If you only had 3 minutes in front of a group of Realtors (or any customer)
I was surfing a message board that I frequent with high perfoming loan officers. One of them has an opportunity to present to a group of Realtors next week and he was told that he has a whole 3 minutes to do a presentation. Hmmm, 3 minutes. The post started by asking what would other loan officers do with this opportunity. It got me thinking about opportunities that I’ve had like this and how I approached them. Here was my response:
If I had 3 minutes to ‘talk’ to a group of Realtors, I would let them talk first. Ask them what their biggest frustrations are, ask them what they are not getting from their current lender relationships, ask them what they would like to see from a relationship.
I would spend 2 minutes finding out what their issues (‘pain’) happen to be and then I would spend 1 minute explaining how you can help ease that pain or resolve some of their issues.
If you talk to them they won’t listen. If you listen to them and then address their concerns I think you would get a much higher interest level.
There are 2 important preparation points here:
1. Be prepared for no one to speak. I’m sure, in the current market, this won’t happen but you should be prepared with stories or pains that other Realtors have shared and then ask them if they are experiencing the same things. You will certainly get a response when you hit some hot buttons. Understand which of those the crowd seems to respond to and focus on those.
2. The reality is that you already know what they are going to say and what their issues are. This is not the point. Anyone can ‘show up and throw up’ and ‘tell’ the Realtors what they can do for them. You really want to engage them and let them know that what they feel is important. Prepare your presentation and then mentally put each of your USP items or points that you want to make into categories that you can then use to help solve their pain.
This way you can get your points across and focus those points on what is most important to your audience.
Also remember that you can’t tell them everything so don’t try. Pick your top 3 key items that you want to convey – the things that will create the most business for your Realtor partners, the things that will save them the most time, make them the most money, releive the most frustration, help them build their business and get continued referrals, etc.
I would be surprised if you try this approach if the following doesn’t happen:
1. You get more than 3 minutes
2. You don’t get multiple questions
3. You don’t have the opportunity to set up appointments with individual agents to go into further detail with them in a more intimate setting
Touch on their concerns and offer to follow up with each of them if they wish. Get business cards and contact info (biz cards).
Maybe pick one or two products to highlight. Any more than that won’t fit in that timeframe.
Bring printed material with your contact info and logo on it. Make sure it is VERY valuable information.
Show them some other printed info you have (especially info on the tax credit extension – some FAQ’s, etc.) and whet their appetite. Offer to send it via email and even offer to personalize it with their information on it(next to yours of course ). I would bet that you would get a lot of takers.
Remember, it’s 3 minutes and that’s not a lot of time to get ANYTHING across let alone EVERYTHING – so don’t try.
My approach would be:
That’s what I would do anyway. . . by the way, this IS what I do and it works!
I hope the presentation goes well and I’m looking forward to hearing from the LO about the results