When should you bring up what you do, and how you can serve them beyond the interview?
When someone asks you "Why are you doing this?"
It’s a question that a lot of Parkbench clients receive, simply because of the fact that you are giving value to locals in your area, at no cost to them. It's new and a novelty. Your community will want to know, what's in it for you.
This serves as an opportunity to either set appointments with buyers or sellers, or plant seeds for further conversations or referrals.
So, when answering this question be completely honest and transparent. There is no need to hide anything. You’re doing good! And it’s normal to expect your business to grow when you give value to others.
Here is an example of what you might say:
"Great question! So, like you, I'm a resident of this area. I've actually lived here for about X years. And in that time, I've been a real estate professional for roughly the last X years.
I've found that my business in real estate has been built on the relationships and referrals that I have given and received, from local businesses in the area.
So, when I saw the opportunity to sponsor a neighborhood website dedicated to our area, I figured that this is a perfect fit.
The interviews, which go on the site, allow me to meet more people, provide more value to our community, and support local businesses and initiatives. This is the way that I want to build my business.
I'm confident that the more people I interview, the more value I provide, and the more relationships that I build, the higher the chance that I'm going to find people who like what I'm about, find people who see value in what I offer and find people who want to do business with me directly or refer me to someone that I can help.
Now, does this mean that you're going to refer me business after this interview? I dunno? Maybe! Honestly, I'm not focused on that. I'm just confident that by putting value first, I'll see that returned to my business long term."
Following this we recommend asking a question to see if this person is interested in setting up an appointment:
"If you ever have any questions about the real estate market, or are just looking for some information, be sure to let me know. I'm happy to help in any way that I can. Are you or anyone you know in the market right now?"
If they are interested in setting up a time to talk, set it for later that day/another day entirely. You're there to do the interview. So, make sure that this is the priority!
Scripts / Methods for bringing up Real Estate
Ask Future Facing Questions
These are questions that focus on finding out about where this person is heading. This is best asked after the interview.
Remember, it is natural for this response to be catered towards their business. To get the best answer possible, preframe the question.
How to do this
- During the interview, ask them “Where do you see your BUSINESS in the next few years?” This will give the interviewee the opportunity to talk about their business’s exciting future.
- Following the interview, pre-frame the question to be directed at them rather than their business. “So, I know that you mentioned you want your business to be (INSERT ANSWER). But what about you personally? Are there any milestones that you see yourself achieving?"
- A lot of people when asked this question, will think about the things that they want to accomplish. It's natural for them to create a mental image of themselves achieving that goal. And a good percentage of people who do this, hold relationships to a high standard and will see these as working in tandem with their life’s goals.
- So, it wouldn’t be uncommon for someone to picture themselves in their dream home, or think about buying their first home with their partner. Or even selling their family home because the kids have all moved out.
- This then provides you with an opportunity to introduce how you can serve them.
- For example: "Hey, that's really interesting! Congratulations! As you're getting married, are you guys planning on buying your own place?"
- "Has the pandemic got you thinking about your living situation? Are there things that you have, that you no longer see value in? Or are there things that you don't have, that you really wish you had?"
- "If the perfect real estate opportunity, came across my desk, would that be worth a conversation?"
- "Are you or anyone you know looking to invest in AREA NAME real estate either for income or equity?"
- "Do you know of anyone that's looking to buy, sell, or invest, successfully, in AREA NAME real estate?"
- "Are you in the market right now?"
Questions to ask after the interview
- Have you always lived in (AREA NAME)? OR do you commute from another area?
- What do you think is the biggest benefit of living in the area as both a homeowner and a business owner?
- I’ve always thought about what it would be like to live in (AREA NAME), are there any other areas that you see yourself living in?
- I was working in this area recently, it’s a great spot. Do you find that a lot of your business is local? Or from all over?
- What is something you know about (AREA NAME), that you think not a lot of other people know? (Respond with your own fun fact, but cater it towards real estate)
- What is something that has changed about (AREA NAME), that you wish didn’t or that you would bring back?
- What do you want to do when you retire?
One-Liners: Highlighting your profession
Find a common ground, interest, or something that relates between one of your past clients, and your interviewee. It could go something like this:
- “It’s funny you mentioned that you’re an avid hiker in your free time, one of my past clients just hiked (AREA) for a couple of days and they said they loved it!”
This can lead to them asking you what type of clients you have and it’s also just a great way to carry a conversation!
If an opportunity like the above doesn’t present itself, you can always highlight your profession, prior to leaving.
- “Well I really gotta go. I’m checking out this new house that’s going on the market soon. Thanks again for your time!”
Not only is this a great conversation starter, but it can also very easily lead down a path of how you know that person.
Extra plus if the mutual friend is one of YOUR PAST CLIENTS. Look them up on Facebook, LinkedIn, Instagram and see if you have any mutual connections.
- “When I was doing a little bit of research about your business ahead of the interview, I noticed that you were friends with (NAME). How do you know them?”
Your prospects are far more likely to grow to like and trust you when you have a mutual connection.