Email Marketing Script That Takes Control Back And Makes You An Authority To Buyers!
I just read an email from a client that told me how he got a great response (he got an appointment) from an email message I wrote for him for a buyer lead who emailed the following message to one of the properties he came across on his IDX system:
“I’m interested in this property on [I took out the address] but I don’t think the price is realistic….”
That was it. No signature, no other comments….just that! (Like many buyers do online)
Here is the script I gave my client, and my explanation of why this works below it.
*I have labeled numbers into the script only to emphasis my explanation below. They weren’t there on the real email.
“(1)What is it specifically that you are interested in with this listing? (2)I can send you the details you need, just let me know so I don’t send you pointless information you don’t want.
(2a)And there is some validity to what you are seeing with the price on this property.
(3)But what is your plan for when a great deal does hit the market like they continuously do? (4)Emailing about them pretty much ensures you have already missed it.”
This works for a few reasons. But first you have to understand that these type of questions are usually from “know it all” type of leads who really don’t know a thing and are just either overly optimistic and fearful of missing out on a deal or they are overly pessimistic that they will buy a home when there was a better “deal” out there.
With these type of online leads the NUMBER 1 thing you have to do is take their power away from them psychologically (plus, you are the expert remember!). Essentially sweep the rug right out from under their feet by playing on their fears/concerns. So here is why this email works.
1. The listing details weren’t sent without knowing what they first want. So you are not just some “order taker” that they can take control of. No one online respects order takers who do what they say without first knowing them.
2. You still tell them you will do exactly what it is they want, and make it known that the reason you didn’t give them what they asked the first time is because you simply want to service them better. Hence the “I don’t want to send you pointless information you don’t want” part of the sentence.
2a. Never tell someone they are wrong if it’s on email. But do allude or insinuate that they are right but also wrong.
3. Re-frame their entire email to what they really care about at the end of the day. If someone asks about price right off the bat without anything else, they either want a great deal and are “know it alls” or are afraid of missing out on one after purchase (or both). So just re-frame it and get to the point.
4. Take all the power away from them by telling them that the way they are essentially looking for a deal ensures they won’t get it. Telling people that what they are doing is the exact reason they won’t be able to do something is a powerful way to get them to pay attention to you because it is all about them. You are simply putting a mirror in front of them. Plus this plays on the fear they may have.
So there you go, let me know your thoughts….or better yet, try to be this way with your email leads and watch how you will get more responses and respect because you act like an authority (would you question what your doctor says by email?…nope!)