What’s a “Work With Rate” and Why Does It Matter? Agents Explain

How do you measure intent? It can seem immeasurable, but there’s actually a simple solution: You ask. 

That’s essentially what we do to determine Zillow Premier Agent partners’ “work with rates,” in order to help ensure home shoppers are hearing what they need from agents when we connect them. Twenty-four hours after you’re connected, we follow up with the home shopper to confirm if they plan to continue working with you following your initial conversation. Responses to this question determine your reported work with rate.

When it comes to a solid work with rate, no one knows the secrets to success better than agents themselves. We spoke with three partners from the Zillow Premier Agent Advisory Board who have achieved consistently strong work with rates to get their insights into how they excel when it comes to this important metric.

Joy Kim Metalios takes a compassionate-yet-tactical approach

Broker and managing director of The Metalios Group with Houlihan Lawrence in Greenwich, Connecticut, Joy Kim Metalios takes a balanced approach to her first conversations with buyers. 

“First, I empathize with the client and tell them I understand exactly how they feel and that we work with several clients, just like them, who start their home buying journey with the same fears,” she explains. “Another thing that I always tell my agents to do before they pick up the phone is to think of something they are grateful for. Such a small shift in mindset changes your outlook and sets you off on a positive note. When coming from a place of help and gratitude, the receiver on the other side senses that, and it helps to develop a connection right away.

“Then I go over data that helps them feel more confident about purchasing a home,” she continues. “I feel strongly that the more that we arm our clients with knowledge and data, the more their fears are eliminated, but it is important first to discover what their fears are.

“Next, I go over market data, which helps them feel more confident in their decision to purchase a home. After we understand a client’s fears and concerns, we can help eliminate them through data and market info. Creating an environment in which our clients feel educated, knowledgeable and truly comfortable in their decision is our goal — and has been a fundamental component of our success.”

Takeaways: 

• Empathizing with buyers helps to establish trust and build their confidence. 
• A mindset of gratitude carries through to the other end of the line, and they’ll pick up on this positive perspective and be more likely to work with you. 
• Arming people with knowledge and data helps to ease fears and hesitation.

Lillian Montalto stays curious and always gets that appointment

Lillian is an agent, broker and owner of Lillian Montalto Signature Properties International out of Andover, Massachusetts. In her 30+ years of experience, she’s discovered a key to success when first speaking with a buyer: Stay curious, listen and ask questions.

“I am always in curiosity and asking questions — and avoid making statements,” Lillian says. “Ask questions to peel back the layers of hesitation and concern. Empathetic listening and needs assessment analysis are critical skills to build rapport and trust, which are the ultimate objectives of any call with a lead.”

Lillian reflects on a time she found success despite an initial conversation that didn't go smoothly. “I recall a connection that was overly aggressive in their tone and approach. They felt they were significantly more knowledgeable about the local real estate market than most agents. It was clear they had a prior bad experience with an agent that cost them to miss out on a home they really liked. By asking questions I was able to determine not only what they needed, but what they wanted from the agent they worked with. Armed with that knowledge, I was able to tailor my approach to reinforce the positives of our experience while avoiding the many negatives of their prior experience.”

The Massachusetts agent always wraps up a connection call by securing an appointment. “Set up the appointment for the property the lead called in on. This confirms to the lead that you are listening to them and that their goals are your goals, thereby establishing and facilitating trust.”

Takeaways: 

• Setting an appointment — before you wrap up your call — to see the property a buyer is inquiring about demonstrates you’re here to help them meet their goals.
• Listening empathically and asking questions builds rapport, alleviates hesitation and reinforces the positive impact you’ll have on a buyer’s search.
  

Elmer Morales puts client goals first and sets expectations

Agent and team leader of e•homes in the Chino, California area, Elmer Morales, has 20 years of industry experience. He coaches his team on setting expectations, quick follow-ups and excellent service to build trust on connection calls. 

“We believe that in order to gain a connection’s trust, it’s all about doing what you say you will. We coach our agents to set really clear expectations on the initial call for our immediate next steps, including when they can expect to hear back from us, and our agents do everything they possibly can to deliver in a timely manner. This is key in earning their trust and sets the foundation for a growing relationship that spans well beyond the initial transaction.”

Elmer coaches his team on the ALM framework: Appointment, Location, Motivation – especially going above and beyond to show multiple properties during that appointment. “We stick to ALM as much as possible, where we try to set the showing appointment as soon as possible, and we meet the consumer at the inquired property regardless of where the consumer is in the buying process. Whether it’s buying in 30 days or a year out, we’re still meeting the client and treating them as a buyer that’s ready now. We also try to show the client more than one property on the first showing, to give them options, so that they see us as the local market expert.”

Takeaways: 

• Using the ALM framework — focusing on Appointment, Location and Motivation — helps you secure that face-to-face meeting.
• Setting clear expectations about next steps, then following up in a timely manner, is key to building trust and consistently showing up for the buyer.
• Showing multiple properties on the first showing appointment helps build your reputation as an expert in your market.
  
  

Now that you’ve learned a few tips from agents who see consistently positive work with rates, you’re ready for your next connection call. We encourage you to try out these tried-and-true tips for building rapport and trust during that first conversation.