I am not going to lie to you–converting an aged lead into a closed mortgage or debt deal is an uphill battle. Of course, that is why they are pennies on the dollar compared to what a fresh Internet lead costs. However, by following these simple steps you will be amazed at the conversion lift you experience.
There is after all gold in that there lead pile…
1. Contact: Be diligent. Unlike your typical fresh Internet lead these consumers may not be expecting your call. That does not mean that they won’t be glad to hear your voice since most are likely to have gotten little or no follow-up. However, for this reason you will have to put in multiple touches to make initial contact.
2. Follow-up: Once you have made contact be tenacious about follow-up. Like I mentioned in step 1, most of these have been dropped on the floor once. If you break that trust again it will be hard to get them back and to the closing table.
Ready-to-Close Aged Mortgage Leads
3. Presentation: Another challenge you might uncover is that these borrowers have complex scenarios or are not as financially educated. Therefore, your mortgage or debt presentation needs to be polished and simple. Make it intuitive and get to the bottom line quickly.
4. Acknowledge, Respond, Control: As with any sales process you are going to get objections. Chances are aged leads will be full of them too. Especially since some will be skeptical based on how they were treated by the companies that responded to their initial Web inquiry. So, don’t be defensive or avoid the objection–try this approach:
- Acknowledge the objection in an empathetic way. Assuring them that you heard their concern and you are going to address it
- Respond in an even and sympathetic tone of voice. Address their concern and explain how you can help.
- Control the conversation again. After you acknowledge and respond to the customer make sure you take the conversation back. Leaving it in the customer’s court will just start a tennis match of objections and responses. Not a good thing.
5. Follow-up: I harp on this all of the time. This is the key to every successful sale. Follow-up with the customer and following through on simple promises will build a strong trust that will return dividends now and in the future.
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