17 August 2018
If you want to be seen as the go-to agent in a geographic farm, you have to be.. well… seen! The best way to do that is with a good geographic farming newsletter mailed to residents monthly. Another technique is to sponsor or organize a community event, such as a picnic. Also advisable is to regularly knock on doors and meet residents in person. In other words, old-fashioned prospecting to make connections and generate real estate agent leads.
Unfortunately, many real estate agents find door-knocking an intimidating activity. Understandably, no agent wants to be mistaken as a pushy door-to-door salesperson. So, let’s take a look at ways you can be seen as the helpful professional you are, while still building relationships and generating leads.
- Get into the right mindset. Think of prospecting as an introduction, not a sales call. Your goal is to make a connection and, ideally, start a conversation.
- Offer helpful information. That can be in the form of an article from your blog or, even better, an offer to send them your real estate direct mail newsletter.
- Highlight area experience. To build credibility, mention any local home sales you’ve been involved with — either as the seller’s or buyer’s agent. If you’re a rookie agent, even highlighting a local Open House you’ve hosted where you were not the listing agent can help.
- Start with them, not you. When a homeowner answers the door, don’t start by telling them you’re looking for clients. That will immediately get their guard up. Instead, say you’re in the community meeting homeowners and answering their questions about the local market.
- Make an invitation. If you’re planning an upcoming event, such as a contractor seminar or online colouring contest for kids, invite them. An invitation often gets a good response at the door.
- Get them talking. Avoid closed yes or no questions like, “Are you thinking of selling?” Instead, ask open questions that start a conversation. For example, “Which neighbourhoods would you love to live in someday?”
- Offer to be a resource. Let them know that when they have questions about real estate, such as what kind of home they may qualify for, you’re available to help. Position yourself as someone they can feel comfortable calling.
- Keep in touch. A cold call is simply the first step in building the relationship and being seen as the go-to real estate agent in the area. You must maintain momentum by staying in touch, ideally every month. As mentioned earlier, the best way is with a good geographic farming system featuring a direct mail newsletter packed with helpful content.
In addition to these tips, there is some evidence that the day of the week can make a difference. According to an article in Microsoft, the best days to knock on doors are mid-week evenings, particularly Wednesdays and Thursdays. However, that may not apply to your geographic farm, so use that information as a guideline only.
One thing is for sure, regularly “meeting” residents in your real estate geographic farm — via a direct mail newsletter, events, and knocking on doors — will boost real estate agent leads and referrals from that area.
So, follow these tips the next time you ring the doorbell!