Door knocking is hard. I always give props to agents for stepping out and getting outside of their comfort zone. However, if you aren’t providing value, it can be a little awkward. Let’s be real, you’re going to a stranger’s house and you’re knocking on their door.
So let us provide you with a few basic bullet points to give you a door knocking plan that will generate success.
There are two main types of door knocking in real estate:
1. Continuous or Serial Door Knocking
Continuous door knocking is like ‘hit and trial’. You keep knocking on doors down without the intention of knocking on the same doors again. You can actually knock doors outside your farming area because you are not doing this to build long lasting relationships, you’re doing this to “find” your next listing. On an average, you have to knock more than a thousand doors to get a listing. This approach is all about numbers, you knock as many doors as possible hoping to generate warm leads.
Think of it as a treasure hunt. There are always listings in an area, you just have to talk to the right people.
2. Farming Door Knocking
In farming door knocking, the objective is building great relationships with the people in your farm. You want to stay on top of their mind as a real estate agent so when they or someone in their circle is considering buying or selling a property, they call you. There are a lot of things you can do to nurture your real estate farm like giveaways, direct mail, newsletters, call followups, and online marketing campaigns but real relationships are built face to face. In that way, door knocking not only helps you stay in touch with the community but also nurture those leads through helpful conversations.
However, door knocking is a great way to drum up business and it’s even better to get you comfortable starting conversations with strangers. You need to go into door knocking with intention and value. Simply introducing yourself as a Realtor® isn’t very valuable. Are you going with the intention to find a buyer or a seller?
You want to use your time efficiently because time is all you have. We only have 24 hours in each day so you want to do activities that have the highest return on investment.
Here are four unique items of value that you can provide:
- A market report
- Neighborhood anomalies (a home selling unexpectedly high) and an explanation of why
- A newsletter or a door hanger
- Coupons to neighborhood businesses that you’ve partnered with
Do your research.
While many homeowners have an idea of what they’re home is worth based on other neighborhood sales, YOU have the resources to find out what their home is truly worth and why. You want to be prepared.
You want to walk away with a CTA (call to action)—something that engages people. That’s why you have to knock with a purpose. Do you want to follow up next week over coffee? Do you want them to email you questions they have? What ACTION do you want them to take next?
This is how you can be effective and maximize the time you spend when you’re out pounding the pavement. Good luck!