What all of Today’s Top Prospecting Methods Have in Common…
If you were a homeowner considering listing your home, would you choose a local agent that simply sent you an e-blast asking for your business once every few months, or an agent that called you introducing herself and taking the time to share her local expertise? It’s not a very hard decision is it? Like any service industry, real estate is one in which prospective clients want to work with someone they feel confident can cater to their specific needs, and at almost an equal level – someone they just like as a person. Effectively gaining this connection with prospective clients is much more easily done through live contact.
In 2013, the Mike Ferry Organization listed the top prospecting methods from a survey of 150 top producing agents who closed more than 90 transactions per year. To some, the list might seem shockingly antiquated…to others, there is no surprise that these classic methods to foster relationships are ones involving live contact.
Below are some of Avery-Hess’s strategies for approaching some of these tried-and-true prospecting methods:
Contacting Expired Listings: By narrowing your focus to expired listings, you’re able to more accurately target homeowners with proven interest in selling their homes. Before contacting each homeowner, see if you can ascertain reasons why their home may have not sold (i.e. poor quality listing photos, overpricing, etc.), then wow them with a brilliant strategy upon introduction! Show them you’re the agent that can get their home sold.
Contacting for Sale by Owners (FSBO): Many times, homeowners take on the selling of their own homes to avoid paying commission to a realtor, not realizing just how complex each stage of the process is and the level of knowledge necessary. On average, for sale by owners will try selling a home on their own for 10 weeks before resorting to a Plan B. This is your window to demonstrate your valuable expertise by sharing industry news and helpful market analysis. If they’re responsive, one of two things can happen: they eventually hand the business over to you, or they complete the sale independently but refer you to friends and family down the road.
Contacting Centers of Influence for Business & Referrals: Forming strategic partnerships with professionals serving clients within your target market, is another highly effective prospecting method. Think of all of the developers, interior designers, mortgage brokers and endless other professionals you come into contact with that could recommend your services. For new agents, networking in LinkedIn groups and live industry events can quickly build your Centers of Influence as well.
Contacting Past Clients for Referrals: Just by keeping in touch with your former clients and offering them valuable homeowner, community or decorating tips, will keep you top of mind when a friend or family member asks for realtor® recommendations. This is a wonderfully low cost strategy for gaining new clients compared to advertising and direct mail campaigns.
Doing ‘Just Sold’ Walk-Arounds: If you’ve recently just sold a home in a particular neighborhood, why not continue growing a larger presence in it! Prospective clients love an agent with local area expertise and find more confidence in an agent who has proven they can close a deal.
Look for Part 2 of our prospecting series soon, where we will continue the exploration of other proven prospecting methods.
Visit our calendar of educational sessions and learn other key strategies to increase your business: http://careers.averyhess.com/events/
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