New year—new you! And a new chance to increase lead generation to build up your business.
After referrals and repeats, prospecting is the most effective way of generating leads and turning those leads into prospects. It’s not necessarily easy: it takes patience, persistence and proficiency.
These ten tips from RPR (Realtors Property Resource) will help you get started, stay on track and prospect like a pro in 2022.
1 Get your hands on RPR’s prospecting eBook
There are many ways to go about prospecting. You can create geographic farms, implement drip email campaigns, leverage your social media sphere, knock on doors, use targeted direct mail, and the list goes on. To get some ideas on where to start and for step-by-step instructions on how to do it, make sure to download How to Farm and Prospect for new Clients. This exclusive REALTOR® download is yours for the taking and will show you how to identify and market yourself to potential new clients.
2 Make prospecting a priority and a daily task
Prospecting is not a “set it and forget it” method. Yes, you can automate email sends and replies, implement auto dialing systems, and even use AI through a digital CRM. And each one of those examples can be a successful tactic.
But to really prime the prospect pipeline, you need to be consistent and constant in your attention and your action. Make it a priority by putting a specific task or general goal into your daily, weekly and monthly calendar. (Those little e-notifications can be annoying, but they can also be the perfect nudge!)
Carve out time, each day or week, for prospecting activities such as networking, community outreach, blog posts, social posts and shares, phone calls, emails, using RPR maps to search for homeowners that are ripe to sell, touch base with friends, family, and previous clients, and any other strategy you see fit. The main point is to stick to it and make it a new habit.
3 Embrace your inner data nerd
It’s no secret that real estate numbers are big. It’s most likely the biggest financial transaction your client will experience in their life. With this many zeroes and commas involved, it’s no wonder why consumers relish property data. RPR (Realtors Property Resource) offers REALTORS® vast amounts of property data in one central hub. You have exclusive access to property reports, maps and tools that make RPR an indispensable asset.
By exploring and learning more about RPR, you’ll find that you can easily package up data and offer it to potential clients. In fact, they want it! Charts, graphs, stats and info from expert sources is something home buyers and sellers crave. And if you put it out there in an easy to digest format, you will get reactions and responses.
4 Communicate market activity and home values
The most basic way to get your name and face in front of potential new clients is to share local market statistics, and in some cases, specific home sales data. For example, if you have a neighborhood or community Facebook page, make sure you regularly post home sales activity for that area.
Doing this once or twice a month gives homeowners an idea of what their home is worth, and how “hot” the local market is. While not everyone is in the position to buy or sell, when they do think about it, chances are they’ll remember where they get their information from and the name associated with it.
And if you think you have a really hot prospect, don’t hesitate to send them an RPR property report on THEIR home. Run a modified Seller’s Report, by choosing what pages and info you want to include, and then customize it with your info and a personal message. Print it, then mail it or drop it off and use it as a conversation starter. Homeowners have been known to keep these around for years!
5 Take advantage of RPR Mailing Labels
Mailing labels or mailing lists can play a crucial role in prospecting outreach in competitive markets. REALTORS® can create them or export owner information from RPR search results. And you can create up to 2,000 each month for free!
- These ready-to-print mailing labels are perfect for farming, prospecting or direct mail marketing within custom geographies:
- Conduct an area search, then use filters to narrow it down or use a previously saved area, such as a farm area
- Sort your results using the “List View” or from the “Map View”, and click “Mailing Labels” once you have the right number of addresses
- A pop up window appears; then choose your label type or a CSV file
- Hit “print” and remember, you have 2,000 EACH MONTH to use
Watch this one-minute video to see all of the above in action or follow these step-by-step instructions.
6 Make 12-24 prospecting touch points throughout the year
A prospecting campaign can take some time to build, it doesn’t happen overnight. Frequency, or how many times a target is exposed to your message, is a long play.
Once you’ve identified a target, whether it’s one single address or an entire geographical area, you’ve got to pepper that contact with your marketing message. One to two times per month is a good pattern. You don’t want to overload them, and you also don’t want to fall off their radar.
That means don’t send one postcard once a month and call it a day. Start with a postcard that calls out recent market activity. Then, follow up two weeks later with an email, and ask about whether they saw the postcard or if they have any questions. Then call, drop off a flyer, knock on a door, email a personal video, send another direct mail piece, send a text or Facebook message, etc. It’s not called a marketing mix for nothing! Mix up your contacts and touch points, and change up your content to keep things fresh.
Another great tip is to “read the room”: if they complain that you’re sending too much or too often, back off and deliver quarterly.
7 Be a ninja nurturer to past clients
This article from Homes.com offers up several ways for agents to stealthily keep tabs on their former customers in an effort to drum up leads and listings. Unlike targeting areas or owners you have no relationship with (yet!), the basic premise is to maintain and foster relationships you do have.
For example, a phone call or an email or text to a past client to discuss their real estate goals or to let them know how much their home value has risen is much better than “Are you ready to sell? The market is hot!” type of pitch. Frame the discussion or “interview” as an FYI to the owner, or call it an annual real estate check up. A softer approach such as this will help you set up the chat and you’ll most likely get some good information out of it. And make sure to keep notes in your digital Rolodex so you can schedule a time to reconnect.
You can also follow former clients on social media to see if any life-changing events have occurred: new job, newborn on the way, older kids moving out? Anything that might affect their lives is a potential reason to move and their need for a REALTOR®.
One last tip: you can also use Facebook neighborhood pages or Nextdoor sites to offer up help when homeowners ask, “Anybody know a good handyman?” If you see a post like this, reply right away! Chances are you do know a good (fill in the blank) in the area and your suggestion will be appreciated by the owner and seen by others. But don’t call or text them right afterwards, just keep a note and add them to your prospecting list. Neighborly, nurturing moves such as this are a great, semi-sly way to get your name top of mind with homeowners.
8 Take a free prospecting webinar
Wouldn’t you know it, RPR offers a live webinar to help you get started. That’s right, we’re here to help you get going and succeed.
There’s no better way to learn and get familiar with a process than to have an expert walk you through it. Save your seat for Keep That Pipeline Pumping. This one hour session will show you how to use RPR’s data, tools and features to your advantage.
It’s easy, it’s free and it’s highly informative. Sign up today!
9 Take part in or create your own community events
When it comes to being involved with your local community or neighborhood, you can’t just talk the talk, you have to walk the walk. You need to have real passion, know the area and its residents, and be active in making it a better place to live.
Here’s just a few ideas to get you started and thinking:
- Start a neighborhood Facebook and/or Nextdoor page
- Sponsor a youth sports team and show up to a couple of their games with snacks or drinks
- Get a booth at a school fair or at a farmer’s market
- Send out HOA meeting summaries, if applicable
- Volunteer for school and sports team fundraisers
- Send out a monthly or quarterly eNewsletter that focuses on community events and issues
- Organize an annual community garage sale day, where you handle all the signs, promotion, etc.
- Keep in touch with local police and fire departments and give safety updates to your neighbors
- Take a walk! Simply strolling through your neighborhood will help keep you in the loop on local happenings
This is just a thought starter, we’re sure you can brainstorm a great list of your own, based on your interests and your community’s needs. Most of these suggestions will only cost you time, but do plan for earmarking some of your marketing budget towards community involvement costs as they arise.
Making these meaningful connections is a keen way to organically grow your network of prospects. It’s also a truly great way to meet and form relationships with your neighbors.
10 Take a tour of the tools
So you haven’t downloaded the free eBook or signed up for the free webinar. Perhaps you’re the “dive right in and get started for yourself” type? We can respect that and we’ve got you covered!
Go directly to the RPR site and start prospecting. This guided tour will take you through the steps of how to prospect for buyer and seller residential clients. You can also start prospecting for commercial clients as well.
These guided tours, the magenta colored boxes, are sprinkled through the RPR website. Each one is designed to help you learn about powerful RPR features by helping you navigate your way through the process.
Prospecting for new clients is equal parts hustle, discipline and persistence (read this case study for an example).
You’ve got to make a plan, make the time, and make sure you stick to it. Use these ten tips to get started and to start sparking some new client meetings in 2022.