What to say to a referral lead?

There are several things you can say when talking with a potential referral that can positively affect the outcome.

First, speak highly of the service. Since working through GR will not cost your buyer or seller any money, they should be very pleased to receive assistance.

Second, a referral lead should know that they are not obligated to work with the assigned broker. To protect your interests and to insure delivery of quality service, GR wants to be involved in the change of any salesperson relationships. If the customer is unhappy for any reason, GR can request a reassignment to a different salesperson or, in the event that the referral customer has not signed a contract with a broker, GR can place the referral lead with a completely different brokerage.

Third, few people realize that most real estate firms offer differing levels of service. If a potential buyer were to call directly into a real estate firm, they typically would receive one level of service (usually whichever agent is available). Because GR is a major supplier of real estate business (GR places multiple referral leads each month) the company receives a higher priority on the handling of its leads. In many cases GR referrals receive the same high quality service given to major corporations who transfer hundreds of executives each year. GR has accountability and repeat business built into its relationships. Further, its contract with the brokers requires that a certain level of professional service be provided, and in return GR is assured of timely feedback on the status of leads.

The customer should commit to listen to the broker. There is no obligation on the part of your customer to work with the broker - only to meet with them and to listen. If the broker can "sell" their experience, their abilities and their reputation, then the customer will want to work with them.

In the initial conversation with the customer, find out as many of the basics as possible - but don't ask too many questions and don't profess to be the real estate expert; that is the job of the assigned real estate sales associate. However do get the proper spelling of their name, general need, email and cell phone numbers, as well as any other information possible.

It is important to be enthusiastic, but remember at all times:

• Do not promise anything.

• Do not promise a phone call at a specific time (your lead will be contacted as soon as possible).

• Do not commit to an appointment for the salesperson to list a home at a certain time.

• Do not discuss property values.

• Do not attempt to list or sell – that is the responsibility of the full-service agent.

The referral agent's job is to do nothing more than gather the basic information, receive permission from the customer to have a salesperson call and then to follow-up on a periodic basis to help assure that their needs are being met.

Don’t forget to turn in the referral as soon as possible. While it may not seem like your involvement is much, you are truly offering a valuable and professional real estate service to your friends and acquaintances.