BUILDING A PIPELINE OF SELLERS THROUGH PROPERTY CENTRIC PROSPECTING
When you list and sell a property in your core marketplace, how do you ensure the next sign that goes up in the neighbourhood is yours too
By levering the power of property centric prospecting, that’s how.
You see, when you are trying to create a ripple effect from the activity in an area to build your profile and a pipeline of potential sellers, you need to get a little more creative than simply dropping ‘Just Listed’ and ‘Just Sold’ cards into letterboxes.
Beyond invites to open homes and auctions and sharing sales results, it’s important to focus on meeting the people in that neighbourhood who you do not yet know.
You can start by making personal introductions in the geographical zone where you already have a listing and building a relationship with the residents — and potential sellers — in those streets.
Here are three opportunities for you to do some property centric prospecting:
- Prior to the signboard going up
Before you put the For Sale sign up, you have a really valid reason to introduce yourself to the residents and share the news with them.
“Hi, we have just listed the property two doors down from you. Often people who live in the area often know people who are looking to buy in the area and so I’d love to introduce anyone you know to the property. By the way I’ll keep you updated with how it’s going!”
You can also take the opportunity to notify residents of the upcoming open home.
“I’d also like to apologise in advance — the first open home is on this date, and so it may get a little busy in the street. I’d love to invite you come along and check out the property!”
- Midway through the campaign
Be sure to provide neighbours with a campaign update. If there are a lot of people interested in the property and the area, this is your chance let them know.
Provide them with the sales brochure, and again, invite them to the open house or auction. Tell them you will continue to keep them updated on the sale.
- Sale of the property
Once the property is sold, you have more good news to share.
Typically, these people will want to know how much you sold the property for and so this gives you an opening to discuss the property and transaction and find out if they are interested in selling their own home:
“There were some buyers who were unsuccessful in securing that particular property, so they asked me to find out if anyone else in the street is interested in making a move. I was wondering if you have thought about selling?”
Remember, it’s the power of making all three of these touch points that will build momentum for your pipeline.
If you are a new agent and do not yet have any listings in your core marketplace, a simple strategy is to leverage your competitors’ listings, open homes and sales in the same way and introduce yourself to those neighbours.
“A buyer just looked at that property two doors up from you, it doesn’t quite suit their needs, but they’ve asked me to check in with the neighbours to see if anyone else is thinking of making a move. Have you had any thoughts of selling?”
This will allow you to start to build some healthy momentum.
Enjoy the discussion with your team around putting the concept of property centric prospecting into action in your marketplace!