This strategy gives you the ability to reach out to the agents who you know are producers and that you’ve enjoyed working with, but for one reason or another, ended up losing contact with you and are currently referring their business elsewhere.
There is no better way to get a good agent fired up and differentiate yourself from other LOs than by making it clear that your goal, as their preferred mortgage partner, is to help them grow their business by providing them with qualified leads and helping them get more sales from their marketing efforts.
The great rates, service, answering calls, communication, quick turnaround time, etc.—of course that’s important too, but that’s to be expected, and you should let them know that.
All of a sudden, the other LOs that are harping on those things as if they’re groundbreaking offerings, never before seen or heard by anyone… seem pretty silly.
You’re going to use the same WHALE Eligibility Checklist from the earlier section to stack rank your existing agents’ productivity and likeability before you start reaching out.
Also, same as before, you’ll want research their Facebook, LinkedIn, MLS data like number of transactions and listings, website, online marketing, offline marketing, etc. to make sure you’re only focusing on agents that are worth going after.
Once you’ve got all that information in your CRM or spreadsheet, you’ll be ready to make contact with your existing agents.
The goal for these conversations is to build stronger relationships with your agents so that you can get more referrals from Realtors® that have sent you business in the past, or are currently sending you business but could be doing more, and also, rekindling relationships with agents that have fallen by the wayside.
Good WHALE Hunting: Open Script for EXISTING Agents
This can be used on a cold call or in person. This script is similar, but not identical to the “New WHALE Open Script”.
▶ Have a genuine desire to help your WHALE Agents
▶ Ask good questions and be an excellent listener
▶ Don’t oversell on the open
▶ Set the solid appointment
“Hello _________, it’s _________, with (company name).”
“How are you?”
Chat them up briefly and then cut to the chase.
“Great _________, well let me cut to the chase.”
“The reason for my call is that I’m selecting a couple Realtors® locally to work with on some lead generation and marketing strategies.”
“For one, I’m doing marketing in your area, which is producing some good leads that I’d like to be able to refer to an agent that I know will do a great job for my clients.”
“The second part is I’m setting up my partner agents with the same lead generation technology I’m using in order to help my agents generate more, better qualified leads from their own marketing efforts.”
“It’s the same kind of lead gen strategy Zillow, Trulia, Realtor.com, and a lot of the other big boys are using to generate qualified leads (instead of just a bunch of tire kickers).”
“I think you’d agree that typically LOs don’t do ANYTHING to actually help agents grow THEIR business.”
“It’s like they’re just kind of sitting back with their hand out waiting for referrals; it’s a one way street…”
Use voice inflection!
You want to convey that it boggles your mind that, in this day and age, there are still LOs out there that don’t do anything to help their agents generate business!
You can pause after the last sentence and let them chime in.
This is where you’ll be delighted to hear many agents cut you off and lay into their current loan officer relationships… all of a sudden, it’s you and that Realtor® having a chuckle about the absurdity of loan officers expecting referrals for nothing.
“Alright, so I’ve taken a completely different approach.”
“Thing is, I don’t have a Realtor® partner in your area that I’m doing this with currently…”
“So _________, long story short: I sat down to make a list of who I wanted to offer this to and you’re one of the first people that came to mind.”
“I’m obviously not looking for an answer from you now or today…”
“And before we get into it too much further, I was hoping to chat with you literally for a couple minutes—just to learn more about you— your goals, what’s working, what isn’t—just a few questions to see if this is going to be a good fit.”
“If so, we can setup another call or meet in person to discuss the
“A few minutes is all we need today.”
“So, _________, remind me: how long have you been in the real estate business?”
Keep rolling. You don’t need to ask for permission!
You’re going to ask the same open-ended questions as before.
Get them talking about themselves (agents love doing that) and it’s the perfect opportunity to learn more about how you can help them and uncover hot buttons.
Be an excellent listener. Take notes (plug them into your CRM) and look for ways to help them.
Good WHALE Hunting: Open Questionnaire
You can print this questionnaire up and take it with you if you’re meeting with an agent in person (link below).
If you do that, you’re going to want to get the rest of the script memorized as much as possible.
It’s money. Literally. I’ve tested it. My mortgage clients have used it with great success. Anyone that’s decent on the phone can literally take your agents from you with it, so try it out before someone else uses it on your agents.
Keep in mind: real estate agents (and people in general) love to see others taking notes as they speak, but you don’t want to be reading the whole script in front of them. :)
Once you get the answers from the agent, add them to your CRM or spreadsheet, combining their answers with your original research from the Eligibility Checklist.
To print this up, get the online version of the “Good WHALE Hunting: Open Questionnaire” here:
1. What kinds of clients do you like to work with?
Buyers | Sellers | Investors | Expired | FSBO | Military | Relocation | Luxury | Other
2. What’s your main website address?
Any other websites? Y | N
3. How many visitors do you get to your website each month?
4. What kind of digital marketing are you doing?
Email | Blog | Social | PPC| SEO | Video | Other
5. What kind of traditional marketing are you doing?
Mailers | Magazines | TV | Radio | Other
6. Of all your marketing efforts, what’s currently working best for you?
7. How many open houses are you doing each month?
8. How many listings do you have?
9. What are some of the challenges you face in your business?
10. On average, how many transactions are you closing per month?_______________________________________________________
11. What’s your goal—where would you like to be?
12. What are some of your other LOs doing to help you
with marketing and lead generation?
Open Script Continued (after the questions):
“Great _________, thanks for sharing. This is all really good stuff.”
“Based on your answers, I definitely think this is going to be a good fit.”
“As I mentioned before (and we’re almost finished)…”
“I use the same technology and strategies that some of the most successful companies out there are using to generate qualified buyer and seller leads…”
“I share these leads with my exclusive Realtor® partners, and I also setup my preferred agents with tools and strategies so that you can get better results and generate more leads from your marketing.”
“It’s the same stuff the big boys like—Zillow, Trulia, Realtor.com, Homes.com—are using to convert website visitors and anonymous clicks into actual leads.”
“And the best part is: they’re exclusive.”
“You can’t sell houses to a bunch of clicks, right?”
“Without the right lead capture technology, driving a bunch of traffic through online marketing, SEO, social media, traditional marketing efforts, etc. doesn’t do anything for you. Not like it should, anyway.”
“That’s like running the A/C but leaving all the windows down! You end up losing a lot of clients and opportunities.”
“Great, _________, well the solution I’m offering can fix that for you.”
“I’ve also got some powerful tools to help with listing presentations, which, if you’re interested, we can discuss more on our next call/meeting.”
“It’s not going to cost you anything, and based on everything you’ve told me today…”
“I can pretty much guarantee that I can help you generate additional business.”
“You just need to be able to sell, which I know isn’t a problem for you!”
“So, _________, if that sounds good, I’d love to setup an appointment to show you exactly how it works and explain everything in more detail.”
3 Action Items Talk Summary
- What the most successful companies in the industry
are doing to generate quality leads from their marketing
- How they (your Realtors®) can use the same technology
and strategy in their marketing efforts.
- A guaranteed increase in their marketing ROI, qualified
leads, and referrals.
Remember to sprinkle in some additional strategic open-ended questions along the way and get them talking about their business.
Plant seeds of value. Uncover hot-buttons and pain-points, and get them talking and thinking about the fact that, for the most part, the other loan officers they work with aren’t doing ANYTHING to help them actually generate business.
While other LOs are waiting on Realtors® to send them referrals, or at best bringing them coffee and donuts, you’re investing time and money into helping your agents generate more business.
Setting the Solid Appointment: Following Through
On your next call or meeting, you’re going to want to have the following lead generation landing pages ready to share with each Realtor® partner:
Real Estate Landing Pages:
▶ VIP Home Search
▶ Dream Home Finder
▶ Home Valuation
Mortgage Landing Pages:
▶ Home Purchase Qualifier
▶ Today’s Mortgage Rates
These are landing pages that will be shared exclusively with each WHALE Realtor® partner to generate leads for both you and that partner agent.
Landing pages can be co-branded, just branded with the Realtor’s® info, or unbranded (no logo, photo, or other branding), as long as the lead notifications that come from these pages go to both you and your partner agent.
Your WHALE agents will be able to use these lead generation pages in all of their marketing efforts.
Installing landing pages just about anywhere is as simple as copying and pasting a link to the desired landing page from whatever the source—their website, blog, emails, social media posts, single property websites, Craigslist, PPC campaigns, using the domain on listing signs, direct mail, and much more.
All of these conversion-optimized landing pages, and many more (32 total), are available for you to try free for 30 days at: