What to Say When Your Leads Call Back
- August 17, 2018
- Facebook Marketing, Local Search Optimization - SEO - LEO, Online marketing
What We Offer
When you’re working with the Connection Inc. team on your Facebook Advertising, we will help you determine which campaign(s) are the best fit for you and your business. You will have your choice from among a number of custom campaign options that we have created uniquely for our clients. These options include the ChatBot campaign, the Facebook Lead Ad campaign, and a few different General Traffic, Free Report, and Retargeting campaigns. We run the full package for every client, meaning you basically get to pick and choose the type of customers you want to come through your funnels. Once you have made your choice, with the help of our expert Facebook team members, your campaigns are then custom built around your needs.
We are working with a high-level copywriter to build out specific follow-up sequences for all of the different lead campaigns. We take campaigns that already have a significant number of leads in them, dump them into the Agent Legend LO system and watch the response rates that come back. When we have a campaign that performs above 40%, which is our baseline metric for what we consider a success, we are then able to launch that out and give it to you to implement with your Facebook marketing strategy.
The workflow that we are currently working with is a campaign built on Facebook where the lead is generated and then is passed over to the Agent Legend LO system. If you opt out of using this system, you can use your own internal system and follow-up manually on the leads you are getting from the ads. Regardless of how you choose to follow-up with the leads, that is the basic process – the ad generates the lead, you put the lead into a follow-up system and then you nurture those leads over time.
New Campaign: GTA Fast Fund Home Buyer Program
The Connection Inc. team has just launched a new campaign where we are running a ten question survey. This campaign is essentially taking each person through a qualification survey to weed out those who won’t qualify for the loans you are looking to close on. Our target is to turn renters into buyers and this program makes it easier for GTA renters to become homeowners with as little as one monthly rent payment saved in the bank.
When someone views this ad on Facebook and clicks on “Learn More” they are then taken to a survey page, which takes about 7 minutes for them to complete.
The photo quality of this campaign is excellent for mobile phones since this campaign mainly targets mobile phone users.
The ten survey questions each person will be asked are as follows:
Question 1: Do you currently rent or own?
Question 2: Where are you looking to purchase?
Question 3: When are you planning to request your home loan?
Question 4: What is your estimated credit score? (just a guess is fine)
Question 5: How much would you like to borrow? (just an estimate)
Question 6: Do you have a real estate agent that participates with our home buyer programs?
Question 7: Have you ever purchased a home?
Question 8: First name only, please
Question 9: Email to Send Pre-Qualification Information
Question 10: Verified current Mobile Number
This campaign has been modeled as close as possible to a short form loan application so that when you get the leads, you can identify if you are going to be working with a moderate quality credit score or if you don’t even want to call the person back at all.
This allows you to “cherry pick” these really hot leads so you can give them an immediate call to make sure you are going after the hottest leads right off the bat.
So far, we have had a total of 139 people respond to this new survey with 56 people completing the survey entirely. Once they have completed the survey, you have generated new leads with tons of valuable information being handed to you.
Now that you have their information, what exactly do you say to them once you get them on the phone?
What to Say On The Phone
The main goal when you get these qualified leads on the phone is to build a relationship with them and help them achieve their home buying goals.
Initial Voicemail and Call Script for the Open House Campaign
Hey [First name],
It’s [Your Name], I received your request for the list of open houses. My team and I are currently working on sending over this week’s list. Give me a call because we have added some additional value to our offer that I really think you are going to enjoy… My number is [Call Back Number].
Looking forward to helping you out.
Hey [First Name],
It’s [Your Name], I am working on sending over your list of this week’s open houses and I am very glad that we are connected because we have added some additional value to our offer that I really think you are going to enjoy…
- Do you know what type of home you are looking to buy and where?
(This is qualifying the interest of the lead. If they don’t know the answer immediately they are not far enough along the buying cycle to be a good mortgage lead)
- Are you currently working with a Realtor?
(This is qualifying your lead to see if you can refer them to your real estate partner or if you should be referring them back to the Realtor they are currently working with)
- Do you know how much home you can comfortably afford?
(This guides your lead into the mindset of pre-qualification without mentioning pre-approval or a mortgage)
If yes, Ok excellent, have you been pre-approved? If so, would you like a quick second opinion on the terms and rates?
If no, Ok excellent, (Start approval questions process) Are you a dual income household…
By this point in the conversation, you have 3 critical pieces of information
- Can you refer this lead?
- Can you leverage this lead in a new Realtor relationship?
- Do you have a lead that you can pre-qualify?
If the lead asks about the additional value offer you have 2 things to offer:
- A real-time rate update service. “I can set you up to get notifications as rate changes so you can keep an eye on the affordability of your new home.”
- My real estate partners have access to two very valuable services that we can get you connected with…
The first is a custom listing notification service. You tell us what type of home you are looking to buy and we will update you right before those homes hit the market. It’s a very valuable tool. Would you like access to that?
Yes or No.
Regardless of the answer… Ok great. The second tool is a free home valuation service that can let you know the value of your home in the current market. It’s very similar to a professional appraisal but it is done over the phone and typically takes around 10 minutes.
Would you like to book an appointment?
This ends your qualification.
At this point, you can double check that they want to stay on the list to receive the ongoing list of open house or request a time for a follow-up appointment.
Remember, consistency is key. At first, the scripts will feel foreign. Over time they will become natural and your conversion rates will increase.
We are in this for the long haul. A qualified pipeline of buyers is the difference between a scalable business and a mortgage lender susceptible to market changes and the whims of their database.
For more information on our new Facebook advertising campaign or if you have any questions on what to say when you’re on the phone with your new leads, please contact the Connection Inc. team at firstname.lastname@example.org. You’ve got this and we are here to support you!
You can also reference our YouTube video on this topic HERE.
A thriving Canadian entrepreneur. A loving father and husband. A blossoming philanthropist. The CEO of an innovative Digital Marketing Agency. Johnstone has mastered the art of digital marketing on numerous platforms (Facebook, Google, YouTube, Instagram - to name a few) which has given him the unique ability to assist hundreds of loan officers, realtors, lawyers, financial planners, and insurance agents with growing their businesses online. He continues to grow his skills and hone his craft and is ready to bring you up to speed on the latest and greatest in the digital marketing world!
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