We’ve said it before: real estate marketing is all about the personal touch. And what’s more personal than getting some face time with your potential buyers and sellers, in their very own neighborhood? But of course, a door-knocking campaign isn’t the right fit for every area or agent, and some prospects simply won’t like it no matter how you approach them. So how do you decide whether a real estate door-knocking campaign is right for you? This post will offer some pros and cons to consider, as well as tips for a successful campaign if you decide to go ahead with one.
Pros:
- People you’ve met are much more likely to remember your name than those who’ve just seen your ads or direct mail campaigns. There’s a reason so many real estate agents include a photo on their business card: faces are easier to remember than names alone.
- Striking up a conversation with receptive folks in the neighborhood can net you insider information. Who is expecting a baby and considering moving into a larger space? Who is thinking about selling so they can move closer to a new job or to family? What’s going on with the vacant house down the street? For a good conversationalist, there’s a lot of information to be gained from a simple chat.
- Meeting people face to face is a great way to reinforce the idea that you’re a real estate professional who knows the area well, and who cares enough to go the extra mile. Many clients appreciate the personal touch when they’re looking for someone to work with to buy or sell a house.
Cons:
- There’s no getting around it: a real estate door-knocking campaign is time consuming. That’s why it’s vital to do your research ahead of time and make sure you’ve chosen a market where this method makes sense.
- Choosing your time poorly can turn an effective door-knocking campaign into a nuisance for your prospects. Don’t interrupt dinnertime, and be respectful if someone does not seem interested in speaking with you.
Tips for a successful real estate door knocking campaign:
- Do your research first. Like any other part of your marketing plan, your door-to-door campaign should focus on a specific target market, have a clear message, and deliver measureable results.
- Don’t just expect people to listen to you; provide value as well. A market analysis postcard can be a useful leave-behind, but magnetic sports schedules and notepads are always well-received, too.
- Anything you leave behind should include your photo, whether you hand someone your business card or leave a real estate door hanger on houses where no one was home.
- Don’t forget to follow up! If a market was important enough to be worth the time for a door knocking campaign, make sure to keep in touch. Hopefully you forged some valuable connections while making your rounds.