I met an acquaintance from a competing brokerage for drinks this last Friday. We had both attended the same seminar recently and used the opportunity to compare notes. Though there was nothing remarkable about our amiable conversation, I was reminded that one person’s perspective regarding effective marketing techniques is exactly that, a personal opinion. For example, we talked about the practice of cold calling. In general I am not a cold caller. I became a licensed agent at around the same time the “Do Not Call” list took shape. With gratitude, I embraced the newly formed list as it meant I had an excuse not to call strangers, a prospect which I disliked quite frankly. My attitude towards it has typically been one of distaste and discomfort. Conversely, I can walk into a room of total strangers with absolute comfort and confidence I’m about to make new friends and business.
My friend, on the other hand, maintains a thoroughly different perspective on the activity. He loves it! For him, cold calling is an adventure, an opportunity to experience whatever surprises are around the corner. He approaches the work with a resolute belief and attitude he is about to offer a remarkable service and opportunity to the stranger on the other end. Now, I readily admit my aversion to cold-calling is entirely a product of my own hang-ups (pun intended). I’ve done it in the past with, unsurprisingly, mixed results. After all, given my predictable discomfort, how could I effectively convey any level of confidence or sincerity to the party I’ve called.
Considering the practice through the filter of my friend’s approach bathes it in an entirely new light for me. Am I going to pick up the phone and call ten newly expired listing right now? Nope. It’s not how I generate leads. Do I think that cold calling is a poor means of doing so? Not with his attitude, I don’t. I say do whatever works best for you and plays to your strengths. My friend didn’t wake up one morning knowing he was going to find joy in cold calling. No, he practiced and found a way through the rejection and disappointment so many agents experience with it. And, just as he has honed his skills, so have I in utilizing the tools in my chest. With repetitiveness, we develop knowledge and confidence. With scripts memorized, we become more authoritative and practiced in overcoming the typical objections any salesperson encounters. Real estate is very much a numbers game regardless the methods you employ to build business. There are 1.4 members of the National Association of Realtors running 1.4 million different small businesses, each with its own means of generating new opportunity. As long as you are genuine in your intentions and sincere in how you communicate them, I believe you’ll appeal to the finer aspects of human nature and your business will grow. Cold caller or not, treat people with respect and you are likely to receive the same in return.