Door-Knocking Revisited
January 18, 2007 by Don Hobbs
As you know, lately I've been writing about some "sure-fire" real estate sales methods praised as business-generating tools. Open houses and cold calling are the ones I've focused on. I just came upon another that's worth discussing ' door knocking.
This week, I talked to a real estate manager who still believes in it. He insisted that it's the primary way that his agents do business.
I couldn't help but ask him ' Do these agents ever feel challenged by new people who don't knock on doors, hold open houses or cold call? Are they concerned when they see new agents succeed who have a different approach to the business? They do, he concurred.
Diplomatically, I suggested that his seasoned people aren't seeing the writing on the wall. It's not that door knocking doesn't work. It can be effective, but there are problems with all of these outdated tactics:
""""" "?They're labor-intensive.
""""" "?They demand that the agent be physically present to do the "marketing."
""""" "?They can't be scaled. In other words, you can knock on 50 doors but not 500. You can make 25 cold calls but not 250 in a day.
"?
As those old-school agents are hitting the streets looking for leads, the new-school agents are producing results. How? They're using personal branding tools that market the agent rain or shine, day and night. A marketing campaign that includes direct mail, a Web site, advertising and networking promotes their image constantly, not just at the door step or open house."?
In their world, a direct mail campaign goes on every month, whether they're at a desk or under a palm tree in Maui. A personalized Web site or direct mail piece "broadcasts" their image and brand constantly and consistently.
These processes I've discussed work because they're systems and are the backbone of what drives a real estate business to the next level and continues to build it year after year.
If your feet are tired and you can't stand one more door closing in your face, then these observations may cause some reflection. Let me know your thoughts. And maybe it's time to give those knuckles a rest.
"?
This week, I talked to a real estate manager who still believes in it. He insisted that it's the primary way that his agents do business.
I couldn't help but ask him ' Do these agents ever feel challenged by new people who don't knock on doors, hold open houses or cold call? Are they concerned when they see new agents succeed who have a different approach to the business? They do, he concurred.
Diplomatically, I suggested that his seasoned people aren't seeing the writing on the wall. It's not that door knocking doesn't work. It can be effective, but there are problems with all of these outdated tactics:
""""" "?They're labor-intensive.
""""" "?They demand that the agent be physically present to do the "marketing."
""""" "?They can't be scaled. In other words, you can knock on 50 doors but not 500. You can make 25 cold calls but not 250 in a day.
"?
As those old-school agents are hitting the streets looking for leads, the new-school agents are producing results. How? They're using personal branding tools that market the agent rain or shine, day and night. A marketing campaign that includes direct mail, a Web site, advertising and networking promotes their image constantly, not just at the door step or open house."?
In their world, a direct mail campaign goes on every month, whether they're at a desk or under a palm tree in Maui. A personalized Web site or direct mail piece "broadcasts" their image and brand constantly and consistently.
These processes I've discussed work because they're systems and are the backbone of what drives a real estate business to the next level and continues to build it year after year.
If your feet are tired and you can't stand one more door closing in your face, then these observations may cause some reflection. Let me know your thoughts. And maybe it's time to give those knuckles a rest.
"?
rain or shine, sleep or eating the website works 24/7 I know that, so why on earth no do the website and door knocking and cold calling do BOTH. And BTW because everyone is using the internet the door knockers will stand out and the website will not. not to mention to market to the top 10 on google costs lots of money that at one time you will be working for. No pain no gain.
I only have some questions:
1.If an agent has his/her own website, will I automatically get directed to him/her?
2.How can I asses his/her capabilities compared to an agent who door knocks and is physically in front of me and is ready to answer my questions?
3.If a property virtual tour is available, will it be sufficient basis for me to decide on a property, or I still need to physically inspect it.
4.Is the internet an alternative for marketing or just a supplement to the traditional way? Just asking.
Post new comment