Here are some items to add to your “Little Black Book of Things Known to be True.”
Every prospecting campaign starts with a list.
No list = wishful thinking.
And another one.
Get list ideas by asking yourself, “What do I want more of?”
And a final one.
To sample that list, use a channel. If that doesn’t work, try another one. If that doesn’t work, look elsewhere for prospecting glory.
Some explanation is in order.
A “channel” is a “trench, furrow, or groove.”
Water flows in channels — and so do assets.
Example: You have a client who is a real estate agent in a high-end golfing community. She is making money hand over fist and adding $500,000 a year to her portfolios.
You ask yourself, “How can I get more clients like this?”
Well, you need a list. Here are some possible steps.
Show your client the list you compiled and say, “[Liz], some of your competitors have shown up on one of my marketing lists. I have been thinking for a while that I would love to have some more clients just like you. Would you look these over and tell me who I should not waste any time with?”
I promise you — because I have done it — that Liz will look over your list, scratch off a few, and even possibly add some. You can then say, “Who should I call first?”
And then, “When I call, may I mention you suggested I call?” The usual answer will be “yes.” By the way, you are now perfectly positioned for some “precision cold calling.” (See below.)
Is this prospecting glory? Not yet.
There is one more step in sampling this “ore”: Decide on a channel.
Here are the possibilities:
- Referral. Remember, we don’t ask for referrals. But, as you look over the list of people Liz knows, she may well say, “You really should contact Bob Trucco. He just sold some property that has been in the family for a long time. Tell him I suggested you call.”
- Introduction. Liz brings one or more referral to an event. Perhaps Liz and some of her friends are tennis fanatics or smoke cigars or fly kites or whatever. Create an event. Ask Liz if she would reach out and invite one or more of the people on your list.
- Networking. You could join the local realty board as an affiliate member. The point is to focus on meeting the people you have identified as top agents. Add these to your drip list.
- Develop strategic partners who can introduce you to them. At the realty board meetings, you will meet other people who serve the real estate industry. Have lunches. Discuss how to better serve mutual clients.
- Seminars. Get an intern to find as many home addresses of top agents as possible. Send invitations to their home address.
- Direct Mail. Create a special report or white paper you could offer top real estate agents. Offer that in a direct mail letter.
- Precision Cold Calling. Get a tightly defined list. Offer the list something they are likely to be interested in. If you can use the name of someone known to the people on the list, bam! You most likely have a winning campaign.
Which channel is best? I have no clue. But I know how to find out. Pick one. Try it. But always keep in mind the four basic mistakes.