Your attitude about prospecting is everything
Story time to kick this week’s blog off.
Right as I was moving to London, without a job to go to or flat to live in, I had more than my fair share of nerves. I wanted to prove to myself that I could be successful in a city like London, but at the same time had thoughts about my own abilities and whether I’d be able to deliver in a new country where I knew nothing about the market and had no network to build from.
My old boss (and still mentor) said something to me that’s stuck with me since and is something I say to our team here at Homesearch (and anyone else who’ll listen) often to ensure my mindset was right:
“Your number one goal is to make your client as successful as possible. As long as your motivation is to help them win, you will always win.”
Go back and read that again. They could be the most important two sentences for the future of your life as an estate agent.
When you have your potential or existing client’s best interests at heart, your motivation to sell is pure.
Sure, you want their business and of course you will benefit from taking their instructions and doing the deal, but as Martin so eloquently stated, when you are truly motivated to help your client win, everything changes for you — particularly when it comes to the hardest part of selling, prospecting to begin the process of creating new opportunities.
This is the ethos we live by in all our marketing with Homesearch and whenever we pick up the phone to invite new agents to join.
Motivation for prospecting is all about perspective and how you see yourself, your solution, and the value you can bring to your potential client. When you get your head and your heart right about why you should be working hard to create opportunities, prospecting becomes easier.
Instead of dreading the fact that you are pursuing conversations with people who might want to avoid you (this is a feeling every single estate agent can relate to, if you think you don’t, you’re lying to yourself), you actually look forward to it, because deep inside, you know that you are the best agent to be helping them. You know you can offer them something no other agent can and you’d be doing them a disservice if you didn’t call.
When you believe in yourself and your service that much, your clients will too.
What is your motivation to prospect?
Take your time to answer this. It’s a serious question.
There are way too many estate agents charged with bringing in new business that can’t seem to bring themselves to proactively pursue new clients.
They know they need to initiate contact with these people (sometimes it’s not even initiating but following up!) and they agree that sitting on their butts waiting for a lead (or commenting in Facebook groups) is not going to create sufficient opportunities to fill their pipeline. Yet, they do nothing and many remain stuck in reactive mode, whinging about the lack of Rightmove leads – hoping beyond hope that their next instruction will appear on it’s own.
Our head of marketing said something to a potential new hire this this morning that stuck with me. It was, “In physics, nothing happens until something happens." I loved it. It’s the same in estate agency, nothing happens until you act.
Please hear me on this: If your job is to improve your client’s situation and you offer a solution that benefits them and will produce a positive outcome for all parties involved, then it is irresponsible not to make every effort to earn a conversation with these people as often as possible!
Pursue them with all you’ve got!
If you’ve been procrastinating, making excuses (Brexit, the market, the Pound, etc), or actively finding reasons not to prospect for new business (school holidays, back to school, in the middle of the school year, etc) , maybe it’s time for an attitude check.
What’s more scary? Picking up the phone and delivering on the outstanding service you claim to provide? Or not eating?
I know my choice.
Maybe you’ve been viewing yourself and your job wrong. Forget smile and dial. Forget leading questions to almost trick someone into an appointment they don't want and forget "the perfect sales call" (hint: it doesn't exist).
Instead of seeing yourself as a pest, pusher, or pitch person (we’re PC here at Homesearch), what if you viewed yourself correctly — as a true professional problem-solver, value-creator, advisor, expert, consultant and estate agent.
When that’s your attitude, everything changes!
You are not calling to bother; you are calling because you believe you very likely have the solution that will produce them a far better outcome; you are calling to provide value to your marketplace even if they’re not moving; you’re calling to make sure your market and your clients are more informed about their biggest asset than they would be without you.
What could be a better and more pure motivation for wanting to talk to these people?
Be who you say you are. Do what you say you do. These people need you. Pick up the phone.