In the last year, Hayley Wilson closed more than $3M in sales through Opcity introductions. Her two most recent closes were for a total of $2.3M which made her the top Opcity closer by transaction volume in November 2018.
Hayley shares how she became a top closer, and how you can figure out what your currency is with each client
Hayley has a nontraditional background for a real estate agent. For the first eight years of her career she worked in business and technology, and has only been an agent for the past year and a half. Opcity client introductions have helped get her real estate career off of the ground.
Hayley has made her journey into real estate public by sharing her successes and failures on her social media accounts.
“Instagram is a business tool, but I also use it to showcase who I am and how I’m evolving. I'm proud of my personal story, my business story, and my amazing brokerage, Compass. I'm able to weave all these evolving stories together on Instagram and on my website so my clients can see me grow and improve as a I gain experience, and they can root for my success.
A close I had through Opcity—$1.84M—was the biggest close of my career. And when I shared it online, it was amazing. I got so much support from my friends who watched me transition from technology into this brand new career and they can say, ‘Wow, she’s really doing it.’
And because of that, I gain credibility for my business. My friends see that I’m successful, and all of a sudden, they’re asking me for advice. People trust me and consider me an advisor now, and that’s helped my business grow through word of mouth.”
She’s also learned to cultivate trust quickly over the phone to win some major business through Opcity introductions. Her suggestions:
Listen for verbal cues
Don’t fixate on one specific property
Dress for success
Wake up early
“The most important thing you can do during the client introductions is listen. Look for verbal cues to understand how the client is feeling on the other end of the line. I received an Opcity introduction yesterday, and the women was exasperated. She had already been asked so many questions that she didn’t want anything to do with me. So I kept the conversation as brief as possible and told her I would contact her later.
You can’t just have a script for these calls. You need to be ready to pivot based on the client and their feelings. If you get caught up in the specific property, or whether the client is prequalified, you’ll miss out on the verbal cues that are going to help you close the deal.
I ask external questions depending on how the conversation goes and on the client’s mood. If I can sense urgency I don’t linger on the phone, but rather set up a time to meet. I always follow up with a text message immediately after the conversation, and within an hour I follow up with an email. Everything has to be extremely timely.
Another tactic I use, when I email the client, not only do I send them the property they inquired about, but I send them three additional properties that might pique their interest. The fact of the matter is that I have NEVER closed on an original inquiry. Every deal I’ve closed on has been a different property.
And if that property isn’t available when they want to meet, I pivot and offer to show them a different property, because you need to get in front of them within 48 hours in my experience.”
Hayley hits the nail on the head here, in more ways than one. We have facilitated more than 20,000 real estate transactions since our founding, and in more than 90% of those closes, the agent and the client met face-to-face within 12 days of the initial introductory call (but strive for 48 hours!).
And the percent of closes that don’t close on the initial inquiry property? Also 90%!
Flexibility and availability are two drivers of Hayley’s success in real estate.
“I’m always hustling and on the move. I dress professionally every day because I never know where my day is going to take me. I need to be able to run out and meet clients on the fly. If someone’s got a $2M budget and needs to meet within the hour, I need to be available. And that’s the story of the $1.8M deal.
I wake up early on Saturday and Sundays, that’s where I see leads come in at higher price points. So on Sunday at 8am, I got a call from Opcity introducing me to a lead. The guy had worked with five other realtors previously, so he had no loyalty to me. He said, ‘I’m a very busy person, I can meet in one hour. What can you make happen?’”
"People aren’t always at home leisurely searching for homes with a glass of wine, they’re at a red light scrolling through realtor.com.”
Within the hour I had five properties lined up to show him, and the third one I showed him was the one he bought.
He’s a well known doctor in Miami, he could have worked with anyone, but it’s the fact that I was available to meet him on his schedule. That was my currency. And then as we started to work together he began to trust me, but in that first moment, my only currency was my availability, so I had to be ready.
You have to determine what your currency is with each and every client. I wasn’t going to win this guy over talking about market stats. I was going to win him over by getting in front of him and showing him that I could make things happen.”
Wise words! Surprisingly enough, Hayley credits her ability to read people not to her years in business, but to her time as a waitress when she was a teenager.
“The best experience I’ve received, and how I learned about human nature, was when I was 18 years old working in a restaurant. I was one of the top servers, and it was because everyone got their drinks and bread within minutes of sitting down. People who want to be served want immediate attention. If you act with an urgency and not laziness, and understand what’s going to make someone happy, you will be successful.”
Hayley has taught herself to be very attuned to the behavior of individuals and what they’re expressing to her in their tone, their behavior, and in their purchasing timeline.
“Everyone’s got gifts, and that is one of mine. For example, remember the woman who was frustrated with my yesterday? I actually didn’t text her right away. I knew she was driving to work and didn’t have time to think about this right now. I waited until the evening when she was home from the workday and had a moment to breathe. I said, ‘I’m here when you need me. I’m going to email you,’ and sure enough, I’m meeting her tomorrow. If I texted her right away she would have been irritated, and maybe she wouldn’t have wanted to work with me moving forward.
People aren’t always leisurely searching for homes with a glass of wine, they’re at a red light scrolling through realtor.com.”
Hayley Wilson is a real estate agent with Compass Realty in Miami, Florida. She works hard to help her client's find their dream homes, and has been lucky enough to turn several clients into close friends. If you are searching for the home in the Miami area, contact Hayley at email@example.com.