“The persuasion of a friend is a strong thing.” Homer
We need a moment of silence, please. There’s been a death. Cold calling has officially kicked the bucket. RIP cold calling. Sorry, but you won’t be missed.
True, you’re not supposed to speak ill of the dead, but in this case, we’ll make an exception. Let’s be honest, no one really liked cold calling – no doubt those who received the cold calls didn’t like them either. How many times did you get home from work and say, “Gee, I hope that phone starts ringing with someone I don’t know who wants to sell me something I don’t want.”?
And I suspect if you’ve been a Realtor for very long, you’ve probably made your share of cold calls. But I bet you would have enjoyed punching yourself in the face more.
But Bubba, wait a minute, I’m in real estate which means I’m in sales. How can I take cold calling off my to-do list and still reach my sales goals? Glad you asked. That’s what this article is all about. And I promise what I will share here will be many times more fun than cold calling – and more effective.
Teach a seminar – Remember this little tidbit: people want to learn, oftentimes they love to learn. So instead of selling people, educate them. It’s a kind of build-it-and-they-will-come thing. Create a fun seminar with a sexy title (10 ways to sell your home without a single headache!) and yes, people will enjoy that 10 times more than a cold call. Guaranteed! And it doesn’t have to be long – in fact, a couple of hours can work in many cases. Think about it – suddenly you’re in front of several prospects who are hanging on your every word, and what’s more, seeing you as an expert in the industry. And don’t forget to get their contact information so you can follow up – not with a cold call – but a warm call! By the way, the warm call is alive and kicking!
Write and/or blog about current real estate news – Again, think educating, not selling. Also, think about where people’s eyeballs are today – yes, online. That’s also where you need to be – with a blog that’s filled with helpful, practical information prospects can use. This doesn’t have to take a lot of your time. It can be (and usually should be) relatively short but packed with useful items. Also consider approaching your local newspaper to see if they might let you write an occasional column on real estate.
Write an e-book – Back in the old days (just before the internet) folks who wanted to put the word author behind their name had to takes months (and sometimes years) to actually write a book – usually hundreds of pages. But today in the digital age, e-books are filling people’s virtual shelves. The best part: these little fellers can (and often do) run just a few pages. What’s more, you can attach it to e-mails you send to prospects. Don’t you think they’d like a free e-book with yours truly as the author? And just like teaching a seminar, having an e-book (or even a few of them) puts you in the expert category.
See? Prospecting doesn’t have to be like poking yourself in the eye. It can be – and should be – fun and educational.
Let me hear from you. Are you still cold calling? If so, how do you feel about it? Is it effective? Do you think some of the other methods of prospecting listed here might be a better use of your time and produce more return on investment?
Bubba Mills is the CEO and owner of Corcoran Consulting and Coaching Inc. (www.corcorancoaching.com/programs), an international Real Estate, Mortgage and Small Business coaching company committed to helping clients balance success in business, while building value in life. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies.
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