By Scott Vancea
The term “door knocking” can strike fear in even the most seasoned prospector. While some sales reps may see door knocking as akin to cold calling from a telemarketing boiler room, highly successful real estate professionals 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, 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.
Farming, I am happy to report, is back in vogue. People who are being bombarded with inhuman marketing appreciate the one-on-one interaction. As a real estate professional, ask yourself, “When was the last time someone knocked on my door?”
I lived in a suburb of Toronto for almost my entire adult life, moving almost every three years from one community to another up until three years ago. I went from the hottest Canadian real estate market ever to the heating-up and now white-hot Los Angeles market. Yet, not once in my life has a real estate agent actually knocked on my door. Never. Once. Ever. The message is simple. Set yourself apart from your competition and take the opportunity to look your farm in the eye.
As a real estate analytics company account executive, 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 agents who farm, 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 real estate agent. 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 real estate agent. Just wanted to stop by to let you know what is happening in the neighbourhood. Here is a list of homes that recently sold, as well as an invitation to my open house next week on Maple Avenue…” 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 much they want for their house.
Scott F. Vancea is a senior account executive at Smartzip Analytics, a leader in residential real estate predictive analytics. As a real estate investor and former Canadian mortgage professional now living in the U.S., his passion is teaching and sharing successful strategies with real estate professionals for targeting listings. Email: [email protected]; follow on twitter: @scottfvancea
