Cold Calling Tips

Cold Call Contact Calcultor

Cold Call Contact Calcultor

Posted By on Jan 7, 2016

If you’ve read Grant Cardone’s bang-up business book The 10X Rule, then you know that the premise of the book is that people VASTLY underestimate the amount of effort that needs to be expended in order to achieve life-changing types of goals. That general principle is alive and well in the world of cold calling and I have to admit that I’ve been guilty of it.

My real estate goal is to take 52 listings per year and close them all. Any buyer business that comes out of that is just “gravy money” on top.  Since employing the Fearless Agent Listing and Pricing Presentations, I have never NOT sold a listing that I’ve taken on – as long as the seller didn’t decide to buck the process after we got started.  So targeting a close-to-100% list-to-sell ratio is not unreasonable.


But how many contacts per day do I need to make
in order to achieve my BIG Goal?


Well for the past few years now I’ve been running those types of calculations through my head. You know…in the morning while making coffee and stuff.  Over time I’ve realized that a lot of variables go into all that. Things such as how many days per month you’re calling, how many contacts you need to make in order to get a lead, and how many leads (when properly followed up with) will translate into a signed listing contract.

So today I created a quick-n-dirty tool that gives some perspective on all that. It’s a simple Excel file that you can download here. I even created a video you can find further down below that explains how to use it.

All you need to do is plug in numbers in the GREEN boxes and everything else will calculate out for you. One green box in particular needs to be explained and that’s that one called Est. Lead-to-Listing Rate. Make sure that you account for ALL the stuff that’s likely to happen which results in the various people that make up your pool of leads choosing to NOT list with you. These things include:

  • Leads You Lose in Your CRM
  • Leads that start screening your phone calls and give you the fade out
  • Leads that choose to list with another agent instead of you
  • Leads the straight-up change their mind
  • Leads that were not good leads in the first place because they lacked motivation but you COUNTED them as leads
  • …and most important….
  • Leads that let you stop by their house for a listing appointment but do NOT list with you

Proper Prior Planning Prevents…

Have you ever heard of  “The Power of Negative Thinking“?  It’s not talked about much in real estate circles because everyone is so focused on being positive and “attracting good and not bad” into their business lives and stuff.  Most businesses don’t run that way though and the most BASIC of business courses you could ever take (high school level business courses) will tell you that startups need to be built around “worst case scenarios”.

For example.  Two super-smarties want to start up WidgetCo so they can sell their new-fangled widgets to the people of the world.  And make money.  Yeah – that too.

So they start laying out their business plan.  They THINK they can sell each of their widgets for $45.  IF they can sell their widgets at $45 then things are going to be GREAT.  But that’s a BIG “If”.  They KNOW, that the market might not care about their estimates.  The market might not BUY the widgets at $45.  Maybe they can only get them sold at a price point of $35.  If that happens, can the company make a profit?  What if they can only sell at $25?  Can the company survive if they have to sell at that price point?

Planning for the worst.  Worst-case-scenario.  All smart businesses do it.  They don’t “assume that things are going to turn out even BETTER than they’d ever hoped”.  Because it just doesn’t seem to go that way in the real world.

That being the case, I suggest you be VERY careful with the Est. Lead-to-Listing Rate.  I’m keeping mine at 10%.  If it ends up higher, if I end up extracting a greater percentage of listings out of my lead pool this year, well that will be good for me.  But it’s highly unlikely that the result will be LESS than 10%.  So I’m going with that.

The video below shows how to use the tool itself.  Take a look and then be sure to read my final thoughts found below the video.



So again, if you want to download the Excel spreadsheet for this…you can find it here.

Final Thoughts

Remember the 10x Rule I mentioned at first?  Remember how the central idea in that book is that we underestimate the effort needed to achieve our goals?  Well this little tool made so very clear how true that is for me.

With a target of taking 52 listings per year, and assuming that I’ll only sign 10% of the leads I connect with to listing contracts, and also assuming that I’ll only consistently call 22 days per month over the course of the year, and also assuming that my historical average of getting 1 lead for every 100 contacts (on average) – well that means…


I need to be contacting 197 people per DAY!


That’s a LOT more than I’ve been contacting.  It’s DOUBLE the daily quota I originally set for myself.  It’s already the 7th of January.  For the first 7 days of the year I’ve been only even been TRYING to contact HALF the number of people per day that I need to in order to be confident that I can achieve my goal for this year!

This little calculator shocked me.  I’m guessing that if you run it yourself it might shock you.  It re-emphasizes in my mind that Lucky Luciano was right.  We cold calling real estate agents need to be thinking in MULTIPLES of 100 contacts per day.  We need to get ourselves over our own mental roadblocks about running six phone lines through two dialers.  We need to be mentally accepting the additional cost that additional dialers, phone lines, and headsets are going to incur.

We need to just accept it all and DO WHATEVER IT TAKES to get that 10X level of action up and running NOW.

So for me…the new minimum number of contacts per day is 200.  Boom.

Read More

Recently, I came across this question by Chad Hooper in the Google Plus Mojo Mastermind Group forum:


Now I’ve given serious thought to this over time and as I’ve used both Cole data and Mojo Lead Store data so I started typing out a response which turned into this blog post.  So here’s my thoughts on this…

My Experience

When cold calling with Cole Realty’s landline data (not cell phone data) I get about a 20% pickup rate during a weekday morning calling session.  That compared to the 18% I got with the Mojo Lead Store Data.  So a bump…but not night-n-day difference.

That’s not to say I’ve NEVER used Cole’s cell phone data.  I have.  I’ve used it to hunt down expired and FSBOs who didn’t put their phone number on their Zillow listing.  It worked pretty well and had the data north of 65% of the time.  I can’t remember if you can do a map search and import cell phone numbers in bulk for whole neighborhood or not.  I never did it though and can’t speak on how effective it could be.

What’s The REAL Problem That We’re Trying To Solve Here?

The only reason people want “better data” is so that they can increase their contacts per hour.  The theory is that with better data you’ll have less bad numbers and when you’re dialing good numbers (vs disconnected numbers) that will translate into a higher contact rate…because the dialer won’t have to sort through as many bad numbers.  So greater efficiency.  If up the ante even more and call cell phone numbers, then you’re increase the chance of getting through to people because they always have their cell phones on them at all times while they are NOT close to their landline phone at all times.  So again, greater efficiency.

The problem with this line of thought is that it makes a terrible assumption.  That assumption is that the biggest obstacle keeping you from talking with more people is bad phone numbers followed closely by people’s proximity to their phones.  This false assumption allows people to create a corresponding false belief: namely that as long as you’re dialing the “best” numbers…then you’ll contact more people.

This just isn’t true.

The BIGGEST obstacle to you talking with more people – hands down – is…

Individual Phone Screening Behavior


People not picking up the phone when they don’t recognize the phone number.  Ignoring you.  Sending you to voicemail.

As I am typing this out right now I am calling through a raw list in Canton Michigan that I got from Cole.  You know what keeps happening?  I get answering machine after answering machine after answering machine.  That tells me that the phone numbers (the data) is GREAT.  Because I’m connecting through.  Also, because it’s 10:30am just a couple days before Christmas, that means that I’m calling, not at the best hours of the day, but during descent hours AND a bunch of people should be off work and home to answer the phone when they normally be available to take my call simply because they took some vacation days for Christmas.  So I should be seeing a higher contact rate.  But I doubt if I”ll see it get over 20%.  This image here shows where I stand right now as I type this:


That’s right.  Less than 8%.  Terrible.  All of those 33 “No Contacts” you see there are answering machines that I clicked away from when I heard them.

So think about it.  A LOT of those “No Contact” answering machines were from people that were home, didn’t recognize the number, and just let it go to voicemail.  You’re going to experience that same type of behavior when calling cell phones.  It’s not going to be any different.

You’ll get Screening.  And lots of it.

The greatest enemy to contact rate when cold calling is screening and nothing else.  The long term ANSWER to this problem is…

Prime Lists

People you’ve called before 3 to 5 months ago who answered the phone and told you they were NOT thinking of selling at that time.  Those people’s phone numbers work and they’ve proved through their behavior that they pick up the phone when someone who’s number they don’t recognize calls.  If you had a lists of 50,000 to 75,000 of THOSE people…then you could call through that database two or three times per year and get all the leads you can follow up with that you can handle so as to put yourself in a position to close 50 to 100 deals per year.

Of course that brings us back to the ORIGINAL problem.

Raw Lists

Data lists of people who you have NOT called yet.  You have to call through those lists at least once so you can actually GET in touch with people that answer the phone and put them into the Prime Lists for future calling.

So back to the original question.  Do you pay more for the Cole data in hope that it will give you a boost in contact rate while you’re wading through the raw lists the first time around…or do you do something else?

Here’s My Suggestion

If you’re at all concerned about how much it’s going to COST you to get going with this cold calling thing but you ARE considering slicing out the $1,000+ from your limited budget in order to get access to Cole’s best data set, then change course and go with a lower quality data source like data from Mojo Lead Store and then pony up the extra coin that you WERE earmarking for Cole’s data program and reapply it to getting up and running with TWO Mojo dialers.

That’s two two phone lines, two headsets, and two Mojo Dialer accounts.  Remember, it’s all about contact rate and on that front you’ll do much MUCH better by investing in two Mojo Dialers running at the same time than you would by paying for better data.  Why?  Because the only thing that overcomes the screening problem in a timely manner is to increase the number of dials made per hour and the best solution for that is dual Mojo dialers.
I’m going to be doing this myself starting next month.

Read More

So all throughout 2014 as I was dialing nearly 50,000 phone numbers, I pretty much used my original cold calling script the whole time. If you’ve read that post then you should know why the short script is superior and why it works so well.

This year I decided to switch things up a bit. First of all, I wanted to change over to a pure survey-style script instead of using a phantom buyer as an excuse for making the call to the prospect. The reasons for that are outlined further down below.  For now though, let’s dive into the new script itself.  Here it is…

Read More

Post #1 – Blueprint Overview

One of my goals for this year is to start prospecting for Expired listings and FSBO sellers by phone using the Mojo Dialer. I’ve got the cold calling lead generation system up and running to the point where I can rely on it to yield up one or two seller leads each and every day as long as I do the work of contacting the 100 people to see if they have plans to sell in the near future. The only major weakness with cold calling is that pretty much 100% of the leads are at least six months out from sticking a sign in the ground. Even when they say that they’re planning on listing in “about three months” it soon dawns on them that it’s going to take them MUCH longer to get the house ready for sale than they ever thought it would. This means that long-term follow up is key to earning the business of these prospects. It also has become clear to me that it means I need to add a second “spoke” to my lead generation “wheel” as described by Tim & Julie Harris in their real estate business podcast.

So I’ve decided to go after FSBOs and Expireds and I’m guessing it’s pretty clear to anyone reading this why. Because these two groups of sellers have indicated that they want to sell.  Heck they’ve even made some level of effort to actually try and get it done. Pretty much every coaching program on the planet tells agents to focus on these two groups because a) you know where they can be found. and b) there are scripts and dialogues for getting your foot in the door and scoring an appointment. In short, hunting down Expired Listings and FSBOs is a tried-and-true business model for real estate agents.

What I’ve found, though, is that everything that SEEMS like it should be simple…really ends up being at least moderately complex when you want to pursue that activity consistently and effectively enough to produce measurable results. At least that’s what I discovered building both my cold calling and follow up systems anyway.

Essentially, anything worth learning is going to require more than 5 minutes of your time to learn to do it. So go grab a cup of coffee and prepare yourself to sit there for 15 minutes to chew through one of the most in-depth, “epic” series of posts that I’ve ever written.

Post #2: Just Another Day At The Office

When I was wrapping up the first installment in this series, I was forthright in admitting that it’s going to take more than a minute to get through all that’s a commin’.  That’s just the nature of the beast when someone shares the true details of how to build and implement a focused prospecting system.  But before getting down into the nitty-gritty details though, I want to paint a picture for you about how simple and easy this system will be to actually use once you get going with it.  I want to give you the same sense of excitement that I have by laying out for you exactly how your prospecting day should go.  Let me show you what will be your “Perfect Prospecting Day”.

If some of the stuff that I refer to in this post seems odd or unfamiliar, don’t worry about it.  I’m going to get into the details later and when you get done with the very last Blueprint post, I’ll remind you to come back and read this all over again and everything will be as clear as crystal.  For now, just give it a “fun read” and don’t worry about the details.  It’ll all make sense in good time.

There is one thing that I will share with you though.  Mojo has LISTS and GROUPS.  Both act as “buckets” which you fill up with the records of various prospects.  They are very similar but act differently enough where organization is concerned that it’s important to pay attention to whether it’s a GROUP or a LIST you’re talking about.

For this reason, I will start referring to LISTS and GROUPS in these annoying capital letters right now to get you use to seeing the words printed that way.  We’ll explain the difference between the two and how it comes to bear later.

Oh…and one more thing.  Whenver you see the letters EF from here on out, you should know it stands for “Expired/FSBO“.  Simple, right?

Monday Morning

6:00am – Get up, walk downstairs and turn on the computer then head into the kitchen to fire up the coffee pot while that beast takes its good-ol-time to wake up.

6:15am – Sit down in front of the computer and import your Expired and FSBO leads.  Maybe you use RedX, Vulcan 7, or another system to help with this.  Myself, well there are never more than 5 leads per day in the cities that I work in so I just do them manually using Cole.  Wherever you get your leads from, you import them into a single Mojo LIST named bEF Launch.

Once all the prospects for the day property imported, you select the bEF Launch LIST in Mojo’s “My Data” database control panel and then move all of these new leads to the EF Day 1EF Day 2, and EF Day 3 GROUPS.

Your morning list work is done.  That was easy and even though you chose to manually import all your prospects for today, it’s only 6:35am –  Now it’s time to hit the shower, eat breakfast, help the kids get ready for school, and generally do the “morning routine” stuff.

8:15am – Time to get to work.  You fire up the Mojo Dialer, select the EF Day 2 GROUP and hit the “Start Calling” button.

Mojo does its thing and you do yours.  Since these prospects are part of the EF Day 2 GROUP, you know-for-a-fact that you imported them into Mojo a few days ago AND you know that you’ve tried calling them at least once before during the day and at which time they did NOT answer.  It’s highly likely that these people are screening calls anyway, so you set Mojo to go in guns-a-blazing and enable TRIPLE-LINE dialer mode.

Show no mercy.

About half the people in this GROUP answer and the other half do not.  You decide that all of those you spoke to are worth following up with except for one.  That particular fellow confessed that he WAS going to move because he was getting a divorce, but he and the wife have recently made up and now they have no plans to move.  That guy gets moved into the bEF Delete LIST while all the other “good prospects” are shuffled into the bEF Follow-Up Launch LIST.

8:35am – Having finished calling through the EF Day 2 GROUP you’re feeling pretty good.  Half your Expired/FSBO phone prospecting is done for the day.  Time to knock out the other half.

You tell Mojo to select the EF Day 1 GROUP and tell the software to start calling but choose to dial with only two lines this time.  After all, these people have NOT been called before.  You just imported them this morning while drinking your coffee!  So unlike the first list you dialed through, it’s not likely that as many members of this list are actively screening calls.

Again, you make contact with a few on this list, but most don’t pick up.  You don’t bother leaving messages – this time.  These prospects are fresh and every other agent in town is going to be calling them. Your message will just be lost in the clutter…so why bother?

9:05am – All the Expired/FSBO calling for today is done.  Time to quickly sift-n-sort all the prospects and launch some leads in to proper follow up sequences so we can get on with our day.

You start by going into Mojo’s database control panel again.  You quickly select all of the EF Day 2 prospects that you did NOT get ahold of and extract them out of that particular GROUP because you’ve called them during the day twice now which means you’ll only be calling those people in either the evening or on the weekend from here on out.

While doing this, Mojo throws an error message with the last prospect in the GROUP before you can pull her out telling you that you can’t remove someone from ALL of your Groups and Lists.  Each contact has to be assigned to at least one.

You know that this means that for this particular prospect, today’s call attempt was their sixth and FINAL time you are going to try and reach them by phone.  Enough is enough.  Time to go to the doors.  You move this contact into the bEF Go-to-Doors LIST.  Error messages are clear.  Boom


The four people you WERE able to contact today were all kinda grumpy.  NONE of them were willing to set an appointment, but that doesn’t phase you because you were smart enough to use Brian’s “sneaky script” to get them to give you permission to “send” them information.  And by “send” I mean show up at the door dressed professionally, knock good-n-hard five times, and greet them Face-to-Face with the promised information in hand.

Time to get that whole thing up and running.

You dive back into Mojo and select the bEF Follow-Up Launch LIST.  Remember that one?  It’s where you tucked away all the people that you spoke with while calling.  You quickly copy-n-past their info into your CRM, assign them to your super-simple follow up sequence, and hit LAUNCH.

Out of the printer appear single sheets of paper each printed up with a prospect’s contact info and a large EXP” or “FSBO” right in the center of the sheet.  You take these sheets and add them to a clipboard.  This is your “Unmet” clipboard and all the sheets on it are prospects that your system has told you are people that it’s time to do whatever it takes to meet Face-to-Face.  There were eight carried forward from yesterday and the four from today make twelve.

To wrap things up you go open up the bEF Delete LIST which houses all the records that you’ve decided need to go into the trash – like the guy who ISN’T getting the divorce.  After deleting these couple of records – you’re done.

Done.  It’s 9:35am and you’re done.  On to the rest of your day.


Are you catching the vision here?  Sure you are.  Now it’s time for the hard part.  Doing the work necessary to get this machine up off the ground and running.  In the next post, we’re going to begin doing just that.

Post #3: Laying a Foundation for Success

I find it best to establish a little groundwork so that we are all on the same page as to exactly what we’re trying to accomplish so that as you see the plan for accomplishing it unfold, the reason for each action step is clear and makes sense. So here’s some background:

1) Interval – when targeting Expireds and FSBOs, let’s start by re-framing your concept of calling these two groups of prospects. Simple spaced intervals where you just “call them every day for three days” or something similar isn’t going to work. After all, if someone isn’t EVER home at 10am and you call at 10am every day for a month you’ll still never contact them. They need to be called in the morning during the week, in the evening during the week, and on the weekend too AND you need to do it more than once if you expect to contact as many people as possible.

2) Don’t Make Calls “Just to Call” – you really should not be calling people who don’t answer the phone again and again for forever and a day. If they are going to screen their calls, then they’re going to screen their calls. That’s just the type of people they are. If you think that there’s virtue in taking a stand on the idea that you’re going to call each and every day until they “list with you, list with someone else, or die”, then after 6 months you’ll be calling a lot of people who you shouldn’t be again and again just to say you’re “sticking with your plan”…not because you’re trying to be effective.

At some point you need to shift gears and just drive to their house and bang on the dang door a few times.

3) Short Shelf Life – if you’re calling Expireds, well, EVERYONE is calling Expireds. This isn’t news to anyone. Expireds and FSBOs is where the MOST competition is going to be found. They are going to get hammered hard by phone in the first few days by strong agents who practice their scripts in front of mirror every morning.  I’m talking about hyper-aggressive, hard-closing, Mike-Ferry-Style agents.  You know the type.

These people are going to swipe up a good portion of the (very few) people who are actually likely to switch from one agent to the next immediately after their first listing contract expires.

In fact, the main advantage that YOU have over these hyper-aggressive type of agent is that MOST people who expire will wait a bit before relisting.  We’re not talking a week or two.  We’re talking a couple months.

According to Borino in his Expired Plus course, 12 weeks or more is the average amount of time that an expired listing sits idle before the seller decides to give it another go.  Now those from the Mike Ferry school-of-thought will NOT follow up for this long because they are trained NOT to do so! That’s right…

If the lead is NOT going to be signing a new listing contract in the next 30 days, then these agents are told to trash the lead and move on to “kill fresh meat daily” with a new batch of expireds.

What this means is that if you are an agent who follows up for the long haul, you can earn just as much Expired/FSBO business as a hyper-aggressive agent because there’s just so many MORE people who are going to relist further out than the 30-day window than there are who will be relisting with a new agent immediately.

There really is enough business for everyone!

4) Simplicity – you need to be able to make the actual calling or door knocking as simple as possible.  Make it as simple as possible, but not simpler.

The “Perfect Prospecting Day” I outlined yesterday really is pretty simple.  Think about it.  Import leads, Move Leads to Groups, Call List #2, Call List #1, Soft Groups, Launch Follow Up, Hit Print, Done.

It really doesn’t get any more simple than that.  If that seems like too much work, then you need to cowboy up.

Post #4: Setting Up Mojo

If you’ve stuck with me this far, then you should have a good “high level” understanding of exactly how this approach to prospecting for Expired and FSBO leads with Mojo is suppose to flow.  Today we start getting into the details of how to make this whole thing a reality for you in your real estate business.

Understanding Mojo LISTS and Mojo GROUPS

Before you can hope to fully understand the power of this system, you MUST have a firm grasp of Mojo’s two types of built in taxonomies.  These are known as LISTS and GROUPS and they are different.   Now it is true that you can fill up either a LIST or a GROUP with dozens of contact records and then tell Mojo to call everyone on it, but there’s this slight yet significant difference in how these two type of prospecting “buckets” work and that is the fact that…

You can tag prospects into as many “Groups” as you want –
but you can only put them into ONE “List”

You see, once you make the decision to transfer a prospect into a LIST they’ll be pulled from Any/All GROUPS they may have been assigned to in the past.  Similarly, once you push a contact out of a LIST and into a GROUP – that prospect will ONLY be found in GROUPS until that point in time when you move the back into a chosen list.  Got it?

Now while it is the case that you can use Mojo to dial through all the prospcts in either a Group or a List, for this prospecting system, we’ll be primarily using  GROUPS for the actual calling of the Expireds or FSBOs.  We’ll only be using LISTS for organization.

To get started, go into Mojo and make 5 LISTS and 6 GROUPS.  Their names and what they’ll be used for are outlined below.  (Remember that EF stand for Expired/FSBO)

The names of the LISTS should be:

  • bEF Launch – prospect records freshly imported into the system daily which have not yet been assigned to a calling group.
  • bEF Follow-Up Launch – contains a list of prospects that HAVE been contacted and deemed worthy of follow up.  These people need to be “pushed” out of Mojo and into a long-term follow up system before being removed from this list.
  • bEF Go-to-Doors – these people will have gotten multiple contacts by phone which will have gone unanswered OR their phone number doesn’t show up on any of the look-up services in the first place.  Don’t count these people out, you need to do more than the next guy and drive to their home and knock on their door.  People found in this LIST need to be pushed out of Mojo and into your Face-to-Face follow-up system. 
  • bEF Holding – these are people who are in a holding pattern that you don’t want to “Delete” but who you also don’t want hanging around cluttering up your “Go-to-Doors” list or your “Follow Up Launch” list…because they’ve already BEEN launched!  So they get put here for safe keeping.
  • bEF Delete – this list is comprised of Expireds and FSBOs that you HAVE contacted but for which, after speaking with them, it becomes clear that you won’t be doing business together.  These records need to simply be purged from your Mojo system.

The names of the Calling GROUPS should be:

  • EF Day 1 – prospects in this group have not had a call attempt during the morning or afternoon hours on Monday-Friday at all ever.
  • EF Day 2 – prospects in this groups HAVE received one unanswered call attempt in the morning or afternoon hours during the work week and they need to get one more call during this time frame. 
  • EF Night 1 – all the prospects in this group have NOT yet received a call attempt in the evening between the hours of 5:30pm and 8:00pm on Monday-Friday.
  • EF Night 2 – the prospects assigned to this group HAVE received one unanswered call attempt in the evening hours just mentioned and still need to get one more call during that time frame before we call it quits on night calling.
  • EF Weekend 1 – prospects placed in this group have not received a call attempt on a weekend day like Saturday or Sunday at all.
  • EF Weekend 2 – prospects assigned to this group HAVE gotten one call on a Saturday or Sunday previously, but it went unanswered and they need to be called on one of these two days once more before we close down weekend contact efforts.

[I KNOW that dozens of people are going to contact me and ask why there is a “b” precluding the names of all the LISTS that have been outlined above.  The simple reason is that Mojo organizes things alphabetically when you go to pick lists for actual calling.  My “a” lists are my “Prime” lists built from cold calling.  I want them to show up first so they all get the letter “a” glued to the front of them and these lists here get a “b” stuck on their front bumper.  So now you know.]

Now you have the outline to setup your own Mojo LISTS and GROUPS, so log into the app and set this stuff up quick as lightning and you’ll be ready to go.

Post #5: Daily Import

Each day you’re going need to get your Expireds and FSBOs from SOMEWHERE. That’s either going to be a paid service like Redx, or Vulcan 7, or the Mojo Lead store or else by manually looking them up and adding them yourself one-by-one.

However you choose to get your hands on them, you’re going to go ahead and import these records into Mojo.  When you do the software will give you the opportunity to choose LIST you want to assign them to.

At first, you’ll want to assign them to the “bEF LaunchLIST.

Then, once all your records are imported for the day, you’ll want to go into your Mojo “My Data” database manager and then select this “bEF Launch” list which will cause Mojo to pull up all of the records which need to be “launched” and display them in spreadsheet format at the bottom of the screen.

Click the “Select All” check box to highlight all the records and then select “Assign to Group“. Hold down the Ctrl button so you can select multiple groups and pick “EF Day 1“, “EF Night 1” and “EF Weekend 1” then click “Assign“.

Remember that when assigning the records to these GROUPS, they will be automatically removed from the EXP Launch LIST because (as you’ll recall) records can’t belong to both a GROUP and a LIST at the same time within Mojo.  

This means that once the records to pushed into these three initial GROUPS, the EXP Launch LIST will be empty and ready for the next day’s leads to be imported.  How convenient.  It’s almost as if someone planned it that way.

Post 6: Who You Gonna Call?

So now your Expired and FSBO prospects have been assigned to 3 groups – EF Day 1, EF Night 1, and EF Weekend 1. From here it’s really easy.  If you’re getting ready to call during the morning, go ahead and fire up the Mojo dialer, select the “EF Day 2” group and start calling.

Now I know that if this is your first time calling, then you might be confused because you won’t have any records in your EF Day 2, EF Night 2, and EF Weekend 2 GROUPS!

Don’t worry about this.  It’s important that you get into the habit of ALWAYS calling the “2” groups FIRST…whether calling in the day, the evening, or on the weekend.

The reason for this will become crystal-clear by the time you finish reading this entire guide, but for now, just trust me.  Always check to see if the “EF Day 2” GROUP that you are calling has records (or the EF Night 2 Group if you’re calling in the evening, weekend, etc).  If the selected GROUP does have contacts associated with it, call those FIRST.  If there’s nobody in that group at all (as will be the case on your first day doing this when you go to call for the very first time), then go ahead and call the EF Day 1 GROUP.

Just remember to Always Call
the EF Day 1, EF Night 1, and EF Weekend 1 Groups
SECOND when doing your daily call routine!

Post #7: The Words You Use

The Main Script 

As I’ve hinted on before, the script you use to launch your initial dialogue when someone on the other end picks up the phone really isn’t something I’m going to focus on in this series.  You can use whatever script you want honestly.   You might want to get Borino’s Expired PLUS course as it has great scripts and dialogues for this initial contact (and for going to the doors too).  His scripts are pretty non-confrontational but surprisingly effective.

Now with the people who DO pick up, you’re obviously going to be closing for an appointment. Their home was on the market once (this is true whether they’re Expired or FSBO) so they are not a “90-Day” lead or “3-6 month” lead…they’re a NOW lead. So closing for appointments makes sense.

Unfortunately, my understanding is that getting permission for an appointment on that first call is not a given. Sure, you can wage war like ____ or ____ but talk about a stressful way to make a living.  Further more, it’s MUCH likely that the prospect will NOT commit to an appointment than the other way around.  If this wasn’t the case then the hard-core expired agents would be closing 100 deals per MONTH…not 100 deals per year.

Knowing this, you should have a back up plan. You’ll soon discover that your “Backup Plan” will actually be your “Main Battle Plan” because it will probably just work out that MOST of the people you speak while running the Mojo dialer with will NOT want to have you stop by for a listing appointment.  This is why I say that it doesn’t matter which script you initially use.

Backup Plan Script

So most will refuse an appointment and when they do you should say something to the effect of….

“Well, Mr. Jones, I hear what you’re saying about not wanting to talk to agents right now and instead wanting to take some time to regroup before putting the home back on the market. Obviously I’m calling because I’d like to get a chance to show you what I do different to get homes sold fast and for top dollar even if they didn’t sell the first time but it might be the case that now isn’t the time to make a decision one way or another.

Let’s do this. We both know that there’s a good chance that you’ll be looking for a way to get the house sold in the next year or so. I’m going to send you some information which will give you some tips on what you can do to make sure that the NEXT time you put the house on the market, you don’t run into the same situation you find yourself in right now. Sound like a plan?”

Experience shows that MOST of these people will say YES to this type of proposal not because they like the idea of you sending them something, rather they’ll respond positively because…

They believe it’s an easy way to get you off the phone!

It’s at THIS point that you are clicking the button on your Mojo screen to assign them to the “bEF Follow-Up Launch” list that you set up previously.

Now eventually adding these people to the bEF Follow-Up LIST will ultimately tell you to print up whatever material you have which provides tips on how to get their home sold fast next time (i.e. pick the right agent and price the house right).  You’ll then be PHYSICALLY BRINGING THIS MATERIAL TO THEIR DOOR IN PERSON IN ORDER TO MEET THEM!

They don’t think you’re going to stop by….but you are.

They think that you’re going to mail them something, but look back at that script one more time.  Is the word “mail” in there anywhere?  Of course it isn’t.  If they “heard” that you were going to mail something, then that’s because they added that in there themselves.

Post #8: What to Do With the Bad Ones

Deleting with the Duds – Of course you’re going to decide that some of your leads will need to be deleted once you have the chance to speak with them. Maybe they put the house on the market because of an impending job transfer, the transfer fell through, and now they have no desire to move.  Or maybe it was the divorce that (thankfully) is now not going to happen.  It doesn’t matter what the reason is.  Just like GOOD leads you speak with should be put in the “bEF Follow-Up Launch” LIST, the duds should be put in the “bEF Delete” LIST.

Now once again you have a particular set of records bundled together for mass deletion once your calling session is over.  And because you put them in a LIST, they will have already been pulled from all GROUPS they were previously associated with, so even if you don’t get around to deleting them today,  you won’t have to worry that you’ll cal them call them again by accident.

The Unreachables – unfortunately, a LOT of people you try to contact screen their calls and will NOT answer – regardless of what time of the day/week you place your calls.  You’ll need to either choose to door knock these people or else just delete them.  We’ll go into that more later.

In the next post we’ll be talking about how you can make sure you have a simple follow up system ready-to-go for you when you contact these leads.

Post #9: Prepping Your Follow Up Sequence

Up to this point I’ve assumed that you already have a system in place for following up with the leads that you DO get.  This was probably foolish of me because experience shows that MOST agents don’t have an effective follow up system ready to go before they start hunting for leads.  I know I sure didn’t.

They also don’t have a proper plan in place to get leads out of their front-end prospecting platform (like Mojo) and into their main follow up planform (like Top Producer, Realty Juggler, or Evernote).  A lot of leads are “lost at the edges” when transferring from initial contact to full-throttle follow up.  So right now we’re going to pause and lay out how you’re going to ensure that your follow up plan is in place and that you have a game plan for getting your leads pulled out of Mojo and up and running with that follow up plan.

You’re going to need some type of CRM for this.  Again, it doesn’t matter what system you use as long as it has some sort of trigger mechanism to tell you that you need to visit these people at the doors to try and make contact.  Sure, you can have mail pieces or email pieces mixed into the follow up sequence too, but you must, must must have some type of mechanism that gets you to the door again and again and again as many times as it takes until you make that initial Face-to-Face contact.

I don’t use Top Producer or Realty Juggler myself right now, but I’m guessing that they have pre-formatted “expired follow up mail sequences” that you can edit.  Use whatever comes stock-out-of-the-box but add in one extra piece.  Make it a mail merge “letter” with the prospects address/contact info at the top of the page and a giant EXP or FSBO dominating the center of the page.

We will call these “Mini-Sheets” 

Set your Mini-Sheet as the first piece to get printed out on Day #1 of the letter campaign when you first add someone to that sequence and press the “Launch” button.

Post #10: Launch Your Follow Up Sequence

If you’ll remember, we talked about how it’s highly likely that you’ll be able to get the vast majority of those you call to at least grant permission to send (not mail) some market information to them – even if they won’t commit to an actual appointment.  Again, they think that you’re going to mail them something when, in fact, you’re going to physically bring it to them yourself in an attempt to score some face-time with the prospect.

NOTHING Beats Face-to-Face Contact In This Business

Nothing.  Never tell yourself sweet little lies which you use to convince yourself that just giving them another phone call in a few weeks is “good enough” or that sending them some canned Top Producer letters is “good enough”.  Do not allow laziness or shying away from doing something that’s not particularly easy stand between you and your goals.

This is a “belly-to-belly” business and actually meeting people has HUGE power.  Furthermore, because the “Hyper-Aggressive” agents will not do it, it becomes your Trump Card for success.  It is the MAIN thing that levels the playing field against the armies of agents all using the same “power scripts” to try and brow-beat each and every Expired and FSBO prospect into submission until they concede to a listing appointment if for no other reason than to get the agent off the phone and have peace restored to their home.

Face-to-face interaction is your secret weapon.

Now for a Quick Review

We’ve taken a few rabbit trails up to this point, so let’s bring everything back into focus…

From the dialing screen, once you’ve made the decision to follow up with someone you’ve contacted by phone, just click on the “List” pull-down menu in Mojo and assign them to the “bEF Follow-Up Launch” list.

This will pull them out of all the GROUPS you previously assigned them to so you don’t call them cold again and bundle them together for each access when pushing to your follow up system.

Follow Up Launch – go into the bEF Follow-Up Launch LIST in the Mojo “My Data” panel and open up the first record in the displayed spreadsheet.  Copy-and-past all the info from that record into whatever follow up system you’re going to use, be it Top Producer, Realty Juggler…whatever.  On a daily basis there should probably be no more than 4 of these so this should never take more than 5 minutes.

Inside your Follow Up CRM, go ahead and attach the follow up sequence you designed in our Setup Post to the contact and launch it.

When you first “launch” your follow up sequence for each lead that has given you permission to “send some market information”, you should have the one-page Mini-Sheet printed out that we talked about in the Prepping Your Follow Up Sequence post from yesterday.  You might end up with 5 mini-sheets for today, another 2 tomorrow, and 4 more the next day.

As you print them they should all placed on an office clip board – your “Unmet Prospects” clip board.

Each week you will make time to drive to their house and knock on the door.  Once you make contact, you’ll of course make note of the conversation that you had with the prospect at the door in your CRM when you get back to the office after which you’ll then throw that prospect’s Mini-Sheet away because…well, you’ve already met these people and gotten that Face-to-Face interaction you were looking for.  Any further Face-to-Face interactions should be controlled/scheduled by your mail Follow Up system.  Customize if necessary.

At any point in time, the sheets that are left in your “Unmet Prospects” clip-board are the ones that will need your attention the next time you go out.  They remain in the clip board until you meet them or you show up at the house and discover a different agent’s sign is in the front yard.  Those are the only two reasons a Mini-Sheet goes in trash.

Post #11: Daily Mojo Sorting

During our journey together over the past few days, my posts in this series on prospecting for Expired and FSBO leads by phone has been centered around the follow up system you use AFTER you’ve made contact by phone with the Mojo Dialer.  Today we’re going to return our focus to Mojo itself and talk a little more about organizing your calling GROUPS and LISTS as you work through them on the phone each day so you can keep things neat and tidy, run a tight ship, and avoid what is known as list rot.

Now let’s say it’s Saturday morning and you’ve just finished up a set of Weekend calls.  If you did this right, you should have called the EF Weekend 2 GROUP first and then called the EF Weekend 1 GROUP second.  Now that you’re done calling through both lists for the day, it’s time to do some house keeping in your Mojo database.

Time to Sift-n-Sort

Go into Mojo’s “My Data” screen and select the EF Weekend 2 GROUP.  The one you called through first on this nice, sunny Saturday morning.   Open up the first record and click on the “EF Weekend 2” label within the prospect’s details screen that Mojo displays.  This should remove the record from the EF Weekend 2 GROUP.

Now that you’ve done this for the first member of the EF Weekend 2 GROUP, you need to do it with the other members.  At the top of the records detail screen you should see an arrow which you can use to click through to all the other records in this GROUP.  With each one you should repeat the process of removing the EF Weekend 2 label…which, again, removes them from this particular group.

Click the “X” button when finished removing all these people you called from the group and then click the “My Data” tab at the top of the screen to reset the panel.

At this point you’ve removed all the people you which you just called for a second time on a weekend day from the EF Weekend 2 group and they won’t be getting any more calls on the weekend at all.  The EF Weekend 2 GROUP also happens to be sitting empty, waiting for new records to be added to it.  (Now where could those come from?  Hmmmm….)

Now I know what you’re thinking…

“But Brian!  What about the EF Weekend 1 Group???”

Don’t worry.  We’ve not forgotten those people.  You can probably already guess what we’re going to do with them.

Go ahead and select the “EF Weekend 1” GROUP in the “My Data” panel.  Mojo will display a list of all members of this GROUP in the main spreadsheet at the bottom of the page again.

(One more reminder: before you started you call session with Mojo on this particular Saturday morning, the prospects in this group had NOT received a call on the weekend before.  Oh, they may have been called in the morning or in the evening during the week, but never on the Weekend.  Now that you’ve finished this particular weekend calling session though, they HAVE been called once on the weekend…and they have NOT been contacted because they didn’t answer the dang phone.

What you need to do now is move these records from the EF Weekend 1 GROUP on over to the EF Weekend 2 GROUP so that next weekend you can call them once more on either Saturday or Sunday.

To do so, just open the first record shown in the “My Data” spreadsheet generate by Mojo and, similar to before, go ahead and click on the EF Weekend 2 GROUP tag and then click on the EF Weekend 1 GROUP tag.  This should first of all assign the record to EF Weekend 2 so that they can be called on the weekend one more time and, second, REMOVE them from the EF Weekend 1 GROUP because…you know…they’ve just been called once this morning, right?

Again, click the arrow button at the top of the record detail screen to go through each of these GROUP members and as you review each one, just assign them to the EF Weekend 2 GROUP and pull them out of the EF Weekend 1 GROUP.  Once you’re done with all of them, click the “X” button and then press the “My Data” tab again to reset the panel.

Post #12: To Door Knock or Delete…That is the Question

Certain people just will NOT answer the phone.  They WILL answer the door though.  Taking an extra step and “Going to the Doors” is optional, but also highly suggested.

Now let me say right now that there will come a time when you’re going to run into a roadblock with Mojo.  If you’ve made 6 unsuccessful call attempts then you’ll have, over time, been using up all the “chances” you have given yourself to contact a particular prospect.

Think about it.  If you’ve called twice during the day, twice during the evening, and once on the weekend, then when you make that last weekend call, get no answer again and subsequently go to remove the final EF Weekend 2 group label after the final call is placed – Mojo is going to give you an error message and tell you that you can’t remove the prospect from the last group.  This is because…

All records need to be
assigned to one list
or alternatively,
one (or more) groups.

They cannot be assigned to zero lists and zero groups.  They cannot be “floating free” in the system because then they inevitably become lost in the wires.

When you get one of these error messages, when doing your sifting-and-sorting after your calling is done, you’re going to have to do one of two things.

  1. Go-to-the-Doors – my guess is that most of you are going to go-the-extra-mile and drive to these uncontacted prospects’ homes (did you catch my little joke there?) in which case you simply assign them to the bEF Go-To-Doors LIST when Mojo gives you its nastly little error message.
  2. Delete – if you’re super-busy and feeling overwhelmed, you might just decide to delete the records outright.  After all, there will be more tomorrow.  In this case, you just assign the prospect that triggered the error message to the bEF Delete LIST when Mojo serves up the error message.

Post #13: Going to the Doors

So you’ve called a prospect 6 times over the course of a week or two and have gotten no answer each time.  Mojo let you know that it was time to either DELETE this prospecting or go to hunt them down at their home via DOOR KNOCKING and you then chose to move them into the bEF Go-to-Doors LIST.

Remember how we had an entire post about setting up the follow up system so that it’s ready when you DO contact someone by phone?  Well you need to do something similar for when they DO NOT answer the phone.  You need to Go-to-the-Doors…but I’m not going to write an entire post about that.  I’m guessing you can figure out how to set up a second follow up sequence for people that didn’t answer the phone.  Heck, you MIGHT be able to just use the same sequence as you’d use if they DID answer the phone.

In any case, let’s get back to what we’re focusing on today which is database organization of Mojo.

So you called six times and got no answer.  You moved the prospect into the bEF Go-to-Doors LIST and have subsequently launched your follow up sequence in Top Producer, Realty Juggler, Evernote or whatever else you happen to be using.

Once all that has been done and you know that the hand-off from this Mojo to your Face-to-Face follow up system has been done properly, it’s time to move the record into the bEF Holding LIST from within Mojo’s “My Data” database control panel.  (I’m sure that by now you have a good idea on how to do that.)

Post #14: Let’s Review

That’s pretty much it.  A complete blueprint on how to prospect for Expired and FSBO leads using the Mojo dialer.

Now let me warn you. You’ll be tempted to marry yourself to Mojo. You’ll try to believe that you can do all your follow up by phone. The lies that you tell yourself about how you can work from the comfort of your office and never have to actually interact with people will be oh-so-sweet in your mind. You’ll want to believe that you can skip all that driving and just call and call and call until someone’s ready to set an appointment and still get the same results as if you’d made the effort to get face-to-face with people.

This is a mistake!

Your follow up system should AT A MINIMUM have a robust element in place which gets you a face-to-face meeting…at least once.  I encourage you not to set aside your secret weapon for winning your fair share of Expired FSBO listings by choosing NOT to do what is necessary to make personal connections with your prospects.

Wrapping Up

Let me finish by saying that if you step back and look at this whole thing from a distance you’ll see that the method is really quite flexible. Let’s say that you import your expireds at 6am but your schedules doesn’t allow you to call during the day today.  Instead you need to call at night.

No problem.  As always, you’ll call the “EF Night 2” GROUP first – because you ALWAYS call the “2” groups first.  But once you’re done calling that group you’ll turn right around and call through the “EF Night 1” GROUP.  Your brand-new, hot-off-of-the-Red-X-presses set of prospects will be in that GROUP too, remember?  So even though you didn’t call them first thing in the morning, this method ensure that they don’t fall through the cracks.  And if you don’t get ahold of them tonight, they’ll still be in the bEF Day 1 GROUP to be called tomorrow morning!

If you’re pulling Expireds or FSBOs on Saturday or Sunday morning, you just call through the “EF Weekend 2” GROUP first and immediately switch over and call the “EF Weekend 1” GROUP.  Anyone who doesn’t answer when calling through on the weekend will still be tagged and ready for you to call on Monday during the Day or on Wednesday at Night.

Once you get into the swing of it all, the whole thing really is very simple as long as you do the steps as laid out.  Oh, and in order to give you a refresher on how a typical day is suppose to go, just go back to Post #2 in this series and read it one more time.

So there you go. A step-by-step guide on how to easily and systematically use Mojo to prospect for Expireds (and FSBOs) by phone.

Read More

Hi, this is Brian Kurtz with Re/Max Real Estate…yes, I’m calling because my company has a few buyers looking for a home on your side of town – are you thinking of selling in the near future?

This is, as far as I can tell, the ultimate script for cold calling for real estate leads.

Read More