works in a real-world open house situation:

Prospects walk into the house.

Welcome them at the door with a warm smile, introduce yourself and pause…Most people will reciprocate and tell you their names. Their level of enthusiasm will be your first clue towards determining their communication style.

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Mentally note their names and likely communication style. After they’ve gone into the home, write their names, styles and brief description in your notebook. For example, “Big Nose Dan – Driver” and “Smiley Sue – Amiable.”

No matter which communication style you are working with, always balance the four key relationship-sales-attributes: professionalism, confidence, friendliness and authenticity.

It’s not about merely possessing these attributes. It’s about finding the right level for each one and balancing them against each other. For example, a person can be overly friendly and totally unprofessional.

Hand the prospects one of your stunning marketing brochures and give them a brief overview of the property – price, key features, listing date. The brochure is important. It shows off your marketing prowess and acts as a positive reminder about you after they leave.

Note: Only do this if you’re proud of your marketing brochure. If it’s just “average,” then “average” will be the impression you leave.

Send them through the house or continue the conversation, whichever is most appropriate, depending on their communication styles. Drivers and analyticals will want to proceed into the house immediately. Expressives will want to enthusiastically tell you all about their day, while amiables will be much quieter (but also the most open to making a sincere personal connection).

Find the correct balance between their personal space (leave them alone) and your availability (I’m here to answer any questions you have!). If it’s a couple, they might have two different styles. That’s okay. You know how to juggle styles, right?

When they’re done, address them by name and try to strike up a conversation without appearing too salesy. Make the conversation as natural as possible. Actively listen to them, but also slide in a few key questions.

So, Dan and Sue, how did you like the house?

Their answer should lead to other questions, such as:

What are some important “wants and needs” you have for your new home?

What are your preferred areas?

How long have you been looking?

If you struggle to ask these questions and you sound fake and salesy, you’re doing it wrong.

The answers, and more importantly, how they answer, will give you a huge amount of information to help you decide how to make your prospect pick-up pitch.

Never ask if they are working with an agent! That gives them an easy out. If they’re serious about the relationship they have with another agent, they’ll let you know.

Maintain eye contact with them, and do not try to juggle three different groups at once. (You’ll lose all three. Once you have the right skills, you will know which prospects you need to focus on.)

Here’s the the Easy-Cool Prospect Pick-up Pitch:

“Hey, I’m just thinking that I’ve got something that might be very helpful for you.”

(gets their attention).

“It’s free and there’s absolutely no obligation whatsoever.”

(reduces resistance).

“Based on what you’ve told me, I can set you up on a system that will automatically send an email every time there’s a new listing that matches your exact search criteria.”

(sounds great).

“But here’s the really cool part. It will also automatically notify you whenever there is a price reduction or a sale, including the sale price.”

(even better).

“It only takes me a few minutes to set this up, and as I said, there is no obligation whatsoever.”

(further reduces any sense of commitment).

“Is this something that would be helpful for you?”

(of course, it is).

“Okay. All I need is both your email addresses, and I can set that up for you later today!

After the open house, set up the search and add them into your follow-up system (another topic). Remember, you said there was no obligation, and there isn’t. But that doesn’t mean you shouldn’t follow up appropriately and systematically.

Of course, making this pitch doesn’t actually turn a prospect into a client. This is only the first step in that process. But maybe that’s my point: When you try too hard, you turn people off. When you do it the easy-cool way (one step at a time), people are drawn to you naturally.

You’re going to get all kinds of different responses to the pitch outlined above, but the main thing is to keep it easy-cool and come around to your prospect pick-up pitch as naturally as possible. The better you get at it, the more successful you will become at converting prospects to clients.

Are you reading this and saying to yourself, “I’ve tried this, and it doesn’t work”?

That’s because you’re doing it wrong. The two biggest mistakes I see Realtors make are:

Trying too hard and coming across as annoying salesy types, or

Not trying at all! If this is you, honestly, you would be better off relaxing and recharging at home rather than wasting your time at an open house where you’re not fully committed to putting in your best effort.

Agents tell me all the time they never have any luck picking up clients at open houses. And yet, other agents (including myself back when I did open houses regularly) have no problems getting all the clients we want, practically at will – the easy-cool way.

It’s got nothing to do with luck. Just know this: All skills can be learned. You don’t need a coach. You need skills. Once you have them, they stay with you forever.

5 COMMENTS

  1. Sorry Ted. You’ve submitted some very good advice herein over the last few months, but this one…well…it smacks of manipulative, mercenary, “salesy” misrepresentation of one’s primary fiduciary responsibility to one’s seller client. PED, Sabine and Carolyne pretty well covered all the bases.

    If most sellers knew Realtors use open houses primarily to collect buyer clients, they wouldn’t allow their properties to be used as such…unless they were advised beforehand of this tactic and, agreed to same, hoping for a sale in any event. If a Realtor goes into an open house searching for buyer clients, that is where his/her focus will be. To not advise a seller of this reality is to misrepresent one’s purpose. This is why consumers hold such a poor opinion of commissioned salespeople, especially so for Realtors. I realize you are trying to help Realtors make more money Ted, but there are better ways to do that than this one. Use your experience as a professional to do that as you have done beforehand. You only have one client per transaction, not many potential ones. That should be your message.

  2. Ted’s Bio below article -“After Ted Greenhough’s first year as a Realtor, he earned between $590,000-$865,000 every year for 12 consecutive years, all as an individual agent, without ever once making a cold call, reciting a canned script or doing any other “salesy” stuff. Now he runs Agent Skills, an online learning program for agents across North America.” From his article -“The two biggest mistakes I see Realtors make are:

    Trying too hard and coming across as annoying “salesy types”. Ted apparently doesn’t believe in canned scripts or doing any other “sales stuff”. So why this article???

  3. “Never ask if they’re working with an agent.”

    Because this author presumes the visitor will (think or know to) tell you if they are

    Then proceed to get their email, set them up for auto-listings.

    And prepare to explain to the real estate council why you interfered with another brokerage’s client.

    All the while your job was to be promoting your client’s property none of which was done, not prospect shopping the only thing done.

    Our industry ranks next to last in trustworthiness. This advice speaks to the why of that. We need more ethical members not more slimey salespeople.

    Unbelievable!

    • Professional “word-play.” Pick-up artist sounds like a sex term?

      ===
      Copied and pasted bits from within the article submitted by one of Canada’s most prolific producers. Clearly his choice of words worked well over the years, now advising newbies and others.

      Call me stuffy, or old-fashioned but never call me a pick up artist no matter how much money is involved. It seems so classless. I apologize for seeming to criticize. I don’t see myself as being better than anyone else, but this article sounds slimy? And maybe out of character in otherwise high class REM. You pitch a baseball, an idea for an article or even a manuscript but the use of the term related to our professional industry seems somehow off colour. Likewise: “pick-up” that netted the author more than 800k annually. Clearly we all missed the boat.

      ===

      “Pitch” outlined…

      “Easy-Cool Prospect Pick-up Pitch”… (pick-up pitch? is this a dating service business?)

      “I can set you up”

      “your prospect pick-up pitch”…

      “how to ***juggle*** styles” …

      “After they’ve gone into the home,” … (alone???, agent doesn’t stay with the visitors?)

      “Send them through the house”… (keyword: “Send”?)

      “It only takes me a few minutes to set this up, and as I said, there is no obligation whatsoever.”
      (Perfect example buyers think agents work for free, so of course the free-be “prospect” signs up, even if he already has an agent under contract – and fodder for the media???)

      This is a perfect example as noted in my recent comment where active live buyer was left on his own to figure out the lists being supplied to him often daily by several agents, and then he bought and sold with me; no “lists”… (scroll way down in my comment):
      :
      https://www.realestatemagazine.ca/the-real-brokerage-comes-to-canada/#comment-364661

      ===

      “juggle three different groups at once”… (more than one prospect allowed inside at the same time? … agent job: protecting seller contents?) Do these visitors happen to have children with them, free to investigate on their own, sometimes actually running, also, carrying a pop can along? WHOOPS! “Come quick mom. I’ve spilled my grape juice (on the white carpet).

      ===

      Just some words in the English language might best be considered classless in a “professional” real estate industry environment… ?

      If to be used in a professional industry, others such as: deal, game, play, know how to play the game… and several others written and spoken often might best be eliminated from the real estate lexicon? Just my opinion. Not meant as criticism.

      Carolyne L 🍁

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