Why does the profession of selling real estate pay so much to some and so little to the rest? What’s the secret of top producers? What do they do that is so different?
The answer is to START prospecting. Let’s start by identifying the three most common “crimes” REALTORS commit.
The Three Deadly Sins of Sales are:
- Not prospecting consistently
- Not prequalifying properly
- Not following up with past clients effectively
Not Prospecting Consistently
All real estate agents know that it is important to prospect; that’s how we get business. The more people you talk to, the more sales you make. There are two types of prospecting — passive and active.
Passive Prospecting is “waiting for them to come to us.” Examples are mail drops, newspaper ads, some social media and video, etc. Does it work? Yes, but you have less control over your results and it can be expensive.
Active Prospecting is going to the marketplace and “asking for business.” It includes phone calls, door knocking, open houses, social media, video, and face-to-face networking. Typically this is more effective, less expensive, and requires more effort.