Let’s imagine that you’ve been publishing videos and success stories on Facebook, and people now generally understand that you have some sort of training thing going on. At this point, you’ve already held a business planning workshop on Zoom attended by 12 or so agents, with some of them even having paid $20 or $30 for it. You spent three hours helping them write a business plan on what to do for lead generation, how to convert leads, how to go on appointments, etc.—essentially, you covered the fundamentals of selling real estate.
How do you bring on someone who’s attended one of your workshops? You’ve gone to countless conferences, seminars, and workshops yourself; they’re very expensive events, and truthfully, the organizers usually lose a lot of money on them. The whole point of them, though, is that they act as a sort of long-form sales letter to sell you on coaching or to get you involved with a particular brokerage. They’re designed to get you excited about the prospect of taking a one-on-one meeting with the instructor.
Here’s what this looks like for you: You’re at the end of your three-hour business planning workshop, and you ask your attendees the common wrap-up question: “Were you all able to identify a clear business plan so that you can leave today knowing exactly what you have to do to sell more homes?” After everyone either nods or says yes, you’ll need to follow up with this:
“I understand the material today was somewhat broad—a sort of one-size-fits-all approach. That said, I know we have some prospectors in attendance, whereas some of you love open houses, and some of you are big-time Brian Buffini referral folks. Everyone has a different background. That’s why I like to offer a one-on-one meeting with me—a solid hour, or even 90 minutes if necessary. I want to sit down with you and get to know you better because, for a lot of you, this workshop is the first time we’ve met. I’m offering a business planning session, basically; we’ll go through your business plan again, but this time I’ll help you personalize it to your behavior style. That way, how you do business will fit you more authentically.”
You’ll continue on like this: “So, if you’re interested in a personalized business plan, I’ll pass out a form (or you can go to my website and put your information in) and my assistant will follow up with a few more questions to set up a time for us to meet. That’s it—no pitch, no gimmicks, this is just something I like doing. We’ll probably do a transaction together, and this way we can probably grind on each other less as we’re trying to do our jobs.”
Let’s review this plan: Lead a generalized workshop, acknowledge that everyone in attendance has different needs, goals, and behavior styles, then express your intent to help personalize each attendee’s business plan (the same you helped them write in the workshop) via a one-on-one call. Explain that you simply want to help them out because, for the most part, you’ll be doing business together in the future anyways.
The key here is to state that your assistant will reach out to them after they provide their information on paper or online. Your assistant will take the person, put them into your CRM and applicant tracking system, and follow up with them via phone call (we’ll use an example name for our Realtor): “Hello, I’m calling to schedule a time with Clint. He’s available at X and Y times; let me pull up our calendar to get something locked in.”
Here’s the important pivot that your assistant will need to make in that phone call: “While I’m here on the phone with you, I want to make sure your time with Clint is as productive as possible; can I get some more information from you so he can better prepare? We’d hate for unnecessary time in that one-on-one meeting to be spent catching up and doing a bunch of basic research about each other.”
Think of this phone call like the nurse meeting the patient before the doctor comes in. “So, before you meet with Clint, I’m going to ask you a few clients—feel free to elaborate, as I’ll be taking notes and putting them in the meeting description that I’ll send to him.” At this point, the person should be on board and ready to share whatever info is necessary to ensure a productive meeting. Your assistant will then ask:
- Why did you get into real estate, and what’s the vision for your career?
- What’s working well now in your business?
- What do you know you need help with?
- With this meeting with Clint, what’s the outcome you’re looking for?
Now, this phone call may last a long time, but your assistant is getting great information. But imagine this: You look at your calendar and see a couple of these well-researched, primed meetings per week; you see “Meeting w/ Bob Smith” and in the description, there’s so much detailed information about the individual so you know every angle from which to approach the conversation. You’re ready for an excellent phone call with that individual!