Realtors and the Practice of Door Knocking

Many Realtors refuse to go door to door to prospect for new clients. They offer a myriad of explanations - no one is home during the day anymore, it is time consuming, the Internet is a more cost- and time-effective way to market, it uses too much gasoline, etc. Yet we all know a top producing Realtor who spends a couple hours every day or every week knocking on doors. Should door knocking be a part of your marketing and prospecting repertoire?

Real Estate Simulator

Kim Ades, MBA, President of Opening Doors, is well known for penetrating the international real estate industry with a product called the Real Estate Simulator, a web-based assessment tool for the recruitment, selection, and training of top performing real estate agents. Ades feels going door to door is an effective use of a Realtor's time. "It's been proven in many studies that people buy from people they like. But how are they going to get to know you if you are on a deserted island and not out there networking and meeting people? Now more than ever, agents need to get out from behind their computers and Blackberries and show their faces in public. Getting back to basics means being willing to put in the time, being ready to change your attitude and being prepared to be persistent and consistent. One good way to get back to the fundamentals is by doing some legwork - literally - through prospecting face-to-face."

Ades continues, "Prospecting is one of those basic skills that is key to success in real estate. However, many agents fail each year because they don't understand how important prospecting is or simply don't want to put in the effort. Many agents that do believe in prospecting choose seemingly easier methods like cold calling or email campaigns over face-to-face communication."

If you've never tried going door to door, ask someone who does it successfully if you can tag along the next time they go prospecting. Watch how they do it, their demeanour, and what they say.

Tom Hopkins

Tom Hopkins, author of Mastering the Art of Selling Real Estate, shares his thoughts, "Most people hate ringing stranger's doorbells. But when you're prepared, when you know how, when you've had a lot of success doing it, you won't hate ringing doorbells anymore. Maybe you won't love it but you'll get out there and do it regularly without feeling any distress."

Hopkins continues, "To make doorbell ringing easy, have a reason for doing it, something that's truly beneficial to the person on the other side of the door. This would include information on real estate values, or things that could or are being done by others to increase values in the area. Then rehearse plenty of things to say. You must be warm, friendly, and sincere in order to get them to like you and trust you. Be prepared to talk about the neighbourhood, the local shopping, employment opportunities in the area, and so on. Finally, have the right attitude.*"

Sell Yourself

As in most areas of real estate, it is essential you sell yourself. Your image, the words you speak, and the way you carry yourself (with confidence, hopefully) will be what ultimately gets you a new client. Get over or ignore your fear of rejection. Even someone who doesn't consider himself a people person can be a successful doorknocker. Like cold calling, the more you do it, the easier it becomes.

The Buddy System

Some doorknockers say it is better to take someone else when you head out. Why? Conversation can be easier with three people than two; bantering back and forth is smoother. And while the homeowner may not consciously realize it, seeing two of you at his/her doorstep shows you are trustworthy; if someone else is willing to partner with you, why shouldn't they? As a bonus, a sidekick will keep you motivated: you will be accountable to someone. It will be nice, as well, to have someone to high-five when you get a lead and someone to laugh with when you crash and burn.

The Complete Door Knocking System

According to Phil Nordella, a Realtor who believes so strongly in the power of Realtors going door to door that he developed and implemented The Complete Door Knocking System, "Prospecting through door knocking is work, but it works. One reason door knocking works is because approximately 80 per cent of buyers and sellers have no idea who they would use as a Realtor if pressed to make a decision immediately. These people are up for grabs. Prospecting this way not only helps you to build relationships with people over time, it also shows that you are a working agent who is willing to go the extra mile."

More Benefits of Door Knocking

Another benefit of door to door selling is the fresh air and exercise you are able to get. One Realtor calls her door to door prospecting "walk abouts" and on a beautiful day she claims it gives her a natural high. Others find it relaxing. Another bonus: you usually learn something from talking to people whether it is about the area or picking up on upcoming trends. If you aren't good with chitchat, just ask questions and let the homeowners talk. Figure out when it works best for you; some people say weekdays or weekend nights work for them, other claim weekend afternoons.

In your business plan, should you have a section under prospecting for leads for door knocking?

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