Working Non-Appointment Leads: A Simplified Guide

Nov 29, 2024

Understanding Non-Appointment Leads

What They Are: These leads are "top-of-funnel" seller leads generated through online ads or partnerships. They’re often in the early stages of their selling journey, meaning they may not be ready to act immediately.
Why They Matter: Though 8%-22% of non-appointment leads list within 12 months, nurturing these leads can help you build a pipeline for future transactions.
Important Note: You don’t need to mention SOLD.com directly when contacting these leads. Many consumers clicked on general ads (e.g., "What’s My Home Worth?") and may not associate their inquiry with SOLD.com.

Door knocking remains a powerful way to connect with these leads personally.

What to Say:

Noticed Something on the Property:
- “Hi, I’m [Your Name] with [Your Agency]. I noticed some recent updates on your home and wanted to see if you’re considering selling. I’d love to provide you with a free home valuation and share insights into the current market.”
Leverage Hot Buyers:
- “Hi, I’m working with a buyer looking for a home in this area. Would you be open to a quick chat about your property?”
Missed Out Buyers:
- “A buyer who recently missed out on a property nearby is eager to buy in this neighborhood. Have you considered selling?”

Best Practices:

Calling is another crucial way to engage with these leads. Focus on curiosity and value.

Scripts for Common Objections:

“I didn’t click on anything.”
- “That’s surprising! While I have you, I noticed your home valuation came in at $[Estimate]. Does that sound accurate to you?”
“I’m not looking to sell.”
- “I completely understand. Many homeowners feel the same, but with the market so strong right now, some are surprised by what their home could sell for. Would you like me to send you an updated valuation?”
“I only wanted a cash offer.”
- “Great! Let’s explore cash offers for your home. If the offer meets your expectations, how soon would you be ready to move forward?”

Call Cadence:

Sending direct mail is an excellent way to engage non-appointment leads, especially if contact information is blocked.

Examples of What to Send:

Just Sold Postcards:
- “Your neighbor’s home just sold for $[Price]. Curious about your home’s value? Let me provide a free valuation.”
Market Updates:
- Highlight recent sales and trends to spark curiosity about their home’s worth.
Handwritten Notes:
- Personalize with: “I’d love to discuss options for your property. Let me know how I can help!”

Be a One-Stop-Shop Advisor:

If the client wants a cash offer, educate them on options and highlight traditional sale benefits.
Position yourself as a resource for home valuations, market trends, and selling strategies.

Use Cash Offer Companies Wisely:

Many cash offer companies pay full buyer’s agent commissions and may even offer the listing back when they resell the home. Present these partnerships as added value for your clients.

Focus on Education: Many leads don’t know their options. Offer value by educating them about the market and how they can maximize their property’s value.
Be Persistent: Most online leads require 12-16 months of consistent nurturing to convert.
Utilize CRM Tools: Track your outreach efforts and follow-up sequences to stay organized.

If you want personalized assistance or an account review, schedule time with our Agent Success Team:
Schedule a Deep Dive on Your Leads

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