January 6, 2014 by Matt Hunt in Articles
The term 'door knocking' can strike fear in even the most seasoned prospector. While some realtors may see door knocking as akin to cold calling from a boiler room, highly successful realtors have proven that not only is door knocking admirable and effective, it is essential.
According to a Harvard Business School Study, "A face-to-face interaction results in 13 times the brand recall compared to a message delivered via a marketing piece."
Thirteen times the brand recall! Perhaps because the majority of marketing is done via print, radio, television and online that real human interaction seems to have more impact today than ever before. In this 'people business' of real estate, making the connection that surpasses postcards and web presence conquers all. Actually looking into the eyes of the homeowners, having a real conversation, takes you off the mail piece and into their lives. You are real now. You have left a real impression.
The REO and short sale markets are quickly going away. Homeowners are now coming out from underwater and into an equity position. Farming, I am happy to report, is back in vogue. As a SmartZipper, you want to make the best use of the technology. Take the opportunity to look your top 20% in the eye.
As an Account Executive for SmartZip, I speak to agents all day about farming. Those who are new to door-knocking often ask about 'scripts', and which questions to ask to best find out if a client will sell. From my previous farming days as a mortgage professional, to speaking with ultra-successful farmers, I share what I know works best: Door knocking is about keeping it simple.
Your intro knock may be:
"Hi, my name is Scott Vancea, your local realtor. I just wanted to stop by, introduce myself and let you know that if you ever have any questions about real estate, or would ever like a professional analysis of your home, I would love to help. No strings attached. Here is my card. Thanks. Have a great day."
Your second visit should be within a month. Again, keep it simple, but add some value:
"Hi, it's me Scott again, your local realtor. Just wanted to stop by to let you know what is happening in the neighborhood. Here is a list of homes that recently sold, as well as an invitation to my open house next week on Maple Avenue…", etc. etc., and so it goes.
Farming is about building relationships. Once you have become familiar, and considered a trusted resource, homeowners will tell you their dreams and fears. And eventually, how muchthey want for their house.comments powered by Disqus
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