There are three specific times consumers want to hear from real estate agents. Here’s a hint: they all have to do with providing value.

If you’re not doing that in your follow-up, you’re missing the mark. Allow me to explain. 

3 Types of value consumers want from real estate agents

Last week, I had the chance to see Steve Pacinelli, the chief marketing officer at Follow Up Boss deliver a keynote. 

I’ve seen Steve speak before, and this one really hit home with me. It’s something we’ve talked about before—but it makes you think about it a little differently. 

There are really three times consumers actually want to hear from you: when you’re delivering one of three different types of value:

  • Emotional value 
  • Insight value 
  • Tangible value 

Simply put, it’s value-based follow up. Because when you follow up and you bring value, you can’t have any expectation that someone’s going to sign a contract with you or list their house right away.

The expectation is, “I’m here to help and here to deliver value. And if I do enough of this, there’ll be enough hand raisers or people who reach back out that are in need of the value-based representation and guidance that I deliver.” 

That’s the mindset to have. 

So, let’s look at the three different types of value and how to deliver them. 

#1—Emotional value

Think about what those words mean. How many times have you had a call with somebody who said something along these lines: 

  • “My mom/dad died.”
  • “I’m really sick right now.”
  • “I’ve got some medical issues going on.” 
  • “I’ve got some things happening.”
  • “My dog is sick/injured.”

These are tough things to deal with, and they’re also very real things that happen in real estate all the time. A response based on the mindset a lot of agents have would go something like this: 

“Okay. I’ll call you back in a month to see if you’re ready then and everything’s okay,” 

Imagine if, instead, you followed up and said something like this: 

“Hey Nick, I hope your dog’s okay. I know you were taking him to the vet the last time you were here and he wasn’t doing well. Just wanted to see how you and your family are making out right now. Thinking about you.” 

And that’s all you say on the follow-up call. 

That’s going to deliver a lot more value than saying, “Hey, hope your dog’s okay. But hey, while I’ve got you, are you still thinking about making a real estate decision?

That’s where most people would hang up the phone and block your number. 

When you remove the ask and deliver emotional value, you make the call all about them and what they need from you—not about you getting what you want from them. 

The value you deliver could be something as simple as, “Hey, I’ve got a connection for you for a great vet in the area,” or “I know someone who might be able to help you with something.” 

That’s emotional value. We did this a lot during the COVID-19 shutdown where we called all our clients and just said— 

Hey, this is not a real estate call. Wanted to see how you and your family are making out during this tough time because everyone’s been cooped up. How are you guys holding up?” 

This is just having a real emotional conversation with somebody. And this approach will win you a lot of business—because you’re not asking for it. You’re following up with emotional value.

It’s no different from real estate agents who call people on their birthdays or the anniversary of when they bought their home just to say, “Hey, thank you, I appreciate you.

Granted, your ability to deliver emotional value is largely situational. The next two types of value are where you as an agent have more control over how frequently you offer it. And that gives you more opportunities to build your follow-up skills.

#2—Insight value

Let’s go back to some of the scripts we’ve talked about here. 

“Hey, it’s Tom here with RE/MAX. I’m not sure if you saw rates have come down to the 6.5% range after being as high as eight, and I wanted to know if this lower monthly payment and this higher affordability might impact your real estate plans for 2024.” 

That’s insight value. You’re giving them something of value. You’re leading with a fact some people may not know. And all of a sudden they’re putting insight into what their plan should be and how that’s going to impact them.

Super, super valuable. The same thing to situations with sellers:  

“Hey, we’ve seen inventory start to grow, and I know you were talking about possibly making a move this year. I’m not sure if this would be for you, but would you want to talk about maybe getting to the market sooner? Because there’s still a lot of demand and inventory hasn’t grown too much yet, so you can get a better price for your home.”

You’re giving insight into the market. It’s local information and you’re following up with it. Here’s another example: 

“Hey, two homes sold on your street. One went for $700K, the other one for $750. They’re a little different from yours. Here’s the information. Thought you might want to know how your home compares to these properties.”

That’s insight value. You’re giving people insight into what’s going on in the market and suggesting how that could benefit them. 

#3—Tangible value

Then there’s the third type of value: tangible

This is where you offer to do something that could get them closer to the outcome they want. Or you provide information that saves them time and money in the short term—and gets them closer to the outcome they want. 

“Hey, I know you were interested in this property at 123 Banana Street. I can get you in tomorrow. Does that work for you?”

Or… 

“Hey, Wendy, I know you were thinking about making a move, and you needed to get a painter into the property. I’ve got three great painters that can help you. Any or all of them will be able to go see your home in the next day or two to give you a quote and see what we’re going to need to spend to get the property ready for the market.”

That’s tangible value—giving people something they need:

  • Contractor referrals
  • Providing access to properties
  • Lender referrals

The list goes on. Maybe there’s someone that’s in need of an estate attorney, and you make an estate referral. These are all tangible pieces of value you’re delivering. 

Now, what we didn’t say here is when people hear from prospects on the phone or in their conversations, “Hey, we’re not ready.” 

Here’s how not to respond to that: 

“Alright, cool, I’ll call you back next month and see if you are.”

There’s no value there. So the next time you follow up, think about how you can deliver emotional value, insight value, or tangible value.

Because at that point it’s less about selling and more about value-based follow-up. There’s no expectation other than trying to help somebody. 

That sort of strategy is going to win more than it loses. Plus, with this strategy, you’re going to build relationships with vendors and build relationships with people. And they’re going to be more likely to call you when they’re ready. 

Because you can’t coach readiness. You can just be the one that is top of mind when people’s needs arise and a real estate decision is on the horizon.