Funnel Secrets: Conversion Skills!


Earlier this month, we identified that: 1) without leads, nothing happens; and 2) booking an appointment with someone who has a real estate need is the best metric to project future sales success. Generating leads is primarily done by activities: holding an open house, going to networking events, calling your sphere, talking to FSBOs, taking a sign call, etc.

Once you are ear-to-ear, face-to-face, or event keyboard-to-keyboard with a lead, moving that lead down the Realtor Sales Funnel is done with skill.

There are seven primary skills that, when cultivated, will significantly improve your lead-to-appointment-booked conversion ratio. In today’s post, let’s identify them so we can dive deeper into those skills in future posts. So here they are, the seven skills for Realtor lead conversion:

1. Follow-Up Skills: Persistence Pays Off

The journey rarely starts with an instant “yes.” When was the last time you spoke with someone you just met (or even that you knew) about their real estate need that immediately turned into a booked appointment? It happens for sure, but not as often as we might like, especially if we’re newer to the business! So when that doesn’t happen, success is all about nurturing the lead over time. This means developing a habit of consistent and strategic follow-up. Whether it’s through phone calls, emails, or personal visits, staying in touch and being pleasantly persistent is key. Remember, timing can be everything in real estate. Your lead might not be ready now, but your continued presence ensures you’re top of mind when they are.

2. Listening Skills: Understand Before Being Understood

The art of listening cannot be overstated. Effective communication isn’t just about conveying your message; it’s equally about understanding the needs and concerns of your leads. By listening actively, you can tailor your approach to address their specific needs, build trust, and form a connection that goes beyond the transaction. Focusing on understanding through active listening builds stronger relationships for more referrals, and ultimately repeat business.

3. Mirroring and Matching: Building Rapport

Understanding and applying the concept of mirroring and matching can significantly improve your interactions. This skill involves subtly mimicking the body language, tone, and speech patterns of your leads. It’s a powerful way to build rapport and make your prospects feel more comfortable and understood. It can also come off as incredibly disingenuous if done incorrectly. We’ll unpack this in a future post.

4. Handling Objections: The RAH Technique

Objections are a natural part of the sales process. The RAH (Recognize, Acknowledge, Handle) technique is a simple yet effective way to address objections. The RAH technique is a great way to work through objections without creating conflict or fostering a me-vs-you mindset between you and your prospect.

5. Understanding  MOFIRs

MOFIR – short for “Make an Offer For Immediate Response” – are simple and compelling values that you can offer to a prospect that makes them more compelled to agree to meet with you to discuss their needs. What can you offer that is compelling enough for a prospect to meet with you? We’ll cover some in a future post.

6. Creating Urgency

It’s not about manipulation; it’s about helping your leads understand the importance of timely decision-making in the real estate market. Sometimes, clients may not fully grasp the implications of their timeline. This includes when they should take that appointment with you; they often think they have more time than they actually do. Your role includes helping them comprehend the urgency when appropriate so they can make timely, informed decisions.

7. Asking for the Business

Ultimately, you have to ask for the opportunity to work with your prospects. You can master all six skills above, but unless you ask someone to work with you, your pipeline will always be underwhelming and your sales career frustrating.