Wednesday, October 26, 2011

Prospecting is a Contact Sport

Reaching out to consumers comes in many forms. Some methods require agents to actually make active contact with people. These active prospecting methods have face to face contact, phone or email contact, or other contact methods that allow for conversation. Other prospecting methods are inactive. They place prospecting materials in front of consumers with the hope of the prospect then to reach out for the real estate agent. Real estate agents’ prospecting plans need to include a balance of active and inactive prospecting methods.

Belly to Belly, Nose to Nose, and Toes to Toes

If I can hand you a business card then I am involved in an active prospecting activity.
– Steve Barnes, Coldwell Banker United, Realtors®

Active Prospecting includes activities that allow engagement in conversation such as face to face meetings, phone callings, emailing, and some social media posting. Real estate agents who are handing out business cards in a networking meeting, talking to their friends in social settings,calling friends and family member or neighbors to discuss market conditions, homes on the market, open houses, and other real estate activities are conducting active prospecting activities.

Active Prospecting Methods
Phone calling
Handing out business cards
Networking at social settings
Emailing friends and family members

Passive Prospecting creates opportunities for consumers to see, hear, or read about you, your company, and your services. The marketing piece gives the consumer enough information to be able to reach out to the agent. Passive marketing pieces usually have a call to action and a valuestatement along with the contact information of the real estate agent.

Passive Prospecting Methods
Direct Mail postcards, etc.
Print Ads
Internet Ads
Flier boxes
Door hangers
Television Ads
Agent Intro Videos
Calendars and other giveaways

To be successful in real este, agents must use a combination of both active and passive prospecting methods. What are you using to insure success in your business?

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