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Dave Hershman[/caption]
As a reminder, here is the question: "My lender has tightened restrictions, real estate sales have fallen, and rates are not as low as I expected them to be. I am worried about making a living even after the COVID-19 crisis is over. What will the post pandemic industry look like? Do you have any advice regarding succeeding in this world?"
Dave: In the previous segment, we mused as to whether you were COVID-19 frozen. The message was clear--if you don't take action, you will not get any results and you will fall further behind as we move into a post-pandemic world. There has been a lot of musing as to what that world will look like. Some believe that many of the tools we are using today, such as Zoom, will be a big part of our future.
For example, real estate offices have been closed because of the pandemic. But truthfully, real estate agents have been less accessible to "visits" for years. This is because technology has allowed agents to work from home and more companies are served by "in-house" lenders. Thus, it makes sense to find ways to reach agents on a more personal level. Emails represent a great tool to reach many at once, but they are not personal. Nor are mass-texts.
Social media is another way to reach your referral sources and customers. Again, it is not just about mass, automatic posting. It is also about posting individually. For example, if an agent is holding an open house, are you posting that information on your social media sites? Are you commenting on the home and/or event on their site? This represents just one of a multitude of examples.
The bottom line is- this: if we can't "see" our targets face-to-face, we must move to be as effective as possible virtually. And that includes taking a personal approach as well. Speaking of personal, there is nothing more effective in this regard that a phone call.
What is our approach in calling our agents and other referral sources during this pandemic? This is not a normal environment and we should not take our usual approach:
- Start with questions regarding how they are faring today? Are they healthy and safe? In essence take their temperature.
- If they are COVID-19 frozen themselves, your call may be more about helping them move their business forward. In this regard, you can become their coach, especially from a motivational standpoint.
- If they are moving on with their business, offer a market update and see how their business is going. Learn what they are doing so that you can offer suggestions to other agents and referral sources.
- Most importantly, ask how you can help them with their business. This call should not be about you–it should be about them. In today’s market, everyone needs help and if you are the one stepping forward, the rewards will extend into the post-recovery era and be-yond.
Dave Hershman is Senior VP of Sales of Weichert Financial who has published seven books, as well as hundreds of articles. He is also the founder of the OriginationPro Marketing System and Mortgage School. His site is www.OriginationPro.com and he can be reached at This email address is being protected from spambots. You need JavaScript enabled to view it..
