A surprising number of brokers choose not to leave voicemails when prospecting for new business. I believe that’s a mistake; voicemail is an outstanding use of your time.
For a lot of brokers, reaching a voicemail recording can feel like a let-down. But instead of feeling frustrated with voicemail, be happy. Voicemails are opportunities, little advertisements that can be personalized and customized exactly to each prospect’s unique situation.
Because you’re most likely going to get voicemail whenever you call, it makes sense to put a lot of thought and effort into each voicemail.
The key is to leave a voicemail that captures a prospect’s attention by relating to what truly matters to him or her. If you leave voicemails about your company or your property’s features and benefits you’re almost guaranteed not to get a call back.
Be compelling. Think of a strong idea you want to convey in your voicemail message and say it. Surprising or insightful messages have a much higher likelihood of being returned. Boring, rambling messages as well as messages that are too focused on the caller’s (broker’s) interests are easily deleted.
Don’t Give Up too easily. You’re being naïve if you think one message – no matter how brilliant it may be – will do the trick. Your prospects are so busy that they just assume callers like you will eventually call them back.
I’m not saying you should carpet-bomb people with daily messages, but it’s now taking 8 to 12 attempts to get a cold decision maker to return your call. This is especially true with high-ranking, senior decision makers. The average broker gives up after only 2.5 attempts.
The two most important components of successful voicemail prospecting are 1. Persistence and 2. Messaging.
“Persistence” means you realize that voicemail prospecting is a campaign that might require multiple messages over several months in order to get an appointment with a decision maker.
“Messaging” means you have a series of voicemails that have been planned in advance that you can leave for a prospect in order to catch his or her attention with compelling or surprising information related to what you’re selling.
Now, go write some good voicemail scripts and then pick up the phone!