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Go Old School: The Lost Art of Door Knocking, Cold Calling

The first key to getting cold-call leads is to quickly build trust. The second is to give prospects something of value that entices them to continue the relationship.

NEW YORK – If real estate agents combine technology with the traditional strategies of door knocking and cold calling, it makes them more effective, says Larry Genet, a senior vice president at CBRE, Inc., based in South Florida.

Ideally, agents should be prepared to show something of value to prospects when they knock on doors, such as a flyer listing recent sales or rental comparables, market trends or some other valuable piece of market knowledge (particularly about a neighbor). Showing a deep understanding of the current market trends can quickly help a prospect trust and want to work with the agent.

It’s also useful to use data-backed prospecting, which means door-knocking prospects are more likely to be sellers. This technique focuses on specific characteristics, such as owners with an unkempt exterior or poor curb appeal, back taxes or liens, not recent renovation records or a property with the same owner for many years.

These strategies should be done regularly and preferably with a teammate.

In situations such as commercial real estate, door knocking often involves an office, and a key challenge is getting past the “gatekeepers,” such as a receptionist or employee. To be successful, it’s important for agents to greet gatekeepers, smile and strike up a conversation. Using the prospect’s first name conveys to gatekeepers that a connection already exists and the agent is supposed to be there.

Source: Forbes (11/25/19) Genet, Larry

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