October 13, 2015
You can’t always get the clients you want. That’s what the Rolling Stones were hinting at, right?
The prospect you’ve been nurturing and courting for the last few months just revealed that they’ve gone in a different direction. What do you do now? It’s so easy to say “oh well” and move on. You didn’t form your brokerage firm in order to take the easy way out though, I presume.
So what do you do? Well, you keep nurturing. You can’t win them all, and even when you put a great deal of effort into convincing your lead that you’re the perfect fit, it may not work out in your favor. There are a million reasons why your prospect isn’t ready to move forward, and there may be nothing you can do to force their hand.
While receiving a hard no can be tough, the best course of action is to stay in touch. Hopefully, you’ve encouraged your prospects to connect with you via social media early on. This way they can stay up to date with all of your latest work and information. It’s also a great idea to ensure that they’re on your email list, so you can connect with them monthly. Every time you send out an insightful newsletter, you’ll be building a deeper connection and proving your expertise as well.
In the meantime, don’t forget to schedule your lead management tool to remind you to follow up in a couple of months. Circumstances may have changed, and even if your prospect went in another direction earlier, checking in on them is perfectly appropriate. You might learn that things aren’t going well. But even if they are, you’re staying on the top of their mind.
If you learn that all is well, you’ll still be connecting with them via your monthly newsletter, and hopefully other marketing materials as well, such as digital ads, print ads, direct mail pieces, and social media. If another six months go by without action, it may be time to give them a call, particularly if you notice that their needs have still not been met. For example, if you’re an agent and your prospects’ home is still on the market, you might discover that they aren’t happy and are looking for a change. Similarly, if a client expressed the desire to rebrand or change their website, and has done nothing in six months, something has likely gone wrong.
Nowadays, there is an abundance of tools that can help keep you connected with past prospects, and it is your job to take advantage. If you give up and erase them from your email list and metaphorical rolodex, you won’t be on their mind when they do decide to act. Not only that, but you are also closing the door on potential referrals. Just because you weren't a good fit for one prospect doesn’t mean that he won't recommend you to others who may need your service. Showing that you’re an industry leader will give prospects greater confidence in your services, and ultimately help you convert them into paying clients, but more importantly, into valuable brand ambassadors.
To find out more, contact us.