Broker’s corner: Cold calling and email communication in COVID-19 times

[] Realty transactions during the Coronavirus pandemic aren’t easy. For business continuity, brokers should maintain steady communication with prospective clients. Here are some are tips on cold calling and email communication

With the problems let loose by the COVID-19 pandemic, businesses are heavily relying on technology to continue with business as usual. Realty is no different, with brokers and agents trying new and improved ways to keep contact with their clients. Explained below is how to go about cold calling and reach out to clients, to keep the business running in this situation.

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What is cold calling in real estate?

These are pre-planned telephonic conversations in the hope of establishing a possible communication between a prospective home buyer and the broker/seller. It helps as a reference point, where you can settle a buyer’s curiosity by answering his/her queries on pricing, availability, USP, details and more so, know his intent in the first place.

Cold calling best practices in COVID-19 times

Understand the intent, gently

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It may not be the right time to weigh heavily on people. You can never know if a particular family has been impacted by the Coronavirus pandemic. Hence, try to understand the buying intent gently and do not go overboard. Restrict calls if you hear ‘call later’, ‘I will call you back’ or ‘not interested’. Do not be in a rush to call them back. It may be better to pause, before you go at it again.

Don’t beat about the bush

Relationship building is one aspect and maintaining professionalism is another. At the cold calling stage, get to the point quickly. Given that most people are working from home, while they may have time, you never know about their work and rest schedule. Approach people politely and understand their preferences first.

Call etiquette

Do not call very early in the morning or late at night. Lunch hours are also not good. Call at a time when you think that a prospective client may be done with his/her morning chores and is in a good mindset to entertain the call. Ensure that your network is stable and reliable, so that you wouldn’t need to call repeatedly.

Keep your script ready

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Keep your notes handy, if you feel you may miss out on a couple of good points. Create an agenda and structure on how you would pitch a property. There may be many reasons why you are cold calling. It may be to test the intent, following up on leads from online advertising, referrals, reviews, etc. In all these, your script may have to be different for each situation. Do not fumble, as you may end up wasting someone’s time.

Tips to write emails to connect with a real estate buyer

It is important to write clean and concise emails to prospective clients. This will ensure that even if the sale is postponed, your offerings are in the client’s mind. Here’s how well-crafted emails can help you:

  • It can help convey your credibility, because most genuine businesses rely on written words.
  • If you are creating a format, it will save your time. At the same time, the client can also read it at an opportune time.
  • It will help you build a relationship with a prospective client as it shows you have painstakingly written an email to help the client with every detail possible.

What to add in a mail to a prospective client?

Mention all relevant information including points that you may have missed during a cold call. Write in an easy, understandable format which is not text-heavy. Following points may be included:

  • A warm salutation.
  • A quick introduction or recall about your cold call.
  • Complete details about the property.
  • Details about your company/brand and competence.
  • Links to your official website and its social handle.

What to avoid when writing emails to prospective clients?

  • Do not send the email with plenty of incoherent information.
  • Do not alternate between languages as it may not be convenient to read and also reflects lack of professionalism.
  • Do not send forwarded emails with trail content.
  • Avoid spamming.
  • Do not add email ids of other clients in the cc section, if it is not necessary.
  • Do not add social media handles of your brand if they aren’t impressive. Similarly, don’t spam with irrelevant blog posts written in an unprofessional manner.
  • Do not call back immediately after sending an email. Allow some time to the client, to take a call on your mail.
  • Do not attach fake news or any such article about COVID-19 impact with the email.

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Category: Lifestyle

Debora Berti

Università degli Studi di Firenze, IT

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