In any real estate market and economy, the prospecting process remains fundamentally important to the success of the real estate agent and individual salesperson. Prospecting on a daily basis is the key to progress and success with both territory control and domination.
Here are some key facts that I have learned from prospecting and cold calling over the years:
- Most people working in the industry rank very poorly when it comes to prospecting on a regular basis. This is a significant opportunity for those that get their prospecting model under control.
- Face to face contact remains the ultimate conversion factor when it comes to prospecting. Everything you do should point towards a successful introductory meeting with the qualified parties.
- The telephone is a very powerful tool for creating meetings and contact with the right people. The cold calling process you use must be consistent and professional. Gone are the days of sleazy sales pitches.
- One of the more successful traditional methods of marketing that has been around for years is the signboard. The more signboards you get into your territory, the more momentum and ease you will have with building listing and sales opportunity. The signboard infers that you have market presence and domination. That is what the local community and property investors think, providing you have a good number of signboards placed on quality property throughout the area.
- E-mail marketing and database use is now critical to both the individual salesperson and the real estate agency office. It remains a tool of constant contact of relevant property information to qualified prospects. These are people that already know you and expect information and property updates from time to time. Growing and shaping the database each day from personal contact across the sales team is fundamental to progress and market share.
- Some less experienced salespeople tend to rely on E mail as the first and final point of contact. The process of Email is convenient and easy to use, however it has little benefit in prospecting and will not replace the benefit of one to one contact. If the prospect does not respond to the Email, a typical salesperson will usually discard and forget the prospect. The reality of the prospecting emails that you send is that most of them are deleted and discarded.
Prospecting for commercial real estate listing opportunity should be based around unique and personal contact. The more that local people know you personally as a professional and knowledgeable real estate expert, the more listings you will achieve. This image and mantle takes time to develop but it will occur through diligent personal contact.