By Mark Leck
It’s been said, “Desperate times call for desperate measures.” For many agents, the idea of knocking a door seems like just that: desperate. And yet, for seasoned prospecting agents, this tried and true method is a secret weapon for capitalizing on an untapped source of new business.
Think about this:
Not every homeowner is identifiable by a reliable telephone number or email address, putting them out of reach of the majority of phone-only prospectors. Since mailers are the lowest barrier to entry contact method, every expired should expect to get barraged with letters and postcards when their listing expires on the MLS.
So how will you cut through the clutter and differentiate yourself? KNOCK ON THEIR DOOR.
Here are 6 tips to help you succeed:
1. Check yourself, before you wreck yourself!
Your dress and appearance should be professional and impeccable. This is your opportunity to make a first impression. Make sure it’s a good one. Don’t let anything in your appearance detract from your message.
2. Use a Script
Just like prospecting from the phone, knowing what you are going to say is the best way to feel confident at the door. Remember to be well practiced — so you don’t sound rehearsed. A good script is direct and to the point — but should be adaptable enough to allow you to ask questions and build a relationship of trust with the prospective client.
3. Use Body Language
The ability to use body language in your presentation is one of the best parts of door knocking. Studies have shown that only 7% of our communication is the actual words we use. 38% is tone of voice and a whopping 55% is body language. While phone prospectors have only tone and words to use, you, on the other hand, have the full breadth of human communication to help you connect with the homeowner in person.
4. Slow Down
Though body language should give you an advantage in prospecting, it can also be a liability if conveyed poorly. Here’s a key pointer: slow down. Talk at a calm, comfortable pace. Use smooth, non-jerky movements when explaining how you can help. For example, when you talk about other homes in the area that are for sale or have recently sold, use a slow, smooth hand movement to motion to the homes around you.
5. Always leave them with something
I’m not talking about a fruit basket, but a market snapshot is great. Remember, their listing expired. The main reason for this has got to be price. Give them a list of all the homes that have sold in their area in the last 3 months. This data will be useful in helping you handle price objections later.
6. Smile
Smiles are contagious. Don’t knock doors without one.
Remember, if your business needs a jolt, it’s time to be bold. Find yourself 20 homes to visit over the next week and knock their doors. You’ll be amazed at the result!
Mark Leck is the Founder and CEO of REDX (Real Estate Data X-Change).
