Scroll through TikTok or Instagram long enough, and you’re bound to see a meme or video with a young person complaining about having to answer their phone, much less making a call themselves.
In fact, a story went viral last year about a man who got lost in the forest during a bushwalk and continuously rejected the emergency services’ attempt to contact him because he didn’t recognise the number.
The lengths Gen Z will go to to avoid a phone call.
Business owners and high-level performers within the Ray White Group often lament young agents’ reluctance to make all important prospecting calls, but understand it. Many had to hide themselves away in dark rooms for days at a time to hit their call targets, or hit the pavement door knocking for hours a day. It’s seen as a monotonous task that can make certain people uncomfortable, but it’s essential to building your database as an agent.
Despite technology streaking ahead in all aspects of the industry, it’s still a fact that communication and building real relationships with customers is the keystone of a successful career in real estate. However, NurtureCloud’s Smart Calls have taken the sting out of cold calling with its propensity modelling.
“Propensity” is calculated using data points from a range of sources, and NurtureCloud integrates this with an agent’s database to surface contacts that are more likely to come to market in the next 90 days. So, when a young agent calls someone from their Smart Call list, the chances of the customer being open to an appraisal is much higher.
Tiger Malan, CEO of Ray White Burleigh Group, said NurtureCloud has helped him to encourage his younger agents to make calls.
“The only way I’ve found to consistently motivate our Gen Z employees to pick up the phone is to game-ify the output metrics.” Tiger said.
“I couldn’t do that effectively without NurtureCloud!”
The team at Ray White Concierge have supercharged this offering, taking over delegated calls so agents can focus on hot leads. Clare Anstey, who leads the client nurturing division at Concierge, said agents are flocking to utilise their services.
“We’re able to take over the day to day client nurturing and continue building relationships with an agents database, whilst they focus on the high propensity leads surfaced through NurtureCloud’s Smart Calls,” Clare said.
“This strategy ensures agents are not only front and centre with clients coming to market in the next 90 days, but they also remain top of mind with the rest of their database who may be thinking of selling in the next year or so.”
Young agents are not the only ones benefiting from targeted prospecting technology through NurtureCloud. More experienced agents are also using NurtureCloud, sometimes in conjunction with Concierge, to streamline their prospecting, leaving them with more time to focus on what they do best – listing and selling.
Ben Percival, Sales Agent at Ray White New Farm, used both NurtureCloud and Concierge to buffer his prospecting while he was on the hunt for a sales associate.
NurtureCloud was able to silo Ben’s database into different lead scores of priority, allowing him to make the high propensity calls, which are more likely to come to market, while Concierge did the rest.
Between June and September last year, Concierge had 377 conversations on Ben’s behalf, with six listings confirmed and 31 appraisal opportunities scheduled.
“I went into this thinking that Concierge could fill a void while I didn’t have a sales associate,” Ben said.
“They ended up making me far busier than any team member ever had. I’ve realised that I will continue using Concierge and hire a sales associate. This process has been one of the best things I have implemented in my business.”
Meanwhile, NurtureCloud statistics across the Ray White Group continue to break records! Last year, over 4.5 million calls were made, more than 280,000 appraisals were logged and a whopping 20,000 listings were secured through Smart Calls.
To boost propensity and encourage more agents to book appraisals through the system, the Ray White Corporate team implemented a campaign titled “We Love the Dining Tables of Australia and New Zealand”. Partnering with Coco Republic to provide two $15,000 vouchers for the high-end store, Ray White agents need to book an appraisal through NurtureCloud and take a photo of the vendor’s dining table to enter the competition – with one voucher going to an agent and another to a customer at the end of the competition.
The competition has received over 430 entries so far, with some agents entering the competition over 40 times.
On top of this, NurtureCloud also has features to keep agents on their toes. With the Lost Listings report, business owners can see how many listings have come to the market from their database that could have been theirs had they made the Smart Calls, further reinforcing the importance of contacting the right people at the right time to win more listings.
Additionally, this technology enables us to anticipate the needs and wants of our consumers before they do – creating more memorable touchpoints and communication moments in their own customer journeys.
With undeniable case studies of success, NurtureCloud underpins the fact that making calls is the number one way to grow your pipeline and your business. Young agents know that this is the only way they’re able to separate themselves from their competitors.
With NurtureCloud, there’s no more fear of the phone call.
