Let’s try something new—calling homeowners and not asking them about their current home.
It takes self-control because I really want to sell their houses, but as Ryan Serhant says, “People hate being sold, but they love shopping with friends.”
And I am out here trying to make friends.
Today we are going to jump into a script that leads with curiosity and closes with value.
Shift Your Cold Call Approach
Homeowners are used to (and typically sick of) real estate agents calling and asking if they want to sell or if they need a home value report. So, let’s shift the approach to being curious about what their next steps would be.
This tactic will lead to less resistance and more conversations. Plus, they aren’t selling if they don’t know what their next steps are, and maybe this will spark spin-off conversations within their household.
Know Your Demographic
First, you must know the demographic you are calling. I selected a subset of 20+ year homeowners in my geographical farm.
I chose 20+ years because I understand what makes this group tick and most of these homeowners will be of the age that I won’t offend anyone by talking about retirement.
Breaking down the script
Here is how I start the conversation:
“Hi, my name is Katie Lucie, and I’m a local Realtor. If I could have just one minute of your time, I’m so curious to ask long-time Jupiter residents: Since so many people are moving here lately, if you were to retire and downsize would you buy a more manageable home in Jupiter or move somewhere else altogether?”
A few things to note here:
- I say “long-time Jupiter residents” because they are proud that they are long-time locals.
- I say, “Since so many people are moving here lately,” because it’s a trigger for many of them.
- I say “more manageable” because I know the pain point for most of my boomer homeowners is the maintenance of their current home and I want to remind them there are more manageable options for them.
This is why knowing your demographic is so important when making these calls.
Now back to the script. If they say they would move to a more manageable home locally, I ask,
- “What maintenance issues do you find the most challenging in your current home?”
- “Do you have your eye on any particular communities in the area?”
My call to action here is to set an appointment and invite them to my next home seller seminar.
If they say that they plan to stay in their current home, I respond with”
“That’s totally fair, your neighborhood is amazing! If you have kids or just really like the person that you’ll be leaving the home to, I highly recommend putting the home in a living trust if it’s not already! I have a free guide on how to do this in Florida, would you like me to send it to you?”
If they say yes, I collect their email. If they say no I mail them a hard copy with a handwritten note thanking them for their time.
Don’t Neglect the Follow Up
The follow-up, regardless of their response on the phone, is to mail them a packet that includes a personalized home value report and marketing materials.
I include a handwritten note following up on our conversation. Then, I will make a second phone call the day after they receive the home report and ask if they have any questions. I also offer one of my free guides that may be helpful to their situation and ask for their email address.
We all know the email ask should be a priority—and I sometimes push on the first call, but not always. I’ve had resistance with this demographic in the past when it comes to sharing their email addresses, so I tap into the law of reciprocity here and ask on the second call.
Option: Start with a Mailer
You can start calling right now using the script above, or you can preface the calls with any number of marketing campaigns sparking interest in moving. This helps people become familiar with you before you speak for the first time.
For my campaign, I chose a mailer connected to my demographic: boomer grandparents who may be considering selling their long-time home to move closer to their grandkids.
I aim to get their attention with the front of the mailer. I touch on the emotional trigger of their grandkids because it is in fact a significant pull for them. In addition, I mention clutter because decluttering is a pain point for many longtime homeowners. The Harvard study cited validates my campaign and includes a prompting question to the homeowner.
On the back of the mailer, there are two CTAs for people to get more information:
- Scan a QR code to download a free guide
- Text “HOME” to my cell phone to get more information on my upcoming home seller seminar.
Final Thoughts
So what do you think?
Will you try calling homeowners (in hopes of selling their homes) and refrain from asking if they want to sell?
It sounds counterintuitive, but I see it as adding value to the homeowner. The reason this type of marketing resonates with me so much is because I am trying to make connections with these homeowners, not just make a quick sale. Moving away from a home where so much life was had, in a town as nice as mine, is hard. And I understand their reluctance.
This tactic opens doors to meaningful conversations and builds trust by demonstrating that I respect their future needs and understand their pain points. I’m not just another agent with a marketing plan, I am their trusted advisor and resource offering endless value.
