17d • General discussion
Why “Cold-to-Sold” Is Broken — and How to Fix It
Run an ad → Get a lead → Push for the sale.
That “cold-to-sold” model worked 20 years ago, but today it’s burning out Realtors, Loan Officers, and Financial Planners alike.
Here’s why:
- Prospects don’t want to talk. Tech makes it easy to ghost you. The younger they are, the less likely they’ll take a call.
- Salespeople don’t want to chase. Endless DMs and cold calls feel soul-crushing, so most avoid it.
- Commoditization is everywhere. If you’re pitching on Zoom or text, your client can Google you mid-conversation and compare you to five other competitors.
The result? Conversions fall. Costs rise. And both sides walk away frustrated.
The Info-First Fix
Instead of forcing cold leads straight to the close, you build a middle step.
Give them value first. Something they ask for. That could be a free guide, a video, a checklist, a toolkit, or even a short course.
When you do that, five things happen:
- Resistance drops.
- Trust builds.
- You show expertise before the pitch.
- They invest time — which makes them more likely to say yes.
- You earn the right to follow up (because they asked).
What It Looks Like in Real Life
For Realtors:
Most agents post “Schedule a showing!” or “Let’s hop on a call!” Too soon. Instead, create a free guide: “5 Ways to Beat Cash Buyers in This Market” or “7 Red Flags to Watch for Before You Fall in Love With a House.” Now your lead leans in, and when you follow up, you’re the expert who educated them — not another pushy salesperson.
For Loan Officers:
Instead of running an ad that says, “Get Pre-Approved Now” (and getting ignored), offer “The 2025 Homebuyer’s Loan Comparison Kit” that explains FHA vs. VA vs. Conventional with pros and cons. Buyers consume it, build trust with you, and reach out ready to talk.
For Financial Planners:
Instead of pushing from webinar ad → appointment → pitch, do what Fisher Investments does. Offer a free “Retirement Blueprint” or “3 Wealth Mistakes That Kill Your Nest Egg.” They raise their hand, read your info, and when you follow up, you’re the advisor they already trust.
Why It Works
When you move from cold-to-sold → info-first-to-sold, everything changes:
- Prospects feel like they’re choosing you.
- You prevent objections instead of just battling them.
- You can charge premium fees, because you’re not seen as “just another option.”
- You flip the dynamic: instead of chasing, they’re asking to meet with you.
The Bottom Line
Every day you delay = missed opportunities. In real numbers, that’s thousands of dollars slipping away each week just because you weren’t the first call back.
But here’s the good news: this isn’t theory. Agents like Sarah in Murfreesboro and Jessica in Smyrna have already proven that speed + quality conversations + consistent nurture = more closings.
Now it’s your turn.
This Wednesday at 10 AM Central, I’m hosting a live workshop where I’ll walk you step by step through:
- How to respond in 15 seconds or less (and what to say).
- How to use the ACA Method to turn objections into conversations.
- How to build a simple, consistent nurture system so you never fall off your clients’ radar again.
- Plus, a 3-week roadmap to install it in your business without overwhelm.
By the end, you’ll know exactly how to turn more leads into real clients — faster, easier, and without chasing.
Join us Wednesday at 10 AM Central. Bring your notebook — this will change how you think about leads forever.
Keith
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Why “Cold-to-Sold” Is Broken — and How to Fix It
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