Prospecting: The Thoughtful Way




Prospecting: The Thoughtful Way

In any kind of sales, especially commercial real estate, you will most likely need to do some kind of prospecting for new clients. An old mentor of mine once said that new business doesn’t just walk in the door all the time, and wow, is that true.

When you think of prospecting, the first thing to come to mind is probably the dreaded “cold call”. Everyone knows what I’m talking about, whether you’ve received them or done them yourself. The pitch for the latest service, investment, or product always seems to be the same and generally ends the same as well, without commitment.

Instead of blind, cold prospecting, what about taking the time to research potential clients, obtain a base level understanding of their property, and make a “warm call”?

What would that look like?

Try sending an introductory letter or other mailed version of outreach. Perhaps include a photo or map of their property, including comparable sales, other current listings, and/or a short description of your unique approach to commercial brokerage. This type of initial contact would at least show you’ve done your homework and aren’t just running through a list of prospects with the same scripted material. Sure, it might be glanced through quickly and tossed away, but you’ve likely made soft first impression.

Then, after a bit of time, give them a call. They will likely have at least a small recognition of the letter/mailer you sent them a while back and might be more inclined then to hear you out. 

Another mentor of mine advised that when you’re calling prospects, just try to make a friend, don’t give them the tired sales pitch they’ve heard before. Let the prospect know what you could do for them and if they want to continue the conversation, great. If not, that’s okay too.

In this business, learning to talk to people casually and making strong connections is key, and the more you do it the easier and more fun it becomes, getting started is the hardest part. If someone hangs up on you, don’t sweat it, move on.

If you’re in need of real estate business advice and how to prospect successfully, I would love to chat!

All The Best To You,

Brad Neihouser

765-427-5052 | bneihouser@shook.com

Cut Through The Noise. Get Straightforward Advice. 

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