7 Tips on How To Effectively Cold Call in Real Estate (part 1)
I hate making Cold Calls.
But I do them. I know something about you without even knowing you. I know that if you are a licensed real estate sales agent you hate making phone calls. How do I know this? Because I hated making cold calls for a long, long time and don’t get me wrong, even to this day it’s not on my top 10 list of favorite things to do. You don’t have to like making cold calls to be successful. Hell, I don’t like doing cardio at the gym for 30 minutes either-but I do it because I know it’s good for my heart and it helps burn calories.
You don’t have to like making cold calls to be successful, but you have to be proficient at them to be successful. There’s a huge difference.
An actor doesn’t have to like the hundreds of auditions required to land a role, or the 14 hour days once they’ve landed it, but those gripes are just part of the profession they love. They have to love it-or why subject themselves to the darker sides of what they do?
Our profession, like almost any job, has its dark sides, and one of them is cold calling.
So how do you become good at it? Below are a few steps that will help you become one of the most proficient sales professionals over the phone. I’ve spent the last 20 years of my career prospecting over the phone and I’ve built 3 multi-million dollar companies doing it. The following entry is the “Getting Started Making Cold Calls. The setup.” entry. Later on I will provide the “How to” guide.
1) Go to the Office
When you are feeling down you need the office. When the office is down it needs you. When your sales are down you definitely need the office, and when the company sales are down the office definitely needs you. Think of the office as your gym. Sure you can work out alone at home (and many people successfully do) but because of the distractions in the home it is 10X easier to find something else that feels more important to do at the time. You aren’t a one person team even though you are independent. Get into the office and listen to what the success stories are doing. Watch them. Study them. Listen to them. Duplicate them. You aren’t going to win any prizes being a hermit or a secret agent. Rule #1 GET INTO THE OFFICE.
2) Make cold calling the first thing you do every morning.
I wake up at 4:30 AM (courtesy of my wife who is a fitness bikini competitor) to get to gym by 5 AM. We work out until 7 AM, rush home, get our 5 children up and ready for school. Our children are divided into two morning crews. She gets one group. I’m responsible for the other. After dropping off my group I’m in the office by 8 AM.
You’re gonna get beat up on the phone. You’re gonna be told some things you may not deserve. You’re going to question yourself. These are natural emotions, and so if you are going to be subjected to this it’s always a good idea be fresh and energized as it will keep you going. You have more energy in the morning than at any other moment in the time. Use this to your advantage. START early. Plus, most agents get in the office by 10 AM (I wish I could say it was 9 AM, but as a Broker Owner I know this isn’t the case) so you’ll have a 2 hour jump on them in terms of contacting people.
3) Dress like you’re meeting the most important person in the world that day.
It’s been said that if you’re 70% more likely to get the gym or do exercise if you’re dressed in gym attire. I believe this true. You’re 100% more likely to exude confidence when you dress the part and feel like a million bucks. Even if you don’t have any clients-DRESS LIKE YOU DO. Your demeanor and voice will sound the way you feel. Trust me.
4) Role play with someone for 30 minutes prior every day.
Agents fight me on this all the time. Amateurs wing it. Professionals have practiced, drilled, and rehearsed. Even the POTUS reviews, practices, and rehearses their delivery of speeches that are written for them. What makes an agent believe that they are above this is beyond me. There are no new objections. The same objections a home seller had 50 years ago still applies today and will still apply 50 years from now. Questions like:
“What is the name of your company?”
“What is your commission?”
“How many homes have you sold?”
“Are you familiar with my type of home?”
are the same questions I was answering 20 years ago. The only difference between you and me is that I made sure I knew how to answer these questions a long time ago by role playing daily with live partners.
5) Play Some Music while You Work
The seven dwarves were onto something. They were in the mines mining for jewels and diamonds and yet they did it with a smile and a song. In essence you’re doing the same thing except you’re not physically laboring, you’re not inhaling dangerous dusts & chemicals, and you’re definitely not risking your life in a mine. You are mining for diamonds though, and instead of a pick axe you are armed with a phone. PLAY SOME MUSIC. Something that makes you happy. Not too loud to where it disrupts your calls, but loud enough to where you keep pace and it keeps you going. Trust me. Don’t work in silence. It’s grueling.
6) Stand Up
The next time you are in the middle of a heavy discussion with someone I want you to stand up and feel how the energy INSTANTLY shifts in your favor and you feel more authoritative. This isn’t magic-this is physiology. Consider it a gift from God. Simply standing while you speak makes you feel powerful and in control. Use this to your advantage and stand up when you make calls. It’s also good for your spine.
7) Get In The Game
I played on my high school basketball team. I love basketball. I learned at a really young age that in order for me to improve I had to play with bigger & stronger athletes that were more proficient at the sport than I.
The same applies here.
You have to get in the game. All the preparation in the world isn’t going to mean squat if you don’t pick up the phone. “But Paul, I get embarrassed by people hearing me and what I say.” Trust me. The agents around you don’t care, and those who do care enough to criticize aren’t the ones making the calls. If I’m around someone who’s calling I’ll coach them on what to say not make fun of them. Spend less time worrying about what others might think of you and spend more time on the phone.
In our next entry we will focus on “The How To.” Cold Calling Part 2.