How to Boost Residential Real Estate Sales – Part 02

Many in residential real estate sales make a common and a mistake shared by salespeople in general.  They fail to go beyond three contacts.



Research from 2007 suggested it took three (3) cold call attempts to connect with a prospect. Today those contacts have increased to eight (8) according to TeleNet and Ovation Sales Group.

I can personally attest that of the half dozen direct mail pieces I received from different local real estate agents, not one went beyond the three (3) contacts. This failure to go beyond three contacts reveals that those engaged in residential real estate sales are behind the market flow and not even in it less alone ahead of it. Note: Direct mail is a cold call attempt.

Top of Mind Awareness (TOMA)

Back n 1885, Thomas Smith, a London businessman, wrote a guide called “Successful Advertising.” This guide has become the foundation for the Theory of Frequency specific to contemporary advertising and top of mind awareness (TOMA). His book suggested a minimum of 20 contacts are needed to be the first company your ideal customers thinks of.  Some more recent marketing and sales research suggests 33 annual contacts per year respective to top of mind awareness.  What this research does reveal is stopping at three contacts (cold call attempt) is not good and truly a waste of one’s marketing efforts.

Multiple Contacts Required

Direct mail when done well does attract attention. However to rely on just three direct mail pieces without any further contact is foolhardy.

Use the Phone

Some in residential real estate sales may fear the do not call list. However this is a minor barrier that can be easily over come through the various social media channels to Google searches.  If the person is using For Sales By Owner and have posted his or her phone number, then he or she has already given you permission to call.

The ability to boost residential real estate sales is up to each realtor especially those who have an attitude of abundance and not one of scarcity.

As it has been said by many “When you change how you look at things, the things you look at will change.” Possibly now is the time to re-look at how you look at your marketing and selling behaviors so you can catch up and maybe even get ahead of the flow.

Consider reading Part One of How to Boost Residential Real Estate Sales

* * * * *

Leanne Hoagland-Smith is THE People and Process Problem Solver. She supports forward thinking leaders in bridging the gaps between the two problems restricting strategic business growth – people and processes. Leanne can be reached at 219.508.2859 central time USA.  Follow her on Twitter or check out her profile on LinkedIn

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