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As your real estate coach and someone who’s built multiple 7-figure businesses, I want to get real about cold calling. Not the fluffy “just be yourself” advice you’ve heard before, but the actual, practical strategies that convert calls into appointments and ultimately into commission checks.
The True Purpose of Cold Calling (And Why You Are Getting It Wrong)
Let’s start with some tough love: if you’re trying to sell a house during a cold call, you’re already failing. Here’s why:
– There isn’t enough time to build trust
– You can’t properly showcase value in a 5-minute call
– People are naturally defensive when caught off guard
– You haven’t gathered enough information to present solutions
The real purpose of a cold call is simple but powerful: schedule qualified appointments by gathering critical information. That’s it. Nothing more, nothing less.
The MAP Framework: Your Blueprint for Successful Cold Calls
I’ve developed what I call the MAP framework after years of making thousands of calls and coaching hundreds of agents. Here’s how to use it:
Motivation (The Heart of Every Deal)
Start by uncovering their true motivation with questions like:
– “If your house had sold, where were you planning to move?”
– “What brought you to consider selling now?”
– “How long have you been thinking about making this move?”
Pro Tip: Go three levels deep with your questions. If they say they’re moving to California, ask why. If they mention family, dig deeper. Each layer reveals more motivation you can reference later.
Ability (The Reality Check)
Before you waste time on an appointment, verify:
– Financial readiness: “Have you thought about the costs involved in selling, like repairs or staging?”
– Decision-making power: “Is there anyone else involved in making this decision?”
– Property status: “Are there any liens or mortgage issues we should know about?”
– Timeline alignment: “When do you need to be in your new location?”
Real-World Example: I once saved myself from a wasted appointment by discovering the seller’s spouse wasn’t on board. Instead of rushing to show up, I advised them to have a family discussion first.
Plans/Timeline (The Action Trigger)
Specific questions to ask:
– “What’s your ideal timeline for being completely moved?”
– “Are there any specific dates driving your decision?”
– “Have you started looking at your next location?”
Converting Information into Appointments
Here’s my exact process for turning gathered information into appointments:
1. Summarize what you’ve learned:
“So from what you’ve shared, you’re looking to move to California within 5 months to be there for your daughter’s baby, and both you and your husband are ready to make this move…”
2. Present value based on their needs:
“I specialize in helping sellers meet specific timelines, and I’ve helped several families coordinate cross-country moves…”
3. Offer clear next steps:
“The best next step would be for me to stop by for 20 minutes to see your home and share exactly how we can make this timeline work. I have tomorrow at 4 PM or Saturday at 10 AM – which works better?”
Cold Calling Scripts That Actually Work
Here are three proven opening lines I use:
For Expired Listings:
“Hi, I noticed your home is no longer on the market – did you know that happened?”
For FSBOs:
“Hi, I saw your home for sale online – are you still looking for buyers?”
For Past Clients:
“Hi [Name], I was just reviewing some market updates for your neighborhood and thought of you…”
Building Your Daily Cold Calling System
Here’s how to structure your cold calling time:
Morning Block (9:30-11:30 AM):
– First 15 minutes: Review scripts and get in the right mindset
– Next 45 minutes: Active calling
– 15-minute break
– Final 45 minutes: Complete any follow-up
Afternoon Block (2:00-4:00 PM):
– Focus on follow-up calls
– Schedule next-day appointments
– Update your CRM with new information
Tracking Your Results for Better Conversion
Create a simple spreadsheet to track:
– Number of dials
– Actual conversations
– Information gathered (MAP elements)
– Appointments set
– Appointment conversion rates
Pro Tip: Aim for at least 20 meaningful conversations per day. With proper qualifications, this should result in 2-3 quality appointments weekly.
Common Objections and How to Handle Them
Here are the top objections I hear and how to handle them:
“I’m not interested”:
“I understand – most people aren’t interested in selling until they know exactly how much they could get for their home. Would you be curious to know what your home could sell for in today’s market?”
“We’re going to wait”:
“I understand wanting to wait. Just out of curiosity, what are you waiting for specifically?”
“We’re going to list with a friend/family member”:
“That makes sense – it’s great to work with people you trust. Would it be worth 15 minutes to get a second opinion on your home’s value? That way, you can be sure you’re making the best decision for your family.”
Taking Your Cold Calling to the Next Level
Want to become a cold calling expert? Focus on these advanced techniques:
1. Time your calls strategically:
– Best times: 10-11 AM, 2-3 PM
– Best days: Tuesday-Thursday
– Avoid: Monday mornings, Friday afternoons
2. Use technology wisely:
– Implement a power dialer for efficiency
– Record your calls for self-review
– Use a CRM to track follow-up
3. Practice active listening:
– Take detailed notes
– Listen for emotional triggers
– Note specific phrases they use
It is ALL about being prepared and persistent. Start implementing these strategies today, and you’ll see your appointment quality and conversion rates improve dramatically.
Want more real estate business tips? Follow me on Instagram @CheesetteCowan for daily insights on building a profitable and purposeful real estate business.
