The term 'door knocking' can strike fear in even the most seasoned prospector. While some realtors may see door knocking as akin to cold calling from a boiler room, highly successful realtors have proven that not only is door knocking admirable and effective, it is essential.
According to a Harvard Business School Study, "A face-to-face interaction results in 13 times the brand recall compared to a message delivered via a marketing piece."
Thirteen times the brand recall!Perhaps because the majority of marketing is done via print, radio, television and online that real human interaction seems to have more impact today than ever before. In this 'people business' of real estate, making the connection that surpasses postcards and web presence conquers all. Actually looking into the eyes of the homeowners, having a real conversation, takes you off the mail piece, digital ad, park-bench and into their lives. You are real now. You have left a real impression.
"A face-to-face interaction results in 13 times the brand recall compared to a message delivered via a marketing piece."
Three months into a new year and a brand new White House Administration we're anxious to see a return to a historically normal growth rate in the real estate market. "The past 12 years have been a roller coaster of highs and lows, jump-starts and slow-downs – rising rates and low inventory", according to Ray Boss Jr and US News and World Report. Additionally, the National Association of Realtors predicts home values will increase 3 percent in 2017.
Farming, I am happy to report, is back in vogue. As an agent you want to make the most of your time and marketing efforts and take the opportunity to look your best prospects in the eye.
At SmartZip, our Account Executives speak to agents all day about farming. Those who are new to door-knocking often ask about 'scripts', and which questions to ask to best find out if a client will sell. Using industry best practices gained from coaches, clients, and speaking with ultra-successful farmers, we share what we know works best: Door knocking is about keeping it simple.
Your intro knock may be:
"Hi, my name is Scott Vancea, your local realtor. I just wanted to stop by, introduce myself and let you know that if you ever have any questions about real estate, or would ever like a professional analysis of your home, I would love to help. No strings attached. Here is my card. Thanks. Have a great day."
Your second visit should be within a month. Again, keep it simple, but add some value:
"Hi, it's me Scott again, your local realtor. Just wanted to stop by to let you know what is happening in the neighborhood. Here is a list of homes that recently sold, as well as an invitation to my open house next week on Maple Avenue…", etc. etc., and so it goes.
Farming is about building relationships. Once you have become familiar, and considered a trusted resource, homeowners will tell you their dreams and fears. And eventually, how much they want for their house.