Maximizing Your First Conversation

Understand online leads

Seventy-nine percent of today's buyers search online when looking for a home,¹ and more of them visit Zillow Group sites than any other online destination.² When you understand online leads’ unique expectations, a partnership with Zillow presents a massive opportunity to close more deals.

This starts with understanding the moment when these leads typically ask for expert advice.

Before they reach out for an agent, online prospects form opinions and answer basic questions such as “Are there homes available in my price range?” They’ve developed a sense of ownership over their home search, and they expect to be involved throughout the process.

Then they find a seemingly perfect home online. Even if an online lead isn’t ready to move immediately, excitement over that “wow” home is what typically causes them to reach out for an experienced agent. That is the moment when Zillow Premier Agent connects you with these motivated home buyers.

As an experienced agent, you can guide buyers through the complex and often emotional process of purchasing a home. In fact, 74% of home buyers lean on agents to help them find their home.³

Focus on the person, not the property

You already know the importance of making a positive first impression on a prospect, but your very first engagement with an online lead presents unique challenges. The home they’re focused on could be under contract or already sold, or they may have hyper-specific questions about a property you’ve never seen.

Your natural reaction when faced with these challenges may be to focus on the property. But insights gathered from some of our most successful Zillow Premier Agents and buyers using our sites indicates that you will close more deals by focusing on the person, not the property.

The vast majority of leads don’t buy the first house they see, so start your relationship by finding out more about the person and their specific needs.

Make the most of your initial interactions with these best practices:

• Introduce yourself — State who you are and the teams or brokerages you’re associated with in a clear, friendly manner.
• Listen — Set the stage for a successful relationship by taking time to understand your lead’s needs.
• Ask — Gain insight into how you can best serve your potential client by asking about their home-buying goals.
• Answer — Address all your lead’s questions to ease their concerns and demonstrate your expertise.
• Plan — Establish a follow-up plan with clear next steps, and strive to schedule an in-person appointment.

Schedule an in-person appointment

In your first conversation with a prospect, focusing on the person will naturally lead you to schedule a face-to-face appointment. This is a critical goal because 7 out of 10 buyers end up working with the first agent they meet with.⁴

To guide your prospect toward an in-person meeting, we recommend a simple strategy that also leads them to share details about their home-buying needs. We call it the “ALM” technique because you will be subtly inquiring about the key areas of Appointment, Location and Motivation:

Appointment — Once you determine which property interests your new lead, respond with “Great, when would you like to see 123 Main Street?” Beyond helping you get the appointment, this question positions you as an agent who can make things happen.

Location — Next, ask, “In addition to 123 Main Street, what other properties in the area would you like to see?” This broadens the buyer’s focus to the potential of other properties and to the fact that you’re there for more than one listing; you’re there for their entire home search.

Motivation — Round out the conversation by asking, “What is it about these properties that interests you?” This empowers you with info about what’s driving your lead, which can also help you build rapport with them.

Again, the three key questions are (1) When would you like to see it? (2) What other properties would you like to see? (3) What interests you about these properties?

The ALM strategy helps keep the first conversation simple, manageable and action-driven, which is a win for you and your lead. As you listen and engage with them, you create a connection that’s based on more than just the property. You establish trust and loyalty in a new lead.

1. Zillow Group Consumer Housing Trends Report 2018.
2. Comscore Media Metrix® Multi-Platform Key Measures, Real Estate, Total Audience, April 2019, U.S.
3. Zillow Group Consumer Housing Trends Report 2018.
4. National Association of Realtors, 2018 Profile of Home Buyers and Sellers.