Converting First Meetings Into Clients

Prepare for your first appointment

While today’s home buyers expect to be involved throughout the process, they also see agents as strategic partners who can help and take control of areas where they aren’t qualified. Your first in-person appointment is a new chance to build rapport with your lead. It’s also an opportunity to make a case that you’re the best agent for their home search, so be prepared.

Here are a couple of techniques that can help convince your lead that you’re the right guide for their home-buying journey:

• Select a neutral location to meet — Spaces like your office or a coffee shop are optimal. Avoid meeting at the property to help keep your lead’s focus on you and what you can bring to the table.
• Prepare a buyers packet — Create a tangible takeaway that highlights your value. Include your agent bio and client testimonials in every packet, then tailor additional info to each prospect. Ideas for customization include a market update to inform their decisions, neighborhood activities just for their family and info on pre-qualification.

Build value throughout the meeting

The largest share of home buyers are motivated by major life changes such as a new job or an expanding family. Use your first in-person meeting to learn more about their goals, and make it clear that you share those goals.

This three-step strategy can help showcase your value:

• Validate your potential client — Ask focused questions about why they’re moving and their budget. What’s their price range? Do they plan on doing any renovations? Listen closely and record details about your lead, then use specifics such as your track record or testimonials to make a case that you are the most qualified local agent to help them succeed.
• Show local expertise — Research and be prepared to get into details about their desired neighborhood. For example, do homes in the area typically have the square footage they’re looking for? Next, chat about the neighborhood’s characteristics such as safety, schools and walkability. Safety is the most valued neighborhood characteristic, with 82% of home buyers saying it’s extremely important.¹
• Customize your advice — Finally, tailor your recommendations to your leads’ interests, whether they’re retirees, new parents or first-time buyers. 

This people-first approach will highlight the care and consideration you put into every agent-client relationship, and that’s a win for you. Recent surveys of more than 3,500 home shoppers on Zillow show that they prize agents who prioritize them and their home-buying needs.

Secure the business

You’ve built a strong rapport with your lead by focusing on them as a person. Now you can leverage that rapport to successfully convert them into your client.

This three-step closing process can help you become the exclusive agent for more home buyers:

• Emphasize your value — Reiterate your commitment to their goals, how you’ve succeeded in helping clients like them and your expertise in the local market.
• Encourage reflection — Ask questions that prompt your lead to consider the value and service you’ve provided so far.
• Ask for exclusivity — Confidently and clearly ask to be their exclusive agent, then be silent. You’ve made a strong case; it’s OK to give your lead time to realize it.

With your new business secured, set up your next steps. Find out your client’s communication preferences. For example, do they prefer phone or email? When is the best time to reach them? Then schedule neighborhood and property tours. Finally, discuss the pre-qualification process, and put your new client in contact with a lender if needed.

Provide a superior customer experience

Once you gain a client, you can deepen the relationship and increase your closing rate by providing exceptional, personalized service. 

You can demonstrate value in every client interaction by being:

• Attentive — Listen closely and adopt their communication preferences.
• Knowledgeable — Share your expertise of the local market and the home-buying process.
• Responsive — Inspire confidence by getting back to people quickly.
• Trustworthy — Always act with integrity.

Get more details on how to demonstrate these key traits and more in our course on Customer Experience Excellence.

1. Zillow Group Consumer Housing Trends Report 2018.