Out of the Starting Gate
Strategic prospecting is the first step on the path to the closing table.
Prospecting. Does simply seeing the word make you cringe, envisioning hours of aimless cold calling or having doors slammed
in your face? It shouldn’t. The fact is, to grow your real estate
business, there’s no substitute for putting yourself out there to
find new clients and customers, says Jared James, CEO of Jared
James Enterprises, a real estate coaching firm. But working
strategically and creatively, you can put a modern, even fun,
twist on old-school prospecting techniques.
“Payday” for Expired Listings
Successful prospecting enables you to stand out from the pack.
But you need to find a way to attract the interest of potential clients, especially the owners of expired listings who may question
what you can do for them that another listing agent couldn’t.
James’s coaching clients send expireds a Payday candy
bar with a letter or a video clip on a thumb drive, explaining the
importance of distinguishing the property from the competition.
The message concludes with the hope that the next time they
contribute to a “payday,” it will be when they help sell the home.
The approach is simple, sweet, and e;ective. James says
that for every ten people they approach with this technique, his
students generally get three listing appointments.
Video strengthens the message by humanizing agents,
Something Old With Something New
getting them one step closer to working with the client. Video
is underused, says James, because we tend not to like how we
look. “I’m going to break a little news to you: Everyone knows
what you look like,” he says. “So you’ve just got to get over that
and start leveraging this tool to be able to separate yourself
from the competition.”
Predictive analytics—using past and present data to predict
future behavior—turn old-school direct mail and door hangers
into precision instruments. Consider an area where data show
that for every property listed, another listing comes up within
30 days. “If I was going to cold-call or send out a particular mail
campaign,” says James, “wouldn’t I be better o; targeting specific areas where I know a listing’s going to come up in the next
30 days?” SmartZip Analytics Inc., a 2014 member of NAR’s
REach® accelerator program, uses proprietary algorithms and
information such as census data to help agents zero in more
e;ciently on potential sellers.
If You Build It, They Will Come
When she saw a need for a social network for young professionals, Crystal Webster, CRS, GREEN, a sales agent with Keller
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