When you work in commercial real estate, the principal focus for success is better listings and more generating enquiry. To achieve this, you have to dominate your territory and be better than the other agents in the same area. Everyone knows that, but not everyone achieves it. This is for the simple reason that they lack the focus, commitment, and persistence to the personal prospecting process.
Prospecting and cold calling are the critical components to build your levels of success and enquiry as a real estate agent. Making the telephone a major part of your daily prospecting activity is critical.
It is remarkable just how many agents do not prospect every day. After a period of time in the industry, they tend to believe that referral business is sufficient for the level of success that they require. Nothing could be further from the truth. The agent or salesperson that stops prospecting is on the slow slide to oblivion.
When prospecting and cold calling becomes a significant part of your business activity, the property market and the opportunity opens up in a major way. This is the case in any economy and at any time.
Having been a real estate agent in the commercial property industry for many years, here is the checklist that I used each and every day to talk to many people:
- Street by street canvassing of five properties per day
- 50 calls to new prospects in the market
- Follow-up calls to existing prospects and contacts
- Review of the database of people relating to previous property enquiry
- Approaching business leaders in the area to check on occupancy needs and lease expiries
These five things produce more genuine enquiry than anything else. Yes they require commitment and focus, but the successful salespeople in the industry are prepared to do that.
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