Whether you’ve been in real estate for 2 years or 20 years, chances are you get excited when you get a listing, and you want to share the news with everyone in your office. When you’re on this “high,” rather than tell your fellow agents about your success, tell the neighbors: 10 houses to the right of the listing, 10 houses to the left of the listing, and 20 houses across the street from the listing. Harness your excitement to not only promote your new listing, but also to prospect for future clients.
History tells us that when a house goes on the market, within six months another home on that same street gets listed. This Keeping up with the Joneses mentality is prevalent in all aspects of life, from the cars people drive to the clothes they wear to the homes they live in. So if someone is selling their house in order to move into a larger home, one or more of the neighbors will think, “Betty and Joe are moving to a bigger place. We should too.” It’s your job to find those people rather than have them list with someone else.
When you talk with the neighbors, introduce yourself, tell them that the neighbor’s house is for sale and you wanted them to know in case they have a friend or family member looking for a home, and then leave them with your business card. The majority of the people you talk to will be extremely receptive to you. Why? Because people are nosey by nature. They’ll ask you what the home is listed for, whether the interior is updated, and many other questions about the house. They may even reveal that someone they know is planning to move soon, or they may say, “I’ve been thinking of listing my home too.” Typically the only time you’ll get resistance is if a tenant lives in the house you’re prospecting.
Now you have very easily and in a non-aggressive manner told 40 people that you’re in real estate. You also demonstrated to them that you work hard. Those are great things to communicate, especially when you know that in the next six months at least one of them will likely list their home.
Tip: Bring information about the listing and also a ‘Buyer’s Packet’ in case you find someone thinking about purchasing a home.