Last week, top agents shared
their tactics for getting their foot in the door of prospective clients —
and many agents were excited to hear that the panelists weren’t
you missed the incredible event, here are insights and best practices
from three panelists, who service various markets and niches across the
Bev Blume: Boost your visibility so you’re not a stranger to your prospects
Portland, Oregon, agent Bev Blume, getting her foot in the door is all
about systemizing her outreach and focusing on visibility. She
introduces herself through automated marketing campaigns,
including mailers, so that her community begins to know her name, face
and brand. When members of her farm respond to her mailers or ads, she
follows up with them personally, then sends a handwritten note to them
to ensure that they won’t forget her.
every note she writes to members of her farm, Bev mentions that the
homeowner may see her and her dog out on their daily walks. In offering
this connection point, Bev is gently reinforcing that she doesn’t just
sell real estate in their community; she lives there, too.
Bev remembers to invite these prospective clients to events like her
client appreciation parties; fall harvest event and Christmas tree
event. Over time, these events become a part of her network’s annual
Bev’s mentality pro tip:
“Real estate isn’t a crock pot; you cannot set it and forget it.” After
you make contact, be sure to check in on your prospects until they are
ready to transact. And after the transaction, keep in contact so that
you may keep them as a client for life.
Maddy Mattson: Get on the phone but get them talking
the luxury vacation market of Old Lyme, Connecticut, agent Maddy
Mattson knows that she has to hustle to win the business of the tiny
town’s 2,400 residents. Doorknocking has never been an option for Maddy
but over time, she’s come up with the perfect workaround that focuses on
the owners of Old Lyme’s high-end homes.
First, Maddy targets the homeowners with an automated CMA offer.
After they respond to get the value of their home, Maddy follows up
personally with a phone call, explaining that an automated CMA may not
be perfectly accurate because it doesn’t take into account the upgrades,
condition or specific location of their listing.
the initial phone call, Maddy talks personally with the prospects and
asks them what kind of improvements they’ve made to their home and what
they love about living there. She uses this as an inroads to ask for an
in-person tour, where she can personally assess the home while making a
connection with the homeowner.
the tour, Maddy makes sure that the seller feels good about their house
while also explaining how the comps for the home may be higher or lower
than the potential resale value. Maddy reinforces that she is an ally
who will help them sell their home for top dollar, even if they have to
make some adjustments before listing.
Maddy’s property tour tip:
“I focus on what they think makes their house special. It’s [also]
important to notice things that will appeal to a buyer in the house’s
Mark Baserap: Stand out from the crowd and you’ll never have to introduce yourself again
you have heard the term “personal brand” but wondered how it could
possibly relate to winning more listings, Mark Baserap is here to prove
that a strong persona can be all the branding you need.
dresses to impress in casual St. Petersburg Beach, Florida, wearing a
suit and bowtie at all times. And if that isn’t enough to stand out from
the beach-going locals, Mark also drives a 1969 Lemans convertible. As a
result, he’s known around town as “the bowtie guy” or the “yellow car
bowtie and car help him avoid awkward introductions (or the potential
that a prospect not remember him the next time they meet). But Mark also
leverages monthly mailers
to help get his name out to his local market’s homeowners. The mailers
reinforce his local-centric approach and because St. Petersburg is a
vacation market with plenty of out-of-state homeowners, it also ensures
that homeowners who won’t see him driving through town still get to know
that he’s the local market expert.
Mark’s listing presentation tip: “I
listen to the client, take notes and develop a strategic pricing
analysis. Then I ask the seller where they feel their property lies
between 0-10. If they answer 8, I ask what they think they need to do to
make it a 10.”
proving that he’ll go above and beyond to get their house to a “10”
before listing, Mark proves he’s not just looking for a quick sale —
he’s looking for a sale that will bring in top dollar.
Scott Kabel: Offer a higher level of service by narrowing down your prospects early
Scott Kabel of RiverNorth, in Chicago, has the benefit of being a
high-turnover area, which can help him to earn more listings — if he can
identify them in time. Because RiverNorth is a highly transitional
neighborhood, it can have less of a community feel and meeting sellers
can be difficult for the area’s 13,000 agents.
The secret, says Scott, is to make sure you’re in front of the right people at the right time. Scott leverages predictive analytics,
which helps him to narrow down the owners who may be thinking of
selling soon. Once he knows his likely prospects, he follows up with
them persistently but respectfully until he wins their business.
Scott’s pro tip: By
narrowing down his prospects before he begins his outreach, Scott can
set the tone that each potential seller is special. His high-end
boutique brokerage aims to offer “white glove service” to each prospect
and client, from start to finish. Scott knows that he wouldn’t be able
to perform with this level of service if he were trying to determine the
potential movers from high-rise buildings all on his own.
get to know each client and I treat them like family. I keep up with
their family and make sure to stay in personal contact from start to
Colleen Pye: Offer up wine and wisdom
Tomball, Texas, agent Colleen Pye is done knocking doors. In fact,
she’s found a way to have potential clients knock down her door! Colleen
knows the power of her local community — and she also knows about the
best wine bar in town.
hosts events for top prospects at the local wine bar, where she and her
co-sponsor lender talk casually about home buying, selling and the
community in general. It’s a low-pressure way to get to know prospects
she believes are close to needing an agent but who aren’t yet ready to
hire her. She’s always amazed by the number of attendees who show up;
it’s clear that she is meeting a local need by offering these events.
Host an event that makes you stand out from other agents in your
community and provide easy-to-digest content (in context!) so that you
begin building a relationship with each attendee. Your prospects will
really appreciate it and you’ll be on your way to becoming their trusted
source for local real estate information.
If you would like to listen to the webinar you can find it here.
What do you do to make a great first impression?
agents have figured out what works for them, but we want to know what
works for YOU. Tell us what you do to ensure that you get your foot in
the door with new prospects.